Tired of bland generic logosnext to your emails? Take control of your brand identity across inboxes with BIMI implementation.
What is BIMI and Why Does it Matter?
BIMI stands for Brand Indicators for Message Identification, which may sound like some top-secret government protocol at first. But it’s actually a simple yet powerful standardized method for authenticating commercial emails with visible brand logos.
Explaining Brand Indicators for Message Identification (BIMI)
In a nutshell, BIMI allows legitimate senders to display their company or product logo next to emails in supporting inboxes and providers. This gives subscribers a clear visual indicator that the message is from the real organization, not an impersonator or scammer.
Here’s a quick overview of how BIMI works:
- The sender creates a special BIMI DNS record containing their logo location and other verification details.
- Supported email providers check the published BIMI record when receiving messages.
- If the sender’s credentials validate, the provider displays their logo in that company’s emails.
So BIMI is not actually a technology in itself, but rather a standardized framework using DNS records, DMARC, and SVG logos. When implemented properly, it’s a win-win for both senders and receivers.
How BIMI Enhances Email Security and Branding
There are two major benefits that make BIMI valuable:
1. Increased protection against phishing/spoofing.
BIMI adds a strong layer of email authentication on top of DMARC, SPF, and DKIM. Faking a random email address is easy. But faking an official brand logo? Nearly impossible. This visual verification helps subscribers better identify legitimate emails.
2. Brand consistency across channels.
In the past, emails simply displayed the sender’s address or name by default. With BIMI, brands control exactly how their visual identity looks across different providers. Whether you use Gmail on desktop or Apple Mail on an iPhone, your emails feature the same trusted logo.
BIMI also trains customers to recognize real messages from your domain. And it prevents competitors or scammers from claiming your brand identity with their own logos.
BIMI Adoption Trends and Support By Major Email Providers
The BIMI standard was originally proposed back in 2015 by the AuthIndicators Working Group. Major email players like Google, Yahoo, and Verizon Media have joined the effort over the years.
Adoption is steadily growing, but not yet universal across all major apps and inboxes. Here’s a quick snapshot of current BIMI support:
- Full Support: Yahoo Mail, AOL Mail
- Limited Pilot Programs: Gmail, Apple Mail, Comcast
- In Development: Microsoft Outlook, Fastmail
Gmail is rolled out support more broadly after an initial pilot requiring special approval. Apple Mail also fully supports BIMI in upcoming iOS 16 and macOS releases since 2022.
So make sure to keep an eye out for BIMI updates from your company’s key inbox providers! As adoption spreads, properly setting up BIMI will become an essential part of your email branding and security strategy.
BIMI Technical Prerequisites and Requirements
BIMI may seem like a simple logo addon, but there are some required technical steps you’ll need to complete first.
The process involves configuring DMARC enforcement, creating a compliant logo file, and potentially acquiring a verified trademark certificate.
While not overly complex, it’s best to understand the prerequisites before attempting BIMI implementation.
Implementing DMARC with Reject/Quarantine Policy
The first and most crucial requirement for BIMI is having a valid DMARC policy set to “reject” or “quarantine” on your sending domain.
DMARC builds on SPF and DKIM to authenticate your legitimate emails. A “reject” or “quarantine” policy tells receivers to block or isolate messages that fail DMARC alignment checks.
Here are some tips for configuring DMARC enforcement:
- Publish a DMARC DNS TXT record on your root domain (e.g.
- Start with a policy of “quarantine” while monitoring feedback reports.
- Once confident in DMARC alignment, move to “reject” for full enforcement.
- Use a service like DMARC Digests to aggregate reports from all providers.
- Analyze failures to identify and fix any authentication issues.
- Keep fine-tuning as needed until reports show full compliance.
With DMARC properly enforced, you can confidently tell receivers to trust your emails. This paves the way for BIMI logo authentication.
