How To Reactivate Your Contact List After The Summer

Wait – what just happened? Just a few days ago, we were lying on the beach, perfecting our suntan and obsessively checking the time to ensure we’d sneak in another drink before the Happy Hour is over. Next thing we know, we’re back in office surrounded by sad faces and a few depressed Sandies and Dannies singing an out of tune version of Summer dreams ripped at the seams… ?. (Cause that’s what you do. You’re sad, you go with Grease.)

But it’s not just that. On top of this unbearable post-vacation blues, you have to face the harsh reality. Your open rates haven’t been exactly at their best lately. Whether you’ve been quiet all summer (we told you not to – but don’t worry, we’re not judging ?), or sending campaigns to deserted inboxes, there may be many reasons to explain this drop. The main one? It’s the summer: users’ and senders’ behaviours and rhythms change. But now, the fall is here, so how can we ensure we go together once more?

We’ve got you covered. Read on and discover how to make your users fall head over heels for you again, and get new subscribers coming like greased lightnin’ too.


Hopelessly Devoted To Your Contacts

Your users have changed over the summer? Well, you need to understand how and why.

Track the analytics on your latest campaigns. With a comparison tool, you can also see whether they performed worse or better than the ones you sent during the last vacation period – it’s a great starting point to analyze if something went wrong.

Did your “marked as spam” rates skyrocket when you sent your first email after a long and silent summer break? That’s not surprising – regular sendings help you ensure your customers keep your brand in mind. Next time, don’t be lazy or shy: continue sending your campaigns over the summer. Frequency matters a lot when it comes to email marketing.

OK, OK. I get it, I messed up. What can I do now?” Oh, don’t be so hard on yourself, there’s always something you can do. Try sending your contacts a simple “Remember us?” campaign, telling them you hope they enjoyed their summer break and you’ll be there to help them rock the academic year ahead. This way, you address any potential summer amnesia and get into their good books again.

If your open and click rates from summer campaigns are low, it may be because your users were too busy doing summer stuff (whatever that is… still not judging). But if they are still low at the end of the vacation period, it’s time for some change to get them to look at you again.


Reactivate Your Email List With The Right Campaign

Two things may happen to your contacts after the summer: either they’re reluctant to go back to their busy lifestyle, or they’re all fired up, ready to rock the new academic year. Either way, your emails may give them a familiar feeling of routine, like they know you too well already. The sparks and butterflies in the stomach are gone. The challenge is clear: you need to get them to give you those heart-eyes again. Are we implying you should wear a wig and sing “Look at me, I’m Sandra D”? Not really (although if you do, please tweet us a video).

It’s time for a small revamp to get their attention back. Careful – we’re not telling you to give up on your identity completely and be unrecognizable. Yeah, we all loved Sandy’s complete makeover ?, but if that’s what you opt for, you may get the opposite effect and end up spinning off the road and landing directly in the spam folder.

Here we’re talking about trying something new to create excitement, yet still being coherent with your previous messages. It could be changing the format of your subject line or adding an Emoji to it; changing your layout to a festive one (the Holiday Season is just around the corner…), including a GIF to lighten up the mood or creating some fresh and inspirational content… Alternatively, a good promo code or a coupon always works when you want to attract your customers’ curiosity. And, to be sure they do like the change, use A/X testing with different versions and check the results.


réactivation emailing Minimall

Email example from Minimall

Making Your Contacts Feel Special

Your users should never get the feeling that you’re not caring enough about them. At the end of the day, they are the ones that you want. You need to fight for them. What better way to do that than through some subtle segmentation and personalization?

We always recommend you use your contacts’ first or last name in your emails as a first step, but there’s a lot more that you can do to get back in touch after the summer. You should also be using data that you collected from their profiles to suggest the right products or tips on your back-to-school campaigns to get them excited about the fall: data based on demographics, previous purchase history, interaction with your brand, etc.

GIF reactivate Grease

Cleaning Your Contact Lists

Fine, so you’ve caught the attention of your email prospects again, they’re all eyes. Oh, except for the few grumpy ones who, despite all your efforts to please them, keep not looking at you. Well, maybe they don’t deserve you after all. Why not take a minute to clean your lists from all the bores who have been relentlessly ignoring you for the past two years?

