Ask An Email Marketer: How Much Is Too Much Email?

From now through the end of 2015, we’ll be collecting your most burning email questions on strategy, deliverability design and more through our Holiday Email Toolkit. Every week, we’ll draw one question to feature here on the blog. Want your question answered in our next Ask An Email Marketer? Head on over to submit it on our Holiday Email Toolkit.

It’s all about finding that email frequency sweet spot when sending in a crowded space like the holiday inbox. Too little and your content might go forgotten. Too much and you risk frustrating customers. So how much is too much email?

It’s a tough question to answer since it really varies depending on your business and audience. But, a good place to start is looking at it from a deliverability perspective. ISPs (Gmail, Yahoo, AOL etc.) track your sending characteristics, one of them being frequency. If you’re looking to increase your sending you’ll want to slowly ramp up, otherwise you’re at risk of being considered a spammer. The higher frequency you send, the more likely certain email servers will think your IP address is sending SPAM.

We found this Return Path report really helpful – retailers who sent an average of three emails a week saw the best results, with a 98% inbox placement rate.




5 Tools To Create Stunning Holiday Email Templates

The old saying is true – a picture speaks a thousand words. 83% of the stuff we learn as humans is visual. 54% of internet users share self-generated visual content. With visuals being a driver of consumer interest and motivation, design is one thing you’ll want to get right this holiday season. We’ve rounded up a handful of our favorite free tools that make it easy to create eye-catching graphics. So when your designer goes on holiday vacation or could use an extra hand, you’ll be able to put an email together, no matter your experience level. Pop these graphics into Passport for a fully mobile responsive template.

1) Canva

We’re kicking off with Canva, an amazingly simple design tool heavily used by the Mailjet Marketing Crew. When you first log in, you can choose from several dozen pre-made templates with a variety of dimensions for your needs – from infographics to flyers to social media and email headers. Their pre-set email header is 600 x 200 px, the size we recommend for Passport.

Canva also has a large library of icons, photos, and logos that can be customized and dropped into the body of your email. They also provide a robust gallery of newsletter templates for you to choose from, pictured below. 

Newsletter Templates

2) Design Seeds

It can be pretty overwhelming for the non-designer to choose color palettes! That’s where Design Seeds comes in handy. The site lets you search for photos by color value – alongside each photo, you’ll see related colors that can be incorporated into the rest of your design.

Be careful with using Design Seeds though, you can easily get sucked into a black hole surfing through the site! The images are so clean and vivid – it’s the Pinterest of stock photography. 2015-10-28 21-32-07 (1)

3) Unsplash

Following up with another photography site, we like to think of Unsplash as one of our best kept secrets. It’s such a simple interface and idea – a collection of free, high res photos. It’s tough for businesses, especially smaller businesses, to get ahold of quality photos online without having to pay pricey royalties or worry about rights. Unsplash eliminates all hassle by uploading 10 new photos to their site every 10 days. Photographers want to submit their photos to the site because of the amount of exposure and recognition that comes out of a feature.

We’ve used these photos for hero images or, turned it into a call-to-action by dropping the brightness and layering over with text. 2015-10-28 21-59-55

4) Image Color Picker

It’s probably one of those tools that you’ve thought about in passing before. Say you’re searching online for inspiration and you come across a really calming blue you’d like to include in your email. How are you going to find that exact blue? If only there was a tool that would let you reverse search that color code? With Image Color Picker, you can do exactly that. All you do is click on a part of an image and it’ll identify the color and spit back the code for you to use in another design. 2015-10-28 22-02-27

5) Icomoon

I don’t know about you, but we use icons quite heavily here at Mailjet. They’re great to break up chunks of text and to bulletpoint lists. The unique thing about Icomoon is that they icons aren’t images – they’re fonts. Interesting, right? Fonts actually load faster (the web is optimized to display text), it’s easier to change the size, and fonts won’t get pixelated on different PPI displays.

