Branding & Email Marketing: How to Share Your Brand Values via Email

It’s 2019 and the world of marketing seems to be in the midst of a conceptual revolution. With so many new buzzwords to learn, groundbreaking technology to use and creative ideas to try, brands have little time to even consider what “doing marketing” really means in 2019.

The good news is that the basics haven’t changed: marketing is all about creating and promoting something’s value. It’s all about finding different ways to connect with an audience to communicate what makes that product or service unique and indispensable.

But in the world we live in now, value is not just defined by the practical qualities of a product. What a brand is and what a brand stands for is now just as important as what a product can do. With an audience that is more in tune with the environment than ever before, taking part in the conversation is not simply recommended, but also expected. Communicating on brand ethics is an integral part of any marketing strategy.

Brand Marketing: Humanizing Your Marketing

The marketing space has become so crowded and competitive that achieving consumer loyalty is now a top priority for companies, and humanizing your brand is essential to accomplishing this.

As Colin Lewis warns, “the transformation of the economic and cultural landscape means a very different era for marketers awaits. Marketers need to understand that as a result, the very notion of value is changing.”

In a previous era, price and offer could’ve been enough to keep customers coming back. But, now, a more conscious consumer base means 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 between them.

As we mentioned when discussing the email marketing trends that would play important roles during 2019, making a positive impact and effectively telling a brand’s story is a way to bond with clients because consumers have become more wary and less moved by aggressive selling, and are much more receptive towards brand storytelling and brand values.

Storytelling: Sharing Brand Values via Email

Brand storytelling is essentially storyselling. To stand out from the competition, brands need to show their personality and make clear what their values are, and email is the best channel to do so.

According to The Drum, 80% of consumers want brands to tell their story but can’t remember a good example. When done right, storytelling engages customers in the long-term and allows them to relate to the brand’s personality and mission. They will start to feel emotionally invested in the brand’s success.

Telling a brand’s story that people will remember and feel connected to isn’t the simplest thing to do. Here are some tips to help start the process.

Start at the very beginning

It’s right at the start of a relationship with a client that brands should place the first pieces to build that emotional connection. Welcome emails can be a great resource to set the scene and introduce the mission.

For example, for shoe retailer TOMS, it’s all about positioning itself as a ‘movement’ and a ‘family’, rather than a faceless corporation. After signing up, the user can customize their relationship with the brand, choosing which stories they’d like to hear from the get-go.
TOMS welcome email with a picture of children running

Celebrate success

Every story needs a hero. Whether it’s the brand or the customer that takes on the role, sharing the impact that others have on the world and celebrating milestones (both the brand’s and the customers’) is a fantastic way to connect with your audience.

For example, a favourite tactic of American Express is to showcase stories of customers who have used their rewards to achieve success and entrepreneurs that are making a difference – an original take on the traditional testimonial campaign.

Keep it real

We all know when a smile is fake. When trying to establish trust with subscribers, marketers should avoid stock images. Instead, they should welcome the user or celebrate the brand’s success with photos of customers who are genuinely telling the story.

Have a look at Uber’s campaign. By putting the spotlight on their driver’s heroism rather than on the company, Uber doubles down on their emotional appeal and showcases inclusivity in how they celebrate success.
Uber's email celebrates one of their employee's heroic actions

Use all of your channels

Once upon a time, stories were just passed on by word-of-mouth. Now there are so many different ways to share brand values: email is one of them, but something as important as brand ethics should not be limited to the inbox.

A good approach is to level up the multichannel communication strategy and share the story with clients across multiple touchpoints, including the website, social media profiles, email, offline, etc.

How Top Brands Use Email to Share Their Values

Focusing on what the company is most passionate about and what it stands for is a first step in brand development. For many, it’s about protecting the environment or creating a more inclusive and diverse society. Others focus on promoting research and development to pursue innovation in their fields. Most want their customers to know they care about protecting their personal information and making the Internet a safe place for all.

Defining those values that are crucial to a brand’s story is the inception, and sharing them is the logical next step. And while email should never be the only channel to show what a company is all about, it is the cornerstone of brand ethics storytelling.

Here are eight examples of how some of the top companies out there share their focus on sustainability, inclusivity, innovation and data compliance.


The climate crisis is a defining problem for this era, and the state of planet Earth is becoming not only an individual concern, but also a corporate one. When talking about brand ethics, ensuring business development goes hand in hand with protecting the environment. It has become one of the most sought after brand values for consumers, and more and more brands are looking at how to put this at the forefront of their branding initiatives.

In the retail industry, a number of brands have taken action following Greenpeace’s lobbying to stop the use of hazardous chemicals in the fashion supply chain, and many retailers are moving away from paper receipts. For French leader Galeries Lafayette, for example, ecology was a decisive element in their decision to go paperless, reducing the amount of paper and addressing an environmental concern.

Here are two examples of how brands might be putting their eco-warrior side forward and telling their sustainability story via email.


