The Best Anniversary Emails

We all know that anniversaries are important—they mark milestones in relationships both old and new. They are personal and unique, and they give us an opportunity to celebrate. This is why we love anniversary email campaigns. They’re fun, funny and often filled with wit, gifs, and emojis. 😉At the same time, anniversary emails offer a chance to make a deeper, more meaningful connection with your mailing list. Here, we’ll give you some tips on how to create a memorable anniversary email, and offer some inspiration with some of our favorites. 😏

What is an anniversary email?

An anniversary email is pretty much what it sounds like: an email you can send to mark a special occasion. This can be a subscriber’s birthday or membership anniversary, or the anniversary of your product or business. Since you can choose which occasions you want to celebrate (and how to celebrate them), they’re a great way to show off your style and creativity and humanize your brand.

Anniversary emails tend to be more colorful, humorous, and informal than other marketing emails, and they often contain special deals or promotions. You want to get your subscriber’s attention and let them know they’re appreciated. 

These emails provide added value to your subscriber by highlighting them and their potential rewards, and they provide added value to your brand by showing thoughtfulness, generosity, and how you keep it real.

What are some best practices for anniversary emails?

As with any email campaign, there are some best practices to be aware of when creating anniversary emails. There are several ways you can show off some spirit and creativity while maintaining a consistent program. 

Grab attention with a dynamic subject line

To create an eye-catching anniversary email, you want to make sure it catches the recipient’s eye in the first place. That means leading with a strong subject line. Don’t be afraid to promote a free deal or add a joke or emoji. A generic or empty-sounding subject line won’t make your subscriber want to open your email–and that’s a loss for both you and them.

anniversary emails subject

Make your content and design personal and celebratory

You should also focus on engaging, specific content for your email. It should be consistent with your brand, but also fun and celebratory. Does your brand focus on entertainment? Throw in a silly GIF from a popular television show. Travel? Add a great photo from a dream vacation destination.

When it comes to your design, make sure you follow design best practices to ensure your email flows smoothly and is easy to read. Remember the ideal text-to-image ratio (60:40) to avoid being flagged as spam, and try to keep your email to one column–this way, it’s easier to read on mobile devices and doesn’t look disjointed.. Also, use alt-text for your images. That way, if the reader has trouble viewing them, they will still be able to read the text and know the images’ contents. 

Additionally, don’t forget to tailor your content to your recipient—personalization is key. If your anniversary centers around a birthday, include some digital confetti! A membership anniversary? Offer up a gold star or medal. Marry your content and tone to the event, and make your subscriber feel special.

Drive conversions with a strong CTA

Finally, your email should always conclude with a strong call to action. It’s even better if it’s a special promotion or gift—anything from a free streaming trial to a half-off pint of ice cream. 

If you want to drive conversions, don’t forget to place your CTA above the fold and make sure it’s easily clickable on mobile devices. Remind your recipient of what they like about your brand, and they’ll engage even more with your products and services. After all, the only thing better than one pint of ice cream is two pints of ice cream.

What are some examples of great anniversary emails?

Now that you know a little more about crafting anniversary emails, we wanted to spotlight some of our favorites. They utilize our recommended best practices including great subject lines, fun GIFs, and more.

Duolingo: great subject line, engaging content

First on our list is Duolingo, which appropriately starts us off with an eye-catching subject line and an engaging visual.

duolingo anniversary emails

This is a fantastic subject line and message copy–anyone who uses Duolingo would know exactly what the email’s message is just by looking at it. Duolingo anniversary = duoversary. Additionally, Duolingo incorporates its branding with a cute, colorful, celebratory bird. It’s designed to spotlight the recipient, and it does so perfectly. rewarding, consistent branding

Next is, which puts its design–a fun badge–front and center in its membership anniversary email. anniversary emails’s email focuses the recipient’s attention on its brightly colored one-year membership badge, which is both fun and consistent with their branding. It inspires a sense of pride and accomplishment for the recipient, and that accomplishment is rewarded at the end of the email with some celebratory community credits (complete with a party emoji). It’s sure to get a member excited about their past and future with the brand.

