Mailjet Launches Analytics Tracking for Email Marketing Campaigns

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

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

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


What is a UTM tag?

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

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

What does a UTM link look like?

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

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

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


Why is UTM tagging relevant to email?

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

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

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

How can you use UTM tagging with Mailjet?

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

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

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


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


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

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

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

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

Start using UTM tags with Mailjet

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

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

Want to boost your email strategy?
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Mailjet’s Marketing Automation News: Anniversary Scenarios

Email automation is, hands down, one of the most useful (and used) features for marketing campaigns alongside segmentation. It helps you easily maintain engagement with your customers in an organic way. In fact, there is no question regarding contacts’ behaviours toward emails: they like to receive targeted and accurate communications. If they do not, they get annoyed. This can trigger email deletions and low open rates (which impacts your deliverability), unsubscriptions, and–more globally–a bad perception of your brand. And nobody wants that. 🙅‍♀️

At Mailjet, we know how important having automated scenarios is for business, so we’ve added one more to our portfolio. Please welcome Mailjet’s Anniversary workflow.

Email Automation at Mailjet: What’s new?

Want to pep up your marketing strategy? Send your customers automatic emails immediately as they perform an action or reach an important process stage.

A successful marketing strategy combines many targeted actions. Creating customer-centric journeys thanks to email automation will definitely help you bond better with your users. You’ll contact them just when it’s the most accurate, increasing your ROI and engagement.

Mailjet’s automation is easy to set up. No matter if you are a new user or an automation expert, you can use one of our scenarios with predefined events that cover essential use cases:

  • Welcome / Onboarding: reach out and welcome new customers who join your contact list with one or more customized, personalized emails.
  • Date Based Workflow: schedule your workflow based on a date and time you select. It’s useful for special or periodic offers, like a : series of emails to promote summer sales.
  • Contact Property Update: send automated emails based on customer interactions (latest purchase, loyalty status, etc.) for continuous engagement.


And in our efforts to help your needs, we’ve recently added a new scenario to our automation engine: the Anniversary workflow.

Mailjet Anniversary Automation Blogpost

Mailjet’s anniversary scenario

An anniversary is much more than just a celebration of milestones. It can (and should be) be a reward for every year your users spend with you. Whether they’re new customers or long-time clients, they deserve some credit.

Celebrating milestones can be a great way to strengthen your customer relationship. Here are two ways Mailjet’s Anniversary scenario can help you with that:

  • Happy Birthday emails: Sending your contacts a message to celebrate their birthday shows your customers you care about them and bolsters your reputation. Add a freebie or special offer to the email to encourage them to celebrate with you.
  • Membership anniversary: Tracking when a user joined your loyalty program or subscribed to your newsletter will allow you to thank them for another year together on that special day. Send them a coupon or show your appreciation by showing them how their trust and support has helped your business over the last year.


Also, a birthday or anniversary means you can reach out to your contacts even when they haven’t asked for anything. It’s a great opportunity to boost your sales and share an unmissable offer. You can show your target audience they deserve a treat, and, additionally, showcase your latest products.

How to set up an Anniversary workflow

A workflow can be triggered by an event or an action. In this case, the trigger will be the anniversary date. To set it up, follow these simple steps:

Step 1: To create a workflow, look at the main menu bar, click on ‘Automation’, then on ‘My Workflows’. You’ll see this screen if you have no workflow created yet:

Mailjet Anniversary Automation Workflow Blogpost

Step 2: To set up the Anniversary workflow, click on ‘Create my first workflow’ and then select the Anniversary scenario in the ‘Select an automation scenario’ option panel.

Mailjet Anniversary Automation Scenarios Blogpost

Step 3: To be able to trigger this workflow, the anniversary date of each of your users needs to be stored as a contact property, so make sure you collect this information from them. This could be their actual birthday if you want to send Happy Birthday emails, or the date they joined your mailing list if you want to celebrate your time together.

