BIMI (Brand Indicators for Message Identification)
An email standard that allows brands to display their verified logo next to emails in the recipient's inbox.
BIMI (Brand Indicators for Message Identification) is an emerging email standard that lets senders display their brand logo directly in the inbox alongside their emails. When properly implemented, recipients see your company logo instead of a generic avatar, increasing brand recognition and trust.
Requirements for BIMI:
- A valid DMARC policy set to
p=quarantineorp=reject(enforcement mode) - A BIMI DNS TXT record pointing to your logo (SVG Tiny PS format)
- A Verified Mark Certificate (VMC) from a certificate authority like DigiCert or Entrust (required by Gmail)
- The logo must be a registered trademark (for VMC issuance)
Why BIMI matters for deliverability: BIMI serves as both a branding tool and a deliverability signal. Because it requires strict DMARC enforcement, having BIMI effectively proves you have robust email authentication in place. Studies show BIMI logos can increase open rates by 10-39% due to improved brand recognition. Currently supported by Gmail, Yahoo, Apple Mail, and Fastmail, with Microsoft support in development.
Related Terms
DMARC (Domain-based Message Authentication)
A protocol that tells receiving servers what to do when SPF or DKIM checks fail for your domain.
DKIM (DomainKeys Identified Mail)
A cryptographic email authentication method that verifies an email was sent by an authorized server and wasn't altered in transit.
SPF (Sender Policy Framework)
A DNS record that specifies which mail servers are authorized to send email on behalf of your domain.
Email Authentication
The umbrella term for protocols (SPF, DKIM, DMARC) that verify a sender's identity and prevent email spoofing.
Want to learn more?
Read our in-depth blog posts on email verification and deliverability.