Lush's entire email is dedicated to their sustainability practices
Lush dedicates an entire email to talk about what they stand for. Its powerful copy (‘Our values are in our products’) makes it clear that sustainability is not just a box to tick, but something Lush takes very seriously. The fantastic visuals highlight both the product and the production chain, reinforcing the fact that the value is not only in the product, but ingrained in the entire brand itself.


Bulb's email turns the numbers into a story that is more engaging
For energy provider Bulb, sustainability is at the heart of the business. With green energy being one of their mottos, sharing their users and company’s achievements is key to creating customer loyalty.
This recap email turns numbers into stories (with engaging visuals to make those numbers more interesting) and encourages the reader to share on Twitter, seamlessly integrating these two powerful channels to reach a new audience.


Increasingly, companies are embracing diversity and inclusivity in the workplace as a way to remind the world that both of these are correlated to a company’s profitability, but advocating for D&I goes beyond that.

Implementing company wide actions that can set an example for and inspire others around the globe can make a positive impact in the world. Sharing the story by email can show customers what the brand stands for, and what they will do to make a change.

Here’s what we can learn from Leesa’s and Tom’s great examples.


Leesa shows that purchasing from them benefits others
If there’s anything better than solving a problem for oneself, it’s knowing that others have been helped along the way. This is the key message behind Leesa’s email. A mattress is not a luxury, it’s something we all need, and buy purchasing one from Leesa, the customer has just helped those in less favorable circumstances, while simultaneously supporting a company that fights to make the world a more inclusive place.


TOMS email shows that buying a pair of shoes gives a pair to someone in need
For TOMS, an essential part of their strategy is communicating on its brand values. They do it on all their emails and they’ve made the One for One motto a key part of their messaging across all brand communications. It’s not just a one-off, it’s as important as the product itself.


For some companies, especially those in the tech industry, research and development is a pivotal element to their business strategy. Being at the forefront when it comes to progress within the industry by promoting R&D and challenging the status quo is key to their product development and their internal culture.

This is not exclusive to technology, and many brands find this is a value they share with their target audience. Here’s how outdoor clothing companies Oros and Patagonia share their quest for constant innovation.


Oros' welcome email shows they are always innovating
For Oros, the idea of innovation and pushing the limits is present at all levels, which is obvious not just only on this email, but even from their motto ‘Find your beyond’. On this welcome email, Oros connects with its audience by focusing on something that’s key for both the company and its customers: rethinking boundaries, innovating and moving forward.


Patagonia shows their innovation with awards and reviews
Similarly, Patagonia also places its focus on R&D and pushing boundaries. What makes this email special is not just the values the company shares, but how it shares them.

A lot of brands out there will talk about how they continue to focus on creating the best products they can, or adding the latest technological advancements to their services. But, there’s a difference between having something to say, and actually having something to show for it. Patagonia uses quotes and awards as a way to add social proof to let people know it’s not just them saying it.

Data Compliance

A year after GDPR, and as a result of the controversy generated by certain data privacy cases around the world, including the Facebook – Cambridge Analytica scandal, data compliance has become a big concern for many customers.

In fact, in a recent study conducted by Mailjet, 39% of surveyed customers called for harsher enforcement of penalties against brands who break data privacy regulations, especially amongst large brands, for whom 27% of consumers believed seem untouched by GDPR.

Showcasing how much your company values data privacy, and going above and beyond when it comes to protecting your users’ data rights, is the best way to get your customers to trust you.

Here’s how Slack and Hostelworld are doing just that.


Slack sent out an email for GDPR that bullet-pointed the important info
When GDPR came into effect a year ago, many companies sent out emails to inform their users about the changes in the data protection policies. However, most were just an announcement of these changes. They included links to full documents that felt more like an obligation the company was fulfilling by communicating this, rather than a desire to be upfront and honest with the customers.

Slack’s email does a great job in highlighting the main takeaways, while making the reader really believe that they care about clarity and transparency. It’s easy to read, straight to the point and unambiguous.


Hostelworld sent out a very clear data protection email explaining why they can be trusted
HostelWorld has put together a very clear Data Protection Notice as a way to show how important this is for the company. But it’s not just about providing clarity, it’s also about letting people know that they can trust HostelWorld with their personal information. This is why they use email to communicate this and reinforce the idea that HostelWorld can be trusted.

Summing Up

Brand ethics are slowly becoming one of the most important layers to building a product’s value. Humanizing a brand goes beyond finding the values that will define a company’s role in society. While coming up with those is a necessary first step, sharing them is what will make consumers loyal to a particular product or service.

Brand strategists will have to work on not only designing the company’s story, but also choosing the right channels to communicate it to an audience. Out of all the marketing channels available, email offers the best opportunities to connect with contacts throughout the consumer lifecycle.

In a world in which value is not only defined by a product’s qualities, but also by brand ethics, applying storytelling techniques to share values has become a must in brand marketing.

Leveraging Email in Your Mobile App

Have you ever looked at all the apps on your phone and wondered what went into making them? Maybe you’re on track to start building your own. But, whether you’re building an app to support a larger project, or building the next big thing in the App Store, you’ll quickly realize that email is a much larger part of your user’s experience than you expected.

