Summary
BIMI enhances email branding and security by displaying a logo for authenticated emails. Strong email authentication (SPF, DKIM, DMARC) is crucial, and implementation involves obtaining a trademarked logo and a Verified Mark Certificate (VMC), the pricing of which depends on the term length. While a VMC is seen as necessary by some, especially due to Gmail's influence, others argue for broader BIMI adoption without it. The benefits include increased brand recognition, improved deliverability, and enhanced customer trust. The BIMI DNS record, pointing to the SVG logo file, requires proper formatting and secure hosting. For larger senders targeted by phishing, the expense of BIMI and VMC can be justified by the enhanced brand recognition and deliverability.
Key findings
- BIMI's Core Benefit: BIMI enhances brand visibility and security in email inboxes.
- VMC - Optional or Mandatory?: The necessity of a VMC is debated, with some viewing it as essential due to Gmail's influence, while others prefer a more inclusive approach without mandatory VMCs.
- Technical Prerequisites: Implementation requires solid email authentication (SPF, DKIM, DMARC), a trademarked logo, and correctly configured DNS records pointing to a secure SVG logo file.
- Deliverability Boost: BIMI improves email deliverability by establishing trust with mailbox providers, leading to better inbox placement.
- VMC Pricing Variability: The cost of a VMC varies depending on the provider (e.g., DigiCert) and the chosen term length.
Key considerations
- Cost-Benefit Analysis: Carefully weigh the costs of trademarking, VMC acquisition, and maintenance against the anticipated benefits, such as enhanced brand recognition and deliverability improvements.
- Gmail's Impact: Consider Gmail's dominant position when deciding whether to invest in a VMC.
- Authentication Infrastructure: Ensure that your SPF, DKIM, and DMARC records are correctly configured before implementing BIMI.
- Targeted Phishing: Assess the risk of phishing attacks targeting your brand; BIMI offers the greatest value to organizations facing significant impersonation threats.
- Ongoing Maintenance: Factor in the annual costs of VMC renewals and maintaining the necessary technical infrastructure (DNS records, secure logo hosting).
What email marketers say
12 marketer opinions
BIMI (Brand Indicators for Message Identification) enhances email brand visibility and security by displaying a brand's logo in the inbox. Implementation involves email authentication (SPF, DKIM, DMARC), obtaining a Verified Mark Certificate (VMC), and publishing a BIMI DNS record. VMC cost is an ongoing expense, requiring a trademarked logo. While some view VMC as essential (especially with Gmail), others believe BIMI should accommodate brands without it. Benefits include improved brand recognition, deliverability, and customer trust. The BIMI DNS record directs to the SVG logo file and requires proper formatting and secure hosting.
Key opinions
- BIMI Benefits: BIMI improves brand visibility, email security, and brand recognition in the inbox.
- VMC Necessity: The necessity of a VMC is debated, with Gmail perceived as requiring it, while some advocate for broader BIMI adoption without VMCs.
- Implementation Steps: Implementing BIMI requires email authentication (SPF, DKIM, DMARC), a VMC, and a properly configured BIMI DNS record.
- DNS Record Importance: The BIMI DNS record points to the location of the SVG logo file and needs to be correctly formatted and securely hosted.
- Deliverability impact: Using BIMI can improve email deliverability and inbox placement by signalling legitimacy and trust to mailbox providers
Key considerations
- VMC Cost: VMC involves initial and ongoing costs, including trademarking a logo and annual VMC fees.
- Gmail's Influence: Gmail's dominance may pressure businesses to adopt VMC, even if not universally required.
- Authentication Prerequisite: Strong email authentication (SPF, DKIM, DMARC) is essential before implementing BIMI.
- Logo Requirements: Your logo must be trademarked and in SVG format for BIMI.
- ROI Assessment: Assess the return on investment (ROI) of BIMI implementation, considering increased brand recognition, improved deliverability, and enhanced customer trust.
Marketer view
Email marketer from Mailjet shares the main steps of implementing BIMI, which includes authenticating your emails with SPF, DKIM, and DMARC, obtaining a Verified Mark Certificate (VMC) for your logo, and publishing a BIMI DNS record. They emphasize the importance of email authentication as a prerequisite.
