Summary
BIMI (Brand Indicators for Message Identification) verification is a multi-step process designed to allow brands to display their logo next to their authenticated emails in supporting inboxes. The process involves robust email authentication, proper logo formatting, obtaining a Verified Mark Certificate (VMC) or Certified Mark Certificate (CMC), and publishing a BIMI DNS record. While BIMI enhances brand visibility and trust, its implementation can be complex and does not automatically guarantee logo display by all mailbox providers.
Key findings
- Complexity: The BIMI verification process, especially with CMC, can be surprisingly rigorous and detailed, requiring significant due diligence.
- Authentication focus: A foundational requirement for BIMI is strong email authentication with SPF, DKIM, and DMARC, with DMARC policies set to enforcement.
- Logo requirements: Logos must meet specific SVG formatting standards and be hosted publicly.
- Certificate validation: Obtaining a VMC or CMC from an accredited Certificate Authority is essential for most BIMI implementations, validating the brand's ownership of the logo and domain.
- No guaranteed display: Even with a valid BIMI record and certificate, logo display is ultimately at the discretion of the mailbox provider, depending on sender reputation and other criteria.
Key considerations
- Phased implementation: Consider starting with Yahoo's BIMI requirements which do not currently require a VMC, to test basic logo display before investing in certificates.
- Brand validation: The core of BIMI is proving your identity and right to use the logo and domain. Prepare documentation thoroughly.
- Ongoing monitoring: Monitor your email deliverability and BIMI status, as logo display can be affected by factors beyond the BIMI record itself. For troubleshooting, consider validating BIMI records.
- Alternative priorities: Some organizations might find other brand verification methods, such as Apple Business Connect cards, to be a higher priority or more accessible than a full BIMI VMC/CMC implementation.
What email marketers say
Email marketers often find the BIMI verification process, especially with a Certified Mark Certificate (CMC), to be unexpectedly complex and demanding. Despite the perceived benefits of brand visibility, there's an acknowledgment that the effort involved, particularly for smaller businesses, might not always result in guaranteed logo display. Marketers are keen to understand the exact steps and potential hurdles to ensure their investment yields tangible results in inbox branding.
Key opinions
- High effort: The BIMI verification process, particularly for CMC, is seen as far more intense and thorough than anticipated.
- Uncertain payoff: There's concern that despite all the work involved, a small business might not see their logo displayed, leading to wasted effort.
- Pre-authentication is key: Essential steps include authenticating emails with SPF, DKIM, and DMARC, ensuring DMARC's enforcement policy is active.
- Logo preparation: Proper formatting of the logo file, typically as an SVG, and hosting it publicly are crucial initial steps.
Key considerations
- Starting small: A pragmatic approach suggests setting up basic BIMI and testing with providers like Yahoo, who don't always require a VMC, before committing to the full certification process. For details on logo display in specific inboxes, see BIMI implementation for Gmail and Yahoo.
- VMC/CMC acquisition: Acquiring a Verified Mark Certificate is a significant step, validating brand ownership and usage rights.
- DNS record publishing: Once the certificate is obtained, publishing the BIMI DNS record is necessary for the logo to be discoverable.
- Brand visibility beyond BIMI: Some marketers are now prioritizing verification badges (e.g., Gmail's blue checkmark, Yahoo's purple checkmark) over just BIMI logo display, or even other initiatives like Apple Business Connect cards. Learn more about BIMI implementation steps.
Marketer view
Marketer from Email Geeks observes that initial BIMI verification, especially with the CMC option, is a far more intense process than expected, requiring significant effort.
Marketer view
Marketer from WPBeginner emphasizes that properly formatting the brand logo file is a crucial step for successful BIMI implementation and display.
What the experts say
Experts in email deliverability and authentication highlight that BIMI's rigorous verification process is driven by strict auditing requirements, aiming to establish undeniable proof of brand identity and logo usage rights. They underscore that while a BIMI certificate is crucial, it's not a silver bullet for logo display; mailbox providers retain the final say based on overall email health. There's also a growing recognition of the importance of other verification signals, like blue checkmarks, which may take precedence for some senders.
