9 Responsive Email Templates For Your Holiday Campaigns

The end of the year is an exciting and stressful time for marketers. Exciting because there’s so much to look forward to during the holidays, like giving and receiving presents and embracing our creative side when trying to design 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 to assess how the year went, and plan ahead for what’s just around the corner.

Okay, we’re 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. That’s 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

We always try and come up with new ideas to help make your life easier for everyone during the holiday season. This year, as part of our 2019 Holiday Toolkit, we have created three new, 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 those of us who aren’t very creative, coming up with a concept or layout can be time-consuming and maybe even frustrating.

Ladies and gentlemen, 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. It’s best to get straight to the point, which is why the offer and CTA should be what stands out overall in the image.

Black Friday Holiday Email Template

With a sleek and enticing design, this Black Friday and Cyber Monday template uses a pop of color to draw the eye to the most important part of the email: your CTAs. In this template, there are many different CTAs for you to offer different products, or different discounts.

Do you like this Black Friday email template? Download it here for free.

Black Friday Holiday Email Template

Another Black Friday and Cyber Monday template we offer keeps it nice and simple, with the combination between white and black providing an elegant touch. It uses a solid background and avoids 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 this Black Friday email template? Download it here for free.

Christmas Email Template

During Christmas, the focus is still on buying, but it is quite different from Black Friday and Cyber Monday. Our templates have been created to address these very differences.

During Black Friday, the key is the discount or promotion itself. But your Christmas campaigns on the other hand, they need to give your subscribers a flavor of what you offer. Including an overview of some of your products, something that will make the reader think: “Oh, that would be perfect for X”, is a great place to start.

Christmas Holiday Email Template

Simple and easy to navigate, this Christmas email template lets you share the holiday spirit while helping your customers with their Christmas shopping. You have tons of room to share your products with your customers, or just send them a nice note for the holiday season.

Do you like this Christmas email template? Download it here for free.

Christmas Holiday Template

Use enticing titles that link back to the holiday season can 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 this 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, that 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.

New Year Holiday Email Template

Wishing your customers a peaceful and productive new year is so easy now that you have this beautiful template.

While you’re wishing them a Happy New Year, you can also take the time to hint at what might be coming., Are there any big updates in the coming year, or maybe some new product launches? You can use this email to hint at them, or maybe even announce them!

Do you like this Happy New Year email template? Download it here for free.

New Year Holiday Template 2017
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.

Mailjet Account Banner

Responsive holiday email templates for your seasonal promotions

Seasonal product email template

Christmas time is buying time, too. 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.

holiday email template for product promo
It’s also important to use high quality pictures, but make sure these are not too 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 the best ways to do so is by offering a special promo discount.

Our template Racoon is perfect for that. It drives the reader’s attention to the central element, your special offer, but it also includes some products that your customers might want to use the discount on. However, the focus should always be on the seasonal promotion you are offering.

Racoon Email Template

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

December 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.

holiday email template for year recap

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.

You can also find great email templates 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. The only thing you need is to have access to 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 make a splash in the holiday inbox. Just don’t forget the importance of the subject lines you use, because they will make a huge impact on your open rates.

If you need any more inspiration on building your Holiday campaigns, you can find everything you need in our Mailjet’s Holiday Emailing Toolkit.

Have you created beautiful email campaigns with our Holiday Templates? Share your thoughts with us via Twitter.


This blog post is an updated version of the post “Beautiful Responsive Email Templates For Your Holiday Campaigns“, published on the Mailjet blog on November 24, 2017 by Laura Chieri.

Data Privacy and Security at Mailjet

You’ve probably already heard, but just in case you haven’t, let us share the news with you: Mailjet has been acquired by Mailgun!

While we’re all very excited here, we understand that some of you might have questions about what this means for Mailjet clients, especially in regards to data privacy and security.

The short answer is that nothing will change and Mailjet will remain a separate entity that will continue to offer the highest standards of data privacy and security.

Want to know more about how Mailjet protects your data? Read on!

Data privacy and security: Mailjet’s core values

If you are a Mailjet user, you probably know that we’ve been putting data privacy and security first for a long time, working hard to guarantee the highest standards for all our users.

As a European entity, we abide by the EU’s General Data Protection Regulation. In fact, we were the first company to obtain the AFAQ certification from AFNOR, which guarantees compliance with the principles of GDPR. This hasn’t changed and Mailjet will continue to offer a GDPR-compliant email solution for all of our clients around the world.

Mailjet also makes data security a priority, which is why we went through the rigorous process to obtain the ISO 27001 certification, the international standard for best practices of information security process. This certification requires companies to not only implement company-wide processes pertaining to security policies, data handling and access, but also infrastructure controls.

Our security processes begin with our product development, and the scope, lifecycle and fundamental principles of Mailjet’s security policy are to the highest standard, ensuring all information hosted on the Google Cloud platform is secure.

