On Demand Webinar: Guide to Responsive Email Design

A Mailjet webinar to go through what Responsive Email Design is, why you need it and how to create one!


We’ll go through the reasons behind using creating a responsive email campaign, the technology behind how it all works and how you can go about making sure your email campaigns are all responsive. We will discuss some technical aspects from media queries to CSS and HTML that makes a responsive design to tools and services which can help you create responsive email campaigns in minutes!

5 Ways To Turn Email Feedback Into A Two Way Conversation

When it comes to email marketing, treat your readers like you would your date. Don’t spend your whole time talking and telling stories. Take the time to listen to them! There’s a wealth of information you can find from your customers and prospects that can help increase sales, lead generation or simply engagement.

I know what some of you must be thinking: “Well, we’re doing a good job with our email already”. You very well may be, but there’s always room to improve even more. Why not solidify your rapport with your contact list so they stay engaged for longer and take more action?

Here are a few simple, creative ways you can engage your customers and get their feedback to improve future communication or help develop your product.

Support Feedback

One example is an automated customer survey sent after a customer  uses a company’s support system. This is a great way to start a new chapter in the relationship with your customers, as they would usually contact your support team when they’re having a problem with your product or service. Here’s a good example of just that in action when  I bought some new headphones online but my order never arrived:



Customer Survey

From time to time, you should look to engage your customers through a survey to hear what they have to say about your product or service. To collect a greater sample of replies and make your customers feel special to be heard, ,  try including a number of raffle prizes to incentivize your customers to give feedback. Here’s a great example by Three, the mobile network company:




User Interaction

Have a look at the bottom of this email feedback campaign. Here, Uber is asking the user to provide feedback “What’s your next destination?”, right within the email. Obviously this is just an animated GIF which links to an external site, however it’s a very clever to receive feedback and drive a click-through:




Simple Customer Referendum

You may want to use a “Yes” or “No” based question to receive feedback from your customers. Answers collected from these campaigns can be stored and used to segment customers by behavior and preferences. In this case, British Gas would be segmenting their data based on their customers showing their loyalty to the brand. The segment of customers who choose ‘No’ would potentially receive new email marketing material so British Gas could win them back.


british gas


Product & Services Review 

Finally, you can use email feedback to prompt users to leave feedback on websites based on their purchases or use of services. Customer reviews are extremely valuable, and online businesses are looking even closer on how they can engage with customers to leave quality reviews more often. Here’s how Airbnb and eBay engage customers through triggered emails after their purchase:




Try using one or two of the methods demonstrated here to listen more closely to your customers. Not only will you  get valuable data, you’ll also win over customer trust by  providing value and showing you care.

Have you tried some of these methods already? Which has worked best for you?

Gmail’s Newest Postmaster Tools Means More Inboxing

The Gmail Team announced last week a new suite of Postmaster Tools that is spreading positive news through the email community. Historically, Gmail has not offered this much insight into email metrics for senders, just their feedback report which launched a few years back.  The Gmail feedback tool only includes aggregated spam statistics, which cannot be traced back to the email address of the individual recipient who marked the email as spam. Google states that these new Postmaster Tools are for qualified high-volume senders, like email service providers, to monitor senders closely. Hop over here to start reviewing key deliverability metrics including data on delivery errors, spam reports, and reputation.

Getting Started


To get started, there is a 3-step process to get the dashboard setup.  You will need to prove that you own the domain by entering the DNS TXT Record or the DNS CNAME Record.  The TXT record should not be removed after Google verifies it.  According to Google, it will be tested periodically to confirm the domain still belongs to you.  Once it’s verified and emails are flowing, you will be able to  access the data Gmail is sharing.

