Imagine you’re scrolling through your inbox, and among dozens of emails, one stands out. Not just because of the subject line but because it has a brand logo right next to it.
That’s BIMI (Brand Indicators for Message Identification) in action.
But BIMI is more than just a shiny new email feature—it’s an authentication layer that can boost brand trust, increase open rates, and even reduce phishing attempts. If you’re serious about email marketing, BIMI isn’t optional anymore—it’s a must-have.
In this guide, we’ll break down everything you need to know about BIMI email marketing, why it matters, and how to implement it step by step.
BIMI Email Marketing: What Is BIMI and Why Does It Matter?
You’ve probably seen some emails that have a brand’s logo right next to them in your inbox. That’s BIMI (Brand Indicators for Message Identification) doing its thing.
Think of it as a verified badge for your emails, instantly signaling to recipients that your message is legit and from a trusted sender.
But why does this matter for your email marketing strategy?
Because in a crowded inbox, trust and visibility are everything. BIMI helps your brand stand out, build credibility, and even boost engagement.
Let’s break it down.
How BIMI Helps Your Emails Stand Out
1. Puts Your Brand Front and Center
Your email lands in a subscriber’s inbox alongside your logo, making it instantly recognizable. Instead of blending in with the dozens of other emails they receive, yours visually stands out, reinforcing brand identity and familiarity.
2. Builds Trust and Prevents Fraud
Email security is a big deal. Phishing scams and spoofed emails are everywhere, and customers are (rightfully) cautious about what they open.
3. BIMI works with SPF, DKIM, and DMARC—three key email authentication protocols—to prove your email is the real deal. This means subscribers can trust that your message is actually from you, not an impersonator.
4. Boosts Email Open Rates
Here’s a stat that might surprise you: emails with a recognizable brand logo in the inbox can increase open rates by up to 10%. Why? Because people are naturally more likely to click on an email from a brand they recognize and trust.
5. Future-Proofs Your Email Marketing
Major email providers like Gmail, Yahoo, and Apple Mail are already supporting BIMI, and more are expected to follow. Implementing it now ensures your brand is ahead of the curve—rather than scrambling to keep up later.
Who Supports BIMI?
Some of the biggest email providers are already on board with BIMI, making it easier for brands to show their logos and prove their emails are legit. If your emails are properly authenticated, these platforms will display your logo in the inbox:
BIMI and Email Authentication: How It Works
Before you can use BIMI, your emails need to pass strict authentication checks. BIMI works alongside three major authentication protocols:
SPF prevents spammers from sending emails on your behalf. It’s like a guest list that tells email providers which mail servers are allowed to send emails from your domain.
DKIM adds a digital signature to your emails, proving that they haven’t been altered in transit. Think of it as a wax seal confirming authenticity.
3. DMARC (Domain-based Message Authentication, Reporting & Conformance)
DMARC builds on SPF and DKIM, instructing email providers on what to do with unauthenticated emails (reject, quarantine, or allow them). To enable BIMI, you must have a DMARC policy set to ‘quarantine’ or ‘reject’.
Once these authentication steps are in place, you can implement BIMI.
Simple Step-by-Step Guide to Setting Up BIMI
Setting up BIMI (Brand Indicators for Message Identification) isn’t as simple as flipping a switch. But don’t worry, we’ll walk you through everything step by step.
Some guides try to make it seem easy by skipping over the prep work, but we’re keeping it real.
There are a few important steps before your logo can start showing up in inboxes, and we’ll cover them all.
Before we dive in, there’s one key thing to know: BIMI only works if your email reputation is solid.
That means high engagement, low bounce rates, and minimal spam complaints. If your emails aren’t getting delivered or are landing in spam, fixing that should be your first priority.
Now, let’s get started!
1. Get a Trademark for Your Logo
Before your logo can appear next to your emails, it must be trademarked. This proves you own the design and helps prevent fraud.
Here’s the good news: getting a trademark isn’t as hard as it sounds. But before you apply, make sure your business is legally incorporated—otherwise, you won’t be able to move forward.
To apply for a trademark, you’ll need to submit a request through platforms like Rocket Lawyer or Fiverr. Keep in mind, you’re not trademarking your brand name—you’re trademarking the logo that will appear in inboxes.
How long does it take?
Around six months, so the sooner you start, the better. Once your trademark is approved, you’re ready for the next step.
2. Set Up SPF and DMARC (Don't Worry, It’s Easier Than It Sounds!)
Now that your logo is trademarked, it’s time to set up SPF and DMARC—two key security protocols that tell email providers, “Yep, this email is actually from us!”
✅First Up: SPF (Sender Policy Framework)
SPF is like a guest list for your emails. It tells mail servers which services are allowed to send emails on your behalf. If something isn’t on the list, it might be flagged as suspicious.
To check if your SPF record is properly set up:
- Contact your hosting provider (where your DNS records are managed).
- Ask them if your SPF record has too many “lookups” (too many lookups can cause problems).
- Remove any unnecessary lookups so your SPF runs smoothly.
If your SPF isn’t set up correctly, some of your emails might bounce—and we don’t want that!
✅Next: DMARC (Domain-based Message Authentication, Reporting & Conformance)
DMARC is your second line of defense. It tells email providers what to do if an email fails authentication.
