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What is Brand Indicators for Message Identification (BIMI)?

Learn all about digital marketing, we have built this glossary to help you understand everything to thrive in online marketing and promoting your website or business.

What is Brand Indicators for Message Identification (BIMI)?
BIMI, short for Brand Indicators for Message Identification, is a standardized method for organizations to deploy their logo securely in emails. It serves as an email specification that allows the organization's logo to be displayed next to their emails in the users' mailbox.
This system improves brand recognition by giving a visual identity to the sender of an email, thereby reducing the chance of emails being marked as spam. BIMI encourages trust and engagement from email recipients as they are assured that the email is authentic and not a phishing attempt.
In essence, BIMI is a mechanism that bridges brand identification and email security - a much-needed tool in the vast landscape of digital communication.
BIMI's Role in Digital Marketing
In the world of digital marketing, visibility and recognition are key. BIMI plays a significant role in achieving these goals. Brands can leverage BIMI to increase their brand presence and build trust among their email recipients.
Secondly, BIMI helps in reducing email fraud and phishing attacks, which is a massive win for businesses. By ensuring that emails are authenticated, brands not only stay protected from such threats but also help in establishing a trustworthy relationship with their consumers, ensuring their digital marketing efforts don't go to waste.
Further, the visible brand logo encourages engagement. Engaged consumers are more likely to take note of your messages, eventually leading to an increase in open rates, click-through rates, and possibly conversions. So, in essence, BIMI complements your existing email marketing efforts.
BIMI Examples
Major email service providers - such as Google and Yahoo Mail - support BIMI. Brands like CNN and Groupon have implemented BIMI, significantly boosting their email visibility and trustworthiness.
The implementation of BIMI allows the logos of these businesses to appear next to their emails in recipients' email clients. This enhancement in visibility encourages recipients to read the emails, reducing the chance of deletion or marking as spam.
In a world where the email inbox is cluttered, BIMI provides a distinctive edge for brands to stand out, thereby ensuring that their digital marketing efforts bear fruit.