Subway: big, bold call to action

Next is Subway, which, at even the smallest glance, tells you exactly what this anniversary email’s all about.

This Subway email’s green letters are in line with its famous branding, and its message aims to get the recipient in line at their nearest Subway. The whole email is pretty much a simple call to action: get a free cookie as a special deal. And who doesn’t love a cookie?

Additionally, Subway gets points for positioning this deal as a late birthday treat. It inspires a sense of happy surprise, and it creates an automatic desire for the recipient to engage with the brand (because again, cookies).

Hulu: a short, sweet Seinfeld surprise

Next on our list is Hulu, who pulls out all the stops–and curbs no enthusiasm–with their birthday anniversary email.


The digital upcoming birthday confetti immediately catches the recipient’s attention and draws their eye to the text in a fun way. The email pitches its call to action in a concise, informal way, and the recipient is invited to get a free Hulu trial with an easy click of a green, consistently branded button.

Finally, the email makes use of a funny GIF from one of Hulu’s most popular offerings—Seinfeld. This reminds the recipient of Hulu’s movie and TV selections and creates a humorous, nostalgic connection that would excite even George Costanza.

David’s Tea: the power of simplicity and specificity

Last up is David’s Tea’s You’re The Best email. While this isn’t an automated anniversary email focused on a user milestone like the others, we like its clean, simple design, and its personalization and great focus on the recipient.

The email includes some valuable takeaways that made us include it on our list. David’s Tea is celebrating its anniversary, and it takes time to thank the customer and pinpoint the specifics of their relationship with the brand. The complimentary subject line inspires feelings of gratitude and kindness, and the fun facts and drawings create a warm emotional tone and highlight the personalized, unique journey of every customer.

Create anniversary email campaigns with Mailjet

Mailjet’s new anniversary workflow allows you to quickly and easily design, schedule, and automatically send emails for every occasion. You can use the anniversary workflow and Mailjet’s collaborative email editor, Passport, to create fantastic anniversary email campaigns that will look great on any device and inbox. Want to see how you can send these anniversary emails with Mailjet? Read our step-by-step tutorial on the anniversary workflow.  

Haven’t got a Mailjet account and want to try some of Passport’s design features? Play around with our demo to see how easy it is to create the perfect anniversary email with Mailjet’s email editor!

Key takeaways: inspiration for anniversary emails

The examples above showcase some best practices when it comes to anniversary emails. Remember to lead with a strong subject line, keep your branding consistent but informal, personalize your content for your recipient, and of course, have fun with it.

With these tips in mind, you’ll be on your way to creating awesome anniversary emails that create value for your mailing list and strengthen your relationship. And that’s definitely worth a cookie. 🍪


Creating a Strong Video Marketing Strategy

Video marketing is one of the most powerful ways to connect to customers online. Especially as the world is shifting towards remote, online video provides a human-to-human lifeline for marketers to engage customers, show value, and drive more business online.

Whether you’re a beginner or looking to level up your video marketing strategy, this article will help you use video effectively across key digital marketing channels.

Benefits of video marketing

Video marketing is extremely effective for building personal relationships, driving purchase behavior and increasing conversion rates. 51% of marketing professionals worldwide name video as the type of content with the best ROI.

Maybe this is because 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video. Or because, according to Invodo, 52% of consumers say that watching product videos makes them feel more confident about going ahead and making a purchase.

use of tiktok video content

It’s no wonder that TikTok has the highest engagement rate of any social media application or that Zoom jumped from 10 million to 200 million daily active users in three month. Video is the favored way to communicate. And especially now, in a time when in-person communication is on hold, video marketing is the best way to connect to customers online.