Creating a Proper BIMI-Compliant Logo Image
In addition to DMARC, you’ll also need a logo image that meets the BIMI specifications:
- Scalable vector graphic (SVG) format
- Size of around 200 x 200 pixels
- Contains only your logo design elements
- Hosted publicly over HTTPS
- Filename hinting at brand name (
Some tips for optimizing your BIMI SVG logo:
- Use an SVG editor like Illustrator or Sketch to export the image.
- Avoid extra text or slogan details that won’t render legibly.
- Set viewbox dimensions to tightly fit logo shape.
- Enable compression to reduce file size.
- Validate compliance with tools like the BIMI SVG Converter.
With your DMARC policy enforced and logo file ready, you’re well on your way to BIMI readiness.
Acquiring a Verified Mark Certificate (VMC)
Some email providers may require an additional layer of verification – a Verified Mark Certificate (VMC). This attests your legal ownership of the logo trademark.
The VMC process involves:
- Registering your logo as an official trademark.
- Working with an approved VMC issuer like Entrust or DigiCert.
- Providing your trademark documentation for verification.
- Adding the VMC ID link to your BIMI TXT record.
VMCs are currently optional in most cases. But having one may incentivize quicker support from mailbox providers. And trademarks help prevent logo misuse down the road.
Checking Brand Trademark Status
Speaking of trademarks, you should also check on the registration status of your logo, name, and other brand assets. Here are a few quick tips:
- Search databases like USPTO or EU IPO to see if you have existing trademarks.
- Consider registering your brand identity elements if not already protected.
- Renew important trademarks as they approach expiration dates.
- Ensure your brand name is consistently used across marketing materials.
- Look for infringement by other companies or products.
Taking stock of your brand’s trademarks promotes legal compliance and protects your assets. It also lays the foundation for acquiring VMC verification if desired.
With the technical prerequisites covered, you have all the background needed to move onto the implementation steps. Just don’t forget to lay the essential groundwork first!
Step-by-Step Guide to Publish a BIMI DNS Record
Once your technical ducks are in a row, it’s time to actually create and publish your BIMI DNS record.
This process involves generating the TXT record, adding it to your DNS configuration, selecting any specialized parameters, and troubleshooting errors.
Follow along as we break it down step-by-step:
Generating a Valid BIMI TXT Record
The BIMI specification calls for a TXT record with a few required parameters:
v=BIMI1indicates version 1 compliance
l=LOGO URLprovides the HTTPS link to your SVG logo file
a=VMC URLoptional verified mark certificate
default._bimi.example.com IN TXT "v=BIMI1; l=https://example.com/logo.svg; a=https:// certauth.com/example_vmc.pem"
You can generate this record easily using tools like:
- BIMI Record Generator
- MXToolbox BIMI Builder
- ValiMail BIMI Validator
Just plug in your logo URL, VMC if you have one, and the tool will output the full TXT value ready for DNS configuration.
Adding the BIMI TXT Record to Your Domain’s DNS
Once you’ve generated the TXT record value, it’s time to add it to your domain’s DNS setup:
- Log into your domain registrar or DNS management console.
- Find the section for adding DNS text records.
- Create a new entry with name
- Set the record type to
TXTand paste in the BIMI record value.
- Save the record and it will propagate globally after DNS caching intervals.
Your BIMI record is now published and ready for mailbox providers to discover!
Choosing a BIMI Selector Name and Host
Rather than just
default, you can also customize the selector part of the record name.
This allows using different logos for different email types. The corresponding hostnames would be:
Most providers will fall back to
default if a custom selector is not found. But segmented logos can help strengthen brand identity across various outreach campaigns.
Troubleshooting Common BIMI Record Errors
If you’ve added your BIMI TXT record but still no logo appears, there could be an issue:
- Typo in the record syntax – validate with BIMI debugging tools.
- Invalid logo file – check requirements like HTTPS and SVG format.
- DMARC misconfiguration – confirm enforcement policies are active.
- DNS propagation lag – wait up to 48 hours for changes to apply globally.
- Email provider non-support – verify their BIMI adoption status.
- VMC missing when required – obtain and add certification if needed.
Carefully walk through validation steps until you uncover the specific point of failure. Getting that first BIMI logo to show up takes some trial and error!
