Does BIMI impact email deliverability?
Summary
What email marketers say11Marketer opinions
Email marketer from Email Geeks adds that a recognizable brand and relevant content can be supported by having a logo displayed, which could help users triage their inbox effectively.
Email marketer from Email Geeks advises caution when recommending an enforcing DMARC policy for clients, particularly those with complex mail setups. He suggests qualifying prospects to ensure their DMARC is squared away before taking on a BIMI project.
Email marketer from ZeroBounce responds that BIMI is primarily a branding and marketing tool rather than a direct deliverability solution. It helps build trust and improve brand visibility in the inbox.
Email marketer from Mailjet shares that BIMI doesn't bypass spam filters or guarantee inbox placement. Its primary function is to display a brand's logo in supporting email clients, enhancing brand recognition and trust.
Email marketer from Email Geeks confirms that BIMI doesn't influence deliverability, emphasizing the importance of content quality.
Email marketer from EmailToolTester answers that BIMI setup requires DMARC, SPF and DKIM. If you have low deliverability because of poor IP or other authentication problems, BIMI won't solve the underlying issues.
Email marketer from Email Geeks shares his understanding that BIMI primarily enhances engagement and brand authority rather than directly impacting deliverability. He seeks feedback on whether BIMI has any additional deliverability benefits.
Email marketer from Reddit user r/emailmarketing explains that BIMI's value is primarily in branding and visual presence in the inbox. It's useful for established brands that want to stand out but doesn't directly fix deliverability issues caused by poor sending practices.
Email marketer from Litmus states that implementing BIMI involves obtaining a VMC and publishing a BIMI DNS record. The implementation is straightforward, but the value lies in enhancing brand recognition for recipients using supporting email clients. They clarify that it's not a direct deliverability tool.
Email marketer from Email Snarketing explains that while BIMI itself doesn't directly improve deliverability, it does contribute to better engagement and brand recognition, which can indirectly improve sender reputation and thus, deliverability.
Email marketer from Sendinblue answers that BIMI helps your marketing emails stand out and increase brand visibility, but to use it effectively, you first need to have a strong DMARC implementation and good sender reputation.
What the experts say3Expert opinions
Expert from Email Geeks suggests creating a BIMI package with FAQs to address customer myths and questions.
Expert from Spam Resource, John Levine, explains that BIMI’s primary function isn't deliverability, but providing a mechanism for brands to display their logo in email clients that support it, and that requires DMARC.
Expert from Word to the Wise, Laura Atkins, responds that BIMI is a 'reward' for practicing good email authentication, not a tool to directly improve deliverability. Senders must already have strong authentication practices (SPF, DKIM, DMARC) in place before implementing BIMI.
What the documentation says4Technical articles
Documentation from BIMI Group explains that BIMI enables the use of brand-controlled logos within supporting email clients. It requires strong authentication (DMARC) and is designed to increase trust and brand recognition, not directly influence deliverability algorithms.
Documentation from DigiCert explains that BIMI uses a Verified Mark Certificate (VMC) to validate the ownership of the logo, which helps prevent spoofing. While not directly impacting deliverability, the enhanced security can indirectly improve sender reputation.
Documentation from Entrust shares that BIMI relies on DMARC enforcement (p=quarantine or p=reject). Implementing and maintaining strong DMARC policies is crucial, and while DMARC protects against spoofing and phishing it is not a direct lever for improving deliverability, it is a perquisite for BIMI.
Documentation from dmarcian explains that BIMI will not magically make all of your deliverability problems go away, but, combined with a DMARC policy, you may see your email program performance improve.