GDPR Journal: Privacy Matters. Really.

As our resident legal expert here at Mailjet, I set aside at least a full day each week to take care of our data privacy issues. I had put together a compliance roadmap of items to be handled before the year-end as part of the GDPR readiness plan. The next item on my to do list was to update our Privacy Policy.

Privacy Matters With GDPR

So what exactly is a Privacy Policy?

You see them on most websites. Privacy Policies drafted in various different ways. But what is it exactly? It’s important to note that, a Privacy Policy is not the same as the Terms and Conditions of Service (or of Use). If you collect and process personal data, you are likely required to provide information accessible for your users that details your data privacy policies.

The old EU directive required certain information to be provided to data subjects in the case of data collection, including the company’s identity, data processing purposes, the existence of certain rights to access and rectify the data, etc. And each EU Member State also has this requisite. The new EU GDPR requires that this information be even more detailed and clearer.

So in collecting personal data, you should disclose the ways that you gather, use, disclose, and manage your customer or user’s data. As each individual has a fundamental right to the protection of their data and to be informed.

What needs to be included?

I last updated Mailjet’s Privacy Policy in September of last year. At the time, I wanted not only to harmonize all our online policies but also to make them clearer for our customers — and the last update was, to say the least pretty outdated.

And this time around, I needed our policies to be fully in line with the new GDPR requirements — as it imposes additional requirements as to the information to be provided on the collection of personal data. For example, not only do the purposes of processing need to be provided, but now also the legal basis needs to be stated. In our case for Mailjet, the principal purpose is to provide our emailing services and facilitate their performance, including verifications relating to our clients; the legal basis is to be compliant with the data privacy laws.

As a summary, the key information to be provided to your clients and users under GDPR is:

  • Identity and contact details of the data controller
  • Contact details of the DPO (when applicable)
  • Processing purposes and the legal basis
  • Where the processing is based
  • Recipients of the personal data, if any
  • Data transfers outside EEA, when applicable
  • Data retention period
  • Rights to access, to rectify and to delete data
  • Right to lodge a complaint with a supervisory authority
  • Existence of any automated decision making (including profiling) and the logic behind it

How exactly to create/update your policy?

In my opinion, the best way to tackle this project was to go through the actual GDPR regulation — article by article — and modify our Privacy Policy accordingly.

I had to include the now necessary information (including the new contact information of our DPO — if you’ve forgotten, yours truly, the supervisory authority and right to lodge a complaint…) and at the same time attempting to describe all this in a clear and concise manner.

One of the main underlying principles of the GDPR is the principle of transparency; this requires that any information addressed to the public should be clear, concise, easily accessible and easy to understand. The information provided shouldn’t be bogged down in legal jargon and with cumbersome online conditions.

So I wrote out the policy as if I were talking in everyday language. No legal mumbo-jumbo. No long-winded phrases. No complicated theories. I had to forget my days of writing legal briefs. This had to be very simple.

After spending several hours on the first draft, I passed it along to my fellow colleagues (those without a legal background), so I could get some feedback as to the clarity and understandability of the document. I also met up with our CTO to ensure we were aligned on a technical side with our policies (data retention, deletion capabilities, etc.). He offered suggestions to integrate into the document and by the end of the day, I had a nice working draft. Hurrah!

I spent the following few days tweaking the policy to make it just right and coordinating with our marketing team to set up the schedule for its release date. Of course, we needed to give our client’s at least 30 days notice for these updates and create a clear email describing the changes. At the same time, some modifications needed to be made to our Terms of Use, so why not use the same notification to our clients for both? Kill the bird with one stone.

What was updated?

The main items that were incorporated into our new Privacy Policy (which was effective as of September 15th) are:

  • To harmonize the terminology with the terms used in the GDPR (words such as; data subject, controller, data processor, supervisory authority)
  • To clarify the consent policy (how we obtain our client’s consent)
  • To identify the data supervisory authority where customers may lodge data protection complaints (in France it’s the CNIL)
  • To define our legal basis for data processing
  • To allow us to respond directly to a request from a data subject to modify or delete his/her data. In the past, we had to request authorization from our customer directly and await their instructions.
  • To better clarify our data retention periods (this is still a challenge to make transparent since we deal with so many different types of data, personal or otherwise — and this retention policy needs to be worked on closely with our technical team to put in place the right processes).
  • To communicate our new minimum password security requirements
  • To share our new DPO contact information (yours truly!)

Take a look at our GDPR compliant Privacy Policy.

In the meantime, are you creating or updating your company’s privacy policy? Share your experience with Mailjet on Twitter.

This post was first published on the Mailjet Medium account.

Dedicated vs IP Addresses Explained


In New York, as in most large cities, there are only a fortunate few that live alone. Rent keeps increasing by the day and spacious apartments are hard to come by, so we live with roommates. Sharing an apartment with someone means sharing less favorable habits; dishes left in the sink, waking up at dawn to do Pilates in the living room … but it also means a lower financial burden and responsibility of maintaining the place.

