Summary
BIMI (Brand Indicators for Message Identification) enhances email brand visibility and trust, leading to improved engagement and brand recognition. Although it doesn't directly improve deliverability, it's a reward for proper DMARC implementation. Google/Gmail uses BIMI to signal secure email practices. Key requirements include enforced DMARC, a registered trademark, and a Verified Mark Certificate (VMC) for some providers like Google and Apple. Logo format must be a specific SVG, posing technical challenges. The decision to adopt BIMI can be considered after DMARC is established, simplifying it to a cost-benefit analysis of logo display.
Key findings
- Enhanced Visibility: BIMI increases brand visibility by displaying a logo in inboxes.
- Improved Trust: BIMI improves trust and confidence among recipients.
- Increased Engagement: BIMI can lead to increased engagement and open rates.
- DMARC Dependency: BIMI relies on a properly implemented and enforced DMARC policy (p=quarantine or p=reject).
- VMC Requirement: Certain providers require a VMC to validate logo ownership.
Key considerations
- DMARC Implementation: Focus on implementing DMARC correctly before considering BIMI.
- Trademark Registration: Ensure your logo is a registered trademark.
- VMC Costs: Factor in the cost of obtaining and maintaining a VMC.
- Technical SVG Format: The logo must be in a specific and technically demanding SVG format.
- Strategic Incentive: Consider whether BIMI is needed as an incentive to drive DMARC adoption.
What email marketers say
11 marketer opinions
BIMI (Brand Indicators for Message Identification) enhances brand visibility and trust in email inboxes by displaying a trademarked logo next to authenticated emails. While BIMI itself doesn't directly improve deliverability, it serves as a reward for implementing DMARC (Domain-based Message Authentication, Reporting & Conformance) correctly. Key benefits include increased engagement, brand recognition, and customer confidence. Requirements include a properly enforced DMARC policy, a registered trademark for your logo, a Verified Mark Certificate (VMC) in some cases (required by Google and Apple), and a correctly formatted SVG version of the logo.
Key opinions
- Brand Visibility: BIMI enhances brand visibility by displaying a trademarked logo in the inbox.
- Engagement Boost: BIMI helps emails stand out, improving engagement and potentially increasing open rates.
- Trust & Confidence: BIMI increases customer trust and confidence by visually verifying the sender's legitimacy.
- DMARC Foundation: BIMI relies on a correctly implemented and enforced DMARC policy.
- VMC Requirement: Certain mailbox providers (e.g., Gmail, Apple) require a Verified Mark Certificate (VMC) to display the logo.
Key considerations
- DMARC Implementation: Implementing DMARC correctly is a prerequisite for BIMI. Incorrect DMARC setup will prevent BIMI from functioning.
- Trademark Registration: Your logo must be a registered trademark to be eligible for BIMI.
- VMC Cost: Obtaining a VMC involves a cost, which varies depending on the certificate authority.
- SVG Format: The logo must be in a specific SVG format, requiring technical expertise or specialized tools.
- No Direct Deliverability Boost: While BIMI doesn't directly improve deliverability, it's a benefit gained from already having strong authentication.
Marketer view
Email marketer from Mailjet.com shares that BIMI helps improve engagement by making your emails stand out in a crowded inbox and can lead to higher open rates.
23 Apr 2023 - Mailjet.com
Marketer view
Email marketer from Valimail.com shares that BIMI enhances brand visibility in the inbox, increasing trust and recognition among recipients by displaying a logo next to authenticated emails.
1 May 2025 - Valimail.com
What the experts say
3 expert opinions
Experts highlight that BIMI aims to enhance trust and visibility in email communications, resulting in greater engagement and stronger brand recognition. It's also noted that Google/Gmail use BIMI as a signal that a brand has taken appropriate measures to secure their email, impacting user perception. If DMARC implementation doesn't necessitate BIMI as an initial driver, the decision to adopt BIMI can be deferred until DMARC is established, simplifying it to a choice between investing in logo display or not.
Key opinions
- Trust & Visibility: BIMI increases trust and visibility of email messages.
- Engagement & Brand Recognition: BIMI can lead to improved engagement and brand recognition.
- Google/Gmail Signal: Google/Gmail uses BIMI to indicate that a brand has secured their email.
- Simplified Decision: The decision to implement BIMI becomes simpler after DMARC is in place.
Key considerations
- DMARC Priority: Consider implementing DMARC first, then evaluate BIMI as a separate investment.
- Incentive Alignment: Assess whether BIMI is necessary to drive DMARC implementation within the organization.
- Perceived Value: Evaluate the perceived value of logo display versus the cost of BIMI implementation.
Expert view
Expert from Word to the Wise discusses how Google/Gmail uses BIMI to indicate a brand has taken steps to properly secure their email and the effect it has for the user.
8 Dec 2022 - Word to the Wise
Expert view
Expert from Word to the Wise explains that BIMI is designed to increase the trust and visibility of email messages, leading to improved engagement and brand recognition.
28 Oct 2023 - Word to the Wise
What the documentation says
4 technical articles
Technical documentation states that BIMI mandates enforced DMARC, a registered trademark, and often a Verified Mark Certificate (VMC). VMCs prove logo ownership and ensure only authorized senders display the logo. BIMI builds upon DMARC, specifically requiring a strict policy (p=quarantine or p=reject). Implementing BIMI involves VMC costs, varying by certificate authority.
Key findings
- DMARC Enforcement: BIMI requires a strict DMARC policy to be enforced (p=quarantine or p=reject).
- Trademark Needed: A registered trademark for the logo is necessary for BIMI implementation.
- VMC Requirement: A Verified Mark Certificate (VMC) is typically required to validate logo ownership.
- Authorized Senders Only: VMCs ensure that only authorized senders can display the brand's logo.
Key considerations
- DMARC Configuration: Ensure DMARC is correctly configured and enforced before implementing BIMI.
- VMC Procurement: Budget for the cost of obtaining a Verified Mark Certificate (VMC) from an authorized provider.
- Trademark Status: Verify that your logo is a registered trademark and meets BIMI requirements.
- Authorized Provider: Obtain VMC from an authorized certificate provider only.
Technical article
Documentation from DMARC.org highlights that BIMI builds upon DMARC authentication. Enforcing a strict DMARC policy (p=quarantine or p=reject) is a prerequisite for BIMI.
29 Dec 2023 - DMARC.org
Technical article
Documentation from Agari by HelpSystems outlines that BIMI uses a VMC to digitally prove logo ownership, ensuring only authorized senders can display a specific brand logo. VMCs also require a trademarked logo.
9 Aug 2024 - Agari by HelpSystems
Can BIMI logos be animated and how do Google profile images interact with BIMI?
Do DMARC and BIMI require p=reject to be present on the organizational domain?
Do I need a VMC for BIMI to work with Google and Gmail?
Does BIMI impact email deliverability?
Does BIMI improve email deliverability and engagement?
How do I implement BIMI and get my logo to show in Gmail and Yahoo Mail?
