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A good email marketer will get the importance of knowing and understanding their customer, but far too many don’t know and understand the gatekeepers to that customer, the inbox provider.

The world of email is full of acronyms - from MTA and MUA to SMTP, SPF, DKIM to DMARC, ARC, ARF, or DSN, most of them are not so interesting to marketers. But BIMI is an acronym that every marketer should now know. It means Brand Indicators for Message Identification.

It is the one link that must be present in every marketing e-mail (commercial message) - loved by recipients, hated by senders, abused by spammers - a link to opt-out. But is this link as evil as it is often considered by many?

Plenty of attention has been given to templates which will encourage people to subscribe to your email list. As subscriber numbers rise, we marketers pat ourselves on the back - and rightly so. But this isn’t a fait accompli. The endgame for many brands isn’t subscriber increase - it’s ultimate loyalty. And that takes a lot of nurturing.