Marketing Calendar 2020: Dates You Shouldn’t Miss This Year

Somehow, you survived 2019 and now we’re back in Q1! 2020 is here and it’s time for you to start scribbling down your New Year’s Resolutions. If you’ve found your way here, we’re guessing that’s because “Crush Marketing in 2020” is probably one of your resolutions.

To help with that, we decided to recap all relevant dates for 2020 in one blog post to help you strategize for the year ahead. Read on and find out which dates you should include into your marketing strategy and get our free 2020 Marketing Calendar.

Why is it important to have a Marketing Calendar for 2020?

Most people think that the implementation of a marketing strategy is the longest part of the process, when it is actually one of the easier steps at the end of the process. The real work comes before, when you’re setting goals and establishing priorities.The earlier you start planning through every step of the strategy, the less problems you’ll run into down the line.

Before you start, ask yourself these questions:

  • What do you want to achieve and how can you get there?
  • What are your USPs? Why should people buy your products or services?
  • What sales promotions can you offer (special deals, freebies, discounts…)?
  • What distribution channels are best to achieve your goals?


Keep in mind that a year has so many special dates, holidays, and marketing moments – planning is a must in business and in life!

It is important to decide which promotions (special deals or key product sales) you want to focus on, and this decision should be based on the goals you established for yourself when you planned your marketing strategy. Focusing on the wrong promotional strategy can easily ruin your KPIs, and nobody wants that!

When thinking about your holiday or special day marketing campaigns, remember to plan out your promotion in different stages:

  • Before the actual date: Let your customers know about what’s coming ahead of time and how they can benefit.
  • During the day itself: Make your big sales push via email and leverage any social media buzz.
  • After the main event: Don’t forget to follow up with those that converted to obtain their feedback on the process or offer additional products or services.


Finding the right marketing channels

Once you have decided what the right marketing strategy is and what kind of sales promotions you’re going to offer, you’ll need to focus on the distribution of these marketing messages.

For marketing promotions around special dates, like the ones we’ve added on our Marketing Calendar, the best strategy is to go omnichannel. Marketing campaigns around these dates that combine different channels (for example, in-store, online, social media or email marketing) allow you to engage with your audience in a different way and also provide many upselling and cross-selling opportunities.

There is a range of channels for you to leverage, but that doesn’t mean you should try to use them all just to tick those boxes. While something like TikTok might be a bit of a stretch if you’re trying to sell dental implants, there are a few must-haves that will apply to most businesses.

One of those channels is email (yeah, you probably guessed that…). Email continues to be the best marketing channel for ROI, as it allows you to personalize, segment, and optimize your email campaigns with detailed stats. Another big plus is that your marketing messages will stay in your contacts’ inbox for them to use that promo code or find your store’s address when the time comes.

Marketing Calendar for 2020


You already know January is all about New Year’s resolutions, goal setting, and also maybe feeling a little bit blue now that the Holiday Season is over.

Start off by wishing your users a Happy New Year and use this month to offer special deals on products or services that might come in handy when they start working on those New Year’s resolutions.

Other special dates in January include the Chinese New Year and Blue Monday, so think about what you can do to make your users days a bit warmer!

New Years' Eve

Dates you shouldn’t miss in January:

  • January 1st: New Year’s Day
  • January 8th: Winter Sales (European countries)
  • January 20th: Blue Monday
  • January 25th: Chinese New Year
  • January 28th: Data Protection Day


Resources to plan your January marketing campaigns:



The excitement of the new year might be gone, but that doesn’t mean February hasn’t got some special marketing dates in store for you!

In fact, February has two of the biggest marketing moments of the year: Valentine’s Day and the Super Bowl.

According to the National Retail Federation (NRF), US Valentine’s Day gift-givers spent a record-breaking $20.7 billion in 2019, and they are predicted to spend around $14.1 billion on food, decorations and team apparel for the Super Bowl, with each person spending an average of $75.

Looking at these figures, February is definitely a month to keep in mind when it comes to creating marketing campaigns.

Other special dates in February include Groundhog Day, always fun on social media, and Mardi Gras.

Dates you shouldn’t miss in February:

  • February 2nd: Super Bowl
  • February 2nd: Groundhog Day
  • February 14th: Valentine’s Day
  • February 25th: Mardi Gras


Resources to plan your February marketing campaigns:



March is all about women… and green. 🍀

We’re moving away from all the muscle power of the Super Bowl and onto a different kind of power this month: the power of women. March is all about the movement of women’s rights, with International Women’s Day being celebrated on March 8th.

So use this opportunity to show a bit of your corporate side and share stories from the women in your company and how you support equality in the workplace.

Other special dates in March in our Marketing Calendar 2020 include World Wildlife Day, National Pi Day, Mother’s Day in the UK and a fan-favorite… St. Patrick’s Day!

Dates you shouldn’t miss in March:

  • March 3rd: World Wildlife Day
  • March 8th: International Women’s Day
  • March 14th: National Pi Day
  • March 17th: St. Patrick’s Day
  • March 22nd: Mother’s Day (UK)


Resources to plan your March marketing campaigns:



With Easter starting in April this year, you can look forward to longer and warmer days for your easter egg hunts! Plus, people are starting to travel during these dates as the weather warms up.

For some, Easter is all about tradition, be it religious or not. For others, it’s more about the chocolate rabbits and egg hunts. So why not hide an Easter Egg in your marketing campaigns to increase engagement this April?

Other special dates in April include Earth Day and April Fools, so maybe a great excuse to have some fun with your email marketing campaigns?

Easter Marketing Calendar 2020

Dates you shouldn’t miss in April:

  • April 1st: April Fools Day
  • April 10th: Easter Friday
  • April 13th: Easter Monday
  • April 22nd: Earth Day
  • April 23rd: Start of Ramadan


Resources to plan your April marketing campaigns:



There are a few important dates in May, but is there any more important than Star Wars Day? Whether you’re a fan or not, there’s no denying this is a BIG date on social media, so make sure you leverage it!

Many countries also celebrate Mother’s Day in May as well. This is a time for many to show appreciation towards their mother(s) and mother figures.

This day (and of course the other 364 days in the year) is perfect to lavish mothers with lots of love, flowers and chocolate. So remember to think about moms everywhere when you plan your special offers and promotions.

Other special dates in May in our Marketing Calendar for 2020 include May Day or Labour Day in many countries and the start of Roland-Garros for tennis lovers.

Dates you shouldn’t miss in May:

  • May 1st: May Day
  • May 4th: Star Wars Day
  • May 10th: Mother’s Day (US)
  • May 24th: Roland-Garros


Resources to plan your May marketing campaigns:



It’s getting warmer and warmer outside.

For many companies, the summer means a slump in sales. Instead of (online-) shopping, events like vacations and other outdoor activities are in people’s minds.

So don’t be surprised if your marketing performance starts to decline rather than grow during the next few weeks.

Does this mean you should interrupt your email marketing campaigns? Absolutely not!

In fact, the summer might be the best time of year to stand out from your competitors and get in touch with your contacts, so make sure you start working on adjusting your email marketing strategy for the next couple of months.

June is also Pride Month and Father’s Day in many countries. This year, it will also be big on the sporting side, with the Euros 2020 adding on to the usual Tour de France.

