BIMI

Definition

BIMI is an emerging email specification that enables the use of brand-controlled logos within supported email clients. It stands for Brand Indicators for Message Identification. The purpose of BIMI is to increase the authenticity and trustworthiness of email communications by allowing brands to display their logos next to their emails in the inbox, helping users to quickly identify legitimate emails and differentiate them from potential phishing or fraudulent messages.

How BIMI Works

1. Domain Authentication: A brand must first implement and enforce email authentication standards, such as SPF (Sender Policy Framework), DKIM (DomainKeys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting, and Conformance).
2. BIMI Record Creation: The brand creates a BIMI record, which is a type of DNS (Domain Name System) record that points to the location of the brand's logo in a specific SVG (Scalable Vector Graphics) format.
3. DMARC Enforcement: The brand's DMARC policy must be at a quarantine or reject enforcement level, which helps prevent unauthorized use of the domain in email.
4. Logo Verification: Some email services, like Yahoo Mail, may require the logo to be verified by a Mark Verifying Authority (MVA) to ensure it is the official logo of the brand.
5. Email Client Support: The recipient's email client must support BIMI for the logo to be displayed. As of the knowledge cutoff in 2023, not all email clients support BIMI, but adoption is growing.

Benefits of BIMI

1. Brand Visibility: BIMI increases brand recognition by displaying the brand's logo directly in the email inbox.
2. Email Trust: It helps to build trust with recipients by providing a visual indicator that the email is legitimately from the brand.
3. Anti-Phishing: BIMI can act as a deterrent to phishing by making it easier for recipients to identify authentic emails.
4. Improved Engagement: Recognizable branding may lead to higher open rates and engagement with email content.

Challenges and Considerations

1. Adoption: BIMI is still in the process of being adopted by email clients and services, so its benefits are not universal yet.
2. Technical Requirements: Implementing BIMI requires a solid understanding of email authentication protocols and DNS records.
3. Logo Certification: Some email platforms may require third-party certification of the logo, which can involve additional steps and costs.
4. Ongoing Management: Brands must maintain their DMARC records and monitor email authentication reports to ensure continued compliance.

Implementing BIMI

1. Ensure Email Authentication: Set up SPF, DKIM, and DMARC for your domain.
2. Create a BIMI Record: Prepare an SVG file of your logo and create a BIMI DNS record pointing to it.
3. Enforce DMARC Policy: Make sure your DMARC policy is set to either quarantine or reject.
4. Verify Your Logo (if required): Get your logo verified by an MVA if necessary.
5. Publish BIMI Record: Add the BIMI record to your domain's DNS records.

Conclusion

BIMI represents a significant step forward in email marketing and security, providing brands with a method to visually validate their emails while enhancing the user experience for recipients. As more email clients adopt BIMI and brands meet the technical requirements, it is likely to become a standard practice for organizations looking to improve their email authenticity and effectiveness.