Starting even before you sit down to build your app, all the way to scaling and monetizing your app, email plays a pivotal role in its success. It can be used as a tool to feel out what interest there might be in the idea behind your app, then used to promote and engage users before and after launch, and finally improve engagement and user experience on an on-going basis.

So let’s dive in and see how email can help drive interest, downloads, and most elusive in the app universe – recurring users.

Why email marketing

Before anything, we’re going to set the stage by telling you why email should play a crucial role in your app’s marketing. As we’ve said many (many) times, email is the most personal and impactful medium for communicating with users and prospective users.

With a return of $40 for every $1 spent, email marketing continues to drive far better engagement than any other channel, including keyword advertising (17:1) or banner advertising (2:1).

Email also allows you to interact with your users in a secure and private way. You can easily send important communications like password resets, billing information, usage reports, and more to your users.

If you have any plans to communicate with your users outside of the app, make sure you include email in your plans. If you don’t, you’ll not only miss out on improved engagement, but you may also take a hit in the customer experience department.

Using email collection as a proof of concept

Everyone from your doctor to your grandmother has an idea for an app. It’s why we have apps like Drake Shake, which adds a photo of Drake to any photo, by just shaking your phone.

Brilliant, right? We’re wondering why we didn’t come up with that one ourselves.

And it’s getting easier than ever to build apps. With intuitive platforms popping up everywhere letting you create a basic app without any code, anyone can make an app and put it on the market.

But like anything else, just because you built it doesn’t mean they’ll come.


Regardless of whether you’re a student looking to come up with the next big thing, or a large company considering a new app launch, you should first validate and confirm that the idea behind your app has some traction.

Email is going to make this easy for you.

You can do this by launching a simple landing page with some branding and key messages, and an email collection form. If your idea and your message resonate, people will sign up for your list. If your list is big enough, it’s a good indicator that you should probably build your app.

Brands as big as Buffer created a landing page just like this to validate their idea before ever launching their real product. They launched a landing page with a logo, some key messages about the product they wanted to build, and a single call-to-action – “Plans and Pricing”.

Buffer's landing page to validate their idea

If you were intrigued enough to explore plans and pricing, you would have been sent to a page that said “Hello! You caught us before we’re ready”.

Buffer offers to let you put in your email address to be added to the list

Now, Buffer knows that X number of people were interested in looking at pricing, and Y number of people were so interested in their product that they provided an email. That’s some invaluable data before launching a new product or app.

There are an endless number of apps like Hipster that did the same thing to simply tease an idea, validate interest, and then build an email list to begin to nurture future users.

Hipster landing page with a photo of the Golden Gate Bridge

Harry’s Razor’s, while not an app, is a great example of how to build a list of excited customers/users pre-launch and then use this same audience to drive viral expansion.

Ahead of the launch, Harry’s rewarded users who invited their friends and family by gifting them with free products. With one click, users could invite others to join the list. You can also easily integrate an email service provider like Mailjet into your website to trigger these personalized emails immediately. Just think, wouldn’t you be much more likely to try out a product if your best friend told you to give it a go?

Harry's pre-launch page with a photo of a mammoth

You can use the same logic in your app to create a viral effect. What can you offer to users to encourage them to share? A free product? Free credits? Early access to the app? Social credit?

In fact, this is such a popular approach to product validation that Product Hunt built an entire service for users to create lead capture landing pages for this specific purpose. There are even apps like Sparetoolz that help you prep for launch with an easy email list collection tool to (1) validate the idea, and (2) ensure that when the product is ready to launch, you have an engaged list of emails you can promote to right away.


Email in your app’s onboarding process

Use an email to educate about the app

As you gear up for launch day, you might want to use your pre-launch email list to invite users to the beta launch or full launch of your app. We’re going to throw a pretty heavy statistic at you, so are you ready? Here it is: 80% of users delete an app they downloaded within just three days. Keeping this in mind, it’s important to optimize those first three days for on-going success. And email is one of the ways to do this.

Giving them a little reminder about why they signed up for your list in the first place is a good place to start. As Lyft does below in it’s introductory email, make it clear (1) what your app does, (2) why it will benefit the user, and (3) how they can get started NOW.

Lyft's welcome email

Introduce them to a feature they may not know about

Getting a contact from your email list to actually download the app is one thing. Getting them use your app daily (or weekly) is a whole other beast. One great way is to use email promotions to introduce, or re-introduce, key features in the app.

Swarm's email introducing them to the chat feature

For example, Swarm is an app that allows you to easily share your location with friends. An important component of Swarm’s email marketing efforts included an early promotional campaign to new users to introduce them to a new feature. In this case – messages.

Note that this email has one message and one goal.

You can use an email automation tool and transactional email API to automate these messages to be sent based on things like “days since the user signed up” to ease your customers into your app’s experience.

Use behavioral emails to increase active users

What are behavioral emails?

Behavioral emails are personalized emails related to a behaviour taken on your app. They can be a great way to not only increase engagement in your app, but also be a bit of a bonus in the overall experience.

