Will BIMI and stricter email practices improve deliverability and reduce blocklisting?

Summary

Implementing stricter email practices, especially robust authentication (SPF, DKIM, DMARC with enforcement), significantly improves deliverability and reduces blocklisting. BIMI enhances this by increasing brand trust and visibility, but requires DMARC enforcement and isn't a standalone solution. Maintaining a positive sender reputation through list hygiene, targeted content, and proper IP warming further contributes to successful email delivery. Engaging with Microsoft support for specific deliverability issues is also recommended.

Key findings

  • Authentication is Paramount: Strong email authentication (SPF, DKIM, DMARC with enforcement - quarantine or reject) is crucial for deliverability and a prerequisite for BIMI.
  • BIMI Enhances, Not Replaces: BIMI enhances brand recognition and trust, improving engagement and indirectly supporting deliverability, but it relies on established authentication practices.
  • Sender Reputation Matters: Maintaining a positive sender reputation through list hygiene, engaging content, and avoiding spam traps is vital for deliverability.
  • Targeted Content Drives Engagement: Sending relevant, targeted emails to segmented audiences increases engagement and reduces spam complaints, positively impacting deliverability.
  • IP Warming Essential: Properly warming up new IPs establishes a positive sending reputation, preventing emails from being flagged as spam.
  • Microsoft Requires Specific Attention: Deliverability issues with Microsoft domains often require direct engagement with their support team and following their specific guidelines.

Key considerations

  • DMARC Enforcement is Non-Negotiable: Enforcing a DMARC policy of 'quarantine' or 'reject' is crucial for both deliverability and BIMI eligibility.
  • Holistic Approach is Key: Successful deliverability requires a comprehensive strategy that encompasses authentication, sender reputation management, list hygiene, and targeted content creation.
  • Proactive Monitoring is Crucial: Regularly monitor sender reputation and deliverability metrics to identify and address issues promptly.
  • List Management is Ongoing: List cleaning, segmentation, and avoiding spam traps are ongoing tasks essential for maintaining a healthy sending reputation.

What email marketers say
14Marketer opinions

Implementing stricter email practices, including proper authentication (SPF, DKIM, DMARC) and good list hygiene, improves email deliverability and reduces the likelihood of being blocklisted. BIMI can further enhance deliverability by boosting brand recognition and trust, but it is not a substitute for fundamental authentication practices. Managing IP warm-up correctly and engaging with Microsoft support can also help with deliverability issues.

Key opinions

  • Authentication is Key: Proper email authentication (SPF, DKIM, DMARC) is crucial for improving sender reputation and deliverability.
  • BIMI Enhances Trust: BIMI can boost brand recognition and trust, indirectly improving deliverability by increasing engagement and reducing spam complaints.
  • List Hygiene Matters: Regular list cleaning, avoiding spam traps, and sending targeted emails improve deliverability by signaling responsible sending practices to ISPs.
  • IP Warming is Important: Warming new IPs gradually establishes a positive sending reputation with ISPs, preventing emails from being flagged as spam.
  • Microsoft Requires Attention: Microsoft deliverability issues require direct engagement with their support team and following their IP warm-up procedures.

Key considerations

  • BIMI Requirements: BIMI requires a DMARC policy of 'quarantine' or 'reject' to be effective, making it a reward for existing good practices rather than a solution for poor practices.
  • Holistic Approach: Deliverability requires a holistic approach that combines authentication, list hygiene, engagement strategies, and proactive communication with ISPs.
  • Audience Segmentation: Sending relevant, targeted emails to segmented audiences increases engagement and reduces spam complaints, positively impacting deliverability.
  • Monitoring Reputation: Regularly monitor your sender reputation to identify and address deliverability issues promptly.
  • Sender Reputation: Focus on improving sender reputation through authentication and good sending practices to avoid being flagged as spam
Marketer view

Marketer from Email Geeks says that the MS deliverability support team will help you resolve the delivery issue and to reply to the auto-responses until you get a reply from a real person.

March 2024 - Email Geeks
Marketer view

Email marketer from Campaign Monitor shares that regular list cleaning reduces bounce rates and spam complaints, signaling to ISPs that you're a responsible sender and improving deliverability.

January 2023 - Campaign Monitor
Marketer view

Marketer from Email Geeks advises to tell Microsoft you're warming up IPs and provide more information, which might help.

August 2023 - Email Geeks
Marketer view

Marketer from Email Geeks agrees with Todd and says that BIMI shows signs of increased engagement/brand trust, which can help deliverability, but BIMI alone won't prevent blocklisting.

January 2022 - Email Geeks
Marketer view

Email marketer from Mailjet shares that BIMI can boost brand recognition and trust, indirectly improving deliverability as engaged recipients are less likely to mark emails as spam.

June 2023 - Mailjet
Marketer view

Email marketer from Reddit explains that a correctly set up DMARC record signals to ISPs that you are serious about your sending reputation, thus improving deliverability

June 2023 - Reddit
Marketer view

Email marketer from ZeroBounce responds that avoiding spam traps improves deliverability as these addresses are used to identify spammers and those who don't practice proper list hygiene.

August 2024 - ZeroBounce
Marketer view

Email marketer from Litmus shares that authentication standards like SPF, DKIM, and DMARC are crucial for proving sender legitimacy and improving deliverability rates. Proper setup and maintenance prevent spoofing and phishing, enhancing sender reputation.

