What are the benefits and requirements of BIMI for email deliverability and branding?

Summary

BIMI (Brand Indicators for Message Identification) enhances email brand visibility and trust, leading to improved engagement and brand recognition. Although it doesn't directly improve deliverability, it's a reward for proper DMARC implementation. Google/Gmail uses BIMI to signal secure email practices. Key requirements include enforced DMARC, a registered trademark, and a Verified Mark Certificate (VMC) for some providers like Google and Apple. Logo format must be a specific SVG, posing technical challenges. The decision to adopt BIMI can be considered after DMARC is established, simplifying it to a cost-benefit analysis of logo display.

Key findings

  • Enhanced Visibility: BIMI increases brand visibility by displaying a logo in inboxes.
  • Improved Trust: BIMI improves trust and confidence among recipients.
  • Increased Engagement: BIMI can lead to increased engagement and open rates.
  • DMARC Dependency: BIMI relies on a properly implemented and enforced DMARC policy (p=quarantine or p=reject).
  • VMC Requirement: Certain providers require a VMC to validate logo ownership.

Key considerations

  • DMARC Implementation: Focus on implementing DMARC correctly before considering BIMI.
  • Trademark Registration: Ensure your logo is a registered trademark.
  • VMC Costs: Factor in the cost of obtaining and maintaining a VMC.
  • Technical SVG Format: The logo must be in a specific and technically demanding SVG format.
  • Strategic Incentive: Consider whether BIMI is needed as an incentive to drive DMARC adoption.

What email marketers say
11Marketer opinions

BIMI (Brand Indicators for Message Identification) enhances brand visibility and trust in email inboxes by displaying a trademarked logo next to authenticated emails. While BIMI itself doesn't directly improve deliverability, it serves as a reward for implementing DMARC (Domain-based Message Authentication, Reporting & Conformance) correctly. Key benefits include increased engagement, brand recognition, and customer confidence. Requirements include a properly enforced DMARC policy, a registered trademark for your logo, a Verified Mark Certificate (VMC) in some cases (required by Google and Apple), and a correctly formatted SVG version of the logo.

Key opinions

  • Brand Visibility: BIMI enhances brand visibility by displaying a trademarked logo in the inbox.
  • Engagement Boost: BIMI helps emails stand out, improving engagement and potentially increasing open rates.
  • Trust & Confidence: BIMI increases customer trust and confidence by visually verifying the sender's legitimacy.
  • DMARC Foundation: BIMI relies on a correctly implemented and enforced DMARC policy.
  • VMC Requirement: Certain mailbox providers (e.g., Gmail, Apple) require a Verified Mark Certificate (VMC) to display the logo.

Key considerations

  • DMARC Implementation: Implementing DMARC correctly is a prerequisite for BIMI. Incorrect DMARC setup will prevent BIMI from functioning.
  • Trademark Registration: Your logo must be a registered trademark to be eligible for BIMI.
  • VMC Cost: Obtaining a VMC involves a cost, which varies depending on the certificate authority.
  • SVG Format: The logo must be in a specific SVG format, requiring technical expertise or specialized tools.
  • No Direct Deliverability Boost: While BIMI doesn't directly improve deliverability, it's a benefit gained from already having strong authentication.
Marketer view

Email marketer from Mailjet.com shares that BIMI helps improve engagement by making your emails stand out in a crowded inbox and can lead to higher open rates.

March 2023 - Mailjet.com
Marketer view

Email marketer from Valimail.com shares that BIMI enhances brand visibility in the inbox, increasing trust and recognition among recipients by displaying a logo next to authenticated emails.

October 2024 - Valimail.com
Marketer view

Email marketer from Litmus.com explains that BIMI strengthens brand recognition and provides a more trustworthy and professional appearance, encouraging recipients to interact with your messages.

May 2024 - Litmus.com
Marketer view

Email marketer from Red Sift shares that BIMI can significantly improve brand trust and customer confidence, as the presence of a verified logo assures recipients of the email's legitimacy.

October 2024 - Red Sift
Marketer view

Email marketer from OnlyDomains.com.au explains that BIMI requires your logo to be a registered trademark and properly formatted as an SVG file to ensure it displays correctly across different email clients.

March 2022 - OnlyDomains.com.au
Marketer view

Email marketer from Stack Overflow explains the challenges in generating the SVG file for BIMI, that it has to be a specific XML-based format and properly accessible for mailbox providers to read and display. This can often require working with a designer or specialized tool.

September 2022 - Stack Overflow
Marketer view

Email marketer from ZeroBounce shares that BIMI can help improve brand recall with email recipients. The consistent display of the brand logo in the inbox reinforces brand awareness.

