Mailjet’s Advent Calendar Recap: Is Your Email Strategy Ready For 2017?

Throughout December, we’ve been giving you the top tips to get your email strategy off the ground and ready for 2017. We know you’re sad that the series has come to an end, and that you’ve gone back home to overcome the emptiness in your Twitter feed, by surrounding yourself with friends, family, and mulled wine and other seasonal beverages.

After carefully following our tips with the hashtag #MailjetAdventCalendar, some detailed note-taking and thorough study, we believe you’re ready for our final task. The time has come to test yourself and your email marketing strategy and discover whether you’re ready for 2017… or not.

Eager to be top-of-the-class again? Or maybe worried you’re not as straight-As as you thought? Give the quiz a go and find out how much (or how little ?) you still need to work until you become a living email knowledge base.


Is your email strategy ready for 2017?

Can’t wait to share your amazing results? Tweet us using the hashtag #MailjetEmailQuiz, or check out all our Advent Calendar Cards on our Pinterest account and retake the quiz to get the results you really deserve! ?

Sharing Email Templates Makes Collaborating Easy

It’s true! So after hours of slaving away and endless back-and-forth, you’ve put the finishing touches on the template for your year-end campaign and can finally breathe a sigh of relief. But wait—the deadline is fast approaching, and the template still needs to be copied to all the regional marketing managers’ email accounts.

The managers then have to personalize the template, depending on the client, to be most effective. Your pulse starts to race. You cross your fingers in hopes that the design is respected.

At Mailjet, we know these kinds of situations don’t happen just once a year. And it isn’t uncommon to have two or six others intervene (developers, marketers, designers, etc.) when preparing an email campaign. Making life easier is what Mailjet’s all about. Whether you create emails using drag-and-drop or code them in HTML, Mailjet can make collaboration a smoother process.

Not too long ago, you were reminded that it’s possible to create sub-accounts right from your Mailjet account. Collaborate with colleagues and clients more easily, without having to open a new account to separate your emails. Interested? Keep reading to find out more. You can thank us later ;)

Share email templates to simplify the collaborative process

Facilitate communication and share email templates designed with Passport — using drag-and-drop, HTML, or MJML — with sub-accounts from your main account.

Work more efficiently

When you have finished designing an email template, you can then choose with whom you’d like to share it. Spare your colleagues the chore of having to recopy email templates—it only takes a few clicks.

Work more efficiently by centralizing the email template designs you plan to reuse, such as recurring promotions or newsletters.

Share a template created using drag-and-drop or coded with MJML, and others can access all the features our editor Passport has to offer. Your colleagues only have to update the text and images as needed. Editing emails has never been so easy!

Affirm brand identity

Developing a style guide is recommended to ensure that a brand’s image remains consistent across all media.

The email template should include every kind of section your teams may need. Header, signature, site menu and links to social media—all the necessary elements to create a newsletter or order confirmation email should be included.

That standard email format can then be shared with other users. If the template was created with MJML or drag-and-drop from your Mailjet account, users can just copy the template, delete any irrelevant sections and keep the ones that matter.

Then, they can edit the images and content, or change the order of the blocks.

Now everyone has the keys to create messages even faster, while also respecting the brand’s graphic identity.

Coherency is key

A coherent user experience is a must. Whether customers buy your products online or in-store, the experience should always be special, and coherent with the brand’s identity.

Email is no different. If customers receive an order confirmation in a style that strays from your website or newsletter, it may be hard to reconcile it with your brand universe, which could negatively affect your reputation.

Sharing standard template models with colleagues saves time and guarantees a consistent brand identity.

Round out your services by offering customised email templates

If you’re an agency and your clients already enjoy shared access via sub-accounts, now you can offer an entirely new service: email template creation.

Design templates for every industry in your client portfolio and encourage clients to take you up on the offer! Present them with an email package designed according to their areas of expertise and professional needs to show them how well you know them.

