Implementing BIMI for Brand Recognition
Brand Indicators for Message Identification (BIMI) is an emerging email authentication standard designed to enhance brand recognition and trust in email communications.
By displaying a verified brand logo in recipients’ inboxes, BIMI helps improve email deliverability, reduces phishing risks, and increases engagement rates.
Implementing BIMI for Brand Recognition
Brand Indicators for Message Identification (BIMI) is an emerging email authentication standard designed to enhance brand recognition and trust in email communications.
By displaying a verified brand logo in recipients’ inboxes, BIMI helps improve email deliverability, reduces phishing risks, and increases engagement rates.
Steps to Implement BIMI
1. Strengthen Email Authentication:-
To be eligible for BIMI, your domain must have robust email authentication protocols.
SPF (Sender Policy Framework): Specifies which mail servers are authorized to send emails on behalf of the domain.
DKIM (DomainKeys Identified Mail): Adds a cryptographic signature to authenticate emails.
DMARC (Domain-based Message Authentication, Reporting & Conformance): Must be set to p=quarantine or p=reject to enforce email authentication.
2. Create a BIMI-Compatible Logo:-
The logo must be in SVG Tiny PS (Portable Secure) format.
It should have a transparent background and be optimized for different display sizes.
3. Host the Logo Securely:-
The SVG file must be hosted on a publicly accessible HTTPS URL, e.g., https://example.com/logo.svg.
4. Publish a BIMI DNS Record:-
Add a TXT record to your domain’s DNS to specify the location of your BIMI logo:
default._bimi.example.com TXT “v=BIMI1; l=https://example.com/logo.svg;”
If a Verified Mark Certificate (VMC) is required, the record should include:
default._bimi.example.com TXT “v=BIMI1; l=https://example.com/logo.svg; a=https://example.com/vmc.pem;”
5. Obtain a Verified Mark Certificate (VMC):-
Some mailbox providers, such as Gmail, require a VMC to verify logo ownership. Trusted certificate authorities like DigiCert and Entrust issue VMCs,
which typically cost between $1,000 to $3,000 per year.
6. Validate BIMI Setup:-
Use tools like BIMI Inspector or Google Postmaster Tools to verify that your BIMI record is correctly configured and functional.
Does BIMI Work with Subdomains?
Yes, BIMI can be implemented for emails sent from a subdomain, but it requires:
A DMARC policy (p=quarantine or p=reject) specifically for the subdomain.
A separate BIMI record for the subdomain:
default._bimi.subdomain.example.com TXT “v=BIMI1; l=https://example.com/logo.svg;”
If using a VMC, ensure it covers the subdomain as well.
How BIMI Helps Improve Domain & IP Reputation ?
BIMI indirectly contributes to better domain and IP reputation:-
Strengthening authentication (SPF, DKIM, DMARC), reducing spoofing and phishing attempts.
Enhancing brand trust, leading to higher engagement, fewer spam complaints, and better sender reputation.
Signaling ISPs that your emails are legitimate, improving deliverability and sender score.
Encouraging recipient interaction, boosting email open rates and click-through rates, further reinforcing domain credibility.
Mailbox Providers Supporting BIMI:-
Gmail (requires VMC)
Yahoo Mail
Fastmail
Apple Mail (iOS/macOS)
La Poste
Benefits of BIMI
Enhances brand visibility and builds trust in email communications.
Reduces the risk of email phishing and spoofing.
Improves email deliverability and sender reputation.
Increases email open rates and user engagement.
By implementing BIMI, brands can reinforce their identity, establish credibility, and optimize their email marketing effectiveness.
If you need assistance with setting up BIMI for your domain, feel free to reach out!