Using BIMI: The basics
Setting up BIMI is fairly straightforward. The system relies on a simple text file that is hosted on your servers, and this text file follows a specific format. When a message is delivered, your recipients’ email service looks up this file, verifies that you are the sender, and then pulls your logo into the inbox.
In order to use BIMI, you will need three things:
You will first need additional email authentication records set up, including SPF, DKIM, and DMARC because BIMI builds on these earlier standards.
You will need access to your domain name servers in order to make a new BIMI DNS entry.
You will need an SVG file of your logo.
Once you have these three factors in place, you can follow this great guide that Agari, one of the authors of the new standard, put together. This will show you how to create your BIMI file, and how to make sure your logo is accessible.
Ensuring email deliverability for established brands
Improving email deliverability is an ongoing process, and it can be a complex one. However, there are some easy gains to be made as evident in multiple case studies. Most spam filters—and especially those running on corporate servers—will automatically mark unauthenticated emails as spam. This makes BIMI a critical part of your marketing, and especially your B2B marketing.
BIMI for startups
For startups, BIMI provides other advantages. One of the most difficult tasks facing new businesses is to ensure that brand logo and identity is consistent across multiple marketing channels, including not only email but also social media and blogging platforms. BIMI represents a key tool for ensuring that your email users are instantly able to recognize who an email is from, improving user experience, and to begin to build a relationship with your brand.
Because of this, it's crucial that startups build BIMI functionality into their email marketing campaigns from the very beginning. Ideally, this should be done alongside investment in a high-quality email marketing system that will also allow you to build professional and beautiful emails alongside your authentication standards.
Email marketing is the backbone of successful brand communications, even for the most tech-savvy startups, and should be put in place long before you start researching other marketing channels.