Does Microsoft Outlook support BIMI for displaying brand logos in email?

Summary

Overall, Microsoft Outlook's support for BIMI is limited and inconsistent. While Outlook.com (the web version) may support BIMI, the desktop application generally does not. Microsoft promotes Actionable Messages as an alternative branding solution. Past logo display methods like Bing Pages and Brand Cards have been discontinued. BIMI adoption faces challenges due to varying support across email clients, the complexities of DMARC implementation, and the absence of widespread support in desktop Outlook. Some experts suggest integrating Verified Mark Certificates (VMC) with Microsoft Actionable Messages (MAM) to mimic the BIMI experience, although this can be expensive and requires a trademarked logo.

Key findings

  • Limited/Inconsistent Support: Outlook.com (web version) *may* support BIMI, but the desktop app generally does *not*.
  • Actionable Messages: Microsoft's primary recommended branding solution is Actionable Messages.
  • Alternative BIMI Experience: Integrating VMC with MAM provides a similar branding experience, but it can be costly.
  • Adoption Hurdles: Widespread BIMI adoption is hindered by inconsistent support and complex DMARC requirements.
  • Past Attempts: Microsoft's previous logo display methods (Bing Pages, Brand Cards) have been discontinued.

Key considerations

  • Audience Version: Determine which Outlook version your audience uses (web vs. desktop) to assess BIMI viability.
  • Actionable Messages Focus: Consider leveraging Microsoft Actionable Messages for branding efforts within the Outlook ecosystem.
  • VMC Cost-Benefit: Evaluate the cost implications of obtaining a VMC and weigh the benefits against alternative branding strategies.
  • DMARC Compliance: Ensure your email authentication (SPF, DKIM, DMARC) is correctly configured as a prerequisite for BIMI (or the VMC+MAM alternative).
  • Monitor Developments: Stay informed about any future updates or changes to Microsoft's support for BIMI or related branding technologies.

What email marketers say
13Marketer opinions

The consensus is that Microsoft Outlook's support for BIMI (Brand Indicators for Message Identification) is limited and inconsistent. While Outlook.com (the web version) may support BIMI, the desktop application generally does not. Microsoft previously experimented with logo display methods like Bing Pages, but these have been discontinued. Microsoft promotes Actionable Messages as an alternative branding solution. The adoption of BIMI across email clients is hindered by its patchy support and the complexities of DMARC implementation. Community feedback and expert opinions confirm the lack of comprehensive BIMI integration within Outlook, suggesting that relying on BIMI for brand visibility in Outlook may not be universally effective.

Key opinions

  • Limited Support: Outlook's BIMI support is inconsistent; Outlook.com (web) may support it, but the desktop app generally does not.
  • Alternative Solutions: Microsoft promotes Actionable Messages as an alternative to BIMI for branding.
  • Adoption Challenges: BIMI adoption faces obstacles due to varying support across email clients and the complexity of implementing DMARC.
  • Previous Attempts: Microsoft previously experimented with logo display methods (Bing Pages), but these are now discontinued.
  • Inconsistent Rollout: There is no concrete evidence of BIMI being rolled out consistently across all Outlook versions.

Key considerations

  • Outlook Versions: Consider the specific Outlook version your audience uses, as web and desktop versions may have different BIMI support.
  • Alternative Branding: Explore alternative branding strategies for Outlook, such as Microsoft Actionable Messages.
  • DMARC Compliance: Ensure your email authentication (SPF, DKIM, DMARC) is correctly set up, as DMARC is a prerequisite for BIMI.
  • BIMI Limitations: Be aware that BIMI support is not universal, and its absence in major clients like desktop Outlook limits its overall effectiveness.
  • Future Developments: Monitor any potential future developments regarding BIMI support in Microsoft Outlook.
Marketer view

Email marketer from MarketingPro Website explains that BIMI adoption faces challenges due to varying support across email clients and the complexities of implementing DMARC.

August 2023 - MarketingPro Website
Marketer view

Marketer from Email Geeks shares a link to the BIMI infographic, implying it expresses Microsoft's current stance on BIMI.

July 2024 - Email Geeks
Marketer view

Marketer from Email Geeks shares that Microsoft backed off AMP and instead have "Actionable messages" and provides a link to documentation.

November 2022 - Email Geeks
Marketer view

Email marketer from Mailhardener mentions how BIMI can increase brand recognition and email security by leveraging existing authentication standards like SPF, DKIM and DMARC, but doesnt mention if Outlook is directly supported.

January 2022 - Mailhardener
Marketer view

Email marketer from StackEmail states that while BIMI is gaining traction, it's not universally supported and Outlook's support is still limited.

July 2022 - StackEmail
Marketer view

Email marketer from Twitter mentions that Outlook does not appear to be supporting BIMI.

June 2021 - Twitter
Marketer view

Marketer from Email Geeks shares that the Microsoft approach on his blog seems to have been discontinued, mentioning it was Bing Pages and is on hold. Mentions that it only worked in Outlook consumer and that even if set up previously, no new senders can enter the program.

June 2022 - Email Geeks
Marketer view

Email marketer from Reddit user indicates that despite some discussion, there's no concrete evidence of BIMI being rolled out across all Outlook versions yet.

