Does BIMI improve email deliverability and engagement?

10 Marketer opinions 3 Expert opinions 4 Technical articles 8 Resources

Summary

Experts, marketers, and documentation sources consistently indicate that BIMI (Brand Indicators for Message Identification) primarily enhances brand recognition, trust, and engagement by displaying brand logos in the inbox. While BIMI doesn't directly improve email deliverability, its effectiveness hinges on a robust DMARC (Domain-based Message Authentication, Reporting & Conformance) implementation at enforcement level (p=quarantine or p=reject), which indirectly enhances sender reputation. BIMI acts as a visual signal verifying email legitimacy, potentially boosting user interaction. VMCs (Verified Mark Certificates) further validate the brand. Measurement of BIMI's impact involves tracking open rates and click-through rates. BIMI support is available in email clients like Gmail and Outlook.

Key findings

Brand Focus: BIMI mainly improves brand recognition and visual presence in the inbox.
DMARC Dependency: BIMI requires a strong DMARC implementation for functionality and potential indirect improvements to deliverability.
Engagement Boost: BIMI enhances email security, builds brand trust, potentially leading to increased engagement and improved inbox placement.
Visual Verification: BIMI acts as a visual signal that verifies email legitimacy and enhances recipient confidence.
VMC Enhancement: Verified Mark Certificates (VMCs) provide further brand validation and logo verification.

Key considerations

DMARC Setup: Ensure a strong DMARC policy (p=quarantine or p=reject) is in place before implementing BIMI.
Logo Verification: Have a verified and correctly formatted (e.g., SVG) logo ready for BIMI implementation and consider acquiring a VMC.
Performance Tracking: Track key metrics like open rates and click-through rates to assess BIMI's impact on engagement and overall performance.
Client Support: Be aware of varying BIMI support levels across different email clients (e.g., Gmail, Outlook).
Indirect Benefits: Understand that deliverability improvements are indirect, resulting from enhanced sender reputation due to proper DMARC implementation.

What email marketers say
10Marketer opinions

BIMI (Brand Indicators for Message Identification) primarily enhances brand visibility, recognition, and trust within the inbox by displaying a brand's logo alongside email messages. While BIMI itself does not directly improve email deliverability, its implementation relies on robust DMARC (Domain-based Message Authentication, Reporting & Conformance) authentication. A correctly implemented DMARC can indirectly boost deliverability through improved sender reputation. BIMI acts as a visual signal that an email is legitimate and hasn't been tampered with, potentially leading to increased engagement and open rates. Measuring BIMI's impact requires tracking metrics such as open and click-through rates post-implementation.

Key opinions

Core Function: BIMI's main purpose is to improve brand recognition and visibility in the inbox, not directly improve deliverability.
DMARC Dependency: BIMI requires a strong DMARC implementation, which can indirectly improve deliverability by enhancing sender reputation.
Engagement Boost: BIMI can increase email engagement and open rates through enhanced brand trust and recognition.
Visual Signal: BIMI serves as a visual indicator of email legitimacy, assuring recipients of the email's authenticity.

Key considerations

DMARC Setup: Ensure a robust DMARC policy is in place before implementing BIMI to maximize its benefits and avoid deliverability issues.
Measurement: Track key metrics such as open rates and click-through rates before and after BIMI implementation to assess its true impact.
Brand Assets: Have a verified logo (e.g., SVG format) ready for BIMI implementation to fully leverage its visual branding capabilities.
Indirect Impact: Understand that BIMI's positive impact on deliverability is indirect and depends on the underlying DMARC setup. Focus on comprehensive email authentication practices.

Marketer view

Email marketer from Mailjet explains that BIMI itself doesn't directly influence deliverability, but relies on strong DMARC implementation, which indirectly improves it due to better sender reputation.

November 2023 - Mailjet

Marketer view

Email marketer from OnlyMyEmail highlights that BIMI helps companies build a safer and more trustworthy brand image in customer inboxes, leading to higher engagement rates.

March 2021 - OnlyMyEmail

Marketer view

Email marketer from Reddit explains BIMI is primarily a brand signal and visual differentiator in the inbox, which can indirectly improve engagement if recipients recognize and trust the brand.

March 2022 - Reddit

Marketer view

Email marketer from Email Geeks explains that BIMI does not directly increase deliverability. Any boost may be due to DMARC, but it can increase engagement.

July 2024 - Email Geeks

Marketer view

Marketer from Email Geeks shares that BIMI is the reward for doing DMARC correctly, giving you a checkmark in Gmail and a 'Digitally Certified' badge in Apple Mail.

April 2021 - Email Geeks

Marketer view

Marketer from Email Geeks explains that BIMI does not directly increase deliverability, any boost is due to DMARC, but it can increase engagement.

November 2021 - Email Geeks

Marketer view

Email marketer from SparkPost shares that BIMI enhances email security and builds brand trust, leading to increased engagement and better inbox placement.

April 2022 - SparkPost

Marketer view

Email marketer from Litmus explains that measuring BIMI's impact involves tracking metrics like open rates and click-through rates, focusing on changes after BIMI implementation.

