It always seems like as soon as Christmas decorations come down in the stores, the aisles are magically flooded with red and pink hearts. Yep, it’s that time of year already: Valentine’s Day is just around the corner and your email marketing campaigns better be ready!
While you’re trying to decide if you really need that adorable giant teddy bear, your customers are figuring out what gifts to buy and what places to go to celebrate this love-filled holiday. Valentine’s Day is a perfect occasion to use email to strengthen your relationship with your contacts and let them know you have what they’re looking for. Whether the holiday makes you cringe, swoon or simply get excited for the discounted chocolate you’re planning to buy the day after (come on, we all do it), the following six steps are your way to success. So come on, roll up your sleeves and start building your Valentine’s campaigns now!
1. Send a first email campaign before Valentine’s Day
Don’t be afraid to send your subscribers a sneak peek of your upcoming Valentine’s Day sale. While they may groan at the realization that the holiday is right around the corner, they’ll appreciate the reminder that they need to start shopping. Keep your first campaign simple and play with the expectation and excitement that comes with Valentine’s Day. If you start by creating a tempting first email in your festive campaign, your customers might remember your email and show more interest later as the day approaches.
2. Segment your email marketing for Valentine’s Day based on activity
By now, you’ve heard us say it a million times. Segmentation is a great way to reach your audience on a more personal level. For example, you can start your Valentine’s Day campaign with a more general email about your upcoming sale to your main list, then send a campaign to the ones that converted, with some upselling or cross-selling opportunities.
Of course, segmentation is not the only way of adapting your message to your audience. You can also send personalized content by using Mailjet’s templating language to create blocks within your email campaigns that are specifically tailored to each user. For example, a travel site could suggest subscribers’ favorite destinations as inspiration for a Valentine’s Day getaway. Don’t get too personal, though! Your users appreciate smart use of data, but showing them examples that are a little *too* close to home can come across as creepy and might make your customers uncomfortable.
3. Leverage your order confirmations
Valentine’s Day is a great time to go for the upsell. It’s a time where people go all out for their significant others, so use email to make sure they are aware of all their options, even after they’ve placed an order. For example, if one of your subscribers orders a necklace, follow up with an email to let them know they can purchase matching earrings or a jewelry box to go with it. Since transactional emails have consistently higher open rates than marketing emails, you can use them to ensure your message gets to the customer.
4. Give your procrastinators an extra nudge on Valentine’s Day
Has someone clicked your emails several times leading up to the holiday without making a purchase? You might be dealing with a classic holiday procrastinator. These shoppers are professionals at waiting until the last minute to order gifts, then trying to order something in a panic, on super short notice (and they will still expect to get them on time for Valentine’s!). So, to avoid panic and stress for everyone, let them know that all is not lost through your emails and remind them of the items that they viewed on your website.
Try retargeting the group of people on your list that have opened and clicked without making a purchase to remind them when the last day to order for Valentine’s Day delivery will be. If they miss it, follow up with an email about same-day or next-day delivery (if you can offer it) or simply opportunity to purchase a digital gift card. Your customers will appreciate the last-minute options, so that they’re not caught empty-handed when the big day arrives.
5. Show your love with a Valentine’s Day email, too
Valentine’s Day isn’t just for the couples, it’s also a great chance for you to show your subscribers how much you love them! Send them a personalized deal that will make them feel valued and special. If they’re a frequent customer, sending them a coupon for your product or service is a friendly way to remind them that you appreciate their business. For example, if you’re in the restaurant industry, try sending your most loyal customers a small discount that can be used on Valentine’s Day.
6. Don’t forget those who are not in a relationship
Sure, Valentine’s is supposed to be the occasion for people to celebrate with their significant other. But what about those who are not in a relationship? We don’t want them to feel excluded, do we? Send out an email campaign encouraging your subscribers to indulge and get something for themselves.
We hope you’re not feeling too sappy after our love-filled email examples. Don’t miss your chance to form a love connection with your contacts this Valentine’s Day – you might even enjoy a boost in your sales!
Remember the tips:
Send a first email campaign before Valentine’s Day.
Segment your email marketing for Valentine’s Day based on activity.
Leverage your order confirmations.
Give your procrastinators an extra nudge on Valentine’s Day
Show your love with a Valentine’s Day email, too.
Don’t forget those who are not in a relationship
With Mailjet, you can design and collaborate with your team on your Valentine’s Day email campaigns, segmenting them and personalizing them so that they truly speak to your audience. Create your account now to start sending your amazing Valentine’s Day emails.
If you’re feeling the love when creating your Valentine’s Day email campaigns, share them with us on Twitter!
Yes… It is that time of the year again. ‘Email Marketing Trends’ is back, and we’ve got a brand new 2019 edition ready for you.
Somehow, you survived 2018; although probably around May a part of you thought you wouldn’t make it to the summer… let alone, 2019! But you emerged from the GDPR saga stronger than ever, and even had some energy left over to power through Q4, with that oh-so-sweet boost in sales included.
And now we’re back in Q1, and it’s time for you to start scribbling down your New Year’s Resolutions. So forget about those all-time classics (gym, healthy diets, no smoking… 🙄) and let’s focus on how you’re going to boost your email strategy in 2019. 😎
What are the email marketing trends for 2019?
How different will the email world be during the next 12 months?
Well, it might not be thaaat different… But with others already stepping on the gas, are you sure you’re really practicing what you preach? 😉
Email Marketing Trend #1: Targeted Messages
Yes, we know this is not new… or unexpected.
We’re always aiming to deliver content that is valuable and relevant, but with new tools, features and consumer expectations, what was considered a ‘relevant message’ five years ago might not make the cut now. So, how do you ensure your emails are relevant during 2019?
Effective Segmentation is essential to relevant messages. While before this was just a nice-to-have, now sending differentiated campaigns to our contacts, based on their location, sex, age or even behaviour has become a must.
Customers are becoming more and more used to receiving messages that speak to them directly, so much so that going beyond the ‘Hi (name)!’ is actually becoming an expectation.
Adding advanced personalization to your messages is key to truly connect with your contacts, which is why dynamic content plays an important role for businesses for which email is a core promotional channel. Think Netflix and its personalized film recommendations, or Amazon and its cleverly-picked upselling opportunities.
Being able to reach the right contact, at the right time, with the right automated message is essential to boost conversion and increase brand loyalty. It might be sending a personalized offer on their birthday, or maybe rewarding them with a promo code after they complete their third purchase on your site.
Email Marketing Trend #2: Interactivity
The inbox is now a muddy battlefield and your email needs its weapons to shine through, and get that desired dose of consumer attention we’re all fighting for. Interactive emails allow your contact to fully interact (duh!) with your message in the inbox. And while we mentioned this last year and we’ve seen a few of these already, there’s still a long way to go!
The goal behind interactivity is not just to make the email look cooler (although it doesn’t hurt either 😏), but to eliminate the friction between email and onsite conversion, by allowing the user to start their purchase without leaving the inbox. To make this easier, email developers can leverage tools like Email Markup or AMP4Email.
Coding responsive interactive emails
However, to provide a seamless experience, it’s key to ensure your email is fully responsive. You probably already know that more than 50 % of emails are read on mobile, which is why templates need to be designed with a mobile-first approach. And with the variety of devices and screen sizes, responsiveness has become increasingly hard.
That’s when the open source markup language MJML comes into play. MJML is responsive by default, and allows you to code amazing interactive emails easily, which you can then download in HTML, knowing that your design will look great on any device.
Email Marketing Trend #3: Brand Humanization
With the marketing space becoming much more crowded and competitive, consumer loyalty has become a top priority for companies, and humanizing your brand is now essential.
While in a different era, price and offer could’ve been enough to keep customers coming back, a more conscious consumer base means now companies have to work hard in being different and making a difference. Creating an emotional connection between the brand and its customers is key to strengthen the relationship with them.
Sharing your values
During 2018, some brands have already started to speak a lot more about what makes them unique, putting their values forward as a way to bond with their clients. For French retail leader Galeries Lafayette, for example, ecology was a decisive element in their decision to go paperless and move away from long store receipts, reducing the amount of paper and addressing an environmental concern.
Making a positive impact and effectively telling your story will be key during 2019, as consumers are now more wary and less moved by aggressive selling, and are becoming much more receptive towards brand storytelling and brand values.
Email Marketing Trend #4: Data Privacy
#DataProtection has definitely been trending during 2018, dutifully sponsored by all the GDPR chaos. With GDPR, we have seen consumers regain control over their personal data, and companies have had to adapt to these new rules to ensure compliance with the new European regulation.
Data protection will continue to be a big theme for 2019, as companies continue to work on providing the level of data protection and security consumers now demand.
Six months down the line, you’re probably still wondering how to turn the downsides of GDPR into marketing opportunities. And now, the next big change is fast approaching.
On top of all the work that has already been done, businesses in the EU will have to get ready for the new cookie law, ePrivacy. This new regulation will transform the way companies target their users online, as it will allow visitors to specify whether they want to accept website cookies or not.
With ePrivacy, marketers will look to find new means of procuring data, which will have an impact on the channels used. According to a recent Mailjet study, 30 % plan to reduce the amount of cookie-based display, paid search and retargeting they carry out, while 79 % of marketers predict they will use email marketing more post ePrivacy.
Email Marketing Trend #5: Collaboration
Over the last few years, marketing teams have seen an increase in budget and size, with more people working on email campaigns together, both internally and externally.
Collaboration emerged as a big theme for companies in 2018, with teams looking for new tools and processes that will allow them to become more flexible and, most importantly, more productive.
For email, this means more people are involved in the creation of different campaigns, both within the company and in conjunction with external agencies. In fact, another study by Mailjet found that a third of marketers collaborate daily with others (including external agencies) on their email campaigns, and that email templates go through five different iterations before they are approved.
Fine-tuning how teams collaborate internally to avoid miscommunication or mistakes will be a top priority for companies, as will be finding the right tools to make this easier.
Solutions such as Email Planner, which allows teams to coordinate and map out their emailing campaigns, or Mailjet’s Collaboration Toolkit, which enables multiple users to work together on their templates in real time, will become crucial for expanding marketing departments.
Wrapping up (TL;DR)
All in all, during 2019 companies will work on becoming much more effective in their email communications.
As email continues to grow, fighting for the user’s attention gets harder. Targeting contacts with relevant messages, attractive interactive designs, and effective brand storytelling that humanizes the company is now pivotal to a winning email marketing strategy.
Internally, data protection will continue to play a key part in the way companies operate, with ePrivacy heavily influencing the role of email as a strategic marketing channel.
The trend towards more distributed teams, as well as the growth in marketing departments and involvement of external agencies, means companies will have to redefine processes and find appropriate tools to enable team collaboration.
