Email Marketing Trends for 2019

Yes… It is that time of the year again. Email Marketing Trends’ is back, and we’ve got a brand new 2019 edition ready for you.

Somehow, you survived 2018; although probably around May a part of you thought you wouldn’t make it to the summer… let alone, 2019! But you emerged from the GDPR saga stronger than ever, and even had some energy left over to power through Q4, with that oh-so-sweet boost in sales included.

And now we’re back in Q1, and it’s time for you to start scribbling down your New Year’s Resolutions. So forget about those all-time classics (gym, healthy diets, no smoking… 🙄) and let’s focus on how you’re going to boost your email strategy in 2019. 😎

How different will the email world be during the next 12 months?

Well, it might not be thaaat different… But with others already stepping on the gas, are you sure you’re really practicing what you preach? 😉

Email Marketing Trend #1: Targeted Messages

Yes, we know this is not new… or unexpected.

We’re always aiming to deliver content that is valuable and relevant, but with new tools, features and consumer expectations, what was considered a ‘relevant message’ five years ago might not make the cut now. So, how do you ensure your emails are relevant during 2019?


Effective Segmentation is essential to relevant messages. While before this was just a nice-to-have, now sending differentiated campaigns to our contacts, based on their location, sex, age or even behaviour has become a must.


Customers are becoming more and more used to receiving messages that speak to them directly, so much so that going beyond the ‘Hi (name)!’ is actually becoming an expectation.

Advanced personalization will be key in 2019.
Netflix uses advanced personalization based on previous behavior.

Adding advanced personalization to your messages is key to truly connect with your contacts, which is why dynamic content plays an important role for businesses for which email is a core promotional channel. Think Netflix and its personalized film recommendations, or Amazon and its cleverly-picked upselling opportunities.


Being able to reach the right contact, at the right time, with the right automated message is essential to boost conversion and increase brand loyalty. It might be sending a personalized offer on their birthday, or maybe rewarding them with a promo code after they complete their third purchase on your site.

Email Marketing Trend #2: Interactivity

The inbox is now a muddy battlefield and your email needs its weapons to shine through, and get that desired dose of consumer attention we’re all fighting for. Interactive emails allow your contact to fully interact (duh!) with your message in the inbox. And while we mentioned this last year and we’ve seen a few of these already, there’s still a long way to go!

The goal behind interactivity is not just to make the email look cooler (although it doesn’t hurt either 😏), but to eliminate the friction between email and onsite conversion, by allowing the user to start their purchase without leaving the inbox. To  make this easier, email developers can leverage tools like Email Markup or AMP4Email.

Coding responsive interactive emails

However, to provide a seamless experience, it’s key to ensure your email is fully responsive. You probably already know that more than 50 % of emails are read on mobile, which is why templates need to be designed with a mobile-first approach. And with the variety of devices and screen sizes, responsiveness has become increasingly hard.

That’s when the open source markup language MJML comes into play. MJML is responsive by default, and allows you to code amazing interactive emails easily, which you can then download in HTML, knowing that your design will look great on any device.

Interactivity in email will be key in 2019.
Burberry allowed users to personalize their scarf and start the purchase without leaving the inbox.

Email Marketing Trend #3: Brand Humanization

With the marketing space becoming much more crowded and competitive, consumer loyalty has become a top priority for companies, and humanizing your brand is now essential.

While in a different era, price and offer could’ve been enough to keep customers coming back, a more conscious consumer base means now companies have to work hard in being different and making a difference. Creating an emotional connection between the brand and its customers is key to strengthen the relationship with them.

Sharing your values

During 2018, some brands have already started to speak a lot more about what makes them unique, putting their values forward as a way to bond with their clients. For French retail leader Galeries Lafayette, for example, ecology was a decisive element in their decision to go paperless and move away from long store receipts, reducing the amount of paper and addressing an environmental concern.

Making a positive impact and effectively telling your story will be key during 2019, as consumers are now more wary and less moved by aggressive selling, and are becoming much more receptive towards brand storytelling and brand values.

Storytelling within email will be key in 2019.
For TOMS, a key part of their messaging is communicating on its brand values.

Email Marketing Trend #4: Data Privacy

#DataProtection has definitely been trending during 2018, dutifully sponsored by all the GDPR chaos. With GDPR, we have seen consumers regain control over their personal data, and companies have had to adapt to these new rules to ensure compliance with the new European regulation.

Data protection will continue to be a big theme for 2019, as companies continue to work on providing the level of data protection and security consumers now demand.



Six months down the line, you’re probably still wondering how to turn the downsides of GDPR into marketing opportunities. And now, the next big change is fast approaching.

On top of all the work that has already been done, businesses in the EU will have to get ready for the new cookie law, ePrivacy. This new regulation will transform the way companies target their users online, as it will allow visitors to specify whether they want to accept website cookies or not.

With ePrivacy, marketers will look to find new means of procuring data, which will have an impact on the channels used. According to a recent Mailjet study, 30 % plan to reduce the amount of cookie-based display, paid search and retargeting they carry out, while 79 % of marketers predict they will use email marketing more post ePrivacy.

