Summary
The consensus is that while VMC and DMARC are essential foundations for BIMI logo display, domain and IP reputation significantly affect deliverability. A poor sender reputation can cause emails to be filtered into spam or blocked entirely, making the BIMI logo irrelevant. Conversely, a strong reputation helps ensure emails reach the inbox, enabling logo display. While BIMI itself doesn't directly impact sender reputation, a good pre-existing reputation is crucial for BIMI to be effective.
Key findings
- VMC and DMARC Are Prerequisites: Verified Mark Certificates (VMC) and Domain-based Message Authentication, Reporting & Conformance (DMARC) compliance are necessary foundations for BIMI.
- Domain/IP Reputation Matters: Domain and IP reputation have a direct impact on whether the BIMI logo will be displayed.
- Deliverability Is Crucial: Underlying email deliverability, influenced by sender reputation, determines if the email even reaches the inbox to display the BIMI logo.
- BIMI Doesn't Improve Reputation: BIMI implementation does not automatically improve sender reputation; a good pre-existing reputation is essential.
- Poor Reputation Leads to Filtering: Poor sender reputation can cause email messages to be blocked or sent to spam folders, making the BIMI logo irrelevant.
Key considerations
- Monitor Sender Reputation: Regularly monitor your sender reputation to identify any issues and ensure deliverability.
- Prioritize Deliverability: Focus on improving and maintaining email deliverability through best practices.
- Implement Email Authentication: Ensure that SPF, DKIM, and DMARC are properly configured to enhance email authentication.
- Address Reputation Issues Promptly: Actively address any issues that may be negatively impacting sender reputation, such as high bounce rates or spam complaints.
- VMC is Required, Not Sufficient: Understand that while VMC is a requirement for BIMI, a strong sender reputation is crucial for actual logo display.
What email marketers say
11 marketer opinions
While BIMI (Brand Indicators for Message Identification) primarily relies on DMARC compliance and a Verified Mark Certificate (VMC) for logo display, domain and IP reputation significantly impact deliverability. A poor sender reputation can lead to emails being filtered or sent to spam, preventing the BIMI logo from being displayed, regardless of proper authentication. Conversely, a positive reputation helps ensure emails reach the inbox, allowing the BIMI logo to be visible. Therefore, maintaining a good sender reputation is crucial for BIMI effectiveness.
Key opinions
- DMARC & VMC are Primary: BIMI requires valid DMARC records and a VMC for logo verification.
- Reputation Impacts Deliverability: Poor domain/IP reputation can lead to emails being filtered as spam, bypassing BIMI.
- Deliverability is Key: Even with valid DMARC/VMC, poor deliverability prevents logo display.
- Positive Reputation Helps: A good sender reputation increases the chance of emails reaching the inbox and displaying the BIMI logo.
Key considerations
- Monitor Sender Reputation: Regularly monitor domain and IP reputation to ensure good deliverability.
- Implement Authentication Protocols: Properly configure SPF, DKIM, and DMARC to improve authentication and sender reputation.
- Address Deliverability Issues: Actively address any deliverability issues, such as high bounce rates or spam complaints, to maintain a positive reputation.
- VMC is necessary, but not enough: Remember that VMC is a starting point, but reputation is crucial for actual BIMI implementation.
Marketer view
Email marketer from URIports explains that while BIMI requires a valid VMC and compliant DMARC record, a good sender reputation helps in email deliverability, which is essential for the BIMI logo to be displayed in the recipient's inbox.
27 Jul 2023 - URIports
Marketer view
Email marketer from EmailAuth.io explains that domain reputation plays a role in whether your BIMI logo will display. A positive domain reputation can help ensure that your emails are delivered to the inbox, where the BIMI logo can be displayed. However, a negative domain reputation can hurt your chances of having your BIMI logo displayed.
8 Mar 2024 - EmailAuth.io
What the experts say
2 expert opinions
Experts agree that while a VMC and DMARC compliance are essential for BIMI, domain and IP reputation play a significant role in logo display. A good sender reputation is crucial because poor reputation can lead to emails being blocked or sent to spam, rendering the BIMI logo irrelevant.
Key opinions
- VMC and DMARC are necessary: Verified Mark Certificates and DMARC compliance are fundamental requirements for BIMI implementation.
- Sender Reputation Matters: Domain and IP reputation influence whether the BIMI logo will be displayed.
- BIMI Doesn't Fix Reputation: BIMI itself doesn't improve sender reputation; a good reputation is required beforehand.
- Poor Reputation Hinders Display: A poor sender reputation can cause emails to be blocked or sent to spam, making the BIMI logo irrelevant.
Key considerations
- Prioritize Sender Reputation: Focus on building and maintaining a positive sender reputation before implementing BIMI.
- Monitor Deliverability: Regularly monitor email deliverability to ensure messages are reaching the inbox.
- Address Reputation Issues: Identify and address any issues that may be negatively impacting sender reputation.
- VMC and DMARC Alone Aren't Enough: Ensure that VMC and DMARC are in place alongside a strong sender reputation for optimal BIMI effectiveness.
Expert view
Expert from Spam Resource, Steve Jones, explains that VMC combined with DMARC compliance is crucial, but domain and IP reputation can impact whether the logo will be displayed.
15 Sep 2021 - Spam Resource
Expert view
Expert from Word to the Wise, Laura Atkins, responds to the question by stating that BIMI itself does not directly impact sender reputation, a pre-existing good sender reputation is crucial for BIMI implementation, because poor sender reputation can lead to messages being blocked or sent to spam, making the BIMI logo irrelevant.
24 Aug 2021 - Word to the Wise
What the documentation says
5 technical articles
Documentation consistently emphasizes that while VMC (Verified Mark Certificate) and proper DMARC setup are prerequisites for BIMI (Brand Indicators for Message Identification), domain/IP reputation and deliverability are crucial factors affecting logo display. Poor sender reputation leads to emails landing in spam or being blocked, rendering BIMI and its logo display irrelevant, irrespective of a valid VMC and DMARC configuration. Mailbox providers consider sender reputation for overall email handling, which can bypass BIMI display if the reputation is poor.
Key findings
- VMC & DMARC Prerequisites: VMC and proper DMARC setup are foundational requirements for BIMI.
- Deliverability is Key: Deliverability remains crucial, as poor sender reputation results in emails being marked as spam.
- Reputation Impacts Display: Inbox providers consider sender reputation for overall email handling, bypassing BIMI if reputation is low.
- Reputation Overrides BIMI: Poor domain reputation can lead to emails being blocked or sent to spam, regardless of BIMI setup.
Key considerations
- Focus on Deliverability: Prioritize email deliverability and maintain a positive sender reputation.
- Monitor Sender Score: Regularly monitor sender reputation to identify and address any potential issues.
- Implement Authentication: Ensure SPF, DKIM, and DMARC are correctly configured to enhance authentication and improve sender reputation.
- Address Spam Issues: Resolve any issues causing emails to be marked as spam to improve deliverability and BIMI effectiveness.
Technical article
Documentation from GlobalSign highlights that while VMC helps display verified logos, it won't overcome poor sender reputation. Deliverability issues due to bad reputation will prevent the logo from being seen.
13 Sep 2021 - GlobalSign
Technical article
Documentation from DigiCert indicates that while a VMC primarily verifies logo ownership, inbox providers consider sender reputation for overall email handling. Poor reputation can lead to filtering, bypassing BIMI display.
5 Jul 2024 - DigiCert
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