The same kind of consideration goes for IP addresses. You can either share an IP address or buy your own – neither is better than the other, there are pros and cons to both. This Flight School Friday, we’ll explore the two options and help you determine which one works best for your business.

What does this have to do with Email?

Similar to roommates, when it comes to sharing an IP address, you’re in it together. Each sender’s reputation on the IP address will affect the others. If you’re just starting off with sending email campaigns or you send a low volume of email, sharing an IP address is a great solution to quickly establish credibility with ISPs such as Google, AOL and Yahoo. At the risk of taking this metaphor too far: this is the same concept as using a guarantor for your apartment if your rent or credit history isn’t established enough.

ISPs will look for consistent sending volume and consistent implementation of email best practices to determine your sender reputation. If your business sends email on a seasonal basis or only needs to communicate occasionally, sharing an IP address is a good way to share the reputation of more established senders. It’s also typically the less expensive option, since you don’t have to pay additional set up fees for an individual IP address.

The downside here is that you’re sharing the reputation of other senders. If these senders forget to clean their contact lists, send an email that falls into a spam trap, use a sensational subject line or any of these black-hat practices, that damages your reputation as well.

Should I get a dedicated or shared IP?

As your business grows and you send larger volumes of email, you’ll likely want to consider moving onto an individual IP address. The reputation of this fresh IP address will be as good or as bad as your sending practices warrant. This means slightly more responsibility than a shared IP address, so you’ll want to make sure you’ve read up on your deliverability best practices and CAN-SPAM law, and of course GDPR.

Want to know more about deliverability best practices? Download our guide now!

Banner Email Deliverability

Working off of your own IP address also makes it easier to track down and troubleshoot deliverability issues. You can even take your campaigns one step further by dedicating an IP address to marketing emails (newsletters, promotional messages) and transactional emails (triggered messages such as thank you emails, birthday emails and reactivation emails). Marketing emails, due to their promotional nature, are more likely to be marked as spam or generate unsubscribes and bounces. While transactional emails tend to be more used to generate responses like invoices, with password resets and tailored information in response to an action taken by a customer. Separating your traffic onto two separate IP addresses ensures that more crucial transactional emails such as invoices and account updates are not affected by the reputation of your marketing emails.

At the end of the day, there’s really no right or wrong answer here – it’s simply a matter of what your business goals are and how your customers prefer to communicate. We do encourage customers to use a dedicated IP address if they can, to have full reign over their deliverability needs and sender reputation. But most likely you’ll get a chance to use both shared and dedicated IP addresses during different stages of your business and for various types of email campaigns. The key takeaway is to do regular maintenance on your IP address, monitor your sender score and review your deliverability reports.

What do you currently use: a shared or dedicated IP address? What do you like/not like about your set up?

How To Use Facebook Messenger Chatbots To Boost Your Marketing Efforts

Many marketers view chatbots as an alternative to email, with some even proclaiming chatbots as the “death of email.”

Nothing could be further from the truth. Much like how content marketing can be used alongside email marketing, chatbots are a powerful additive channel that can boost your email marketing campaigns.

Customers are increasingly ready to embrace messaging apps as a customer service channel, and younger demographics even more so, according to HubSpot. This means it’s a trend that will only increase with time.

Chatbots are the next frontier of marketing automation. They create relationships with your customers through a live experience, instead of overcrowding their inboxes.


What are chatbots?

The easiest way to think of chatbots is as the next iteration of Live Chat.

As Live Chat became more widely adopted by brands and used by customers, it failed to live up to its “live” name. Today consumers wait on average 2 minutes and 40 seconds for a response on Live Chat, and 21 percent of their messages go completely unanswered. From a customer’s standpoint, that’s unacceptable.

Chatbots bring the immediacy back to live chat. Even better, they speak to your customers wherever they are, rather than forcing them to come to your website. Thanks to advancements like Facebook Messenger, chatbots are no longer clunky or robotic. They can handle a lot more functionality, and sound more like humans.


Can chatbots and email marketing work together?

As Joe Crawford writes in Chatbots Magazine, “Think of email as a speech, and a Messenger chatbot as an interview. Like a speech, email is a one-way communication, with all of the information being presented in one continuous sequence. Messenger is comparable to an interview in that it exists as a series of back-and-forths with one side attempting to gather information (the bot), and the other (the human) providing that information based on the questions asked.”

Email marketing and chatbots both form relationships with your customers, but in different, complementary ways.

With email marketing, you can provide a complex, visually appealing layout that includes copy, images, hyperlinks, and CTA buttons. It is perfect for more important and detailed information contacts will most likely want to retrieve, as searching for it is easier than looking through chats and notifications.

Chatbots, on the other hand, share less information, but that information is precisely relevant to an individual user’s needs and wants, depending on what they share with the chatbot. Plus, much of the desired action can take place directly within the Messenger interface. Users can answer form questions, watch video, and buy products directly from a chatbot, while an email would require them to click through a link to take action.

When compared to email, chatbot conversations are more personalized and actionable. Experience it yourself with this hypothetical chatbot user flow from Hubspot.


