What happens if I make a typo in the BIMI TXT record name?

A typo in the BIMI TXT record name means mail servers will not be able to locate your BIMI record. This prevents your brand logo from appearing in recipients' inboxes, effectively rendering your BIMI setup unsuccessful. Double-check all components for accuracy.

Can I use multiple BIMI TXT records for one domain?

Yes, you can use multiple BIMI TXT records for a single domain by utilizing selectors . Each selector creates a unique record name (e.g., selector1._bimi.example.com and selector2._bimi.example.com ), allowing you to point to different logos or configurations.

Does BIMI work without a DMARC record?

No, BIMI is contingent on having a valid DMARC policy published and enforced at either p=quarantine or p=reject . DMARC provides the necessary email authentication assurance for email clients to trust and display your BIMI logo.

How long does it take for BIMI changes to propagate?

DNS changes, including BIMI records, can take anywhere from a few hours to 48 hours to fully propagate across the internet. This depends on your DNS provider and the Time-to-Live (TTL) settings for your DNS records. It is important to factor in this delay when making updates.

What is the specific format for the BIMI TXT record name? - BIMI - Email authentication - Knowledge base

Brand Indicators for Message Identification (BIMI) allows your organization's logo to appear next to your sender name in supported email clients. This visual branding relies on a specific DNS TXT record that email providers query to verify your logo and display it. Setting up this record correctly is fundamental for successful BIMI implementation and enhancing your email's visual presence.

Understanding the exact format for the BIMI TXT record name is crucial. An incorrectly formatted name means email clients won't be able to find and display your brand logo, negating the benefits of BIMI. It's not just about the content of the record, but also how it's identified within the Domain Name System (DNS).

The base BIMI TXT record name structure

The foundational part of any BIMI TXT record name begins with a mandatory subdomain prefix: _bimi. This prefix acts as a standardized identifier, signaling to receiving mail servers that this particular DNS record contains BIMI-related information for your domain. It is consistently used across all BIMI implementations.

Following the _bimi prefix, you append your organizational domain. For instance, if your domain is example.com, the record name would include .example.com. This combination tells mail exchangers precisely which domain the BIMI record belongs to, ensuring that the correct logo is associated with emails sent from your brand. You can find more details on general BIMI record syntax on Google's support page.

Combining these elements, the most basic BIMI TXT record name without a selector would look like this:

Basic BIMI TXT record name format

_bimi.example.com

Utilizing BIMI selectors for advanced control

While a simple _bimi.yourdomain.com record works for many, BIMI offers an optional feature called a selector. This allows for greater flexibility, especially if you need to test different logos or manage multiple brand identities or sub-brands under a single domain. It's like having different versions of your BIMI policy.

A selector, such as selector1, is inserted before the _bimi prefix, further segmenting your DNS records. This enables you to deploy distinct BIMI records, each potentially pointing to a different logo or with varying settings, all while remaining within the same domain. This approach is detailed in guides like the BIMI Group's insights on selectors.

BIMI record name without selector

This is the most straightforward format, typically used when a single logo applies to the entire domain.

Example

_bimi.example.com

BIMI record name with selector

Used for testing, A/B testing, or deploying different logos for specific sub-brands or purposes. The selector name can be descriptive.

Example

marketing._bimi.example.com

Here's an example of a BIMI TXT record name incorporating a selector:

BIMI TXT record name with selector

mail._bimi.example.com

The DNS record type and placement considerations

It's important to confirm that BIMI utilizes a TXT DNS record type. This is the same record type used for other email authentication standards like SPF and DMARC. The TXT record is designed to hold plain text data, which in BIMI's case, includes the version and the URL to your verified brand logo.

When you configure the BIMI record, you'll enter the full record name (e.g., _bimi.example.com or selector._bimi.example.com) into the 'Host' or 'Name' field of your DNS provider's interface. The record must be placed at the organizational domain, not at a higher or lower level, unless a selector specifically targets a subdomain. Incorrect placement, such as publishing it directly at the root domain without the _bimi prefix, will prevent email clients from discovering your BIMI record. For guidance on specific subdomain use, refer to Suped's subdomain guide.

A magnifying glass inspecting a DNS TXT record for BIMI.

Common BIMI record name pitfalls

Typographical errors: Even a small mistake in _bimi or the selector name can render the record undiscoverable.
Missing the underscore: The leading underscore in _bimi is critical and cannot be omitted. Review common BIMI errors for more.
Incorrect domain association: Ensure the domain used in the record name exactly matches the domain sending the email.

Beyond the name: DMARC and other critical tags

While this guide focuses on the BIMI TXT record name, it's essential to remember that the name is only one part of the equation. The content (or 'value') of the TXT record itself holds crucial tags. For example, the v=1 tag is mandatory and specifies the BIMI version. Without it, the record is invalid. There's also the l= tag, which points to the URL of your SVG logo file. Learn more about the BIMI v= tag value.

Crucially, BIMI requires that your domain has a strong DMARC policy at enforcement (meaning p=quarantine or p=reject) for your logo to be displayed. DMARC ensures that your emails are authenticated and protects against impersonation, building the trust required for BIMI. Without a properly enforced DMARC policy, email clients will not display your BIMI logo. Suped offers advanced DMARC monitoring with AI-powered recommendations to help you achieve and maintain DMARC enforcement effortlessly, simplifying the path to BIMI readiness.

Element	Description	Example
Record name	Host/Name in DNS. Includes _bimi and domain, optionally a selector.	default._bimi.example.com
Record type	Always 'TXT' for BIMI records.	TXT
Record value	The actual text content including version and logo URL tags.	v=BIMI1;l=https://logo.example.com/brand.svg

Precision for brand recognition

Getting the BIMI TXT record name exactly right is a fundamental step toward successfully displaying your brand logo in email inboxes. From the mandatory _bimi prefix to the precise inclusion of your domain and optional selectors, each part plays a critical role. Coupled with a strong DMARC implementation, correct record configuration ensures that your brand gains the visibility and trust it deserves with every email sent.