Email will grow post ePrivacy.
Mailjet Study: Marketers Plan to Shift to New Marketing Channels Post ePrivacy

Email Marketing Trend #5: Collaboration

Over the last few years, marketing teams have seen an increase in budget and size, with more people working on email campaigns together, both internally and externally.

Collaboration emerged as a big theme for companies in 2018, with teams looking for new tools and processes that will allow them to become more flexible and, most importantly, more productive.

For email, this means more people are involved in the creation of different campaigns, both within the company and in conjunction with external agencies. In fact, another study by Mailjet found that a third of marketers collaborate daily with others (including external agencies) on their email campaigns, and that email templates go through five different iterations before they are approved.

Collaborative tools

Fine-tuning how teams collaborate internally to avoid miscommunication or mistakes will be a top priority for companies, as will be finding the right tools to make this easier.

Solutions such as Email Planner, which allows teams to coordinate and map out their emailing campaigns, or Mailjet’s Collaboration Toolkit, which enables multiple users to work together on their templates in real time, will become crucial for expanding marketing departments.

Collaboration in Email
Mailjet’s Collaboration Toolkit

Wrapping up (TL;DR)

All in all, during 2019 companies will work on becoming much more effective in their email communications.

As email continues to grow, fighting for the user’s attention gets harder. Targeting contacts with relevant messages, attractive interactive designs, and effective brand storytelling that humanizes the company is now pivotal to a winning email marketing strategy.

Internally, data protection will continue to play a key part in the way companies operate, with ePrivacy heavily influencing the role of email as a strategic marketing channel.

The trend towards more distributed teams, as well as the growth in marketing departments and involvement of external agencies, means companies will have to redefine processes and find appropriate tools to enable team collaboration.

Email Trends 2019 Banner

At Mailjet, we love keeping up with the latest trends that our clients and smart marketers can directly use to improve their email strategy. And it seems like we aren’t the only ones!

If you want to learn more about what’s coming in 2019, check out Email Monday’s Future of Email Marketing & Automation overview – 2019 edition, where this post has been awarded honorary mention. 😉

2019 at Mailjet

To help companies work faster, together during 2019, Mailjet has launched its Collaboration Toolkit, a set of innovative features that allows teams to control what each member can do, edit templates with others in real time and leave comments to avoid the tedious back-and-forth on template building.

Mailjet Account Banner
Boost your email strategy in 2019 with Mailjet.

What email marketing trends will you be focusing on during 2019? Tell us all about your own #EmailTrends on Twitter!

5 Mistakes Email Marketer Must Avoid

There are around 3.7 billion global email users according to Leighton Interactive. While this marketing channel remains highly actionable, making some common mistakes reduces the users’ engagement and emails open rate.

We’ve prepared a selection of some ugly mistakes each and every email marketer should make sure to get rid of. Let’s have an insight.

Mistake #1. Dealing with an old database

Normally emails get collected for years. Once a marketer decides to get started with newsletters (or other email promotions), using old email database will become one of your deadly sins. The most email marketing automation platforms and email providers require high quality of the database. Also, they set limits on the number of email returns and related complaints. This will certainly get your account suspended and take months to recover it.

What can be done to avoid this mistake?

Here are some tips to make sure you’re sending to a healthy database:

  • Make sure to enable double opt-in subscriptions to avoid collecting any illegitimate email addresses.
  • Build your database gradually. This is a highly time-consuming yet effective technique, which requires you to deal with and test the latest emails, then delete inactive once, and move further to the older emails, and so on.
  • Try to use some email validation services.

Mistake #2. Email headline doesn’t correlate with its content

No news that the professional email marketers do the keywords research to make their emails better SEO optimized, as well as get to know what online surfers currently Google.

Such services as Ahrefs, or Serpstat, for instance, come in handy here, and allow finding hot topics and thus increase CTR. Normally the research is fast and easy. Thus, in Serpstat, you’d need to enter a keyword, jump to the Content Marketing tab, and click ‘Search Questions’.

Besides seeing the keyword difficulty and the competitors, you’ll be able to pick up the most popular words of your headlines, thus creating urgency and increasing the open rate.

Keyword Difficulty
Keyword Difficulty
Keyword Difficulty

What can be done to avoid this mistake?

Writing a catchy and highly searchable headline is kind of art. !!! BUT make sure emails content fully reflects what it promises the subscriber! Otherwise, high CTR is guaranteed, as well as the number of complaints and unsubscribed users.

Mistake #3. Sending out newsletters with no value

Emails that bring no extra value to the reader are useless. In the high-paced world and hundreds of daily inbox messages, there must be something more besides a catchy headline. Today, newsletters downgrade to the level of product/service promotion, or cold sales with no regard of and care for the reader and their interests. Email marketing creates long-term perspectives. So, make sure not to force the readers to ‘click the button’ or ‘follow the link’ right away!

What can be done to avoid this mistake?

Achieve your business goals based on what the readers care about. Start thinking like your customer base, study their fears, expectations, and doubts concerning your product. This will make the content useful, memorable and shareable.

