Revolutionising email marketing for banks in Southeast Asia: AMP for emails and BIMI

By Chaitanya Chinta, Global Head – Email Business at Netcore

Introduction

Due to stringent regulations in Malaysia, Singapore, and the Philippines, email marketing has been a challenging channel for banks and financial institutions in Southeast Asia.

These regulations prohibit the use of links and call-to-action buttons in marketing emails to prevent users from falling victim to phishing attacks.

However, the introduction of AMP (Accelerated Mobile Pages) for Emails and BIMI (Brand Indicators for Message Identification) could change the game for email marketing in the banking sector.

This blog post will explore how these technologies can resolve the issues faced by banks in Southeast Asia and provide a more secure and interactive experience for users.

AMP for emails: a game changer for email marketing

AMP for Emails is a pioneering technology that allows recipients to engage with email content without being redirected to external websites, thanks to its ability to embed various actions such as lead capture or feedback collection within emails.

This feature is precious for banks and financial institutions in Southeast Asia, where strict regulations prohibit the inclusion of links and call-to-action buttons in marketing emails due to concerns over phishing attacks. Here are three ways that AMP for Emails can benefit banks in the region:

Firstly, AMP for Emails can enhance the user experience by enabling users to interact with email content without leaving their inbox.

This streamlined user experience could lead to higher engagement and conversion rates for email marketing campaigns, as it is more convenient and time-saving for users.

Secondly, AMP for Emails improves the security of email communications by eliminating the need for external links.

It reduces the risk of users getting redirected to phishing sites and provides a more secure environment for users and financial institutions.

Finally, AMP for Emails allows banks to deliver personalised content to users, such as customised promotions and offers based on user preferences. It not only enhances user engagement and satisfaction but also helps to strengthen customer relationships with the bank.

By leveraging the capabilities of AMP for Emails, banks and financial institutions in Southeast Asia can transform their email marketing strategies, ensuring compliance with local regulations, enhancing user experience, and improving the overall security of their email communications.

Result: higher engagement, trust, and brand recognition for banks across Malaysia, Singapore, and the Philippines.

BIMI: boosting user confidence and brand recognition

BIMI (Brand Indicators for Message Identification) is a technology that allows organisations to display their logo on email clients, ensuring that users can easily identify genuine emails from verified sources. It can significantly improve user confidence and reduce the risk of phishing.

Here’s how BIMI can benefit banks and financial institutions in Southeast Asia:

1. Enhanced Trust and Credibility: Displaying the bank’s logo on email clients helps users immediately recognise and trust the email’s source, making them more likely to engage with the content.
2. Increased Brand Awareness: BIMI provides an additional opportunity for banks to showcase their brand, increasing user visibility and awareness.
3. Reduced Phishing Threats: With BIMI, users can quickly identify genuine emails from their bank, reducing the risk of falling victim to phishing attacks.

Conclusion

By combining the capabilities of AMP for Emails and BIMI, Banks and financial institutions in Southeast Asia can transform their email marketing strategies, ensuring compliance with local regulations, enhancing user experience, and improving the overall security of their email communications.

Adopting these technologies can lead to higher engagement, trust, and brand recognition for banks in the region.

Although challenges may still arise, implementing AMP for Emails and BIMI could be a significant step towards overcoming the limitations banks face in Southeast Asia.

Banks should consider incorporating these technologies into their email marketing strategies to stay ahead of the game and provide their users with an exceptional experience.

As a result, they will be able to build trust, increase engagement, and easily achieve their marketing goals.

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