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Twilio SendGrid 2020 Predictions: The inbox will evolve as the next generation of internet users comes online

VMblog Predictions 2020 

Industry executives and experts share their predictions for 2020.  Read them in this 12th annual VMblog.com series exclusive.

By Len Shneyder, VP of Industry Relations at Twilio SendGrid

The inbox will evolve as the next generation of internet users comes online

Good old-fashioned email is undergoing a renaissance - case in point: 84% of consumers check their email at least once a day. The internet will welcome a bevy of new users in 2020, which presents an opportunity for businesses and marketers to reach new audiences. But on the other hand, more users also creates a broader target for spammers and cyber criminals. As we enter a new decade, bringing trust back to communications between businesses and consumers will be make-or-break.

The internet will welcome new users - and new obstacles - in 2020.

The internet will welcome over one billion new internet users by 2022. Another billion users represent a target rich environment for cyber criminals that will use every means at their disposal to compromise their PII for the purposes of fraud. With this said, email will continue to be the most basic and foundational identifier on the internet because its reach connects today's users and will connect tomorrow's users as more of the world comes online.

Email authentication will be mission critical.

Email authentication will become increasingly more important in maintaining the health of the inbox ecosystem, protecting brands from spoofing and phishing and preventing phishing attacks. However, the need to enable and align email authentication will present new branding opportunities for legitimate senders. As Brand Indicators for Message Identification (BIMI) moves from limited testing and development into general availability it will give senders the ability to publish logos in DNS and have them displayed in email clients around the world that validate their email authentication and support the BIMI standard.

The interactive inbox is top of mind.

The interactive inbox will only be possible for brands that authenticate their email-creating more interactive experiences using things such as BIMI, Schema and Amp for Email require senders to differentiate their mail traffic from spammers. Since brands will want to take advantage of increased visibility in the inbox through BIMI, they will be one step closer to take advantage of AMP.

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About the Author

Len Shneyder

Len Shneyder is a 15-year email and digital messaging veteran and the VP of industry relations at Twilio SendGrid. Len serves as an evangelist and proponent of best practices and drives thought leadership and data-driven insights on industry trends. Len represented Twilio SendGrid on the board of M3AAWG (Messaging, Malware, Mobile Anti-Abuse Working Group) as vice chair in addition to co-chairing the Program Committee and chair of the communications committee. He's also the chair of the MAC (Member Advisory Committee) of the Email Experience Council. The EEC is owned by the Association of National Advertisers, ANA, a nearly 100-year-old organization where he also sits on the Ethics Committee. In addition, Len has worked closely with the Email Sender and Provider Coalition on issues surrounding data privacy and email deliverability.

Published Friday, January 24, 2020 7:30 AM by David Marshall
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