Overview

Brand Indicators for Message Identification (BIMI) is an email standard that lets you display your brand logo next to your emails in a recipient's inbox.

Some emails you receive show a brand logo while others don't. This difference exists because some brands have configured their domain to implement BIMI, following a set of technical requirements. Email servers verify this domain configuration before deciding whether to display your logo. Ultimately these requirements exist to prevent abuse. Without them, any sender could attach a brand's logo to a fraudulent email, making scams harder to detect.

Why implement BIMI?

BIMI offers several benefits, each with varying degrees of relevance given what's important to you and your organization.

• Customer protection. Most email authentication standards operate invisibly to end users. A BIMI logo gives customers a visible, verifiable signal that a message actually originated from your organization.
• Brand recognition - According to the marketing rule of 7 customers typically need repeated exposure to a brand before they make a purchasing decision. A logo displayed on every email contributes to that exposure.
• Visual consistency - A logo gives your emails a more polished, professional appearance, which reflects positively on your brand.

Some sources cite increased email engagement, reportedly 10–20% higher open rates, as a benefit of BIMI. However these claims are largely anecdotal. You may see an improvement in engagement after implementation, but it's better to not treat it as a primary justification for adopting BIMI.

What is Let's BIMI?

If you search across the internet for clear, actionable docs on how to implement BIMI, you'd find that most resources are blog posts that only speak to it at a high level or marketing pages that are primarily focused on lead gen for DMARC providers.

The problem is that BIMI is a very technical implementation and there are many subtle complexities that existing resources gloss over. Let's BIMI fills that gap with the most comprehensive, user centric, docs so you:

Know exactly what to do, how to do the things you need to do, and why you need to do something.

Best of all, the docs are completely free to reference. In the works is a paid managed BIMI service for those that want an app to easily manage their BIMI rollout and have a human to speak to (Let's BIMI is currently a one person shop!). But, the docs and forthcoming managed service will have full parity. Nothing will be left out of the docs.

Note on an affiliate link in the docs

When it comes time to purchase a mark certificate, we'll soon be adding our affiliate link with GlobalSign who we recommend for purchasing a mark certificate. Using it means part of your mark certificate purchase goes to Let's BIMI and helps support the docs and keep them free. If you find the docs helpful, please consider using our affiliate link.

Current BIMI email client support

Below is a list of email clients and their current support for BIMI.

Email client support table last updated: July 26, 2026