And there you have it. These design tools only break the tip of the iceberg – there a variety of free resources if you just search for them. If you want to learn more about how to apply these tools to an email template in Passport, hop on over to our tutorial. 2015-10-28 22-20-51

Have you used the tools in our round-up before? If so, how’d you use them? Are there any other go-to tools that we might’ve left out? Sound off in the comments below!


Want to define your email strategy to win customers over this holiday season? Check out Mailjet’s Ultimate Guide To Holiday Emailing.

Holiday Emailing Guide


Gamifying Your Holiday Content Calendar Planning

While cleaning the other day, I dusted off an old original Game Boy and lo and behold, what did I come across? Tetris. For memory’s sake I turned on the console and gave the puzzle game a play. More than half an hour later of dragging, dropping and re-organizing shapes I remembered the pull of this simple but oh-so-addicting concept. Why is that? Psychology suggests that we’re wired to want to keep things tidy. According to the Zeigarnik Effect, “incomplete tasks stick in memory” – which is why Tetris is so captivating, because it presents both an incomplete problem of falling blocks and an immediate solution of rearranging them.

Planning your holiday email strategy can be just as exciting as tetris. Gamify your campaigns and lower your stress levels by tidying up your content into a calendar. Reach your customers with the right message at the right time. Let’s get started.


Piecing together your goals

We started off our holiday series by talking about how to determine your goals for the season and how to brainstorm content topics. Now that you’ve got all the content blocks laid out, it’s just about dropping them into place.

Remember, goals can vary a lot depending on the nature of your business. But no matter your goal, let’s take a look back at your historical data to review where you found success last year. For example, if you’re looking at conversion, see how many touch points your customers or prospects have needed in the past before converting. This will give you a sense of how many times to email about that white paper download or outerwear sale.

Rotating your resources

Be real with yourself and your team. It can be tempting to fill your calendar to the brim – but remember, quality over quantity. Avoid burnout by building out enough buffer time between email sends to accommodate for technical or design work. Visualizing your content calendar earlier will help you better manage workflow and keep everyone accountable throughout the season. It’ll also help you anticipate any additional resources you might need. If your goals really require another set of infographics, videos or greater send frequency and you’re short on staff, look for freelancers to help lighten the load. Tools like Crew and CloudPeeps can help connect you to designers, developers and marketing talent.

Sliding around key dates  

By now, you probably have a solid understanding of who your customers are and what type of content they’re most engaged with. But do you know where they’re from? It can be easy to forget to account for various regional holidays – which means a lost opportunity to impress and convert. You might want to get a leg up on your competitors by promoting a preview sale or exclusive content days leading up to the holidays. Couple this with social media shares and an easy opt-in form on your landing page to boost your list for the season.

Get started by checking out our handy list of key holidays on our Holiday Email Toolkit timeline.

Instead of one-way interruption, web marketing is about delivering useful content at precisely the right moment when a buyer needs it.” ~ David Meerman Scott, Author, The New Rules of Marketing and PR

Controlling your speed

Just as a really fast drop speed in Tetris turns most average players off, your contacts will have a hard time keeping up with your content if you send too frequently. As you’re building out your calendar, incorporate segmentation to send more to the right people at the right time. Craft up special content for your most engaged contacts or an extra holiday onboarding series for new subscribers.

We recommend taking a page from social’s 30/60/10 ratio to plan out how frequently you message certain types of content to your lists. The ratio suggests that brands should share 30% of the content they create, 60% curated content from other influencers or related brands and 10% call-to-action content. This is especially important to consider during the holiday season when consumers are constantly being hit over the head with offers, deals and other promotional content. Stand out by providing value – whether that’s a funny video, educational infographic or a gift planning guide. Win your customers over by being so good, they can’t ignore you.

