BIMI

What Is BIMI?

BIMI is a standard that allows mailbox providers to show a sender’s official brand logo in the inbox UI when the message passes authentication and meets provider requirements. The logo usually appears near the sender name, replacing the generic avatar or initial.

Key idea: logos don’t show “just because you uploaded one.” BIMI is tied to authentication and—often—logo ownership verification.

Why BIMI Matters

Stronger brand recognition

Your logo makes your messages visually distinct in crowded inboxes, especially on mobile where sender avatars are prominent.

Higher trust and fewer “is this legit?” moments

BIMI makes it harder for impostors to visually mimic your brand because supported providers only show logos when authentication and policies check out.

A practical way to reinforce deliverability discipline

To get BIMI working, you must implement and enforce DMARC alignment correctly. That process alone can reduce domain impersonation and improve long-term sender health.

Important: BIMI is not a guaranteed placement or performance boost. Inbox providers decide whether and when to display logos based on their own rules, reputation thresholds, and UI contexts.

How BIMI Works

BIMI sits on top of email authentication:

1. SPF confirms sending servers are authorized for your domain

2. DKIM signs messages so receivers can verify integrity and source

3. DMARC enforces alignment between authentication and your visible “From” domain

4. BIMI lets supporting inboxes fetch a verified logo and display it

In practice, BIMI works when you publish a BIMI DNS record that points to:

• a hosted SVG logo (required), and optionally

• a Mark Certificate (often required by major providers)

BIMI Requirements Checklist

Before you touch DNS, confirm these basics:

1) DMARC must be enforced

Most BIMI implementations require DMARC policy at quarantine or reject (not monitoring-only).

2) SPF and/or DKIM must align with “From”

Alignment means the authenticated domain matches (or aligns with) the domain people see in the From header.

3) A compliant SVG logo (SVG Tiny-PS)

Your logo must follow BIMI constraints:

• square viewBox

• clean, simple paths

• no scripts, no external assets, no raster images

• hosted over HTTPS and publicly retrievable

4) BIMI DNS record published correctly

Typically at: default._bimi.yourdomain.com

5) Certificate (VMC or CMC) where required

Many major inboxes require a Verified Mark Certificate (VMC) or Common Mark Certificate (CMC) to display the logo. Certificate rules vary by provider.

VMC vs CMC: What’s the Difference?

Verified Mark Certificate (VMC)

• Often requires a registered trademark for the logo mark

• Used to prove your rights to the logo

• Associated with the strongest “verified sender” experiences in some inboxes

Common Mark Certificate (CMC)

• A newer option in the ecosystem

• May reduce the dependency on trademark ownership in some scenarios (provider acceptance varies)

• Still intended to prove that the logo is legitimately tied to your domain/brand

Bottom line: inbox providers decide which certificate types they accept and whether a certificate is required at all.

How to Set Up BIMI for Emails Sent Through Adaptix

Use this step-by-step approach:

Step 1: Confirm your sending domain strategy

Decide what domain will appear in the From address for Adaptix sends:

• yourdomain.com (organizational domain), or

• a subdomain like news.yourdomain.com / mail.yourdomain.com

Step 2: Implement SPF + DKIM correctly

• Ensure Adaptix is authorized in SPF (or via a delegated include)

• Enable DKIM signing for the sending domain

• Confirm alignment (DKIM alignment is commonly preferred for stability)

Step 3: Move DMARC to enforcement

Start with a safe rollout if needed (monitor → partial enforcement → full), then move to:

• p=quarantine or p=reject

Step 4: Prepare your BIMI logo (SVG Tiny-PS)

Design for small sizes:

• bold shapes

• minimal detail

• high contrast (works in light/dark UI)

• avoid text-heavy marks that become unreadable at 20–24px

Host it at a stable HTTPS URL, for example:

• https://yourdomain.com/.well-known/bimi/logo.svg

Step 5: Obtain and host your Mark Certificate (if needed)

If you’re using a VMC/CMC, you’ll work with a certificate issuer, then host the certificate file at an HTTPS URL.

Step 6: Publish the BIMI DNS record

Example record format:

• l= is the logo URL (required)

• a= is the certificate URL (optional, but often required for display)

Step 7: Test and monitor

• Confirm DMARC alignment on real messages

• Ensure the SVG and certificate URLs are publicly retrievable and return the correct content type

• Test with multiple mailbox providers (results may vary)

• Expect caching delays—logos don’t always appear immediately

Common BIMI Problems and Fixes

“My BIMI record exists, but no logo shows.”

Most common causes:

• DMARC policy not enforced (still p=none or partial enforcement)

• SPF/DKIM not aligned with the From domain

• SVG isn’t compliant (wrong format, external resources, not square)

• SVG/cert URL blocked (403, geo restrictions, auth required, robots/CDN rules)

• Certificate missing/invalid where required

• Provider reputation thresholds not met yet

“My logo displays inconsistently.”

That’s normal. Display depends on:

• mailbox provider support

• recipient UI context (mobile/desktop, conversation view, etc.)

• caching

• sender reputation and message patterns

BIMI Best Practices

• Treat BIMI as a trust layer, not a cosmetic hack. Your authentication posture is the foundation.

• Keep logos simple. Think “favicon clarity,” not “brand deck detail.”

• Use one primary sending identity. Fragmenting domains can slow trust building.

• Protect your domain reputation. BIMI won’t override spam complaints or poor list hygiene.

• Maintain certificate hygiene. Certificates expire—track renewal dates so your logo doesn’t disappear unexpectedly.

FAQ: BIMI

What does BIMI stand for?

BIMI stands for Brand Indicators for Message Identification.

What is BIMI in email marketing?

BIMI is a standard that can display your verified brand logo next to your emails in supported inboxes, as long as your domain passes authentication and meets provider requirements.

Does BIMI improve deliverability?

BIMI itself isn’t a deliverability “unlock,” but the DMARC enforcement and alignment required for BIMI often improves sender security and reduces spoofing—both of which support healthier deliverability over time.

Does BIMI increase open rates?

It can. A recognizable logo may reduce hesitation and improve brand recall, but results vary by audience, inbox provider, and sending practices.

Do I need DMARC for BIMI?

Yes. BIMI depends on DMARC alignment, and most providers require DMARC to be enforced (quarantine or reject) before considering logo display.

Do I need a VMC to use BIMI?

Not always—but many major inboxes require a VMC or CMC to display your logo. Requirements differ by mailbox provider.

What format does the BIMI logo need to be?

Typically a clean SVG Tiny-PS file with a square viewBox, no scripts, and no external assets, hosted over HTTPS.

Where do I publish the BIMI DNS record?

Most commonly at default._bimi.yourdomain.com as a TXT record. Some setups use additional selectors for different mail streams.

Can I use BIMI if I send email through Adaptix?

Yes—BIMI is configured on your domain, not inside the inbox UI. If Adaptix sends mail using your authenticated domain and your messages align with DMARC, you can publish BIMI records for that domain.