Brand Indicators for Message Identification (BIMI) is an emerging email authentication standard that allows brands to display their logo in the inbox of recipients. BIMI enhances brand visibility and trust by showing a verified logo next to emails from the brand, providing a visual cue that the message is legitimate. This helps in differentiating genuine emails from potential phishing attempts. BIMI leverages existing email authentication protocols such as DMARC (Domain-based Message Authentication, Reporting, and Conformance), DKIM (DomainKeys Identified Mail), and SPF (Sender Policy Framework) to ensure the authenticity of the sender. By integrating BIMI, brands can enhance their email marketing efforts and increase engagement with recipients.
BIMI is important for several reasons:
BIMI works by leveraging existing email authentication protocols. Here’s a step-by-step outline of how it operates:
BIMI relies on DMARC, DKIM, and SPF to authenticate emails. Here’s how they interact:
BIMI does not function independently; it requires the combined authentication provided by DMARC, DKIM, and SPF to confirm the sender’s legitimacy.
A Verified Mark Certificate (VMC) is a digital certificate that certifies the authenticity of a brand’s logo for use with BIMI. VMCs are issued by certificate authorities (CAs) and verify that the logo belongs to the organization sending the email. This ensures that only legitimate logos are displayed in email clients supporting BIMI. VMCs are crucial for preventing the misuse of brand logos by unauthorized entities and enhancing the overall trust in email communications. They help maintain brand integrity and reinforce security measures against phishing and spoofing attacks.
Setting up BIMI involves several steps:
The BIMI logo should be in SVG format and designed to be square, typically 1:1 aspect ratio. This ensures the logo displays correctly across various email clients and devices. The file should be optimized to a reasonable size, generally not exceeding a few kilobytes, to ensure quick loading times and maintain the integrity of the logo’s appearance. Ensuring the logo is clear and recognizable even at smaller sizes is crucial for effective branding.
To check your BIMI record, you can use online BIMI record checker tools. These tools analyze your DNS records and verify the presence and correctness of the BIMI configuration. Follow these steps:
BIMI enhances email security by leveraging existing email authentication protocols to verify the sender’s identity. By displaying a brand’s logo, BIMI helps recipients quickly identify legitimate emails, reducing the likelihood of falling for phishing scams. This added visual trust indicator works alongside DMARC, DKIM, and SPF to ensure that only authenticated emails display the brand’s logo. BIMI not only bolsters security but also aids in maintaining brand integrity and protecting against spoofing and fraudulent emails.
BIMI is not required, but it is highly beneficial for brands looking to enhance their email marketing efforts and improve security. Implementing BIMI can significantly increase email open rates and engagement by providing a recognizable visual indicator of authenticity. While not mandatory, adopting BIMI can give brands a competitive edge in the inbox, fostering greater trust and credibility with recipients.
BIMI is used by brands across various industries to improve email security and increase brand visibility. Notable companies adopting BIMI include:
Building your BIMI reputation involves:
By adhering to these best practices, brands can build a strong BIMI reputation, leading to increased trust and engagement in their email communications.