How does BIMI work?
Right now, specific implementations vary by mailbox provider (MBP), but all will require a valid BIMI record, 100% DMARC enforcement, and a good sender reputation. A BIMI record is similar in format as an SPF record; a TXT file to be published on the DNS.
A note on VMCs
BIMI rollout is limited (for now)
Following Google’s general availability announcement, BIMI is available at roughly 2 billion inboxes.
Why is BIMI so important for marketers?
Leverages behind-the-scenes security updates
Because BIMI requires an enforced DMARC policy, senders need to implement each authentication protocol. This better ensures you’re doing everything possible to protect your brand and your email recipients.
Helps subscribers avoid phishing attempts
Over time, email experts hope subscribers eventually understand BIMI as a trust indicator and thus will be able to distinguish legitimate mail from dangerous phishing email.
Makes your messages stand out
How to prepare for BIMI
You’ll start with the least stringent DMARC policy, p=none. This means messages are being validated for authenticity, but if there’s something wrong with the message, you’ve instructed the MBP to do nothing. You’ll be able to get reports on this activity, but there isn’t any action happening.
Once you move to p=quarantine, where unauthenticated mail is directed to a quarantine or spam folder, you’re enforcing your policy. You’re actively preventing potentially malicious mail from reaching recipients. The same applies with the strictest policy, p=reject, in which your instructions are to flat-out refuse the mail. At this point, you’re eligible for BIMI.
Learn more about BIMI, why it is important, and what you need to do to adopt this emerging email standard.
How to implement BIMI
Once your DMARC policy is set to reject (or 100% quarantine) you’re ready to start configuring your BIMI record for use.
BIMI logo image
Why isn’t my BIMI logo populating?
Why are my BIMI-enabled emails sent to spam?
Discover how Everest can help you implement BIMI so you can create a trusted brand experience and stand out in today’s overcrowded inbox.