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BIMI (Brand Indicators for Message Identification) is a system for verifying the sender of an email and identifying it visually. It is configured to display the company logo next to your name in the inbox so that the recipient can be sure it is your message and open it with confidence.

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What is BIMI for?

With BIMI, the inbox is much more visual and makes it quicker to understand who is sending the message. This makes it easier for the user to decide whether to open or delete an email because they know immediately whether it is spam or junk mail.

It has a similar utility to that of a page icon (favicon): it allows us to see who is sending the message with the same simplicity that, with several tabs open in the browser, we would have to choose who is in each one. At a glance we choose the browsing priorities between pages and also between emails thanks to BIMI.

How does BIMI work?

In order for BIMI to be displayed correctly, the domain must meet a series of requirements that authenticate it and prevent fraudulent use. For example, it must have DMARC configured to reject emails that cannot be verified.

When the message is received, the mail manager looks for the path of the logo in the DNS of the domain (BIMI record). If it finds it, it will display it next to the sender's name in the inbox. If not, Gmail uses its initial, making it much more difficult to identify.

The BIMI record is similar to: v=BIMI1;l=logoURL (considering that the extension has to be SGV).

You can check that you have set it up correctly using this checker.

Why is BIMI important?

The benefits of implementing BIMI are mainly related to brand recognition. Using the logo is a way to draw attention to the message, especially if it is one that the user is expecting, for example in transactional mailings.

In addition, it is a branding tool applied to email marketing that contributes to increasing the opening rate because it conveys confidence in the sender. If the recipient is convinced of who is sending it, they are more likely to open it and not delete it directly without opening it.

It is also a way to reinforce the security of mailings because, even if the user only sees a logo, the technical part adds an extra layer of verification. This also increases deliverability, reducing the chances of the message going to the spam folder.