Hot Off The Email Development World: Our #LitmusLive Takeaway

If you’ve been following us, you’ll know by now how passionate we are about email design (a passion that inspired us to create MJML, our own open-source email framework).

So we wouldn’t have missed the Email Design Conference by Litmus in London for anything in the world. In case you didn’t know yet, Litmus is a pretty cool tool created to help email designers and developers to test their email in different clients, saving them days of manual testing. At Mailjet, we use it extensively to develop MJML and Passport.

This year, Litmus is launching three conferences on Email Design, and the first one took place on 26 and 27 July 2016 in London. Litmus designed this conference to be community-based, mainly focused on developers and marketers. And since it is always great for us to meet key people from the small email world, get inspired, learn about the latest trends and get back home with new ideas, we were there. Amazing conferences and people talking about email development – what more could one ask for?

If you missed it, here’s our takeaway from the event in a nutshell.


The Hot Topics in Email Development

Although there are many topics deriving from Email Development, the conference really focused on two current trends in the industry: progressive enhancement and interactivity.

litmus conference

The Challenge of Progressive Enhancement

When creating an email, you want to deliver a clear message that fits your goal in terms of engagement with the audience. Different email clients offer different possibilities for that, but these are constantly changing. Progressive enhancement is about making sure that, as an email developer, you are benefiting from all the features the most advanced email clients provide -while also making sure that people using less advanced email clients can still get the point of your email. We know progressive enhancement is challenging,because we had to learn (sometimes the hard way) how to master it as a key principle in MJML design.

As Sam Sexton from MOO presented it in his talk, it means optimizing the responsiveness: allowing your design to scale up nicely from mobile to desktop (like MJML does out of the box). It’s also about ensuring that background images will be well positioned, as explained by Kristian Robinson, from Two Associates Ltd.

Progressive enhancement is a challenging topic because email clients evolve constantly. They bring improvements, along with unexpected bugs sometimes. Methods to achieve this progressive enhancement are also moving a lot.

While presenting his latest findings and experiments in the field, Rémi Parmentier (also known in the email development world as HTeuMeuLeu) demonstrated how creative email developers are – and have to be-, in order to go beyond the current obstacles and make things move forward. You can check out some of his conclusions about Super Mail Forward and Fab Four Technic.

litmus conference

Unlocking the potential of Interactivity

The second hot topic at the conference was interactivity. A few years ago, emails were mostly static, and the technology behind them wouldn’t give developers and marketers much space for creativity in the way that they engage with their recipients.

But things have moved a lot in recent years and interactivity within emails is now possible, opening a lot of new options. We have unlocked new horizons to be creative with emails (sometimes while leveraging crazy hacks), like animation, which Wolfgang Marterbauer from Dialogschmiede presented in his talk about CSS 3 animation, or a flow within the email itself, which some attendees introduced during the two Live Optimization sessions.

But interactivity comes with its own new challenges – it brings testing to a new level of complexity. Cyrill Gross from Mayoris AG showed the audience how he successfully found solutions to this problem. And for organisations like Litmus, new challenges arise as well in terms of platform improvements and coming up with elegant solutions.


Wrapping Up…

We had a great time at Litmus’ conference thanks to the insights provided by the speakers. Meeting the email community was also great – people are really eager to learn and experiment with email, a channel which is still engaging and keeps offering new ways to build a relationship with your audience. #Emailgeeks rock – but two days is too short!

litmus conference


The Mailjet and MJML teams now look forward to attending the Boston Litmus Conference next month. Will we get a chance to see you there? Did you attend the London one too? Share your experience and comments with us on Twitter, using the #LitmusLive and #MailjetAtLitmus.

Dev.Mailjet Just Got A Fresh New Look

Today, email is a key aspect of any application, yet having to manage your own email infrastructure is painful for most developers. That’s why we’ve committed ourselves to building  easier solutions.

Since 2015, our API has improved and matured a lot thanks to your feedback. We’ve made some changes and decided to give our good ol’ website a revamp with a whole new bunch of features. Here’s what you need to know.


A brand new home for Mailjet developers

2016 has been a super busy year for the developers’ activity at Mailjet. Traffic on our dev website,, increased a lot and we knew it was time to give it a refresh.

Think of it as a new, way better home for developers. We’ve given it a fresh new look, a visual design that’s aligned with our current design guidelines. Plus, it’s also way easier to use. You can now understand what Mailjet API is made for at a glance without having to go through the whole documentation.

send email API

Along with the revamped website, we’re also introducing a new dedicated newsletter to keep our developer community up to date with the latest API-related news. So, what are you waiting for? Click here to subscribe.


