What is BIMI?
Brand Indicators for Message Identification (BIMI) is an emerging protocol that works alongside DKIM,
SPF, and DMARC to signal to email clients that the email is actually from you by displaying the
brand's logo alongside the email in the inboxes of recipients. Although not a form of email
authentication in itself, it gives recipients further confidence that an email is genuinely from the
In a world where email scams and phishing attacks are becoming more common, it's crucial to establish
trust with subscribers, and BIMI was developed precisely for this purpose. By preventing fraudulent
emails and displaying your brand's logo, BIMI can increase brand recognition, visibility, and trust.
How does BIMI work?
BIMI, similar to other email authentication standards, is essentially a text file that conforms to a
specific format and is hosted on the sender's servers, allowing it to be accessed by email service
providers to verify the authenticity of the sender.
When mailbox providers receive an email, they must use DMARC to validate the message before it can be
delivered. After authenticating the message, the mailbox provider searches the Domain Name System
(DNS) for the domain's BIMI record. Brands with valid BIMI records will see their verified logo
display alongside their email in recipient inboxes once verified.
That’s not all, though. BIMI requires brand logos to have the SVG Tiny
Portable/Secure format. It cannot display JPGs, PNGs, or GIFs. Some email service providers (ESPs),
including Gmail, require an additional piece of validation called a Verified Mark Certificate for
BIMI implementation (VMC). This is a digital certificate confirming that you have the legal right to
use the brand logo for your BIMI record. That means your brand's logo must be a registered
You can seek the certificate and continue with the BIMI procedure once you have the documentation to
confirm that your logo is, in fact, your official logo.
Because your customers are likely to use a variety of email clients, obtaining the VMC is the most
BIMI Compliant email can benefit the whole organization.
A win-win for both Marketing and IT teams.
Benefits for marketers
1. Enhance brand recognition by displaying a company's logo to customers in the email
inbox even before the email is opened, replacing default initials.
2. Deliver a more unified, recognizable, and authentic customer
3. Build trust and credibility with customers by displaying a verified logo and
authenticating emails, indicating that the brand takes security seriously.
4. Stand out from competitors and differentiate by adopting advanced security measures
and brand verification.
5. Increase email visibility, recall, and engagement, with studies showing that BIMI
implementation results in up to a 10% increase in engagement rates.
Benefits for IT Team
1. Compliance with DMARC can showcase the highest level of email
2. DMARC can make it more difficult for bad actors to conduct identity-focused attacks
such as phishing and spoofing on customers.
3. DMARC can provide improved visibility and control over messages sent and received by
4. Gain clear insights into the types and frequency of attacks targeting
5. Ensure the reliable delivery of legitimate emails without any slipping through the