Summary
Brand Indicators for Message Identification (BIMI) allows your brand's logo to appear next to your sender name in email inboxes, enhancing brand recognition and trust. Implementing BIMI involves several steps, including robust email authentication (SPF, DKIM, and DMARC), obtaining a specific SVG logo, and, for some mailbox providers like Gmail, acquiring a Verified Mark Certificate (VMC). While the VMC adds to the cost and complexity, many see the benefits of increased brand visibility as worthwhile.
Key findings
- VMC costs: The annual cost for a Verified Mark Certificate (VMC) from certified authorities can range significantly, with some providers offering rates around $999 per year. This cost is in addition to any trademarking fees for your logo.
- Gmail logo display without VMC: It is possible to achieve full logo coverage in Gmail without a VMC, often by setting a profile picture on a Google account linked to your sending domain or by activating Gmail for alternative subdomains within Google Workspace. More details can be found on this PeakInbox blog post.
- BIMI for Yahoo Mail: Implementing BIMI for Yahoo Mail (and other participating providers like AOL) is generally considered worthwhile, as it does not require a VMC, making it a more accessible option for displaying your logo.
- Domain and subdomain considerations: For Gmail, ensuring your logo displays when sending from subdomains (e.g., mail.yourdomain.com) might require activating Gmail for those specific alternative domains within your Google Workspace settings. This ensures the profile picture associated with your main account extends to subdomain sends. Further information on setting up and troubleshooting can be found in our guide on BIMI for multiple brands with subdomains.
- VMC issuer approval: The BIMI Working Group does not directly certify Mark Verifying Authorities (MVAs), but instead, individual mailbox providers determine which MVAs to accept. This explains why only a few CAs currently issue VMCs. You can refer to the official BIMI Group website for a list of approved VMC issuers.
Key considerations
- Cost-benefit analysis: Evaluate whether the investment in a VMC is justified for your business, especially if your primary goal is Gmail logo display, which might have alternative solutions. Consider the enhanced brand trust and recognition BIMI provides across supporting mailboxes.
- Prerequisites: Ensure your email authentication (SPF, DKIM, and DMARC) is fully configured and enforced at a policy of quarantine or reject before attempting BIMI implementation. This is a non-negotiable prerequisite for BIMI to function correctly. Our guide on DMARC, SPF, and DKIM can help you with this.
- Trademarking: A globally registered trademark for your logo is essential for obtaining a VMC, adding an initial cost and time investment before you can even apply for the certificate.
- Mailbox provider specifics: Be aware that each mailbox provider has its own criteria for displaying BIMI logos, and some may choose not to display your logo even with a valid VMC if other reputation factors are not met. For more details on supported providers, consult which email clients actually support BIMI.
What email marketers say
Email marketers often weigh the perceived benefits of BIMI, particularly for Gmail, against the associated costs and complexities, especially the Verified Mark Certificate (VMC). While acknowledging BIMI's role in brand recognition and trust, many explore alternative methods for logo display, particularly for Gmail, due to the high barrier to entry (cost, trademarking, VMC requirements). The consensus points towards BIMI being a significant future standard, with more immediate and cost-effective benefits for non-VMC required providers like Yahoo Mail.
Key opinions
- VMC cost as a barrier: Many marketers view the Verified Mark Certificate (VMC) requirement for Gmail, along with trademarking fees, as a significant financial hurdle, especially for smaller businesses, making BIMI implementation seem like an expensive endeavor.
- Search for alternatives: There's a strong desire among marketers to find easier or less costly ways to display their logos, particularly in Gmail, leading to exploration of methods like setting Google account profile pictures.
- BIMI's future prominence: Despite current challenges, most marketers anticipate that BIMI will eventually become the standard for displaying brand logos in email inboxes across various providers.
- Value for Yahoo Mail: Marketers frequently agree that implementing BIMI for Yahoo Mail is a worthwhile effort, as it offers logo display benefits without the additional cost and complexity of a VMC.
- Subdomain logo challenges: Marketers often encounter issues with logo display when sending from subdomains within Google Workspace, even when a profile picture is set for the main account. This is a common point of frustration for email marketers.
Key considerations
- Alternative Gmail logo display: Consider leveraging Google Workspace's features, such as activating Gmail for alternative subdomains and updating profile pictures, to display your logo in Gmail without necessarily incurring VMC costs. Our guide how do I display my logo in email inboxes offers more insights.
- Trademarking investment: If pursuing a VMC for Gmail, factor in the time and expense required to trademark your logo, as this is a fundamental prerequisite.
- Prioritize Yahoo Mail BIMI: If budget is a concern, focus on implementing BIMI for Yahoo Mail first, as it offers significant branding benefits without the VMC requirement. Our article on troubleshooting BIMI logo not displaying in Yahoo Mail might be helpful.
- Ongoing monitoring: Once BIMI is implemented, regularly monitor its display across various mailbox providers to ensure consistent brand presence. Remember that BIMI's goal is to link your email address to your brand's logo using DNS records, as explained by WP Mail SMTP.
Email Marketer from Email Geeks indicates that BIMI, especially for smaller businesses, often feels like an expensive requirement, particularly due to the Verified Mark Certificate (VMC) needed for Gmail. The initial cost, estimated around $2,000, plus an annual recurring fee of $1,500, seems excessive. This high price point and the limited number of companies that can issue the cert create a sense of a captive market.
Marketer from Email Geeks clarifies that the annual price for a VMC from Entrust is actually around $999, which is less than some other providers like Digicert. Even with this lower price, the overall cost still includes additional fees associated with trademarking the logo, making it a significant investment for a brand.