These accomplishments in data privacy and security propel Mailjet to another level of service excellence in the competitive email industry. We’re proud of these achievements and what it means not just for our clients, but for the individuals whose data we protect on behalf of our clients.

Alexis Renard

CEO at Mailjet

How does Mailjet ensure the privacy of your personal data?

Mailjet’s ‘privacy by design’ approach ensures that personal data processing is compliant from the very beginning.

We ensure the protection of our customers’ data from end to end through the implementation of strong technical and organizational measures including, our data retention periods, data storage and transfers, and encryption protocols – are publicly available under the principles of accountability and transparency we prioritise at Mailjet.

GDPR Compliance

The most important regulation businesses with European contacts need to comply with is the EU General Data Protection Regulation (or GDPR).

GDPR came into force on May 25, 2018. Any company, organization, association and administration, both European or non-European with EU customers, has to comply with GDPR. And this doesn’t just affect your own business, it also means that any third-party solutions you work with has to be GDPR-compliant as well.

Mailjet was the first company to obtain the AFAQ certification from AFNOR, which guarantees compliance with the principles of GDPR, and our clients can continue to expect the highest level of data protection.

Third-party providers are often the weakest link in a company’s ability to be GDPR-compliant. Email service providers pose an especially high risk as they regularly process and store a large scale of personal data (example: first name, email address, IP addresses) on behalf of enterprises. That is why compliance from the entire processing chain is so important today.

Darine Fayed

Head of Legal and Data Protection Officer at Mailjet.

Data Servers in the EU

At Mailjet, all our data is and will continue to be stored in EU servers.

While GDPR doesn’t strictly demand that EU citizen’s data remains in the EU, it does require that the physical servers where the data is stored are safe and under protection, and that any data transfer out of the EU has to be done under strict rules.

By keeping our data servers in the EU, we offer our clients additional reassurance over the privacy and security of their data, as we can ensure that their protection is ruled by the stricter European laws.


Over the last few months, the United States’ CLOUD Act (or Clarifying Lawful Overseas Use of Data Act) has become an important issue in the data privacy landscape. The CLOUD Act came into effect on March 23, 2018 and allows federal law enforcement to request the data stored on US-based technology companies servers, regardless of where those servers are based. This includes companies most of us use on a daily basis, like Apple, Google, Facebook or Microsoft, as well as most companies hosted on a cloud infrastructure (GCP, AWS, Azure, etc.).

However, there are many misconceptions surrounding the CLOUD Act. US authorities can only request disclosures to personal data directly related to the investigation of serious criminal activities and/or national security concerns, and will have to do it through a warrant or subpoena.

Like many of our European competitors, our data is stored on Google Cloud servers in Europe, meaning we were already under CLOUD Act requirement and our recent acquisition doesn’t affect this. Mailjet will continue to adhere to the strictest security standards under its ISO 27001 certification. All our data will continue to be secured and encrypted at rest, and can only be requested for the investigation of serious criminal activities.

How does Mailjet keep your data safe?

Data security is key for email sending. When you partner with Mailjet, all your data is stored on servers within Europe (Google Cloud Platform). Your data is copied and placed in separate locations in real-time, and all communications sent through our application are encrypted.


One of the ways in which we protect the information contained in emails is through encryption. Contrary to popular belief, DKIM does not provide encryption of the messages, however, it does add a layer of authentication that helps you protect your emails.

Mailjet encrypts the channel that sends your email from server A (your sending server) to server B (your recipient’s server). This is the role of the Transport Layer Security, or TLS. The only issue here is that TLS is still not used by all the ISPs. Meaning that if you send a TLS encrypted message and your recipient’s server doesn’t follow this protocol, the encryption won’t be effective.

Security of the data storage servers

We’ve already mentioned how important it is to ensure that the servers where the data is stored are safe.

If you rely on a third party to store the data, look for solutions that offer the best guarantee for concerns like redundancies, fire risk prevention, high security levels, energy self-sufficiency, and so on. Since you’re not the one directly managing the server, you have to be sure that all of these necessary precautions are followed, to ensure the maximum level of security. If you have European customers, having your servers located in Europe can also be a good idea, since the stricter European laws will apply. Both Mailjet and Mailgun have servers in the EU to help ensure optimal security and privacy.

To ensure our servers are secure, Mailjet keeps its data in the European Union, where the privacy and security requirements of GDPR guarantee the highest level of protection, including limited access to the servers and 24/7 surveillance. On top of that, our data centers are controlled against power failure, with redundant power systems.

Organizations collect, process and hold ever-increasing volumes of personal data to enable relevant and timely email communication with their customers. Data security continues to be a huge responsibility and challenge, and they need assurance that their email service provider can deliver this.

Pierre Puchois

CTO at Mailjet.

Learn more about data security at Mailjet on our blog post ‘What Makes Mailjet a Secure Email Solution?

More questions? Ask Mailjet!

Do you have any more questions about Privacy and Security at Mailjet? Check out our FAQs to learn more about how we use and store your data, or send your questions directly to our team by filling in a Support ticket.