Create emails from A to Z, and simply share the finished email with their accounts. If they’re only looking for help with design, prepare the email template with drag-and-drop and let them adapt it as they please. They might even offer to buy you a cup of coffee for all the time you’ve saved them ;)

How it works

Once you’ve created a template using the Passport email editor:

1. Save it by clicking on “Save as template”


2. Give your template a name and confirm


3. Go back to the Mailjet dashboard, and click on “Campaigns” > “My marketing templates”


4. That will take you to your very own email template gallery:


5. Select a template and click on “Options” > “Export” > “Export to a sub-account”


6. Select a sub-account to share the template


7. The template is now available in the selected sub-account!


Doesn’t that just make your day? Now that you have some spare time on your hands, you can start spending time on the things that really matter. No need to thank us. We’re just happy to help!

Will this new feature make your life easier? How do you plan to use it? Let us know on Twitter with the hashtag #ProductMarketing. We can’t wait to hear from you!

Waitrose Holds Title For Strongest Christmas Email Campaign

Waitrose claims second consecutive win but budget supermarkets including ASDA now lead in personalisation, content and calls-to-action.

  • Waitrose Christmas emails score 21.3 out of a possible 29.0 points, outperforming rival supermarkets measured across six separate marketing parameters
  • However, ASDA and Tesco’s investments in personalisation and creative content are beginning to surpass the more premium brand’s traditional approach
  • Sainsbury’s and Morrisons crash out of the running, gating emails only to existing customers


Mailjet’s Best Marketing Moments of 2016

Let’s face it: 2016 has definitely been one for the history books. The unexpected has become the new normal, and it seems like we’re not surprised by anything anymore. Although it may have been a crazy year worldwide, 2016 brought some pretty incredible moments to the world of marketing. Let’s relive some of the best bits and how we felt about our top marketing moments of 2016.

We laughed (maybe a bit too hard)

If one of your New Year’s Resolutions was to get back to the gym, you probably created a killer playlist to get you pumped up and ready to go. Apple Music’s commercial series featured Drake and Taylor Swift rocking out at the gym to each other’s hits.

The first commercial in the series featured Taylor Swift preparing for a treadmill run by playing a Drake song on Apple Music. We all realized our worst fears when she got a little too into the music, but we definitely had a good laugh. A few months later, the tables were turned when Drake used Taylor Swift’s “Bad Blood” as his weightlifting hype song. Again, we had a good laugh at the humanity of these celebrities, but we were also made aware of Apple Music’s free 3-month trial.

We were inspired

We’ve all felt the effects of stereotypes at some point, so the Always “#LikeAGirl” campaign was a big hit from the get-go. Always expanded upon their successful ad campaign by creating the emoji edition in 2016.

This marketing campaign takes real-time reactions of girls noticing how they are portrayed with emojis, and then deciding what kind of emojis they’d like to see in the future. Always managed to capitalize on the inspiration created by their previous campaign and took the next step forward to address stereotypes. We’re not crying, you are.

We felt the shade

Losing subscribers is never fun, but the way to get them back might just be in your response. Hulu’s bold “Thanks for cancelling” campaign was the perfect combination of sass and customer service to make clients reconsider, even if only for a week.

It takes guts to admit a shortcoming, but Hulu did just that in an email campaign that followed users after they cancelled their subscriptions. The television streaming company capitalized on complaints by acknowledging them and acting upon their clients’ needs. As a result, the creative email campaign was born. We’re big fans of this one because it shows that Hulu listens to its customers and isn’t afraid to make fun of itself.

best marketing of 2016

We were even more social

We all love a chance to win some cash, and Esurance knew that when they designed their 2016 Superbowl campaign. Instead of shelling out millions of dollars to air an ad during the actual Superbowl program, the company decided to buy ads before and after the game. Pairing the ads with an exciting social media campaign caused #EsuranceSweepstakes to trend worldwide after the game ended.

Another social campaign that we loved was Disney’s #ShareYourEars movement in combination with the Make a Wish Foundation. It played on every child’s dream of visiting Disney World, and it connected Disney lovers around the world by taking advantage of an international symbol: Mickey’s ears.

