La French Touch says “Bonjour NY”

Last week, we had the pleasure of attending La French Touch, a NYC conference held to celebrate and promote French tech. Along with a group of 200 others, we looked back on the successes and challenges of being a French startup. At times we laughed, other times we sighed in knowing agreement. There were speakers from a range of industries and healthy debate throughout.

La French Touch says “Bonjour NY”The two-day conference brought together entrepreneurs and investors across both the French and New York tech ecosystems to discuss innovation, business and creativity. …By highlighting our innovative companies, we can show that we are not afraid of the future, we are prepared to make the most if itand that France is a changing country,“ Fleur Pellerin said in her keynote.

When the audience was asked to identify themselves, by show of hands, whether they were of French nationality, US nationality or held dual-status, there was an even distribution. It was neat to see that attendees were evenly split between those who flew in from France and those working for French startups based in NY (like the Mailjet NYC team!).

For those of you who couldn’t make it out, we’ve put together a few highlights from the conference. It was also recorded — the first day is already up on La French Touch’s Youtube channel.


La French Touch says “Bonjour NY”2


…French Touch is..a manner of combining innovation and creativity. The blend of a new approach that shakes the status quo.“ Fleur Pellerin, Secretary of State For Foreign Trade


…I wanted to avoid two very French pitfalls; the first is fragmentation, the second is failing to promote our successes“Fleur Pellerin, Secretary of State For Foreign Trade

…France is always seen as ‘Paris’ — but there is life outside of Paris“ Lengow


…Winston Churchill is British, not French but I think his words are very relevant; never, never, never give up.“ Nick Taranto, Co-Founder of Plated


…In food tech, in order to scale we need more physical storage space, not more cloud space.” Craig Kanarick, CEO of Mouth

“It’s much much more difficult to raise money in Europe”Meryl Job, Co-founder of Vide Dressing


…Big data helps us discover what you didn’t know you didn’t know“ says Marc Rougier of

…There’s a joke that the best place to hide information is on the second page of Google. That’s not true, it’s actually the first page of Bing.” Marc Rougier of


“Today’s economy no longer has boundaries. Openness is the key to growth.” Fleur Pellerin, Secretary of State For Foreign Trade

“Inventory, scalability and convenience. The three biggest things technology/ecomm enables us to do.” MorganHermand, Founder & CEO of Adore Me

…Every startup is in a race, and you can’t waste too much time in a small market.“ Jerome Lecat, CEO of Scality

We’d also like to give a huge shoutout and congratulations to the winners of the startup contest; Jellynote and 1001 Menus. These two companies won the panel of judges over with their dynamic pitches and well-designed solutions. They’ve got the French Touch.

What are some of your personal successes, challenges or impressions of the French startup scene? Share in the comments below!

[ Posted Mon, 30 Jun 2014 16:42:23 ]



Flight School Friday: CASL 101

If you’re using email to communicate with your customers, you might have already heard about CASL (Canada’s Anti-Spam Legislation). While the name suggests a law applying only to Canadians, you could be affected too. Although may be headquartered outside of Canada, the customers you are engaging with might be based elsewhere or are opening email as they’re traveling. With the help of tech, the world has become flatter than ever before, enabling us to be connected more than ever before. This means more business opportunities, but also a diverse demographic of geography, culture and laws to be conscious of. As Heidi Lorenzen, CMO of Cloudwords, said at a conference recently, …Globalization shouldn’t be an afterthought.“

Flight School Friday- CASL 101

This Flight School Friday, we will review the basics of Canada’s Anti-Spam Legislation (CASL), which is set to be enforced July 1. As mentioned before, even if your company isn’t based in Canada, you may have to abide by the CASL if you have customers accessing their inbox from the Great White North. Here’s what you need to know:


There are two types of consent a customer can give before opting in to receive your email communication; implied or express.

Implied Consent is when there is an existing business relationship between you and the customer, but they have not explicitly given permission to be sent communication.


  •    Customer has bought or leased a product or service from you in the past two years
  •    Customer has signed a written or electronic contract with you in the past two years
  •    Customer has volunteered with or donated to your charity or political organization within the past two years

Express Consent is when the customer gives explicit permission to receive communication; they either fill out a form or check a box saying they would like to receive email.


  •    Opt-in form on your website
  •    Check-box after purchase


It is the sender’s responsibility to show proof of opt-in for every customer on your list, if solicited. If you have affiliate partnerships with other organizations where a customer signing up to receive your communication will also receive email from Company B, all parties involved are responsible for keeping record of and managing consent. If a customer opts-out of your list, you must contact Company B to reflect this within 10 business days.

For the most part, CASL is very similar to US’s CAN-SPAM Act that you may be more familiar with. There are a variety of resources you can reference on the Canadian Government’s website. If you’re still unsure, it’s always a safe bet to consult a lawyer that is familiar with CASL regulations.