A clean email list is the key to good open rates and low spam rate, which ultimately means a big push for your overall deliverability. We know cleaning your contact lists can be a pain, but, really, there are worse things you could do. It’s like tidying up that man cave that got a bit out of hand – hard, yet rewarding.

If you’re still soft on them and feel like giving them another chance, that’s fine: segment your list to target your zombie contacts and send them a specific re-engagement campaign. Let them know that you haven’t forgotten those sweet summer nights and you want them back. If they still don’t react, no need for tears on your pillow – it really is over.

Reactivate email example Basecamp

A cute example of a re-activation email from Basecamp

Give New Users A Warm Welcome

If you followed our tips, you now have an active and clean contact lists for your brand new campaigns. Here’s a final step you can take in order to make sure you’re going to have a great email life ahead: make sure your new users stay in love with your brand as well.

So when they join, what better way is there to kickstart your affair than by sending them a serie of automated emails? Try our new Automation feature, it’s the perfect tool for a warm welcome.

Ready? Now let’s go get ‘em.

GIF reactivate Pink ladies
We hope you’ll make good use of these tips to reactivate your email lists. Do you have your own magic spells to get them all running back to you after the summer? Share them with us on Twitter using #MailjetMarketing.
Psst: We’ve hidden 8 Grease songs quotes in the post (yeah, as if you hadn’t noticed…). Have you been able to spot them all?

Get Ready For Easier Unsubscribe On iOS 10

August is the perfect month to prepare for Back to School and sharpen your marketing efforts for the busy time ahead, that period that starts with us being all blue about going back to work and leads us all they way through to the Holiday season. Getting creative about our new campaigns is one of those things that needs to be done at this point in the year, but that’s not it. It’s also the perfect time to catch-up with upcoming changes that are going to take place in the inbox, and this year we bring you one that will change the way our contacts engage with our email campaigns.


List-Unsubscribe, an alternative to opt-out

No one wants to let subscribers go, especially after putting in some hard work to get them to sign up to you contact list. However, sometimes parting ways is the lesser of two evils. Making it hard for people to unsubscribe might lead to some unwelcomed spam complains.

By law, it is mandatory to include in the body of your emails an unsubscribe link to let recipients opt-out of your communications. But there’s more to an email than just the body. A lot of information is carried away in the header part of message, which helps the email reach the inbox and be displayed in the most efficient way to the email client. List-Unsubscribe is a header option that is automatically added to every marketing email sent by Mailjet. If the recipient’s email client supports it, it provides a button to effortlessly opt-out of a mailing list.


Several email clients support List-Unsubscribe

Major mailbox service providers support List-Unsubscribe by providing their users the ability to opt-out from emails in just one click, without having to read the message to find the unsubscribe link. Microsoft Outlook, Yahoo and Gmail have all joined the List-Unsubscribe club.

list unsubscribe ios10


In addition to the basic unsubscribe behavior, Gmail added some sophistication on top of that. For instance, when a contact tries to report a legitimate mass-email as spam, it suggests you first unsubscribe from the list before reporting the email as spam. Sounds better, doesn’t it?

list unsubscribe ios10


Mail in iOS 10 will support List-Unsubscribe

The upcoming in iOS 10 will be released on iPhone and iPad this fall and it brings a major change for every email marketer. It will now use the List-Unsubscribe header to recognize whether the email was sent to a list and offer people the possibility to easily unsubscribe from your email list.

list unsubscribe ios10



What does it change for you as an email sender? If you are reading this blog on a regular basis, chances are that it won’t impact you a lot. If you are not carefully following email marketing best practices, it’s time to review your email marketing strategy to avoid a peak in your unsubscribe rate when users massively adopt iOS 10 on their iPhone or tablet.


Tell us about your unsubscribe horror stories or how you plan to address the latest change in the inbox by tweeting us @Mailjet using the #MailjetUnsubscribe.

How To Grow An Organic Email List Using Social Media

Social media networks have become almost like a third arm to us, we’ve integrated them into our personal lives as well as our professional capacities. They’ve now cottoned on to the ways of the world, transforming their networks into viable businesses.