Black Friday: Tips for the Perfect Email Marketing Campaign

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 the 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.

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.

A few rules to follow to avoid a design disaster:

  1. Stick to a simple structure with columns (easier to get your email responsive).
  2. Keep a fair mix of images and text (about 60/40).
  3. Align fonts and size of your messages.
  4. Decide which CTA buttons to use and make sure they are clearly displayed in a contrasting color.
  5. Have a look at our Ultimate Guide to Holiday Emailing to dig further.


Download our beautiful Black Friday email template

Does all of this sound like Mission Impossible to you? Don’t panic: you don’t need to hire the latest fancy designer in town for that.

Download our free Black Friday email template here and adapt it now using Mailjet’s email editor, Passport.

Use email content to your advantage

Don’t get us wrong – we just told you to make sure your emails look pretty, but going ahead, you also need to make sure design and content go hand in hand. In the past few years, we’ve seen a minimalist trend out there with a lot of beautiful Black Friday emails that just don’t tell you much about the sale because…they’re just pretty.

Be careful with being too mysterious

Unless you’re sure everyone knows perfectly well who you are and what you offer, be careful with sending emails that only focus on the actual discount.

Black Friday Email - Content DON'Ts

Don’t only highlight your discounts on your Black Friday emails – show your products too!

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.

Showcase your products to attract attention

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 for themselves what you’re offering and move on to another email. Yes, your contacts can be lazy: never underestimate that.

So, be sure to include a few product examples that entice people to use these amazing discounts right away.

Black Friday Email - Content DOs

Urban Outfitters’ Black Friday emails shows products and offers together to entice the reader.

Respect your brand identity in your Black Friday email

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.

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 improve your chances of capturing your reader’s attention.

Black Friday Email - Design DOs

SEPHORA’s Black Friday email design perfectly shows what SEPHORA is all about.

Make sure your Black Friday email stands out in the inbox

We’ve already said this: your contacts’ inboxes will be 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 reader’s attention? You can play with these elements to create an unforgettable email:

Create email campaigns for both Black Friday and Cyber Monday:

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.

Black Friday & Cyber Monday Emails - Brand Identity DOs

Aren’t these email twins just perfect for Black Friday and Cyber Monday?

It’s your turn to 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:

  1. Choose a responsive email template and throw in the right number of CTAs (that is, not many).
  2. Add a few carefully-selected images from your brand library that highlight your top products.
  3. Respect your brand image so your clients know it’s you.
  4. 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.

And if you’re not sure where to start or don’t have time to adapt one of our traditional templates, download our free Black Friday email template here. Designing a great Black Friday email this year couldn’t be easier.

Ready to create a masterpiece? On your marks, set, design: share your tips and templates with us on Twitter


This blog post is an updated version of the post “Crafting the Perfect Black Friday Email Campaign“, published on the Mailjet blog on November 3rd, 2016 by Mylène Blin.

The Ultimate Guide To Holiday Emailing

The Ultimate Guide To Holiday Emailing

For the email marketer, the holiday season is here and we know you’ll want to make the most of it. And no, it’s not just about dusting off our Christmas jumpers and lighting up the whole neighborhood with our festive decorations. It’s also about putting together amazing campaigns that embrace the holiday feelin, building our brand and driving sales.

To get you started, we’ve combined all our Holiday resources in one to create your one-stop shop to win the battle of the inbox this season. In our Ultimate Guide To Holiday Emailing, you will learn how to create engaging content for your campaigns, you’ll find great design tips from some of our friends in the industry, and get inspiration from great email examples by top brands.

We’ll help you define a Holiday Email Strategy that will win your customers over, with all you need to know, from setting your goals to that last-minute checklist.


  1. Setting goals for the holiday season
  2. Crafting irresistible email content
  3. Designing beautiful holiday emails
  4. Brands that rocked the holiday inbox
  5. Mailjet’s Holiday email checklist

Only want to have a look at one specific part? Click on the links to download our Content, Design, and Email Examples extracts.

Download Mailjet’s Ultimate Guide To Holiday Emailing and prepare to learn from great email examples, discover amazing design tips and get your team together to craft engaging content.

We’re sure you’ll love it, so make sure you’re spreading the word and letting people in on our little secret by sharing on Twitter, Facebook and LinkedIn!


Marketers Opting for Homebuilt Tech Despite Strain on Team

Marketers reported that, on average, they lose 13.8 hours per week on their homemade technology.

  • 51% reported that working with a third-party provider was less time consuming
  • Data security was reported as the main concern with a homebuilt marketing solution
  • 54% reported the cost of switching to a third-party was the main barrier

New research at Mailjet, surveying 600 marketing and IT professionals in the US, UK, and France, found that marketers are opting for homebuilt tech, despite losing a third of the week to usage.

According to the research, 77% of decision-making level marketers in the UK, and 75% in the US, have developed or are currently developing homemade technology in their current role. However, the study has also identified concerns with the cost, time spent, and expertise required to build and maintain these tools.

