How do I implement BIMI for email verification in Gmail and Yahoo?

Summary

Implementing BIMI for email verification in Gmail and Yahoo involves establishing email authentication (SPF, DKIM, DMARC), obtaining a Verified Mark Certificate (VMC) for your registered trademark logo, and creating a BIMI DNS TXT record. The VMC proves logo ownership and helps fight phishing. The BIMI record, starting with 'v=BIMI1;', points to the SVG logo and VMC. A logo must be in SVG format and hosted securely. Benefits include increased brand visibility, improved deliverability, and enhanced brand trust. However, VMC acquisition can be costly, and some mailbox providers may require it. While implementing BIMI is straightforward, the configuration of SPF, DKIM, DMARC and DNS records requires technical expertise. BIMI is supported by both Gmail and Yahoo.

Key findings

  • Authentication is Key: SPF, DKIM, and DMARC are mandatory prerequisites.
  • VMC is Essential: A Verified Mark Certificate (VMC) is needed for logo verification and BIMI implementation.
  • DNS TXT Record: Publishing a properly formatted BIMI DNS TXT record is crucial.
  • Logo Requirements: The logo must be a registered trademark in SVG format and hosted on a secure server.
  • Benefits of BIMI: BIMI increases brand visibility, improves email deliverability, and enhances brand trust.
  • Yahoo and Gmail Support: Both Yahoo and Gmail support BIMI.

Key considerations

  • VMC Costs: Acquiring a VMC can be a significant expense.
  • Technical Expertise: Proper configuration of email authentication protocols (SPF, DKIM, DMARC) and DNS records requires technical knowledge.
  • Phishing Prevention: BIMI and VMCs aid in preventing phishing attacks.
  • Mobile vs Desktop: BIMI rollout may vary between mobile and desktop email clients.

What email marketers say
15Marketer opinions

Implementing BIMI (Brand Indicators for Message Identification) involves several key steps to display a brand logo in email clients like Gmail and Yahoo. First, ensure robust email authentication is in place using SPF, DKIM, and DMARC. Next, obtain a Verified Mark Certificate (VMC) for the brand's registered trademark logo. The logo must be in SVG format and hosted on a secure HTTPS server. Finally, create and publish a BIMI DNS TXT record pointing to the SVG logo file and VMC location (if required by the email receiver). BIMI enhances brand visibility, improves email deliverability, increases brand trust, and helps prevent phishing. While implementation is technically straightforward, costs can arise from obtaining the VMC and managing email authentication protocols. It's also important to note that BIMI support and rollout may vary among email providers and devices.

Key opinions

  • Authentication: SPF, DKIM, and DMARC are essential prerequisites for BIMI implementation.
  • VMC: A Verified Mark Certificate (VMC) is required to prove ownership of the logo.
  • Logo Format: The logo must be in SVG format, a registered trademark, and hosted on HTTPS.
  • DNS Record: A BIMI DNS TXT record must be published to point to the logo and VMC.
  • Benefits: BIMI increases brand visibility, improves deliverability, and enhances brand trust.
  • Email Clients: BIMI support and rollout may vary among email providers and devices. Check with your email provider for more details.

Key considerations

  • Cost: Obtaining a VMC can be expensive.
  • Complexity: Managing email authentication protocols (SPF, DKIM, DMARC) and DNS records requires technical expertise.
  • Phishing: A VMC proves ownership of a logo and is a key tool to prevent phishing.
  • Yahoo Support: Yahoo mail supports BIMI and correctly implemented brand logos will appear in the inbox.
Marketer view

Email marketer from EasyDMARC.com explains that the logo used in BIMI must be in SVG format (Scalable Vector Graphics), must be a registered trademark, and hosted on a secure (HTTPS) server.

September 2022 - EasyDMARC.com
Marketer view

Email marketer from Proofpoint.com answers that configuring BIMI involves setting up SPF, DKIM, and DMARC, then obtaining a VMC and creating a BIMI record that points to the location of the VMC and logo.

