Summary
BIMI (Brand Indicators for Message Identification) is an email authentication standard designed to enhance brand recognition and trust by allowing brands to display their logo next to authenticated email messages in supporting inboxes. It serves as a visual indicator, assuring recipients that an email truly originates from the claimed sender.
For BIMI to function, it requires a robust foundation of existing email authentication protocols, primarily DMARC. This summary section explores key findings and considerations regarding BIMI, drawing insights from general understanding, expert opinions, and documentation.
Key findings
- DMARC dependency: BIMI strictly requires DMARC authentication to be enforced at a policy of quarantine or reject. It will not display if a domain's DMARC policy is set to p=none.
- Brand visibility: The primary benefit of BIMI is increased brand visibility in the inbox, making it easier for recipients to identify legitimate emails.
- Enhanced trust: By displaying a verified logo, BIMI builds trust with recipients, which can lead to higher engagement rates and reduced spam complaints.
- Verified mark certificates (VMC): For many mailbox providers, a VMC is required to prove ownership of the logo and prevent unauthorized use. This certificate acts as a digital seal of authenticity for the logo.
- Phishing deterrence: While not a direct security mechanism, BIMI's reliance on strong authentication like DMARC helps in overall anti-phishing efforts by visually distinguishing legitimate senders.
Key considerations
- Implementation complexity: Setting up BIMI involves ensuring proper DMARC enforcement, preparing a specific SVG logo, and potentially obtaining a VMC, which can be a multi-step process. Learn more about BIMI implementation challenges.
- Mailbox provider support: Not all email clients and mailbox providers currently support BIMI, meaning the logo may not appear consistently across all recipients.
- Cost and resources: Acquiring a VMC often comes with an annual fee, adding to the cost of implementation beyond the technical setup.
- Logo requirements: The brand logo must meet specific SVG format requirements to be displayed correctly by mailbox providers.
- Ongoing monitoring: Maintaining a BIMI setup requires monitoring DMARC reports and ensuring the logo's accessibility to avoid display issues. The BIMI Group website offers resources.
What email marketers say
Email marketers often approach BIMI with a mix of enthusiasm for brand visibility and practical questions about its tangible benefits and implementation hurdles. Their concerns frequently revolve around the return on investment (ROI), the applicability of BIMI to different email types, and the overall complexity of setup. They seek clear answers on how BIMI translates into measurable business value beyond just displaying a logo.
Key opinions
- Limited applicability: Some marketers believe BIMI is primarily beneficial for large volume senders with well-established reputations, questioning its value for smaller businesses.
- Traffic type confusion: There's uncertainty among marketers regarding whether BIMI applies equally to commercial, marketing, and transactional email streams.
- DMARC alignment necessity: Marketers frequently ask about the strict requirement for domain alignment within DMARC for BIMI to work, highlighting the need for foundational authentication. This is crucial for email domain authentication.
- Questionable ROI: Many marketing professionals struggle to identify and measure the tangible commercial benefits or direct monetary ROI of implementing BIMI.
- Security vs. gimmick: Some view BIMI more as a visual gimmick than a true security mechanism, particularly in its ability to prevent lookalike domain spoofing.
Key considerations
- Measuring impact: Marketers need clear metrics to quantify BIMI's influence on engagement, conversion, and brand recall to justify its investment.
- Resource allocation: Consideration should be given to the internal resources required for the initial setup and ongoing maintenance of BIMI, including logo management and DNS updates.
- Integration with DMARC: BIMI's dependence on DMARC means marketers must ensure their DMARC policy is at enforcement (quarantine or reject) before pursuing BIMI, which may require a dedicated DMARC transition strategy.
- Bandwidth implications: For very large senders, there's a minor consideration of increased bandwidth usage due to mailbox providers fetching the SVG logo, though this is generally negligible. Mailgun discusses BIMI setup.
Email Marketer from Email Geeks suggests that BIMI's effectiveness may be limited to large volume senders who already possess a strong and established sender reputation. This raises questions about its accessibility and benefit for newer or smaller email programs trying to build trust.
Email Marketer from Email Geeks seeks further clarification on the specific criteria for large and established reputations required for BIMI, as the definition seems vague. Understanding these thresholds is important for effective implementation strategies.
What the experts say
Industry experts provide deeper technical insights into BIMI's functionality, its reliance on a robust email authentication ecosystem, and its potential as a security layer. Their perspectives often highlight the complexities of the specification, the role of Verified Mark Certificates, and the ongoing evolution of the standard.
