Why has BIMI stopped displaying in Gmail?

Key findings

• VMC expiration: An expired Verified Mark Certificate (VMC) is a leading cause for BIMI logos to suddenly stop displaying, as it's a mandatory component for Gmail.
• Reputation issues: Gmail's display of BIMI logos is tied to your sender reputation. A decline in reputation, even on a subdomain, can lead to the logo being suppressed.
• DMARC enforcement: A strict DMARC policy (p=quarantine or p=reject) is a fundamental requirement for BIMI. Any deviation or failure in DMARC alignment will prevent the logo from showing.
• Technical inconsistencies: Errors in your BIMI DNS record, issues with the SVG logo file, or accessibility problems (e.g., logo not served over HTTPS) can cause display failures.

Key considerations

• Monitor VMC validity: Regularly check the expiration date of your Verified Mark Certificate and plan for timely renewal. This is a common oversight.
• Assess sender reputation: Use tools like Google Postmaster Tools to monitor your domain and IP reputation. Poor sending practices can directly impact BIMI visibility.
• Verify DMARC policy: Confirm that your DMARC policy is set to quarantine or reject for your organizational domain, as required for BIMI display. Learn more about DMARC, SPF, and DKIM.
• Validate BIMI record: Periodically use a BIMI validator tool to ensure your DNS record and SVG file meet all specifications. This includes checking for BIMI requirements and displaying logos. External resources like the BIMI Group provide useful information.

Key opinions

• VMC expiry is key: Many marketers quickly identify an expired VMC as the most common reason for BIMI suddenly disappearing.
• Reputation matters: Even with a valid BIMI setup, marketers observe that a dip in email sending reputation can lead to Gmail suppressing the logo.
• Sending platform changes: Unexpected changes or updates by an email service provider can sometimes inadvertently disrupt BIMI configurations.
• Diagnostic tools: Marketers frequently recommend using BIMI validator tools to pinpoint specific technical errors in the record or logo file.

Key considerations

• Proactive VMC management: Implement reminders for VMC renewal to avoid unexpected service interruptions and logo disappearance. This is a common reason a BIMI logo isn't showing.
• Continuous reputation monitoring: Regularly check your domain and IP reputation using available tools to catch declines early. A sudden drop in reputation can cause a BIMI logo not showing in Gmail issue.
• Before major changes: Before any significant updates to your sending infrastructure or DNS records, perform comprehensive checks on all email authentication protocols.
• Leverage validation tools: Utilize online BIMI validators, such as the one referenced by Badsender.com, to confirm the integrity and correctness of your BIMI record and SVG.

Key opinions

• DMARC is foundational: Experts universally agree that a DMARC policy of 'quarantine' or 'reject' is a strict prerequisite for BIMI to work effectively.
• Mailbox provider control: Regardless of a perfect BIMI setup, mailbox providers like Gmail ultimately decide whether to display the logo, often based on internal trust signals and sender reputation.
• Certificate changes: Recent shifts, such as Gmail's support for Common Mark Certificates (CMCs), mean that the type of certificate used can influence BIMI display.
• Authentication alignment: Any break in SPF or DKIM authentication, or failure in DMARC alignment, will directly impact BIMI visibility.

Key considerations

• Ensure DMARC compliance: Make sure your DMARC policy is actively enforcing and emails are consistently authenticating. Consider using a tool for transitioning DMARC policy.
• Maintain strong reputation: A good sender reputation is vital. Monitor your feedback loops, minimize spam complaints, and ensure consistent sending volumes.
• Stay informed on updates: Keep up to date with announcements from Gmail regarding BIMI and email authentication policies, such as their BIMI update in 2024.
• Verify authentication setup: Double-check your SPF and DKIM records to ensure they are correctly configured and aligned with your DMARC policy. You can use our guide to validating your BIMI setup.

Key findings

• Strict DMARC enforcement: BIMI documentation consistently states that a DMARC policy of p=quarantine or p=reject is a prerequisite for logo display.
• VMC is often required: For prominent providers like Gmail, a Verified Mark Certificate (VMC) from an accredited certificate provider is specified as mandatory.
• SVG file specifications: The SVG image file for the logo must meet strict formatting, size, and secure hosting requirements (HTTPS).
• Mailbox provider discretion: Documentation confirms that mailbox providers retain the final authority to display the logo, influenced by sender reputation and security checks.

Key considerations

• Adhere to BIMI standards: Ensure your BIMI TXT record format and SVG logo adhere to the latest specifications. Utilize guides to determine which email clients support BIMI.
• Maintain VMC validity: Renew your VMC certificate before its expiration date to avoid interruptions in BIMI display.
• Secure SVG hosting: Confirm that your BIMI SVG logo is hosted on a secure, accessible URL (HTTPS) that is always available.
• Review Gmail's policies: Regularly check Google's official announcements for any updates or changes to their BIMI implementation and security requirements. For instance, the Workspace Updates Blog often provides crucial details.