To BIMI or Not to bimi?
- TJ Spinks
- Feb 21
- 2 min read
Updated: Apr 28
Why BIMI Is About to Matter Way More Than You Think
- It's not just a pretty face!
Most people still think about email security in terms of SPF, DKIM, and DMARC.
(And if we’re being honest, many times even those aren’t set up right.)
But behind the scenes, something cooler is brewing: BIMI.
🛡️ What’s BIMI?
Brand Indicators for Message Identification — basically, it’s a way to show your verified brand logo next to your emails inside Gmail, Yahoo, Apple Mail, and others.
But it’s not just branding.
It’s security and reputation baked into your customer’s first glance at the inbox.
✅ Your domain must have strong DMARC enforcement (quarantine or reject).
✅ Your logo must be cryptographically tied to your domain via DNS.
✅ In some cases (like Gmail), you’ll need a Verified Mark Certificate (VMC) to prove you’re the real you.
No BIMI = your emails look…normal.
BIMI = your emails look trusted before they’re even opened. There's your brand on the OUTSIDE of the package!
🚀 Why It Matters Now
Google is pushing harder into authentication-driven inboxing.
Apple quietly rolled BIMI support into iOS and macOS Mail.
Consumers are getting more suspicious of “sketchy looking” emails — even if the content is legit.
If you’re already spending $$$ on customer trust, why wouldn’t you flex it visually?
First impressions start at the inbox now.
💥 Real Talk: It’s Still Early
Less than 5% of brands have BIMI fully deployed.
Most infra teams either:
Haven’t heard of it,
Don’t want to fight with Marketing about it,
Or aren’t sure how to thread the DMARC/VMC/BIMI needle without breaking things.
👋 That’s where smart shops (like ArrowBase.io 😉) come in.
Because standing up BIMI properly isn’t just about email — it’s about infrastructure maturity and brand armor at the same time.
🧠 Final Word
The inbox is your front porch.
If your logo isn’t there, people notice — even if they don’t realize it consciously.
Set the tone. Build the trust.
Own your space before you even say a word.
🔗 Let’s get your BIMI game on point.
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