Summary
Setting up Brand Indicators for Message Identification (BIMI) and optimizing logos for the Google Promotion Tab are crucial steps for modern email deliverability and brand visibility. However, these processes often come with their own set of technical challenges, particularly concerning the correct formatting and implementation of SVG files. Many marketers and technical teams encounter difficulties, from issues with specific SVG flavors to DNS record errors. Successfully navigating these technical hurdles is key to displaying your brand’s logo directly in the inbox, enhancing trust and engagement.
Key findings
- SVG formatting issues: Different graphic design tools (e.g., Photoshop versus Inkscape) can produce distinct SVG file formats, with some being more compatible with BIMI validation tools than others.
- XML structure differences: The underlying XML of SVG files can vary significantly based on the creation tool. Tools like Inkscape often add more elements that appear to be necessary for proper BIMI display, even if not immediately obvious what those elements are.
- DNS accuracy: Even minor typos in DNS records can lead to significant delays and failures in BIMI logo display, underscoring the need for meticulous double-checking and prompt IT support.
- Google Promotion Tab simplicity: Setting up a custom logo for the Google Promotion Tab is relatively straightforward, often requiring only a few lines of microdata (JSON-LD) pointing to the logo URL within the email’s HTML body.
- BIMI requirements: BIMI requires robust email authentication (SPF, DKIM, and a DMARC policy at enforcement, i.e., p=quarantine or p=reject), a trademarked logo, and a Verified Mark Certificate (VMC).
Key considerations
- Tool selection for SVG creation: Choose graphic design software carefully when creating SVG files for BIMI. Inkscape, for instance, has been noted to produce more compatible outputs than Photoshop for this specific purpose. Ensure the SVG is in SVG Tiny PS format.
- Thorough validation: Utilize BIMI validation tools (like those from Agari) to test your SVG files and DNS records before final deployment. This helps catch subtle errors that might prevent logo display. Our article on BIMI implementation steps provides further details.
- Coordinate with IT/DNS admins: Given the sensitivity of DNS records, establish clear communication and a precise handover process with your IT or DNS administration team to minimize errors and delays in record publication. For common questions about BIMI, refer to the BIMI Group FAQs.
- Leverage Google Promotion Tab: Even if full BIMI implementation is complex, consider setting up the Google Promotion Tab logo as a simpler way to enhance brand visibility in Gmail's promotional inbox. Our guide on Gmail promotional tab annotations offers more information.
What email marketers say
Email marketers often find the technical setup of BIMI and the Google Promotion Tab challenging, despite the clear benefits for brand recognition and trust. They frequently share experiences ranging from frustrating SVG conversion issues to the sheer satisfaction of seeing their logo finally display in the inbox. The general consensus is that while the process can be intricate, the enhanced brand visibility and improved user experience are well worth the effort.
Key opinions
- SVG conversion complexities: Marketers frequently report that converting existing brand logos into the precise SVG format required for BIMI is a major hurdle. Different graphic design tools produce varied SVG outputs, leading to unexpected rendering issues or blank logos.
- The feeling of accomplishment: There's a significant sense of achievement among marketers once they successfully implement BIMI or the Google Promotion Tab logo, often after considerable troubleshooting.
- DNS propagation frustration: Delays and errors in DNS record updates are a common source of anxiety, as these directly impact the visibility of the BIMI logo once all other steps are completed.
- Google Promotion Tab as a quick win: The Google Promotion Tab is often seen as a simpler, more accessible way to display a logo in Gmail, requiring less rigorous setup compared to full BIMI implementation.
- Varying client support: Marketers observe that BIMI logos may not appear consistently across all email clients, highlighting the need to manage expectations regarding universal logo display.
Key considerations
- Understand SVG requirements: Deep dive into the specific SVG specifications for BIMI, particularly SVG Tiny PS, and use tools known to produce compliant files. The process of how to display email sender logos in Gmail and Yahoo is also relevant here.
- Patient troubleshooting: Be prepared for iterative testing and adjustments, as SVG and DNS issues can be subtle. It might take time to get the logo to display correctly everywhere.
- Prioritize DMARC: Ensure your DMARC policy is at enforcement (p=quarantine or p=reject) before expecting BIMI to work. This is a foundational requirement, as detailed in our guide on setting up BIMI for your brand.
- Anticipate troubleshooting: Be aware that issues like your BIMI logo not displaying in Yahoo Mail are common and require specific diagnostic steps.
Marketer from Email Geeks celebrates successfully implementing their first BIMI logo, highlighting the technical challenges involved, especially with SVG files. They acknowledge that it's a niche achievement understood best by those in the email community. The effort truly pays off when you see your brand's logo finally appear in the inbox, reinforcing brand identity for recipients.
Marketer from Email Geeks reports issues with SVGs saved from Photoshop, noting they result in blank or transparent backgrounds despite choosing various options. This suggests a specific problem with Photoshop's SVG output for BIMI purposes. It's a frustrating experience when the file appears correct but fails validation.
