Summary
Migrating from one Email Service Provider (ESP) like Salesforce Marketing Cloud (SFMC) to another, such as Braze, often involves more than just transferring data and templates. A common challenge arises when trying to update brand elements like your Gmail avatar, especially since Google has evolved its approach to displaying sender logos. Historically, Gmail avatars were linked to Google+ profiles, a system that is now defunct. The current and future standard for displaying authenticated brand logos in email clients, including Gmail, is Brand Indicators for Message Identification (BIMI). While BIMI offers a robust solution for brand recognition, its adoption by Gmail has been a phased rollout, initially through limited pilots.
Key findings
- Legacy system: Gmail avatars were previously managed through Google+ profiles, which are no longer active.
- BIMI emergence: BIMI is the industry standard designed to enable brand logos to appear next to sender information in supported inboxes.
- Gmail's BIMI adoption: Gmail has been piloting BIMI, meaning its full implementation and universal display may vary and not be immediate for all senders.
- Update challenges: Updating a Gmail avatar established under the old Google+ system after an ESP migration can be difficult or impossible.
- Alternative options: Some sources suggest Gravatar support, but this appears inconsistent across different mailbox providers.
- Yahoo Mail BIMI: Verizon (Yahoo Mail) has implemented BIMI support in their webmail and mobile clients.
Key considerations
- BIMI implementation: For long-term brand logo display, focusing on BIMI implementation is essential, as it represents the future of authenticated brand display.
- Legacy migration: Understand that older avatar settings, especially those tied to Google+, may not be transferable or easily updated after an ESP switch.
- Google Business Profiles: Consider setting up or updating your Google Business Profile, as this can influence brand presence across Google services.
- Authentication importance: Prioritize core email authentication protocols (SPF, DKIM, DMARC) for deliverability, as BIMI is an enhancement for visual branding and relies on these foundational elements.
What email marketers say
Email marketers often face challenges with brand consistency and visibility following an ESP migration, particularly when it comes to sender avatars in prominent mailboxes like Gmail. The consensus among marketers indicates a common struggle with understanding and updating these visual elements, especially due to changes in Google's underlying systems. While the desire to display a brand logo is high, the path to achieving this can be unclear, leading to questions about deprecated features and emerging standards.
Key opinions
- Confusion with legacy systems: Many marketers recall using Google+ to manage avatars and are unsure how to proceed now that it's gone.
- BIMI as the solution: There's a strong interest in BIMI as the modern, standardized way to display brand logos, although some are unaware of its current implementation status with major providers.
- Difficulty in updating: Marketers frequently report issues with updating existing avatar settings, suggesting that a fresh setup might be required for new systems.
- Separation of concerns: It's understood that visual branding (like avatars) is distinct from core deliverability metrics, although both contribute to sender reputation.
- Google Business Profiles: Some marketers explore Google Business Profiles as a potential avenue for managing brand presence.
Key considerations
- Prioritize BIMI for future: Focus efforts on BIMI implementation to ensure long-term visibility of brand logos, rather than attempting to revive old methods.
- Manage expectations: Be aware that existing avatar settings might be unchangeable after a migration, necessitating a new setup via BIMI.
- Understand deliverability vs. branding: While brand logos enhance recipient trust, they are distinct from technical deliverability factors. Ensure your email deliverability remains a primary focus.
- Consistency post-migration: Evaluate how new email templates and ESP changes might affect overall brand presentation, including visual elements in Gmail.
Marketer view
Marketer from Email Geeks notes the shift from SFMC to Braze and is seeking a solution to update the Gmail avatar to their company logo. They express difficulty in remembering the exact process, indicating that it might have changed since their last rebranding effort.
Marketer view
Marketer from Trailhead Salesforce asks about the possibility of adding a profile picture to the sender profile's icon, indicating a desire for visual branding alongside sender information.
