BIMI
Also known as: Brand Indicators for Message Identification
BIMI (Brand Indicators for Message Identification) is a standard that lets verified senders display a brand logo next to authenticated messages in supported inbox clients. BIMI requires DMARC at `p=quarantine` or stricter, an SVG Tiny PS logo published at a public URL, and (for Gmail and most others) a Verified Mark Certificate (VMC) costing roughly `$1,500` per year.
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BIMI is the visible payoff for getting DMARC right. Gmail, Yahoo Mail, Fastmail, and Apple Mail (iOS 16 and macOS Ventura or later) all show the brand logo when the sender is BIMI-eligible. The evidence for an engagement lift is thin and consumer-only. In a Red Sift and Entrust survey, 1,026 consumers were shown the same emails with and without a logo. When a brand showed its logo and a competitor didn't, opens rose 21 percent in the US and 39 percent in the UK. An often-quoted 10 percent figure from Yahoo's 2020 pilot was never published as data, and there's no B2B study.
What BIMI requires
- DMARC at `p=quarantine` or stricter, deployed and stable for at least a few weeks.
- SVG Tiny PS format logo (a strict subset of SVG with no scripts and no external references) hosted at a public HTTPS URL.
- A BIMI DNS TXT record at `default._bimi.<domain>` pointing to the logo URL.
- A Verified Mark Certificate (VMC) from DigiCert or Entrust for Gmail eligibility, costing roughly `$1,500` per year. The VMC ties the logo to a trademark.
Is it worth it for B2B?
For a B2B SaaS doing primarily 1-to-1 outbound, the answer is usually no in 2026. The DMARC requirement is the bigger value. BIMI on top is mostly brand polish. For a B2C brand sending high-volume newsletter or transactional mail, the conversion lift on opens typically justifies the VMC cost within a quarter.
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Start Free TrialFrequently asked questions
Is a VMC required?+
Gmail requires VMC for BIMI logos to display. Some other clients (Fastmail, Apple) show BIMI without VMC if DMARC is at quarantine or reject. For the largest audience reach, VMC is required.
Does BIMI affect deliverability?+
Not directly. BIMI is presentation only. The underlying DMARC `p=quarantine`/`reject` does affect deliverability, positively.
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