Have you ever noticed brand logos appearing next to emails in your inbox? That’s BIMI (Brand Indicators for Message Identification) at work.
It’s a growing standard that helps businesses display their verified logos in supported email clients, making it easier for recipients to recognize real messages from trusted sources.
If you send marketing emails, newsletters, or transactional updates, trust me, this small optimization can make a real difference in open rates and engagement.
You might be thinking BIMI sounds complicated, but it’s actually quite simple once you know what to do. In this guide, I’ll walk you through everything about BIMI so you can decide if it makes sense for your emails, too.
What Is BIMI (Brand Indicators for Message Identification)?
Have you noticed that some emails in your inbox show a small logo next to the sender’s name? This is because those companies use something called BIMI.
BIMI was created because many companies had trouble getting their emails noticed and trusted by their customers. With BIMI, your logo appears clearly, making it easier for customers to notice and open your emails.
How Does BIMI Work?
BIMI works by linking your email address to your brand’s logo using something called DNS records. First, you need to prove that your emails are safe and real by setting up proper email security like SPF, DKIM, and DMARC.
After these security steps, you add a special DNS record that points to your logo image. Once your DNS record is set up correctly, email providers like Gmail or Yahoo check this record when receiving your emails.
If everything looks good, they display your logo right next to your emails. This helps improve your transactional and marketing email results by making your brand stand out and look trustworthy.
The Importance of BIMI for Emails
BIMI is one of those features that might seem small but makes a big difference in your email marketing. I’ve personally noticed that adding BIMI can help your emails stand out in crowded inboxes.
Enhances Brand Visibility
Showing your logo directly in a subscriber’s inbox boosts how often your brand is noticed. Your brand becomes familiar when people regularly see your logo next to your emails.
From my experience, the more familiar your brand is, the more likely subscribers will trust and open your emails. It’s like placing your company’s logo on a billboard, so everyone passing by remembers who you are.
Using BIMI gives your brand that clear visibility without needing extra effort, and it’s equally important for when sending transactional emails or other marketing messages.
Improves Email Engagement Rates
Visuals grab attention faster than text alone, and emails with logos get opened more. Subscribers see your logo and feel confident your email is safe and worth reading.
When I started using BIMI, my open rates and click-through rates went up because people knew my emails were genuine.
So, if your emails look more trustworthy and professional, more people will read and interact with your messages. BIMI helps your emails get noticed and encourages subscribers to take action.
Builds a Stronger Sender Reputation
Email services like Gmail or Yahoo closely watch your sending habits. Having BIMI set up correctly shows email services that you care about security and authenticity.
I’ve found that this small step can greatly improve how email providers see your brand, helping your emails reach inboxes more consistently.
If your emails are seen as trustworthy, email services give you better inbox placement. That means fewer of your emails end up in spam folders, making your email marketing efforts stronger overall.
Helps Reduce Email Fraud and Spoofing
One big problem in email marketing is phishing attacks, where scammers pretend to be a trusted brand. BIMI makes it easier for subscribers to know if an email is really from your company.
Your logo shows subscribers they can trust the message is genuine. When I enabled BIMI, it became harder for anyone to fake my emails.
Subscribers saw my logo and quickly understood they were getting safe, authentic messages. This keeps subscribers safe and protects your brand’s reputation.
Technical Requirements for BIMI Setup
To get BIMI working for your brand, there are a few technical steps you’ll have to complete first. I know it might sound tricky, but it’s actually quite straightforward if you follow the right instructions.
DMARC Implementation
The first thing you need is a DMARC policy. DMARC stands for Domain-based Message Authentication, Reporting & Conformance, and it helps stop spammers from pretending to be your business.
Without a strong DMARC policy, your logo won’t show up in inboxes, even if you have BIMI set up correctly. This step proves to email services that your brand is safe, trusted, and serious about protecting your customers.
Logo Specifications for BIMI
Another important step is preparing your logo in SVG format. SVG stands for Scalable Vector Graphics, and it makes sure your logo always looks clear and sharp on any device or screen size.
Trust me, nothing ruins brand image faster than a fuzzy logo, so getting the SVG file right matters. When designing your SVG logo for BIMI, try seeking the help of a professional designer.
Acquiring a Verified Mark Certificate (VMC)
Finally, you’ll need a Verified Mark Certificate (VMC). A VMC proves your brand owns the logo, so email providers trust your emails more.
To get a VMC, you’ll need to verify your business legally and your logo must be trademarked officially. Once this is done, certificate authorities issue your VMC so email providers know your emails are really from you.
BIMI Adoption Among Email Clients and Providers
Before you start setting up BIMI, it’s good to know which email services actually support it. Not every email provider supports BIMI yet, so knowing this can save you some headaches later on.
Right now, major email providers like Gmail, Yahoo Mail, and AOL fully support BIMI. Here’s a simple breakdown of their current support:
| Email Provider | BIMI Support | Notes |
| Gmail | ✅ Supported | Requires Verified Mark Certificate (VMC) |
| Yahoo Mail | ✅ Supported | Fully supports BIMI logos without VMC, but VMC is recommended |
| AOL | ✅ Supported | Same support as Yahoo Mail |
| Apple Mail | ❌ Not Supported | No BIMI support yet |
| Outlook | ❌ Not Supported | No official BIMI support yet |
| Netscape | Pilot publicly available | No VMC requirement (right now) |
| Comcast | ❌ Not Supported | In the planning stages |
From what I’ve seen, Gmail’s requirement of a VMC means your logo won’t appear without one, unlike Yahoo, which is a bit easier to get started with.
