How do I display my logo in email inboxes, particularly Gmail, and what are the BIMI requirements?

Key findings

• BIMI compliance: BIMI relies on a correctly configured DMARC policy at enforcement (p=quarantine or p=reject) and a valid BIMI DNS TXT record pointing to your logo's SVG file.
• Gmail's unique requirements: While BIMI is gaining traction, Gmail initially supported it primarily through a pilot program and now requires a Verified Mark Certificate (VMC) for general display, adding an extra layer of validation and cost.
• Alternative for Gmail: Before widespread BIMI adoption, Google Profile images and Gmail Annotations provided ways to display logos in Gmail, but BIMI with a VMC is becoming the standard.
• Mailbox provider variation: BIMI support varies among email clients and mailbox providers (e.g., Yahoo, AOL, and Fastmail often display logos based on a valid BIMI record, even without a VMC). You can check a general overview of BIMI support by mailbox provider.

Key considerations

• DMARC enforcement: Ensure your DMARC policy is set to 'quarantine' or 'reject' before implementing BIMI, as it's a foundational requirement for logo display.
• VMC necessity: If Gmail is a primary target for logo display, budget and plan for obtaining a Verified Mark Certificate from a recognized Certificate Authority (CA).
• SVG format: Your logo must be in SVG Tiny Portable/Secure format. Incorrect SVG formatting is a common reason for BIMI not displaying.
• Monitoring and troubleshooting: Regularly check your BIMI record and monitor logo display across different email clients, as issues can arise from various factors.

Key opinions

• High expectations for Gmail: Many marketers expect their logo to appear in Gmail immediately after setting up BIMI, often overlooking that Gmail's full BIMI support (requiring a VMC) rolled out incrementally.
• Value of VMC debated: While VMCs are essential for Gmail, some marketers question the return on investment given their cost and the varying levels of BIMI adoption across other mailbox providers. However, for brand-conscious companies, the value can be significant.
• Alternative logo display: Marketers frequently use Google Profile images and Gmail Annotations as a workaround to display logos in Gmail, acknowledging that BIMI might eventually supersede or coexist with these methods.
• ESP compatibility: There's a common concern about how Email Service Providers (ESPs) handle inbound mail and verification codes required for alternative logo methods like Gmail Annotations, especially when MX records point to the ESP.

Key considerations

• Audience focus: Prioritize logo display for mailbox providers where the majority of your audience resides, understanding that Gmail (with VMC) and Verizon Media clients (Yahoo, AOL) are often key targets.
• Cost-benefit analysis: Evaluate the cost of a VMC against the perceived brand lift and trustworthiness it provides, particularly for high-volume senders or brands with strong recognition.
• Technical assistance: Be prepared to consult with your ESP or IT team to ensure correct DMARC setup, SVG hosting, and any necessary inbound email routing for verification processes.
• Multi-platform strategy: Consider implementing a combination of strategies, such as BIMI for supported providers and Google Annotations for Gmail, to maximize logo visibility across various inboxes.

Key opinions

• DMARC is foundational: Experts consistently stress that a strong DMARC policy (p=quarantine or p=reject) is a non-negotiable prerequisite for BIMI to function, as it establishes sender authenticity.
• Gmail's VMC requirement: A key point from experts is that Gmail's widespread BIMI support requires a Verified Mark Certificate (VMC), which validates the authenticity of the logo and the brand, differentiating Gmail's approach from other providers.
• Provider-specific nuances: While BIMI is a standard, experts confirm that individual mailbox providers like Verizon Media (Yahoo/AOL) have their own specific requirements and timelines for full implementation and logo display.
• Alternative methods: For Gmail, experts recommend leveraging Google Profile and Gmail Annotations as immediate solutions for logo display, while keeping an eye on the evolving BIMI landscape.

Key considerations

• Verify DMARC alignment: Before BIMI, ensure your DMARC records are correctly set up and that emails are consistently passing DMARC authentication, with policy enforced.
• Understand VMC implications: Factor in the cost and process of obtaining a VMC if Gmail logo display is a high priority. This is an investment in brand authenticity and trust.
• SVG compliance: Pay close attention to the specific SVG format requirements (SVG Tiny Portable/Secure) and recommended dimensions to avoid common display errors.
• Continuous monitoring: Because BIMI adoption and requirements can shift, regularly validate your BIMI records and monitor logo visibility across different mailbox providers.

Key findings

• DMARC enforcement: The BIMI specification requires the sending domain to have a DMARC policy at an enforcement level (p=quarantine or p=reject) to ensure strong email authentication.
• SVG Tiny PS: Logos must be in the SVG Tiny Portable/Secure (SVG Tiny PS) format, hosted on a secure (HTTPS) server, to be valid for BIMI.
• VMC for selected providers: Mailbox providers like Gmail and Apple require a Verified Mark Certificate (VMC) to display a BIMI logo, adding an extra layer of trust and brand verification. Other providers, such as Yahoo, may not require a VMC.
• DNS TXT record: BIMI records are published as DNS TXT records, specifying the version and the URL of the SVG logo file. If a VMC is used, its URL is also included.

Key considerations

• Comprehensive DMARC setup: Review the DMARC aggregate reports to ensure that a significant percentage of your legitimate mail passes DMARC authentication and that the policy is at enforcement.
• VMC procurement: Work with a trusted Certificate Authority (CA) to obtain a VMC, ensuring your brand logo meets their validation criteria and is a registered trademark.
• SVG file preparation: Use tools provided by the BIMI Group or CAs to validate your SVG file for the correct format and security compliance before publishing.
• DNS record accuracy: Double-check your BIMI DNS TXT record for any typos or incorrect URLs, as even small errors can prevent the logo from displaying.