Quantifying BIMI Benefits: Metrics That Matter Beyond Open Rates

While BIMI (Brand Indicators for Message Identification) is well-known for increasing open rates-sometimes by up to 39%-its true value is much broader. The protocol enhances trust, boosts engagement, and strengthens brand recognition, all of which can be measured with the right metrics.

Key Metrics That Matter

• Click-Through Rate (CTR): BIMI-enabled emails consistently see higher CTRs, as recipients are more likely to trust and engage with branded messages.
• Conversion Rate: Research shows that purchase likelihood can increase by up to 34% after BIMI implementation, indicating more recipients are taking desired actions.
• Brand Recall: BIMI boosts brand recall by up to 44%, making your brand more memorable and recognizable in crowded inboxes.
• Deliverability: Authenticated, branded emails are less likely to be flagged as spam, improving inbox placement and reducing unsubscribes and spam complaints.
• Phishing Mitigation: BIMI’s authentication requirements help reduce phishing and spoofing, leading to fewer fraud incidents and greater recipient confidence.
• Customer Trust: Surveys show up to a 90% increase in confidence in an email’s legitimacy when BIMI is present, fostering stronger customer relationships.

How to Track and Analyze BIMI’s Impact

• A/B Testing: Compare engagement and conversion metrics for emails sent with and without BIMI logos over time.
• Surveys: Use brand recognition and trust surveys to measure how recipients perceive your emails before and after BIMI.
• Phishing Reports: Monitor security incidents and phishing reports to assess improvements in email safety.

Why These Metrics Matter for Your Brand

Focusing on these broader KPIs ensures you capture the full ROI of BIMI. Improved engagement, trust, and deliverability not only enhance campaign performance but also protect and grow your brand’s reputation in the long term.

BIMI is more than a visual upgrade-it’s a strategic investment in security, deliverability, and brand equity. By tracking the right metrics, you can demonstrate BIMI’s value well beyond the open rate.

Explore our FAQ on How to Calculate BIMI ROI for a step-by-step guide to measuring your returns.

Boost engagement: Higher CTRs and conversions with trusted, branded emails.

Enhance deliverability: Fewer spam complaints and unsubscribes.

Strengthen security: Reduced phishing and greater customer confidence.