Mistake #4. No regularity & scheduling

A plethora of companies run chaotic email campaigns. They send out emails with no system and no schedule. This would be especially irritating to receive no emails from a company for months and get a couple of emails within a week. Such situations often occur when there is suddenly no email marketer in the company for a few months. Emails stop being sent. Then comes a newbie and ‘kills’ the database.

What can be done to avoid this mistake?

Planning is critical for effective email marketing. The systematization helps get the users ready for your newsletters. Create a plan for the next few months. Ideally, send out newsletters on the same days of the week and at the same time. Emails can be sent daily, weekly, or monthly – all depends on your email marketing strategy and the products/services you offer – but regularly.

Mailjet, for instance, offers great scheduling options, and RSS feeds (which, in fact, enables you to easily add any website/blog post right in the Mailjet email builder). This comes in handy when dealing with bulk information and wishing to automate the process of informing the customers. The content gets easily imported in three easy steps.

Mistake #5. No personalization

You are right. Gone are the days when we didn’t address readers by name. But this mistake is not only about the reader, but it’s also about the author. The fact that you’re sending out newsletters to achieve specific marketing and sales goals doesn’t justify cliché emails that seem to be created by a bot (I am sure there is one).

What can be done to avoid this mistake?

Don’t be afraid to show who you are. I am not talking solely about the way you look, but also about your personality, your attitude and your personal writing style. This will make your emails memorable.

Wrap Up

Email marketing is great when done right. This is a matter of experience. Thus, I’d strongly recommend not to be afraid to test your newsletters and creatives, collect feedback from your subscribers, and learn from the stats. This will let you create unique email campaigns and elbow the wait out of the competitors, get noticed and – yep! – opened and read.

2018’s Best Podcast Episodes for Email Marketers

In an age of tweets, memes and fast fact overload, there’s something refreshing about podcasts as a medium to keep up with the ideas and knowledge you need in your life, and in your work. It also certainly beats reading another ebook, company memo, or… blog post? Oh no… 🤔

Anyways, in those transition moments throughout the day, like commuting, walking, exercising or cooking, podcasts allow you to keep up with some of the brightest minds in digital marketing.

2018 was yet another high watermark for podcasting, especially in North America, as more and more people are consuming podcasts.In fact, 1 in 4 Americans now listen to podcasts regularly. Understandably, brands, educators, and media companies are all jumping into this medium and, thankfully for us, they are also dropping some gold nuggets for digital marketers.

If you’re a little overwhelmed with the amount of podcasts out there, we’ve got you covered. Rather than putting together yet another list of the top 10 podcasts that you can find everywhere, we’ll go one step further and recommend specific episodes that will really get the gears moving in your mind. Maybe after listening to one, you’ll dig deeper into the show’s full catalogue.

At Mailjet, we believe that great marketers (and of course great email marketers) are those that are great copywriters, are authentic, work well in teams, and can think outside the box. As a result, in this post we try to cover all of these bases and we’ve shared episodes that span from wonky conversations among marketing practitioners, to in-depth interviews with industry thought leaders, to highly produced documentaries and stories.

Unlock New Ideas and Learn From Industry Leaders

Duct Tape Marketing Podcast: Seth Godin

In all honesty, we could have picked any podcast that was able to get Seth Godin for even 10 minutes, but we wanted to highlight this show in particular. Duct Tape Marketing is hosted by John Jantsch and has been around since 2009, well before podcasts became a necessity for all marketing brands. It’s a weekly podcast with past guests like Guy Kawasaki, Neil Patel, and Ann Handley.

Why This Episode?

The Seth Godin episode will help you rethink how you approach marketing and branding. Even in a world where the majority of marketers are millennials, we are still stuck in the traps of the 90s – trying to interrupt our prospects, as opposed to building a brand. Here’s one stand-out moment from the episode.

Think, right now, of a logo that you admire. Let’s say, you’re talking to a designer. Think of a logo. I’m going to bet you, 10 to 1 odds, that the logo you thought of is not a pretty logo but is in fact something that adorns a brand that you care about. This brand you care about, why do you care about it? Why do you pay extra for it? Why do you cross the street to engage with them?

Seth Godin

Author, This is Marketing

Gary Vee: Effectively Marketing to your Target Audience

Gary Vee is many things, and if you’ve ever heard him speak at an event, seen him on Instagram, or stumbled upon one of his posts on Linkedin, you’ve probably formed an opinion of his approach. Whatever you feel about him and his content though, Gary Vee has a singular view on modern branding and marketing.

Why This Episode?

While there are many episodes that you should listen to in Gary Vee’s catalogue, an episode from earlier this year takes you to Facebook’s office in London, UK, for Gary’s keynote talk on how to effectively market to your target audience.

The first 100 ads on TV were radio ads, because creative agencies hadn’t figured out what a TV ad is.

Gary Vaynerchuk


We are reinventing the marketing medium and channels everyday. Radio to TV was one slow change. AdWords to Facebook, to Linkedin, to Snapchat, to Instagram, (and ironically) back to Radio (Podcasts) has been much faster. These channels demand different approaches, and, in this episode, Gary outlines how you can avoid making the same mistakes of the past – making radio ads for TV…or TV ads for Instagram.

