Is BIMI officially supported by email clients, or is it still in a trial?

Yes, BIMI is widely available and supported by major email clients such as Gmail, Yahoo! Mail, and Apple Mail. While it's no longer in a trial phase, specific requirements, such as a Verified Mark Certificate (VMC), may vary between providers for full logo display. For more information about email providers that support BIMI without a VMC , consult relevant resources.

What are the essential technical requirements for implementing BIMI?

BIMI requires a strong foundation of email authentication, including properly configured SPF, DKIM, and a DMARC policy set to either p=quarantine or p=reject . You'll also need a valid BIMI DNS TXT record pointing to your brand's SVG logo, which must be hosted on an HTTPS server. For certain providers like Gmail, a Verified Mark Certificate (VMC) is also required.

Why is a Verified Mark Certificate (VMC) often needed for BIMI?

A Verified Mark Certificate (VMC) is a digital certificate that verifies your ownership of a trademarked logo. While not all email clients require a VMC for BIMI display, it's strongly recommended for broader compatibility, especially with Gmail. A VMC adds an extra layer of trust, assuring mailbox providers and recipients that your logo is legitimately associated with your domain. For more info about BIMI accredited certificate providers , see our guide.

Where exactly does the BIMI logo appear in email clients?

The BIMI logo is typically displayed next to the sender's name or email address in the recipient's inbox view. It can also appear within the message header or details, depending on the email client. This prominent placement helps recipients quickly identify trusted senders and builds brand recognition.

Does BIMI improve email deliverability and engagement?

Yes, implementing BIMI can positively impact email deliverability by increasing recipient trust and engagement. When recipients see a recognizable, verified brand logo, they are more likely to open and interact with the email, signaling positive engagement to mailbox providers. This can contribute to a better sender reputation and improved inbox placement. Read more about whether BIMI improves email deliverability .

Is BIMI available for email clients and what are its implementation requirements? - Technical - Email deliverability - Knowledge base

Brand Indicators for Message Identification (BIMI) has emerged as a significant development in email authentication and branding. It allows organizations to display their trademarked logos next to their authenticated emails in supporting inboxes, offering a powerful visual cue for recipients. This not only enhances brand recognition but also builds trust, as the presence of a BIMI logo signifies that the email has passed stringent authentication checks.

For email senders, BIMI presents a unique opportunity to stand out in crowded inboxes. It acts as a visual seal of authenticity, helping recipients quickly identify legitimate emails from their trusted brands. While the concept of displaying logos in email clients isn't entirely new, BIMI standardizes the process, tying it directly to robust email authentication protocols like DMARC, SPF, and DKIM.

This guide will explore the current landscape of BIMI support among email clients and delve into the precise requirements for its successful implementation. Understanding these aspects is crucial for any organization considering adopting BIMI to improve their email presence and deliverability.

Current BIMI client support

The availability of BIMI has expanded significantly since its initial piloting phases. Today, several major email clients support BIMI, allowing brands to display their logos. However, it's important to note that universal adoption across all mailbox providers is still evolving. Each provider implements BIMI in its own way, sometimes with specific nuances or additional requirements.

Major players such as

Google's Gmail,

Yahoo! Mail,

Apple Mail (iOS and MacOS clients), and

AOL are among those that have embraced BIMI. Some providers, like Gmail, require an additional layer of verification through a Verified Mark Certificate (VMC) for the logo to appear, while others might display the logo without it, provided other conditions are met. You can find more details about which email clients support BIMI in various resources, including the BIMI mailbox provider support update from November 2024.

The display of your logo isn't guaranteed across all email environments, even with full compliance. Factors such as the recipient's email client version, specific settings, and even geographic location can influence whether the BIMI logo is rendered. However, the benefits of implementing BIMI, particularly for enhancing brand trust and recognition, generally outweigh these limitations, making it a worthwhile investment for most brands.

Email Client	BIMI Support
Gmail	Supports BIMI with a Verified Mark Certificate (VMC). Logo appears in the inbox view and message headers.
Yahoo! Mail	Full implementation, often without requiring a VMC, relying on strong DMARC policies.
Apple Mail	Supports BIMI for iOS and macOS email clients, typically requiring a VMC for display.
Fastmail	Offers BIMI support, contributing to broader adoption.

Core BIMI implementation requirements

Implementing BIMI involves several critical steps that build upon a strong foundation of email authentication. The core requirements revolve around properly configuring your domain's DNS records and ensuring your email sending practices meet industry standards. Failing to meet these prerequisites will prevent your logo from appearing in supporting inboxes.

First and foremost, your domain must have robust email authentication protocols in place, namely SPF, DKIM, and DMARC. BIMI is designed to work as an enhancement to DMARC. This means your DMARC policy must be set to either p=quarantine or p=reject. A p=none policy will not suffice for BIMI. This strict DMARC enforcement ensures that only authentically sent emails can leverage BIMI for brand display, significantly reducing the risk of brand impersonation and phishing.

