Big news, friends. We had an inkling this would happen, but today it is official: Google announced the pilot for Brand Indicators for Message Identification (BIMI)! As all email marketers know, Google operates Gmail, one of the most widely used mailbox platforms. Google joins a select few mailbox providers in their adoption of BIMI – a program that rewards marketers who strongly authenticate their messages via DMARC by placing logos next to their official emails. We’ve been proponents of BIMI for a while, it’s the rare standard where everyone in the ecosystem wins. For mailbox providers and users, strong authentication leads to more confidence in the source of emails. For marketers, this gives them the opportunity to provide a more immersive experience for their customers.
How? Senders must enforce a strict DMARC policy in order to qualify for BIMI. With strict authentication, sender domains become more difficult to spoof, and thus, are less likely to be seen as the source of malicious mail to unsuspecting recipients.
The payoff for this level of authentication is an official brand logo associated with your email in the recipients’ inbox, providing an additional brand-touch. For email marketers already operating with a strict DMARC policy, this is a benefit easily accessed, and for those without, this is another reason (in a long list) to seriously consider bolstering authentication.
While BIMI launch requirements and dates were not announced, we’ll keep a keen eye on availability.