Let Customer Interactions Power Your Email Automation

In the age of real-time communications and instantaneity, we’ve grown used to wanting things, and wanting them now. Why buy the new season of Game of Thrones and wait around for it to be delivered tomorrow, when you can find it on demand and get it just now?

Similarly, when it comes to engaging with brands, customers expect timely and contextualized messages that match the way they interact with them. But still too many brands fall short of implementing the communications their customers expect, or that will maximize the company’s ROI.

 

Send automated emails based on customer interactions

 

In a recent study, Econsultancy noted that 28% of organisations cited technology as a barrier to optimize conversion rates. The same study showed that only 37% of respondents are already using behavioural emails, with an impressive 47% planning to use it in the near future.

We know reaching the right customer at the right time cannot be a matter of luck, which is why a few months ago, we introduced Mailjet’s Email Automation, allowing you to codelessly automate the sending of an email, as soon as someone subscribes to a contact list. Today, we’re enhancing this feature to enable you to trigger automated workflows based on the update of contact properties.

What does this mean, you ask? It means you’ll be able to reach your customers when it really matters. How? Read on!

 

So, what can I do with behavioral emails?

Using data from customer interactions with your brand is a good way to engage with your clients and prospects, but you’d better do it wisely or you could end up sounding a bit too creepy. I mean, getting nice reward for your loyalty is nice… but maybe getting an email after every single time you visit a website is a bit too much?  

Using the API to synchronize customer data after an interaction between your contacts and your brand is a good way of keeping track of interactions, to leverage them in your marketing strategy.

For instance, while it wouldn’t make sense to send an email each time your clients earn a point in your loyalty program, it could be interesting to send them a communication when they’re about to reach the next loyalty level, to encourage the next purchase by focusing on them with extra benefits they’ll obtain, as an incentive.

 

Winning automation strategies are waiting for you

All this behavioral information are the basis of countless automation strategies that can really boost your engagement, brand loyalty and ROI. Have a look at some straight-forward and easy to implement examples below:

  • Welcome loyal clients to a new status of your loyalty program, to introduce them to all the perks that come from being a devoted client;
  • Offer a special deal to reward frequent customers after their 5th order on your website;
  • Send an email with a white paper or a case study after a lead visits a predefined number of product pages on your website…

These are just some ideas, but there are unlimited ways you could leverage behavioral information to define new strategies that work for your company, and there is no doubt that one can meet your business needs.

 

How to create behavioral emails with Mailjet

Thanks to Mailjet’s Email Automation tool, it’s never been easier to create behavioral emails. You first need to make sure that the data you want to use to trigger your automated emails is updated on a regular basis, either thanks to our API or through periodic imports of CSV files.

Head out to Mailjet’s automation tab, available for all Mailjet’s Premium users, and select the brand new “Contact Property Update” scenario.

Contact Property Update

 

As with other automation scenarios, you will then be able to define some basic information, like the title of the workflow or the language of the emails, and define whether you’d like it to only apply to contacts in a specific list, or even a segment.

So, practical example: let’s imagine we’re an e-commerce and that, after each purchase, our customers collect loyalty points. When they reach 200 points, our loyal clients are awarded the Gold status, and we want to send them two emails (one to give them a special offer, and another one to explain them the benefits of the Gold membership).

In this first step, we will name our workflow “Gold Membership” and apply it to all contacts.

Create a scenario

 

OK, so far so good? Let’s move on to the serious stuff.

In the next step we will edit the workflow itself. A drop-down menu will allow you to choose the contact property that will trigger the emails. Depending on the type of data the contact property you select involves, you will be prompted to choose between several options of logical operator. You will then be able to define the value that will trigger the action.

In our example, we choose the contact property “Points” and we specify “equals or greater than 200”, and then click Save.

Choose property value

 

Once all of this is done, you’ll be able to add one or several emails to your automation flow, and set delays between those emails as we previously explained.

Following our previous example, we would send one email right away with a special offer, and a second email two days later to explain the benefits of being a Gold customer.

