Email Marketing to Millennials and Gen Z – What’s the Difference?

Millennials are growing up.

The generation born between 1981 and 1996 are now aged between 23 and 38. They’re starting families and moving forward in their careers.

The next generation along is Gen Z. Born from 1997 onward, they range from kids still in elementary school up to college students and young adults starting careers.

Millennials vs. Gen Z: How are they different?

Millennials also came of age during the rapid rise of the internet. Older millennials will still remember dial up and ethernet cables; younger ones will remember the launch of the iPhone in 2007.

On the other hand, Gen Z have a very different context. They grew up with the internet from their earliest years: they’re true digital natives, taking smartphones, WiFi, and constant connectivity for granted.

What does all of this mean for you, as an email marketer?

Gen Z are mostly in their teens. They’re hugely tech savvy, and they’re used to filtering lots of information and narrowing it down. They’re more likely than Millennials to buy from their mobiles, and they’re also even more interested than Millennials in entrepreneurship (where they’re inspired both by extrinsic and intrinsic motivation).

Gen Z is also the most diverse generation ever. Socially, there are some striking differences: Gen Z are more risk-averse than Millennials: less likely to try alcohol and more likely to wear a seatbelt.

Gen Z are online a lot. 45% say they’re online “almost constantly”, with 44% saying they’re online multiple times per day. The majority check their email multiple times per day, too.

In terms of purchasing:

    • Millennials tend to value experiences over material things – with brands increasingly turning to special events like meetups or Amazon’s treasure truck.
    • Millennials aren’t particularly brand-loyal. They’ll happily try new, innovative brands.
    • Millennials trust endorsements from their peers.
    • Gen Z are more engaged with mobile devices and social media than millennials, and even less likely to see online advertising.
    • Gen Z are increasingly using Tumblr, Snapchat and Twitter, with Facebook and Reddit in decline with this generation.
    • Gen Z are more likely to make impulse purchases – and in-store experiences are still important to them.
    • Gen Z aren’t so concerned about healthy eating, or organic produce, as Millennials: they’re more likely to focus on value.
    • Both generations use email more than you might expect: in fact, many members of Gen Z predict that their use of email will increase in the future.
    • Both generations love to share content online.
    • Many of Gen Z aren’t yet in the workforce – so it’s likely to be their parents making the purchasing decisions. Keep that in mind with your communications.


    Challenges marketers face with both generations

    Of course, Millennials and Gen Z are hardly different species. Whichever of these generations you’re marketing to, you’re likely to face some common challenges:

    They use Adblocker. Your customers may never see your online ads because they’re blocking them. This is even more common with millennials than Gen Z … though Gen Z are more aware of ad blocking options on mobile.

    They hate clickbait. Millennials and Gen Z are quick to catch on to spammy techniques, and neither generation will be impressed by clickbaity headlines.

    They know their Inbox space is theirs and theirs alone. Both Gen Z and Millennials will be quick to hit “unsubscribe” if they’re feeling spammed. Give them the option to select how often they want to hear from you.

    They’re focused on mobile-friendly and convenient options. If your site doesn’t load well on mobile, you won’t make many sales.

    They value their privacy. Both millennials and Gen Z will be put off if you ask for unnecessary personal information (e.g. to sign up for your email newsletter). Gen Z members are particularly cagey about giving out personal information.

    Apple Music email

    Will they still use email?

    In a word … yes. Email is still hugely popular, and it’s not showing any signs of going away just yet. In fact, for both millennials and Gen Z, it remains the preferred channel for marketing communications.

    Despite a lot of scare stories about “the end of email”, 85% of Gen Z prefer using email over other communication channels – and this is only likely to increase as more of them enter the workforce. Many check their email multiple times a day.

    Social media is hugely important, of course, with both millennials and Gen Z, but email isn’t going away anytime soon.

    This is great news, because email has significant advantages over other channels for marketing communications. It allows the easy personalization of messages at a mass scale, plus it gives you the ability to reach the right person at the right time with the right message (with the option to segment email lists based on customer behavior).

    Emails are also more lasting than other marketing communications: you can go back to an email time and time again, but push notifications and social ads vanish quickly, or at the very least, are tricky to find again.

    Emails can be any length you want, and you can include as many (or as few!) images as you want: your marketing messages aren’t limited by the format in the way that they are on social networks.