Without it, fraudulent emails pretending to be you might slip through.
Here’s the important part:
Your DMARC record needs to be updated to meet BIMI standards. Right now, you might have something like this in your DNS:
🚫 v=DMARC1; p=none; rua=mailto:dmarc-reports@yourdomain.com
That “p=none” means email providers are just watching but not stopping suspicious emails. That’s a problem.
Why Does This Matter?
With p=quarantine or p=reject, your emails will only be delivered if they pass SPF or DKIM authentication.
If they fail:
- “Quarantine” = Goes to spam.
- “Reject” = Gets blocked entirely.
This tells email providers that you take email security seriously—which helps build trust and improves your sender reputation.
Once you’ve got SPF and DMARC properly set up, you’re one step closer to getting your logo to show up in inboxes with BIMI.
Step 3: Get Your Logo in SVG Format
Now, it’s time to prep your logo.
You’ll need to convert it into an SVG (Scalable Vector Graphics) file because that’s the format email providers require.
Unlike regular images, SVGs keep their quality no matter how big or small they appear.
Can You Make an SVG File Yourself?
If you’re thinking of using Photoshop—don’t! Photoshop isn’t great for SVG files. Instead, use software like Adobe Illustrator (AI) or hire a graphic designer to do it for you.
Decide What to Display
Before converting your logo, choose how you want it to appear in email inboxes:
- Just the icon? (Like LinkedIn’s logo)
- Full logo? (Like Asana’s—though it can be hard to read when small)
Gmail’s SVG Rules (Must-Follow!)
Gmail has specific requirements for SVG files.
Here’s what you need to do:
✅ Minimum size: 96×96 pixels
✅ Set absolute dimensions (Don’t use width=”100%” or height=”100%”)
✅ Keep your logo centered
✅ Use a solid background (Transparent backgrounds can cause issues)
✅ File size: No bigger than 32 KB
✅ Add a <desc> element (This helps with accessibility)
What Your SVG File Shouldn’t Have
❌ Links (except required XML namespaces)
❌ Scripts or animations
❌ Interactive elements
❌ x= or y= attributes in the root <svg>
Step 4: Setting Up Your BIMI Record
Now that you’ve got your VMC (Verified Mark Certificate), it’s time to set up your BIMI record. This is what makes your logo appear in email inboxes!
How Do You Get a VMC?
A VMC proves that you own your brand’s logo, and you’ll need it before setting up BIMI.
You can buy one from companies like Entrust or DigiCert. But, heads up, it costs between $1,300 and $1,500 per year. Also, when applying, be ready to answer some questions about your company.
What Else Do You Need?
- DMARC Setup (This was covered in Step 2)
- Your Domain (A VMC covers only one domain—extra domains mean extra costs)
- A Trademarked Logo (Your logo needs to be legally registered)
- Your Logo in SVG Format (See Step 3 for details)
What Happens Next?
Once everything is approved, you’ll get three important things:
- VMC URL – Confirms your logo’s verification
- Logo URL – The direct link to your SVG logo
- BIMI TXT Record – This is the magic piece that tells email providers (like Gmail) to display your logo and verification checkmark in emails you send!
In the next step, we’ll show you exactly what to do with your BIMI record.
Step 5: Adding a DNS Record & Checking Your BIMI Setup
You’re almost there! The last step is updating your DNS (Domain Name System) to tell email providers that your logo is officially verified.
How to Add Your BIMI DNS Record
Think of your DNS record as a name tag for your email logo.
It follows this format: v=BIMI1; l=logoURL;
You’ll need to add this as a TXT record in your domain settings.
Here’s an example:
v=BIMI1; l=; a=https://yourdomain.com/yourcertificate.pem
(Replace the URL with the one from your VMC provider.) Once you add this, your BIMI setup is complete
Test your emails across different providers to ensure your logo appears correctly.
Alternative Ways to Show Your Logo in Emails
If you don’t want to go through the full BIMI process, there are a few workarounds to display your logo in emails:
- Google Annotations – Helps Google recognize your brand
- Updating Your Profile Picture – If you use Google Admin, you can upload your logo, but it won’t be verified like BIMI
These methods won’t improve email security, but they might help your logo show up in inboxes.
Checking If Your BIMI Is Working
To ensure your BIMI (Brand Indicators for Message Identification) setup is working correctly, you can use the following free tools:
- BIMI Group: Visit their home page to access resources and tools related to BIMI implementation.
- MXToolBox: Use their BIMI Lookup Tool to check your BIMI record.
- Agari: Explore their BIMI resource page for information and tools to verify your BIMI setup.
- Valimail: Utilize their BIMI readiness checker to ensure your domain is properly configured for BIMI.
These tools will help you verify that your BIMI records are correctly configured and that your brand’s logo displays as intended in recipients’ inboxes.
BIMI Email Marketing: Boost Brand Trust and Visibility in Inboxes
BIMI isn’t just about making your emails look cool—it helps protect your brand and makes your messages more trustworthy. While there are free ways to display your logo, only BIMI email marketing guarantees security and recognition.
So, if you want better email deliverability, stronger branding, and a safer inbox experience, setting up BIMI is worth it.
