BIMI & MARK CERTIFICATES: KEY UPDATES YOU NEED TO KNOW
In the ever-evolving world of email authentication and brand trust, Brand Indicators for Message Identification (BIMI) and Mark Certificates have emerged as critical tools for businesses. These technologies not only enhance email security but also improve brand visibility and customer trust. As we move further into 2024 and beyond, several updates and trends are shaping the adoption and implementation of BIMI and Mark Certificates. Here’s what you need to know.
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BIMI Adoption Continues to Grow
Recent data from Wombatmail indicates a significant increase in BIMI adoption among domains. Between September 2023 and September 2024, BIMI adoption surged by 53.45%, with 22,631 of the top 10 million domains publishing BIMI records. This growth highlights a rising trend of businesses embracing BIMI to enhance their email authentication and brand visibility.
However, simply publishing a BIMI record does not guarantee logo display in major email platforms like Gmail and Apple Mail. Most email services require brands to have either a Verified Mark Certificate (VMC) or a Common Mark Certificate (CMC) for full logo visibility. Ensuring compliance with these requirements is essential for businesses aiming to maximize the benefits of BIMI.
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Brand Recognition Is Key to Email Engagement
A report from Mailjet’s The Path to Email Engagement 2024 highlights that 94.5% of consumers rank recognizing the sender’s name or brand as “very important” or “somewhat important” when deciding whether to open an email. This statistic underscores why BIMI and Mark Certificates play a crucial role in modern email marketing.
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Growing Consumer Intolerance Toward Spam Emails
Data from ZeroBounce’s Email Statistics Report for 2025 indicates that 78% of global survey respondents mark emails as spam based on appearance alone. If an email seems untrustworthy or unverified, it risks ending up in the spam folder, reducing its effectiveness.
Additional findings from the report:
- Only 75% of users check their spam folder.
- 27% of those users check it only a few times a year.
These statistics highlight the need for verified branding through BIMI to improve deliverability and trustworthiness.
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Half of Email Marketers Support BIMI Implementation
Survey results from Validity’s 2024 Email Marketing Pulse Report show that more than 50% of email marketers have either implemented BIMI or plan to do so soon. This suggests increasing industry recognition of BIMI’s benefits for brand visibility and security.
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More Email Service Providers Now Support BIMI
When BIMI was first introduced in 2019, only Yahoo and Google supported it. By 2020, the list had expanded to include AOL, Fastmail, and Netscape. As of January 29, 2025, more than a dozen email service providers have adopted BIMI (see graphic below for details).
Additionally, SpamResource.com has identified more email service providers (ESPs) that have integrated BIMI into their platforms, further driving adoption.
With BIMI adoption growing and email providers refining their support, businesses should proactively implement these authentication measures. Staying informed about VMC updates and industry changes will help organizations maximize the benefits of BIMI, improve email security, and enhance brand recognition in recipients' inboxes.
For expert guidance on BIMI and Mark Certificates, JNR Management Resources Pvt. Ltd. can help your business navigate these evolving email security standards effectively.