Why are my emails going to the promotions tab in Gmail? - Knowledge Base

Summary

VMC adoption hinges on the success of the Gmail BIMI pilot, improvements in DMARC implementation, the value brands place on visual consistency, and the cost-benefit analysis for businesses. While VMCs enhance brand recognition, security, and customer trust, the complexity and cost of implementation, along with the necessity of DMARC compliance and wider email client support, pose challenges. A phased adoption, with larger corporations leading the way, is anticipated.

Key findings

Gmail BIMI Pilot Impact: The success of Gmail's BIMI pilot is a key driver for VMC adoption.
DMARC as a Prerequisite: Proper DMARC enforcement (p=quarantine or p=reject) is essential for utilizing VMCs effectively.
Brand Value and Visuals: VMC adoption depends on the importance brands place on consistent visual presentation in emails.
Cost and Complexity Barriers: The cost and complexity of obtaining VMCs are significant barriers, especially for smaller businesses.
ROI Considerations: A positive cost-benefit analysis, considering increased engagement and brand recognition, is crucial for adoption.
Email Client Support: Wider support among email clients is necessary to incentivize VMC implementation.
Security and Trust Benefits: VMCs enhance brand security, increase customer trust, and help prevent phishing attacks.
Phased Approach: Adoption will likely be phased, with larger corporations leading the way.

Key considerations

Budget Allocation for VMCs: Organizations need to factor in the costs associated with obtaining and maintaining VMCs.
DMARC Implementation: Ensuring correct DMARC setup (p=quarantine or p=reject) is critical before implementing VMCs.
Value of Brand Consistency: Evaluate the importance of consistent visual representation in email marketing strategies.
Email Client Compatibility: Monitor which email clients support BIMI to maximize the impact of VMC implementation.
Measure ROI: Establish clear metrics to track the ROI of VMC implementation, such as improved engagement and brand recognition.
Complexity of Implementation: Acknowledge and address the technical complexity of VMC implementation, seeking expert assistance if needed.
Legal Verification: Be prepared for the legal entity verification required to obtain a VMC.

What email marketers say

9 marketer opinions

VMC adoption is influenced by factors such as cost, complexity, DMARC enforcement, ROI, and email client support. Adoption is expected to be phased, with larger corporations leading the way. VMCs are expected to enhance brand recognition, improve trust, and prevent email spoofing.

Key opinions

Cost & Complexity: The cost and complexity of obtaining VMCs are significant barriers, particularly for smaller businesses.
Phased Adoption: Adoption will likely be phased, with larger corporations leading due to greater resources.
Brand Recognition & Trust: BIMI and VMCs can improve brand recognition and trust, leading to increased customer engagement.
DMARC Requirement: DMARC enforcement is a prerequisite for BIMI; without proper DMARC, VMCs cannot be utilized effectively.
Email Client Support: Wider support among email clients is crucial for BIMI adoption and incentivizes VMC implementation.
Cost-Benefit Analysis: The ROI, in terms of increased engagement and brand recognition, will drive VMC adoption.

Key considerations

Budget Allocation: Organizations need to consider the costs associated with obtaining and maintaining VMCs.
Technical Expertise: Proper DMARC implementation is essential for leveraging VMCs and BIMI.
Brand Value: Organizations need to assess the value of enhanced brand visibility and customer trust.
Email Client Ecosystem: Monitor email client support for BIMI to determine the potential reach of VMC implementation.
ROI Measurement: Establish metrics to measure the ROI of VMC implementation, such as increased engagement and brand recognition.

Marketer view

Email marketer from Reddit explains that DMARC enforcement (p=quarantine or p=reject) is a prerequisite for BIMI. Without proper DMARC implementation, organizations cannot take advantage of BIMI's logo display features.

17 Feb 2023 - Reddit

Marketer view

Email marketer from Emailable Blog shares that the cost and complexity of obtaining VMCs are significant barriers to widespread adoption, especially for smaller businesses. Many companies are hesitant to invest in something that requires a legal entity verification.

5 Sep 2024 - Emailable Blog

What the experts say

4 expert opinions

VMC adoption is contingent on the success of the Gmail BIMI pilot and DMARC improvements, while also being influenced by how much brands value consistent visual presentation in the inbox. The complexity of VMC implementation and unclear ROI may deter smaller organizations.

Key opinions

Gmail BIMI Pilot: Gmail launched its BIMI pilot, marking a significant step in the adoption of VMCs.
DMARC Improvement: Improved DMARC uptake and a move to p=reject are crucial for the overall success of BIMI and VMCs.
Brand Valuation of Visuals: VMC adoption depends on how much brands prioritize consistent visual representation in the inbox.
Implementation Complexity & ROI: The complexity of VMC implementation and uncertain ROI may hinder adoption, especially for smaller businesses.

Key considerations

Monitor BIMI Pilot: Track the progress and results of the Gmail BIMI pilot to gauge its effectiveness and impact.
Improve DMARC Setup: Organizations should focus on improving their DMARC setup and moving towards a p=reject policy.
Assess Brand Value: Brands need to evaluate the importance of consistent visual presentation in their email marketing strategy.
Evaluate Implementation Costs: Carefully assess the costs and technical overhead associated with VMC implementation.
Measure Potential ROI: Determine a clear path to measuring the potential ROI of VMCs, including improved engagement and brand recognition.

Expert view

Expert from Email Geeks explains that she waded into the DMARC discussion and hopes this improves uptake and move to p=reject, otherwise the whole protocol is based on an inaccurate and overly simplistic model of email.

24 Mar 2025 - Email Geeks

Expert view

Expert from Spam Resource shares that VMC implementation is complex and the ROI may not be immediately clear for all businesses. The technical overhead and the cost of the VMC itself might deter smaller organizations from adopting it quickly.

25 Nov 2022 - Spam Resource

What the documentation says

4 technical articles

VMCs are essential for displaying logos in supporting email clients using BIMI. They verify brand ownership, enhance security, increase customer trust, and improve email engagement by preventing spoofing and phishing attacks.

Key findings

VMC Requirement for BIMI: A VMC is mandatory to display logos in email clients supporting BIMI.
Brand Ownership Verification: VMCs verify that the trademarked logo is authentic and legally owned by the organization.
Enhanced Security: VMCs enhance brand security by visually verifying the sender's identity.
Increased Trust and Engagement: VMCs increase customer trust and improve email engagement.
Phishing Prevention: VMCs help prevent spoofing and phishing attacks.

Key considerations

Trademark Verification: Ensure your logo is trademarked to meet VMC requirements.
Choose a Certificate Authority: Select a trusted Certificate Authority like DigiCert or Entrust to obtain a VMC.
Implement BIMI: Implement BIMI in conjunction with VMCs to display your verified logo in supporting email clients.
Communicate Security Measures: Communicate to recipients that VMCs provide a secure and trusted email experience.
Monitor Email Engagement: Monitor email engagement to assess the impact of VMCs on trust and response rates.

Technical article

Documentation from Entrust shares that VMCs, combined with BIMI, provide enhanced brand security, increased customer trust, and improved email engagement. They help prevent spoofing and phishing attacks by visually verifying the sender's identity.

11 Jun 2024 - Entrust Website

Technical article

Documentation from BIMI Group explains that a VMC is a requirement for displaying your logo in supporting email clients when using BIMI. It verifies brand ownership and enhances security.

23 Jan 2023 - BIMI Group Website