Want your emails to stand out and look more trustworthy? Setting up BIMI (Brand Indicators for Message Identification) lets your brand logo appear next to your emails in inboxes, making them instantly recognizable. Here's what you need to know to implement BIMI:
Why BIMI matters: It boosts brand visibility, builds trust, and improves email deliverability by ensuring your emails are authenticated and recognizable. Follow these steps to set it up, and monitor your configuration regularly to keep everything running smoothly.
To display your logo in recipients' inboxes, you need to prepare your email authentication setup and ensure your assets meet specific requirements. BIMI relies on established email authentication protocols and precise logo file specifications.
Setting up proper authentication is crucial for both email security and BIMI implementation. You'll need SPF, DKIM, and DMARC records to ensure your emails are verified as legitimate and authorized.
v=spf1 include:_spf.google.com include:mailgun.org ~all. Make sure all valid sending sources are included.
v=DMARC1; p=quarantine; rua=mailto:dmarc@yourdomain.com. This policy ensures only authenticated emails are delivered, reducing the risk of spoofing.
BIMI's requirement for strict DMARC enforcement helps maintain security by ensuring logos are only displayed for verified domains, protecting against fraudulent emails.
Your logo must meet specific technical standards to be compatible with BIMI. It needs to be in SVG format using the Tiny PS (Portable/Secure) profile, which is optimized for security and compatibility across email clients.
Your logo must also be hosted on a secure HTTPS server, ensuring email providers can access it for verification. Many organizations use content delivery networks (CDNs) for fast, reliable global hosting.
Verified Mark Certificates (VMCs) add an extra layer of verification for your BIMI setup. While some email providers may display your logo without a VMC, others - like Gmail for most commercial senders - require it.
A VMC is a digital certificate that confirms your trademark rights and brand identity. Currently, DigiCert and Entrust are the main issuers of VMCs. The process generally takes several weeks and costs between $1,500 and $3,000 annually.
To obtain a VMC, you’ll need to:
While some providers like Yahoo may display BIMI logos without a VMC, Gmail’s requirements make this certificate essential for most businesses. As BIMI adoption grows, more email providers may follow suit.
For companies prioritizing email deliverability and brand protection, investing in a VMC is often worthwhile. Beyond enabling logo display across more platforms, it also strengthens your legal defense against trademark misuse in emails.
Once you’ve addressed these prerequisites, including coordinating BIMI with your email deliverability strategy, you’ll be ready to configure your BIMI record in DNS. Platforms like Warmforge can help streamline this process.
Setting up BIMI (Brand Indicators for Message Identification) records can help your emails stand out and build trust with recipients. BIMI enables your brand logo to appear alongside emails in supported inboxes, improving visibility and authenticity. Here’s a step-by-step guide to getting started with BIMI:
default._bimi.example.com. IN TXT "v=BIMI1; l=https://example.com/logo.svg; a=https://example.com/vmc.pem"
Even with everything set up correctly, BIMI configurations can still encounter problems. Fixing these issues quickly is key, and validation tools can make the process easier.
Logo format problems often trip up BIMI implementations. Make sure your SVG file meets requirements: it should be square, free of embedded raster images, JavaScript, animations, or external links. Avoid using any of these elements to keep things smooth.
DMARC alignment issues are another frequent challenge. Your DMARC policy must be set to either "quarantine" or "reject" - a "none" policy will disrupt your BIMI setup.
DNS propagation delays can cause temporary inconsistencies. Updates to DNS records may take 24–48 hours to fully propagate worldwide. During this time, some recipients might see your logo while others may not.
VMC certificate problems could block your logo from displaying, even if everything else is configured correctly. Double-check that your Verified Mark Certificate matches your logo precisely and is up to date. Set reminders for timely renewals to avoid interruptions.
Incorrect DNS record syntax is another common issue. Your BIMI record must follow the correct subdomain format, such as default._bimi.yourdomain.com, and all URLs in the record should be accessible via HTTPS. Even small typos can derail the entire setup.
Addressing these issues strengthens your email authentication efforts and ensures your logo displays as intended.
Once you've resolved common problems, these tools can help you validate your BIMI configuration:
For a broader look at email deliverability, platforms like Warmforge offer extra insights. Warmforge includes placement tests and health checks to evaluate how your BIMI setup impacts email performance. Their free monthly placement test (for Google or Microsoft mailboxes) provides a real-world view of how your logo appears across email providers. Scheduling regular checks with these tools can help you catch problems - like expired certificates or DNS updates - before they disrupt your email campaigns.