For instance, by using a transactional email tool, you can trigger emails based on actions in the app, achievements, messages, and more.

Email reports using data from the app

A great example of this is an app like Strava, which is a fitness app that sends emails based on milestones achieved, daily or weekly reports, and more.

Strava's milestone email

These are one-to-one messages that are personalized specifically for the user that has received it. It could be anything from fitness data from Strava, to mileage data from brands like Lyft or MileIQ. MileIQ is an app that monitors driving miles to make expense reporting seamless for people who drive for work.

Apps like Duolingo do a great job of using behavioral emails, not for generic reporting, but to encourage re-engagement. Their email reports show progress meters that pull on basic psychology to incentivize action. If you haven’t opened the app in a while, you may not know how close you are to a new achievement. Email triggers may be the only way to encourage action. And let’s be honest, who doesn’t want to make a new achievement.

Duolingo's progress bar email to get you to log back in

Design your user experience, not just your app

At the end of the day, your app is the center of a larger ecosystem that your user will interact with. When you get started on building your app, or even thinking through the wireframe of what it could be, take a step back and think about the many touch points you’d like to have with your customers.

Think about where email can not only improve your ability to communicate with your users, but also improve your user’s own experience. What things are better said by email than, say, a push notification? When should you remind users of a cool feature in your app? When do users need a little encouragement to come back?

Taken all together your app may stand a chance. If Drake Shake can make it to the top of the app store, anyone can. :)

Happy building

What app do you think uses email marketing well? Let us know on Twitter.

Mailjet SMS is Now on Zapier

Yes, you heard us right. With Zapier’s help, you can now easily integrate Mailjet’s SMS.

If you already tried the transactional SMS option of Mailjet, you know how easy it is to use. Now, it’s a piece of cake to send SMS to your customers for two factor authentication, order confirmations, booking numbers and any other transactional purpose you can think of.

What is Zapier?

Let me throw a scenario at you. Say you wanted to create a new line in a spreadsheet every time someone contacts you through your website with the information of their request. You’re thinking you’ll have to download the information manually, copy it and then paste it… Every. Single. Time.

We feel your pain, but worry not, Zapier will make this a whole lot easier for you.


Simply put, Zapier is a tool that connects and automates most of the apps you use, like Mailjet, WordPress, Gmail, Zoho, Trello, and hundreds more. And the best thing? You don’t need any coding to do this! If you’ve ever used IFTTT (If This Then That), it’s very similar, but Zapier lets you string multiple actions together to build multi-step zap workflows. Think of it like, “if this, then that and that and that and that.”

You can have Zapier automatically repeat tasks you would normally do yourself in your different apps. You can create a “Zap” that connects two or more apps so they can talk to each other without you even entering the conversation. It allows you to connect apps that don’t normally communicate AND automate tasks between them.

Let’s say that you have one employee who only speaks English (let’s call him Mailjet) and another who only speaks French (we’ll call him BigCommerce). Normally, Mailjet and BigCommerce wouldn’t be able to speak to each other because those two languages are so different. But because Zapier speaks API, it will act as the translator between them and make the communication possible.

And what is API you might ask? API is the universal language of all programs, and with its help, Mailjet and BigCommerce can talk to each other.

Within a Zap, there are Triggers and Actions. If a Zap functions on a cause and effect model, the cause would be your trigger, and the effect is the action. Here’s an example: imagine you have a new order in Shopify. This would be the cause (trigger) for the effect (action) of sending an email with the tracking details using Mailjet. Automated data flow –it’s a beautiful thing, right? 🙌

Mailjet’s transactional SMS

The average open rate for transactional SMS is 98%, making it one of the more powerful ways to reach your contacts. With Mailjet, you can now easily create and send personalized transactional SMS messages to your customers in more than 60 countries. I’m sure you can see why we introduced our SMS solution 😎.

Everytime we are creating an API feature, we are sure to take two things into consideration for our users: how useful is it, and how easy is it to implement.

We already said why this is useful, and exactly how useful it is (98% open rate!). We are also happy to tell you that it is pretty easy to use our SMS API, allowing you to send SMS messages all around the world with only a few lines of code!

Right now, we only support transactional SMS, such as booking confirmation, subscribing or making a purchase. Just like transactional emails, transactional SMS messages are triggered by an action on behalf of the customer. For example, if you are running a travel agency, you can easily send booking confirmations per SMS too.


To send SMS messages with Mailjet, you need two things – funds in your SMS wallet and a Bearer token to authenticate your requests.


To find out how to do this, check out our guide for SMS.

Mailjet & Zapier

At this point, you may be wondering how Mailjet and Zapier fit together. We’ve got that question covered.

The Mailjet x Zapier integration allows Mailjet clients to extend the reach of their Mailjet account to their favorite apps. You can start transferring data back and forth between your Mailjet account to various third party SaaS applications. With our integration, you can easily send emails and SMS through Zapier. Let’s start with the SMS option.