Our API just became even better

Our API is the core asset of Mailjet for developers. We don’t want to brag, but we believe it’s a great product with the latest additions that we have made:

And now for the cherry on the cake, we’ve also opened a dedicated Twitter account to interact with our community of users. Meeting people during hackathons and events is great, but we felt that we needed a channel, so that we could share our news with you everyday: say hello to @mailjetdev.


What’s next?

I’m glad you asked. The above is all very good, but it’s only the beginning of a long series of awesome developments for Mailjet’s API users. Here’s what is on the agenda for the next few months:

  • You may have heard of our new marketing feature: Email Automation. You can now welcome new users automatically, and more automated workflows will be launched soon to cover more business cases. For now, it’s available only from our UI but we plan to also make it accessible from our API by the end of the year.
  • Outside of Email Automation, there’s also our open-source baby. MJML is a markup language making responsive HTML email coding (finally) easy for developers. Since its launch in February 2016, MJML has received amazing support and feedback from the community and it’s continuously improving, like fully integrating it back to Mailjet Send API and Passport, is top of our roadmap.
  • Whilst we’re talking about improvement, we are also focusing our efforts on making our API even better. The next step is to improve our API reference to provide an easier way for Mailjet API experts to navigate into it.
  • Along with all these projects and products, we want to create a dedicated space for our community of users. This space will be included in the new website and will allow users to share tech content, exchange tips and help one another.
  • Last but not least, of course, we keep committing ourselves to publish  more materials in order to facilitate the understanding and use of our API. That means creating more demos and a starter kit to facilitate on-boarding.


As usual, we welcome your contributions on Github and interactions with us on Twitter. Your feedback is what helps us to continuously improve our product for you. Thanks for being awesome and we hope you enjoy using Mailjet.

Gotta Catch ‘Em(ail) All: Email vs. Pokémon GO

Unless you’ve been living under a rock, it’s impossible to have missed it. During the last two weeks, you’ve had the opportunity to become an actual Pokémon trainer, and try to catch ’em all! Well, at least the 151 original monsters.

Yeah, the dream we all had. If you were crazy about Ash and Pikachu’s adventures in your youth, you’ll be happy to know that becoming an actual Pokémon trainer is now a reality, thanks to an addictive new game: Pokémon GO. You can travel the world, capture the Pocket Monsters of your childhood (or of your big brother/sister’s childhood – damn I feel old today) in the streets and conquer the world for your satisfaction, defending and/or attacking arenas. That’s if there is enough network coverage. All that is great news for aspiring Pokémon Gym Leaders. But how does it relate to email and marketing in general? Actually, more than you’d think.


Gotta catch all the customers

The game became huge in just a few days, forcing Nintendo’s stock price to rocket jump and reach its highest price in 6 years. Nintendo is currently more valuable than Sony, for the first time in its history. Plus, the app has been downloaded more than Twitter or Facebook. So obviously, other companies are trying to ride the Pokémon GO wave, some with more success than others.

But, what can you do if you don’t have the same resources that Amazon or Mall of America has? Actually, quite a lot. You might have seen some pictures retweeted, where some retailers have jumped on the Pokémon GO bandwagon relatively quickly. One of the biggest assets of the game is it mixes digital and real worlds (just like Porygon), well located physical shops – i.e. close to a PokeStop and/or arenas – try to attract Pokémon trainers. How? With simple signs. Avoid being rude and say that “only paying customers” can catch Pokémon on your premises. Invest in some lures that you’ll use during rush hours, and simultaneously offer discounts or try to engage playing customers on social media.

Cheering is super effective

But you’re going to say that everybody does that. OK, so you want to go one step beyond? Rest assured. John Hanke, CEO of Niantic Labs, the company developing Pokémon GO, announced that, soon, retailers and companies will be able to sponsor some arenas or PokeStops. In this way, Niantic is reproducing a system that has been applied to its previous hit game: Ingress.

Niantic apps and email

Most sources tend to confirm that Niantic is going to apply something similar to Ingress to upsell Pokémon GO. Since Niantic split from Google in 2015, it can’t rely that much on funding. So, there is a heavier focus on sponsored content and selling ad space. As we’ve seen before with Ingress, their apps are constantly updated, to facilitate the user experience and/or allow companies to be showcased during special events. Note, that among the most recent upgrades to Ingress has been the addition of email notifications.