The campaign managed to pull on viewers heartstrings from two different angles by using nostalgia and providing a chance to help terminally-ill children. We love a good social media campaign, so we really enjoyed this campaign, inspiring people to give back in a fun way.

How’s that for an emotional marketing rollercoaster? In spite of the ups and downs of 2016, we’re excited to see what trends 2017 will bring.

Join the conversation on Twitter by telling us what we missed in 2016 or what you expect to see in 2017 by using #MailjetMarketingMoments.

Passport Has Integrated MJML To Make Emails Easier

Almost a year ago, we launched MJML to make life easier for those who design emails and begrudgingly test their messages on different devices or in webmail (Gmail, Yahoo Mail, Hotmail, Outlook, etc.). MJML was the most exciting innovation of the year, so you probably know it inside and out—but let’s take a moment to remember why it caused so much buzz in the world of email.

MJML makes it possible to code responsive emails twice as fast for the most popular email clients. The language is semantic and straightforward, and lets you automatically generate responsive HTML in just one click. Mailjet Markup Language is similar to HTML and user-friendly for developers (and intrigued marketers).

Since its launch, MJML has been enthusiastically received in the email design community, and more broadly by developers, with nearly 4,000 stars on GitHub, over 1,200 upvotes on Product Hunt, 1,200 followers on Twitter, and 150 members on Slack.

After building MJML as an independent project, the decision was made to integrate it into our online tool with full support in Passport.

Mailjet is introducing full MJML support in Passport.

Our email editor Passport already uses the MJML engine to generate responsive HTML. And that’s why MJML is now going back to its roots. Mailjet has become the top email platform for the open-source language MJML.

Export templates in MJML

Passport lets you write responsive emails with great designs quickly using drag-and-drop, no skills required. When you’re happy with the template, export it as MJML. Then let your developers customize them and make them more dynamic, which should be particularly useful for transactional emails. Send them to your developers to integrate the templating language, to send messages with responsive design.

To export emails in MJML, just go to your template gallery (Marketing, Transactional or Automated), select the template and click on “Options” > “Export” > “Download MJML”.


You can edit the MJML code online or download the MJML application.

Import MJML templates

From MJML to Passport in one click

Many Mailjet users already design their emails using MJML. And importing your MJML code directly into Passport lets you save even more time. Now you might be wondering, “Really?” Yes, really.

There’s no need to generate emails in HTML anymore—let Passport do that for you. MJML is updated regularly, so your templates will continue to be responsive in the most popular email clients, even if they change their rendering rules.

Share templates with colleagues and clients

Export messages created with drag-and-drop in MJML code and share them with your colleagues. That way, they can enjoy all the powerful features of drag-and-drop when they import your template into their account.

Templates created with drag-and-drop and exported in MJML can still be edited once imported (as long as they use Passport compatible components). If imported MJML templates are incompatible, they can still be edited in MJML using the Passport code editor. Please feel free to consult our documentation for a list of compatible components.


If you are an agency whose services include creating templates for your clients, you can send them emails with editable text and images, without ever having to use code.

Collaborate with developers more easily

If your developers used to send emails in HTML, requiring you to painstakingly search through code to update text, those days are over!

Now they can code emails entirely in MJML. Once imported in Passport, text can be edited using drag-and-drop, without the eye strain.

How does it work?

Importing templates in MJML is easy:

1. Go to your templates and select “Code template in MJML”

2. Click on “Import MJML from File”


3.  If the MJML components used in your template are Passport compatible, you can select the option “Use drag-and-drop”.


MJML support in Passport makes life easier and saves time—so now you’ll finally get to that second yoga class. Or just use it to make developing emails a smoother process!


Already an MJML user? How do you plan to use the new MJML import/export features? Tell us what you think of this #MailjetProduct on Twitter.

