BIMI

What is BIMI?

BIMI stands for "Brand Indicators for Message Identification".

The name may sound a little scary, but the result of BIMI is simple: consumers can see the logos of the brands they receive email from.

BIMI is a specification that enables brands to display their logo or avatar alongside emails they send, so recipients of their emails will see the brand's logo in their inbox. You may have seen this if you use a service like Gmail and subscribe to the newsletters of any brands using BIMI.

The goal of BIMI is to give brands and trusted email senders more control over how they are represented in various messaging services.

Using BIMI is a great way to help you brand's emails stand out from other emails that may not have gone to the effort of implementing their own — so consumers may be more likely to trust and open emails from brands who adopt BIMI.

Example

When you receive an email from a major brand like Apple or Microsoft in Gmail, you might notice their official logo appears next to the sender's name in your inbox. This is BIMI in action. The logo helps you immediately recognize the sender and builds trust that the email is legitimate, rather than a potential phishing attempt from someone impersonating the brand.