December 2022 - Litmus

Marketer view

Email marketer from Talking Shrimp shares that BIMI enhances brand recognition and trust by displaying your logo, thus improving engagement and open rates.

May 2023 - Talking Shrimp

Marketer view

Email marketer from ValGeisler.com explains that BIMI is about brand visibility in the inbox, not deliverability. It helps your logo appear next to your emails.

January 2023 - ValGeisler.com

What the experts say
3Expert opinions

Experts agree that BIMI (Brand Indicators for Message Identification) primarily enhances brand recognition and improves the recipient's email experience by displaying a verified logo. While SPF and DKIM improve email delivery if users want the mail, and DMARC protects the brand, BIMI itself does not directly improve deliverability or placement. Instead, BIMI builds confidence by verifying that the email is legitimate and hasn't been altered in transit, which in turn may increase user interaction. Proper DMARC implementation and a verified logo are necessary for BIMI to function effectively.

Key opinions

Indirect Deliverability: BIMI does not directly improve email deliverability or placement.
Brand Recognition: BIMI enhances brand recognition and improves the recipients' experience by displaying a verified logo.
DMARC Requirement: BIMI requires DMARC to function properly, emphasizing the importance of a robust email authentication strategy.
Increased Confidence: BIMI builds recipient confidence by verifying email legitimacy and integrity.

Key considerations

DMARC Implementation: Ensure DMARC is properly implemented before considering BIMI to take full advantage of its benefits.
Logo Verification: Acquire a verified logo as BIMI requires it to function and provide its intended benefits.
Focus on Recipient Experience: BIMI's primary advantage lies in enhancing the recipient's experience and building trust, leading to potential improvements in engagement.
Long Term Strategy: Consider BIMI as a long-term branding and security strategy rather than a quick fix for deliverability issues.

Expert view

Expert from Word to the Wise explains that BIMI requires DMARC and a verified logo and improves the recipients' experience. BIMI does not directly improve deliverability or placement but it may enhance the overall email experience by building confidence.

April 2024 - Word to the Wise

Expert view

Expert from Email Geeks explains that SPF and DKIM improve delivery if users want your mail. DMARC protects your brand and BIMI won't directly improve delivery, but brand recognition might increase user interaction.

February 2025 - Email Geeks

Expert view

Expert from Spam Resource explains that BIMI is focused on brand recognition within the inbox through the display of a logo, rather than directly improving deliverability. It verifies that the email is legitimate and hasn't been tampered with during transit.

January 2025 - Spam Resource

What the documentation says
4Technical articles

Documentation confirms that BIMI (Brand Indicators for Message Identification) builds upon existing email authentication protocols, requiring DMARC authentication at enforcement (p=quarantine or p=reject). BIMI enables brands to display their logos in email interfaces like Gmail and Outlook, enhancing visual recognition and brand validation. Verified Mark Certificates (VMCs) can be incorporated to further validate the brand and display a verified logo.

Key findings

DMARC Requirement: BIMI mandates DMARC authentication at an enforcement level (p=quarantine or p=reject).
Visual Display: BIMI enables the display of brand logos in email clients like Gmail and Outlook.
Enhanced Validation: Verified Mark Certificates (VMCs) can be used with BIMI for added brand validation.
Protocol Foundation: BIMI builds upon existing email authentication protocols to enhance security and brand identity.

Key considerations

DMARC Policy: Implement a DMARC policy set to quarantine or reject to comply with BIMI requirements.
Logo Readiness: Prepare and validate brand logos for display in supported email clients.
VMC Acquisition: Consider acquiring a Verified Mark Certificate (VMC) for enhanced brand verification.
Email Client Support: Be aware that BIMI support varies across different email clients, and some may require VMCs.

Technical article

Documentation from Microsoft indicates that Outlook supports BIMI, displaying brand logos for authenticated emails that pass DMARC checks.

January 2022 - Microsoft

Technical article

Documentation from Gmail Help explains that BIMI enables brands to display their logos in the Gmail interface, enhancing visual recognition.

October 2021 - Gmail Help

Technical article

Documentation from dmarc.org explains that BIMI requires DMARC authentication at enforcement (p=quarantine or p=reject). It builds upon existing email authentication protocols.

December 2024 - dmarc.org

Technical article

Documentation from Red Sift explains that BIMI can also incorporate Verified Mark Certificates (VMCs) to further validate the brand and display a verified logo.

May 2023 - Red Sift

What Is BIMI (And Why Should Email Marketers Care?) - Litmus

BIMI is an emerging email standard to boosts your brand’s trust in the inbox. Learn what it is, why it’s important, and how to get started.

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What is BIMI (Brand Indicators for Message Identification)?

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Google introduces Common Mark Certificates and mobile BIMI checkmarks for Gmail. Learn how these changes affect email authentication and sender reputation.

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What is BIMI? Learn how to make your emails stand out and protect against phishing attacks by displaying your brand logo in the inbox.

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BIMI – a new protocol for email marketing - Valimail

Brand Indicators for Message Identification (BIMI) is a new email standard that allows brands to display their logos alongside their emails in recipient inboxes, increasing brand recognition and trust. With the increasing amount of spam and phishing emails lately, people are becoming more cautious about opening emails from unknown or untrusted sources. BIMI provides a

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