How Email Can Make Up For Declining Organic Facebook Reach

If you’re like 55% of marketers, you have seen a significant decrease in your Facebook page’s engagement since they changed the algorithm to encourage “more meaningful social interactions with family and friends.” While social media platforms are, of course, an important way to connect with your audience, it’s increasingly become clear that doing so means you are communicating on someone else’s property – not your own. You do not own the relationship, the channel, or the data, and therefore are at the mercy of how other platforms decide to distribute your content.

100K followers on Facebook, Instagram, Twitter, or LinkedIn is not nearly the same as 100K subscribers on your newsletter. Assuming you land in 99% of inboxes, and get a respectable open rate of 20%, you are already well above the rate of Facebook followers that will even have a chance of seeing your post. Way back in 2012, organic reach on Facebook was at an all time high of 16%, this was down to 6.5% in 2014, and since changes to Facebook’s algorithm this year brands are seeing organic reach around 2%.

While social media offers the benefit of personalization and targeting in a way we didn’t know possible only a few years ago, email marketing is right there with them and in fact is doing so in a way that is based on the explicit permission of the audience. Something that is, of course, becoming increasingly important in a new age of Data Privacy and GDPR.

The question then is when do you want to use paid and organic content on social media platforms? Do you want to be paying for one click to your website, or do you want to be paying for the beginning of a warm and recurring relationship with your audience? By growing your email list, and from there building a quality, permission-based, relationship, you are building value in your own property.

To make up for this diminishing impact of organic reach on social media platforms, it’s important to apply what you’ve learned from social media’s personalization and data analysis to your email marketing.


Email Marketing & Personalization

Email offers the unique ability to personalize content to your audience – who they are and what they like. Personalization extends beyond just calling out their [First_Name], allowing marketers to curate content, links, images, and even videos based on any data and metrics you have received from the user. This is especially true for online retailers who benefit more than many other brands with advanced data including buying history, location, and more. Today, however, only 39% of online retailers send personalized product recommendations.

At first, personalization can seem daunting when you think about customizing a message to every single individual in your list, a list that may reach into the millions. Personalization, however, doesn’t need to be about one-to-one relationships, instead it is about personalizing your content to broad categories like interests, behaviours, or any attribute that can be shared by many. If you know from previous email engagement, through your website, or any other data collection method, that an email address is associated with a certain attribute – you can use this to personalize future emails.

For example, did they open a previous email about a shoe sale? Did they click a link about women’s jeans? Did they select a specific dropdown item from a menu?

The Miami Heat captures your favorite player when you sign up for their email list. How do they use this information? In any an infinite amount of ways – they could segment their list so only people who select that player receive the content (more on that below) or they could feature a rotating case of players in their bulk email and personalize who will appear in the email based on the user. If you’re favorite player is Dwayne Wade – guess who’s video interview the Miami Heat include in their email?


Email List Segmentation

As alluded to above, personalization and segmentation are in the same family but are different for a few important reasons. Whereas personalization is about substituting content, images, text, etc. based on data within a mass email, segmentation is about chopping up your contact lists and sending only to certain people…based on data. This could be based on their location, whether they’ve recently opened an email, their level of engagement in your products, who their favourite player is (again), their favorite color, whether they identify as a dolphin or a poodle, whatever you can have fun with and use to serve up content they’d enjoy.

Segmentation is a great way to not only personalize content, but to save money and dramatically increase your ROI. For instance, Mailjet is a volume-based email model meaning our plans are priced on the number of emails you send. If you send an email to every single one of the 100K subscribers of your newsletter, you will be paying for 100K emails.

However, if you segment your list so that only active users receive the email about new product updates, or only US-based subscribers receive your email about an upcoming event in San Francisco, then you not only increase the likelihood of engagement, of return of investment, of the reputation of your domain to inboxes like Gmail – but you also save money. In fact, according to research from Liveclicker, a company that provides personalization services, behavioral targeting delivers an 8 percent increase in email revenue.

Our friends over at Google Cloud Platform know this well. Do you think everyone on their newsletter list received this email? Or only those in the Bay Area?