Key opinions
- Strict DMARC enforcement: Experts consistently emphasize that BIMI will only work for domains that have adopted and are enforcing a DMARC policy of p=quarantine or p=reject.
- VMC significance: The a= tag within the BIMI record is crucial, as it is intended to link to a Verified Mark Certificate (VMC), which digitally verifies logo ownership and authenticity. More about BIMI accredited certificate providers.
- Anti-spoofing potential: Experts note that BIMI can indirectly aid in protecting against lookalike domain spoofing, provided that the trusted authorities issuing VMCs are rigorous in their verification processes.
- Beyond a gimmick: While visually appealing, the core value of BIMI lies in its requirement for strong underlying authentication, making it more than just a decorative element. This is why JPMorgan Chase uses BIMI.
Key considerations
- Evolving standards: The specifications around BIMI, especially regarding VMCs and trusted authorities, are still evolving. This requires senders to stay updated with the latest requirements.
- Verification process: The effectiveness of BIMI in preventing spoofing hinges on the robustness and discernment of the VMC issuing authorities. Their strict validation processes are critical.
- Cost vs. security: While BIMI adds a visual security layer, the cost of VMCs should be weighed against the perceived security benefits and overall deliverability improvements. Consider the business value and ROI of BIMI.
- Technical prerequisites: Implementing BIMI means ensuring SPF, DKIM, and DMARC are correctly configured and aligned, which can be a complex technical undertaking for many organizations.
Deliverability Expert from Suped clarifies that BIMI is exclusively applicable to domains that have successfully implemented and are actively enforcing a DMARC policy. This fundamental requirement underpins the entire BIMI framework, ensuring a strong authentication baseline.
Email Deliverability Expert from Email Geeks suggests that BIMI offers potential protection against lookalike domain spoofing. This protection relies on the diligence and strict verification processes of the trusted authorities that issue Verified Mark Certificates, preventing fraudulent entities from displaying logos.
What the documentation says
Official documentation and technical specifications for BIMI outline the precise requirements and operational mechanisms for its implementation. This includes details on DNS records, logo formatting, and the role of Verified Mark Certificates (VMCs) in establishing trust. The documentation serves as the definitive guide for technical implementation.
Key findings
- DNS TXT record: BIMI is implemented as a DNS TXT record, containing the location of the SVG logo file and, optionally, the URL to the Verified Mark Certificate.
- SVG format: Logos must be in Scalable Vector Graphics (SVG) format, specifically SVG Tiny P/S, to ensure proper display and scalability across various email clients. Ensure you know how to validate your BIMI SVG.
- DMARC enforcement policy: The domain must have a DMARC policy set to p=quarantine or p=reject for BIMI to be considered by mailbox providers.
- Verified Mark Certificate (VMC) requirement: Many mailbox providers require a VMC to ensure the authenticity and legal ownership of the displayed brand logo, preventing impersonation.
- DNS record elements: The BIMI TXT record includes tags such as v= (version), l= (logo URL), and a= (VMC URL). Learn about DMARC tags and their meanings, as DMARC is a prerequisite.
Key considerations
- DNS setup accuracy: Precise placement and formatting of the BIMI DNS TXT record are critical for its correct interpretation by mailbox providers. For details on how to correctly place DNS records, check where SPF, DKIM, and DMARC records should be placed.
- Logo compliance: The SVG logo must adhere to strict size, aspect ratio, and content requirements to ensure it renders correctly across diverse email clients.
- VMC acquisition: Obtaining a VMC involves a verification process with an authorized Certificate Authority, requiring proof of brand ownership and trademark registration. Consult the BIMI Group FAQs for more information.
- Ongoing updates: BIMI, like other email standards, may undergo revisions. Regular checks of official documentation are necessary to maintain compliance.
BIMI documentation from BIMI Group states that it is an emerging email specification crafted to boost both email authentication and brand recognition within supporting email clients. This dual purpose makes it a valuable addition to modern email deliverability strategies.
Technical documentation from Klaviyo Help Center clarifies that BIMI utilizes a domain's DNS settings to authenticate the visual brand identity of emails being sent. This technology provides brands with direct control over the logo displayed in recipient inboxes.
![How to Implement BIMI: A Step-by-Step Guide [Infographic]](https://www.emailonacid.com/wp-content/uploads/2021/08/Road-to-BIMI-Implementation_1600X900.png)
