What does a blue checkmark on an email signify?

A blue checkmark means the sender has adopted BIMI (Brand Indicators for Message Identification) and acquired a VMC (Verified Mark Certificate). It visually confirms that the email is from a verified brand and has passed strong email authentication checks, such as DMARC, SPF, and DKIM.

Is an email from AlphaSights with a blue checkmark legitimate?

AlphaSights is a legitimate expert network firm. Their emails display the blue checkmark because they have properly implemented BIMI, including a strong DMARC policy and a Verified Mark Certificate. While their outreach may be cold, the email itself is authenticated and from the genuine AlphaSights domain.

Can a cold email with a blue checkmark still go to spam?

Yes, even with a blue checkmark, a cold email can still be marked as spam if recipients consistently report it as unwanted. The checkmark indicates technical legitimacy, but email providers also weigh user engagement and spam complaints heavily in their filtering decisions. A poor sender reputation can override the benefits of BIMI.

What steps are required to get a blue checkmark for your emails?

To achieve a blue checkmark, your domain needs strong email authentication (SPF, DKIM, DMARC with an enforcement policy). You must also obtain a Verified Mark Certificate (VMC) for your trademarked logo and publish a BIMI DNS record.

Does a blue checkmark improve cold email deliverability?

While the blue checkmark doesn't guarantee inbox placement for cold emails, it significantly enhances sender credibility and brand trust. It helps recipients immediately recognize your brand and reduces the likelihood of your email being mistaken for a phishing attempt, potentially improving open rates if the email reaches the inbox.

What does a blue checkmark mean in a cold email and how legitimate is an email from AlphaSights? - Technical - Email deliverability - Knowledge base

I recently encountered an email in my personal Gmail inbox that sparked some curiosity. It was a cold email, yet it displayed Gmail's prominent blue checkmark, which typically signifies a verified sender. This immediately raised a question: How could a cold, unsolicited email achieve such a high level of apparent legitimacy?

The sender was AlphaSights, a company I wasn't familiar with, and the email seemed to be a professional outreach for expert consultation. The presence of the blue checkmark on a cold email from an unknown sender felt contradictory, prompting me to investigate what this symbol truly means in the context of email deliverability and how it applies to companies like AlphaSights.

The meaning behind the blue checkmark

The blue checkmark in Gmail, and increasingly across other email clients, is a visual indicator that the sender has adopted Brand Indicators for Message Identification (BIMI) and secured a Verified Mark Certificate (VMC). It isn't a magical seal of approval for the content or intent of an email, but rather a robust form of email authentication. It signals that the sender's domain is authenticated, and their brand logo has been officially validated, helping users identify genuine senders from potential impersonators. This visual cue aims to build trust between senders and recipients, reducing the likelihood of phishing and brand spoofing.

For a domain to display the blue checkmark, it must have a properly configured DMARC policy set to enforcement (p=quarantine or p=reject). Additionally, the brand must acquire a VMC from a recognized certificate authority, which legally verifies the ownership of their logo. This process ensures that only legitimate brands can display their logos and the associated blue checkmark. You can find more information about this verification from Google's support documentation.

Implementing BIMI and a VMC involves setting up specific DNS records and undergoing a verification process. It's a technical step that strengthens email security and brand presence, as detailed in guides about how to implement a blue checkmark on Gmail. This robust authentication mechanism means that an email with a blue checkmark has successfully passed these checks, indicating it genuinely originates from the stated brand.

How to get the blue checkmark

Implement SPF, DKIM, DMARC: Ensure your domain has SPF, DKIM, and DMARC records correctly configured and that your DMARC policy is at enforcement (p=quarantine or p=reject).
Obtain a VMC: Purchase a Verified Mark Certificate from a trusted Certificate Authority (CA). This certificate verifies that your brand logo is a registered trademark.
Publish BIMI DNS record: Add a BIMI DNS TXT record to your domain, pointing to your VMC and the SVG file of your verified logo. This record tells email clients where to find your logo and its verification.

AlphaSights and email legitimacy

AlphaSights is an expert network firm, connecting clients with industry experts for insights, consultations, and surveys. Their business model often involves reaching out to professionals who possess specific knowledge or experience, often identified through platforms like LinkedIn. This means their outreach can indeed be cold in nature, as they are contacting individuals who have not explicitly opted in to receive communications from them. While the email is unsolicited, it's not necessarily a scam in the traditional sense, as confirmed by discussions on platforms like Reddit where people discuss AlphaSights.

The fact that AlphaSights' email displayed a blue checkmark indicates they have meticulously set up their email infrastructure. This includes having a valid BIMI record, an appropriate DMARC record, and a Verified Mark Certificate (VMC). From a technical standpoint, their email is authenticated and their brand is verified, which is why Gmail (and other supporting email clients) would display the checkmark. It confirms that the email genuinely originates from alphasights.com and not an impostor.