Email Automation & Integrations

Almost as important as sending the right content to your audience, is sending at the right time. Marketing automation tools, paired with the personalization tips above, allow for you to communicate with your customers at the optimal time based on any number of triggered events or actions such as newsletter signup or purchases. For example, when users make their first purchase on your website, or sign up for your newsletter, you can increase engagement and personalization through a drip campaign customized to their interests and behaviours.



When you first sign up for a weekly newsletter, it may take up to 7 days to actually receive that first newsletter in your inbox, depending on when you signed up. You devoted all of your energy and money in order to (1) identify your target audience, (2) find out how to get their attention, (3) provide value or serve up an ad to get them to sign up for their newsletter, and then after all that you just add them to a long list of other users. They are as hungry for your content as anyone on that list, but you don’t serve them what they want, when they want it.

Automation allows you to send the content they are craving right away so that the weekly bulk newsletter isn’t the first email they receive from you. Perhaps the first one is a welcome email featuring a blog or video you think they will enjoy (ideally based on the data they’ve given you already). Perhaps the second email is something of even more value, like a discount code or a one-time sale. By building trust and offering value right off the bat, you can count on this user continuing to open your emails moving forward.

You can take your automation even further by integrating apps like Shopify, Wufoo, and yes even Facebook.

Many brands use integrations like Shopify to leverage the data they receive from triggers like purchases and abandoned carts to better personalize their campaigns and segment their lists. Doggyloot for instance keeps their customers coming back with e-commerce integrations into their email marketing to not only personalize the content but also target their sending to those they know are already interested in purchasing a product.


Permission-Based Targeting

As organic reach on social media declines, and we move increasingly towards a permission-based marketing world, it doesn’t mean we need to move away from tailored content informed by data. In fact, as opposed to relying on a mysterious algorithm on property you do not own, learn more heavily into your own permission-based data collection tools on property you do own: your email lists.

Are Startups Ready for GDPR? We Look To The Numbers

It’s finally here! After several months of preparation, this week the General Data Protection Regulations (GDPR) finally comes into effect. This new European regulation will affect all companies, wherever their country of origin, and regulate the collection and processing of private data from European citizens.


In order to make startups aware of their obligations under GDPR, Mailjet created a quiz in 2017 to assess their level of compliance with the main requirements of this regulation. While nearly 12,000 start-ups have responded to the quiz since its launch, we analyzed a sample of about 2,000 respondents from France, UK, Spain, Germany and the US who completed the survey within one month of GDPR. The goal? To understand which startups around the world are ready and which still have a bit more work to do!


Key Takeaways

In Europe, France is trailing the pack on data encryption (with only 21% of respondents encrypting their data) and only 40% having proper proof of consent). The United Kingdom is at the top of the list, with 33% of start-ups properly encrypting their data and nearly half have verified their supplier’s compliance with the GDPR. On the other side of the Atlantic, American startups seem to be much more prepared on several key areas… Dig into the full results below!



Now it is your turn!

How well are you prepared for the GDPR? Try the quiz yourself, and get started on the right foot with a GDPR compliant email service provider. Create a Free Mailjet Account Now!

GDPR: How To Requalify Your Lists And Prove Contacts’ Consent?

At the time this article is being written, we are less than 10 days from the entry into force of the GDPR (General Data Protection Regulation) and you are certainly overwhelmed with information on this subject. For example, you may have already noticed that some measures need to be put in place, such as evaluating your suppliers processing your data to ensure that they are compliant with GDPR. There is also another major question: your contacts’ consent.

Under GDPR, you will need to be able to prove that you have obtained consent from your contacts to continue sending them communications. And please be aware, GDPR will not only apply to new contacts acquired after 25 May 2018, it will also apply to all your existing contacts.

You must now ask yourself this question: What should I do to continue sending marketing emails to my contacts? Don’t worry, we’ll explain everything.

In which case should I conduct a requalification campaign?

A requalification campaign is a method used to update a contact list. In concrete terms, it allows you to re-obtain consent from your recipients. This method is already used by some marketers to maintain a sound base of contacts and continue to send successful email campaigns. In fact, by having less disinterested people in your contact lists and by targeting only people who have explicitly consented to receiving your communication campaigns, marketing emails are sent only to the people most interested in your content.