Enter all the details in the fields, choose whether you want to add a specific list or all contacts, extra-target thanks to segments. In our example, we’re going to send a birthday email to our customers in a specific list:

Mailjet Anniversary Automation Creation Blogpost

Step 4: Once you’ve filled in all the basic information and defined a list, you’ll be able to define the triggers for your anniversary workflow. This works for any important date or cycle you choose to define: your customers birthdays, subscription or contract renewals, trial periods expiring, etc.

Mailjet Anniversary Automation Date Property

If you want to send an email series, instead of just one email, you can do it by adding additional emails to the workflow. For each email in the workflow, you can decide if you want a delay (immediate, minutes, hours, days, months):

Step 5: Once all the automation workflow information is set up, it’s time to build your actual email. You can design your campaign in our email builder, Passport, using one of our predefined templates or creating your own from scratch.

Mailjet Anniversary Automation Email Editor

Remember to define the sender details, including a recognizable ‘From name’ and catchy subject line that helps your email stand out in your contact’s crowded inbox:

Mailjet Anniversary Automation Sender

Step 6: Don’t forget to review your workflow before saving it! Once it’s set up, Mailjet will automatically send the emails to your customers, so make sure to triple-check your workflow! 🤓

Every year on or around the anniversary date (depending on how you set it up), the workflow will activate for your contacts and they will receive your emails. As easy as that. 💁

Segmentation for optimal results

Anniversary messages should feel unique and personal. Creating segmented anniversary emails will help you offer a more tailored experience and will show your contacts you know them and you really care. Who doesn’t want a free bagel at their local store or a discount on some well-chosen products from your online shop?

Automation is all about taking care of your customers, so make sure to refine your targeting using segments based on your contacts’ profile, location or behaviour in order to offer them the best experience possible.

Mailjet Anniversary Automation Eligibility


Now it’s your turn: Create your own anniversary workflow

Automating your emails means you can stay involved throughout your entire customer lifecycle.

With this new development, you’ll have everything to strengthen your interactions with your audience. All you need is some inspiration and some creative thinking about your sales-boosting strategy. It’s important to create personalized emails and interesting offers to make the most of your anniversary workflow.

Interested? Mailjet’s Email Automation, including the Anniversary workflow, is available on Premium Plans. Sign up for an account or upgrade your plan within your Mailjet account. Once you are set up, check our comprehensive documentation for step-by-step guidance.

Send amazing anniversary emails with Mailjet
Easily create stunning campaigns and send emails that reach the recipient’s inbox.

Create your account now

Inbox Preview: Send Perfectly Displayed Emails for Better Results

Before hitting the “send” button, you usually check two things, many (many) times:

  • You verify if you selected the right contact list and segments.
  • You make sure your email looks good on all devices.

But devices are not the only thing to think about. The problem with email is that every inbox – Apple Mail, Outlook, Yahoo!, Gmail and all of the others – render the same email very differently. While we’re doing our best to offer the best result on all email clients, we have no control over the rules defined by those clients. For example, even Gmail will not render Google fonts and there’s nothing anyone can do about it (except Gmail, of course)!

Because of this, it’s very important to test your email across all of the email clients your audience is using to make sure they’re seeing your message the way you expect them to. To help you do this, we have just launched a new feature that will help you preview your email exactly as is it will be displayed when read by your contacts.

Why is this important?

Before sending a marketing campaign, or validating a transactional or automation template, you need to send yourself and your colleagues some tests to check if your email is flawless.
If you are not currently doing this, you are probably missing errors and design flaws that can be critical.

If you want to make things right, you’ll want to send a test to countless different inboxes to be sure it’s displayed correctly. It’s a very important step, but it can also be time-consuming.

Perhaps, play it safe, you check your statistics and decide to focus on the most used inboxes among your audience, create an account on each and send a manual test to each of these inboxes. This is a smart strategy, but tedious execution.

Today with Inbox Preview, avoid manual testing and save time by previewing the email you want, on the email client and device you want. A perfectly displayed email can mean much better engagement. And, with Mailjet’s new email preview feature, it’s just a few clicks away.