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Navigating The Dashboards


After the domain is set up, you will be presented with a set of dashboards to choose from.  The seven dashboards provide quite a bit of data and can be complicated to navigate.  Gmail provides a helpful Support page here – that answers many questions you may have. Descriptions of each dashboard, provided by Gmail, are below:

  1.  Spam Rate – This dashboard shows the volume of reported spam complaints versus email that was sent to the inbox.  Only emails authenticated by DKIM are eligible for spam rate calculation.
  1.  IP & Domain Reputation – The domain and IP reputation dashboard gives a sense of whether the Gmail spam filter might mark emails from that Domain or IP as spam or not.  Keep in mind that spam filtering is based on thousands of signals, and that Domain & IP reputation are just two of them.  The definition of spam in the section below includes mail detected as spam by Gmail’s Spam filter, and mail reported by users as Spam.

– Bad: A history of sending an enormously high volume of email that is considered spam.  Mail coming from this entity will almost always be rejected at SMTP or marked as spam.

– Low: Known to send a considerable volume of spam regularly, mail from this sender will likely be marked as spam.

– Medium/Fair: Known to send good mail, but is prone to sending a low volume of spam intermittently.  Most of the email from this entity will have a fair deliverability rate, except when there is a notable increase is spam levels.

– High: Has a good track record of a very low spam rate, and complies with Gmail’s sender guidelines.  Mail will rarely be marked by the Gmail spam filter.

  1.  Feedback Loop – This dashboard only shows up for senders who’ve implemented the Gmail Spam Feedback Loop.  Click any data point on the graph to see a table with the identifiers flagged by FBL and their corresponding spam rates.  This dashboard has two distinct graphs:

– Average FBL Spam Rate Graph: Shows average spam rate across all identifiers flagged by FBL, on a given day (when applicable) over time.

– Identifier Volume Graph: Shows the number of unique identifiers flagged by FBL per day (when applicable) over time.

  1.  Authenticated traffic – Shows traffic that passed SPF, DKIM & DMARC, over all received traffic that attempted authentication.

– SPF Graph: Shows percentage of mail that passed SPF versus all mail from that domain that attempted SPF.

– DKIM Graph: Shows percentage of mail that passed DKIM versus all mail from that domain that attempted DKIM.

– DMARC Graph: Shows percentage of mail that passed DMARC alignment versus all mail received from the domain that passed either of SPF or DKIM.

  1.  Encryption – Shows TLS encrypted traffic vs. all mail received from that domain, and consists of two distinct graphs within the same dashboard.

– TLS Inbound: Shows percentage of incoming mail (to Gmail), that passed TLS versus all mail received from that domain.

– TLS Outbound: Shows percentage of outgoing mail (from Gmail), that was accepted over TLS versus all mail sent to that domain.

  1.  Delivery Errors – Shows rejected, temp-failed traffic versus all authenticated traffic coming from that domain, within a single graph.  Typically messages are rejected or temp-failed with the SMTP error codes 550 or 421 respectively.  Click a data point on the table to see the reason behind why the traffic was rejected or temp-failed.

– Rate limit exceeded: The Domain or IP is sending traffic at a suspiciously high rate, due to which temporary rate limits have been imposed.  The limit will be lifted when Gmail is confident enough of the nature of the traffic.

– Suspected spam: The traffic is suspected to be spam, by our systems, for various reasons.

– Email content is possibly spammy: The traffic is suspected to be spammy, specific to the content.

– Bad or unsupported attachment: Traffic contains attachments not supported by Gmail.

– DMARC policy of the sender domain: The sender domain has set up a DMARC rejection policy.

– Sending IP has low reputation: The IP reputation of the sending IP is very low.

– Sending domain has low reputation: The Domain reputation of the sending IP is very low.

– IP is in one or more public RBLs: The IP is listed in one or more public Real-time Blackhole Lists.

– Domain is in one or more public RBLs: The Domain is listed in one or more public Real-time Blackhole Lists.

– Bad or missing PTR record: The sending IP is missing a PTR record.

Email service providers have already started adding all of the domains that are being monitored within their network to the Gmail Postmaster Tool.  Gmail’s goal is to provide their subscribers with a spam-free experience and the Postmaster Tool shows just how serious they are about this.



