Verified email logos win trust in Boxing Day sales

DigiCert has reported that Australian consumers show higher trust in marketing emails that display verified brand logos, as retailers enter the peak Boxing Day sales period.

The security firm released survey findings that link verified sender identities in email with both reduced phishing risk and higher engagement.

The research polled 808 consumers in Australia. It formed part of a wider study of 5,000 adults in the US, UK, Australia and New Zealand who use personal email accounts.

The study examined how verified logos and sender authentication influence trust, clicks and purchasing decisions during heavy online shopping periods.

Email instincts

The findings suggest Australians rely strongly on visual and contextual cues in their inbox when they assess possible scams.

According to the survey, 84% of respondents said they feel confident that they can spot a fraudulent or fake email. They cited visual cues, messaging cues and sender cues as the main signals they use.

The same proportion, 84%, said they rely on those cues to judge the "vibe" of an email and decide whether it might be a scam.

The study found that many consumers take decisive action when something looks suspicious. It reported that 64% of respondents delete emails they distrust without opening them.

The results come as AI-generated phishing emails become more polished and personalised. Security companies say these messages can be harder for users to distinguish from genuine marketing emails.

DigiCert linked this trend with official data on scam losses.

"Australians send and receive billions of emails every day, and that volume brings significant risk. With nearly $260 million in scam losses reported in the first nine months of this year, according to the ACCC, consumers are more cautious than ever, which makes trust the defining factor in whether a brand's email is opened or deleted," said Daniel Sutherland, Regional Vice President of DigiCert Australia and New Zealand.

Verified logos matter

The survey found that verified brand logos play a significant role in whether recipients engage with emails.

Some 59% of respondents said they are more likely to click or act on an email that displays a verified brand logo. The report framed this as a key factor for marketers during Boxing Day sales and other holiday campaigns.

Respondents also indicated that they tend to favour brands that they view as more trustworthy.

Given a choice between two competing brands making similar offers, 44% said they would choose the one with a verified logo. This suggests brand verification can influence where consumers spend, not just whether they open emails.

The research described this as a link between visible email security measures and sales outcomes.

Inbox as battleground

The survey portrayed the inbox as a central point of tension between attackers, providers and brands.

According to the findings, 90% of Australians receive suspicious emails at least a few times a year. Within that group, 40% believe email providers should do more to protect them.

DigiCert said this changes how businesses think about email trust. It said inbox security has become both a protection issue and a customer experience issue.

The company noted that Australian consumers already show cautious behaviour during high-risk periods such as Boxing Day promotions.

"Australians already have strong instincts to protect themselves against scams, and during key sales periods, they're particularly vigilant," said Sutherland.

He said the research points to the importance of seemingly small details in email presentation.

"Our research shows that getting these details right is no longer a design preference for businesses. It's a core component of security and reputation. As we enter the peak Boxing Day sales period, the brands that take these practical steps to demonstrate authenticity not only rise above the inbox noise, but also build lasting consumer trust and confidence in every interaction," said Sutherland.

Logo verification tools

DigiCert highlighted a set of technical measures that allow brands to display verified logos in email clients. These tools rely on authentication of the sender and the domain.

Verified Mark Certificates, or VMCs, and Common Mark Certificates, or CMCs, form part of this system. Domain-based Message Authentication, Reporting and Conformance, or DMARC, is the other part.

The certificates establish that a brand has control over a logo. DMARC verifies that the email comes from an authorised domain and enforces policies on unauthorised use.

When the conditions are met, the brand's logo can appear alongside the message in supported inboxes. The visual mark signals that the sender identity has been cryptographically confirmed and the domain authenticated.

DigiCert said this combination can deter phishing and spoofing that rely on lookalike emails. It said it also gives consumers a fast visual way to judge whether a message is genuine.

The company described verified logos as turning trust into a visible part of the inbox experience during peak online shopping seasons and in everyday email use.