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Entrust expands strategic partnership with Red Sift

By Zach Thompson
Wed 25 May 2022

Entrust has expanded its strategic partnership with Red Sift to make it easier for businesses to adopt Brand Indicators for Message Identification (BIMI) standards for email identification and security.

The partnership will now see Entrust build on its existing Red Sift integration by reselling the company’s OnDMARC management service to its customers.

BIMI standards combine robust email authentication using DMARC with Verified Mark Certificates (VMCs) to allow a sender to display their trusted, registered trademark in their customer’s email inbox.

Integrating these offerings will also offer organisations a straightforward and cost-effective way to improve their outbound email strategy.

The companies released joint research last show examining the impact of BIMI on the click-to-open and brand recall rates of emails.

The data found that displaying a registered trademark using BIMI standards could increase the likelihood of a purchase by, on average, up to 34% for some brands and potentially raise brand recall by as much as 18%.

Additionally, research by the 2021 DMA (UK) Consumer Email Tracker also supports this finding, elaborating that recognising the brand is the top factor in consumers opening an email.

“Entrust has seen a tremendous rise in demand for its VMC offering over the past year,” Entrust trust services vice president Chris Bailey.

“This is due to the combination of both DMARC and VMCs, which provide email security and an organisation’s registered trademark inserted directly into a premium location, the avatar slot, within a customer’s email.

“This is a powerful tool for brands looking to be noticed in crowded inboxes.

“Entrust and Red Sift have enjoyed a successful strategic partnership over the past year that drives tremendous value for our joint customers.

“With our enhanced partnership we are creating even more value by enabling organisations to manage their logo and obtain VMCs from Entrust directly through Red Sift’s OnDMARC which helps makes it even easier for brands to ensure a safe, immersive experience for recipients of their outbound email.”

Business benefits of Entrust’s partnership with Red Sift include:

  • Access to VMCs and DMARC records through a single vendor platform, reducing friction and simplifying BIMI achievement.
     
  • A common service platform that supports a single source of contact for DMARC and VMC application, issuance and ongoing management.
     
  • Easily manageable VMC and DMARC records and VMC lifecycle management, including checking certificate status, renewals, verification statuses, as well as editing and reapplying.
     

The partnership also reinforces the global increase in DMARC and BIMI adoption.

According to BIMIradar, from December 2020 to 2021, DMARC adoption increased 57% to cover almost 1.27 million additional domains.

Further, BIMI record growth has resulted in more than 12,000 domains having a BIMI record, representing an increase of 88% since October 2021.

“This meaningful expansion of the Entrust - Red Sift strategic partnership reinforces how we are the leading combined force in driving BIMI adoption,” Red Sift strategy vice president Chuck Swenberg says.

“We’re grateful for the confidence from Entrust to sell OnDMARC to its enterprise-level customers, as it proves the success of the investment we’ve made together to offer an easy, full-service experience.

“As the only DMARC solution in the marketplace with an integrated BIMI offering with the leading VMC provider, we look forward to continued success.”

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