Before we dive into the specifics of the accessibility tag in a BIMI record, it's important to understand what BIMI itself is. BIMI stands for Brand Indicators for Message Identification. It's a standard that allows you to display your company's logo next to your messages in your recipients' inboxes. As the BIMI Group puts it, this gives brands more control over the logos displayed with their email, creating a more consistent and trustworthy experience for users.
At its core, BIMI is simply a text record that you publish in your domain's DNS settings. This record points to a securely hosted, square SVG version of your logo. For BIMI to work, you must also have a DMARC policy in place with a policy of p=quarantine or p=reject. This proves to mailbox providers that you are who you say you are, allowing them to confidently display your logo.
The role of the 'a=' (alt) tag
You've likely come across the alt= attribute in HTML, used to provide alternative text for images. In the context of BIMI, the concept is the same, but the syntax is slightly different. The official tag in the BIMI specification is a=, which stands for 'alternative text' or 'attribute'.
The purpose of this tag is accessibility. It provides a text description of your logo for users who may not be able to see it. This is crucial for individuals using screen readers due to visual impairments. When a screen reader encounters your BIMI logo in an email client, it will read the contents of the a= tag aloud, ensuring they know which brand the email is from. A complete BIMI record looks something like this:
v=BIMI1; l=https://media.example.com/logo.svg; a=Example Inc;
Best practices for your 'a=' tag content
Writing the content for your a= tag is straightforward, but there are a few best practices to follow to ensure it's effective for users with screen readers:
- Be concise. The alt text should clearly and quickly identify your brand. Your full company name is usually the best choice.
- Don't include "logo of". Screen readers often announce that an element is an image, so adding "logo" or "logo of" is redundant. Just use your brand name, for example, "Suped" instead of "Logo of Suped".
- Avoid promotional language. The purpose of the tag is identification, not marketing. Stick to simply naming the brand.
Why accessibility matters in email
While the a= tag is a small part of the BIMI specification, it plays a vital role in digital inclusion. Implementing it correctly ensures that your brand identity is communicated to all recipients, regardless of their ability to see the logo. It demonstrates a commitment to accessibility and creates a better, more inclusive experience for every person in your audience.
