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BIMI/VMC adoption trends: Q3-Q4 2023


It all starts with a list of top domains. Top ten million, in this case. Of those top, around 12% of them have published a DMARC record. Of those, which ones have a BIMI record in place? That's what this data shows. That means that it's a percentage of a percentage of an arbitrary measure of "top domains." But hey, we can still have fun with this -- sort of questionable data set, so let's do that!

BIMI logo adoption is growing in this data set. Perhaps not exploding like gangbusters, but it is still good to see it growing, from 1.26% of top domains up to 1.38%. Today, that's nearly 17,000 domains (of that top 10 million) that have published a BIMI record.

From June through December 2023, the rate at which BIMI-publishing domain owners also implemented a Verified Mark Certificate (VMC) rose from around 10% to around 14%. Makes sense to me, since VMC is required for Apple and Gmail BIMI support, and both of these are big "opportunity landscapes" for senders to show off their fancy logos.

Still, BIMI adoption still feels like a bit of a niche thing. Purchase of a VMC is a potential barrier to entry, given the extra cost and trademarked logo requirement, but there are a lot of companies out there with known, trademarked brands that send lots of email but have yet to jump on the BIMI bandwagon. I wonder, though, if easier support at the SMB end of the spectrum might have driven more BIMI adoption more quickly. Anyone can publish a BIMI record, but without that Verified Mark Certificate, your logo isn't going to show up in Gmail or on Apple devices.

And what of Yahoo and Google's new sender requirements? This will likely drive faster adoption of DMARC, which puts more marketing senders in the right position to be able to consider and perhaps implement a BIMI logo. Will they? Time will tell.

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