{"id":3467,"date":"2023-06-07T10:37:00","date_gmt":"2023-06-07T14:37:00","guid":{"rendered":"https:\/\/www.litmus.com\/blog\/what-is-bimi-and-why-should-email-marketers-care\/"},"modified":"2025-08-13T14:40:00","modified_gmt":"2025-08-13T18:40:00","slug":"what-is-bimi-and-why-should-email-marketers-care","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/what-is-bimi-and-why-should-email-marketers-care","title":{"rendered":"What Is BIMI (And Why Should Email Marketers Care?)"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_1cb32c49ade774b8c23656cca464352d\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<div class=\"row\">\n<div class=\"col-12 col-lg-3\">\n<div id=\"getting-started-nav\" class=\"sticky-top mb-5 mb-lg-0\">\n<ul class=\"nav flex-column nav-pills menu-sidebar\">\n<li class=\"nav-item\"><a class=\"nav-link nav-link-top\" rel=\"noopener\" href=\"#section-1\">What is BIMI?<\/a><\/li>\n<li class=\"nav-item\"><a class=\"nav-link nav-link-top\" rel=\"noopener\" href=\"#section-2\">What mailbox providers support BIMI?<\/a><\/li>\n<li class=\"nav-item\"><a class=\"nav-link nav-link-top\" rel=\"noopener\" href=\"#section-3\">How does BIMI work?<\/a><\/li>\n<li class=\"nav-item\"><a class=\"nav-link nav-link-top\" rel=\"noopener\" href=\"#section-4\">How do email marketers benefit from BIMI?<\/a><\/li>\n<li class=\"nav-item\"><a class=\"nav-link nav-link-top\" rel=\"noopener\" href=\"#section-5\">Setting up BIMI<\/a><\/li>\n<\/ul>\n<\/div>\n<p><!-- Scrollspy --><\/p>\n<\/div>\n<div class=\"col-lg-9 col-12\">\n<h3>Key Takeaways<\/h3>\n<ul>\n<li>Establishing trust and brand authenticity by showing a verified logo in inboxes\u2014helping subscribers quickly recognize your brand and avoid phishing scams.<\/li>\n<li>Improving inbox placement and deliverability by meeting key authentication standards (SPF, DKIM, DMARC)\u2014increasing your chances of staying out of the spam folder.<\/li>\n<li>Boosting engagement and recognition by making your emails more visually recognizable\u2014even before they\u2019re opened\u2014helping you cut through inbox clutter.<\/li>\n<li>Getting clear on BIMI setup and compatibility with a simple walkthrough of how it works and which mailbox providers currently support it.<\/li>\n<\/ul>\n<p>The list of acronyms email marketers need to know about sometimes feels like alphabet soup: ESP, CTR, DMARC, DKIM, SPF, CTA\u2026and now, you can add BIMI. Email marketers looking for better visibility in the inbox (and I mean, who isn\u2019t these days?) can use BIMI, or Brand Indicators for Message Identification, to help stand out.<\/p>\n<p>Here\u2019s how it works:<\/p>\n\n<div class=\"container pt-3 pb-5\">\n\t<div class=\"row blog-cta-blue  p-4\">\n\t\t<div class=\"col-12 mx-auto\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Unlock 2026 inbox benchmarks now<\/p>\n\t\t\t\t<p>Download Validity\u2019s 2026 Email Deliverability Benchmark Report and learn how your inbox placement compares before your next send.<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/resource-center\/2026-email-deliverability-benchmark-report\/\" class=\"text-white text-decoration-none\">Get the report<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/12\/blog-cta-12172024.svg\" width=\"208\" height=\"171\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\t\n\t\n\t\n\t\n\n<h2 id=\"section-1\">What is BIMI?<\/h2>\n<p>BIMI is a way for inbox providers to verify information about your brand. Like DMARC, DKIM, and SPF\u2014three methods for verifying sender information\u2014BIMI is a text record that lives on your servers. In fact, it works right alongside SPF, DMARC, and DKIM to signal to email clients that you are you. As such, BIMI aids in deliverability, (an <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-deliverability-audit\" target=\"_blank\">email deliverability audit<\/a>) too.