The consequences of not abiding by CASL regulations are serious. Not only are there monetary penalties, butreputational costs that are less quantifiable. Sending an email without permission can set an individual sender back $1,000,000 — that number doubles to $10,000,000 for corporations. Failure to identify yourself or providing misleading identification in an email can even lead to jail time and fines; up to one year for individuals and up to 14 years for corporations. While these are examples of financial and legal penalties, there are also reputational costs to consider. Being listed as a spammer as a result of not complying with CASL makes it hard for your future sends to pass through ISP filters. The impact is far-reaching as your sender reputation is tied to the IP address from which you send email.


Good news is that you have until July 1st, 2017 to review your contact lists for type of consent, proof of opt-in and double-check opt-out requests. After the three year period, class action lawsuits will be filed against senders who violate CASL. And it doesn’t have to be a tough transition — the laws are in place to protect, not hurt businesses, after all. CASL challenges senders to create higher quality email and keeps the inbox free of malicious spam that can dilute the consumer’s email experience.

[ Posted Fri, 27 Jun 2014 15:19:47 ]


4 Books Every Email Marketer Should Read

Looking for a good book to help you kick off your email marketing campaign or just in need of some inspiration? You’re in luck! In this post, we’re bringing you four great books that we think every email marketing professional should read. Some of them have stood the test of time for as long as 78 years. Take a look at our suggestions below and get reading!

4 Books Every Email Marketer Should Read4


4 Books Every Email Marketer Should Read4 


1. Permission Marketing: Turning Strangers Into Friends And Friends Into Customers – Seth Godin

In the book Seth Godin argues that the traditional models of TV, radio or print advertising are based on interrupting customers and forcing them to see your advertising.  This model is becoming less viable due to saturation of consumer’s attention with up to 5,000 ad messages a day.

The better approach, according to Seth, is sending personal, relevant messages to people who are waiting to hear from you. He dubbed this model permission marketing.

It’s a process that begins with looking for people who are interested in what you have to offer. You ask for their permission to talk to them regularly, often by giving them an incentive for giving their permission. Then, you send those people exceptional educational content over time. Gradually, as trusts develops, you can start asking your customers for more and more information on their needs. Once this trust is established, asking for a sale is mere triviality, because you know what your customers want and they trust that you’ll deliver on your promises.

This process mirrors the process of opt-in email marketing, and it’s why email is the channel Seth advocated for permission marketing. Once a person signs up to your newsletter, you have permission to send your messages right into their inbox. Unlike social media, you own your email list or “permission database” in the words of Seth Godin, rather than renting it from Facebook or Twitter. These advantages show in the returns on email marketing.

Permission marketing is not a short-term tactic. It’s a strategy that requires investment in time and resources in order to create high quality incentives to subscribe to and keep reading emails. However, this investment will often deliver handsome returns, particularly if the lifetime value of a customer is high.


4 Books Every Email Marketer Should Read3 


2. Being Direct: Making Advertising Pay – Lester Wunderman

The popular books written by Lester Wunderman are today considered to be must-reads for every self-respecting marketer. There are several reasons why Being Direct make our list.

Firstly, because it’s a journey in the mind and life of a great marketer, told in a casual and autobiographical way. Listening to the experiences of the man behind the American Express customer rewards program and the Columbia Record Club is like a course on marketing in it itself.

Secondly, you can still apply his lessons in a faster and more connected ecosystem.Wunderman’s idea of direct marketing is based on two mains principles: people are an end, never a means; and direct marketing is data driven. In short: you should always address the precise needs of your customers – needs that you will know thanks to your data-driven strategy – and never impose what you have to offer.

These simple ideas seem obvious for most of today’s marketers. However, they are more and more relevant. Thanks to the new tools the digital revolution has given us, such as online forms and surveys, online shopping and stores, automatically generated discount codes, it’s become easier to manage the sending of personalized messages that will genuinely interest the recipient, leading to conversion and retention. Online marketing was the logical next step that direct marketing was waiting for: the inconvenience of maintaining a huge personalized list of contacts or geographical constraints are no more. And its creator tells us that we should expect more to come from the digital turn of marketing.


4 Books Every Email Marketer Should Read2 


3. Buyology – Martin Lindstrom

Martin Lindstrom’s Buyology takes us into a $7 million, three year research project uncovering how the mind reacts to advertising and the role it plays in our buying decisions. Even if science is not your thing and words like neuromarketingfMRI and amygdala turn you off — don’t be afraid to pick up a copy. Lindstrom puts his findings into simple English; “Neuromarketing is still in its infancy… Though it may never be able to tell us exactly where the ‘buy button’ resides in our brainit will certainly help predict certain directions and trends that will alter the face, and the fate of commerce across the world.”