June 2022 - Reddit
Marketer view

Email marketer from Email Marketing Forum notes the ongoing absence of BIMI in Outlook and highlights alternative strategies for brand visibility within the email client.

January 2024 - Email Marketing Forum
Marketer view

Email marketer from EmailVendorSelection.com indicates that BIMI support is growing, but its absence in major clients like desktop Outlook hinders widespread adoption.

December 2024 - EmailVendorSelection.com
Marketer view

Email marketer from OnlyB2B talks about brand recognition using BIMI, but does not mention if Outlook specifically supports it or not.

July 2022 - OnlyB2B
Marketer view

Marketer from Email Geeks recalls that it took Microsoft a number of years to give up doing their "own thing" with authentication (Sender ID), questioning how long they may wait this one out with BIMI.

October 2021 - Email Geeks
Marketer view

Email marketer from Litmus Community mentions that as of late 2023, Outlook.com (web version) supports BIMI, but the Outlook desktop app does not.

September 2024 - Litmus Community

What the experts say
3Expert opinions

While Microsoft has not directly implemented BIMI (Brand Indicators for Message Identification) in Outlook, they have explored alternative methods for brand display. One discontinued approach involved 'brand cards' through a now-redirecting website. Currently, Microsoft supports Actionable Messages as a way to display branding. Integrating Verified Mark Certificates (VMC) and BIMI with Microsoft Actionable Messages (MAM) provides an alternative that mimics the BIMI experience, though this may require a trademarked logo and can be costly.

Key opinions

  • No Direct BIMI: Microsoft Outlook does not directly support BIMI.
  • Actionable Messages: Microsoft Actionable Messages (MAM) offers an alternative for displaying branding.
  • VMC + MAM = BIMI Experience: Integrating Verified Mark Certificates (VMC) and BIMI with MAM provides a similar branding experience to BIMI.
  • Discontinued Approach: Microsoft's previous approach with 'brand cards' has been discontinued.

Key considerations

  • Actionable Message Adoption: Consider using Microsoft Actionable Messages for branding in Outlook, as it is a supported method.
  • VMC Cost: Evaluate the cost implications of obtaining a Verified Mark Certificate (VMC) and ensure your logo is trademarked if pursuing the VMC + MAM route.
  • Lost Features: Acknowledge that past solutions are no longer supported and focus efforts on current, viable methods.
Expert view

Expert from Spam Resource explains that while Microsoft supports Actionable Messages, which can display branding, they have not yet implemented BIMI directly in Outlook.

July 2022 - Spam Resource
Expert view

Expert from Email Geeks mentions "brand cards" and Marketer from Email Geeks adds that Microsoft had this site <https://business.microsoft.com/> which now redirects and adds <https://www.validity.com/blog/microsoft-introduces-new-verified-icons-for-businesses/> there is the only screenshot of it...

June 2021 - Email Geeks
Expert view

Expert from Word to the Wise mentions that the integration of VMC and BIMI with Microsoft actionable messages (MAM) offers the equivalent of the BIMI experience, which can be an expensive process if your logo is not already trademarked.

March 2023 - Word to the Wise

What the documentation says
4Technical articles

Documentation from various sources offers insights into Microsoft Outlook's support for BIMI. The BIMI Group specifies that Outlook.com supports BIMI but lacks details on the desktop app. Microsoft's documentation highlights Actionable Messages as a branding alternative without mentioning BIMI support. Documentation from DigiCert and Entrust provides general BIMI information and requirements, but omits specific details about Outlook support, focusing instead on Verified Mark Certificates (VMCs) and brand ownership verification.

Key findings

  • Outlook.com Support: The BIMI Group indicates that Outlook.com (web version) supports BIMI.
  • Actionable Messages Alternative: Microsoft promotes Actionable Messages as a branding solution.
  • VMC Requirement: Entrust highlights the role of Verified Mark Certificates (VMCs) in verifying brand ownership for BIMI.
  • Lack of Desktop App Detail: None of the documentation provides specific details on BIMI support for the Outlook desktop application.

Key considerations

  • Web vs. Desktop: Differentiate between Outlook.com (web) and the Outlook desktop application when considering BIMI support.
  • Alternative Branding: Explore Microsoft Actionable Messages if BIMI is not supported in your target Outlook version.
  • VMC Acquisition: Understand the requirements and process for obtaining a Verified Mark Certificate (VMC) if you intend to implement BIMI.
  • Documentation Gaps: Acknowledge that official documentation may not provide a complete picture of BIMI support in specific Outlook environments.
Technical article

Documentation from DigiCert provides general information about BIMI and the requirements for implementation, but doesn't specify details about Outlook support.

March 2021 - DigiCert Website
Technical article

Documentation from BIMI Group website provides a list of supporting email providers and specifies that Outlook.com supports BIMI but doesn't offer details about the desktop app.

September 2022 - BIMI Group Website
Technical article

Documentation from Microsoft explains Actionable Messages as an alternative, without directly mentioning BIMI support or plans for its implementation.

February 2022 - Microsoft Documentation
Technical article

Documentation from Entrust details Verified Mark Certificates (VMCs) required for BIMI and their function in verifying brand ownership, without specific mention of Outlook support.

August 2023 - Entrust Website