How do I set up BIMI? Is a VMC certificate always required?

Summary

Setting up BIMI involves enhancing brand visibility in email inboxes by displaying a logo, with the process requiring a combination of technical configurations and verifications. A DMARC policy set to 'p=quarantine' or 'p=reject' is a fundamental prerequisite. A valid SVG logo must be created, and for optimal compatibility, a Verified Mark Certificate (VMC) is generally needed, especially for major providers like Gmail. The VMC verifies logo ownership, which helps to prevent phishing. A BIMI DNS record, including the version, logo URL, and (if applicable) the VMC location, must be correctly formatted and published. While some providers, like Yahoo, might display logos without a VMC, this has limited reach. Common setup challenges include DMARC configuration errors, SVG formatting problems, and VMC validation issues. Obtaining a VMC can cost around $1,000 USD and requires demonstrating exclusive logo rights, potentially involving trademark registration. Each mailbox provider may have additional, undisclosed criteria for displaying BIMI logos.

Key findings

  • VMC Requirement: A VMC is generally required for BIMI logo display on major email providers, such as Gmail, to verify ownership and prevent phishing.
  • DMARC Requirement: DMARC policy must be set to 'p=quarantine' or 'p=reject' for BIMI to function.
  • DNS Record: A properly formatted BIMI DNS record, including logo and VMC URLs, is essential.
  • Phishing Prevention: VMCs help mitigate phishing risks by authenticating brand logos.
  • Cost of VMC: Obtaining a VMC can cost approximately $1,000 USD.
  • Provider Differences: Some providers, like Yahoo, might display BIMI logos without a VMC, although this may have limitations.

Key considerations

  • VMC Acquisition Complexity: The process of obtaining a VMC involves demonstrating exclusive rights and potentially trademarking the logo.
  • SVG Formatting: Careful formatting of the SVG logo is required to meet BIMI specifications.
  • Provider-Specific Criteria: Email providers might have undisclosed criteria influencing whether a BIMI logo is displayed.
  • Testing and Monitoring: It's essential to test and monitor the BIMI setup for proper implementation and troubleshooting.
  • Brand Recognition: Successfully implementing BIMI improves brand recognition and trust in email communications.

What email marketers say
13Marketer opinions

BIMI setup involves several steps to display a brand's logo in email inboxes. Key requirements include DMARC authentication (p=quarantine or p=reject), a valid SVG logo, and a BIMI DNS record. A Verified Mark Certificate (VMC) is generally required, especially for Gmail, to prove logo ownership and prevent phishing. However, some providers like Yahoo may display logos without a VMC. Common challenges include DMARC configuration, SVG formatting, and VMC validation. BIMI enhances brand visibility and trust. The setup can cost around $1,000 USD due to VMC expenses. Each mailbox provider has their criteria for logo display, not unlike reputation and mail placement decisions.

Key opinions

  • VMC Requirement: While generally required for major providers like Gmail, some (e.g., Yahoo) may display BIMI logos without a VMC, though with potentially limited reach.
  • DMARC Requirement: DMARC must be set to p=quarantine or p=reject for BIMI to function.
  • BIMI DNS Record: A correctly formatted BIMI DNS record pointing to the SVG logo (and VMC, if applicable) is essential.
  • Logo Verification: The VMC verifies logo ownership, reducing the risk of phishing.
  • Cost Implications: The cost to setup BIMI is around $1000 USD because of the VMC requirement.

Key considerations

  • Provider-Specific Criteria: Even with technical requirements met, each mailbox provider has its own criteria for displaying BIMI logos.
  • Testing and Monitoring: Careful testing and monitoring are needed to ensure proper BIMI implementation.
  • SVG Formatting: The SVG logo must be properly formatted to meet BIMI specifications.
  • VMC Acquisition: Obtaining a VMC requires demonstrating exclusive rights to use the logo, which can involve trademark registration.
  • Potential Brand Benefits: BIMI enhances brand recognition and builds trust, improving email engagement.
Marketer view

Email marketer from Mailjet shares that BIMI provides brand control over logos displayed in email inboxes, requires DMARC authentication (p=quarantine or p=reject), a valid SVG logo, and a VMC to display the logo in most major email clients like Gmail.

May 2021 - Mailjet
Marketer view

Email marketer from Reddit user u/email_expert advises to first ensure DMARC is set to p=quarantine or p=reject. Then obtain a VMC from a recognized Certification Authority before setting up the BIMI DNS record with the logo and VMC URLs.

January 2023 - Reddit
Marketer view

Email marketer from Reddit user u/email_enthusiast mentions that while a VMC is typically required for Gmail, some mailbox providers like Yahoo may display BIMI logos without one, though this might have limited reach.

December 2024 - Reddit
Marketer view

Marketer from Email Geeks explains the reason for Google mandating VMC - is that bad actors could self-sign a certificate and put any logo, making the phishing issue much worse.

September 2021 - Email Geeks
Marketer view

Marketer from Email Geeks explains that GoDaddy doesn't support BIMI and Google requires a VMC.

