BIMI works best when brand and email operations share a clear brief. Give each team a concrete deliverable and agree what success will look like.
- Use a small, agreed first deployment.
- Keep brand approval and technical validation connected.
- Define success as observed results, not assumptions.
Start with a one-page brief
Describe the audience, sending domain, target inboxes, proposed logo, desired certificate route, and people responsible. State the limits: display varies and no engagement uplift is guaranteed.
A useful scope might be: “Deploy the approved Northstar mark for example.com, validate transactional and marketing messages, and document results in our target inboxes.” This is an illustrative example, not a real customer case.
Give each team a clear deliverable
| Team | Deliverable |
|---|---|
| Marketing | Audience priorities, sender inventory, and measurement plan |
| Design / brand | Approved vector mark and small-size review |
| Email / IT | Alignment, enforcement, DNS, hosting, and test evidence |
| Legal / procurement | Mark eligibility, issuer paperwork, budget, and renewal ownership |
Reduce handoff confusion
Use the same domain names and artwork version in every handoff. Say “issued certificate” when you mean issued, and “application submitted” when that is all that has happened. Keep public asset URLs separate from account credentials.
Review the final record and assets with the technical owner before publication. A short shared review is usually more useful than a long email thread containing several competing versions.
Report a launch in three parts
- Configuration: what was published and validated.
- Observation: which messages and inboxes actually displayed the logo.
- Operations: who will monitor it and handle renewal.
This keeps the report useful for both leadership and the next person troubleshooting the deployment.
Go to the source
Provider policies and specifications can change. These primary sources informed this guide, reviewed on 1 November 2026.