With your new BIMI superpowers, you can now publish branded and authenticated emails across supporting inboxes. Just be sure to monitor adoption and tweak configurations as needed over time.
Testing and Verifying Your Published BIMI Record
You’ve successfully published your BIMI DNS record. But how do you confirm everything is working as expected?
Validating your setup and troubleshooting issues involves using BIMI lookup tools, checking inbox displays, monitoring adoption, and managing DNS propagation.
Let’s explore some tips for thoroughly testing and verifying your BIMI deployment:
Using BIMI Lookup Tools to Confirm Record Setup
The first step is to validate that your BIMI TXT record is properly configured and accessible in DNS.
Numerous handy online tools can analyze your record:
- BIMI Generator – Checks DMARC and tests logo
- MXToolbox – Tests if a BIMI record exists
- ValiMail Validator – Full compliance inspection
These tools verify:
- Record is discoverable in your domain’s DNS
- Syntax and parameters look valid
- DMARC policy is enforced
- Logo URL is accessible/correct format
Use them frequently when first setting up BIMI to catch any issues.
Checking Logo Display in Supported Email Clients
Once your record checks out, next comes the big reveal – checking major inboxes to see if your logo displays.
Pull up a supported provider like Gmail or Yahoo Mail and send a test message from your domain. Give it a few minutes to propagate through providers’ infrastructure.
If all goes well, you should see your beautiful logo right next to your email! 🎉
No logo showing up? Time to double check:
- Logo meets size and format specifications
- VMC added if required by that mailbox provider
- DMARC policy successfully enforced
- DNS record valid and accessible worldwide
Don’t give up if your logo doesn’t appear right away – tinker with configurations and keep testing.
Monitoring BIMI Adoption Across Providers
The state of BIMI support is constantly evolving across the industry. So it’s smart to regularly check adoption status pages like:
- BIMI Group Infographic
- ValiMail Provider Index
Bookmarks pages like these to stay on top of new implementations. Nothing more frustrating than meticulously configuring your BIMI record only to find the target inbox hasn’t rolled out support yet!
Prioritize providers by your audience reach and send volume. Focus on tackling major players first, then circle back to long-tail additions.
Managing DNS Cache and BIMI Record Propagation
Even if all looks good on your end, DNS caching can delay logo visibility after making configuration changes.
It takes time for your updated TXT record to propagate across the global DNS system and get picked up by recipient servers. Typical cache periods are 24-48 hours.
Strategies to speed up propagation:
- Lower DNS TTL value for faster expiration.
- Use DNS lookup tools to validate worldwide propagation.
- Retry send tests from different regions/networks.
Be patient, DNS doesn’t adjust instantly. Grab a coffee and try again tomorrow if your logo doesn’t appear right after publishing.
With some diligent testing and troubleshooting, you’ll whip your BIMI setup into shape in no time! Just remember that getting everything working smoothly often takes a few iterations.
Maintaining Your BIMI Reputation Over Time
Configuring BIMI is just the first step. To keep those logos displaying proudly, some ongoing reputation maintenance is required.
You’ll need to renew assets, update branding, retain inbox trust, and monitor for issues.
Let’s explore best practices for maintaining your BIMI status over the long haul:
Keeping Brand Trademarks Updated
Remember, trademarks form the backbone of BIMI verification. So you need to keep them current.
- Watch expiration dates on existing trademarks and file renewals on time. The USPTO sends reminders if you register directly with them.
- Evaluate if any new brand elements need protection, and submit additional registrations. Your brand identity evolves, so should your trademarks.
- Monitor infringement issues and take action against unauthorized usage. This defends your brand integrity.
- Research trademarks thoroughly before rebranding to avoid conflicts. You don’t want to end up in court!
By keeping trademarks updated, you ensure your brand assets remain verified, protected and ready for usage in initiatives like BIMI.
Renewing Your VMC Regularly
If you opted for the extra layer of BIMI verification with a Verified Mark Certificate, renewals are required over time.