What the experts say
Email deliverability experts highlight that BIMI and Google Promotion Tab logo implementations, while beneficial, are technically demanding and require a deep understanding of email authentication standards. They often point out common pitfalls, such as incorrect SVG formatting, insufficient DMARC policies, and the complexities of DNS management. Their advice typically centers on meticulous preparation, rigorous testing, and patience, emphasizing that these initiatives are part of a broader strategy to enhance sender reputation and brand trust.
Key opinions
- DMARC enforcement is paramount: Experts consistently stress that BIMI will not function without a DMARC policy set to p=quarantine or p=reject.
- SVG Tiny PS specifics: The precise SVG format (SVG Tiny PS) is non-negotiable, and many general-purpose SVG exports will not be compliant.
- VMC is a strict requirement: Obtaining a Verified Mark Certificate from an accredited Certificate Authority is a crucial, often time-consuming, step for BIMI.
- Complementary to deliverability: BIMI and Promotion Tab logos enhance brand trust but do not replace the need for strong sender reputation and fundamental deliverability practices.
- DNS propagation delays: Awareness of DNS caching and propagation times is essential, as logo visibility won't be instantaneous after record publication.
Key considerations
- Verify authentication before BIMI: Ensure SPF, DKIM, and DMARC are fully implemented and aligned before attempting BIMI. This includes understanding how to verify DMARC, DKIM, and SPF setup.
- Use BIMI validation tools: Always run your SVG and DNS records through official BIMI validators to identify subtle errors. Refer to guides on validating your BIMI SVG and certificate.
- Secure your SVG and VMC: Ensure both the SVG logo file and the VMC are hosted on a secure (HTTPS) server with a consistent URL.
- Holistic view: Understand that BIMI is part of a broader ecosystem of email authentication and deliverability. Learn more about the comprehensive process in this BIMI how-to guide.
Email Deliverability Expert from SpamResource stresses the importance of a properly formatted SVG-Tiny-PS file for BIMI, stating that incorrect SVG attributes are a leading cause of logo display failures. They advise using specialized tools or services for validation to ensure compliance. This specific format is non-negotiable for successful implementation.
Email Deliverability Expert from Word to the Wise suggests that organizations often overlook the DMARC enforcement requirement for BIMI, leading to failed implementations. They emphasize that a 'p=reject' or 'p=quarantine' policy is non-negotiable for logo display, as it forms the security backbone for BIMI. Without DMARC at enforcement, BIMI simply won't work.
What the documentation says
Official documentation and guides from BIMI Group and various email service providers outline the precise technical specifications for setting up BIMI and Google Promotion Tab logos. They emphasize adherence to standards for SVG files, proper DNS record configuration, and the critical role of email authentication. These resources serve as the definitive source for technical requirements, often detailing the exact formats and protocols needed for successful implementation and troubleshooting.
Key findings
- SVG Tiny PS format: The BIMI standard explicitly requires SVG logos to be in the SVG Tiny PS profile, with restrictions on external references, scripts, and animations.
- HTTPS hosting: Both the SVG file and the VMC (if applicable) must be hosted on an HTTPS server to ensure security and accessibility.
- DMARC enforcement policy: A DMARC policy of p=quarantine or p=reject is a mandatory prerequisite for BIMI to function.
- Trademarked logo and VMC: A publicly registered trademark for the logo and a Verified Mark Certificate from an accredited Certificate Authority are required for BIMI.
- Google Promotion Tab microdata: The Google Promotion Tab logo is implemented using JSON-LD script within the email’s HTML, pointing to the logo’s public URL.
Key considerations
- Strict adherence to SVG specifications: Pay close attention to the specific SVG profile and content restrictions to avoid rendering issues. For more specific answers on the topic, review common questions about BIMI.
- Verify DNS TXT records: Ensure the BIMI record (a TXT record starting with default._bimi) correctly points to the SVG and VMC URLs. If your BIMI DNS record returns an unexpected string, this indicates a problem.
- Trademark considerations: The brand logo must be trademarked in the jurisdiction where it will be used, a fundamental step often highlighted in official BIMI documentation, such as MoEngage's BIMI User Guide.
Documentation from BIMI Group FAQs explains that BIMI logos, as vector graphics, are not defined by pixel size, emphasizing the need for graphic designers to create proper SVG files tailored to the standard. This highlights the unique technical requirements for the logo's creation. Scalability is inherent to SVG, but specific BIMI constraints must be met.
Documentation from MoEngage User Guide outlines the core steps for configuring BIMI, beginning with trademarking the brand logo. It stresses the necessity of creating an SVG file for the trademarked logo and securely uploading it to a web server for accessibility, laying out the foundational steps. These initial requirements are often the first hurdles for new adopters.
