Which major email providers support BIMI without a VMC?

While Gmail and Apple Mail generally require a VMC for BIMI logo display, Yahoo Mail and Fastmail are known to support self-asserted BIMI records, meaning your logo can appear without a VMC.

Is DMARC enforcement mandatory for BIMI, even without a VMC?

Yes, a strong DMARC policy with a p=quarantine or p=reject setting is a prerequisite for BIMI. Without DMARC in enforcement, your BIMI record will not be honored by mailbox providers. For details, see How do I set up DMARC for BIMI .

Do subdomains inherit BIMI records from the main domain?

No, BIMI records are domain-specific. If you send emails from different subdomains (e.g., mail.yourdomain.com and marketing.yourdomain.com ), you will need to publish a separate BIMI DNS TXT record for each subdomain.

What are the specific requirements for the BIMI logo file?

The logo must be in SVG Tiny 1.2 format. It should be square, optimized for web, and hosted on a publicly accessible HTTPS URL. Incorrect SVG formatting is a common reason for BIMI implementation failures.

What are the limitations of implementing BIMI without a VMC?

Without a VMC, you miss out on displaying your logo in major inboxes like Gmail and Apple Mail , and you won't get the visual verified checkmark. A VMC provides the highest level of trust and broader logo adoption across supporting providers.

What email providers support BIMI without a VMC, and what are key considerations for BIMI implementation? - Technical - Email deliverability - Knowledge base

Brand Indicators for Message Identification (BIMI) allows organizations to display their brand logo next to their authenticated emails in recipient inboxes. It is a powerful tool for visual brand recognition and an indicator of trust, helping to improve engagement and reduce the likelihood of emails being marked as spam. While the ultimate goal for many is to display a logo with the added security of a Verified Mark Certificate (VMC), some email providers support BIMI (or a version of it) without this certificate.

A VMC serves as a digital certificate that verifies the authenticity of your brand logo. It ensures that only trademarked logos owned by the sender are displayed, preventing imposters from using your brand’s imagery. This additional layer of trust is critical for major providers like Gmail and Apple Mail, which generally require a VMC to display BIMI logos, often alongside a blue verification checkmark. However, starting your BIMI journey doesn't always require an immediate investment in a VMC.

For many, exploring BIMI without a VMC initially is a pragmatic approach to assess its impact on email performance before committing to the full certification process. This strategy allows senders to gain some early visibility and evaluate brand recognition benefits with specific mailbox providers. Understanding which providers support this setup is key to planning your BIMI implementation strategy effectively.

Email providers that support BIMI without a VMC

While most major email providers are moving towards requiring a VMC for full BIMI logo display, especially with the introduction of verified checkmarks, there are still some key players that support BIMI without a VMC. This typically involves a self-asserted BIMI record, where your BIMI DNS record points directly to your SVG logo file without a VMC attached.

Historically,

Yahoo Mail and

Fastmail have been prominent supporters of BIMI logos without requiring a VMC. This means if you have configured your email authentication correctly and published a BIMI record, your logo could appear for recipients using these providers. Other providers like La Poste, Onet Poczta, and Zone have also shown support for BIMI, though their specific VMC requirements may vary or evolve. It's always advisable to consult the latest BIMI support information from the official BIMI Group website.

It is important to note that the landscape of BIMI adoption and VMC requirements is dynamic. While a provider may currently support BIMI without a VMC, their policies could change as the standard matures and as more emphasis is placed on enhanced security and brand verification. For example,

Gmail and

Apple Mail (iOS and macOS email clients) typically require a VMC (or a Common Mark Certificate, CMC) to display the BIMI logo and their associated blue checkmark. This means relying solely on a self-asserted BIMI record will limit your brand visibility in some of the most popular inboxes.

Here's a breakdown of some prominent providers and their general stance on VMC requirements for BIMI:

Email Provider	BIMI Support (with VMC)	BIMI Support (without VMC)
Gmail	Yes, requires VMC or CMC for logo and blue checkmark.	No, logo will not display without VMC/CMC.
Apple Mail (iOS/macOS)	Yes, requires VMC for logo and verified status.	No, logo will not display without VMC.
Yahoo Mail	Yes, supports with VMC for enhanced trust.	Yes, supports self-asserted BIMI.
Fastmail	Yes, supports with VMC for enhanced trust.	Yes, supports self-asserted BIMI.
Microsoft (Outlook.com, 365)	No, currently does not support BIMI (with or without VMC).	No, currently does not support BIMI.

Key considerations for BIMI implementation

Regardless of whether you pursue a VMC initially, certain foundational elements are non-negotiable for any BIMI implementation. These requirements ensure your email ecosystem is secure and that your brand logo will be recognized and displayed by supporting mailbox providers. Missing any of these steps can lead to your BIMI record not working as intended, or even worse, impact your overall email deliverability.

Robust email authentication: DMARC, SPF, and DKIM

BIMI is built on top of robust email authentication protocols. Before you even think about your logo, you must have Sender Policy Framework (SPF), DomainKeys Identified Mail (DKIM), and Domain-based Message Authentication, Reporting, and Conformance (DMARC) fully configured and in enforcement mode. Specifically, your DMARC policy must be set to either p=quarantine or p=reject. A p=none policy, which is typically used for monitoring, will not suffice for BIMI. This is because BIMI relies on DMARC to confirm that the emails are legitimately from your domain.