How to perform your tests

This feature is available for our Enterprise clients to monitor every detail of their emails before sending. If you are already a Mailjet customer, you can get in touch with your Customer Success Manager. If not, contact our Sales team and they will help set up a custom enterprise account.

Once you are all set up and your email is ready in your email editor, click on “Preview email”:

Preview Email

When this screen appears, press “Start testing”:

Start Testing

Select, test, send perfect emails

You are now able to select the email clients/inboxes you want to preview your email in. Once you select them, click on “Run test” and let it happen! In this example, we have selected the most popular email clients.

Run Test

If your email looks good on all the selected items, you are ready to send!


This is something you should perform before any email is sent as email clients have updates and a template that works fine today perhaps won’t be looking as good tomorrow.

Find your saved previews

Your email previews are saved in the gallery. You can check them later by clicking the “Preview” button.

Previews Available

Hover to preview:

hover to preview

All available preview inboxes so far

Right now, you are able to preview inboxes across multiple brands, versions, devices, and countries. You can select only the ones relevant to you and your audience.

Preview One
Preview Three

Tokens to use the way you want

Each preview you select costs 1 token. You can buy more tokens by simply asking your Customer Success Manager.
Note that you have the flexibility to use them the way you want. Let’s say you buy 1000 tokens.

  • If you have one account, you allocate all this amount to your one and only account.
  • If you own many sub-accounts (which is very common for Agencies, franchises, and different teams in the same company) you can distribute your 1000 tokens and provide a specific amount to each sub-account.

Let us know how this works for you or if you have any comments about this feature 😊

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

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

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

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

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


How to Create Dynamic Sections?

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

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

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

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

Preview All the Different Displays of Your Campaign Before Sending

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

You are just one click away from sending!

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

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

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

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

A Premium Feature

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

Activity Logs: Track all Changes Made to Your Campaigns in Mailjet

If you are working in a large company or work with a team on your email campaigns, you sometimes might feel like there are too many cooks in the kitchen. Involving many people on the same project is often necessary, but not so easy to manage.

But, don’t worry, we’ve thought of this, and we’re here to help with our new launch of Activity Logs!

What Are Activity Logs?

You no longer need to worry about asking every single person on your team to find out who was responsible for a modification you want to change before sending your email. To save you time and effort, Activity Logs allows you to track all these changes in our app!

Activity logs help you uncover who was involved in every modification done on your templates and campaigns.

Where you can find Activity Logs?

Step 1: simply click on the “Manage” button on the right side of your campaign or template list.

Campaign view activity logs
– Campaign view –
Template view activity logs
– Template view –

Step 2: in the drop-down menu, select “View activity log”, which will take you to the history page.

Activity Logs
– Campaign view –
Activity Logs
– Template view –

Monitor changes made as far back as 3 months!

We sort this activity data from most recent to oldest, for you to easily browse the actions taken on your campaign or template.

Activity Logs

What you can see with Activity Logs

This new feature will help you quickly identify your collaborators changes to the campaigns and templates you are collaboratively creating.
You will be able to view the status of the campaign or template (i.e. Sent, Draft, Published) and metadata about changes made like date, time, and user. Finally, you will be able to view the specific actions taken, such as changes to the title, subject, “from” name and address, any changes to the content, contact list, and the users who scheduled or sent the campaign.

In short – the full details of who, what, when, and how changes were made.
Activity Logs Mailjet

Activity Logs are Now Available

Actions done in your campaigns and templates will be tracked from now on, even on existing campaigns or templates that you have in your Mailjet account. This means that it is enabled on all your campaigns and templates that you already created. Changes made prior to the launch of Activity Logs will not be tracked, but all changes moving forward will

Please note that events done via API are not registered.
API no logs

We hope the launch of Activity Logs will help you and your team keep track of what is changed and when, in order to ensure your team continues to create and send the most optimal campaigns.
This feature is only available for our Enterprise clients.

Connect New Social Media Channels In Mailjet’s Email Editor

Things are about to get a lot more social!?
You can now connect 10 new social media channels right in the Mailjet email builder, Passport.
Find your favorites, customize it, and start rolling in the likes!

