What is Magic Link Login and Why to Use this Authentication Scenario

Magic links - also commonly referred to as email magic links - are growing in popularity as an effective passwordless authentication method. Organizations looking for more secure and streamlined authentication processes will appreciate the simple user experience, as well as the cost and productivity benefits associated with magic links. Keep reading to learn how magic links work, what their benefits are, and how to implement them at your organization.

Magic link authentication creates a unique link for each user login session that can only be used one time. Users are prompted to enter their user ID and then notified that they have been sent an email with a link to the resource they want to access. Once the user clicks the link in email they received, this completes the authentication flow and they are then granted access to the resource. This represents a passwordless form of multi-factor authentication by replacing “something you know” (a password) with “something you have” (an email address).

Email magic links are a safer alternative to passwords because the link is only sent to the user's specific email address. As a result, employees don't have to memorize passwords or reset them if they forget. It also reduces the risk of simple passwords being lost or stolen.

The process for each user to access their magic link login is pretty straightforward. Here's how it works in just three steps.

1. Receiving the Magic Link

Once a user enters their user ID, they won't be prompted to enter a password; instead, they'll immediately receive a message informing them they can access their account with an email link delivered to their inbox.

2. Clicking the Magic Link

The next step is easy. The user logs into their email account and opens a message. From there, they click the link to complete the authentication flow.

3. Authentication and Access

The combination of the user’s user ID and registered email address verifies the user's identity. The individual can now access the app or resource after completing the final stage of clicking the magic link.

Magic links streamline the login process for a variety of CIAM-related scenarios. Instead of relying on multiple manual processes for different situations, your company has one reliable experience for each case. Magic link authentication is used in a number of ways to enhance security, user convenience, and user experience.

Passwordless Authentication

Corporate demand for passwordless solutions continues to grow, and magic links are an excellent solution to meet these objectives. A company's identity department can exceed the expectations of executives and board members thanks to the enhanced security and the standardization of login processes across platforms and apps.

User-Friendly Login

Magic links also simplify the user experience. Friction is reduced by end users not having to remember complex passwords, making it suitable for individuals who struggle with password management. Not only are users more satisfied, magic links also help reduce the noise associated with issues like authentication failures and access reset failures.

Multi-Device Access

Magic links also work for users who utilize multiple devices to access certain resources and apps. Instead of saving login information across multiple devices, users can instead authenticate each session with a unique magic link no matter where they log in.

Temporary Access

Companies that frequently work with temporary consultants or contractors also benefit from magic links. Access can be configured to expire after a specific time once the engagement is set to end, so you don't have to worry about accidental extended access for guests. It's a much simpler process compared to creating a full user ID and password combination for every temporary guest needing access to your organization’s resources.

Account Recovery

Magic links serve as a secure method for account recovery. They lower the number of account lockouts that are based on too many incorrect password attempts. Users can navigate their own account recovery via an email magic link, instead of relying on the company's IT help desk.

Reducing Password Reset Requests

Another use case for magic links is reducing password reset requests. These requests burden both the user and IT staff, dropping productivity for the organization. A recent study suggests that one password reset request costs $70 on average. Magic links lower an organization's password reset requests, along with the amount of time and money it takes to handle such a lengthy process.

E-commerce and Online Services

Magic links also reduce checkout friction for online customers. Companies can target shoppers with abandoned carts by sending a one-time magic link. Instead of having to log back into their online account, customers can simply click on the link to complete their purchase.

Magic links offer several advantages over traditional authentication methods. They create a frictionless experience for users, increase IT help desk staff productivity, and reduce operational costs.  Here's exactly what you can expect by integrating magic link authentication into your organization.

Enhanced Security

First and foremost, magic links enhance security by reducing the risks associated with lost or stolen credentials. That means there's a smaller chance of data breaches, financial fraud, and even corporate espionage. Because magic links are only sent to verified email addresses, it's difficult for unauthorized users to gain access. 

A hacker would need access to someone’s email account and their user ID in order to log in.

Passwordless Convenience & Reduced Friction

The end user experience is ultimately much better with passwordless authentication compared to managing passwords. Users can access their accounts, apps, and other resources with a few simple clicks while eliminating the need to remember and manage complex passwords.

Multi-Factor Authentication (MFA)

Magic links incorporate two-factor authentication to guard against vulnerabilities. Users need to know their user ID as well as their email credentials, each of which are on separate platforms.

