Summary
BIMI logo display differs across email providers, particularly between promotional and personal emails. While some, like Yahoo, differentiate based on email type using internal signals (displaying logos for commercial emails only), Google Workspace displays the BIMI logo regardless, even overriding profile pictures. Fastmail supports BIMI display given proper implementation. Key to BIMI is robust authentication via SPF, DKIM, and DMARC, with a policy of 'p=quarantine' or 'p=reject'. A Verified Mark Certificate (VMC), authenticating logo ownership, may be required by some providers like Gmail. BIMI offers enhanced brand recognition, increased customer trust by confirming legitimacy, and strengthens the email ecosystem by aiding mailboxes in identifying secure messages. Implementation can be complex, necessitating domain separation for bulk vs. corporate emails, and the use of BIMI lookup tools.
Key findings
- Variable Display: BIMI logo display varies significantly among email providers.
- Yahoo Differentiation: Yahoo distinguishes between commercial and personal emails, only displaying logos for the former.
- Google Workspace Exception: Google Workspace shows BIMI logos for all emails, even personal ones, overriding profile pictures.
- Authentication Prerequisite: Strong authentication (SPF, DKIM, DMARC) is essential for BIMI to function.
- VMC Optional/Required: A VMC (Verified Mark Certificate) is optional for some providers but required by others, confirming brand logo ownership.
- Brand Enhancement: BIMI enhances brand recognition and builds customer trust.
- Security Improvement: BIMI contributes to improved email security by helping identify legitimate emails and combatting spam.
Key considerations
- Domain Strategy: Consider separating domains for bulk/promotional emails from corporate communications.
- Provider Specifics: Understand and align with the specific BIMI implementation policies of your target email providers.
- Authentication Setup: Implement and rigorously test SPF, DKIM, and DMARC to meet BIMI requirements.
- VMC Acquisition: Investigate and obtain a VMC if required by your target email providers, factoring in cost and process.
- Complexity Management: Prepare for the complexity of BIMI implementation, including logo verification and DNS record configuration; utilize BIMI lookup tools for validation.
What email marketers say
10 marketer opinions
BIMI logo display varies between promotional and personal emails depending on the email provider. Some providers, like Yahoo, differentiate based on whether the email is considered bulk or personal, using internal signals to determine this. Google Workspace, however, displays the BIMI logo for all emails, including personal ones, overriding the Google profile picture. Implementing BIMI involves ensuring proper authentication (SPF, DKIM, DMARC) and potentially obtaining a Verified Mark Certificate (VMC). BIMI aims to enhance brand recognition, improve customer trust, and increase email security.
Key opinions
- Provider Variation: Email providers have different policies regarding BIMI logo display for promotional vs. personal emails.
- Yahoo Distinction: Yahoo distinguishes between bulk and personal emails for BIMI logo display.
- Google Workspace Overriding: Google Workspace displays BIMI logos for all emails, including personal ones, overriding profile pictures.
- Authentication Required: Proper email authentication (SPF, DKIM, DMARC) is essential for BIMI implementation.
- VMC Importance: A Verified Mark Certificate (VMC) may be required by some providers (e.g., Gmail) to display a BIMI logo.
- Brand Visibility: BIMI helps brands gain greater visibility and build trust.
- Enhanced Security: BIMI is tied to enhanced email security by helping recipients identify legitimate emails.
Key considerations
- Domain Separation: Consider separating domains for bulk and corporate emails.
- Implementation Complexity: Implementing BIMI involves complexities like DMARC setup, logo verification, and DNS record configuration; testing is recommended.
- VMC Requirements: Determine if a VMC is required by your target email providers and factor in the associated costs and processes.
- Testing BIMI Setup: Use BIMI lookup tools and test across multiple email clients after setting it up.
Marketer view
Email marketer from OnlyMyEmail explains that BIMI provides greater visibility to the brands that use it while protecting customers from spammers who are unable to authenticate to the same degree.
