How do I implement BIMI for email verification in Gmail and Yahoo?

Key findings

• Verified Logos: BIMI enables brands to display their verified logo next to their emails in supporting inboxes, which significantly enhances brand trust and recognition.
• DMARC Requirement: A robust DMARC policy (at p=quarantine or p=reject) is a fundamental prerequisite for BIMI implementation, ensuring email authentication alignment.
• VMC for Gmail: Gmail's BIMI implementation specifically requires a Verified Mark Certificate (VMC) to display the blue checkmark, linking your email address to your brand's logo using DNS records.
• Yahoo's Approach: Yahoo Mail also supports BIMI, often displaying the company name and website in addition to the logo, enhancing brand visibility. Their checkmark is directly tied to the BIMI logo presence, though full rollout on desktop may vary.
• Progressive Rollout: Visibility of BIMI logos and verification marks can be subject to progressive rollouts by email clients, meaning immediate visibility across all users or platforms may not occur.

Key considerations

• Authentication Alignment: Ensure your email authentication protocols (SPF, DKIM, DMARC) are properly configured and aligned to meet BIMI requirements, especially the DMARC enforcement policy.
• VMC Acquisition: For Gmail's blue checkmark, you will need to invest in a VMC from an accredited Certificate Authority, which involves a verification process and associated costs.
• Logo Preparation: Your logo must be a square SVG file that is trademarked and meets specific formatting requirements for BIMI compatibility. Yahoo's brand recognition also relies on the correct SVG format.
• DNS Record Publication: A BIMI TXT record containing the URL to your VMC and SVG logo must be published in your DNS (Domain Name System) to enable the display.
• Ongoing Monitoring: Continuously monitor your BIMI implementation for correct display and ensure ongoing compliance with provider requirements to prevent logo disappearance. Google's official documentation on verified emails provides further guidance.

Key opinions

• Boost for Marketers: Marketers view BIMI as a cool boost for brand visibility, especially with the addition of checkmarks from major providers like Google and Yahoo, improving recipient trust.
• Brand Recognition: Even without a blue checkmark, Yahoo's display of the company and website details is considered a significant bonus for marketers to build brand awareness.
• Rollout Variability: Some marketers have observed progressive rollouts, meaning immediate BIMI logo visibility might require browser refreshes or checking on specific platforms, like mobile apps first.
• Increased Inquiries: There's an anticipation of a surge in questions from clients and peers asking how to obtain the blue checkmark, highlighting the growing demand and perceived value of BIMI.
• VMC Investment: The requirement for a VMC makes BIMI a more serious investment, but the enhanced brand trust and inbox presence are seen as making it worthwhile.

Key considerations

• Anticipate Questions: Be prepared to address inquiries about BIMI implementation, especially regarding the VMC and the blue checkmark in Gmail, as this feature gains prominence.
• Client-Specific Display: Recognize that BIMI logo display can differ between email clients (e.g., Gmail vs. Yahoo) and even between desktop and mobile versions, requiring thorough testing. For troubleshooting, see how to troubleshoot BIMI logo issues.
• VMC Investment Strategy: Evaluate the costs and benefits of obtaining a VMC, considering it a crucial step for achieving the highest level of BIMI authentication, particularly for Gmail logo display.
• Brand Consistency: Ensure your trademarked logo is prepared in the correct SVG format, as this is critical for successful BIMI implementation and consistent brand representation.
• Alignment with DMARC: Verify that your DMARC policy is set to quarantine or reject, as a less strict policy will prevent BIMI from activating. More information can be found in this BIMI email authentication setup guide.

Key opinions

• DMARC and VMC Are Combined: For Gmail's blue checkmark, BIMI requires both a VMC and DMARC to be fully implemented and validated, acting as an AND condition.
• Yahoo's Strictness: Yahoo's policy for displaying the checkmark is relatively simple: if it's a BIMI logo, you get the checkmark. However, they manually downgrade brands with uncontrolled outbound abuse.
• Mobile First for Yahoo: Yahoo's full BIMI rollout, particularly the blue checkmark, is primarily complete on mobile platforms, with desktop display not yet at 100%.
• Gmail's Broad Display: Gmail's BIMI display is available to all Google Workspace customers and personal Google Accounts, meaning it applies widely regardless of the sending ESP, provided the domain is BIMI compliant with a VMC.
• VMC is Key: The possession of a VMC is crucial for the blue checkmark to appear in supporting email clients like Gmail, solidifying brand authenticity.

Key considerations

• Verify on Mobile: When troubleshooting BIMI logo display on Yahoo, it's essential to verify on the mobile app first, as desktop rollout may lag. Refer to troubleshooting steps for Yahoo Mail.
• Abuse Control: Brands must maintain strict control over their outbound abuse to avoid manual downgrades and removal of their BIMI logo and checkmark by mail providers like Yahoo.
• DMARC Policy Enforcement: A DMARC policy of p=quarantine or p=reject is a non-negotiable requirement for BIMI to function, ensuring strong sender authentication. Learn more about DMARC setup for BIMI.
• Domain Compliance: Ensure your sending domain is fully BIMI compliant and has a valid VMC for the checkmark to appear in Gmail, regardless of your specific Email Service Provider (ESP).
• Continuous Updates: Stay informed on updates from email providers regarding BIMI, as rollouts and requirements can evolve. For instance, Google Workspace updates provide details on expanding Gmail security with BIMI.

Key findings

• Core Components: BIMI functions by linking an authenticated email address to a brand's logo via DNS records, with DMARC as a foundational requirement.
• VMC is Key for Verification: For the blue checkmark in Gmail, a Verified Mark Certificate (VMC) is necessary to prove ownership of the brand logo.
• Logo Format: The brand logo must be in Scalable Vector Graphics (SVG) format, specifically SVG Tiny 1.2, and must be trademarked.
• DMARC Policy: A DMARC enforcement policy (p=quarantine or p=reject) is explicitly required for BIMI to display in supporting email clients.

Key considerations

• Trademark Your Logo: Before starting BIMI implementation, ensure your logo is trademarked, as this is a requirement for obtaining a VMC and for display in many clients.
• Select Accredited CA: Choose a VMC provider that is an accredited Certificate Authority (CA) recognized by the BIMI Group and email providers.
• Proper SVG Conversion: Convert your logo to the precise SVG Tiny 1.2 format. Incorrect formatting is a common reason for BIMI display failures. You can find guides on validating your BIMI SVG.
• DNS Record Accuracy: Carefully construct and publish your BIMI TXT record in your DNS, ensuring correct syntax and valid URLs for your logo and VMC (if applicable).
• Understand Client Support: Be aware that while major clients like Gmail and Yahoo support BIMI, their specific requirements and rollout phases can differ. The official BIMI Group FAQs offer detailed information.