Show Your Logo, Build Instant Trust
- Lisa Summerfield
- Aug 15
- 3 min read
As an email marketer, you’re always looking for ways to stand out in the inbox and build trust with your audience. BIMI — short for Brand Indicators for Message Identification — is one way to do both at once.
Let’s explore what BIMI is, why it matters for your email strategy, and how you can implement it confidently.
What is BIMI?
BIMI is an emerging email standard that allows your brand’s logo to appear directly next to your emails in supported inboxes like Gmail, Yahoo, and Apple Mail.
It’s powered by your existing email authentication (SPF, DKIM, and DMARC), and once in place, BIMI adds a visual trust signal: a verified, secure logo that makes your email instantly recognisable.
For your audience, that means more confidence in your messages — and fewer doubts about phishing or spoofing.
Why BIMI Helps Your Email Marketing
BIMI isn’t just about looking good — it’s about building real email performance. Here's what it can bring to your programme:
Brand recognition at a glance
Your logo appears before someone even reads the subject line, improving recall and increasing engagement.
Better inbox credibility
BIMI relies on strong authentication (including DMARC enforcement), which signals to mailbox providers that your messages are safe and legitimate.
Higher open rates and trust
Seeing a familiar, verified logo reduces hesitancy. That can mean more opens, fewer spam complaints, and improved campaign results.
A competitive edge
Not every brand has BIMI set up — yet. Being among the early adopters helps you stand out in cluttered inboxes.
How to Set Up BIMI — Step by Step
Getting started with BIMI takes a little technical setup, but it’s very doable — especially if you work closely with your IT or email service provider. Here’s what to focus on:
1. Authenticate Your Email Properly
Your MailFrom address in UbiQuity will already be configured with appropriate SPF and DKIM records. For BIMI to work, your DMARC policy within your domain needs to be set to either:
quarantine, or
reject
A DMARC policy of none won’t cut it — mailbox providers need assurance that you’re protecting your domain.
2. Prepare a BIMI-Ready Logo
You’ll need to:
Create your brand’s logo in SVG Tiny PS format
Keep it clean — no text, no background colours, no taglines
Host the logo on an HTTPS-accessible URL
3. Get a Verified Mark Certificate (VMC)
Some inbox providers (like Gmail and Apple) require a VMC to show your logo. This certificate proves you're authorised to use your logo.
Tip: In some cases, a newer and more affordable Common Mark Certificate (CMC) is also accepted — depending on the mailbox provider.
4. Add a BIMI DNS Record
This is where everything comes together. You’ll publish a BIMI record in your domain’s DNS settings, which includes:
default._bimi.yourdomain.com TXT
“v” is the BIMI version (always BIMI1)
“l” is the logo URL
“a” links to your VMC or CMC (if required)
5. Test and Monitor
Use tools like BIMI Group’s record checker or Valimail’s inspector to confirm your setup is valid. Then test how your emails display across providers and adjust if needed.
Where Will My Logo Actually Show?
As of now, BIMI is supported by:
Gmail
Yahoo Mail
Apple Mail (iOS 16/macOS Ventura and up)
Fastmail, and others
Note: Microsoft Outlook does not yet support BIMI — but that could change.
Final Word
BIMI gives your brand an opportunity to make a memorable — and trustworthy — first impression in the inbox.
It’s a smart move if you’re serious about improving email performance, protecting your brand identity, and standing out visually. Plus, it’s a signal to both recipients and providers that your email programme follows best practice.
Sending via UbiQuity means you’re already authenticating your emails so you’re more than halfway there. Setting up BIMI might just be the simplest way to get more eyes — and trust — on your messages.
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