 

Et voilà! Creating behavioral emails with Mailjet really is a piece of cake. And, ‘cause you know, we love making your life easier, we can’t wait to hear how you’re using this new automation scenario to interact with your clients at the right time.

The contact property update scenario is available as of today for all Mailjet Premium clients. Create an account for free to discover it during our 30-days free Premium trial, or upgrade to a Premium Plan now.

 
If you are wondering whether you have to do some automation check out our marketing automation guide.
Tried it? Love it? We’d be more than happy to hear how you’re making the most of these new features. So if these improvements have changed your life, share your story with us on Twitter.  ?

Get Ready For Easier Unsubscribe On iOS 10

August is the perfect month to prepare for Back to School and sharpen your marketing efforts for the busy time ahead, that period that starts with us being all blue about going back to work and leads us all they way through to the Holiday season. Getting creative about our new campaigns is one of those things that needs to be done at this point in the year, but that’s not it. It’s also the perfect time to catch-up with upcoming changes that are going to take place in the inbox, and this year we bring you one that will change the way our contacts engage with our email campaigns.

 

List-Unsubscribe, an alternative to opt-out

No one wants to let subscribers go, especially after putting in some hard work to get them to sign up to you contact list. However, sometimes parting ways is the lesser of two evils. Making it hard for people to unsubscribe might lead to some unwelcomed spam complains.

By law, it is mandatory to include in the body of your emails an unsubscribe link to let recipients opt-out of your communications. But there’s more to an email than just the body. A lot of information is carried away in the header part of message, which helps the email reach the inbox and be displayed in the most efficient way to the email client. List-Unsubscribe is a header option that is automatically added to every marketing email sent by Mailjet. If the recipient’s email client supports it, it provides a button to effortlessly opt-out of a mailing list.

 

Several email clients support List-Unsubscribe

Major mailbox service providers support List-Unsubscribe by providing their users the ability to opt-out from emails in just one click, without having to read the message to find the unsubscribe link. Microsoft Outlook, Yahoo and Gmail have all joined the List-Unsubscribe club.

list unsubscribe ios10

 

In addition to the basic unsubscribe behavior, Gmail added some sophistication on top of that. For instance, when a contact tries to report a legitimate mass-email as spam, it suggests you first unsubscribe from the list before reporting the email as spam. Sounds better, doesn’t it?

list unsubscribe ios10

 

Mail in iOS 10 will support List-Unsubscribe

The upcoming Mail.app in iOS 10 will be released on iPhone and iPad this fall and it brings a major change for every email marketer. It will now use the List-Unsubscribe header to recognize whether the email was sent to a list and offer people the possibility to easily unsubscribe from your email list.

list unsubscribe ios10

 

 

What does it change for you as an email sender? If you are reading this blog on a regular basis, chances are that it won’t impact you a lot. If you are not carefully following email marketing best practices, it’s time to review your email marketing strategy to avoid a peak in your unsubscribe rate when users massively adopt iOS 10 on their iPhone or tablet.

 

Tell us about your unsubscribe horror stories or how you plan to address the latest change in the inbox by tweeting us @Mailjet using the #MailjetUnsubscribe.

Create Stunning Welcome Series With Mailjet’s Email Automation

As consumers, we all appreciate to be greeted when we enter a store. A friendly face, a warm welcome, useful directions to find your way around, information on a special deal going on… There are countless ways a warm welcome can dramatically change a customer’s experience. Why would it be different online?

Automating emails has been reserved to large enterprises for too long. It was expensive, mostly because it involved a lot of development in the implementation phase, as well as extensive business consulting to design the automation strategies. Today, Mailjet empowers every company, from SMEs to startups and Enterprises, to leverage an easy-to-use email automation tool.

Predefined customer scenarios

It is time-consuming for businesses to define the scenarios to implement and create a clear automation roadmap. We decided to ease the pain of out it, and worked with several marketing automation experts to understand how it could help business and what really drives revenue.