This body of evidence allows us to make this statement: emails will soon come to Pokémon GO. And that can only be good news.

The first clear reason is that the users of the app will have another way – besides checking the app itself – to be notified when a PokeStop pops up nearby or when your arenas are under attack. After all, you have to protect your turf from Team Valor #TeamMysticRules.

Team Mystic rules so hard

The second (and most interesting to marketers) reason is that with the upcoming sponsorship of specific places by brands, we can imagine that there will be a retribution system set. Just like ZipCar did in the past with Ingress. Surely, the brands that opt to sponsor the Pokémon GO app will offer deals and discounts to trainers passing by their locations. And, what would be the easiest way to retrieve said deals and discounts? You got it: email.

Email and Pokémon GO are an obvious choice. Even though we can imagine that the in-app notification system will still be favored to email notifications, the whole “get your coupon” thing would work way better with the app sending a messages directly to the inbox of the user. We can only speculate about this. But it’s a direction that Niantic should examine carefully.

With this being said, we don’t have the precog powers of a Xatu to know what will be the future of Pokémon GO. So, while we’re waiting for new marketing opportunities to arise, we can only do a few things: walk down the street to hatch those eggs, occupy all the Team Valor arenas #TeamMystic, and of course, catch ’em all!


If you’ve got a different idea for a marketing opportunity associated with Pokémon GO, tweet us @Mailjet using the #TeamMysticMailjet.

Consumers Reveal How Brands Are Missing The Communication Mark: A Research Report

In July 2016, Mailjet commissioned a new piece of research to understand how consumers in the UK view communication with the brands they interact with. The survey was taken by over 1000 consumers from across the UK, all participants were aged 16 and above.

Consumer research UK cover.001

The research looked at consumers mobile habits, to identify how and when to best reach consumers on mobile. The study also looked at what consumers are looking for in the communications they receive from the brands they interact with.

Are you meeting consumers expectations with your brand communications? Not sure, download the report to find out what consumers really want from the brands they interact with.

Research report banner

Why You Should Use UTM Tagging On Your Campaigns

Whatever the goals of your email strategy (whether it be to gain more brand exposure, generate more revenue, drive more traffic to your website…), you should always track your sending. Because, emailing doesn’t stop with pressing “send”. You want to know who opened your message and which CTAs generated the most clicks. Thankfully, most (all?) ESP’s offer you easy and digestible stats like open, unsubscribe, click or bounce rates. But what if you want to go further? What if you want to know what path the people who clicked your email followed? Know what pages on your website they visited and what they purchased? Well, we have a solution for you – UTM tagging.

UTM what?

UTM tagging! UTM stands for “Urchin Traffic Monitor”, Urchin being a web statistic analysis program that Google acquired in 2005. Following this acquisition, Google merged Urchin to its own monitoring/tracking system: Google Analytics. Even if Urchin doesn’t exist anymore, the name stuck.

So, basically, UTM parameters allow you to add some trackable extensions to your URLs. The parameters are:

  • medium (mandatory): the medium the link was used upon. Examples: email, social_media…
  • source (mandatory): the source or website the link is coming from. Examples: mailjet_UK, newsletter, android_app…
  • campaign (mandatory): the way you will identify the links with the same medium and source.
  • term (optional): if you are using paid search and/or referral, you will want to add this parameter with relevant keywords for your link to be better identified.
  • content (optional): can be of interest if you’re A/B testing your links, so you can tell the versions apart.

To sum this up, UTM tagging is a simple and efficient way to categorize and organize the different sources of traffic coming to your website and identify their origins.

So, why is UTM tagging relevant to email?

As I mentioned in the intro, most ESP’s now provide you with relevant statistics and information about the campaigns you’ve sent. Your tracking stops at the status of the email: sent, opened, clicked, bounced, blocked, set as spam, unsubscribed… You can’t really see what happened after the reader clicked on your CTA. That’s the limitation here but, hey, let’s face it, ESPs are not CRMs.

That’s where using UTM tags can help you. They enable you to spot the source and medium of each of the links directing to your website, you’ll be able to identify who went where, and keep tracking that visitor through their journey on your website.

With this data, you’ll be able to know the preferences of your readers and send them more personalized offers and emails! You’ll (hopefully) get their attention more easily, and grow their engagement towards your brand. In the end, it will help you generate more revenue!

Nice! So, how do I do that with Mailjet?

