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Understanding BIMI and Its Use In Email Authentication

Email marketing continues to thrive because it innovates quickly to satisfy the needs of consumers. One of the latest developments in email authentication over the past few years does just that: Brand Indicators for Message Identification, otherwise known as BIMI.

BIMI is a method of brand identification and email authentication that is notable because it’s the first email identification method that is visible to the end user—the subscriber. BIMI is akin to a driver’s license for technology; it helps users determine which emails are fake and which are real by validating the identity of the sender.

BIMI is a big deal because it is visible on the consumer side. Your subscribers will be able to see your unique BIMI logo in their inbox, which shows that you are who you say you are. This added trust, and the additional opportunity for you to brand yourself, is sure to help you improve email deliverability and transparency with customers that recognize your brand. So while BIMI is no magic wand for improving your in-boxing with ISPs, it could very well help your emails get opened by recipients that identify and trust your brand.

It’s important to note that BIMI can only be implemented by brands that have strong deliverability, which means a good domain and IP reputation, as well as positive subscriber engagement. Healthy open rates, coupled with the volume of emails being sent, will help encourage BIMI implementation.

While BIMI is relatively new in the world of email marketing, you can start adopting and begin understanding how you can incorporate the technology into your future campaigns. Now is the time to assess your brand’s sending cadence, deliverability, and blacklist check, so that you’re can use BIMI to aid in your results.

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