The Myths Of Switching Email Service Provider

“I no longer have a reliable Customer Success Manager.”

“My current ESP is no longer investing in their email solution (!!).”

“My Open Rate is declining, I’m not even sure my emails are landing in the Inbox.”

“I can’t afford the costs or downtime incurred with switching to a new ESP.”

We’ve all been there: the company you work for relies on a business critical software solution. We put up with a few aches and pains, as this is probably the best it can get. Sounds familiar?

I imagine the answer’s “yes”. Let’s take a look at the most common myths of switching and show you that the grass can be greener on the other side. Well, yellower if you move to Mailjet .

Switching ESP

5 myths of switching Email Service Provider

Myth #1: A complex process

First up, where do you begin? Moving all your contacts and email templates to another platform sounds daunting enough. But, then you consider all your integrations, your API keys, configuring your SPF and DKIM authentication, sending addresses and domains, dedicated IPs… The list goes on.

At Mailjet, we believe it can be simple. Leave the complexities of switching to us. We’ll tailor an onboarding plan bespoke to your business, removing the headache, and allowing you to see tangible results fast. Our Customer Success Team will make your success their priority, with an actionable project plan to get you sending with Mailjet ASAP, offering helpful advice and best practices along the way.    


Myth #2: Difficult integration to insights solution, CRM, and other systems

When you think about your email activity, you have your three main types: marketing, transactional and automated emails. But each of these does not operate in a standalone way. Data from your other systems feeds into your email communications.

Your CRM might store all your contact information for your marketing emails, your ecommerce platform might store all your transactional data, so you send that all important order confirmation email at the right time, and your insights solution might help your automated emails to be even more relevant to your recipients. So how do you ensure all these emails keep sending?

Our team of API experts is here to support you with all your integration needs, Ensuring that your business critical emails keep sending in the way you want them to.  


Myth #3: Downtime in email activity

Switching ESPs will mean you have a period of time when you cannot send emails. Won’t it? Well, actually no. At Mailjet, it’s is possible to transition smoothly from your existing email service provider with minimal interruption. Linking back to Myth #1, a tailored onboarding plan, bespoke to your business needs, will reduce disruption.

To ensure optimal deliverability, we recommend warming your IPs up (if, a dedicated IP is the most suitable option for you), gradually moving your sending across to your new provider (hopefully us ).    


Myth #4: The new solution might not solve delivery issues

What happens if we make the switch and our deliverability gets worse? At Mailjet, we’ve put all the necessary processes in place to ensure it won’t. Starting from your initial conversations with Mailjet, we’ll point you in the direction of best practice resources.

Before you sign up to our solution, your current sending activity will have to pass a compliance process. Sometimes, we might need you to make some changes to your data collection methods to ensure your activity is compliant. This vetting process ensures our high deliverability standards, and is part of the reason why we hit the Spam Traps so infrequently.    

The successful configuration and warm-up of your account will give you the strongest chance of having a great sender reputation with the ISPs. Similarly to building a house, strong foundations are key. Our deliverability team will be with you every step of the way during the first few weeks. But, fear not! They’ll be monitoring your IP and sender reputation throughout your journey with us.  


Myth #5: It’s expensive

When email is great, it can be your best performing channel. But don’t listen to us – take it from the experts. Econsultancy found that 73% of marketers rank email ROI as ‘excellent’ or ‘good’. The DMA also reported that 18% of email marketers see an ROI of more than £70 in their email marketing campaigns. Initial switching costs might seem like a waste of money, but it could be money well spent if you can maximize your ROI potential.

See? We told you… Sometimes the grass can be greener (yellower) on the other side. 

If you’re thinking of switching ESPs or have recently switched, why not share your views, fears and relief with us on Twitter? We’re always keen to hear your stories.

Infographic: Mailjet Celebrates World Emoji Day

Back in 2015, we decided to practice what we preach (or since we’re French… drink our own Champagne) and start experimenting with our A/X testing strategy. We’ve tested NSFW (Not Safe For Work) phrases, swear words (albeit British slang – we’re not that rude), Schadenfreude (be honest, you’re guilty of it too), curiosity and, of course, emojis.  