VMC terms are around 2 years generally. When renewal approaches, re-verify your trademarks are still active with the issuer.
Then request an updated certificate, which you can seamlessly swap into your BIMI TXT record upon expiration.
Set a calendar reminder so your VMC renewal happens automatically in the background. You don’t want logo authentication to suddenly fail!
Updating Logos and Handling Rebrands
Your logo may evolve over the years with style tweaks or full rebrands. BIMI needs to keep up.
When logo changes occur:
- Update SVG files to the new design.
- Point your BIMI TXT record to the revised logo URL.
- Consider a brand-specific selector like
newlogo._bimiduring transition periods to avoid confusion.
- Monitor inboxes to ensure new logo distributes smoothly.
- Update your VMC once the new brand is completely rolled out.
With some planning, you can handle branding shifts gracefully while maintaining BIMI continuity.
Sustaining Excellent Email Sending Reputation
A final key factor – sustaining your sender reputation across major ISPs and inboxes.
Even with DMARC enforcement and logo verification, providers may suppress BIMI display if you are not considered a trusted sender.
Strategies to build and maintain great deliverability:
- Monitor inbox placement and spam complaints.
- Minimize hard bounces through list hygiene.
- Enable engagement options like read receipts.
- Analyze spam trap hits and avoid blacklists.
- Carefully vet new marketing campaigns.
- Adjust sending patterns/volumes gradually.
A solid reputation ensures providers showcase your logo proudly as intended. So keep nurturing inbox trust!
By staying vigilant with renewals, branding, and reputation, your company can benefit from BIMI for the long haul. Just remember – set it and forget it is not an option here!
BIMI Use Cases and Benefits for Brands
Now that you understand the ins and outs of setting up BIMI, let’s explore some of the valuable ways brands can benefit from proper implementation.
BIMI opens doors for enhanced security, branding consistency, subscriber engagement, and deliverability.
Increased Protection Against Email Spoofing
One of the core value propositions of BIMI is boosting protection against phishing and spoofing.
Visual verification with brand logos makes it extremely difficult for scammers to impersonate legitimate emails. Links and text can be faked, but not official logo assets.
Brands dealing with sensitive information are especially wise to adopt BIMI:
- Financial companies can reassure customers of transactional email legitimacy. No one wants spoofed wires or payment notifications!
- Social networks and online services benefit by better securing account notifications. Can’t fake that Facebook or Twitter logo!
- Retailers build trust for shipping updates and order confirmations. Stop purchase scams in their tracks.
BIMI significantly raises the spoofing difficulty bar, meaning brands across sectors can communicate with customers confidently.
Building Trust and Recognition with Customers
In addition to enhanced security, BIMI also helps build familiarity and trust with your subscribers.
Seeing your logo repeatedly instills brand recognition. It trains subscribers to identify and trust messages from you in their inbox quickly.
Over time, customers come to reliably associate your logo with positive experiences like:
- Receiving helpful service and support conversations
- Getting access to exclusive offers or content
- Having enjoyable shopping purchases delivered efficiently
BIMI turns your logo into an inbox shortcut for those uplifting brand interactions.
Consistent Branding Across Communication Channels
Today’s customers interact with brands across a myriad of channels – from email to social media to messaging apps.
BIMI allows maintaining consistent logo branding across these diverse touchpoints. Whether in their email inbox, on a brand’s Instagram page, or in a mobile messaging service, customers see the same familiar logo tailored for each platform.
This promotes brand cohesion even as customers bounce between channels. Especially with expanded BIMI adoption planned across various communication apps and services.
Higher Email Engagement and Click-Through Rates
Let’s not forget the most immediate benefit – higher open and click-through rates for your emails.
Inboxes are crowded, so anything you can do to stand out is impactful. Research shows emails with logos:
- See over 30% higher open rates on average.
- Achieve more than twice the click-through rate.
Subscribers are simply more likely to notice, trust, open, and click on messages with your prominent logo displayed.
BIMI also incentivizes mailbox providers to boost your deliverability. After all, they want to showcase as many compatible logos as possible to increase utility of their BIMI support.