Creating a video marketing strategy

When creating your video marketing strategy, it’s important to think about how all of your marketing channels work together as an integrated system.

You might want to use the same video across your website, social media, and email campaigns, but need to make tweaks to optimize the video for each channel. Planning ahead will help you create better, more versatile videos that will ultimately save time and resources.

Video landing pages

When a visitor lands on a page, you literally have seconds to capture attention and engage your visitor. It comes as no surprise that video not only increases the length of time viewers stay on a page, but also, video increases landing page conversions by 80% or more.

Whether your landing page is for an advertisement, upcoming event, or feature, video can help capture attention, show value, and inspire action.

Two types of videos are particularly effective on landing pages:

1. Product Videos

A product video shows how your business can solve a problem for customers. In a good product video, you will:

  1. State the problem.
  2. Introduce your solution.
  3. Explain why your product is better than alternatives.
  4. Explicitly state the benefits of your solution.
  5. Let viewers know how to get started.


video content on landing pages

To make a strong product video, you don’t need to spend a ton of money. While a high-production value video is great, an explainer video with a polished screen recording can be super effective – and a lot easier to update as time goes on and your product evolves!

2. Customer Testimonial Videos

In a customer testimonial video, your customer can say in their own words what their problem was and how your service helped them. Customer testimonials are great validation that your solution actually works!

A customer testimonial can either be the main focus of the page or off to the side of the page as supporting evidence. If the customer testimonial is the secondary focus, you should aim to keep the video short and concise. 30-45 seconds is perfect for the customer to explain their problem and share how your product helped.

If you’re unable to visit your customer in person to record the video, you can use a service like Sendspark Request Video to request customer testimonials from your users.

Video blogs

When it comes to blog posts, it can be more effective to show than tell. Using video in your content marketing provides the benefit of building a personal connection with your target audience, while also optimizing for SEO.

To make sure you’re capturing the full SEO value of your video and capable of appearing in video featured snippets in search engines, make sure to add the required code to your blog post and submit an XML sitemap within Google’s Webmaster Tools.

Just like with written blog posts, there are a ton of types and styles that work well. Here are a few staples to start with, but feel free to be adventurous with your video marketing endeavors!

Product Announcements

Highlight new features with a explainer video showing your product in action. In the video, don’t just show features. Explain:

  1. Why you built the feature (did customers request it? To solve what problem?)
  2. How it works(and when should the customer use it in their workflow?)
  3. How it helps people (are there any tangible benefits you can share?)


💡  A pro-tip to creating evergreen marketing videos is to record the video sections individually, and merge them together. This way, you’ll be able to use individual pieces of the video in the future, even if the “just launched!” introduction is out of date.

Customer Case Studies

The blog can be a great place to dive into a customer success story. Unlike the testimonial snippet on the landing page, you will want to go further in depth here to tell the full story here.

When interviewing customers for testimonial videos, ask questions like:

  • What was the original problem?
  • Why did you choose your solution?
  • What success did they have?
  • How do they feel now?


Just like with the product video, a great strategy here is to ask each question individually, so it can be a standalone snippet for your video landing page or social media videos.

Mailjet uses customer testimonial videos on its success stories, to show users how they’ve helped brands with different use cases.

Interviews with Influencers

The blog is a great place to share information from industry experts. While “expert roundup” blog posts can be super effective at driving engagement, a video blog post can be even more engaging.

To create the videos, you can either use Zoom or any web conferencing software to record a live video where you interview the influencers, or you can request video snippets from your subjects and embed them in the blog post.

Both strategies have advantages. When you record the video live, you can dive deeper in questions and lead the narrative. When you request video snippets, you can repurpose videos for your content marketing strategy and use it across email and social media too. Ideally, you will do a combination of both!

Video marketing on social media

Video marketing is the most powerful way to engage your target audience on social media. Videos on social media generate 12 times more shares than text and images combined. And when videos go viral, they go viral. The Dollar Shave Club earned 4.75 million views by sharing a hilarious product video – Our Blades Are F***ing Great– on YouTube.

