Brand Indicators for Message Identification (BIMI) gives organizations a powerful way to increase brand recognition in the inbox by displaying their logo next to authenticated email messages. Most organizations deploying BIMI are familiar with the core components of a BIMI DNS record: the location of the organization’s logo and, where required, the location of its Verified Mark Certificate (VMC) or Common Mark Certificate (CMC).
Less well known is another optional BIMI record tag: AVP, which stands for Avatar Preference. While the logo displays, well, your organization’s logo, the avatar preference will display the sender’s individual avatar. What displays is based on the domain owner’s preference.
Although AVP is defined in the BIMI specification, it is not yet universally supported by mailbox providers. As support expands, organizations publishing BIMI records should consider adding the tag now so their preferences are already in place.
BIMI basics
To participate in BIMI, a domain owner typically must:
- Publish DMARC at enforcement (p=quarantine or p=reject).
- Authenticate email using aligned SPF and/or DKIM.
- Create a BIMI-compliant SVG Tiny/PS logo.
- Obtain a Verified Mark Certificate (VMC) or Common Mark Certificate (CMC) – not strictly required, but necessary if you want the broadest possible reach for your logo.
- Publish a BIMI DNS record referencing those assets.
A typical BIMI record looks like this:
default._bimi.example.com IN TXT “v=BIMI1; l=https://www.example.com/logo.svg; a=https://www.example.com/vmc.pem;”
When a participating mailbox provider receives an authenticated message, it can use this information to determine whether to display the organization’s logo alongside the message.
What’s the AVP tag?
The AVP tag allows a domain owner to specify a preference for which visual identity should be displayed when a mailbox provider supports both organizational logos and individual sender avatars.
The tag supports two values:
- avp=brand indicates a preference for displaying the organization’s BIMI logo.
- avp=personal indicates a preference for displaying a personal avatar (or account profile picture) associated with the individual sender, when one is available.
For example:
default._bimi.example.com IN TXT “v=BIMI1; l=https://www.example.com/logo.svg; a=https://www.example.com/vmc.pem; avp=brand;”
Like other tags in a BIMI DNS record, AVP communicates the domain owner’s preference. Whether and how that preference is honored depends on the mailbox provider’s implementation.
Why would you choose brand or personal?
For many organizations, the answer is simple: the company logo is the brand.
Banks, retailers, airlines, healthcare providers, software companies, and other consumer-facing organizations generally want recipients to immediately recognize the company sending the message. For these organizations, publishing “avp=brand” reinforces brand recognition and provides a consistent inbox experience.
Other organizations may value the identity of the individual sender more highly.
A consulting firm may want recipients to recognize their consultant rather than the firm’s logo. A university may prefer prospective students to see the admissions counselor they’ve been working with. A real estate brokerage may want clients to recognize their agent. In cases like these, avp=personal may provide a more personal and engaging experience.
The AVP tag gives domain owners a standardized way to express that preference.
And even if you specify a preference for personal avatar, the brand’s logo will still display, if that sender email address doesn’t have a personal avatar.
Why publish AVP today?
Today, not every mailbox provider supporting BIMI does so with explicit support for the AVP tag.
But, adding the tag is a simple DNS change that requires no changes to your email infrastructure or sending platforms. As additional mailbox providers implement AVP support, your published preference will already be available.
Even if you choose the default behavior (avp=brand), explicitly publishing the tag documents your intent and keeps your BIMI record both “future proof” and aligned with the current specification.
And, we do believe that one or more mailbox providers are planning to implement AVP support in the near future. When they do, those who have already published a BIMI record with the AVP tag will be the first to benefit from it.
And configuring your desired AVP setting is easier than ever with Valimail Amplify. Amplify users can simply click on the logo to load the AVP option selector, allowing you to choose whether or not you want to include an AVP tag in your BIMI record, and if so, whether you prefer it set to brand or personal.
Managing BIMI with Valimail Amplify
As BIMI adoption continues to grow, organizations benefit from keeping their DNS records aligned with current specifications and best practices.
Valimail Amplify makes it easy to publish and manage BIMI records, including support for the AVP tag. Whether you’re deploying BIMI for the first time or enhancing an existing deployment, Amplify helps ensure your BIMI configuration is ready as mailbox provider support continues to expand.
If you’re already investing in BIMI, don’t overlook the AVP tag. It’s a small addition to your DNS record that gives mailbox providers clearer guidance about how you’d like your brand to be represented in the inbox.
And if you’re looking to learn more, or want our DMARC and BIMI assistance, don’t hesitate to reach out.
