Summary
Yes, BIMI (Brand Indicators for Message Identification) can work in Gmail even if the BIMI TXT record is published solely on a subdomain. The critical prerequisite for this to function correctly is that the parent domain (or the organizational domain) must have a DMARC policy enforced at a p=quarantine or p=reject level, at 100% enforcement (or higher). As for how long it takes for BIMI to appear in Gmail, it typically takes between 24 to 48 hours for the logo to become visible once the DNS changes have propagated and a valid VMC (Verified Mark Certificate) is properly integrated into the BIMI record.
Key findings
- Subdomain compatibility: BIMI records on subdomains are recognized and can display logos in Gmail, provided all other requirements are met.
- DMARC enforcement is key: The parent domain's DMARC policy must be set to quarantine or reject at 100% for subdomain BIMI to work. This is a fundamental requirement for BIMI to authenticate the sending domain and display the logo.
- Propagation time: BIMI logo visibility in Gmail generally takes 24-48 hours after the DNS record and VMC are correctly set up and have had time to propagate globally.
- DNS TXT record: BIMI is implemented via a DNS TXT record, linking your brand's logo (SVG format) and Verified Mark Certificate (VMC).
Key considerations
- Comprehensive DMARC setup: Ensure your DMARC policy on the parent domain is fully implemented and enforced, which is a foundational step for BIMI, whether on the main domain or a subdomain.
- Validated mark certificate (VMC): For BIMI to work with Gmail, a VMC is mandatory. This certificate verifies your logo ownership and brand identity.
- DNS propagation delays: Be prepared for potential delays in DNS propagation, which can extend the time it takes for your BIMI logo to appear. While 24-48 hours is typical, some providers may experience longer propagation times.
- Testing and monitoring: After setup, it's crucial to test your BIMI implementation using online tools and monitor its appearance across different mailbox providers. The BIMI Group FAQs offer helpful guidance.
- Subdomain specific setup: When implementing BIMI on a subdomain, ensure the TXT record is correctly placed at the subdomain level.
What email marketers say
Email marketers often express a keen interest in leveraging BIMI for brand visibility and trust. Many have successfully implemented BIMI on subdomains, confirming its functionality provided underlying DMARC requirements are met. The general sentiment is that while the initial setup can be meticulous, the payoff in terms of brand recognition in the inbox is valuable.
Key opinions
- Positive subdomain experience: Many marketers report successful BIMI implementations on subdomains, with logos appearing correctly in Gmail and other supported clients.
- DMARC prerequisite: A common understanding is that a robust DMARC policy at enforcement for the parent domain is non-negotiable for subdomain BIMI to function.
- Expected propagation time: Marketers frequently cite a 24-48 hour waiting period for BIMI logos to appear after all records are in place and the VMC is active.
- Brand impact: The perceived value of having a brand logo in the inbox is high, as it contributes to increased trust and open rates.
Key considerations
- Careful DMARC alignment: Marketers must ensure their DMARC records are correctly aligned and enforced on the sending domain, whether it's the parent or a subdomain. Learn more about DMARC, SPF, and DKIM for email authentication.
- Patience during propagation: Set realistic expectations for when the logo will appear. It's not instant, and checking too frequently can be frustrating.
- VMC acquisition: The process of obtaining a Verified Mark Certificate (VMC) can take time and requires proper brand verification.
- Troubleshooting: If the BIMI logo isn't showing, marketers should first review their DMARC policy, BIMI TXT record, and VMC status.
Marketer view
Marketer from Email Geeks states that BIMI can work perfectly on subdomains. They have successfully implemented it for multiple brands, confirming its functionality in live environments.
Marketer view
Marketer from AWeber suggests that after adding your BIMI record to your DNS, waiting 24 hours is a simple way to confirm a successful setup. This timeframe typically allows for DNS propagation.
What the experts say
Experts in email deliverability and authentication largely agree on the technical specifics of BIMI implementation. They emphasize the critical role of DMARC and confirm the feasibility of subdomain-level BIMI records. They also provide practical insights into expected propagation times and best practices for ensuring successful logo display.