At Mailjet, we love keeping up with the latest trends that our clients and smart marketers can directly use to improve their email strategy. And it seems like we aren’t the only ones!
To help companies work faster, together during 2019, Mailjet has launched its Collaboration Toolkit, a set of innovative features that allows teams to control what each member can do, edit templates with others in real time and leave comments to avoid the tedious back-and-forth on template building.
What email marketing trends will you be focusing on during 2019? Tell us all about your own #EmailTrends on Twitter!
The end of the year is an exciting and stressful time of the year for us marketers. Exciting, because we all look forward to the holidays, giving and receiving presents, and embracing our creative side to try and design with stunning holiday email templates.
But, at the same time, it’s crazy stressful. So many things to think about all at once: Halloween, Black Friday & Cyber Monday, Christmas, New Year… All this comes at the time of the year when you have assess how the year went, and plan ahead for the next year that’s just around the corner.
Okay, sorry we didn’t mean to stress you out even more… And to be fair, there’s no reason for you to be that stressed. Because Mailjet has a surprise for you: six responsive email templates that will help you win the battle of the inbox this holiday season.
Responsive holiday email templates for the special dates
At Mailjet, we understand the struggles that marketers face during the Holiday period. And that’s why we always try and come up with new ideas to help make your life easier for all of us. This year, as part of our 2017 Holiday Toolkit, we have created three responsive email templates that allow you to create beautiful email campaigns in a matter of minutes.
For those of you who aren’t familiar with it, Mailjet’s easy-to-use email editor, Passport, helps you design your own emails without the hassle of coding. But for some of us who aren’t very creative, coming up with a concept or layout can be time-consuming and maybe even frustrating.
Señores y señoras, here’s where our Holiday Templates come into play. Coded using our own open-source markup language, MJML, these templates are ready for you to use and adapt to match your own brand.
Black Friday Email Template
We’ve created an email template for your Black Friday and Cyber Monday campaigns. We all know that the main focus on these two occasions is on promoting special offers, so you don’t want to distract the customer with useless information. You want to get straight to the point of what you are offering them, which is why the offer and CTA should be what stand out overall in the image.
Our Black Friday and Cyber Monday template keeps it nice and simple, with the combination between white and black providing an elegant touch. Use a solid background and avoid multiple CTAs to ensure you don’t lose the reader’s attention.
Another important thing is to be consistent with your brand, so that when your subscribers open the email, they recognize you straightaway.
Do you like our Black Friday email template? Download it here for free.
Christmas Email Template
Although during Christmas the focus is still on buying, it is quite different from Black Friday and Cyber Monday. And our templates have been created to address these differences.
While during Black Friday the key is the discount or promotion itself, your Christmas campaigns need to give your subscribers a flavour of what you offer. Include an overview of some of your products, something that will make the reader think: “Oh, that would be perfect for X”.
Use enticing titles that link back to the holiday season and give it a bit of Christmas touch, to attract the readers’ attention and get them into the holiday spirit. Lastly, take it a step further by using personalization and segmentation in your Christmas emails, to make your customers feel even more special.
Do you like our Christmas email template? Download it here for free.
Happy New Year Email Template
Okay, this one may come as a bit of a surprise. “Why do I need a Happy New Year template?”, you might wonder. Well, to send them your best wishes for the new year, of course.
You want to build brand loyalty by letting your customers know that you think about them, you cherish them and you wish them all the best for the coming year. Don’t make the mistake of thinking that the only emails that bring value to your business are promotional ones.
And why not make them even more fun by including some animated content? Always remember that customers want to feel close to the brands.
Do you like our Happy New Year email template? Download it here for free.
Responsive holiday email templates for your seasonal promotions
Seasonal product email template
Christmas time is buying time, too. Literally everybody is looking to buy presents for their loved ones and there is hardly any other period in which people are willing to spend as much money as they do during the Christmas season.
If you’re planning to send out a campaign promoting your products, check out our template Oslo. Its sleek design is perfect to highlight your seasonal offer and products. Enhance the Christmas feeling by including a festive picture at the top, and keep the email clean and simple, ensuring your products shine.
It’s also important to use high quality pictures, but make sure these are not to large, as they might not display properly on all devices. Choose a clear headline that describes the content and entices the reader to open your email, like “Our special Christmas products“.
And don’t forget: even if your holiday campaign is related to Christmas, it still needs to reflect your company’s brand identity.
Do you want to see all our templates? Check out our template gallery here.
Special promo email template
Saying “thank you” to your loyal customers is one of the most powerful things you can do. One of best way to do so is by offering a special promo discount.
Our template Cutely is perfect for that. It drives the reader’s attention to the central element, your special offer, but is also include some products that your customers might want to use the discount on. However, the focus should always be on the seasonal promotion, this is not your regular sales campaign.
Be as personal as possible. This is your loyal customers we’re talking about, you want them to feel special. Include a personalized intro text, segment your lists based on the data you have from them or, even better, use dynamic content to target them better.
Do you want to see all our templates? Check out our template gallery here.
Company’s story email template
The end of the year is the perfect time to give your customers an end-of-the-year company summary. Duh, you might think. Yet many business still avoid talking about themselves.
Part of building brand loyalty is being open about what you’ve been up to and sharing your success with your customers. What did you achieve this year and what can your customers expect next year?
Our template Colorado is a great choice to do just that. It includes a timeline in which you can show your most important milestones, and also gives you the opportunity to add a quote from the CEO or another relevant employee. Top it up with a special gift or promotion, to celebrate and thank your customers for the success you’ve had this last year, and drive more traffic to your holiday offers.
Your email needs to engage your reader, so remember who your audience is. You are not sending this campaign to investors or stakeholders, you are sending it to your customers. Keep it entertaining and relevant. Don’t just give facts, create a story around your company that works alongside your company’s brand identity.
Do you want to see all our templates? Check out our template gallery here.
Start designing your campaigns
As we’ve already said, our aim is to make life easier for all of us marketers. And our templates are extremely handy.
The best thing about using these Passport templates is that it’ll only take minutes to adapt and edit them to match your needs. Try them out or experiment with some of our other options by visiting our template gallery. You only have to access your Mailjet account or create a free account.
We hope that you love our templates as much as we do, and that they will help your email campaigns smash it in the holiday inbox. Just don’t forget the importance of the subject lines you use, cause they will make a huge impact on your open rates.
Some things keep coming back faster than you expected them to. As soon as the summer heat starts to fade, stores magically become filled with holiday decorations… and suddenly, you’re thinking to yourself “oh, right, it’s that time of the year again…”. Yep, now’s the time to take your brushes and your tools out to craft your Black Friday and your Cyber Monday email marketing campaigns.
But hey, we know it’s hard to be outstanding every single time you prepare an email campaign -and we know pressure’s high for this specific date, when consumers receive a mountain of emails each day with discounts and promotions from each and every brand they’ve ever subscribed to.
Raise up, email marketers: it’s time to design the perfect Black Friday and Cyber Monday emails. Just follow our steps and you’ll create a masterpiece.
Black Friday: Email Marketing Do’s & Don’ts
Choose a good, responsive Black Friday email template
Yes, we’re being Captain Obvious here. But no matter how attractive the prices you offer are, you can’t afford to send out an average looking Sale campaign with multiple CTAs, a festival of different fonts and kaleidoscopical colors. Last Black Friday, we still saw A LOT of these.
DON’T do this:
A few rules to avoid a design disaster:
Stick to a simple structure with columns (easier to get your email responsive)
Keep a fair mix of images and text (about 60/40)
Align fonts and size of your messages
Decide which CTA buttons to use and make sure they are clearly displayed in a contrast color
Don’t get us wrong – we just told you to make sure your email looks pretty, but going ahead, you also need to make sure design and content go hand in hand. For the past years, we’ve seen a minimalist trend out there with a lot of really, really beautiful Black Friday emails that just don’t tell you much about the sale, because… they’re just pretty.
DON’T do this:
Unless you’re sure everyone knows perfectly well what you offer already…
Sure, a sleek design and a good CTA can go a long way, and some Black Friday emails are real works of art. But think again -this could work fine when you launch a brand new mysterious collection, to tease your loyal customers. But here, we’re talking about THE most competitive time of the year in the inbox; plus there’s little surprise/suspense effect on what a Black Friday offer can be made of.
If your contacts don’t immediately get what’s on sale, it’s double or nothing: either they’ll be intrigued and click to see more, or they’ll be slightly annoyed that you’re asking them to search by themselves what you’re offering and move on to another email. (Yes, your contacts can be lazy: never underestimate that.)
Respect your brand identity in your Black Friday emails
We’ve said it before: having a dedicated email voice helps you stand out and be more easily identified in the inbox. It’s even more crucial during a noisy period like Black Friday and Cyber Monday, when all the brands are going to use the same wording and content with percentages of discounts, as well as potentially similar designs. By the way, don’t feel like you have to go black: you can also make color the new black and use a dark touch only here and there.
DON’T DO this:
There’s no one recipe to create the perfect Black Friday email. The main idea is to make sure that your customers recognize you when they receive your email and read it in the crowd of other Black Friday emails. So we recommend that your emails clearly display your brand identity (logo, style, voice, type of subject lines, images…) in order to enhance your chances of capturing your reader’s attention.
DO this instead:
Or DO this with your Black Friday and Cyber Monday campaigns:
Another thing you can do to make sure that your contacts recognize you is to pair your Black Friday and your Cyber Monday emails: similar designs, slightly different messages, like Jonathan Adler.
Make sure your Black Friday email stands out in the inbox
We’ve already said this: your contacts’ inbox will completely full on Black Friday, and most likely the majority of your subscribers will only dedicate a few seconds to each email they’ve received. But… you don’t want this to happen to your campaign and you’re prepared to do whatever it takes to prevent it. Great.
To stand out in the inbox and ensure that your contacts pay attention to (and appreciate) your offers, sometimes you have to go all in and give your campaign an innovative touch.Want some design ideas that can capture your readers’ attention? You can play with these elements to create an unforgettable email:
It’s your turn: create a stunning Black Friday email
And voilà: now that you’ve got all our master tricks, you’re all set to be the next Picasso of email marketing this season.
Remember the tips:
Choose a responsive email template and throw in the right number of CTAs (that is, not many).
Add a few carefully-selected images from your brand library that highlight your top products.
Respect your brand image so your clients know it’s you.
Add interactive content and GIFs to stand out in the inbox.
With Mailjet’s drag-and-drop email editor, Passport, you can easily build a stunning email from an existing gallery of templates, so you didn’t need to stress about getting it right. We’ve got a great template gallery for you to choose from.
Getting ready for Halloween is fun but it can be hard work too. Hollowing out a pumpkin. Carefully applying fake blood. Trying to put together a costume to rival Chica the spider-dog’s. Like most prep, crafting a Halloween email campaign that gives your subscriber goosebumps (in a good way), takes preparation and creativity.
