Save Your Favorite Email Sections In Passport And Work More Efficiently

What marketer hasn’t experienced déjà vu? You have to send out a new campaign, but you’ve been dragging your feet, and it’s at the bottom of your to-do list. It should only take a half an hour, but every week it’s just the same old series of clicks. And you think to yourself, “If only I were a developer, this could be automatic.”

Well, our teams have found the solution for you. How does it work? Read on—you won’t be disappointed. ;)

Mailjet loves to make life easier for users. In fact, last year, Mailjet integrated MJML in Passport to make collaboration between marketers and developers a smoother process. Mailjet also made it easier to create emails with a new image editor.

So the time has come to focus on email editors. Now they can save the most important campaign sections in a library. The drag-and-drop feature lets them easily use those sections again in future emails.

Save your favourite email sections in your Passport library

Save time

How much time have you wasted redoing your email header and footer? Probably too much. The header and footer usually feature your logo and the most useful links, or those that take users where you want them to go first.



Don’t waste any more time creating them for each new newsletter or email campaign—now you can access them right from your editor and add them with a simple drag-and-drop.

You can do the same when you’ve finished a section you think you might use again. Add it to your ‘Saved Sections’ library in just a few clicks. Shortcuts save time, so why not use them? ;)

Promote brand identity

If making your brand image clear is as important to you as it is to us, there’s a chance you’ve already set up a graphic charter for email design.

The latest feature makes the process easier and more efficient. Prepare section templates for each type of content used in your marketing emails and save them in your library.


That way, you can just grab what you need for your next newsletter.

It couldn’t be easier.

Using the feature takes less time than the intro of your favourite song on your morning playlist. Just activate the ‘Advanced mode’ at the bottom of the menu on the left-hand side of the Passport email editor.


  •   Choose the section you want to save and give it a name:


  •   The section is now saved in ‘My Saved Section’


  •   To add it to an email, select it from the library and put it wherever you want via drag-and-drop.


Easy, right? We knew you’d be excited!

The new feature is already available in the Passport email editor. We’ve already saved all of our favourite sections in our library and can’t wait to use them in our upcoming newsletters. Don’t forget to register ;)

What do you think of this new feature? Which section do you plan to save first? Let us know on Twitter!


How To Find The Perfect Email Subject Line With A/B Testing

Ever wondered how to write the perfect email subject line? At Mailjet we ask ourselves that very question every time we put together our weekly newsletter for all you to read. Have we ever wished there was some sort of mythological magic, some kind of out-of-this-world secret weapon that would do all the hard work for us? You bet!

Well, let me tell you something. After a quest that’s made ‘The Twelve Labors of Hercules’ pale in comparison, we’ve finally found the Holy Grail. Yes, don’t look at me that way ?. We have. What’s our secret to killer subject lines, you’re wondering? Our A/X testing tool, of course.

You might be about to say: “Bah… I’ve been using a testing tool for quite a while now… Still not the answer I was looking for.

But… are you using it correctly?


lion king ab testing correctly


Finding the perfect email subject line with A/X testing

Finding the right subject line through testing requires a particular set of skills that not everyone is aware of. Namely, an ability to challenge your own preconception (cause, you know, you might not always be right), persistence and a commitment to regularly research new ideas.

A key component that many lack is the creativity or research skills to come up with new subject lines to test, tailored to the message they’re sending. In a recent talk at Figaro Digital’s Email and CRM Seminar, Dela Quist talked about the importance of testing a number of ideas, not just two (as traditional A/B testing tools do). Actually, his research found that the optimum amount is 10.


7 testing ideas to find the perfect email subject line

How many different things do you usually test in your email subject lines? Do you focus on your wording, your tone or the message itself? If you’ve answered one of the three, you’ll only be “partially correct”. The truth is you definitely need a combination of the three to ensure you find the perfect one for each campaign.



This is one of the most basic tests in some people’s eyes, but really something to look into. The subject line length allowed by different email clients and devices varies from around 70 characters on Gmail’s desktop version to just 30 characters on some of the smaller Android phones, so understanding this will help you pinpoint how long is too long.

But there’s another element to the length that a test will allow you to understand better. Do your readers feel intrigued by subject lines they can’t fully read? Or do they find this irritating and prefer shorter, more precise subject lines? Try a range and analyze the performance, both for each individual campaign, but also across different email clients and devices over a period of time.



