BIMI Defined

BIMI, or Brand Indicators for Message Identification, is a standard for email authentication that displays a brand's logo next to authenticated emails in recipients’ inboxes. It helps users quickly recognize legitimate communications, thereby increasing engagement and reducing the risk of phishing attacks.

BIMI is crucial for mobile marketers because it enhances brand visibility and trust in email communications on mobile devices, ultimately leading to increased engagement and reduced risk of phishing attacks.

How to Use it in a Sentence

Mobile marketers are increasingly setting up BIMI to bolster brand recognition and trust by displaying their logos alongside authenticated emails in recipients' inboxes.

Common BIMI FAQs

Although it is considered an “emerging email standard” BIMI is supported in Gmail, as long as your logo is trademarked and you are using DMARC authentication. Gmail, along with various other email clients, endorse BIMI exclusively through PEM files. Standalone SVG files for BIMI aren't accommodated by Gmail. Employing a PEM file ensures heightened security for your logo, as it undergoes verification by the CA (Certificate Authority).

BIMI has the potential to positively impact email deliverability by enhancing sender authentication and brand recognition. By requiring adherence to stringent email authentication protocols like SPF, DKIM, and DMARC, BIMI ensures that only authenticated senders can display their logos alongside emails in recipients' inboxes. This authentication process helps email service providers (ESPs) like Gmail and Yahoo verify the legitimacy of senders, thereby reducing the likelihood of emails being marked as spam or phishing attempts. As a result, emails from authenticated senders are more likely to reach recipients' primary inboxes instead of being filtered into spam folders, ultimately improving deliverability rates.

Moreover, BIMI's visual indicator—a sender's logo displayed prominently next to authenticated emails—enhances brand recognition and trust, leading to higher engagement and interaction with emails. When recipients see familiar logos from trusted brands, they are more inclined to open and engage with the emails, which can positively influence email performance metrics such as open rates and click-through rates. Additionally, the visual consistency provided by BIMI reinforces brand identity and legitimacy, reducing the likelihood of recipients overlooking or deleting emails from authenticated senders.

Overall, BIMI's combination of improved sender authentication and enhanced brand visibility contributes to better email deliverability by ensuring that legitimate emails are recognized and prioritized by ESPs and recipients alike.

BIMI indirectly aids in email authentication by requiring senders to adhere to rigorous email verification processes before displaying their logos alongside emails. To implement BIMI, senders must first authenticate their emails using established protocols such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance). These protocols verify the sender's identity and ensure that emails are not tampered with during transit. Once authenticated, senders can then associate their authenticated domain with their brand logo through a verified cryptographic certificate, typically in the form of a PEM file. This association serves as an additional layer of authentication, confirming that the sender is legitimate and authorized to use the displayed logo.

Furthermore, BIMI leverages email service providers' support to validate and display logos alongside authenticated emails in recipients' inboxes. ESPs like Gmail and Yahoo verify the authenticity of senders and their associated logos, ensuring that only authenticated emails from legitimate sources display logos as visual indicators. By requiring sender authentication and logo verification, BIMI helps mitigate the risk of phishing attacks and fraudulent emails, as only authenticated senders with verified logos are granted the privilege of displaying visual indicators.

Overall, BIMI's integration of email authentication protocols and logo verification mechanisms strengthens sender authentication, enhances brand recognition, and contributes to a more secure and trustworthy email ecosystem.

Implementing BIMI involves a few key requirements to ensure that emails can display logos alongside them in recipients' inboxes. Here's a simplified breakdown of what's needed:

  1. Authentication Protocols: Before you can even think about displaying your logo in emails, you need to make sure your email-sending domain is authenticated using protocols like SPF, DKIM, and DMARC. These protocols verify that you are who you say you are and that your emails haven't been tampered with.

  2. Verified Logo: You'll need to have a verified logo file ready to go. This logo should represent your brand and be in a format called a PEM file, which is a type of cryptographic certificate. This ensures that the logo is legitimate and authorized to be displayed alongside your emails.

  3. ESP Support: You'll also need support from your email service provider to validate and display your logo. Not all ESPs support BIMI yet, so it's essential to check if yours does before diving into implementation.

In simple terms, setting up BIMI for email requires making sure your emails are authenticated, having a verified logo file, and ensuring that your ESP supports BIMI. Once these requirements are met, you can enhance your email branding and visibility by displaying your logo alongside authenticated emails in recipients' inboxes.

Setting up BIMI for your email involves a few straightforward steps to ensure that your brand logo appears alongside authenticated emails in recipients' inboxes. Here's a simple guide to help you get started:

Authenticate Your Domain: Before you can implement BIMI, you need to authenticate your email-sending domain using established protocols like SPF, DKIM, and DMARC. These protocols verify the legitimacy of your domain and ensure that your emails are not being spoofed or tampered with during transit. Make sure you have these authentication mechanisms properly configured for your domain.

Create a Verified Logo: Next, you'll need to create a verified logo file that represents your brand. This logo should be in SVG format and meet certain size and quality requirements. Once you have your logo ready, you'll need to convert it into a PEM file, which is a cryptographic certificate format used for authentication purposes. This process involves obtaining a digital certificate for your logo from a trusted Certificate Authority (CA) and converting it into a PEM file format.

Associate Your Logo with Your Domain: After you have a verified logo file in PEM format, you'll need to associate it with your authenticated domain. This involves publishing a BIMI record in your DNS settings, which includes the location of your logo file and additional metadata about your brand. The BIMI record acts as a reference point for email service providers to locate and display your logo alongside authenticated emails from your domain.

Ensure ESP Support: Finally, you'll need to ensure that your email service provider supports BIMI and can display logos alongside authenticated emails. Not all ESPs may support BIMI yet, so it's essential to check with your ESP or email delivery platform to confirm support and any specific requirements they may have for implementing BIMI.