21 Jun 2024 - Mailjet
Marketer view
Email marketer from ZeroBounce explains that BIMI helps improve email deliverability by signaling to mailbox providers that the sender is legitimate and trustworthy. This can lead to better inbox placement and reduced spam filtering.
7 Sep 2021 - ZeroBounce
What the experts say
2 expert opinions
BIMI enhances email branding and combats impersonation by displaying a logo for authenticated emails. A key requirement is strong email authentication (SPF, DKIM, DMARC) before implementing BIMI. Costs include trademarking a logo and obtaining a Verified Mark Certificate (VMC), but the resulting brand recognition and improved deliverability can justify the expense, especially for larger senders prone to phishing attacks.
Key opinions
- Branding & Security: BIMI boosts email branding and helps prevent impersonation.
- Authentication is Key: Strong email authentication (SPF, DKIM, DMARC) is a prerequisite for BIMI.
- Cost-Benefit: While there are costs (trademarked logo, VMC), BIMI can be a worthwhile investment due to enhanced brand recognition and deliverability, particularly for large senders facing phishing threats.
Key considerations
- Authentication Setup: Ensure SPF, DKIM, and DMARC are properly configured before considering BIMI.
- Trademarking: A trademarked logo is a necessary component for BIMI and VMC.
- VMC Expense: Factor in the cost of the VMC when evaluating BIMI's ROI.
- Phishing Risk: Assess the level of phishing risk your brand faces; BIMI provides the most value where impersonation is a significant issue.
Expert view
Expert from Spam Resource explains that the costs associated with BIMI include obtaining a trademarked logo and a VMC. However, the brand recognition and improved deliverability can justify the expense for larger senders who are heavily targeted by phishing.
22 Jan 2022 - Spam Resource
Expert view
Expert from Word to the Wise responds that BIMI is like 'email bling' and offers branding benefits. The key is to have strong email authentication in place (SPF, DKIM, DMARC) before implementation. It helps legitimate emails stand out and reduces impersonation.
14 Jan 2025 - Word to the Wise
What the documentation says
3 technical articles
BIMI enhances email security and trust by displaying brand logos for authenticated emails. It leverages existing email authentication protocols (SPF, DKIM, DMARC) to validate sender identity. Fastmail supports BIMI. VMC pricing varies depending on the term length purchased, and DigiCert is a Certificate Authority that issues them.
Key findings
- BIMI's Purpose: BIMI enhances email security and user trust by displaying brand logos for authenticated emails.
- Authentication Reliance: BIMI depends on existing email authentication protocols (SPF, DKIM, DMARC) to validate senders.
- VMC Cost Variation: VMC pricing fluctuates based on the duration of the purchased term.
- BIMI Support: Fastmail supports the BIMI standard.
Key considerations
- VMC Vendor Selection: Choose a Certificate Authority, like DigiCert, to obtain a VMC.
- Cost Planning: Factor in the varying costs of VMC based on the term length required.
- Authentication Setup: Ensure SPF, DKIM, and DMARC are correctly configured before implementing BIMI.
- Mail Client Support: Verify that the email clients used by your audience support BIMI for optimal display.
Technical article
Documentation from Fastmail explains that Fastmail supports BIMI, displaying brand logos for authenticated emails. This helps users quickly identify legitimate messages and avoid phishing attempts.
5 Mar 2022 - Fastmail
Technical article
Documentation from BIMI Group states that BIMI leverages existing email authentication protocols (SPF, DKIM, DMARC) to validate the sender's identity. It adds a layer of brand validation by displaying the brand's logo alongside authenticated emails, enhancing user trust.
6 Oct 2024 - BIMI Group
Can BIMI logos be animated and how do Google profile images interact with BIMI?
Do I need a VMC for BIMI to work with Google and Gmail?
How do I implement a blue check mark on Gmail with BIMI and VMC?
How do I implement BIMI and get my logo to show in Gmail and Yahoo Mail?
How do I set up BIMI? Is a VMC certificate always required?
What are the requirements for BIMI, and how do I troubleshoot authentication failures?
