BIMI is the reason we often see emails with the brands’ logos. Due to the rise in fraudulent emails, phishing, and spoofing, recipients receive suspicious messages. Around 60 percent of Americans complain that they or some they know have been scam victims.
Email marketing is one of the finest ways to directly target your audience. Therefore, email marketers constantly search for different tricks to give a better experience and visibility in the mailbox.
Recipients do not open the emails for certain reasons such as emails landing in the spam folders, suspicious content, irrelevant messages, etc. The email specification BIMI is used to appear trustworthy in the eyes of the users when the influx of spammers and scammers is at its peak and getting increased day by day.
Today, there is nothing to be surprised about when you see the company’s logo next to the email messages you receive in your inbox. This is an excellent approach to make your users confident when they receive your message.
In this article, we shall discuss what is BIMI, and why it is so important, find details in the upcoming lines.
Table of Contents
- What is BIMI?
- How does BIMI meaningful for your business?
- Why it’s important for email marketers?
- Helps in brand recognition
- Aids in fighting phishing attacks
- It increases engagement
- How does BIMI work?
- Final words
What is BIMI?
BIMI or Brand Indicators for Message Identification is an email specification that makes it possible for you to display your brand’s logo next to your email. This method builds trust for your brand when you send it to the users.
“BIMI is an emerging email specification that enables the use of brand-controlled logos within supporting email clients.” – BIMI Group
Correctly implemented BIMI will show your logo which makes it secure to send, and makes it recognizable as soon as the users receive it. It acts like a security feature that validates that the message is sent from you instead of a scammer.
At a time when people face many fraudulent attacks, and it is difficult to stand out in the mailbox, BIMI makes it possible for you to show this appealing feature to your audience to repose their trust in you.
It boosts your brand recognition and is a way to verify your brand’s information. SPF, DKIM, or DMARC are the methods to verify the sender information, whereas, BIMI is a record that works alongside DMARC, DKIM, and SPF to tell the recipients that you are sending. When you send authenticated information, it will ultimately increase your email deliverability.
How Does BIMI Meaningful for Your Business?
When you implement BIMI, as soon as your email will be delivered to the mailbox, it will become instantly recognizable. It will also increase the engagement for your emails leading to more open and click-through rates instead of being spammed, or unsubscribed.
BIMI acts like a protective layer that saves your clients against spoofing and phishing attacks by scammers who act to be you. If a brand adds this security layer, and a spammer sends an email, it will lack the brand’s logo.
Another important benefit of adding BIMI is that you will be able to market your brand no matter if the recipient opens it up or not. This will happen because your logo will be placed with the email.
If you maintain a good reputation and send the relevant content in the email, the user will click it up if the email subject line is not that catchy.
Why It’s Important for Email Marketers?
BIMI is exceedingly important for email marketers for the below-mentioned:
Helps in Brand Recognition
According to several reports compiled after research, and surveys, email marketing gives a $42 return on investment for every $1 spent. This huge market potential builds email marketing tall among the other marketing channels. Impressed? There is something more to be discussed.
When there is too much potential, more marketers try this channel, and more messages a user receives in the mailbox. When the inbox is crowded, it is difficult to grab the user’s attention due to too much available content.
On average, a user receives around hundred emails daily and that is too much indeed. Here BIMI covers you up. When you send your message with your business logo, the user instantly recognizes you in the crowd, this factor increases brand recognition.
Further, as we have discussed in the above lines people face too many phishing and spoofing attacks, and when the users receive your email with the company’s logo, they instantly distinguish you from the others with no logo.
It further builds trust in the eyes of the users thinking that this is not a phishing email. When you inculcate this trust in the users, they will keep you and your message at the top of their minds which will ultimately increase engagement and success of your email campaign.
Aids in Fighting Phishing Attacks
When most of the recipients in the market are nontechnical, it is easy to scam them by sending malicious, or suspicious content. Also, they hardly know anything technically about DKIM, SPF, etc. to determine the authenticity of the email.
There are many examples that users getting trapped by phishing attacks, and in return, the brands had to bear the brunt including permanent shutting down of businesses or facing legal actions.
As we know that BIMI is authenticated by the DMARC protocol, which helps businesses to avoid these attacks. Since users see the verified logos, the message cannot be faked.
It Increases Engagement
BIMI has proved to be the elixir for the marketer in multiple ways. One of the most important things in this regard is that it increases engagement. Email engagement leads you in increasing deliverability, clicks, and sales at the same time.
According to the stats, after adding the logo to the email, the open score increased up to 10 percent. Displaying the brands’ logo in the email, on the other hand, makes your email more decent.
When you will be able to build trust in the users, the open, and click-through rates will go sky-high.
How Does BIMI Work?
BIMI is a text record just like other authentication standards that live on your servers in your DNS records. When you send an email, and it delivers, the recipient’s email service provider gets the BIMI text using the DNS lookup.
After retrieving the record, your logo displays next to the email you sent. Although this process seems a little easy, you have to go the extra mile to make it happen to get BIMI set up. First of all, authenticate your email with DKIM, DMARC, and SPF.
After setting up these records, access your DNS in order to add a BIMI entry. During this process, keep an SVG (Scalable Vector Graphics) file of your logo with you. When you add all the records correctly, your logo will be fetched to the recipient’s mailbox with your email.
Email marketing is ever-changing and constantly growing. Owing to its popularity, almost all marketers try marketing through email to be in contact with the users in a direct way. Due to its widespread use, many scammers are also in the field to trap people through phishing and spoofing.
In this scenario, we would suggest you use BIMI to send your logo with your email in the mailbox to establish your credibility.
Along with it, use Mumara to send your email marketing campaigns because it helps you design your email more professionally and place it in the mailbox.
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