Email marketers rejoice! Today officially marks 100 days of general availability of BIMI (Brand Indicators for Message Identification) with VMC, the email standard that lets businesses show their registered logos on DMARC authenticated emails. BIMI offers a string of benefits and bonuses for businesses, including improved brand visibility, increased trust in email legitimacy, better brand recall, and it’s even been shown to have an impact on consumer buying behavior. We’re excited to see who’s making the most of it worldwide.

What is BIMI again, and why do we care who's using it?

BIMI (or Brand Indicators for Message Identification) lets businesses show their trademarked logos in the avatar slot of DMARC authenticated emails, as a reward for reaching DMARC enforcement. In July, Google announced its support for the general availability of BIMI, meaning businesses worldwide can now take advantage of the benefits. While BIMI itself isn’t a security measure (although it leverages DMARC), it's an excellent indicator of wider DMARC adoption, meaning the overall email ecosystem is becoming safer.

How can we tell who’s using BIMI? 

To be BIMI certified, businesses must have a Verified Mark Certificate (VMC) issued by a certified provider, which can be seen in a public DNS record. We’ve created the infographic below to show BIMI adoption by VMC issuance across the globe.

What is a VMC?

VMC stands for Verified Mark Certificate. These are digital certificates developed by Entrust in cooperation with Brand Indicators for Message Identification (BIMI) to standardize a method for showing verified logos in email. They can only be issued by an approved Certificate Authority (CA), like Red Sift’s partner Entrust.

Show your logo in emails today! 

BIMI offers businesses a host of benefits. Using it not only means you're required to be DMARC compliant by default, so your customers can have more confidence in the legitimacy of email communications from you, but it could increase their interaction with your emails and ultimately boost your bottom line too.

So what are you waiting for? Get started on your BIMI journey today!