Key technical prerequisites

DMARC policy: Must be set to at least p=quarantine or p=reject with a high enforcement percentage, typically 100%.
SPF and DKIM: Proper configuration and alignment for both are essential for DMARC to pass. These are foundational email authentication mechanisms.
Reputable sending: Maintain a good sender reputation with mailbox providers. This is a general email deliverability best practice but particularly important for BIMI. A good email reputation at the recipient provider is key.

Advanced requirements: VMC and reputation

Beyond the foundational authentication, BIMI has specific requirements concerning your brand logo and, for some email clients, a Verified Mark Certificate (VMC). These elements contribute to the integrity and visual consistency of your brand's presence in the inbox.

Your brand logo must be in Scalable Vector Graphics (SVG) Tiny P/S format. This vector format ensures the logo appears crisp and clear across various devices and screen sizes. The SVG file needs to be hosted on an HTTPS-secured server, guaranteeing that the logo is served securely. Additionally, for many major mailbox providers, the logo must be trademarked and verified by a Certification Authority (CA) through a VMC. A VMC links your logo to your authenticated domain, providing an extra layer of trust and preventing unauthorized use. Google Workspace Admin Help provides guidance on using PEM files with BIMI for additional security.

While some providers, particularly those in the Verizon Media Group (Yahoo, AOL), may display logos without a VMC if the DMARC policy is strong, obtaining a VMC is considered best practice for broader and more consistent BIMI adoption, especially with key players like

Gmail. A VMC proves that your organization has the right to use the logo, adding a layer of authenticity and trust that is increasingly valued by mailbox providers and recipients alike.

BIMI without a VMC

Display likelihood: Limited to certain providers, primarily Verizon properties like Yahoo and AOL. May not be displayed by Gmail or Apple Mail.
Trust level: Relies solely on DMARC enforcement for authentication, which is strong but lacks the added verification of a VMC.
Requirements: A valid BIMI DNS record pointing to an SVG logo hosted on HTTPS.

BIMI with a VMC

Display likelihood: Highest chance of display across all supporting email clients, including Gmail and Apple Mail.
Trust level: Enhanced trust due to third-party verification of logo ownership via the VMC, combined with DMARC.
Requirements: In addition to the above, a trademarked logo and a Verified Mark Certificate (VMC) issued by an accredited CA.

The BIMI DNS record

At the heart of BIMI implementation is the creation of a specific DNS record. This record, typically a TXT record, tells supporting email clients where to find your brand's logo and, if applicable, your VMC. It acts as the bridge between your authenticated emails and the visual display in the recipient's inbox.

The BIMI DNS record is published in your domain's DNS, usually under a special subdomain like default._bimi.yourdomain.com. It contains key information, including the BIMI version (currently v=BIMI1), the URL to your SVG logo file (l=), and optionally, the URL to your VMC file (a=). Proper formatting and hosting are critical for this record to function correctly.

Example BIMI DNS TXT RecordDNS

default._bimi IN TXT "v=BIMI1;l=https://yourdomain.com/your-logo.svg;a=https://yourdomain.com/your-vmc.pem;"

Once published, supporting email clients will query this DNS record when they receive an email from your domain that passes DMARC authentication. If the record is found and all conditions are met, your logo will be displayed, providing that visual verification for your recipients. This DNS-based approach makes BIMI a scalable and robust standard for brand representation in email.

Views from the trenches

Best practices

Ensure your DMARC policy is at p=quarantine or p=reject at 100% before attempting BIMI.

Host your SVG logo on an HTTPS server with a stable URL that is always accessible.

Obtain a Verified Mark Certificate (VMC) for broader compatibility and increased trust signals.

Common pitfalls

Not having a strong DMARC policy in place, which is a foundational requirement for BIMI.

Using a logo that isn't trademarked or not obtaining a VMC, limiting BIMI display.

Incorrectly formatting the SVG logo, leading to display issues or rejection by email clients.

Expert tips

Regularly check BIMI implementation using online tools to verify the DNS record and logo accessibility.

Consider engaging with a DMARC and email deliverability specialist to navigate complex setups.

Keep your BIMI DNS record updated, especially if your logo or VMC URLs change.

Expert view

An expert from Email Geeks says BIMI requires a few key elements to participate, including a BIMI DNS record with a valid SVG logo, a DMARC policy set to at least quarantine, being a brand that communicates in bulk, and having enough volume to establish a positive reputation.

May 14, 2019 - Email Geeks

Expert view

An expert from Email Geeks mentions that at the time, BIMI was primarily supported by Verizon properties like Yahoo and AOL, indicating a gradual rollout across email clients.

May 14, 2019 - Email Geeks

Final thoughts on BIMI

BIMI is no longer just a trial, it's a live and evolving standard for email authentication and brand display. While full universal adoption is still a work in progress, major email clients have embraced it, providing a tangible way for brands to increase their visibility and recipient trust. The requirements for implementation, though rigorous, are designed to ensure the integrity and authenticity of the displayed logos.

By solidifying your DMARC policy, preparing a compliant SVG logo, and considering a VMC, your brand can take significant steps toward leveraging BIMI's benefits. As the email landscape continues to prioritize security and authenticity, BIMI stands as a vital component in ensuring your messages not only reach the inbox but also command attention and build lasting trust with your audience. Staying informed about the latest updates and best practices will be key to successful BIMI adoption.