First of all, you need to determine the contact lists for which a new consent request is necessary. To do this, identify in which of the 3 situations listed below you are:

  1. Your contacts’ consent has been collected in a clear and transparent manner (via a website, an application, a paper form, etc.) and you have proof of that consent. In this case, there is no need to conduct a requalification campaign with these contacts, you can continue to send them marketing emails, as long as you keep the proof of this consent.
  2. Your contacts’ consent has not been collected in a clear and transparent manner… or not collected at all! ⛔ Please note, in this case, it is not possible to perform a requalification campaign because these contacts have never explicitly agreed to receive your information.
  3. Your contacts’ consent has been collected in a clear and transparent manner (via a website, an application, a paper form, etc.) but you do not have proof of that consent. ✅ If you are in this situation, you must conduct a requalification campaign to obtain their consent and prove it, in order to continue sending emails to these contacts after the entry into force of GDPR.

It is very important to emphasize that a requalification campaign should only aim to requalify contacts who have already given you explicit permission to contact them at some point in the past. Such a campaign should not be considered as a last-minute means of obtaining initial consent from your contacts just before the entry into force of the GDPR.


How to conduct a requalification campaign?

1. Use a tool to clean up your lists

The first step is to reduce the risk of a hard bounce (error or final failure message sent by the server of the recipient domain) that would be due to the presence of invalid addresses in your database. For this, we advise you to go through Briteverify. This tool will allow you to carry out an initial cleaning up of your list. Note, however, the following:

  • This method does not guarantee that you will not have any hard bounce in your list, but it can reduce the number of invalid addresses.
  • This clean-up is not a miracle cure against bad list creation practices. You must perform this clean-up on an already solid base, otherwise your contacts could report your emails as spam and cause your deliverability to plummet.
  • The use of this tool does not mean that you have magically obtained the consent of your contacts. In other words, if you were in situation 2 above, you still cannot send them emails!

2. Segment your contact bases

Once this initial “hard bounce” clean-up has been performed, we recommend to segment your list according to the level of engagement of your contacts. To do this, identify customers who have not opened your emails in the last 12 months or more and remove them from your list. Let’s be honest: if they did not open your messages after a year, the game is lost in advance.

3. Look after the frequency and content of your campaigns

In order to create effective requalification campaigns, here are some good practices that we recommend you follow:

    • Don’t just send an email that asks for consent. Instead, send an email reminding readers of the benefits of your newsletter and ask them to confirm that they want to continue to receive your valuable information. It is crucial to convince your readers. For example, if you have an e-commerce solution, explain that if they no longer receive your emails they will no longer benefit from your news about your latest products or your exclusive promotional offers.
    • Do not send only one requalification email because not everyone will open this email. The frequency of sending is always a delicate subject in the world of email marketing. The idea is not to overwhelm contacts by sending too many communications. However, in order for your requalification message to be taken into account by your recipients, schedule a requalification campaign that contains a series of emails, over a defined period, with different content.
    • Do not include just a “Yes, I want to continue to receive your information” button in your email. Allow customers to choose the opposite option, for example, “No, I do not want your information anymore.” This way, you can exclude people who said “No” from your future requalification emails.
 We recommend that you use clear and detailed statements on these buttons.
    • Do not use a single communication channel to obtain new consent, but also target your contacts using other channels. For example, you can start a Facebook campaign to obtain their consent. Whatever the communication channel chosen, however, be sure to keep it once acquired.

And always ensure that your requalification campaign contains clear, transparent and concise information.

To help you, you will find below an example of a requalification email.

And now?

In the end, you really need to view the GDPR as an opportunity. This is in fact an opportunity to clean-up your lists by eliminating hard bounces and inactive contacts. This will increase the engagement of your best customers and strengthen the relationship you have with them. This new regulation is therefore a good thing for your marketing strategy!

Note, however, that subscribers may receive many renewal emails from brands and may feel overwhelmed, so the sooner you develop a requalification campaign, the more likely you are to get a response (a positive one for that matter!).

Once the explicit consent has been collected, be sure to keep it with all the necessary information in order to be able to prove it: the trace of the consent, the email address of the recipient as well as the date on which the consent was given.

That’s it, now that you have a sound base and engaged subscribers, you’re ready to send GDPR-compliant email campaigns!

GDPR: A Mailjet “How-To” Guide To Prove Your Contacts’ Consent

Mailjet was the first emailing solution to be GDPR-complaint… and the first one to warn you about how the new regulation was going to affect the way you communicate.

