What is BIMI?

BIMI, short for Brand Indicators for Message Identification, is an email specification designed to enhance the visual representation of brands in email inboxes. When implemented, BIMI allows authenticated email messages to display the sender's logo alongside their content.

The primary goal of BIMI is to empower trusted senders with greater control over their brand's presentation within messaging services. For participating mailbox providers such as Yahoo or Gmail, this means that organizations adopting BIMI will have their chosen logo prominently displayed to recipients.

The initiative is spearheaded by the AuthIndicators Working Group, comprising prominent members like Google, Verizon Media, Mailchimp, and Valimail. Established in 2015 to promote the adoption of DMARC authentication, the group has diligently worked towards advancing BIMI. Co-founder Josh Aberant emphasized the importance of creating a scalable and robust standard for widespread adoption, expressing satisfaction with BIMI's progress and anticipating further expansion.

Why is BIMI important for marketers?

BIMI offers significant benefits for both senders and mailbox providers, particularly in terms of enhanced security. Additionally, the opportunity to distinguish oneself within crowded inboxes adds another layer of appeal. Seth Blank, Chair of the AuthIndicators Working Group, emphasized the alignment between marketers and security professionals in recognizing the value of BIMI.

How does BIMI work?

To achieve BIMI compliance, a company initiates the process by crafting and publishing a new DNS record. This record incorporates a URL directing to the company's logo. During the mailbox provider's verification process of the sender's DMARC (located within the "From" domain's DNS TXT record), it scans for a BIMI record. This record essentially comprises text featuring the URL of the brand's logo along with details regarding any Verified Mark Certificates (VMC) in possession. If the records align, the provider proceeds to display the associated logo.

Click here to see which inbox providers support BIMI, and which are considering using it.