Summary
To display a logo in Gmail using BIMI, a VMC is required, as it validates logo ownership and sender legitimacy. However, logos displayed without a VMC are not using BIMI. Alternatives for improving brand visibility include Gmail annotations, Google Profile logos (though their long-term availability is uncertain), consistent branding in email elements, and robust email authentication (SPF, DKIM, DMARC). BIMI offers benefits beyond Gmail with improved brand recognition to other providers. Engaging content and sender reputation are also vital for enhanced deliverability, even without a VMC-backed logo.
Key findings
- VMC is Essential for Gmail BIMI: Gmail requires a VMC for displaying logos with BIMI.
- Alternatives to VMC exist: You can use Annotations and Google profile logo as alterative to VMC, for logo coverage in Gmail.
- Non-VMC logos not from BIMI: If a logo appears in Gmail without a VMC, it is not being displayed through BIMI
- BIMI offers wider benefits: BIMI can still provide brand recognition with other email providers beyond Gmail.
- Annotations support BIMI: Annotations can be implemented in conjunction with BIMI.
- Authentication critical: Solid email authentication (SPF, DKIM, DMARC) remains essential for deliverability.
Key considerations
- weighing costs and benefits: Carefully consider the cost of obtaining a VMC compared to the anticipated benefits for brand recognition and deliverability.
- Check provider compatibility: Ensure BIMI is effective across various email providers.
- Monitor logo sources: Distinguish if the logo is displayed due to the BIMI record, annotations or the google profile logo.
- Alternative method longevity: The longevity of the google profile as a method of adding a logo is unconfirmed.
- Authentication remains vital: Authentication remains essential even without VMC implementation.
- Brand Consistency is key: Ensuring consistent branding across email elements is crucial, especially without relying on visible logos.
What email marketers say
11 marketer opinions
While a Verified Mark Certificate (VMC) is required by Gmail to display a logo using BIMI, alternative methods exist to enhance brand recognition and visibility in the inbox. These include leveraging Gmail annotations, utilizing a Google Profile logo (though its long-term viability is uncertain), employing consistent branding across email elements, and maintaining robust email authentication (SPF, DKIM, DMARC). Although VMC-backed BIMI offers benefits like increased trust and brand visibility, focusing on sender reputation and engaging content can also contribute to successful email marketing outcomes.
Key opinions
- VMC Requirement: Gmail mandates a VMC for logo display via BIMI.
- Annotation Alternative: Gmail annotations can increase visibility without BIMI, although there is no guarantee of logo display.
- Google Profile Logo: Uploading a logo to a Google Profile is another option, but its future is uncertain.
- Branding Consistency: Consistent branding in email templates and subject lines can serve as a logo alternative.
- Authentication Importance: Maintaining strong email authentication (SPF, DKIM, DMARC) is crucial even without BIMI.
Key considerations
- Cost-Benefit Analysis: Evaluate the cost of obtaining a VMC versus the potential benefits for brand recognition.
- Gmail-Specific Focus: VMC is primarily relevant for Gmail; other providers may not require it for BIMI logo display.
- Alternative Method Longevity: The long-term availability of the Google Profile logo method is not guaranteed.
- Deliverability Impact: BIMI with VMC enhances visibility but doesn't directly guarantee inbox placement.
- Holistic Approach: Combining authentication, branding, and engaging content can improve brand presence regardless of VMC adoption.
Marketer view
Email marketer from Litmus shares that Email annotations in Gmail, which are like previews of the email offer a way to increase visibility and engagement even without BIMI. Gmail may or may not show your logo in this view.
15 Dec 2023 - Litmus
Marketer view
Email marketer from Email Geeks shares a reference link to the BIMI Group FAQs regarding the impact of BIMI on Annotations.
2 Mar 2024 - Email Geeks
What the experts say
4 expert opinions
Experts agree that while Gmail necessitates a VMC for logo display through BIMI, if a logo appears without a VMC, it's not BIMI. BIMI still offers brand recognition benefits with other providers. Solid email authentication (SPF, DKIM, DMARC) serves as an alternative to improve deliverability, sender reputation, and indirectly, brand recognition. Distinguishing between Google Profile and BIMI logos requires manually checking for a valid BIMI record.
Key opinions
- VMC is Required by Gmail: Gmail requires a VMC for logo display via BIMI.
- Non-VMC Logos Aren't BIMI: Logos appearing in Gmail without a VMC are not using BIMI.
- BIMI Benefits Beyond Gmail: BIMI offers brand recognition benefits even without a VMC, particularly with other email providers.
- Authentication as Alternative: Strong email authentication (SPF, DKIM, DMARC) is a crucial alternative method to improve deliverability and sender reputation.
- Logo Source Verification: Distinguishing between Google Profile and BIMI logos requires manual verification of a valid BIMI record.
- Annotations and Promotions Tab: Annotations are displayed in the promotions tab, but distinguishing them from BIMI or Google profile logos requires manual verification.
Key considerations
- Authentication Investment: Investing in robust email authentication is crucial for deliverability, regardless of VMC status.
- Provider-Specific Requirements: BIMI's effectiveness depends on the recipient's email provider's support and requirements (e.g., VMC for Gmail).
- Manual Verification: Manually verifying BIMI records may be necessary to determine the source of a logo in Gmail.
- Branding Strategy: Consider how BIMI fits into your overall branding and email marketing strategy.
Expert view
Expert from Email Geeks shares that Annotations are visible in promo sections, while distinguishing between Google Profile and BIMI logos requires manual verification of a valid BIMI record for the domain.
2 Nov 2023 - Email Geeks
Expert view
Expert from Email Geeks explains that if a logo appears in Gmail without a VMC, it's not due to BIMI, referencing Google's support documentation.
20 May 2022 - Email Geeks
What the documentation says
4 technical articles
Official documentation consistently states that a VMC (Verified Mark Certificate) is required by Gmail to display a logo using BIMI (Brand Indicators for Message Identification). The VMC serves as a digital certificate validating logo ownership and ensuring sender legitimacy. Annotations can be used alongside BIMI, but BIMI takes precedence when both are implemented.
Key findings
- VMC Requirement: Gmail requires a VMC for logo display via BIMI.
- VMC Validation: A VMC validates logo ownership and sender legitimacy.
- BIMI and Annotations: Annotations can be used with BIMI, but BIMI takes precedence.
Key considerations
- Trademark Requirement: VMC requires a trademarked logo.
- Cost Implications: Obtaining a VMC involves costs for the certificate itself and possibly for trademark registration.
- Implementation Complexity: Implementing BIMI and VMC involves technical steps, including DNS record configuration.
Technical article
Documentation from Google Workspace Admin Help explains that to display a logo in Gmail using BIMI, a VMC (Verified Mark Certificate) is required. It verifies the sender's ownership of the logo.
6 Oct 2023 - Google Workspace Admin Help
Technical article
Documentation from DigiCert explains that a VMC validates the trademarked logo being used in BIMI, assuring mail providers and recipients of the legitimacy of the sender.
15 Jan 2023 - DigiCert
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