While it can sound terrifying to some, if your contacts have given you their explicit consent to receive emails from you, this shouldn’t be keeping you up at night. In fact, it can even be an opportunity to improve your deliverability, by doing a nice spring cleaning on your lists, and asking your active contacts (those that open and click on your emails) if they want to spend the summer (and maybe the rest of their lives… ❤) with you. 😉

We’re pretty sure you’ve already heard about GDPR quite a lot, given its importance and the heavy fines for non-compliance. Don’t panic, though – we’re here to help you, step by step!

Do you have a Mailjet account and want to re-opt in your contacts, in order to have proof of consent? Read on and follow all the steps here to requalify your contact lists!

Requalify your lists and prove your users’ consent

Under GDPR, if the consent you’ve gathered from your contacts doesn’t match the regulation’s requirements, you will have to:

  • Obtain consent again, following all GDPR requirements (you’ll find all you need to know about it on this article).
  • Stop processing the concerned data and delete it.

N.B.: You can use our subscription widget to get consent from all your future contacts. This way, you’ll be sure that your contact details have been reliably collected.

If you need to request consent again, you’ll have to carry out a requalification campaign. In other words, you will need to ask your contacts to confirm they still want to receive your emails by registering this consent again.

Panicking already? Don’t! We’ll tell you how to get this right. 😉



1- Create and send a re-permission campaign.

Create a new campaign and draft your email. You will find several examples of requalification emails in our GDPR SOS Kit.

In your message, ask your contacts if they still want to receive marketing emails from you. Give them two options, YES or NO, to ensure they are aware of what to do if they want and if they don’t want to receive emails from you. That way, none of your contacts will be stuck in limbo: it’s either a YES, or a NO.

-Your YES CTA can be linked to a confirmation page, with a message that could say something like “Thank you for confirming your interest!“.

– Your NO button must be linked to the Mailjet unsubscribe link, [UNSUBLINK_EN].

You can also add a short explanation, such as: “If you do not reply within a week, you will be removed from all communications”. This will further clarify what will happen if your users don’t confirm their interest in your marketing emails and encourage them to act quickly.

To make your task easier, Mailjet has created a requalification email template, which you can either use as is or customize to match your brand’s image. You can download it in MJML or HTML format, and then import it into your Mailjet account.

Just follow these simple steps:

          1. Download the Mailjet template in MJML or HTML.
          2. Open your Mailjet account and create a new campaign.
          3. When choosing the email template, import the HTML or MJML template.


    1. Then, edit the template and send it to your entire contact database as soon as possible.


2- After sending the re-permission email, clean your database.

Let’s start with all the NOs: If you added the Mailjet unsubscribe link on your NO button, the contacts that clicked on it will have been automatically unsubscribed from your list. You won’t have to do anything else.

For those awesome contacts that clicked YES and confirmed that they want to receive emails from you: All you need to do is export the list of clicks one week after sending the email – this will be your new contact list, with all the users that gave your their explicit consent. After some time, you can re-export this list of clicks again, to make sure you’re not leaving any late-clickers behind.

To do so, just follow these steps:

  1. Open Campaign Statistics.
  2. Select the list of people who clicked on the YES button.
  3. Export this list and store it safely.



Do you have to unsubscribe any contacts that didn’t answer?

No, you don’t need to. Since you have the new list of contacts that have given you their explicit consent (those that clicked on the YES button), you can just upload it and start using it to send them your marketing emails. Just make sure you’re no longer using the old list with all the contacts that have not replied.  

Check out Mailjet’s Exclusion List:

If you have multiple email communications under one account and wish to exclude certain contacts from all future communications, you can add them to the Exclusion List so that they no longer receive any marketing communications from you. Note that they will still receive your transactional emails.
Learn more about Exclusion List Management.


What happens if I’m asked to prove consent?

Your proof of consent is the statistics of your requalification campaign. You have the list of contacts that clicked on your confirmation button here, so make sure you store this one safely!



Essential advice for the final run

We have gathered all the information you need and some ideas to help you in our GDPR SOS Kit (including what to do and what not to do in your requalification emails).

Download it now to get some extra help in your journey to have GDPR-compliant contact lists and happy subscribers!

