Microsoft Outlook and Office 365, unlike many other major email clients, do not currently support BIMI (Brand Indicators for Message Identification) for displaying brand logos directly in the inbox. While Microsoft has explored various proprietary methods for brand identification in the past, such as Bing Pages and Brand Cards, these initiatives have either been discontinued or remain in limited, non-standardized forms. This means that email senders cannot rely on BIMI to display their verified logos consistently across Outlook environments.
Key findings
No native BIMI support: Outlook and Office 365 do not natively support BIMI, meaning certified brand logos are not displayed via the BIMI standard.
Proprietary alternatives: Microsoft has historically pursued its own brand display mechanisms, such as Bing Pages (now discontinued) and Brand Cards, which are not interoperable with BIMI.
Limited display: Any previous success in displaying logos in Outlook was often tied to specific, often experimental, Microsoft programs that are no longer accepting new participants or are being phased out.
Industry outlier: While major email providers like Gmail, Yahoo Mail, and Apple Mail support BIMI, Microsoft remains a notable exception.
Key considerations
Impact on brand visibility: If a significant portion of your audience uses Outlook, your BIMI efforts will not yield brand logo display for those recipients, potentially limiting your overall brand impact through this channel.
Focus on BIMI basics: Despite Outlook's non-support, implementing BIMI is still beneficial for other major clients. Ensure your BIMI requirements are met, including a strong DMARC policy.
Monitor changes: Keep an eye on announcements from Microsoft and the BIMI Group for any future shifts in support. The BIMI Group's infographic provides a good overview of current client support.
Alternative branding in Outlook: For Outlook users, focus on strong email design, consistent sender names, and other methods to ensure brand recognition, as BIMI is not a viable option there. You can learn more about displaying logos in other email clients.
What email marketers say
Email marketers widely acknowledge that Microsoft Outlook currently does not support BIMI. Many express frustration over Microsoft's continued preference for proprietary solutions over industry standards, hindering a unified approach to brand logo display. Past attempts by Microsoft to enable brand logos, such as Bing Pages and Brand Cards, are recognized as either discontinued or limited in scope, reinforcing the need for alternative branding strategies for Outlook users.
Key opinions
Disappointment in non-adoption: Many marketers are disappointed that Microsoft has not adopted BIMI, making it a significant outlier among major email clients.
Ineffective past programs: Microsoft's earlier attempts, like Bing Pages and Brand Cards, are seen as temporary or failed solutions that did not provide lasting or widespread brand logo display.
Impact on brand consistency: The lack of BIMI support means that a brand's logo will not appear for a large segment of their audience, leading to inconsistency in branding across different email clients.
Hope for future adoption: Despite current limitations, some marketers remain hopeful that Microsoft will eventually align with industry standards like BIMI.
Key considerations
Alternative branding in Outlook: Marketers must focus on other methods to build trust and recognition in Outlook, such as consistent sender names and engaging subject lines.
Prioritize supported clients: While Outlook is a major client, it is important to still implement BIMI for those providers that do support it, to maximize brand visibility where possible.
Monitor industry trends: Stay informed about the broader adoption of BIMI and any shifts in Microsoft's strategy to adapt branding efforts accordingly. The Flowium blog discusses BIMI prevalence and influence, even without Microsoft support.
Consider engagement metrics: Marketers should track BIMI's impact on email engagement metrics for supported clients to quantify its value, while accepting the current limitations in Outlook.
Marketer view
A marketer from Email Geeks suggests that the Peakinbox “hack” was a good idea for displaying logos in Outlook, expressing regret that it seems to have been discontinued. This highlights the ongoing search for workarounds for Microsoft's lack of BIMI support.
11 Feb 2022 - Email Geeks
Marketer view
An email marketer from AWeber mentions that email products like Exchange Online and Outlook do not support BIMI for displaying logos, which is a key limitation for brands seeking consistent visibility.
