Understanding In-Housing: Bringing Marketing Functions Home, a research by Mailjet and the DMA.
In-housing is an increasingly discussed topic across our industry in recent years – often, because it challenges the transparency of some agency practices.
To dig deeper, Mailjet has partnered with the DMA to look more closely at how and why brands are in-housing key marketing functions, by exploring the benefits, challenges, and potential future performance.
The research is a fascinating insight into the key drivers and outcomes that businesses have already seen from their experience of in-housing functions, as well as the challenges ahead in understanding and realising the full benefits of bringing other functions within an organisation.
Download the full research report ‘Understanding In-Housing: Bringing Marketing Functions Home’ to get a closer look at the state of in-housing, its benefits and challenges.
In-Housing Event: Join the DMA, Mailjet, Google Cloud Platform and Exponea on November 6th in London to explore the realities of In-Housing, when it makes sense for your business and how to apply it successfully. Special focus on the Retail sector with testimony from major fashion labels. Register your interest for this event by signing up here.
If you send marketing emails to your customers, you’ve probably already asked yourself this: when’s the best time to send my newsletter? The time you schedule your emails determines how well your opens and clicks will be. And there are a lot of factors at play when deciding the best time to send your emails.
Below, we’ll give you some tips on identifying the best days and times to send your newsletters and some recommendations to improve your overall email marketing strategy.
When should I send my email newsletters?
Your sending schedule largely depends on whether you’re a B2B or B2C brand, and the industry you’re in. But in all cases, studies indicate that there are still some days to avoid sending your newsletters.
What are the best days to send your emails
According to numerous studies compiled by CoSchedule, Tuesdays and Thursdays are the best days to send your emails. During these days, most emails are sent.
Wednesdays, according to various research, is a solid second option in terms of opens and clicks. If you send emails twice a week within these days, make sure to pick a combination of Tuesdays and Thursdays, though. Sending emails on either days plus Wednesday will make your customers feel overwhelmed and not read your emails at all in the process. Not good.
And a caveat: people also get the most emails during these days. Maybe you might want to send your emails in another day of the week to have less competition in the inbox.
On Mondays, people are either planning out their week or are sifting through the emails they’ve received during the weekend. And let’s be honest, we’re not the sharpest workers on Mondays. We’re still recovering from the weekend. So as a general advice, just avoid Mondays.
On Fridays, people have mostly tapped out on reading new emails. So clearly don’t send your newsletters on Fridays.
And on Saturdays and Sundays – well, do you read your emails on the weekend? You probably don’t, and this is the same for others…avoid the weekends.
So always consider your target audience and the times they could be potentially looking at their emails. Formulating an email marketing strategy based on user habits, such as when they read their emails and so on, can really improve your email marketing sending practices.
How to choose a day to send your newsletter
No matter what, if you regularly send weekly emails, be sure to send them on the same day every week. This builds trust and anticipation as your audience will come to expect your content at that time. At Mailjet, our newsletters include great email tips, best practices and our latest blog posts, and you can expect these newsletters every Thursday.
During holidays or special events, don’t hesitate to send your newsletters at a later date. It’s better that people read your emails than have your emails delivered but remain unopened.
What’s the best time to send your newsletter?
Generally, here’s how you can choose the best time to send your emails.
6:00 – 8:00 am
Some people look at their emails after waking up or during breakfast. Most of the time, they look at their emails via mobile, so make sure your emails are responsive and mobile-optimized.
10:00 – 11:00 am
According to many studies, this is the best time to send your emails.
12:00 – 2:00 pm
This is also a great time to send your emails. While on lunch break, people will be looking at their emails before getting back work in the afternoon.
6:00 – 9:00 pm
This is the end of most people’s work days. Some will be looking at their emails during their commute, others right after work. But avoid sending emails after 10pm, you will not be read immediately and by the time they get to their inbox in the morning, your email will have been pushed down the pecking order.
Keep in mind that each person does not use their professional and personal inbox in the same way or at the same time. There is no one-size-fits-all answer. For example: Is the type of people you target more likely to check their inbox when they wake up or during their lunch break?
Do you send newsletters to personal or professional email addresses? Keep in mind that this distinction between B2B and B2C is very important, as users behave differently when using different email accounts. If you have defined marketing personas, they will be very useful in understanding your target users’ habits.
How to determine the best time to send your newsletter?
