The importance of BIMI in email marketing
In 2025, marketers are constantly looking for ways to increase email open rates and build trust with their audiences. One powerful but often overlooked tool is BIMI (Brand Indicators for Message Identification). BIMI allows brands to display their official logo next to emails in supported inboxes, like Gmail and Yahoo. This visual recognition not only helps users quickly identify trusted senders but also enhances brand visibility directly in the inbox. The importance of BIMI in email marketing lies in its ability to combine branding and security, signaling to recipients that the message is both authentic and professional.
To implement BIMI, marketers must first ensure that their domain is properly authenticated using SPF, DKIM, and DMARC policies—BIMI requires a strict DMARC policy (quarantine or reject). Once authentication is in place, the brand needs to create a Verified Mark Certificate (VMC), which certifies that the logo is owned by the brand. This logo must be in SVG format and meet specific BIMI standards. After hosting the image and publishing the BIMI record in the DNS settings of the domain, supported email clients will start displaying the brand’s logo alongside messages. Though it may seem technical at first, partnering with your IT or email service provider can streamline this process significantly.
The importance of BIMI in email marketing goes beyond aesthetics. By visibly confirming email authenticity, BIMI reduces the likelihood of phishing attacks and boosts user confidence, leading to improved engagement. Recent studies in 2025 show that emails with BIMI-enabled logos can increase open rates by up to 10%, as recipients are more likely to open emails from recognizable and verified sources. For marketers, BIMI is more than a visual upgrade—it’s a strategic trust signal in the inbox. Implementing BIMI is a forward-thinking move that not only strengthens brand presence but also ensures better deliverability and stronger relationships with subscribers.