7 Ideas To Win At Digital Marketing During The World Cup 2018

No matter how you feel about sports, no one can deny the pull they have to drive engagement and bring the best (and the worst) out of people.

The World Cup 2018 is under a month away, which means the world will be watching for a whole month. 32 countries and 64 matches. With so much soccer going on at the same time, why would you want to miss out?

Whether you know all about moment marketing or not, your instinct is probably telling you that this is massive opportunity to promote your brand. And you would be right.

You’ve still got some time to up your game and win at moment marketing during the World Cup 2018. Here’s how!


Win At Digital Marketing During The World Cup 2018

1. Know your audience

It seems pretty basic, but if you have customers in France, don’t send them a #GoEngland! email. Chances are, they won’t take it that well.

If you’re running an email campaign, personalize the content and segment your lists to send your subscribers tailored messages. Knowing your audience is not just about knowing where they live, their gender or age. It could also mean understanding how they’ve engaged with your brand, when they’re most likely to open an email or what their favourite products are by analyzing previous purchases.

Segmentation and personalization are great ways to make your emails relevant and potentially increase your ROI.


2. Get creative

OK, so you might not have the budget to produce a short-film with Cristiano Ronaldo, but that doesn’t mean you can’t be creative and come up with an exciting marketing campaign.

Apple’s “Shot on iPhone” ad was probably much more affordable than Nike’s previous example, yet equally effective. The company repurposed a simple concept (user-generated content, featuring photos taken by iPhone users) that had already proven successful and arguably won the marketing battle during the Euro 2016. This time, the pictures were soccer related and were just as powerful as the original campaign was.

At the end of the day, sport is all about emotions, and so is marketing. Being able to address those emotions can be what tips the balance in your brand’s favor.


3. Go multichannel

Why focus on one when you can deliver your message on a number of platforms? Using multiple channels to power your marketing efforts can increase your brand’s visibility and improve your results.

For example, use Twitter on match days and email in between matches to drive the momentum. Grow your contact or follower lists and give your content the boost it needs to go viral by integrating email and social.

Has your business got the potential to drive your marketing efforts offline? Then why not try special in-store offers or prize draws on match days?


4. Drive engagement

Nowadays marketing is increasingly becoming a two-way conversation, rather than a one-way sales pitch. Getting users to engage with your messages can make the difference between an ordinary campaign and an extraordinary user experience.

Fall in love with hashtags, encourage your followers to predict results, get them to share their match-day photos or run competitions on your website. It will have an impact on your brand image, increase your reach and help you target potential customers.


5. Plan ahead… but embrace the moment!

Just as with the news, you can usually divide marketing moments into two teams: predictable and unpredictable. The World Cup 2018 is predictable, we already know it’s coming, we know when matches are going to take place and we can even anticipate who the top teams are going to be. This gives us time to prepare for certain situations, create campaigns and even find the best gifs we want to use on our social media.

However, not everything can be prepared. Sometimes, unexpected things happen. Like a fan running onto the pitch to hug Messi during a Copa America 2016 match. Be quick, turn the moment into a gif, caption it with a funny quote and prepare yourself to rule the Internet.

giphy copy 2

Can you imagine what Degree deodorant could have done if they had come up with something like this?

6. Take risks

Moment marketing is all about risk-taking. Part of reacting to unexpected situations is embracing that risk, thinking on your feet and making the most of the moment. It’s soccer, so don’t be scared about picking sides, being witty and making controversial remarks throughout the matches.


Don’t take yourself too seriously, but make sure you’re not being disrespectful or trivializing sensitive topics.


7. Keep it relevant

OK, so soccer is fun. We all love soccer. We’re all over-excited and filled with crazy marketing ideas to run during the World Cup 2018 final. But is it really going to be effective?

Well, if you work for an online betting company, July 15th is probably going to be the busiest day in the year. But do you really need to do live tweeting if you own a “cane and crutches for the elderly” ecommerce site? Maybe not.

So make sure you set your marketing goals and find the most effective ways to achieve them. Ask yourself “what’s the point?” before setting up a campaign and “was it worth it?” after. You’ll be able to learn from the experience and get ready for the next big thing. 


