Summary
The overwhelming consensus from email marketers, experts, and documentation is that BIMI (Brand Indicators for Message Identification) does not directly impact email deliverability algorithms. Its primary function is to enable brands to display their logo in supporting email clients, enhancing brand recognition, trust, and visual presence in the inbox. BIMI requires strong email authentication protocols, specifically DMARC (p=quarantine or p=reject), SPF, and DKIM, along with a Verified Mark Certificate (VMC) to validate logo ownership and prevent spoofing. While BIMI itself won't solve underlying deliverability issues caused by poor sending practices, low IP reputation, or authentication problems, the enhanced security and branding benefits, in conjunction with a robust DMARC policy, can contribute to an improved email program performance and indirectly improve sender reputation. BIMI is considered a 'reward' for practicing good email authentication and is useful for established brands that want to stand out, but is not a quick fix for deliverability problems.
Key findings
- No Direct Deliverability Boost: BIMI does not directly improve email deliverability or bypass spam filters.
- Branding & Recognition: BIMI's primary benefit is enhanced brand recognition, trust, and visual presence in supporting email clients.
- Authentication Prerequisite: Strong email authentication (DMARC, SPF, DKIM) is mandatory for BIMI implementation.
- VMC Requirement: A Verified Mark Certificate (VMC) is typically required to validate logo ownership and prevent spoofing (especially for Gmail/Yahoo).
- Indirect Deliverability Benefits: BIMI, combined with a strong DMARC policy and good sending practices, can indirectly contribute to improved sender reputation and email program performance.
Key considerations
- DMARC Enforcement: Prioritize implementing and maintaining a robust DMARC policy (p=quarantine or p=reject).
- VMC Acquisition Costs: Factor in the costs and effort involved in obtaining and maintaining a VMC.
- Not a Deliverability Solution: Do not rely on BIMI to fix underlying deliverability problems; address these independently with proper IP warming, list hygiene, etc.
- Target Audience: Consider whether your target audience uses email clients that support BIMI to maximize its branding impact.
- BIMI Package: Create an FAQ or package to address common customer myths and questions about BIMI and its implementation.
- Good Sending Practices: Ensuring good email marketing sending practices is more important than BIMI for deliverability
What email marketers say
11 marketer opinions
The consensus among email marketers is that BIMI (Brand Indicators for Message Identification) does not directly impact email deliverability. Instead, it's primarily a branding and engagement tool. BIMI allows brands to display their logo in supporting email clients, enhancing brand recognition and trust. While BIMI does not bypass spam filters or guarantee inbox placement, the improved brand recognition may indirectly contribute to a better sender reputation. BIMI requires strong email authentication protocols like DMARC, SPF, and DKIM to be in place. It's not a solution for underlying deliverability issues caused by poor sending practices or IP reputation.
Key opinions
- No Direct Impact: BIMI doesn't directly improve email deliverability.
- Branding Tool: BIMI primarily serves as a branding and engagement tool.
- Enhances Recognition: BIMI helps increase brand recognition and trust among recipients.
- DMARC Requirement: BIMI requires a strong DMARC implementation (p=quarantine or p=reject).
- Not a Fix: BIMI does not fix underlying deliverability issues like poor IP reputation.
Key considerations
- Pre-existing Authentication: Ensure DMARC, SPF, and DKIM are correctly configured before implementing BIMI.
- Target Audience: Consider whether your target audience uses email clients that support BIMI.
- VMC Cost: Be aware of the cost and process involved in obtaining a Verified Mark Certificate (VMC).
- Sender Reputation: Focus on improving sender reputation through good sending practices, as BIMI won't compensate for a poor reputation.
- Strategic Alignment: Evaluate if BIMI aligns with your overall email marketing strategy and branding goals.
Marketer view
Email marketer from Email Geeks adds that a recognizable brand and relevant content can be supported by having a logo displayed, which could help users triage their inbox effectively.
2 Nov 2023 - Email Geeks
Marketer view
Email marketer from Email Geeks advises caution when recommending an enforcing DMARC policy for clients, particularly those with complex mail setups. He suggests qualifying prospects to ensure their DMARC is squared away before taking on a BIMI project.
