Summary
Troubleshooting BIMI display issues on a marketing subdomain involves examining DMARC compliance, technical configuration, and sender reputation. DMARC must be enforced with a policy of 'quarantine' or 'reject', and the subdomain should ideally inherit the DMARC policy from the parent domain rather than having its own conflicting policy. Correct DNS TXT record setup, valid VMC installation, and properly formatted SVG logos are crucial. Implementation errors like incorrect syntax and logo accessibility issues can hinder BIMI. Sender reputation, mail client/inbox provider support, DNS propagation delays, and conflicting DNS records are also contributing factors. Underlying email deliverability issues can prevent BIMI from functioning correctly.
Key findings
- DMARC Compliance: Strict DMARC enforcement with a policy of 'quarantine' or 'reject' is fundamental. Ensure proper SPF/DKIM alignment for emails from the subdomain to pass DMARC checks.
- DMARC Configuration: The marketing subdomain should inherit DMARC policies from the parent domain to avoid conflicts. Verify that the subdomain doesn't have its own conflicting DMARC policy.
- Technical Implementation: Valid VMC, correct DNS TXT record, and a properly formatted and accessible SVG logo are critical for BIMI to work.
- Sender Reputation: A poor sending reputation of the marketing subdomain can prevent BIMI display, even with correct technical setup.
- Compatibility and Propagation: Consider mail client/inbox provider support, DNS propagation delays, and conflicting DNS records as potential causes.
- Email Deliverability: Underlying email deliverability issues can prevent BIMI from functioning correctly.
Key considerations
- DMARC Audit: Meticulously check DMARC records, ensuring correct configuration and policy settings ('quarantine' or 'reject').
- Technical Review: Verify VMC validity, DNS TXT record configuration, and SVG logo format and accessibility.
- Reputation Monitoring: Monitor and maintain a good sending reputation for the marketing subdomain.
- Compatibility Testing: Test BIMI display across various mail clients and inbox providers.
- DNS Checks: Check DNS records for conflicts and allow sufficient time for propagation after making changes.
- Deliverability Assessment: Assess and address any underlying email deliverability issues.
What email marketers say
10 marketer opinions
BIMI not displaying on a marketing subdomain can stem from various technical, configuration, and reputation-related issues. Common culprits include incorrect DMARC settings, DNS record errors, invalid VMC, logo formatting problems, poor subdomain reputation, lack of mail client/inbox provider support, DNS propagation delays, conflicting DNS records, inaccessible logo URLs, and underlying email deliverability problems. A thorough check of these areas is crucial for troubleshooting.
Key opinions
- DMARC Policy: Subdomain should not have its own conflicting DMARC policy. Parent domain DMARC must be 'quarantine' or 'reject'.
- Technical Errors: DNS record syntax, SVG logo formatting, and VMC validation are common implementation errors.
- Reputation: Poor sending reputation of the marketing subdomain can prevent BIMI display.
- Support: Not all mail clients and inbox providers support BIMI or have different BIMI requirements.
- DNS Propagation: DNS changes may take up to 72 hours to propagate fully.
- Conflicting Records: Conflicting DNS records related to logos can hinder BIMI display.
- Logo Accessibility: The BIMI logo must be publicly accessible.
- Deliverability: BIMI doesn't guarantee deliverability; underlying deliverability issues can be a factor.
Key considerations
- DMARC Check: Verify the DMARC policy of the marketing subdomain.
- Technical Audit: Thoroughly check DNS records, SVG logo, and VMC for errors.
- Reputation Monitoring: Monitor the sending reputation of the marketing subdomain.
- Compatibility Testing: Test BIMI display across different mail clients and inbox providers.
- Time Allowance: Allow sufficient time for DNS changes to propagate.
- Conflict Resolution: Remove any conflicting DNS records related to logos.
- Accessibility Check: Ensure the BIMI logo is publicly accessible.
- Deliverability Diagnosis: Diagnose and resolve any underlying email deliverability issues.
