BIMI (Brand Indicators for Message Identification) is an emerging email specification that enables the use of brand-controlled logos within all email clients while sending an email.
Creating a BIMI record can improve a brand’s reputation as the brand’s logo can be viewed by customers in their inboxes. Not only does this prompt current and prospective clients’ confidence in the email authenticity, but it also gives them a sense of trust. In turn, the organization will gain more visibility and attract more customer clicks as the brand logo appearing alongside all emails will make the communication stand out in the recipient’s inbox.
Creating a BIMI Record
The following steps will guide you through the process of creating a BIMI record for your domain:
- Obtain a copy of your brand logo and convert it to SVG format. The image must be a squared logo that does not contain any extra text. For a more comprehensive guide on how to create the image.
- Go to the DNS hosting provider and select ‘Create Record’.
- Add host value. You will probably enter the value _bimi and the hosting provider will append the domain/subdomain following that provided value.
- Select the ‘TXT’ option from the dropdown list of DNS record types.
- Add ‘Value’ information.
- Click the ‘Save Record Set’ button to generate a new BIMI record.
- Run a BIMI record check to verify the record you just created has the correct values and syntax.
Getting Ready for BIMI Implementation
- Implement DMARC authentication on all emails
BIMI can be used by organizations that have a DMARC policy in place. By checking their DMARC record using the EmailAuth DMARC record checker, it can be determined whether DMARC has been enforced or not. In addition, check email headers at Gmail, Microsoft, or Verizon Media. The DMARC policy (p=) should be configured as ‘quarantine’ or ‘reject’.
- Choose the logo that will be visible to subscribers in their inboxes
SVG images are supported by BIMI. The image must be a square logo that does not contain any extra text. The URL should be provided in the DNS TXT record, and the logo should be stored in HTTPS.
- Choose a Visual Mark Certificate (VMC)
Visual Mark Certificates (VMC) are not yet available to the general public. Most mailbox providers will need the VMC to display the BIMI logo.
- Track the effects of the BIMI implementation
It is a good idea to keep track of the outcomes of the BIMI installation. Click-through and/or open rates can be monitored too.