So properly implementing BIMI signals to key inbox providers that you’re a legitimate sender committed to building engagement and trust with customers. And they’re likely to reward you in kind.
The Future of BIMI – Widespread Adoption On The Horizon
BIMI still has room to grow before becoming a ubiquitous email standard. But the outlook is bright for expanded usage across providers, apps, and messaging channels.
Let’s look at the future possibilities for BIMI adoption.
BIMI Support in Gmail, iOS Mail, and Other Key Apps
The most exciting near term milestone is expanded inbox support.
Google has BIMI for Gmail ramping up after an initial pilot program. General availability is expected later in 2022.
Apple Mail will also support BIMI natively in iOS 16 and macOS Ventura releasing soon.
With Gmail and Apple Mail onboard, a huge swath of consumer and business inboxes will recognize BIMI-enabled logos.
Other major mailbox providers will likely fall in line too. Fastmail is actively working on BIMI support. And Outlook integration is probably inevitable down the road.
The next few years should see an explosion of compatible inboxes.
New Use Cases Beyond Email Inboxes
But why stop at email? The BIMI standard can extend to many other communication channels.
- Social networks – verified brand logos next to organic and sponsored posts
- Messaging apps – logos verifying business accounts and chat bots
- Payment/documents – confirming legitimate invoices, contracts, and wire transfers
- Reviews and listings – validating brand-owned profiles on services like Yelp or Amazon
Anywhere users interact with branded accounts, BIMI can provide visual confirmation of authenticity.
The standard may even find uses beyond electronic communication like identifying brands on packaging or physical documents. The potential is wide open.
Overcoming Current Limitations and Challenges
Despite the promise, some limitations still cause hesitancy among potential BIMI adopters:
- Limited inbox support – but expanding quickly as outlined above
- Costs of VMC and trademarks – not strictly required in all cases yet
- Complex setup – challenging for non-technical marketers
- Lack of usage data – hard to quantify benefits and ROI
Many of these will resolve over time as adoption spreads. Once all key inboxes recognize BIMI records, brands will flock to publish their logos.
And turnkey solutions from email providers will simplify configuration and reduce costs for smaller brands. Widespread adoption seems inevitable given the clear security and engagement benefits.
Coexistence and Integration with Other Protocols
Rather than compete with other standards, BIMI is likely to coexist and even integrate in many cases.
For example, BIMI builds on DMARC, which itself depends on underlying DKIM and SPF protocols. Some hypothesize BIMI may eventually merge into an enhanced DMARC v2 standard.
Look for more cooperation like this, with different standards filling niche use cases and combining when synergies exist. Having diversity allows for continued innovation.
The ideal future is a flexible stack of interoperable protocols. BIMI fills the visual identity gap not fully addressed by previous generations of authentication.
Key Takeaways and Next Steps For Leveraging BIMI
We’ve covered a lot of ground explaining the value of BIMI and how to publish your branded records. Let’s wrap up with some key takeaways and recommendations for capitalizing on BIMI.
Main Benefits of Investing in BIMI Now
Even with limited current adoption, brands can realize significant benefits by embracing BIMI early:
- Prepare your infrastructure for widespread inbox support.
- Gain competitive edge with enhanced security and engagement.
- Influence and partner with providers to shape BIMI’s evolution.
- Build operational experience to streamline future branding changes.
- Qualify for future cost reductions as BIMI matures.
Think of it as future-proofing your email marketing strategy. Wise to invest now rather than play catch up down the road.
Who Should Prioritize BIMI Implementation
The brands best positioned to adopt BIMI today include:
- Highly regulated industries like finance and healthcare who value security.
- Brands with permission-based marketing who want to nurture trust with subscribers.
- Companies undergoing rebranding who can integrate with logo updates.
- Enterprise organizations with resources to integrate at scale.
- Fast-growth startups looking to build brand recognition.
- Retail/eCommerce seeking to reassure transactional email recipients.
Securing inboxes and engaging customers through visual identity makes BIMI a strategic investment.