July 2022 - Litmus
Marketer view

Email marketer from Email on Acid shares that improving sender reputation through authentication and good sending practices makes it less likely your emails will be flagged as spam.

July 2024 - Email on Acid
Marketer view

Marketer from Email Geeks shares that better practices improve deliverability, but BIMI isn't a solution for bad practices. BIMI is a reward for better authentication with DMARC which gets you the deliverability you deserve based on your practices.

January 2024 - Email Geeks
Marketer view

Email marketer from MailerLite shares that sending relevant, targeted emails to segmented audiences increases engagement and reduces spam complaints, positively impacting deliverability.

March 2024 - MailerLite
Marketer view

Email marketer from SendGrid responds that BIMI increases trust and engagement by displaying a verified logo next to your emails, leading to improved deliverability due to higher open rates and fewer spam complaints.

April 2022 - SendGrid
Marketer view

Email marketer from SparkPost answers that warming new IPs gradually establishes a positive sending reputation with ISPs, preventing your emails from being flagged as spam or blocked.

May 2024 - SparkPost
Marketer view

Email marketer from GlockApps responds that BIMI adoption gives a great boost to brand visibility in inboxes, which improves trust and engagement, indirectly supporting deliverability by way of increased positive interaction and decreasing the likelyhood of negative interaction.

May 2022 - GlockApps

What the experts say
2Expert opinions

Experts emphasize that a combination of strict email authentication practices, especially DMARC enforcement, and maintaining a positive sender reputation are critical for improved deliverability and avoiding blocklists. BIMI builds upon this foundation by visually signaling trustworthiness to email providers and recipients.

Key opinions

  • DMARC Enforcement: DMARC with a 'quarantine' or 'reject' policy is essential for BIMI and signals authentication to email providers.
  • Sender Reputation: Maintaining a positive sender reputation is the foundation for successful email delivery and avoiding blocklists.
  • Authentication is Key: Stricter email authentication, especially using DMARC, signals trustworthiness to email providers.

Key considerations

  • BIMI Dependency: BIMI is dependent on a properly configured and enforced DMARC policy.
  • Holistic Approach: Improving deliverability requires a comprehensive strategy focusing on both technical aspects (authentication) and operational aspects (list management, sender reputation).
Expert view

Expert from Spam Resource, John Levine, explains that BIMI relies on DMARC authentication with a policy of 'quarantine' or 'reject' to ensure email senders are authenticating their messages. Stricter authentication using DMARC combined with BIMI can improve deliverability by signaling trustworthiness to email providers.

February 2025 - Spam Resource
Expert view

Expert from Word to the Wise, Laura Atkins, shares that maintaining a positive sender reputation by implementing stricter email practices such as authentication and list management is crucial for improving deliverability and avoiding blocklists. She emphasizes that good sender reputation is the foundation for successful email delivery.

September 2024 - Word to the Wise

What the documentation says
5Technical articles

Technical documentation consistently states that implementing strict email authentication practices, particularly DMARC enforcement with SPF and DKIM, is crucial for improving email deliverability and reducing the risk of being marked as spam or blocklisted. Major email providers like Google and Microsoft explicitly require strong authentication for reliable inbox delivery.

Key findings

  • DMARC Enforcement is Critical: DMARC enforcement (p=quarantine or p=reject) is a key requirement for improving deliverability and is essential for BIMI compliance.
  • SPF and DKIM Authentication: SPF and DKIM are fundamental authentication standards that must be properly implemented alongside DMARC.
  • Spoofing Prevention: DMARC helps protect senders from unauthorized email use, preventing spoofing and improving domain reputation.
  • Provider Requirements: Major email providers like Google and Microsoft require strong email authentication for reliable inbox delivery.

Key considerations

  • Proper Configuration: Implementing authentication standards requires careful configuration to ensure they are effective in preventing spoofing and improving deliverability.
  • Industry Standards: Adhering to industry best practices and guidelines for email authentication is essential for maintaining a good sender reputation.
Technical article

Documentation from RFC 7489 describes that DMARC helps email senders protect their domains from unauthorized use, commonly known as email spoofing. This in turn protects the sending domain and ensures that spoofed email addresses don't cause issues with deliverability.

September 2021 - RFC Editor
Technical article

Documentation from Microsoft explains that adhering to best practices for email authentication (SPF, DKIM, DMARC) is crucial for reliable delivery to Outlook.com and Microsoft 365 inboxes. Enforcement of these standards directly influences filtering decisions.

August 2024 - Microsoft
Technical article

Documentation from Google's bulk sender guidelines specifies that using strong email authentication (SPF, DKIM, DMARC) is essential for ensuring emails are delivered to Gmail inboxes. Failure to authenticate can result in emails being marked as spam.

September 2024 - Google
Technical article

Documentation from Valimail explains that BIMI requires DMARC enforcement (p=quarantine or p=reject), SPF and DKIM authentication. Meeting these requirements contributes to improved deliverability.

July 2023 - Valimail
Technical article

Documentation from dmarc.org details that DMARC enforcement (reject/quarantine) directly instructs receiving mail servers on how to handle unauthenticated email, preventing spoofing and improving domain reputation, impacting deliverability.

August 2024 - dmarc.org