Where Can You Find This Update?

In the email editor, check the content section, our “Social Sharing” component has now been upgraded:
New Social Media Component

What Can You Do?

You now have many default channels that you can select and add to your social block to make it really easy for your contacts to connect with you on social media. Add as many as you want, but we usually recommend no more than 3 or 4. Less is more 😉.
New Social Media Component

But, what about that other app?

Don’t worry – you can even upload your own icons! Forget about HTML sections and spending time creating your own icons, everything just got a whole lot easier.

  • If you want to customize the icon of a channel, no problem.
  • If you want to add a social media that is not in our database, we’ve got you.
  • If you want to add your website logo, you absolutely can.
  • New Social Media Component


You can choose to display text labels if you want, and customize them to make them more personal and engaging:

New Social Media Component

Ready to give this a try right away in our email builder? It’s available for all our users 🙂. Enjoy!

Contact Management Under GDPR: The Ultimate Set Of Features You Need

Mailjet has been one of the first ESPs (ok THE first) to get onboard with all GDPR requirements.
We know you missed us talking about GDPR, right? 😂

On a more serious note, our customers were very curious about GDPR compliance and are pretty concerned about security and data protection. You know, we are constantly working to make things easier for you. We gathered below all features related to contacts and GDPR available for all Mailjet’s customers.

Refresh your subscription form to add the new GDPR-compliant consent box

For optimal transparency and safety, we advise our users to implement Mailjet’s double opt-in subscription widget to build their contact lists.
Now, in addition to making sure that you have the consent of your recipients, you’ll be able download the proof of consent from each of your contacts. ✍🏽

Widget Mailjet GDPR

How do we do this?

  1. In widget creation, a small checkbox has been added. Tick the box.
  2. Customize the text of the checkbox.
Widget Mailjet GDPR

When a user subscribes to your newsletter, the consent information, including the widget name and consent checkbox text, will be added to their contact profile.
Here is an example of a GDPR-compliant checkbox:

Widget Mailjet GDPR
  1. You are all set!

Please note that if you already have our subscription widget on your website, you will need to re-install it to activate the GDPR checkbox, which will enable the proofs of consent to be stored.
This also means that you won’t be able to download a proof of consent for your old contacts.

No worries, though! If you’re using our widget from the beginning, we are here to cover you in case you encounter any issue with a recipient claiming she/he never consented to receive you information. We’ll be able to provide this information as it is registered in our system 😉.

Have your consent proofs stored and available for download when needed

Another great news is that you can now access and download this proof of consent directly from your Mailjet account, whenever you need it, without contacting our Support team.
Wondering how to download the consent proof of your contacts?

  1. Search for a contact in your Contact lists.
  2. Click on it and you’ll access all the details related to it (we did some re-design here by the way 🎨).
  3. The proof of consent needed can then be downloaded right from here:
Contact Consent proof

Delete a contact in one click

As you know, under and since GDPR, contacts are more aware about what informations they share, and it’s really common that they ask about being deleted from any list and any communication.
So besides unsubscribing, checking statuses and statistics, editing contact properties, removing a contact from a list, it’s now possible to delete a contact…from all your lists, in just one click, straight from the contact overview page:

Delete contact

Important note: statistics generated for all the emails sent to the removed contact will not be altered because of the deletion of the contact. But the contact and its informations will no longer be seen in the database, or available for future sendings.

We hope we helped you become (even more) GDPR-compliant.
Let us know what do you think once you set up the new widget on your website, and your opinion about these news in general!

New: Add Comments In Your Email Editor!

Imagine… you are setting up your email templates for the start of the school year, your entire team is mobilized and you just need to get that email validated by the end of the day. Your inbox is flooded with emails addressing different changes, the phone won’t stop ringing, and you just end up sitting at your colleague’s desk, finishing off that super urgent template together on his computer.

All the round trips related to email creation often waste a lot of your time. Yes, we know: sending out important emails can be a nightmare. That’s why we set out to transform the way teams work on email. 😎

Thanks to Mailjet’s latest functionality, you will be able to easily communicate with your team, directly within our email editor. Say Hello to our new feature: Comments!

