Summary
Implementing BIMI for multiple brands with subdomains involves a multifaceted approach. Each brand, represented by a distinct domain or subdomain, necessitates its own BIMI record and potentially a Verified Mark Certificate (VMC) for its trademarked logo. While organizational-level DMARC policies can sometimes apply, individual subdomain BIMI configurations are usually required. Using a structured system to manage these records, logos, and VMC statuses is critical for success. BIMI enhances brand recognition and consistency, but complexities arise from needing unique SVG logos, VMCs, and careful DNS management. Utilizing BIMI testing tools ensures correct setup. Base domain implementation of BIMI is preferred, but check organizational guidelines.
Key findings
- Individual BIMI Records: Each brand, whether a domain or subdomain, generally requires its own BIMI record.
- VMC Requirement: A VMC validates the trademarked logo and is crucial for BIMI to display in major email clients.
- DMARC Policy: A strict DMARC policy of 'quarantine' or 'reject' is necessary for BIMI implementation.
- Brand Enhancement: BIMI improves brand recognition and provides a consistent brand image in email inboxes.
- Testing Tools: Utilizing BIMI testing tools is essential to ensure the correct setup.
- Base Domain: Implement BIMI at the base domain level where possible.
Key considerations
- Complexity: Managing BIMI across multiple brands can be complex; plan and organize carefully.
- BIMI Selectors: BIMI selectors can display different logos for different subdomains.
- Structured Management: Employ a structured approach (e.g., spreadsheets) to track DMARC, logo locations, and VMC status for each brand.
- Brand Consistency: Maintain brand consistency across subdomains to reinforce brand identity.
- VMC Acquisition: Acquiring a VMC involves trademark validation and logo verification; this should be factored into the timeline.
- Organizational Guidelines: Check and comply with organizational BIMI implementation guidelines.
What email marketers say
10 marketer opinions
Implementing BIMI for multiple brands with subdomains requires careful planning and execution. Each brand typically needs its own BIMI record, SVG logo, and potentially a Verified Mark Certificate (VMC). While organizational-level DMARC policies can sometimes apply, individual subdomain BIMI records are often necessary. A structured approach, such as using a spreadsheet or database, is crucial for managing the various components. BIMI enhances brand recognition and consistency across inboxes, but complexity arises from managing multiple brands and their associated assets. Utilizing BIMI testing tools is recommended to ensure proper implementation and avoid errors.
Key opinions
- Individual BIMI Records: Each brand or subdomain representing a distinct brand generally requires its own BIMI record.
- VMC Importance: A Verified Mark Certificate (VMC) validates the trademarked logo and is essential for BIMI to work in major email clients.
- DMARC Requirement: BIMI implementation necessitates a strict DMARC policy of 'quarantine' or 'reject'.
- Brand Enhancement: BIMI significantly enhances brand recognition and provides a consistent brand image in email inboxes.
- Testing is Crucial: Utilizing BIMI testing tools is essential to ensure the correct implementation of BIMI.
Key considerations
- Complexity Management: Implementing BIMI for multiple brands can become complex; thus, organizing records is crucial.
- Selector Headers: BIMI selectors allow different logos for different subdomains, though usage may vary.
- Structured Approach: Adopting a structured approach, like spreadsheets, aids in managing DMARC policies, logo locations, and VMC status for each brand.
- Brand Consistency: Ensure consistent branding across all subdomains to establish a strong and trustworthy brand presence.
Marketer view
Marketer from Email Geeks shares that the selector is an option, but at this point I don’t believe it is widely used, so I would go with the default selector and focus on BIMI records for subdomains.
16 May 2025 - Email Geeks
Marketer view
Email marketer from Reddit explains that if each subdomain represents a distinct brand, then each subdomain needs its own BIMI record. However, a single organizational-level DMARC policy can apply if configured correctly.
6 May 2025 - Reddit
What the experts say
3 expert opinions
When implementing BIMI for multiple brands with subdomains, the core guidance is that BIMI primarily operates at the domain level. While base domain implementation is recommended, individual setups are needed for distinct domains. Organizational-level DMARC is crucial, but BIMI records should be configured independently for each domain or subdomain representing a unique brand, adhering to organizational BIMI preferences.
Key opinions
- Domain-Level Focus: BIMI is fundamentally tied to the domain name.
- Independent BIMI: Different domains need individual BIMI setups.
- Base Domain Preference: BIMI should ideally be published at the base domain level.
- Organizational DMARC: DMARC-for-BIMI should be published at the organizational domain level.
Key considerations
- Subdomain Differentiation: Distinguish between brands represented by subdomains versus entirely different domains.
- ISP Support: Some ISPs might not fully support BIMI if only implemented at the subdomain level.
- Individual Setup: Ensure BIMI records are individually set up for each subdomain representing a brand.
- Organizational Guidelines: Check and adhere to organizational BIMI implementation guidelines.
Expert view
Expert from Email Geeks explains that BIMI is all about the domain name. If by brand they mean subdomains, that’s one thing. If they mean different domains then each one will need to do BIMI independently.
13 May 2024 - Email Geeks
Expert view
Expert from Email Geeks explains that BIMI should be published at the base domain level, and some ISPs may not support it if it’s only implemented at the subdomain. Also, DMARC-for-BIMI should be published at the organizational domain level.
30 Jul 2023 - Email Geeks
What the documentation says
4 technical articles
Implementing BIMI for multiple brands with subdomains involves distinct BIMI records for each domain/subdomain, a Verified Mark Certificate (VMC) for each trademarked logo to ensure display in major email clients, and a strict DMARC policy of 'quarantine' or 'reject'. Acquiring a VMC necessitates trademark validation and SVG logo verification for each brand independently.
Key findings
- Individual BIMI Records Required: Each domain or subdomain treated as a separate brand needs its own BIMI record.
- VMC is Mandatory: A Verified Mark Certificate (VMC) is essential for full BIMI implementation and logo display in major email clients.
- Strict DMARC Policy: BIMI necessitates a DMARC policy of 'quarantine' or 'reject' at the domain or subdomain level.
- Independent VMC Acquisition: Each brand must independently undergo trademark validation and SVG logo verification to acquire a VMC.
Key considerations
- Subdomain Handling: Subdomains can leverage organizational DMARC but still require individual BIMI records.
- Cost Implications: Obtaining multiple VMCs for each brand can be a significant cost factor.
- Trademark Validation: The process of validating trademarks can be lengthy; plan accordingly.
- Complexity: Implementing BIMI for numerous brands increases complexity in management and maintenance.
Technical article
Documentation from DMARC Analyzer explains that BIMI requires a strict DMARC policy of 'quarantine' or 'reject'. This policy must be in place for the domain or subdomain where BIMI is implemented. For multiple brands, ensure each has a DMARC policy meeting this requirement.
19 Apr 2024 - DMARC Analyzer Website
Technical article
Documentation from DigiCert Website explains that to implement BIMI fully, a Verified Mark Certificate (VMC) is required to validate the trademarked logo. This is essential for BIMI to work in major email clients like Gmail and Apple Mail. For multiple brands, each logo requires its own VMC.
10 Oct 2021 - DigiCert Website
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