How to Create a BIMI Record
Brand Indicators for Message Identification (BIMI) is a standardized way for companies to use their logo as a visible indicator to help email recipients recognize and avoid fraudulent messages. BIMI builds on the DMARC email authentication protocol to develop trust with current and potential customers. For a closer look at the new BIMI standard, please click here.
Creating a BIMI Record
The following steps outline how to create a BIMI record for your domain:
1. Create Image in SVG Format
First, you’ll need to obtain a copy of your logo and convert it to SVG format. For those steps, please click here.
2. Visit DNS Hosting Provider and Select Create Record
Now that you’re ready to create a BIMI record for your domain, visit your DNS hosting provider. After logging in, locate the prompt to create a new record.
3. Add Host Value
In this field, you’ll likely input the value _bimi and the hosting provider will append the domain/subdomain following that provided value. (ex: default._bimi.example.com)
4. Select TXT DNS Record Type
Based on provider, you’ll likely see a dropdown list of DNS record types. Because a BIMI record is a kind of TXT DNS record, be sure to select the “TXT” option.
5. Add “Value” Information
There are two required tag-value pairs that MUST be present on every BIMI record: v and l.
- The only tag-value pair for v (version) is v=BIMI1
- Confirm l (location) tag is present and followed by a full URL of your logo using HTTPS (l is lowercase L)
6. Publish BIMI Record
Click “Save Record Set” button to generate your new BIMI record.
7. Test BIMI Record for Errors
The last step you will want to perform is to Run a BIMI Record Check to verify the record you just created has the correct values and syntax. This tool will also render how your logo will appear in email clients.
Note: Creating your BIMI record and publishing it to the DNS per the above steps doesn’t automatically display your logo in all customer inboxes. Currently, several Oath brands (Yahoo!, AOL, etc.) are testing the BIMI standard in beta with their mailbox users, and the inbox providers that participated in developing the protocol and are likely to add BIMI support soon. Gmail will also be rolling out their own beta test of the BIMI standard in 2020. By having your BIMI record and associated logo published in the DNS, your brand will easily be recognized and trusted by current and future customers. For details on all BIMI technical specifications, please click here.
Summation
Creating a BIMI record for your company’s logo to be visible in customers’ inboxes is a simple way to enhance your brand. Not only are current and prospective clients confident that your emails are legitimate, they also gain a level of trust by seeing your approved logo in their inbox. Each time a customer receives a message from your domain using the BIMI standard, at least three potential unique brand impressions are made—message list, email address in message, and within message itself. The quicker your business decides to adopt BIMI (when available via your outbound email provider), the more recognized your brand will be.