April 2022 - Proofpoint.com
Marketer view

Marketer from Email Geeks explains that if it’s a BIMI logo, you get the checkmark. But note that this is only fully rolled out on mobile. Desktop is not 100% yet. Also note that there are a few brands which are manually downgraded and removed the logo (and check mark) as they are not able to control their outbound abuse.

July 2024 - Email Geeks
Marketer view

Email marketer from Valimail.com shares that BIMI provides increased brand visibility in the inbox, improves email deliverability by strengthening authentication, and enhances brand trust by ensuring only legitimate emails display the brand's logo.

May 2023 - Valimail.com
Marketer view

Email marketer from AuthSMTP.com responds that the BIMI DNS TXT record needs to be published against your domain name to tell the email receiver where to find your BIMI logo. AuthSMTP state that you may also be required to get a VMC, although this depends on the receiver. If a VMC is required this also needs to be included in the DNS record.

May 2024 - AuthSMTP.com
Marketer view

Email marketer from EmailOctopus.com responds that BIMI implementation has 3 steps. 1. Authenticate emails using SPF, DKIM and DMARC 2. Obtain a VMC certificate 3. Publish a BIMI record to your domain.

September 2022 - EmailOctopus.com
Marketer view

Marketer from Email Geeks says they are fairly confident it's an AND. Gmail does not display BIMI without VMC and BIMI does not validate without DMARC.

May 2021 - Email Geeks
Marketer view

Email marketer from EmailToolTester.com states that the cost includes the VMC (Verified Mark Certificate) and the cost of implementing and managing the necessary email authentication protocols (SPF, DKIM, and DMARC).

October 2023 - EmailToolTester.com
Marketer view

Marketer from Email Geeks mentions not noticing the verification mark on their Yahoo account, but notes that the display of the company and website is already a cool bonus for marketers.

January 2024 - Email Geeks
Marketer view

Email marketer from ZeroBounce.net shares that Yahoo Mail supports BIMI, which means that once BIMI is properly implemented, your brand logo will appear next to your emails in the Yahoo Mail inbox.

December 2022 - ZeroBounce.net
Marketer view

Marketer from Email Geeks shares that after seeing a post, they checked their mailbox and found BIMI to be a cool boost for marketers to adopt.

May 2023 - Email Geeks
Marketer view

Marketer from Email Geeks asks if Google's verification methods use an AND or an OR operator.

July 2023 - Email Geeks
Marketer view

Email marketer from RedSift.com explains that implementing BIMI is simple and the technical requirements are fairly minimal. You need to authenticate your emails and then publish a BIMI record in DNS. You may also need to provide a VMC depending on the mailbox provider.

October 2023 - RedSift.com
Marketer view

Email marketer from Reddit explains you need to have your email authentication set up (SPF, DKIM, DMARC), get a VMC for your logo and then create a BIMI record in your DNS settings. Make sure your logo meets the BIMI requirements (SVG format)

September 2022 - Reddit
Marketer view

Marketer from Email Geeks clarifies that if your domain is BIMI compliant and you have a VMC, the checkmark will show up for everyone using Google accounts.

April 2022 - Email Geeks

What the experts say
5Expert opinions

Implementing BIMI allows organizations to display their logo in supporting email clients like Gmail and Yahoo, enhancing brand visibility and trust while combating phishing. The process involves several key steps: first, ensure SPF, DKIM, and DMARC are properly configured for email authentication. Second, obtain a Verified Mark Certificate (VMC) to prove logo ownership. Finally, publish a BIMI DNS record. Acquiring a VMC can be costly, but BIMI helps build trust and stand out in inboxes.

Key opinions

  • Authentication: SPF, DKIM, and DMARC are mandatory for BIMI implementation.
  • VMC Requirement: A Verified Mark Certificate (VMC) is required to verify logo ownership.
  • BIMI's Function: BIMI displays your logo in supporting email clients if properly configured.
  • Phishing Protection: BIMI helps fight phishing and increases trust with consumers.
  • Email Client Support: Yahoo and Gmail support BIMI.