Wonk Out on Marketers Talking Marketing

In the Wonk Out section of this article, we’ve outlined three great podcast episodes that will help give you a pretty in-depth look at marketing. Here are a few great conversations from marketing practitioners discussing everything from how to set up a lead generation funnel, to building a brand from scratch, to leveraging Lebron James’ Instagram account to build the NBA brand.

Betaworks Builders: CMO Roundtable

Betaworks is a startup studio in New York, and the studio behind some great digital products like Giphy and Unsplash, as well as podcast behemoths Anchor and Gimlet.

But what they’ve have also built is an incredibly strong podcast that brings together thoughtful minds and people “who are making a dent in the universe”. New episodes every Tuesday cover topics like the future of voice interfaces, immersive storytelling, the chaos of the advertising industry, and how brands can engage customers in 2018 and beyond.

Why This Episode?

In this episode, Builders pulls together a roundtable of CMOs including Joanna Lord (CMO, Classpass), Pam El (CMO, NBA), Emily Culp (Former CMO, Keds), Linda Boff (CMO, GE), and Christina Carbonell (Co-Founder,

Part of being relevant is being in the right place at the right time. It’s not ever about an ad, it’s a lot about where is our content being served up where people want to see it. And want to see more. So we spend a lot of time thinking what will go on Instagram. vs what will go on Facebook.

Pam El

Chief Marketing Officer, NBA

Buffer: Science of Social Media

Social media company Buffer has consistently stood out as a brand that puts out fantastic content and adds value to marketers of all stripes. While social media is at the heart of their brand and their podcast, “Science of Social Media”, it often delves into many other areas of interest for marketers of stripes. Whether it’s “9 Marketing Ideas That Don’t Include Blogging” or the “A to Z’s of Influencer Marketing”, there is always 1-2 tidbits you can take from their episodes.

Why This Episode?

An episode from earlier this year that captures this idea well (and one we’re especially interested in here at Mailjet) is “7 invaluable marketing skills for teams”, which includes skills like storytelling, collaboration, and experimentation. The best part, though, is the podcast’s length – a brisk 10-20 minutes, just enough time for a run or walk to the coffee shop.

Growth Hub Podcast: Bill Macaitis of Slack

 If you’re in B2B SaaS Marketing and don’t listen to the Growth Hub Podcast, subscribe now. This podcast from Advance B2B features interviews with leading experts in SaaS from companies like Trello, Drift, and Slack, to get behind-the-scenes insights into their growth stories.

While there are a seemingly endless list of podcasts out there that talk about growth and startups, or entrepreneurship in general, many can be unrelateable and live in the clouds a little bit. The Growth Hub Podcast truly lives in the weeds, and explores the practical day-to-day approaches modern marketers are taking to solve problems, attract audiences, and grow their market.

Why This Episode?

The episode with Bill Macaitis is a fantastic look at what it takes to build a brand from scratch, and how to build a category, as Slack has done in workplace communications. While this episode may be especially valuable to B2B SaaS brands who can learn directly from Bill’s lessons from Slack and ZenDesk, his insights into how content can drive growth, how to measure brand campaigns, and how to be a customer-centric organization are insights that are valuable across all product and service categories.

Dive Deep with Long-Form Documentaries

Seeking Wisdom by Drift – Exceptions: Wistia

Seeking Wisdom is a podcast from conversational marketing leaders Drift, and often delves into the day-to-day ideas, conversations, and debates between Drift’s VP of Marketing Dave Gerhart and their CEO David Cancel. Their banter and endless recommendations on books, blogs, and experiments to run is well worth a Subscribe on it’s own.

What differentiates Seeking Wisdom from just about any other brand-produced podcast is their willingness to experiment with new shows and formats. This year, Drift launched a mini-documentary series within their Seeking Wisdom channel called Exceptions. Exceptions is an audio documentary series produced in partnership between Drift and writer/podcast host Jay Acunzo, which goes inside some of the world’s best B2B companies to understand how and why they’re building exceptional brands.

Seeing a brand like Drift put so much energy and thoughtfulness into an elaborate, well-produced, story-first podcast like Exceptions really shows how far this medium has come and the power podcasts themselves can have in driving brand.

Why This Episode?

The one episode we wanted to highlight is Episode 2 of their first season (P.S. Exceptions was renewed for a second season!). This episode features Wistia, a video hosting and analytics platform, and a brand that has continued to innovate on how they themselves use video for marketing purposes.

Like all episodes in this series, before launching into a conversation with Wistia’s team to learn about their approaches, Jay first sits down with some of Wistia’s customers to hear their perspectives on Wistia’s product and brand.

Afterall, one definition of a brand is “the customer (or potential customers) perspective of a product, service, experience, or organization.” The best way to measure brand is to measure customer perspectives. Perhaps, this exchange best summaries how Wistia has built their brand:

Jay: What would you say is the Wistia brand if it were a person?

Customer: My daughter, smart, helpful, and the person the classroom everyone turns too.

CEO of Wistia: The nerdy friend you trust. You’re watching to see what they will do next.

