BIMI – The New Way for Brand Recognition

BIMI stands for Brand Indicators for Message Identification, where it attaches the brand’s logo to make the email look more authentic. This serves as a huge opportunity for the businesses to put their brands in front of the consumers by giving them the required trust and reassurance of brand security. It is the latest developments in email authentication that will help in preventing fraudulent emails, gives better exposure to the brand, has good control over the logo, and provides higher engagement on the consumer side. BIMI gives an identity to the message’s source and authenticity. BIMI’s And Its Impact on Email Deliverability

BIMI allows marketing the brand without customers opening the mail because of the logo beside it that helps to connect the recipient with the subject line. We will now look at the key benefits that will showcase the brand identity in marketing emails.

1. Protecting the brand: There is a huge difference between before BIMI and after BIMI. The latter will display the logo in place of the sender’s profile picture or initials. With the brand logo appearing alongside the emails, users will be encouraged to click on them. This is because when the user looks at the logo of a brand, they will get the trust and will open the email which will eventually boost the brand impressions.                                                                                                                                                                                                                                                                                                                                                                                                  
2. Prevents fraudulent actions: The logo beside the email is proof of trust and authenticity, which means BIMI will make the email look more accurate. So, with this, the recipients can easily distinguish between legitimate and fraudulent emails.                         
3. Develops trust: BIMI will help brands grow trust in the minds of the consumers and improve loyalty and overall user experience. So, authenticity in the email will lead to trust in the minds of the consumers.

BIMI implementation

There are a few essential steps to follow, prior to BIMI implementation, which are:

1. Set up email authentication standards: Before implementing the BIMI email standard, other verification methods are to be placed and these email authentication standards include SPF, DKIM, and DMARC.                                                                       
2. Choosing the logo: There is a format that needs to be followed, where the logo must be in SVG format. The logo must be text free and centre-aligned, where one logo can be chosen for each domain.                                                                                             
3. Develop good sender reputation: The emails which are being sent need to have a good domain and IP reputation along with an excellent email subscriber list. So, the email list should include a good amount of open-rate and click-through rate subscribers, and develop a good sender reputation.                                                                                                                               
4. Obtain VMC and publish: VMC stands for Verified Mark Certificate, which is issued by Mark verifying Authority that will authenticate the brand logo with the sender’s domain. So, after obtaining the VMC, the BIMI record needs to be updated with the certificate and the logo, after which it can be published into the Domain Name Server (DNS).

BIMI is more than just a tool