What is BIMI?

Brand Indicators for Message Identification (BIMI) is an initiative is a way to reinforce a positive and trustworthy email brand. The issue for receivers of email is how they can identify the trustworthiness of the domain. Other than using the Zulu Email Sender Check Plug-in and associated tools there is no way to reinforce a complaint Anti-SPOOF (DMARC) authenticated domain. This is an attempt to creat a standard that allows the brand to appear in the inbox next to an email that qualifies.

How does it work?

It works much the same way as DMARC, it is another DNS entry that references the logo file. When the DMARC check satisfies that the domain is protected the server will call the DNS entry and attempt to display the logo.

Who is using this?

Yahoo is piloting the program for the big four webmail services and unfortunately this is not a service meant for small businesses or responsible senders of email. The qualification for the pilot is 50,000 emails a day which makes it difficult to qualify.

We will keep an eye out on it’s progression and share as we find more interesting facts. In the meantime the best solution for small enterprises is our Trusted Sender Program.