BIMI: 2019 in Review and a Look Ahead to 2020

by | Feb 21, 2020

With 2019 in the rearview and 2020 charging ahead, we wanted to provide a snapshot of BIMI developments and look at what’s coming down the pipeline.

BIMI made significant strides in 2019. A few of the highlights include:

  • Verizon Media reported positive results from its Yahoo Mail BIMI beta program. In a test of BIMI-like logo placements, Verizon Media discovered an average 10% increase in open rates for email messages with brand logos on them.The ultimate benefit, however, has been the added incentive for brands to adopt safer email practices. The BIMI standard requires participants to authenticate their email through Domain-based Message Authentication, Reporting & Conformance (DMARC), with an enforcement policy; this protocol ensures that the sender’s domain has not been impersonated.
  • Google (Gmail)  announced their support of the BIMI standard and joined the AuthIndicators Working Group as vice-chairs. 
  • The first Verified Mark Certificates (VMC) for BIMI were issued by Entrust Datacard and DigiCert in July and September. Additional, publicly available details about VMCs are expected later this year. Some mailbox providers will require a valid VMC  in order to display a brand logo in their mail interface. 
  • 2019 saw several updates to the members of the Working Group including the addition of 250ok, Twilio SendGrid, and Fastmail and the departure of Agari.

2020 will be a robust year for the BIMI standard. Exciting developments include: 

  • Google’s pilot of BIMI is expected to launch this year, and many other mail systems have voiced their support.
  • AuthIndicators Videos will be released in early 2020.
    • Informational Videos – produced by the AuthIndicators Working Group – will provide additional BIMI details and offer insight into BIMI findings and progress.
  • Additional resources to guide you through BIMI implementation – including logo requirements, troubleshooting guides, and technical specifications – will soon be added to the bimigroup.org website.

Photo Credit: unsplash-logoRyan Quintal