Freakonomics Radio: How to be Creative

You probably already know Freakonomics the book(s), and you may already know Freakonomics Radio. While this podcast spans well beyond the confines of marketing, there are often tidbits in each one of their shows that can help marketers better understand human behavior and decision-making. Some episodes can also help marketers much more directly, like their episode on “How to be Creative”.

Why This Episode?

In this episode (the first in a series looking at Creativity), they identify that creativity is “essentially novelty that works. It has to be somehow feasible, workable, valuable, appropriate to a goal.” As marketers, we’re constantly trying to come up with not only good ideas, out-of-the-box ideas, but ones that can operate within constraints. Whether it’s budget or team abilities.

One lesson you can take out of this episode is that to unlock your full creative potential, you need to get out of your bubble. That’s why it’s important to not only listen to podcasts on B2B SaaS if you’re a SaaS marketing, or podcasts on design if you’re a designer. Listen to podcasts with diverse perspectives, informed by experience radically different than yours. Here you can identify novel ideas and then figure out how to make them work in your context.

Honorable Mentions

Really Good Emails

Our friends over at Really Good Emails recently launched their podcast and have been interviewing practitioners and experts in the space of email, email design, and email deliverability. Be sure to check it out!

Marketing Over Coffee

Marketing Over Coffee is a weekly podcast that covers both classic and new marketing. Hosts John J. Wall and Christopher S. Penn record the show in a local coffee shop and frequently dig into the latest ideas and trends in email marketing, search engine optimization, copywriting, and more.

New Years Resolution

In an age of information overload and endless entertainment, it may be difficult to choose to listen to a podcast about marketing… after spending all day actually doing said marketing. But the wealth of knowledge that is available in your pocket right now is massive, and of course this list only scratches the surface. Also, with podcasts you can multi-task and learn while you cook, exercise, walk the dog or, hey, even when you’re working.

This New Year’s, take a look at those moments in your day where you can add podcasts to your life and, if you’re like many avid podcast fans out there, you’ll realize there are about 5-10 hours every week where you can literally listen in on some of the world’s leading experts, thinkers, and speakers on topics of interest to you.

Let us know what you find – post your favorite episodes on Twitter or Linkedin – we’d love to share them wide!

How Email Segmentation Can Increase Your Conversion Rate

“Email marketing segmentation is the art of thinking in groups.”

Jordie Van Rijn, Email Monday

Each person is unique. What could be the first line of a self-help book works just as well as the first-line of a guide to email segmentation. Get ahead of the curve and don’t just segment your email lists, but segment them well.

So below we put together a guide on email list segmentation and some important actionable ideas marketers can use to jumpstart their email segmentation efforts.

What is email segmentation

Email segmentation is the tactic of dividing your email subscription lists into smaller groups called segments based on a set of traits or variables. Some email segmentation ideas could include geography, purchase history, interests, and so forth. Through email segmentation, marketers can tailor emails specifically for each segment.

What are the benefits of email segmentation

According to the Data & Marketing Association (DMA), marketers have found a 760% increase in email revenue from segmented campaigns. This makes perfect sense; the more relevant the message, the more likely your subscriber is to act on it.

Adding to this, an Emarketer study found that “39% of email marketers who segment their email lists see better open rates and 28% saw better email deliverability and earned more revenue.”

Finally, Optimove compared average segment sizes (i.e. average number of customer contacts per segment) to average uplift – an increase in value per customer – and found that the smaller the size, the higher the uplift.

Segmentation uplift
Average uplift in terms of campaign size

Source: Optimove

So, of course, email segmentation works. But to reap its full benefits, marketers need to segment more intelligently and realize that not all segments offer the same opportunity and potential revenue.

ROI of segmented vs unsegmented lists
Segmentation ROI

Source: Optimove

Here, Optimove analyzes customer value through the RFM method, which stands for:

  • Recency: when did the customer purchase this item?
  • Frequency: how often do they make a purchase?
  • Monetary value: how much did they spend?

Segmentation allows for a larger average revenue per customer. In the top right of the above image, the VIPs segment has the highest ROI (an average of $150 per user) and the segment of customers about to churn is a measly $8.

Note briefly: an $8 ROI still ranks well above many other digital channels. Email’s just that good ;).

Here, identifying different segments and how much value they provide will allow brands to really see who their key targets should be and how they should create their email marketing strategy.

Customer value and email engagement
Customer value and email engagement

Source: Sage CRM

As this graph shows, data capture is only one part of the puzzle. Ultimately, data should inform segmentation and customer analysis to discover key spending trends and identify potential segments that could give more profit.

Great engagement based on correctly-identified segments and content and design influenced by marketing intuition and data lead to better retention. Retention is very important. Businesses survive on loyal customers, after all. When email engagement and customer value intersect at very high values, this leads to customer retention; customers stay with the company because they value the company’s products.


How to segment your email list

There are so many ways to segment your lists, so we’ve put together three tips for you below.

