How to Build Your Email List Fast Step-by-Step Guide

How to grow your email list?

OK, so… If you are here, it means that you have made the wise decision to use email as part of your marketing strategy. Very well. But how do you start?

There is a fundamental thing that you are missing, which is an email list to send your communications to.h

In this blog post, we provide a practical guide to help you understand how to build an email list.

Are you ready to master the art of email list building? Here we go!

 

What is an email list?

An email list is a list of names, details and personal information of people who have given you consent to receive updates and offers from your business via email on a regular basis.

Why building and growing your email list

When built properly, email lists contain details about people who specifically gave you permission to send them updates and promotions from your business. This, therefore, means that they will be interested in receiving regular updates from you and in what you offer. They are a highly engaged audience.

Building an email list is not an easy task. However, it is an extremely effective marketing strategy. In fact, email marketing is 40 times more effective at converting prospects into customers than social media or any other online medium. The reason why you should do it, then, is to create engaged contacts who will turn into loyal (paying) customers.

What are the advantages of having a large email list

In general, people think that the more contacts in your list, the better it is for your business, as this will mean that you have a wider target reach.

So many fall into the trap of buying or acquiring contact lists.

This is not only an easy fix that is detrimental for your business, but it is also, since May 25th, against the new European Data Protection Regulation – GDPR, for friends. By building your contact lists in this way, you risk incurring into severe financial penalties.

Instead, you need to build your contact lists using the right strategy, which is by earning rather than buying permission to get in touch with people.

Yes, okay, the money is in the email list, we all know that. But do you think it would be more valuable for you to have a list of 100,000 contacts who don’t even open your emails of one of 2,000 subscribers who actually engage with your content? You already know the answer.

Desigual highlights its privacy policy to those subscribing to the brand’s newsletter
Desigual highlights its privacy policy to those subscribing to the brand’s newsletter

Now that we’ve established that purchasing contact lists is a big no-no, we can focus on why you should put effort into building, growing and nurturing your email list.

How to build an email list effectively?

Building your email list effectively, means that you allow people to decide that they want you to be in touch with them.

Forcing them to receive your communications is not good for either of you. For them, because they never opted-in to receive your communication and they don’t want them in your inbox.

Come on, think about it, don’t you get annoyed when you find yourself flooded with emails you don’t want to receive? Well, the same goes for them – yours is just another business.

Newsletter Inbox
Yours is just another brand in a full inbox

For you, this means two things: bad stats and low deliverability.
People won’t open or click your emails.
You will start getting hard bounces, and people will want to unsubscribe. You won’t allow them to unsubscribe not to lose contacts? BAD!
That’s just bad emailing practice, and again, not GDPR compliant (Fines, fines, fines, coming your way…). (Unwilling) subscribers will start reporting spam, and your deliverability and sender reputation will be impacted.

Purchasing contact lists is just a big, bad idea. But how do I do this, then – you may be wondering – if I ask my friends, relatives and other people I know for their email address, I won’t get nearly enough people to use to build a contact list.

Purchasing Lists Forbidden
Purchasing or acquiring contact lists is bad practice

Don’t fret, we are here to explain to you how to do this in the best possible way. And without having to ask your grandma and aunt for their email addresses.

How to grow your email list with the right strategy

The first step in building your email list properly is to create opt-in offers that people won’t think twice about. This is a critical step as not crafting the right offer means that you won’t obtain the desired outcome, and critically, it will not convert, regardless of the amount of traffic it gets.

Create irresistible opt-in offers
Create irresistible opt-in offers

Finding the right messaging and offer will take time and probably a few attempts. Once you find the best opt-in offers, you need to place them in front of people who could be interested in them.

Build and Grow your email list organically

Following email list building and growing best practices upholds your brand and sender reputation, ensures higher engagement and ultimately improves deliverability. To get people to sign up to your email and to give permission to be added to your contact list you can use a variety of channels.

Here are some examples for you:

  • Adding widgets to your website: You can place sign-up widgets in many places on your website, like on the homepage, on blog posts, on resource pages… And you can even decide to implement a pop-up page that comes up in front of visitors. They won’t be able to ignore it. 😏
    Time Out Subscription Pop Up
    Timeout implements a tiny pop up in the shape of an envelope on the right bottom corner

     

  • Get social: Your business social media accounts are another great way of promoting your sign up offer. You can use CTAs on your profile page or use Ads for promotion.
    Adidas Sign Up Social
    You can Tweet about a new upcoming product and incentivise people to sign up to get updates

     

    Epoch Times Sign Up Twitter Bio
    Or you can include a link to it in your bio

     

  • Email signature: Maybe you hadn’t thought about this one, but your email signature is a great place where you can place a newsletter opt-in or where you can promote your most recent content. People with whom you have established a personal relationship through email exchange may be more interested in hearing from you regularly.
    Email Signature Sign Up
    Include a newsletter opt-in in your email signature

     

Other places that you can get people to opt in is through live events, partnerships and guest blogging opportunities, or even through existing relationships.