<\/p>\n<dl id=\"attachment_45345\">\n<dt><img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/02\/example-showing-brand-with-verified-sender-logo-and-brand-without-verified-sender-logo.jpg\" alt=\"example showing brand with verified sender logo and brand without verified sender logo\" width=\"1200\" height=\"675\" \/><\/dt>\n<dd>Source: <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/getting-started-with-bimi\" target=\"_blank\" rel=\"noopener\">Litmus\u2019 Getting Started with BIMI Guide<\/a><\/dd>\n<\/dl>\n<p>Unlike other verification methods, though, BIMI adds a verified sender logo that appears next to your message in the inbox. To earn that verified logo, brands must follow a set of specifications and receive approval.<\/p>\n<p>Of course, BIMI is only supported in certain email clients (someday, Outlook will be easy. Today is not that day.) But where it does appear, BIMI can help boost your brand\u2019s visibility, build brand recognition, and reinforce <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/are-you-investing-in-or-spending-your-email-subscribers-trust\/\">trust<\/a>. It was created to help prevent fraudulent emails, and in a world where phishing and email scams <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/privacyhub.cyberghostvpn.com\/privacyhub\/fake-news-phishing-and-email-scams-explode-in-the-age-of-coronavirus\/\">are on the rise, <\/a>it\u2019s imperative to establish trust with subscribers.<\/p>\n<dl id=\"attachment_50989\">\n<dt><img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/07\/example-of-BIMI-sender-logo.jpg\" alt=\"example of BIMI sender logo\" width=\"1200\" height=\"400\" \/><\/dt>\n<dd>Source: <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/getting-started-with-bimi\" target=\"_blank\" rel=\"noopener\">Litmus\u2019 Getting Started with BIMI Guide<\/a><\/dd>\n<\/dl>\n<p>While a number of email clients already try to pull your logo into the inbox, you don\u2019t currently have a lot of control over which logo or imagery they collect. With BIMI, however, you have direct control over what logo is displayed\u2014allowing you to keep control over your brand and subscriber\u2019s experience, creating trust in the process.<\/p>\n<p>Different methods of verifying senders and using logos have been around for years, but the first formalized spec for BIMI was <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/tools.ietf.org\/id\/draft-blank-ietf-bimi-00.txt\">published in February 2019<\/a>. The original creators have since formed the AuthIndicators Working Group to formalize and promote BIMI throughout the industry. Over the last couple of years, the working group has been joined by the likes of Fastmail, Google, Mailchimp, Proofpoint, Twilio SendGrid, Validity, Valimail, and Verizon Media (which owns Yahoo Mail).<\/p>\n<h2 id=\"section-2\">What mailbox providers support BIMI?<\/h2>\n<p>BIMI support includes several major inboxes like Gmail and Apple (for <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/support.apple.com\/en-us\/HT213155\">iOS 16, iPadOS 16, and macOS Ventura 13 or later, and iCloud.com<\/a>).<\/p>\n<p>Here\u2019s a list of BIMI support by mailbox provider, as of June 2023:<\/p>\n<dl id=\"attachment_72549\">\n<dt><img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/08\/BIMI-Support.png\" alt=\"support chart from BIMI of mailbox providers. BIMI is currently supported on:Apple (iOS 16, iPadOS 16, and macOS Ventura 13 or later, and iCloud.com) Cloudmark Fastmail Google La Poste Onet Poczta Yahoo (excluding Yahoo Japan) Zone Providers considering BIMI include: Atmail BT Mail Comcast Qualitia Seznam Web.de GMX Yahoo Japan\" width=\"1562\" height=\"1480\" \/><\/dt>\n<dd>Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/bimigroup.org\/\" target=\"_blank\" rel=\"noopener\">BIMI Group<\/a><\/dd>\n<\/dl>\n<p>BIMI is currently supported on:<\/p>\n<ul>\n<li aria-level=\"1\">Apple (iOS 16, iPadOS 16, and macOS Ventura 13 or later, and iCloud.com)<\/li>\n<li aria-level=\"1\">Cloudmark<\/li>\n<li aria-level=\"1\">Fastmail<\/li>\n<li aria-level=\"1\">Google<\/li>\n<li aria-level=\"1\">La Poste<\/li>\n<li aria-level=\"1\">Onet Poczta<\/li>\n<li aria-level=\"1\">Yahoo (excluding Yahoo Japan)<\/li>\n<li aria-level=\"1\">Zone<\/li>\n<\/ul>\n<p>Providers considering BIMI include:<\/p>\n<ul>\n<li