Dates you shouldn’t miss in June:

  • June 1st: LGTB Pride Month
  • June 12th: Euro 2020 Starts
  • June 21st: Father’s Day
  • June 21st: World Music Day
  • June 27th: Tour de France


Resources to plan your June moment marketing campaigns:

Want to start sending amazing emails right now?
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The holiday season is finally here! And even though we warned you to plan ahead in June, you might be finding it quite challenging to keep your users engaged during the summer.

The good news is that this year, we’ll have the Euros 2020 final and the Olympics! From July 24th till August 9th, people from across the globe will come together in Tokyo and everyone will be watching.

Other special dates in July our marketing calendar 2020 include the Summer sales period in some European countries and Emoji Day!

Dates you shouldn’t miss in July:

  • July 1st: Canada Day
  • July 4th: US Independence
  • July 14: Bastille Day – French National Holiday
  • July 17th: Emoji Day
  • July 24th: Olympics Opening Ceremony


Resources to plan your July moment marketing campaigns:



August is generally a slow month in many countries. The summer is in full swing, but as the weeks pass, more and more people start coming home from their vacation.

So it’s the perfect time to target them with any offers or promotions they might’ve missed.

How do you this effectively, you ask? Well, with email segmentation, of course!

With email segmentation, you can filter contacts based on their past behavior (for example, anyone that hasn’t opened an email since xx/xx/2020) and resend them any special summer offers they might have missed.

Dates you shouldn’t miss in August:

  • August 7th: International Beer Day
  • August 9th: Olympics Closing Ceremony
  • August 19th: World Photography Day


Resources to plan your July moment marketing campaigns:

  • How Email Segmentation Can Increase Your Conversion Rate



September is here and it’s Back-to-school season… and not just for kids!

In fact, September sometimes feels like a second January. Some might hate it, some might love it, but we all feel it. New goals, new projects, and new marketing opportunities. Children (and adults!) can’t wait to buy new school bags, pens, pencils and planners for the new school year.

Keep that in mind and plan some marketing campaigns to re-engage your customers after the summer with incentives like special promotions, sweepstakes, and exclusive offers.

Dates you shouldn’t miss in September:

  • September 1st: Back to School
  • September 7th: Labor Day (US)
  • September 19th: Oktoberfest
  • September 21st: International Day of Peace


Resources to plan your September marketing campaigns:



The scariest month of the year has finally arrived!

Autumn is officially here, and so is Halloween! This means that, offline as well as online, monsters and other creatures could be just around the corner, waiting to scare people off.

For marketers, October marks the start of Q4 and the Holiday Season, a huge period for brands everywhere. With big dates coming up, it is the time to start planning what the Holiday Strategy will look like, and also the moment to let our creative juices flow and start getting festive.

Dates you shouldn’t miss in October:

  • October 12th: Columbus Day
  • October 20th: World Mental Health Day
  • October 31st: Halloween


Resources to plan your October marketing campaigns:



November is the strongest time of the year for B2C sales and the official month for buying our Holiday gifts. Immediately after Thanksgiving comes Black Friday, Small Business Saturday, and Cyber Monday, so it’s time to kick it into high gear.

In other words: You should definitely have these dates marked in red on your marketing calendar 2020 as this is the best time for special promotions and offers.

We know you won’t forget, but just in case, we’ve already marked them for you on our downloadable Marketing Calendar for 2020.

Dates you shouldn’t miss in November:

  • November 14th: Diwali
  • November 26th: Thanksgiving
  • November 27th: Black Friday
  • November 28th: Small Business Saturday
  • November 30th: Cyber Monday


Resources to plan your November marketing campaigns:


PS: Have you checked out our Black Friday email template yet? ;)


The best comes last: It’s finally Christmas!

It’s cold outside, the streets are covered with snow, and there’s festive decorations and lights everywhere! While some prefer to go outside, those that stay in might do a lot of online shopping for those last-minute Christmas presents.

This is your chance to give Q4 a final push with special holiday campaigns and offers!

But December is not just about selling, it’s also about joining in on the festive atmosphere and thanking your contacts for spending the year with you.

E-Mail Marketing Christmas

You can get creative and run a little Christmas competition on social media (Best Christmas Tree or Craziest Holiday Decorations) where your customers can win coupons or goodies, or film your team singing Christmas Carols for an original Merry Christmas campaign.

As you can see, it doesn’t get more creative than December to end the year successfully.

Dates you shouldn’t miss in December:

  • December 10th: Hannukah
  • December 24th: Christmas Eve
  • December 25th: Christmas Day
  • December 26th: Boxing Day (UK)
  • December 31st: New Year’s Eve


Resources to plan your December marketing campaigns:


Download the 2020 Marketing Calendar

We’ve saved the dates you can’t forget and given you all the resources you need to make 2020 your best marketing year yet. Now it’s up to you to work on your campaigns and increase engagement with your offers, promotions or competitions.

Want to take this Marketing Calendar for 2020 with you?

Email Marketing Trends for 2020

Here we go again: It’s the end of the year, and it’s time to look at Email Marketing Trends for 2020.

This time, we’re about to close off a decade, and we’ve probably all been looking back at what the 2010s brought us, personally, professionally, or even musically (although some of us might want to keep that last one for our eyes only).

In the world of email, the 2010s have been a decade of great growth, with tons of innovation making email the coolest kid on the block, year after year. You might think we’re biased, but email has continued to be the best marketing channel for ROI, and is there anything cooler than that? 💁

But enough looking back. Star Wars might be over (or is it?), but there’s still a lot for us to look forward to in 2020. Come join us as we play email gurus again, and try to decipher what the email world will have in store for us this 2020.

What are the email trends for 2020?

Better personalization for truly relevant emails

Surprised? We didn’t think so. 😏

Personalization and targeted messages seem to be a constant year after year, and yet as marketing techniques develop and messages multiply, the need to send more relevant messages to grab our audience’s attention increases. At Mailjet, we still believe relevancy is one of the most powerful attributes in a marketing message, but for it to be effective it should go beyond the simple “Hey, (first name)!”

Advanced segmentation and personalization

The key to effective segmentation and personalization is data, but our inability to collect it, store it and integrate it across different marketing channels is making marketers a little skeptical about one of the biggest buzzwords in the marketing world.

While in the past effective segmentation was just a nice-to-have, nowadays sending differentiated campaigns to our customer-base based on their age, gender, location or past behavior has become a must.

The same goes for personalization. For a while, personalization felt like a box that was easy to tick. Just add a first name here and there, and that was it. Now, though, personalization is so much more, with features that allow us to use contact properties and purchase data to customize big blocks within our emails, like Mailjet’s Dynamic Content blocks. Think Netflix and its personalized film recommendations, or Amazon and its cleverly-picked upselling opportunities.


Data to anticipate email deliverability

But what is a great, personalized email, if it doesn’t even reach the inbox?

As email marketers, we’re used to looking at metrics such as opens, blocks or bounces to monitor our deliverability, trying to assess how healthy our email lists are or how well we’re applying email best practices based on past performance. We decide to segment out inactive users when we see our open rates fall or change our templates when we see big images have made our amazing email land in the spam folder.

But what if instead of reacting we could start anticipating?

Email innovations to prevent deliverability issues

Email marketers are increasingly citing deliverability as one of their main barriers to effective marketing, with 37% of marketers citing it as a top concern in 2019. And while some email players already offer tools that provide data and advice on the performance of an email campaign, their use to prevent deliverability issues is still not fully adopted.