Another basic one, but yet another one that can be easily overlooked. Does your audience react better when they see their name used in the subject line? We keep on talking about the importance of personalizing content to make it more relevant, but at the end of the day, your contact list is formed by a unique set of people with their own particularities. It could be that someone sends them a daily influx of messages with personalized subject lines, and they just instantly associate it with some unwanted marketing campaign that they automatically ignore.

personalized email subject line



To emoji or not to emoji? For today’s email marketer, that might actually be the question. The suitability of emojis will depend on your database’s age and location, their use of social media and even the device they read their emails on.


emojis email subject line


But it’s not just about whether to use emojis or not, but also which ones to use. Different cultures might react to the same picture in different ways and, no matter how many times they try to convince us, a peach is not always a peach. ? ?


Negative Statements, Questions & Exclamations:

The tone, the wording and how you phrase your subject lines will definitely have an impact on how your readers’ willingness to open your emails. You could be stating facts, sharing excitement or asking them a question to make them reflect on something. Maybe highlighting great things works best, or maybe your readers are more inclined to open emails that stress negative elements.

Would a salary comparison page get better results with the negative statement “You’re not being paid what you deserve”, the question “Are you being paid what you deserve?”, or an exclamation such as “We know how much you should be making!”? The only way to know is by testing.


FOMO / Clickbait:

Fear Of Missing Out is a thing. It is the psychological principle that rules Facebook: people want to know what other people know, what other people are talking about. Curiosity meets insanity, basically. So, are you leveraging your contacts’ FOMO with subject lines they just can’t resist?

To an extent, the basis of clickbait subject lines is precisely this overwhelming curiosity that pushes us to open a message to find out if, in fact, “there’s no way I can imagine what this person said”. Clickbait headings are all across the Internet nowadays and people are slowly catching on, but you’ll never know if they work with your audience unless you try them.


Vague / Straightforward:

You’ve probably heard about Obama’s email marketing success during his 2012 presidential campaign. Well, a big part of this was down to the interesting range of email subject lines his team picked, which caused impressive open rates and an all-time fundraising record. The team tested a huge number of subject lines, varying from straightforward messages such as “Thankful every day” or “Some scary numbers” to more vague ones, like “Change”, “I will be overspent” and even a friendly “Hey”.

vague email subject line


Discounts & Urgency:

Another interesting idea worth investigating if your company sends product emails is to see whether outlining discounts and promotions, or creating a sense of urgency on your subject line will generate higher open rates. Overusing time-limited campaigns and headings might become a bit like the tale of Peter and the Wolf, where your contacts stop trusting you and end up not reacting as you’d wish, because they know another offer will be coming their way soon. Be sure to test this frequently to find the right balance.

discount email subject line


There’s no limit to the things you can test. We’ve covered just a few of the possibilities here, but there are many more you can try. Want to find out if including the name of your brand in the subject line makes people recognize you more and be more willing to open your email? Try it. Think that including a profanity might generate some interest and spice up your contact’s dull inbox? Try that too! At the end of the day, finding the perfect subject line requires a bit of both art and science. ?


Have you been regularly testing your email subject lines? What have you discovered? Share your best performing headings and your most interesting examples with us on Twitter, using #EmailMarketing.

5 Email Marketing Tips To Take Businesses To The Next Level

Over the years, email marketing has proved itself a powerful tool for engaging existing customers and generating more business. A recent survey of consumer habits and perceptions reflects the essential and growing role email plays in everyday lives, and yet another revelation by eMarketer, email marketing was ranked the best digital marketing platform for retaining customers in 2016. With so much potential, who wouldn’t want to tap into a business-boost strategy like that?


Email Marketing tips to take your business to the next level


Nearly every digital marketer acknowledges the role of email marketing in fostering business development and promoting customer relationship. However, not so many people appreciate effective use of this marketing strategy. Even more, many businesses simply send out routine emails without analysing their returns on investments. Just like any other marketing strategy, it is beneficial appreciating the ground rules and playing by them to reap big. Even more, using customer behaviour to boost your email marketing efforts is important. So, how do you do it?

1. Your Contacts Deserve Some Space

It’s safe to assume  your customers would like to hear from you; that is why they have subscribed to your emails in the first place. Over the years, you have been able to boost your returns on investments, thanks to the steady email marketing campaigns you have staged. However, overfishing exists. The tendency to overuse our marketing strategies is overwhelming. After a successful debut with their search engine efforts, many are tempted to capitalise on more emails to achieve similar or even better results. It doesn’t work that way, very soon you will have to face it squarely with the law of diminishing returns.

