Summary
When your BIMI (Brand Indicators for Message Identification) logo displays correctly in Yahoo but not in Gmail, it indicates a nuanced issue, as both mailbox providers have distinct implementation requirements. While Yahoo generally has more lenient display criteria, Gmail often requires additional verification, such as a Verified Mark Certificate (VMC), alongside a robust DMARC policy. This discrepancy suggests that while your core BIMI DNS record and SVG image may be sound, specific Gmail authentication or reputation thresholds might not be met.
Key findings
- Gmail requirements: Gmail typically mandates a Verified Mark Certificate (VMC) for BIMI logo display, unlike Yahoo, which often does not.
- DMARC policy strength: Both providers require a DMARC policy at p=quarantine or p=reject. A p=none policy will not trigger BIMI in Gmail.
- Sender reputation: Gmail places significant emphasis on your domain's sending reputation. Even with correct technical setup, a poor reputation can prevent logo display.
- Technical compliance: Ensure your BIMI record, SVG logo, and all underlying authentication (SPF, DKIM, DMARC) are fully compliant and error-free. Issues like duplicate SPF records or incorrect DMARC alignment can cause problems.
Key considerations
- Verify VMC status: Confirm that your Verified Mark Certificate is valid, unexpired, and correctly referenced in your BIMI record. This is a common requirement for Gmail's logo display.
- Review DMARC policy: Ensure your DMARC policy is set to p=quarantine or p=reject. A p=none policy will not result in BIMI logo display on participating mailbox providers.
- Monitor sender reputation: Continuously monitor your domain's sender reputation with Gmail through Google Postmaster Tools. A good reputation is key for inbox placement and BIMI display.
- Address technical errors: Look for specific technical issues that might be preventing Gmail from displaying your logo, such as issues with BIMI requirements, or any DMARC verification failures. For more specific troubleshooting, refer to the BIMI Group's FAQ page.
What email marketers say
Email marketers frequently encounter challenges with BIMI logo display, particularly the disparity between its appearance in Yahoo and its absence in Gmail. Many attribute this to Gmail's stricter validation processes, which extend beyond basic BIMI technical setup to encompass factors like sender reputation and the mandatory Verified Mark Certificate (VMC). There is also a common observation that while the underlying SPF, DKIM, and DMARC configurations might appear correct, subtle technical discrepancies or a less restrictive DMARC policy can still hinder Gmail's display of the logo.
Key opinions
- VMC is crucial for Gmail: A common belief is that a VMC is almost always required for BIMI logos to appear in Gmail, even if it's not strictly necessary for Yahoo.
- DMARC policy matters: Marketers frequently cite that an enforced DMARC policy (like p=quarantine or p=reject) is fundamental, and a relaxed p=none policy prevents display.
- Sender reputation impact: It is widely acknowledged that a strong sender reputation with Gmail is a prerequisite, as even perfect technical setup can fail if reputation is poor.
- Technical audit: Even when a setup seems correct, marketers recommend a thorough technical audit for hidden issues like duplicate SPF entries or minor misconfigurations in DNS records.
Key considerations
- Renew VMC: Ensure your VMC is up-to-date and not close to expiring, as an expired certificate will prevent BIMI display in Gmail.
- Strengthen DMARC policy: If your DMARC policy is at p=none, consider moving to p=quarantine or p=reject after careful monitoring of your DMARC reports.
- Review SPF and DKIM: Check for any duplicate SPF entries or misconfigurations that could affect DMARC alignment, even if they don't block mail outright.
- Understand provider differences: Be aware that each mailbox provider, including Gmail and Yahoo, has its own interpretation and implementation of BIMI display rules, often detailed in their specific BIMI information pages.
Marketer view
Email marketer from Email Geeks seeks advice on Gmail BIMI display issues, noting proper setup and Yahoo functionality. Despite checking their current setup, the logo isn't appearing as expected in Gmail, indicating a specific problem with that provider's rendering.
Marketer view
Marketer from Optimum7 advises establishing a complete trust stack, including SPF, DKIM, DMARC, BIMI, and VMC, to ensure logo display and verification across major mailbox providers like Gmail and Yahoo. This comprehensive approach is critical for brand recognition and trust.