    Email marketing best practices for Millenials and Gen Z

    Whether you’re marketing to millennials or Gen Z, aim to:

    Emphasize your company’s environmental or ethical credentials. Both generations place huge importance on the environment – with Gen Z being, if anything, even more engaged than millennials about climate change.

    Don’t ask them to share a lot of personal information. While millennials are generally relaxed about this, Gen Z is likely to be more reserved and cautious.

    Be sincere and direct. Gen Z, in particular, will appreciate this. They don’t like being talked down to and they don’t like to feel sold to in a pushy way.

    Don’t push a loyalty program. While this could work well with Generation X, Millennials and Gen Z don’t tend to be particularly brand loyal … and they may be put off by the implication that you’re taking their loyalty for granted.

    Offer social proof. This is great for millennials, but even more important for Gen Z, who are most likely to trust reviews from peers. You could include screenshots of Facebook reviews in your emails, for instance.

    A few final words

    While there are some differences between millennials and Gen Z, the key to marketing to both generations is to be open, honest, and ethical.

    Don’t talk down to them or patronize them … and make sure it’s as easy and convenient for them to buy as possible.

3 Ways to Make Email Easier for WordPress Users

WordPress is an online, open source tool written in PHP, designed for the creation of websites. It’s probably the easiest and most powerful blogging and website content management system (or CMS) in existence today.

Combining the power of Mailjet with WordPress will make your life easier and your emails better. Once you have Mailjet’s plugin installed on your WordPress, you can manage your subscribers, send beautiful emails, and even track your statistics.

You want to know more? Keep reading. 😉

Why we love WordPress

WordPress is a software you can use to create your own website, blog, or even an application. It was released in 2003 and quickly became one of the best CMS (content management system) on the web. Currently, WordPress is used for more than 33.6% of all websites on the Internet. In fact, some of the most famous sites are created on WordPress – blogs like Mashable and TechCrunch. News outlets like The New York Times’ blogs and CNN’s on-air personality blogs all use WordPress, too.

WordPress can be downloaded for self-hosted installations from or it can also be used as a hosted service via There are some slight differences between both options., often called self-hosted WordPress, is the free, open-source WordPress software that you can install on your own web host to create a website that’s 100% your own.

  • Self-hosted WordPress is available at If you want to truly own your website, self-hosted is almost always the best option. is the free tool that you can use for no cost if you don’t need any paid themes or plugins.
  • is a for-profit, paid service that is powered by software. It’s simple to use, but you lose a lot of the flexibility of the self-hosted WordPress.

In the infographics below you can see the main differences and decide what option is the best for you:

Why choose

At Mailjet, we think is the best option. If you’re not sure yet, let us tell you why we think it’s best to choose to create your site:

  • WordPress is free: You are free to download, install, use and modify however you want to match your needs.
  • WordPress is open source: This means that you can also modify it according to your needs. Another amazing thing is that hundreds of users all around the world are constantly creating and improving the WordPress software.
  • WordPress is easy to use and flexible: WordPress enables you to build and manage your own full-featured website using just your web browser – without having to learn how to code.
  • WordPress offers a lot of themes: There are customizable WordPress themes for just about every kind of website (whether it’s a blog, business site, or an online store).
  • WordPress offers a lot of additional plugins: You can use them to add advanced features like sending emails (go Mailjet!), analytics, contact forms, managing online shop, and much, much more.
  • WordPress is secured: WordPress has safety measures to protect your data from any accident or hacking.
  • WordPress has a great community: WordPress has an official forum that is a great place to get answers to your questions, and organizes events around the world throughout the year.
  • WordPress makes it easy to import and export data: You can import your data from other platforms like Blogger or Tumblr to WordPress, and you can easily export it to move away from WordPress, whenever you want.

So, what are you waiting for? Go get WordPress today to start creating your awesome website.

Mailjet’s email plugin for WordPress

If you’re looking to make your life easier when it comes to WordPress and email, Mailjet is the answer for you. Mailjet is an email solution that easily integrates with WordPress, allowing you to create and send both marketing and transactional emails. Mailjet also enables WordPress users to access very detailed stats.

What’s best, you won’t need to leave your WordPress site to create, send and track you emails. The only thing you’ll need to do is to install Mailjet’s free email plugin for WordPress.

The free Mailjet for WordPress plugin will help you create, send and track beautiful newsletters in minutes. 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.