As we have already said, the best time to send your emails depends on a lot of things – your business, your customers, your targets, your newsletter type, and so forth. Ultimately we encourage you to do your own tests and analyse the best time for you and your customers. You can compare and contrast different email campaigns using Mailjet’s Compare Campaigns tool for example :).
For example, in the first week of the test, send your newsletter on Tuesday at 11:00 am, and then on Thursday next week, at 11:00am. Do this test in a mundane time of the year to make it more reliable. You can also try A/B testing by sending a campaign to half of your list on Tuesdays and the other half on Thursdays. Compare and analyze the results, and move onto the next experiment. Just like in science class 🔬.
How to compare email campaigns with Mailjet
Finding the best day to send your email newsletters can be a difficult task that requires experimentation, time and coordination when establishing the best schedule. As we have already mentioned, a lot of variables are at play, including the content and scheduling of your email campaigns.
While A/B testing can help you create your content in a way that will lead to better email opens and clicks, Mailjet Campaign Comparisons allows you to analyze different campaigns, effortlessly. This lets you figure out the best day to send emails backed by data.
Our results page is packed with visual and quantitative data – everything you need to analyze and continuously optimize your campaigns.
The “Compare Campaigns” button can be found in several places:
And on a campaign’s details page.
From your Campaigns page, click the “Compare Campaigns” button.
A new pop-in window will appear, where you can select up to 10 campaigns to compare simultaneously.
Once you have selected all your campaigns, click the “Submit” button to continue.
The results are displayed in a graph and summary chart format to let you easily determine what part of your campaigns your customers responded positively to.
You can view the results in a few different formats on the graph. If you hover your mouse at any point on the graph, a popup will appear showing the elapsed time at that point and KPIs for each campaign.
The data in the table shows the lifetime results for each metric of each campaign and is continuously updated. Both the percentage and total figures are displayed for each metric, and you can sort by campaign name, date, or engagement metric, by simply clicking the “arrows” at the top of each respective column.
And that’s a wrap! You are now ready to compare and optimize your email campaigns – and on your way to higher opens and clicks.
How to optimize your email marketing strategy?
In addition to our tools for optimising your email campaigns, Mailjet also offers features that allow you to create, deliver and track your email campaigns. With an easy-to-use visual builder and many responsive email templates, you can create engaging newsletters in a few minutes. Our features include segmentation, A/B testing and advanced statistics. These features allow you to really track and improve your email marketing results.
And to work even more efficiently on your email campaigns, we’d recommend our Collaboration Toolkit to save more time when creating your email campaigns.
You can work with other colleagues in real time on your templates and even allow them to directly comment in the same builder to avoid inefficient back-and-forths amongst your email team. And to really master your brand, you can save sections of your emails, including the header and the footer, to include in other email templates. You can also link the same sections across different email templates and do execute updates across all of them with a single click. This allows you to keep your branding consistent across different emails.
If you’ve experimented on your email campaign schedules, share your experience with us on Twitter @Mailjet. We’d love to hear it.
At Mailjet our goal is to make your life easier! That’s why we are offering you a gallery of free newsletter templates that you can easily customize and adapt to your needs with our drop-and-drop email editor. So, if you don’t know how to code (or really just don’t want to), you won’t have to! The best part is that all our templates use responsive design. That means all emails will display perfectly on both your computer and your mobile devices and across multiple inboxes.
In this article, we have carefully selected 5 free newsletter templates and we explain how to best use them.
Classic free newsletter template
Let’s start with a classic newsletter template, which you can use no matter what your line of work is. We’d recommend you use our “Edge” newsletter template to promote your latest blog posts.
Hot Tip: When creating your newsletter, be careful with the elements that are visible in the inbox before the message is opened, namely the sender’s name, address, email subject and pre-header. And most importantly, you can try out these various elements all you like using the A/B Testing feature.
Free newsletter template for Ecommerce
Do you work in ecommerce? If so, you’re probably aware that your newsletters provide an excellent opportunity to boost your sales. That’s why we advise you to use our “BlueStyle” template.
Hot Tip: Bear in mind that it costs 5 times more to get a new customer than it does to hold on to an existing one. So, it is in your best interests to value the people who have already purchased from you and make sure they keep you top of mind! As a result, we advise you to identify these people and send them promo codes or special offers such as free delivery on purchases.
Free Newsletter Template for Events
If you work in the events sector, you know how important it is to send out information on upcoming dates for things like concerts and ballet performances. And what better way than to send regular newsletters to your contact list?