Identify relevant KPIs and business interests for proper email segmentation

Email segmentation relies heavily on marketing intuition in order to work well. Before segmenting email lists, make sure that the segment criteria are themselves already relevant. For example, creating a segment based on past purchases might be relevant for eCommerce businesses, but not for blog newsletters. For newsletters,  you can segment based on their location, language, or topic of interest. While this can be quite obvious, articulating this reveals insights on whether some segments are really relevant based on the business, or not.

Jordie Van Rijn, email marketing consultant at, has a simple, yet effective, formula for email segmentation:

Segmentation Model * Execution = Combined impact

(Where Execution = Relevance + Content + Design + Time)

Email segmentation is not an end in itself. Marketers need to realize that some segments might not be relevant to their businesses. Moreover, marketers might also be distributing the wrong type of content to their segments. This is why execution is important. It allows marketers to build upon their segmentation model for optimized conversion results.

Here, the segmentation model comprises the ways marketers choose various criteria used to define various segments. These criteria can be base on geography (e.g. country, city, zip code, etc.), demography (age, race, gender, etc.), industry (e.g. education, eCommerce, etc.) and so forth.

In each segment involved, the execution needs to be strong in order to fully maximize what email segmentation can do. Execution can include:

  • the relevance of the segmentation criteria to the email marketing strategy and business involved;
  • the content and design, which should be relevant to the segments, of the emails sent; and
  • the timeline and scheduling of these segmented marketing campaigns.

Effective execution optimizes the segmentation model for a combined impact in the form of increased email key performance indicators (KPIs). Ultimately, each segment needs to have great execution in order to work.

After all, hastily creating email segments is like fitting square pegs into round holes.

Create Unique Content and Messaging for each Segment

Marketers need to make sure in sending the right content. This can include marketing promotional offers on vegan food to vegetarians and vegans, or announcing a special event to a segment of locals in that city.

Monitor results, A/B test, and adapt to continue to improve the impact of each segment

Mailjet analytics
Mailjet analytics

Of course, creating unique content for your segments is not only based on marketing intuition, but also on data. Data can reveal which type segments work, and which don’t. Data tracking also allows marketers to develop best practices for the next emails they send to these segments

Mailjet offers advanced email analytics from which you can easily get actionable insights. These can include:

  • the email providers marketers have sent their email campaigns to;
  • the open rate, or the percentage of emails opened by those in the segmented list;
  • the rate of users who have unsubscribed from the mailing list after receiving this; segmented email campaign;
  • the bounce rate, or the number of emails that failed to get delivered to the recipients; and
  • the spam rate, or the rate of emails that go to recipients’ spam folders.

These metrics and visual graph allow you to track your segmented email campaigns in real time. Tracking the spikes and stagnations in line graphs allows marketers to identify when the email campaigns are being opened.

Additionally, marketers can even compare which version of a segmented email campaign is being opened through Mailjet’s A/B testing tool.

Mailjet’s A/B Testing
A/B testing

These three tests experiment with the content and design of the same email campaign through its CTA and text. While these changes may seem trivial, psychology tells us that they can impact the way recipients engage with emails.

A step-by-step guide to Mailjet’s email segmentation feature

Email segmentation using Mailjet is as easy as pie and allows users to effectively create specific segments. Now that you’ve come up with a strategy for segmenting your campaigns create relevant segments in Mailjet and send emails that matter to your contacts.

Here’s how we can help:

  1. From your Contacts page, click “Segmentation”.

Click the ‘Create a segment’ button.

Mailjet segmentation

2) Enter a segment name and create your filters.

Mailjet segmentation

When you have completed your segment, click ‘Save’. Now you can apply your segment to a campaign: Create your campaign and once you select your contact list, you will have the option to apply a segment.

Mailjet segmentation

You can also click the ‘Calculate number of contacts’ button to apply the segment to your selected contact list to see how many contacts will be matched.

Mailjet segmentation

Continue with your campaign design and send your campaign as usual!

After your email segmentation

While segmentation can become a massive part of your email marketing success, it’s important to take it one step at a time. If you don’t have any segmentation strategy now, don’t try to create a robust strategy from scratch, simply identify one segment you can create and begin testing.

Perhaps this could be segmented based on language, or country, or whether or not they are engaging with previous emails.

Test out different messages and see what works.

From there, then focus on what new data could inform more segments going forward. Do you have data assigned to their purchase history, or user history. Do you have data on the size of their business? Can you connect this to their email address? If so, maybe you can identify new segmentation opportunities and create a second segment.

And on and on.

The point is to chip away and unlock revenue opportunities, but this takes time.

Let us know on Twitter what segments you’re experimenting with. Happy sending!


Best Email Marketing Software Comparison

Looking for which email marketing software to choose but don’t know where to start? Whether you’re a developer, marketer, or an all-around freelancer, you need to send emails and even text messages, and you want the option that gives you the best bang for your buck. So, here, we are comparing some of the best email marketing services out there to see which one fits best for you.

Before starting, here are some important questions to consider:

  • How many emails do you send per month?
  • How many contacts are there in your lists?