Let’s dig deeper into three of the most useful things you can do with Mailjet and WordPress.

3 Ways Mailjet x WordPress make email easier

There are so many things you can do with Mailjet and WordPress once you have the plugin. But, right now we are going to talk to you about three in particular. Let’s start with one which is Mailjet’s superpower – sending beautiful emails.

Send beautiful emails

Mailjet is the best solution to send beautiful marketing and transactional emails. Our amazing online editor Passport will help you create your emails and send them to your customers. Let’s start with the marketing emails.

Marketing emails

As we mentioned, our Passport editor is available for all WordPress users that installed our plugin. We have a large template gallery with loads of options for you to choose from and customize, or you can create your own template from scratch. It will take you only a few minutes to create your newsletter and then the only thing left to do is send it to your list of customers.


Designing your template with our email editor is also really simple, as our drag & drop builder is both easy to use and really flexible, and our detailed documentation goes over everything you need to build your email. For those that prefer coding their emails, this can be done by using HTML or our open-source markup language, MJML.

It will take you only a few minutes to create your newsletter and then the only thing left to do is send it to your list of customers.

The best thing about it is that once you have the plugin installed, WordPress syncs your contacts automatically with Mailjet. The only thing you should have in advance is the contact properties you need already in your Mailjet account, which you’ll need to then be able to personalize your emails.


We’ve covered the marketing emails, but they’re not the only type of emails your brand sends. Your transactional emails shouldn’t be neglected. The times when a plain text email was enough are long gone. Let’s see how you can send beautiful transactional emails, too.

Transactional emails

Transactional emails are something that your customer is always impatiently waiting for, no matter if it is account confirmation email or tracking information. Mailjet gives you the possibility to create beautiful and personalized transactional emails. You can propose similar products or ones that are on sale in a purchase confirmation based on the interest and the behaviour of each recipient.

You can see how to create this type of email on our blog post ‘How to Use Templating Language to Send Truly Personalized Emails’.

You can now send these beautiful emails from your online store on WordPress using Mailjet’s SMTP relay. You should only add a bit of code to your template functions.php file. You can see the code and all the details of how to do the configuration, you can see here.

Now you know how to create amazing and responsive emails, but even better would be to automate them with few clicks, right? Now you can connect two of the most used plugins in WordPress with Mailjet in minutes.

Contact Form 7 and WooCommerce integrations

Our integration with Mailjet includes a direct connection with Contact Form 7 and you can also easily connect WooCommerce with Mailjet via Zapier, so you can route your emails sent from these two plugins to go through Mailjet. We are going to check the details of each now.

Contact Form 7

Contact Form 7 is a plugin that allows you to create, customize and integrate any kind of contact form on your WordPress site. Almost any business needs a contact form, whether it’s for asking questions, contacting support or requesting quotes.

Contact Form 7 is the most used plugin of WordPress with over 5 million downloads. Can you imagine how many contact forms are created with it? This is why we decided that we want to make your life easier and automate the emails you are sending through these forms. That’s why we included a connection with Contact Form 7 in our native integration with WordPress.

Activating the Contact Form 7 feature on the Mailjet’s WordPress plugin is pretty easy. Check out how to do it on our recent post about Contact Form 7.


WooCommerce is perfect for you if you have an online store. You can sell digital and physical products, manage inventory and shipping, take secure payments, and sort taxes effortlessly. You keep 100% control over all your data, there’s support for mobile devices, and the potential to scale your sites is limitless. Isn’t it great just imagining it?

WooCommerce is by far the best designed and most popular eCommerce plugin for WordPress. Routing your marketing and transactional emails from Woocommerce through Mailjet is really easy to do via our integration with Zapier.

And once your emails are sent, how are you going to be able to see what is happening with them? Mailjet offers detailed statistics available directly in your WordPress. Let’s take a closer look at that.

Track statistics

There is more to emailing than just sending campaigns or setting up transactional emails. It’s also about tracking your emails’ performance, analyzing the results, and drawing conclusions to improve your future sending. With Mailjet’s integration with WordPress you have access to detailed statistics directly in your WordPress.


You can filter for a specific date or email status of your choosing, update your list directly, remove blocks or spams from this page, or even create a new one with only click and open rates. You can always download these statistics as a CSV file and use them in another application if you need to, or just store them somewhere safe. Mailjet gives you all the tools that you need to maintain your lists and adapt your sending.