10 May 2023 - OnlyMyEmail
Marketer view
Marketer from Email Geeks recommends not using the same domain for bulk and corporate email, and provides example <mailto:bulk@sub.brand.com|bulk@sub.brand.com> and <mailto:joe.smith@brand.com|joe.smith@brand.com>
19 May 2024 - Email Geeks
What the experts say
2 expert opinions
BIMI increases trust and engagement by providing a visual cue, enabling brands to display their logo in inboxes that support it, given proper authentication. It enhances email ecosystem trust by helping mailboxes make better decisions about which messages reach inboxes.
Key opinions
- Visual Cue: BIMI provides a visual cue in the form of a logo, enhancing recognition.
- Increased Trust: BIMI increases trust and engagement among recipients.
- Authentication Dependent: Logo display is dependent on proper email authentication standards (SPF, DKIM, DMARC).
- Ecosystem Trust: BIMI fosters trust in the email ecosystem.
- Informed Decisions: BIMI helps mailboxes make informed decisions about message delivery.
Key considerations
- Authentication Importance: Ensuring proper authentication (SPF, DKIM, DMARC) is crucial for BIMI implementation.
- Inbox Support: Check if your target inboxes support BIMI for logo display.
- Logo Design: Design an effective logo for visual recognition within the BIMI framework.
Expert view
Expert from Spam Resource explains that the BIMI standard's goal is to foster more email ecosystem trust, which then ensures the security of emails by assisting mailboxes in making informed decisions regarding which messages should be delivered to inboxes.
26 Feb 2025 - Spam Resource
Expert view
Expert from Word to the Wise explains that BIMI provides a visual cue to recipients, increasing trust and engagement with authenticated emails. It allows brands to display their logo in inboxes that support BIMI when appropriate authentication standards are in place.
7 Sep 2024 - Word to the Wise
What the documentation says
4 technical articles
BIMI logo display is contingent on sender authentication (SPF, DKIM, DMARC) at a policy of 'p=quarantine' or 'p=reject'. Some mailbox providers, like Yahoo, differentiate between commercial and personal emails, displaying logos only for the former. Others, like Fastmail, support BIMI for properly implemented senders meeting their verification standards. A Verified Mark Certificate (VMC) authenticates brand logo ownership and is required by some providers.
Key findings
- Authentication is Key: Successful BIMI implementation requires stringent authentication standards (SPF, DKIM, DMARC).
- Yahoo Differentiation: Yahoo displays logos only for commercial emails, differentiating from personal emails.
- Fastmail Support: Fastmail supports BIMI given proper implementation and verification.
- VMC Requirement: A Verified Mark Certificate (VMC) may be necessary depending on the mailbox provider.
- Logo Ownership: VMC authenticates the ownership of the brand's logo.
Key considerations
- Check Provider Policies: Understand the specific BIMI policies of each email provider to ensure compliance.
- Obtain VMC if Required: Secure a VMC if required by targeted mailbox providers.
- Meet Verification Standards: Ensure adherence to verification standards to guarantee BIMI support.
- Review Implementation: Review your authentication and Bimi record implementation across different mailbox providers to ensure it is implemented correctly.
Technical article
Documentation from Fastmail Help states that Fastmail supports BIMI, displaying logos for senders who have properly implemented BIMI records and met their verification requirements.
9 May 2023 - Fastmail Help
Technical article
Documentation from Yahoo Sender Hub explains that Yahoo may display brand logos for commercial emails, but not for personal emails. Yahoo uses internal signals to determine if the mailing is sent to a large number of recipients (bulk mail; personal emails do not display brand logos).
26 May 2023 - Yahoo Sender Hub
Can BIMI logos be animated and how do Google profile images interact with BIMI?
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Does Microsoft Outlook support BIMI for displaying brand logos in email?
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 does Yahoo Mail display a sender's logo without a BIMI record?