aria-level=\"1\">Atmail<\/li>\n<li aria-level=\"1\">BT Mail<\/li>\n<li aria-level=\"1\">Comcast<\/li>\n<li aria-level=\"1\">Qualitia<\/li>\n<li aria-level=\"1\">Seznam<\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/web.de\/\">Web.de<\/a><\/li>\n<li aria-level=\"1\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.gmx.net\/\">GMX<\/a><\/li>\n<li aria-level=\"1\">Yahoo Japan<\/li>\n<\/ul>\n<p>Does not support BIMI:<\/p>\n<ul>\n<li aria-level=\"1\">Microsoft<\/li>\n<\/ul>\n<p>For the latest BIMI requirements and news, head over to the <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/bimigroup.org\/\">BIMI working group<\/a> site.<\/p>\n<h3>Gmail BIMI update: Blue checkmark icons<\/h3>\n<p>On May 3, 2023, Gmail announced it would take <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/workspaceupdates.googleblog.com\/2023\/05\/expanding-gmail-security-BIMI.html\">BIMI support a step further<\/a> by displaying a blue checkmark icon for senders who have adopted it, providing users of this inbox service provider (ISP) with enhanced visual verification.<\/p>\n<dl id=\"attachment_72550\">\n<dt><img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2022\/08\/Expanding-upon-Gmail-security-with-BIMI.png\" alt=\"example of BIMI with a blue check mark in Gmail\" width=\"1600\" height=\"1000\" \/><\/dt>\n<dd>Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/workspaceupdates.googleblog.com\/2023\/05\/expanding-gmail-security-BIMI.html\" target=\"_blank\" rel=\"noopener\">Google<\/a><\/dd>\n<dd>Co-opting the familiar blue checkmark icon from social media adds another layer of trust for your subscribers so they know they\u2019re clicking on an email that\u2019s actually from you and not a clever spammer.<\/dd>\n<\/dl>\n<h2 id=\"section-3\">How does BIMI work?<\/h2>\n<p>Like other email authentication standards, BIMI is essentially a text file. That text file follows a specific format and lives on your sending servers.<\/p>\n<p>When a message is delivered, the recipient\u2019s email service looks up the BIMI text file\u2014and where it\u2019s hosted\u2014to ensure that the message can be verified. Once verified, the BIMI file tells the email service where to find the sender\u2019s logo, and the email service pulls that logo into the inbox. Here\u2019s how it works:<\/p>\n<h3>1. Brand assertion<\/h3>\n<p>First, domain owners (aka y\u2019all) publish brand assertions for domains via your domain name system, or DNS, by creating a BIMI record. More on how to do that below.<\/p>\n<h3>2. BIMI email authentication<\/h3>\n<p>Every time a subscriber receives an email, their mailbox provider authenticates it beforehand to ensure their email privacy and security. Authentication methods differ by mailbox provider (and the DNS records that a given brand provides) which allow your message to be passed through to the inbox. The same process occurs with BIMI\u2014the mailbox provider authenticates the message to determine whether or not it should arrive in the inbox or go to the spam folder.<\/p>\n<h3>3. Logo lookup and display<\/h3>\n<p>Once your email campaign passes through security, the mailbox provider queries the DNS record to find a corresponding BIMI record. If a BIMI record is present, the inbox provider can show your brand logo next to your message in the inbox. Note that each email client has a different way to display your logo (shocker, right?) so you\u2019ll want to make sure to <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/email-testing\">test your emails ahead of time<\/a> to make sure you like what you see.<\/p>\n<h2 id=\"section-4\">How do email marketers benefit from BIMI?<\/h2>\n<p>Although not all mailbox providers support BIMI currently, others will likely add BIMI support in the future, especially as privacy measures increase in email. It\u2019s an emerging standard that is still in development, but setting it up now will help you <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/privacy-proof-your-email-program\/?utm_campaign=wc-2022-03-getting_started_with_bimi-emails_should_look_great&amp;utm_medium=offline&amp;utm_source=marketing\">privacy-proof your email program<\/a>.