{"id":19473,"date":"2022-01-03T09:16:19","date_gmt":"2022-01-03T09:16:19","guid":{"rendered":"https:\/\/easydmarc.com\/blog\/?p=19473"},"modified":"2025-05-08T21:28:54","modified_gmt":"2025-05-08T21:28:54","slug":"what-is-bimi-and-why-should-email-marketers-care-about-it","status":"publish","type":"post","link":"https:\/\/easydmarc.com\/blog\/what-is-bimi-and-why-should-email-marketers-care-about-it\/","title":{"rendered":"What is BIMI and Why Should Email Marketers Care About it?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Email marketers are constantly looking for ways to improve the visibility of their products and get their messages opened by potential clients. While it\u2019s impossible to entirely influence your client&#8217;s decision, Brand Indicators for Messages Identification or BIMI is an email standard that helps your business stand out in your recipient\u2019s inbox.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This article explains <a href=\"https:\/\/easydmarc.com\/blog\/bimi-implementation-why-customize-bimi\/\">what BIMI is and why you should care about it<\/a> as an email marketer.\u00a0<\/span><\/p>\n<h2><b>What is BIMI?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">BIMI allows you to show your brand logo next to marketing emails you send to your recipients\u2019 inboxes. That way, your brand stands out among competitors, and your customers are sure your emails are legitimate.<\/span><\/p>\n<div style=\"text-align: center;\">\n<p><iframe title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/LjtGwsWDNDY\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">BIMI is built on the DMARC standard for <a href=\"https:\/\/snov.io\/email-verifier\">verifying email<\/a>. Before you send a mail to your recipient\u2019s inboxes, your email provider verifies it against the sender\u2019s DMARC record within the message to confirm that it\u2019s legit. <a href=\"https:\/\/easydmarc.com\/blog\/bimi-cmc-google\/\">BIMI is now available for Gmail users with CMCs<\/a><\/span>\u00a0and <span style=\"font-weight: 400;\">other email providers like Yahoo and Fastmail have also implemented BIMI.\u00a0<\/span><\/p>\n<h2><b>Trust<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Email marketers need to earn their clients\u2019 trust for the success of their brands, and that&#8217;s what BIMI can help you do. Even with the flexibility of choices, customers only support brands they can count on.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Email marketers need to <a href=\"https:\/\/easydmarc.com\/blog\/how-to-configure-bimi-record\/\">implement BIMI<\/a> to increase trust and email engagement. By ensuring your brand logo is appended to your message, you\u2019ll stand out from your competitors. Plus, your clients will be more eager to interact with your marketing emails.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Based on the <\/span><span style=\"font-weight: 400;\">DMA Consumer Email Tracker 2021 report<\/span><span style=\"font-weight: 400;\">, more than 68% of consumers confirm that brand recognition is the most crucial factor when deciding whether to open an email or not. This shows how implementing Brand Indicators for Messages Identification is vital to your <a href=\"https:\/\/www.thenexthint.com\/challenger-brand-marketing\/\" target=\"_blank\" rel=\"noopener\">marketing strategy<\/a>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before you launch your next email marketing campaign, use a <\/span><a href=\"https:\/\/easydmarc.com\/tools\/bimi-lookup\"><b>BIMI record check<\/b><\/a> <span style=\"font-weight: 400;\">to validate your <a href=\"https:\/\/easydmarc.com\/blog\/how-to-configure-bimi-record\/\">BIMI record<\/a>.<\/span><\/p>\n<h2><b>Open Rates<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Trust equals increased open rates. It\u2019s an <a href=\"https:\/\/www.activecampaign.com\/blog\/email-marketing\" target=\"_blank\" rel=\"noopener\">email marketing tool\u00a0 <\/a>that shows whether your marketing strategy is effective or not. It tells you the percentage of your subscribers who open your emails. If you\u2019re an email marketer struggling to increase campaign open rates, the <a href=\"https:\/\/easydmarc.com\/tools\/bimi-record-generator\">BIMI record<\/a> is an excellent addition to your subject line.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a <\/span><a href=\"https:\/\/bimigroup.org\/bimi-2019-in-review-and-a-look-ahead-to-2020\/\"><span style=\"font-weight: 400;\">Yahoo Mail BIMI beta test<\/span><\/a><span style=\"font-weight: 400;\"> carried out by Verizon Media Group, email marketers using the Brand Indicators for Messages Identification logo experienced a 10% increase in open rates.