In 2020, the wider adoption of these features will allow marketers to change the way they think about email and email deliverability. Tools like email validations will enable senders to clean their contact lists before sending and to better protect their sender reputation, and inbox placement will allow users to diagnose deliverability issues and optimize their emails before pressing Send.

Machine learning to uncover the best email sending time

A big part of an email’s success depends on when it’s read by its recipient. We all know this already, which is why we all keep trying to figure out what the best time to send a newsletter is. Send me an email about Starbucks Christmas’ treats while I’m at the gym, and I’ll just ignore it. Tempt me while I’m out in the cold, and I’ll probably want to buy the whole store.

While we’ve been talking about automation for quite some time, 2020 will bring a whole new way of thinking about timeliness. ESPs and email innovations will continue to look for ways in which AI can help marketers crack that code.


But is there really a universal best time to send an email campaign, or does it vary from recipient to recipient? What about getting emails into a contact’s inbox precisely when they are most likely to read it?

Machine learning will help ESPs offer new tools that will automatically optimize sending time to make sure your emails reach all the different inboxes at exactly the right time. No more guessing.

Design innovations for better shopability

Once you’ve cracked the right time to get those amazing emails into the inbox, the fight will move onto a different, more complex battlefield. Shining through in your contacts’ inbox is hard, and going from an open to a conversion requires a lot more creativity now than it did before.

So how do you go from someone reading your campaign to actually clicking-through? Increasing email shopability will be key to push conversion even further. The use of smart design and interactive features that guide readers to your CTAs and allow them to interact with the content will be essential.

Sending interactive emails that enable the user to convert without leaving the inbox has been a possibility for quite some time, but it’s far from being the norm. Interactivity allows users to start their purchase directly in the inbox, eliminating the friction between email and onsite conversion. To make this easier, email developers can leverage tools like Email Markup or AMP4Email.


Shopability on the move

According to Litmus, email attention span surged by 21% in 2019, with mobile access playing a big role in that increase. Nowadays, more than 50% of emails are read on mobile, so sending responsive emails is a must to be able to provide a seamless experience and maximize your ROI.

Templates need to be designed with a mobile-first approach, regardless of whether you code them or build them using an email editor – something that is increasingly challenging with the range of devices and screen sizes available today. Luckily, using a responsive drag & drop responsive email builder like Mailjet’s Passport can help.

For email developers, it doesn’t get easier than MJML, our open source markup language. MJML is responsive by default and allows you to seamlessly import your templates into Mailjet or download them in HTML, knowing that your design will look great on any device.

Collaboration for better brand marketing

In 2019, we’ve seen companies look for better ways to control their brand messages. In-housing has risen as a trend, with companies moving marketing functions in-house to ensure better brand alignment and consistency. However, this has also highlighted a need for improved processes and correct tools to enable these teams to work together more effectively.

As brands continue to develop their omnichannel marketing strategies, marketers will need to look for better ways to collaborate and ensure consistency in their messages across different channels.

Better tools for internal collaboration

For email, this will mean enabling everyone in the team to be involved in the creation of different campaigns in a way that allows brands to reduce iterations and control the final product. Fine-tuning how teams collaborate internally to avoid miscommunication or mistakes and finding the right collaborative tools to make this easier will continue to be crucial for companies.

To help expanding marketing departments, Mailjet has created an Email Collaboration Toolkit, a set of features that enable multiple users to manage users’ roles and permissions, to work together on their templates in real time and to easily track changes to protect their brand.


Even more data protection

While in Europe we seem to have put the hecticness of GDPR behind us, data protection is far from being a thing of the past. In fact, in January 2020 the California Consumer Privacy Act will come into effect, forcing those in the US to embrace similar data privacy standards as those that already apply in the EU.

During the past few years, we’ve seen an increase in user interest regarding the way companies use and protect their personal data, and brands will have to continue working towards becoming more savvy and vigilant to maintain their customers’ trust.

In fact, with digital brands operating everywhere, complying with the strictest data privacy regulations has become a must if companies still want to be able to maintain a distributed customer-base.

This is something we know well at Mailjet. While this has been a year of many changes, our commitment to data privacy and security hasn’t changed. In fact, we’ve worked to ensure compliance with the California Consumer Privacy Act, in addition to our existing compliance with GDPR, and will continue to offer the highest security standards for our clients’ personal data.

Wrapping Up (TL;DR)

All in all, during 2020 companies will work on becoming smarter and more effective in their email communications.

Marketers will need to work on sending truly relevant emails that offer personalized content and land in the users’ inbox at the right time. Developing ways in which users can start the conversion process without leaving their emails will help brands to maximize email ROI.

Internally, companies will need to find process and tools to enable them to collaborate with their growing teams and external agencies. Brands will also need to be vigilant, to ensure they adapt quickly to any changes in data privacy regulations or data security threats.

2020 at Mailjet

As you probably know, Mailjet was acquired by Mailgun in October 2019. 2020 will be an exciting year for both brands, with new tools coming to help our users send better email. 🎉

At Mailjet, we’re excited to be able to offer our customers some of these new features during the new year, including Inbox Placement, Email Validations and some advanced solutions to optimize sending time.

Want to join us for this exciting year ahead?

Want to join us for this exciting year ahead?
Sign up to Mailjet and start using our great set of email marketing tools to send amazing responsive campaigns.

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What email marketing trends will you be focusing on during 2020? Tell us all about your own #EmailTrends on Twitter!

How To Plan An Effective Newsletter Strategy

Newsletters are one of the most important parts of email marketing. Not only do they offer ample space for advertising, but they also help to maintain the relationships between customers and companies.

At first glance, the topic of creating a newsletter may seem to be one of the easiest elements of marketing: you open an email platform, write up your text, choose your contact list and send. Unfortunately though (or maybe fortunately – because you can get creative with it), it’s not so easy. At least not if you want it to be successful. If you want your newsletter to have the desired outcome, you need to nail its creation.

In this article, you will learn all the basics on how to create and send newsletters. You will learn how to develop a well thought out newsletter strategy, which criteria an email software must meet and how to choose the best design. We will also show you how to target audience groups with different content and how to find the best time to send your newsletters out.


The Strengths and Weaknesses of Newsletters

The immense popularity of newsletters isn’t a coincidence. Email marketing is one of the most effective marketing channels. The average ROI is $38 for each $1 invested and 72% of customers prefer to be approached via email. Well-designed marketing emails sent regularly, like newsletters, guarantee constant website traffic, webinars and other event registrations and product sales. As newsletters statistically form the largest part of all marketing emails sent, they hold a great deal of marketing potential.


Creating a newsletter has a number of advantages, from the driving traffic, to saving cost, and integration with other platforms. Here are just a few:

Constant source of traffic

One of the main reasons for creating a newsletter is the regular website traffic that it generates. Organic engagement on social media platforms like Facebook is declining dramatically. Banner advertising is rarely noticed in the era of ad blockers. Written press releases sent by email will often be ignored by journalists and online editors.

Luckily, this is not true for newsletters. Emails that reach someone’s inbox are usually seen, and the likelihood that they will be opened is high, provided that the subject line is appealing and the sender is recognized (as you will learn more about below). Well designed newsletters containing relevant content will enhance your chances of the reader clicking on the call-to-actions for more information.

Considerable savings

Another factor that is not to be underestimated is how much money you save compared to other using other marketing tools. Paid advertisements like banner advertising, Google AdWords, Facebook Ads and influencer marketing are considerably more expensive than newsletter marketing. The cost of a newsletter software is usually low. Labor costs are also lower as the newsletter is created and optimized faster than other media. Depending on the chosen provider, newsletter creation may even be free. This way, costs are minimized.