Marketer view
Email marketer from Litmus explains that even with correct technical implementation, BIMI might not display if the subdomain has a poor sending reputation. Check the sender reputation of the marketing subdomain.
20 Jan 2023 - Litmus
Marketer view
Email marketer from Mailjet Blog shares that common implementation errors include incorrect syntax in the DNS record, using an image that doesn't meet the SVG requirements, or not having a valid VMC. Check for these errors on the marketing subdomain.
5 Apr 2022 - Mailjet Blog
What the experts say
6 expert opinions
Experts suggest that BIMI display issues on marketing subdomains are primarily linked to DMARC configuration and compliance. DMARC must be enforced and passing checks, with policies of 'quarantine' or 'reject' being crucial. Issues could arise from incorrect DMARC records on the subdomain itself, SPF/DKIM alignment failures, or broader authentication problems. It's also important to verify the VMC and logo size. While a missing DMARC record on a separate subdomain (like 'news.') may not be the direct cause, adding one could be a worthwhile test. Pinpointing the exact cause can be challenging due to the abstract nature of the problem and potential factors like reputation.
Key opinions
- DMARC Enforcement: Enforcing DMARC and ensuring it passes is essential for BIMI to display.
- DMARC Policy: The DMARC policy on the marketing subdomain (or the primary domain if the subdomain has none) should be 'quarantine' or 'reject'.
- Authentication Alignment: Emails must pass DMARC checks, ensuring SPF and DKIM alignment.
- VMC & Logo: Valid VMC and correct logo size are important factors.
- Troubleshooting Complexity: Diagnosing BIMI issues can be complex and may involve less visible factors like sender reputation.
Key considerations
- DMARC Verification: Meticulously check the DMARC record for the subdomain.
- Authentication Review: Ensure proper SPF and DKIM alignment to pass DMARC checks.
- VMC Validation: Verify the VMC is valid.
- Logo Size: Confirm the logo meets the size requirements.
- Holistic Assessment: Consider less visible factors, such as sender reputation, during troubleshooting.
Expert view
Expert from Email Geeks agrees with Faisal and suggests that if the issue is with the marketing domain, it should not have its own DMARC policy.
13 Mar 2023 - Email Geeks
Expert view
Expert from Email Geeks explains that it’s hard to diagnose vague problems in the abstract and there’s likely something different about the marketing domain, but it could be a lot of things, some visible, some not (reputation, say).
9 Feb 2025 - Email Geeks
What the documentation says
4 technical articles
The documentation consistently points to DMARC policy enforcement, correct DNS TXT record setup, and valid VMC installation as critical for BIMI to function correctly on a marketing subdomain. Specifically, BIMI relies on DMARC for security, requiring a policy of 'quarantine' or 'reject.' A missing or improperly configured DNS TXT record, or issues with VMC validation, will prevent BIMI from displaying.
Key findings
- DMARC Requirement: BIMI depends on DMARC for security and requires a strict policy (quarantine or reject).
- DNS TXT Record: A specific DNS TXT record must be published, correctly formatted, and accessible.
- VMC Validity: A Validated Mark Certificate (VMC) must be issued by an authorized CA and properly installed.
Key considerations
- DMARC Policy Check: Verify that the marketing subdomain (or its parent domain) has a DMARC policy of 'quarantine' or 'reject'.
- DNS Record Verification: Check the DNS TXT record for correct name, value, and accessibility.
- VMC Installation Review: Ensure the VMC is properly installed and validated.
Technical article
Documentation from BIMI Group Documentation explains that BIMI relies on DMARC for security. If the subdomain doesn't have a DMARC policy, or if the policy isn't strict enough (e.g., p=none), BIMI may not display.
20 Dec 2021 - BIMI Group Documentation
Technical article
Documentation from dmarcian explains that BIMI requires a DMARC policy of 'quarantine' or 'reject'. Ensure that the DMARC policy for the sending domain/subdomain is set to one of these values.
14 Sep 2024 - dmarcian
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