Hot Tip: Feel free to play on the exceptional and exclusive nature of the events that you’re promoting. For example, you can tell you readers that only the first to reply will be accepted, or that there are only a few seats left. Creating a feeling of urgency among your recipients is always a good way of getting them to take action! FOMO baby!
Free Newsletter Template for the Travel Industry
Use your knowledge of the travel industry and insert great colorful images: everything from heavenly beaches to the great monuments of the world’s capitals and not forgetting those lush natural landscapes. Let your customers dream! We recommend you use our “Worldly” template for this type of newsletter.
Hot Tip: Always be aware of good practice and avoid having your emails end up in the spam folder. For example, remember to respect the ratio of 60% text and 40% image and optimize the size of your photos. This will let you improve your deliverability and, therefore, the success of your emailing campaigns.
Free Newsletter Template for the Sports Industry
As a sports and entertainment professional, you can use newsletters to provide information on all your upcoming events and promotions. Sports is a visual product, make use of images, GIFs, videos, and more in all your campaigns. Our “Colorado” is just the template for you.
Hot Tip: There’s no one more passionate than a sports fan, so draw on the passion. Fuel the flames with exclusive content, opportunity to connect with the team or players in person, and use the email platform as a visual medium to build a community around your team.
Easily manage your newsletter templates
To access our templates, all you have to do is create a free Mailjet account. Once logged in to your account, you will find all our templates in the Mailjet templates gallery, which you can access from each of the “Campaigns”, “Transactional” or “Automation” menus.
From the gallery, you can sort, search, create, delete, edit, export and download your templates. And this is where the magic happens because now you are free to create new versions of templates.
And by using Mailjet’s groundbreaking new teamwork features, you can now work on your email templates as a team in real time. You no longer have to wait for your colleague to finish editing an email before you can check or change parts of it.
In fact, there can be even more than two people on the same email template or the same campaign and all working at the same time. With Mailjet you can also add comments directly into your templates on each content block (text, image, button, etc.) to make it easy to communicate recommended changes.
Marketing teams have undergone significant changes in recent years. 82% of marketers have seen growth in their team sizes and 72% in their budgets. Despite that, marketers identify poor collaboration among their top pain-points.
To dig deeper, Mailjet commissioned an independent research report to look more closely at the state of collaboration in the workplace, with a special focus on email campaigns.
The research brings clarity on why collaboration may be among marketer’s top pain-points, why marketing departments will become even more heavily reliant on external agencies, how teams are already investing in Collaboration Tools, and what kind of investment Marketers want on collaboration in the next year.
Download the full research report to understand why you should be paying attention to Collaboration in your company.
We’ve all been there. Standing in a cocktail bar with some great friends, talking about email strategy. When the topic of open rates comes up, you excuse yourself because you just know that your sad average of 8% simply won’t stack up. Jerry always comes in over 20% after all. We may not be able to help with your social anxiety but we may be able to help (even just a little bit) with your open rates.
Let’s start with the basics: an open rate is the proportion of emails that have actually been opened by your recipients after sending out a campaign. This percentage is calculated simply as the number of emails opened divided by the number of emails delivered.
The number of emails delivered is the number of emails that have reached your recipients’ inboxes, out of all the emails that you actually sent.
Once you know your open rate though…what do you do with it? Well, first off, understand how your stack up against competitors and against your own past open rates. Next, start to implement new tactics and strategies to start to move the needle. Let’s dig in.
What is a good open rate?
It’s important to differentiate between open rates for your transactional emails (purchase confirmation, password resets, etc.) and marketing emails (newsletters, promotional campaigns, etc.).
As consumers, we place greater importance on transactional emails because they will, for example, allow us to immediately reset passwords and access the content we want. This explains why transactional emails generally have higher open rates. It is important to note that not everyone necessarily opens these transactional emails (e.g. “Order confirmation” messages) since the message may not be crucial to them every time. While monitoring transactional email open rates is important to ensure nothing out of the ordinary is happening, it’s more important to pay attention to marketing emails since this is where you can have a much bigger impact.
The honest but unsatisfactory answer is that open rates for marketing emails depends on several factors: the size of your contact list, how often you send messages, the industry you work in, and so forth. On average, a good open rate is between 20% and 25%. Sectors known to have great open rates (over 25%) include religious organizations, government, artists, and sports teams while those that come in is lower (less than 20%) include consulting, gambling, personal care, and e-commerce. You can find 2018 industry benchmarks for open rates here.
These are just general guidelines, what’s important is to not only understand where you rank amongst your competitors but more important how you rank against your own campaigns last week, or last month. This not only shows positive growth for you and your team but Internet Service Providers will also recognize this growth and reward your domain reputation.