This blog post was written by Chris Arrendale, the CEO and Founder of Inbox Pros. Chris has more than 13 years of experience in the technology and software industry and has worked directly with many different ISPs, webmail providers, spam filter providers, blacklists, and partners to resolve email deliverability and privacy issues. He works with many leading organizations and enterprises to ensure regulatory compliance and maximum deliverability across all systems.

Your 3 Step Cheat Sheet To Passing Email Responsiveness

Here’s a test we can help you pass: email responsiveness. It’s no longer a bonus question – the answer to “Should we ensure our design renders across all devices?” is always a resounding “yes.”  Consumers are always on the go, with mobile email engagement surpassing that of the computer. 66% of email is opened on a smartphone or tablet, according to MovableInk’s 2014 US Consumer Device Preference Report. However, marketers aren’t quite making the grade – nearly half (42%) of marketers say that they rarely or never create responsive email.

We get it, we were never fans of tests (especially in standardized pencil-and-scantron form). Responsive design can seem like an overwhelming task, especially as the number of new devices continues to grow on a monthly basis. How do you know how the email will render for each individual recipient? Where do I even begin to test for responsiveness?

Here are three easy ways to start testing the responsiveness of your designs today:

1: The most traditional way to make sure email campaigns render across devices is to physically test them on these devices. Most  major email service providers, like Mailjet allow you to send test email to yourself and a few friends before blasting your campaign:

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This method is helpful if you can send the test to a few other co-workers and friends with access to a variety of devices, browsers and operating systems. Having an extra pair of eyes reviewing content and testing the user experience can provide valuable feedback.

Tip: You can access and filter previous campaign reports to see the breakdown of device and email client usage across recipients.

2: Use the preview panel in your ESP account to see how your email takes shape across different devices. With Mailjet, after designing your campaign, you can view the completed product on three devices: Mobile, Tablet and Desktop / Laptop. As we mentioned in an earlier post, a responsive design will have images and text that changes size accordingly. The most common design is a stacked column approach, where boxes of content can easily scale without much shifting across screen sizes. To learn more, hop over to our quick guide on creating responsive email campaigns.

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3: Finally, to make sure emails are thoroughly tested on all major email clients, we recommend complementing steps 1 and 2 with platforms such as Litmus or Email on Acid. Every email client has their own way of rendering campaigns. These two tools send your email to more than 50 email clients and provide you with analytics and previews, saving you time and giving you peace of mind. Rest easy knowing that your content will reach the right customers in the right form.

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And there you have it, with these three steps in mind you’ll be sure to ace your next email design with flying, responsive colors. What are some of your own favorite email responsiveness tips?

Mailjet raises $11 Million In Series B Funding

We are extremely excited and proud to announce today that we have raised $11 million in a Series B funding lead by Iris Capital, Alven Capital and Seventure. This comes following a packed year of milestones, we’re now sending more than 15 billion emails through our platform and we recently launched Passport, a tool for designing beautiful, responsive email.

This new funding will fuel development of new features to make email easier for you, especially in a changing technological landscape. Consumers are becoming savvier than ever with devices and apps to simplify and shorten tasks – they know what they want and are expecting a higher level of content and design. As a result, email is becoming a more personalized, consumer-driven medium. Our goal is to continue developing tools that make it easy for you to engage with your customers in the best possible way.

We’ve also got our eyes set on international growth – we’re looking to grow our team to over a 100 employees over the next year. Interested in joining the Mailjet crew and piloting email tools to success? You can find open positions here.

Most importantly of all, we couldn’t have done all of this without you, our users! Thank you all for your continued support. We’re looking forward to seeing the creative projects we’ll be able to support you on in the near future!

Mailjet Monday: Loëck Vézien

Happy Monday! This week, we sat down to chat with Loëck Vézien, Front-end Developer at Mailjet. Loeck talked about the recent launch of Passport and the story behind the new tool.

What do you do for Mailjet?

I joined Mailjet a little over a year ago as a front-end developer. That means I have the awesome job of developing the part of the website users see when they are connected to their Mailjet account. That includes everything from the dashboard to campaign monitoring to Passport.

