How do I set up BIMI with a CMC, and what are common issues?

Summary

Setting up BIMI with a CMC involves several crucial steps, starting with ensuring DMARC is enforced with a 'quarantine' or 'reject' policy. Acquiring a CMC from an authorized Certificate Authority (CA) is essential to verify brand identity. A properly formatted SVG logo is paramount, but graphic design tools may not always suffice for the stringent SVG Tiny requirements; Inkscape or online converters might be necessary. The BIMI DNS TXT record must be correctly placed in the _bimi subdomain. Common issues arise from incorrect DMARC configurations, malformed SVG logos (especially with bezier curves, gradients, or transparency), and DNS propagation delays. Successful BIMI implementation enhances brand recognition, trust, and email visibility. Testing the implementation with BIMI validators and considering a VMC for added security are best practices.

Key findings

  • DMARC Enforcement: DMARC must be enforced (quarantine/reject) for BIMI to function.
  • CMC Acquisition: A Certified Mark Certificate (CMC) from a trusted CA is mandatory.
  • SVG Compliance: The SVG logo must adhere to SVG Tiny standards, validated by BIMI SVG tools.
  • DNS Record Accuracy: The BIMI DNS TXT record needs to be accurately placed in the _bimi subdomain.
  • Testing Importance: Thorough testing with BIMI validators is critical before full deployment.
  • Brand Enhancement: Successful BIMI setup boosts brand recognition and customer trust.

Key considerations

  • Logo Design Challenges: Creating a compliant SVG logo can be complex, often requiring specialized tools or redrawing.
  • DMARC Monitoring: Even smaller brands need robust DMARC monitoring for quarantine/reject policies.
  • Logo History: The logo should be established on the brand's website for at least a year before BIMI implementation.
  • SVG Content Restrictions: Be aware of potential issues with bezier curves, gradients, and transparency in SVG files.
  • DNS Propagation Delays: Account for potential delays in DNS propagation after updating records.
  • VMC Consideration: Consider adding a VMC (Verified Mark Certificate) for enhanced security and brand assurance.

What email marketers say
10Marketer opinions

Setting up BIMI with a CMC involves several steps, and common issues often arise from incorrect configurations. Ensuring DMARC is properly set to 'quarantine' or 'reject' is essential. Creating a correctly formatted SVG logo in SVG Tiny Portable/Secure format is crucial, and it should be validated. Using the correct DNS record in the right subdomain (_bimi) is a must. Testing the implementation with BIMI validators is recommended to identify issues. Successfully implementing BIMI can enhance brand recognition, increase open rates, and improve trust. For additional security and brand assurance a VMC (Verified Mark Certificate) can be used.

Key opinions

  • DMARC Requirement: DMARC must be properly configured with a policy of 'quarantine' or 'reject' for BIMI to function.
  • SVG Format: The SVG logo must be in SVG Tiny Portable/Secure format and validated using BIMI SVG tools.
  • DNS Record: The DNS record for BIMI must be correctly formatted and placed in the _bimi subdomain.
  • Testing: Brands should test their BIMI implementation using BIMI validators.
  • Brand Recognition: Successful BIMI implementation enhances brand recognition and improves trust.

Key considerations

  • SVG Issues: Bezier curves and certain gradients in SVG files can cause display issues.
  • Testing Tools: Testing with BIMI validators and email testing tools is necessary before full deployment.
  • VMC Addition: Consider using a VMC (Verified Mark Certificate) for additional security and brand assurance.
  • Logo Display: Incorrect SVG formatting or not meeting BIMI standards can cause the logo to not display correctly.
  • Enhanced Visibility: BIMI differentiates your emails, increasing open rates and brand visibility.
Marketer view

Email marketer from EmailOnAcid explains that a common issue is incorrect DMARC configuration. DMARC must be properly configured, and a policy of 'quarantine' or 'reject' is essential for BIMI to function correctly.

August 2022 - EmailOnAcid
Marketer view

Email marketer from ZeroBounce explains that BIMI helps differentiate your email from others in the inbox by displaying your verified logo, increasing open rates and brand visibility.

May 2024 - ZeroBounce
Marketer view

Email marketer from SparkPost shares that with the addition of a VMC (Verified Mark Certificate), BIMI offers additional security and brand assurance, creating a more trustworthy email experience for recipients.

