Will BIMI work if the BIMI TXT record is on the subdomain, and how long does BIMI take to appear in Gmail?
Michael Ko
Co-founder & CEO, Suped
Published 22 Jul 2025
Updated 18 Aug 2025
6 min read
Brand Indicators for Message Identification, or BIMI, is an email specification that allows organizations to display their brand logo next to authenticated email messages in the recipient's inbox. This visual verification enhances trust and brand recognition, making your emails stand out.
A common question many senders have is whether BIMI can function when its DNS TXT record is published on a subdomain instead of the main domain. Another frequent inquiry concerns the typical timeline for a BIMI logo to appear in email clients like Gmail. Understanding these aspects is crucial for a successful BIMI implementation.
BIMI on subdomains: how it works
Yes, BIMI can indeed work when the BIMI TXT record is published on a subdomain. This is a flexible aspect of the BIMI standard that allows for more granular control over brand display for different sending infrastructures or departments.
While the BIMI record itself resides on the subdomain, a critical prerequisite is that the organizational domain (the parent domain) must have a robust DMARC policy. This policy needs to be set to either p=quarantine or p=reject, and it typically needs a pct (percentage) value of 100. This ensures that a high percentage of non-compliant emails are either quarantined or rejected, indicating a strong commitment to email security.
For example, if you send emails from marketing.yourbrand.com, the BIMI TXT record would be published at default._bimi.marketing.yourbrand.com. However, the DMARC policy governing yourbrand.com (which also covers its subdomains) must be at an enforcement level. This setup allows you to apply BIMI to specific subdomains, such as applying BIMI to a specific subdomain, without necessarily needing a separate DMARC policy for each subdomain.
For more information on the prerequisites, you can review the official BIMI Group FAQs for Senders and ESPs. This resource confirms that a domain administrator may publish a BIMI record on a subdomain, and if found, the mailbox provider can use it.
BIMI display timeframes
Once you have correctly configured your BIMI TXT record on your domain or subdomain and ensured your DMARC policy is at an enforcement level, the wait begins. Generally, it can take up to 48 hours for your BIMI logo to start appearing in recipients' mailboxes, including Gmail and Yahoo Mail. This timeframe allows for DNS propagation and for mailbox providers to process and cache the new record.
For Gmail, in particular, the display of your BIMI logo often requires a Verified Mark Certificate (VMC). A VMC is a digital certificate that verifies your brand's logo, linking it securely to your authenticated domain. Without a VMC, your logo may not appear in Gmail, even if all other BIMI requirements are met. You can find more details on why your BIMI logo might not be showing.
The propagation time is influenced by several factors, including how quickly DNS changes are picked up across different internet service providers and how frequently email clients check for BIMI records. While 24-48 hours is a general guideline, it can sometimes be quicker or, in rare cases, slightly longer.
Several elements beyond simply publishing the TXT record play a role in how quickly and consistently your BIMI logo displays. Understanding these factors can help you troubleshoot any issues and ensure a smooth implementation process.
DMARC enforcement policy: As mentioned, your DMARC policy must be set to p=quarantine or p=reject at the organizational domain level. This is a strict requirement for BIMI adoption, as it signifies that you are actively protecting your domain against spoofing and phishing.
DNS propagation: DNS changes can take time to propagate globally. While your DNS provider might show the update immediately, internet-wide propagation can take hours, affecting when email providers see your new BIMI record. This also applies to your SPF, DKIM, and DMARC records.
Verified Mark Certificate (VMC): For Gmail and some other providers, a VMC is essential. This certificate verifies the authenticity of your brand logo and is issued by trusted certificate authorities. The process of obtaining and validating a VMC can add to the overall setup time. We have a guide to BIMI accredited certificate providers.
Additionally, the reputation of your sending domain plays a significant role. Mailbox providers assess domain reputation when deciding whether to display the BIMI logo. A consistently good sending history, low spam complaints, and strong authentication practices contribute to a positive reputation, which in turn supports BIMI display.
Common BIMI display troubleshooting
If your BIMI logo isn't appearing as expected, even after the typical propagation time, here are some common areas to check. Misconfigurations in any of these areas can prevent your logo from displaying.
Issue
Description
Solution
Incorrect BIMI TXT record
The record may contain typos or incorrect syntax, or be published at the wrong hostname.
Double-check the record's content and ensure it's at default._bimi.yourdomain.com. A BIMI validation tool can help.
DMARC policy not enforced
Your parent domain's DMARC policy is still at p=none or has a pct value less than 100.
Adjust your DMARC policy to p=quarantine or p=reject with pct=100. Consider a gradual transition if you are not yet there using simple DMARC examples.
Missing or invalid VMC
For Gmail and other strict providers, a valid VMC is required for logo display.
Obtain a VMC from an accredited certificate authority and ensure it's correctly referenced in your BIMI record. This explains how to implement BIMI for Gmail and Yahoo.
Logo format or accessibility issues
The logo must be an SVG Tiny 1.2 file and hosted on a publicly accessible HTTPS URL.
Checking your BIMI setup after some time is important. If the logo isn't appearing, it's often a small configuration detail rather than a fundamental issue with BIMI itself.
Ensuring consistent brand visibility
Implementing BIMI successfully, whether on a main domain or subdomain, hinges on diligent adherence to its technical requirements. While it offers a significant boost to brand visibility and email trust, it's not a set-it-and-forget-it solution.
By ensuring your DMARC policy is correctly enforced, your BIMI TXT record is precise, and your VMC is valid (especially for Gmail), you can expect your brand logo to appear in recipient inboxes, reinforcing your brand identity and enhancing email security. Consistent DMARC monitoring and attention to domain reputation are key to maintaining this valuable visual indicator.
Views from the trenches
Best practices
Ensure your organizational domain's DMARC policy is at p=quarantine or p=reject.
Verify the BIMI TXT record is correctly published on the specific subdomain being used.
Obtain a Verified Mark Certificate (VMC) if you want your logo to appear in Gmail.
Common pitfalls
Forgetting to update the DMARC policy on the parent domain to an enforcement level.
Incorrectly formatting the SVG logo or hosting it on a non-HTTPS URL.
Expecting immediate logo display without allowing for DNS propagation time.
Expert tips
Use a DMARC monitoring tool to ensure all your email streams are DMARC compliant before enabling BIMI.
Test your BIMI record using online validators after publishing to catch any syntax errors early.
Be patient, as mailbox providers like Gmail may take 24-48 hours to display your BIMI logo.
Marketer view
Marketer from Email Geeks says BIMI works on a subdomain, but the parent domain must have a DMARC policy of p=quarantine with a 100% pct value or higher.
2022-02-08 - Email Geeks
Marketer view
Marketer from Email Geeks says they successfully implemented BIMI on two subdomains, and the logos appeared perfectly.
Gmail. Understanding these aspects is crucial for a successful BIMI implementation.
Gmail and 
Yahoo Mail. This timeframe allows for DNS propagation and for mailbox providers to process and cache the new record.
