BIMI, which stands for Brand Indicators for Message Identification, is an email authentication standard designed to enhance the visibility and recognition of brands in email communications. BIMI allows organizations to display their official logos in the inboxes of email recipients, providing a visual indicator of brand authenticity. Here’s a more detailed look at BIMI:
Logo Display in Email Clients:
The primary goal of Brand Indicators for Message Identification is to enable organizations to display their official logos next to authenticated emails in the inbox. This visual indicator helps users recognize legitimate emails from trusted brands and reduces the risk of phishing attacks.
Integration with DMARC:
BIMI builds on top of DMARC (Domain-based Message Authentication, Reporting, and Conformance). To use BIMI, a domain must have a valid DMARC policy in place. DMARC ensures that the sender’s email is authenticated, and it allows the display of the sender’s official logo in supported email clients.
BIMI Record in DNS:
To implement BIMI, domain owners publish it in their DNS settings. It is a DNS TXT (text) record containing information about the location of the organization’s logo. It typically includes the selector (similar to DKIM) and a URL pointing to the logo image.
Example BIMI record:
v=BIMI1; l=https://example.com/logo.png; a=sha256,sha384;
In this example, the BIMI record specifies the location of the logo (https://example.com/logo.png) and the acceptable hash algorithms (sha256 and sha384).
Logo Verification:
Email clients that support BIMI retrieve it from the sender’s domain and verify the authenticity of the logo using the specified hash algorithms. If the email passes DMARC authentication and has a valid BIMI record, the client displays the official logo in the inbox.
Enhanced Brand Trust:
The visual presence of an official logo in the inbox enhances brand trust and helps users distinguish between legitimate emails and potential phishing attempts. It provides a clear visual cue that the email is from a trusted source.
BIMI Implementation Requirements:
For BIMI to work, the sending domain must have DMARC in place with at least a “quarantine” policy. Additionally, the logo specified in this record must be hosted on a secure server (HTTPS) to ensure the integrity of the logo.
Industry Adoption:
BIMI is gaining industry support, and several major email providers are actively working to support and implement BIMI. While it may not be universally supported across all email clients, its adoption is growing.
Improved Email Deliverability:
While BIMI itself does not directly impact email deliverability, having a DMARC policy in place (a prerequisite for BIMI) positively influences the sender reputation and can contribute to improved deliverability.
Why should you have it?
Implementing a Brand Indicators for Message Identification record for your domain can provide several benefits, enhancing both the security of your email communications and the visibility and recognition of your brand. Here are key reasons why you should consider having it:
Visual Brand Authentication:
BIMI allows you to display your official brand logo next to authenticated emails in the inbox. This visual indicator helps users quickly recognize legitimate emails from your organization. This increases brand trust and reduces the risk of phishing attacks.
Differentiation in the Inbox:
With BIMI, your emails stand out with a distinctive visual element. This differentiation can be particularly valuable in crowded inboxes, helping your messages catch the attention of recipients and reinforcing your brand identity.
Enhanced Brand Trust:
The presence of an official logo in the inbox provides a clear and visual cue of brand authenticity. This can contribute to building and reinforcing trust with your audience, as users are more likely to engage with emails that display recognizable brand indicators.
Mitigation of Phishing Risks:
Phishing attacks often involve emails that impersonate trusted brands. BIMI helps combat phishing by providing a mechanism for visual verification. Users can quickly identify legitimate emails based on the presence of the official logo, reducing the likelihood of falling victim to phishing attempts.
Integration with DMARC:
BIMI builds on top of DMARC (Domain-based Message Authentication, Reporting, and Conformance). To implement it, your domain must have a valid DMARC policy in place, ensuring that your emails are authenticated. This integration strengthens email security and reinforces the trustworthiness of your brand.
Improved User Experience:
The visual elements provided by BIMI contribute to an improved user experience. Users can quickly identify emails from trusted sources, leading to a more positive interaction with your brand.
Industry Standard Compliance:
BIMI is becoming an industry standard for brand authentication in email. By implementing it, you align your email practices with evolving industry standards and demonstrate your commitment to email security and brand authenticity.
Marketing and Branding Opportunities:
BIMI provides a platform for marketing and branding within the email channel. The inclusion of your official logo in emails can reinforce brand awareness and create a consistent brand experience for your audience.
Growing Industry Support:
While BIMI adoption is still growing, major email providers are actively working to support and implement it. Being an early adopter of it positions your organization to take advantage of this growing industry trend. In summary, having a BIMI record offers a range of advantages. Enhanced brand trust, visual differentiation in the inbox, and mitigation of phishing risks. It is a valuable addition to your email authentication strategy, contributing to a more secure and recognizable email presence for your brand.
How to check the BIMI record?
You can check with online Checkers
There are online tools available that can help you check for the presence of a BIMI record and provide additional information. Keep in mind that the availability of online checkers may vary.
Example:
