Is VMC mandatory for BIMI implementation?

Summary

While the BIMI standard itself doesn't explicitly mandate a VMC (Verified Mark Certificate), its practical implementation necessitates one for organizations targeting major email providers like Google (Gmail) and Apple. These platforms require a VMC to display brand logos in the inbox, making it effectively mandatory for achieving full BIMI adoption and realizing its visual benefits. Some providers, such as Yahoo and Fastmail, do not require it.

Key findings

  • Google & Apple Requirement: Google and Apple require a VMC for logo display with BIMI.
  • VMC for Visual Benefit: Without a VMC, logo display is absent in major email clients (Gmail, Apple).
  • Not Universally Required: Some providers (Yahoo, Fastmail) don't mandate VMCs.
  • Brand Authentication: VMCs validate logo ownership.

Key considerations

  • Target Audience's Email Providers: Assess the email providers used by your target audience; if Gmail and Apple are prominent, a VMC is crucial.
  • Budget for VMC: Factor in the cost of VMC acquisition during BIMI implementation planning.
  • Trademark Eligibility: Verify your trademark meets the requirements of VMC providers.
  • Platform-Specific Strategies: Tailor BIMI implementation strategies based on individual email provider requirements.

What email marketers say
9Marketer opinions

While BIMI itself doesn't strictly mandate a VMC (Verified Mark Certificate) for all email providers, major providers such as Google (Gmail) and Apple require it to display a brand's logo in the inbox. This makes the VMC a practical necessity for organizations aiming for full BIMI implementation and visual brand representation across these major email platforms. Some providers like Yahoo and Fastmail do not have this requirement.

Key opinions

  • Google & Apple Requirement: Google and Apple mandate VMCs to display logos in their email clients.
  • Visual Benefit: Without a VMC, the visual benefits of BIMI are lost on major email platforms like Gmail.
  • Technical vs. Practical: BIMI technically works without a VMC, but its practical implementation often requires one.
  • Brand Authentication: VMCs authenticate brand ownership of logos.

Key considerations

  • Target Audience: Consider the email providers used by your target audience; if Gmail and Apple are significant, a VMC is essential.
  • Cost: Factor in the cost of acquiring a VMC when budgeting for BIMI implementation.
  • Trademark Jurisdiction: Ensure your trademark is registered in a jurisdiction accepted by the VMC provider.
  • Provider Policies: Email provider policies may change, impacting the VMC requirement.
Marketer view

Email marketer from Email Geeks answers that Google absolutely requires it, they were the first provider to require it and the pioneers of the VMC pilot.

December 2024 - Email Geeks
Marketer view

Email marketer from Email Geeks shares that only Yahoo and Fastmail don't require it.

September 2023 - Email Geeks
Marketer view

Email marketer from OnlyBIMI responds that while technically BIMI can be implemented without a VMC, it's necessary for displaying a logo in major email clients like Google. It also authenticates brand ownership of the logo.

August 2024 - OnlyBIMI
Marketer view

Email marketer from LinkedIn explains that a VMC isn't technically required for BIMI in all cases, but email providers such as Google and Apple require it to display your logo alongside your emails, so it's usually required.

May 2022 - LinkedIn
Marketer view

Email marketer from Valimail.com shares that while BIMI itself doesn't strictly mandate a VMC, major email providers like Google require it to display the logo. Therefore, if the goal is to have the logo displayed in Gmail inboxes, a VMC is necessary.

August 2023 - Valimail.com
Marketer view

Email marketer from Stripo.email explains that to get BIMI and Gmail's blue verified checkmark, you need a VMC. Without it, Gmail will not display your logo, making the VMC a practical necessity for full BIMI implementation in Gmail.

December 2021 - Stripo.email
Marketer view

Email marketer from EmailGeek Forums shares that though BIMI technically works without a VMC, major providers like Gmail won't show the logo without it. Therefore, for most practical purposes, a VMC is mandatory for BIMI.

September 2023 - EmailGeek Forums
Marketer view

Email marketer from Reddit states that a VMC is effectively mandatory for BIMI if you want your logo to display in Gmail and other major email providers that require it. Without a VMC, you won't get the visual benefits of BIMI with these providers.

March 2024 - Reddit
Marketer view

Email marketer from Twitter answers that while the BIMI record itself doesn't inherently demand a VMC, the ecosystems where you intend to use it (Gmail, etc.) might, effectively making a VMC a must-have in most scenarios.

September 2023 - Twitter

What the experts say
3Expert opinions

While not technically mandated by the BIMI standard itself, a VMC (Verified Mark Certificate) is practically required for BIMI implementation due to major mailbox providers like Google and Apple requiring it to display logos. This makes a VMC essential for full BIMI adoption across key email platforms.

Key opinions

  • Major Provider Requirement: Google and Apple require VMCs to display logos with BIMI.
  • Practical Necessity: Although BIMI can technically work without a VMC, its practical use is limited without one.
  • Platform Specific: The VMC requirement varies based on the mailbox provider.

Key considerations

  • Target Platform: Consider the target email platforms when deciding whether to obtain a VMC.
  • Implementation Goals: Determine if displaying a logo is a critical aspect of your BIMI strategy.
  • Cost vs. Benefit: Evaluate the cost of obtaining a VMC against the potential benefits of logo display on major platforms.
Expert view

Expert from Email Geeks explains that some mailbox providers require VMC for BIMI (Google, Apple) so it’s probably something you want to get.

July 2021 - Email Geeks
Expert view

Expert from Word to the Wise answers that the VMC is not technically mandated, but Google & other providers require it, so it is practically mandatory for full BIMI implementation.

June 2023 - Word to the Wise
Expert view

Expert from SpamResource explains that while BIMI can technically function without a VMC, a VMC is effectively required by major mailbox providers like Google and Apple to display your logo, therefore it is mandatory for full BIMI implementation across those platforms.

August 2021 - SpamResource

What the documentation says
3Technical articles

Technical documentation consistently points to a VMC (Verified Mark Certificate) as effectively mandatory for BIMI implementation, particularly for major email providers like Google and Apple. These providers require a VMC to display a brand's logo in the inbox, validating the organization's ownership and adherence to platform requirements.

Key findings

  • Google & Apple Mandate: Google and Apple require a VMC to display logos in email inboxes with BIMI.
  • Validation of Ownership: VMC validates the organization's ownership of the logo.
  • Provider Requirements: Ensures the logo meets specific provider requirements for display.
  • Essential Functionality: VMC is essential for BIMI to function correctly with certain providers.

Key considerations

  • Target Platform Requirements: Understand the VMC requirements of your target email platforms (e.g., Google, Apple).
  • Cost and Effort: Factor in the cost and effort associated with obtaining and maintaining a VMC.
  • Logo Display Importance: Consider the importance of logo display in your overall email marketing strategy.
Technical article

Documentation from Entrust.com explains that a VMC (Verified Mark Certificate) is required by some mailbox providers, such as Google and Apple, to display your logo in the inbox, thus making it effectively mandatory for full BIMI adoption with these providers.

December 2021 - Entrust.com
Technical article

Documentation from DigiCert.com responds that a VMC is essential for BIMI to function correctly with certain providers. It validates the organization's ownership of the logo and ensures that it meets the provider's requirements, which is mandatory for displaying the logo in inboxes.

July 2024 - DigiCert.com
Technical article

Documentation from Red Sift Knowledge Base answers that Google requires a VMC for BIMI implementation, highlighting its role as a pioneer in mandating VMCs for logo display in their email service.

September 2022 - Red Sift Knowledge Base