Sending SMS

With the new “Send SMS” Action in Zapier you can easily integrate Mailjet’s SMS API. Connect your platform (e-commerce, CRM, or other) to Mailjet and automatically send transactional SMS messages when an event occurs.

When someone buys something from your online store, you can send them the order confirmation and the tracking number via SMS, so they can easily check it on their phones any time they need. Ingenious, right?

And the cherry on top: the set up is really easy! You can see how to create and manage your SMS Zaps in our detailed guide.


Sending email

But what about when it comes to sending for marketing purposes? Well, then you will still have to send an email. With our amazing responsive email builder Passport, you can create beautiful emails with very little hassle on your part.

You can take advantage of the services that Mailjet offers, such as Real-Time Monitoring, Template Language, Dedicated IPs and others. Then, you can automate your tasks using our Zaper integration. Send them a welcome email, or maybe shoot off some emails for new offers that could interest your clients, then track open and click data. You can analyze the data with more than 1,500 tools that will make your work so much easier for you.

Summing up

SMS is the perfect option to address your customers with information about their orders, and it can even be combined perfectly with your marketing emails. Mailjet gives you access to features that can help you improve your deliverability, boosting your customer engagement. Your customers will love to have their order information in front of their eyes as soon as they click purchase

Zapier can also help you easily integrate with your own tools and applications. Check out the Mailjet integrations you can use through Zapier here.

So what are you waiting for? Start exploring and share your thoughts with us on Twitter!

8 Best Welcome Emails Examples to Onboard New Users

A welcome email can be the beginning of a beautiful relationship – the one between your brand and your customer, of course. Your subscribers signed up for your newsletter because they liked what they saw, and now it’s up to you to give them more of what they want.

What is a welcome email?

A welcome email is the first email your subscribers receive after they sign up for your newsletter. It’s your chance to wow them, to give them a taste of what’s to come, and have them looking forward to your next email.

Why is it important to send welcome emails to your new users?

Beyond a welcome email being a kind and polite way to say hello, they also have some very powerful statistics behind them. Believe it or not, at 50%, welcome emails actually have an unusually high open rate when compared to other marketing emails. They are actually 86% more effective than the average newsletter.

And, saving the best for last, subscribers who receive a welcome email show 33% more engagement with the brand. If that’s not quite enough for you, there is a whole other, more practical reason to send out welcome emails.

That reason is to continue the onboarding process that your subscriber might be right in the middle of. A welcome email could encourage users to do many things, like complete their profile, download content or even complete a purchase. You’ll want to check out your conversion rate for these emails to see how they’re performing.

Sidecar's welcome email with a big welcome and a little info about their company

What makes a good welcome email?

If you’re looking to get started with welcome emails, here are a few ideas to keep in mind.

Ensure it’s timely

As soon as someone signs up for your newsletter, send them that welcome email ASAP! Because they just signed up, it means they’re still online and currently looking at your brand. They are curious enough to want to know more, and your email could pull them in even further.

Our Email Automation feature will help you do just that. You’ll be able to schedule your welcome email to send out as soon as you get a new subscriber with very little effort on your part. We do the work for you.

Keep it brief, but deliver on your promises

You’ll want to engage your audience as quickly as possible, but make sure not to bore them. The content of the welcome email should be relevant, succinct, and provide some sort of value. A welcome email should set your subscribers expectations for the future. It’s the first email they’ll ever get from you, so give them a taste of what’s to come, and try to keep it consistent with the newsletter you’ll be sending out.

Additionally, if you promised something for signing up, maybe a discount code or exclusive content, now is the time to deliver! Give your customers an incentive to keep them engaged in your brand.

Personalize the content

It goes a long way! Use whatever data you have on your newest subscriber, and make that welcome email that little bit more welcoming. If you have their first name, use it either in the subject line, the body of the email, or both. Just using a first name in the subject line can increase open rates by 20%.

Personalizing welcome emails makes the correspondence feel a little more human, and a little bit less robotic. At Mailjet, it’s easy to add personalization to your marketing and transactional emails.

Include enticing CTAs

The reason behind marketing emails is to turn subscribers to customers, and your CTAs, or call-to-actions, are what’s going to do that for you. You’ll want to keep this in mind when planning out your email. Make your buttons easy to find, and enticing to click on. This might mean making it pop with color, or maybe a cool GIF to go along with it.

Choose the right colors

Color is a good way to grab attention, and hold it. On the flip side, if the color combination is off, it could cause subscribers to lose interest. Because your choice of colors are the first thing your customer will see when they open up your email, you’ll want to make sure the colors you choose reflect your brand. It might seem simple and straightforward, but there is a lot to take into consideration, so we made a guide for you on the psychology of color.

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8 Best Welcome Emails Examples to onboard and engage with new clients

Planning a welcome email and looking for some ideas? Check out these great examples and some of the elements you might want to consider when designing your own ones!

1. InVision – The power of personalization

InVision's welcome email does personalization really well
Why we love it: Big and bold and right at the top, personalization is what starts this email off. There is no better welcome than one that feels personalized just for you, and InVision does just that. And right after it, a bright CTA to get them involved with InVision again. Well done 👏.

