BIMI puts your logo where the sender avatar would be. It is a reward for authenticating properly, and a small piece of branding in a crowded inbox.
What you need
- Enforced DMARC. The policy must be
quarantineorreject.p=noneis not enough. - A logo in a specific SVG format, hosted at an HTTPS address.
- A DNS record at
default._bimi.yourdomain.comthat points to the logo. - A certificate, for the mailbox providers that require one. This is a verified or common mark certificate, issued after the provider checks your trademark or use of the logo.
The record looks like this:
v=BIMI1; l=https://example.com/logo.svg; a=https://example.com/cert.pemBIMI and Amazon SES
BIMI is configured in DNS and judged at the receiving end, so SES has no BIMI settings. If your mail from SES passes an enforced DMARC policy, it is eligible like any other mail. The work is on your domain’s side.
Should you bother
Only after the basics are solid. A logo in the inbox helps people recognise mail they want, and that can help engagement. It will not rescue a poor sender reputation, and it takes real effort: enforcement, a correct SVG and usually a certificate. Many senders skip it, and that is a reasonable choice.
See DMARC policy for how to reach enforcement without blocking your own mail.
Common questions
Is BIMI worth it?
It makes your mail easier to recognise, and it is a visible reward for authenticating well. It does not improve deliverability by itself, so set up SPF, DKIM and DMARC first.
Does every inbox show BIMI logos?
No. Support varies by mailbox provider, and some require a verified mark certificate before they show a logo.