Most social networks now consider the upselling of their services to third-parties a revenue stream. It’s a fact: more and more marketers recognize that tactical social media strategies help them to generate leads and acquire more customers. As an additional touchpoint, social media platforms help you spread the word about your brand, products and company. They can also be a wonderful way to grow your email contact list organically.

Facebook and Twitter, the B2C marketers best friends

The most popular and well-known social networks, Facebook and Twitter, are great to generate attention. If a customer is fond of your brand, chances are he or she likes your Facebook page and/or follows your company’s Twitter account. Maybe, to get the freshest information on the company, to be involved in social contests or to retrieve special offers.

They’re more likely to interact with your brand on a day to day basis via your social media channels rather than with your website (unless you’re Amazon; if this is the case, thank you for reading this piece – have you tried Mailjet yet? We can help you, you know). Make the most of these powerful platforms, by harnessing their potential to grow your contact list organically.


Let’s begin with everybody’s favorite: Facebook. Simply redirect your Facebook fans to your subscription page. You just have to create a sign up call-to-action below your Facebook banner. To do so, click on the “Create Call-to-Action” button of your page – you’ll only have the power to do so if you’re a page admin. You’ll then be able to select the action (“Contact us”, “Shop now”, “Learn more” to name a few). Since you can only have one CTA on your banner, you’ll have to choose according to your needs. If you’re looking to grow your email contact list, we recommend you select the “Sign up” button.


You then just have to paste the URL of your subscription page, et voilà. Your Facebook Page visitors will now be able to subscribe to your newsletters in just 3 little clicks.


Twitter also offers a great way to grow your email audience, with its Lead Generation Cards. The principle is similar to Facebook Ads. Firstly because it’s a paid option (while the Facebook CTA’s are free). And, secondly because you can target a specific audience according to different preferences (gender, location, languages…).

To create a Lead Gen Card on Twitter, go to your profile picture icon, and select Twitter Ads.


Create a new campaign and select the “Leads on Twitter” option. You can now define and create your new Lead Generation Cards. Select your audience, budget, and create a catchy CTA. Write an appealing message, add a visual element (tweets with images perform better), and select the relevant link depending on your objective. Once again, if your goal is to grow your email contact list, go for the URL of your subscription page.


Tips for B2B companies

The options we mentioned above with Facebook and Twitter can work for any type of business. However, chances are that a B2C audience will be more receptive than a B2B one. Simply because Facebook and Twitter are social networks that you might use more in your personal time. But don’t worry, we have some options for B2B companies too.


The obvious one is to crawl towards the most famous professional social network: LinkedIn. If it doesn’t offer a simple solution, you can leverage your connections to build an audience. You can actually export your network in an Excel format and start sending one-to-one emails, inviting your contacts to subscribe to your newsletter, but it could be a long process. There is however, a simpler and less time consuming way.

If you are a company and you are good at what you do, you can easily claim the title of expert in your own domain. Meaning that your voice resonates with your community. Meaning (yeah, it’s a long stream of thoughts) you have interesting content to share. So each time you share content on your LinkedIn page, don’t hesitate to add an invitation to subscribe to your emails, by adding a link to your subscription page. You’ll offer more visibility to your newsletter.


To follow the expert route, the chances are that you also provide tutorial videos to your users, so they know how to use your products and services. After all, 90% of consumers say that product videos help them in their decision process. Furthermore, 75% of C-level people view business related videos on a weekly basis. This is an opportunity you don’t want to miss. Everybody loves videos.

And, you can use them to grow your email contact list. How? Once again, it’s very simple. Common and widely used tools like YouTube allow you to add annotations and/or cards to your videos. At the end of your tutorial videos, you can easily add additional links. Note, that for both of the options mentioned (annotation and cards), you’ll need to have ownership on the links you want to share. You can provide this information to Google and YouTube via your channel settings. Once you’ve added your domain to your YouTube account, you can add your link. Simple as that. Be sure to have an appealing message so viewers are persuaded to subscribe. Something like “Want to learn more about our product? Be sure to subscribe to our newsletter” won’t hurt.