What does a typical day look like for you?

I mostly work on Passport exclusively now. When I come in in the morning, I first check on the performance of Passport from the night before and sort through tickets for areas to troubleshoot or improve on. This is extremely helpful to review as I start to integrate new features and graphic design elements in Passport.

What were the goals in building Passport?

The main goal for us was to build a tool that makes creating email even easier and more responsive. To offer something different from what is already in the industry today.

To do this, we chose to build Passport off of the fresh new Javascript library, ReactJS. ReactJS allows for quicker user experience and you can tell how your component will render by just looking at one source file.

How is Passport unique?

Passport is built with user-experience in mind. It’s the tool for everyone, regardless of design or coding experience. Passport offers both a drag-and-drop WYSIWYG editor and an advanced HTML editor that displays a real-time preview of your code.

It’s also the only template builder of its kind built on ReactJS. This means Passport can evolve and be iterated on fairly easily. Since ReactJS makes it easy to see how your UI (user interface) is updated, it’s simple for us to listen to user feedback and implement changes accordingly.

What’s to come for Passport?

We’re working hard on building Passport into a go-to tool for all industries to easily build email. We’re also continuing to collect user feedback on a regular basis and will iterate and build out the template library accordingly.

Head over here to check out Passport and try it out today.

Mastering The Email GIF, Frame-by-frame

We all love a good animated GIF. Even after 28 years, they continue to intrigue and entertain us. Most recently, these “digital flipbooks” have been making a big splash on social media. Tumblr, a social platform built GIFs – recently launched Tumblr TV and GIF search. Just last month, Twitter also announced that it would start auto-playing GIFs in feeds. And  All the more proof that we should all consider incorporating GIFs into our email campaigns.

Here’s an awesome example of an animated GIF used in its full glory. American Apparel captures readers attention by using a simple GIF within the context of their messaging.

american apparel

3 steps to GIF creation

Before you start embedding GIFs into your next email, here are a few tips you should keep in mind:

  1. You might remember our post from a few months ago when we talked about keeping an eye on the weight of your emails. GIFs can increase the size of your email quite significantly, so be sure to be mindful that they don’t push your total email size over the 104KB threshold. At this threshold, some clients like Gmail start rolling up “excess content” into a preview link. Not only do you run the risk of having your email clipped off by some, larger GIFs can also take longer to load , a bad user experience or they will just be flagged as SPAM.

  2. Ironically enough, for how long GIFs have been around, there are some email clients that don’t render animated GIFs. Newer versions of Outlook (2007, 2010 and 2013) won’t play the animation. This list also includes Windows 7 for mobile. Don’t let this deter you from using GIFs, though. Even if your email is viewed on a client that isn’t compatible, it defaults to showing just the first frame. Here’s  your chance to make sure that the user at least has an attractive default image to look at. Here’s a great example of this done by Jack Spade:

    Jack Spade

  3. Last thing to bear in mind, is to not overuse GIFs. As with most other email content, regularly switch things up so that you continue to surprise and delight the reader. Overuse of a GIF can lead to loss of value and boredom. So make sure the next time you think about bringing out the GIF-big-guns, spend a good amount of time brainstorming and designing original content.

Ready to create?

There are a bunch of tools on the web that make it quick and easy to create animated GIFs. You can either start with video and tease out a series of still frames or simply a set of photos.  Using tools like Imgur, you can string these into GIFs, or design them using more sophisticated software like Photoshop. Here’s a cool guide to get you started.

If you’re like me and get scared just looking at Photoshop, there are other  alternatives that are user friendly for the non-designer. Gifmaker allows you to upload a number static images and  stitch them together into a GIF, as well as control the loop speed and adjust dimensions. Last but not least,  if you don’t have time to create one or are simply looking for some inspiration, there’s nowhere else better to surf than giphy.com.



Have you created, sent or come across a cool email GIF recently? Share a link with us by commenting below!