Are BIMI logos retroactive, or will they only appear on new emails?

No, BIMI logos are not retroactive. Your logo will only appear on new emails sent after your BIMI record has been successfully implemented and propagated, and after the recipient's email client has updated its cache. Emails sent before your BIMI setup will not display the logo.

What are the most common reasons a BIMI logo doesn't show up in Gmail?

The most common reasons include an unenforced DMARC policy (not at p=quarantine or p=reject), an incorrectly formatted SVG logo file, missing or invalid Verified Mark Certificate (VMC), DNS propagation delays, or the recipient's email client (especially mobile apps) caching old data. Additionally, a poor sender reputation can prevent display.

My BIMI logo shows on desktop Gmail but not on the mobile app, what's wrong?

If your logo shows on desktop but not mobile, it's often a caching issue with the mobile app. Advise recipients to try clearing their email app's cache or restarting the app. Ensure your SVG is correctly formatted, as some mobile clients can be more strict.

Does my sender reputation affect whether my BIMI logo appears?

While there isn't a strict 'reputation score' for BIMI, email clients like Google assess your domain's overall sending reputation based on factors like spam complaint rates, bounce rates, and engagement. A consistently good reputation increases the likelihood of your BIMI logo being displayed. Focus on legitimate sending practices.

How long does it typically take for a BIMI logo to appear after setup?

The time it takes varies. DNS propagation can take 24-48 hours. After that, mailbox providers have their own processing times, and recipient clients might cache data. It's common to see it appear within a few hours to a few days, but sometimes longer for full propagation.

Why is my BIMI logo not showing in Gmail and other email clients? - Troubleshooting - Email deliverability - Knowledge base

It can be frustrating when you've invested the time and effort to implement Brand Indicators for Message Identification (BIMI), only to find your logo isn't appearing as expected in inboxes like Gmail or Yahoo Mail. You've checked your records with validation tools, and everything seems to be in order, yet the logo remains elusive. This is a common hurdle, and it's rarely a sign of total failure in your setup.

Many factors can influence whether your BIMI logo renders correctly, ranging from DNS propagation delays to specific mailbox provider (MBP) requirements and even local caching issues on the recipient's device. While the core BIMI specification is standardized, each MBP implements it with their own additional criteria and a dose of discretion.

Understanding these potential roadblocks is key to effective troubleshooting. It's not just about getting the record published, but ensuring all the stars align for your brand logo to achieve the prominent visibility that BIMI promises in the inbox.

Verify your BIMI foundation

Before diving into troubleshooting, it's crucial to confirm that all fundamental BIMI requirements are met. Any deviation here will prevent your logo from displaying, regardless of other factors.

First and foremost, a strong DMARC policy is non-negotiable. Your DMARC policy must be set to an enforcing mode, either p=quarantine or p=reject, and it must be applied to your organizational domain (the sending domain). If your policy is p=none, BIMI will not activate. Ensure that your SPF and DKIM records are correctly configured and pass authentication checks, as DMARC relies on these underlying protocols.

BIMI setup checklist

DMARC policy: Set to p=quarantine or p=reject for 100% of your mail.
Verified mark certificate (VMC): Obtained from an accredited certificate authority.
SVG file format: Your logo must be in SVG Tiny 1.2 format and hosted at a public URL.
BIMI DNS record: A TXT record published in your DNS pointing to your SVG and VMC files.

A Verified Mark Certificate (VMC) is required by most major email clients, including

Yahoo and

Gmail, to display your logo. This certificate verifies ownership of your brand logo and ties it to your authenticated domain. Without it, your logo will not appear. Lastly, your logo must be in a specific SVG Tiny 1.2 formatand hosted securely via HTTPS. Any errors in the SVG structure or hosting can prevent its display.

Once all these prerequisites are in place, you publish a BIMI TXT record in your DNS. This record points to the location of your SVG logo file and, if applicable, your VMC. Correct syntax and proper DNS propagation are vital for this record to be recognized by email clients.

Common obstacles to BIMI display

Even with a perfectly configured BIMI record, your logo might not appear immediately or consistently. One of the most common reasons for delay is DNS propagation. It takes time for DNS changes to update across the internet, typically a few hours but sometimes up to 48 hours. Patience is often the first step in troubleshooting, especially right after implementation.

Another significant factor is the sender's reputation. Email clients, particularly those with stricter policies like

Google and

Yahoo, consider various signals, including your sending volume, complaint rates, and overall domain health, before displaying a BIMI logo. If your sending reputation is poor, or if your emails are frequently landing in the spam folder, your BIMI logo may not appear even if all technical requirements are met. This means maintaining good email deliverability practices is paramount for BIMI success.

Common problems

DNS propagation delays: It takes time for your BIMI record to update globally after publishing.
Caching issues: Email clients, especially mobile apps, might cache old data.
Subdomain configuration: BIMI records might be missing or incorrect for specific sending subdomains.

Sometimes the problem is as simple as a recipient's email client or mobile app caching older information. This is particularly true for mobile apps, which often prioritize speed by storing local copies of data, including sender information. If the app hasn't refreshed its cache since your BIMI record went live, the logo won't show.

Solutions

Wait it out: Allow 24-48 hours for DNS changes to propagate fully.
Clear app cache: Advise users to clear their email app's cache or restart the app.
Check subdomain records: Ensure all relevant subdomains have correctly configured BIMI DNS records.

If you're using different subdomains for various email campaigns (e.g., marketing.yourdomain.com), you must ensure that your BIMI record is published for each relevant subdomain. A common pitfall is to set up BIMI only for the root domain, but then send emails from a subdomain that lacks its own BIMI TXT record, causing the logo not to display.