Key opinions
- Subdomain validity: Experts confirm that a BIMI TXT record on a subdomain is valid and will be recognized by mailbox providers like Gmail.
- Strict DMARC enforcement: A DMARC policy of p=quarantine (at 100%) or p=reject on the parent domain is an absolute requirement for BIMI to work on subdomains.
- Real-world examples: Examples like emails.xfinity.com are often cited as successful implementations of BIMI on a subdomain.
- Consistent propagation: While DNS propagation varies, 24-48 hours is a widely accepted timeframe for BIMI logos to appear in Gmail after correct configuration.
Key considerations
- Unified authentication: BIMI builds upon the strong foundation of DMARC, DKIM, and SPF. It is not a standalone authentication method but rather an enhancement. Review our simple guide to authentication.
- VMC is essential for Gmail: Experts consistently highlight that a VMC from a trusted certificate authority is a mandatory requirement for Gmail to display BIMI logos.
- Monitoring DMARC reports: Regularly reviewing DMARC reports is crucial to ensure proper alignment and identify any issues that might prevent BIMI from working.
- Subdomain DMARC considerations: While the parent domain's DMARC is key, ensuring proper DMARC implementation for subdomains also helps maintain overall email security.
Expert view
Expert from Email Geeks confirms that BIMI can work if the TXT record is published on the subdomain, provided all necessary DMARC requirements on the parent domain are met.
Expert view
Expert from SpamResource explains that DMARC is the foundational standard for BIMI, requiring a policy of p=quarantine or p=reject on the organizational domain for BIMI to be effective.
What the documentation says
Official documentation and technical guides provide definitive answers regarding BIMI implementation, particularly concerning subdomain support and propagation times. They consistently reiterate the foundational requirement of DMARC enforcement and outline the technical steps for configuring BIMI TXT records and VMCs.
Key findings
- Subdomain support confirmed: Documentation explicitly states that a domain administrator may publish a BIMI record on a subdomain, and mailbox providers will use it if found there.
- DMARC enforcement mandatory: The BIMI specification requires the sending domain to have DMARC enforced at either a quarantine or reject policy for the logo to display.
- DNS propagation time: General DNS propagation times of up to 48 hours are relevant for BIMI records to be fully resolvable by mailbox providers globally.
- BIMI is a DNS TXT record: The record itself is a standard DNS TXT record that points to the SVG logo and, if applicable, the VMC.
Key considerations
- Strict DMARC adherence: Documentation from the BIMI Group emphasizes the need for DMARC to be in enforcement to verify brand and sender information.
- VMC is a standard requirement: Most major mailbox providers, including Gmail, require a VMC as part of the BIMI implementation to display the logo.
- Technical setup guides: Refer to official technical guides for precise instructions on setting up BIMI DNS records, including those for subdomains.
- SVG format: The logo image must be in a specific SVG Tiny PS format, as detailed in the official BIMI specifications. Mailgun provides technical tips on DNS record publishing.
Technical article
Documentation from BIMI Group FAQs confirms that domain administrators may publish a BIMI record on a subdomain, and if found, the mailbox provider will use it.
Technical article
Documentation from GoDMARC Knowledge Base explains that a BIMI record is a DNS TXT record that facilitates displaying a company logo inside the inbox for verified senders.
Related resources
10 resources
Related pages
How do I display my logo in email inboxes, particularly Gmail, and what are the BIMI requirements?
How to implement BIMI on a subdomain without affecting the main domain?
How long does it take for BIMI to work after setup?
How do I implement BIMI for multiple brands with subdomains?
Why is my BIMI logo not showing in Gmail?
Does a parent domain need BIMI for subdomain BIMI to work?
Which email clients actually support BIMI?
A simple guide to DMARC, SPF, and DKIM
How do I implement DMARC with BIMI on multiple subdomains?
How to set up BIMI DNS records for subdomains and apex domains?