How to Optimize Your Email List Building Conversion Rate

One way to organically grow and build a healthy, permission based email list is on-site retargeting. It works by monitoring the behavior of your visitors in real-time on your site. When a visitor’s behavior indicates they might be looking towards the exit, an additional message can be displayed to them – usually in a pop-up overlay.

FOMO Newsletter
Leverage on FOMO to drive sign ups to your newsletter

 

This exit-intent technology works by monitoring the movement of the mouse. When the system detects that a visitor is about to leave your site (by the movement of their mouse towards exiting the page or clicking bookmark links) a secondary message pops up to appeal to your visitors and engage with them further. Let’s see specifically how you can use this to maximise the number of visitors signing up for your newsletter.

    1. Create an email list: Include a sign up offer in an exit-intent pop-up
      There are several types of pop-ups that can be used to keep otherwise departing visitors engaged. But when it comes to list building, the most effective ones collect contact details. A well-timed and controlled sign up pop-up is a strong way to keep your prospects engaged at the right time and get them to opt-in to your email list.

      Leafing So Soon Privy
      Cleverly play with words in your pop up to attract people’s attention, like Privy does

       

    2. Build your email list: Use YES-NO pop-ups in multi-page campaigns
      The average website visitor prefers to click first and then fill in a form. You can take advantage of this and create multi-step on-site retargeting campaigns to increase your subscriptions. One approach is a simple YES-NO pop-up which appears before the subscription form.

      Yes/No Pop Up
      Implement a Yes/No pop-up before your subscription form

       

    3. How to build an email list: Personalize your message
      Visitors are more likely to stay engaged with your business if the pop-up is relevant to their specific needs and interests. This means you’ll be able to organically increase your subscription rate by communicating the right message at the right time to each segment of your audience. For example, if a visitor shows a specific interest, the most relevant pop-up will appear.

      Pull&Bear Sign Up Form
      Pull&Bear asks subscribers about gender to provide a personalised experience

      For more advanced personalization, use Dynamic Text Replacement in your pop-ups to alter the text based on any variable you wish. This way, you can display highly targeted messages to individual visitors using only one pop-up.

    4. Use nanobars to grow your email listJust like a less flashy on-site retargeting pop-up that appears on exit intent, a nanobar or notification bar, can be used to gather subscribers. Nanobars are also called “sticky bars” because they “stick” to the top or bottom of a website.
      Design My Night Newsletter Top Bar
      Design My Nights Implements a opt in offer on the top bar

       

      Nanobars are typically triggered based on engagement. If you feel your visitors find exit-intent pop-ups too intrusive, nanobars are a great alternative that can be adapted to fit your site’s user experience.

    5. A/B test your messages to optimize your list building
      A/B testing gives you the power to test which on-site retargeting campaign generates more subscribers. You can learn what design and content elements should be changed, what should be removed and what should stay.
      You can improve your subscription rate by eliminating your under performing pop-ups. This can boost your opt-in subscriptions by as much as 40%.

 

  1. Build an email list: Promote a free giveaway
    Your visitors are more likely to provide their email address if they receive something useful in return.

Your giveaway should be easily consumable content and helpful for your prospects. We’ve found the following giveaways usually work well: e-books, cheat sheets, checklists, case studies, webinars or video series.

Pinch Of Yum offers subscribers a free eCookbook
Pinch Of Yum offers subscribers a free eCookbook

As you can see, there are a variety of great on-site retargeting methods and tools available to engage your visitors and get them excited to opt in to your emailing list.

That being said, make sure to only email consumers about the information they signed up to receive. For example, if they sign-up to receive a freebie, it’s not cool to automatically add them to your newsletter list without asking them first.

A suggestion? Include a newsletter opt-in check box directly on your retargeting message or if you are capturing sales leads, be sure to remind your sales team to ask the prospect if they wish to sign up to the company newsletter before adding them to your organisation’s marketing list. Last but not least, always remember to have your data privacy link readily available on your main website.

Email Communication Policy
Data privacy policy available for subscribers when signing up

 

How to Build an Email List from Scratch Fast

An email contact list is a huge asset for Marketers in terms of lead generation and customer retention. It is especially useful in gaining insight into how a customer base consumes and reacts to your brand over time.

However, despite its many benefits, list growth often gets a bad rap. Not only does it takes time to organically acquire new contacts, customers are opting out on a daily or weekly basis.

First of all, to build an engaged and profitable contact list, here are three rules of permission you should never forget:

Permission is earned, not bought

Promises are the currency of permission. You’ll only get people onto your email list by making a promise. And they’ll only stick around if you fulfill that promise. Here’s what does work:

  • Acquire contacts organically. Commit to never buying a list or tricking people into getting on your list. When contacts engage with you on their own terms, they’re far more likely to stay engaged and become customers.
  • Make a compelling promise. A great promise is what will get people on your list and position your new relationship with them. The more relevant and personal the promise is to your prospect’s life, the stronger the relationship and the better your chances of converting them into customers.
  • Put your promise in the right place. Go where your prospects are. If you have an active blog, place opt-in offers there. If there are popular websites in your niche, guest blog on those sites and point readers back to an opt-in offer. Advertising on social media is another excellent way to get your offers in front of people.
No Spam. Except in the kitchen.
The promise: no spam, except in the kitchen.