Recap: World Cup 2018 winning ideas

This World Cup, get ready to make the most of the World Cup and add a bit of football-hype following these seven tips:

  1. Know your audience, personalize your content and segment your lists.
  2. Get creative – think outside the box and speak to your clients’ emotions.
  3. Go multichannel to increase your brand’s visibility and improve your results.
  4. Drive engagement by turning your marketing communications into a two-way conversation.
  5. Plan ahead… but always be ready to embrace the moment!
  6. Take risks, and don’t take yourself too seriously!
  7. Keep it relevant – always ask yourself: will this really be effective?


Are you planning to launch any World Cup 2018 campaigns? Tweet us your creative ideas and thoughts!

Infographic: The Psychology Of Color In Email Marketing

So you’re wondering how “marketing colors” can help you convince people? We all realize that colors can have different effects on our mood, and marketers have been using this in branding and advertising since the profession began. Just think about how we describe emotions using colors: feeling blue, seeing red, green with envy etc.

Leveraging how colors can affect emotions is vital for the success of your marketing strategy and efforts. Considering that, on average, a reader spends about 8 seconds on an email once opened, you will definitely want to find a way to attract their attention and interest.

In this post, we will be exploring the psychology of colors in email marketing and what effect these can have on the end-user and even deliverability.

Applying Color To Email Marketing

What captures the reader’s attention once they open an email is not the text, but the visual elements, such as color, design, and images… However, it is color in particular that can awaken interest, or, conversely, cut it at the root, if the combination of colors does not work well.

To help you with your email marketing strategy and to ensure you use the ideal color combination to achieve your goals, we have prepared this infographic with examples of real emails and the messages that each color transmits to the user.

Psychology Of Colors For Email Marketing

In a Huffington Post article, Leslie Harrington, Executive Director of The Color Association of The United States suggests that: “we react on multiple levels of association with colors. There are social or cultural levels as well as personal relationships with particular colors”. You also have an innate reaction to color. For example, when you look at red, it does increase your heart rate. It is a stimulating color. This goes back to caveman days of fire and danger and alarm.”

From white to black and in between, here are 7 main colors and the different feelings they evoke:

Color Feeling Comment
Red Energy Boosts your energy levels and increases adrenaline. Considered a high energy color, to be used in rooms and areas where we need to be more productive, such as home offices. We also associate this color with passion and romance. This is proven to derive from our ape ancestors – male chimpanzees and baboons are attracted to the reddened females during ovulation, considered sexual signals.
Orange Fun Represents warmth and happiness, providing optimism and trust. With associations to sunny days and bright light, orange is known to bring a positive outlook on life and portray good health by being stimulating.
Yellow Optimism Yellow is known to be uplifting, happy and cheerful. It is also the most illuminating color, so used in a physical context (rather than psychological), it can be straining on the eye, thus providing a feeling of anger and frustration. No wonder all the cars try to run me over when I wear my high visibility jacket while cycling!
Blue Trust Blue is considered the color of honesty, loyalty and trust. Even though it is the most favoured color by men,  Blue is known to be a calm color with soothing effects. This could be one of the reasons that doctors and nurses wear blue and green, especially when we consider they are opposite red on the color wheel.
Green Growth Due to its extensive association with nature, green is the color for growth and peacefulness. Also considering that it’s in the middle of the color spectrum, it’s considered the color of balance. Green tends to be reassuring however with our modern conceptions of ‘$’, we can also see green as money.
White Neutral White is known to resemble sterility and cleanliness. Due to artistic depictions of religious figures as white and pure, this shade has also come to represent holiness and goodness. As white provides little stimulation for the senses, over use of it can come across as cold and boring.
Black Hidden Apart from its negative connotations such as “evil” (being the opposite of white), death and darkness, black can be seen as mysterious and hidden from the world. This is one of the reasons why when I was 18, I didn’t wear anything but black. In color psychology black means power and control. “People who like black may be conventional, conservative and serious, or they may think of themselves as being sophisticated or very dignified.” Judy Scott-Kemmis argues. Taking all these points into consideration, black can be an empowering shade to use, if used in the right amount, for the right audience.

Keep your product in mind when picking colors for your marketing campaigns

When considering the use of certain colors in email campaigns, the first thing we need to consider is its association to our brand. Maintaining the integrity of the brand is our number one goal, and after that we can start to think about the messaging and the moods that the colors will portray to the audience.