Cost weighed against productivity

When considering whether to use a homebuilt or a third-party solution, over a quarter of marketers (27% in UK and 30% in the US) said cost was perceived to be the biggest risk to using third-party technology, closely followed by data security (21% in the UK, and 20% in the US) and reliability (10% in the UK and 9% in the US).

Despite this, over half of the respondents using a homebuilt solution reported that they found it to be more time consuming than using third-party technology. So while a homebuilt solution might be seen as cheaper, it could also potentially be the more unproductive solution.

In addition, 39% of respondents said they were still looking for talent that possessed the right skills to manage their internal infrastructure. This is due to the gaps identified in their own team to keep up with new processes, best practices, and tools.

Deciding whether or not to trust your homebuilt solution to manage your marketing capabilities, or procure a third-party provider to reduce the workload on the team, are key considerations. Finding the right technology partner with the necessary expertise and on-going consulting capabilities can often reduce the financial and resource cost of an already stretched team.

Judy Boniface

Chief Customer & Marketing Officer at Mailjet

The importance of data privacy and security

Data security was quite a divisive subject between the UK and the US.

While 51% of UK marketers reported that data security was a main barrier to outsourcing to a third-party, it was also selected as the second biggest concern with a homebuilt solution, beat only by cost. UK marketers are wary of a third-party’s ability to prevent data issues or breaches, but they are also resistant to placing trust in their own homebuilt technology. Meanwhile, only 34% of US marketers cite data security as a main barrier to outsourcing, but are equally concerned about their own internal security capabilities.

Maintaining an infrastructure that protects businesses’ data properly can be a full-time job. Not to mention keeping up with the ever-evolving laws and practices that have to be monitored and followed diligently. Data privacy and security has to be a top priority for businesses in a post GDPR world, but also the safe storage of confidential customer information.

Choosing the right external provider that can maintain state of the art security and privacy practices will also add an additional level of data protection and reassurance for companies that may not have the right skills and resources to provide the highest standards in-house.

Judy Boniface

Chief Customer & Marketing Officer at Mailjet

Email Infrastructure

In the UK, email marketing is among the most commonly used homebuilt solutions at 73%, surpassed only by advertising tools at 77% and project management tools at 76%. With the prevalence of homebuilt email marketing, it is important to assess its performance routinely and potentially consider alternate options. Notably, internal transactional email solutions is close behind at 71%.

In contrast, it is far more common to outsource email infrastructure in the US, with only 65% of respondents using their own internal email marketing services, and even less (58%) using an internal transactional email solution.

There are a couple key considerations that may indicate that it’s time to switch from a homebuilt solution to a third-party infrastructure. These considerations could also help validate that your homebuilt solution is capable of handling your email needs. So let’s take a quick look at some of these considerations:

    • Deliverability: Arguably, the most important feature of your email infrastructure is its ability to land your emails in the inbox. Maintaining deliverability through the collection and analysis of statistics, as well as building and correctly setting up an internal infrastructure can be difficult.
    • Cost: Building and maintaining an infrastructure capable of handling your sending can be costly, but it does have to be weighed against the cost of outsourcing.
    • Data Privacy & Security: A large concern for all companies, keeping your data under your own roof may be the safest choice for you. On the other hand, ESPs may have certifications that better fortify them to protect your data, as well as free up space for you by providing all the storage you need to private information stored.
    • Scalability: As your business grows, it’s important to consider if your homebuilt infrastructure will be able to grow with it and what the costs involved will be, both monetarily and for growing your workforce.
    • Maintenance & Support:Email infrastructure needs constant care because if there is an issue in your sending, it can interrupt the entire marketing machine. You’ll have to make sure you have the right team in place, whether it’s one you built in-house, or the support team offered by your ESP.
    • Stats & Analytics: The bread and butter of your emailing, making sure you have a robust stats & analytics system in place can make all the difference in your sending. Both the collection and storage of statistics can take up a lot of room, but they’re necessary to track and improve your sending.
    • Template Builder: Templates may seem like a small thing, but they begin to take up more and more of your developer resources as your business grows. Additionally, ensuring that all templates are responsive is necessary to maintain engagement.

If you are interested in learning more about the key considerations and what options you have to choose from, you can download The Email Infrastructure Handbook: Homebuilt vs Outsourced below.

The Email Infrastructure Handbook: Homebuilt vs Outsourced



Want to read the full research report?

Download the media kit here.

Tips & Ideas For Your Halloween Emails

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

Take a look at how Postable incorporates a fun GIF in their email to catch your attention, and a little incentive of 15% off with a themed code. Not only is this a good way to give the customer a good laugh, but also cleverly encourages free brand marketing. Take this as an example and start thinking about how you can leverage the power of word-of-mouth marketing (WOM).

Postable Halloween Email

Check out Postable’s Halloween email!

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 Halloween Email

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.