30 Apr 2025 - Email Geeks
What the experts say
3 expert opinions
Experts agree that BIMI's primary function is not to directly improve email deliverability. Instead, it serves as a way for brands to display their logo within supporting email clients, which requires strong DMARC authentication. It's seen as a reward for already practicing good email authentication (SPF, DKIM, DMARC) and a good idea to create documentation to address common misconceptions.
Key opinions
- Not a Direct Deliverability Tool: BIMI doesn't directly improve deliverability.
- Branding Focus: BIMI is primarily for brand logo display and recognition.
- Requires Authentication: Strong email authentication (DMARC, SPF, DKIM) is a prerequisite for BIMI.
- Reward for Good Practices: BIMI is a reward for already following email authentication best practices.
Key considerations
- Authentication First: Ensure strong email authentication is in place before implementing BIMI.
- Myth Busting: Creating FAQs for customers regarding BIMI will address common misconceptions.
- Cost: Ensure you factor in the ongoing costs and time required to operate a DMARC program.
Expert view
Expert from Email Geeks suggests creating a BIMI package with FAQs to address customer myths and questions.
11 Oct 2021 - Email Geeks
Expert view
Expert from Spam Resource, John Levine, explains that BIMI’s primary function isn't deliverability, but providing a mechanism for brands to display their logo in email clients that support it, and that requires DMARC.
1 Feb 2025 - Spam Resource
What the documentation says
4 technical articles
Official documentation consistently states that BIMI does not directly impact email deliverability algorithms. Its primary purpose is to enable the display of brand-controlled logos in supporting email clients, thereby increasing trust and brand recognition. BIMI necessitates strong email authentication, specifically DMARC enforcement, and a Verified Mark Certificate (VMC) to validate logo ownership and prevent spoofing. While BIMI itself doesn't solve deliverability issues, the security enhancements and branding benefits it provides, coupled with a robust DMARC policy, can contribute to an improved email program performance and indirectly improve sender reputation.
Key findings
- No Direct Deliverability Impact: BIMI does not directly influence email deliverability algorithms.
- Branding and Trust Focus: BIMI primarily enhances brand recognition and increases trust among recipients.
- DMARC Enforcement Required: BIMI mandates strong DMARC enforcement (p=quarantine or p=reject).
- VMC for Logo Validation: A Verified Mark Certificate (VMC) is needed to validate logo ownership and prevent spoofing.
- Indirect Benefits: BIMI can indirectly contribute to an improved email program performance and sender reputation when combined with a robust DMARC policy.
Key considerations
- DMARC is Essential: Implementing and maintaining a strong DMARC policy is crucial for BIMI effectiveness.
- VMC Acquisition: Understand the process and requirements for obtaining a VMC.
- Not a Deliverability Fix: Don't rely on BIMI to solve underlying deliverability problems; address those separately.
- Brand Alignment: Ensure your brand logo is appropriate and consistent with your brand identity.
- Testing and Monitoring: Monitor your email program's performance after implementing BIMI to assess its impact.
Technical article
Documentation from BIMI Group explains that BIMI enables the use of brand-controlled logos within supporting email clients. It requires strong authentication (DMARC) and is designed to increase trust and brand recognition, not directly influence deliverability algorithms.
16 Sep 2023 - BIMI Group
Technical article
Documentation from DigiCert explains that BIMI uses a Verified Mark Certificate (VMC) to validate the ownership of the logo, which helps prevent spoofing. While not directly impacting deliverability, the enhanced security can indirectly improve sender reputation.
22 Mar 2024 - DigiCert
Do DMARC and BIMI require p=reject to be present on the organizational domain?
Does BIMI improve email deliverability?
Does BIMI improve email deliverability and engagement?
Does BIMI require DMARC at the organizational level, and can it be implemented only at the subdomain level?
Does DMARC guarantee emails will not be flagged as spam?
How do I display my logo in email inboxes, particularly Gmail, and what are the BIMI requirements?
How do I implement BIMI and get my logo to show in Gmail and Yahoo Mail?
How do I implement BIMI for email verification in Gmail and Yahoo?
