BIMI update: Gmail Allows More Senders to Use BIMI Common Mark Certificates
BIMI, or Brand Indicators for Message Identification, became a thing in 2021. It represents an email authentication and marketing initiative allowing companies to display their brand logos alongside their authenticated emails in the recipient’s email inbox.
Although the process of acquiring a BIMI-approved trademark is complex, its significance is growing, and we expect more and more high-volume senders to adopt it.
Ultimately, BIMI is good for both senders and recipients — it confirms the emails come from a legitimate place and fosters trust and strong relationships.
On September 24, 2024, Google Workspace issued an update related to BIMI standards.
Here’s what it says.
Gmail Will Now Support Common Mark Certificates (CMC)
In support of good sending practices, Gmail will start supporting a new type of BIMI certification — Common Mark Certificates (CMC), issued by Certificate Authorities (CA). CMCs will enable more senders to use BIMI, even those who may not have the registered trademark required for a Verified Mark Certificate (VMC). This essentially means the BIMI process will become easier for Gmail users who wish to implement BIMI in their emails.
However, senders using CMC only will not have the Gmail-verified checkmark displayed next to their avatar. This feature will remain reserved for those with VMCs only.
BIMI Verified Checkmarks are Now on Android and iOS
At the moment, Gmail is only displaying a verified checkmark on the web, for users who adopted BIMI with a registered trademark (VMC).
Over the next few weeks, users will start seeing verified checkmarks by senders using VMCs using Gmail apps on Android and iOS. Note that this change will not support Apple Mail.
The gradual rollout of Gmail’s BIMI update started on September 24, 2024, allowing up to 15 days for visibility to take place.
Why is Gmail’s BIMI Update Important?
Gmail’s BIMI update will impact both admins and end users, promoting another layer of security by making strong email authentication and verification of avatars strongly preferred. Email authentication is one of the core concerns of all senders, as it helps prevent spam, phishing emails, and other malicious activities. Promoting it instigates senders to get serious about their sender reputation while building excellent and lasting relationships with their recipients.
By adding another positive measure, Gmail has proven once again its fight against spam is determined and real.
What Can Email Senders Do?
We at Campaign Refinery strongly believe in best sending practices. This is what makes our email deliverability rates the best on the market, and that is also why we applied for a BIMI almost one year ago. We’ve cleared the initial brand and logo verification steps, awaiting the next ones. It’s a complex and lengthy process, but we will definitely tell you about it once it’s complete.
As for Google’s announcement, we feel allowing CMCs in Gmail is the support BIMI needs. It’s a good intermediate step in promoting verified and trustworthy senders. We also believe that getting the VMC is the best way to go, as your avatar will be shown and verified in multiple platforms, not just Gmail.
As for senders, we recommend getting on the train before it speeds up.
You should:
- Learn what is BIMI and why you need it,
- Know why email authentication is vital,
- Adopt DMARC and set it up,
- Set up authentication and email security protocols.
Once you get a VMC, which may take a while, you will already be known as a reliable sender.
Confused about clean email sending? Apply to join Campaign Refinery and never worry about your reputation!
Until then, happy inboxing!
