What is BIMI and How to Set it Up (Updated 2024)

Which emails would you rather trust? – The ones with the anonymous sender's emblem on the left or the ones with brand logos on the right.

Most would lean towards the latter. It's this distinct visual edge that BIMI (Brand Indicators for Message Identification) brings to the table.

According to Valimail, fake sender identities are the most common form of email attacks, with a whopping 83% impersonating well-known brands. Hence, it is crucial to implement email authentication through BIMI to effectively thwart these attacks.

A well-implemented BIMI not only enhances brand recall but also has potential ramifications on email deliverability. BIMI-compliant emails also reduce the chance of being flagged as spam.

Simply put,if you aim to carve your way as credible and genuine brand in the email landscape , mastering BIMI is essential.
So, let’s start the journey to make your next email stand out with BIMI…

BIMI, or Brand Indicators for Message Identification, is a cutting-edge email authentication protocol. Simply put, BIMI allows you to show off a trusted sender logo with all your emails in your recipient’s inbox.

Without BIMI, all you can see are just uniform letters in colored circles, which is likely to be less trusted or opened. The primal purpose of BIMI is to verify that you are who you say you are—not a scammer or spammer.

But how does it accomplish this?

1. Authentication: BIMI requires three significant email authentication methods:

• Domain-based Message Authentication, Reporting, and Conformance (DMARC)


• Domain Keys Identified Mail (DKIM)


• Sender Policy Framework (SPF)

Only when these protocols are correctly implemented can BIMI come into play.

2. Visibility: When recipients view their inbox, emails authenticated with BIMI will showcase the brand's logo, enhancing immediate brand recognition and setting them apart from other generic emails.

3. Trust: BIMI helps in fostering trust in a digital world crowded with scams and phishing threats. When users see the brand's logo next to the email, they're more likely to view it as legitimate, reducing the chances of it being flagged or ignored.

As of 2024, several major email clients have adopted the BIMI standard. Yahoo, encompassing both Yahoo Mail and AOL Mail, was an early supporter of BIMI. In 2021, Gmail expanded its BIMI support to all its users, and by the fall of 2022, Apple integrated BIMI support into MacOS and iOS16.

However, the last major holdout in the BIMI adoption race is Microsoft. Microsoft currently supports BIMI to a limited extent. Despite this, BIMI has already garnered substantial support in the email market.

A report from April 2023 highlighted that Gmail, Apple, and Yahoo — three of the top four email clients — collectively held 89.9% of the email market share. This statistic underscores the vast reach and significance of BIMI in the contemporary digital landscape.

BIMI acts like a handshake between the sender and the receiver. It operates on the principles of verification and visibility. Here's a step-by-step breakdown of its functioning:

• Setup: First and foremost, brands need to implement and enforce DMARC (Domain-based Message Authentication, Reporting, and Conformance) with a policy of either 'quarantine' or 'reject.' This ensures that only authenticated emails can represent the brand.


• Logo Hosting: Brands upload their logo in SVG (Scalable Vector Graphics) format to a web-accessible location, ensuring it's compliant with the BIMI standards.



• BIMI Record Creation: A BIMI DNS (Domain Name System) record is then created in the brand's DNS. This record points to the location of the brand logo and is designed in a specific syntax that participating email providers can read.



• Verification: When an email is sent, the receiving mail server (of providers supporting BIMI) checks the DMARC validation. If the email passes DMARC, the server then looks up the BIMI record.



• Logo Display: If both DMARC authentication is successful and the BIMI record is found, the email provider retrieves and displays the logo from the specified location in the recipient's inbox.



• Additional Verification (VBR): Some mailbox providers may also require brands to obtain a Verified Mark Certificate (VMC). This is an additional layer of verification that ensures the logo being used is owned by the brand.

Setting up BIMI is a systematic process that integrates seamlessly with your existing email security protocols. Here's a detailed guide on how to set up BIMI:

Before you think about BIMI, ensure that DMARC (Domain-based Message Authentication, Reporting, and Conformance) is already implemented and enforced for your domain with a policy of either 'quarantine' or 'reject.' BIMI requires a working DMARC record as its foundation.

Your brand logo should be in SVG (Scalable Vector Graphics) format. Ensure that it meets BIMI's specifications, especially concerning background transparency and logo centricity.

Upload the SVG logo to a web-accessible location (HTTPS). This location should be reliable since email servers will fetch the logo from here to display in inboxes.

Draft a BIMI DNS record for your domain in the TXT format. The syntax typically looks like this:

default._bimi.yourdomain.com IN TXT "v=BIMI1; l=https://yourdomain.com/path-to-logo.svg;"

• v=BIMI1 specifies the BIMI version.


• l= points to the hosted logo's URL.

Add the BIMI DNS record to your domain's DNS settings. This will allow participating email servers to detect and read your BIMI record.