“We need to stop interrupting what people are interested in & be what people are interested in.” ~ Craig Davis, Founder of Brandkarma and former Chief Creative Officer of J. Walter Thompson

Schedule, line by line

Wrap things up by finalizing your calendar using Google Sheets, or tools like CoSchedule or Kapost


As you being to fill in your calendar, you’ll see content gaps or opportunities across channels. Supplementing your email content with re-targeted Twitter or Facebook ads served to addresses from your contact list. Or, repurpose your content to capture your audiences’ attention and make the most of your resources. Share email content across other channels such as social, blog posts, presentations and guides.

Taking out a few hours to plan your holiday calendar will be well worth it, we promise. Your stress levels will thank you for organizing your content. You might even get addicted to planning!
What tips or tools have you found helpful in the past when planning your email calendar? Share with us below!



Want to define your email strategy to win customers over this holiday season? Check out Mailjet’s Ultimate Guide To Holiday Emailing.

Holiday Emailing Guide


Mailjet Monday: Emmanuel Boisgontier

Happy Monday! This week we sat down with Emmanuel Boisgontier, our Customer Solutions Engineer, to discuss our exciting new API documentation, interesting trends in the developer community and what he loves about his role.


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What do you do for Mailjet?

I’m part of the Developer Relations team in Sofia, Bulgaria. My main responsibility is to explain to customers how they can use our APIs, and to help them integrate the API into their system. What’s great about my role is that it’s a fantastic learning experience. Every day I get to learn more about email and come up with ways to help customers solve their pain points.


You led the revamp of our current API documentation. What does the new version include?

The main idea behind the revamp was to make the previous documentation more readable. We’ve restructured it into a step-by-step guide, and added more examples in different languages. It’s important to talk to developers in their own language, after all!

We’ve also improved contact list management. It’s now much easier for customers to import their contacts, by uploading large files or sending us their list. The revamped documentation gives more information about this awesome new functionality.


Which technologies are you really excited about at the moment?

At Mailjet, we’re really interested in Golang right now. We recently released a new Go wrapper, which allows users to manage their contacts and campaigns, and send marketing or transactional emails through the API.

Another technology we love here is ReactJS, which powers our email builder Passport. React allows customers to edit their email templates in real-time without having to refresh the page.


What’s your favorite aspect of your role?

Improving the customer experience is what it’s all about; we’re currently working to enhance our personalization feature for the newsletter template, so our users can better cater to their individual subscriber’s needs and interests. Our new functionality and user-friendly API documentation is now making processes such as contact management a lot easier.

I have to say, my ultimate favorite moments are when I see a client I’ve worked with for a while send their first email newsletter.


Eager to learn more about our API revamp? Have a look at the new documentation here.

4 Ways to Craft an Irresistible Opt-in Offer

Aren’t you tired of getting hit over the head with opt-in offers?

You used to be able to just ignore those opt-in boxes in the sidebar or at the bottom of a blog post. But now, marketers are literally throwing opt-in offers in your face and forcing you to make a decision.

The sheer volume of opt-in offers that consumers are faced with makes it necessary to tune most of them out. But if everyone’s ignoring your offers, how can you get more people onto your list?

Here are five proven ways to cut through the clutter and make your offer one of the few that stand out:

#1 – Make an important promise.

What gets your attention when you’re surfing the web?

If you’re honest, not much. Most opt-in offers, even if they seem valuable, are ignored for practical purposes. You just don’t have enough time and attention to go around.

That said, if you stumble across an offer that speaks directly to a problem or desire that’s been on your mind, something you’ve really been thinking hard about, it’s difficult to ignore.

If you want to cut through the noise, you need to align your promise with what’s really on your audience’s mind. Anything short of that will be ignored.

Example: Double Your Freelancing

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Brendan Dunn presents new visitors to Double Your Freelancing with an offer to learn how to ‘Charge What You’re Worth’. For freelancers who make a living charging for their time, this gets immediate attention because getting the best return on their time is always top of mind.

#2 – Be really specific.

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Which of these two pay-per-click ads do you think performed better?

