Summary
A BIMI logo not displaying in email clients like Gmail and others stems from a combination of technical, deliverability, and configuration factors. Key requirements include a correctly configured BIMI DNS record at `_bimi.yourdomain.com`, strict DMARC enforcement (p=quarantine or p=reject), and a valid, up-to-date Verified Mark Certificate (VMC). Even with proper setup, various factors such as sender reputation, spam complaints, and internal mailbox provider (MBP) policies can prevent logo display. Common issues include incorrect DNS configuration, unvalidated VMCs, SVG formatting errors, and caching problems on the recipient's end. Furthermore, BIMI implementation is not retroactive, it can take time to propagate across the internet, not all email clients support BIMI, and specific setups are needed for subdomains. Emails consistently landing in the spam folder will also prevent the BIMI logo from showing. Finally, a valid VMC requires the trademark to be fully verified and the Certification Authority's processes to be completed.
Key findings
- Technical Requirements: Properly configured BIMI DNS record, DMARC enforcement (p=quarantine or p=reject), and a valid VMC are crucial.
- Mailbox Provider Factors: Sender reputation, spam complaints, email volume, and internal MBP policies influence BIMI logo visibility.
- Common Implementation Issues: Incorrect DNS configuration, unvalidated VMCs, SVG formatting errors, and caching problems are frequent causes of BIMI failure.
- Deliverability Concerns: Emails consistently landing in spam will prevent BIMI from displaying.
- VMC Validation Delays: Delays in VMC validation by the Certification Authority can hinder BIMI implementation.
- Implementation: Not retroactive, propagation time, not all clients support BIMI, subdomain configurations required.
Key considerations
- Verify DNS Configuration: Ensure the BIMI DNS record is correctly set up and accessible at `_bimi.yourdomain.com`.
- Obtain and Validate VMC: Secure a VMC from an authorized certification authority and ensure it is fully validated.
- Enforce DMARC: Implement DMARC with a policy of p=quarantine or p=reject to meet BIMI requirements.
- Optimize SVG Logo: Ensure the SVG logo is correctly formatted, optimized, and meets all technical guidelines for BIMI.
- Monitor Sender Reputation: Maintain a positive sender reputation by adhering to email best practices and minimizing spam complaints.
- Check Email Client Support: Confirm whether the recipient's email client supports BIMI to avoid display issues.
- Test and Troubleshoot: Thoroughly test BIMI implementation across various email clients and troubleshoot any identified issues.
- Check VMC Validation Status: Monitor the validation status of your VMC and contact the Certification Authority to expedite the process if necessary.
What email marketers say
13 marketer opinions
Several factors can prevent a BIMI logo from displaying in email clients like Gmail. Internal mailbox provider factors such as sender reputation, email volume, and spam complaint rates play a role, in addition to technical requirements. These requirements include a properly configured BIMI DNS record, DMARC enforcement set to quarantine or reject, and a valid VMC (Verified Mark Certificate). Common issues include incorrect DNS configuration, unvalidated VMCs, caching problems, and SVG formatting errors. Also, BIMI implementation is not retroactive, not all email clients support BIMI, and subdomain setups require specific configurations.
Key opinions
- Internal MBP Factors: Mailbox providers consider sender reputation, email volume, and spam complaint rates, impacting BIMI logo display.
- DMARC Enforcement: DMARC must be enforced (p=quarantine or p=reject) for BIMI to function correctly.
- Valid VMC: A valid Verified Mark Certificate (VMC) is essential, especially for Gmail, to verify logo ownership and trademark status.
- Caching Issues: Caching issues in email clients, particularly on mobile devices, can prevent BIMI logos from displaying. Clearing the cache might resolve this.
- SVG Format: The SVG logo must be correctly formatted, optimized, and meet specific size requirements to be BIMI compliant.
- Non-Retroactive Implementation: BIMI implementation only applies to emails sent after the correct configuration is in place.
- Propagation Delays: It can take up to 72 hours for BIMI changes to propagate across the internet.
- Subdomain Setup: If sending from a subdomain, DMARC and BIMI records are required for both subdomain and domain.
Key considerations
- Check DNS Configuration: Ensure the BIMI DNS record is correctly configured and accessible.
- Validate VMC: Verify that the VMC is valid, issued by an authorized CA, and that logo validation is complete.
- Monitor DMARC Reports: Monitor DMARC reports to identify and address any authentication issues.