Why you should try this: Don’t you love getting personalized stuff? A keychain is a dime a dozen, but your name on a keychain…now that’s a whole new level. Seeing your name on something makes it more valuable to you, and much more likely to interact with it. It’s the same with marketing emails. As we mentioned above, a first name in the subject line can increase open rates by 20%. And that’s just in the subject line. Personalization makes the email more human, and therefore more likely to be opened!

2. Airbnb – What’s next?

AirBNB's welcome email on boards the customer
Why we love it: Airbnb uses their welcome email to continue the onboarding process. Right after a warm welcome with bright, vibrant colors, the email gives you a couple different options to continue interacting with Airbnb. Completing your profile and adding verifications keeps the subscriber engaged with the brand, and the final CTA gets you back on their webpage with a very on-brand “Get Exploring”. 😉

Why you should try it: What is it that you want your users to do right after they sign up or join your list? Having a clear idea of what you want that ‘next step’ to be will help you keep your users engaged.

If your subscribers have a profile to set up with your company, a purchase to complete, or some settings to choose from, a welcome email is a great way to get them moving through these steps. Not only does it have the potential to give you more information about your subscribers, but it also keeps them interacting with your company and pulls them back to your main site.

3. Evernote – Clear and catchy CTAs

Evernote's welcome email has a CTA right before the fold
Why we love it: What Evernote does really well here is the CTA. The little bit of text at the top, “You’re going places. Your notes should too.”, gives us a taste of the brand voice right before they give us the CTA to download the app. No need to scroll, it’s all right there for us. If you do happen to take a gander further down in the email, the same CTA is at the bottom. They take all the work out of scrolling back to the top for us, too!

Why you should try it: The CTA is the bread and butter of your welcome email. Don’t get me wrong, thanking your subscribers for signing up is very important to make them feel valued. But, the CTA is what is going to keep them interacting with your company after they’ve opened the email.

The CTAs you include should be bright, enticing and fit in with your brand image. There should be one near the top of the email (above the fold), as one of the first things your new subscriber sees. Additionally, if there is enough content in the email (like Evernote’s), a CTA at the bottom as well is a good idea to keep your customers from having to scroll back up.

4. Casper – Color you want to click on

Casper's welcome email uses colors to further their brand image and pull the customer in
Why we love it: What’s the first thing you noticed about Casper’s welcome email? I’m willing to bet it was the deep blue color.

On brand, relaxing, with the text contrasting to stand out? Yes, please. The color conveys exactly what the brand is all about, without overwhelming the subscriber. It makes you look forward to future correspondence from them with the hope that each email will be as creative as the first. And the cherry on top? The little sleep-related puns. 💤

Why you should try it: Colors are very important for brand recognition and consistency. I’m sure at some point you’ve opened up an email and immediately deleted it because the colors were just throwing you off. You don’t want your subscribers doing the same, and color goes a long way to keeping them engaged.

There is a lot to consider when choosing colors, like how they reflect your brand, how they look together, if they stand out enough but aren’t too overwhelming. Our psychology of color blog post should be able to help you out.

5. Glossier – Let’s get social

Glossier's welcome email has social links at the bottom
Why we love it: Welcome emails are a great way to introduce new subscribers to some of the other channels you may be operating on, like social media. Glossier does a great job of keeping their text to a minimum, but still promoting a way to further interact with their brand. Showing their Instagram feed at the bottom not only adds to the overall aesthetic, but also entices you to connect with them on another platform.

Why you should try it: So they’ve signed up for your newsletter, and they’ll be getting regular correspondence from you through that. But, moving them onto your social media channels puts you in their orbit even more often. You’ll have more chances for conversion, and the greater the brand recognition the more they interact with you.

6. HelloPrint – The human element

HelloPrint's welcome email introduces their customer service team with photos of them
Why we love it: Email can feel so robotic sometimes. It’s in the name: electronic mail. So sometimes the brands that add a human element to their marketing stand out more. Take a look at how HelloPrint introduces the new subscriber to the customer service team. Introducing you to Danny, Mary and Martha puts a face to your brand, and makes them seem more trustworthy in the eyes of a customer. (Also…peep the personalization at the beginning 👀)

Why you should try it: You want people to trust your brand, but it’s hard to trust something that you can’t put a face to. Showing your customers that there are humans behind the machine can make them like you, and want to work with you, a little bit more. Introduce them to some members of your team, like customer service so they can see who they might be working with in the future.

7. Mode – Get them interacting

Mode's welcome email includes a how-to video as an interactive
Why we love it: Never underestimate the value of interactives! In Mode’s welcome email, they include a tutorial video. This email acts as a one-stop-shop to learn more about the brand you just subscribed to, gain some tips and tricks on how to use it, and then get started putting your new knowledge to work! All packed up into a 2 minute video… phew!

Why you should try it: When you hit the inbox, you want your email to stand out from all the other emails fighting for your customers’ attention. A good way to do this is through interactives, like videos, that are hard not to click on. However, make sure that whatever you add to your welcome email, be it text or interactives, adds value. You don’t want to lose your audience by having too much content.

