What is BIMI: BIMI Explained.


This article explains what BIMI is, how to implement it to increase email credibility, boost engagement rate, and improve email deliverability and open rates.

What is BIMI?

BIMI, short for Brand Indicator for Message Identification, allows domain owners to coordinate with email clients to display brand logos next to authenticated email messages.


Without BIMI, email clients display a generic placeholder logo with brand initials. The recipient might have a hard time recognizing your brand without resorting to the brand name.

However, with BIMI implemented, the brand logo is displayed next to your email message, boosting brand awareness.

A comparison between email message without BIMI enabled and with BIMI enabled can be see from below:


As you can see from the illustration, on the left where BIMI is not enabled, a generic logo is displayed, which is not very interesting. However, on the right where BIMI is enabled, a brand logo appears next to the email message, instantly boosting trust and invites the recipient to open the message.

Here is what an email message with a trusted brand logo looks like, when BIMI is enabled:


In contrast, an email message sent from a domain without BIMI implemented displays no brand logo:


Obviously, BIMI helps build/increase brand awareness and user trust, and consequently boosts engagement rate, which ultimately improves email deliverability.

Prerequisites for BIMI

Since brand logos are displayed only for authenticated messages, you need to set up SPF, DKIM and DMARC first.

To set up SPF, DKIM and DMARC on your domain, refer to our ultimate guide.

In addition, make sure your DMARC policy is either p=quarantine or p=reject.

Once these requirements are met, you can proceed to implement BIMI.

How to implement BIMI?

Implementing BIMI on your domain takes these steps:

  1. upload your brand logo;
  2. create a BIMI record;
  3. publish your BIMI record in the DNS;
  4. check the BIMI record to ensure success.

We will walk through the steps in detail below.

1 Upload your brand logo

You need to upload your brand logo, in svg format, to a server so that it's accessible from anywhere.

As a result, you will get a url to the logo that looks like:


We will need this url when creating a BIMI record in step 2.

2 Create a BIMI record

Similar to DMARC records, a BIMI record is a string that consists of multiple tags, separated by semicolons.

There are 2 mandatory tags in a BIMI record: v and l.

The v tag specifies the BIMI version. Currently it must be BIMI1.

The l tag specifies the logo url.

Here is an example BIMI record that specifies the logo uploaded in step 1:

v=BIMI1; l=https://yourserver.com/logo.svg;
3 Publish your BIMI record in the DNS

A BIMI record is a TXT record published in the DNS at default._bimi.yourdomain.com.

A complete BIMI record in the DNS looks like this:

Record Type Name Value TTL
TXT default._bimi v=BIMI1; l=https://yourserver.com/logo.svg; Default
4 Check the BIMI record

It's always a good idea to check the validity of your BIMI record after you publish it.

You can use our BIMI record checker to check if the BIMI record has been published correctly on your domain. Simply enter your domain and hit the Check Domain button.

For example, checking BIMI on dmarcly.com returns:


If BIMI is set up, the checker will fetch the logo and display it, as shown above.

That's it! You've successfully implemented BIMI on your domain.

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