When it comes to BIMI, most marketers know the basics: the v=BIMI1 version tag, the l= location for your logo, and the optional a= evidence tag that points to your Mark Certificate (MC). What often slips under the radar is a newer addition, the avp tag, introduced in v09 of the BIMI Standard.
Let’s unpack what it is, why it exists, and when you may want to include it.
What is the avp tag?
The avp (Avatar Preference) tag sets the display preference. It has two values:
- avp=personal: If the sender has a personal avatar, the mailbox provider should show it. If no personal avatar exists, the BIMI logo is used.
- avp=brand: Even if a personal avatar exists, the mailbox provider should show the BIMI logo for the domain.
This gives brands a option to control the visual identity their recipients see.
Why does it matter?
Imagine an employee at a large company. Their mailbox provider might have a personal avatar (profile photo) tied to their individual email address. Without avp, the provider decides which to show — potentially leading to inconsistent branding across messages.
The avp tag solves this by making the sender’s preference explicit. A brand can insist that its logo always shows, or allow a personal avatar to take precedence.
Example BIMI records
Prefer personal avatars, with BIMI logo as fallback:
v=BIMI1; l=https://example.com/logo.svg; a=https://example.com/vmc.pem; avp=personal;Prefer the brand logo, even if personal avatars exist:
v=BIMI1; l=https://example.com/logo.svg; a=https://example.com/vmc.pem; avp=brand;While the avp tag is optional, it’s a smart tool for aligning display with brand strategy. Do you want your people to shine as individuals, or do you want your logo to stand tall in every inbox?
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