8. Uber – Deliver the incentives

Uber's welcome email includes the incentive they promised at the top
Why we love it: If signing up to your newsletter came with an incentive, you might want to take a couple notes from Uber’s welcome email. The incentive “Your free Uber ride is waiting” is as hard to miss as it is to resist. Following it up with a short explanation of what the incentive includes and topping it off with a CTA that helps the subscriber redeem the reward makes it so easy. SO easy in fact that there’s no reason not to use their product, right?

Why you should try it: Adding incentives like special promos for new users or access to exclusive content can really draw in subscribers. It adds an extra bit of value for signing up for your newsletter and will get them trying your brand. However, if you do offer an incentive, make sure you deliver on it.

What is a welcome series?

So you’ve heard all about welcome emails. Why not take it to the next level and try a welcome series?

A welcome series is a succession of welcome emails that are staggered, instead of sending out just one. Well, why should I send out multiple emails instead of just one? It’s a good question, and the answer is that you don’t want to overwhelm your new subscriber with a ton of info in your welcome email.

Instead of overwhelming them with an extra long email, stagger out the onboarding info so they are more likely to interact with it.

Sending out the first email as soon as they sign up that has some easy, preliminary info to begin the onboarding process would be step one, like a thank you for signing up and a subscription confirmation. Then, the next day, send out email two that has a couple more steps, like maybe set their email and profile preferences, and links to social media. Day three, send out another with popular products or something easy they can try so they familiarize themselves with your product or service.

Sending welcome emails with Mailjet

With Mailjet, it’s easy to send out your welcome emails. It’s even easy to send out a series of welcome emails, if that’s more your style. Our Email Automation tool lets you set up a workflow that will send out an email, or a series of emails, based on a specific action. In this case, subscribing to your newsletter.

To begin, click on ‘Automation’ in the main menu and then click ‘Create my first workflow’.

click on create my first workflow
Select the ‘Welcome’ automation scenario, and fill in the workflow details for the welcome email you’re going to send out. Once that’s done, select the contact list that will be the trigger for you workflow. Don’t forget to hit ‘Save and continue’.
don't forget to hit save and continue
Almost time for the creative part! Click the ‘+’ button to begin designing your email. Right before you head to our email editor, Passport, to begin designing like usual, you will have to choose if you want there to be a delay for sending out your email. We suggest you send it immediately, but it’s up to you.

You can stagger the emails if you want, and then hit confirm
Now it’s time to get designing. Keep all of our tips and tricks in mind while building your email, and get as creative as you want within Passport. Once you’re all done, you’ll be taken back to the ‘Customize your workflow’ page where you’ll hit ‘Save and continue’.
Design your email, and then press save and continue
But hold on a second. Before you activate your workflow, make sure all your emails have been tested and the workflow details have been reviewed. Maybe even get a second pair of eyes to look it over if you can. Once the workflow has been activated, it cannot be modified.

Once you’re happy with it, click ‘Save and activate now!’

And that’s all there is to it!

If you want to send out a welcome series, you would add more emails in the workflow, and set a delay for them to be sent 24 hours after the sign up, or however you want to stagger them out.

Wrap up

Welcome emails aren’t just a way to say hello to a new subscriber (but it’s still a very important part of them!). They are also a way to further engage your customers, show off what your brand is all about, and maybe get them even more involved. From the CTA, to the colors, to the personalization, adding these elements will make sure your subscribers are looking forward to what’s to come.

What’s the best welcome email you’ve ever received? Let us know on Twitter.

Contact Form 7 Is Now Available on Mailjet’s WordPress Plugin

Do you use WordPress? If so, we’ve got news. Big news. The best news.

Mailjet’s integration with WordPress is now even better. “How’s that possible?” you ask… Well, we’ve just added WordPress’ most popular plugin, Contact Form 7, to our own integration with WordPress! Want to know how you can use it and how to make contact list growing and email sending easier? Read on!

Why you should use WordPress

If you’re not using WordPress yet, but are curious as to why so many others do, here’s a small introduction.

WordPress is an online, open source website creation tool. Many famous blogs, news outlets, music sites and celebrities use WordPress to create and manage their own sites. If you’re wondering what makes WordPress special, here are the four most important reasons for us.

WordPress is free

Yes, that’s right! WordPress is a free software. This means you are free to download, install, use, and modify it to match your needs.

However, while the WordPress software itself is free, you need a domain name and web hosting to install it… and unfortunately those aren’t free.

WordPress is easy to use

WordPress is not only for web designers or programmers. As a matter of fact, most people using WordPress don’t have any prior experience in creating websites.

For non-tech savvy folks, WordPress is the perfect solution because there are thousands of free website templates (themes) that you can choose from that will make designing your e-commerce page, news site or photography portfolio much easier.

WordPress is SEO friendly

Have you noticed that WordPress sites tend to rank higher than others in search engines?

