What is BIMI?

Brand Indicators for Message Identification (BIMI) is an email specification that allows businesses to display their verified brand logo next to authenticated emails in recipients’ inboxes. Pronounced “bih-mee,” BIMI enhances email security and brand visibility by building on existing authentication protocols like DMARC, SPF, and DKIM. By adding a visual trust signal, BIMI helps recipients quickly recognize legitimate emails, reducing the risk of phishing and boosting engagement.

How Does BIMI Work?

BIMI relies on a strong foundation of email authentication to ensure only verified senders can display their logos. Here’s how it functions:

1. DMARC Authentication: The email must pass DMARC checks, which verify the sender’s domain using SPF (confirming authorized IP addresses) and DKIM (validating the email’s signature). DMARC policies must be set to “quarantine” or “reject” with 100% enforcement for BIMI to work.
2. BIMI Record: The domain owner publishes a DNS TXT record (e.g., default._bimi.example.com) that includes a URL pointing to a logo in SVG Tiny P/S format, hosted via HTTPS. Optionally, it may reference a Verified Mark Certificate (VMC) or Common Mark Certificate (CMC) to verify logo ownership.
3. Logo Display: If the email passes authentication and the BIMI record is valid, participating email clients (like Gmail, Yahoo, or Fastmail) display the logo next to the email in the inbox, often with a trust indicator like a checkmark.

Why BIMI Matters

BIMI offers practical advantages for businesses and email recipients alike:

• Enhanced Trust: A verified logo signals authenticity, helping users distinguish genuine emails from phishing attempts, especially critical for industries like banking or healthcare.
• Increased Brand Visibility: Your logo stands out in crowded inboxes, reinforcing brand recognition even before the email is opened.
• Improved Engagement: Trusted, recognizable emails are more likely to be opened, boosting click-through rates and customer interaction.
• Incentive for Security: BIMI encourages adopting strict DMARC policies, which strengthens overall email security and reduces domain spoofing.

Things to Keep in Mind

While BIMI is powerful, it’s not plug-and-play. Consider these points:

• Prerequisites: You need a robust DMARC setup (policy set to “quarantine” or “reject”) and proper SPF and DKIM configurations. Without these, BIMI won’t activate.
• Logo Requirements: The logo must be a square SVG file, hosted securely via HTTPS. Some providers, like Gmail, may require a VMC to verify trademark ownership, which involves a legal validation process.
• Limited Adoption: Not all email clients support BIMI yet, though major players like Gmail, Yahoo, and Fastmail do. Check with your email provider for compatibility.
• Reputation Matters: Even with BIMI set up, email clients may not display your logo if your sender reputation is poor due to spam complaints or other issues.

Wrapping Up

BIMI is a game-changer for email marketing and security, blending visual branding with robust authentication to build trust and stand out. By leveraging DMARC, SPF, and DKIM, it ensures only legitimate emails carry your logo, protecting your brand and engaging your audience. For businesses looking to elevate their email presence, BIMI is a smart, forward-thinking step.