Summary
The effectiveness of Gmail profile pictures for mass emails is inconsistent; some sources report it still works for personal emails and known contacts, while others find it unreliable due to algorithm changes. BIMI (Brand Indicators for Message Identification) with a VMC (Verified Mark Certificate) is a recommended alternative for displaying logos, requiring SPF, DKIM, and DMARC authentication. Setting up BIMI without a VMC is also an option. Other alternatives include Apple Business Connect (though setup can be difficult), consistent branding, strong sender reputation, engaging content, optimized email design, and adding contacts to Google Contacts. DMARC is crucial for email authentication. SPF records authorize email sending sources. Implementing BIMI across multiple domains can reduce costs.
Key findings
- Gmail Profile Pictures: Gmail profile pictures are unreliable for mass emails but may work for known contacts.
- BIMI & VMC: BIMI with VMC is a reliable alternative for displaying logos, requiring authentication (SPF, DKIM, DMARC).
- BIMI without VMC: Setting up BIMI without a VMC can be a cost-effective option.
- Apple Business Connect: Apple Business Connect provides a free alternative, though the setup can be arduous.
- Branding: Consistent branding and email design are crucial for brand recognition.
- Sender Reputation: Building a strong sender reputation is essential for deliverability.
- Authentication Standards: DMARC policies prevent email spoofing, while SPF records authorize sending sources.
Key considerations
- Implementation Cost: Implementing BIMI with VMC involves costs, making it important to weigh the benefits.
- Technical Expertise: Setting up BIMI, DMARC, and SPF requires technical knowledge.
- Setup Difficulty: Apple Business Connect setup can be complex and time-consuming.
- Recipient Settings: Recipient-side settings can impact Gmail profile picture display.
- Domain Management: Consider using a single VMC across multiple domains to save costs on BIMI.
What email marketers say
9 marketer opinions
The effectiveness of Gmail profile pictures for mass emails is inconsistent. While profile pictures may work for personal emails and known contacts, they are unreliable for mass communications due to algorithm changes. BIMI (Brand Indicators for Message Identification) with a VMC (Verified Mark Certificate) is a recommended alternative for displaying logos in business emails, requiring SPF, DKIM, and DMARC authentication. Consistent branding, strong sender reputation, engaging content, optimized email design, and adding contacts to Google Contacts can help improve brand recognition and email deliverability.
Key opinions
- Gmail Profile Pictures: Gmail profile pictures are inconsistent for mass emails, working better for personal contacts.
- BIMI & VMC: BIMI with VMC is a reliable alternative for displaying logos in business emails.
- Authentication: SPF, DKIM, and DMARC authentication are essential for BIMI implementation.
- Branding: Consistent branding enhances email recognition, including logos and color schemes.
- Sender Reputation: Building a strong sender reputation improves deliverability.
- Design: Optimized email design with high-quality images can improve email engagement.
- Contacts: Adding recipients to Google Contacts may increase the likelihood of profile pictures displaying.
Key considerations
- Implementation Cost: Implementing BIMI with a VMC incurs costs, making it essential to weigh the benefits against the expense.
- Technical Requirements: BIMI implementation requires technical expertise to set up SPF, DKIM, and DMARC records.
- Alternative Strategies: Focusing on engaging content, optimized design, and strong sender reputation are valuable even if profile pictures are inconsistent.
- Test Display: Test email display across various email clients and devices is essential to ensure consistent branding.
- Contact Management: Contact management is a factor for picture display.
Marketer view
Email marketer from Neil Patel's Blog explains that while Gmail profile pictures can improve brand recognition, their effectiveness in mass emails is inconsistent. He suggests focusing on strong sender reputation and engaging content.
28 Jan 2025 - Neil Patel's Blog
Marketer view
Email marketer from Litmus suggests using consistent branding elements, such as logos and color schemes, in email campaigns to improve brand recognition. They also advise optimizing emails for different devices and email clients.
14 Apr 2024 - Litmus
What the experts say
5 expert opinions
Some experts have found that Gmail profile pictures are still working. Setting up BIMI is a worthwhile venture, even without a VMC, due to the lack of setup cost. Apple Business Connect is a free alternative to BIMI, though setup can be difficult. Implementing BIMI can be cost-effective by using a single VMC across multiple domains.
Key opinions
- Gmail Profile Pictures: Gmail profile pictures may still be working for some senders.
- BIMI without VMC: Setting up BIMI without a VMC is a no-cost option worth exploring.
- Apple Business Connect: Apple Business Connect is a free alternative to BIMI for logo display.
- Cost Savings with BIMI: Implementing BIMI with a single VMC across multiple domains can reduce costs.
Key considerations
- BIMI Setup: Setting up BIMI may require technical expertise.
- Apple Business Connect Setup: The setup for Apple Business Connect can be arduous.
- Profile Picture Consistency: The consistency of Gmail profile pictures may vary.
- VMC Cost: The VMC element can still be expensive.
Expert view
Expert from Email Geeks recommends looking at Apple Business Connect and links to an article regarding it.
10 Jan 2024 - Email Geeks
Expert view
Expert from Spam Resource responds by discussing Apple Business Connect as a free (but potentially arduous to set up) alternative to BIMI for logo display.
22 Jun 2021 - Spam Resource
What the documentation says
4 technical articles
Google Support clarifies that Gmail profile picture display in emails depends on recipient settings and contact status, not guaranteeing visibility in mass emails. The BIMI Group outlines steps for BIMI implementation involving SPF, DKIM, DMARC setup, VMC acquisition, and DNS record publishing for brand logo display in supported clients. DMARC.org emphasizes DMARC's role in email authentication to prevent spoofing and ensure legitimate email delivery. RFC Editor specifies the technical standard and syntax for SPF records to authorize email sending sources.
Key findings
- Gmail Picture Display: Gmail profile picture display is not guaranteed in mass emails.
- BIMI Implementation: BIMI requires SPF, DKIM, DMARC, VMC, and DNS record configuration.
- DMARC Importance: DMARC is crucial for email authentication and preventing spoofing.
- SPF Records: SPF records authorize email sending sources for a domain.
Key considerations
- Configuration Complexity: Implementing BIMI and DMARC requires technical expertise and careful configuration.
- Recipient Settings: Recipient-side settings impact the visibility of Gmail profile pictures.
- Authentication Standards: Understanding and adhering to SPF, DKIM, and DMARC standards is crucial for deliverability.
- VMC Requirement: Getting a VMC is required for BIMI which can come at an extra cost.
Technical article
Documentation from DMARC.org outlines the importance of DMARC policies for email authentication. It explains how DMARC, along with SPF and DKIM, helps prevent email spoofing and ensures that only legitimate emails are delivered to recipients' inboxes.
12 Dec 2023 - DMARC.org
Technical article
Documentation from Google Support states that the profile picture associated with a Google account may appear in sent emails, but its display depends on several factors, including the recipient's settings and whether the sender is in their contacts. It does not guarantee display in mass emails.
30 Jan 2023 - Google Support
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