Halloween Email Pull&Bear

Try including a game, like Pull & Bear does in its Halloween email campaign.

Mailjet Account Banner

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 Crate & Barrel campaign includes useful content for the time-strapped shopper, with links to everything one might need for the perfect Halloween party to transform your home into a haunted house.

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 decoration shopping after work or trying to craft their own. Their Halloween party can be sorted in just a few magical clicks!

Crate & Barrel Halloween Email

Crate & Barrel’s email includes everything you need to throw the perfect Halloween party.

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.

Halloween Email Land's End

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!

Betty's Halloween Email

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.

Halloween email subject lines

The other factor you’re going to have to keep in mind is the email subject line. Just like your halloween costume, these should be creative and eye catching. Remember to keep it short, make sure it’s relevant to the contents of your email, consider adding some spooky emojis (but not too many), and have fun with it! We have a couple great examples for you below:

  1. Blue Apron: Forget the candy, this deal is the sweetest one yet!
  2. Land O’Lakes: 👻 Ghoul, treat yourself with these recipes
  3. WeTransfer: Pumpkin spice and all things (not) nice
  4. Fortnum & Mason: So delicious it’s scary…
  5. Email Monks: Witching You Happy Halloween
  6. Modcloth: Don’t let Halloween sneak up on you!
  7. Taylor Stitch: A little treat to go with all the tricks this weekend!
  8. Crate & Barrel: All treats, no tricks.
  9. Betty’s: Double, double toil and trouble.
  10. Paper Source: Get These Spooky Best Sellers Before They Ghost!

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.

How To Write The Perfect Email Subject Line

Learn how to write the perfect email subject line.

As in real life, first impressions matter in email marketing. Do you want to be the cool guy walking down the road everyone turns around to look at, or just that creep in slippers and a leopard-print bathrobe most move away from when they cross paths in the street?

The inbox is a noisy and crowded place, and the fight for your contacts’ engagement is on. You have around 60 characters to capture your consumer’s attention in the subject line. How will you do it?

There have been a ton of studies and debates posted on the web, arguing what phrases and power words produce higher open rates. Here, we’ll cherry-pick the words, combinations, and formatting of different subject lines, to help you write the best one to match your company’s brand voice and goals.

Email subject lines that don’t suck

Sounds like a good starting point, right? We’ll give you the key points on how to achieve this, but to see how these techniques look like in action, here are a few subject lines we’ve come across that have stood out in our inboxes.


Morning Brew subject lines are consistent

Here we see the correct use of consistency. Morning Brew has found a relevant emoji and has stuck with it to make their emails recognizable in the inbox. They keep their subject lines short to just pique our interest without giving much away.

A FOMO subject line

This subject line tapped into our curiosity and FOMO (Fear of missing out) at the same. It made us think: “Who did? What does the album sound like? Why is it special? I need to know!”. The email included a description of the ablum, with CTAs to learn more, as well as explore more on the Pitchfork website. The catchy subject line was not click-bait at all, it delivered on the little promise in the intriguing subject line.

product hunt

We’ve been going on and on about emojis for quite some time now. Do they work? Which one’s best? We’d done a ton of research on the matter and have shared our findings with you. Maybe you’re not as excited to see them spread through the cyberspace as we are, but come on, they’re pretty cool. Here we see how Product Hunt uses them in a relevant context, creating a nostalgic feeling of mid-1990’s computer games.

Pun in the email subject line

Vidyard opens up with a play on words with a little bit of tongue and cheek as well. When it came to this email, you can see that they’re promoting their product to imporve your video strategy. They know you want to imporve your metrics, and opening this email is going to give you the information you need to do so.

Four top tips for killer email subject lines

When it comes to constructing your subject line, there are three things you should always consider and follow like a ritual.

Length matters in email subject lines

The verdict is still out on whether shorter subject lines drive more opens. A shorter subject line may be more likely to catch the reader’s attention, but it still has to be reflective of the content inside. As the subject line contains less detail on the content, the user might not find what’s inside the email interesting after having curiosity drive them to open it.

Additionally, you should be aware of each email client’s subject line preview length. For example, Gmail only shows the first 70 characters, where Hotmail / Live and Yahoo Mail show 60 and 46 characters respectively. Do some research on different mobile clients to find out the current limits too.

Tone and voice

Positive or negative, questions or exclamations, vague sentences or more direct ones, FOMO, urgency… There are many ways in which we can communicate one same idea and playing around with different options might keep your emails fresh and enticing. However, your subject line (and your content) should always be aligned with your brand voice and tone. Having a recognizable style will go a long way.

Beta-i‘s newsletter does a great job at creating attractive subject lines that are unique to them, and is perfectly consistent with their brand voice. Have a look a some of their recent newsletters below.


P.S. Noticed how they use someone’s name as their From Name? This also contributed to their overall brand voice. Find more on From Names here.

