Email is not a safe medium – marketers know that and consumers know that. What if you could put your brand on every email and users could trust it’s you? A new initiative called BIMI, or “Brand Indicators for Message Identification”, tries to fill this need. According to Brand Indicators, “BIMI is an industry-wide standards effort that will use brand logos as indicators to help people avoid fraudulent email, while giving marketers a huge new opportunity to put their brands in front of consumers for free.”
What about SPF, DKIM, and DMARC? If you get an email from Amazon, how do you know it’s actually from the ecommerce giant? One of today’s the solutions is authentication through SPF and DKIM. But do those techniques really help to fight phishing? The truth is no. DMARC, then, combines SPF and DKIM to tell the ISP how to handle mail with failing authentication. However, each domain owner can set up a valid DMARC record without much effort. So the problem still remains: how can we identify whether a domain belongs to an official brand or not?
Can BIMI can actually change that? The central idea behind BIMI is that companies can register their official domain at a “trust center.” Once they are registered and cleared, the brand’s logo will appear next to the email subject line in your inbox and in the upper left corner once you open the message.
Similar to verified Twitter and Instagram accounts (see image below), brands will have a trust seal comprised of their own brand logo.
As mentioned by MarTech Today, “the key idea is that brands will get lots of free brand impressions — there’s no charge to use BIMI — and users get an increased sense of trust about the source of brand emails.”
Want to join the BIMI movement?
The project is currently in beta, but brands can already register on the official website here: www.brandindicators.org. If you are interested in joining the beta program but don’t know how to get started, reach out to your Mapp account manager or email firstname.lastname@example.org!