How to Set Up BIMI (Step-by-Step Instructions)
I’ve already talked about the technical requirements for setting up BIMI, but here are the complete step-by-step instructions to get started:
Step 1: Set Up SPF, DKIM, and DMARC
Before starting with BIMI, you’ll need to have your SPF, DKIM, and DMARC records ready. These records tell email providers your emails are authentic and help stop spam or fake emails pretending to be from your domain.
I recommend using WP Mail SMTP because it supports all these authentication methods. We’ve also got detailed instructions for all of our supported email providers too:
| Mailers available in all versions | Mailers in WP Mail SMTP Pro |
|---|---|
| SendLayer | Amazon SES |
| SMTP.com | Microsoft 365 / Outlook.com |
| Brevo (formerly Sendinblue) | Zoho Mail |
| Google Workspace / Gmail | |
| Mailgun | |
| Postmark | |
| SendGrid | |
| SparkPost | |
| Other SMTP |
You can send a test email at any time to make sure that your WordPress emails are working, and this will also check these 3 important DNS records at the same time.
If the plugin detects that any of your DNS records are missing or broken, along with any other issues that impact your email deliverability, it’ll let you know right away.
Sometimes, you may need to split a DKIM record into two lines. Here’s a guide on how to split a DKIM record that explains how to do that.
Step 2: Create and Host Your SVG Logo
The next step is to create a clear logo for BIMI. This logo must be in SVG format, a type of file that keeps your image sharp at any size.
When I first made my logo, I learned it needs to follow some basic rules. Your SVG logo should be square, simple, and look good even when very small.
Also, host your SVG file on your website using HTTPS, since secure hosting is required for email providers to display your logo safely in inboxes.
You should store your SVG logo in a place that’s always online and easy to access, like your main website server. I recommend checking your logo carefully after uploading it, making sure it opens without any problems in all browsers.
Step 3: Acquire a Verified Mark Certificate (VMC)
To fully set up BIMI, you’ll need a Verified Mark Certificate (VMC). This certificate confirms you own the logo shown in email inboxes. I found this part a bit tricky at first because there’s some paperwork involved.
You’ll need to verify your brand’s logo with a certificate provider, similar to buying an SSL certificate. First, you’ll contact a trusted certificate provider like DigiCert or Entrust to request your VMC.
They’ll ask for proof that your company owns the trademark to your logo. After verification, you’ll receive your VMC to upload and complete your BIMI setup.
Step 4: Publish Your BIMI DNS Record
After you’ve created your SVG logo, the next thing you’ll do is set up a BIMI DNS record. This step is important because it’s how inbox providers find and display your logo.
I remember doing this myself, and it wasn’t too hard. Log into your domain registrar, and add a new TXT record to your DNS settings.
The record should point to your SVG logo’s URL, following BIMI guidelines exactly. Double-check for mistakes here because even small errors can stop BIMI from working correctly.
Here’s exactly how your BIMI DNS record will look:
default._bimi.example.com. IN TXT "v=BIMI1; l=https://example.com.com/logo.svg; a=https://example.com/vmc.pem"- “default._bimi.yourdomain.com”: This is the TXT record you’ll add in your DNS manager.
- “v=BIMI1;”: Declares the BIMI standard.
- “l=https://example.com/logo.svg;”: Points to the exact URL of your hosted SVG logo file.
- If you’re using a Verified Mark Certificate (VMC), you’ll add this after the logo URL like: “a=https://example.com/certificate.pem;”
- Replace example.com with your real domain and make sure your SVG logo meets all BIMI guidelines.
If all of this sounds too complicated, you can also use a BIMI generator like the one from EasyDMARC. Enter your domain, logo location, VMC certificate location, and then hit the Generate button.
Step 5: Test and Verify Your BIMI Setup
Once you’ve finished the earlier steps, you need to check if everything is set up correctly. The easiest way I’ve found to verify your BIMI record is by using online tools like the BIMI Inspector or BIMI Group’s validator.
To test your setup, enter your domain into one of these tools. They will quickly check if your DNS records, SVG logo, and VMC certificate are all working correctly.
After passing the test, send some emails to check how your logo appears in different email inboxes like Gmail or Yahoo. If the logo shows up properly next to your emails, you’re all set.
FAQs — What Is BIMI (Brand Indicators for Message Identification)?
Brand Indicators for Message Identification or BIMI is a popular topic of interest among our readers. Here are answers to some common queries about it:
How does BIMI improve email deliverability?
BIMI shows your brand’s logo next to emails you send. This helps inbox providers trust your messages, so more emails land in your readers’ inboxes.
What’s required to set up BIMI?
To set up BIMI, you’ll need a DMARC policy, an SVG logo, a BIMI DNS record, and a Verified Mark Certificate (VMC) to verify your logo officially.
Can BIMI prevent phishing emails?
Yes, BIMI helps recipients quickly spot real emails by showing verified brand logos. It makes it harder for scammers to pretend they’re you.
How do I test if my BIMI setup is working?
You can test BIMI by sending an email to a supported inbox like Gmail or Yahoo. If your logo appears, your BIMI record is set up correctly.
Does using BIMI cost money?
Setting up BIMI is free, but some email providers require a Verified Mark Certificate (VMC), which costs money. Without a VMC, BIMI may not work with all inboxes.
Next, Best Practices for Designing Emails for Dark Mode
Dark mode is a display setting that swaps bright, light backgrounds for darker ones, reducing glare and making screens easier on the eyes, especially in low-light environments. Check out this guide to learn how to optimize your emails for dark mode, enhancing the experience for all your subscribers.
Ready to fix your emails? Get started today with the best WordPress SMTP plugin. If you don’t have the time to fix your emails, you can get full White Glove Setup assistance as an extra purchase, and there’s a 14-day money-back guarantee for all paid plans.
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