Summary
The display of BIMI logos in email clients, especially Gmail, involves more than just setting up the DNS record and obtaining a Verified Mark Certificate (VMC). While these are crucial initial steps, several other factors influence whether your brand logo actually appears in recipients' inboxes.
Key findings
- Internal factors: Mailbox providers (MBPs) like Gmail have their own internal criteria, such as sender reputation, email volume, and complaint rates, which influence BIMI logo display, even if all technical requirements are met.
- Propagation time: Even after successful BIMI implementation, it can take time for changes to propagate across systems and for the logo to appear consistently. Some users may see it sooner than others.
- Client-specific behavior: Mobile email applications, particularly on Android, can aggressively cache data, preventing immediate display of new BIMI logos. Clearing the app cache or updating the app often resolves this.
- Not retroactive: BIMI logos typically only appear for new emails sent after successful implementation, not for messages already in recipients' inboxes.
- DMARC policy: A robust DMARC policy (at quarantine or reject) is a foundational requirement for BIMI. Without it, your logo will not display.
Key considerations
- Check all requirements: Ensure your SVG logo, DNS records, and VMC (if applicable) meet all technical specifications for BIMI implementation requirements.
- Monitor sender reputation: Maintain a good sender reputation, as this is a significant factor for email clients determining BIMI logo display. High complaint rates or low engagement can hinder visibility.
- Patience is key: Allow sufficient time for the BIMI record to propagate globally and for mailbox providers to recognize and display your logo. This can vary by provider. For a quick guide to how long it takes, see the BIMI Group's insights.
- Test across clients: Test your BIMI implementation across various email clients and devices, as display can differ. Be aware of mobile app caching behaviors.
What email marketers say
Email marketers often find the path to consistent BIMI logo display a bit perplexing. While they understand the core technical setup, unexpected delays or inconsistencies, especially on mobile clients, can be a source of frustration. Their experiences highlight the practical challenges of integrating BIMI into live email campaigns.
Key opinions
- Initial delays: Many marketers report not seeing their BIMI logo immediately after going live, despite validation tools showing records in good standing. This suggests a period of propagation or system recognition.
- Mobile app challenges: Display on mobile apps is a particular concern, as marketers value the pre-open visibility. Issues like caching on Android apps can prevent logos from appearing promptly.
- Retroactivity: It's a common understanding that BIMI isn't retroactive, meaning it only applies to new messages, which is important for managing expectations.
- VMC is not a silver bullet: Even with a VMC, marketers acknowledge that other factors, such as domain reputation, are at play and can affect logo display.
- Client-specific quirks: Different email clients have their own quirks, like Yahoo Mail's fallback to initial letters, which marketers find less visually appealing than a proper logo.
Key considerations
- Set realistic expectations: Understand that BIMI isn't an instant display feature. It requires time for propagation and for email clients to process the new records. See our guide on displaying your logo in Gmail.
- Advise users on caching: For mobile app issues, consider communicating to users about clearing app cache or updating their email client to see the logo display.
- Focus on new sends: Shift focus to ensuring new email sends correctly display the logo, rather than expecting it to appear on past messages.
- Monitor deliverability metrics: Keep a close eye on sender reputation, as it directly impacts BIMI visibility. The BIMI Group explains more about VMCs and logo display.
Marketer view
Email marketer from Email Geeks shares their experience with BIMI, stating that even after getting their BIMI record with a VMC live, the logo was not displaying in Gmail. They wonder if they are just being impatient about the display time.
Marketer view
Marketer from AWeber notes that for a BIMI logo to appear, senders must pass all necessary email authentication requirements, which serves to validate the legitimacy of the sender's domain.
What the experts say
Email deliverability experts emphasize that while BIMI provides a standardized way to display brand logos, its actual rendering is subject to the discretion and internal policies of each mailbox provider. They highlight the interplay of technical configuration with sender reputation and the nuances of client-side caching.
Key opinions
- MBP discretion: The mere presence of a BIMI record and VMC does not guarantee logo display, as mailbox providers have internal factors and policies that influence whether the logo is shown.
- Reputation matters: Gmail, for example, considers sender reputation, volume, and complaint rates as part of its internal factors for BIMI display. A strong, positive sender reputation is critical.