What the experts say
Experts emphasize the strategic importance of BIMI for brand recognition and trust, while also providing practical advice on its implementation. They highlight that while Gmail has non-VMC alternatives for logo display, BIMI with a VMC offers the highest level of verification and security. For other providers, like Yahoo, BIMI implementation is often simpler and still provides significant benefits without the VMC requirement. Experts also clarify technical nuances, such as the role of the BIMI Working Group versus mailbox providers in VMC acceptance.
Key opinions
- VMC worth for Gmail: While alternative methods exist, a Verified Mark Certificate (VMC) for BIMI is crucial for ensuring logo display and the blue checkmark in Gmail, signaling a higher level of trust and authentication. You can learn more about its requirements in our article what are the requirements and implementation steps for BIMI.
- BIMI for Yahoo Mail is key: Implementing BIMI for Yahoo Mail is highly recommended by experts due to its direct impact on logo display and the absence of a VMC requirement, making it a more straightforward and impactful implementation.
- No working group certification: Contrary to some misconceptions, the BIMI Working Group does not certify Mark Verifying Authorities (MVAs). The decision to accept VMCs from a specific MVA rests entirely with each individual mailbox provider that supports BIMI.
- Subdomain configuration complexity: Displaying logos for emails sent from subdomains in Gmail, even with profile pictures, can be complex. It often requires specific configurations within Google Workspace to ensure the alternate subdomain is properly associated and enabled for Gmail services.
Key considerations
- VMC for trust: While Gmail may display logos without a VMC through profile pictures, the VMC provides an additional layer of verified trust and a blue checkmark, which can be valuable for highly sensitive or transactional email streams. Consult our guide on BIMI accredited certificate providers.
- DMARC enforcement: A strict DMARC policy (p=quarantine or p=reject) is a prerequisite for BIMI. Ensure your DMARC records are correctly configured and reporting properly. Our article how do I set up DMARC for BIMI provides a detailed guide.
- SVG logo precision: The SVG file for your logo must meet precise specifications to be accepted by BIMI. This includes correct formatting, size, and secure hosting. Improperly formatted SVG files are a common reason for BIMI implementation failures.
- Subdomain activation for Gmail: If sending from subdomains through Google Workspace, it is essential to specifically activate Gmail for those alternative subdomains in the Google Admin console to ensure consistent logo display. This is a subtle yet critical step for full coverage.
Expert from Email Geeks observes that the VMC price at Entrust is around $999 per year, indicating a specific price point for one of the primary Mark Verifying Authorities. This figure helps clarify the recurring cost of maintaining BIMI for those mailbox providers that require a VMC, offering a more precise financial expectation for businesses.
Expert from Email Geeks states that while there have been alternative attempts to achieve email logo display, BIMI is considered the definitive future standard. This perspective underscores BIMI's long-term viability and the expectation that it will become the prevailing method for brand visibility in email, making current adoption a forward-thinking strategy.
What the documentation says
Official documentation and technical guides provide precise instructions and requirements for BIMI implementation. They emphasize the critical role of strong email authentication (SPF, DKIM, and DMARC) as foundational elements. The documentation also details the specific format for brand logos (SVG) and the necessity of a Verified Mark Certificate (VMC) for certain email clients like Gmail. It clarifies the roles of various entities, such as Certification Authorities (CAs) and mailbox providers, in the BIMI ecosystem.
Key findings
- Email authentication prerequisite: BIMI strictly requires domains to have DMARC enforced at a policy of quarantine or reject. This ensures strong sender authentication and prevents unauthorized use of your domain, a critical security measure before displaying a brand logo.
- SVG logo requirements: The brand logo must be in Scalable Vector Graphics (SVG) format, specifically SVG Tiny PS, and hosted securely via HTTPS. This ensures scalability and proper rendering across different email clients and devices. Our article on BIMI requirements for SVG files delves deeper.
- VMC for selected providers: A Verified Mark Certificate (VMC) is necessary to enable BIMI for certain mailbox providers, such as Gmail. The VMC verifies that your organization is the legitimate owner of the trademarked logo displayed. More info can be found in what are the costs and steps for implementing BIMI.
- BIMI record publication: A BIMI record (a TXT record in DNS) must be published in your domain's DNS. This record points to the location of your SVG logo file and, if applicable, your VMC. Our guide on validating your BIMI SVG and certificate provides steps for validation.
Key considerations
- Trademark registration: Before applying for a VMC, ensure your logo is a registered trademark with an intellectual property office recognized by the BIMI Group. This is a strict requirement for VMC issuance.
- Logo content: The SVG logo should be a simple, centered, and easily recognizable representation of your brand, avoiding complex designs or excessive text that may not render well at small sizes. The BIMI Group provides guidelines on optimal logo design.
- DMARC policy enforcement: It is not enough to simply have DMARC; your policy must be set to 'p=quarantine' or 'p=reject' to meet BIMI requirements. A 'p=none' policy is insufficient.
- Mailbox provider discretion: While BIMI provides the framework, the ultimate decision to display your logo rests with each individual mailbox provider. Their criteria may include sender reputation alongside BIMI compliance.
BIMI Group states that each participating mailbox provider has the autonomy to determine where BIMI logos are displayed within their applications. This means that while BIMI provides the standard, the actual rendering and visibility of your logo can vary across different email clients. Providers also reserve the right not to display a logo if it doesn't meet their internal criteria or if sender reputation is poor.
Certera.com outlines a step-by-step process for implementing Brand Indicators for Message Identification (BIMI). This process typically involves ensuring proper email authentication (DMARC, SPF, DKIM), preparing a compliant SVG logo, obtaining a Verified Mark Certificate (VMC) if required by the mail client, and publishing a BIMI TXT record in DNS. Adhering to these steps is crucial for successful logo display.
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