Summary
Across various sources, the consensus is that BIMI does not directly improve email deliverability. The core function of BIMI is to enhance brand recognition by displaying a brand's logo in email inboxes. However, BIMI implementation necessitates DMARC enforcement (p=quarantine or p=reject), and correctly configuring DMARC and adhering to its best practices significantly improves sender reputation, email authentication, and overall deliverability. While BIMI itself does not directly influence filtering decisions, the improved user experience (through increased trust and brand recognition) and the proper email authentication practices encouraged by DMARC can indirectly contribute to better deliverability. One source did share that incorrect setup of BIMI can negatively impact email delivery so needs to be considered carefully.
Key findings
- No Direct Impact on Deliverability: BIMI does not directly improve email deliverability metrics.
- DMARC Enforcement Requirement: BIMI mandates DMARC enforcement (p=quarantine or p=reject), contributing to improved sender authentication.
- Indirect Deliverability Benefits: Deliverability improvements stem indirectly from adhering to DMARC best practices, enhanced sender reputation, and potential for increased user engagement and trust.
- Enhanced Brand Recognition: BIMI enables brands to display their logos in email inboxes, increasing brand recognition and trust among recipients.
- Incorrect Setup Issues: Incorrect setup of BIMI can negatively impact email delivery.
Key considerations
- Prioritize DMARC Configuration: Focus on correctly configuring DMARC policies (p=quarantine or p=reject) to meet BIMI requirements and improve deliverability.
- Holistic Approach to Deliverability: Recognize that BIMI is one component of a broader deliverability strategy, which includes proper authentication, sender reputation management, and engagement optimization.
- BIMI's Primary Value: Understand that BIMI's primary value proposition is in enhancing brand recognition and trust, with deliverability improvements being a secondary, indirect benefit.
- Monitor Setup Quality: Monitor and check the quality of the setup. Ensure to follow proper guidelines or email delivery issues can occur.
What email marketers say
8 marketer opinions
The consensus is that BIMI does not directly improve email deliverability. Its primary function is to enhance brand recognition by displaying a logo in email clients. However, BIMI indirectly supports better deliverability because it requires DMARC to be implemented. DMARC helps ensure that only authorized senders are sending email using your domain and increases sender reputation, which has a positive impact on deliverability. Some sources suggest that the increased engagement driven by better brand recognition could lead to improved deliverability in the long run. However, incorrect implementation, such as using BIMI with non-aligned sending domains, may negatively impact open rates.
Key opinions
- No Direct Impact: BIMI does not directly improve email deliverability metrics.
- DMARC Requirement: BIMI requires DMARC to be implemented, leading to better email authentication practices.
- Indirect Improvement: Improved sender reputation due to DMARC can indirectly improve deliverability.
- Brand Recognition: BIMI enhances brand recognition and trust through logo display.
- Engagement Potential: Increased brand engagement may indirectly improve deliverability over time.
Key considerations
- DMARC Implementation: Ensure correct DMARC implementation (p=quarantine or p=reject) for BIMI eligibility.
- Domain Alignment: Avoid implementing BIMI with non-aligned sending domains, as it may negatively impact open rates.
- Primary Goal: Understand that BIMI's primary goal is brand recognition, not direct deliverability improvement.
- Sender Reputation: Focus on overall sender reputation management, as BIMI is just one component.
- User Experience: A positive user experience, enhanced by brand recognition, can indirectly benefit deliverability.
Marketer view
Marketer from Email Geeks shares that BIMI's primary goal is to drive DMARC adoption and that alone should be enough incentive for brand owners. They also suggest that MBPs currently using BIMI haven't suggested that BIMI gives a deliverability bump.
27 Jul 2022 - Email Geeks
Marketer view
Email marketer from Onlysend shares that BIMI doesn't directly improve deliverability, but it encourages proper email authentication practices. Implementing DMARC improves email security and therefore has a positive impact on deliverability and sender reputation.
18 Sep 2023 - Onlysend
What the experts say
4 expert opinions
Experts generally agree that BIMI itself does not directly improve email deliverability. Its main benefits are increased brand recognition and trust through logo display. BIMI requires DMARC to be set to quarantine or reject, and while DMARC setup can influence deliverability, this is a separate factor from BIMI. Effort spent fixing improperly configured domains to get DMARC right can lead to improved deliverability. BIMI can indirectly benefit deliverability by contributing to a more positive user experience.
Key opinions
- No Direct Deliverability Improvement: BIMI does not directly improve email deliverability.
- Brand Recognition and Trust: BIMI increases brand recognition and trust through logo display.
- DMARC Requirement: BIMI requires DMARC to be set to quarantine or reject.
- DMARC Impact: Correctly configured DMARC can improve deliverability.
- Indirect Benefit: BIMI may indirectly improve deliverability through a better user experience.
Key considerations
- Focus on DMARC: Ensure DMARC is correctly configured (p=quarantine or p=reject) to maximize deliverability benefits.
- Fix Domain Issues: Invest effort in fixing broken configurations on partner domains and unauthenticated emails.
- Manage Expectations: Understand that BIMI's primary value is in branding, not direct deliverability improvement.
- User Experience Matters: Consider how BIMI contributes to a more positive user experience, which can indirectly influence deliverability.
Expert view
Expert from Word to the Wise explains that BIMI itself doesn't directly improve deliverability, however, it adds value by displaying a logo next to authenticated email, increasing brand recognition and trust. The author also states that while BIMI may not directly influence filtering decisions, it can contribute to a more positive user experience, which may indirectly benefit deliverability over time.
4 Sep 2022 - Word to the Wise
Expert view
Expert from Spam Resource explains that for BIMI, DMARC must be set to quarantine or reject. They also confirm that BIMI itself will not improve deliverability.
13 Jun 2022 - Spam Resource
What the documentation says
4 technical articles
Documentation consistently states that BIMI itself does not directly improve email deliverability. Its primary role is to enhance brand recognition by displaying logos of legitimate senders and aiding in the identification of fraudulent emails. However, BIMI mandates the implementation of DMARC at enforcement (p=quarantine or p=reject), and DMARC plays a critical role in ensuring only authorized senders use your domain, thereby improving sender reputation and contributing to better deliverability.
Key findings
- No Direct Impact: BIMI does not directly improve email deliverability metrics.
- DMARC Requirement: BIMI requires DMARC implementation at enforcement (p=quarantine or p=reject).
- Indirect Improvement via DMARC: DMARC, required by BIMI, improves sender reputation and enhances deliverability.
- Brand Recognition: BIMI displays logos of legitimate senders, increasing brand recognition and helping distinguish genuine emails from fraudulent ones.
Key considerations
- Prioritize DMARC Setup: Ensure DMARC is correctly implemented at the enforcement level (p=quarantine or p=reject) to maximize deliverability benefits associated with BIMI.
- BIMI's Primary Purpose: Understand that BIMI's main function is brand recognition and fraud prevention, with deliverability improvements being an indirect consequence of DMARC.
- Sender Authentication: Focus on authenticating your email sending practices to align with DMARC requirements and improve overall sender reputation.
Technical article
Documentation from VMWare shares that BIMI itself does not directly impact deliverability. However, it enforces DMARC, which is essential for improving sender reputation and deliverability.
9 Jun 2023 - VMWare
Technical article
Documentation from DigiCert explains that BIMI doesn't directly impact deliverability. What it does do is allow email recipients to see the logos of legitimate senders, and makes it easier to discern fraudulent emails from legitimate emails, which can help improve sender reputation and thus, over time, deliverability.
11 Jan 2025 - DigiCert
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