What are the requirements to implement BIMI, and which providers support it?

Summary

Implementing BIMI involves a multi-faceted approach with specific technical and strategic requirements. It enhances brand recognition and trust, improving email open rates and customer identification. Google's BIMI pilot program necessitates participation, a valid VMC (Verified Mark Certificate), and a registered trademark (primarily for US organizations). Yahoo also supports BIMI, but doesn't require a VMC. Essential technical elements include DMARC enforcement (p=quarantine or p=reject), a registered trademark through approved intellectual property offices, and a logo in SVG Tiny Portable/Secure format. Acquiring a VMC requires identity verification through providers like DigiCert or Entrust. While BIMI protects against phishing by ensuring only authenticated senders display logos, implementation can be challenging, particularly in obtaining trademarks and navigating technical complexities. Costs involve trademark registration, VMC acquisition, and potential professional services. Although BIMI adoption is expanding, it is not yet universally supported and needs performance monitoring, including deliverability, open rates, and engagement metrics.

Key findings

  • Provider Specific Requirements: Google requires pilot program participation and a VMC; Yahoo does not require a VMC.
  • DMARC Enforcement: A strict DMARC policy (p=quarantine or p=reject) is essential for BIMI security and functionality.
  • Registered Trademark Necessity: Securing a registered trademark is often the most challenging aspect of BIMI implementation.
  • Enhanced Brand Recognition: BIMI increases brand recognition, improving trust and open rates.
  • Phishing Protection: BIMI helps protect against phishing by ensuring only authenticated emails display brand logos.

Key considerations

  • Google Pilot Access: Gaining access to the Google BIMI pilot program is crucial for Gmail logo display.
  • VMC Costs and Process: The costs and process of obtaining a VMC must be factored into the BIMI strategy.
  • Technical Expertise: Technical aspects, particularly SVG format compliance and DMARC setup, require specialized knowledge.
  • Ongoing Monitoring: Consistent monitoring of BIMI performance, including deliverability and engagement, is essential.
  • Limited Provider Adoption: The limited adoption of BIMI across providers should influence expectations regarding its impact.

What email marketers say
9Marketer opinions

Implementing BIMI involves several key requirements and considerations. Email marketers have observed BIMI icons for brands like LinkedIn, Groupon, and Indeed. A primary benefit is enhanced brand recognition, leading to improved trust and open rates. Currently, Gmail and Yahoo Mail support BIMI. A significant hurdle in BIMI implementation is securing a registered trademark. Careful planning and execution are crucial, as BIMI can positively impact deliverability and brand visibility. Costs associated with BIMI include trademark registration, VMC (Verified Mark Certificate) acquisition, and potentially professional services. While BIMI adoption is growing, it's not yet universally supported, and monitoring its performance through deliverability, open rates, and engagement metrics is essential. Although the technical aspects can be complex, various resources are available to simplify the process.

Key opinions

  • Brand Recognition: BIMI helps increase brand recognition, leading to improved trust and open rates.
  • Provider Support: Gmail and Yahoo Mail currently support BIMI.
  • Trademark Requirement: Obtaining a registered trademark is often the most challenging part of BIMI implementation.
  • Implementation Costs: BIMI implementation costs include trademark registration, VMC costs, and potentially professional help.
  • Growing Adoption: While BIMI adoption is growing, it's not yet universally supported across all email providers.

Key considerations

  • Planning & Execution: Careful planning and execution are crucial for successful BIMI implementation.
  • Trademark Registration: The process of registering a trademark should be factored into the BIMI timeline and budget.
  • Performance Monitoring: Monitoring BIMI performance is vital for tracking email deliverability, open rates, and engagement metrics.
  • Technical Complexity: The technical aspects of BIMI can be complex, requiring specialized knowledge or professional assistance.
  • Provider Support: The limited adoption across providers needs to be considered when setting expectations of the impact of BIMI.
Marketer view

Email marketer from Reddit explains that the hardest part of BIMI implementation is often obtaining a registered trademark.

January 2022 - Reddit
Marketer view

Email marketer from Email on Acid shares that Gmail and Yahoo Mail currently support BIMI. Other email providers may adopt BIMI in the future.

January 2025 - Email on Acid
Marketer view

Email marketer from Validity shares insights into BIMI adoption and points out that while adoption is growing, it's not yet universally supported across all email providers.

September 2023 - Validity
Marketer view

Email marketer from Mailjet shares that BIMI can improve deliverability and brand recognition, but requires careful planning and execution.

July 2024 - Mailjet
Marketer view

Email marketer from ZeroBounce explains that it is important to monitor BIMI performance by tracking email deliverability, open rates, and engagement metrics.

November 2024 - ZeroBounce
Marketer view

Email marketer from Litmus shares that BIMI implementation costs include trademark registration, VMC costs, and potentially the cost of professional help.

April 2023 - Litmus
Marketer view

Email marketer from Valimail Blog shares that BIMI helps increase brand recognition in the inbox, improving trust and open rates.

April 2021 - Valimail Blog
Marketer view

Email marketer from SparkPost explains that while the technical aspects of BIMI can be challenging, tools and guides are available to simplify the setup process.

September 2023 - SparkPost
Marketer view

Marketer from Email Geeks says they have seen BIMI icons for LinkedIn, Groupon, and Indeed.

