What is the average increase in open rates with BIMI?

Most studies suggest an average lift of around 10 percent, though some brands report significantly higher numbers depending on their audience.

Does BIMI work without DMARC?

No, BIMI requires a DMARC record with a policy of at least p=quarantine to function.

Which email clients show BIMI logos?

Currently, Gmail, Apple Mail, and Yahoo are the major clients that support BIMI logos and checkmarks.

Does adding BIMI increase email open rates? - DMARC - Email authentication - Knowledge base

I have spent years looking at how small technical changes can move the needle on email engagement metrics. One of the most common questions I get is whether adding Brand Indicators for Message Identification (BIMI) actually increases open rates. There is a lot of marketing spin out there, but finding hard evidence requires digging into specific case studies and understanding the limitations of email testing.

The theory is simple. If a recipient sees a recognized brand logo and a verified checkmark in their inbox, they are more likely to trust the sender and open the message. This visual validation acts as a trust signal, similar to how SSL certificates changed the way we view website security years ago. However, the actual impact on your stats depends heavily on your existing brand reputation and how your audience interacts with their inbox.

I often find that people confuse the visual logo with the security behind it. To even be eligible for BIMI, you must have a DMARC record set to a policy of quarantine or reject. This means that any lift you see in deliverability or engagement might actually come from the improved security posture required to get the logo in the first place.

Analyzing the data and testing challenges

When we look at the data, several studies suggest a positive correlation between BIMI and higher engagement. For instance, Verizon found that BIMI increased open rates by an average of 10 percent. Other reports claim even higher jumps, sometimes exceeding 20 percent for specific brands. While these numbers are exciting, they are rarely the result of a perfectly controlled head to head test.

Commonly cited engagement statistics for BIMI implementation:

Average lift: Many senders report a 10 percent increase in opens.
High end cases: Some specialized case studies show up to a 39 percent increase.
Brand recall: Logo visibility can improve brand recall by over 100 percent.

The difficulty in testing BIMI is that it is a domain wide setting. You cannot easily show the logo to half your list and hide it from the other half using the same sender identity. Some marketers try to use different subdomains to split test the results, but this introduces variables like differing domain reputations which can skew the data.

I suggest looking at a long window of data before and after implementation. If you keep your content and frequency consistent, a six month comparison usually provides enough volume to see a trend. It is also worth considering that BIMI support is limited to certain providers, so your total open rate might only move slightly if most of your audience uses clients that do not show logos.

Security benefits and inbox placement

Beyond just open rates, BIMI has a significant impact on deliverability. Because you have to reach a high level of DMARC enforcement, you are inherently protecting your domain from spoofing. This technical hygiene is what mailbox providers really care about when they decide whether to place your email in the inbox or the spam folder.

Traditional email setup

Security: Often lacks strict DMARC enforcement.
Visibility: Generic initials or blank avatars in the inbox.
Trust: Recipients must verify the from address manually.

BIMI enabled setup

Security: Requires a quarantine or reject policy.
Visibility: Verified brand logo appears next to the subject line.
Trust: Checkmarks and logos provide instant visual proof.

At Suped, we see many users who want the logo but realize their authentication is broken. Using our DMARC monitoring tools allows you to see every service sending on your behalf. This is the first step toward getting that verified checkmark and potentially seeing an engagement lift.

It is also worth mentioning that BIMI helps protect against brand impersonation. When your customers know to look for your logo, they are less likely to fall for phishing attempts using your name. This builds long term brand equity, which is arguably more valuable than a temporary spike in open rates.

Practical implementation and final thoughts

To get started, you need to ensure your infrastructure is solid. This involves managing your SPF record and DKIM keys correctly. If these aren't aligned, BIMI will not function. We often recommend using SPF flattening to stay under lookup limits while adding the necessary services for your marketing stack.

Requirement	Tool to use	Benefit
DMARC Policy	Suped Monitoring	Visibility into sender traffic
SVG Logo	BIMI Validator	Ensures logo displays correctly
DNS Management	Hosted SPF	Easier sender authorization

I suggest checking your status on both a blocklist and a blacklist (the terms are interchangeable) before starting. If your domain reputation is poor, even a verified logo might not save you from the spam folder. Suped provides unified insights into your reputation so you can fix issues before paying for a certificate.

Ultimately, the answer is yes, adding BIMI is likely to increase your open rates. It is not a magic fix for poor content, but it is a powerful tool for brands that already provide value and want to stand out in a crowded inbox. It combines technical security with marketing psychology in a way that few other email standards can match.

Views from the trenches

Best practices

Ensure DMARC is at quarantine or reject before trying to publish a BIMI record.

Use a properly formatted SVG Tiny P/S file for your logo to ensure compatibility.

Check that your VMC or CMC is correctly linked in your DNS configuration.

Common pitfalls

Attempting BIMI without reaching 100% DMARC compliance across all sending sources.

Using a standard SVG file instead of the required Tiny P/S profile for logos.

Expecting immediate results without monitoring for certificate chain validation errors.

Expert tips

Monitor your domain reputation on major blocklists to ensure BIMI logos actually show up.

Consider the audience client split to set realistic expectations for open rate increases.

Use Suped to manage the complex DMARC reporting required for BIMI maintenance.

Marketer view

Marketer from Email Geeks says they saw data suggesting BIMI increased open rates, though they remain skeptical about the lack of controlled A/B testing.

2024-10-15 - Email Geeks

Expert view

Expert from Email Geeks says they shared a case study showing a global brand increased open rates from 53% to 63% after implementing BIMI.

2024-10-15 - Email Geeks

How to maximize your BIMI results

I believe that the visual impact of a brand logo is a major driver of engagement. While the data varies, the combination of improved trust and technical security makes it a worthwhile investment for most serious senders. By following the implementation requirements and using tools like Suped to monitor your progress, you can unlock the full potential of your email marketing efforts.