Symbols and emojis in email subject lines

Marketers have been using hexadecimal symbols for a while now, but they are not as widely used as you would expect because they are not compatible with all email clients. Same happens with emojis: not all email clients and devices work with these either. Whether you decide to opt for one or the other, they should always be used in context, otherwise it can have a bad effect on your brand and be seen as childish.


Lastly, always A/B test. You can’t 100% know which subject line will work best, so set up an ‘A/X test’ to try out up to 10 different subject lines. For example, you might want to send your campaigns on Tuesday at noon with an A/B test in place and let it run for 20 hours, and then have the winning subject line and email be sent early on Wednesday morning so it’ll be one of the first in your recipients’ inbox when they get to work.

After A/B testing and sending a couple of campaigns, be sure you use ‘Campaign Comparison’ to see which campaigns worked best for your data-set and look to improve future ones! By comparing your results with your industry benchmarks you can always have specific goals to aim at and improve your email campaigns over time.

Seven things to test on your email subject line

Speaking of testing, how many different things do you usually test in your email subject lines? Do you focus on your wording, your tone or the message itself? If you’ve answered one of the three, you’ll only be “partially correct”. The truth is you definitely need a combination of the three to ensure you find the perfect one for each campaign.


This is one of the most basic tests in some people’s eyes, but really something to look into. The subject line length allowed by different email clients and devices varies from around 70 characters on Gmail’s desktop version to just 30 characters on some of the smaller Android phones, so understanding this will help you pinpoint how long is too long.

But there’s another element to the length that a test will allow you to understand better. Do your readers feel intrigued by subject lines they can’t fully read? Or do they find this irritating and prefer shorter, more precise subject lines? Try a range and analyze the performance, both for each individual campaign, but also across different email clients and devices over a period of time.


Another basic one, but yet another one that can be easily overlooked. Does your audience react better when they see their name used in the subject line? We keep on talking about the importance of personalizing contentto make it more relevant, but at the end of the day, your contact list is formed by a unique set of people with their own particularities. It could be that someone sends them a daily influx of messages with personalized subject lines, and they just instantly associate it with some unwanted marketing campaign that they automatically ignore.

personalized email subject line


To emoji or not to emoji? For today’s email marketer, that might actually be the question. The suitability of emojis will depend on your database’s age and location, their use of social media and even the device they read their emails on.

emojis email subject line

But it’s not just about whether to use emojis or not, but also which ones to use. Different cultures might react to the same picture in different ways and, no matter how many times they try to convince us, a peach is not always a peach.

Negative Statements, Questions & Exclamations:

The tone, the wording and how you phrase your subject lines will definitely have an impact on how your readers’ willingness to open your emails. You could be stating facts, sharing excitement or asking them a question to make them reflect on something. Maybe highlighting great things works best, or maybe your readers are more inclined to open emails that stress negative elements.

Would a salary comparison page get better results with the negative statement “You’re not being paid what you deserve”, the question “Are you being paid what you deserve?”, or an exclamation such as “We know how much you should be making!”? The only way to know is by testing.

FOMO / Clickbait:

Fear Of Missing Out is a thing. It is the psychological principle that rules Facebook: people want to know what other people know, what other people are talking about. Curiosity meets insanity, basically. So, are you leveraging your contacts’ FOMO with subject lines they just can’t resist?

To an extent, the basis of clickbait subject lines is precisely this overwhelming curiosity that pushes us to open a message to find out if, in fact, “there’s no way I can imagine what this person said”. Clickbait headings are all across the Internet nowadays and people are slowly catching on, but you’ll never know if they work with your audience unless you try them.

Vague / Straightforward:

You’ve probably heard about Obama’s email marketing success during his 2012 presidential campaign. Well, a big part of this was down to the interesting range of email subject lines his team picked, which caused impressive open rates and an all-time fundraising record. The team tested a huge number of subject lines, varying from straightforward messages such as “Thankful every day” or “Some scary numbers” to more vague ones, like “ Change”, “I will be overspent” and even a friendly “Hey”.

vague email subject line

Discounts & Urgency:

Another interesting idea worth investigating if your company sends product emails is to see whether outlining discounts and promotions, or creating a sense of urgency on your subject line will generate higher open rates. Overusing time-limited campaigns and headings might become a bit like the tale of Peter and the Wolf, where your contacts stop trusting you and end up not reacting as you’d wish, because they know another offer will be coming their way soon. Be sure to test this frequently to find the right balance.

discount email subject line

There’s no limit to the things you can test. We’ve covered just a few of the possibilities here, but there are many more you can try. Want to find out if including the name of your brand in the subject line makes people recognize you more and be more willing to open your email? Try it. Think that including a profanity might generate some interest and spice up your contact’s dull inbox? Try that too! At the end of the day, finding the perfect subject line requires a bit of both art and science.

With all that said, now it’s time to get to work! Share your best performing headings and your most interesting examples with us on Twitter.


This blog post is an updated version of the post “How To Write The Perfect Subject Line“, published on the Mailjet blog on March 23rd, 2015 by Amir Jirbandey.