Email Marketing Services at a Glance

MailChimp Mailjet Mailjet CampaignMonitor
Marketing Emails true true true
Transactional Emails (through Mandrill) true true
Marketing Automation true true true
GDPR Certification false true true
Sub-accounts true true true
SMS Marketing false false false
Transactional SMS false true true
Pricing €€€ €€€

All of the email marketing software here offer basic services that allow you to send marketing and transactional emails and do some email automation. With Mailchimp, however, you will need to go through a third-party email platform to send your transactional emails. Mailjet and Campaign Monitor also allows you to send transactional SMS (e.g notifications, confirmations, etc.).

Worried about GDPR-compliance? Mailjet and Campaign Monitor are there for you.

If you’re low on budget, Mailjet is up to 30x cheaper than Mailchimp on the same email volume.

Best Email Marketing Software for Marketing Emails

MailChimp Mailjet Mailjet CampaignMonitor
Intuitive email builder true true true
Template gallery true true true
Multiple A/B testing true true true
Advanced statistics true true true
Contact segmentation true true true

All of these ESPs are good for your marketing emails.

Best Emailing Software For transactional emails


MailChimp Mailjet Mailjet CampaignMonitor
SMTP relay true true true
Full API Access true true true
Transactional email builder false true true
Advanced templating language false true false
Real-time notifications on transactional emails false true false

Managing your transactional emails can quickly become a chore if you’re not a developer. Mailjet and Campaign Monitor both have email builders that are intuitive and don’t require any technical know-how. Mailjet also offers an advanced templating language, allowing you to create personalized, responsive emails.

Finally, Mailjet is the only ESP that includes the option to enable real-time notifications on transactional emails if an issue happens when sending them. This allows you to quickly manage your problems.

Best Email Marketing Software for Email Collaboration

MailChimp Mailjet Mailjet CampaignMonitor
Option of adding an unlimited number of users true false false
Creation of sub-accounts that allow you to separate different types of email sending false true false
Real-time collaboration on your emails false true false

Devising your email campaigns should be about teamwork and collaboration. Mailchimp and Mailjet understood this quite well. They offer the option to create an unlimited number of users and to give them specific roles. Mailjet allows users to create sub-accounts and separate different types of sending.

But only Mailjet allows users to collaborate on the same emails, in real-time, like in Google Docs. This is perfect to reduce time wasted in back-and-forths.

Pricing Comparison for the Best Email Marketing Software

MailChimp Mailjet Mailjet CampaignMonitor
Remove email marketing software logo in emails $10 $8.69 $11.40
Price for 30,000 emails per month $225 $8.69 $36.74
Dedicated IP Address false Free Starting at 150,000 emails false

Tight budget? Mailchimp can get quite expensive with their email marketing services. Mailchimp bases their prices on user contact lists, which can go up very quickly.

Mailjet allows you to send 30,000 emails for $8.69 per month on an annual plan. Clearly, Mailjet offers the best email marketing software for your money.

So have you made your choice, yet? We hoped these helped.

Which SMTP Port Should I Use with Mailjet?

Choosing an SMTP port can be tricky. If you’re configuring your email system to send or relay email, you’re probably wondering: “Which SMTP port should I use?”. Sounds tough…

To be honest, there are a few things to take into consideration. Do you need some kind of encryption? Or would this port be open at the recipient’s end for receiving emails? Does the email service provider you use support this port?

Yes, we know. There are so many things to think about, it’s easy to get lost… Which is why, in this article, we will help you find the answers you need to find the right configuration for you.

What is SMTP?

Simple Mail Transfer Protocol or (simply SMTP) is the basic standard that email servers use to send email to one another across the internet. SMTP is also used by some applications and services to relay their users to other email servers. Using a process called “store and forward,” SMTP moves your email across networks. It works closely with something called the Mail Transfer Agent (MTA) to send your communication to the right computer and email inbox. MTA is each software app used by email clients (e.g. Gmail, Outlook, Apple Mail, etc.)

SMTP could also be used as a TCP/IP protocol to receive emails, however, since it is limited in its possibility to queue messages at the receiving end, it is usually used only for sending. POP3 or IMAP protocols are used alongside SMTP for receiving emails that let the user save messages in a server mailbox and download them periodically from the server. Not so complicated now, right?

What is an SMTP port?

Let’s start with what is a port.

If we are talking about a networking port, it’s not like the ports that let you charge your computer or plug in your mouse to your computer. Ports actually have a very specific and very well defined meaning when it comes to digital communications

To understand how ports work, we need to take a step back and see what happens when computers communicate with each other on the internet.

Let’s say you are trying to reach In this case, the Domain Name System (DNS) is converting this to the actual IP that is hidden behind the name of the site. In Mailjet’s case, this is You probably could remember 4-5 IPs like ours, but who can actually remember more, or really… who would want to?


So, now your server is requesting to connect you with this site from your ISP.

What’s next? Here’s where the port comes in handy.

We know that the address we want to reach and the port number (80 in this case) tells the server what it is you want it to do. You can think of the ports as the number of addresses you would like to reach. The IP address would be equivalent to the physical address of the recipient, and the port number might be the individual within the street that’s supposed to receive your letter.

In other words, a port is an endpoint to a logical connection. At the software level, within an operating system, a port is a logical construct that identifies a specific process or a type of network service.