To help you out, we’ve handpicked some scarily good ideas to help you spice up your Halloween emails. Check out these tips and start brainstorming how to turn your campaigns from good to… devilishly good. 😏
Include a trick and a treat in your Halloween emails
Ensure your Halloween email marketing looks devilishly good
Halloween is the perfect opportunity to dress up your emails to give them an edge. Mango stays true to its personality with this elegant, yet rather cheeky, message. The title is eye-catching, set in sharp contrast against the white background, and the paragraph adds a twist, combining its spooky theme with some intrigue.
Mango’s Halloween email design is elegant and clean.
Create Halloween emails that build up the suspense
A mystery deal can be a great way to keep your subscriber hooked and get them to visit your website. Pull & Bear’s ‘Trick or Treat’ Halloween email campaign invites customers to play a virtual scratch game to win a discount.
Spicing up your emails with a sense of mystery will help your click-through rate, as your contacts are likely to be tempted to try their luck, which will translate into visits to your website.
Try including a game, like Pull & Bear does in its Halloween email campaign.
Customize your Halloween email marketing
Subscribers are mostly engaged by helpful, relevant email. This can be anything from including on-trend topics, customizing email to their preferences, or catering for their Halloween needs.
This NOT ON THE HIGH STREET.com campaign includes useful content for the time-strapped shopper, with links to everything one might need for the perfect Halloween party, from sweet treats to fancy dresses.
Let the reader know that you have a cure for all their pain points, that you have what they are looking for, and that they won’t need to look anywhere else. They won’t need to do any tiring Halloween costume hunting after work or spend endless evenings crafting decorations. Their Halloween party can be sorted in just a few magical clicks!
NOT ON THE HIGH STREET’s email includes everything you need to enjoy this Halloween.
Free all kinds of creative monsters in your Halloween emails
Make your Halloween email stand out by being bold and using fresh, innovative content. Lands End does this cleverly, by bringing its products to life with the use of an animation, an element that will most definitely attract the reader’s attention. They also give their email a different twist, opting for ‘Black Magic’ as their title, rather than the usual ‘Trick or Treat’ They even top it off with a short Halloween themed poem.
Be creative, innovative and original and you’ll see how your effort pays off.
Want to see the animation in Lands End’s Halloween email? Check it out here
Bonus: Adapt your Halloween email marketing to your industry
While for some industries Halloween-ifying their email content can be quite straight-forward , others might have a bit of brainstorming to do. If you’re not feeling your most creative self today, here are a few ideas on how to give your holiday metrics some oomph:
E-commerce Halloween emails
Bring your products to life in Halloween style. List the essential ingredients for the perfect party, and let the reader know that you have everything they need for it.
Software Halloween emails
Add a spooky twist to your product, perhaps include an invite to an exclusive Halloween event, or unlock some scarily remarkable feature or content.
Travel & Experiences Halloween emails
Draw together some Halloween events or experience days local to your subscriber, or use this opportunity to promote some inspiring destinations. Many places have their own local traditions around Halloween (like Día de los Muertos), it could be a great opportunity to promote them!
Food & Spirits Halloween emails
Give your contacts Halloween recipes so good your readers will want to stay up cooking all night. Focus on classic ingredients (pumpkin!) and on spooky-looking dishes. Want to make it even better? Run a contest and ask your subscribers to share photos of their creations with you. User generated content will be your new best friend!
Beauty & Well-being email Halloween emails
Let your subscribers know that whether they want the perfect make-up for their costume or they actually want to look a bit less like a monster, your products can do the magic.
These marketers know that it takes work to turn a great idea into great copy and design. Draw inspiration from these campaigns and make sure your email wins best-dressed in the Halloween inbox. As for your own winning costume, you might need to look elsewhere. Happy Halloween!
Do you have any great ideas or advice for a Halloween campaign? Feel free to share them with us on Twitter!
This blog post is an updated version of the post “Fright School Friday: Email That Wins The Holiday Inbox“, published on the Mailjet blog on October 30th, 2015 by Sasha Seddon.
When you’re just starting out with email marketing, it can seem like there’s a never-ending checklist of to-dos. Building your contact list, planning your email marketing strategy and learning from your results… There’s just too much to think about.
Don’t fret though, we’re here to get you started without breaking a sweat. This guide’s going to cover the ins-and-outs, the A to Z of all the essentials. Ready to kick-start your email marketing strategy? Read on!
What is email marketing?
Email marketing is one segment of a company’s overall digital marketing strategy.
Email marketing is the use of email to promote products or services and to develop a relationship with a database of existing and potential customers, that helps us achieve our marketing goals.
Why email marketing?
Email marketing is still the best performing marketing channel, outperforming others like social media, search engine optimization, paid search and affiliate marketing. In fact, according the the DMA, email marketing’s return on investment (ROI) is up to £32.28 for every £1 spent, from £30.03 the previous year.
The main reason is that email marketing is the only channel that allows companies to target their audience with personalized messages, which not only enables them to promote their products/services, but also to build and nurture relationships with clients at different stages of the customer lifecycle.
How to do email marketing right
We’ve told you how effective email marketing is, and probably by now you’re already eager to get started. Worry not, we’re here to tell you what you need to do.
Build your email marketing contact list
Step one when planning your email marketing strategy is actually having people to send your emails to. There are many ways to grow your customer base organically: using your different channels, providing incentives, relying on word-of-mouth… Overall, emailing is all about testing different things. One method might work more quickly for you, or a combination might be best, so it’s a good idea to try different ones out.
Your website should be the first place to start when building a contact list. Customers visiting your blog or feature pages already have an interest in what you have to offer and enticing them to sign up might be easier here than anywhere else.
Here at Mailjet, we incorporate widgets into a range of content, including blog pieces, whitepapers and case studies, and we’d advise you to do the same. Include an opt-in form at the bottom of each blog post and make sure white papers, as well as on- demand webinars all include lead gen forms. To further incentivize sign-ups, leverage social proof by including a counter that shows how many happy subscribers are already receiving your newsletter.
Integrating your social media and email marketing strategies is a great way to leverage both. If you’re looking to grow your contact database through your social platforms, then you’ll need to tell your followers about the benefits of joining your mailing list, whether that is great content, competitions or exclusive deals.
The Twitter Lead Generation Card allows you to easily attach an email signup box to a regular tweet. You can also use these cards as part of your ad campaign to reach new prospects.
Facebook’s call-to-action (CTA) function allows you to add a range of buttons to your business page. At the bottom right corner of the cover photo, you’ll see a button that says “Create call-to-action”. When you click this, a pop-up screen will appear with more options for customizing your sign-up button. The next two screens will then allow you to further define the ‘landing page’ across mobile devices; you’ll be able to choose whether the button directs a customer back to your site or to a mobile app.
Depending on your business, you might have face-to-face contact with your customers in physical stores or at events. Make sure you’re making the most of these opportunities to drive your users to your digital experience and use email to join the dots between your presence in the real and digital worlds.
You can offer to send customers an e-receipt instead of a paper one if they purchase something from your store, or just encourage them to join your contact list with exclusive deals. On top of that, ensure that all your print materials, including pamphlets and business cards, draw attention to your email program and the value of subscribing.
Incentivize and grow your email marketing list
If you’re an e-commerce business, you’ve likely used incentives to drive sign-ups, like providing a discount off of the first order. This is especially effective in capturing that wavering customer who wants to purchase an item that’s just a little over budget.
No matter what your industry is though, incentives are always a great way to convince users to subscribe. Trading an email address in exchange for a gift (whether this be a free eBook or a product discount) doesn’t seem like too bad an offer.
One downside to keep in mind, though, is that some subscribers may sign up for the offer, intending to unsubscribe shortly after. Keep these contacts engaged with a drip welcome campaign where you show them how your product will continue to add value after that first purchase or action.
Email marketing subscribers can’t be bought
Growing a list organically can be hard work and some people might be tempted to purchase a contact database as a short-SPAM cut, not realizing how much it can compromise their whole email strategy.
However they are generated, SPAM complaints can greatly damage your sender reputation and therefore your deliverability, which is your ability to send your campaigns into the inbox. Understanding the kind of things that can impact your deliverability and following the best practices is essential if you want to succeed with your email strategy.
Emailing contacts who have no interest in receiving your campaigns is both pointless and harmful. People that don’t really want to read your emails will ignore them and delete them, which will make your engagement rates go down. Some contacts might even feel bothered by the amount of undesired messages they receive daily and end up marking them as spam, which will negatively impact your sender reputation.
To ensure your contact list is clean and you’re only emailing people that really want to receive your emails, make sure your Unsubscribe link is easy to find at the end of your email. Also remove inactive contacts every three to six months, to prevent unwanted spam complaints and lower engagement metrics.
Before doing so, though, you might want to send your subscribers a re-engagement campaign, asking them whether they still want to receive your messages.
So before you jet off thinking you’re all set, you need to define your goals. Decide what constitutes success for each campaign and use this as a benchmark in A/B testing and comparing campaign performance. This will give you a clear indication of your ROI and whether you’re doing all that you can to boost it.
What does success look like for your campaign?
Before designing and sending a campaign, you’ve got to know why you’re sending it. Always ask yourself: “What do I want to achieve with this email?”, and then find the most appropriate way to assess if you’ve achieved your goals.
If you’re looking to drive exposure to your brand through a referral campaign, you’ll be aiming for an increase in sign ups, email forwards and possibly social shares. So, when A/B testing different CTAs for a promotional email, you might want to pay particular attention to your click-through rates. Success will have a different meaning in each of your emails, so bear this in mind as you’re planning your campaigns.
Once you have an email marketing list and your goals are clear, you’ll be ready to start emailing your contacts and driving engagement with your campaigns. You might even be feeling a bit overwhelmed, though, unsure of what emails you should be sending and what you’ll need to include in them.
Mastering the secret weapons of email marketing
In absolutely every email, there are a number of elements that are always present and that could make the difference between someone opening your message or moving it to their trash.
The subject line should make your email stand out in the inbox. Although it’s important to keep the tone and voice true to your brand, don’t be afraid to try different approaches. Funny phrases, questions or even emojis can help draw attention to your email.
The From Name is your way to tell your contacts who’s emailing them. Ensure it’s recognizable by using your brand’s name or, if you opt for a more creative or personalized From Name, help your contacts know it’s you by keeping these variations consistent.
We like to call it “the unsung hero of email”. Many people forget about the power the preheader has to summarize the content of an email, especially on mobile devices. It should complement your subject line and draw attention to your campaign.
Call To Action
Think about your goals when creating your CTAs. Consider what you want your subscribers to do after reading your email and design clear CTAs that are easy to navigate on desktop and mobile.