What you can do to increase your open rates?
The only elements visible in the inbox before you open a message are always the same: the sender’s name, the subject of the email, and the pre-header. Below is an example of Mailjet’s customer Product Hunt’s daily digest, an email sent to millions of users every day.
So, to boost your open rates, look at these elements carefully to encourage your readers to take action: devise an intriguing subject line, add an engaging hook in your pre-header, choose a clearly identified sender who will instill confidence in recipient. Too many brands will put generic sender names such as “Marketing Team” that doesn’t stand out, or they will create subject lines that give too much away. Remember, the first goal is to get them to open your email, not to sell anything. Once they open your email, then you have a new goal…but there are many other articles to help with that.
Whatever happens, we cannot reiterate enough: test different approaches to see what works for your audience.
Increase Open Rates with A/B Tests
You can use A/B tests to identify which version performs best. This involves sending several versions of the same email to a sample of your contacts list. There are two approaches you can take with A/B Test, depending on whether you are looking to send the best email to the most people right now, or if you continuously trying to learn how to improve your results.
The first method is to send an A/B test initially to a subset of your contacts (for example 30% as shown below), and the version that generates the best statistics is then automatically sent to the rest of the list a few hours later. At Mailjet we recommend setting the delay time to a minimum of 5 hours before the remainder of emails are sent to ensure you have received all the necessary stats.
However, if you need to get all your emails out immediately but still want to test different subject lines of pre-headers, there is another approach. When you conduct an A/B test, this time instead of sending to a subset of the recipients, you can send to 100% so that your entire list will receive your message when it’s sent. While you may not be optimizing that exact email, you will be able to review the stats afterwards and make improvements on how you approach subject lines, pre-headers, and sender name in the future. You could, for example, experiment with emojis in the subject line, personalization in the pre-header, and creative names for your sender.
Whichever variable you are testing, always make sure you keep the other variables constant if you want to be able to compare the statistics. If, for example, you want to test the subject, the sender and pre-header must be exactly the same in the two versions of your campaign.
Increase Open Rates with Clean Contact Lists
The contacts list is also a key factor in determining your open rate. You might think that the more contacts you have on your list, the greater the chance that a high number of people open your emails. But no, unfortunately it doesn’t work that way – in fact, quite the opposite.
More important than growing your contact list, is ensuring your current contacts are engaged. How does this work? First, it is vital that you gather the express consent of your contacts (especially now that the GDPR is in effect). Your recipients must have given informed consent at the outset to receiving your communications. Then, make sure you clean up your lists depending on your contacts’ engagement by identifying customers who have not opened your emails recently and remove them from your lists. That may be scary but let’s be honest: if they have not opened your messages in over 6 months, you’ve already lost them.
In Mailjet, you can create a segment that automatically filters out those users who meet a specific criteria, such as not opening your email in a few months. Simply select the contact list, and the filter, to carve out those users who you no longer want to contact.
When many of Mailjet’s enterprise customers first join, the first thing our Customer Success team does is clean up their lists and we’ve seen contact lists drop from 1M contacts to 100K while total opens actually increased. Not only did open rates increase 10x but again, total opens actually increased. This primarily because when you are sending to a highly engaged list, your deliverability rates increase.
Here is a summary of the main points to bear in mind about the open rates of your email campaigns:
Always monitor your open rates because this is a good proxy for the overall effectiveness of your email strategy.
Compare your open rates with those of companies working in the same industry as you, but try to aim for 20-25%.
Even more important than comparing to your competitors is comparing to your past results. Always look for positive growth.
Take pride in the sender address, the subject line, and pre-header, and above all, test these different elements with A/B Tests.
Ensure that the contacts you add to your lists have given their express consent to receiving your communications and if you are not getting positive engagement, never hesitate to clean your lists and delete unengaged contacts.
We’re off to work on our personalization strategy – what are you going to do to increase your open rates?
Do you have any particular marketing techniques to increase your open rate? Tweet us your creative ideas and opinions!
You’ve probably already noticed it if you receive our newsletters or have been reading our content for a while, but here at Mailjet we’re addicted to emojis. Seriously, we love them. Which is why we’re so excited about being able to celebrate them today.
Fun fact: Did you know that the date for World Emoji Day (July 17th) was chosen because it is the date shown on the famous calendar emoji? There, something super hip for you to share with your friends during your next dinner.