Installing the Mailjet email plugin for WordPress

So now you know what cool things you can do with Mailjet and WordPress. 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!

Let’s wrap it up

We saw that you can connect Mailjet with WordPress and other WordPress plugins with ease. WordPress gives you the power to create and maintain your site, and you can combine it with the amazing possibilities of Mailjet without the need to even leave WordPress – from creating and setting up your emails, to checking your statistics after sending them. What else could you need?


For more useful tips and articles follow us on Twitter and Facebook.

Best Email Marketing Campaigns to Get Inspiration

So you’ve decided to get started on an email marketing campaign. Your computer is booted up, you’ve got your notebook opened beside you and you’re already to go… but where should you start? It’s a daunting task, but we have a couple great email examples for you to get you started.

What is an email marketing campaign?

An email marketing campaign is simple in explanation, but can be difficult in execution. Essentially, an email marketing campaign is an email or series of emails that a business uses to communicate with their customers, trying to persuade them to interact with them and/or their product.

Both simple and hard all at the same time, right? Our top picks are going to help you out, so deep breath, get ready to take some notes, and let’s get into it.
Cat typing on keyboard

What makes a good email marketing campaign?

There are a couple things to keep in mind when planning your email marketing campaign. Every campaign you send out should include these key elements.

Subject Line

Subject lines are only a few characters, even less text than a Tweet, but they have the power to make or break your email marketing campaign. So how does something that small have so much power? Because it is the first thing your subscriber is going to see in their inbox, before they even open your email.

This is your chance to stand out in the inbox. Your subject line should be related to what your email is about, catchy and something your recipient can’t miss, but also true to your brand image. Oh, and do not fear the emoji! Adding emojis in the subject line can be that pop of color that draws your subscribers attention to your email first (and they’re super cute 😸).


Your customers signed up to receive your email marketing campaigns for a reason, and this is your time to deliver on it. The content of your emails should be relevant, and there should be plenty of value in them as well.

Sending offers like promo codes, exclusive content or suggestions for your subscribers are all great way to add value to your emails. Be careful not to make it too cluttered, though. Your message should remain skimmable and your customer should be able to get the big picture right after they open your email.


Picking the right time to send your email is a hard decision to make. Tuesdays and Thursdays are generally the best days to send out your campaigns, but choosing a day and time could depend on if your a B2B or a B2C brand, and what industry you are in.

Regardless of what your answer to that is, we know you want to land in the inbox at the time that’s going to get you the most exposure possible. Picking a date and time, and then being consistent with it, is just as important at the content itself.

Responsive Design

With 59% of emails now being opened on mobile, you’ll want to pay attention to responsive design. What this means is making sure that your email looks just as good on your customer’s mobile device as it does on their laptop.

Our Passport email builder will ensure that the emails you create appear how they should in your customer’s inbox, no matter the device. There are also a couple best practices for responsive emails that you might want to check out before you get down to it.

While designing your email, keep in mind that content is king. This means that adding interactive and eye catching features like GIFs and photos, and paying attention to building a memorable design are important, but make sure it doesn’t outshine the content of your email. When it comes down to it, your content is what your subscribers signed up for in the first place, and you want to make sure your delivering on those expectations. No pressure, though. 😅


A CTA, or a call-to-action, just might be the most important part of your email. This is the reason behind your email; it’s what you want your customer to do once they open it up in their inbox.

Whether it’s a button to complete their purchase, follow you on social media, or head back to your website to continue exploring, your CTA should grab their attention. There are a lot of ways to make your CTA stand out from the rest of the email, color and size just being two of them.

You’ll also want to keep the placement in mind, putting at least one CTA above the fold. You want your customers to see it as soon as possible so they know what action they should take within your email.

Don’t forget about the copy that you write to accompany it. The words you choose can make or break a CTA. It has to be hard NOT to click on, and match your brand voice. Sound like a lot? We have some great examples coming up to get you started.

9 of the best email marketing campaign examples

Nike: Clean minimalism

Nike's color and design
The first thing that catches our eye is the beautiful minimalism of Nike’s marketing campaign. Minimal clutter, minimal text, but just enough to pull you in. A big logo at the top so you know it’s Nike, followed by a bold title that immediately informs you that Nike is about to show you exactly what you need to make this summer a good one. Finally, one simple line of copy that fits perfectly with Nike’s brand voice.