There is nothing more simple! You just have to copy & paste a UTM tagged link into the CTAs of your newsletter in Passport. You may ask me: how do I create a UTM tagged link? Well, you have multiple options. You can do it manually, adding your source, medium and campaign tags directly when you’re writing your link, and get something like –

You can also make life a little easier by using an online link builder, like the Google Analytics URL builder. Or, you can create your own using a simple spreadsheet, adding your tags and links to the document, to get a ready-made UTM tagged URL.

All you have to do is to send your campaign, and wait for a little while to give your recipients time to actually open, read and click your email. And, follow the tracking through Google Analytics! You’ll then have a better understanding of the behavior of your readers, and will know what actually is relevant them.

As you now know, UTM Tagging is not rocket science. Though, making small edits to your links might actually help you grow your revenue and better engage with your prospects and customers. So now, you know what you need to do!

We’d love to hear your experiences with UTM tags, let us know by tweeting us @mailjet using the #mailjetmarketing.


Conquer Email Automation With Software Advice’s Marketing Research

At Mailjet, we always like to be ahead of the game when it comes to email marketing. If there’s something out there we can try or a new feature we can implement, we’re always eager to explore it. Providing our users with the best tips and functions to power their email is at Mailjet’s core, and with that in mind we recently launched Email Automation.

You’ve probably heard about Marketing Automation before, and how a smart email automation strategy can strengthen your customer relationship and increase your ROI. We know many of our customers might be using Email Automation for the first time or might want to learn more about it. That’s why last week we spoke with Craig Borowski, marketing researcher at Software Advice, an email marketing analysis and reviews company, on his latest Marketing Automation research.

Want to know more? Read on and find out what he told us.


Q: Your team recently conducted research on marketing automation trends for small businesses–what were some of the most surprising results?

After analyzing Software Advice’s interactions with a sample of hundreds of prospective marketing automation buyers, we found the vast majority (98%) are purchasing for the first time. Even more surprisingly, nearly half of them (47%) are still using manual methods to manage their outreach. This can be a very time-consuming task that’s prone to human error, not to mention the challenge of tracking and personalizing on a large scale.

When we drilled down into the specific features marketers are seeking out, we found that 73% of prospective buyers wanted email marketing or drip campaign functionality. Email marketing may be a popular choice amongst marketers looking to automate because it, more than other channels, clearly shows when certain goals or targets have been achieved. You know when somebody has opened an email. The ubiquity of email also helps; it consistently has a higher ROI than other traditional channels, making it a solid starting place for newcomers.


Q: More and more, consumers expect personalized content and real-time interactions. How can email marketing software meet these demands?  

Email marketing platforms allow users to group contacts or leads by shared characteristics–location, household attributes, buyer stage–making it easier and faster to send targeted outreach. Drip campaigns automatically send email messages over a scheduled period of time or when certain milestones are achieved to help automate the process for already-busy business owners. Considering the fact that so many businesses are just beginning to automate their outreach efforts, it’s helpful when Mailjet or other tools offer built-in templates and drag-and-drop interfaces. These features benefit businesses by making it easy to design and build personalized email campaigns for first-time email marketers and seasoned pros alike. By automating these repetitive processes, email marketers can spend more time building genuine relationships with their customers.


Q: How do small business owners know when it’s the right time to invest in software?

Time and money are the two most valuable resources for small business owners. Often they’re left wearing many hats–the sales and marketing team could be one person trying to juggle it all. As with many business decisions, there’s not a clear, black and white threshold, so the timing can depend on a variety of factors.

Generally speaking, it’s the right time to invest in software when you realize you want to spend less time treading water with manual and repetitive tasks and more time developing, executing and tracking marketing campaigns that build stronger customer relationships.


Q: What are the key considerations email marketers should keep in mind as they compare different options?

When business are evaluating different options, it’s important to know exactly what they need. Email marketing is a vast market, with many different levels of underlying technology. Without a clear idea of your business objectives, it’s easy to get swept away by all the bells-and-whistles out there.

Ask yourself: What mediums are your customers using? Are they viewing emails on mobile devices? Are they active social media users? You’ll want to find a system that caters easily to their habits.

Another key consideration: What degree of personalization would you like to offer? From monthly newsletter blasts to personalized messages based on interactions with your website and everything in between, email marketing software can accomplish a variety of tasks.

Finally, as with all software purchases, consider the future of your company. Will this tool be able to scale with your team?

Answering these questions (and knowing your budget) will help you come up with a list of requirements. With that list, you can compare different offerings until you find one that is an ideal fit for your needs. Reading customer reviews of various email marketing software solutions gives you the real scoop on the tool in action, which can help with the research phase of your software selection process.



