News & Views

Validity makes ethical marketing easier

Leading provider of data quality and email marketing success solutions, Validity (www.validity.com) announces new BIMI certificates to make it easier for marketers to adopt Brand Indicators for Message Identification (BIMI).  This new offering comes immediately following Google’s announcement of general release support of BIMI across all Gmail inboxes.  

BIMI is an industry standard email specification that enables the use of brand-controlled logos within supporting email clients.  The new certificates reaffirm Validity’s dedication to the promotion of ethical marketing and a more secure email experience for today’s consumers.

Today’s inboxes are more crowded than ever, with a 94% increase in global email volume year-over-year.  This phenomenon has made it increasingly difficult to attract the attention and confidence of potential customers.  BIMI requires Domain-based Message Authentication, Reporting & Conformance (DMARC), and a Verified Mark Certificate (VMC) of a sender’s trademarked logo to display sender-designated logos directly within a recipient’s inbox.  DMARC combined with BIMI ensure the organization’s domain hasn’t been impersonated, ultimately strengthening the trustworthiness of marketers’ email marketing for the recipients and increasing email engagement for today’s digital marketers.

“As advocates of ethical marketing and members of the AuthIndicators working group, Validity jumped at the chance to support the broader adoption of BIMI across the email ecosystem,” says Mark Briggs, Chairman and CEO, Validity.  “With the shift to digital marketing greater than ever before, it’s harder than ever to stand out in inboxes cluttered with spam and irrelevant ads.

“We are thrilled to see high-calibre email providers like Google enabling marketers to do their jobs to differentiate themselves from spammers and bad actors.  Validity customers should now be more confident than ever in their ability to stand out as trustworthy and responsible marketers, and with DMARC and BIMI the end-customer receiving these communications will rest assured knowing they’re not victims of spam or cyber crime.”

Validity has a multitude of resources to help marketers take advantage of the significantly increased adoption by mailbox providers of BIMI, including the tools marketers need to manage both DMARC and BIMI within its Everest (
www.validity.com/everest/) email success platform.