Email campaigns to get you started
The great thing about email marketing is that you can gain real-time, in-depth insights into your audience and use this to hone your marketing strategy. Whether your first campaign’s metrics successfully meet your goals or not, it’ll be an excellent learning experience.
Before you get to know your subscribers better and adapt your email marketing to their interests, you have to rst check that they’re happy to be contacted by you.
Starting off with a double opt-in
This is an automated triggered email sent to someone right after they opt-in to confirm their interest. This ensures that your recipients are invested in receiving your emails and that their addresses are correct and active. Checking all of this from the beginning helps you maintain a stronger sender reputation down the line.
The key to a winning drip campaign is to engage customers, drive value and enhance the experience at each onboarding step. For example, the first campaign sent to new subscribers can include an enticing, personalized subject line with their first name. The second action you might want to communicate on is completing an account or making a purchase.
It’s also great practice to mention the original point of contact, reminding the customer where and why they first signed up to receive your email (i.e. entering their email address to RSVP to one of your webinars).
A great campaign to follow up these with is a referral email program, essentially a digital re-invention of a timeless marketing method. A business could gain good standing and market itself through word-of-mouth, and the referral email campaign of today is not all that different. It simply accelerates the process, encouraging your existing customers to spread the good news about your brand to people they know.
Driving engagement with a newsletter
A newsletter is a powerful tool for building a lasting connection with a customer. Using integrated analytics, you can understand how your reader interacts with your email and adapt your content accordingly. The key ingredient for success here is to supply your customer with content that is engaging, useful and relevant.
Use newsletters as a medium to tell your customers about company news, product updates, promotions and leverage your thought leadership content (eBooks, whitepapers, blog articles). Use a template builder such as Mailjet’s Passport, to simplify the newsletter creation process. With Passport, you can add, edit and rearrange elements and sections, insert an HTML box to inject custom code or build in media components such as a live Twitter feed.
To learn more about how to create the perfect email newsletter, feel free to check out our complete guide.
Designing engaging and responsive email marketing
We live in a world where consumers are constantly bombarded with advertising at home and on the road. Advances in technology have meant that email marketers now have to design for both the mobile device and the on-the-go consumer. There is a demand for diverse, engaging and mobile-responsive visual material, so here are some ways to supply this.
Designing email marketing for mobile users
A subscriber is unlikely to bother looking at a message that is visually unappealing and is difficult to read. One way to safeguard your email appeal is to ensure that your design is mobile-responsive – important as 55% of email is now opened on a mobile device. If your messages don’t render properly across mobile devices, different clients and browsers, it won’t be a pretty picture for your user – or your ROI.
At Mailjet, we know this is a struggle and work to make designing responsive email an easy task. Our drag and drop email editor, Passport, allows you to easily create responsive emails that render properly on all screen sizes. Email developers can also leverage MJML, our open source markup language, which allows you to seamlessly code your email, and then generates responsive HTML code that’ll look great on all devices.
Designing email marketing for deliverability
Email size can have a big impact on deliverability. Emails that are too large take a long time to load and will be chopped by some email clients.
Knowing the appropriate size for images and finding the right balance between images and text is key to ensure your contacts see the message just as you intended them to, but it is also important to prevent them from being flagged as SPAM.
For example, emails consisting of just images tend to look spammy to ISPs, as this is a technique used by those trying to prevent spam filters from spotting certain wording on their messages.
Understanding how your readers will read your content will help you produce better emails to achieve your marketing goals.
Direct your reader
The top left corner of the email tends to be the initial focus of the reader if their native language is read from left-to-right. You can use this area to make your identity and purpose immediately clear, either by a concise, accurate description about the email or your brand logo. Make your header image clickable so that it’s easy for potential customers to land on your site.
In every case, remember to arrange items according to the order you want them to be read. This will make for a smooth user experience and, most importantly, help guide the reader to the actionable content.
Place actionable content above the fold
Most email clients allow around 300-500 pixels of space for email previews, with content located in this area referred to as above the fold (ATF). Every second and every pixel counts, so optimize this area by including a clear, but non-intrusive CTA.
A good starting point is to make sure your color scheme doesn’t impact on the visibility of the text and that it complements your brand. To launch your email marketing to the next level, make sure your color is suited to your specific context and demographic.
An e-commerce company might use a red CTA in a promotional email to create a sense of urgency and excitement. For a brand wanting to establish itself as a thought leader, a blue or purple-based color scheme will be useful in conveying reliability or wisdom.
Once you’ve chosen colors that complement your brand, don’t detract from or obscure your message, and are right for your context and audience, A/B test your ideas. Let your customers have the final say before you send the campaign to your whole contact list. You might be surprised by the result. Marketing is a brilliant combination of art and science, but these aspects have to go hand-in-hand.
Test before sending your campaign
To ensure that you’re really showing your true colors (as well as optimized images and functioning links!), you’ll need to test your email marketing before sending. You can send yourself a copy or use your email editor’s testing options.
Does your unsubscribe link work? Do your images render properly? Don’t forget to look for potential typos or grammatical mistakes, check all links and make sure your CTAs are easily clickable on mobile too.
Platforms like Litmus or Email on Acid allow you to test your email and see how it would look on different email clients. Alternatively, you can set up an account with each of the most popular email clients (e.g. Gmail, Hotmail, Yahoo…), and check that your email is compatible with these before contacting your entire list.
Making email marketing relevant
Nowadays, the average person receives 130 emails a day, but according to the DMA only 16% of those are truly relevant. Understanding why your customers go to your website, their interests and budgets are essential to produce emails that are targeted to each of your contacts. To ensure your email marketing strategy is a success, you need to create unique messages that really answer your customers’ needs, and send them the right email at the right time.
Segment your email marketing campaigns
Segmenting your campaigns based on the data you have available is a great way to send your customers emails that are more relevant to them.
Anything from the contact data you gathered during the signing up process, any behavioral data you have from their engagement with your emails and any data based on your users’ previous interactions with your website will allow you to target them better and to send them contextually relevant emails. Splitting your lists up by gender, location, behavioral patterns or purchase history can help add context, making your customers feel like you know them.
Personalization allows you to speak to your customers as individuals and engage with them on a one-to-one basis, at scale. It ranges from the simple details, like including your contact’s name in the subject line, to adding dynamic and tailored content that targets each and every one of them. Some recommendation tools allow you to personalize your emails based on previous activity or browsing history, similarly to what brands like Netflix and Amazon do.
Email marketing automation
Email Automation allows you to send the right email to the right contact, at the right time. Automating this process will not only save you resources, but it will also strengthen your relationship with your customers, increase engagement, build trust and, most importantly, improve your ROI. Email Automation allows you to set predefined scenarios that trigger a series of workflows, like welcome drip campaigns, anniversary messages or abandoned cart emails.
For some, sending campaigns might look like a rather straightforward process: gather ideas, design the email, press SEND. However, limiting your email marketing activity to this could mean repeatedly delivering messages that don’t work, or missing out on the opportunity to learn from past experiences.
A/B test your email marketing campaigns
A/B testing is a simple way to try out new ideas and to make sure your email content is the best it can be. Instead of going with your gut feeling and assumptions, A/B testing gives you results based on actual behavior – allowing you to find a subject line that really speaks to your user, or a CTA that will ramp up your click-through rate. Pick one variable to change (e.g. subject line) and keep the rest of your email constant, so you can pinpoint exactly what caused the result.
There are multiple ideas you could test, and different businesses might find that what works for others doesn’t work for them. Here’s some inspiration to get you started:
Emoji vs. text-only subject line
The use of emojis in subject lines is becoming more popular, but not all audiences react to it in the same way. Depending on contact list demographics such as age and social media usage, emojis might have a varying success rate, so it’s worth testing whether it drives higher opens.
Sending at the start vs. end of the week
Are customers most likely to be receptive after a refreshing weekend or during the week? Perhaps they completely unplug during the weekend and are most active on Monday mornings. Or, you may find that they don’t have time to check personal email during the week and are in the mood to purchase or engage during the weekend.
A left, right or centered CTA
If you don’t need to provide much information, a centered button might capture attention best. Or, positioning the CTA to the left or the right might work better with directional cues present in the email, like arrows, or with the natural reading direction of the user.
You don’t have to limit yourself when experimenting, though. If you have a lot of ideas for a single element, find the winner with our A/B testing feature, which allows you to test up to 10 different versions to get even more granular results.
It’s important to remember that this shouldn’t be a one-off project – keep testing to make sure your email marketing co-evolves with your audience and its preferences.
Asking your customer for their feedback
Measuring metrics such as open and click-through rates is useful in pinpointing what is and isn’t working in your email campaigns. A useful strategy to complement this is to collect customer feedback.
By asking users to leave a review, you can better understand why they love (or hate) your brand in general, giving you ammunition for future marketing. You may be asking for a favor here, but remember that all customers like to be heard. This type of campaign shows that you value each and every user’s opinion, while also providing useful material for customer success story campaigns.
Conclusion on Email Marketing
Although creating a winning email marketing strategy can take some time, in this guide we’ve given you the tools to get you started. There may be a fair bit of ground to cover before sending that first email, but we’ve broken the process down into simple steps. However, email marketing is a learning experience, and even if one thing works for some businesses, it doesn’t mean it’ll work for yours.
You’ll be able to find out a great deal about your contacts through analytics, A/B testing and Campaign Comparison, which will allow you to master the art of emailing your own audience.
The world of email is in constant change, so make sure you’re staying up to date with the new trends and don’t forget to share your tips and ideas on Twitter.
Have you ever experienced the bitter sensation of spending hours preparing an email campaign, only to see some ungrateful contact unsubscribe as soon as it arrives in their inbox? A disappointment like this can only be compared with doing the best exam of your life at school for the teacher then to lose the exam papers.
Yet, although the loss of a valued contact may be painful, you shouldn’t let this does affect your confidence. You will have heard people say a thousand times: “you can’t please everyone”, “it’s not you, it’s him”, “it’s best if you part ways”… And it’s true!
What are the key points for a healthy email list
Despite what you may think at first, the unsubscribe rate is actually quite reasonable (between 0.2% and 0.5%, depending on the industry) and it doesn’t mean that your last email was of poor quality. It’s just the traditional “life cycle” of an email list.
Far from being set in stone, an email list is continually evolving. This is to make sure that our contact list is healthy and, as well as unsubscribes, we need to attract new subscribers who enrich our contact list and, at least, make up for those leaving the list. It goes without saying, that the ideal scenario would be for our contact list to be growing.
Ways to increase your email list
If you see that your list is not growing or, even worse, that it’s decreasing, it’s probably time for you to review your contact acquisition strategy. This is vital for an effective email marketing strategy, and is a bit like a marathon, where it is not the fastest who wins but the one who shows most persistence.