We have come to understand that one of the issues around email automation is that it is so broad it can be overwhelming for first-time users. So we have decided to create a set of predefined automation scenarios that dramatically reduce implementation time and help marketers get a quick start, by just predefining the event that will trigger the automation flow.

1 - Cards

Refine targeting to create personalized messages

Customers are not all the same, and even if automating communication is key, it is essential to take into account their different behavior, tastes or habits, to create relevant messages. We allow you to segment the recipients of your triggered emails to create more relevant communication flows. You can, for instance, segment your audience based on the location of your contacts, to deliver special information that is relevant to their area. Or segment based on language settings, to write to them in their preferred language.

2 - Segmentation

Easily design an automated flow

Once your triggered scenario is chosen, you can then build your flow. You can effortlessly add one or several emails in our intuitive interface. The trigger and the different emails can be separated by a customizable delay. You can, for instance, create a series of three emails – the first email being sent out immediately; the second one, three days after and the last message, five days after the second one.

3- Flow

An intuitive email creation experience

Mailjet’s users can combine Email Automation with Passport, our intuitive drag and drop email editor, to easily create breathtaking responsive emails that look good across devices and clients. To make sure your automated emails are as relevant as possible, you can leverage Passport’s personalization feature, to address contacts by their first name or tailor the message using any information you collected.

 

Analyze results

Quantitative feedback is so important for marketers that we decided to integrate statistics to enable you to follow the performance of your messages. Track open, clicks and all the other useful email metrics to discover how your emails are performing and understand how to improve your messages.

And this is just the beginning…

This new feature paves the way for exciting new automation opportunities. We are working on new scenarios that will allow you to implement more advanced automation strategies, based on what is effectively working for some of the best-performing companies in the industry.

Email Automation is part of our Premium Features. Create an account today and get a 30-days free trial to test Email Automation.

An Improved Segmentation To Be Evermore Relevant

Segmentation is one of the basics of a good marketing strategy. While we introduced some enhancements a few months ago, we thought there was still room for improvement. We received feedback from some users, frustrated for not being able to achieve the level of targeting they were aiming for, or comments saying that the way segments were managed did not fit some companies’ workflows. We heard you, and we are excited to introduce a new logical operator and a re-design segment management dashboard.

 

Benefit from the OR operator

API users were able to easily segment using the OR logical operator to send, for instance, an offer to VIP Gold customers in NYC or San Francisco. However, there was no simple way to do so using our web interface. Now, you can use the OR logical operator to create a segment that gathers several alternative values for the same contact property.

You can combine two or more groups of conditions to come up with a finely-tuned segmentation that meets your business needs. In our example, we are creating a first block of condition where we select “New York City” and “San Francisco” as the”City”, and “Gold” as the “VIP Status”.

1-Advanced segmentation

 

Manage Segments from the Contacts menu

Being able to refine the target audience of a campaign during the campaign creation process is something our users really value. But it doesn’t fit the organisational workflow of every company we work with. We received increased feedback from businesses where the people in charge of targeting and campaign creation are not the same, and where our current setup forced them to draft campaigns just to be able to segment their contacts.

 

2-Segment menu

 

A new sub-menu to manage your segments

Segments is now a sub-entry on the Contacts menu, along with your Contacts, Contacts Properties and Subscription Widgets.

All your previously created segments can be accessed in your account and you can easily identify the applied filter and the last time the segment was used. You can also edit, duplicate or delete a segment.

 

3-Segment screen

A new segment edition page

We created a new segment edition screen, to allow you to create and edit segments without having to create a campaign. This new interface lets you recalculate the results of your targeting as you create your filters. It also gives you a better sense of who your targets are, with an extract of 5 contacts to match your query.

Your can now create Mailjet sub-accounts that only have access to your contacts, to allow  targeting specialists to create segments.

 

A re-designed segmentation in the campaign creation process

We think segmentation within the campaign creation process is still an enjoyable feature, so we’re not leaving it behind. We have aligned our interface so you can benefit from all the enhancements to our segmentation process.

4-Segmentation in Campaign
We are really excited to introduce the improvements to Segmentation, which is available as part of our additional premium features on each Mailjet plan. If you have any further ideas on how to make it even more relevant, don’t hesitate to get in touch!