Easy performance measurement

The success of a marketing tool is based on whether it reaches the required relevance or not. In order to find out, performance must be measurable. Measuring the performance of a newsletter is simple. The statistics section of your email software provides you with all the information about open rates, click rates, unsubscribe rates, bounces, which user terminals were used to open the newsletter and when, which links are clicked on, etc. These KPIs will help you accurately calculate the Return On Investment (ROI) and produce target-audience relevant newsletter content.


Newsletter Open Rates

Independence from third parties

When you create a newsletter, you are independent from other service providers and softwares. Publishers and influencers, as well as social media platforms and Google, are much more likely to increase ads cost than an email service provider is to increase the cost of its product. And even if they do, prices usually only increase by a small amount. With other marketing tools, increases are usually in the three, if not four, digit range.

Easily linked to other online marketing channels

Newsletters and other marketing tools such as social media can be combined very well. And last, but not least, newsletters can reach recipients anywhere. Whether they are in the office on their work computer, on the sofa at home on a tablet, or on the go on their smartphone, emails can be opened and read anywhere.

Targeted customer care

All the above reasons prove that emails are a great medium for targeting audiences and customer care.


Where there is light, there is also darkness. Even if newsletters provide many benefits, they also have a few shortcomings.

Absence of physical haptics

Unlike with analog advertising media like brochures, flyers, magazines, etc. there is no haptic experience with email newsletters. For instance, a desk calendar is visibly looked at all year round. Emails, on the other hand, do not have such a physical presence.

Ease of deletion

The fact that emails tend to be deleted more quickly and less intensively read than other media cannot be denied. There are many reasons for this: a full inbox, unappealing subject lines, content that is not relevant, etc. Although these inhibiting elements can be minimized, except for the first one, a 100% interaction rate can never be guaranteed. This is true not only for newsletters. but for all marketing tools.

If one weighs up the benefits and drawbacks of newsletters, then it quickly becomes clear that the benefits by far outweigh the drawbacks.


Newsletter Strenghts & Weaknesses

Summary of the strengths and weaknesses of newsletters


What Makes a Newsletter Strategy Successful?

Planning is key to the success of any newsletter campaign and should not be overlooked under any circumstances. Take the time to define your strategy. When planning a newsletter, it is important to be systematic and go through different stages. This can be challenging, but a well-thought-out newsletter strategy will pay off in the long run.

Step 1: Set out your Goals

The first step in developing your newsletter strategy should always be defining your goals. It can be helpful to review your business goals, visions, and corporate values before you do this: it will give you a good overview of your company and its main aims, which your newsletter should also be working towards.

To identify the aims of your newsletter strategy, you should consider why it is that you want to create the campaign. The more clarity you have on the reasons behind it, the more successful you will be. Ask yourself the following questions:

What do you want to achieve? Do you want to make potential and existing customers aware of new blog posts, special events, or products? Or is it more about, winning new customers and strengthening bonds with existing customers?

The goals you should focus on will depend on your company, as objectives can vary greatly across different industries and organizations.

Step 2: Develop your KPIs

The definition of specific KPIs is super important when planning your newsletter. KPIs are key figures that help you to measure the success of your email marketing campaign and, in turn, of your overall strategy. They are a reflection of how well your email marketing is performing.

Some of the key figures include:

  • Open rate
  • Click rate
  • Deliverability rate
  • Sign-up rate
  • Click-through rate
  • Bounce rate
  • Spam rate
  • Conversion rate
  • Rate of new subscriptions, etc.

Note that KPIs will depend on the goals you have previously set. You should identify and evaluate KPIs that are crucial for achieving your goals. This allows you to analyze and evaluate your campaigns and objectively determine their success or failure, and to adapt your strategy at any time.

KPIs Table

Step 3: Find the Optimal Sending Time

When planning, you should consider the best time to send out your marketing email. The time at which you send out your newsletter is critical for its success. It is vital that you reach your recipients when they are likely to be in front of their computer or have their phone or tablet in their hands. But how do you find out what the best times are?

This can be achieved by analyzing your target group and carrying out various tests. Try and send out your newsletter at different times to identify when your open rates are at their highest and, therefore, when the majority of recipients read your emails.

You can also use analysis tools that show you when your target group is active on your website. You can use this knowledge to send out your campaign at the time when they are active.

The best thing you can do is to concentrate on analyzing your target group and evaluating your A/B tests and tracking systems in order to find the best dispatch time for your campaigns.


Step 4: Create Content Guidelines

The content of your newsletter is essential to achieving your goals. Setting up content guidelines ensures that your content sticks to your defined aims. So, your newsletter content should ensure that your goals are met, and they guide and motivate your target group to perform certain activities.

Consider what type of content is most appropriate for your strategy and audience. If you’re struggling for inspiration on potential topics, then we recommend taking a closer look at the newsletters of your competitors and successful newsletters from other companies (it goes without saying, though, that you should not just copy exactly what they’re doing). This is a good opportunity to find inspiration and ideas for new, potential content areas, products, and events.

Another method that can work well is a preliminary survey. This lets you ask your target audience what content they want to be featured in your newsletter. A target group survey can give you new ideas and inspiration. You can incentivize people to take part by offering with a freebie giveaway, etc.

Step 5: Choose your Newsletter Software

Once your newsletter strategy is in place and you know exactly what your objectives are, and which resources you need to meet them, all you need to do is ensure that you have the technical infrastructure to meet your needs. Essentially, you need a professional newsletter software to create, send out, and evaluate your email campaigns.

There are plenty of free ways to create and send your newsletter. WordPress, for example, allows you to send emails directly from your website’s back end, and many hosts provide an SMTP relay which can be used to send your newsletter. That said, we would advise against using these services, as they come with a high risk of damaging your deliverability and reputation.

You need to choose a professional provider that can meet your requirements and can guarantee both high deliverability and the security of your data. Of course, there are many email service providers out there on the market and choosing the right one is not easy. The old saying remains true: We really are spoiled for choice!

First, think about what features you need to successfully implement your newsletter strategy and what services you value most. You can get a good feel for this by making a list and then comparing the various newsletter tools against one another.

To make your life a little easier, we’ve put together a list of items that any professional email service should offer:

    • A drag-and-drop email editor to create newsletters in minutes;
    • A selection of pre-made and customizable responsive newsletter templates;
    • Personalization, for the creation of individual email content;
    • Segmentation options to divide up contact lists and target different audiences;
    • Integrated image editing for easy image adjustment;
    • Responsive subscription widget to build legally compliant newsletter subscriber lists;
    • Intelligent contact management for efficiently dealing with contacts’ data;
    • Optimal deliverability to ensure emails reach inboxes;
    • A/B testing, to try out your campaigns;
    • Detailed statistics, so you can optimally analyze your sent newsletters;
    • A free trial, so you can verify that the newsletter software meets all of your needs;
    • Compatibility with other systems and services, such as WordPress, shop systems, etc.;
    • GDPR compliance and other certifications.
Passport - Drag-&-Drop

Step 6: Build a Contact List

Before you can finally implement your newsletter strategy and create and send your campaigns, you need email recipients. Building a high quality contact list is often considered a challenge, but as long as you take a couple of factors into consideration, it’s not that difficult.

