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Entrust extends strategic partnership with Red Sift. from

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

Through the partnership, Entrust will now 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.

Entrust extends strategic partnership with Red Sift.  from

The integration of these offerings also provides organizations with an easy and cost-effective way to improve their outbound email strategy.

The companies released the latest collaborative research show examining the impact of BIMI on email click-to-open and brand recall rates.

The data showed that displaying a registered trademark using BIMI standards can increase the probability of purchase for some brands by an average of up to 34% and potentially increase brand recall by 18%.

In addition, research by the 2021 DMA (UK) Consumer Email Tracker also supports this finding, explaining that brand recognition is the most important factor in consumer email opening.

“Entrust has seen a massive surge in demand for its VMC offerings over the past year,” Chris Bailey, Entrust vice president of trust services.

“This is due to the combination of DMARC and VMCs, which provide email security, and an organization’s registered trademark placed directly in a premium location, the avatar slot, in a customer’s email.

“This is a powerful tool for brands that want to get noticed in crowded inboxes.

“Entrust and Red Sift have had a successful strategic partnership over the past year that creates tremendous value for our mutual customers.

“With our enhanced collaboration, we are creating even more value by enabling organizations to manage their logo and obtain Entrust VMCs directly through Red Sift’s OnDMARC, making it even easier for brands to ensure a secure, immersive experience for recipients of their outgoing email. †

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

Access VMCs and DMARC records through a single vendor platform, reducing friction and simplifying BIMI performance. A common service platform that supports a single point of contact for DMARC and VMC application, issuance, and ongoing management. Easy to manage VMC and DMARC records and VMC lifecycle management, including checking certificate status, renewals, and verification statuses, and editing and re-requesting.

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

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

Furthermore, the BIMI record growth has resulted in more than 12,000 domains holding a BIMI record, representing an 88% increase 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,” said Chuck Swenberg, Red Sift vice president of strategy.

“We are grateful for Entrust’s confidence in selling OnDMARC to its enterprise customers as it demonstrates the success of the investment we have made together to provide a convenient, full-service experience.

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

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