Setting up BIMI is just the first step. To ensure your logo displays properly and your email deliverability stays on track, you’ll need to keep up with maintenance and regular monitoring. Overlooking things like expired certificates, DNS changes, or logo updates can disrupt your BIMI setup and damage your sender reputation.
To make sure everything runs smoothly, it’s important to monitor your BIMI records for proper functionality across email clients. DNS records can change unexpectedly, certificates can expire, and email providers may update their BIMI requirements without warning.
Consider using automated tools like Warmforge’s health check to catch potential issues early. Document your BIMI configuration details so you can troubleshoot or maintain continuity when needed.
Once you have a solid monitoring process in place, make BIMI an integral part of your broader email strategy. The insights you gather from monitoring can help improve your email deliverability. A strong sender reputation, effective email authentication, and consistent sending practices all work together to ensure your BIMI logo appears consistently.
If you’re launching a new domain or email address, align your BIMI setup with your email warm-up process. Tools like Warmforge’s email warm-up service can help by gradually increasing your sending volume in a way that mimics natural email behavior. This builds the reputation you need for consistent BIMI logo display.
When your brand undergoes changes - like a logo update - adjust your BIMI settings accordingly. Prepare a new Scalable Vector Graphics (SVG) file that meets BIMI requirements, update your logo, and obtain a new VMC to match your refreshed brand identity.
Testing is also key. Use tools like Warmforge’s monthly placement tests to see how your emails look across different providers and confirm that your BIMI logo displays correctly. Track performance metrics such as open rates, click-through rates, and spam complaints to integrate BIMI monitoring into your overall email analytics. Update your email templates to align with your BIMI logo, ensuring consistent branding from inbox previews to the full email content. Don’t forget to factor VMC renewals, logo updates, and monitoring tool subscriptions into your email marketing budget.
To display your logo using BIMI, your domain must meet strict authentication standards. This means implementing SPF, DKIM, and DMARC (set to "quarantine" or "reject") correctly.
Pay close attention to the technical details. Your logo needs to be in SVG format, adhering to specific dimensions and file size requirements. Additionally, most email providers require a Verified Mark Certificate (VMC) to validate your logo.
Regular validation is key. Conducting health checks can help you catch potential issues, like expiring VMCs or DNS changes, before they harm your sender reputation. These checks should be part of a broader email strategy to ensure smooth operations.
BIMI works best when integrated into a comprehensive email strategy. For instance, coordinating with domain warm-up and reputation-building efforts can enhance your results. Tools like Warmforge, which provide automated email warm-up and deliverability monitoring, can be a great way to streamline this process.
Keep in mind the ongoing costs involved, such as VMC renewals and monitoring services. Consistent testing and updates are essential to avoid disruptions in logo display and maintain email deliverability. A "set it and forget it" mindset can lead to unexpected interruptions that hurt your email performance.
Using BIMI (Brand Indicators for Message Identification) in your email marketing strategy can bring several valuable benefits:
Incorporating BIMI into your campaigns not only reinforces your brand’s credibility but also delivers a more secure and engaging experience for your audience.
If your BIMI logo isn’t showing up, there are a few common culprits to check. These include incorrect DNS records, issues with your logo’s formatting, or problems with your DMARC configuration. Start by verifying that your DNS records are accurate and that your SVG logo complies with BIMI standards, including proper formatting and validation. Also, confirm that your DMARC policy is set to quarantine or reject, as these settings are mandatory for BIMI to work.
Another potential issue could be your email client caching an outdated logo. Try clearing the cache or refreshing the client to see if that resolves the problem. If you’re still stuck, using a tool like Warmforge can help pinpoint misconfigurations, improve deliverability, and safeguard your sender reputation.
A Verified Mark Certificate (VMC) isn’t mandatory for all email providers, but it plays a key role in fully enabling BIMI (Brand Indicators for Message Identification) to showcase your logo alongside your emails. Without it, even if BIMI is configured, your logo won’t show up.
Here’s what’s involved in obtaining a VMC:
A VMC not only boosts your brand’s credibility but also enhances trust and professionalism. It’s a smart move for improving both email deliverability and brand visibility.