Blue Badge Coming to Gmail: How Will It Affect Email Marketers?

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The fight against spam and phishing messages is always at the top of the lists of the world's leading Internet giants. While Twitter and Facebook are busy finding the right economic mix, it is Google that has announced in recent weeks the application of the Gmail verified badge to billions of private Gmail accounts. It is not yet known exactly when the placement phase will begin, but it seems that the world's biggest brands are already starting to brush their swords in order to strengthen their reputation and jump over the search giant's defense walls. According to Google's announcement, in the first phase, the blue sign will automatically appear next to brands that have implemented the BIMI protocol (short for: Brand Indicators for Message Identification) launched in 2019 to prevent imitators and hackers from committing financial fraud. This is a visual verification that displays the brand logo that the recipient receiving the email can see. “Email verification will help Gmail users and security systems identify and stop spam . It will also help brands build on their reputation and trust.”

Google doesn’t seem to be alone. In addition to Twitter and Facebook, which australia telegram are also trying to implement strong and convincing verification, Tiktok, LinkedIn, Pinterest and many others are preparing to make life more difficult for spammers. So, what does the blue Gmail badge really mean? And why should every email marketer take notice? It’s time to understand.

Table of Contents
What is the Gmail blue verification badge?
Who is eligible to receive the Gmail blue badge?
And what's next?
How much should it cost?
Is the verification itself chargeable?
How will this affect email marketers?
Can these standards be implemented independently?
What is the Gmail blue verification badge?
As in the vision of Elon Musk, the owner of Twitter, the blue acronym is actually a visual verification that indicates the reliability of the issuing brand and its compliance with Google's strict security standards, BIMI and VMC (short for: Verified Mark Certificate). Compliance with these standards actually proves that the brand is not engaged in sending spam, its business is legitimate and its digital assets are under its sole ownership.”

Who is eligible to receive the Gmail blue badge?
The initial foundation is the correct implementation of DMARC (short for: Domain-based Message Authentication, Reporting and Conformance) via dedicated monitoring and analysis tools on all the organization's messaging infrastructures. The goal is to move to a state of authentication (authenticated) and reset (aligned).


According to Google, the email app will help Gmail users and security systems identify and stop spam (Photo: FREEPIC)

And what's next?
The final phase of DMARC implementation aims to reach a full application state so that the long-awaited BIMI logo can be implemented and receive VMC approval for it. mode of application, will be eligible to receive Blue Hoy verification. Purchasing these standards and implementing them comes at a considerable price, but in a long-term investment in the brand – it is certainly a wise step.

How much should it cost?
Currently, the cost of obtaining VMC certification is approximately $1,500 per year. The amount is expected to decrease in the future and will also be adjusted for self-employed individuals and small businesses.

Is the verification itself chargeable?
No. Unlike other digital networks, the Gmail Blue logo does not cost money. All Gmail users, private and professional, will be able to see the blue logo, as long as the sender's brand meets the above conditions.

How will this affect email marketers?
In fact, this is good news for marketers, who will now be able to differentiate themselves from other brands and marketers. The advantage is not only marketing: customers of the owners of the blue symbol will also know with a higher level of probability that the emails they receive are not fake.

Can these standards be implemented independently?
Basically Yes. This is a complex process that can take several months. At the same time, it is also possible to hire an expert consultant who will accompany the process and ensure the proper implementation of these standards.