Youtube video content example

When it comes to social media, it’s important to adapt to the style of each platform while maintaining a consistent brand identity. Facebook, Twitter, LinkedIn, YouTube, and TikTok each have a unique flavor. You want to stand out – but also fit in.

On social media, the best way to be relevant is to engage in conversions that are already trending on the platforms. You can also shape your own conversations by sharing snippets from the product videos, customer testimonials, and influencer videos you already created.

Video marketing in email

Email is arguably the most effective way to reach your audience. Nearly every person in the world has an email address, and checks it at least once per day. Video can dramatically increase with email engagement, with…

  • 200% increase in open rates
  • 300% increase in click-through-rate
  • 190%+ increase in revenue from email campaigns


There are many ways you can use video to increase email conversions and build personal connections with your audience.

1. Drive engagement to other video marketing campaigns

You can use email marketing to drive traffic to the other video marketing campaigns you have created. Send out an email with a short GIF preview showing people what is in store for them and make sure they are looking at the right video content.

video content in email

2. Enhance newsletters

Make newsletters more personal with videos from the CEO, marketer, or subject matter experts in the organization.These videos are easily recorded with just your webcam or phone, and can increase engagement and revenue nearly 200%.

video interview in email

3. Video event or webinar invitations

Give a taste of what’s in store for an event with a personal video invitation. Whether it’s an in-person event or virtual event, you can introduce guest speakers, alleviate concerns, and get attendees excited for the event.

4. Video drip sequences

Humanize your automated email sequestions for welcome campaigns, on-boarding sequences, or nurture emails with videos that show the product in actual and build human relationships with the people on your team.

This short video email for Userpilot that automatically fires when someone installs the application doubled email open rates from 40% to 80%.

use video content in email

Sending videos in email can be complicated, because not all email clients support it and those that do use different video players. With bulk emails, your best bet is probably to add a GIF or image preview of the video in the email and make sure the call to action links back to a landing page.

You can use a platform like Sendspark to do the heavy lifting for you.With Sendspark do the heavy lifting for you, you can record, request or upload a video online, customize a video landing page and GIF thumbnail,  and send then video through your email platform or choice – including Mailjet!

Sendspark video example

Want to learn more about how to send videos in your email campaigns? Head over to our post ‘How to use video in your email marketing.

Send amazing emails with Mailjet
Easily create stunning email campaigns with our intuitive email editor and send them directly to the inbox with Mailjet.

Create your account now

Good luck and happy recording!

A lot of the rules for video marketing are still being written. A massive shift is happening in the ways that people do work and consume content. Great marketers are figuring out new, creative ways to engage their audiences every day. The best way to stay ahead of the curve to keep your true objective in mind: How can you create authentic, valuable experiences for your audience?

Don’t worry if you’re having a bad hair day, or you can hear your dog barking behind you. Be authentic, be vulnerable, and do your best to connect like a human!

Mailjet Launches Analytics Tracking for Email Marketing Campaigns

Data doesn’t lie. Tracking means optimizing and getting better results. 🧑🏻‍🏫
While we encourage you to set up and follow metrics, we also want you to be able to track them easily so you can consistently get great results.

We are excited to announce that we have now launched Analytics Tracking for your marketing campaigns. All you need to do is enable it once on your account, and we’ll keep an eye on each marketing email you send out!

Not sure why you need this? This feature is a must—read more to learn more.


What is a UTM tag?

“UTM” stands for “Urchin tracking module”. It was created by Urchin Software Corporation (which was later acquired by Google), and it can now be used with Google Analytics. You can also use any other analytics tool you prefer—just make sure you use the right UTM structure that differs from one tool to the other.