Stay away from Bought Lists

This is fundamental: resist the temptation of buying email lists. Purchased lists contain email recipients who have probably never been in contact with you, don’t know your company at all and don’t want to receive your emails. This makes the risk of your being blocked and ending up in the spam folder very high. The damage is significant, as your deliverability and reputation will suffer.

Win Subscribers with a Responsive Sign-Up Widget

When building your email list, use a responsive sign-up widget connected to a double opt-in form. Double opt-in ensures that no fake email address enter your database and damage your reputation and deliverability. This minimizes the risk of being classified as a spammer by your recipients or their ISPs.

Subscription Widget Setup


Add the sign-up widget to your different pages on your website, like your home page, blog, resources pages, etc.

You should also be sure to request as little information as possible when users are registering, as giving up too much data can be seen as a deterrent. To make sure you secure your subscribers as soon as possible, just ask for their email address. You can ask for further information later on. Additionally, you should highlight the benefits of signing up and show your users what great added value your newsletter offers them.

Segmented Newsletter Subscription


Top tip: Divide your email recipients into specific segments and guarantee that you actually deliver the added value you have promised. This allows you to tailor content to each segment.

Use Landing Pages as Newsletter Lead Generation

As well as a responsive subscription widget, you can create special newsletter landing pages in order to grow your contact list. The advantage of a landing page is that you can align the entire page with the newsletter subscription and apply all of the optimization options that apply to landing pages.

Miss Selfridge Newsletter Subscription


Users visiting your newsletter landing page will not be distracted by any other elements on the website, as the entire focus of the page will only be on subscribing to your marketing communications.

This is the best opportunity to present all of the advantages your newsletter offers to your customers. Make it clear what your potential recipient will be missing out on if they do not subscribe. Ideally, you will already have defined this in your newsletter strategy.

The advantages of a newsletter could include:

      • Special offers;
      • Updates;
      • Latest industry news;
      • Invitations to exclusive events;
      • Access to exclusive content such as e-books, courses, checklists, or guides.
Zalando Newsletter Subscription


Granting access to exclusive content upon registration – such as a step-by-step guide or a discount – will significantly increase your subscription rate.

And finally the time for planning has come to an end! Now you can create and send your newsletter.

Step 7: Creating a newsletter

A newsletter is formed by the following three components: design, content and legal information. We will discuss all three in detail below.

Newsletter Design – The First Impact

The first step to creating a newsletter is setting up a corresponding email template. You can use a template provided by your email service provider and amend it as necessary. Alternatively, you can upload a newsletter template you have already created or that you have bought from a third party. In this case, make sure that the selected layout is responsive so that your email campaigns will be perfectly displayed on every end device.

Our advice: don’t use several columns in your newsletter. As many recipients will initially see incoming emails in preview mode, the ideal width of a newsletter is between 500 and 680 px.

Follow the best practices of email design. A clear structure ensures that subscribers grasp the content and core message(s) immediately. The following layout is proven to work for classic newsletters, like the ones promoting new content. Insert your company logo in the upper section so that the readers immediately associate the newsletter to you. Add images in order to attract the readers’ attention, followed by a brief text and a clear CTA (Call to Action).



If you work with different types of newsletters, you will need to use different newsletter designs. Ensure you act sensibly here. The colors used should correspond to your CI. Combine these colors with large white areas. This ensures clarity and professionalism.

Clearly separate the upper section, main body and the footer of your newsletter from each other. Where appropriate, use images or color contrasts to carry out visual separation. Ensure that the embedded links have sufficient space between them in order to avoid erroneous clicks.

Newsletter content – the centerpiece

The sender’s name, subject line, and header are part of the content and are the first step in the creation of the newsletter content.


Newsletter Content

Choosing a sender’s name

The average email user receives almost 125 emails every day. In order for your newsletter to be noticed by your subscribers, devote most attention to your sender’s name.

We recommend using your brand name. Either choose a non-personal name like ‘Mailjet Marketing Team’ or if you are a sole proprietor, the combination of your own and your company’s name. In case you are a personal brand, only using your own name is conceivable.



Formulating a subject line

After the sender’s name has been chosen (and it should stay the same for all future newsletters), the subject line should be defined. Along with the sender’s name, the subject line determines whether or not your newsletter will be opened.

The tone and language should match the style of your brand. Be bold and try out something new. Amusing text, questions, citing the recipient’s name, or even emojis, all jazz up the subject line and draw attention to your newsletter. As you’re are probably very reluctant to be labeled as a spammer, avoid the use of “spam words” like free, only available today or only available now at all costs.

Writing the heading

The heading is the third text element that you customize. Together with the subject line, it summarizes the email content and motivates the recipient to pay attention to your newsletter.

Creating newsletter content

It is now time for the core text: the heart of the newsletter content. Possible content may include:

    • Promoting the latest blog articles
    • New freebies like guides, white papers, studies, etc
    • Invitations to seminars, webinars, and other events
    • Special marketing campaigns like advent calendars, yearly calendars etc


Newsletter Promoting Webinar


The following rule applies: an email usually has a key message. The newsletter is one of the few exceptions. You can draw attention to multiple contents here. However, make sure not to advertise too much content at the same time. Research has shown that the majority of recipients click the first call-to-action.

Therefore, you must always have your primary objective in mind when creating it. Place the most important information at the beginning or near the beginning. The more subscribers have to scroll down, the higher the likelihood that content further down will not receive any attention.

Images etc. optically enhance the newsletter. But beware! Too many graphical elements impact negatively on the deliverability rate as this is a favored tactic of spammers. ISPs know this well and often block emails containing large image components. So you should aim to have a balance between text and graphics. We recommend a ratio of text to image of 60:40 or 70:30 in favor of the text.

When you create your newsletter, don’t forget to add Alt tags to the images and scale them down to the size you want. Bear in mind, that some email clients block images so that subscribers just see a large white area.

Likewise, some newsletter software packages distort large images. In this case, it means that the images in question have to be modified afterwards with an image editing program. This costs valuable time. For newsletter solutions with integrated image editing programs, obviously, no external processing is necessary.


Image Cropping

Legal notices

Those who conduct email marketing must adhere to certain legal guidelines. The newsletter must contain T&Cs and an unsubscribe link.


Newsletter Unsub Link


It’s also a legal requirement that the recipient has given consent to receiving the newsletter. So stay away from sending unsolicited marketing emails as these are legally regarded as advertising. The practice of double opt-in, mentioned above, avoids legal disputes, warnings, and expensive financial penalties.

Both also provide a threat if you (after May 25th, 2018) use a newsletter software that is not compliant with the General Data Protection Regulation (GDPR).

Step 8: Sending your newsletter – now things get interesting

Once you have created your newsletter, test whether it’s displayed correctly on different screens. Use the preview version to check how the email is displayed on desktop, tablet, and smartphone. In addition, send a test email to yourself and view it on different end devices to be on the safe side. If everything is OK, then send or schedule your marketing email to be sent out later.


Schedule Campaign


Step 9: Analyzing and optimizing newsletters

Simply creating and sending a newsletter is not enough. In order to be successful (in the long term), you need to analyze the performance of your newsletter thoroughly. This helps identify your strengths and potential weaknesses and optimize your emails.

Track the following metrics for newsletter analysis:

  • Open rate: The percentage of subscribers who have opened the newsletter.
  • Click rate: The percentage of recipients who have clicked on at least one link (Call-To-Action).
  • Conversions and/or revenue per click: The percentage of readers who have executed the desired action after left clicking on the target page (purchase, download, read complete blog article etc).