Ensuring SPF and DKIM alignment is also crucial. For BIMI to work, both SPF and DKIM must pass authentication checks and align with your organizational domain. This means the domain used in your From: header (the visible sender address) must align with the domains specified in your SPF and DKIM records. Without proper alignment, even a strong DMARC policy might not be enough to enable BIMI.

SVG logo requirements

Your brand logo needs to be in a specific format to be compatible with BIMI. It must be a Square Scalable Vector Graphics (SVG) file, specifically an SVG Tiny 1.2 file. This particular version of SVG is lightweight and designed for mobile and embedded systems, ensuring your logo loads quickly and scales correctly across various devices and email clients. The SVG file must also be hosted on a secure server (HTTPS) and accessible publicly.

DNS record setup

To implement BIMI, you need to publish a DNS TXT record for your domain. This record tells supporting email providers where to find your BIMI logo file and, if applicable, your VMC. The record typically looks like this:

Example BIMI DNS TXT Record

default._bimi.yourdomain.com IN TXT "v=BIMI1; l=https://yourdomain.com/path/to/logo.svg; a=https://yourdomain.com/path/to/certificate.pem;"

The l= tag points to your SVG logo file. If you are implementing BIMI without a VMC, you would simply omit the a= tag, which is used for the VMC. Each sending domain and subdomain that you want to have a BIMI logo displayed for will require its own separate BIMI DNS record. Subdomains do not automatically inherit the BIMI record from the root domain. For comprehensive guidance, you can check resources like the BIMI mailbox provider support updates for the latest information on support and requirements.

It’s crucial to ensure that your BIMI DNS record is correctly formatted and published to avoid issues. Incorrect records can lead to your logo not appearing or, in some cases, can even impact your email deliverability. Always double-check your DNS entries and validate your BIMI record after publication.

Benefits and limitations of BIMI without a VMC

Deciding whether to pursue BIMI with or without a VMC involves weighing immediate benefits against long-term goals. Implementing BIMI without a VMC can be a good starting point to test the waters, but a VMC unlocks the full potential of BIMI.

Benefits of no VMC

Cost-effective: Eliminates the expense of purchasing a VMC, which can be significant.
Faster implementation: Bypasses the VMC application and verification process, allowing for quicker deployment.
Initial visibility: Provides brand logo display for recipients on supporting providers like Yahoo Mail and Fastmail.

Limitations and why VMC is recommended

Limited reach: Your logo won't appear in Gmail or Apple Mail, which represent a significant portion of email users.
No verified checkmark: You miss out on the highly visible blue checkmark that Gmail, in particular, offers with a VMC.
Reduced trust signal: While some visibility is gained, the absence of a VMC means less robust identity verification.
Trademark requirement: A VMC requires your logo to be trademarked, which adds a layer of brand protection.

Ultimately, a VMC provides the strongest form of brand verification under BIMI, offering the widest reach and the most robust trust signals. While starting without one can be an initial step, most brands will find the full benefits of BIMI are realized only with a VMC.

Views from the trenches

Navigating the complexities of email authentication and branding can be challenging. Here's what I've gathered from conversations and observations in the email community regarding BIMI implementation, especially concerning VMCs and general setup.

Best practices

Ensure your DMARC policy is at enforcement (p=quarantine or p=reject) before attempting BIMI.

Always use the SVG Tiny 1.2 format for your logo and host it securely on HTTPS.

Publish separate BIMI DNS records for each subdomain if you want their logos to appear.

Consider Apple Branded Mail as an additional step for iOS users, it can be relatively straightforward.

Common pitfalls

Assuming subdomains inherit BIMI records from the root domain, which they do not.

Not having a DMARC policy in enforcement mode, leading to BIMI not working.

Using an SVG file that doesn't meet the precise Tiny 1.2 specification.

Expecting BIMI logo display on all providers without a VMC, especially Gmail or Apple Mail.

Expert tips

Start with a pilot on providers that support self-asserted BIMI to gather initial data.

Regularly monitor BIMI support updates from the BIMI Group for policy changes.

Invest in a VMC once you see positive returns from initial BIMI implementation.

Use a DMARC monitoring solution to ensure authentication protocols are aligned.

Marketer view

Marketer from Email Geeks says Fastmail and Yahoo are currently the most reliable providers for displaying BIMI logos without a Verified Mark Certificate.

2024-04-20 - Email Geeks

Marketer view

Marketer from Email Geeks says if your company's logo is not trademarked, exploring a Common Mark Certificate (CMC) might be a viable alternative to a VMC for broader BIMI support.

2024-04-22 - Email Geeks

Enhancing your brand's presence with BIMI

Implementing BIMI, even without a VMC, can be a valuable first step in enhancing your brand's presence in the inbox. Providers like

Yahoo Mail and

Fastmail offer avenues to display your logo, providing an early taste of BIMI's benefits. However, to truly maximize your brand's visibility and leverage the strongest trust signals, a Verified Mark Certificate is essential, especially for major inboxes like

Gmail and

Apple Mail. Remember that strong email authentication with SPF, DKIM, and a DMARC policy in enforcement mode is the non-negotiable foundation for any BIMI deployment.

As the email ecosystem continues to evolve towards stricter authentication standards, embracing BIMI is a strategic move for any brand serious about its email deliverability and reputation. Whether you start with a self-asserted approach or dive straight into VMC, ensuring your authentication is solid and your logo meets all technical specifications will pave the way for a more branded and trusted email experience.