Summary
BIMI verification and logo display involve a multi-step process. First, DMARC must be enforced (p=quarantine or p=reject). A registered trademark from a qualifying Intellectual Property Office (IPO) is essential. Obtaining a Verified Mark Certificate (VMC) is typically required, involving verification of organizational legitimacy, right to use the logo, and domain control. This is followed by updating DNS records with the BIMI record pointing to the SVG logo file and the VMC authority (optional). Mailbox Providers (MBPs) ultimately decide whether to display the logo, based on factors beyond correct implementation, including sender reputation, email engagement, and their own policies. Testing with Yahoo!, which doesn't mandate a VMC, is a good way to start. BIMI provides a visual cue in the inbox, enhances authentication, and offers a trust signal. Prioritizing "naked BIMI" or using Apple Business Connect can be an alternative approach to gain logo display on certain platforms before investing in a VMC. Ongoing monitoring of logo display and DMARC reports ensures compliance.
Key findings
- DMARC Enforcement: DMARC enforcement (p=quarantine or p=reject) is a fundamental requirement for BIMI.
- Trademark Necessity: A registered trademark from a qualifying Intellectual Property Office (IPO) is mandatory for BIMI implementation.
- VMC Acquisition: Obtaining a VMC involves demonstrating legal existence, trademark ownership, and domain control through a rigorous vetting process.
- DNS Record Configuration: Properly formatting the BIMI DNS record is crucial for pointing to the SVG logo and VMC.
- MBP Discretion: Mailbox Providers ultimately determine logo display based on factors beyond just BIMI implementation.
- Trust Signal: BIMI offers a visual cue to the email receiver that promotes trust and confirms authentication.
Key considerations
- Sender Reputation Impact: Sender reputation plays a significant role in logo display decisions by Mailbox Providers.
- Email Engagement Significance: Email engagement metrics influence the likelihood of logo visibility.
- VMC Costs and Effort: The expense and complexity of acquiring a VMC should be carefully evaluated.
- Alternative Strategies: "Naked BIMI" and Apple Business Connect provide potential alternatives to traditional VMC-dependent BIMI.
- Ongoing Monitoring Importance: Continuous monitoring of logo display and DMARC compliance is necessary.
- Yahoo! Testing: Testing with Yahoo! (which doesn't require a VMC) before investing in a VMC can be useful to ensure your DNS record is correct.
What email marketers say
11 marketer opinions
BIMI verification and logo display involve several key steps: ensuring DMARC is set to enforcement, obtaining a Verified Mark Certificate (VMC) after proving trademark ownership and undergoing a vetting process, creating a compliant SVG logo, and publishing a BIMI DNS record. While BIMI enhances brand visibility, trust, and security, logo display isn't guaranteed. Mailbox Providers (MBPs) consider sender reputation, email engagement, and their own policies. Testing with Yahoo! (which doesn't require a VMC) is recommended. BIMI also requires a registered trademark. Benefits include increased brand visibility, trust, and potential deliverability improvements.
Key opinions
- DMARC Enforcement: BIMI requires DMARC to be enforced (p=quarantine or p=reject).
- Verified Mark Certificate (VMC): Obtaining a VMC is a crucial step, requiring trademark validation and vetting.
- DNS Record: A BIMI DNS record must be published, pointing to the SVG logo and VMC (optional).
- Logo Display Not Guaranteed: Even with proper implementation, mailbox providers ultimately decide whether to display the logo.
- Trademark Required: A registered trademark from a qualifying IPO is mandatory for BIMI.
- Testing is Key: Testing with services like Yahoo! that may have looser restrictions is important.
Key considerations
- Sender Reputation: Sender reputation significantly impacts logo display; a good reputation is crucial.
- Mailbox Provider Policies: Each Mailbox Provider has its own criteria for logo display, adding complexity.
- Email Engagement: Email engagement rates (opens, clicks) influence logo visibility.
- VMC Costs: The cost of the VMC should be factored into the BIMI implementation budget.
- Deliverability Uplift: BIMI can improve deliverability, especially for senders with existing issues.
- Format Requirements: Logos must meet specific format requirements.
