What are the steps for BIMI verification and logo display?

Summary

BIMI verification and logo display involve a multi-step process. First, DMARC must be enforced (p=quarantine or p=reject). A registered trademark from a qualifying Intellectual Property Office (IPO) is essential. Obtaining a Verified Mark Certificate (VMC) is typically required, involving verification of organizational legitimacy, right to use the logo, and domain control. This is followed by updating DNS records with the BIMI record pointing to the SVG logo file and the VMC authority (optional). Mailbox Providers (MBPs) ultimately decide whether to display the logo, based on factors beyond correct implementation, including sender reputation, email engagement, and their own policies. Testing with Yahoo!, which doesn't mandate a VMC, is a good way to start. BIMI provides a visual cue in the inbox, enhances authentication, and offers a trust signal. Prioritizing "naked BIMI" or using Apple Business Connect can be an alternative approach to gain logo display on certain platforms before investing in a VMC. Ongoing monitoring of logo display and DMARC reports ensures compliance.

Key findings

  • DMARC Enforcement: DMARC enforcement (p=quarantine or p=reject) is a fundamental requirement for BIMI.
  • Trademark Necessity: A registered trademark from a qualifying Intellectual Property Office (IPO) is mandatory for BIMI implementation.
  • VMC Acquisition: Obtaining a VMC involves demonstrating legal existence, trademark ownership, and domain control through a rigorous vetting process.
  • DNS Record Configuration: Properly formatting the BIMI DNS record is crucial for pointing to the SVG logo and VMC.
  • MBP Discretion: Mailbox Providers ultimately determine logo display based on factors beyond just BIMI implementation.
  • Trust Signal: BIMI offers a visual cue to the email receiver that promotes trust and confirms authentication.

Key considerations

  • Sender Reputation Impact: Sender reputation plays a significant role in logo display decisions by Mailbox Providers.
  • Email Engagement Significance: Email engagement metrics influence the likelihood of logo visibility.
  • VMC Costs and Effort: The expense and complexity of acquiring a VMC should be carefully evaluated.
  • Alternative Strategies: "Naked BIMI" and Apple Business Connect provide potential alternatives to traditional VMC-dependent BIMI.
  • Ongoing Monitoring Importance: Continuous monitoring of logo display and DMARC compliance is necessary.
  • Yahoo! Testing: Testing with Yahoo! (which doesn't require a VMC) before investing in a VMC can be useful to ensure your DNS record is correct.

What email marketers say
11Marketer opinions

BIMI verification and logo display involve several key steps: ensuring DMARC is set to enforcement, obtaining a Verified Mark Certificate (VMC) after proving trademark ownership and undergoing a vetting process, creating a compliant SVG logo, and publishing a BIMI DNS record. While BIMI enhances brand visibility, trust, and security, logo display isn't guaranteed. Mailbox Providers (MBPs) consider sender reputation, email engagement, and their own policies. Testing with Yahoo! (which doesn't require a VMC) is recommended. BIMI also requires a registered trademark. Benefits include increased brand visibility, trust, and potential deliverability improvements.

Key opinions

  • DMARC Enforcement: BIMI requires DMARC to be enforced (p=quarantine or p=reject).
  • Verified Mark Certificate (VMC): Obtaining a VMC is a crucial step, requiring trademark validation and vetting.
  • DNS Record: A BIMI DNS record must be published, pointing to the SVG logo and VMC (optional).
  • Logo Display Not Guaranteed: Even with proper implementation, mailbox providers ultimately decide whether to display the logo.
  • Trademark Required: A registered trademark from a qualifying IPO is mandatory for BIMI.
  • Testing is Key: Testing with services like Yahoo! that may have looser restrictions is important.

Key considerations

  • Sender Reputation: Sender reputation significantly impacts logo display; a good reputation is crucial.
  • Mailbox Provider Policies: Each Mailbox Provider has its own criteria for logo display, adding complexity.
  • Email Engagement: Email engagement rates (opens, clicks) influence logo visibility.
  • VMC Costs: The cost of the VMC should be factored into the BIMI implementation budget.
  • Deliverability Uplift: BIMI can improve deliverability, especially for senders with existing issues.
  • Format Requirements: Logos must meet specific format requirements.
Marketer view

Marketer from Email Geeks explains the purpose of BIMI verification is to ensure the sender is who they say they are, can prove they are an agent of the entity using the logo, and that the entity has the rights to use the domain and logo. A certificate attests to these facts, allowing participating mailbox providers to display the logo if they deem the email inbox-worthy.

September 2021 - Email Geeks
Marketer view

Email marketer from Twitter mentioned you must have a registered trademark with a qualifying Intellectual Property Office (IPO) to get BIMI working.

October 2021 - Twitter
Marketer view

Marketer from Email Geeks recommends setting up BIMI basics and testing with Yahoo!, which doesn't require a VMC or CMC, to see if the BIMI logo appears. They also note the increasing interest in verification badges.

May 2022 - Email Geeks
Marketer view

Email marketer from Valimail Blog shares that the BIMI verification process involves setting up DMARC, obtaining a VMC from an authorized Certification Authority, and publishing a BIMI DNS record to indicate the location of your brand logo.

February 2023 - Valimail Blog
Marketer view

Marketer from Email Geeks clarifies that obtaining a BIMI certificate and publishing a record doesn't guarantee logo display; the Mailbox Provider (MBP) still decides if the email is inbox-worthy and applies other criteria.

March 2023 - Email Geeks
Marketer view

Email marketer from Reddit shares that BIMI logo visibility depends on factors beyond just implementing BIMI correctly, including sender reputation, email engagement, and the mailbox provider's policies.