Newsletter Stat Overview


Use this data to determine the exact performance of your newsletter and make any adjustments to individual elements. We recommend always implementing these adjustments using A/B testing.

Have you already developed a successful newsletter strategy? What challenges did you have to overcome? Your opinion is important to us! Take a short survey about our blog and share your ideas, questions and experiences with us at

Like this article? Then share it on Facebook, Twitter and LinkedIn. And don’t forget to sign up to our newsletter :).

How To Use Video in Your Email Marketing Campaigns

The world of email marketing is changing every day, and as more and more brands recognize the value of email marketing – the more difficult it is to stand out in your customers’ inboxes. One way brands can differentiate themselves in email is through video. In fact, including video in your email marketing campaigns and subject lines can increase open rates by 19% and click-through-rates of 200-300%.

While there’s a lot of talk about video in email, it can seem pretty daunting and expensive. Let’s explore how you can (and cannot) include video in your emails, and how to best increase engagement of your content.

Can I embed video in the email?

The simple answer is yes. The complex is answer is…well, it depends. There are a couple of problems to consider. When you think about it, when was the last time you actually watched a video within an email? If you’re a Gmail user, the answer is “I think I’ve watched a YouTube video a few times”. If you’re a Microsoft Outlook user – the answer is “never”. The same goes for email on iOS or Android devices.

The problem is that a lot of these inbox providers are not compatible with embedded video, which means to get the benefits of video in email marketing, you need to find some tools and loopholes.

When Litmus was putting together their Email Design Conference, they knew they had to do something creative with their emails, so they were one of the first to really try embedded video in email. The effect definitely caught the eye of those who saw it; however, only about 40% of users could actually viewed the video in their email client.

Litmus email conference email

While this was four years ago, unfortunately email clients haven’t changed all that much, and video embedded within an email is still not the best practice. There are options, though.

An alternative to video in email: Animated GIFs & Thumbnails

The best way to leverage the power of video in your email campaigns is to use animated GIFs to drive attention to the most seductive of internet activity: moving images. Your audience has become accustomed to short snippets of video previewing the content they are about to watch, including previews on major streaming platforms like YouTube and Netflix.

A major goal of all email marketing is to, of course, have your audience engage further with your content, products, or services. So, having the ability to attract users to your landing page where you can incentivize further engagement is much more attractive to marketers than embedding the video in the email itself. The goal is that your readers click back to your website, not to stay within the email.

You can also simply use a static image coupled with a play button superimposed on the image to indicate to your audience that selecting the play button will send them directly to a video.

The million-dollar question though is this: do you autoplay the video or not? In most cases, autoplay video is frowned upon, it’s annoying when you land on a page and all of a sudden a video and its audio start playing when you weren’t expecting it. This is especially true if you’re on a phone and your precious data is being eaten up.

In this case however, autoplay videos works well, primarily because the user has already indicated interest in watching a video by clicking the play button, so you’re completely within your moral universal internet rights to autoplay your video.

Key steps to pairing video with email marketing

Once you’ve decided that yes – I am going to be a video marketing guru and start including video in my email campaigns, the work has just begun. There are three major steps you will need to take to make the most out of your campaigns: establish your campaign goals; film quality video content, and optimize for engagement.

Establish your email campaign’s goals

Just like any marketing tactic you explore, you need to identify the goal of your campaign before getting into the weeds. Even Tommy Wiseau had something resembling a plan.

First off, what are you hoping to accomplish with your video? Are you trying to get users to try a new feature? Are you promoting an upcoming event? Do you have a new product that you want to show the world? Or maybe you just want to drive as many views as possible to your video.

Create the right content for the goal you are trying to achieve. Sometimes, a 7-10 second video is all you need to show your great new product, and sometimes an in-depth tutorial or course is exactly what your audience is looking for. If you’re goal is to drive sales, what call to actions are you baking into the video to direct people to purchase pages? If you’re goal is to simply increase the number of views, what are you doing in the first 3 seconds to capture the attention of the user and incentivize them to stick around for the whole video?

Film quality video content for your email

Sometimes a webcam video is enough, and in fact it can be a great way to show a personal touch if you are looking to personalize video in your email marketing strategy. Other times, though, a touch of flare and production quality is important to inspire trust and encourage engagement throughout the video and into the next step in the journey you want to send your audience on.

To produce a video that falls somewhere between your grandparents trying to figure out video conferencing and Mad Max: Fury Road, you need to keep in mind four key things:

  1. Lighting,
  2. Dimensions and format,
  3. Cameras and lenses,
  4. Audio.


I’ll leave it to the team over at Vidyard who show us how you can easily shoot high quality B2B videos on your smartphone for under $250.


Optimize your video marketing for engagement

Finally, once you have established your goals and filmed that perfect video, you now need to optimize your audiences experience to ensure you are driving attention precisely where you want it.

Check the transition from email to video

First, make sure that the transition from email to the landing page is seamless by ensuring the video is set to auto-play, that the video is clearly visible above the fold on your landing page, and that the videos size isn’t too large that will cause slow load times. This last point is especially true for users navigating to your site on mobile devices, which will already take a bit longer to load and could destroy data usage for many users.

Strategically place your CTAs

As your audience is viewing the video, create clear calls-to-action throughout that are both valuable and unobtrusive. While VH1’s Pop-Up Video may have gotten away with annoying pop-ups all through the 90s, today you need to make pop-ups and call-outs within the video subtle, and clearly adding value to the user experience.

This is especially important during those moments when you expect users to drop off, including the first 10 seconds when you need to capture the viewer’s attention before they leave. On longer videos, those over 10-minutes, most of your viewers are gone by the 50% mark. Pay close attention to your audience retention stats to determine when most users leave and create CTAs just before these moments to drive further engagement.

Video Length Based on Time

Create dedicated landing pages

To encourage ongoing engagement, you’ll also need to send your audience to a landing page you own, that is designed to ensure continued engagement with your content, products, or services.

Far too many brands are still sending their audience to YouTube, or Vimeo, or some other third party page to watch their content. You can either own the entire multimedia experience that your audience is about to embark on, or you can send them to a page to watch your video and inevitably get distracted by the latest cat video recommended to them. Optimizing your videos is about more than just the video – it’s about the entire user experience.

Embrace personalization

Finally, the most exciting and high impact way of optimizing your video marketing is through personalization. Businesses can see a 500% increase in email engagement with video personalization. While this can be difficult for bulk mailing, there are a lot of tools coming out that can connect your CRM and databases to your video content that seamlessly embeds personal details like names, companies, cities, and more right into a video.

If we’ve learned anything over the past decade, it’s that personalization is the key to successful marketing and video is the next forefront of this trend. Get ready for your name and information all over billboards and street signs in the videos you watch.


How to send videos in emails

Sending videos in email can be tricky. Video file sizes are usually too large to send as a raw file, and different email clients support different video players. For example, Apple Mail and iOS 10+ devices support HTML5 video players, while Gmail only supports YouTube videos, and Outlook doesn’t support any video at all.

If you’re emailing a list and want to make sure you are sure that all of your recipients will be able to view the video, you can send a GIF or image preview of the video in the email, and link it to a video landing page.

