Summary
VMC certificates, required for BIMI logo display on platforms like Gmail, cost approximately $900-$1000 from authorized Certificate Authorities like DigiCert and Entrust. While these CAs are currently the primary options, the high cost and effort required for brand verification suggest prices will remain elevated, possibly comparable to EV certificates. Alternatives include focusing on strong sender authentication (SPF, DKIM, DMARC) and optimizing email content/engagement for deliverability. While some providers support BIMI without a VMC, Gmail requires it. DMARC reporting and parsing also incur additional software licensing costs. It's advised to contact multiple CAs to compare pricing, carefully weigh the ROI of VMCs against brand recognition and engagement gains, and budget for both VMC and associated trademark verification expenses.
Key findings
- VMC Cost: VMC certificates cost around $900-$1000 from authorized Certificate Authorities.
- Authorized CAs: Entrust and Digicert are two certificate authorities for VMCs.
- Gmail Requirement: VMCs are mandatory for BIMI logo display on Gmail.
- Alternatives to VMCs: Strong authentication and deliverability configurations are cheaper and are a good alternative
- High Brand Verification Costs: Brand verification processes contribute to the overall expense.
Key considerations
- ROI Evaluation: Assess the potential return on investment (ROI) before investing in VMCs.
- Contact Multiple CAs: Obtain custom quotes from various Certificate Authorities to find the best pricing.
- Budget Appropriately: Include VMC and trademark verification expenses in your budget.
- Explore Alternatives: Investigate whether BIMI without a VMC is sufficient for your target audience, acknowledging limitations on some providers.
- DMARC Reporting: Factor in the additional cost of software licensing for DMARC reporting and parsing.
What email marketers say
12 marketer opinions
VMC certificates, required by Gmail for BIMI logo display, come with a cost. Digicert prices are around $899, while Entrust charges $1000. Some experts suggest focusing on strong sender authentication (SPF, DKIM, DMARC) and building a good sender reputation as cheaper alternatives. Optimizing email content and engagement is also proposed as a cost-effective deliverability improvement strategy. Contacting multiple Certificate Authorities is recommended to compare prices and negotiate better deals. It's essential to assess the ROI of a VMC, weighing its cost against brand recognition and engagement benefits. Software licensing is also needed for DMARC XML reporting. Some providers accept BIMI records without a VMC, but this may not work for platforms like Gmail.
Key opinions
- VMC Cost: VMC certificates are priced around $900-$1000 from authorized Certificate Authorities like Digicert and Entrust.
- Alternatives Exist: Strong sender authentication (SPF, DKIM, DMARC) and good sender reputation can serve as alternatives to VMCs.
- BIMI without VMC: BIMI can be implemented without a VMC on some platforms, but a VMC is required for Gmail.
- DMARC Reporting Costs: There are additional costs with software licensing required for parsing and reviewing DMARC reports.
Key considerations
- ROI Assessment: Assess the return on investment of VMC, considering brand recognition and email engagement improvements.
- Negotiate Pricing: Contact multiple Certificate Authorities to compare prices and negotiate better deals.
- Platform Requirements: Understand the requirements of different email platforms regarding VMC certificates for BIMI.
- Alternative Strategies: Consider alternative strategies like content optimization and engagement to improve deliverability.
Marketer view
Email marketer from Mailjet Blog mentions the cost of VMC certificates and suggests focusing on optimizing email content and engagement as a potentially more cost-effective approach to improve deliverability alongside basic BIMI setup.
19 Feb 2023 - Mailjet
Marketer view
Email marketer from Email Marketing Forum suggests contacting multiple Certificate Authorities to compare prices and potentially negotiate a better deal on VMC certificates.
4 Dec 2021 - Email Marketing Forum
What the experts say
4 expert opinions
Experts believe VMC certificate costs are likely to remain high due to brand verification efforts and market dynamics, potentially comparable to EV certs. While not strictly required by all providers, VMCs are essential for Gmail's BIMI implementation. Trademark verification also contributes to the overall cost of BIMI. Implementing BIMI without a VMC might be an option, but with limited reach. Budgeting for VMCs and related trademark expenses, or exploring alternative options, are crucial considerations.
Key opinions
- High Costs: VMC certificate costs are expected to remain high, similar to EV certificates, due to verification processes.
- Gmail Requirement: VMCs are necessary for BIMI logo display in Gmail.
- Limited VMC alternatives: Implementing BIMI without VMC is an alternative, but does not work on all email providers.
Key considerations
- Budget Planning: Budget for both VMC costs and trademark verification expenses when planning BIMI implementation.
- Alternative Exploration: Explore options based on specific needs, weighing the benefits of VMCs against the costs and limitations.
- Brand Verification: The work of verifying a brand owns the logo/word mark means costs will likely remain high until market price regulates.
Expert view
Expert from Word to the Wise (found in a forum discussion) responds that VMCs aren't strictly required for BIMI implementation with every mailbox provider. Therefore, alternatives involve implementing BIMI without a VMC, understanding that this approach may not work for platforms like Gmail.
2 May 2023 - Word to the Wise
Expert view
Expert from Email Geeks believes VMC certificates are not going to end up any cheaper than EV certs, probably not even close.
5 Mar 2023 - Email Geeks
What the documentation says
5 technical articles
Documentation from various Certificate Authorities (DigiCert, Entrust, Sectigo, GlobalSign) and the BIMI Group indicates that VMC certificate pricing is variable and dependent on factors such as validity period, the number of certificates purchased, and specific service options. They all emphasize contacting their sales teams directly to obtain personalized quotes. The BIMI Group also clarifies that VMCs are required for displaying brand logos in Gmail inboxes.
Key findings
- Variable Pricing: VMC certificate prices vary based on validity, quantity, and service options.
- Contact Sales: Pricing information is generally not publicly available; contacting the sales teams of Certificate Authorities is necessary to obtain quotes.
- Gmail Requirement: VMCs are mandatory for brand logo display in Gmail inboxes via BIMI.
Key considerations
- Quotation Request: Contact multiple Certificate Authorities for custom quotes based on specific requirements.
- Service Options: Understand the different service options and select the most suitable for your needs.
- Platform Compatibility: Consider the compatibility of VMCs with different email providers, particularly the requirement for Gmail.
Technical article
Documentation from Entrust highlights the features of their VMC, emphasizing brand visibility and improved email security. For pricing, they encourage contacting their sales team for custom quotes based on your specific requirements.
13 Sep 2023 - Entrust
Technical article
Documentation from Sectigo details the benefits of VMC certificates, including enhanced brand recognition and improved deliverability. Pricing information isn't explicitly mentioned, recommending a direct inquiry for accurate costs.
27 Apr 2022 - Sectigo
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