Why brands love BIMI
Take a look at your inbox right now. How many of the messages in there come from brands that you like, subscribe to, make purchases from, or interact with on a regular basis?
Now, take a closer look at those messages. Do they have generic colored circles with letters next to them? Or do they have logos?
In most inboxes today, messages from brands just have colored circles. For brand marketers, that’s a problem. Why should messages from your friends on Gmail show the friendly faces of your buddies, while brand messages are relegated to generic circles?
BIMI — Brand Indicators for Message Identification — puts brands in control of how their emails appear in end-user inboxes. It gives marketers the ability to specify exactly which logo appears next to their messages — in a secure, reliable way.
If that’s not enough to get marketers excited about BIMI, it can also help boost email deliverability. In initial tests of BIMI’s logo-placement capability, open rates for branded emails rose by 10% or more. So that’s an additional benefit for brand marketers: Not only will you be delivering more brand impressions (through logo images that get displayed whether or not recipients open your messages), you’ll succeed in getting more consumers or end-users to engage with your email marketing content by actually opening those messages.
And for marketing and security experts, there’s an additional benefit: BIMI advances the entire email ecosystem. That’s because BIMI requires the sending domain to be using DMARC with an enforcement policy (quarantine or reject) — and the more domains that are using DMARC enforcement, the more secure and trustworthy email will be.
In short, BIMI enhances the benefits of DMARC by rewarding those who participate with control over their logo display — thus motivating wider and wider DMARC usage, eventually leading to herd immunity from the most pernicious form of email impersonation: Exact-domain spoofing.
BIMI is an emerging standard, supported by Google, Yahoo Mail, and Valimail, among others.
Greater brand awareness, rising email open rates, and a motivation to implement DMARC’s enhanced protection from spoofing? That’s what we call a win-win-win situation.
For an accessible, graphical overview of BIMI, download the BIMI breakdown infographic.