This was a real test run by a B2B software company. They found that the second ad increased clicks by 20.9%.

The more precise your offer is, the more believable it becomes. Your audience isn’t looking for generic solutions to generic problems — they’re looking for a very specific solution to their specific problem.

#3 – Offer immediate value.

There’s a delicate balance between delivering on your promise and giving your audience something they can actually consume.

You can give away a 700-page ebook filled with all your best advice (I’ve actually seen something like this), but it won’t create much value if it doesn’t get read.

The smaller and more digestible your offer, the more likely people will take you up on it.

Example: VideoFruit

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I was scrolling through Bryan Harris’ blog over at VideoFruit when I stumbled across this offer for a ‘List Building Checklist’. Bryan talks a lot about list building on his blog, so it’s safe to assume his readers are interested in the topic. This is the perfect example of an offer that provides immediate value and is easy to consume.  

#4 – Time it right.

The other day I was thinking about buying a mountain bike. I may have also done a casual search on mountain bikes to get a feel for what’s out there.

Then, later that day, I saw a Facebook ad about a mountain bike sale at a local sporting goods store. $400 later, it’s sitting in my garage.

That’s the power of timing.

Social media advertising presents a powerful opportunity to present your audience with a perfectly timed opt-in offer based on their online behavior.

But it’s not just social media. Every piece of content you publish is an opportunity to make an opt-in offer. If someone makes it to the end of your blog post, they’re obviously interested in that topic. Why not give them an opportunity to learn more?

Example: Hubspot

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I love this example from HubSpot’s sales blog because it proves that straightforward offers, when timed right, can work really well. After reading a great sales article on HubSpot’s blog, I’m likely to respond positively to an offer to receive more content like this.

Which opt-in offer is right for your list?

The short answer: all of them.

Each of these strategies can be employed simultaneously with the same list. The most prolific list builders don’t just have one or two pathways onto their list — they keep adding more and more, regularly testing which ones perform best.

Have you had any success with these list building strategies? Are there any other ‘irresistible offers’ you’ve seen around the web that work really well? Let us know in the comments below.


This blog post was written by Ahmad Munawar, a marketer and copywriter who helps brands craft email campaigns that boost engagement and drive revenue. He’s also a Certified Content Marketer with Copyblogger Media. Join his once-a-month newsletter for email marketers at — and say hello on Twitter @aamunawar.

Mailjet For Pythonistas

Check out our new Python wrapper here.

Python is a programming language made for makers. It’s verbose –  arguably similar to English, in the sense that you can perform complex tasks with just a few lines and focus on your solutions without taking care of the actual implementation. Python is designed for building and executing ideas, taking them beyond the brainstorming stage.

Today we are proud to unveil a brand new Python wrapper that we’ll be adding to our collection. The wrapper focuses on simplicity – you can use a single line of code to perform almost any action you need. Nothing more, nothing less.

Considering Python is THE most popular introductory language – it has arguably the largest community of developers of all skill sets and skill levels – the possibilities for collaboration and innovation are great. Not to mention – it’s fast, one of the most important things for your email.


“Python is fast enough for our site and allows us to produce maintainable features in record times, with a minimum of developers” — Cuong Do, Software Architect,

Listing your first 150 contacts:

You can access any resource from Mailjet, followed by either ‘get’, ‘create’, ‘update’ or ‘delete’

Filtering the query is made easy by simply passing a dictionary as a parameter.

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Viewing a specific contact:

Listing your contacts will return your entire list, or the first “x” number of contacts as specified, so what happens when you want to retrieve information for one individual contact? You’ll need to call your contact’s ID. Here’s what it looks like.

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Above and beyond sending email:

We know that email isn’t just about delivery – it’s so much more. It’s about building strong relationships with your contacts, which includes testing content, tracking their engagement through key metrics, and even removing them from your list when they are no longer engaged.

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Try it out and let us know what you think! Let us know below what you planning on building first with the new Python wrapper .