A benefit of using a video landing page is that once your viewer is on the page, you can easily convert them to the next step in the marketing funnel: signing up for a free trial, scheduling a sales meeting, or purchasing from the video landing page.

To send a video in email this way, you simply:

  1. Record your video
  2. Host your video on a landing page
  3. Create an image or GIF preview from your video
  4. Add the preview to your email sending platform as an image
  5. Hyperlink your video preview to the video landing page


Sendspark video example

You can use a platform like Sendspark to do the heavy lifting for you. With Sendspark, you can record, request or upload a video online, customize a video landing page and GIF thumbnail, and then easily add that to your email template.

On Mailjet, this is as simple as adding an image on Passport and linking to your favorite landing page.


Summing up: video can enhance your email campaigns

  1. Yes, it’s possible to embed video in your emails, but it’s not the best experience for your audience and it doesn’t bring them to an optimized landing page for further engagement.
  2. Animated GIFs and Video Thumbnails are the best way to add video to your email marketing, and in fact can increase CTRs by 200-300%
  3. Focus first on your goals, and then focus on producing the best video to achieve these goals.
  4. Producing good quality video doesn’t need to cost you your entire budget – in fact the whole solution is in your pocket.
  5. Optimize everything! Create the best user experience for your audience to watch and interactively engage with your content.


Get those cameras out and stand out from the crowd. What videos are you going to produce this summer? Tell us all about it on Twitter.

Big Data: What Is It and How Does It Work?

More and more data is being created every day. We are storing more information for each person, and we are even starting to store more information from devices, too. Internet of Things is not something imaginary and really soon even your coffee machine will be tracking your coffee drinking habits and storing them on the cloud. The term Big Data first appeared in the 60’s, but it is taking on a new importance nowadays.

What is Big Data?

Do you know that a jet engine can generate more than 10 terabytes of data for only 30 mins of flying? And how many flights there are per day? That is petabytes of information daily. The New York Stock Exchange generates about one terabyte of new trade data per day. Photo and video uploads, messages and comments on Facebook create more than 500 terabytes of new data every day. That’s a lot of data, right? That’s what we call Big Data.

Big Data is becoming an increasingly inseparable part of our lives. Everyone is using some kind of technology or coming into contact with products and big companies. Those big companies are offering us their data while also using the data we offer to them. They are constantly analyzing that data to produce more efficiently and develop new products.

Source: Hitec Dubai


To really understand Big Data, it’s helpful to know something about its history. By definition, Big Data is data that contains greater variety, arriving in increasing volumes, and finally with ever-higher velocity. That is why when we are speaking about Big Data, we are always talking about the “Big Vs” of Big Data. And there are more than three now, because the concept Behind Big Data evolved.

Data storage nowadays is cheaper than what it used to be a few years ago, and this makes it easier and less expensive to store more data. But why do you need so much data? Well, data can help you with anything – present this data to your customers, use it to create new products and functionalities, make business decisions, and so many more opportunities.

The name Big Data is not that new, but the concept behind handling a lot of data is changing. What we were calling Big Data a few years ago was far less data than it is now. It actually started around the 1960s when the first part of data warehouses was opened.

Forty years later, companies saw how many datasets could be gathered through online services, sites, applications, and any product that customers interact with. This is when the first of the Big Data services started gaining popularity (Hadoop, NoSQL, etc.). Having such tools was mandatory because they are making storing and analyzing Big Data easier and cheaper.

The Internet of Things is no longer only a dream. More devices are connected to the internet, gathering data on customer usage patterns and product performance. And then someone said, “Why not use that to have machines learn by themselves?” – so, machine learning was created and this started generating data, too.

Source: FreeCodeCamp


Can you imagine how much data this is? And on top of that, can you imagine how many uses you can find for all this data? Having this much data will help you make decisions because you have all the information you could ever need. You can resolve any problem or difficulty with ease.

Simply said, Big Data is larger and complex data sets, received especially from new data sources. Those sets are so large that the traditional software used for data processing were not able to manage them easily, so a new set of tools and software were created.

Big Data Tools

As Big Data is something that is always growing, the tools that are meant to be used with it are also always evolving and improving. Tools such as Hadoop, Pig, Hive, Cassandra, Spark, Kafka, etc. are used depending upon the requirement of the organisation. There are so many solutions, and a big part of them are open-source ones. There’s also a foundation – Apache Software Foundation (ASF), that is supporting many of these Big Data projects.

As those tools are really important for Big Data, we are going to say a few words for some of them. Maybe one of the most established ones for analyzing Big Data is Apache Hadoop, which is an open-source framework for storing and processing large sets of data.

Source: TechTiding


Another one that is getting more and more attention is Apache Spark. One of Spark’s strengths is that it can store a big part of the processing data in the memory and on the disk, which can be much faster. Spark can work with Hadoop (Hadoop Distributed File System), Apache Cassandra, or OpenStack Swift and a lot of other data storing solutions. But one of its best features is that Spark can run on a single local machine and this makes working with it so much easier.

Another solution is Apache Kafka which allows users to publish and subscribe to real-time data feeds. The main task of Kafka is to bring the reliability of other messaging systems to streaming data.

Other big data tools are:

  • Apache Lucene can be used for any recommendation engines because it uses full-text indexing and search software libraries.
  • Apache Zeppelin is an incubating project that enables interactive data analytics with SQL and other programming languages.
  • Elasticsearch is more of an enterprise search engine. The best of this solution is that it can generate insights from structured and unstructured data.
  • TensorFlow is a software library that is gaining more and more attention because it is used for machine learning.

Big Data will continue to grow and change and this means that the tools are going to do the same. And maybe, in a few years, the constructions we are going to use will be completely different. But as we mentioned, some of the tools are working with structured or unstructured data. Let’s see what we mean by that.

Types of Big Data

Behind Big Data, there are three types of data – structured, semi-structured, and unstructured data. In each type there is a lot of useful information that you can mine to be used in different projects.

Source: E-skillsbusinesstoolbox


  • Structured data is fixed-format and frequently numeric in nature. So, in most cases it is something that is handled by machines and not humans. This type of data consists of information already managed by the organization in databases and spreadsheets stored in SQL databases, data lakes and data warehouses.
  • Unstructured data is information that is unorganized and does not fall into a predetermined format because it can be almost anything. For example, it includes data gathered from social media sources and it can be put into text document files held in Hadoop like clusters or NoSQL systems.
  • Semi-structured data can contain both the forms of data such as web server logs or data from sensors that you have set up. To be precise, it refers to the data that, although has not been classified under a particular repository (database), still contains vital information or tags that segregate individual elements within the data.

Big Data always includes multiple sources and most of the time is from different types, too. So knowing how to integrate all of the tools you need to work with different types is not always an easy task.

How does Big Data work?

The main idea behind Big Data is that the more you know about anything, the more you can gain insights and make a decision or find a solution. In most cases this process is completely automated – we have such advanced tools that run millions of simulations to give us the best possible outcome. But to achieve that with the help of analytics tools, machine learning or even artificial intelligence, you need to know how Big Data works and set up everything correctly.

Source: Datafloq


The need to handle so much data requires a really stable and well-structured infrastructure. It will need to quickly process huge volumes and different types of data and this can overload a single server or cluster. This is why you need to have a well-thought out system behind Big Data.

All the processes should be considered according to the capacity of the system. And this can potentially demand hundreds or thousands of servers for larger companies. As you can imagine, this can start to get pricey. And when you add in all the tools that you will need… it starts to pile up. Therefore, you need to know how Big Data works and the three main actions behind it so you can plan your budget beforehand, and build the best system possible.

