What is the primary cost associated with implementing BIMI?

Self-asserted BIMI is free, requiring only internal resources for DNS and SVG setup. For full support (including Gmail), you need a Verified Mark Certificate (VMC), which costs approximately $1,000-$1,900 annually, plus the cost of trademark registration (e.g., $250-$600+ in the US, plus potential legal fees).

Do I need a trademark for my logo to implement BIMI?

Yes, for VMC-backed BIMI (which enables logo display in Gmail and other strict clients), your logo must be a registered trademark. Self-asserted BIMI does not require a trademark, but it has limited mailbox provider support.

What are the essential technical prerequisites for BIMI implementation?

You need an enforcing DMARC policy (p=quarantine or p=reject, with pct=100 if p=quarantine is used), your logo in SVG Tiny 1.2 format, and potentially a registered trademark and a Verified Mark Certificate (VMC) if you want broad support like Gmail.

Which email clients and mailbox providers support BIMI?

BIMI is currently supported by major mailbox providers like Yahoo Mail, AOL Mail, and Gmail. Yahoo and AOL support self-asserted BIMI, while Gmail requires a VMC.

What are the benefits of implementing BIMI for my brand?

BIMI boosts brand recognition and trust by displaying your logo in the inbox. This visual confirmation can lead to improved open rates, reduced phishing susceptibility, and a stronger overall sending reputation. It complements existing email authentication protocols.

What are the costs and steps for implementing BIMI (Brand Indicators for Message Identification)? - Technical - Email deliverability - Knowledge base

When I first heard about Brand Indicators for Message Identification (BIMI), I was intrigued by the idea of displaying brand logos directly in the inbox. It promises enhanced brand recognition and trust, a significant advantage for any organization sending email. However, the path to full BIMI adoption isn't always straightforward.

Implementing BIMI involves a series of technical steps and, depending on your goals, can incur certain costs. Many initially assume it's a simple DNS record update, but there are important prerequisites, especially concerning email authentication standards like DMARC. I've found that understanding these upfront is crucial for a smooth deployment.

My goal here is to break down the costs and the precise steps involved in implementing BIMI. We'll explore everything from essential email authentication to obtaining the necessary certificates, helping you assess the investment and effort required to get your brand logo visible in supported inboxes.

Understanding the costs of BIMI

One of the first questions that comes up when considering BIMI is, naturally, what will it cost? The answer isn't a simple fixed price because the expenses vary significantly based on the level of BIMI implementation you aim for. The two primary paths are self-asserted BIMI and VMC-backed BIMI, each with its own cost implications.

Self-asserted BIMI is essentially free, requiring only the internal resources to configure your DNS records and prepare your logo in the correct SVG format. This option is a great way to start and gain initial brand visibility, especially with mailbox providers like

Yahoo Mail and

AOL. However, it won't display your logo in email clients that require a Verified Mark Certificate (VMC), such as

Gmail.

For full support, including the coveted blue checkmark in Gmail, you'll need to obtain a Verified Mark Certificate (VMC). This is where the primary costs come into play. A VMC certifies that your logo is a registered trademark, which is a prerequisite for the certificate itself. The price for a VMC can range from approximately $1,000 to $1,900 per domain annually. This cost is charged by a Certificate Authority (CA), like

Entrust or

DigiCert, and does not include the cost of trademark registration itself. You can find more details on BIMI certificate costs from Certificate Authorities.

Aspect	Self-Asserted BIMI	VMC-Backed BIMI
Cost	Free, only internal labor costs	Trademark registration fees (e.g., ~$250-$600+ lawyer fees in the US), plus Verified Mark Certificate (VMC) annual fees (approx. $1,000-$1,900 per domain)
Trademark Required?	No	Yes, for the logo being displayed
VMC Required?	No	Yes, obtained from a Certificate Authority
Supported Mailbox Providers	Yahoo Mail, AOL Mail	Gmail, Yahoo Mail, AOL Mail, and others

Beyond the certificate, the biggest non-technical cost is typically trademark registration. In the U.S., using the Trademark Electronic Application System (TEAS) Plus can get you a trademark for around $250, provided your business selects goods and services from the Trademark Identification Manual. Without this classification, it costs an extra $100. A paper application would be roughly $600. Keep in mind that these are just filing fees; lawyer fees for assistance with the trademark process can add to the total cost.

Essential prerequisites for BIMI

Before diving into BIMI, you need to ensure your email authentication is robust. This means having Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and DMARC properly configured and enforced for your sending domains. BIMI builds upon these foundational standards, acting as an additional layer of trust and brand identity.

DMARC enforcement is a must

A critical prerequisite for BIMI is an enforcing DMARC policy. This means your DMARC record must be set to either p=quarantine or p=reject. If you use p=quarantine, you must also ensure your pct tag is set to 100. This ensures that all unauthenticated emails are either quarantined or rejected, protecting your brand from impersonation and building the necessary trust for BIMI. More information on this can be found in our guide on setting up DMARC for BIMI. If you are not yet at enforcement, consider a phased approach to transitioning your DMARC policy.

Another crucial step is creating an SVG file of your logo. This isn't just any SVG; it needs to be a specific SVG Tiny 1.2 profile. This ensures consistent rendering across different email clients and prevents malicious code from being embedded. You'll need to optimize your logo to meet these specifications, which may involve using graphic design software or specialized tools. You can refer to the BIMI Group's official site for detailed SVG requirements. We also have a dedicated guide on validating your BIMI SVG and certificate.