June 2022 - Email Geeks
Marketer view

Marketer from Email Geeks shares that in addition to technical requirements, each mailbox provider has their own criteria for determining whether or not to display a logo with a given message.

December 2021 - Email Geeks
Marketer view

Marketer from Email Geeks shares that BIMI without a VMC is called “self-asserted” and provides the record format. Also explains 'declination to publish'.

July 2024 - Email Geeks
Marketer view

Email marketer from Validity shares common challenges in BIMI setup, including DMARC configuration errors, SVG formatting issues, and problems with VMC validation. They recommend careful testing and monitoring.

August 2024 - Validity
Marketer view

Marketer from Email Geeks shares that using BIMI without a VMC will only work on Fastmail and Yahoo with some caveats.

March 2023 - Email Geeks
Marketer view

Email marketer from Mailosaur says that BIMI has a number of steps to complete and a cost of around $1,000 USD due to the VMC requirement.

August 2024 - Mailosaur
Marketer view

Email marketer from ZeroBounce outlines the implementation steps for BIMI: checking DMARC settings, creating a properly formatted SVG logo, obtaining a VMC, and publishing the BIMI DNS record.

December 2022 - ZeroBounce
Marketer view

Marketer from Email Geeks responds to the question about additional steps with individual mailbox providers after BIMI registration, by clarifying that there are no individual steps with each mailbox provider. You just have to be the kind of sender whose mail ends up in the Inbox on a routine basis.

November 2024 - Email Geeks
Marketer view

Email marketer from EasyDMARC highlights BIMI's potential to improve brand reputation and email engagement, noting that consistent logo display builds trust and recognition with recipients.

February 2025 - EasyDMARC

What the experts say
1Expert opinion

Setting up BIMI necessitates DMARC and often a VMC (Verified Mark Certificate). The VMC mitigates phishing by ensuring only verified logos are displayed. Without a VMC, only certain email providers will display the logo.

Key opinions

  • VMC Importance: A VMC plays a crucial role in preventing phishing by authenticating logos.
  • Limited Display Without VMC: Without a VMC, BIMI logo display is restricted to specific email providers.
  • DMARC Requirement: DMARC is essential to setting up BIMI.

Key considerations

  • VMC Cost: Budget for the cost and administrative overhead of obtaining a VMC.
  • Provider Compatibility: Be aware that without a VMC, your BIMI logo may not be universally displayed.
  • Brand Protection: Consider the security benefits of a VMC in protecting your brand from phishing.
Expert view

Expert from Spam Resource explains that setting up BIMI involves DMARC and a VMC. The VMC helps reduce phishing by only allowing verified logos to display and explains that without a VMC only some providers will show the logo.

September 2023 - Spam Resource

What the documentation says
5Technical articles

BIMI setup, according to documentation, involves enhancing brand visibility by displaying logos in email inboxes, for this a VMC (Verified Mark Certificate) is required by most major email providers. The DNS record includes version, logo URL, and the VMC location which is needed to prove ownership and requires demonstrating exclusive rights to the logo as well as trademark registration. Key setup steps: ensure valid DMARC, create the BIMI record, obtain the VMC, publish the BIMI record in DNS, and ensure you use a verified SVG logo.

Key findings

  • VMC Requirement: A VMC is crucial for logo display with most major email providers.
  • DNS Record Format: The BIMI DNS record includes version, logo URL, and VMC location.
  • Logo Ownership: VMC verifies logo ownership, requiring trademark registration.
  • DMARC Requirement: DMARC is required to set up BIMI.
  • SVG Logo: A verified SVG logo is required to set up BIMI.

Key considerations

  • VMC Acquisition Process: Demonstrating exclusive logo rights can be complex.
  • Trademark Necessity: Trademark registration is often needed to get a VMC.
  • DNS Setup: Publishing the BIMI record in DNS is essential for BIMI to function.
  • Brand Visibility: BIMI enhances brand visibility in email inboxes.
Technical article

Documentation from Skysnag details the BIMI setup including DMARC policy at p=quarantine or p=reject, obtaining a VMC, publishing the BIMI record in DNS. Also notes you need to use a verified SVG logo.

May 2022 - Skysnag
Technical article

Documentation from DigiCert clarifies that a VMC verifies logo ownership and requires demonstrating exclusive rights to use the logo. It involves trademark registration and verification by an authorized VMC provider.

September 2021 - DigiCert
Technical article

Documentation from AuthSMTP outlines the steps to set up BIMI including having valid DMARC, creating a BIMI record, and using a VMC. It also refers to setting up the DNS record on your DNS server.

January 2024 - AuthSMTP
Technical article

Documentation from Entrust.com explains that BIMI enhances brand visibility in email inboxes and requires a VMC (Verified Mark Certificate) for most major email providers to display the logo.

March 2023 - Entrust.com
Technical article

Documentation from BIMI Group details the BIMI DNS record format. It includes the version ('v=BIMI1;'), logo URL ('l='), and the optional VMC location ('a='). The VMC location is needed to prove ownership of the logo.

September 2022 - BIMI Group