Key considerations

  • Cost: Acquiring a VMC can be costly.
  • Configuration: Proper configuration of SPF, DKIM, DMARC, and the BIMI DNS record is crucial.
Expert view

Expert from Spam Resource answers BIMI allows you to display a logo in supporting email clients, if the recipient’s email provider supports BIMI and you’ve properly configured everything. They also point out that Yahoo and Gmail support BIMI.

June 2021 - Spam Resource
Expert view

Expert from Word to the Wise explains that BIMI aims to fight phishing, increase trust with consumers and help businesses stand out in crowded inboxes. All senders must authenticate email with SPF, DKIM, and DMARC, and then to prove ownership of a logo, a Verified Mark Certificate (VMC) must be obtained from an authorized provider.

October 2021 - Word to the Wise
Expert view

Expert from Word to the Wise responds that BIMI has several basic requirements. You must have authentication in place using SPF, DKIM, and DMARC. Email must be sent from a domain that matches the domain in the DMARC record. A Verified Mark Certificate for your logo should be obtained. And then a BIMI DNS record must be published.

February 2024 - Word to the Wise
Expert view

Expert from Spam Resource explains that to use BIMI, you must have SPF, DKIM and DMARC setup and working, and then you need to acquire a VMC (Verified Mark Certificate). This can be costly.

June 2022 - Spam Resource
Expert view

Expert from Email Geeks shares "Hashtag BIMI :party_blob:"

June 2021 - Email Geeks

What the documentation says
5Technical articles

Implementing BIMI requires several steps to display a brand logo in email clients like Gmail. First, ensure strong email authentication using SPF, DKIM, and DMARC with a DMARC policy set to 'quarantine' or 'reject'. Next, the organization needs a registered trademark logo and a Verified Mark Certificate (VMC) to prove ownership of the logo. A BIMI DNS TXT record must then be created and published, starting with 'v=BIMI1;' and including the location of the SVG logo file and the VMC (if required by the mailbox provider).

Key findings

  • Authentication: SPF, DKIM, and DMARC with a 'quarantine' or 'reject' policy are mandatory.
  • VMC: A Verified Mark Certificate (VMC) is needed to prove logo ownership.
  • BIMI Record Format: The BIMI record is a TXT record starting with 'v=BIMI1;' and including the SVG logo and VMC location.
  • Registered Trademark: Logo must be a registered trademark.

Key considerations

  • VMC Requirement: Some mailbox providers may require a VMC.
  • Record Location: Ensure the SVG logo is hosted securely and the URL is correctly specified in the BIMI record.
Technical article

Documentation from Fastly.com specifies that BIMI records should be stored as DNS TXT records. The format for the TXT record should include the BIMI version, the location of the SVG logo file and the location of the VMC, if the email receiver requires one.

February 2025 - Fastly.com
Technical article

Documentation from Google Workspace Updates Blog explains that to display a brand logo in Gmail, senders must authenticate their emails with SPF or DKIM, publish a DMARC policy of 'quarantine' or 'reject', and have a Brand Indicator for Message Identification (BIMI) record registered with a Certification Authority.

December 2024 - Google Workspace Updates Blog
Technical article

Documentation from DigiCert.com outlines the steps: ensure strong authentication (SPF, DKIM, DMARC), obtain a VMC for the logo, create a BIMI DNS record, and publish the BIMI record in the DNS.

September 2024 - DigiCert.com
Technical article

Documentation from Entrust.com explains that to implement BIMI, an organization needs a registered trademark logo and a Verified Mark Certificate (VMC) to prove ownership of the logo. They also state that robust email authentication (SPF, DKIM, DMARC) must be correctly configured.

July 2024 - Entrust.com
Technical article

Documentation from dmarcian.com specifies that the BIMI record is a TXT record in DNS. The record's value must start with 'v=BIMI1;' followed by the location of the SVG logo and the location of the VMC (if required by the mailbox provider).

November 2021 - dmarcian.com