It’s a seasonal email that’s just in time for the summer. It invokes beachy vibes with the towels laid out on an almost sand-colored background. While the main CTA is geared towards men, they also give you the option to check out the kids’ stuff too, in case the whole family needs to get ready for the summer!

PayPal: Enticing copy

Paypal's relatable copy
If you’re looking for an example of good copy, look no further than PayPal’s email marketing campaign. Quick and witty, it goes right into the purpose of the email flawlessly. We all know what it’s like when you’re out with friends, and you’re trying to figure out the best way to split the bill. The relatability of PayPal’s copy makes it feel friendlier and warmer.

It’s the perfect set up for their CTA. You’ll want to click on it to find out how you’ll never have to engage in that awkward “who’s going to cover the bill” conversation. Further down in the email, in case the copy didn’t quite snag you, they have a graphic to show you just how easy it is to use.

Starbucks: Welcome them to the list

Starbuck's welcome email
Welcome emails are a great way to say thank you to your subscribers for signing up to your email marketing campaigns. You got them, so now it’s time to wow them. And that’s exactly what Starbucks does with their welcome email by keeping it minimal, but still informative.

In the body of the email, the short and sweet text lets you know exactly what to expect from their future emails. If every email is as simple and digestible (no pun intended) as this one, you’ll be looking forward to their next email in your inbox.

Sending out a welcome email like this is super easy with our Automation feature. Once someone signs up for your newsletter, Automation will make sure the welcome email is sent off to them right away.

The Skimm: Milestone celebration

The Skimm's welcome email
Milestones are an important part of life, just as they are an important part of brand and customer relations. Well… maybe not as much, but bear with me. Milestone emails are emails that are sent out when the subscriber has reached a certain goal or, in Skimm’s case, been a subscriber for two years.

This kind of email can make a customer feel appreciated. We all love to celebrate a special occasion, right? The best thing about this kind of anniversary email doesn’t require a subscriber to input any new information. With that milestone email, you can also include CTAs to get them back more involved with your brand, like social media.

Tory Burch: The magic of GIFs

GIFs are the closest we can come to the moving pictures in Harry Potter. But beyond that, they’re also a cool little addition to your email campaigns to really catch the eye of your customer. When opened, it’ll set your email apart from all the other text-based ones cluttering up the inbox.

Additionally, the implied exclusivity of the Tory Burch sale can make customers feel special and singled out. The “Private Sale” encourages the customer to take advantage of this opportunity.

Trello: Clever CTAs

Trello's catchy CTAs
Because CTAs are so important to your email marketing campaign, it’s a good idea to make them hard to ignore. There are different ways to go about doing this, but the way Trello does is by writing witty copy for the CTAs. We all know the run-of-the-mill CTAs. The “click here” and the “learn more here” buttons that are the CTA equivalent of oatmeal for breakfast (no offense if you like oatmeal).

Accompanying Trello’s engaging copy are CTAs that are unique and fit with the little descriptions. It may be difficult and take quite a bit more brainpower, but avoiding the temptation to write boring copy of every aspect of your email, not just the CTAs, can really make your campaign stand out.

Microsoft: Interacting with your customers

Microsoft's email quiz
In this email campaign, Microsoft offered reward points if you answered the trivia question correctly. It’s like being on Who Wants To Be A Millionaire, but inside an email! And without the million dollar prize… but still exciting.

While it’s a fun way to engage the customer, offering points that they can then redeem for things like prizes and coupons will keep the customer involved. To get the points, the customer also has to sign into their account, pulling them back to the web page. It’s a quiz that their subscriber will actually want to take.

Typeform: Re-engage

Typeform's re-engagement campaign
Email marketing campaigns can have many different uses, and one of those can be re-engagement. Maybe your subscriber was originally interested in your product, but life got in the way and they lost a bit of interest. Typeform’s re-engagement email shows you how to try to pull that subscriber back in.

At the beginning, they use a bit of humor to make the tone more conversational. Then, they give you a reason to come back to the site. In this case, it’s a link to the template gallery. A re-engagement email should both give the subscriber a reason to come back, as well as show them what they never knew they were missing.

Cook Smarts: Classic Weekly Marketing Campaign

Cook Smarts well sectioned email
Let’s just take a second to dissect this weekly newsletter.

