Hello! A little while back, Gmail began to support something called Brand Indicators for Message Identification (BIMI). This year, they released a new feature to motivate brands to use BIMI: a blue checkmark shown next to the emails. Today, we’ll discuss this system for checking emails, which is changing the way brands communicate. Let’s look at what BIMI is and why it’s important!
What is BIMI and Why is BIMI Verification Crucial for Brands?
First, let’s explain BIMI. It stands for Brand Indicators for Message Identification. It’s a tool that brands use to prove their emails are real. When a brand has BIMI verification, their logo is shown next to their emails. This visual signal reassures people that the email really is from the brand, and boosts trust and recognition.
This is very important. Trust plays a big role in whether people interact with an email or not. When users see that blue checkmark, they believe the email is safe and are more likely to open it and engage with it. This is a big plus for brands, as it increases the chances of their emails reaching their customers and successfully communicating their message.
Steps to Obtain BIMI Verification for Your Brand’s Emails
So how does a brand become BIMI verified? It’s a simple process, but it needs to be done carefully. Here are the steps:
1. Set up your SPF, DKIM, and DMARC records and ensure your DMARC policy is at enforcement (quarantine or reject):
You can learn how to set up your SPF, DKIM, and DAMARC records step by step in our recently published article “Mastering Email Infrastructure: Vital Steps for High-Volume Senders“.
2. Have a checked logo: Your brand’s logo has to be checked and formatted correctly. This needs you to create a square SVG version of your logo and host it on a web server that supports HTTPS.
3. Obtain a Verified Mark Certificate (VMC):
This certificate proves that you’re the owner of the logo and that you are legally authorized to use it.
4. Apply for BIMI verification: When you’ve finished the steps above, you can apply for BIMI verification. This requires creating a BIMI record in your domain’s name system (DNS), similar to how you’d make a DMARC record.
Once you have finished those steps, you’re all set for BIMI. Soon in Gmail, you will notice your logo (along with a blue checkmark).
Why BIMI Brand Verification Is A Game-Changer For Email Deliverability
To sum up, BIMI brand verification helps both the brands and their customers by increasing trust, making the brand more visible, and encouraging more interaction.
As the data shared at the Martech Fest 2023 conference showed, after the BIMI implementation, the number of emails opened went up across different email services that support BIMI.
- Gmail.com — 44.09%;
- Yahoo.com — 41.04%;
- Hotmail.com — 20.32%;
- Msn.com — 17.25%;
- Live.ni — 19.48%;
- Average all domains — 29.34%.
So, if you’re a brand wanting to improve the chances of your emails being delivered, think about getting BIMI verified. It could be a real game-changer!
That’s all we have for now. I hope you found this detailed guide useful. Stay tuned for more tips on increasing your brand’s visibility and email delivery.