In this post, we’ll take a closer look at whether emojis work in email subject lines or not. To find out, we tested different options in four countries. The results are summarized in an infographic below.
What are emojis?
Emojis (Japanese for ‘figurative characters‘) are Unicode pictograms used on digital communications.
They were developed in 1999 by Japanese interface designer Shigetaka Kurita, as part of NTT DoCoMo‘s i-mode mobile Internet platform. The ideograms became an instant hit, first in Japan and then all over the world.
Even though the names sound quite similar, emojis are different from emoticons. Emoticons were developed in 1982, are purely text-based and reproduce typographic facial expressions. Unlike emojis, emoticons have the advantage that all browsers and devices can easily display them (but… they’re not as pretty 😉).
One of the main issues when it comes to using emojis is in fact that not all browsers support them in the same way. Actually, they can vary considerably from one device, browser or email client to another.
Emojis on a Windows laptop (left) and on an Apple MacBook Air (right).
Emojis in Email Subject Lines
When it comes to our newsletters, here at Mailjet we love testing different ideas (and sharing the results with all of you). Over the years, we’ve tested swear words in our subject lines (albeit British slang – we’re not that rude), Schadenfreude, email fails and, of course, emojis.
Yeah, emojis are our favorite. Every July we get creative with our subject lines to find out whether emojis are still as impactful, and if they really work when it comes to driving email engagement and increasing open rates.
In 2016, we tested four different emojis, across four geographies (US, UK, France and Spain). Globally, the best performing emoji, was the ‘joy’ emoji 😂.
You can check the results for our Emojis in Email Subject Line Survey 2016 here.
In 2017, we decided to step it up and test eight emojis. We used the four emojis we tested in 2016, versus four other emojis, across five geographies (US, UK, France, Spain and Germany).
You can check the results for our Emojis in Email Subject Line Survey 2017 here.
This year for World Emoji Day, we’ve decided to test seven of the new emojis in our weekly newsletters.
Results: Emojis in Email Subject Lines
This time, we wanted to conduct a survey to identify which one of the new emojis worked best to generate engagement. So we tested them by adding seven of these new emojis to our subject lines. The results were, as always, interesting and quite insightful. In some cases, even a bit surprising.
Curious? See for yourself:
Now it’s your turn to test emojis
Curious to know which emojis work best for you? Do some A/B Testing on your own newsletters!
If you haven’t heard about A/B Testing or if you just vaguely remember the concept, here’s a quick recap: A/B testing is essentially an experiment where two or more variants of an email are shown to users at random, and statistical analysis is used to determine which variation performs better.
A/B tests allow you to find the best option for elements such as the sender name, subject, content, and design of your email. You can test several and then the most powerful version of the email will be sent to the rest of the list. The advantage is that it maximizes your chances of reaching your target and optimizes the results of your emailing campaign.
Have you performed a similar test? Are you celebrating #WorldEmojiDay? Or, perhaps you’re a superfan of using emojis, just like us. Share your experiences with us on Twitter.
It’s finally here! After several months of preparation, this week the General Data Protection Regulations (GDPR) finally comes into effect. This new European regulation will affect all companies, wherever their country of origin, and regulate the collection and processing of private data from European citizens.
In order to make startups aware of their obligations under GDPR, Mailjet created a quiz in 2017 to assess their level of compliance with the main requirements of this regulation. While nearly 12,000 start-ups have responded to the quiz since its launch, we analyzed a sample of about 2,000 respondents from France, UK, Spain, Germany and the US who completed the survey within one month of GDPR. The goal? To understand which startups around the world are ready and which still have a bit more work to do!
In Europe, France is trailing the pack on data encryption (with only 21% of respondents encrypting their data) and only 40% having proper proof of consent). The United Kingdom is at the top of the list, with 33% of start-ups properly encrypting their data and nearly half have verified their supplier’s compliance with the GDPR. On the other side of the Atlantic, American startups seem to be much more prepared on several key areas… Dig into the full results below!
GDPR is not the only new regulation on the minds of Marketers.
In March 2018, Mailjet commissioned a new piece of research conducted by Morar Consulting to understand the effect that ePrivacy will have on marketing strategies and ROI following it’s implementation. The professional survey was taken by 400 marketers and marketing decision makers from both B2B and B2C companies across the UK and France.
The research looks at what channels marketers are currently using to reach their customers, how they feel ePrivacy will affect their business, what changes they will make following ePrivacy and more.
Download the full research report and start preparing for the effects ePrivacy will have on your business.