What is BIMI and what does it mean for email marketers?

Posted by Philip Storey on 10/03/19 13:28
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Philip Storey

BIMI email marketing

BIMI is a new standard for logos in email marketing campaigns. It enables marketers to easily and consistently show their logo in the inbox. This will lead to improved authenticity, trust and visibility, but will also prevent phishing and hopefully even improve deliverability. What's not to like? Let's dig in... 

Quick one before we get stuck in- do you want to get ahead of the curve quickly? Grab these free email marketing tools and how to guides:

Learn the secret email strategies from top retailers
Free reactivation and reengagement email marketing guide
Use this free A/B split testing planner for email
Plan your email strategy with this useful strategic planning document
Get a free email marketing consultation today

So, what is BIMI (Brand Indicators for Message Identification) 

In a nutshell,  BIMI is a new standard for marketers to display their brand consistently in the inbox. There are many reasons why this is a good thing for email marketers:

  • Authenticity and trust
  • Consistent visibility
  • Prevents fraud
  • Improved deliverability (we hope!) 

Will it improve campaign results?

Add all of the benefits together and it makes for interesting potential to positively impact email performance. I think this will lead to an improvement in email campaign performance because you will be able to reach subscribers on a level of trust that has yet to be implemented in email before.

How do I set up BIMI for email?

Follow these simple steps to set up BIMI for email marketing:

  • Set up DMARC
  • Check your DMARC status
  • Sign up for Agari
  • Join the BIMI beta here

Note that you will need SPF and DKIM in place before these steps. If you need help with that, speak to your ESP or contact us.

What else do I need to know?

Currently BIMI is only supported by Yahoo! because Yahoo! are working on the beta programme. However, we hear that throughout 2019, many other providers will join such as Gmail and Hotmail. We are working with our clients to have them all set up for BIMI by the end of Q2, 2019.

Want to maximise your email marketing open rates with great subject lines? Grab Enchant's Ultimate Guide to Email Marketing Subject Lines to start optimising your email marketing subject lines to get the best from every campaign.

Download Ultimate Subject Lines Guide 

Get in touch with our email marketing consultants today

Enchant is the UK's leading email marketing agency. We offer a wide range of email marketing serviceshelping brands to reach their full potential with effective customer-centric strategies. Contact our email marketing experts today and see how we can help you improve your email programme.


Topics: customer engagement, Email content, Email design, email marketers, Email Marketing, Email subject lines, Engagement, Incentives, Offers, Personalisation, Persuasion tactics, Persuasive copywriting, Seasonal content, Seasonal marketing, Seasonal triggers, subject lines, visual impact, Easter, email marketing subject lines

Philip Storey

Written by Philip Storey

Philip Storey is the Founder and CEO at Enchant Agency. Philip is an email marketing specialist in London, UK. He has enabled hundreds of brands to improve their email marketing. Beyond marketing, Philip is a business coach, personal and professional development coach and mentor to business leaders and senior marketers.

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