When you set up Brand Indicators for Message Identification (BIMI), you’re adding a special DNS record that helps display your brand logo next to your authenticated emails in supported inboxes. At the heart of this record is a crucial element known as the 'v=' tag. This tag might seem small, but it plays a fundamental role in ensuring your BIMI record is correctly interpreted and your logo is displayed as intended.
The 'v=' tag in a BIMI record is straightforward, yet absolutely essential. It identifies the version of the BIMI specification that your record adheres to. Without this tag, or if it's incorrectly formatted, email providers will likely ignore your BIMI record, preventing your brand logo from appearing. It's the first step in telling the world, "Hey, this is a legitimate BIMI record."
Understanding this tag is key to a successful BIMI implementation. Just as DMARC, SPF, and DKIM records use various tags to define their policies and authentication mechanisms, BIMI uses its own set, with 'v=' being the primary identifier. Let's delve into the specifics of this tag and why it's so important.
What is the 'v=' tag value?
The fixed value of 'v=BIMI1'
The 'v=' tag has a very specific and currently unchanging value: BIMI1. This means that for any valid BIMI record you create, the 'v=' tag must always be set to v=BIMI1. It's not a tag that allows for different configurations or policy settings. Its sole purpose is to indicate the version of the BIMI standard in use.
This contrasts slightly with other email authentication protocols, such as DMARC and DKIM, where their respective 'v=' tags also specify a version, but the context and other tag functionalities differ significantly. For BIMI, the BIMI1 value signals compliance with the current foundational specification, enabling email clients to accurately parse the rest of the record.
Why 'v=BIMI1' is crucial
The BIMI specification dictates that any record that does not begin with a 'v=' tag identifying the current version must be discarded. This strict requirement ensures that only properly formatted and compliant records are processed by mail servers and clients. It prevents misinterpretation and maintains the integrity of the BIMI system. You can refer to the official BIMI specification for more technical details.
BIMI record structure and syntax
How 'v=' fits into the BIMI record structure
A BIMI record is a DNS TXT record, similar to SPF and DKIM records. It is published in your domain's DNS under a specific subdomain (e.g., default._bimi.yourdomain.com). The 'v=' tag must always be the first tag in this record. This positioning ensures that recipient mail servers can immediately identify the record type and version before proceeding to parse other tags.
After the 'v=' tag, other essential BIMI tags follow. These include the 'l=' tag which specifies the location of your brand logo (an SVG file), and the 'a=' tag for your Verified Mark Certificate (VMC) URL. There's also the 's=' tag, which indicates the selector in the header. For a complete overview of the DNS record type used for BIMI, check our detailed guide.
Example BIMI DNS TXT Recorddns
default._bimi.yourdomain.com IN TXT "v=BIMI1;l=https://www.yourdomain.com/bimi/logo.svg;a=https://www.yourdomain.com/bimi/vmc.pem;"
This structure is critical. Any deviation, especially with the 'v=' tag, can lead to your BIMI record being ignored by receiving mail servers. It's a foundational element that enables the entire BIMI process to function correctly and display your brand logo in the inbox.
The strategic role of the 'v=' tag
Impact on brand identity and trust
The 'v=' tag, while purely technical, indirectly supports the overall goal of BIMI: enhancing brand identity and fostering trust. When mail servers successfully process your BIMI record, including the correct 'v=' tag, it allows your logo to be displayed, giving recipients a visual cue that the email is legitimate and from a verified sender. This visual verification builds confidence, reduces the likelihood of emails being marked as spam, and strengthens your brand's presence in the inbox.
For BIMI to work, your domain must have a DMARC policy enforced, meaning it's set to at least p=quarantine or p=reject. This DMARC enforcement policy is a prerequisite that assures email providers of your commitment to email authentication and anti-phishing efforts. The 'v=' tag is a small but critical piece of this larger authentication puzzle, signaling that your BIMI record is ready to be processed.
When properly configured, BIMI provides a valuable visual authentication layer that complements the technical backend of DMARC, SPF, and DKIM. This visual trust signal can lead to improved engagement rates and a stronger sender reputation. For more on the strategic benefits, see our article on the value of BIMI.
Ensuring proper BIMI setup
Troubleshooting common 'v=' tag issues
Mistakes in your BIMI record can prevent your logo from appearing. The most common issue related to the 'v=' tag is either its absence or an incorrect value. If a mail server encounters a BIMI record that doesn't start with v=BIMI1, it will simply discard the entire record. This means your carefully prepared SVG logo and Verified Mark Certificate will go unnoticed.
Correct BIMI 'v=' Tag
Start: The record begins with v=BIMI1.
Parsing: Mail servers successfully read and process the entire BIMI record.
Result: Brand logo displays in supporting email clients for authenticated messages.
Incorrect BIMI 'v=' Tag
Start: 'v=' tag is missing or has an incorrect value (e.g., v=BIMI).
Parsing: The entire BIMI record is discarded by mail servers.
Result: Brand logo does not display, potentially impacting trust and deliverability.
To avoid such issues, it's vital to carefully review your BIMI DNS record after publishing it. DMARC reporting tools, like Suped, can provide valuable insights into your email authentication status, although they don't directly report on BIMI parsing. However, by ensuring your DMARC, SPF, and DKIM are solid, you create the foundation for BIMI to function correctly.
Monitoring your DMARC reports is essential for overall email deliverability. Suped offers AI-powered recommendations and real-time alerts that can help you identify and fix email authentication issues, indirectly supporting your BIMI implementation. Our platform unifies DMARC, SPF, and DKIM monitoring, giving you a complete picture of your email security posture and helping you prevent your emails from landing on a blocklist (or blacklist).
Final thoughts on BIMI compliance
Conclusion
The BIMI 'v=' tag might seem like a minor detail, but its correct implementation is non-negotiable for successful brand logo display. Always ensure your BIMI DNS TXT record starts with v=BIMI1. This seemingly simple tag is the gateway to unlocking the visual benefits of BIMI, enhancing your brand's visibility and trustworthiness in the recipient's inbox.
Proper configuration of all your email authentication records, including BIMI, is a continuous process that requires attention to detail. By understanding each component, like the 'v=' tag, you empower your brand to leverage email as a secure and reliable communication channel. Keep your records up to date, monitor your email performance, and ensure your authentication protocols are always in order.
