Ever wonder how email ends up in your junk folder? Well, not only can we answer that question, we can tell you how to take advantage of it using DMARC and BIMI.
Have you ever been so bored you started going through all your email folders? VIP, flagged, junk, starred, etc. –there are so many folders for mail to wind up in. How does your mail platform even determine that one message is more important than another? Domain-Based Message Authentication Reporting and Conformance is how. Since that can be a mouthful, it is commonly referred to as DMARC.
DMARC allows email senders and receivers to determine whether or not a given message is legitimately from the sender, and what to do if it isn’t. That’s right – DMARC is what keeps you apart from the handsome, rich and single Nigerian prince in your junk folder. It also helps to identify other popular spam and phishing messages, as they are constantly changing and populating. In fact 68% of the phishing emails blocked by DMARC today are new variations never see before. With email accounts exceeding 4 billion – yes BILLION – in 2020 it is important that yours will be received.
How does it work?
A DMARC policy allows a sender to indicate that their messages are protected by SPF (Sender Policy Framework) and/or DKIM (DomainKeys Identified Mail), and tells an email receiver like Microsoft, Gmail, Yahoo!, and other DMARC internet service providers who use DMARC what to do if an email fails the approval checklist. Emails that fail go right into the receiver’s junk mail or are just fully rejected without the receiver ever knowing. This also gives the legitimate owner of an internet domain a way to request that illegitimate messages be put directly into the spam folder. Basically, this makes it easier for fake and real emails to be separated without users having to lift a finger.
What is BIMI?
Another long name: Brand Indicators for Message Identification. This goes hand in hand with DMARC policies. This is the new email standard that provides a secure global framework enabling email senders to provide validated, sender-specific logos that will appear in email inboxes alongside the authenticated email messages they send. DMARC approves it and enforces BIMI, and because the logos will appear in inbox list views as well as message views, the organizations stand to gain potentially millions of brand impressions – even if the recipient never opens it.
Why Should I Care?
Well, ending up in spam could cause a lot of wasted dollars and makes it very hard to communicate with who you are trying to communicate with. Also, brand trust and loyalty are so important that coming off as a fake email could be detrimental. Shoppers spend 138% more when marketed through email compared to those who do not receive email offers. When it comes to acquisition, email is 40 times more effective than even Facebook or Twitter. Everyone loves money, so I’m sure you also want to talk about ROI. Well, email produces $42 for every $1 spent, so making sure people are receiving and opening could mean millions more in your pocket.
You can increase deliverability with ESPs, create the value of a strong impression, avoid being stuck in junk folders, have a higher ROI, and have an easy, legitimate conversation with those you value as customers, partners, and friends. So DMARC and BIMI is one of the most important silent helpers in your email.
Are your brand emails going into junk folders? Let’s take a look together.