Cook Smarts breaks down their email into three main sections to make the weekly reading a little bit easier to digest (get it? 😂). Starting with the menu, Cook Smarts shows you the best of the week so you don’t have to do the digging yourself. They segway into kitchen how-tos, and then into the Tip of the Week. Easy to follow, and easy to see the value in remaining a subscriber of the weekly newsletter.

It’s also a great idea to have a CTA like “Forward to a Friend”, as this one does in the top corner. Emails are super easy to share by (you guessed it) email, so adding this sort ofCTA could boost exposure for your marketing campaign.

How to send great email marketing campaigns with Mailjet

Feeling a little overwhelmed with all of the possibilities? Your email marketing campaigns can take any shape or form you like, and your creativity and vision are your greatest asset. At Mailjet, we can give you the tools so you can flex your creativity:

  • Drag & Drop Email Editor: After seeing all the examples above, you have a vision for your email marketing campaign. It’s our intuitive email editor, Passport, that is going to help you bring it to life with drag-and-drop sections that lets you bring that vision to life. The best part: you don’t need to know how to code.
  • Segmentation: Every person is different, so marketing to them like they are all the same might not be the best way to go. This feature allows you to group your contacts into similar interests, demographics, or other criteria. More targeted sending = more engagement. 😎
  • A/B Testing: Have an email hypothesis? Maybe you think a subject line with emojis will get more opens than one that doesn’t, but you want to test out your idea first. This is where A/B Testing comes in. It lets you test your hypothesis, and send only the best performing email to the majority of your contacts.
  • Personalization: Robots aren’t nearly as nice to talk to as humans. Personalization can catch your contacts attention, and make them feel like their valued by adding human touch to your email marketing.
  • Deliverability: If you’re sending emails, we’re guessing you want them to land in the inbox. Our great deliverability will help you get into your contacts inboxes, and your creative email marketing campaign will take it from there.

So you’ve designed your email, you’ve checked it for grammar and spelling errors (don’t forget to do this!), and you’re ready to send. We make sure your emails are responsive no matter what inbox they land in, or what device they’re viewed on.

When you’re building your campaigns, just keep in mind what your goal is. Do you want them to make purchases? Log back in? Give you more user information? Whatever the goal may be, build your CTAs, copy, and overall design to achieve it. Now take a deep breath… and get designing!

Is there an email campaign that stands out in your mind? If there is, let us know on Twitter.

Dynamic Content for Marketing Campaigns to Level-up Your Email Personalization

How cool is it to receive an email that you feel is tailored just for you? It’s really important to help businesses stand out. In fact, 65% of email marketers deem dynamic content as the most effective personalisation tactic in their arsenal (One Spot). Also, companies who are personalising experiences are seeing, on average, a 19% uplift in sales (Monetate).

Segment’s research found that 44% of consumers say that they will likely become repeat buyers after a personalised shopping experience with a particular company.

Mailjet already allows you to personalize your emails by adding contact properties such as the first name or the company of your recipient in the email content.

Now, you can go even further into personalization by dynamically displaying content based on the segments your contacts belong to. No need to create a campaign per segment anymore!


How to Create Dynamic Sections?

When you’re in Mailjet’s email builder and you hover on each section of your template, you now have the option to easily personalize your campaigns.

Click on “add condition” to be able to choose the segment of contacts you want to display your content to:

By default, each section will be displayed to all recipients.

In order to make the most of this feature, make sure your segments are well defined so that you can create as many options and sections as you want.

Preview All the Different Displays of Your Campaign Before Sending

Before sending your email, you’ll want to make sure you selected the right segments for each dynamic section. On the top right of the builder, click on “Preview & Test”. You can select “Display entire email” or “Display by segment” to preview your campaign as recipients will see it, depending on which segment they belong to.

You are just one click away from sending!

Two Examples to Show You What You Can Do With Dynamic Sections

You can personalize content and sections for unlimited segments. Here are some use cases to help you better visualize what you can do with this new feature.

Example 1: You can create a section with a promo code, and decide to display it only to contacts on your loyalty program. Other regular customers won’t see it.

Example 2: You are preparing your weekly newsletter and you have an event coming up in NYC. To spread the word to your audience living in NYC, you can use dynamic sections to promote your event and display the section only to the segment of your contacts living in NYC.