Recommended Best Practices For Success
To smoothly adopt BIMI for your brand, keep these tips in mind:
- Research to understand if BIMI aligns with your business goals. Don’t implement for the sake of it.
- Analyze your email ecosystem to inventory integrations needed.
- Develop a plan and timeline for incremental rollout.
- Get executive buy-in for resources and branding approvals.
- Monitor adoption and stay in the loop on new developments. This space evolves quickly.
- Be patient and persistent through the setup and testing process. Expect some bumps.
With the right prep work and buy-in, your company can be among the BIMI pioneers.
Expert Help Available For Setting Up BIMI
Don’t feel like tackling BIMI alone? Consultants and email service providers can help guide the process.
Experts like [Company] offer services including:
- BIMI readiness assessments
- DMARC policy configuration
- Logo file optimization
- DNS record setup and troubleshooting
- Ongoing monitoring and maintenance
Their experience streamlines BIMI deployment and prevents frustrating missteps.
Consider enlisting help to smoothly implement BIMI best practices for your brand. The investment pays dividends in engagement and protection.
Summary: Successfully Leveraging BIMI
BIMI provides valuable security and branding benefits, but requires investment to implement properly. Here are the key lessons to make your BIMI deployment a success:
- Understand BIMI fundamentals – Brand Indicators for Message Identification allows displaying logos in supporting inboxes by publishing special DNS records.
- Enable necessary prerequisites – Adopt DMARC rejection/quarantine policy, create compliant SVG logo, and optionally get a Verified Mark Certificate.
- Follow setup best practices – Generate a valid BIMI TXT record, add to DNS configuration, and choose desired selectors.
- Validate your record thoroughly – Use online lookup tools to verify proper BIMI DNS setup and check inbox providers to confirm logo display.
- Maintain assets and reputation – Keep trademarks and certificates updated, monitor DNS propagation, retain positive sender status with ISPs.
- Realize benefits for engagement – BIMI enhances security, brand recognition, inbox placement, and subscriber response rates when properly implemented.
- Stay updated as adoption spreads – Follow the major email providers’ BIMI integration plans as support becomes more ubiquitous.
- Enlist help if needed – Consult experts like [Company] to bypass trial and error and streamline your brand’s BIMI rollout.
With strategic planning and ongoing maintenance, BIMI allows brands to reclaim their identity in subscribers’ inboxes. Follow the steps outlined here to begin enhancing trust and engagement with customers through visual email authentication.
Frequently Asked Questions About BIMI Records
What is a BIMI record?
A BIMI record is a special TXT entry published in your domain’s DNS that points to your brand logo file and optionally a verification certificate. This allows supporting email clients to display your logo.
What do I need to create a BIMI record?
The requirements are: DMARC rejection/quarantine enabled, an accessible SVG logo file, and optionally a Verified Mark Certificate (VMC) if your providers require it.
How do I generate the TXT record?
Use a tool like the BIMI Record Generator to input your logo and VMC URLs and get back the full DNS entry.
Where do I publish my BIMI record?
You add the TXT record in your domain’s public DNS configuration. This is usually accessed via your domain registrar or DNS hosting provider.
How long does it take for my BIMI record to work?
It can take up to 48 hours for the DNS changes to propagate globally. Use lookup tools to check status.
Why isn’t my logo showing up yet?
Potential reasons are incorrect record syntax, propagation lag, unsupported email client, issues with your logo file, or problems with DMARC/reputation.
How do I troubleshoot BIMI?
Use online lookup tools to validate your record, check logo requirements, confirm DMARC compliance, and review provider adoption status.
Do I need to renew my BIMI record?
No renewal is needed for the record itself, but you’ll need to occasionally renew assets like trademarks and VMC certificates tied to it.
Can I use different BIMI logos for different campaigns?
Yes, you can publish multiple records using selectors like newsletter._bimi or support._bimi and match logos to them.
Will my BIMI logo display everywhere?
BIMI must be supported by the specific email service or app displaying the message for your logo to show up. Adoption is increasing but not yet universal.