Our new feature will simplify the way you work with your colleagues on the creation and validation of your email templates. You’ll now be able to add comments directly on the block you’d like your team to work on, without losing information or wasting time in an endless back and forth to get the changes done.

Mailjet comments

Add comments and respond to existing ones

Mailjet’s new feature allows you to add comments directly on each content block (text, image, button, etc.).

Mailjet comments

You can of course edit and delete a comment you made, and reply to other comments made by your team members.

Mailjet comment

Keep your comment history

All comments are listed on the right side of the email editor and are linked to the relevant content block.
Have you resolved a comment? Then, it’ll be archived in the “Resolved” tab. You can re-open resolved comments at any time to display them again.

Mailjet comments


Questions? Thoughts? Just want to let us know how much you love our new feature? Leave us a comment on our comments!
(See what we did there? 😎)

NB: this option is only accessible when working on an email template. Comments are not active in campaign mode.
This feature is available for Premium plans.

RSS Feed And Video Preview: Our Email Builder Just Got Better!

Right now, you’re probably enjoying the summer, spending a few days somewhere while you rest and hum to the tune of Summer Nights. Meanwhile, here at Mailjet, we’re hard at work, thinking about ways to get a smile out of you when you get back to work.

We know busting your bad mood after the summer is not easy, but we think our latest update will surely get you a bit more excited about coming back. OK, maybe not excited, but at least a bit less grumpy? 😥

We just unleashed two very cool components on our email builder, Passport. Here’s a quick read on what you’ll be able to do as soon as you’re ready to put down that mojito 🍹 and change out of your swimwear 👙!

Passport RSS Feed + Video

Import your content with the RSS feed

If you use RSS feeds on a daily basis, you probably already know how convenient it is, especially if you’re one of those that constantly deals with lots of content. And if you haven’t tried RSS feeds yet, we’re sure you’ll love them. 🔥

You are now able to add any post from your website or blog directly into Mailjet’s email builder, by pointing to an RSS feed. Cool, isn’t it? 😎

“But how can I integrate this into my emails?”, you might be wondering. Here’s a quick tutorial.

    1. When creating your email, just drag the “RSS” element you’ll find on the bottom left corner of our editor and drop it wherever you want, then add the link to the RSS feed.
    2. As the window opens, paste your RSS feed link into it, then select the content you want to import into your email.
Import RSS
  1. Your articles will be automatically retrieved with a title, photo and text. Your content will be displayed with a predefined layout, which you can of course customize.

Not a big fan of manually copy-pasting all the info into your email? Then the RSS feed is the perfect solution for you. Go to Mailjet’s email editor to test this new option, we promise it’ll simplify your workflow even more!

Video preview: enhance the look of your emails

Over the last few months, you’ve been telling us it can be time consuming to design a video section on your template, from scratch. Well, we heard you! Now you can have a quick and nice preview of your video, directly in your email.

  1. Drag-and-drop the Video element into your email, paste the link to your video and voilà!
  2. You will get a nice thumbnail picture (with a “Play” icon) which will be retrieved automatically if the video is hosted on Youtube, Vimeo or Dailymotion.
  3. Otherwise, you’ll be able to add the picture of your choice.

Easy, right?

Video Preview

We’re sure nothing can beat a relaxing time under the warm summer sun, but we hope our new updates are enough to get your creative juice flowing once you’re back at the office.

Try out our new features and let us know what you think about them 🙂. Remember, your feedback is our inspiration for future updates!

We’ll be happy to chat to you at any time about our product and features (yes, summer included), so feel free to reach out to us on Facebook or by email.

GDPR: A Mailjet “How-To” Guide To Prove Your Contacts’ Consent

Mailjet was the first emailing solution to be GDPR-complaint… and the first one to warn you about how the new regulation was going to affect the way you communicate.