UTMs are small bits of text added at the end of your URLs. They give your analytics tool information about the origin and journey of your customer.
You set action goals, your customers perform actions, and UTMs tell you if your goals were matched (click, purchase, upgrade, etc). Basically, UTMs tell you from where these actions were triggered, helping you understand your best-performing operations.

What does a UTM link look like?

An example of a URL link enriched with utm tags looks like this:

In this URL, some parameters are mandatory and others optional:

  • source (mandatory): this describes where your traffic is coming from. For example, the name of an email campaign, Facebook or Google campaigns, etc.
  • medium (mandatory): this defines the type of medium of your source. For example, email, social media, organic, ads, etc.
  • campaign (mandatory): this helps you know exactly what campaign generated the traffic. Make sure you differentiate them well to track their unique performances.
  • term (optional): in case of paid search and/or referral, add “term” to better identify your performing keywords.
  • content (optional): if you have multiple links, or the same link included multiple times in your campaign, fill in this value to differentiate them. Example: logolink, CTAlink, headerlink, etc.


Why is UTM tagging relevant to email?

You are already able to see your audience’s behavioral information thanks to our advanced statistics (sent, opened, clicked, bounced, etc.). Why add an extra layer with Analytics Tracking?

Think about this: Do you know what happens after your customer has opened and clicked your email? Unless you implemented UTM tags (or applied some kind of magic we are not aware of yet), you won’t. Analytics Tracking and Advanced Statistics are different but complementary, helping you grasp the complete vision of your performance.

UTM parameters help you track the effectiveness of your campaigns and observe your customers’ journey. They can be used in any action you can think of: SEA ads, social ads, earned backlinks…and of course, email.
By following the traffic from your links in different platforms and sources, you know where to put your effort, what’s leveraging the best revenue in terms of media and content, and, if you have to make a change to your strategy, where and how to make that change.

How can you use UTM tagging with Mailjet?

To easily start tracking the conversion of your email campaigns in your favorite analytics tool, you just need to follow a few simple steps. Here is how:

Step 1: Make sure you are on a Premium plan and you are logged in with your master account. If you’re not on Premium yet… what are you waiting for? 😏

Step 2: Go to your account by clicking on your initials on the top right corner and then select ‘Account Settings’ then ‘Email tracking settings’. You can easily access that through this link too.
Once there, you’ll find a list of tracking options, including the latest addition: ‘Analytics tags’. Click to enable it.


Step 3: Once it’s enabled, an additional section with parameters will appear.


We prefill the three first fields with default UTM tags that Google Analytics operates with, but you can change them if you use another system, delete and even add extra fields (up to a total of 10) to have optional parameters as well.

You’ll see two components for each UTM tag per row: “Key” and “Value”. If you want to use an UTM like “utm_campaign”, make sure it’s filled with [[CAMPAIGN_TITLE]] so everything runs automatically.
Feel free to personalize all the parameters depending on your needs and on the analytics tool you are using, so you create the optimal tracking for your streams.

Here is an example in which we have only included the prefilled sections:

Once you complete the fields and shape the structure of your UTM tag, hit “Save”. That’s it, you’re all set. Every link in every campaign sent will be automatically enriched with the UTM tags.

Start using UTM tags with Mailjet

Once enabled and configured, Analytics Tracking will be activated for your master account as well as all your sub-accounts! You’ll be able to follow your audience’s journey and improve your ROI by setting up Analytics Tracking for all your email marketing campaigns.

UTM tagging is only available on Premium plans, and only applicable for email campaigns: marketing campaigns, or transactional emails grouped as a campaign. To use it, you can sign up or upgrade to any Premium plan. :)

Want to boost your email strategy?
Make sure you get the best engagement and ROI. Our premium features help you create incredible campaigns.

Switch to Premium now

ePrivacy: Everything You Need to Know About The EU Cookie Law

What do you know about the EU Cookie Law? You’ve no doubt taken efforts to comply with GDPR, but you should also be prepared for the new ePrivacy directive that’s about to take effect. How can you do that?