A Premium Feature

This feature is available for our users on Premium plans.
Have you tried Conditional Display yet? What do you think? Let us know on Twitter :)

What Is DMARC and How Does It Work

You are the owner of your own domain. It represents your brand in the best way possible: it is already known by your customers and they are expecting your emails.

But what if one day someone sends an email from your domain offering the same content that you offer to your customers and just pocket the money? Doesn’t sound good. To top it all off, it’s hard to convince people that it wasn’t you…

So keep reading about the amazing powers of DMARC and find out how to avoid such uncomfortable situations.

What is DMARC?

Domain-based Message Authentication Reporting and Conformance (DMARC) is an email validation system created to protect your domain from being used for email spoofing, phishing scams and other cybercrimes.

Think of it like your own personal security guard for your domain. DMARC was created by PayPal with help from Google, Microsoft and Yahoo! as an email security protocol. These industry leaders came together to develop an operational specification, with the desire that it would be able to achieve formal standards status. At this point DMARC is a necessity for the online security of one domain.


When you as a domain owner set up a DMARC record into your DNS record, you will gain insight into who is sending emails on behalf of your domain. DMARC uses the email authentication techniques SPF (Sender Policy Framework) and DKIM (Domain Keys Identified Mail) and adds an important function – reporting.

This means no one will be able to borrow your domain to send an email asking for a $100 donation for the Amazon rainforest and then use the money to buy a new yacht… to go see the Amazon rainforest.

How does DMARC work?

As we mentioned, DMARC relies on the established SPF and DKIM records for email authentication. But unlike SPF and DKIM, a DMARC record could tell the server if he should or shouldn’t accept a message. With DMARC, it becomes possible to gain insight into phishing attacks. This way, customers can be informed in advance and will be aware of attacks.

Every major ISP server performs a DMARC check nowadays and the implementation of DMARC happens more and more frequently. Now let’s take a look at how the record works and understand why we need it.

The process of DMARC validation works as follows:

  1. The domain owner sets the policy, choosing its email authentication practices and how the recipient servers should handle mail that violates this policy. This DMARC policy become part of the DNS records of this domain.
  2. In case that the inbound mail server receives an incoming email, it uses DNS to check the DMARC policy for the sender domain in the “From” (RFC 5322) header. The inbound server then evaluates the message based on three key factors:
    • Is the DKIM signature correct?
    • Is the sender IP included in the SPF record?
    • Do the headers in the message show proper “domain alignment”?
  3. When the information is collected, the server can decide what to do with the message according to the DMARC policy.
  4. The server will inform the domain owner for the outcome and what has happened with the message.

To put it another way, DMARC allows you to secure your domains and decide what should happen when recipient servers receive unauthenticated mail coming from your domain. DMARC is a very powerful solution to fully secure your email domain when configured correctly.

DMARC explained

To understand DMARC even better, we will explain what each part of it means. It might look like strange symbols that don’t have any meaning and the only thing you will understand is your domain, but that’s why we are here to help you.

Once you are done reading this article you will “speak” fluent DMARC language. Let’s start with how a DMARC looks, and then go through it piece by piece:



v=DMARC1 is the identifier that the receiving server looks for when it is scanning the DNS record for the domain it received the message from. If the domain does not have a txt record that begins with v=DMARC1, the receiving server will not run a DMARC check.


“p=none” tells the receiving server what to do with messages that fail DMARC. There are three policy options – none, quarantine and reject. What policy is best for you depends on your needs.

Let’s dig a bit deeper into them, because we dare to say that this is the most important part of the record.

Monitor policy: p=none

The DMARC policy “none” tells the email receivers to send DMARC reports to the address published in the “rua” or “ruf” tags of the record. It is known only as a monitoring policy because with it you gain insight in your email channel. But, it does not instruct email receivers how to handle emails that fail the DMARC checks. You can use the “none” policy to start with DMARC and gather all DMARC reports and start analyzing this data.

Quarantine policy: p=quarantine

Another type of policy is the “quarantine” one. This DMARC policy instructs email receivers to put emails that fail the DMARC checks in the spam folder and also sends the DMARC report. The quarantine policy already controls the impact of spoofing, but spoof emails will still be delivered to the receiver (but in the spam folder… and who is checking that, right?).