Some email providers might necessitate additional verification through a VMC. This certificate verifies that the logo is indeed owned and has the right to be used by the domain. If required, purchase a VMC from a trusted Certificate Authority (CA) and add it to your BIMI record using the a= tag.

Once you've set up BIMI, it's prudent to test its functionality. Use BIMI lookup tools to ensure your BIMI record is correctly configured and detectable. Also, keep monitoring your DMARC reports to check for any authentication failures.

Regularly checking the validity of your BIMI record ensures that your brand maintains a consistent and trusted presence in every inbox. To verify if BIMI is appropriately configured:

1. Manually Check the BIMI Record: Dive into your domain's DNS records. Look for a TXT record associated with the "default._bimi" prefix of your domain. For instance, if your domain is "test.com," your BIMI record should be named "default._bimi.test.com." This record should contain your brand's logo in SVG format, hosted on a publicly accessible HTTPS server.

2. Utilize BIMI Checkers: There are dedicated online BIMI validation tools like MXToolBox, DMARCLY, etc. designed to simplify this process. By inputting your domain, these checkers will scrutinize your BIMI setup, checking for any discrepancies or issues and ensuring that all the required parameters are met. They often provide feedback on what might be wrong or steps for rectification.

According to a comprehensive study from Red Sift, among 2,380 domains owned by the largest publicly traded companies in the world's major economies, 30.4% are BIMI-ready. Specifically, in the U.S., nearly half of the Fortune 500 companies have taken steps towards BIMI readiness, showcasing the growing importance of this email authentication method for brand trust and visibility.

Apart from enhanced brand recognition, let’s delve into the detailed benefits of BIMI authentication.

BIMI-compliant emails can reduce phishing attempts. Scammers and phishers seldom have BIMI in place. When users see a verified logo, it serves as a reassurance that the email is genuinely from the brand. For example, banks using BIMI can prevent potential phishing threats.

Emails compliant with BIMI have a higher likelihood of bypassing spam filters. This is because BIMI works in tandem with DMARC, which verifies the sender's authenticity.

Chris Arrendale, an industry expert, mentions in an expert Q&A on Data Axle:

"BIMI is a game-changer for email marketers, as it provides a visual representation of the brand, which can help increase brand recognition and trust with recipients."

Recipients appreciate visual differentiation in their cluttered inboxes. A logo next to the email simplifies their scanning process. Think of receiving a promotional email from "Starbucks" with their green mermaid logo; it stands out in a sea of text-heavy emails.

When emails are more likely to be opened and trusted, conversion rates naturally climb. For a brand, BIMI ensures that its promotional campaigns are not only seen but also acted upon. The Entrust and Red Shift report revealed that implementing BIMI could elevate the average purchase likelihood by a whopping 34%, resulting in higher ROI.

In an age where cyber threats frequently target email, trust is paramount. BIMI stands at the intersection of brand marketing and email security, offering a novel solution to both challenges. Let’s explore the potential trajectories, innovations, and trends surrounding BIMI as it carves out its place in the world of email communication.

1. Wider Adoption of BIMI: As more companies recognize the benefits of BIMI in terms of brand recognition and trust, it's anticipated that more brands will start implementing it. This includes both larger corporations and smaller businesses wanting to ensure their emails get the visibility they deserve.


2. Microsoft and Other Holdouts: Given the adoption rate of BIMI among other major email platforms, there's a possibility that Microsoft and other holdouts might consider supporting BIMI shortly to stay competitive and address user demands for more secure email experiences.


3. Integration with Advanced Security Protocols: As cyber threats continue to evolve, BIMI may be integrated with other advanced security protocols and tools. It will ensure that emails are not just authenticated but also protected from sophisticated threats.


4. Increased Use in Regional Email Clients: Beyond the major email giants, regional and smaller email clients may start to integrate BIMI support as a value proposition to their users. As mentioned, some, like France’s La Poste, have already taken the leap.


5. Collaboration with AI and Machine Learning: We might see BIMI working in conjunction with AI and machine learning algorithms to further enhance email delivery rates. This could be done by predicting and understanding user behaviors, patterns, and preferences.

The famous quote by Ben Franklin goes, "An ounce of prevention is worth a pound of cure."

In 2022, the Anti-Phishing Working Group pinpointed a record-breaking number of phishing assaults, topping one million in a single quarter. Yet, there's a beacon of hope. While a broad view shows only 2.2% of over 66 million domains being BIMI-ready, it's heartening to see 30.4% readiness amongst the colossal public companies.

Take a moment to appreciate that in places like India, the U.S., and the UK, the figures skyrocket to 64%, 58.7%, and 50%, respectively.
While BIMI may not be a mandatory component in email communication, its implementation emerges as a strategic move, particularly for large-scale enterprises. By embracing BIMI, organizations can:

• Bolster their brand recognition


• Amplify trust among their email recipients


• And potentially improve their email deliverability rates

For those looking to stay ahead of the curve, the message is clear: prioritize email authenticity and, in doing so, enhance your reach and impact.