Brand Indicators for Message Identification (BIMI) is transforming email marketing by allowing businesses to display their logos alongside email messages in inboxes. However, the type of certificate you choose—Verified Mark Certificate (VMC) or Common Mark Certificate (CMC)—will determine the ease of adoption and the trust signals your logo conveys.
Comparison of Requirements for VMC and CMC Certificates in BIMI Implementation:
|
Requirement |
VMC (Verified Mark Certificate) |
CMC (Common Mark Certificate) |
|
Trademark Registration |
Required |
Not Required |
|
Logo Usage |
No minimum time requirement |
Must have been in use for at least 1 year |
|
DMARC Compliance |
Required (quarantine or reject policy) |
Required (quarantine or reject policy) |
New BIMI Guidelines from Google
Previously, only VMCs were accepted for BIMI in Gmail. This meant businesses needed to secure a trademark and undergo lengthy, often costly verification processes. With the addition of CMC, Google has lowered the barrier to entry, allowing businesses of all sizes to enhance brand visibility.
Additionally, Google has expanded BIMI support to Gmail's mobile apps on both Android and iOS, making BIMI accessible across devices.
Comparing VMC and CMC: Key Differences What to Consider When Choosing:
|
Type |
Advantages |
Disadvantages |
|
VMC |
Displays the blue checkmark in Gmail |
Requires trademark registration |
|
No minimum time requirement for logo usage |
May involve higher legal and administrative costs |
|
|
CMC |
No trademark required |
No blue checkmark in Gmail |
|
Lower cost |
The logo must have been in use for at least 1 year |
Both require DMARC compliance with a quarantine or reject policy and follow the same BIMI record implementation process.
The choice between VMC and CMC depends on your priorities:
- If your focus is on maximizing trust and credibility with the blue checkmark, VMC is the better choice.
- If you’re looking for a cost-effective and straightforward way to implement BIMI without trademark hurdles, CMC is ideal.
Final Thoughts
This update from Google is a game-changer, making BIMI more accessible for businesses. Whether you opt for a VMC or a CMC, both options enhance your brand’s visibility and help build trust with email recipients. For businesses without a trademark, the CMC offers a faster, more affordable pathway to leverage BIMI.
Need help deciding between VMC and CMC? Our team can guide you through the process and help you implement BIMI seamlessly.
Contact Us to get started today!