October 2021 - SparkPost
Marketer view

Email marketer from Mailhardener explains that a common mistake is using an incorrect DNS record for the BIMI record. The record must be correctly formatted and placed in the right subdomain (_bimi).

September 2023 - Mailhardener
Marketer view

Email marketer from Email Geeks shares experience that bezier curves and certain kinds of gradients are the biggest issues with SVG files.

June 2023 - Email Geeks
Marketer view

Email marketer from Agari shares that brands should test their BIMI implementation using BIMI validators and email testing tools to ensure it's working correctly before fully deploying it. This helps identify any configuration issues.

December 2022 - Agari
Marketer view

Email marketer from Email Geeks explains that using Illustrator and exporting to SVG tiny (newer version of Illustrator at least) get really close, other than bezier curves or gradients.

March 2022 - Email Geeks
Marketer view

Email marketer from Twilio Sendgrid responds that a successful BIMI implementation helps enhance brand recognition by ensuring consistent logo display in recipient inboxes, improving trust and brand identity.

January 2025 - Twilio Sendgrid
Marketer view

Email marketer from OnlyB2B explains that creating a properly formatted SVG logo is crucial, as some SVG features can cause issues. The logo must be in SVG Tiny Portable/Secure format and should be validated using BIMI SVG tools.

June 2021 - OnlyB2B
Marketer view

Email marketer from Reddit user u/email_enthusiast shares that a common issue is the logo not displaying correctly. This often stems from incorrect SVG formatting or the logo not meeting the specific requirements of the BIMI standard.

January 2025 - Reddit

What the experts say
11Expert opinions

Setting up BIMI with a CMC requires DMARC enforcement (quarantine/reject), purchasing a CMC from a Certificate Authority, and using a properly formatted SVG logo. A common challenge is SVG conversion, with graphic design tools sometimes proving unsuitable for creating SVG Tiny files. Key benefits of BIMI include enhanced brand control, improved subscriber recognition, and increased trust. Preparing the SVG file can involve converting text to outlines, flattening layers, and exporting as SVG Tiny 1.2, possibly using Inkscape or online converters.

Key opinions

  • DMARC Enforcement: DMARC must be in enforcing mode (quarantine or reject) before setting up BIMI.
  • CMC Purchase: A Certified Mark Certificate (CMC) needs to be purchased from a trusted Certificate Authority.
  • SVG Formatting: Properly formatting the SVG logo is crucial; graphic design tools might not be the best approach for SVG Tiny.
  • Brand Benefits: BIMI enhances brand control, subscriber recognition, and trust through strong authentication.
  • Logo Preparation: Preparing the SVG file involves specific steps like converting text to outlines and flattening layers.

Key considerations

  • Logo Usage Time: Ensure the logo has been in use on the public website for at least a year.
  • Monitoring: Even smaller brands with one domain need help monitoring for quarantine.
  • SVG Conversion: Converting logos to SVG Tiny can be challenging, requiring tools like Inkscape or online converters.
  • Visual Cues: BIMI's visual cues can build trust and improve the user experience.
  • Transparency: Gradients and transparency can cause issues with SVG files.
Expert view

Expert from Email Geeks responds that even a smaller brand with one main domain they monitor would still need help monitoring for quarantine when setting up BIMI.

January 2022 - Email Geeks
Expert view

Expert from Spam Resource provides steps on how to prepare the SVG file by first creating a square file, then converting text to outlines, next flattening all layers, and finally exporting it as SVG Tiny 1.2

March 2025 - Spam Resource
Expert view

Expert from Email Geeks shares to export as EPS, then use an online converter to turn it to SVG, then the BIMI Group's tool to turn it into Tiny PS. The only converter appears to use Inkscape under the hood.

March 2021 - Email Geeks
Expert view

Expert from Word to the Wise shares that BIMI uses strong authentication and helps people know who they are talking to. The visual cue can also build trust in the message and create an overall better experience for the end user.

January 2025 - Word to the Wise
Expert view

Expert from Email Geeks shares that the hardest part of CMC implementation was getting the logo converted properly, as it's easy to draw things in Illustrator that break when converting them to a Tiny SVG. He ended up redrawing it from scratch.