3 Mailjet Improvements On Passport To Ease Email Design

As you’ve probably noticed, we are improving Passport, our powerful email design and edition tool, on a regular basis. The Passport team is always happy to hear back from you, learn what makes Mailjet less fun to use and work on implementing new ideas thanks to your feedback. Have a look at some of the improvements you can already benefit from:

 

A streamlined template gallery

When we launched Passport, we designed amazing templates to showcase the power of the tool, and we invited you to unleash your creativity. We wanted to isolate light, good and easy to use basic templates from our rich and complex templates with lots of images. After discussing with our users and learning from how they would use these templates, we have changed our minds and we have decided to re-design our gallery.

This new gallery of templates provides quick access to Mailjet’s ready-made templates, a gallery with your personalized templates or the option to create your own HTML email designs.

 

1-EN-Gallery

 

Undo/redo your last actions

We all make mistakes, and that’s fine. And sometimes we make the mistake of thinking something is a mistake when it’s actually not. Confusing, right?

Long story short, we know there was a lot of frustration from users not being able to undo the last edits on their email. We got your message and we have worked on it, coming up with an “Undo” feature that you can use by pressing CTRL + Z (on Windows and Linux) or CMD + Z (on Mac). And because we know that with “Undo” comes the need to undo the undone, we also came up with a “Redo” option, easily used by pressing CTRL + SHIFT + Z (on Windows and Linux) or CMD + SHIFT + Z (on Mac).

 

A clever color picker

We’ve received a ton of good feedback on our color picker. It enables Mailjet users to choose the color that suits them most and allows them to customize their texts and graphical elements, without the constraints of a fixed color palette. But still, we know it can be time consuming to enter the same color codes several times while editing an email.

We’ve just released a solution to this, our clever color picker. It will learn from the colors you are using within the email edition process and memorize the most common ones, making it really ease to go back to them in the future!

2-Color Palette

 

Feel free to share your feedback with us, and tells us what we can do to make your Mailjet email experience easier!

Avoid that awkward “oops!” moment

We’ve all been there before – that awkward situation at the office where you accidentally included your boss in on an email that they probably shouldn’t have been in – whether it’s a GIF-laden email chain or you were ranting about the latest project. There are certain topics meant for certain audiences, which is the same when it comes to interacting with your email contacts.

Some customers might not want to receive marketing email but still want to receive transactional emails to keep track of their account activity (order confirmations, shipping notifications or other tailored alerts). Remember, don’t fret if customers want to be opted out of marketing email! Customers are more likely to engage if you communicate the way they prefer, even if it’s less frequently or less promotional than you’d prefer.

In the past, in order to accommodate these preferences, you’d have to manually unsubscribe contacts, which can become rather tricky when you’re juggling many contact lists or do a lot of segmentation. This is why we’ve now launched a solution called the Campaign Exclusion List. You can add users to this exclusion list and they will be automatically removed from receiving marketing email.

1-Campaign Exclusion List

How’s it all work?

You can add contacts to your exclusion list by importing a list of contacts you wish to exclude from your campaigns, or exclude a contact by going directly to an individual contact’s profile page to remove them from future sendings. You can also use our API to manage contacts that are on this list.

2-Exclude

What if I change my mind?

Since we know that things do come up and customers’ preferences do change over time, you can just as easily reverse the setting. Simply return to your campaign exclusion list and remove a contact for them to be able to receive your awesome email campaigns again..

We’re sure that the Campaign Exclusion List is going to ease your day-to-day workload, especially as your email usage grows. We can’t wait to hear about how you use the tool.

Build Richer Opt-in Forms With Our Subscription Widget

Growing an email list organically is probably one of the biggest challenges email marketers face. Several things have to fall in line before a consumer is willing to share their email address. There has to be trust, a good incentive and it has to be easy to opt-in – each additional click means a drop off in sign ups.

As far as trust and good incentives go, consumers are looking for content that is specifically valuable and relevant to them. Personalized content drives a 20% increase in sales.

