We implemented BIMI — here's our experience and the impact on open rates

deliverability_danDeliverability Expert

1y ago

BIMI (Brand Indicators for Message Identification) displays your verified brand logo in supporting email clients. We implemented it 3 months ago.

Requirements

DMARC at p=quarantine or p=reject
A Verified Mark Certificate (VMC) — costs ~$1,500/year from DigiCert
A trademarked logo in SVG Tiny PS format
DNS TXT record pointing to your logo and VMC

Impact

We saw a 6-8% increase in open rates on Apple Mail and Gmail (which both support BIMI). The brand recognition in the inbox is noticeable. Is it worth $1,500/year? For our list size (200k+), absolutely. For smaller lists, the ROI may not be there yet.

#bimi#branding#deliverability

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2 Comments

emailpro_sarahCommunity Admin1y ago

Google is expanding BIMI support to non-VMC logos (with a blue checkmark difference). This could make it accessible to smaller senders.

email_archaeologistEmail Historian1y ago

$1,500/year for the VMC is steep but the inbox branding is worth it for larger senders. Our brand recognition improved noticeably.