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Moreover, a study shows that emails without a brand logo negatively influence <\/span><a href=\"http:\/\/mediapost.com\/publications\/article\/365253\/bimi-drives-higher-open-rates-study-shows.html\"><span style=\"font-weight: 400;\">consumers\u2019 decisions by 28%<\/span><\/a><span style=\"font-weight: 400;\">. So if you haven\u2019t implemented BIMI in your marketing strategy, now is a great time to do so.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consumers always try to avoid phishing and other email threats. So they\u2019re naturally cautious and refrain from opening emails from unknown sources. With BIMI, your brand\u2019s legitimacy is reinforced. Prospects are reassured that no harm will come their way when they open your message.<\/span><\/p>\n<h2><b>Deliverability<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">A successful email marketing strategy is based on deliverability rates. Your marketing efforts won\u2019t amount to much if your emails don\u2019t make it to your recipients\u2019 inboxes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When users constantly delete unread messages from your brand, your sender reputation score declines. This can result in your Internet Service Provider (ISP) sending your mails to the spam folder or even outright rejecting them. One of the factors that improve your sender reputation as an email marketer is your engagement level. But you can\u2019t have one if your customers don\u2019t get your emails.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because SPF, DKIM, and DMARC must be implemented before you can reinforce the BIMI protocol, the issue of deliverability is addressed earlier in the timeline. So, by aiming for BIMI, you indirectly aim to increase email deliverability.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Improved deliverability also leads to an increased open rate, which results in higher engagement rates.<\/span><\/p>\n<h2><b>Brand Awareness<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Marketers know that they need to build brand awareness to achieve their business goals. Brand awareness helps your business stay top-of-mind with your clients. When your customers are familiar with your brand, they become comfortable with your products and services. So if they need to decide which brand to buy from, they\u2019re more likely to buy from you.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Displaying your logo next to your email can improve your brand awareness, leading to higher conversion rates and increased sales.<\/span><\/p>\n<h2><b>What Comes Before BIMI Implementation?<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Brand Indicators for Messages Identification is based on DMARC. So before you can implement BIMI, you need to become DMARC-compliant.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Similarly, DMARC is based on having proper <a href=\"https:\/\/easydmarc.com\/blog\/klaviyo-spf-and-dkim-setup-step-by-step\/\">SPF and DKIM records<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So, to make BIMI work, you need first to verify your SPF records, set DKIM straight, and start implementing DMARC. At first, when your DMARC policy is still on \u201cp=none,\u201d you won\u2019t be able to implement BIMI. Once you move to \u201cp=quarantine\u201d and later, to \u201cp=reject,\u201d BIMI will be available for enforcement.<\/span><\/p>\n<h2><b>Final Words<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">The email marketing world is constantly changing. As email-borne attacks become more sophisticated, email marketers are looking for new ways to reinforce their legitimacy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hackers always try to impersonate your brand and lure customers into revealing sensitive information. Email marketers must implement authentication protocols like <\/span><b>BIMI<\/b><span style=\"font-weight: 400;\">, SPF, DKIM, and DMARC to ensure trust, better open rates, and improved brand awareness.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aside from preventing email attacks like spoofing, implementing Brand Indicators for Messages Identification as a part of your email marketing strategy can boost the efficiency of your campaigns, leading to higher conversion rates.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Email marketers are constantly looking for ways to &#8230;<\/p>\n","protected":false},"author":5,"featured_media":19474,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[288,204,203],"tags":[],"class_list":["post-19473","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-bimi","category-blog","category-email-security"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What is BIMI and Why Should Email Marketers Care About it? | EasyDMARC<\/title>\n<meta name=\"description\" content=\"Email marketers strive to spread brand awareness and build trust. 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