To help users face these challenges, we’re releasing today a brand new version of our subscription widget. We’ve re-designed from the ground up the way you build subscription forms. With the new widget, you will have the flexibility to design and collect a variety of contact information such as first and last names and location to supplement segmentation and personalization in your campaigns. Sky’s the limit!

Growing the right audience

Our new subscription widget allows you to easily create opt-in forms, integrate them into your site(s) and automatically see your opt-ins added to your contact lists within your Mailjet account. All with little or no design and coding experience.

1-EN-Contact List

The subscription widget is a no-brainer when it comes to maximizing your website for lead generation. Visitors are already interested or engaging with your brand, and email is a great next touchpoint for sharing non-promotional, value-adding content. It’s a free resource and a low commitment way for your prospective clients to get to know your brand.

Enrich customer data

A whopping 78% of consumers prefer to do business with brands that use personal information to make the shopping experience more relevant. But 53% of brands say that they wish for more customer information – many sharing that they have trouble collecting data. Customer data often gets lost across fragmented software solutions or lack of internal communication between teams.

2-EN-Contact Fields

The subscription widget allows Mailjet users to collect a variety of customer information up front (first name, last name, birthday, mailing address etc.). You can even mark certain fields as mandatory – to strike the right balance between requesting information and making it easy for your users to sign up. All of the data is then automatically sorted and synced with your Mailjet contact list. Collecting this data at the beginning of your touch point with customers allows you to build deeper demographic testing over time.

Integrate on all your sites

Create as many subscription widgets as needed and test their performance across your sites. The subscription widget’s intuitive drag-and-drop editor allows customize your forms with a few clicks of the mouse. Edit the layout, text, image, and color scheme order to fit your brand’s visual aesthetic.

3-EN-WYSIWYG Tool

When you’ve landed on a design you’d like to use, the tool will generate an HTML code to be copy and pasted into your website’s source code.

For those looking to go beyond the surface, our advanced-edition mode allows power users to edit with HTML and CSS to create a subscription form that is seamlessly integrated with their site.

Native double opt-in

All contacts who sign up through the subscription widget are automatically run through a native double opt-in. This industry best practice is when a new subscriber is sent a confirmation email before being added to the list, to verify that their interest and their email address is correct. Confirmation email and landing page are also customizable to your brand image.

4-EN-Opt-in Email

This new subscription widget is available as of today for all our users. We’re looking forward to see all of the exciting and creative ways you’ll use this to build your lists.

Leveling Up Our Segmentation

Here at Mailjet, we strongly believe that good email marketing comes from knowing and listening to your customers. We work tirelessly on building new ways for you to stay ahead of the curve and deliver top notch content. Today, we’re excited to announce that we’re rolling out new Segmentation tools that will allow you to slice and dice customer groups with deeper insights. You will be able to segment contact lists based on historical activity such as opens and clicks.

This feature is available for Premium users, as part of our continued initiative to build out a more flexible Segmentation experience. Premium users currently also have the ability to segment sends based on customer demographic information they collect, such as gender, age, location or even past purchases.

Segmentation on open and click EN 1
 

Segmentation on open and click EN 2

Finding the right frequency

As a consumer, there’s nothing more frustrating than receiving daily updates that you don’t have the time to read. Sending too frequently can cause customers to become unengaged, but sending not frequently can also put them at risk of forgetting your brand. Either way, lack of customer engagement is a threat because quality of content is one indicator ISPs measure in determining sender reputation. Segmenting contacts by historical open or click activity, you can arrange campaigns to be sent with a custom cadence, depending on how frequently customers are likely to tune in.

Winning back those inactive customers

Easily identify inactive customers from within your Mailjet account. Segment email addresses that have not opened and/or clicked within a defined period and win them back with a re-engagement campaign. Remember, the definition of an inactive customer is different from industry to industry, product to product. You also have to factor into consideration your email program’s average engagement and what it means to engage.

Continuing to message inactive contacts will not only hurt your sender reputation, but you are wasting time and money crafting email content that will go unrecognized.