- Optimize SVG Logo: Optimize the SVG logo to meet BIMI requirements, ensuring it's free of errors and external links.
- Maintain Sender Reputation: Maintain a good sender reputation by adhering to email best practices and minimizing spam complaints.
- Test Across Email Clients: Test BIMI implementation across various email clients to ensure compatibility.
- Email Client Support: Check if the recipients mail client supports BIMI, or the logo will never show.
Marketer view
Email marketer from Litmus Blog explains that not all email clients support BIMI. Even if you have everything configured correctly, the recipient's email client must support BIMI for the logo to display. Check support lists for the latest information and test emails in various clients.
28 Apr 2022 - Litmus Blog
Marketer view
Marketer from Email Geeks shares that clearing the Gmail app cache (via Settings > Apps > Gmail > Clear Cache) might resolve display issues.
7 Apr 2025 - Email Geeks
What the experts say
2 expert opinions
Two critical reasons why a BIMI logo might not display are related to sender reputation and VMC validation. If emails frequently land in the spam folder, the BIMI logo will likely not show; improving sender reputation and ensuring proper email authentication are essential for better deliverability and BIMI visibility. Additionally, delays in the VMC validation process can hinder BIMI implementation. It's important to confirm that the Certification Authority has thoroughly validated the trademark and domain ownership; contacting the CA can sometimes expedite this process.
Key opinions
- Spam Folder Placement: Emails landing in the spam folder can prevent BIMI logos from displaying.
- VMC Validation Delays: Delays in the Verified Mark Certificate (VMC) validation process can cause BIMI implementation issues.
Key considerations
- Improve Sender Reputation: Focus on improving sender reputation through email authentication best practices to enhance email deliverability.
- Expedite VMC Validation: Ensure thorough validation of the trademark and domain ownership by the Certification Authority; consider contacting the CA for faster processing.
Expert view
Expert from Word to the Wise explains that delays in VMC validation can cause BIMI issues. Ensure that the Certification Authority has thoroughly validated your trademark and domain ownership. Contacting the CA directly can sometimes expedite the validation process.
5 Jan 2022 - Word to the Wise
Expert view
Expert from SpamResource explains that your BIMI logo might not show if your emails consistently land in the spam folder. Improve sender reputation and ensure proper email authentication to improve deliverability and BIMI visibility.
20 Jun 2021 - SpamResource
What the documentation says
4 technical articles
To display a BIMI logo, key requirements include a properly formatted BIMI DNS record at `_bimi.yourdomain.com`, DMARC enforcement (p=quarantine or p=reject), and a Verified Mark Certificate (VMC), which is mandatory for Gmail. The VMC confirms trademark status and legal ownership of the logo. Obtaining a VMC involves trademark verification, identity verification, and SVG logo validation. Incorrect DNS configuration and SVG formatting are common pitfalls.
Key findings
- BIMI DNS Record: The BIMI DNS record must be correctly formatted and located at `_bimi.yourdomain.com`.
- DMARC Enforcement: DMARC enforcement (p=quarantine or p=reject) is a prerequisite for BIMI.
- Verified Mark Certificate (VMC): A VMC is essential, especially for Gmail, to verify logo trademark status and ownership.
- SVG Logo Validation: The SVG logo must be submitted for validation during the VMC issuance process.
Key considerations
- Proper DNS Setup: Ensure the BIMI DNS record is published in the correct location with accurate information.
- VMC Acquisition: Obtain a VMC from an authorized certification authority, completing all required verification steps.
- Trademark Verification: Verify your trademark with the appropriate trademark office as part of the VMC issuance process.
- SVG Formatting: Ensure the SVG logo is correctly formatted and meets all technical guidelines for BIMI compatibility.
Technical article
Documentation from AuthSMTP Knowledge Base explains that the BIMI DNS record must be published at the correct location: `_bimi.yourdomain.com`. The record should contain the location of your SVG logo and optionally the location of your VMC. Incorrect DNS record configuration is a common cause of BIMI failing to display.
22 Apr 2024 - AuthSMTP Knowledge Base
Technical article
Documentation from DigiCert explains that obtaining a VMC involves verifying your trademark with the appropriate trademark office, undergoing identity verification, and submitting your SVG logo for validation. The VMC is cryptographically linked to your domain, confirming that you are authorized to use the logo in email.
29 Mar 2022 - DigiCert Website
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