You do not have to bombard your customers with consistent emails. Giving your customers a break, more often, wipes out that notion that you are harassing them through promotional emails. There might be so much to share and a lot more news to excite the customers regarding your recent innovations, but sending two emails a day won’t solve the problem.

Instead of blindly sending the email messages, think of following a schedule based on customer response. If it is a weekly email plan, stick to that. It you promise to send them three emails within a week, kindly let it be so. For efficiency, you could to include a schedule form in your welcoming email. With this, you can have an idea of how often your clients would like to be contacted.

2. Don’t Solely Rely On Automation

Email automation has made things easier in the digital marketing realm; no doubts about that. It is an essential component of every great email marketing campaign. However, you need not to rely so much on it. It should be a pivotal element in your email marketing strategy, but not the only one. Yet many marketers let email automation replace them; that is a massive mistake. How will you respond to the specific needs of a group of clients, if you are relying so much on automation? Embrace automation technology, but do not let it thwart the very reason you went for it.

3. Brace Yourself for Mobile Technology

For some companies, learning it the hard way is the option to take. It doesn’t have to be so with yours. A large percentage of your customers have their email inboxes synchronised with their mobile devices. What this means is that a greater percentage of the marketing emails you sent are read on mobile platforms . Are your emails optimised for mobile reading? That is the big question you should be asking yourself. Regardless of the device your customer is reading the email on  it should allow enhanced viewership by automatically adjusting  to fully fit the screen. Luckily for marketers, mobile optimisation is easier, now than ever before. You only need to take advantage of it.


4. Consider Reforming The ‘Opt Out’ Menace

More than ever before, customers are opting out of subscription emails. If you didn’t have an idea, 54% of clients’ inboxes are dominated by promotional emails. You wouldn’t want this to be any worse than it might appear, right? Many people are getting tired of the low quality emails filling their inboxes so they opt out, even from the ‘important emails’. Instead of presenting your recipients with two options of either staying in or walking away, introduce opting down. This means implementing the break strategy. With this, the customers can choose how often they would like to receive communications from you. Even more, they will get to decide for how long they would like to be out of periodic email list. In the end, you will be able to retain a greater chunk of your customers.

5. Keep It Professional

You need not to have been in the marketing arena long enough to know that there are a number of rules that regulate all commercial emails, like the CAN-SPAM Act in the U.S. Ignoring some simple set of rules enlisted on this might not only land you in trouble, but can also dent your hard-earned reputation. For instance, using a deceptive subject line to have your email recipients dig through the emails isn’t professional. Keep your subject line clear and relevant to the message therein. The email title shouldn’t suggest anything contrary to the content of the email.

Yet again, you should not ignore customers unsubscribe requests, if they indicate they’d like to opt out. It might be painful, but the widely applicable corporate rule still stands; you can’t win them all. Honour the recipient’s opt out in a timely manner as recommended by the law. Thereafter, you can work on better ways of making your promotional email content more informative and appealing to subsequent customers.


Many of your customers would love to stay in touch with you, even more, through emails. However, marketers should do it in a way that provides value to their customers. It will not only maintain healthy relationships with the existing clients but also help bring on board new recipients who will be able to stay on your mailing list as long as possible!

E-Commerce Email Marketing Design Tips To Increase Sales

Email marketing is one of the lowest cost investments in digital marketing, but how do you get it to pay off? Understanding HTML/text-based structures and incorporating a few key techniques proven for success can help increase your company’s sales numbers through email outreach. Here are some design tips to get you well on your way towards a high ROI on your next email marketing campaign.


Email Marketing design tips to increase your e-commerce sales

Email design is the unconditional perfect practice of imperfection. You can ask 10 designers what their trick for email success is and you’ll get back 10 different answers. The thing is, there just isn’t any single approach that’s best for email marketing. There are so many ideas to keep in mind during the process of template development, such as fonts, image rendering, video data, etc., that the entire operation can become troublesome. Emails are however an exceptionally compelling way to reel in customers. Especially when in the business of e-commerce sales and online transactions, these online messages can really penetrate niche markets that usually would be left unseen. Wouldn’t you want your company to be in the best position possible to tackle these opportunities that will undoubtedly lead to more sales and conversions?


Which Type of Email is Best?

Often unrecognized as a formidable strategy, email marketing goes as being one of the best approaches in engaging with potential new customers and getting them to make a purchase. It is 40 times more effective at acquiring new customers than Facebook or Twitter and it generates $38 in ROI for every $1 spent .