In this article, we have summarized everything you need to know about the new ePrivacy. And now, we will give you all the keys to anticipate and best prepare for this new directive.

What is the difference between GDPR and ePrivacy?

You’ve probably heard about GDPR and the ePrivacy directive, but do you really know the difference between these two terms? At Mailjet, we took a close look at the new ePrivacy directive. In 2018, we commissioned a study to understand the impact that ePrivacy will have on marketing strategies and on companies’ return on investment (a survey of 200 marketing decision-makers in Europe). According to this survey, 85% of marketers say they know the difference between ePrivacy and RGPD.

But 15% do not know, and clarity is key. To put it simply, the ePrivacy regulation is a special law of the GDPR. This means that it complements the GDPR with specific rules that apply to the electronic communications sector. As a special law, it replaces the GDPR in the specific areas it covers.


What is ePrivacy, the EU Cookie Law?

The ePrivacy, also known as the European Cookie Law, makes it mandatory to obtain users’ consent before any operation to write or read cookies and other tracers, with a few exceptions. 

Definition of a cookie

A cookie is a sequence of information, generally small and identified by a name, that can be transmitted to your browser by a website to which you connect. Your web browser will keep the cookie for a certain period of time, and will send it back to the web server each time you reconnect to it. 

Cookies have multiple uses. For example, they can be used to remember things like:

  • Your customer ID from a merchant site so that you can log in more easily the next time you visit.
  • The contents of your shopping cart so that you can find the items selected during your previous visit.
  • Your navigation on a website for statistical or advertising purposes.


Cookies can be used to memorize your navigation for statistical purposes.

Why should you care about the European Cookie Law?

Although it might seem that European laws only apply in Europe, a globalized world like ours means brands have clients and website visitors all around the world. As with GDPR, the application of ePrivacy applies to all companies who serve citizens of the European Union. That means that if your company has clients in the EU, you’ll be required to comply with the regulation or risk fines.

When will the EU Cookie Law come into force?

Originally, the ePrivacy regulation was to be approved in the European Union at the same time as the implementation of the GDPR on May 25, 2018. However, this date has been pushed back so that the details of the regulation could be finalized. 

So then, where are we today? The regulation is now estimated to take effect at the end of this year, and once the project is adopted, companies will have some time (i.e., a few months) to adapt. Therefore, companies currently have a few months to become compliant with the new change.

Which cookies are affected by the ePrivacy directive?

To understand which cookies are affected by ePrivacy, it’s easier to look at those that are actually exempt.

The consent requirement does not apply to operations whose exclusive purpose is to enable or facilitate communication by electronic means. It also doesn’t apply to operations  that are strictly necessary for the provision of an online communication service at the express request of the user. 

In particular, the following cookies can be considered exempt:  

  • Cookies that retain the choice expressed by the user on the cookie storage or the user’s wish not to express a choice.  
  • Cookies intended for authentication with a service.  
  • Cookies intended to remember the contents of a shopping cart on a merchant site.  
  • Cookies for customizing a user interface (for example, for choosing the language or presentation of a service).
  • Cookies for balancing the load of equipment contributing to a communication service.  
  • Cookies allowing paying sites to limit free access to their content to a predefined quantity and/or over a limited period of time.  
  • In some cases, cookies that enable audience measurement.


For example, in the case of a service offered via an app or a website that requires the user to log in, the service publisher may use a cookie to authenticate the user without asking for their consent (as this cookie is necessary for the provision of the online electronic communication service). However, it can only use this same cookie for advertising purposes with the user’s consent.

What are some general recommendations for complying with the new Cookie Law?

As we mentioned before, a globalized world means our clients and website visitors could be anywhere. That’s why, regardless of which country an organization is based in, it’s important that they ensure they are following the general guidelines for compliance with the European Cookie Law.

