As AI-generated phishing schemes increasingly target inboxes with more convincing and personalised tactics, DigiCert has unveiled new research highlighting the growing reliance on verified brand identities in emails, particularly during the Cyber Week period.
The research, conducted by Vitreous World, surveyed 5,000 consumers across the U.S., U.K., Australia, and New Zealand, focusing on the impact of verified logos and sender authentication on trust, engagement, and safety during the peak online shopping period.
Understanding consumer preferences
According to the study, 86% of consumers reported feeling a heightened sense of security when verified logos are present in their inboxes, spotlighting the necessity for organisations to bolster their email authentication measures.
This step is crucial not only for shielding consumers from phishing during the busiest online shopping week but also for maintaining brand integrity as AI continues to escalate the frequency and sophistication of phishing attacks.
Importance of verified logos
The findings also reveal that email trust significantly influences user behaviour, with 64% of respondents
The findings also reveal that email trust significantly influences user behaviour, with 64% of respondents indicating a greater likelihood to click on emails showcasing a verified brand logo. This information is instrumental for marketers striving to capture consumer attention amidst Cyber Monday and holiday promotions.
Furthermore, when faced with similar offers from competing brands, nearly half of the participants (49%) expressed a preference for choosing the brand displaying a verified logo. This preference underscores that verified brand identity extends beyond safety, playing a pivotal role in sales and consumer decision-making.
Email: The new frontier for brand trust
The inbox is increasingly becoming a critical arena for establishing brand trust, as 87% of surveyed consumers receive suspicious emails periodically, and 41% believe email providers should enhance their protective measures.
Trust in emails has therefore emerged as both a security necessity and a component of the customer experience.
The role of verified mark certificates
Trust in emails has therefore emerged as both a security necessity and a component of the customer experience
Ryan Burton, Email & Retention Manager at UK-based retailer, OddBalls, noted, “Our marketing team has seen a noticeable lift in open and engagement rates since implementing Verified Mark Certificates. Having our verified logo appear directly in the inbox gives recipients immediate confidence that the message is authentic."
"It’s not just a security investment, it’s a brand trust investment. During high-volume periods like Cyber Monday, that trust translates directly into more opens, more clicks, and ultimately, more conversions.”
Rebuilding trust in digital communications
Al Iverson, Industry Strategist at DigiCert, stated, “Cyber Monday is a high-stakes moment for both brands and consumers."
"Our research shows that visual verification isn’t just about protecting users, it’s about restoring trust in digital communication. A verified logo can be the difference between a customer clicking ‘buy now’ or deleting your message.”
Securing email with VMCs and DMARC
Verified Mark Certificates (VMCs), alongside Common Mark Certificates (CMCs), and reinforced by strong DMARC authentication, are central to the display of verified brand logos in email correspondence. This framework ensures that a brand's logo is only visible once the sender’s identity is cryptographically confirmed, and their domain thoroughly authenticated.
Such measures not only thwart phishing and spoofing attempts, but also provide recipients with immediate visual confirmation of the message’s authenticity, turning trust into a tangible feature of the email experience.
From facial recognition to LiDAR, explore the innovations redefining gaming surveillance
