Does BIMI improve email deliverability?
Summary
What email marketers say8Marketer opinions
Marketer from Email Geeks shares that BIMI's primary goal is to drive DMARC adoption and that alone should be enough incentive for brand owners. They also suggest that MBPs currently using BIMI haven't suggested that BIMI gives a deliverability bump.
Email marketer from Onlysend shares that BIMI doesn't directly improve deliverability, but it encourages proper email authentication practices. Implementing DMARC improves email security and therefore has a positive impact on deliverability and sender reputation.
Marketer from Email Geeks explains that in theory BIMI should drive a bit more engagement with your brand, so in the long run it is possible that you may see improved results, but it should not be impacted by the record directly. They share a case where implementing BIMI with a non-aligned sending domain led to drops in opens for Gmail and Yahoo.
Email marketer from Mailjet explains that BIMI itself doesn't directly affect deliverability metrics. Its main purpose is to display your brand's logo in email clients, increasing brand recognition and trust, which can indirectly impact engagement and potentially improve deliverability over time.
Email marketer from Email on Acid shares that BIMI doesn't directly improve deliverability but can indirectly help by encouraging senders to adopt DMARC, which improves sender reputation and thus deliverability.
Marketer from Email Geeks shares that the discipline required by DMARC with an enforcing policy, which is required for BIMI, will ensure that SPF records and DKIM signing is correct, which won't hurt deliverability. Sending relevant email to people who explicitly asked for it is what really matters with deliverability.
Email marketer from Litmus says that BIMI's primary benefit isn't deliverability, but brand recognition and trust. However, the DMARC requirement for BIMI can indirectly improve deliverability.
Email marketer from ZeroBounce shares that BIMI won't directly impact deliverability rates, but because you must authenticate your emails using DMARC to qualify for BIMI, having it in place will make it more likely that inbox providers trust your messages.
What the experts say4Expert opinions
Expert from Word to the Wise explains that BIMI itself doesn't directly improve deliverability, however, it adds value by displaying a logo next to authenticated email, increasing brand recognition and trust. The author also states that while BIMI may not directly influence filtering decisions, it can contribute to a more positive user experience, which may indirectly benefit deliverability over time.
Expert from Spam Resource explains that for BIMI, DMARC must be set to quarantine or reject. They also confirm that BIMI itself will not improve deliverability.
Expert from Email Geeks shares he's seen DMARC p=quarantine/reject improve deliverability for some domains where they take the time to fix all the broken, improperly configured, partner domains, or unauthenticated emails and get DMARC right. If you put the effort in it pays off.
Expert from Email Geeks states that BIMI has no impact on deliverability at all, DMARC if setup incorrectly can.
What the documentation says4Technical articles
Documentation from VMWare shares that BIMI itself does not directly impact deliverability. However, it enforces DMARC, which is essential for improving sender reputation and deliverability.
Documentation from DigiCert explains that BIMI doesn't directly impact deliverability. What it does do is allow email recipients to see the logos of legitimate senders, and makes it easier to discern fraudulent emails from legitimate emails, which can help improve sender reputation and thus, over time, deliverability.
Documentation from Entrust states that in order to use BIMI, you must implement DMARC at enforcement (p=quarantine or p=reject). Although, BIMI is not related to deliverability, DMARC is important and ensures that only authorized senders are sending email using your domain. This helps improve deliverability.
Documentation from dmarc.org explains that BIMI requires DMARC to be in place. While BIMI itself does not affect deliverability, the best practices encouraged by DMARC (such as proper authentication) can contribute to improved deliverability.