<\/p>\n<p>Like everything in email, BIMI support is likely to change over time. But, with major names like Google, Verizon Media, and Fastmail involved, it\u2019s likely we\u2019ll see more service providers joining the working group and pilot program over the coming years. Here\u2019s five reasons why we recommend it to any brand sending email these days:<\/p>\n<h3>1. BIMI helps build brand trust<\/h3>\n<p>In a world where phishing and email scams <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/privacyhub.cyberghostvpn.com\/privacyhub\/fake-news-phishing-and-email-scams-explode-in-the-age-of-coronavirus\/\">are on the rise<\/a>, it\u2019s imperative that email marketers take measures to continually reinforce trust with their subscribers.<\/p>\n<p>The underlying goal of BIMI is to make it easy for subscribers to identify trustworthy email senders so they can have confidence in the content in their inbox. When subscribers see your logo next to your messages in supported inboxes, they can immediately trust that it\u2019s an actual email from you (and not a dangerous phishing attempt). Sure, the brand awareness of constantly seeing logos is nice, but the trust that comes along with those logos is where the magic happens.<\/p>\n<p>While it\u2019s still on you to build a relationship with your subscribers by providing value in your email campaigns, BIMI helps you build the foundational trust needed to hit the inbox.<\/p>\n<h3>2. BIMI increases brand recognition<\/h3>\n<p>\n<div class=\"container pt-3 pb-5\">\n\t<div class=\"row blog-cta-blue  p-4\">\n\t\t<div class=\"col-12 mx-auto\">\n\t\t\t<div class=\"row d-flex align-items-center\">\n\t\t\t<div class=\"col-lg-6 col-12\">\n\t\t\t\t<p class=\"bold fs-4\">Looking to safeguard your email reputation? <\/p>\n\t\t\t\t<p>Validity Sender Certification is the industry&#8217;s most exclusive email allow-list\u2014helping senders reach more inboxes and bypass key spam filters around the world.<\/p>\n\t\t\t\t<button class=\"button-blue arrow\"><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/sender-certification\/\" class=\"text-white text-decoration-none\">Get Certified<\/a><\/button>\n\t\t\t<\/div><!--col-6-->\n\t\t\t<div class=\"col-6 d-none d-lg-block\">\n\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2024\/12\/blog-cta-12172024.svg\" width=\"208\" height=\"171\" alt=\"\">\n\t\t\t<\/div><!--col-6-->\n\t\t\t<\/div> <!--row-->\n\t\t<\/div><!--col-12-->\n\t<\/div><!--row-->\n<\/div><!--container-->\n\t\n\t\t\n\t\n\t\n\t\n<br \/>\nWhether or not a subscriber chooses to open your email, getting your logo in front of them gives you an opportunity for brand recognition. Especially for new subscribers who are just getting to know you in the inbox, a visual cue may be what you need to get them to open and engage with your email.<\/p>\n<h3>3. BIMI encourages open rates and engagement<\/h3>\n<p>While subject lines get all the glory with open rates, it\u2019s actually your brand reputation that is more likely to get the open, no matter the subject line you use.<\/p>\n<p>When the inbox is especially crowded, like during big sale seasons or the holidays all in the <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-utilize-gmail-promotions-tab\" target=\"_blank\" rel=\"noopener\">Gmail promotions tab<\/a>, you\u2019ll find that standing out can be impossible even with clever or punny subject lines. How many times does a subscriber read, \u201cLAST CHANCE!\u201d without tuning it out? But adding your logo means they can connect the dots between a last-chance sale and that it\u2019s your last-chance sale.\u00a0 In fact, <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/bimigroup.org\/all-about-bimi\/\">Verizon Media<\/a> discovered an average 10% increase in open rates for email messages with brand logos on them.