How to transform your visitors into subscribers
Do all visitors to your website subscribe to your newsletter? Unfortunately, I’m quite sure this is not the case… The real question is: can your visitors subscribe to your marketing emails easily? If they visit your website, it means that they already have an interest in your company and in what it has to offer… although they might not be ready to buy yet.
Make the most of this interest and encourage them to join your mailing list, which will allow you to create a relationship with this “cold” prospect and will ensure that they remember you when they are ready to buy. Here are some ideas for you to try:
1. Include subscription forms on your main pages
I’m sure you have seen this on lots of websites. Adding subscription forms to strategic pages is an essential part of the contact acquisition strategy. Some email providers, like Mailjet, let you design subscription widgets to add to your websites and, thus, increase your email database.
Although every website has its own special features, the pages on which subscription forms traditionally work best are the homepage, the navigation bar and blog articles.
2. Use pop-ups to capture your users earlier
At the same time, you can also use tools dedicated to gathering email addresses. For example, SumoMe is a free tool that allows you to incorporate a pop-up window, which includes a subscription form to your newsletter, when the visitor is about to leave your site. Integrated into Mailjet, this type of tool could increase your daily subscriptions by 20%. Sounds good, heh?
The key to get the best results is to try various locations, designs and text, to determine the best place to position it. Fundamentally, you want to find the place with best conversion potential, without compromising user experience.
3. Remind your readers about the value of your newsletter in the blog
If you use your newsletter to share content from your blog, don’t miss the chance to remind your users of the added value of your weekly bulletins. Take the opportunity to include banners within your content and explicit references to articles or advice shared via the newsletter.
4. Create and share specific subscription pages (landing pages)
As well as subscription forms on main pages, design specific landing pages to subscribe to the newsletter.
These can be optimized to attract more traffic and encourage conversion and may be linked from different parts of your website or on external pages. For example, you could include a link on one of your publications on social networks, or at the end of a guest post for an external blog, encouraging readers to subscribe to your newsletter.
Don’t forget to include the link to this form in your transactional emails and in the email signatures of your employees, so that every non-marketing email you send also becomes an opportunity to increase your contact list.
How to maximize your use of social networks
“Making the most of your audience to enrich your contact list is good. Recruiting followers who aren’t yet familiar with you is better”.
Make sure that you include direct links to your newsletter on your social network pages, either with CTAs like those offered by Facebook (Sign up), or through pinned posts or links in the About section. You can also schedule posts every so often, including an example of your newsletter to get people to subscribe, or relaunch particularly successful publications, adding an invitation to join the newsletter not to miss out on the “latest post like this”.
7. Launch a competition among your followers
You could also encourage your social media followers to join your email list by launching a competition.
For example, you could announce that you will be holding a draw for a special gift among all of your email subscribers at the end of each month or between subscribers who have signed up within a certain period.
Capitalize on your valuable content
Another effective way to convert your visitors into subscribers is to offer high quality content via email or on your website. These resources should provide sufficient added value for users to encourage them to sign up for your newsletter, to complete a form to access your content or to share it with their contacts. We will now take a look at the different ways to capitalize on your content to make more contacts.
8. Offer promotions and exclusive discounts
This seems the most obvious option, especially for ecommerce businesses. Highlight the added value that those who subscribe to your email list will get and try to make sure that this is something exclusive that attracts the attention of your potential clients. Take advantage of every possible opportunity to highlight this added value offered by your mailing list and ensure that it never stops growing.
Offering discounts and unique offers by email will encourage lots of people to join your list. Some companies choose to launch this type of campaign on a seasonal basis, during the Christmas period or during sales, while others spread them out over the year. Overall, a more scattered strategy would be preferable to avoid users leaving your list once the season in question has come to an end.
9. Make the most of your Premium resources
These Premium resources may take many forms: an official document, a webinar, a case study.
This focus, which is used more and more frequently, is relevant if, and only if, your Premium resources are easy to find for your potential audience. At the end of the day, what’s the point of creating content if no one is going to see it? To do this, you could create a “Resources” section on your website’s navigation menu;, a sort of online library that refers to all of your Premium resources on a single page.
Another good idea could be to include banners and “calls to action” in content related to your Premium resource, whether it is a blog article or a strategic page of your website. As you will see, we lead by example and we have included a banner for our Building Contact Lists That Convert Customers For Life at the end of this post.
You could also use these Premium resources to reach an audience that is as yet unfamiliar with you, promoting them on social networks, in guest articles, adverts… The more you invest in your promotion, the better the quality if the contacts you will obtain.
So, remember, focus and don’t rush. The fact that someone has downloaded your Premium resource does not give you the right to include them in your newsletter or email campaign list, unless they have given their express consent to register ticking the opt-in box in your download form.
As you can see from this image, at Mailjet we ask users if they want to join our newsletter in the download forms for our guides.
10. Try email blogging or exclusive content
Offering exclusive content only via email, is a way of giving your emails unique value and ensuring greater visibility on your contact list. This practice is known as email blogging and consists of sending publications, articles or advice via email only.
Essentially, it involves creating an exclusive club of readers and encouraging people to join by taking advantage of this feeling of exclusivity.
“If there are two things that I recommend for email blogging, they are consistency and persistence.
Always write with the same frequency and, if possible, always send on the same day and at the same time. If your subscribers know that, whether it rains or shines, your email will arrive at the same time on the same day of the week… they will go and look for it in the spam folder if it hasn’t arrived.
Don’t expect overwhelming success overnight. We’re not talking about visits, but about subscribers and ensuring that 200 or 300 people receive your emails and, above all, read them – it’s a major achievement. Reaching 2000 or 3000 people is something that is only achieved with time, patience and effort to generate quality content. But the payoff is huge.”
David Bonilla, founder of Manfred, organizer of the Tarugoconf and founder of Bonillaware.
11. Create newsletters with the potential to go viral
Another way to put your contact list in front of a new audience is to make use of content with the potential to go viral. Yes, we know, finding the key to viral content isn’t that simple… but, at least, make sure that your email is easy to share!
If you manage to find the key to content that really does have the potential to go viral, or if you normally include little unique details in your email campaigns, you could encourage your users to share, either by forwarding the email or by adding buttons on the email itself to share on social networks (either at the end or between the different sections).
Buzzfeed goes a step further in its super cute A-Dog-A-Day and This Week In Cats newsletters, where it includes an invitation to share the subscription link at the end of the email.
How to collect contacts offline
Although digital opportunities are abundant, don’t underestimate the options offered by the presence of your business offline, in other words, in the real world. You may have a shop, you may attend events or trade fairs, or you may have a customer service number on which your users can contact you… Any of these is a good opportunity to enrich your email contact database.
12. Promote your contact list in your physical shop
A physical shop is the perfect place to ask your clients to subscribe to your contact list, either through a traditional visitors’ book or having the landing page with your subscription form open on a smartphone, tablet or computer. Remember that it is important that your clients give their express consent and that you have a record to verify this consent.
For example, when a client buys a pair of jeans in a clothes shop, you could offer them the option of signing up to your mailing list to receive exclusive discounts and the latest catalogues.
13. Collect email addresses at events
You could do something similar if you have a stand at a trade fair or event. When someone shows an interest in your products or services, highlight the value offered by your email campaigns and encourage visitors to join to keep up-to-date.
You could also organize a competition to encourage people to join, although raffles and prizes always involve the risk that people may cancel their subscription shortly afterwards, if they have no real interest in receiving our emails.
14. Increase your list over the phone and via support channels
Another option that many companies forget to leverage on is promoting their email list via their Support channels. In other words, customer service telephone numbers, chats or designated emails.
Of course, you are not going to suggest to any angry user to sign up to your newsletter, but it could be useful to suggest this to clients who contact you to ask about services, the latest updates, etc.
For example, if someone phones or emails to ask if one of your products will be coming back into stock, you could reply and also encourage them to sign up to your email database to be the first one to see the new catalogue or learn about the next season’s products or services. You could also add a step at the end of contract renewal or sales calls where your agents tell the caller about the value of your email communications.
To sum up, to increase your email list, one-off actions are not enough, you need to develop a long-term strategy that responds to the different needs of your list.
These are the ideas that we have gone over:
Include subscription forms on your key pages
Use pop-ups to capture your users earlier
Remind your readers of the value of your newsletter in the blog
Create and share landing pages containing your subscription form
Take advantage of adverts on social networks
Add subscription links to your social platforms
Launch a competition between your followers
Offer promotions and exclusive discounts
Take advantage of downloadable Premium resources
Try email blogging or exclusive content
Create newsletters with the potential to go viral
Promote your list in your physical shop
Collect addresses at events
Increase your list via your support channels
If you would like to learn more, download our guide ‘Building Contact Lists That Convert Customers For Life ’, where you will find advice on building and growing your list, why you should never buy email lists and how to keep them healthy to give you the best ROI.
Have you already tried some of these strategies? Would you like to share other ideas with us to include in our posts? Tell us about them on Twitter. :-)
So you’ve decided to create an email newsletter. Hooray for you! Or maybe someone’s suggested you launch one and you really have no idea what they’re talking about? Whether you’re an email newbie or you just want to make sure you’re doing things correctly, we’ve got you covered. 😏
Right on cue, here’s “The best email newsletter post ever”.
What is an email newsletter?
Basically, an email newsletter is a type of email sent out by companies or individuals to a subscriber list (existing or potential customers that have signed up to receive marketing communications) that’s contains valuable content (guides, blog posts, news, products reviews, personal recommendations, tips, announcements and other resources).
Newsletters are an essential part of the email marketing strategy, as they allow businesses to nurture their contacts, by establishing themselves as key players in their industry, sharing insights and highlighting new products that will drive traffic to the website.
Example of newsletter
What are the advantages and the drawbacks of sending an email newsletter?
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 (so make sure your readers know who you are!). If your newsletter is well designed and it contains relevant content, this will enhance your chances of the reader clicking on the calls-to-action for more information.
Email Newsletter generates considerable savings
Money is important for marketers. So anything that saves you money should be a top priority. And newsletters do.
Don’t underestimate how much money email marketing saves you, compared to other using other marketing tools. Paid advertisements like banner advertising, Google AdWords, Facebook Ads and influencer marketing are considerably more expensive than email newsletter marketing. The cost of a newsletter software is usually low and labor costs are also lower, as the newsletter is created and optimized faster than other media.
Easy performance measurement
The success of a marketing tool is based on whether it reaches the required relevance or not. And in order to find out, performance must be measurable.
Measuring the performance of an email newsletter is simple. Your email statistics provide you with all the information you need to do this: 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 your ROI and produce target-audience relevant newsletter content.
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 easily and effectively combined. And they can reach recipients anywhere, regardless of 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
And if all of the above reasons are not enough on their own, the combination of all of them proves that emails are a great medium for targeting audiences and customer care. 😉
Weaknesses of sending an email newsletters
Where there’s yin, there is yan. Or in other words, where there is light, there is also darkness. Even if email newsletters provide many benefits, they also have a few shortcomings.