We learn that what we fear as consumers is true: subliminal messages work. There are mirror neurons in the brain that drive us to imitate actions of those around us. In retail, we want to buy the lifestyle that models are portraying through the clothes they wear or the cars they drive. In politics, fear-based advertising is much stickier in our memories than a message that brings hope.

Lindstrom arms both consumers and marketers with the takeaway that branding will become ever more important in the coming years. As consumers we’re given the knowledge to rationally dissect the messaging we see, and as marketers, the science behind how your audience will react to messaging. At 272 pages, Buyology is a fun, thought-provoking and educational read.


4 Books Every Email Marketer Should Read1


 4. How to Win Friends and Influence People – Dale Carnegie

While it might not seem like the most obvious choice, this classic from 1937 provides universal and timeless advice on one of the big challenges we all face: dealing with people. For email marketers, the challenge is often to understand your audience in order to address it in an appealing way, thereby convincing it to take action. And Carnegie provides tips and ideas on how to do just that.

The book is based on management classes that Carnegie held in 1912 and draws on the experiences shared by his students, as well as quotes and anecdotes from historical figures such as Henry Ford, Confucius, and Shakespeare. Throughout its 4 main chapters, the book’s overall message is that in communicating with others, we all need to understand the person or audience we’re talking to in order to approach them in the right way. This is highly relevant to email marketing as well, since newsletters and marketing emails must be targeted at a specific audience in order to convey a message that is effective and appealing.

Don’t be fooled by the quirky title. How to Win Friends, which has sold more than 15 million copies since it was first published in 1936, is packed with advice that is both inspiring and useful. Not just in your role as an email marketer, but also as a communicator in any kind of scenario.

[ Posted Wed, 25 Jun 2014 15:29:00 ]


A Win-Win Situation

This past week, we came across a great triggered email from Squarespace; sent to users a day before their 14-day free trial ends, the email reminds them to upgrade to continue using the service. We like to call this type of message a win-win situation.

The average consumer sees roughly 5,000 marketing messages a day. That’s before we factor in interactions with family, friends and co-workers. With so much clutter in our daily lives, a little automated reminder goes a long way to keep your brand top of mind.

As marketers, automating certain processes can free up time to focus on mining data, understanding your customers and brainstorming new solutions.

Let’s break down this Squarespace email to see what lessons can be learned from design and copy.

A Win-Win Situation


Your Free Trial Expires in 24 hours

The call-to-action here is loud and clear — notice the choice of words too. Squarespace says 24 hours, not one day. Numbers drive a greater sense of urgency and are proven to catch the reader’s attention in both subject lines and copy.

Checking in with users the beginning of the conversion funnel can help generate good feedback and build a stronger relationship.

Rekindle the Spark

Remind your customers why they were drawn to you in the first place — reiterate how they will benefit from staying with your product. This email shows rather than just telling what features a paid membership will offer.

Link Throughout

Sprinkle links throughout the body of the email to maximize the opportunities for a user to interact with your brand.Squarespace does a great job of including multiple touchpoints, while not detracting from the main call-to-action, the upgrade button at the bottom.


Make it easy for users to reach out — especially while they are still exploring your product. Let users know their feedback is valued and build a relationship that will win their trust.

Be Genuine

Squarespace starts by addressing your website address (blurred out in green above) and signs off the email with a handwritten signature. We feel special! Okay, so we also know that this is a pre-scheduled email sent to plenty of other users, but it’s more humanized. This says that they’ve taken the time out to know and understand us.

What kind of work are you currently doing with triggered emails? What would you like to learn more about? Sound off in the comments below!

[ Posted Wed, 18 Jun 2014 17:04:00 ]



4 tips on optimizing your newsletters for mobile

In an increasingly mobile world, people are relying more and more on this third screen to access their inbox and send email. While the overall look and feel of email hasn’t changed much over the years, the way users access and read their email certainly has. Not too long ago, our inboxes were only accessible via dial-up modem from a stationary computer, whereas users today receive and read emails from their smart devices on the fly.

This change in how and where users read their emails presents marketers with different challenges in how their newsletters are crafted and designed to make sure that messages get across to the desired audience. And it’s not just a matter of adapting your layout to the large number of different screen sizes. Your content and entire funnel must be optimized for mobile devices as well in order to get the most out of your mobile audience. Recent studies have found that 65% of emails are opened first on mobile devices and 3 out of 4 users are …highly likely“ to delete an email if it isn’t optimized for viewing on a mobile device. In other words, if you haven’t already optimized your newsletters to mobile devices, now is a good time to do it.

To get you started, we have gathered a few of the most important steps to take in optimizing your campaign for a mobile audience:

1. Your subject line is key

The first thing users see when a new email pops into their inbox is the subject line. Even before opening the email, a user might choose to delete it based on the subject line alone. As such, it is crucial to create headlines that catches the attention of your audience and appeals to them. While this applies to every kind of email you send, it is even more important when addressing mobile users. Reading emails off a physically smaller screen gives you less space for your headline. Additionally, readers will be spending less time on each subject line since they will be scanning their inbox on the go.