Making your dashboard go the extra mile

Currently, all users have access to a fully comprehensive dashboard to track the performance of your sends. This gives peace of mind that your campaigns are sent, or allows you to troubleshoot if necessary.

With this new update, you can combine several Contact Activity and Properties values to create a custom query of your liking. You can also save this segmentation for later use, on another campaign.

We have backlogged behavioral data from April 9, 2015 onward. Try out these new segmentation features today or sign up for or upgrade to a Premium Plan and get started within minutes!

Win Your Customers Over Before They Even Open

As the saying goes, first impressions go a long way. That’s why you might find yourself spending hours preparing your notes for a job interview, putting on your best outfit for a first date, or hailing a taxi avoid being late for an event. It’s pretty much the same when it comes to email marketing. When you’ve spent hours crafting an email, you want to make sure you take advantage of the few minutes (or seconds) it sits at the top of the inbox. Most marketers focus on polishing their sender names and subject lines, testing several variations to find the best combination that drives the highest open rates. However, a less-discussed but equally important element is the pre-header. Almost all major email clients include this summary snippet at the very beginning of the HTML message. On the desktop, you’ll see this display next to the subject line and on mobile it’s just underneath.

Dissecting a great pre-header

 

What differentiates a regular pre-header from a winning pre-header? Let’s take a look at these two examples below. In the first email, you can see how the sender addresses the recipient by his first name and gives just enough information to pique his interest – “You are invited to our exclusive pre-sales.” This most likely leaves the recipient asking“just how good is the sale?” and feeling special that they were one of the select few who received this selective offer.

On the other hand, the second example shows a lost opportunity of using the extra text space to capture the customer’s attention. The preview reads “Click here if this email doesn’t render properly”, instead of driving opens with a catchy description.

 

Screen Shot 2015-09-16 at 10.27.44 AM
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Using a tool like Mailjet’s Passport, you can easily edit and optimize the pre-header into a message that’ll captivate your customers. In our drag-and-drop editor, you can edit the pre-header text directly at the top left corner and see it display in real-time as it will in your customer’s inbox.

 

 

Screen Shot 2015-09-16 at 10.31.09 AM

Every word counts

 

Depending which client customers open your email on, they’ll see the pre-header display slightly differently. Each client has a different character limit, ranging from approximately 35 on Outlook 2013 to 90 on the iPhone app (a little more on the iPhone 6 Plus) and 140 on Mail.app for desktop. Take a look at which browser or device your email is being read on,  segment your list if needed and adjust your pre-header text accordingly. Remember to keep it short and catchy, and if you do run out of word count, use it to your advantage to build suspense. Just make sure that it doesn’t get cut off in a way that’s misleading or confusing!

Throw some color in

 

When you’re using a tool (like Passport) that gives you have the ability to fully control the look-and-feel of your pre-header copy, we recommend playing around to find the best contrast of color – whether light text on a dark background or vice versa.  Using a color that blends into the background is a practice often used by spammers, and can increase the chances of landing you in spam. A good check is to see if your pre-header copy is readable by humans. It seems that there isn’t an overwhelming preference for either, it’s pretty much split down the middle and depends on your audience.

Add the human touch

 

Notice how in our example above, we used the personalization code below to add the customer’s first name into the pre-header. This can be used complementary to the personalized subject line. In some cases, recipients respond well to personalized subject lines when they’re first used, but drop off in engagement over time. Customers can become turned off if they are constantly reminded that their personal data is being stored and used openly. Personalization takes a delicate balance and applying it in the pre-header is a more subtle way of staying relevant without being too big brother. 

Beyond just the first name, the pre-header should clearly communicate what the rest of your email is about, whether it’s a discount, order confirmation or product launch. This first impression will set the tone for the rest of their email experience.

The pre-header, like all other elements of your email campaigns, should be thoroughly tested and tweaked over time. Run A/X tests, holding the rest of the content constant to find the pre-header text that’s most effective with your audience. Set the right first impression and customers will already be ready to engage before they open!