This is because WordPress is written using standard compliance high-quality code and produces semantic markup. Translated into human language, this means that Google and other search engines love WordPress. To make it even better, you can use a number of SEO plugins for WordPress like Yoast, SEMrush, SeoQuake and others.

WordPress offers many plugins

Speaking of plugins, WordPress offers a lot! Just like themes, there are thousands of free and paid plugins available for you to use. For example, there are plugins that will allow you to create contact forms, increase your site’s security, manage users, improve the performance of your page and loads more.

And because plugins are what this article is all about, let’s dive deeper into two of them: the Mailjet and the Contact Form 7 plugin.

Integrating Mailjet with WordPress

Simple to install and set up, the free Mailjet for WordPress plugin will help you create, send and track beautiful newsletters in minutes. Mailjet is an all-in-one solution to send, track and deliver both marketing and transactional emails, which means can leverage all of Mailjet’s options through WordPress once you have installed our plugin.

Here are a few of the things you can do with the Mailjet x WordPress plugin:

  • Create amazing emails using our drag & drop email editor, Passport, directly from WordPress.
  • Send your emails to your contact list without leaving WordPress.
  • Sync your contacts and contact properties with your Mailjet account, so you can personalize the content of your emails.
  • Check your statistics from your WordPress.


Setting up the Mailjet x WordPress plugin

Can’t wait to try it? The latest Mailjet for WordPress v5.1 can be downloaded from the WordPress plugins directory.


Setting it up is also really easy.

To configure the Mailjet plugin, first click on ‘Setup account’ from the Installed Plugins page.


You will then be asked to enter your Mailjet API and Secret key here.


Once that’s done, your Mailjet account will be connected to your WordPress and ready to use. See? We told you it was easy!

What is Contact Form 7

Contact Form 7 is a plugin that allows you to create, customize and integrate any kind of contact forms on your WordPress site. If you have a WordPress website, a contact form is a valuable addition to it. Instead of asking your readers to contact you via mail, you can provide a contact form page and ask your users to give feedback or send queries via the form.

Contact Form 7 is the most popular free WordPress plugin. It’s easy to use and supports multiple contact forms, AJAX submitting, file uploading, and CAPTCHA. Contact Form 7 has more than 5 million users – impressive, right?

The Contact Form 7 plugin’s most significant feature is that it is really simple and easy to use. Some other features that make it a winner are:

  • Complete customizability using simple mark-up
  • Simple interface and several options
  • Useful and detailed documentation
  • Submissions in the Contact Form 7 come directly to your mailbox


The Contact Form 7 plugin can be found in the same plugin directory in which we found the Mailjet one. Just search for it, install it, and activate it.


To create a Contact Form, click on Contact > Contact Forms from the admin dashboard. There is a listing of the forms available which will be blank right now before you add one. Click on Add New and choose the language you need.

Then you will see the new contact form editor. The fields required for any contact form are already present in the form – Name, Email, Subject, Message and Submit button. There is a simple mark-up format to be followed, so you won’t miss any of those fields.

You can add more fields if needed, make them obligatory, or add reCAPTCHA. When you are done with your form click on the save button.

Adding Contact Form 7 to the Mailjet plugin

Great news! Because we know how useful Contact Form 7 is, we’ve now added a new integration with Contact Form 7 as part of the Mailjet plugin for WordPress. Now you can easily add a “Subscribe to our newsletter” checkbox to your Contact Form 7 forms. It will let you automatically add form submitters to a contact list in your Mailjet account.

As Mailjet is the first ESP to get GDPR certified, it is really important to us that all subscriptions be confirmed using double opt-in. So each visitor that checked the subscription box will receive a confirmation email.

To use the integration, simply enable it in the Mailjet plugin Settings → Integrations tab. Configuring the integration is as easy as 1-2-3.

  • Choose the list where form submitters will be added.
  • Make sure the email field tag and the name field tag (optional) match the tags in your Contact Form 7 form
  • Copy the Mailjet checkbox code and paste it in your Contact Form 7 form. Once you have this code, you should go back to your contact form that you already created. Paste it inside the form and the integration is complete!

Now it is easy to win subscribers when someone goes to your contact form to send you a message or request a quote. What could be better? That’s right – nothing. So, don’t wait – integrate Mailjet and Contact Form 7 with your WordPress page and make your site event better and your sending easier.

You can refer to our step by step guide for further instructions.

Summing Up

We saw how cool WordPress is and how the integration with Mailjet can make your sending easier. Create your site with WordPress and manage your contacts and sending with Mailjet. Now there is no need to leave your WordPress to send, track and manage emails and you can automate the synchronization of contacts with only a few clicks.

And what could be better than to be able to win customers when they are trying to contact you? This is why we introduced Contact Form 7 in our WordPress plugin, so you can add “Subscribe to our newsletter” at the bottom of any of your contact forms.

Grow your business faster than ever. Hurry up and download the plugin that can make your life easier. Discover all the amazing Mailjet features you can use directly through WordPress or our site.

You can find all of Mailjet’s integrations here and we promise there is a lot to discover. 😉

For more tips and new information, don’t forget to follow us on Twitter and Facebook.