Post-implementation monitoring: Essential metrics to track BIMI performance
Continuous monitoring after BIMI implementation is crucial for measuring impact, optimizing engagement, and maintaining compliance.
Why Post-Implementation Monitoring Matters for BIMI
Ongoing monitoring ensures your BIMI (Brand Indicators for Message Identification) deployment continues to deliver value. By tracking performance indicators, you can gauge the effectiveness of your BIMI logo, spot technical or compliance issues early, and optimize your email strategy for maximum impact.
Key Metrics to Track BIMI Performance
Engagement Metrics
- Open Rate: BIMI often boosts open rates, sometimes by up to 39%, as branded logos increase recipient trust and visibility.
- Click-Through Rate (CTR): Recipients are more likely to engage with emails that display a trusted brand logo, leading to higher CTRs.
- Conversion Rate: BIMI can drive up to a 34% increase in purchase likelihood, making it a valuable metric for marketing ROI.
Brand and Trust Metrics
- Brand Recall: BIMI increases brand recall by up to 44%, making your brand more memorable in crowded inboxes.
- Customer Trust: Surveys show up to a 90% increase in confidence in email legitimacy when BIMI is present.
Deliverability and Security Metrics
- Inbox Placement: Monitor deliverability rates to ensure BIMI-enabled emails consistently reach the inbox, not spam folders.
- Unsubscribe and Spam Complaint Rates: Authenticated, branded emails typically see lower unsubscribe and complaint rates.
- Phishing and Fraud Reports: Track incidents of phishing or spoofing to measure the security benefits of BIMI and DMARC enforcement.
How to Track and Analyze BIMI’s Impact
- A/B Testing: Compare engagement and conversion metrics for emails sent with and without BIMI logos to isolate BIMI’s effect.
- Surveys: Conduct brand recognition and trust surveys before and after BIMI implementation to measure perception shifts.
- DMARC and BIMI Reports: Use DMARC aggregate and forensic reports, as well as BIMI-specific monitoring tools, to track authentication status and logo display.
- Phishing Reports: Monitor internal and external reports of phishing to assess the reduction in fraud attempts.
Best Practices for Ongoing BIMI Monitoring
- Review metrics regularly: Set benchmarks for improvement.
- Investigate sudden drops: Monitor engagement, deliverability, or logo display to catch technical or compliance issues early.
- Coordinate teams: Work with IT, marketing, and security teams to ensure holistic monitoring and rapid response to incidents.
- Document and share insights: Report findings to stakeholders to demonstrate BIMI’s value and inform future strategy.
Common Pitfalls and Troubleshooting
- Logo not displaying: Check for changes in DNS, DMARC, or VMC status.
- Engagement drops: Investigate possible deliverability issues or inbox placement changes.
- Phishing incidents: Ensure DMARC enforcement remains active and monitor for lookalike domains.
Want to maximize the impact of your BIMI implementation?
Our consultancy can help you set up effective monitoring, interpret results, and continuously optimize your email program.
Find more guidance in our BIMI monitoring and performance FAQ section.
Tracking the right metrics after BIMI implementation is key to proving ROI and maintaining brand trust. With ongoing monitoring, you can optimize engagement, improve deliverability, and ensure your brand stands out in every inbox.