The port number identifies what type of port it is. Some ports have numbers that are assigned to them by the IANA, and these are called the “well-known ports”, which are specified in RFC 1700.

Each port has two stats – open and closed. If the port is open, it means that you can establish a connection and transfer the information. If the port is closed, you won’t be able to reach it and the connection will fail.

You can actually check if a port is open or not by telnetting it. How to do this? That’s too much for this post, but you can learn more about it in this detailed article.

An SMTP port is one that is meant to be used for SMTP connections. Today, the most common SMTP ports are 25, 465, 587, or 2525. This doesn’t mean that they are the only ones, though. These few ports are the most used ones for these types of connection, and because of that they are almost always opened, which means you should be able to reach your destination. OK, we know that you are excited to learn more 😉

Mailjet’s SMTP relay

Mailjet’s robust delivery infrastructure routes billions of emails to the inbox every month. Our free SMTP relay could be set up in minutes and you will discover just how our powerful features can help you do more with less.

If you’re using Mailjet for sending your transactional emails through SMTP, it is pretty easy to set this up! Once you have created your amazing templates, you can follow this article to configure your SMTP connection. You can do this with any desktop client, such as Outlook or Thunderbird. But even better than that, you can use MTA and MDA, such as Postfix, exim and Exchange.

Of course, you can set up the SMTP relay with any technology that supports SMTP, so you can choose the perfect framework or language for you. What could be easier, right? 😎

Just add your API key as the username and secret key as the password and set up the host/smtp server And now, let’s see what ports we offer for you to use.

Port Purpose TLS SSL
25 Simple Mail Transfer Protocol Port Optional No
80 Hypertext Transfer Protocol Port Optional No
465 Authenticated SMTP over SSL Port No Yes
587/588 Email Message Submission Port Optional No
2525 The Alternative Port Optional No

You can see all the details for these ports below:

Port 25 – Simple Mail Transfer Protocol Port

Every systems administrator (at least of a certain age), knows that SMTP was designated to use port 25 in IETF Request For Comments (RFC) 821. Today, IANA, still recognizes Port 25 as the standard, default SMTP port.
Although port 25 continues to be the most common port for SMTP relaying, most modern SMTP clients could be blocking this port.
Why, you ask?
Port 25 is blocked on many networks because of the spam that has historically been relayed from compromised computers and servers. So, it is true that many ISPs and hosting providers block or restrict SMTP connections on port 25. This helps to cut down a number of unsolicited emails that are sent from their networks.
However, if you are managing an email server you can always decide to leave port 25 open and allow SMTP connection through it. You can implement other securitization on your server, such as frameworks and additional email verification to prevent the sending of spam.

You can use TLS encryption with port 25 with Mailjet.

Port 80 – Hypertext Transfer Protocol Port

Port 80 is the port number assigned to the commonly used internet communication protocol Hypertext Transfer Protocol (HTTP). It is the port from which a computer sends and receives web client-based communication and messages from a web server, and is used to send and receive HTML pages or data. This is the port that the server “listens to” or expects to receive from a web client, assuming that the default was taken when the server was configured or set up.

And you know what the best thing is about using this port? It is open 99.9% of the time! So the chances of your email not getting through are pretty slim. Everybody needs access to the internet and they need this port open.

You can use TLS encryption with port 80 as well.

Port 465 – Authenticated SMTP over SSL Port

IANA initially assigned port 465 for an encrypted version of SMTP, called SMTPS. By the end of 1998, IANA had reassigned this port number to a new service. But still many services continue to offer the deprecated SMTPS interface on port 465. We are one of these services. 😉

The purpose of port 465 is to establish a port for SMTP to operate using Secure Sockets Layer (SSL). SSL is commonly used for encrypting communications over the internet. Typically, you will use this port only if your application demands it.

This is the best way to use a more secure SMTP connection. Port 465 is the only one with which we are accepting SSL encryption.

Port 587 and Port 588 – Email Message Submission Port

Nowadays, port 587 is used for secure submission of email for delivery. Most of the client software are configured to use this port to send your messages. Almost all mail servers support this port. But even if the mail server supports it, it may or may not be open for mail submissions.

With Mailjet, this port is open. To see if it is the same for your destination, you can use the telnet technic.

Using port 587, you can couple it with TLS encryption while using Mailjet. The same applies for port 588.

Port 2525 – The Alternative Port

Port 2525 is not an official SMTP port, and it is not sanctioned by the IETF nor IANA. Almost every ESP supports the use of Port 2525, even though this is not an official SMTP port. It could be used as an alternative to port 587 for SMTP, in case all of the other pots are being blocked.

Port 2525 is probably the most used by users that are hosted on Google Compute Engine and experiencing connectivity issues with port 587.

This port also supports TLS encryption.

What we learned together

Now you can say that you know what an SMTP and network port is- well done, you! Even better, you now know the purpose of some ports and that you can use them for SMTP connections and relays. You can also check if a port is opened in your configuration or the recipient’s one using telnet. 😉

We are sure that, now, if you have any issue with the SMTP relay between Mailjet and your own server, you will know what to test and see if there is an issue with the port connection.

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