1. Integration

Big Data is always collected from many sources and as we are speaking for enormous loads of information, new strategies and technologies to handle it need to be discovered. In some cases, we are talking for petabytes of information flowing into your system, so it will be a challenge to integrate such volume of information in your system. You will have to receive the data, process it and format it in the right form that your business needs and that your customers can understand.

2. Management

What else might you need for such a large volume of information? You will need a place to store it. Your storage solution can be in the cloud, on-premises, or both. You can also choose in what form your data will be stored, so you can have it available in real-time on-demand. This is why more and more people are choosing a cloud solution for storage because it supports your current compute requirements.

3. Analysis

Okay, you have the data received and stored, but you need to analyze it so you can use it. Explore your data and use it to make any important decisions such as knowing what features are mostly researched from your customers or use it to share research. Do whatever you want and need with it – put it to work, because you did big investments to have this infrastructure set up, so you need to use it.

As we mentioned when we are talking for Big Data we are always talking about the big Vs behind it. When Big Data appeared there were only 3Vs, but now there are more. And there are always adding more and more depending on what you need the Big Data for. We are going to mention some of the Vs in the next part of the article.

The big Vs behind Big Data



As the name suggests, Big Data suggests we are talking about high volumes of data. So the amount of data that you receive matters. This can be data of unknown value, such as data on the number of clicks on a webpage or a mobile app. It might be tens of terabytes of data for some organizations, and for others, it may be hundreds of petabytes. Or you may know exactly the source and the value of the data you receive, but still we are talking for big volumes that you are going to receive on a daily basis.


Velocity is the big V that represents how fast is the rate at which data is received and treated. If the data is streamed directly into the memory and not written on a disk, it means that the velocity will be higher, and consequently you will operate way faster and provide near real-time data. But this will also require the means to evaluate the data in real-time. Velocity is also the big V that is the most important for fields like machine learning and artificial intelligence.


Variety refers to the types of data that are available. When you work with so much data, you need to know that a big part of it is unstructured and semistructured (text, audio, video, etc.). It will require some additional processing of the metadata to make it understandable for everybody.


Veracity refers to how accurate the data in the data sets is. You can collect a lot of data from social media or websites, but how can you be sure that the data is accurate and correct? Low-quality data without verification can cause issues. Uncertain data may lead to inaccurate analysis and cause you to make bad decisions. As a result, you need to always verify your data and be sure that you have enough accurate data available to have valid and meaningful results.


As we said, not all data collected has value and can be used to make business decisions. It is important to know the value of the data you have at your disposal. And you will have to set in place means to clean your data and confirm that the data is relevant for the current purpose you have in mind.


When you have a lot of data you can actually use it for multiple purposes and format it in different ways. It is not easy to collect so much data, analyze it and manage it in the right way, so it’s normal to use it multiple times. This is what the variability stands for: the option to use the data for multiple purposes.

We now know a lot about Big Data – what it is, the types of data and the big Vs. But this isn’t really all that useful if we don’t know what Big Data can do and why it’s becoming increasingly important.

Why is Big Data so important?

Big data has a lot of potential. You can use the valuable insights that this data provides for making marketing decisions about your product and brand. Brands that are utilizing Big Data have the ability to make faster and more informed business decisions. Using all the information you have for your customers, you can make your product more customer-centric and create the content that your customer wants or personalize their journeys. Making decisions when you have all the information you need is easier, right?

To give you an example, just think how useful Big Data is in medical research when used to identify how dangerous it could be to contract certain illnesses, depending on some personal medical information or knowing how some diseases should be treated.. This is only one example of the use of Big Data, but it is one of the most important ones.


Something like online dating could become more than 90% accurate once machines learn how to match couples perfectly based on all the information they have for those two people. Any machine failures or crashes can be minimized because you will be aware of under what conditions the failure happen. You can have a car that drives itself and it’s safer than any other car driven by a real person because it doesn’t make human mistakes. It analyzes Big Data information in real time and knows the best route to take to arrive at your destination on time.

Based on all the information they have for their clients, companies can now accurately predict what segments of their customers will want to buy their products and at what time, so they will know the best time to release it. And Big Data is also helping companies run their operations in a much more efficient way.

Big Data is important for the progress of our technology and it can make our lives easier if we use it wisely and for good. The potential of Big Data is endless, so let’s check out some of the use cases.

Big Data uses

Analyzing Big Data can be done by humans and by machines depending on your needs. Using different analytical means, you can combine different types of data and sources to make meaningful discoveries and decisions. Like that, you can release your products faster and target the right audience. Below you can see some of the most common uses of Big Data.

Product Development

When your main business is your product Big Data is more than mandatory for you. Let’s take an example that almost everybody knows – Netflix. How do you think Netflix manages to send you an email with recommendations picked especially for you every week? With the help of Big Data analysis, of course. They use predictive models and inform you of new shows you may like by classifying the data of past and current shows that you watched or marked as a favourite. Other companies are using additional resources such as social media information, store selling information, focus groups, surveys, tests, and much more to know how to proceed when releasing a new product and focus on who to target.

Comparative analysis

When you know how your customers behave and can observe them in real-time, you can compare this to the journeys that other similar products have established and you will know on which points you appear stronger than your competitors.

Source: B.telligent


Customer Experience

The market is so big that it is hard for a product to stand out as unique. So what you can do to distinguish yourself is put effort into personalizing your customers’ experiences. Big data enables you to gather data from social media, web visits, call logs, and other sources to improve the experience of interacting and maximize the value delivered.

Machine Learning

Machine learning is so trendy right now and everybody wants to know more. We are now able to create machines that are learning by themselves and the ability to do so is coming from Big Data and machine learning models that have been developed thanks to it.

Scalability and predicting failures

Knowing at any time how much of your infrastructure you need to mobilize or the possibility to predict mechanical failures is important. It will not be easy to analyze all the data at first because you will be overloaded with structured (time periods, equipment) as well as unstructured data (log entries, error messages, etc.). But by taking all those indications into consideration, you can spot potential issues before the problems happen or scale the use of your resources. With Big Data, you can analyze customer feedback and predict future demands, so you will know when you need to have more resources available.

Fraud and Compliance

Hacking… we all hate it, but it is becoming more and more frequent. Someone is trying to impersonate your brand, someone is trying to steal your data and the data of your clients… And hackers are becoming more creative every day. But the same applies to security and compliance requirements – they are constantly changing. Big Data can help you identify patterns in data that indicate fraud and you will know when and how to react.

Your data analysts can find multiple purposes for your data and find how to connect the different types of data you have. You can use this data for publishing official research and bring more attention to your brand.

Where is Big Data headed in the future?

Big Data is already changing the game in many fields and will undoubtedly continue to grow. Just imagine how much this can change our lives in the future! Once everything around us starts using the Internet (Internet of Things), the possibilities of using Big Data will be enormous. The amount of data available to us is only going to increase, and analytics technology will become more advanced. Big Data is one of the things that is going to shape the future of humanity.


All the tools used for Big Data are going to envolve as well. The infrastructure requirements are going to change. Maybe in the future we will be able to store all the data we need on only one machine and it will have more than enough space. This could potentially make everything cheaper and easier to work with. Big Data is one of the subjects that we at Mailjet are interested in and it is something that we will follow for sure.

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