Marketer view
Marketer from Email Geeks explains the purpose of BIMI verification is to ensure the sender is who they say they are, can prove they are an agent of the entity using the logo, and that the entity has the rights to use the domain and logo. A certificate attests to these facts, allowing participating mailbox providers to display the logo if they deem the email inbox-worthy.
9 Oct 2021 - Email Geeks
Marketer view
Email marketer from Twitter mentioned you must have a registered trademark with a qualifying Intellectual Property Office (IPO) to get BIMI working.
5 Feb 2025 - Twitter
What the experts say
3 expert opinions
Experts agree that BIMI enhances email authentication and provides a trust signal and a visual cue in the inbox. However, implementation typically requires DMARC enforcement, a registered trademark, and a Verified Mark Certificate (VMC). An alternative approach is to prioritize "naked BIMI" (without a VMC) and Apple Business Connect to potentially achieve logo display on Apple and Yahoo before investing in a VMC.
Key opinions
- BIMI Enhances Trust: BIMI serves as a trust signal for recipients, assuring them of the sender's authenticity.
- Standard Requirements: Traditional BIMI implementations require DMARC enforcement, a registered trademark, and a VMC.
- Alternative Approach: "Naked BIMI" and Apple Business Connect offer a potential route to logo display without a VMC.
- Visual Cue: BIMI provides a visual cue that can enhance inbox recognition.
Key considerations
- VMC Cost: The cost and effort associated with obtaining a VMC should be carefully considered.
- Alternative Strategy Limitations: The success of "naked BIMI" may depend on specific mailbox provider policies.
- DMARC Enforcement: DMARC enforcement (p=quarantine or p=reject) is a prerequisite for BIMI, regardless of the approach.
- Trademark Validity: Valid trademark required.
Expert view
Expert from Email Geeks suggests prioritizing "naked BIMI" (without a Verified Mark Certificate), along with Apple Business Connect, to potentially gain logo display on Apple and Yahoo before deciding if a VMC/CMC is worthwhile.
8 Jan 2023 - Email Geeks
Expert view
Expert from Spamresource.com explains that BIMI offers a way to provide a trust signal to the recipient in the inbox, after your email has passed authentication protocols and filtering.
22 Feb 2022 - Spamresource.com
What the documentation says
5 technical articles
BIMI implementation, as documented by various sources, necessitates DMARC enforcement (p=quarantine or p=reject), obtaining a Verified Mark Certificate (VMC) which requires verifying the organization's legitimacy and trademark ownership through a rigorous vetting process. A BIMI DNS record pointing to the SVG logo and VMC (optional) is also vital. Post-implementation, monitor logo display and DMARC reports for ongoing compliance.
Key findings
- DMARC Enforcement is mandatory: DMARC must be set to p=quarantine or p=reject for BIMI to function.
- VMC Acquisition Involves Verification: Obtaining a VMC entails verifying the organization's legal existence, trademark ownership, and domain control.
- BIMI DNS Record Structure: The BIMI DNS record specifies the location of the SVG logo file and optionally the VMC.
- Monitoring is Essential: Regular monitoring of logo display and DMARC reports ensures ongoing BIMI compliance.
Key considerations
- Vetting Process Rigor: The VMC vetting process is thorough and requires proper documentation.
- Trademark Ownership Proof: Proof of trademark ownership is a prerequisite for obtaining a VMC.
- Certificate Authority Selection: Choose a reputable Certificate Authority for VMC acquisition.
- Domain Control Validation: Demonstrating control over the sending domain is necessary for VMC issuance.
Technical article
Documentation from DigiCert explains that VMC requirements for BIMI include verifying the organization's legal existence, right to use the logo, and control over the sending domain. It also involves a rigorous vetting process.
24 Dec 2021 - DigiCert Website
Technical article
Documentation from Agari details it is important to monitor the rollout of BIMI by checking if your logo is displaying correctly in various mailboxes. Also monitor DMARC reports to ensure ongoing authentication compliance.
4 Mar 2024 - Agari Website
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 Microsoft Outlook support BIMI for displaying brand logos in email?
How can I check if a domain uses Entrust or Digicert for BIMI, and should I avoid Entrust?
How can I prepare a logo for BIMI/VMC without using Adobe Illustrator?
How do I implement BIMI and get my logo to show in Gmail and Yahoo Mail?
