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BIMI in Mailchimp: configuration guide

MailMaid Academy · · 2 min read DMARC pass
Short answer

In Mailchimp, BIMI is partly managed by the platform and partly by your own DNS and process. Reach DMARC p=quarantine (pct=100) or p=reject on the sending domain.

What BIMI is#

BIMI (Brand Indicators for Message Identification) is a DNS record that points to a brand's logo so mailbox providers can display it next to authenticated messages. It depends on DMARC enforcement and, at Gmail and Apple, on a Verified Mark Certificate.

Why it matters#

A verified logo increases open rates and trust, and the DMARC prerequisite forces a domain to finish its authentication work. It is also a visible signal that a message is not a phish.

What Mailchimp handles#

Most platforms, including Mailchimp, generate the records or settings you need under a domain authentication or sending settings page, and expose bounce and complaint data in reports. Confirm the exact location in Mailchimp's current documentation.

What you still own#

  1. Reach DMARC p=quarantine (pct=100) or p=reject on the sending domain.
  2. Produce your logo as an SVG Tiny 1.2 Portable/Secure file, square, centered, with a solid background.
  3. Obtain a VMC or CMC from an approved certificate authority if you want display in Gmail and Apple Mail.
  4. Publish default._bimi.yourdomain.com with l= (logo URL) and a= (certificate URL).
  5. Validate with a BIMI inspector and send a test to Gmail, Yahoo, and Apple seed accounts.

Common mistakes#

  • Publishing BIMI while DMARC is still at p=none; providers ignore the record.
  • Uploading a standard SVG exported from a design tool; it must be the Tiny PS profile with no scripts or external references.
  • Hosting the logo on a non-HTTPS URL or behind a redirect.

Frequently asked questions#

Does BIMI work without a VMC?

Yahoo and Fastmail display BIMI logos with DMARC enforcement alone. Gmail and Apple require a VMC or CMC.

What image format does BIMI require?

SVG Tiny 1.2 Portable/Secure. No PNG, JPG, or standard SVG.

Does BIMI improve deliverability?

Not directly. Its prerequisite, DMARC enforcement, does. The logo mainly lifts engagement and trust.

Does Mailchimp set up BIMI automatically?

Mailchimp provides the values and some checks, but publishing DNS, aligning domains, and monitoring results remain your responsibility.

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