Every day, brands and senders “fight” to grab the attention of recipients who receive their emails in the inbox, where a lot of emails accumulate…
Listed together, each email looks identical at first glance. The topics are similar and many promotional emails and newsletters appear in the inbox at the same time. Getting the recipient’s attention in this jungle has become a real challenge for marketers.
A strong logo has great value for a brand. It gives the brand an identity, creates trust with the customer and makes the brand present. After all, who doesn’t know, for example, Nike’s Swoosh or Apple’s bitten apple? It is therefore particularly important for a brand to show the logo as often as possible in order to create a high recognition value for the end customer.
The BIMI (Brand Indicators for Message Identification) makes it possible for the brand logo to appear in the mailings in the recipient’s inbox and thus stand out from the mass of e-mails. The BIMI has two main advantages:
- The use of the brand logo to use the brand identity directly in the inbox and increase recognition;
- An additional technical means of verifying a mark.
These two factors help to improve email acceptance and therefore deliverability and the frequency of opens and clicks.
But before an email lands where marketers expect it, namely in the recipient’s inbox, there is a long way to go and a number of technological hurdles to be overcome. And when it comes to sending and delivering an email, several factors come into play:
- First there is the sender, in our case the marketing department of a brand. The sender has a great interest in his advertising message reaching as many recipients as possible and being opened and read by them. The technical aspects of sending and distributing his e-mails are too complex and uninteresting for him;
- The e-mail service provider (ESP e-mail service provider) usually does this for him. The ESP usually knows all the hurdles that an e-mail has to overcome on its way to the recipient, such as authentication procedures;
- Then there is the email provider, which takes the email from the receiving end and either delivers it to the recipient’s inbox or not. He has an interest in protecting the recipient (his client) as effectively as possible from spam and phishing attacks and only sending secure and relevant e-mails;
- Last but not least, there is the recipient who, on the one hand, wants to receive and read his e-mails, but, on the other hand, also wants to be effectively protected against spam and phishing.
Unfortunately, there is no way around the technical framework conditions for value creation through BIMI. The foundation of BIMI in 2015 was the DMARC authentication protocol.
Simply put, DMARC means that the same sender appears on the envelope, on the letterhead, and in the signature of a letter, so the recipient can be confident that the letter came from that sender. Unfortunately, the e-mail recipient cannot see this without technical knowledge because it is hidden invisibly in the e-mail header – and this is where BIMI comes into play.
With BIMI, the world’s largest email providers (including Verizon, Microsoft and Google) have introduced a cross-industry standard in email marketing. Emails from senders using BIMI will show up in the recipient’s inbox with the branded logo if they’ve already passed DMARC.
However, this only works if the email client receiving the email also supports BIMI.
This has several advantages:
- The brand benefits from increased presence and visibility in the inbox;
- The e-mail service provider protects its reputation by ensuring that e-mails sent via it can be clearly assigned to a single sender;
- The recipient can be sure that the received e-mail really comes from the sender and that it is not phishing.
The brand is thus effectively protected against misuse through phishing attacks that damage its reputation and deliverability. However, this is not entirely new.
Email providers often have custom procedures for displaying a brand’s logo in the email recipient’s inbox. With mixed success, because such a personalized effort is costly for everyone involved: each email provider must maintain their own logo archive, and brand owners must ensure that all email providers have the branded logo up-to-date and in the required format at all times .
None of this is necessary with the BIMI. BIMI is an open standard that anyone can implement and use. It builds on existing authentication standards (SPF, DKIM and DMARC) and gives a brand additional advertising value through multiple logo placements, which in the end primarily convinces marketers who attach little importance to compliance with the technical standards required for sending E -Mails.
And it is precisely these standards that ultimately make e-mail more secure by not only protecting the good reputation of the brand, but also developing it further and giving recipients a secure feeling when reading their e-mails.
You can always find up-to-date information on DMARC, BIMI and everything to do with email on the website of the Certified Senders Alliance (CSA) at https://certified-senders.org/