Now that you have obtained a Verified Mark Certificate (VMC) to enable BIMI logo display within major mailbox providers (e.g. Gmail and Fastmail), you may be wondering why your logo isn’t automatically appearing in their email clients. Even though you’ve fully authenticated your email using SPF, DKIM, and DMARC, and gone through the hassle (and expense) of obtaining a VMC, your logo may still not show up.
Mailbox Providers Have the Final Say
Even with a VMC, the decision to display a logo ultimately rests with the mailbox provider. Just as DMARC allows for local policies to override the published policy, receivers decide how to handle emails for their users. Mailbox providers may consider additional signals before displaying your logo.
Key Factors Influencing BIMI Logo Display
BIMI logos are more likely to appear when senders have a strong reputation and enough email volume to establish credibility. Although mailbox providers keep their reputation algorithms confidential, these factors may influence BIMI logo visibility:
- BIMI Record Publishing: It may take time for mailbox providers to recognize a newly published BIMI record.
- Sending Domains: Providers assess the domains you use to send emails (e.g., company.com, service.company.com, marketing.company.com).
- Email Service Provider (ESP) Reputation: If you use an ESP, its reputation can impact email deliverability.
- Dedicated vs. Shared IPs: Shared IPs might inherit poor reputation from other senders.
- Email Volume: Consistent sending volume helps establish a sender’s reputation.
- Sending History: Long-term sending patterns influence trustworthiness.
- Email Type Breakdown: The ratio of marketing, transactional, and conversational emails may affect reputation.
- User Engagement: Mailbox providers monitor opens, replies, forwards, and deletions.
- DMARC Policy Implementation: A DMARC “reject” policy can signal security commitment.
- SPF vs. DKIM Usage: Preference for SPF over DKIM may affect DMARC alignment.
- DMARC Failure Rate: A high percentage of failing messages may indicate impersonation attempts.
Additional Resources
For more insights, review BIMI guidelines from Yahoo and Gmail. These resources provide general recommendations that may help improve your BIMI logo visibility.
Final Takeaway
Managing your sending reputation is key to BIMI success. Each mailbox provider evaluates different signals when deciding whether to display BIMI logos. Since there are no strict rules, the best approach is to continue sending authenticated, non-spammy emails across all mail flows.
The Reality of VMCs
A VMC is not a guaranteed ticket to BIMI logo display. Instead, it’s one factor among many that contribute to your domain’s overall email reputation score.
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