Brand management in the inbox
It’s possible to link a logo to a brand without BIMI, but it’s vulnerable to spoofing and not standardized in how its use is verified and presented to the email recipient. Without standardized means of locking preferred company logos to domains, each individual mailbox provider interface (MUA) that wishes to display logos must create its own unique system of display and management. These inconsistent systems open the possibility of deviation between MUAs, often leaving brands frustrated with the way their logos are rendered if they are at all.
By standardizing the logo display process from sender to receiver, BIMI keeps participating organizations in control of their branding. BIMI-compliant brands have confidence that their logos are shown as intended, and the power to update and alter branding when it makes sense.
Protect brand and Customers from Impersonation
BIMI is not purely a security solution, but it builds on DMARC and other email security specifications in order to protect the organization and its customers from email-borne attacks. Of increasing concern are business email compromise (BEC) attacks, in which a cybercriminal spoofs an organization’s email domain and impersonates a company executive or other trusted sender. The widespread adoption of BIMI will make brands harder for cybercriminals to impersonate via email. Though it may be difficult for the average user to spot a skillfully spoofed domain, the lack of an official logo accompanying an email will over time become an immediately recognizable red flag.
Stand out in the inbox
Increase deliverability and engagement? BIMI can help.
With increased awareness and training around email-borne cyber threats like phishing and BEC, some users have become so wary of their inbox that legitimate emails go untouched out of an abundance of caution.
According to marketing industry benchmarks, brands see, on average, an email open rate of approximately 20%. It’s a percentage many marketers would love to boost. If a customer sees the company’s logo displayed next to an email in a regular and consistent way — the equivalent to that famous padlock in the browser’s address bar — they’re able to immediately recognize and trust the brand, making them more apt to open and engage with the email without fear.
Branded emails with high trust are less likely to get unsubscribes or spam reports. BIMI will also improve the chance of deliverability of emails by adding another layer of authentication in addition to DMARC.
The presence of a logo in the inbox enables organizations to communicate their brands even without opening the email. Not only will the email stand out among others, but recipients will be able to connect with the logo, sender address, and subject line.
