Email List Cleaning: End Up On Santa’s Nice List, Not His Naughty List

If we take a trip down memory lane (some of our lanes might be longer than others ?), we might remember a parent telling us if we didn’t tidy our bedroom or help clean the dishes we’d end up on Santa’s naughty list and only find a lump of coal in our stocking. Let’s face it, none of us wanted to end up on the naughty list. We wanted to be on the nice list so we could stuff our faces with chocolate on Christmas Day morning or play with that toy we’d been whining on about in the run-up to the holiday season.


As email marketers, we know if we don’t clean our email contact lists we could find ourselves on the naughty list (or as it’s more formally known, an ISP Blacklist…). So, what do we do to avoid this predicament? You’ve guessed it. Follow our top tips to get onto Santa’s Nice List (and make sure your holiday emails land safely in the inbox).

Get your list in order

Chances are the holiday season is one of the most lucrative times of the year for you. So, don’t let all your hard work go to waste. You want your subscribers to engage with your content in the inbox and not for it to land in the junk folder. Removing inactive, unengaged contacts from your list is just as important as growing your email contact list with new and captivated subscribers.

It’s important to remove unsubscribed contacts, and hard bounces from your contact lists to optimize the performance of your email campaigns and give them the best chance of making it to the inbox (and not the spam folder). But, what else can you do to optimize your email contact list? Well, I’m glad you asked.

You could also segment your list based on the engagement of your contacts. Target the ones that have not opened your emails in the past 3 to 6 months. Send them a ‘we miss you’ reactivation email, and if they don’t engage in that, remove them from your contact list until after the holiday season. Let’s face it, if they haven’t engaged with you in the last 6 months the message is pretty clear, they’ve lost interest in your offering. You can always try to capture their attention again once the holiday season is over.


Ramp-up to full capacity

Along with cleaning your list, it’s important not to increase your sending frequency and volumes too quickly. You may think that your list is performing better than ever, so you’re exempt from the normal rules of emailing, but sadly that’s not true. ISPs often become very suspicious if you go from emailing your list once a week to daily and have huge spikes in your sending volume. We know it’s tempting to send more emails to get a higher ROI, and you can, you just need to warm the ISPs up to the idea first. You might end up looking suspiciously like a spammer if you send significantly higher volumes in a short time period, so take your time, and slowly increase sending over a few weeks.

Want to know more about deliverability best practices? Download our guide now!

Banner Email Deliverability

So now you finally know, the secret to getting onto Santa’s nice list is cleaning your email list and ramping-up your sending gradually… not cleaning your room. At Mailjet we recommend you only target subscribers who have engaged with your emails in the last 6 months. We know it’s tempting to reach back further into your email contact lists to maximize potential profit opportunities, but make sure you do it safely. Focus on your most active subscribers first, increasing the size of your list and sending volume slowly. That way, your efforts won’t go to waste and you’ll avoid your emails being blocked.

Do you need some inspiration to create beautiful Holiday email campaigns that not only will end up in the inbox, but also that your subscribers will definitely open? Download Mailjet’s Ultimate Guide To Holiday Emailing and discover great tips, from creating jaw-dropping designs, to crafting original content and working with our unique checklist.

Have you cleaned your contact list and seen great results? We’d love to hear your experiences. Tweet us @Mailjet using the #Iamonthenicelist.

The Myths Of Switching Email Service Provider

“I no longer have a reliable Customer Success Manager.”

“My current ESP is no longer investing in their email solution (!!).”

“My Open Rate is declining, I’m not even sure my emails are landing in the Inbox.”

“I can’t afford the costs or downtime incurred with switching to a new ESP.”

We’ve all been there: the company you work for relies on a business critical software solution. We put up with a few aches and pains, as this is probably the best it can get. Sounds familiar?

I imagine the answer’s “yes”. Let’s take a look at the most common myths of switching and show you that the grass can be greener on the other side. Well, yellower if you move to Mailjet .

Switching ESP

5 myths of switching Email Service Provider

Myth #1: A complex process

First up, where do you begin? Moving all your contacts and email templates to another platform sounds daunting enough. But, then you consider all your integrations, your API keys, configuring your SPF and DKIM authentication, sending addresses and domains, dedicated IPs… The list goes on.

At Mailjet, we believe it can be simple. Leave the complexities of switching to us. We’ll tailor an onboarding plan bespoke to your business, removing the headache, and allowing you to see tangible results fast. Our Customer Success Team will make your success their priority, with an actionable project plan to get you sending with Mailjet ASAP, offering helpful advice and best practices along the way.    


Myth #2: Difficult integration to insights solution, CRM, and other systems

When you think about your email activity, you have your three main types: marketing, transactional and automated emails. But each of these does not operate in a standalone way. Data from your other systems feeds into your email communications.