Lastly, the email client or mailbox provider itself can have specific unwritten rules or internal factors that influence BIMI logo display. Some providers may have minimum sending volume thresholds, a clean sending history without major blocklist (or blacklist) issues, or specific DMARC reporting configurations they prefer, like including a RUA (Reporting URI Aggregate) tag in your DMARC record, which facilitates feedback on your email authentication.

Mailbox provider nuances

While the core BIMI specification is universal, how each email client (mailbox provider) implements and displays BIMI can vary. This leads to situations where your logo might appear in Yahoo but not

Gmail, or vice-versa.

Gmail, in particular, has been a significant driver of BIMI adoption, yet it often has additional, unstated criteria that go beyond the basic BIMI record and VMC. These can include your overall domain and IP reputation, spam rates, and consistent adherence to best sending practices. If Gmail perceives your sending behavior as less than ideal, it may withhold the BIMI logo display as an additional trust signal.

Conversely, other email clients like

Fastmail and

AOL (part of Yahoo Mail Group) might be less stringent with sender reputation, focusing more on the strict adherence to the BIMI record and DMARC enforcement. This is why you might see your logo appear there first. To understand which email clients support BIMI and their specific considerations, consulting the official BIMI Group's resource is advisable.

It is also worth noting that BIMI logos are typically not retroactive. If you've just implemented BIMI, recipients will only see your logo on new emails sent after the successful setup and propagation. Previously sent emails will not magically update with your logo.

Troubleshooting steps

If your BIMI logo isn't showing up, here's a structured approach to troubleshoot the problem.

Verify DMARC enforcement: Double-check that your DMARC policy is at p=quarantine or p=reject. Your DMARC should also be configured for alignment to ensure BIMI works.
Validate your BIMI record: Use a BIMI checker to confirm the syntax and public accessibility of your BIMI TXT record, SVG logo, and VMC.
Check SVG file: Ensure your logo is strictly SVG Tiny 1.2, includes the <title> tag, and does not have external references. Host it on a secure (HTTPS) server.
Monitor domain reputation: Use tools like Google Postmaster Tools to check your domain's sending reputation and spam complaint rates.
Consider VMC status: Ensure your VMC is active and correctly referenced in your BIMI record. Check its expiry date.
Test with new emails: Remember that BIMI is not retroactive. Send fresh test emails after any changes.

For

Gmail users, if your logo appears on desktop but not mobile, it might be a caching issue with the mobile app. Advise users to try clearing the app's cache or reinstalling it. This can often resolve display issues related to local data.

Additionally, consistently sending authenticated emails with good engagement is vital. Mailbox providers, including

Microsoft, often use your historical sending behavior and reputation as a filter. If your emails have a history of spam complaints or deliverability issues, your BIMI logo might not be prioritized for display. Focus on sending relevant, wanted emails to engaged subscribers to build and maintain a positive sender reputation, which will support your BIMI efforts.

Views from the trenches

Best practices

Ensure your DMARC policy is actively enforcing, meaning it is set to p=quarantine or p=reject for 100% of your mail. This is a foundational requirement for BIMI to work effectively.

Consistently monitor your domain's sender reputation through tools like Google Postmaster Tools, addressing any issues promptly to maintain a positive standing with mailbox providers.

Regularly validate your BIMI DNS records and SVG logo file using online BIMI checkers to catch any configuration errors or formatting issues early.

Obtain your Verified Mark Certificate (VMC) from a reputable certificate authority, ensuring it is correctly linked in your BIMI record and remains valid.

Common pitfalls

Expecting immediate logo display after implementation; DNS propagation and mailbox provider processing can take time, sometimes up to 48 hours or more.

Overlooking mobile app caching: Recipients may need to clear their email app's cache or restart it for the logo to appear on mobile devices.

Failing to implement BIMI for all relevant sending subdomains; each subdomain used for sending email needs its own correct BIMI record.

Neglecting sender reputation: A poor sending reputation or high spam complaint rates can prevent your BIMI logo from displaying, even with a perfect technical setup.

Expert tips

For Gmail, maintaining a strong sender reputation is paramount; ensure consistently low spam rates and high engagement to encourage BIMI display.

Always send new test emails after any BIMI record changes, as BIMI logos are not retroactive and will only appear on newly sent messages.

Confirm that your SVG logo file strictly adheres to the SVG Tiny 1.2 profile, including necessary tags and no external dependencies, for optimal compatibility.

Consider including an RUA tag in your DMARC record to receive aggregate reports, which can provide valuable insights into your email authentication and delivery.

Expert view

Expert from Email Geeks says Google usually starts showing the BIMI logo within a few hours, but there are always other internal factors at play for each mailbox provider.

2022-09-26 - Email Geeks

Marketer view

Marketer from Email Geeks says BIMI is not retroactive, so the logo will only appear for new messages sent after successful implementation.

2022-09-26 - Email Geeks

Achieving consistent BIMI display

Getting your BIMI logo to display consistently across all email clients, including

Gmail, requires more than just publishing a DNS record. It demands meticulous attention to DMARC configuration, proper SVG formatting, valid VMCs, and crucially, a strong commitment to maintaining a positive sender reputation.

While immediate display isn't always guaranteed due to propagation and client-side caching, systematically checking each potential issue will help you identify and resolve the problem. Remember that BIMI is a trust signal, and mailbox providers will only display it for domains they deem trustworthy.

By following the best practices and troubleshooting steps outlined, you can significantly increase the chances of your brand logo appearing prominently in recipients' inboxes, boosting brand recognition and recipient trust.