BIMI standard in Gmail

According to the Data & Marketing Association 2021 Consumer Email Tracker, 68% of consumers stated that brand recognition is the most important factor in determining whether or not to open an email.

During 2020 GMail and Yahoo were running pilot programs, but BIMI moved to general availability in 2021. It is currently supported by Google, AOL-Yahoo, and Fastmail, and is under consideration or evaluation at other services like Apple, IONOS by 1&1, British Telecom, and Comcast. Google requires a special X.509 certificate called a Verified Mark Certificate (VMC) – this is obtained by presenting proof of trademark ownership to a certificate authority, known as a Mark Verifying Authority (MVA), where the trademark will be used in the BIMI-enabled logo. DigiCert and Entrust are currently able to issue VMCs.

What BIMI means for your brand ?

BIMI represents a massive opportunity for marketers to grow brand awareness and customer engagement:

  • Billions of potential new brand impressions
  • Increased email open rates (10% avg.) to boost ROI
  • Control over how your brand logo is displayed globally
  • Visual differentiation in the inbox improves engagement across devices

What should you do now ?

  • Become DMARC compliant (Percent option (pct) must be set to 100)
  • Make sure your logo is trademarked 
  • Ensure your logo is properly formatted
  • Purchase a VMC 
first things first : Become DMARC compliant
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