The 4 Gifts of Automation

Ever feel like the rush of the holiday season actually keeps you from doing what really matters: developing your core business?

Well, that’s why – just in time for the holiday ramp up – Mailjet has integrated with four iPaaS platforms: Zapier, Cloud Elements, Podbox and With these tools, you can easily connect Mailjet to the other web apps you use and automate tedious tasks. The benefit? Get back to concentrating on your core business while also identifying hidden growth opportunities!

Let’s imagine your time-saving scenarios with each iPaaS.

  1. Eventbrite + Mailjet (via Zapier)

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Planning a holiday event? Keep things simple. Sync up your Eventbrite event so that new attendee  email addresses  are automatically transferred into a Mailjet list. Build event updates and reminder emails using the full suite of Mailjet tools and track engagement on your real-time dashboard. Click here to start.

Zapier: The iPaaS provider with one of the most extensive app ecosystems including over 500+ web app connectors. Connect two web apps together via an online user interface to push future data from one app to another.  

  1. Salesforce + Mailjet (via Podbox)

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Want to know if your holiday emails are being opened? Connect Salesforce and Mailjet to see (right inside the CRM) which customers are positively engaging with your emails. Click here to start.

PodBox: An iPaaS provider that goes beyond connectors and into Data Management with the ability to continuously synchronize historical and future data flows between multiple apps so that no matter in which app you access your data, it’s always up to date.

  1. Sugar CRM + Mailjet (via

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Mailjet also works in the reverse direction. Did a new customer sign-up to your Mailjet list to receive your newsletter? By connecting Mailjet to your CRM system, like Sugar CRM, this customer will be automatically added to your CRM. No stress about manually synchronizing multiple lists. Click here to start. An iPaaS provider that goes beyond just future syncrhonization of data but that also grabs historical data when you connect two different web apps together using their friendly online interface.

  1. Paypal + Mailjet (via Cloud Elements)

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Want to keep your customers up to date on your holiday promotions? Then sync up your Paypal and Mailjet accounts and let them exchange information on an ongoing basis. For example, have your Paypal customer email addresses and past purchase history added directly into a Mailjet list so that you can easily segment and send them great looking promotions. Click here to start.

Cloud Elements: An iPaaS provider tailored specifically to making developers’ lives easier by  providing a ‘One-to-Many’ approach allowing developers to integrate to one REST API and then connect to a full category of popular cloud services.

Note: The examples above are often available across all 4 iPaaS platforms.

To wrap things up (with a holiday bow!), by connecting Mailjet to these integrated iPaaS platforms you have the possibility to connect with hundreds of different web apps. So let the automation flow and, this holiday season, leave the tedious work up to us.


How To Kick Off Your Holiday Email Strategy With A Whiteboard

We’re getting into the holiday spirit here at Mailjet. Over the next few weeks, we’ll be talking more about email strategy during these busy winter months and best practices to get to the top of the inbox as businesses vie for wallet share. From content to design, deliverability and analytics, we’ll cover it all.


When coming up with Christmas present ideas, what’s your strategy? Do you shop around to see what’s in fashion? Recycle an old gift from last year? Find out what other people are getting the recipient?

When strategizing your holiday email marketing, try a mixture of these. Get the team together for a few hours around the whiteboard before jumping into your campaigns. Pulling up your list of goals for the holiday season, think about current topics your customers are talking about, their needs and pain points. Consider what’s worked well for you before, as well as competitor and industry trends. Drawing together all of these points will help you and your team come up with words or themes to focus your campaign on.

Here are our marketing team’s three favorite points to follow for a successful brainstorm session.


The data of Christmas past


This Christmas, be a Scrooge. We’re not saying that you should be miserable. Instead, use insights from your past to change the way you act. As an email marketer, you’re probably already aware of the importance of reviewing past campaigns to improve your content and fine-tune your audience going forward. A tool like Mailjet’s Campaign Comparison allows you to easily compile data and analyze trends over time. You can also group past email campaigns together and average metrics to create benchmarks, which give a standard to measure the success of future campaigns.