2017: The Year Of Interactive Email

While email has been around for a while, it can still be very hard to get right, mostly for the lack of standardization among email clients. However, this doesn’t mean it shouldn’t be fun either. Can you think of a better way to engage your readers than giving them the option to interact with your email rather than leaving the inbox? That’s what TicketMaster experimented with its Music Video Award email, giving the possibility for their readers to vote straight from the email for their favorite artist. The results were astonishing, with an open rate exceeding the usual rate by more than 180%.

Dive into interactivity

At Mailjet, we’re convinced that 2017 will be the year of interactive email. That’s an idea we share with the MJML team and that’s why they released their first interactive component, which enables you to display an image gallery in an email with only a few lines of code. Readers will be able to browse between images if their email clients enable it (like on Apple Mail, Gmail or Yahoo, among others). If not, decent fallbacks are applied as they’ll have the experience they’re used to, seeing only the first image (like on

mj carousel gmail

In additions to polls and carousels, here are a few other interactive components that could wow your subscribers’ minds.

Customization of a product

This one is a real technical challenge, but the result is impressive. Burberry sent their subscribers an email where they were able to customize a scarf, giving them the ability to choose the color. The scarf also had the initials of the recipient, which, in addition to mastering responsive email coding, requires the use of server-side scripts to change the initials on the image for each subscriber.

Here is a sneak peek of what the email looked like (you can even have a play too ?):

Burberry customization

Image courtesy of FreshInbox.

The drawback is that this email is interactive only on webkit based email clients, other email clients will display a static version.


Using accordions in email will enable you to put a lot of content in your email without dramatically increasing the length, which is pretty useful, especially for mobile. For example, you might want to display various products in a retail email or the answers to a few common questions.

Here’s an Email Monks example, showcasing what such an email might look like:

accordian in email

Shopping within the email

Email is one of the biggest channels for ecommerce, as it can capture the attention and engage your subscribers. So, why not give them the opportunity to shop from your email, itself. Our friends at Rebelmail (with whom we partnered for their big API launch), are the experts at creating emails like this. They’ll enable you to create emails where your readers can actually pick a product, select a size and when they’re ready to complete the purchase, they’ll be redirected to your site’s checkout page. Rebelmail also provides you with the analytics you need around the interactions that happened inside the email.


Stay tuned for more

We hope you found some inspiration for your own interactive emails. We’re releasing more and more interactive components in MJML that will make things easier, follow the team on Twitter to keep up to date. You can also get involved on Github and chat with the MJML community on Slack.

Educating Email Marketers – Mailjet Lands in London

Here at Mailjet, we love getting out of the office every now and then to hear all of your email related stories, the good and the bad. Over the past few weeks, the Mailjet UK team (accompanied by the finest champagne) has been to a couple of London’s finest digital marketing events.

Email at Integrated Live

Mailjet Lands In London

Two weeks ago, we attended Integrated Live. It was great to see what companies of all sizes are doing with their digital marketing strategies, especially the ones encompassing email. We lost track of the amount of times we were asked “so, how are you different to Mailchimp?”. Well, we’re glad you asked. We’re sure most of you already know, but just in case you need a refresher, we have just the read for you.

We truly believe that email is the tool you need to power your customer experience and accelerate your business to the next level. Email can help you join the dots between each of your different customer touchpoints. It’s the one channel that enables you to have a one-to-one dialogue with each of your customers, it opens the door to personalisation at scale.

So, how do you power your business with email?

Firstly, you need to make sure email is seen as a credible tool within your business, you do this by attributing it to your overall business objectives. If you can show how much traffic email drives, that’s great. But if you can also tell your leadership team how much revenue email drives, they will have to sit up and listen to you.

The next step is to understand what your customers want. “What my customers want? Ha! That’s an impossible question to answer.” Well, not really. The answer is in your data. Collect data from your customer touchpoints to see the big picture and start sending them messages that are relevant to them.

You then want to be thinking about how you can automate this process, so you can catch your customers in real time, when they are in the ‘moment’ to think about what you offer them. Email automation is one step in the right direction to offering a seamless experience across your different customer touchpoints. But, obviously, as with any function within a business, there are challenges… and that is exactly what we spoke about at our second digital marketing event last week: Figaro Digital’s Autumn Conference.