While it can sound terrifying to some, if your contacts have given you their explicit consent to receive emails from you, this shouldn’t be keeping you up at night. In fact, it can even be an opportunity to improve your deliverability, by doing a nice spring cleaning on your lists, and asking your active contacts (those that open and click on your emails) if they want to spend the summer (and maybe the rest of their lives… ❤) with you. 😉

We’re pretty sure you’ve already heard about GDPR quite a lot, given its importance and the heavy fines for non-compliance. Don’t panic, though – we’re here to help you, step by step!

Do you have a Mailjet account and want to re-opt in your contacts, in order to have proof of consent? Read on and follow all the steps here to requalify your contact lists!

Requalify your lists and prove your users’ consent

Under GDPR, if the consent you’ve gathered from your contacts doesn’t match the regulation’s requirements, you will have to:

  • Obtain consent again, following all GDPR requirements (you’ll find all you need to know about it on this article).
  • Stop processing the concerned data and delete it.

N.B.: You can use our subscription widget to get consent from all your future contacts. This way, you’ll be sure that your contact details have been reliably collected.

If you need to request consent again, you’ll have to carry out a requalification campaign. In other words, you will need to ask your contacts to confirm they still want to receive your emails by registering this consent again.

Panicking already? Don’t! We’ll tell you how to get this right. 😉



1- Create and send a re-permission campaign.

Create a new campaign and draft your email. You will find several examples of requalification emails in our GDPR SOS Kit.

In your message, ask your contacts if they still want to receive marketing emails from you. Give them two options, YES or NO, to ensure they are aware of what to do if they want and if they don’t want to receive emails from you. That way, none of your contacts will be stuck in limbo: it’s either a YES, or a NO.

-Your YES CTA can be linked to a confirmation page, with a message that could say something like “Thank you for confirming your interest!“.

– Your NO button must be linked to the Mailjet unsubscribe link, [UNSUBLINK_EN].

You can also add a short explanation, such as: “If you do not reply within a week, you will be removed from all communications”. This will further clarify what will happen if your users don’t confirm their interest in your marketing emails and encourage them to act quickly.

To make your task easier, Mailjet has created a requalification email template, which you can either use as is or customize to match your brand’s image. You can download it in MJML or HTML format, and then import it into your Mailjet account.

Just follow these simple steps:

          1. Download the Mailjet template in MJML or HTML.
          2. Open your Mailjet account and create a new campaign.
          3. When choosing the email template, import the HTML or MJML template.


    1. Then, edit the template and send it to your entire contact database as soon as possible.


2- After sending the re-permission email, clean your database.

Let’s start with all the NOs: If you added the Mailjet unsubscribe link on your NO button, the contacts that clicked on it will have been automatically unsubscribed from your list. You won’t have to do anything else.

For those awesome contacts that clicked YES and confirmed that they want to receive emails from you: All you need to do is export the list of clicks one week after sending the email – this will be your new contact list, with all the users that gave your their explicit consent. After some time, you can re-export this list of clicks again, to make sure you’re not leaving any late-clickers behind.

To do so, just follow these steps:

  1. Open Campaign Statistics.
  2. Select the list of people who clicked on the YES button.
  3. Export this list and store it safely.



Do you have to unsubscribe any contacts that didn’t answer?

No, you don’t need to. Since you have the new list of contacts that have given you their explicit consent (those that clicked on the YES button), you can just upload it and start using it to send them your marketing emails. Just make sure you’re no longer using the old list with all the contacts that have not replied.  

Check out Mailjet’s Exclusion List:

If you have multiple email communications under one account and wish to exclude certain contacts from all future communications, you can add them to the Exclusion List so that they no longer receive any marketing communications from you. Note that they will still receive your transactional emails.
Learn more about Exclusion List Management.


What happens if I’m asked to prove consent?

Your proof of consent is the statistics of your requalification campaign. You have the list of contacts that clicked on your confirmation button here, so make sure you store this one safely!



Essential advice for the final run

We have gathered all the information you need and some ideas to help you in our GDPR SOS Kit (including what to do and what not to do in your requalification emails).

Download it now to get some extra help in your journey to have GDPR-compliant contact lists and happy subscribers!