As World Emoji Day was fast approaching, we thought we’d retest emojis in our weekly newsletters subject lines.

Before we begin, what’s A/X Testing?

For those who have been living under a rock, and not keeping up-to-date with email marketing advances, A/X testing allows you, the email marketer, to send your emails confidently. It removes the guesswork of what works best by allowing you to test (up to 10) variations of the same email, and then sends the winning version to the remainder of your list, giving you the best possible chance to smash (I may have been indulging in Wimbledon a bit too much) your email campaign’s performance.

Our Approach

In 2016, we tested four different emojis, across four geographies. Globally, the best performing emoji, was the ‘joy’ emoji. This year, we decided to step it up: we used the four emojis we tested in 2016, versus four other emojis, across five geographies.    

Our original plan was to test four brand spanking new emojis, but we quickly realised device compatibility was an issue. Attention email marketers: before you experiment with creative engagement tactics, like the use of emojis, test how these will be displayed across screens and devices.

So, all that is left to be said… Celebrate World Emoji Day with us, and check out the results of our subject line test.


Have you performed a similar test? Are you celebrating #WorldEmojiDay? Or, perhaps you’re a superfan of using emojis. Let us hear your experiences on Twitter.

Better Customer Targeting With Date Properties

“Boss, do you know how long our 20% discount sale has been running for?” “Isabelle, don’t you think we should offer something to customers who have been with us for more than six months?”

If questions like these come up during your brainstorming sessions, you’ll surely be thrilled when you have a look at the new contact property format you can now access from your account.

The Date type property is here

Ok, we’ll admit that, put that way, it might not seem like the most incredible news we’ve ever announced… but the date type property offers a world of possibilities that will surely spark your imagination.

So, what exactly is a “Date” contact property for?

When you import a contact list to your account, you are importing emails in addition to precious information, such as first and last name and other properties you have on your contacts.

Now, you can save and use other information in date format, which offers endless possibilities. You’ll have access to registration date, birthday, last purchase date, account expiration date, VIP sign-up date… the list goes on.

It turns out this new item is a powerful addition to your marketing strategy. It allows you to improve automation, segmentation, and email personalisationBut how? Just keep reading and you’ll see.

Collect information about your contacts

To automatically collect information about customer behavior, associate your Mailjet account with one of our many partner connectors, such as Boomtrain, Mautic or Segment. You can also connect your preferred CRM to Mailjet using Zapier.

Keep in mind: It is also possible to import this information manually, but all date type properties must be imported in the same format.

Use dates to automate your emails

Once you’ve automated the information chain, you are ready to take full advantage of our automation feature.


From your account, choose the “Contact update” scenario. Armed with your new date type contact properties, you can trigger the sending of an email or a series of emails when one of the values changes.

 You can configure your workflow to trigger the sending of an email right when the date property changes for one of your contacts. You can decide to trigger automated sending when this property:

       is the same as the chosen date

       comes before the chosen date

       comes after the chosen date

       is between the chosen date and another one.


Improve user targeting

The Segmentation feature has also changed. You can now segment your users by date. For instance, you can create better-targeted contact lists by selecting only contacts born after 1995, or contacts who registered for your service more than six months ago.

To do so, you now have access to multiple operators, so you can let your imagination run wild as you segment lists as often as you like. Try selecting only contacts whose birthday, registration date, expiration date, last purchase date (non-exhaustive list) was/is:

  •      before
  •      after
  •      the same day as
  •      not the same day as
  •      between and
  •      “Today”
  •      within the last X days
  •      within the next X days
  •      repeats each year on

There are so many ways to improve campaign targeting!


Improved email targeting

This new date property format offers a different way to personalize message content. Insert the most appropriate variable into your marketing, transactional or automated emails and your recipients will feel as though the message was addressed personally to them.


What are you waiting for? Give the new date property a try!

Before you put your nose to the grindstone developing new strategies, we are counting on you to express your joy on Twitter.