Email is a primary communication channel for businesses, yet it often lacks immediate visual brand recognition in the inbox. This is where BIMI, or Brand Indicators for Message Identification, comes into play. BIMI allows your brand's registered logo to appear directly in the recipient's inbox next to your email's subject line, provided the email passes authentication checks.
This visual verification helps recipients instantly recognize legitimate messages from your domain, building trust and improving engagement. For companies, this means enhanced brand visibility and a stronger defense against phishing attempts. It's an important step in improving email security and user confidence.
However, implementing BIMI isn't just about having a logo. It relies heavily on proper email authentication protocols and a specific type of DNS record to function correctly. Without the right DNS configuration, your logo simply won't appear. Understanding the foundational DNS record is the first step toward successful BIMI deployment.
The DNS record type used for BIMI is a TXT record. Similar to how Sender Policy Framework (SPF) records (What DNS record type is used for SPF) and DomainKeys Identified Mail (DKIM) records (What DNS record type is used for DKIM) use TXT records to publish their policies, BIMI leverages this versatile record type to publish information about your brand logo and its associated Verified Mark Certificate (VMC).
When an email client receives a message, it performs several checks, including looking up your domain's BIMI TXT record. This record tells the email client where to find your brand's logo and whether it's accompanied by a VMC. If all checks pass, your logo is then displayed, providing a visual confirmation of your brand's authenticity.
It's important to properly format this record to ensure email clients can correctly parse the information. You can find detailed steps for creating a BIMI DNS TXT record at Google's support page on BIMI.
Example BIMI TXT recordDNS
default._bimi.example.com. IN TXT "v=BIMI1;l=https://cdn.example.com/logo.svg;a=https://cdn.example.com/vmc.pem;h=dmarctest.com"
Dissecting the BIMI TXT record
Dissecting the BIMI TXT record
A BIMI TXT record is essentially a text string with various tags that provide specific instructions to email clients. Each tag serves a critical purpose in ensuring your logo is displayed correctly and securely. Understanding these tags is key to proper configuration.
Key BIMI record tags
v=: This indicates the BIMI version. Currently, it should always be BIMI1. You can learn more about the BIMI 'v=' tag value.
l=: This specifies the URL to your brand's logo, which must be in SVG Tiny 1.2 format and hosted securely over HTTPS.
h=: This is another optional tag, an experimental one that indicates the hashes of the logo and VMC, if present, used for additional integrity checks. The official BIMI Group website provides further details on all BIMI specifications.
The record name for a BIMI TXT record typically follows a specific format, often starting with a selector (e.g., default) followed by ._bimi, like default._bimi.yourdomain.com. This specific format is crucial for mail servers to locate and interpret your BIMI record correctly.
The importance of DMARC for BIMI activation
The importance of DMARC for BIMI activation
Before you can even consider deploying BIMI, your domain must have a robust DMARC policy enforced. DMARC (Domain-based Message Authentication, Reporting, and Conformance) is a critical email authentication protocol that builds upon SPF and DKIM. BIMI will only work if your domain has a DMARC policy set to either p=quarantine or p=reject. A p=none policy will not enable BIMI, as it doesn't enforce any action on unauthenticated mail.
This strict DMARC requirement ensures that only authenticated senders can display a logo, adding a strong layer of security against impersonation and phishing. If your DMARC policy is not sufficiently enforced, even a perfectly configured BIMI TXT record won't result in your logo appearing in the inbox. You can learn more about what DNS record type is used for DMARC.
Without DMARC Enforcement
Logo Visibility: Your brand logo will not display, regardless of BIMI record presence.
Security Posture: Domain remains vulnerable to email spoofing and phishing attacks.
Trust: Recipients lack visual assurance of email authenticity.
With DMARC Enforcement (p=quarantine/reject)
Logo Visibility: Your brand logo can appear in supporting inboxes.
Security Posture: Strong protection against unauthorized use of your domain.
Trust: Increased recipient trust and brand recognition.
DMARC Monitoring: Use a DMARC monitoring platform like Suped to guide your policy transition to enforcement. Our AI-powered recommendations simplify the process of achieving enforcement.
Transitioning your DMARC policy to quarantine or reject is a gradual process that requires careful monitoring. You can learn how to safely transition your DMARC policy to ensure legitimate emails aren't impacted. This journey is crucial for both security and the successful display of your BIMI logo.
Conclusion
Conclusion
In summary, the DNS record type used for BIMI is a TXT record. This record acts as the bridge between your domain and your brand's visual identity in the inbox, containing essential information about your logo and its optional Verified Mark Certificate. However, the functionality of this TXT record is entirely dependent on having a robust DMARC policy enforced at p=quarantine or p=reject.
Properly configuring your BIMI TXT record involves meticulous attention to detail, from the correct URL for your logo to the specific format of the various tags. Any misstep can prevent your logo from appearing, defeating the purpose of BIMI's brand-enhancing and security benefits. It's a technical process that requires precision.
By understanding the role of the TXT record and its reliance on strong DMARC enforcement, organizations can successfully implement BIMI, fortifying their email security, boosting brand visibility, and fostering greater trust with their recipients. This translates into better email deliverability and more effective communication strategies overall.
