BIMI stands for Brand Indicators for Message Identification. It is a standard that inserts a brand's logo into authenticated email messages from that brand. Through this visual verification, recipients can recognize and trust the messages sent to them.
BIMI accomplishes this by using built-in protections that shield the brand, application vendors, and consumers from phishing claims.
BIMI is a text record with a specific format hosted on the sending servers in the DNS records. Once a message has been delivered, the recipient's inbox provider searches their BIMI text file to certify the message. When it is certified, it searches the file to find the location of the company logo.
Once the image is found, it will be attached to the message in the inbox.
The most visible benefit of BIMI-compliant email seeing the company logo in the inbox, helping your messages stand out, and promoting more openings.
There is also the advantage that BIMI better prepares users to recognize messages, thus protecting them from scammers who try to profit by helping to recognize falsified messages that are not legitimate.
Herein lies the power of BIMI for more insecure businesses such as social media platforms, banks, and major retail companies.
Here are the steps to create a BIMI record for a domain:
The only tag-value pair for v (version) is v = BIMI1
Confirm that the l (location) tag is found and followed by a full logo URL using HTTPS.
When all the technical aspects are correctly fulfilled, and the receivers still do not show the logo to senders they do not trust, work on building the BIMI reputation should be done:
An excellent shipping reputation must be maintained through high engagement with a low bounce rate and few spam complaints. This reputation should be considered subjective for each mailbox provider.
There may be mailbox providers that require you to obtain a Verified Brand Certificate (VMC). This leads to working with a trusted authority that is then listed in the BIMI TXT record with the receiver’s reference logo.