The evolution of the inbox in 2020: Combining seamless customer experience with security

In recent years we have experienced a major shift in the way companies treat their customers. Giant economy giants, such as Airbnb and Uber, have created very powerful customer engagement mechanisms at the heart of their activities. That is why consumers in the UK today expect contextualized, seamless and highly relevant communication.

Whether it's ordering food, looking for transportation, or receiving an update on a delivery, consumers today demand the kind of flexible and personalized customer experience they have enjoyed from these companies. The modern consumer sees no reason why entering into a business should not be as simple as talking to friends and family – in other words, a conversation that can be easily picked up at any time through a series of channels.

Involvement re-imagined

The engagement rules as we once knew them have changed and organizations are taking action. Take the space for the contact center as an example. The traditional model is slowly sinking and cloud-based contact centers are emerging instead. This allows companies to not only offer more personalized communication, but also future-proof for the emergence of new channels, technologies and user preferences.

At the heart of these cloud-based contact centers is the fact that customers expect a choice in how to contact a company and that involvement is not limited by channel, platform or device.

We also see this re-imaging taking place in other areas, with traditional communication channels such as voice, text and email. When we consider recent research from Twilio, which showed that 83% of consumers worldwide prefer email when receiving non-urgent communication from companies (the highest of all channels), iIt is clear that e-mail will continue to play a crucial role in customer engagement.

But e-mail also has a different function. It is the most basic and fundamental identification on the internet, because the reach connects the users of today and the users of tomorrow will connect as more of the world comes online.


However, with the internet itself welcomed one billion new internet users by 2022, there will be a targeted environment for cyber criminals, who will use all available means to compromise personally identifiable information (PII) for fraud.

With this in mind, it is vital that companies using this channel can validate any sent communication, so that their customers have confidence in the reliability and robustness of this channel.

The inbox revolution

Email verification is therefore becoming increasingly important for maintaining the health of the inbox ecosystem, protecting brands from spoofing and phishing, and preventing phishing attacks.

On the positive side, the need to enable and align email authentication offers new brand opportunities for legitimate senders. One way this will happen is the final overall availability of BIMI – brand identification message indicators – meaning that mailbox providers that support the standard, such as Gmail and Yahoo !, display brand logos & # 39; s in addition to emails they receive with correct have been verified to prove their legitimacy. This has the double result that fraud is prevented and the identity of brands is strengthened.

An effective interactive inbox is only possible for brands that verify their e-mail. As companies move towards more two-way experiences, using tools such as Schedule and Amp for email, senders must distinguish their email traffic from spammers. Because brands will want to take advantage of the increased visibility in the inbox via BIMI, they will be one step closer to fully taking advantage of the ability to embed interactive elements such as purchase buttons directly in emails via Accelerated Mobile Pages (AMP) for e -mail.

With the popularity of e-mail showing no signs, it is vital that companies take steps to ensure that they can easily signal the validity of sent messages so that their customers can be confident that they will contact them. We hope and expect that companies will take steps in 2020 to guarantee this trust and thereby make the internet a bit safer.

Interested in hearing leading international brands discussing such topics in person?

More information about Digital Marketing World Forum (#DMWF) Europe, London, North America and Singapore.

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