Email marketers are constantly looking for the leading edge—a single trick that will increase their visibility and get them more opened emails. But as any experienced marketer knows, there’s no such thing as a silver bullet. There is no one-size-fits-all solution for this problem, but there is a new standard that can help your brand stand out in the inbox.

BIMI, or the Brand Indicators for Message Identification standard is being developed to simplify how people can find your message in their inbox. This would be done by providing a special indicator on top of your email with your logo next to it. With BIMI, your company won’t only have a new level of visibility, but it’ll also be able to protect against fraudulent email and deliver interactive customer experiences at scale. It’s another key tool in balancing the quality of your email content and building trust with subscribers. It’s one of the ways you can make sure your best practices are met at any level.

What is BIMI?

BIMI is a way to verify your brand information. It’s like DMARC, DKIM, and SPF—three other methods for verifying sender information–BIMI is also a text DNS record. It works really well alongside DMARC, SPF, and DKIM to assure email recipients of the validity of your brand.

BIMI is a way for marketers to control the branding of their ads by selecting the logo they want to show up in recipients’ inboxes. They can do this through Yahoo or Gmail, two mailbox providers that are implementing BIMI.

By allowing users to insert their logo into the email, BIMI makes it easy to put your company/brand front for subscribers.

Why is BIMI important?

BIMI is important for both senders and mailbox providers- it helps to improve the security of messages and helps you to stand out a bit more. Seth Blank, the chair of the AuthIndicator Working Group, has noted that “BIMI is an exciting opportunity where security professionals and marketers are aligned.”

Communication is vital for any business, and BIMI’s content marketing platform can help your brand get its message across to the right people. Here are the three reasons why your brand should get on board today:

This up-to-date security solution is available for your Emails.

You can’t achieve BIMI without DMARC. If you want to display your logo automatically in the inbox, you’ll need to make some adjustments under the hood. You will be able to protect your brand and ensure nobody is pretending to be you on the internet.

It serves as a form of anti-phishing protection to our subscribers.

There’s a common argument that if your customers can identify your messages from spam more quickly, then they’re being protected from it because they know what to look out for. This can be done by making sure that you always have a BIMI-verified seal. The BIMI framework can help prevent illegitimate senders from spoofing logos. BIMI offers businesses such as banks, social media platforms and retailers quite a wide range of benefits. It’s especially powerful for more at-risk businesses since it can protect against attacks and threats.

Your messages will stand out

BIMI-compliant messages are more likely to show your logo before the first line of the message. This is especially important because people are more likely to open branded messages than unsolicited ones.

What is the difference between BIMI and dmarc?

BIMI and DMARC both are different types of DNS records, where DMARC provides email security, and BIMI will help you stand out your email by providing a logo on the front of emails.

DMARC is Domain-based Message Authentication, Reporting, and Conformance, itis widely used as a standard email authentication method

This is important for every organisation to set up to prevent their brand and organisation from hackers using their domain for spoofing.

Important to understand that DMARC is a type of DNS record that helps you protect your domain and organisation’s reputation (To some extent) technically from anyone to use or spoof.

On the other hand, BIMI record is something that helps you to establish your organisational reputation visually.

Start BIMI implementation

The BIMI protocol is a standard for business to use their logo as a visible identifier in order to help people recognize and avoid fraudulent messages. DMARC is now joined by the BIMI standard to provide customers with better trust.

Creating a BIMI Record

These steps will help you set up a BIMI record for your domain:

Create an Image in SVG Format

In order to start working with your logo, you’ll need to convert it to SVG.

Create a new record at your DNS hosting provider

The time has come for you to create a BIMI record. To do that, head over to your DNS hosting provider, login and then follow the instructions to create a new DNS record.

create record on dns provider

Add Host Value

In this field, you’ll need to input “_bimi” and the hosting provider will add the domain/subdomain following that value (*ex:

add bimi host value for dns record

Select TXT DNS Record Type

Sites like provider will show you a dropdown list of different DNS record types. You’ll need the TXT option when creating a BIMI record, which is like other TXT records.

select txt record for bimi dns record

Add “Value” Information

A valid BIMI record always includes two required tag-values: v and l.

The tag “v” used for version is like v=BIMI1

The tag “l” stands for location which is used to define location of logo image file.

bimi dns record value

Publish BIMI DNS Record

To generate a new BIMI record, click the “Create Record” button.

create bimi record

Test BIMI Record

The last step is to verify your new BIMI record; you can text the newly created BIMI record here.


BIMI Limitation

BIMI relies on Email Security policies SPF (Sender Policy Framework), DKIM (Domain Keys Identified Mail), and DMARC (Domain-based Message Authentication, Reporting & Conformance) email authentication standards.

To be a part of BIMI, your domain will need to adhere to these standards and have a DMARC policy of either p=quarantine or p=reject set. It’s important to note that BIMI doesn’t work with no DMARC policy or p=none.

Does Google support BIMI?

Yes, Google starts supporting BIMI.

Gmail now offers support for the BIMI standard to optimize brand security and get you ready for DMARC. BIMI (Branded Indicators for Message Identification) is a protocol that enables brands using DMARC to transmit their logo securely to Google to authenticate ownership of the company’s logo. If you have your email account authenticated with Google, you will see the Gmail logo next to your messages. This means that all of their anti-abuse checks have passed.

Does Microsoft support BIMI?

Microsoft (Outlook, Office 365) does not support BIMI at this time.


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