Summary
The question of what email sending volume is required for BIMI (Brand Indicators for Message Identification) to display is a common one, particularly for brands with smaller mailing lists. While the BIMI specification itself does not define a minimum sending volume, mailbox providers (MBPs) often take into account a domain's sending reputation and volume when deciding whether to display the logo. This means that merely implementing the technical requirements for BIMI may not be enough if a domain lacks a consistent sending history or a strong reputation.
Key findings
- No official minimum volume: The BIMI standard does not specify a required email sending volume for logo display.
- Mailbox provider discretion: Display of a BIMI logo is ultimately at the discretion of individual mailbox providers, who consider factors beyond just technical setup.
- Reputation and volume combination: Most providers (MBPs) require a combination of sufficient sending volume and a good sender reputation to activate BIMI display. A domain with high spam or bounce rates, regardless of volume, is unlikely to have its logo shown. More information can be found on the BIMI Group's FAQ.
- Commercial classification: Some providers, like Yahoo, analyze sending patterns to classify mail as 'commercial,' which affects BIMI display. This classification is often linked to consistent, higher volumes of marketing or transactional emails.
Key considerations
- Prioritize sender reputation: Building and maintaining a strong sender reputation is more crucial than hitting an arbitrary volume number. This involves consistent sending, low complaint rates, and high engagement.
- DMARC enforcement: Ensure your domain has a DMARC policy set to 'quarantine' or 'reject' (p=quarantine or p=reject) for all mail, as this is a fundamental BIMI requirement. Learn how to safely transition your DMARC policy.
- Consistent sending: Irregular or very low sending volumes may make it difficult for mailbox providers to assess and trust your domain's sending patterns for BIMI display.
- Technical compliance: All technical prerequisites, such as a correctly formatted and hosted SVG logo and a published BIMI record, must be met.
What email marketers say
Email marketers frequently encounter uncertainty regarding the minimum sending volume required for BIMI to display. While the official specifications are open-ended, practical experience suggests that mailbox providers do consider sending volume alongside reputation and other factors. Marketers often observe that consistent, legitimate commercial sending is key, even if a precise numerical threshold is rarely articulated by the providers themselves.
Key opinions
- Volume as a reputation signal: Many marketers believe that a certain level of consistent sending volume helps establish the domain's reputation, which in turn influences BIMI display.
- Provider-specific nuances: Mailbox providers, like Yahoo, may have internal classifications (e.g., distinguishing between personal and commercial mail) that factor in sending volume for BIMI eligibility.
- No explicit minimum: The general consensus is that there isn't a stated minimum volume, but rather a need for enough volume and good enough reputation, as noted in various discussions about BIMI implementation.
- Impact of engagement: Some marketers speculate that high user engagement (opens, clicks) on emails might reduce the implicit volume requirements for BIMI display, although this is hard to confirm definitively.
Key considerations
- Consistency over bursts: Marketers should focus on maintaining a consistent sending volume and schedule, rather than sporadic large campaigns, to build a reliable domain history for BIMI. For more about this, check our guide on initial email sending volumes.
- Monitoring display: Actively monitor whether your BIMI logo is displaying in different email clients and adjust your sending strategy and reputation management as needed. See our tips for troubleshooting BIMI logo display in Yahoo Mail.
- Understanding reputation metrics: A deep understanding of how email sender reputation is built and maintained is crucial, as it directly impacts BIMI visibility. The Mailgun blog on BIMI further elaborates on its importance.
Marketer from Email Geeks asks about the estimated mail volume needed for BIMI display, especially for smaller clients, indicating a common concern in the community regarding volume requirements.
Marketer from EmailForum.com believes that consistent high sending volume significantly helps BIMI logos appear more reliably in inboxes.