10 Jan 2024 - AWeber Blog
What the experts say
Email deliverability experts consistently highlight Microsoft's historical tendency to develop its own email authentication and branding solutions rather than adopting widespread industry standards. This includes their past support for Sender ID over SPF, and Actionable Messages instead of AMP for Email. This independent approach extends to BIMI, where Outlook and Office 365 do not currently support the standard, making it a unique challenge for senders aiming for universal brand consistency.
Key opinions
Historical non-conformity: Experts note that Microsoft has a history of not fully embracing industry standards, preferring to develop its own, such as Sender ID instead of SPF.
AMP for email alternative: Microsoft's development of Actionable Messages as an alternative to AMP for Email is cited as another example of their independent stance.
Delayed adoption: There's a shared observation that Microsoft takes a long time, if ever, to adopt widely accepted email authentication and display standards.
Bad habit: Some experts view Microsoft's reluctance to join industry standards (like BIMI) as a bad habit rather than a strategic decision in the current landscape.
Key considerations
Understanding Microsoft's ecosystem: Deliverability experts should be aware of Microsoft's unique email ecosystem and its impact on standards like BIMI when advising senders.
Strategic engagement: There is a consideration for email service providers (ESPs) and experts to directly engage with Microsoft to encourage BIMI adoption.
Long-term outlook: Given Microsoft's history, it may take considerable time for BIMI support to be implemented, if at all. This aligns with a discussion on Word to the Wise about email client support.
Security implications: Without BIMI, Outlook users may miss an important visual cue for verifying legitimate senders, potentially impacting trust. This links to broader BIMI authentication questions.
Expert view
Expert steve589 from Email Geeks expresses doubt that BIMI is currently in Outlook, suggesting it's more likely related to Microsoft's own proprietary methods for displaying logos.
11 Feb 2022 - Email Geeks
Expert view
An expert from Office 365 for IT Pros blog notes that Outlook desktop and Outlook mobile do not yet support the display of brand cards (Microsoft's former approach), but Brand cards for Microsoft and Fitbit were displayed by OWA, indicating partial and inconsistent past support.
06 Dec 2018 - Office 365 for IT Pros
What the documentation says
Official documentation from Microsoft and the BIMI Group consistently indicate that Microsoft Outlook and Office 365 do not currently support BIMI. Instead, Microsoft has focused on its own unique features, such as Actionable Messages, which serve different purposes than BIMI's visual brand verification. This highlights a divergence in strategy regarding email branding and user trust signals between Microsoft and the broader email industry.
Key findings
No listed support: The BIMI Group's official resources do not list Microsoft Outlook or Office 365 as supporting BIMI.
Proprietary messaging: Microsoft promotes Actionable Messages, a feature enabling quick actions within Outlook, as a distinct offering from open standards like BIMI.
Historical divergence: Microsoft has a history of developing its own solutions, such as Sender ID for authentication, rather than consistently adopting broad industry standards, which extends to BIMI.
No stated plans for BIMI: There is no official documentation from Microsoft indicating current plans to integrate BIMI support into its email clients.
Key considerations
Standard compliance for other clients: While Microsoft does not support BIMI, the importance of validating your BIMI SVG and certificate for other clients remains high.
Understanding Microsoft's security measures: Focus on understanding and complying with Microsoft's specific sender requirements and security protocols, as these are what impact deliverability and trustworthiness in their ecosystem. This also includes ensuring your DMARC is properly set up, and you can use our guide to fix common DMARC issues in Microsoft 365.
Official BIMI resources: For the most up-to-date information on which mailbox providers support BIMI, consult the BIMI Group's official infographic.
Technical article
The BIMI Group documentation (BIMI Support by Mailbox Provider Infographic) clearly states that Microsoft Outlook currently does not support BIMI for brand logo display, indicating a significant gap in universal adoption.
10 Jan 2024 - BIMI Group
Technical article
Microsoft's documentation on Actionable Messages explains their proprietary approach to enabling interactive experiences within Outlook, which serves as an alternative to external standards like AMP for Email and distinct from BIMI for branding.