What the experts say
Experts in email deliverability and authentication offer crucial insights into the evolving landscape of sender identity and visual branding in email. They emphasize the transition from outdated systems like Google+ to more secure and standardized protocols such as BIMI. While acknowledging the value of brand display, experts also clarify that visual elements, particularly BIMI, are primarily for brand recognition and trust, not direct drivers of inbox placement or overall email deliverability. The distinction between these aspects is key for senders to prioritize their efforts effectively.
Key opinions
- G+ obsolescence: Experts confirm that Google+ no longer controls Gmail avatars, marking a definitive end to that legacy system.
- BIMI as the future: BIMI is widely recognized as the primary mechanism for displaying brand logos in the modern email ecosystem.
- Gmail's BIMI pilot: While BIMI is being adopted, Google's implementation has been through a limited pilot, indicating that universal support isn't yet fully mature across all Gmail instances.
- BIMI and deliverability: Experts stress that BIMI is a branding tool and is not directly related to email getting into the inbox, though it relies on underlying email authentication like DMARC.
- Yahoo's BIMI support: Yahoo Mail actively supports BIMI in both its webmail and mobile clients, requiring specific setup.
- Gravatar consistency: Support for Gravatar appears inconsistent or limited across various mailbox providers, making it a less reliable solution for universal logo display.
Key considerations
- Focus on authentication: Robust implementation of email authentication protocols (SPF, DKIM, DMARC) is paramount, as they are foundational for both deliverability and eligibility for BIMI.
- Understand BIMI's role: Recognize BIMI as a brand enhancement that builds trust, rather than a direct deliverability lever. Its business value lies in visual consistency and heightened sender credibility.
- Stay updated on adoption: Monitor announcements from major email providers like Google regarding their BIMI implementation status to anticipate changes in logo display.
- Consider Google Business Profiles: While not directly tied to email delivery, an updated Google Business Profile can influence how a brand appears across Google's ecosystem.
Expert view
Expert from Email Geeks observes that playing with the Google avatar was previously possible through Google+, but this platform has since been retired.
Expert view
Expert from Spamresource emphasizes that BIMI is the current and future standard for displaying brand logos in email, advocating for its widespread adoption to enhance sender identity.
What the documentation says
Official documentation and industry standards clarify the technical requirements for displaying brand logos in email, especially through BIMI. These resources outline the prerequisites, such as strong email authentication (DMARC) and specific image formats (SVG). They also detail the process for obtaining Verified Mark Certificates (VMC) and how different mailboxes interpret and display these visual indicators. While the technical setup can be complex, adherence to these guidelines is critical for successful logo display.
Key findings
- BIMI requirements: BIMI specifies that domains must have a DMARC policy set to enforcement (p=quarantine or p=reject) for the logo to display.
- Verified mark certificate (VMC): Many email clients, including Gmail (in its pilot phase), require a VMC issued by an authorized certification authority to display a BIMI logo.
- SVG format: The brand logo for BIMI must be in a specific SVG Tiny 1.2 format and hosted on an HTTPS server.
- Mailbox provider specifics: Each mailbox provider (e.g., Gmail, Yahoo Mail) may have additional specific requirements or nuances in their BIMI implementation and logo display logic.
- Email header integration: For some systems, adding an avatar or logo might involve setting custom email headers or specific sender profile configurations within the ESP.
Key considerations
- DMARC enforcement: Ensure your domain's DMARC policy is robustly enforced. This is a non-negotiable prerequisite for BIMI adoption.
- SVG validation: Thoroughly validate your SVG logo to ensure it meets the strict BIMI specifications, as even minor errors can prevent display.
- VMC acquisition: If required by target mailbox providers, budget for and obtain a Verified Mark Certificate from a recognized authority.
- Monitor BIMI adoption: Keep an eye on official announcements from mailbox providers regarding their continued rollout and support for BIMI features.
Technical article
Documentation from Customer.io provides guidance on adding an avatar or logo to emails, highlighting how specific configurations within an ESP's settings can control sender identity display.
Technical article
Documentation from the BIMI Group specifies that a domain must have a DMARC policy enforced at quarantine or reject to be eligible for BIMI logo display, ensuring strong authentication.
Related resources
4 resources
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