In this edition:

→  Can sending too little emails hurt deliverability?

→  Email Accessibility and the European Accessibility Act (scroll to blogs)

→ What is BIMI, How to Get It, What It Costs, and Does it Help Email Deliverability?  (scroll to end)

→ Are your email colours accessible? (scroll to end)

HEY! Did you remember the Tiger King documentary during COVID!? What a throwback - I just watched it again - so good! So anyway, hello all you cool cats and marketers, before we dig in - two really good things that happened:

1. Ran my second cohort of the Email Design Masterclass, and the feedback was insane. People are walking away and immediately rebuilding their emails, which is exactly the point. If you haven't been to one yet, you NEED to.

2. And we've hit 100 learners in the Email Deliverability Certification Programme. People are loving it and, more importantly, actually learning SO much!! Enrolments close at the end of the month if you fancy joining them.

Let's go - lot's you NEED to know:

Can sending too little emails hurt deliverability?

One email a month is NOT enough now

Gmail has a built-in, automated feature that prompts users to unsubscribe from newsletters and promotional emails they haven't opened in over 30 days.

HOW CRAZY IS THAT!?

Personally, I think it's a stupid feature (more on that soon). 

Not sending enough is a deliverability problem too.

Think of deliverability as a set of scales:

This slide is from my FREE Email Deliverability training (join the next session here)

Positive signals on one side & negative signals on the other

Inbox placement isn't a pass/fail gate; it's really which way those scales are tipping.

All the standard advice only tackles the negative side. But you can lose that balance just as easily by failing to generate enough positive signal

Now this advice is NOT telling you to send to everyone and keep sending but...

So if you're sending monthly or you stop and start or go quiet for six weeks, then come back with a big send, and you're doing a cold send to a warm list.

This will HURT your sender reputation 

There's so much you need to know about this topic, so I've broken down what you need to know and do below. 

⚠️ Enrolments close end of the month

ONLINE, SELF PACED TRAINING 

Email Deliverability Certification Programme

Take the course so you can audit, monitor, fix and improve your email deliverability. 

From the Vault

A blog a day keeps the spam filter away 

⌚ 7 min read:

→  Email Tracking Pixels Now Require Consent in France and Italy — Your Action Plan

⌚ 5 min read:

→  Email Accessibility and the European Accessibility Act: What It Is, Who It Affects, and What to Do About It

⌚ 6 min read:

→  What is BIMI, How to Get It, What It Costs, and Does it Help Email Deliverability?

From the Queen’s Court

Voiceover video verdicts

Movement in email + this should be illegal

It's missing What's in it for me? Plus marketing jargon 

The Inbox Drop

What is BIMI, How to Get It, What It Costs, and Does it Help Email Deliverability?

BIMI stands for Brand Indicators for Message Identification

It's what puts your verified brand logo next to your sender name in the inbox, before anyone opens anything.

What it means in practice:

Two certificate types. VMC needs a registered trademark and gets you the logo plus the blue verified checkmark in Gmail. CMC needs no trademark (just 12 months of commercial logo use) but no checkmark, and Apple Mail doesn't support it yet.

What it costs:

VMC is roughly £1,100–£1,400 a year. CMC around £770-£990. Annual renewal, every year. No trademark yet? That's another 6-12 months and a few hundred quid on top.

Does it help deliverability?

Not directly. There's no signal telling providers "this sender has BIMI, put them in Primary." Placement is still engagement, reputation, list hygiene, authentication and relevance.

Worth it? 

Read the guide below.

Quick win for you

Are your email colours accessible?

Grab the hex codes from your last email and drop them into the WebAIM Contrast Checker. 

You can test everything: body copy, headlines, button background against button text, links, footer text, even images with text sitting on top of them. 

Around 8% of men have some form of colour blindness. Add low vision, older readers, and anyone squinting at their phone in sunlight, and that's a big chunk of your list struggling to read you.

And if you've got EU subscribers, the European Accessibility Act made this a legal requirement back in June 2025.

Plug of the week 

you + me in 2027?

There's a bit of a wait to work with me at the moment, so if you've got something on the horizon, now's the time to get in touch. 

Whether it's a problem you can't crack, an opportunity you can see but can't unlock, a workshop for the team, an audit, or a full email transformation - it's always better to talk early.

And if you're building 2027 budgets right now (I know a lot of you are), that's exactly the moment to get me in. Easier to get the money signed off when you know what you're asking for.

Reply to this email to talk about how I can help you. 

Send consistently, check your contrast, and stop letting a logo distract you from the fundamentals.

Beth ✌️

I have ADHD (IFYKYK) so please excuse any typos and spelling errors in this email.

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