Tip: Keep your subject line short and precise. Use words that appeal to your readers and encourages them to open the email.

2. Simplicity in layout

Once a user has opened your email, you want to make sure that the content of your newsletter is optimized for a variety of screen sizes. The reason for this is quite evident: your message needs to get across to your readers, even on mobile screens. A solution for this is to keep your layout clear and simple. Stick with one column so your emails don’t get too wide for mobile devices. Divide your text into smaller sections and make it easy for readers to get an overview of the contents of the email. This also applies to your call-to-action (CTA) elements such as buttons and links, that you want readers to click on. Make sure that these are easily clickable and placed intuitively in the email, to increase the chance of users following them. Finally, avoid using images that are too large, as they can slow down the loading time of the email for users that are making use of their mobile data to fetch your newsletter.

Tip: Go for a simple layout to make it easy for your recipients to read your email. Make sure your CTA (call-to-action) is easy to find and click on.

3. Don’t forget your links

Now that you have made sure to make your CTA easy to find, it’s time to look at your outgoing links. One thing is getting readers to click on your links, another thing is making sure the page they land on works on their mobile device as well. Ideally, the landing pages of your outgoing links are already mobile friendly, so the landing page automatically adapts its layout to match the device of the visitor. If you’re not using mobile landing pages, make sure you’re using code that can be displayed on all types of devices such as HTML5 as opposed to Flash.

Tip: Optimize all outgoing links for mobile to get the most out of click-throughs.

4. Bring out your devices

After you have the fundamentals of your layout down, it’s important to test the execution. This is especially important when you’re looking to optimize for mobile devices that come in many different sizes and screen resolutions. To gain an understanding of how your design works it’s a great idea to actually view your newsletter on several platforms.

By doing so, you’ll quickly see how your layout elements are displayed on the different screens and how clear your call-to-action is shown in the email body. Again, these are important to the performance and overall success of your newsletter campaign.

Tip: Test and preview your layout on a variety of devices and platforms.

[ Posted Mon, 16 Jun 2014 17:08:00 ]



Mailjet Monday: Lina Hussain

Happy Monday! This week we’ll be speaking with Lina Hussain, Senior Sales Manager, based out of our Paris HQ. Lina is a Mailjet veteran and has witnessed some major milestones during her time with the team so far. She’s seen Mailjet outgrow its first office, saw the launch of our new REST API and attended our first major US conference, TechCrunch Disrupt.


Mailjet Monday- Lina Hussain

What do you do for Mailjet?

As a part of the sales team, I’m in charge of finding leads and developing business in new countries as well as working with key accounts in France. Most recently, our business has really taken off in Spain — I’m looking forward to working more extensively with that market in the coming months.

What an average day look like for you?

There really is no typical day! Sometimes I’m in back-to-back meetings, giving presentations, other days I’m at my desk hunting for leads.

I’m also a part of EBG, Electronic Business Group, a digital media group which regularly holds networking events and conferences, so I’m often attending those as well.

How did you start working in sales?

Well, my path into sales was a bit of a whirlwind. It all started with an internship position in events. My time with the team was coming to an end and conveniently enough a neighboring company in the same building was looking for an Account Manager. The skill sets from my event management position easily translated to managing accounts; both were people facing and required a high-level of multitasking. I had also gotten to know both the brand and the team pretty well, developing both a passion and respect for the work they did. The transition made sense. From there, I eventually grew into a sales position and the rest is history.

What is the greatest challenge and reward of being in sales?

The clock is probably our biggest opponent in sales! Identifying the right lead takes a lot of time and once I get to that stage, I set up a first meeting where I identify their needs and how they can use Mailjet to take their email to the next level.

But on the flip side, I’m able to speak about a product that I really believe in and share this passion with potential and existing clients. I love being able to constantly meet new people.

What do you do during your time off?

Let see, do I ever have time off? [Laughs] When I do have some down time, I love to travel and experience new cultures. The benefit of being in sales is that I’m constantly flying around Europe and making friends along the way. When it comes time to vacation, I take out some time to reconnect with these folks.

Your favorite Mailjet moment so far?

When I first joined the team we were still working out of the old Mailjet HQ, a few blocks from where we are located today. The building was still undergoing construction at that time, including my office! Shortly after I started, furniture was brought in from Ikea and we held a building competition; the team that managed to put the most furniture together would go home with a bottle of champagne. I don’t remember who won, but we had a great time. Fast forward less than a year now and we’re in a bigger, fully furnished office with beanbag chairs and sofas. There are many more Mailjet moments to come as we continue to grow internationally.

[ Posted Mon, 09 Jun 2014 17:01:12 ]