Your CRM might store all your contact information for your marketing emails, your ecommerce platform might store all your transactional data, so you send that all important order confirmation email at the right time, and your insights solution might help your automated emails to be even more relevant to your recipients. So how do you ensure all these emails keep sending?

Our team of API experts is here to support you with all your integration needs, Ensuring that your business critical emails keep sending in the way you want them to.  


Myth #3: Downtime in email activity

Switching ESPs will mean you have a period of time when you cannot send emails. Won’t it? Well, actually no. At Mailjet, it’s is possible to transition smoothly from your existing email service provider with minimal interruption. Linking back to Myth #1, a tailored onboarding plan, bespoke to your business needs, will reduce disruption.

To ensure optimal deliverability, we recommend warming your IPs up (if, a dedicated IP is the most suitable option for you), gradually moving your sending across to your new provider (hopefully us ).    


Myth #4: The new solution might not solve delivery issues

What happens if we make the switch and our deliverability gets worse? At Mailjet, we’ve put all the necessary processes in place to ensure it won’t. Starting from your initial conversations with Mailjet, we’ll point you in the direction of best practice resources.

Before you sign up to our solution, your current sending activity will have to pass a compliance process. Sometimes, we might need you to make some changes to your data collection methods to ensure your activity is compliant. This vetting process ensures our high deliverability standards, and is part of the reason why we hit the Spam Traps so infrequently.    

The successful configuration and warm-up of your account will give you the strongest chance of having a great sender reputation with the ISPs. Similarly to building a house, strong foundations are key. Our deliverability team will be with you every step of the way during the first few weeks. But, fear not! They’ll be monitoring your IP and sender reputation throughout your journey with us.  


Myth #5: It’s expensive

When email is great, it can be your best performing channel. But don’t listen to us – take it from the experts. Econsultancy found that 73% of marketers rank email ROI as ‘excellent’ or ‘good’. The DMA also reported that 18% of email marketers see an ROI of more than £70 in their email marketing campaigns. Initial switching costs might seem like a waste of money, but it could be money well spent if you can maximize your ROI potential.

See? We told you… Sometimes the grass can be greener (yellower) on the other side. 

If you’re thinking of switching ESPs or have recently switched, why not share your views, fears and relief with us on Twitter? We’re always keen to hear your stories.

Infographic: Mailjet Celebrates World Emoji Day

Back in 2015, we decided to practice what we preach (or since we’re French… drink our own Champagne) and start experimenting with our A/X testing strategy. We’ve tested NSFW (Not Safe For Work) phrases, swear words (albeit British slang – we’re not that rude), Schadenfreude (be honest, you’re guilty of it too), curiosity and, of course, emojis.  

As World Emoji Day was fast approaching, we thought we’d retest emojis in our weekly newsletters subject lines.

Before we begin, what’s A/X Testing?

For those who have been living under a rock, and not keeping up-to-date with email marketing advances, A/X testing allows you, the email marketer, to send your emails confidently. It removes the guesswork of what works best by allowing you to test (up to 10) variations of the same email, and then sends the winning version to the remainder of your list, giving you the best possible chance to smash (I may have been indulging in Wimbledon a bit too much) your email campaign’s performance.

Our Approach

In 2016, we tested four different emojis, across four geographies. Globally, the best performing emoji, was the ‘joy’ emoji. This year, we decided to step it up: we used the four emojis we tested in 2016, versus four other emojis, across five geographies.    

Our original plan was to test four brand spanking new emojis, but we quickly realised device compatibility was an issue. Attention email marketers: before you experiment with creative engagement tactics, like the use of emojis, test how these will be displayed across screens and devices.

So, all that is left to be said… Celebrate World Emoji Day with us, and check out the results of our subject line test.


Have you performed a similar test? Are you celebrating #WorldEmojiDay? Or, perhaps you’re a superfan of using emojis. Let us hear your experiences on Twitter.

General Election UK: A Mailjet Scorecard

Our analysis of the direct marketing efforts of political parties exposes how campaign teams are failing to engage voters.

  • If the general election campaign was based on direct marketing performance alone, the Scottish National Party will walk away with a victory and Labour will outperform the Conservatives.
  • The Conservative Party only sent two emails throughout the four-week test period, achieving just 10.5 points (out of a possible 29.0), compared to the other parties sending seven on average.
  • When it comes to subject lines the Green Party takes the lead, with 2.67 points out of 5, with Labour just ahead of the Conservative Party with 2.55 points against the Tories’ 2.5 points.


GDPR – Right Side Of Automation: A Research Report

The European General Data Protection Regulation (GDPR) will come into effect on May 25th, 2018 and will have direct application in all EU members states – and at which time those organisations in non-compliance may face heavy fines.

One in four businesses are ‘unprepared’ for new data laws and a third believe their companies will not be compliant in time for the deadline. Consent is the biggest cause for concern, cited by 70% of respondents, followed by legacy data at 50% and profiling at 37%, the survey from the DMA found in February.