January 2022 - ZeroBounce
Marketer view

Email marketer from EmailonAcid explains that BIMI requires strict DMARC alignment to ensure proper authentication and deliverability and is the security foundation for displaying brand logos in recipients' inboxes.

August 2024 - EmailonAcid
Marketer view

Email marketer from Reddit shares that a Verified Mark Certificate (VMC) is a digital certificate that validates the ownership of your trademarked logo and is required by some mailbox providers, like Gmail, for BIMI to display correctly.

December 2024 - Reddit
Marketer view

Marketer from Email Geeks explains that BIMI is the reward for doing DMARC properly, allowing you to display your trademarked logo next to authenticated emails. Google and Apple require a VMC (approx. $1299/year) to display the logo but BIMI does not improve deliverability.

May 2021 - Email Geeks
Marketer view

Marketer from Email Geeks shares that the purpose of BIMI is displaying the logo which draws the recipient’s attention to the message and theoretically drive increased engagement.

November 2024 - Email Geeks

What the experts say
3Expert opinions

Experts highlight that BIMI aims to enhance trust and visibility in email communications, resulting in greater engagement and stronger brand recognition. It's also noted that Google/Gmail use BIMI as a signal that a brand has taken appropriate measures to secure their email, impacting user perception. If DMARC implementation doesn't necessitate BIMI as an initial driver, the decision to adopt BIMI can be deferred until DMARC is established, simplifying it to a choice between investing in logo display or not.

Key opinions

  • Trust & Visibility: BIMI increases trust and visibility of email messages.
  • Engagement & Brand Recognition: BIMI can lead to improved engagement and brand recognition.
  • Google/Gmail Signal: Google/Gmail uses BIMI to indicate that a brand has secured their email.
  • Simplified Decision: The decision to implement BIMI becomes simpler after DMARC is in place.

Key considerations

  • DMARC Priority: Consider implementing DMARC first, then evaluate BIMI as a separate investment.
  • Incentive Alignment: Assess whether BIMI is necessary to drive DMARC implementation within the organization.
  • Perceived Value: Evaluate the perceived value of logo display versus the cost of BIMI implementation.
Expert view

Expert from Word to the Wise discusses how Google/Gmail uses BIMI to indicate a brand has taken steps to properly secure their email and the effect it has for the user.

December 2023 - Word to the Wise
Expert view

Expert from Word to the Wise explains that BIMI is designed to increase the trust and visibility of email messages, leading to improved engagement and brand recognition.

September 2023 - Word to the Wise
Expert view

Expert from Email Geeks suggests that if BIMI isn't needed as an incentive to implement DMARC, it can be considered later. Once DMARC is in place, deciding on BIMI becomes a simpler decision involving expenditure for logo display.

January 2023 - Email Geeks

What the documentation says
4Technical articles

Technical documentation states that BIMI mandates enforced DMARC, a registered trademark, and often a Verified Mark Certificate (VMC). VMCs prove logo ownership and ensure only authorized senders display the logo. BIMI builds upon DMARC, specifically requiring a strict policy (p=quarantine or p=reject). Implementing BIMI involves VMC costs, varying by certificate authority.

Key findings

  • DMARC Enforcement: BIMI requires a strict DMARC policy to be enforced (p=quarantine or p=reject).
  • Trademark Needed: A registered trademark for the logo is necessary for BIMI implementation.
  • VMC Requirement: A Verified Mark Certificate (VMC) is typically required to validate logo ownership.
  • Authorized Senders Only: VMCs ensure that only authorized senders can display the brand's logo.

Key considerations

  • DMARC Configuration: Ensure DMARC is correctly configured and enforced before implementing BIMI.
  • VMC Procurement: Budget for the cost of obtaining a Verified Mark Certificate (VMC) from an authorized provider.
  • Trademark Status: Verify that your logo is a registered trademark and meets BIMI requirements.
  • Authorized Provider: Obtain VMC from an authorized certificate provider only.
Technical article

Documentation from DMARC.org highlights that BIMI builds upon DMARC authentication. Enforcing a strict DMARC policy (p=quarantine or p=reject) is a prerequisite for BIMI.

December 2022 - DMARC.org
Technical article

Documentation from Agari by HelpSystems outlines that BIMI uses a VMC to digitally prove logo ownership, ensuring only authorized senders can display a specific brand logo. VMCs also require a trademarked logo.

February 2024 - Agari by HelpSystems
Technical article

Documentation from Entrust.com explains that BIMI requires DMARC to be enforced, logo to be a registered trademark, and a Verified Mark Certificate (VMC) issued by an authorized provider.

October 2024 - Entrust.com
Technical article

Documentation from DigiCert explains that implementing BIMI involves the cost of obtaining a Verified Mark Certificate (VMC). The cost varies depending on the issuing certificate authority and any additional services included.

May 2023 - DigiCert