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

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

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

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

Brand Marketing: Humanizing Your Marketing

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

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

In a previous era, price and offer could’ve been enough to keep customers coming back. But, now, a more conscious consumer base means companies have to work hard in being different and making a difference. Creating an emotional connection between the brand and its customers is key to strengthen the relationship between them.

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

Storytelling: Sharing Brand Values via Email

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

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

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

Start at the very beginning

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

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

Celebrate success

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

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

Keep it real

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

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

Use all of your channels

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

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

How Top Brands Use Email to Share Their Values

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

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

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


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

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

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


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


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


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

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

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


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


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


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

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


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


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

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

Data Compliance

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

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

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

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


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

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


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

Summing Up

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

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

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

50% of the High Street Offers No Sustainable Alternative to Paper Receipts

£32 million spent on paper receipts and still 50% of the High Street offers no sustainable alternative

  • Despite the rising importance of sustainability among consumers, 50% of high street brands still have no paperless option
  • Brands that do are utilising customer surveys & social sharing to enhance the customer experience
  • Data compliance is clearly top of mind for paperless receipts, yet some brands are falling short


New research by Mailjet has found that 15 of the UK’s top 30 high street clothing labels are failing to offer any kind of e-receipt to customers when shopping within their physical stores.

In the UK, around 11.2 billion receipts are printed each year, at a cost of at least £32 million. Despite the boom in recent headlines around sustainability brought on by David Attenborough’s ‘Climate Change – The Facts’ documentary, it appears that half of UK high street brands and retailers are still reliant on physical receipts for every purchase.

Among the best in class, Uniqlo, Dorothy Perkins and Evans proactively promote sending customers e-receipts via signs or tablets in-store. In all other cases, e-receipts were only sent after the survey testers specifically made the request.

Michyl Culos comments, “Consumers have been making a clear call for the fashion industry to lower it’s environmental costs. Last month, online platform Rent the Runway, allowing people to rent rather than buy their clothes, was valued at 1bn USD. When it comes to the high street, there is room to revitalise methods long considered standard, like paper receipts, and reduce environmental impact by going digital.”

Survey testers opted to receive e-receipts at all 15 stores where they were available. The study then analysed the e-receipt emails received and scored them according to a range of direct marketing metrics including personalisation, shoppability and brand alignment in addition to data privacy compliance.

Sustainability & Consumer Engagement

While many brands initiate the shift to e-receipts for ecological reasons, they are also exploring how else this new format can be leveraged. Every brand tested, with the exception of JD Sports, Mango and Selfridges, included a customer survey within their e-receipts. New Look, Dorothy Perkins, Miss Selfridge, Topshop, Evans, Wallis and Urban Outfitters all offered rewards and incentives in exchange for feedback on the in-store shopping experience.

Many brands also capitalised on the opportunity to direct customers to other marketing-friendly channels. Under the ‘multi-channel marketing’ category, JD Sports scored full marks for including a phone number, email and dedicated support Twitter handle, alongside social media and app links. Debenhams and French Connection also received top marks for including store locators as well as social links.

Michyl Culos notes, “Reducing environmental impact while enhancing engagement with in-store customers is a win-win. It’s clear though that retailers are still in a test-and-learn phase when it comes to determining the best way to leverage e-receipts. For example, some brands use them to encourage customers to post their purchases on Instagram with a hashtag, while others (Uniqlo) offer an incentive for completing a product review on the item purchased.”

Playing By The Rules

A hot topic associated with e-receipts is how to harmonise them with data privacy. This includes clearly informing clients about how their data will be used, but also ensuring they are not automatically opted into any other marketing communications or sent any unsolicited emails for which there is no specific consent or legitimate interest.

Positively, most brands surveyed offered some sort of information regarding the use of the data captured from the customer; with the leaders in this category, Evans, Wallis, Uniqlo and Dorothy Perkins, offering very clear signs or information at store-level. Some brands, including JD Sports, Mango and New Look, also followed up with information in the e-receipt about how data would be used.

Unfortunately for the high street though, a number of brands still did fail to include clear information on data usage in the e-receipt and, in some cases, this information was only provided by asking directly at the till or not provided at all.

More surprisingly, it seems that many marketers still can’t let go of the mindset that the larger your email list is (opted-in or not) the better. The study exposed that some high street brands followed up their e-receipts with unsolicited marketing emails, an activity that might put them at risk of non-compliance with GDPR if brands cannot ensure there is a legitimate interest, that is, a clear link between the email promotion and user’s purchase.

Michyl Culos adds, “Data-compliance when it comes to paperless receipts is a new challenge for retail. It requires awareness and training for both marketers working in head offices and sales assistants who are key in communicating data usage information and registering customer opt in preferences at the point of purchase. Moving to paperless is a large project for retailers, and it would be a shame for them to fall short by simultaneously taking a step forward for sustainability and a step backwards for data protection.”    


