Keeping up with the latest in email marketing is crucial, and that's exactly why you should keep and eye on trends like BIMI (Brand Indicators for Message Identification). Let’s break down what BIMI is, why it’s super important for every companies, and how you can use it to optimize your email game and make sure your emails are hitting those inboxes just right.

What is BIMI and why should you care?

Updated in May 2023 by Google, BIMI is an email authentication standard that lets brands showcase their logo and a verified checkmark in the inboxes of their recipients. It offers a striking visual indicator of trust and authenticity, enabling recipients to effortlessly distinguish genuine emails from reputable brands.

By incorporating BIMI, companies can boost their brand recognition, enhance email deliverability, and build solid trust with their audience.

source: google

What is BIMI and how does it work?

To understand how BIMI works, it's important to understand the underlying mechanisms. BIMI relies on two main components: Domain-based Message Authentication, Reporting, and Conformance (DMARC) and Verified Mark Certificates (VMC).

Just like other email security measures, BIMI works its magic through a DNS record that sits on your email servers, following a neat format. Now, before you can move on, you'll need your logo in SVG format. If you're not sure how to convert your logo into SVG to make it BIMI-ready, check out this handy guide: Step 2: Logo SVG & Trademark.

Once your logo is all set, the next step is to give it a digital home by updating your DNS records. This is where you add a BIMI record, a type of TXT record, into your DNS setup. It's like dropping a pin on a map, showing exactly where your logo lives on the internet. You'll want to keep an eye on these changes to make sure everything's working along nicely, as it takes a bit for the BIMI record to fully spread  across the web.

When an email message is delivered, the recipient's email service checks the BIMI text file, along with its hosting location, to verify the message. Once verified, the BIMI file provides the email service with the location of the sender's logo, which is then displayed in the inbox alongside your verified checkmark.

Which Email Service Provider supports BIMI?

As BIMI gains momentum, major inbox providers have started supporting this authentication standard. Companies like Gmail, Yahoo, and Apple are actively incorporating BIMI into their platforms. This means that by implementing BIMI, you can potentially have your brand logo shown to millions of users who use these email services.

What does BIMI give you?

With the increasing prevalence of email phishing attacks and spoofing, it has become increasingly challenging for recipients to differentiate between legitimate and fraudulent emails. However, BIMI confidently addresses this issue by adding a powerful layer of visual trust. 

By displaying your brand logo directly in the email client, you can significantly increase the likelihood of your emails being opened and actively engaged. BIMI empowers you to stand out in crowded inboxes, making your messages instantly recognizable and inherently trustworthy. As a result, you can expect higher open rates, improved click-through rates, and ultimately, better conversions.

How does BIMI improve your emails?

Deliverability plays a pivotal role in determining the triumph of your campaigns. When it comes to BIMI, adopting this email authentication standard can have a substantial effect on your email deliverability. Let's dive deep into the ways in which BIMI influences deliverability and understand why it's crucial for your email marketing best practices.

1. Better Email Deliverability  

Email deliverability heavily relies on the reputation of the sender (You!). When you implement BIMI for your emails, you're likely to see a nice boost in how well your emails reach their destination. Providers like Apple, Gmail, and Yahoo view BIMI as a thumbs-up for your email's security and trustworthiness. This means your messages are more likely to hit the inbox rather than get lost in the spam or junk folders.

Curious about how your emails are performing? Check out our Email Deliverability Tool to get a clear picture of your current email deliverability status. You can find it right here. It's a great way to see where you stand and how you can improve!

In our most recent case study with Gaiia, their email deliverability jumped by nearly 200%! It's a huge win that shows just what the right strategies can do.

2. Brand Logo and Verified Checkmark!

BIMI allows you to display your brand logo and a verified checkmark in your customer’s inbox, creating visual indicators of trust and authenticity. When recipients see your logo and the checkmark alongside your email, it confirms that you are verified and legit. This enhanced trust can improve your engagement and conversion rates, as recipients are more inclined to open, read, and click through emails with verified badges. 

Additionally, your emails are less likely to be perceived as suspicious by other inbox providers, increasing your chances of successful delivery to your customer’s inbox.

3. Increase your Email Open rates

By adding BIMI to your email strategy, you could see a big bump in how often your emails are opened. Studies reveal that companies showing off their logo and a verified checkmark in their emails through BIMI have seen their open rates rise by an average of 39%. BIMI helps your emails really pop in crowded inboxes, grabbing your audience's attention and boosting engagement as well as building trust and authenticity. With BIMI, you're not just sending emails, you're enhancing your email game to achieve better results.

4. Stand out against your Competitors

Standing out from the competition is crucial. BIMI empowers your brand to differentiate itself in the inbox by visually representing your identity. When recipients your logo compared to the generic icon, it grabs their attention and sets your messages apart. We noticed an average of 44% brand recall rate when comparing companies that utilized BIMI and companies that did not. This increased visibility of their brand and logo leads to higher engagement and conversion rates, ultimately driving improved email deliverability metrics.

Setting up your BIMI Record

Here's how you can set up your BIMI record to make your brand pop in customer inboxes:

1. Configure Your DNS: Start by laying the groundwork with your DNS settings. Detailed steps can be found here.
2. Ensure Logo Compliance: Your logo needs to be in SVG format and comply with trademark requirements. Learn how to do this here.
3. Obtain a Verified Mark Certificate (VMC): This certificate is crucial for verifying your logo's authenticity. Get detailed instructions here.
4. Set Up Your BIMI Record: Finally, implement your BIMI record on your DNS to complete the setup. A guide to this can be found here.

Once your BIMI record is active, your logo and a verified checkmark will start appearing in your customers’ inboxes, enhancing trust and visibility.

Where we see BIMI moving forward

The future of BIMI is looking pretty bright as more and more email providers start to adopt this new email authentication standard. Big names like Gmail, Apple, and Yahoo are already on board, making it super important for any business using email marketing to get into BIMI too. Jumping on this early can give you a nice edge over the competition and seriously boost your email deliverability.

As things keep evolving, we're expecting to see even more cool stuff, like new types of Mark Certificates popping up. Here at Palisade, we're all about keeping you ahead of the curve. We’ll walk you through every part of the BIMI setup process—from making sure your logo check all the boxes to getting your Verified Mark Certificate and nailing your BIMI record.

And hey, why not see where you stand with our Email Deliverability Score tool? You can check it out right here. It’s a great way to see where your current setup sits and see exactly what needs tweaking.
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We're here to help you at every step, ensuring your brand really stands out in everyone's inbox!

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