If a company is not currently in compliance with the directive, some potential changes they can implement are:

  • Know the details of the EU Cookie Law and whether or not they need to be fully or partially compliant with its regulations — some organizations may be fully exempt, or exempt in certain areas of business.
  • If they are not fully exempt, they should ensure that they are asking for users’ clear consent to allow tracers and cookies to collect their information. 
  • Depending on their country, understand who the right authority for ePrivacy regulations is.


Who are the authorities on ePrivacy?

The European Commission–the executive branch of the European Union–is responsible for the enforcement of GDPR and ePrivacy regulations. Most countries within the EU–for example, France, Germany, and Spain–are expected to comply with data privacy laws in similar ways, and to follow the guidance and laws of the Commission.

However, countries outside the EU may have differences in their laws, guidances, and expected practices. That’s why it’s important to know who your local authority is and keep an eye on their regulation and guidelines.

  • In the United Kingdom: Following the announced withdrawal of the UK from the European Union, information rights regulations are now handled by the UK-specific Information Commissioner’s Office. Companies that are based within the UK should use the ICO to check for potential updates and changes to the European Commission’s guidelines.
  • In the United States and Canada: The United States and Canada, as separate entities from the EU, do not follow the regulations of the European Commission. Data privacy laws are created, implemented, and revised on a national, state, and provincial level. 


As we have mentioned before, compliance with digital privacy laws often applies to where the company is based, but also to where its digital presence is based. The best way to ensure that your business is in full compliance is to check with your country’s data privacy regulation agency and verify what laws might apply.

How will the European Cookie Law impact businesses?

According to the Mailjet study, 93% of marketers today use cookie-based advertising to reach their customers. With the new ePrivacy regulations, companies will have the obligation, with few exceptions, to collect the consent of users before any operation of writing or reading cookies and other tracers.

From a brand perspective, this could mean a drastic reduction in the amount of data held on Internet users. Professionals have understood that they will have to review their marketing strategy, with 30% planning to reduce the number of advertising based on cookies, immediately after the entry into force of the new ePrivacy regulations.

For certain sectors such as the media, the European Cookie Law even threatens their business model on the Internet. 

The European regulation bodies knew that the application of this law is likely to have an economic impact on certain businesses. This is why they have highlighted the fact that some businesses may be completely or partially exempt from the ePrivacy directive.

What changes can marketers make to prepare for ePrivacy?

But then what solutions can be implemented to compensate for this reduction in the number of data retrieved via cookies? Here are some potential changes that marketers can implement:

  • Collect data on their audiences through other means than cookies, for example through surveys or opinion polls. This solution has the advantage of improving the understanding of consumers’ motivations and needs.
  • Review their priorities regarding their acquisition channels. For example, 80% of marketers say they will use email marketing more after the EU Cookie Law comes into being, according to the Mailjet study.
  • Determine new creative advertising formats which are no longer conditioned solely by the collection of personal data. For example, Facebook will test new forms of search advertising along the lines of Google Adwords.


Despite the potential consequences of the new ePrivacy directive, a majority of professionals believe that this new regulation will represent a positive change for their business in the long term. The new Cookie Law will encourage brands to be more transparent about the information they follow, which will help customers see them as more trustworthy.

How can Mailjet help you with ePrivacy?

As an emailing solution, data protection is at the heart of Mailjet priorities. Mailjet holds the ISO 27001 certification, the international standard for information systems security, as well as the AFNOR certification guaranteeing compliance with the main principles of the GDPR. Mailjet offers its customers the highest level of data privacy and security.

Email is the marketing channel with the best return on investment, which is why many companies are planning to use email marketing even more after the new EU Cookie Law comes into effect. To learn how Mailjet has helped businesses boost the email program and discover what we could do for you, check out our resources and success stories.

Boost your email strategy with Mailjet
Optimize your email marketing strategy and increase your ROI. Easily create and send amazing emails and reach the inbox with Mailjet.

Create your account now