Summary
BIMI (Brand Indicators for Message Identification) allows brands to display their registered logo next to authenticated email messages in supported inboxes. While not universally adopted, a growing number of domains are publishing BIMI records to enhance brand recognition and trust. Identifying a comprehensive, real-time list of all domains that have implemented BIMI can be challenging, as the landscape is constantly evolving and adoption continues to increase. Domains that successfully implement BIMI typically adhere to strict technical requirements, including a strong DMARC policy and properly formatted SVG logos.
Key findings
- Increasing adoption: The number of domains publishing BIMI records is steadily growing, indicating a trend towards enhanced brand visibility in email. As an example, a report from Acoustic noted a jump from 14,305 to 21,222 domains in the top ten million publishing BIMI records between June 2023 and June 2024.
- Technical prerequisites: Successful BIMI implementation heavily relies on a domain having an enforced DMARC policy (p=quarantine or p=reject). SPF and DKIM authentication are also fundamental to BIMI functionality.
- DNS records: BIMI records are published as DNS TXT records, typically under a default._bimi subdomain.
- VMC requirement: For prominent email clients like Gmail, a Verified Mark Certificate (VMC) is often required to display the brand logo.
- Tools for discovery: Resources like BIMIRadar.com offer lists and tools to identify domains that have already implemented BIMI.
Key considerations
- DMARC enforcement: A strong DMARC policy is critical. Learn how to set up DMARC for BIMI and its key considerations.
- SVG file validation: The SVG logo must meet specific technical requirements to be recognized by email clients.
- Logo visibility: Not all email clients fully support BIMI, so logo display may vary. For more information, explore BIMI implementation requirements and provider support.
- Official specifications: Refer to the official BIMI Group website for the most accurate and up-to-date technical documentation.
What email marketers say
Email marketers are increasingly aware of BIMI's potential to enhance brand presence and trust in the inbox. While the technical setup can be a hurdle, the perceived benefits of standing out in a crowded inbox and reassuring recipients often drive the interest in adoption.
Key opinions
- Brand visibility: Marketers value the ability to display their logo, as it makes emails instantly recognizable and helps cut through inbox clutter.
- Trust and authentication: BIMI (and its underlying authentication protocols) signal legitimacy, which can lead to higher engagement and reduced spam complaints.
- Competitive edge: As BIMI adoption grows, marketers feel pressure to implement it to keep pace with competitors and maintain a modern sender image.
- Perceived value: Many believe BIMI can positively impact open rates and overall email deliverability. For more details, see our article on whether BIMI improves email deliverability.
Key considerations
- Complexity of setup: The technical requirements, including DMARC alignment, SVG formatting, and VMC acquisition, can be daunting for some marketing teams.
- VMC costs: The investment in a Verified Mark Certificate is a financial consideration for many organizations, influencing their decision to adopt BIMI. Find out more about BIMI's business value and ROI.
- Logo recognition: Marketers must ensure their logos meet the strict SVG requirements to display correctly, such as those outlined by Moosend regarding image creation.
- Phased rollout: Realizing that not all email clients support BIMI, marketers often view it as a gradual enhancement rather than an immediate, universal solution.
Marketer view
Email marketer from Email Geeks notes that cliffordchance.com, tsia.com, and veritas.com are some domains known to publish BIMI records.
Marketer view
Email marketer from Moosend explains that setting up BIMI involves creating an SVG image and then accessing the domain's DNS zone to add the BIMI value for publication.
What the experts say
Email deliverability experts recognize BIMI as a valuable addition to the email authentication ecosystem, offering significant branding advantages. However, they consistently emphasize that its effectiveness hinges on robust underlying authentication protocols like DMARC, SPF, and DKIM. They also highlight the technical complexities involved in areas such as SVG validation and Verified Mark Certificate acquisition.
Key opinions
- Authentication dependency: Experts agree that BIMI heavily relies on a strong DMARC policy, alongside properly configured SPF and DKIM records.
- Technical precision: The specific formatting of SVG logos and the requirements for VMCs are precise and critical for successful implementation.
- Data collection challenges: Identifying BIMI-enabled domains at scale, especially through methods like analyzing spamtrap data, is a significant technical undertaking that can be slow.
- Value proposition: While offering clear branding benefits, the cost and complexity, particularly of VMCs, must be weighed against the expected return.
Key considerations
- SVG and VMC validation: Utilizing appropriate tools and adhering to guidelines for validating your BIMI SVG and certificate is essential to avoid display issues and ensure compliance.
- Interoperability: Understanding which email clients support BIMI and their specific requirements is crucial for anticipating logo visibility.
- Evolving standard: The BIMI standard and its adoption are still evolving. Staying updated with the latest information, particularly from the BIMI Group, is key.
- Comprehensive authentication: BIMI should be seen as an extension of a strong email authentication strategy, not a replacement. A simple guide to DMARC, SPF, and DKIM can provide a foundational understanding.
Expert view
Expert from Email Geeks indicates they are running a comprehensive check against hundreds of thousands of .com domains that hit their spamtraps to compile a list of those with BIMI records.
Expert view
Expert from SpamResource indicates that collecting extensive data on BIMI adoption can be a time-consuming but highly valuable endeavor for understanding its real-world usage and patterns.
What the documentation says
Official documentation and specifications for BIMI provide the foundational technical framework, emphasizing its strict reliance on DNS records and established email authentication standards. These resources offer definitive guidelines for proper implementation and consistently highlight the critical importance of validated assets, such as properly formatted SVG logos and Verified Mark Certificates (VMCs).
Key findings
- Standardized DNS record: BIMI records are published as TXT records within a domain's DNS, typically following the format of a default._bimi subdomain.
- SVG format mandates: Logos must be in a specific SVG Tiny PS format and hosted securely via HTTPS, as detailed in the BIMI requirements for SVG files.
- VMC's role: A Verified Mark Certificate (VMC) is explicitly designed to link the logo to the authenticated domain, which is often required by certain email clients for logo display.
- DMARC policy enforcement: Documentation confirms that an enforced DMARC policy (at quarantine or reject) is a mandatory prerequisite for BIMI to function correctly.
- RFC development: BIMI is a developing standard, with specifications continually being refined and made available by organizations like the BIMI Group.
Key considerations
- Compliance tools: Using official or reputable validation tools for SVG files and VMC setups is explicitly recommended to ensure compliance and avoid display errors.
- Domain alignment: Strict domain alignment between the sending domain, the From: header, and the domain publishing the BIMI record is a core requirement.
- Accredited providers: VMCs must be issued by BIMI accredited certificate providers to be recognized.
- Staying current: Given the evolving nature of email standards, documentation underscores the importance of ongoing compliance with the latest specifications and security best practices.
Technical article
BIMI Group documentation states that publishing a BIMI record involves a DNS TXT record that points to the specific logo indicator in SVG format, and optionally, a Verified Mark Certificate (VMC) for enhanced trust.
Technical article
Acoustic's blog highlights that as of June 2023, over 14,000 of the top ten million domains published a BIMI record, a number that significantly increased to over 21,000 by June 2024, demonstrating growing adoption.
Related resources
13 resources
Related pages
What are the requirements and implementation steps for BIMI?
How do I set up DMARC for BIMI and what are the key considerations?
How do I validate BIMI records and fix common errors?
Does BIMI improve email deliverability?
What are the requirements to implement BIMI, and which providers support it?
A guide to BIMI accredited certificate providers
A guide to validating your BIMI SVG and certificate
A simple guide to DMARC, SPF, and DKIM
Understanding the business value and ROI of implementing BIMI
Which email clients actually support BIMI?