So, while the email might be cold and unsolicited, its legitimacy from a sender verification perspective is high due to these technical implementations. The blue checkmark reassures recipients about the sender's identity, distinguishing it from phishing attempts that often mimic legitimate brands. However, this technical legitimacy doesn't automatically translate to desired or welcomed communication for every recipient.

The cold email paradox and deliverability impact

The core of the paradox lies in the intersection of technical authentication and user perception. A blue checkmark means the sender is verified, but if the email is unsolicited, it can still be unwelcome. For senders engaged in cold outreach, achieving the blue checkmark certainly boosts their credibility and can improve their deliverability, making their emails stand out in the inbox and potentially bypassing some filters that might otherwise flag unverified senders. It provides an immediate visual cue of trustworthiness, which is invaluable in a landscape riddled with spam.

However, even with the blue checkmark, cold email still carries risks. User engagement metrics, especially spam complaints, play a critical role in long-term deliverability and domain reputation. If a significant number of recipients mark a verified cold email as spam, email service providers like Google can adjust their filtering algorithms. This means that while the checkmark might initially help an email land in the inbox, sustained negative feedback will eventually lead to it being filtered to the spam folder, regardless of BIMI status. This highlights why domain reputation is key to deliverability and that it can be improved with Google Postmaster Tools.

Technical authentication

Achieved through robust email authentication protocols like SPF, DKIM, and DMARC, culminating in BIMI and a Verified Mark Certificate.

Visually indicates that the email originates from the claimed brand and has not been spoofed.

Primarily focuses on sender identity and security.

User perceived legitimacy

Determined by recipient relevance, consent, and overall sender reputation (even if technically authenticated).

Influenced by engagement metrics, such as opens, clicks, and crucially, spam complaints.

Even with a blue checkmark, high spam complaint rates can lead to emails landing in the spam folder.

As one expert put it in a discussion on cold leads, email service providers can and do withhold the display of the blue checkmark if a sender's reputation is poor, even if they have fully implemented BIMI. This means that while a company like AlphaSights can technically qualify for the blue checkmark, their ongoing deliverability and the display of that checkmark are still subject to how recipients interact with their emails. If recipients consistently mark their emails as spam, email providers might decide not to display the logo and checkmark for that sender, effectively negating its benefits. This is a critical point that impacts Gmail's blue checkmarks and BIMI.

Views from the trenches

Best practices

Always prioritize permission-based email programs for long-term deliverability success.

Monitor your sender reputation regularly, even if you have BIMI implemented and a blue checkmark.

Segment your audience and tailor your outreach to minimize spam complaints, even for cold emails.

Provide clear unsubscribe options and honor opt-out requests promptly to maintain a healthy sender reputation.

Common pitfalls

Assuming a blue checkmark guarantees inbox placement for all emails, regardless of content or recipient engagement.

Ignoring spam complaints on cold outreach, as they still negatively impact your domain reputation.

Relying solely on technical authentication without addressing the human element of recipient consent.

Not having a robust permission-based program to offset the risks associated with cold outreach.

Expert tips

Even with BIMI, email providers may suppress the blue checkmark for senders with poor engagement or high complaint rates.

A strong, permission-based email program can sometimes provide a buffer, allowing senders to get away with more cold outreach without immediate negative consequences.

The goal for email providers is to keep unwanted mail out of the inbox, regardless of its authentication status. If enough people complain, it will eventually go to spam.

Consider offering a fair hourly rate or clear compensation terms if engaging in expert consultations from cold outreach.

Marketer view

Marketer from Email Geeks says the blue checkmark signifies email authentication.

September 27, 2024 - Email Geeks

Expert view

Expert from Email Geeks says AlphaSights has a valid BIMI record and VMC.

September 27, 2024 - Email Geeks

Beyond the checkmark: sustainable deliverability

The blue checkmark in a cold email signifies that the sender has invested in robust email authentication, specifically BIMI and a Verified Mark Certificate. This technically verifies the sender's identity and brand, making the email legitimate from a security standpoint and reducing the risk of spoofing. AlphaSights, in this case, has clearly implemented these standards, allowing their emails to display the trusted blue badge. However, technical legitimacy does not automatically equate to desired communication.

The email deliverability landscape is dynamic, and user engagement remains paramount. While BIMI offers significant benefits in terms of brand recognition and security, it does not bypass the fundamental rules of sender reputation. High spam complaints will eventually impact deliverability, leading to emails landing in the spam folder and potentially causing email providers to suppress the blue checkmark. This means that even with a blue checkmark, cold email strategies require careful monitoring and adherence to best practices to maintain a positive sender reputation and avoid being added to a blocklist (or blacklist).

Ultimately, for any sender, whether engaged in cold outreach or permission-based campaigns, the path to long-term inbox placement relies on a combination of strong technical authentication and consistent positive recipient engagement. Understanding why your emails fail to reach the inbox and how to improve your domain reputation are ongoing efforts that extend beyond simply acquiring a blue checkmark.