- DMARC enforcement: Having DMARC set up with an enforcing policy (p=quarantine or p=reject) is a prerequisite for BIMI logo display across most supporting clients.
- Caching issues: Mobile email apps, particularly on Android, can cache data aggressively, which may prevent the immediate display of a newly implemented BIMI logo. Clearing the app cache is a common troubleshooting step.
- Propagation time: While some providers like Google may show the logo within hours, general propagation and consistent recognition can take longer.
Key considerations
- Prioritize DMARC: Ensure your DMARC record is correctly configured and at an enforcing policy (p=quarantine or p=reject) as this is fundamental to BIMI. Learn more in our simple guide to DMARC.
- Monitor delivery closely: Continuously monitor your email deliverability metrics for signs of poor sender reputation, which could impact BIMI visibility.
- Verify with external tools: While internal factors exist, utilize BIMI validation tools to ensure your DNS records and logo are technically correct. This is detailed in Google's announcement on BIMI.
- Inform users about caching: If encountering mobile display issues, suggest to recipients that they clear their email app's cache or restart the application.
Expert view
Email expert from Email Geeks suggests that Google typically begins displaying BIMI logos within a few hours, implying that the initial delay might simply be due to propagation time.
Expert view
Email expert from Word to the Wise cautions that while BIMI enhances brand visibility, its full adoption and consistent rendering across various email clients remains an evolving process, largely driven by mailbox provider updates.
What the documentation says
Official documentation and technical specifications for BIMI outline the necessary steps for implementation and shed light on why logos might not be showing. They emphasize the critical role of strong authentication, particularly DMARC with an enforcing policy, and acknowledge that mailbox providers retain ultimate control over logo display.
Key findings
- MBP control: Participating mailbox providers like Gmail and Fastmail determine where and if BIMI logos are displayed in their applications. They can choose not to display a logo based on their internal policies.
- DMARC requirement: BIMI requires that your domain has implemented DMARC with an enforcing policy (quarantine or reject). This provides the necessary authentication and trust for logo display.
- VMC significance: For many providers, including Gmail, a Verified Mark Certificate (VMC) is necessary to validate the authenticity of the logo and the brand, though a VMC doesn't guarantee display alone.
- Security enhancement: BIMI adds a layer of security by requiring strong email authentication and verification of logos, contributing to a more secure email ecosystem.
- Technical specifications: The BIMI specification details how brands can define the logo that should appear next to the sender name in supporting email clients, requiring specific SVG image formats and DNS record setup.
Key considerations
- Ensure DMARC compliance: Verify that your DMARC record is correctly published and its policy is set to at least quarantine, or ideally reject, to meet the fundamental BIMI requirements. This helps in fixing common DMARC issues.
- Logo and VMC validation: Confirm your SVG logo meets all technical requirements and is properly associated with a valid VMC from an accredited provider. You can check a guide to validating your BIMI SVG and certificate.
- Understand MBP policies: Be aware that each mailbox provider has distinct criteria beyond the basic BIMI setup, including sender reputation. Google for example continues to expand BIMI protections.
Technical article
BIMI Group documentation states that each participating mailbox provider has the authority to decide where BIMI logos are displayed within their applications and may opt not to show a logo.
Technical article
Google Workspace Blog documentation highlights that significant updates to BIMI support in Gmail include the introduction of Common Mark Certificates and extended verified checkmarks to mobile applications.
Related resources
13 resources
Related pages
Is BIMI available for email clients and what are its implementation requirements?
How do I display my logo in email inboxes, particularly Gmail, and what are the BIMI requirements?
How long does it take for BIMI to be visible across email clients like Gmail and Yahoo?
A simple guide to DMARC, SPF, and DKIM
Which email clients actually support BIMI?
How to set up BIMI and Google promotion tab logos, and troubleshoot SVG issues?
Why isn't my logo image loading in Gmail, even after moving the email from spam?
How to troubleshoot BIMI logo not displaying in Yahoo Mail?
A guide to validating your BIMI SVG and certificate
How to fix common DMARC issues in Microsoft 365 and Google Workspace