As always, remember to follow our email best practices when growing your contact lists, by using separate landing pages for subscriptions and a double opt-in process. By ensuring your new contacts really want to receive your emails, you will improve your deliverability and you’ll be complying with international anti-spam laws.

Now you know all the basics to grow organically (that’s very important) your email contact list, making the most of the top social networks. It’s your turn now. Tell us how you got on using Facebook, Twitter, Linkedin or any other social channels to grow your list, using the hashtag #SocialEmailing.

Content Engagement: Finding Your Inner Email Voice

It’s summertime, and you might be spending it away from civilization, doing yoga in a remote ashram in Southern Sri Lanka and trying to open your chakras, channel your inner strength and improve your overall karma. Or maybe you’re just sitting in your office, basically like we are.

If this is the case, you might be getting really upset about not having a white cotton toga or Julia Roberts as your ashram roommate. Don’t. We can still use these few months to do some powerful workouts on your email marketing strategy (yay!). Today, we’re going to explore the best ways to find your inner email voice, to optimize content engagement and increase customer loyalty and global open rates.


Hold on. Inner Email Voice? What has that even got to do with Content Engagement?

Maybe you never thought of your emails as something that could have a voice – let alone that this voice is something that ought to be given some thought. But the way you speak to your customers through your emails matters a lot. We said it before and we’ll say it again – email is a privileged channel to tell your story and start to grow a deep, long-lasting relationship with prospects, users and customers. You reach them right in their inbox, a private space shared mostly with their precious ones and a handful of happy brands that earnt the right to be there the hard way (double opt-ins, killer subject lines, engaging content…). You need to cherish that privilege.

The best way to do that is to make sure that your email content fits in with the bond that you wish to create with your customers. A lot of brands still send exactly the same mass marketing campaigns with a standard message, like a promotional campaign, without worrying about how they convey that message. That’s where they’re wrong – there’s more to an email (or any text, really) than just the message.There’s the voice that you use, too. And that voice is a precious tool to show how you are different from other brands – and, ideally, be immediately recognized by your customers when they open their inbox.

By giving your emails that unique and identifiable voice, you could see an important change in your open rates. Think about it like this: when your messages reach the inbox, your user gets that familiar feeling of hearing from someone they already know. We all have a few brands we really like because of their witty or funny style, and even if we’re not in the mood to buy, we’re always in the mood to open their emails. Let’s face it, we can always do with another kitten gif in our lives. My personal email voice crush? Cheerz, all the way.

Email marketing Cheerz

What’s your brand personality like?

Now, in order to define this inner email voice, you need to ask yourself (or brainstorm with your marketing team) the following questions:

  • What’s your brand personality like?
  • What do you use emails for?
  • What role do they play in your global marketing strategy?
  • Do you have a distinguishable voice in any of your other media (social media, blog or even website)?
  • How does this voice fit in with your email marketing strategy?


You see where we’re going with this, right? Your email voice will have to be a reflection of your global brand voice, to maximize the impact of your marketing strategy and help the customer remember you. But that doesn’t necessarily mean that your electronic messages will have to use the same tone as your (let’s be honest, boring) FAQ page, or be as light-hearted as your tweets.


Channeling your inner email voice

OK, so here’s when the channeling comes into the picture. Once your brand personality is defined, consider the purpose of your emails, to work on the tone that you want to use in your emails.

You can play around with the subject line and subheader. These are the most impactful, since they are the first thing that your recipients see when they receive your emails. Opting for a specific style or way to introduce your message can already set your own voice apart. For example, Etsy always uses a short, inspiring, yet simple subject line that makes its emails easy to recognize (Merry & Bright, Pretty Persuasion, Aged to Perfection…).

Email Marketing Etsy

But finding your voice isn’t just about how you write your content – it drives everything: the images that you choose, the layout, whether you include emojis and any other symbols to add non-verbal communication or not…

We know that, when we talk about email voice and personality, you instantly think about your marketing campaigns, but don’t forget about the transactional side either. There is no difference between marketing and transactional from the recipient’s point of view: all these messages come from one single brand, so they have to be consistent. Pay attention to the password reminders, order confirmations and feedback requests, so that they also reflect that voice. Not sure how to do this? Tools like Passport, our drag-and-drop editor, help you design transactional emails just as easily as marketing campaigns: it’s a great way to ensure your voice is consistent throughout all your email communications.