Ultimately, benchmarks will help you answer those all-important questions: Which subject lines best captured your subscriber’s attention? Was there a certain piece of holiday content that generated more click-throughs, e.g. a funny video, a link to a festive blog post? How did you phrase those winning call-to-actions (CTAs)?


C is for customer behavior, competitor research and current trends



Customer behavior changes over time – you have to be flexible, adapting to their needs while staying one step ahead, predicting what they may want or need next. Revamping your past content with some fresh new ideas will keep your relationship with your customers strong.

The first step to refreshing your holiday content can be to research industry trends to make sure that you’re relevant. Are there any trends going viral that you can incorporate into your campaigns? What are your competitors up to this holiday season? What content channels are most successful for them (social, blog, advertising)? What content pieces are most popular?

They might be running a special promotion this holiday season, or have introduced a new interactive element on their website, e.g. an openable advent calendar. Remember, their existing customers are your potential ones. Keep an eye on which themes appeal to this demographic, and how you can integrate these into your marketing, while retaining whatever makes you unique.

There are some useful tools to help you stay in the know. Buzzsumo can help you discover trending content topics in your industry; filter by type and time period to find out which are most relevant to your strategy.

Use social listening tools, such as Topsy or Mention, to find out what interests your subscribers, what they need and what their pain points are. Which hashtags are currently popular among your customer base? Find out how your customers interact with your brand, and use social media platforms to experiment with new ideas, for instance running a ‘caption this photo’ competition. Walmart shows how it’s done:



What’s on your holiday wish list?

Once you’ve come up with a list of themes, based on current trends and past insights, combine these with your specific year-endgoals.

For instance, you might be an e-commerce shop looking to drive more sales during the holiday season. Your past campaigns suggest this is a great time to do so – in fact, industry research predicts that by the end of this year, the industry is projected to reach nearly $334 billion in consumer spend. Saving money might be a popular theme among your customer base and your competitors’. Your subscribers might respond well to engaging visual content. So how can you combine these? One idea could be to run a mystery promotion campaign, where subscribers are given various promotions at random after clicking on a festive image in the email. Only a small percentage of your subscribers will receive the promotional code-containing emails, but the prospect of doing so adds excitement, intrigue and drives engagement.

Kickstarting your holiday email strategy doesn’t have to be difficult. Sit down with your team to consider all of these elements and combine them to come up with some great ideas. It’ll get you in the festive mood and make your holiday marketing more efficient and even more exciting!


Liked this content? For more holiday tips and tricks, check out our gift that’ll bring you to the #topoftheinbox this season.


What Is ‘Safe Harbor’ And How Will It Affect Your Business?

On October 6th 2015, the European Court of Justice (CJEU) cited Snowden and NSA spying, ruling to invalidate a long-established Safe Harbor agreement between Europe and the U.S. which allowed the transfer and processing of data between servers in both countries.

The Safe Harbor Agreement, first established by the European Commission in 2000, allowed US companies to self-certify that they met the appropriate EU standards on personal data protection. More than 5000 “Safe Harbor self-certified” US companies will need to find an alternative solution to legally do business in the EU.

So what this mean for giant internet companies, and more importantly what does it mean for your business?


What was the Safe Harbor agreement?

European privacy law does not allow the transfer of its citizens’ data outside of the EU, unless the data is carried to another location deemed to have “adequate” privacy protection policies.

The Safe Harbor agreement that was in place with the European Court and the U.S. was entirely based on a self-certification program of the American companies, tended to facilitate the transfer of their EU customers’ personal data to US-based servers and data centers.

Tech giants and other large companies, like Facebook, who were previously self-certified under Safe Harbor have since announced that they would move quickly to modify clauses to protect the EU data and adhere to the privacy policies under this new law.

What happens now?