Absence of physical haptics when sending an email newsletter
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 a physical presence. This makes them less durable, but also less annoying to sort and organize. 😉
Ease of newsletter 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.
However, if we weigh up the benefits and drawbacks of newsletters, it quickly becomes clear that the benefits by far outweigh the drawbacks.
Advantages and Drawbacks of Newsletter Marketing
Constant source of traffic
Absence of physical haptics
Ease of deletion
Easy performance measurement
Independence from third parties
Easily linked to other marketing channels
Targeted customer care
Strengths and weaknesses of newsletters: looks like you should start a newsletter, right?
Don’t take our word for it, though. Create an account and try it yourself! We’re sure you’ll also become a newsletter supporter in no time.
How to create an effective email newsletter
OK, so we have convinced you to give newsletters a go. Hooray! To help you make the most of your new favorite marketing channel, we’ve detailed below all you need to know to plan an effective newsletter strategy that’ll make your contacts wish all their emails were like yours. 😏
Defining an email newsletter strategy: Set your goals and objectives
First things first, before you even start designing your newsletter template, you’ll need to think about why you want to implement one. Consider the following elements to ensure you’re crafting the right messages.
Identify a target audience for your email newsletter strategy
A key starting point in building your newsletter strategy is to consider who you want to reach with your message.
Defining your audience is essential to the success of your campaign because you need to understand what needs and wants your potential readers have in order to meet these with a fitting offer in your emails. You need to provide value in your newsletters that appeals to your audience.
So think about who you want to reach with your emails and try to be as specific as possible. Consider things like demographics, location, and interests. If you’re aiming at reaching a global audience it can be hard to get precise in your definition, but in that case you need to craft a message that appeals to a broad audience.
Determine basic objectives for your email newsletter
The next step is focused on goals. Think, what do you want to achieve with your email newsletter campaign? Some companies launch newsletters to drive traffic to their website, others want to increase sales on their online shop, or to invite people to upcoming events.
Setting goals gives your newsletter campaign a purpose and helps you measure the performance of your efforts. These specific objectives depend on your individual company’s goals, your vision, and values.
When setting these objectives, it can be useful to follow the SMART principle, an acronym for Specific, Measurable, Attainable, Relevant, Time bound. Essentially though, you need to set goals that make sense to your business, so spend as much time as you need on this step. It’ll be worth it!
Once you have defined your objectives, you need to determine the corresponding KPIs. If you’re not sure where to start, you might want to consider some of the most typical metrics measured for newsletters: newsletter subscriptions, open rates, click rates, spam and block rates, as well as newsletter unsubscribe rates 💔.
Define rough content
Planning the topic of your newsletter is closely connected to the objectives you have defined, but coming up with content can be hard at first.
Another recommended method is to carry out a survey in advance, and to continue asking your contacts to share their thoughts as you grow your newsletter list. At Mailjet, we do this to ensure we are always providing the kind of content our subscribers want to read, and we love reading their feedback.
If you’re just starting one, ask your target audience and customers what content they want to see and what are their expectations for a potential newsletter. If you want to incentivize customers to complete it, consider giving away freebies or discounts.
Use the right platform for your newsletter
Before you start creating newsletters, you need to have the means to do it. This means that you need a newsletter solution that allows you to create, send and analyze email campaigns.
Of course, there are a number of other ways to create and send newsletters for free (among others, WordPress’ PHP), which allow you to send emails directly from the backend. Some of these solutions also provide SMTP relay. However, it’s is not your best option, as they can’t provide the same standards when it comes to deliverability (that is, the ability to send emails to a user’s inbox).
For security reasons, numerous solutions only allow for limited sending. Normally, under 100 recipients. A larger number of emails creates queues, which lead to delays or errors. In the worst cases, emails don’t get sent. On top of this, these softwares also lack some of the most basic.
This means you should definitely look for an email service provider that can help you achieve your email goals. The problem is that there are many professional newsletter solutions on the market, which can be both a curse and a blessing for senders. On the one hand, you have a wide variety of suitable email providers to choose from. On the other hand, vetting them may feel a bit overwhelming.
But as usual, at Mailjet, we’ve got you covered and have some useful tips to help you. When you’re looking for your ESP, make sure it includes the following functions, among others:
Email platform functionalities you need for a sucessful newsletter campaign
How to Build your newsletter subscriber lists before creating an email newsletter
In order to be able to create and send a newsletter, you obviously need recipients (duh!). Setting up an email contact list with high interaction rates is relatively simple if you take certain factors into consideration.
How to add subscription widgets to your site
To gain new newsletter subscribers, the first thing you’ll need is a responsive subscription widget with a double opt-in process. Add the subscription widget to all the relevant pages of your website. Some of the most effective places to include your widget in are the homepage, the blog, the footer and pages with gated content, such as guides, white papers, and others.
Double opt-in ensures that no fake email address creeps into your database and damages your reputation and deliverability. If you’re not doing this, you risk being classified as a spammer both by recipients and the ISPs themselves. The result will be that not only your newsletter but all the campaigns you have sent will be blocked.
Don’t buy email lists
Giving in to the temptation of buying email addresses will result in the same scenario. Buying email contacts from third parties is one of the most widely used methods to generate a contact list. Many companies still believe that an email contact list must be as large as possible in order to have relevant success. This is by no means true, trust us. Buying contact lists is essentially a waste of money.
People included in such lists usually don’t want to hear from you at all and don’t know that you have obtained their email address until they receive the first newsletter. The result is annoyed recipients and blocked emails.
Create newsletter landing pages
Besides implementing a responsive subscription widget, special newsletter landing pages are a great way to grow contact lists. These pages enable you to use all optimization opportunities that apply to landing pages. The potential newsletter subscriber is not distracted from other elements on the website and they concentrate on all the great reasons you’ll give them to convince them your newsletter is the best thing that has been written after Harry Potter.
Explore other channels to develop your newsletter contacts list
Aside from adding a widget on your site or a dedicated landing page, there are other ways of growing your email list, such us promoting it on your social media platforms, incentivising existing subscribers to share or encouraging people to join at events or at your physical store.
Consider what benefits prospective recipients may have if they subscribe to your newsletter. Ideally, you have already clarified these reasons in your strategy. Bear in mind that arguments like ‘100% free’, ‘no spam messaging’ or ’subscription can be canceled at any time with a single click’ are not actual benefits.
Real added value, for example, is provided by things like special offers, advanced information and booking facilities, invitations to exclusive events, regular industry information, access to exclusive content like e-books, email mini-courses, etc.
Build your email contacts list properly: Get consent from your contacts
But remember, regardless of how you’re getting your subscribers, you should always ask for consent before adding anyone to your email database. Remember what data protection and spam laws (like GDPR) say about consent, and ensure you’re complying with the applicable regulations.
For more information and tips on how to build and grow an email list, you can check this complete guide.
Segment your contacts for better targeting
Instead of sending the same message to all of your customers, leverage segmentation to make the most of your emails. Think about how you can use the information you have about your customers to create segments, to be able to narrow down your target audience and send more tailored email campaigns that really speak to a specific group within your database.
Build your segments for your email newsletter
The main question you will want to answer is what kind of data you want to use for segmentation. The answer to that isn’t really clear-cut, since it depends on your business and how you’re planning to group your contacts for your email campaigns. So, to determine the kind of data to use, think about what would make sense for your business. Consider if there are some obvious ways to group your customers based on different characteristics.
To give you some inspiration, here are a few examples of the kind of data you can use:
Examples of data segmentation you can use for your newsletter subscriber list
With information like this, you’re able to pinpoint the kind of segment you want to create. If you want to get even more specific about your segments, you can combine different types of data and create even more precise groups. For example, you could focus on only women that prefer shopping for shoes and that have made at least five purchases over the past six months.
Once you have different groups of customers with similar characteristics, interests or habits, it will be easier to understand the each segment and thereby craft messages that resonate well with each one.
Craft your newsletter message
Now that you have your segments, it’s time to put them to use. As you start planning your campaign, consider how you can create a message based on these segments. Essentially, you want your campaign to match the segment you’re sending it to, so always keep your audience in mind.
To follow the different data types suggested above, here are some ideas of how you could match your message with each segment:
Ideas to craft your newsletter message according to different segments
Send information about gender-specific products
Highlight a certain product category to each segment
Send product recommendations or special sales similar to previous purchases
Share special events or deals in the city or area of each segment
Focus on products that go with each interest group
Offer a discount to customers that spend above a certain amount
Share different products or offers specific to each age group
Offer products that match a certain lifestyle
Encourage customers that haven’t made a purchase in a longer period of time to come back with a special offer
By matching up the segment with a fitting message, your campaigns will be much more targeted and take into account the different characteristics, preferences and needs of your customers.
Segmentation is a powerful tool because it lets you slice a big contact list up into small, precise chunks. Also, you will be able to respond to the behavior and preferences of your customers and thereby create a much more customized and personalized experience for them.
How to design a beautiful newsletter
The first step to creating a newsletter is setting up an email template. You can use a newsletter template provided by your email service provider (ours are pretty cool! 😎) and adapt it as necessary to match your brand image and your needs.
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.
Ready to dive in? There are five main things to consider when designing an email:
Think about content in your email newsletter before anything else
The first and main thing to consider when putting a newsletter template together is content. Is it relevant to your audience? Is it engaging enough? Does it follow your brand guidelines? Keep your content brief and to the point as you only have the reader’s attention for a small amount of time.
How: Use images on top of your email to capture the reader’s attention, followed by brief text and a clear call to action.
How: Know your audience, personalize and A/B test to find the best subject lines for your users.
Keep your email newsletter simple
Give your newsletters a set structure, for example one feature area and two smaller columns below. Don’t cram your email with too much information as it won’t be appealing to the reader. Provide plenty of white space and keep your newsletter simple and neat. Try and keep a similar format your newsletters as users come to expect the same look and feel over time. If you work with different types of newsletters, you will need to use different newsletter designs, but remember to provide consistency with the same use of colors, font and hierarchy. This ensures clarity and professionalism.
A clear structure ensures that subscribers grasp the content and core message(s) immediately. 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 calls-to-action.
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.
How: To have your email render on various devices, be mindful of your email size. Ideal width is between 500 – 680 px. Smart Insight’s handy infographic sums up a range of email design best practices to follow.
Think about your email newsletter colors
As we discovered in a previous post, each gender responds uniquely to different colors. Be mindful of which hues you choose for your images, background color, font and call to action buttons. After making sure that you’re keeping true to your brand identity, think about your audience. Using specific colors based on your demographic, you can improve your results and ultimately ROI.