Example of a chatbot conversation


Facebook Messenger chatbots and Email Marketing

One of the easiest ways to add a chatbot to your marketing funnel is to implement one into Facebook Messenger. Facebook itself has its own handy bot creator for developers, but there are also plenty of services out there that will create a bot that’s tailored to your brand’s specific needs.

Having a Messenger chatbot in addition to your email marketing efforts can result in more targeted and detailed user data, and higher conversion rates overall. One way it does this is with user-dreaded forms.

Forms are a lot of work for users, especially if you got greedy with the number of fields. Chatbots relieve customers of that burden, but they also minimize the work on your side.

Verve says 60 percent of people intentionally lie or provide false info online. 33 percent use a fake email address, and customers have no problem supplying someone else’s phone number to get access to your latest whitepaper. Meanwhile, less than 5 percent of Facebook profiles are fake. Start using Facebook Messenger chatbots today and you can stop mining through fake data.

There are plenty of other benefits to using Facebook Messenger chatbots alongside your email strategy. Let’s name a few, shall we?

  • Users receive instant responses, increasing loyalty while they wait for a more detailed email.
  • Facebook Messenger chatbots feel social, lively, and fun, making customers delighted to hear from you again.
  • Chatbots can help your brand appeal to younger users, who might not be as responsive to an email as they are to a message.


How to integrate a Facebook Messenger chatbot in your email marketing funnel

Ready to get started with your own Facebook Messenger chatbot? Let’s review the many ways they can augment your email marketing funnel and engage your customers.

Newsletter subscriptions with chatbots

No longer do users have to leave Facebook to fill out a form on your landing page. Integrate with Facebook Connect login to enable single-click subscriptions like the L.A. Times does:


LA Times Chatbot


Content downloads through chatbots

Use Facebook’s Messenger CTA buttons to make things even easier. For instance, after they view your Facebook Live, you can include a button in the conversation that says “Send me the checklist!”, that would trigger an email to be sent with the content download link or file.

Here’s an example from HubSpot:


HubSpot Chatbot Example


Event promotion and reminders

Users can RSVP to events on and off Facebook and receive friendly reminders from your Facebook Messenger chatbot (as well as your usual automated email reminder). Disney created a chatbot persona of Officer Judy Hopps to hype Zootopia by engaging with RSVP-ed users on Facebook before the movie premiere and also before the DVD release.


Zootopia's Chatbot

Exclusive offers

Let users decide if they want to interact with you via Facebook, Messenger, or email. . Incentivize to connect via Facebook Messenger by offering an exclusive whitepaper, ebook, or video, and offer yet another incentive for email, like an exclusive deal. As Mixergy and Bot Academy founder Andrew Warner shows in this YouTube video, Messenger works immediately. The second the button is clicked, they get a notification via Messenger on their phone.


Exclusive offers chatbot example


Clear up your support team’s queue

Create a support chatbot to answer common FAQs so users don’t languish on your help page or get stuck in a long email thread with your support team. Airbnb lets hosts create custom FAQ. This minimizes frustration for hosts who get sick of answering the same thing over and over again, and it also makes things easier for customers so they’re likelier to convert faster:


Support chatbot example


Qualify leads

Program your chatbot to ask questions that further segment subscribers and qualify leads. In this personal shopping assistant example from Convo Interface, the bot could help a person make a purchase right then and there, or send them an email with several options:


How to qualify leads with chatbot


Drive conversions

Chatbots drive conversions in real time. Belly Hungry’s chatbot lets people schedule reservations, find restaurant locations, or order takeout – all from within Facebook (no more going to Yelp or Google search and finding one of your competitors instead), while still getting their transactional emails to confirm their booking or purchase:


Example of how to make reservations with chatbots


Optimize Facebook ads

Lower your CPM with more effective Facebook ads. Let customers immediately start a conversation with your sales rep, instead of having to click through to your website, as in this example from Business Pineapple:


How to optimize Facebook Ads with chatbots


Create your Facebook Messenger chatbot

So, how do you actually go about creating a chatbot? Fortunately, it’s easier than you think.

Several companies have risen to meet the demand. There are dedicated chatbot developers for Facebook Messenger like Octane AI, Chatfuel, and ManyChat. Then there are developers that work with Facebook, your website, as well as other apps like Slack or text messaging, like SnatchBot and Hubspot’s Finally, some chatbot developers specialize in transforming landing page forms into a conversational chatbot interface, such as,, Convointerface and Conversational Form.

Many of these chatbot builder tools helpfully walk you through the process, from mapping a conversation flow chart to adding custom buttons and more.


How to create the chatbot

Of course, if you’re feeling especially ambitious, you can always code your own chatbot. Distilled shared their custom chatbot code in a recent Moz article.


Don’t wait. Jump on the chatbot train today.

Five percent of companies were already using chatbots in 2016, and 32 percent are planning to use or pilot them in 2017. Email marketing is getting tougher, since everyone’s doing it now. Supplementing your email efforts with a chatbot can help you to outpace the competition.