December 2021 - Email Geeks

What the experts say
5Expert opinions

Implementing BIMI involves several technical requirements and considerations related to provider support. For Google's pilot program, participation is mandatory to display logos, requiring both an invitation and a valid VMC (Verified Mark Certificate), which in turn necessitates a registered logo mark (currently US-based organizations only). Yahoo is noted as another supporting provider, but crucially, it does not require a VMC. A strict DMARC policy (p=quarantine or p=reject) is essential across implementations to ensure only authenticated senders display logos, mitigating phishing risks. Ultimately, BIMI enhances brand recognition, facilitating easier identification of trusted brands within the inbox.

Key opinions

  • Google Pilot: Participation in the Google BIMI pilot program is required to display logos on Gmail.
  • VMC Requirement: Google's pilot requires a valid VMC, whereas Yahoo does not.
  • DMARC Policy: A strict DMARC policy (p=quarantine or p=reject) is essential for BIMI implementation.
  • Brand Recognition: BIMI enhances brand recognition and helps users identify trusted brands.

Key considerations

  • Google Pilot Access: Gaining access to the Google BIMI pilot program is a prerequisite for logo display in Gmail.
  • VMC Acquisition: Obtaining a VMC involves a registered trademark and a participating certificate company, adding complexity and cost.
  • Provider Specific Requirements: BIMI requirements can vary between email providers (e.g., VMC not required for Yahoo).
  • DMARC Enforcement: Enforcing a strict DMARC policy is critical to BIMI's security benefits and proper functionality.
Expert view

Expert from Email Geeks confirms that you need to be in the Google BIMI pilot program, as you can't get a VMC without being in the pilot.

August 2021 - Email Geeks
Expert view

Expert from Email Geeks explains that to have logos shown at Google in their Pilot, you need to be invited to participate in the Pilot, have a valid VMC issued by a participating certificate company, and have a registered logo mark to get the VMC (currently only available to US based orgs).

June 2024 - Email Geeks
Expert view

Expert from Spam Resource explains that BIMI requires a strict DMARC policy (p=quarantine or p=reject) to ensure that only legitimate senders are displaying their logos, protecting recipients from phishing.

September 2022 - Spam Resource
Expert view

Expert from Email Geeks clarifies that Yahoo is the only other provider officially supporting BIMI right now and they do not require a VMC.

December 2022 - Email Geeks
Expert view

Expert from Word to the Wise discusses that BIMI helps increase brand recognition within the inbox and makes it easier for customers to identify messages coming from trusted brands.

March 2024 - Word to the Wise

What the documentation says
6Technical articles

Implementing BIMI requires several technical and procedural steps. DMARC enforcement with a policy of either 'quarantine' or 'reject' is a fundamental requirement. A registered trademark and a Verified Mark Certificate (VMC) are necessary, especially for Google's implementation. Obtaining a VMC involves identity verification with approved providers like DigiCert or Entrust. The logo must be an SVG file, adhering to specific technical standards such as SVG Tiny Portable/Secure format. Trademarks must be registered with approved intellectual property offices. BIMI also bolsters security by guarding against phishing, ensuring only authenticated emails display branded logos.

Key findings

  • DMARC Enforcement: BIMI necessitates DMARC enforcement (p=quarantine or p=reject).
  • Registered Trademark: A registered trademark is a prerequisite for BIMI implementation and VMC acquisition.
  • Verified Mark Certificate (VMC): A VMC is required, particularly for Google's implementation of BIMI.
  • SVG Logo Format: The logo must be an SVG file in SVG Tiny Portable/Secure format.
  • Anti-Phishing: BIMI enhances email security by providing protection against phishing attacks.

Key considerations

  • DMARC Configuration: Properly configuring DMARC with a 'quarantine' or 'reject' policy is crucial for BIMI to function.
  • Trademark Registration Process: The trademark registration process must comply with approved intellectual property office requirements.
  • VMC Provider Selection: Choosing an approved VMC provider, such as DigiCert or Entrust, is essential.
  • SVG Technical Requirements: Adhering to the specific technical requirements for the SVG logo format is necessary.
  • Security Benefits: Leveraging BIMI's anti-phishing capabilities enhances overall email security posture.
Technical article

Documentation from Entrust explains the technical requirements for the SVG logo, including that it must be in SVG Tiny Portable/Secure format.

August 2022 - Entrust
Technical article

Documentation from Agari by HelpSystems shares that BIMI provides added protection against phishing attacks by ensuring only authenticated emails display the brand's logo.

December 2022 - Agari by HelpSystems
Technical article

Documentation from BIMI Group Website explains that to implement BIMI, you need DMARC enforcement (p=quarantine or p=reject), a registered trademark, and a Verified Mark Certificate (VMC) for use with Google. The logo must be an SVG file.

June 2024 - BIMI Group Website
Technical article

Documentation from DigiCert explains that to obtain a VMC, you must have a registered trademark and go through an identity verification process with a VMC provider like DigiCert or Entrust.

October 2023 - DigiCert
Technical article

Documentation from GlobalSign details the trademark requirements and explains that the trademark must be registered with an approved intellectual property office.

March 2022 - GlobalSign
Technical article

Documentation from dmarcian explains that BIMI requires DMARC to be set up with a policy of either 'quarantine' or 'reject' to prevent email spoofing.

November 2024 - dmarcian