BIMI: an Emerging Standard and Its Impact on Your Email Marketing Campaigns

Google has announced that it is getting on board and that its Gmail messaging system will support the BIMI protocol from now on. This announcement will necessarily have a domino effect in the industry. It will allow BIMI to gain momentum and likely become a standard.
Alexia Lapointe-Ouellet
28 September 2021
Omni-Channel Marketing Campaign
3 min
BIM email marketing

BIMI stands for Brand Indicators for Message Identification and it is not a new email identification method. It has been around for a few years, but it has not taken off as expected. However, BIMI is likely to be more and more present. Indeed, Google has announced that it is getting on board and that its Gmail messaging system will support the BIMI protocol from now on. This announcement will necessarily have a domino effect in the industry. It will allow BIMI to gain momentum and likely become a standard.

What Is BIMI?

In a nutshell, BIMI allows your registered logo to be displayed in every communication you send to your customers in order to increase the visibility of your brand. Only domains with BIMI will display this icon. This is the only email identification method that provides visual support for the user. BIMI is currently not available for most post-masters. Gmail has adopted this method, as have Yahoo, Verizon and AOL. Eventually, more and more large industry players will adopt it. This will ensure that all organizations using it will have implemented best security practices in terms of email authentication methods, as DMARC configuration will be mandatory for its implementation.

Moreover, Google’s entry will possibly influence Microsoft to adopt this emerging standard in the near future. Although this is a method that Microsoft will have to adopt, the implementation has not been started yet. BIMI is also not supported by iOS, which raises many issues. Especially since the new iOS 15 is live for Apple email users. As such, an article on this update is available and explains the impacts of iOS 15 on how to interpret your email marketing campaign statistics.

How to Implement BIMI?

First, your company must validate its email addresses through authentication standards. For example, DKIM (Domain Keys Identified Mail) or SPF (Sender Policiy Framework). These standards allow you to make sure that the sending of an email has been done and authorized by the domain owner. Next, you need to adopt a DMARC configuration, which is the Domain-based Message Authentication, Reporting, and Conformance. This security authority authenticates a company’s domain and ensures its credibility. If you want to learn more about DMARC protection, visit our online support page.

You must also create an SVG file of your logo and publish a BIMI record. The BIMI implementation steps described above are presented on the BIMI group site in a more technical manner. The BIMI setup process is complex and resource-intensive. So if you decide to move forward with this standard, you’ll need to consider these factors.

What Are the Benefits of BIMI?

  1. Enhanced security

    BIMI requires DMARC configurations to be in place, which is why we refer to it as a security upgrade. It is the authentication standards required for BIMI implementation that will ensure the authentication of your brand. Users will be able to identify incoming emails internally and externally to ensure that they are not spam or phishing. Implementing email security will protect your brand identity, in addition to protecting your customers.

  2. Stronger brand image

    Having your logo registered and present on every email you send will increase your visibility. It will also strengthen your brand image. Indeed, the people who receive your emails will immediately associate your logo with your brand, which will be beneficial for you.

  3. Positive customer experience

    The brand experience will be improved since customers will definitely see that the emails with your logo are coming from you! This means that your email marketing campaigns will stand out. This way, customers will be more likely to trust your emails, open them and click on the embedded links.

  4. Increased engagement rates

    The trust brought by BIMI will certainly translate into positive customer interaction. This will result in higher deliverability and conversion rates, as well as higher sales.

BIMI is in full bloom. This email identification method even allows you to have different versions of your logo displayed depending on the domain of your email addresses. I have no doubt that it will have a positive impact on your email marketing campaigns. This standard will increase their visibility and make them more effective.

Find out how your business can benefit from Dialog Insight.

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