What the experts say
Deliverability experts generally agree that while there's no fixed minimum volume for BIMI, mailbox providers utilize sending volume as a signal of a domain's legitimacy and consistency. Their insights emphasize the interplay between volume, sender reputation, and adherence to authentication standards like DMARC. Expert advice often centers on best practices that naturally lead to the volumes and reputation needed for BIMI display, rather than chasing specific numbers.
Key opinions
- Volume as a reputation indicator: Experts highlight that email volume, particularly consistent volume, contributes to the overall sender reputation which is critical for BIMI display. The BIMI Group's guidance also implicitly supports this.
- Explicit vs. implicit requirements: There are no explicit volume thresholds in the BIMI standard, but mailbox providers (like Verizon and Yahoo) imply volume as a factor alongside good reputation.
- Commercial mail classification: For some providers, a domain's mail must be classified as 'commercial' for BIMI to show, which is based on volume, content, and consistent sending patterns.
- Volume estimates: Anecdotal evidence suggests volumes around 20-50k emails per campaign to major providers like Yahoo might be sufficient, particularly if sending is consistent.
Key considerations
- Focus on deliverability fundamentals: BIMI display is a reward for strong deliverability practices. Maintaining a high domain reputation through consistent, desired sending is paramount.
- DMARC at enforcement: Ensure your DMARC policy is at 'quarantine' or 'reject' to meet the foundational authentication requirement for BIMI.
- Patience and consistency: Building the reputation and consistent volume needed for BIMI can take time, particularly for new or low-volume senders. Long-term consistency yields better results.
- Engagement signals: While hard data is scarce, fostering strong user engagement can reinforce positive sending signals to MBPs, potentially aiding BIMI display.
Expert from Email Geeks states there's no official minimum volume required for BIMI, but emphasizes that mailbox providers will consider prior sending reputation when deciding whether to display the logo.
Expert from Spam Resource suggests that mailbox providers view consistent sending patterns over time as more important for BIMI display than merely achieving a specific daily or weekly numerical threshold.
What the documentation says
Official documentation and technical specifications for BIMI indicate that while specific sending volume thresholds are not hard-coded, the decision to display a BIMI logo rests with individual mailbox providers. These providers assess a combination of factors, including consistent sending volume, the sender's established reputation, and strict adherence to email authentication protocols such as DMARC at an enforcement policy. The documentation emphasizes prerequisites that implicitly require a reliable and legitimate sending history.
Key findings
- Volume as a conditional factor: Documentation often states that mailbox providers will conditionally display the BIMI logo based on the domain's sending email volume and overall reputation.
- DMARC enforcement policy: A foundational requirement across documentation is having a DMARC policy of 'quarantine' or 'reject' for the sending domain. Understanding the list of DMARC tags and their meanings is essential.
- Verified mark certificates (VMCs): While not universally mandatory (yet), many email providers won't show the BIMI logo without a VMC. Learn more about BIMI accredited certificate providers.
- Domain reputation importance: Domains with a history of high spam or bounce rates are explicitly mentioned as less likely to have their BIMI logo displayed, regardless of other factors.
Key considerations
- Sustained high reputation: Focus on long-term reputation building rather than short-term volume spikes. This includes managing list quality and user engagement.
- Technical precision: Ensure all BIMI technical requirements (DNS TXT record, SVG logo format, HTTPS hosting) are meticulously met, as outlined in the Resend documentation on implementing BIMI.
- Provider-specific criteria: Be aware that each mailbox provider may have unique (and often unpublished) criteria for BIMI display, which can include varying considerations for volume and reputation.
- Engagement signals: While not directly a 'volume' requirement, documentation often implicitly supports positive engagement as a key factor contributing to a healthy sender reputation, aiding BIMI display.
Documentation from BIMI Group FAQs states that senders will need an email sending domain with a DMARC policy of at least 'quarantine' or 'reject' for BIMI implementation, a foundational step before volume is considered.
Documentation from Resend emphasizes that mailbox providers will conditionally decide to show the BIMI logo based on the domain's sending email volume and established reputation, confirming volume as a factor.