July 2022 - Email Geeks
Expert view

Expert from Email Geeks explains that to set up BIMI, you first need DMARC in place in enforcing mode (quarantine or reject). Then, buy the CMC from a Certificate Authority, which will include hosting services and instructions.

November 2022 - Email Geeks
Expert view

Expert from Email Geeks shares that you need to have been using the logo you want to use on your public website homepage for some length of time (at least a year?) before starting the BIMI process.

April 2023 - Email Geeks
Expert view

Expert from Email Geeks mentions that gradients and transparency were their problem with their SVG.

August 2022 - Email Geeks
Expert view

Expert from Email Geeks shares their conviction that graphic design tools weren't the best route to get to SVG Tiny.

January 2022 - Email Geeks
Expert view

Expert from Word to the Wise answers that BIMI gives senders control of their logo and helps subscribers easily recognize email from senders who have implemented strong authentication. This helps give confidence to subscribers and also gives benefits to the senders brand.

January 2025 - Word to the Wise
Expert view

Expert from Email Geeks explains that Inkscape is a free open source SVG editor that gets you really close when you export an optimized SVG then run it through the Tiny-ps tools from the BIMI group. There is a video on my youtube how to do it

May 2024 - Email Geeks

What the documentation says
6Technical articles

Setting up BIMI with a CMC involves several key steps. First, a DMARC policy set to 'quarantine' or 'reject' is required to ensure only authenticated emails are delivered. A CMC must be purchased from an authorized Certificate Authority (CA) to verify the logo and brand identity. After obtaining the CMC, a BIMI DNS TXT record should be published in the _bimi subdomain, pointing to the SVG logo file and including the CMC. The SVG image needs to be correctly formatted in SVG Tiny Portable/Secure (SVG Tiny PS) format and should not exceed 32KB. Finally, be aware of potential DNS propagation delays after setting up the DNS records.

Key findings

  • DMARC Requirement: A DMARC policy set to 'quarantine' or 'reject' is necessary for BIMI implementation.
  • CMC Purchase: A CMC must be purchased from an authorized Certificate Authority (CA) to verify the brand identity.
  • DNS TXT Record: A BIMI DNS TXT record must be published in the _bimi subdomain.
  • SVG Formatting: The SVG image must be in SVG Tiny Portable/Secure format and under 32KB in size.
  • DNS Propagation: DNS propagation delays may occur after setting up the DNS records.

Key considerations

  • CA Trust: Ensure the Certificate Authority is a trusted entity for issuing CMC certificates.
  • Record Placement: Correct placement of the BIMI DNS record in the _bimi subdomain is crucial.
  • Logo Format: Strict adherence to the SVG Tiny Portable/Secure format is essential for the logo.
  • Patience Required: Allow time for DNS propagation after making changes to DNS records.
Technical article

Documentation from DigiCert explains that a CMC (Certified Mark Certificate) needs to be purchased from an authorized Certificate Authority (CA). This certificate verifies your logo and brand identity.

March 2025 - DigiCert
Technical article

Documentation from GlobalSign explains that SVG image must be correctly formatted in SVG Tiny Portable/Secure (SVG Tiny PS) format and should not exceed 32KB in size.

August 2024 - GlobalSign
Technical article

Documentation from Sectigo explains that the certificate authority (CA) needs to be a trusted entity for issuing CMC certificates. Brands must ensure that the CA is authorized to issue these certificates for BIMI.

May 2021 - Sectigo
Technical article

Documentation from Entrust shares that after getting the CMC, you need to publish a BIMI DNS TXT record. This record points to the location of your SVG logo file and includes the CMC. The record should be placed in the _bimi subdomain.

December 2021 - Entrust
Technical article

Documentation from BIMI Group explains that to implement BIMI, you need a DMARC policy set to 'quarantine' or 'reject'. This ensures that only authenticated emails are delivered, protecting your brand and recipients from fraudulent messages.

November 2021 - BIMI Group
Technical article

Documentation from Namecheap explains that, after setting up the DNS records, there can be delays in DNS propagation. This can cause BIMI to not display immediately, requiring patience until the DNS settings propagate across the internet.

February 2022 - Namecheap