Inbox Branding Sprint — BIMI (CMC/VMC) before Gmail’s Subscriptions Hub Goes Wide
Tuesday, July 29, 2025 • BIMI (CMC/VMC), DMARC, & Gmail’s Manage Subscriptions
Case Brief
Get Your Logo (and Checkmark) Into the Inbox
Gmail's new Manage Subscriptions interface is now rolling out to all users—allowing subscribers to review senders side-by-side and unsubscribe with zero friction. This fundamentally changes the inbox dynamic: brand recognition and trust signals are no longer nice-to-have features, they're survival mechanisms.
The strategic opportunity: Gmail now supports both CMC (Common Mark Certificate: logo display without verification checkmark) and VMC (Verified Mark Certificate: logo plus Gmail's blue verification checkmark). CMC requires only enforced DMARC and organizational validation—no trademark needed. This means you can get your logo live in Gmail inboxes within days, not months.
Implementation Priority (Execute This Week)
Phase 1: Enforce DMARC policy to p=quarantine or p=reject (start with pct=20 for gradual rollout).
Phase 2: Obtain CMC through DigiCert or Entrust ($100-300 annually).
Phase 3: Deploy BIMI DNS record and validate with Gmail rendering tests.
Optional Phase 4: Scope VMC upgrade path if you hold registered trademarks.
Business Impact Data
Early BIMI adopters report 15-25% improvement in open rates and 30% reduction in unsubscribe rates when logos display consistently. In Gmail's subscription hub, branded senders stand out against generic sender avatars, creating immediate visual hierarchy that influences retention decisions.
Symptoms We’re Seeing
No logo/avatar in Gmail inbox
DMARC set to p=none
SVG not Tiny/PS compliant
Trademark not ready → delaying VMC
Primary Diagnosis
DMARC Not Enforced + No BIMI Record
BIMI requires DMARC at p=quarantine or p=reject, plus a third-party mark certificate. Gmail now supports both
CMC (easier, logo only) and VMC (logo + blue checkmark). If you lack a registered trademark, ship CMC first, then upgrade.
Implementation Tools
Validation Tools
Treatment Plan (Ship a CMC This Week)
1) Enforce DMARC
- Confirm SPF/DKIM align with your visible From: domain.
- Publish DMARC with
p=quarantine or p=reject (start with pct=20 if needed).
- Enable
rua= reporting to watch for drift.
2) Prep Your Logo
Export SVG Tiny-PS; ensure clean shapes & no embedded rasters. Keep background transparent.
3) Obtain CMC
Use DigiCert/Entrust to verify org + 12-month logo use; publish default._bimi TXT and test.
4) Verify & Iterate
Validate with Valimail/Red Sift checkers; confirm rendering in Gmail; plan VMC (blue check) if you have a registered mark.
Vitals (Next 30 Days)
BIMI live in Gmail • DMARC enforced • SVG passes Tiny-PS • Optional VMC scoping & trademark path
Observed Outcome
“We shipped CMC in under a week (DMARC already at reject). Logo now shows in Gmail; next quarter we’ll add VMC for the checkmark.”
— Growth Lead, 250K-sub publisher
BIMI Consultation Request
Send Your BIMI Question
Get featured + free consultation • Real problems • Real solutions
Stuck on DMARC enforcement? SVG not validating? Certificate authority rejecting your application?
Send your specific BIMI roadblock to us. Selected questions get a free 15-minute consultation + featured solutions in upcoming issues.
Include: Your domain, current DMARC policy, specific error messages, timeline constraints, and what you've already tried.
📱 Can't click the email button above? No problem! See the manual instructions below.
🌐 Manual Email Instructions
If the email button doesn't work (mobile apps, web browsers, etc.), follow these steps:
1. Open your preferred email app (Gmail, Outlook, Apple Mail, etc.)
2. Create a new email to: [email protected]
3. Copy and paste this subject line:
BIMI Implementation Question - [Your Domain]
4. Use the email template below (copy the entire message):
Hi Jennifer,
My domain: [yourdomain.com]
Current DMARC policy: [p=none/quarantine/reject]
Specific issue: [describe your roadblock]
What I've tried: [list steps taken]
Timeline: [when do you need this live]
Thanks!
📋 Select all the text above and copy it to your email
💡 Pro Tips for Better Help:
Be specific: Instead of "BIMI isn't working," say "Gmail shows no logo despite valid BIMI record"
Include error messages: Copy exact text from validation tools or email headers
Share your timeline: "Need this live by Q1" vs "exploring for future implementation"
Mention what you've tried: Saves time and shows your current knowledge level