First spawned in the mid-1970’s, (prehistoric in modern computing terms) emails are continuously being upgraded in the items they can deliver, thanks to new software and technologies. Nowadays emails can include heaps of HTML rich goodness, including eye-popping Gifs, beautifully designed headers and call-to-action buttons, videos, infographics… The list goes on!



Image Source:

Nevertheless, the good old-fashioned plain text emails can actually engage as well depending on your key objective. Typography can be used in these instances to draw the eye to call-of-actions to lead the readers into conversion. If all else fails, text is the one thing that is consistent between platforms and can easily deliver the message conveyed by your brand. As far as how effective HTML can be with email marketing, the discussion is still up for debate. A study performed by HubSpot found that increasing your email’s amount of HTML content lowered the number of times a consumer would open it by 23%. The cause for this? Well actually there are a few:

  • Filters that flag commercial (high HTML-based) messages. Gmail automatically sifts out certain mails that seem like spam to enhance user experience.
  • Option features that hide too many images from sent messages.
  • Accessibility problems; messages don’t always render the same for every email receiver.

Now, alongside all the hate and spam classifying problems HTML messages are faced with, there is a lot of light at the end of the tunnel. If the structures in an email remain easy to materialize and accessible to a greater range of people, HTML can be a fantastic way to visually present a class of products to a potential audience. This can be a lot to process and may seem a little difficult to achieve at first without a guided direction.

If you’re looking for some support, leveraging an email editor tool such as Mailjet’s Passport can help alleviate many common problems. With a drag-and-drop editor and a gallery of pre-made templates, their service provides intuitive solutions with responsive layout.

To help understand the mystery behind what works and what doesn’t, let’s check out a few proven design tips that will take your brand and sale levels to the stratosphere:


Get Your Brand Into the Mailboxes of Your Consumers

Email marketing is your brand’s one shot in delivering an effective voice. That voice should be creative in saying: “Hey! Buy these products!” all the while maintaining a consistent level of transparency. The biggest mistake your business can make is forgetting to clearly identify yourself in way that equally attracts your demographic. According to digital marketing agency AumcoreIf there is no risk, then there will be no reward. Users are now more than ever bombarded by a constant stream of content from various sources. It is completely necessary to create something that will separate you from everyone else.

An email is both an introduction and an attention grabber; evening out both in the process will prove to be profitable. How do you grab the bull by the horns?

Subject Lines are Key

Email subject lines are imperative for messaging campaigns to work. Making sure they’re catered towards the needs of your consumers is crucial, mostly because personalizing subject lines is extremely important in increasing ROI. Keep in mind, no one is going to have an appetite for reading an email or purchasing an item from your brand with an unappealing title. Rather, this can actually put a bad taste in the mouth of the consumer with other forms of marketing your brand is trying to push. Offering a consumer benefit in the subject line such as a discount or promotion can also help to increase sales.

Get Those Creative Juices Flowing

Innovation and originality can thrust your design efforts in the direction of success. Incorporating color schemes, highlighted product selections, and attention capturing headlines are all highly encouraged styles to consider when building email templates. Keeping a favorable balance between HTML structures and text based content is immensely important, because remember you want to appeal to the masses. In some cases, showing product or service pricing can provoke immediate responses from mail list users. Design is also important in increasing brand awareness with visually appealing photography or well made clipart images that can boost purchases immediately or for the future when your brand image continues to resonate with viewers. A call to action button instead of a text-based link can can also increase conversion rates for a burst of sales; so exploring nice visuals to use in your design is a great way to ensure your campaign ends with favorable results.

Think Mobile

Yes, the world is going mobile. With the ongoing hardware/software updates from Apple and Android smartphones (not to mention their tablet counterparts) and the fact that Google is now making their search engine index mobile-first, this thought is evidently now a reality.




This means that your business has an obligation to meet the needs of smartphone display dimensions. According to Nick Rojas: “Before sending out the campaign to all your subscribers, it’s important to test, retest, and test it again. See how it appears on multiple devices to ensure all the pictures are loading properly and the format is as you designed it.”

Emails that can’t be seen to their full extent on a mobile device are essentially trash bin material. Make sure your design is responsive to make the most from both desktop and mobile conversions.


The Takeaway

Building sales figures for an eCommerce business can be a tough task to undertake. Through email lists and inventive  design, consumers will not only want to open the messages you send them, but will also feel a sense of urgency to interconnect with who you are as a company. Thinking outside the box will allow you to triumph over your competitors.

Now go out there and send some emails!