How: The more you know your customers, the better you can tailor your emails. To gather information from your existing customers, try running surveys as part of a raffle or competition. You’ll find most users are willing to spend two minutes to tell you about themselves for a chance to win something they want.
Don’t be pushy in your newsletter
If you want your users to take action through your emails, don’t be too pushy with your call-to-action buttons. Imagine your calls-to-action is a sales assistant in a shop. Are you likely to trust one that’s being pushy, trying to get you to try on a pair shoes or buy a specific blouse? Or do you trust the one where they’re informational, subtle, yet suggestive? Same applies here.
First start with a main call-to-action and modestly place it after the main content of your email or as a link within your textual content. If you have to add more than one call to action button, place this to the right or lower than the main call to action and make it slightly less obvious.
How: Think about the placement of your CTAs (calls-to-action). Through studies we can see that CTAs placed at the bottom of the email ramp up higher click rates than on the right or left of the email. Also make sure it has relevant text. For example, you may find emails sent to a certain demographic may prefer ‘Purchase Now’ to ‘Buy Now’. Research, test and compare your campaigns to improve your call-to-actions.
Netflix’s email design ticks all the boxes. It uses personalization in the subject line to get me to open it and uses a catchy image on top of the email to get me hooked. The content is based on Netflix knowing I’m interested in anything ‘Breaking Bad’ related and follows the same color scheme as the Netflix dashboard. Finally has effective and not too pushy call-to-action buttons.
An essential part in email design is the content featured in the newsletter. Yes, this might sound obvious, but it’s still forgotten by many, that think that a flashy design is enough to wow their contacts.
Before jumping into writing amazing copy, though, you’ll need to think about those unsung heroes that can make the difference between an email being opened or ignored. We’re talking about the secret weapons of email: the From Name, the Subject Line and the Preheader.
Choose a From Name to send your email newsletter
We already mentioned before how important From Names are. The average email user receives almost 125 emails every day. If you want your newsletter to be noticed by your subscribers, you’ll need to devote most attention to your From Name.
You should definitely include your brand name, either by choosing a non-personal name like ‘Mailjet Marketing Team’ or the combination of your own and your company’s name. If you’re a personal brand, only using your own name is conceivable.
Formulate a Subject Line to optimize your newsletter open rate
After the From Name has been chosen (and it should stay the same for all future newsletters, unless you’re testing out different ones), you’ll need to concentrate on the subject line. Along with the sender’s name, the subject line determines whether or not your newsletter will be opened.
Remember that the tone and language should match the style of your brand. Be bold and try out something new. Being cheeky, using questions, citing the recipient’s name, or even adding 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 using words that can trigger the spam alarm. 😉
Write the Preheader
The Preheader is the third text element that you’ll need to customize. Together with the Subject Line, it summarizes the email content and motivates the recipient to pay attention to your newsletter.
Make sure the Preheader doesn’t just repeat the message on the Subject Line, but that they work together to incite the readers and encourage them to open your email
Create your email newsletter content
It is now time for the core text: the heart of the newsletter content. Remember that the content you share in your emails should be directly linked to your goals and objectives.
Whether you got inspiration from other newsletters or by conducting a survey, carefully map out the messages you want to share and consider you’ll communicate these to your audience. Define your email voice and the stories you want to tell, paying special attention to your copy.
Need some content ideas for your newsletter? Here are a few:
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.
Email Newsletter: Define your key messages
The newsletter is one of the few types of email that can draw attention to multiple pieces of content. However, make sure not to promote too much at the same time. Several researches have shown that the majority of recipients click on the first call-to-action.
Therefore, you must always have your primary objective in mind when creating your newsletter. Place the most important information first, and organizing the rest following a clear hierarchy. The more subscribers have to scroll down, the higher the likelihood that content further down will not receive any attention.
Use images wisely in your newsletter
Images and other visual elements optically enhance the newsletter. But beware! Too many graphical elements can impact negatively on your deliverability, as this is a favored tactic of spammers. ISPs know this well, and often block emails containing large images. So always aim for a healthy 60:40 balance between text and graphics.
Another important advice to keep in mind is to remember 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. By adding Alt tags, they’ll at least get an idea of what they should be looking at.
Likewise, some newsletter software packages distort large images. This means that these images have to be modified afterwards with an image editing program, which is really time-consuming. If you use a newsletter solution with integrated image editing programs, though, you won’t need to do any external processing of these images.
If you conduct email marketing activities, you must adhere to certain legal guidelines. This means that your newsletter must contain an unsubscribe link.
As we have already explained, 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 spamming. The practice of double opt-in, mentioned above, avoids legal disputes, warnings, and expensive financial penalties.
With your content ready to go, it’s time to start sending your newsletters. As we mentioned before, the easiest way to go is by using an email service that lets you integrate your contact list, create your newsletter layout, and send your emails in one platform – like for example Mailjet. 😉
Make sure to choose a service that offers tools for tracking and analyzing the newsletters you send, since it’s important to see how your audience responds to the emails you’re sending them. Most newsletter services offer tracking of delivery, opens, clicks, and unsubscribes, which are the essential figures in measuring your efforts.
Here are the main metrics explained:
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 or 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.).
Unsubscribe rate: The percentage of users that have cancelled their newsletter subscription.
Once you’ve sent your first few newsletters, the opens and clicks should give you an initial idea about how your audience is reacting to your emails. This data is a great source for deciding how to optimize your future newsletters, since it tells you which elements of your newsletter can be tweaked.
Make sure you know how to read email stats properly and how to identify what needs to be improved. If your open-rate is low, perhaps your subject line isn’t clear enough. If only few people click on the links in your newsletter, try to make your call-to-action (CTA) stand out more. If a lot of users are unsubscribing, take another look at your contact list or try grouping your contact list into more specific segments to get a more narrowing targeting.
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.
Tracking results and optimizing your newsletters should be an ongoing process that you keep doing to continually improve your results. Even when you reach positive results, try aiming even higher and find things that can be improved even further. For example, try experimenting with different fonts, colors, or number of images.
Best time to send a newsletter campaign
The time at which your newsletter is sent is a crucial factor for success. Think about the best potential time for your email to be sent out. A well-designed newsletter with interesting content will have little chance of success if sent at the wrong time. It’s important that it reaches the recipient when they are most likely to be sitting in front of their computer.
If you are new to newsletter marketing and lack the experience of having your own audience, try different times. Testing and comparing the results of newsletters sent at different times is the best way to know what works for your business.
In most cases, there are some basic rules that you can follow for best results. If you work in the B2B sector, you should send your newsletter during regular working hours. Peak times are usually between 10 and 11 AM, and between 3 and 4 PM. If your business model is B2C, then you should send during the week between 6 and 9 PM, and on weekends.
Of course, there are many different tools that can be helpful. Use a web analysis software like Google Analytics and analyze the exact time when customers visit your website. Send your newsletter at the same time or shortly before, as potential recipients are engaged with your topic and/or they are on their computer at that time.
How to run successful email newsletter campaign on mobile?
In an increasingly mobile world, people are relying more and more on this third screen to access their inbox and send email. While the overall look and feel of email hasn’t evolved much over the years, the way users access and read their email has certainly changed. Not too long ago, our inboxes were only accessible via dial-up modem from a stationary computer, whereas users today receive and read emails from their smart devices on the fly.
This change in how and where users read their emails presents marketers with different challenges in how their newsletters are crafted and designed to make sure that messages get across to the desired audience. And it’s not just a matter of adapting your layout to the large number of different screen sizes.
To get you started, we have gathered a few of the most important steps to take in optimizing your campaign for a mobile audience:
Your newsletter subject line is key
The first thing users see when a new email pops into their inbox is the subject line. Even before opening the email, a user might choose to delete it based on the subject line alone. As such, it is crucial to create headlines that catches the attention of your audience and appeals to them.
While this applies to every kind of email you send, it is even more important when addressing mobile users. Reading emails off a physically smaller screen gives you less space for your headline. Additionally, readers will be spending less time on each subject line since they will be scanning their inbox on the go.
Tip: Keep your subject line short and precise. Use words that appeal to your readers and encourages them to open the email.
Newsletter Template: Kee your email layout simple
Once a user has opened your email, you want to make sure that the content of your newsletter is optimized for a variety of screen sizes. The reason for this is quite evident: your message needs to get across to your readers, even on mobile screens.
A solution for this is to keep your layout clear and simple. Stick with one column so your emails don’t get too wide for mobile devices. Divide your text into smaller sections and make it easy for readers to get an overview of the contents of the email.
This also applies to your call-to-action (CTA) elements, such as buttons and links, that you want readers to click on. Make sure that these are easily clickable and placed intuitively in the email, to increase the chance of users following them.
Finally, avoid using images that are too large, as they can slow down the loading time of the email for users that are making use of their mobile data to fetch your newsletter.
Tip:Go for a simple layout to make it easy for your recipients to read your email. Make sure your CTA (call-to-action) is easy to find and click on.
Email Newsletter for mobile: Don’t forget your links
Now that you have made sure to make your CTA easy to find, it’s time to look at your outgoing links. One thing is getting readers to click on your links, another thing is making sure the page they land on works on their mobile device as well.
Ideally, the landing pages of your outgoing links are already mobile friendly, so the landing page automatically adapts its layout to match the device of the visitor. If you’re not using mobile landing pages, make sure you’re using code that can be displayed on all types of devices such as HTML5 as opposed to Flash.
Tip: Optimize all outgoing links for mobile to get the most out of clicks-through.
Email Newsletter on mobile: Bring out your devices
After you have the fundamentals of your layout down, it’s important to test the execution. This is especially important when you’re looking to optimize for mobile devices that come in many different sizes and screen resolutions. To gain an understanding of how your design works it’s a great idea to actually view your newsletter on several platforms.
By doing so, you’ll quickly see how your layout elements are displayed on the different screens and how clear your call-to-action is shown in the email body. Again, these are important to the performance and overall success of your newsletter campaign.
Tip: Test and preview your layout on a variety of devices and platforms.
Email newsletter templates examples
Want to see some of these tips in action? We have selected four of our favorite newsletter examples for you to get inspiration and learn the basics.
Check them out below!
What’s great about Product Hunt is how they use their brand identity to their benefit, using their signature red to make their CTA stand out on the white background.
Product Hunt features one key element, which is placed first, and add some more in-depth value for those avid readers that are always keen to scroll down. Their text-image ratio is also on point, using their visual elements that are perfectly aligned with the brand identity.
Ah, yeah, have we mentioned we love Netflix already? Netflix uses personalized content to make sure their readers keep coming back to their newsletter and find true value in it.
Also, check out their clever use of CTAs! Not everyone will be ready to indulge when Netflix’s email arrives, so by adding a combination of ‘Play’ and ‘My list’, they maximize their click rates and potential conversion.