About the research:


A team of email experts analysed e-receipts sent by 15 leading high street brands and retailers in the UK in March 2019. Each email was individually scored according to how well it met the below criteria, (e.g. scoring system: 3.0 = best possible score, 1.0 = worst possible score) the average result was then calculated for each candidate.

List of brands included in the research (both those who did and did not send e-receipts);

& Other Stories; Berskha; Debenhams; Dorothy Perkins; Evans; Footlocker; Forever 21; French Connection; Gap; H&M; House of Fraser; JD Sports; John Lewis & Partners; Marks & Spencer; Mango; Matalan; Miss Selfridge; Monsoon; New Look; Next Primark; Pull & Bear; River Island; Selfridges; Sports Direct; Topman & Topshop; Uniqlo; Urban Outfitters; Wallis; Zara.

Scoring criteria:

  1. Personalisation: any evidence of segmentation/personalisation/changed fields based on demographics, location, ect.
  2. Multichannel Marketing: social media buttons, redirecting to mobile app or website content, mixing online/offline – in-store actions.
  3. Marketing Opportunities: e-receipt includes additional marketing initiatives (which have legitimate interest), including surveys.
  4. Brand Alignment: strong imagery, brand voice, consistency with website.
  5. Mobile-first: email is viewed on a desktop, mobile and tablet device and scored according to whether it is responsive and how well the design works across formats.

Also measured – Data Privacy Compliance: clear information on how the data would be used and no forced opt-ins to marketing emails.

How to Set Up DKIM in 3 Simple Steps

Originally developed at Yahoo!, DomainKeys Identified Mail has become a global standard in email security and is, together with its sister SPF, absolutely necessary to implement by anyone serious about mailing, especially if you want to send blast emails. In this post, we’ll show you how to setup DKIM and make your email more secure.

What is DKIM?

DomainKeys Identified Mail, or DKIM, is an authentication protocol that links a domain name to a message. The protocol allows you to sign your email with your domain name. The purpose of the DKIM protocol is not only to prove that the domain name has not been usurped, but also that the message has not been altered during transmission.

DKIM is in theory quite simple. It relies on asymmetric encryption and therefore works with any tool developed for such a use. First one has to generate a private/public key pair. Then the public part of the key has to be put as a TXT record to the domain which is used as the sender address. The private key is then used to create a signature for each email. The signature is basically a hash code and computed by taking the content of the email and combining it with the private key using a security algorithm. The signature is then saved as a header of the email.

When a receiving SMTP server detects such a header, it looks up the public part of the key by asking the domain name system (DNS) for the TXT record. One of the beauties of asymmetric encryption is that the keys are like brothers: they share DNA. Using the public key, anyone can tell whether the email was sent by the owner of the domain or not. If this check fails or if the header and therefore the signature does not exist, many email service providers raise an alarm and may, depending on the volume of email sent, decide to mark this email as spam or even to block the sender IP address.

Why should you use DKIM?

The reason is quite simple: along with SPF and DMARC, these are the main protocols for verifying the identity of senders. This is one of the most effective ways to prevent phishers and other scammers from posing as a legitimate sender, whose identity they could impersonate using the same domain name.

But this is not the only advantage. In fact, the implementation of these protocols improves email deliverability. Thanks to these protocols, your emails will be better identified by ISPs (Internet Service Providers) and your recipients’ email clients, which improves the chances of your emails reaching your contacts’ inbox and not the Spam folder.

These protocols have become the standard in the email world. A message sent without DKIM and/or SPF can be considered suspicious by the different email analysis tools.

How to set up DKIM in 3 simple steps

1.  Setting up: Configuration of DKIM to generate the key pair

The tool of choice depends on your operating system. For Microsoft Windows you can use PUTTYGen (here is a tutorial), for Linux and Mac, you can use ssh-keygen (Github has an excellent tutorial).

2. Placing the public key as a TXT record in the DNS settings

We have provided a list of DNS providers together with links to official and third-party documentation:

With some DNS providers the setup can be quite tedious, but we would be glad to help you out. Just contact our support!

3. Generating and saving the signature

When using Sendmail or Postfix (the world’s two most popular SMTP server), or any other SMTP server that supports milter, you can use a special milter ( = email filter), the DKIM milter. This milter has been released by Sendmail as Open Source and allows to sign emails with a generated private key. Please have a look at the extensive documentation.

How to set up DKIM with Mailjet

To define Mailjet as a legitimate sender, you must configure your SPF and DKIM for each of your sending domains.

Setting up DKIM with Mailjet is very simple. Mailjet gives you the public key to register through your website host interface. There, you can integrate the public key into your registration area.

Here’s an example of how to do it:

You will find all the necessary information and step-by-step process in our documentation. It is so complete, it even includes support guides for each of the main hosting providers (OVH, Gandi, Cloudfare, Hostgator…).

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This is an updated version of the blog post “How To Set Up DKIM In 3 Simple Steps” published on the Mailjet blog on March 13, 2014.