The EU privacy regulator is set to replace Safe Harbor at the end of January. The new pact will likely be a restricted version of the data transfer process.

Each EU Member State has been assigned the task of determining whether to suspend data transfers to the U.S., given that other transfer measures may have been put in place by the companies  like “Binding Corporate Rules” or “EU Model Clauses”:

  • The Euorpean DPAs, including the French Commission Nationale de l’Informatique et des Libertés (CNIL) met on October 15th to analyse the consequences of the CJEU’s decision dated October 6, 2015. They invalidated Safe Harbor and adopted a common statement, requesting the European institutions and regulatory bodies to find legal and technical solutions by the end of January 2016. We should expect more news soon.


My company also operates in the EU, am I impacted by the invalidation of the EU Safe Harbor agreement? 

As an email service provider, we can’t offer legal advice, so we do encourage you to consult your attorney for a full understanding of how this will affect your business and necessary steps to take. In the meantime, we’ve put together some general guidelines to help you identify where you might potentially be impacted and how to seek regulatory compliance if needed.

  • According to EU/EEA, you’ll first need to determine what type of data you collect. Your organization is considered the data controller and you remain responsible for all data you collect and how it’s transferred. Before you take action and put new procedures in place, create a map of all personal data you are currently collecting from your customers or prospects and where the data is being sent, stored and/or processed.
  • Identify any ‘personal data’ collected by you or any third parties affiliated with your business. With the rise of cloud software and more data being hosted by third party service providers, there’s a big chance you may be sending data to the US.
  • If your U.S. service providers receive, store and/or process any “personal data” from EU residents without proper data protection agreements in place, you should get a new contractual agreement that includes at least the EU Model Clauses or other methods which allow you to legally transfer data from the EU to the U.S. If your service provider or supplier was Safe Harbor certified, they are likely to draw up new agreements and terms of business to make sure they are covered. Be sure to review these contracts carefully with legal consult and not to rush into a quick fix. Follow up with your national regulator for their advice.
  • If you don’t have an explicit agreement with your U.S.-based service provider, the best alternative is to probably migrate to a EU-based service provider as soon as possible, to limit any risk exposure and legal liability.
  • Finally, it is useful to recall the basic email marketing best practices. You should always be keeping these in mind, bu they are also mandatory under European law:
  • Unsolicited mass email sent by a company is considered spam and can be subject to legal action.
  • Companies must collect explicit consent (through opt-in) before using customer data for marketing purposes. This includes data collected through interaction with email, websites and apps and more. For example, if you want to send a personalized email based on your contacts’ location, you won’t be allowed to do so without their consent. EU based organizations should protect themselves by updating their language during the email opt-in process to include permission to use this information to curate targeted email content.


What about Mailjet?

As stated in our Privacy Policy, Mailjet’s servers are exclusively located in Europe and strictly comply with the European laws on personal data security.

In rare cases, Mailjet may have to transfer some data to U.S.-hosted services, for analytics or to fight spam for instance. In these circumstances in the past, we didn’t just use Safe Harbor certification, but also requested firm commitment that these receiving services would comply with European rules, through binding DPAs (Data Protection Agreements) including European model clauses.

If you’re already a Mailjet customer, your data and those of your own customers or recipients are safe. The CJEU’s invalidation of the Safe Harbor agreement won’t impact the way you’re currently using our services. Rest easy and send confidently.

If you’re not currently using Mailjet, this CJEU decision might be a good opportunity for you to revisit your email strategy, taking a deeper look at how your customer data is currently being protected. Contact us if you’d like to chat more!


Update, 14th April: The EU and the US have been working together to create a new policy that will replace Safe Harbor. However, the new agreement, Privacy Shield, has not been finalised yet and both Europe and the US have still got work to do to ensure they come up with a new framework to ensure the protection of personal information on data transfers.

Is your business or organization affected by the invalidation of Safe Harbor? Do you have any tips to share on transferring data and adjusting to new regulations? Discuss with us below.