When one signs up to the Skyscanner newsletter, they know what they’re looking for. Wanderlust-provoking articles with travel tips and suggestions that will help us daydream about being somewhere that’s not the office… And, oh man, do they deliver.
There’s no question about the value added that their content offers, which makes their newsletter a great way to nurture contacts until they are ready to convert. And when they are, they’ll find personalized deals to inspire them and encourage them to click-through.
At Fitbit, they have a clear goal in mind with their newsletter: to drive traffic to their blog, which is meant to inspire readers to become more active and make the most of their device. So they highlight their content value at the top (‘Top articles picked for you’) and smartly present their articles in a responsive design that is easy to read (and click!) on mobile.
Ah, yeah. This is where we try to convince you about how much you need Mailjet… Well, you do!
As we’ve said before, sending a newsletter requires the right email partner that’ll make it easy to create, send and track your email performance, and that’s what we’re great (like, really great) at.
With Mailjet, you’ll be able to build and manage your email lists using our subscription widget contact management features, and you’ll get to carefully segment your database to send content that your readers really want to read.
If you haven’t already, check out our drag-and-drop email editor, Passport, which will help you leverage our amazing template library or create your designs from scratch on the interface to create stunning responsive emails that look good on all devices.
And once your email is sent out through our interface, via SMTP or with our flexible APIs, you’ll be able to effectively track and optimize performance with detailed metrics, testing and comparison tools that will help you take your email to the next level.
Want to learn all that Mailjet has to offer? Check out some of our features below:
No matter how you feel about sports, no one can deny the pull they have to drive engagement and bring the best (and the worst) out of people.
The World Cup 2018 is under a month away, which means the world will be watching for a whole month. 32 countries and 64 matches. With so much soccer going on at the same time, why would you want to miss out?
Whether you know all about moment marketing or not, your instinct is probably telling you that this is massive opportunity to promote your brand. And you would be right.
Win At Digital Marketing During The World Cup 2018
1. Know your audience
It seems pretty basic, but if you have customers in France, don’t send them a #GoEngland! email. Chances are, they won’t take it that well.
If you’re running an email campaign, personalize the content and segment your lists to send your subscribers tailored messages. Knowing your audience is not just about knowing where they live, their gender or age. It could also mean understanding how they’ve engaged with your brand, when they’re most likely to open an email or what their favourite products are by analyzing previous purchases.
Segmentation and personalization are great ways to make your emails relevant and potentially increase your ROI.
2. Get creative
OK, so you might not have the budget to produce a short-film with Cristiano Ronaldo, but that doesn’t mean you can’t be creative and come up with an exciting marketing campaign.
Apple’s “Shot on iPhone” ad was probably much more affordable than Nike’s previous example, yet equally effective. The company repurposed a simple concept (user-generated content, featuring photos taken by iPhone users) that had already proven successful and arguably won the marketing battle during the Euro 2016. This time, the pictures were soccer related and were just as powerful as the original campaign was.
At the end of the day, sport is all about emotions, and so is marketing. Being able to address those emotions can be what tips the balance in your brand’s favor.
3. Go multichannel
Why focus on one when you can deliver your message on a number of platforms? Using multiple channels to power your marketing efforts can increase your brand’s visibility and improve your results.
For example, use Twitter on match days and email in between matches to drive the momentum. Grow your contact or follower lists and give your content the boost it needs to go viral by integrating email and social.
Has your business got the potential to drive your marketing efforts offline? Then why not try special in-store offers or prize draws on match days?
4. Drive engagement
Nowadays marketing is increasingly becoming a two-way conversation, rather than a one-way sales pitch. Getting users to engage with your messages can make the difference between an ordinary campaign and an extraordinary user experience.
Fall in love with hashtags, encourage your followers to predict results, get them to share their match-day photos or run competitions on your website. It will have an impact on your brand image, increase your reach and help you target potential customers.
5. Plan ahead… but embrace the moment!
Just as with the news, you can usually divide marketing moments into two teams: predictable and unpredictable. The World Cup 2018 is predictable, we already know it’s coming, we know when matches are going to take place and we can even anticipate who the top teams are going to be. This gives us time to prepare for certain situations, create campaigns and even find the best gifs we want to use on our social media.
However, not everything can be prepared. Sometimes, unexpected things happen. Like a fan running onto the pitch to hug Messi during a Copa America 2016 match. Be quick, turn the moment into a gif, caption it with a funny quote and prepare yourself to rule the Internet.
Can you imagine what Degree deodorant could have done if they had come up with something like this?
6. Take risks
Moment marketing is all about risk-taking. Part of reacting to unexpected situations is embracing that risk, thinking on your feet and making the most of the moment. It’s soccer, so don’t be scared about picking sides, being witty and making controversial remarks throughout the matches.
Don’t take yourself too seriously, but make sure you’re not being disrespectful or trivializing sensitive topics.
7. Keep it relevant
OK, so soccer is fun. We all love soccer. We’re all over-excited and filled with crazy marketing ideas to run during the World Cup 2018 final. But is it really going to be effective?
Well, if you work for an online betting company, July 15th is probably going to be the busiest day in the year. But do you really need to do live tweeting if you own a “cane and crutches for the elderly” ecommerce site? Maybe not.
So make sure you set your marketing goals and find the most effective ways to achieve them. Ask yourself “what’s the point?” before setting up a campaign and “was it worth it?” after. You’ll be able to learn from the experience and get ready for the next big thing.
Recap: World Cup 2018 winning ideas
This World Cup, get ready to make the most of the World Cup and add a bit of football-hype following these seven tips:
Know your audience, personalize your content and segment your lists.
Get creative – think outside the box and speak to your clients’ emotions.
Go multichannel to increase your brand’s visibility and improve your results.
Drive engagement by turning your marketing communications into a two-way conversation.
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It’s International Women’s Day and, all around the world, people are celebrating women, discussing equal rights and telling inspiring stories about the meaningful and strong women in their lives.
At Mailjet, we believe we are responsible for creating positive change, and when it comes to women’s rights and opportunities, it can’t be a one-day-only initiative. Yeah, getting the guys to sing Beyonce’s “Who run the world” at our karaoke nights is a start, but there are many other things a company can do to be a great place where women can succeed.
What makes us so special? Our superheroines tell you all about it!
Celebrating The Women At Mailjet On International Women’s Day
Empowering strong female leaders
When asked about female role models, most women could probably name several historical figures, but unfortunately, many of them don’t have the opportunity to see women in leadership roles within their own companies. At Mailjet, we place heavy value on equal opportunities, and our leadership team is a prime example of the amazing things that can happen when diversity is a top priority.
“Mailjet values female talents and equal opportunity, and the 50% female ratio in the top management team clearly shows that. As one of the chief executives in Mailjet, I am humbled by the responsibility to serve as a role model to other female colleagues across our offices worldwide. I also feel empowered by Mailjet to lead female team-building activities and find it very easy to build a support network of female colleagues within the company who can advise, mentor and help me both professionally and personally.” – Judy Boniface, Chief Marketing Officer.
Encouraging women in the tech world
Finding a place within the tech industry is still hard for women. While women make up 59% of the total workforce, they are averaging only 30% of the workforce across major tech companies. Providing opportunities, understanding the challenges and ensuring women have an even playing field are key to ensuring the reality of the industry starts to change.
“Let’s face it: being a woman in the male-dominated world of deliverability (any tech industry, really) is tough. How many times have you been the only woman in the room? The strong women who came before us fought hard to give us the chance for our voices to be heard. Now is the time for us to embrace this effort, and for women to become the next generation of leaders in tech.
At Mailjet, a good idea is a good idea. Period. It doesn’t matter if the idea came from a man or a woman. That’s how it should be everywhere else.” – Lauren Meyer, VP of Deliverability & Head of NA Operations.
The Mailjet Ladies at our monthly Girls’ Lunch.
No matter how hard we try to ensure bringing up children is not only a mother’s job, there are still aspects of starting a family that fall on the woman’s shoulders. All around the world, women still complain they feel there is a “motherhood penalty” in the workplace. At Mailjet, we are committed to ensure that this is not the case.
“Initially, I was part of a different team within Mailjet when the company opened a position for local support leaders. I was five months pregnant back then, but I applied anyway. I was delighted to know I had been chosen as the Team Lead for our Sofia office, and felt really supported knowing that I was valued even though I was four months away from having my baby.
After my six-months maternity leave, I returned to work and was soon promoted to Customer Support Manager. I think what really makes a difference is that mothers are not seen like a burden – I have felt really valued and supported throughout this journey. Now, Mailjet gives me the flexibility to work from home if something comes up, making it really easy to have that all-important work-life balance, and to just keep enjoying my work every day.” – Silyana Bojilova, Customer Support Manager.
Keeping education first
At Mailjet, we strongly believe the key to having powerful super-women in the tech world comes from providing the right opportunities to learn and grow. Having strong female leaders and mentors, enjoying the chance to study and take risks, and investing in our interns, to provide them with as many opportunities as possible is key to ensure that they find a space within the tech world.
“When I started working at Mailjet, I was studying at the same time. Every month, I would spent three weeks at the office and a week in school. I’ve been working here for two years now, and I think being given the responsibilities and the opportunity to grow, while still studying, has really helped me develop professionally.
Since I started, I’ve definitely seen more and more women join Mailjet, a tech company, all of which have been hired for their skills, potential and creative ideas, regardless of their gender.“ – Laetitia Bitton, Graphic Designer.
Embracing our differences
A burden for any woman can be the constant expectation of what a woman should be or a woman should look like. In dealing with criticism that can be anything from being too much of a tomboy to being too girly, sometimes there’s just too much pressure on women to be someone they are not. A strong part of the Mailjet culture is not having these expectations. We have the girliest girls, the nerdiest nerds… and appreciate them all just as much.
“Fresh out of university, I started my career at L’Oréal in Montréal. It was a great fit: Marketing + Beauty (a big passion of mine). The culture of L’Oréal is very fashionable and I loved that aspect. As my career developed, the startup and tech world drew me in. My industry may have changed, but my love of all things fashion and cosmetics didn’t, which made me wonder: will I fit in in this tech world?
When I started at Mailjet (the most tech-focused company I’d ever worked at) one of my colleagues gave me a stark awakening: he ONLY wears socks (never shoes) in the office. And guess what? No one cared. It was the same for me with my dresses, cute shoes (or even our Head of Content’s witty t-shirts and Harry Potter hoodies). This of course is not what represents women, but this is an aspect that represents me, and you really feel a sense of respect for that here. We’re not all the same at Mailjet, but we work, do sports class, eat lunch side by side and focus on who each other is, not the colour of our socks.” – Michyl Culos, Head of Marketing Communications.
At Mailjet, we are sure about something: we wouldn’t be where we are without the strong women in our company. Join us as we #PressForProgress and celebrate our powerful ladies this #InternationalWomensDay!