In a research report entitled ‘Impact of Color in Marketing’, it was uncovered that 90% of decisions made about certain products can be based on their color alone.


via KISSmetrics

Gender plays a role when picking colors

Another angle on choosing the right color for your email campaigns is gender. Psychology of colors can be gender specific and certain colors are favoured more than others by males and females, as KISSmetrics uncovered.


via KISSmetrics

After considering your target audience, you’ll want to think about conversion. What colors will invite your prospects to take action? We recommend A/B testing (or A/X testing!) as well as Segmentation as different approaches work differently for each campaign and segment.

Here is an experiment done by Hubspot:


Taking into consideration what we have learnt so far about these two colors, as well as putting them in a modern context such as driving, where green means “Go”, red means “Stop”; which of these two buttons do you think had the higher conversion

The red button outperformed green by 21%! Probably not what you had in mind, right? Knowing which colors to use for call-to-actions is an ancient old and biblical discussion that will never end (okay, not really).

The lesson we must learn here is that even if we do our due diligence and research, we should always be testing our campaigns. Every customer is different and their response to each color can vary depending on a variety of reasons such as mood, location, device used, choice of color combination and so much more.


Impact of the use of color on email marketing deliverability

As you may already know, there are a host of key phrases which Internet Service Providers (ISPs) don’t like, which means if these words are used then the email is very likely to go straight to the spam folder. These are called SPAM triggering phrases.

Just like these phrases which may send your email into SPAM, you’ll need to consider your image to text ratio – as a rule of thumb use 25% image and 75% text.

Unfortunately, ISPs don’t reveal exactly what triggers spam filters, however through the same collaborative effort of finding out what words trigger them and what text to image ratio we should be using, we have come to understand that extensive use of red in texts is one of the main tip offs.

Red is known as a ‘loud color’, so extensive use of it within text or background usually means that we’re really trying to get the users attention. The same principle is used towards CAPITALS, large texts and symbols such as exclamation or the dollar sign.

Most SPAM filters work on a scoring system. Each of the mentioned attributes above carries a maximum score. The higher your total score, the more likely your emails will end up in SPAM.

Final thoughts

So what have we learnt so far? Psychology of colors in email marketing can be tackled from different angles. Next time you’re designing your email campaigns, keep these thoughts in mind:

  • Does my color combination of text, images and background complement my brand?
  • Have I overused ‘loud’ colors?
  • Have I considered what call to action colors are used to increase conversion?
  • What mood am I trying to create with this message and choice of colors?
  • “I must A/B test. I must A/B test. I must A/B test. I must A/B test.”

Has any of you email marketing campaigns benefited particularly from the use of color? Share your experience with us on Twitter.


This blog post is an updated version of the post “Psychology Of Colors For Advertising, Marketing And Email“, published on the Mailjet blog on February 16, 2015 by Amir Jirbandey.

GDPR SOS Kit For Marketers

After months of talking about it, one of the biggest impacts to the way that marketers do their jobs has finally arrived: GDPR. Worryingly, according to our research with nearly 12,000 SMBs leading up to May 25th, most businesses were still unprepared. The penalties for non-compliance are drastic, not to mention the business impacts and consequences, and it’s important to remember that no one is entirely exempt.Regardless of company size or location, anyone collecting, processing and storing personal data of citizens within Europe needs to become compliant.

As a GDPR-compliant company ourselves, we know first-hand what it takes for your Marketing Department to implement these changes. We also know that for most marketers GDPR hasn’t been your full-time priority. But now the deadline has passed, there are changes you must definitely make as soon as possible, if you haven’t already.

That’s why we’ve put together this GDPR SOS Kit For Marketers, an action plan to get your business ready for GDPR before it’s too late.


  • GDPR for Marketers: High Urgency
  1. Clean Your Newsletter Database & Conduct Re-permission Campaigns
  2. Scrutinise Your Third Party Providers
  • GDPR for Marketers: Medium-High Urgency
  1. Evaluate Your Data & Lead Collection Process
  2. Update Your Privacy Policy & Send An Email Notification
  • GDPR for Marketers: Medium Urgency
  1. Change the Internal Mindset
  2. Get Ready for ePrivacy… The Next GDPR


Download our GDPR SOS Kit For Marketers now