For VMC-backed BIMI, a registered trademark for your logo is non-negotiable. This process can take time and requires careful planning to ensure your logo meets the legal criteria for trademarking in your relevant jurisdiction. Without a valid trademark, you won't be able to obtain a VMC, limiting your BIMI display to only those providers that support self-asserted BIMI. This means a trademark is a key consideration for companies aiming for broader BIMI adoption.

Once these prerequisites are in place, the next step involves publishing your BIMI DNS record. This record tells receiving email servers where to find your logo and, if applicable, your VMC. It’s a TXT record typically located at default._bimi.<yourdomain.com>. Proper configuration of this record is vital for your BIMI implementation to succeed. Our article on BIMI implementation requirements has more details.

Implementing your BIMI record

After fulfilling the prerequisites, the actual implementation of your BIMI record is the final technical step. This involves creating a TXT record in your domain's DNS. The record specifies the location of your SVG logo file. If you have a VMC, the record will also include the URL to your VMC file, which should be hosted securely.

Example BIMI DNS TXT record with VMCDNS

default._bimi IN TXT "v=BIMI1;l=https://yourdomain.com/path/to/logo.svg;a=https://yourdomain.com/path/to/vmc.pem;"

It's important to use the specific selector default._bimi in your DNS entry, whether you're implementing for your top-level domain or a subdomain. This standardization helps email clients easily locate and verify your BIMI record. Remember, DNS changes can take some time to propagate globally, so patience is key after publishing your record. Our guide on BIMI requirements and provider support details which providers look for which type of BIMI record.

After setting up your DNS record, monitoring its status is crucial to ensure it's correctly published and recognized by mailbox providers. You can use various online tools to check your BIMI record's validity and see if your logo is being displayed. This helps in troubleshooting any issues that might arise during the initial rollout. Keep in mind that not all email clients support BIMI, and some may only support it with a VMC.

The implementation process, particularly obtaining a VMC, can be quite involved. It means working with accredited Certificate Authorities to verify your trademark and issue the certificate. These providers follow strict validation processes, which can take time to complete. Once issued, you'll receive a Privacy-Enhanced Mail (PEM) file, which you'll then need to host at a publicly accessible URL referenced in your BIMI DNS record. For more information on Certificate Authorities, review our guide to BIMI certificate providers.

Maximizing your BIMI impact

Once BIMI is implemented, the payoff comes in enhanced brand visibility and recipient trust. Seeing your familiar brand logo directly in the inbox, especially with a blue checkmark, significantly reduces the likelihood of your emails being mistaken for phishing attempts or being sent to the spam folder. This visual confirmation helps your emails stand out in crowded inboxes, potentially boosting engagement metrics like open rates and click-through rates. To learn more about the value of BIMI, check out our article on understanding the ROI of BIMI.

For organizations serious about email deliverability and brand integrity, BIMI is a powerful tool. It adds a layer of visual authentication that complements your existing SPF, DKIM, and DMARC records. While the costs and steps for implementing BIMI, particularly with a VMC, require upfront investment and effort, the long-term benefits in terms of brand reputation, recipient trust, and potential improvements in email performance can be substantial. It also signals to mailbox providers that you are a legitimate sender, which can positively influence your sending reputation and prevent your domains from being added to a blocklist (or blacklist).

Views from the trenches

Best practices

Ensure your DMARC policy is at enforcement (p=quarantine or p=reject) before attempting BIMI implementation.

Verify your logo meets the SVG Tiny 1.2 profile and is hosted securely on an HTTPS server.

Obtain a registered trademark for your logo if you plan to implement VMC-backed BIMI for broader support, like Gmail.

Use the standard default._bimi selector in your DNS TXT record for consistent recognition.

Common pitfalls

Attempting BIMI without a DMARC policy at enforcement, which will prevent your logo from displaying.

Using an SVG logo that doesn't conform to the SVG Tiny 1.2 profile, leading to display failures.

Not obtaining a registered trademark for your logo when pursuing VMC-backed BIMI, as it's a strict requirement.

Incorrectly formatting the BIMI DNS TXT record, such as using an incorrect selector or invalid URLs.

Expert tips

Start with self-asserted BIMI to test the waters with Yahoo and AOL before committing to the VMC and trademark costs.

Engage with a Certificate Authority early to understand the VMC issuance process and timeline.

Consider the long-term ROI of BIMI, especially for brands where visual identity and trust are paramount.

If managing multiple domains, inquire about volume discounts from VMC providers.

Marketer view

Marketer from Email Geeks says implementing BIMI starts free with self-asserted but non-trivial costs arise for full implementation, especially with a Verified Mark Certificate.

2021-05-10 - Email Geeks

Marketer view

Marketer from Email Geeks says the price for a VMC certificate might be around $1,000 to $1,900 per domain annually, emphasizing that it's unlikely to be free.

2021-05-10 - Email Geeks

The path to a trusted brand presence

Implementing BIMI can significantly boost your brand's presence in the inbox, enhancing trust and recognition among your recipients. While a basic self-asserted implementation can be cost-free in terms of external services, achieving broad support, particularly with Gmail, necessitates obtaining a Verified Mark Certificate (VMC), which carries an annual fee and requires a registered trademark.

The key steps involve ensuring your DMARC policy is at an enforcing level, preparing your logo in the correct SVG Tiny 1.2 format, acquiring a trademark for VMC purposes, and finally, publishing the BIMI DNS TXT record. While these steps involve both financial costs and technical effort, the investment can yield substantial returns in terms of brand trust and email engagement. By carefully planning and executing each phase, you can successfully implement BIMI and make your brand stand out.