<\/p>\n<h3>4. BIMI improves email deliverability<\/h3>\n<p>BIMI can also be beneficial to your <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-deliverability-guide\/\">email deliverability<\/a>. Since so much of modern-day deliverability is based on authentication and reputation\u2014rather than <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/best-dynamic-email-content-examples\" target=\"_blank\" rel=\"noopener\">email content<\/a> itself\u2014BIMI will provide yet another mechanism to improve your odds of making it to the inbox.<\/p>\n<p>As we saw earlier, BIMI requires other authentication protocols to be properly set up. For brands not using SPF, DKIM, and DMARC, the desire to use BIMI for getting their logos in front of subscribers will force them to follow authentication best practices. Combined, all of these authentication methods will make for more reliable deliverability and a better <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-fix-email-reputation\" target=\"_blank\" rel=\"noopener\">email sender reputation<\/a> overall.<\/p>\n<h3>5. BIMI reduces phishing attempts and enhances security<\/h3>\n<p>The real reason we as email marketers go through all this <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/security-at-litmus-how-we-keep-your-data-assets-safe\" target=\"_blank\" rel=\"noopener\">email security<\/a> rigamarole is not just to make sure email campaigns land in the inbox\u2014it\u2019s also to ensure the integrity of the brand. Implementing BIMI is one more layer of protection you can include to make sure that no one can fool your subscribers into thinking that your emails often include requests for wire transfers or other scams. It\u2019s much less likely that a bad actor will be able to successfully run a phishing campaign using your brand if your subscribers don\u2019t see your logo.<\/p>\n<h2 id=\"section-5\">Setting Up BIMI<\/h2>\n<p>Ready to set up BIMI for yourself? Although the underlying concept of BIMI sounds simple, there are a few key things you\u2019ll need:<\/p>\n<ol>\n<li aria-level=\"1\">Authentication of your emails with SPF, DKIM, and <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/dmarc-what-it-is-how-it-helps-protect-your-brand-against-email-fraud\" target=\"_blank\" rel=\"noopener\">DMARC<\/a><\/li>\n<li aria-level=\"1\">Access to your domain name servers to set up a new BIMI DNS entry<\/li>\n<li aria-level=\"1\">An SVG file of your logo<\/li>\n<li aria-level=\"1\">A Verified Mark Certificate (VMC) optional but recommended<\/li>\n<\/ol>\n<p>Sound a little technical? Don\u2019t worry, we got you. Check out this <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-set-up-bimi\/\">blog post on how to set up BIMI email security for your brand for more detailed information.<\/a><\/p>\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Deliverability, from every angle<\/strong><\/p>\n<p class=\"zero\"><strong><span style=\"font-weight: 400;\">Validity Everest gives you the insights and tools to improve inbox placement, sender reputation, and email performance.<\/span><br \/>\n<\/strong><\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" target=\"_blank\" href=\"https:\/\/www.validity.com\/everest\/\" target=\"_blank\" rel=\"noopener noreferrer\">Explore Everest<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<script type=\"text\/javascript\">\r\n\tjQuery(document).ready(\r\n\t\tfunction normalizeStickySidebar() {\r\n\t\t\t$('body').scrollspy({target:'#getting-started-nav', offset:290});\r\n  });\r\n<\/script>","protected":false},"excerpt":{"rendered":"<p>BIMI is an emerging email standard to boosts your brand\u2019s trust in the inbox. Learn what it is, why it\u2019s important, and how to get started.<\/p>\n","protected":false},"author":1,"featured_media":45344,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[110,555,93,1419],"blog_category":[10302],"class_list":["post-3467","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-apple","tag-bimi","tag-branding","tag-email-authentication","blog_category-email-deliverability"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Is BIMI (And Why Should Email Marketers Care?) - Litmus<\/title>\n<meta name=\"description\" content=\"BIMI is an emerging email standard to boosts your brand\u2019s trust in the inbox. 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