Oct 18, 2024

Apple took a page out of Gmail’s playbook and added a new level of email sender verification. Like Google’s BIMI verified checkmark, Branded Mail gives people more trust that they’re not receiving a spoof email.

The new feature lets users see the brand name and logo on emails from companies that have provided verifiable information. This is similar to what BIMI (which Apple Mail supports) does, so it’s not clear how the two standards will operate together. The big difference is that companies will eventually be able to have their logo appear when calling people with an iPhone or when those people make payments to the company.

Constantine von Hoffman
Managing Editor

Marketing operations (MOps)

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What they're saying

“These efforts are essentially comedy and farce because the legislators are completely out of their depth and don’t understand the technology they presume to regulate.” Greg Krehbiel in How to build customer trust through data transparency
“The firehose method of flooding consumers with marketing content does not work. Very little sticks and little of it provides the value consumers seek. Brands that want success must be ready with the content and solutions consumers need and make it accessible on the consumers’ own terms.” Dave Minifie in 3 ways to connect with consumers during today’s complex journeys