Just as Craig Borowski’s research identified, our experience also tells us that more and more customers are now looking for email marketing solutions that will allow them to automate their sendings. This is the reason why we are decided to make Email Automation an accessible tool for all, continuing in our quest to make Mailjet the best email solution for all size companies.

But it’s not all about having the latest features, you also need to get the foundations right. That’s why we continue focusing on providing world-class deliverability for your marketing and transactional emails, and a scalable solution that is both easy to use and extremely powerful.


Have you tried our new feature Email Automation? Do you use any other marketing automation tools? Tweet us your ideas and experience using the hashtag #MailjetMarketing.

Open Source Survey: We’d Love To Hear From You

At Mailjet we’re all about giving back to the community. That’s why we created MJML, our open-source email coding framework. MJML’s objective is to make responsive email development accessible to the majority of people, experts or not.. It takes care of translating the MJML you wrote into responsive HTML, rendering beautifully in the most popular email clients. Plus, our markup is at least 50% more efficient in creating responsive email.

Today, open source is integrated into all levels of enterprise businesses. Not only are the opportunities for the cloud and big data endless, but so are the possibilities for the IoT, SaaS, etc. It’s no surprise big players like Tesla, GE and Netflix are getting into open source, but smaller players are getting involved too, we certainly are and Algolia is as well.

We relish the opportunity to give something back to the community, but in order to give you the tools you need, we need to understand what is important to you. So, we’ve created a short survey, to better understand your views on open source working. Help us shout about the innovative ways we (the developer community) approach our work by completing the survey and get the chance to win some awesome MJML swag and a 50€ Amazon gift card.

collageBefore we ask for your opinion, let’s dig a bit deeper into our views on open source:

A Contribution Recognized By The Community

For a company to be able to give back to the developer community in the form of an open source project is seen as a significant contribution. It shows a sign of maturity. The developer community is all about support and engagement, where open source equals long-term commitment, offering gravitas to a team in the tech world.

But, it’s important to understand the responsibility of such a commitment. It is not a decision to take lightly, you have to have a team that’s 100% dedicated. They must be fully onboard with the project and aware that it’s very much for the long haul. Open source is for life, not just for Christmas! Ok, well maybe not for life, but it’s certainly a long term commitment. Additionally, the developer community is a small world, a very versatile one at that, so don’t take on a project you’re not ready for.

Added-Value For Employers

IT departments: get feedback directly from the users, enabling developers to improve the product in an approach that’s customer centric. Software is international, so even if your organization isn’t physically global, open source can give you an international aspect. And by doing this, it can potentially open your business up to new markets that might have been closed for your company without open source

Best Places To Work

Organizations with open source projects are seen as innovative and transparent, often with a reputation of showcasing their ecosystems to the community. These type of companies are very attractive to the best developers – think of it as a great word of mouth. Developers see these organizations as a community where the whole team is involved in shaping the future of that industry.

You’ve heard our views, so now, we’d love to hear yours! Tell us how you approach open source working by completing the survey, and enter into a draw to win some awesome MJML swag and a 50€ Amazon gift card. If you’d like to join the Mailjet open source conversation, tweet us @mailjetdev with the #opensource.

Take the survey!



What Does Brexit Mean For UK Marketers?

Brexit has become this summer’s trending topic. Move aside, Euro 2016 and Rio Olympics, Brexit has managed to send the whole of Europe into turmoil in a way that few predicted. You might be wondering what’s up next and what Brexit really means to your business. We are too. Read on and learn what we know about it so far.

Two weeks ago, the UK voted in favour of Brexit and to leave the European Union (EU). At the time of writing this post, we are in a period of uncertainty. We don’t really know what Brexit will mean for the UK, or its businesses and their marketing teams. We don’t even know who are next Prime Minister will be.

Earlier this year we conducted a piece of research, to better understand UK marketers views on the possibility of a Brexit. 31.3% thought it would have a positive impact on their business. So, there is a sizeable proportion of UK marketers that are excited by the possibilities to come.


What do we know about Brexit so far?

Once the British Government triggers Article 50, there will be a 2 year period for the UK to negotiate its leaving terms with the EU. Ensuring that the UK becomes a leader in the digital economy, without the Digital Single Market (DSM), needs to be at the forefront of those negotiations. Individual trade agreements will need to be made with the all the countries within Europe and the rest of the World.