What the experts say
Experts emphasize that while BIMI setup might appear correct, Gmail's specific criteria for logo display are more stringent than Yahoo's. Key factors include not only the presence of a VMC and a strict DMARC policy but also the overarching domain reputation. They often highlight that a p=none DMARC policy is insufficient for BIMI in Gmail and advise a meticulous review of all authentication records. The consensus is that Gmail's system prioritizes trust and authenticity, making any slight technical missteps or a less-than-stellar reputation a barrier to logo visibility.
Key opinions
- Gmail's stricter VMC requirement: Experts confirm that Gmail's demand for a VMC sets it apart from Yahoo's more flexible approach to BIMI.
- DMARC policy enforcement: It's critical that DMARC is at p=quarantine or p=reject for BIMI to function on major platforms, including Gmail.
- Domain reputation is paramount: A strong sending reputation with Gmail is highlighted as a non-negotiable factor for BIMI logo display.
- Technical nuances: Minor errors in SPF, DKIM, or BIMI records, even if mail is delivered, can specifically prevent logo display in Gmail.
Key considerations
- Review DMARC for alignment: Ensure your DMARC record enforces alignment for both SPF and DKIM. Incorrect DMARC policies or a ?all qualifier in SPF can impact BIMI.
- VMC expiration: Always keep track of your VMC expiration date and renew it promptly to avoid any interruption in BIMI logo display.
- Multiple domains: If you use multiple sender domains, ensure each has a correctly configured BIMI record and a valid VMC, as each domain is evaluated independently.
- Leverage tools: Utilize available tools for checking BIMI, SPF, DKIM, and DMARC records to identify any subtle errors. The Mailgun blog offers insights into BIMI and DMARC.
Expert view
Expert from Email Geeks confirms that Yahoo has consistently displayed the BIMI logo for an extended period, indicating no technical issues on their end. This provides a baseline, confirming the issue lies specifically with Gmail's rendering.
Expert view
Expert from Spamresource asserts that a strong sender reputation is essential for BIMI logo display, as technical correctness alone is insufficient, especially for major providers like Google. Reputation often overrides perfect setup.
What the documentation says
Official documentation from organizations like the BIMI Group and various mailbox providers outlines the technical specifications and requirements for BIMI implementation. While the core standards are universal (e.g., DMARC, SVG Tiny PS), the documentation often clarifies provider-specific nuances. For Gmail, this includes the explicit mention of a VMC for verified logos and the importance of a DMARC policy that enforces action (not p=none). The documentation also confirms that mailbox providers retain discretion over logo display, even when all technical requirements are met.
Key findings
- VMC requirement for Gmail: Documentation explicitly states that Gmail (and some other providers) require a VMC for BIMI logo display, adding a layer of trust.
- DMARC policy necessity: A DMARC policy of p=quarantine or p=reject is consistently cited as a prerequisite for BIMI to function, particularly for logo display.
- Provider discretion: Mailbox providers retain the ultimate decision-making authority on whether to display a BIMI logo, even if all technical specifications are met.
- SVG format: The SVG logo must adhere strictly to the SVG Tiny PS 1.2 format, including secure HTTPS hosting.
Key considerations
- Consult official sources: Always refer to the official BIMI Group website and specific mailbox provider documentation for the most up-to-date BIMI requirements.
- DMARC policy transition: Documentation recommends a careful transition from p=none to an enforcement policy for DMARC, ensuring alignment and preventing legitimate emails from being blocked or sent to a blocklist (or blacklist).
- SVG validation: Ensure your SVG logo is properly validated against the SVG Tiny PS 1.2 profile, as non-compliant images will not be displayed.
- Authentication standards: BIMI relies heavily on strong SPF, DKIM, and DMARC authentication. Any weakness in these foundations can prevent BIMI logo display. Read more about how to implement DMARC, SPF, and DKIM.
Technical article
BIMI Group documentation states that each participating mailbox provider reserves the right to determine the display location of BIMI logos within their applications and may opt not to show the logo under certain conditions. This confirms the variability in BIMI adoption and display.
Technical article
WP Mail SMTP documentation specifies that a robust DMARC policy is indispensable for BIMI logo visibility in inboxes, asserting that logos will not appear without it, regardless of other correct BIMI configurations. This highlights DMARC as a foundational requirement.
Related resources
13 resources
Related pages
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