Reject policy: p=reject

The third policy is the “reject” one. Besides sending DMARC reports, the DMARC policy completely rejects the emails that fail the DMARC checks. All other emails that pass the DMARC checks will be delivered in the primary inbox of the receiver. This policy best mitigates the impact of spoofing.



This tells the server where to send aggregate reports of DMARC failures. We’ll see more about the reports in the next section of the article. You can add any email address you choose or even add multiple ones.


This is for the forensic reports of DMARC failures. With this, there is one requirement for the email address – it must be from the domain that the DMARC record is published for.


Once we chose the email address where we want the reports sent, we should choose what kind of reporting we want. In this case rf=afrf means aggregate failure reporting format. This would be perfect for you, if you have a system already set in place that monitors those reports.


This part of the record tells the server how much of their mail should be subjected to the DMARC policy’s specifications. In this case, if the p= (remember the three policies up above?) was set to reject, 100% of the mail that fails DMARC would be rejected.

Other key mechanisms:

There are a number of other mechanisms that can be included in a DMARC record. A few important ones are:


This part would tell the receiving server whether or not to apply the DMARC policy to sub domains. The values are the same as “p=”.


This sets the DKIM alignment. It can either be set to “s” for strict or “r” for relaxed. Strict means the DKIM portion of DMARC authentication will only pass if the d= field in the DKIM signature exactly matches the from domain. If it is set to relaxed, messages will pass the DKIM portion of the DMARC authentication if the DKIM d= field matches the root domain of the from address.


Indicates strict or relaxed SPF identifier alignment. The default is relaxed.


This sets the interval for how often you want to receive aggregate reports about DMARC failures. The default value is 86400 seconds which is equivalent to one day.

Let’s stop here before it gets too overwhelming and see know what a DMARC report shows and how it helps your brand to avoid any spoofing.

DMARC reports

As we saw in the previous section, the reports can be two different types: aggregated and forensics. Those reports help you ensure you that you are properly authenticating your outbound emails. You can check out the difference between both of them below.

Aggregate reports

They are XML documents showing data about the messages received that claimed to be from a particular domain. Those reports are meant to be machine-readable. Here’s one example:

Forensic reports

These are individual copies of messages which failed authentication, each enclosed in a full email message using a special format called AFRF. Those reports are easily read by a person, too. The information that those reports could contain is:

  • Subject line
  • Time when the message was received
  • IP information
  • Authentication results
    • SPF result
    • DKIM result
    • DMARC result
  • From domain information
    • From address
    • Mail from address
    • DKIM from address
  • Message ID
  • URLs
  • Delivery result
  • What was the applied policy, the message could be rejected if there’s a reject policy in place, or quarantined, or delivered because of a none policy
  • ISP information

Now we know how a DMARC works, how it looks, and what information it provides. We’re pretty certain you already know how useful this could be for you. But let’s see all advantages in the next section.

Do I need DMARC?

If you are a business sending any emails that include personal information (invoices, order confirmations, even account activation ones), or any emails with marketing purposes (commercial), you definitely need to implement one or more forms of email authentication to verify that an email is actually from you and your domain.
DMARC helps receiving servers determine how to evaluate messages that claim to be from your domain, and it is one of the most important steps you can take to improve your deliverability.

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

Banner Email Deliverability

Even if DMARC is not obligatory for sending with Mailjet, we recommend you set it up so you can avoid any spoofing alongside with the SPF and DKIM. Check the links to learn how to set up SPF and DKIM.

We know that this article is enough to understand how to set up DKIM, but you can always check the guide of our colleagues/partners from Google by clicking here. For any general questions about DMARC you can always contact our support.


Let’s wrap it up

With DMARC, an organization can block malware, phishing attacks, and improve its deliverability all at the same time. Once enabled, a DMARC record ensures that only authorized senders are able to use your domain to send messages. That means recipients can tell at a glance who the email really comes from, and they can be certain that it’s not coming from a spoofed domain.

DMARC will make sure that emails that use your domain but fail authentication won’t even appear in recipients’ inboxes. So no one will be able to collect money to go to the Amazon rainforest by using you brand.

Don’t wait! Set up your DMARC and be sure that no one is using your domain without you knowing.

For more useful tips don’t forget to follow us on Twitter and Facebook.


This is an updated version of the blog post “Some words about DMARC” published on the Mailjet blog on April 25, 2014.