GDPR (the General Data Protection Regulation) will come into place in 2018, while the UK is still a member state of the EU. UK marketers will need to continue to prepare for Privacy Shield, as it is likely our data protection legislation will be in a similar vein when we become an independent state. At the moment we are unsure if the UK will continue to comply with GDPR after Brexit, complying with the regulation will give UK businesses an edge on their US competition.


The opportunity for marketers

Consumers’ confidence and disposable income levels are expected to fall in this period of uncertainty. Now is the perfect time to engage with your customers at key moments, earn their trust by rewarding their actions and make them loyal to your brand. Consumers will be pickier with the brands they spend their hard earned incomes with, so give them a reason to stay with you and not jump on to one of your competitor’s ships.

Simple principles could make all the difference to your bottom line: sending your customers a welcome email, wishing them a happy birthday, rewarding them for being a repeat customer, persuading them to come back to your brand when they’ve been absent for a while… Adopting email marketing automation now can help you reach the right customers, at the right time, with a message that’s relevant to them. If you’re not sure what the right scenario or the right message is, test it!

Whatever happens in the next few weeks, months and years, it is important not to panic and rush into bad marketing decisions. Stick to your current marketing strategy, and make sure you are getting the basics right. Be consistent with your marketing message across your online and offline experiences. And most importantly, be relevant.


Stay tuned

We’re eager to know what the future holds. If you are too, subscribe to the Mailjet blog. We’ll be your eyes and ears – giving you relevant digital marketing updates, helpful advice and handy tips to keep your customers coming back for more.

Join the conversation by tweeting us @mailjet with the #mailjetmarketing, we’d love to hear your thoughts.

Infographic: The Performance of Emojis in Email Subject Lines

Have you noticed how Emojis have invaded the world? Look around you. Emojis are literally everywhere in our daily lives: in our text messages, in our chat channels, in online blog posts and even in our mailbox. They have become some sort of parallel universal language.

If you are an email marketer, you’ve probably been tempted to include a small smiling Santa  or a fashionable shoe  somewhere in your latest Christmas or Sales campaign, hoping that these cute little icons would attract clicks.

At Mailjet, we were really curious about the impact Emojis had on emails. We thought it was time to get a better idea, so we decided to conduct some research on the topic.

We used A/X testing on our bi-weekly local newsletters in four countries: the United Kingdom, the United States, France and Spain, for a total of 15,000 recipients. We chose four of the most popular Emojis and included them on our newsletters’ subject lines:

  • Face With Tears of Joy
  • Smiling Face With Heart-Shaped Eyes
  • Face With Stuck-Out Tongue and Winking Eye
  • Loudly Crying Face

We sent out our newsletters in batches, which had randomly been attributed either one of the four emojis or none at all, and we compared their open rates.

The results revealed that different countries and cultures respond to Emoji use differently, and that not all Emojis had the same effect.


OK, so what worked and what didn’t in the US?

The research reveals that Americans are 43% more likely to open an email if the subject line includes an Emoji.

Interestingly enough, in the US, the type of Emoji did not make a real difference in open rates: the four different faces presented similar results, with open rates ranging from 27 to 29% (average open rate for the US is 19.5%). Regardless of the Emoji, our American readers seem to just love all the cute yellow faces and praised their presence in subject lines.

Yet we do have a winner: the crying with tears of joy Emoji outperformed the others by one point, reaching an increase of nearly 50% in open rates. This performance is still far from what the crying face Emoji achieved in the UK, where it created a splurge of 97% in open rates.

Other countries where we ran the survey have not been as captured by the power of Emojis in their inbox. Reactions amongst mainland European countries were radically different to the UK, with French subscribers being the most skeptical. In Spain, net results for emails sent with an Emoji in the subject line showed no registrable rise in open rates. Whereas, open rates actually dipped by an average 11% among French recipients, further indicating the strong cultural differences between European markets.


infographic emojis in email


Marketers would be wrong to leave Emojis out of their email game: when used wisely, they can create peaks of engagement amongst their subscribers. Our research has shown that, while you can go crazy with Emojis when sending out emails in the US and UK, you may want to keep your Emoji game on the low with European audiences.

But the results of this research go beyond the attractiveness of Emojis as a marketing tool: it proves once again how important it is for marketers to use A/B testing to understand their audience’s tastes, to analyze their campaigns results after sending and, additionally, to use segmentation to address the specificities of users across different geographies and demographics.

For the 2017 results – click here.

Now you’re all set to start sending the right Emojis to the right audience, and to  your open rates!