September 2021 - Reddit
Marketer view

Email marketer from SparkPost Blog shares that the BIMI implementation checklist includes setting up DMARC enforcement, obtaining a VMC, creating a properly formatted SVG logo, and publishing the BIMI record in DNS.

November 2023 - SparkPost Blog
Marketer view

Email marketer from EmailOnAcid Blog mentions the benefits of BIMI include increased brand visibility in the inbox, improved brand trust, and enhanced email security through DMARC enforcement.

May 2021 - EmailOnAcid Blog
Marketer view

Email marketer from Mailjet Blog mentions the set-up includes making sure your domain is authenticated using DMARC and then obtaining a verified trademarked logo. Also ensure that logo meets specific format requirements and is published via a BIMI DNS record.

August 2024 - Mailjet Blog
Marketer view

Email marketer from ReturnPath notes that you should see an uplift in your email's deliverability with implementing BIMI. Especially if you had issues with it before.

June 2021 - Validity Website
Marketer view

Email marketer from StackExchange shares that besides the cost of the Verified Mark Certificate, there are no costs for implementing BIMI other than your time. It's worth it for large businesses.

February 2025 - StackExchange

What the experts say
3Expert opinions

Experts agree that BIMI enhances email authentication and provides a trust signal and a visual cue in the inbox. However, implementation typically requires DMARC enforcement, a registered trademark, and a Verified Mark Certificate (VMC). An alternative approach is to prioritize "naked BIMI" (without a VMC) and Apple Business Connect to potentially achieve logo display on Apple and Yahoo before investing in a VMC.

Key opinions

  • BIMI Enhances Trust: BIMI serves as a trust signal for recipients, assuring them of the sender's authenticity.
  • Standard Requirements: Traditional BIMI implementations require DMARC enforcement, a registered trademark, and a VMC.
  • Alternative Approach: "Naked BIMI" and Apple Business Connect offer a potential route to logo display without a VMC.
  • Visual Cue: BIMI provides a visual cue that can enhance inbox recognition.

Key considerations

  • VMC Cost: The cost and effort associated with obtaining a VMC should be carefully considered.
  • Alternative Strategy Limitations: The success of "naked BIMI" may depend on specific mailbox provider policies.
  • DMARC Enforcement: DMARC enforcement (p=quarantine or p=reject) is a prerequisite for BIMI, regardless of the approach.
  • Trademark Validity: Valid trademark required.
Expert view

Expert from Email Geeks suggests prioritizing "naked BIMI" (without a Verified Mark Certificate), along with Apple Business Connect, to potentially gain logo display on Apple and Yahoo before deciding if a VMC/CMC is worthwhile.

September 2023 - Email Geeks
Expert view

Expert from Spamresource.com explains that BIMI offers a way to provide a trust signal to the recipient in the inbox, after your email has passed authentication protocols and filtering.

April 2022 - Spamresource.com
Expert view

Expert from Word to the Wise explains that BIMI provides a visual cue in the inbox and enhances authentication, but requires DMARC enforcement, a registered trademark, and a Verified Mark Certificate.

June 2021 - Word to the Wise

What the documentation says
5Technical articles

BIMI implementation, as documented by various sources, necessitates DMARC enforcement (p=quarantine or p=reject), obtaining a Verified Mark Certificate (VMC) which requires verifying the organization's legitimacy and trademark ownership through a rigorous vetting process. A BIMI DNS record pointing to the SVG logo and VMC (optional) is also vital. Post-implementation, monitor logo display and DMARC reports for ongoing compliance.

Key findings

  • DMARC Enforcement is mandatory: DMARC must be set to p=quarantine or p=reject for BIMI to function.
  • VMC Acquisition Involves Verification: Obtaining a VMC entails verifying the organization's legal existence, trademark ownership, and domain control.
  • BIMI DNS Record Structure: The BIMI DNS record specifies the location of the SVG logo file and optionally the VMC.
  • Monitoring is Essential: Regular monitoring of logo display and DMARC reports ensures ongoing BIMI compliance.

Key considerations

  • Vetting Process Rigor: The VMC vetting process is thorough and requires proper documentation.
  • Trademark Ownership Proof: Proof of trademark ownership is a prerequisite for obtaining a VMC.
  • Certificate Authority Selection: Choose a reputable Certificate Authority for VMC acquisition.
  • Domain Control Validation: Demonstrating control over the sending domain is necessary for VMC issuance.
Technical article

Documentation from DigiCert explains that VMC requirements for BIMI include verifying the organization's legal existence, right to use the logo, and control over the sending domain. It also involves a rigorous vetting process.

October 2023 - DigiCert Website
Technical article

Documentation from Agari details it is important to monitor the rollout of BIMI by checking if your logo is displaying correctly in various mailboxes. Also monitor DMARC reports to ensure ongoing authentication compliance.

January 2023 - Agari Website
Technical article

Documentation from Entrust explains the BIMI DNS record format specifies the location of the brand logo SVG file and optionally the location of the VMC, which helps mailbox providers display the logo alongside authenticated emails.

March 2022 - Entrust Website
Technical article

Documentation from Sectigo states obtaining a VMC involves providing proof of trademark ownership, undergoing a verification process, and purchasing the certificate from an authorized Certificate Authority like Sectigo.

April 2023 - Sectigo Website
Technical article

Documentation from BIMI Group Website explains the steps for BIMI implementation: ensure DMARC is set to 'p=quarantine' or 'p=reject', obtain a Verified Mark Certificate (VMC), update DNS records with the BIMI record pointing to the VMC logo and the VMC authority.

November 2022 - BIMI Group Website