Key opinions
- Auditing requirements: The intense BIMI process is due to stringent auditing requirements that demand clear proof of identity and logo rights.
- Proof of identity: The core purpose of BIMI is to verify that the sender truly is who they claim to be, with legitimate rights to use the domain and logo.
- Logo display isn't guaranteed: Even with a valid BIMI certificate, mailbox providers (MBPs) make the final decision on logo display based on overall email reputation. This means your emails must consistently reach the inbox. If you have email deliverability issues, your logo might not appear.
- Evolving priorities: There's increasing interest in verification badges (like blue checkmarks) and other brand signals (e.g., Apple Business Connect cards) that might be prioritized over BIMI for some organizations. For more on this, see Apple Business Connect and BIMI.
Key considerations
- DMARC enforcement: Achieving DMARC at an enforcement policy (p=quarantine or p=reject) is a significant hurdle, often more challenging for large domains than obtaining a VMC.
- Yahoo's flexible approach: Yahoo is cited as an example where basic BIMI setup, without a VMC or CMC, can lead to logo display, offering a less strenuous entry point. Consider troubleshooting BIMI logo display in Yahoo.
- Prioritize inbox worthiness: Regardless of BIMI, ensuring your emails are consistently inbox-worthy is paramount, as mailbox providers only display logos for trusted senders. For tips on improving deliverability, refer to why your emails fail.
Expert view
Expert from Email Geeks explains that the processes involved in BIMI, particularly due to auditing requirements, are thoroughly documented but often misunderstood by those outside entity validation.
Expert view
Expert from SpamResource observes that stringent validation processes are in place for BIMI to ensure brand authenticity and prevent logo misuse in email.
What the documentation says
Official documentation and guides for BIMI consistently emphasize the foundational role of email authentication, particularly DMARC at enforcement, as a prerequisite for logo display. They detail the specific technical requirements for logo files (SVG Tiny PS) and the critical step of obtaining a Verified Mark Certificate (VMC) from an accredited Certificate Authority. The documentation also clarifies the necessary DNS record configuration and the iterative process of ensuring all elements align for successful BIMI implementation.
Key findings
- Authentication prerequisite: All documentation consistently states that strong email authentication, including SPF, DKIM, and DMARC with an enforcement policy (p=quarantine or p=reject), is mandatory.
- Logo format: Logos must be in SVG Tiny PS format and hosted on an HTTPS URL.
- Mark certificate: A Verified Mark Certificate (VMC) or Certified Mark Certificate (CMC) from an accredited Certificate Authority is required to link the logo to the authenticated domain.
- DNS record publishing: A TXT record containing the BIMI string, including the logo URL and VMC URL, must be published in the DNS.
Key considerations
- Domain alignment: Ensure the domain in your DMARC record aligns with the domain used for BIMI.
- Logo rights: The logo used must be trademarked and officially owned by the organization to qualify for a VMC.
- Selector usage: While a default selector is common, custom selectors can be used if multiple BIMI records are needed for a domain.
- DNS propagation: Allow sufficient time for DNS changes to propagate globally after publishing your BIMI record.
Technical article
Documentation from BIMI Group states that robust email authentication, including SPF, DKIM, and DMARC with an enforcement policy, is a prerequisite for BIMI implementation.
Technical article
Documentation from The SSL Store outlines that a key step in BIMI setup involves obtaining a Mark Certificate, which validates your organization's ownership and right to use the logo.
Related resources
15 resources
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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 display my logo in email inboxes, particularly Gmail, and what are the BIMI requirements?
How do I implement BIMI and get my logo to show in Gmail and Yahoo Mail?
How do I validate BIMI records and fix common errors?
A simple guide to DMARC, SPF, and DKIM
A guide to validating your BIMI SVG and certificate
Understanding the business value and ROI of implementing BIMI
Which email clients actually support BIMI?
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