We hope that these few tips have enlightened you and that you’ll apply them to your future emails. Once you do so, ping us on Twitter to tell us how you found your own inner email voice, using the hashtag #MailjetMarketing. Until then, good luck opening your chakras. Ommmm

Yoga content engagement

Giving Your Users A (Summer) Break: How To Get Your Email Marketing Strategy Right

Summer has officially made an appearance, so you might be thinking it’s a good idea to alter your email marketing strategy to give your subscribers a break from hearing from you. Perhaps you think they’ll all be on vacation, gulping down mojitos and reading trashy magazines under the warm Mediterranean sun… There’s no point in disturbing them, right? Wrong! Now is the perfect time to engage your customers, and here’s why.

Break through the noise

There’s no better time to get ahead of your competition and connect with your subscribers than the summer, whilst ‘the noise’ is slightly quieter. Not all of your customers will be abroad, soaking up the sun in sunny España. Some of them might be sat at home waiting for your weekly email to them. Yeah, that’s how much your brand means to them. So don’t alter your email marketing strategy too much during the holiday season you never know which one of your customers will miss hearing from you.

Screen Shot 2016-07-27 at 15.40.43

Make your contacts feel special

Remember, even though it might be a little bit quieter in your recipient’s inboxes’, now is not the time to forget how to stand out. Be relevant, make sure all your communications are tailored to each individual recipient. Simple principles like segmentation and personalization, (we know you’re sick of hearing about these two) can help you be more relevant to each of your contacts. Make your customers feel like you know their needs and desires. Treat them as an individual, on a mass scale. For example, if you’re an airline or a travel company that sells flights, segmenting your list based on the airport your recipients are most likely to/have previously traveled from could help to add relevance to your message.

Holidays are here, so you’ve lost the opportunity?

Not all of your recipients will have chosen to take their annual vacation during the summer months. Some might be looking to take a holiday later in the year, when the most popular destinations are a little quieter. Some might even be planning to save their dollars until next year and go on a more luxurious holiday then.

Whether your subscribers have just returned from an amazing destination or they’ve spent the summer slaving away at work, all of them will have spent a bit of time daydreaming about their next vacation. Let’s be honest, it’s hot, it’s sunny and that report is slowly losing all of its appeal. You’ve teased them with a personalized email featuring their prefered airport. Should you stop there? No! Now is the perfect time to engage them into booking their next escape with you. Why not use the next few weeks to plan a series of campaigns looking at off-season destinations and how frequently you should email your customers during the summer months? Or start thinking ahead to next year’s ‘hot’ destinations, perhaps you’ll even help sculpt next summer’s list of top sunny escapes. Plus you’ll have a fresh pot of data to where your customers have visited this year, so you can make recommendations based on similar destinations, hotels, airlines and more.

giphy (3)

A word to the wise, your recipients are unlikely to want to visit the same place they visited this year, so don’t think because they liked Mexico this year that they want to go to Mexico every year. Some might be margarita and taco mad (and we can understand why), but they won’t all be.

This is not exclusive to travel companies, though. Finding original ways of keeping your subscribers engaged this summer is something every business should consider when creating an email marketing strategy. These months might be the best time to promote those beautiful summer dresses, tease your recipients with the best books for their swimming pool Sunday or just tempt them to go out for an al fresco dinner.

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Re-engage the unengaged

You may have noticed that not all of your recipients are engaging with your emails. Don’t worry, you’ll be glad to know you’re not the only one who battles with this challenge. Make time this summer to try to re-engage your inactive customers. Tell them you miss them, incentivize them to come back to your brand. If the relationship really is over, let them know that you’re letting them go for now (or, in other words, that you’re removing them from your mailing list), but, that they’re always welcome back when they’re ready to hear from you again.