Lower Support Costs

Magic links also reduce the operational costs associated with manual processes like password resets. And even for a medium-sized company, those savings can be significant. According to one study, an organization with 15,000 employees loses an average of $5.2 million each year due to decreased productivity throughout each step of the password reset process.

Enhanced User Privacy

Sensitive user data is better protected with magic links because only minimal personal information is required. Typically, the only data that is collected includes the email address, device identifiers, and IP address. No matter how many apps or resources are used, user privacy is protected through magic links.

Multi-Platform Compatibility

Magic links can be used on various devices, making it easy to integrate into all of your company's functions. Smartphones, tablets, and desktops are all compatible, making it easy for end users to skip the traditional password login process to access apps and resources with magic links.

Secure Account Recovery

Users are able to navigate the account recovery process directly through magic links as well. It's a secure method that quickly gives users the ability to access their accounts again. And because the recovery magic link is sent directly to the user's email address, IT staff doesn't need to be involved.

Compliance and Regulations

Companies in certain industries (like healthcare and financial services) must comply with strict data protection regulations. And organizations in all areas can reduce the risks associated with data breaches. Magic links offer a secure authentication method that helps to meet those privacy requirements for both internal platforms and third party apps.

Whether your company's goal is to go passwordless or simply create a more secure authentication process, magic links can help. Lower operational costs combined with an easy user experience make magic links a reliable and effective authentication method for organizations of any size.

Magic links come with a wide range of benefits. But like any other authentication method, there are certain limitations to consider before making a decision on whether they're right for your company.

Email Dependency

One drawback is that magic links rely on email access. Users must be able to access their email accounts in order to receive and click on a magic link. This can be problematic if there is an email provider service outage, if the user forgets their email credentials, or the email lands in the spam folder. While those issues are typically temporary since a well-operating email system is essential for any business, it's still something to consider.

Security Concerns

As with any authentication method, there are still security risks with magic links. Although they are more secure than traditional passwords, magic links are not immune to phishing attacks. It's important for users to ensure any magic link received has originated from a trusted source. This can be included in your company's standard fraud prevention training efforts.

Account Recovery Challenges

Another challenge is that magic link account recovery is dependent upon email access. If a user loses access to their email account, it can be difficult to recover their account. However, it is possible to connect a user's phone number in order to recover accounts with an SMS text message. Like any authentication process, it's important to have contingency plans in place for all scenarios.

User Familiarity

All new security measures require some type of learning curve for new users, and the same holds true for magic links. However, it is a simple process that can be easily communicated to users with clear instructions. While it may take a bit of hand-holding during the initial transition away from password-based authentication, magic links do ultimately tend to save organizations time and money.

One of the best parts about choosing magic link authentication is the smooth user experience. Here's how to incorporate this method into your organization and get the most effective results.

User-Friendly Email Content

Setting up the magic links is simple, but users get the most out of the process when the emails have concise instructions on next steps. Keep the structure consistent so users can easily identify the magic link in their inboxes. That keeps the process as streamlined as possible and limits the login process to just a few steps.

Mobile Optimization

Your developers should also incorporate mobile optimization in magic link emails. Whether your primary audience is employees, customers, or a combination of the two, all users are likely to access their emails on mobile devices. The magic link content should be responsive and easy to interact with on smaller screens.

Customization and Branding

Magic link emails can be customized with your organization's branding. This makes it easy for users to identify the email and reinforces the legitimacy of the magic link. Plus, it makes it more difficult for scammers to successfully send phishing emails when there's custom branding that needs to be duplicated.

Educational Resources

As part of your initial launch, create a set of educational resources or guides on how to use magic links. These documents should have clear instructions and FAQs to help users understand the process. Plus, you'll reduce support inquiries when people have the resources needed to help themselves.

Account Recovery Procedures

Another essential component of your internal resource guide is a clear procedure for account recovery. Users should know what to do if they encounter issues with magic link authentication, such as lost or expired links. This is another line of defense in protecting the IT help desk staff's time and resources.

Multi-Channel Communication

Incorporating multi-channel communication is another way to increase user adoption. You can offer magic link delivery options like SMS or mobile app notifications. This gives flexibility to users based on their preferred devices.

Testing and Quality Assurance

The final step of your magic link launch is to thoroughly test the process before implementing more broadly across the organization. Focus testing on various email clients, devices, and other common scenarios to ensure it's reliable throughout each step.

Magic links can play a strategic role in building out your company's zero trust framework. Ping Identity has a range of passwordless authentication solutions that are customizable based on your organization’s unique needs and can help you meet your identity control and security demands with seamless user experiences.