Does BIMI impact email deliverability?

Summary

The overwhelming consensus from email marketers, experts, and documentation is that BIMI (Brand Indicators for Message Identification) does not directly impact email deliverability algorithms. Its primary function is to enable brands to display their logo in supporting email clients, enhancing brand recognition, trust, and visual presence in the inbox. BIMI requires strong email authentication protocols, specifically DMARC (p=quarantine or p=reject), SPF, and DKIM, along with a Verified Mark Certificate (VMC) to validate logo ownership and prevent spoofing. While BIMI itself won't solve underlying deliverability issues caused by poor sending practices, low IP reputation, or authentication problems, the enhanced security and branding benefits, in conjunction with a robust DMARC policy, can contribute to an improved email program performance and indirectly improve sender reputation. BIMI is considered a 'reward' for practicing good email authentication and is useful for established brands that want to stand out, but is not a quick fix for deliverability problems.

Key findings

  • No Direct Deliverability Boost: BIMI does not directly improve email deliverability or bypass spam filters.
  • Branding & Recognition: BIMI's primary benefit is enhanced brand recognition, trust, and visual presence in supporting email clients.
  • Authentication Prerequisite: Strong email authentication (DMARC, SPF, DKIM) is mandatory for BIMI implementation.
  • VMC Requirement: A Verified Mark Certificate (VMC) is typically required to validate logo ownership and prevent spoofing (especially for Gmail/Yahoo).
  • Indirect Deliverability Benefits: BIMI, combined with a strong DMARC policy and good sending practices, can indirectly contribute to improved sender reputation and email program performance.

Key considerations

  • DMARC Enforcement: Prioritize implementing and maintaining a robust DMARC policy (p=quarantine or p=reject).
  • VMC Acquisition Costs: Factor in the costs and effort involved in obtaining and maintaining a VMC.
  • Not a Deliverability Solution: Do not rely on BIMI to fix underlying deliverability problems; address these independently with proper IP warming, list hygiene, etc.
  • Target Audience: Consider whether your target audience uses email clients that support BIMI to maximize its branding impact.
  • BIMI Package: Create an FAQ or package to address common customer myths and questions about BIMI and its implementation.
  • Good Sending Practices: Ensuring good email marketing sending practices is more important than BIMI for deliverability

What email marketers say
11Marketer opinions

The consensus among email marketers is that BIMI (Brand Indicators for Message Identification) does not directly impact email deliverability. Instead, it's primarily a branding and engagement tool. BIMI allows brands to display their logo in supporting email clients, enhancing brand recognition and trust. While BIMI does not bypass spam filters or guarantee inbox placement, the improved brand recognition may indirectly contribute to a better sender reputation. BIMI requires strong email authentication protocols like DMARC, SPF, and DKIM to be in place. It's not a solution for underlying deliverability issues caused by poor sending practices or IP reputation.

Key opinions

  • No Direct Impact: BIMI doesn't directly improve email deliverability.
  • Branding Tool: BIMI primarily serves as a branding and engagement tool.
  • Enhances Recognition: BIMI helps increase brand recognition and trust among recipients.
  • DMARC Requirement: BIMI requires a strong DMARC implementation (p=quarantine or p=reject).
  • Not a Fix: BIMI does not fix underlying deliverability issues like poor IP reputation.

Key considerations

  • Pre-existing Authentication: Ensure DMARC, SPF, and DKIM are correctly configured before implementing BIMI.
  • Target Audience: Consider whether your target audience uses email clients that support BIMI.
  • VMC Cost: Be aware of the cost and process involved in obtaining a Verified Mark Certificate (VMC).
  • Sender Reputation: Focus on improving sender reputation through good sending practices, as BIMI won't compensate for a poor reputation.
  • Strategic Alignment: Evaluate if BIMI aligns with your overall email marketing strategy and branding goals.
Marketer view

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.

July 2023 - Email Geeks
Marketer view

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.

December 2023 - Email Geeks
Marketer view

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.

December 2022 - ZeroBounce
Marketer view

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.

September 2021 - Mailjet
Marketer view

Email marketer from Email Geeks confirms that BIMI doesn't influence deliverability, emphasizing the importance of content quality.

August 2021 - Email Geeks
Marketer view

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.

June 2021 - EmailToolTester
Marketer view

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.

May 2023 - Email Geeks
Marketer view

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.

December 2022 - Reddit
Marketer view

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.

June 2021 - Litmus
Marketer view

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.

July 2023 - Email Snarketing
Marketer view

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.

July 2023 - Sendinblue

What the experts say
3Expert opinions

Experts agree that BIMI's primary function is not to directly improve email deliverability. Instead, it serves as a way for brands to display their logo within supporting email clients, which requires strong DMARC authentication. It's seen as a reward for already practicing good email authentication (SPF, DKIM, DMARC) and a good idea to create documentation to address common misconceptions.

Key opinions

  • Not a Direct Deliverability Tool: BIMI doesn't directly improve deliverability.
  • Branding Focus: BIMI is primarily for brand logo display and recognition.
  • Requires Authentication: Strong email authentication (DMARC, SPF, DKIM) is a prerequisite for BIMI.
  • Reward for Good Practices: BIMI is a reward for already following email authentication best practices.

Key considerations

  • Authentication First: Ensure strong email authentication is in place before implementing BIMI.
  • Myth Busting: Creating FAQs for customers regarding BIMI will address common misconceptions.
  • Cost: Ensure you factor in the ongoing costs and time required to operate a DMARC program.
Expert view

Expert from Email Geeks suggests creating a BIMI package with FAQs to address customer myths and questions.

February 2023 - Email Geeks
Expert view

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.

January 2024 - Spam Resource
Expert view

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.

February 2024 - Word to the Wise

What the documentation says
4Technical articles

Official documentation consistently states that BIMI does not directly impact email deliverability algorithms. Its primary purpose is to enable the display of brand-controlled logos in supporting email clients, thereby increasing trust and brand recognition. BIMI necessitates strong email authentication, specifically DMARC enforcement, and a Verified Mark Certificate (VMC) to validate logo ownership and prevent spoofing. While BIMI itself doesn't solve deliverability issues, the security enhancements and branding benefits it provides, coupled with a robust DMARC policy, can contribute to an improved email program performance and indirectly improve sender reputation.

Key findings

  • No Direct Deliverability Impact: BIMI does not directly influence email deliverability algorithms.
  • Branding and Trust Focus: BIMI primarily enhances brand recognition and increases trust among recipients.
  • DMARC Enforcement Required: BIMI mandates strong DMARC enforcement (p=quarantine or p=reject).
  • VMC for Logo Validation: A Verified Mark Certificate (VMC) is needed to validate logo ownership and prevent spoofing.
  • Indirect Benefits: BIMI can indirectly contribute to an improved email program performance and sender reputation when combined with a robust DMARC policy.

Key considerations

  • DMARC is Essential: Implementing and maintaining a strong DMARC policy is crucial for BIMI effectiveness.
  • VMC Acquisition: Understand the process and requirements for obtaining a VMC.
  • Not a Deliverability Fix: Don't rely on BIMI to solve underlying deliverability problems; address those separately.
  • Brand Alignment: Ensure your brand logo is appropriate and consistent with your brand identity.
  • Testing and Monitoring: Monitor your email program's performance after implementing BIMI to assess its impact.
Technical article

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.

December 2024 - BIMI Group
Technical article

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.

December 2024 - DigiCert
Technical article

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.

June 2024 - Entrust
Technical article

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.

November 2023 - dmarcian