So, now you know that the summer is not the time to give your readers a break. Instead, find new ways to engage them and play around with your email marketing strategy. Use the opportunity to cut through the noise and if they really don’t want to hear from you anymore, remove them from your list to help improve your email engagement metrics.

If you’ve enjoyed this post, why not tell others by sharing it on Twitter along with your thoughts? To join the conversation, be sure to use the #SummerEngagement.

Privacy Shield: A New Episode In The “Email Marketing & EU Data Protection” Series

Safe Harbour and its new version Privacy Shield are again making the headlines. We know, your very favoruite topic. Should you binge-watch Game of Thrones or learn about Privacy Shield? Duh. Privacy Shield, of course. Is there really any better bedtime reading?  

Well, not really. If you’re doing email marketing in Europe, it concerns you directly because we are talking about EU data protection here. Do regulatory news give you a headache? Don’t panic. At Mailjet, we’ve been monitoring the issue to keep you informed. Sit down and catch up on the whole story, in a nutshell.


Previously, on Safe Harbour…

You may remember that last fall, the EU Court of Justice struck down Safe Harbour, a self-certification agreement that was used to regulate data transfers between the US and the EU.

There have been several developments since then: a new text was created in extremis in February 2016. It was called Privacy Shield. The text was then studied by the Article 29 Working Party (also referred to as WP29, a group of the 29 national authorities for data in the EU).

Last April, after two months of examining the text in depth, the WP29 has released a public statement about it. They basically acknowledged the improvements that Privacy Shield brings to the table, but highlighted several remaining issues. Some of these issues were the complexity of the agreement, the lack of safeguards against bulk data collection from US surveillance programs and the difficulty for EU citizens to appeal for the misuse of their private data.


EU data protection

On this week’s episode of Privacy Shield…

On the 8th of July, the EU officially validated Privacy Shield. It therefore officially replaces Safe Harbour, by
providing a new method for US companies to transfer EU citizens’ personal data to the US. 
Wait, does it mean everything is back to normal, data transfers re safe again between the EU and the US and we can live happily ever after with our American providers? Is this really the end of the show?

Well, not exactly – you know there’s always a but.

Currently, any US company that receives personal data from the EU must adopt one of the approved methods for cross-border transfers:

(1) Standard Contractual Clauses

(2) Binding Corporate Rules (for intercompany/affiliate transfers);

(3) Privacy Shield.


How can I ensure I’m following the EU data protection rules?

OK, so we said there are three options.

Non-EU companies can use the standard data protection clauses in Options (1) and (2) in their contracts.

Essentially, this covers any transatlantic data transfer carried out by a US company. For these options to be valid, a US company must opt for the same data privacy standards as companies within the EU have to provide. They must also clearly state it in their contracts (both internal contracts between companies and external ones with their customers). However, these options are not always used in the same way, and customers will need to check the companies’ data agreements to determine their level of security. Thus, customers might not always have the same level of security when dealing with non-EU companies.

So, does that mean that it’s up to the companies to decide how to protect personal data? Not necessarily. Once it comes into effect, option (3), Privacy Shield, should be the prevailing law to regulate data transfers. However, there’s still skepticism regarding the protection it provides, compared to that provided by EU laws.

US companies have just recently been able to use Privacy Shield as a way to accredit their data protection standards. They can self-certify that they comply with the new regulation ; in fact, the law is already applicable to many US businesses (including Facebook, Google, Microsoft…).

For EU companies, this is a little bit different. In these countries, Privacy Shield now has to be transposed into the EU member states’ own legislations. The deadline for this process is the 6th of May, 2018 – although it wouldn’t be a surprise if this was to eventually take longer. In the meantime, people can only rely on options (1) and (2), as described above, whenever they need to make sure that their transatlantic data transfers are safe.

If you are using Mailjet as your email marketing provider, you’ve got nothing to worry about. Not only do we fall under the Data Protection Directive 95/46/CE, but all of our servers are located in Europe. We also strive to keep our data protection standards high. See, no headache at all.

Time to go and binge-watch Game of Thrones now.

got email marketing

If you have questions around Privacy Shield and how it could impact your sending policy and the protection of your data, feel free to contact us or share your thoughts on Twitter with the #MailjetMarketing.