21 email challenges

The challenges of email and the customer experience…

Finding the right role for email can sometimes be a challenge. Email used to be a batch and blast tool, to send your message to the masses. But in today’s competitive climate, we want to build relationships with our subscribers so that they convert with us over the course of a lifetime, and email is a great tool to enable us to do that.

Sending relevant messages to your readers might seem problematic (you might even think that texting the appropriate birthday wishes to the people around you is already hard enough…), but if you take a look at your data and find clear segments of your different personas, it can be achievable. You might have already mastered sending the females in your database a different message to your male audience. Well done, Step One: check. The next step is to look for generational differences. Your under 30s audience might be more likely to convert on a mobile device, whereas the over 55s in your audience might not be interested in converting on a mobile device, and might feel the messaging you are sending them is targeted at a younger audience. If you’d like to explore the full list of challenges, we’ve made our slide deck available just for you. You’re welcome.

Gutted you missed it? Follow our twitter handle @Mailjet to keep up to date with where we’re landing next. We’d love to hear what you want to do with your email strategies next.

Mailjet’s Advent Calendar: Tips To Win At Email In 2017

If you’ve ever had an Advent Calendar when you were younger (or still now, pretending to buy it for the kids, but actually stealing all the chocolates…), you’ll know that feeling of waking up every day, ready to open a new door and discover what’s behind it. Well, that’s exactly what we want to make you feel this year.

The Advent Calendar is one of the best things about the holiday season (and the presents, the family dinners, the snow, the Christmas carols… but who’s counting?). There’s something magical in that a-gift-a-day idea that reminds us that surprises are not only valuable because of how much they are worth or how big and shiny the packages are.

So this year at Mailjet, we’d decided to embrace that magical side of the holiday spirit, the one that’s all about sharing a little happiness every day, and not just on Christmas Eve. And although we tried really hard to deliver chocolates to you all (some of you really have to start cleaning your inbox…), we’ve conceded defeat and settled for something that’s (nearly) just as good: email tips.


Power your 2017 Email Strategy with Mailjet’s Email Tips

We know the New Year is the time for resolutions, clean slates and decision making, and we want to help you apply that to your email strategy too. And we also know that most of us end up forgetting all about them, and going back to our old ways after the first few weeks (like that “Stay Fit In 2016” plan you joined at your local gym and ended up trading for a couple of ?  ?).

We don’t want that to happen to your email. In fact, we want you to make 2017 your Email Year, and we’ve got some great content planned to help you.

But before we launch the 2017 plan, we’d like you to start warming up and reflecting on what you want to accomplish and how you’re going to do it. Starting today, we’ll be sharing with you a tip a day, giving you a piece of the emailing puzzle, Advent-Calendar style, to ensure you master the basics of email before the New Year.

OK, so how can I get all these tips?

Great question.

We know you’re already a follower on Twitter and patiently wait for our tweets to come out, day and night, like them, retweet them, comment on them with friends when you hang out… OK, maybe not to that level. But you’ve probably seen our content and digital marketing tips in our Twitter feed already. Good! That’s where our Mailjet Advent Calendar Tips will be shared daily, starting today. Want a sneak peak of the first one?




You can also track them and join the conversation by looking for the hashtag #MailjetAdventCalendar on Twitter. And if you just want a weekly recap, you can head over to our fantastic Email Marketing Holiday Toolkit page and scroll down. You’ll be able to check out last week’s tweets in the page while you read through some of our great holiday content and listen to our festive Spotify playlist.



Sounds cool, right? Then make sure you don’t miss out. Follow us on Twitter and keep an eye out for your daily email gift. It’s small and it’s sweet: it’s Mailjet’s Advent Calendar. ?


Love it? Want to be a part of it? Like, retweet and share your thoughts and email tips using the hashtag #MailjetAdventCalendar to spread a little love and festive spirit this Christmas!