GDPR: Right Side of Automation

In light of the concern among marketers, to what extent are they familiar with the changes that must take place before the guidelines come into effect? Are they familiar with the steps they need to follow and the penalties they face should they fall short of requirements?

Marketing automation is a core practice of modern marketing and delivering effective one-to-one communications at scale. It is paramount that marketers understand what they are and are not able to do from a policy and ethics perspective.

With such a focus on GDPR in the media, Mailjet has aimed to see if brands are on the right side of automation? Download the report to gain insight. 

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What Makes Mailjet A Secure Email Solution?

In the age of big data, email plays a key role in the day-to-day management of any business, whether it be sending marketing communications or a transactional email based on a user or customer action. There is one aspect that is imperative to all businesses: the security of their customers’ data. It’s also a key factor in customer loyalty – subscribers want to know the ins-and-outs of data security.

When we’re out in the field talking about all things email related, there is a topic that always comes up… security. We are frequently asked “What differentiates Mailjet from our competitors?” and, “What makes Mailjet a secure solution for email?”. We understand that for many organizations, including ones from the government, public sectors and financial services, ensuring the security of your data and your clients’ data is crucial to the reputation of your business.


So, what makes Mailjet a secure solution for email?

In a nutshell, we understand the importance of data security to your business. Let’s dive in and look at some of the steps we’ve put in place for our clients, so that they can rest easy at night, knowing their email solution is secure.

Don’t just take our word for it! Take a look at how we helped our client Linxo.

Security and Architecture

Data security is key for email sending. When you partner with Mailjet, all your data is stored on servers within Europe (Google Cloud Platform). But that’s not just it. Your data is encrypted at rest and is copied and placed in separate locations in real-time. Additionally, all communications sent through our application are also encrypted.

Mailjet makes security a priority. Whether you’re accessing our web interface or API we allow you to tailor the access rights for your team members, with user authentication, API key management and user right management.

Our security processes begin with our product development. We have processes in place to ensure our development methods and quality procedures meet the highest standards. Our developers only work on staging environments, which do not store any customer data.

When it comes to release management, the Mailjet team follows a documented release management process, with records and slots for all software updates. We then ensure a rigorous backup, occurring daily and weekly. On top of that, our data centers are controlled against power failure, with redundant power systems.

A security policy to shield your emails

The fundamental principles of Mailjet’s security policy are to the highest standard, ensuring all information hosted on the Google Cloud platform is secure. Mailjet is GDPR-compliant and has obtained the AFAQ certification from AFNOR Certification, guaranteeing that we respect the principles of GDPR.

Your dedicated team of Mailjetters have security embedded within their culture, from the moment a new team member signs their employment contract (with confidentiality agreements ensuring full discretion) to regular updates from the IT team on new internal processes and procedures. Roles are clearly defined and identified for information security. And this also applies to any third-parties that help us to deliver a first-class level of service, who are under NDA agreements, assuring an integral level of confidentiality.

The reliability of our all-in-one email solution is fundamental to the credibility of the Mailjet brand. Our rigorous backup strategy and disaster recovery plan (including the fact that our employees can work remotely) ensures that we keep the Mailjet application in operation 24/7, 365 days a year (and even an extra one on leap-years!). Our security procedures and standards contribute to this as well.

In the event of an incident…

We have the correct supervision, alerts and management in place to diagnose, identify, treat and test any incident. If you’re ever unsure if it is an issue on our side, please refer to the Mailjet Status Page, where we will endeavour to keep you up-to-date with the status of any incident. For clients with a Customer Success Manager, your dedicated email superhero will be at your side to guide you through any event that could impact your sending.

And for those wanting that additional layer of protection, our Premium SLA is there for you.

We hope you’ve enjoyed your flight path, walking you safely through why Mailjet is the preferred secure email solution for over 100,000 email pilots, globally.

Want to stay up to date with the latest email news? Sign up to our newsletter or give us a follow on Twitter! You can also share your thoughts, questions or ideas, or just come and say “Hi” – we’re quite a friendly bunch.

Power Your Customer Experience With Email: A Mailjet Webinar

Email enables you to have a one-to-one dialogue with each of your customers, at scale. From persuading potential customers into making a purchase and welcoming them to your brand’s experience when they convert, to rewarding them for returning time and time again and tempting them back when they’ve been absent for a while.

Join our on-demand webinar to find out more.

In the webinar, we’ll discuss:

  • The challenges today’s marketers face and how they can overcome them with email.
  • How you can use email to join the dots between your on and offline experiences to maximise revenue opportunities, looking at customer examples.
  • Mailjet’s recent research on how brands are not meeting consumer expectations in today’s competitive climate.
  • Email innovations for the next 5 years: We’ll shed some light on the changing relationship between brands and consumers.

Webinar Screenshot

View the webinar here.