 

Permission is a journey, not an event

Get the news you choose
Allow subscribers to decide for themselves

When a contact opts in, you’ve earned the lowest level of permission. The goal is to continue escalating the relationship to higher and higher levels of permission until, eventually, customers decide to buy whatever you want them to buy. Here’s are a few tips to help get started:

  • Build your permission ladder. What are the levels of permission on your list? How can you escalate relationships from opt-in to sale? Most email marketers haven’t clearly defined the steps they want subscribers to take between opt-in and conversion. This is an important place to start.
  • Segment your list by journey. Your subscribers are not all identical. Different customers are on different journeys and their motivations for engagement will vary. Define the different pathways to becoming a customer and segment your list accordingly to make sure your content is always anticipated, personal, and relevant.
  • Automate permission-building. The real power of email marketing lies in automation. Once you’ve built your permission ladder and segmented your list, make good use of autoresponders and other automation tools to put the process of escalating permission on auto pilot.

Permission is temporary, not permanent

The idea of losing permission is a scary thought. It’s the marketing equivalent of a breakup.
But the great thing about email marketing, as opposed to relationships, is that you’re able to see the warning signs long before you lose permission for good. To do this, you must pay attention to these three numbers:

  1. Open rates measure how much subscribers anticipate receiving your emails. If your open rates start to drop, it’s a good sign that you’re not consistently delivering on your promise or the topic itself isn’t as interesting to your subscriber as it used to be.
  2. Click rates measure how effective your content is at inspiring action. It’s nice when people read your email, but if they’re not taking the intended action, that’s a sign that you’re losing permission.
  3. Unsubscribe rates track when you’ve finally lost permission for good. When someone unsubscribes from your list, it means they’ve gotten to the point where they’d like to formally revoke permission and never hear from you again. Marketers tend to focus on unsubscribe rates as the ultimate measure of when permission is lost. But the truth is, you probably lost permission far before your subscriber reached for that unsubscribe button.
Stats
Numbers you should pay attention to

Always ask customers to opt-in. Double opt-in, if possible

The purpose of asking customers to opt-in to your email marketing is two-fold; to protect your sender reputation and to ensure customers are engaged and receptive to your brand and content.

Some may argue that asking for opt-in results in a smaller contact list since customers have to perform this extra step. However, not asking for permission before sending puts you at risk of being marked as spam or worse, being blacklisted by an ISP – and obviously at risk of fines, since May 25th. Just one abuse complaint can lead to having both your Domain name and IP addresses blacklisted.
We, at Mailjet recommend using a double-opt in process. As an added layer to the standard opt-in, customers receive a triggered confirmation email that they have to click on to reconfirm their email address and subscription preference.

Fearless Sign Up

First you sign up

 

Then you confirm your email address

This ensures that the customer provides an active, accurate email address which helps avoiding spam traps and bounces – both of which ISPs look at very closely to judge the quality of your emails and decide whether or not you are allowed to enter through their pearly inbox gates.

Never buy email lists, no matter how tempting it may be

Yeah, we’ve said this already more than once, but… It may seem like a quick and easy way to a high ROI, but buying email lists is forbidden by ISPs.
Not only is there is no way for you to determine the quality of the customers on your purchased or rented list but, more importantly, these customers are unfamiliar with your brand and will be quick to penalize you for sending them an unsolicited message. You run the big risk of being blacklisted and/or marked as spam in a matter of seconds.

Start with good content

Engage customers by first presenting them with rich, relevant content through your blog, ebook or white papers. Provide these users with an option to subscribe to this content via email.

Include rich, relevant content
Include rich, relevant content

This indirect approach will ensure a higher list quality and sender reputation because customers who opt-in to receive your messages are already familiar with your brand and will be receptive to your contact and stay engaged.

Leverage other social channels to grow your list

Beyond awesome brand recognition and content, online sweepstakes may be an additional way to to grow your brand recognition and contact list but be careful, it has to be done correctly.

They need to absolutely know that the counterpart of submitting their email address for a prize or giveaway is that you are also asking them for their permission to add their email address to your contact list. This needs to be done with full transparency and an opt-in mechanism.

Spin the wheel and win NL pop-up
Grow brand recognition with online sweepstake

 

Create a landing page that highlight benefits of joining your contact list

It may seem a bit repetitive to you, but including a dedicated landing page on your website for those who subscribe to your emails can be beneficial.

This is because subscribers may want to learn more about how frequently they can expect to receive communications from you and what sort of content you will be sending out.

Highlight the benefits of signing up
Highlight the benefits of signing up

 

Email List best Practice #9 Use creative CTAs that draw attention to your gated content

Using creative CTAs is a great way to direct people (AKA possible leads) towards your gated content, and obtain their email address.

Asking people only for an email address does not qualify them as good leads, but if your goal is to build a contact list, this is the simplest possible way to slowly introduce people to your brand. You can then later on accumulate more information about the subscriber, as more interest is manifested on their side.

Just bear in mind, that you state clearly that by giving out their email address to receive that piece of content, subjects are also giving consent for you to send out to them your email marketing communications.

Extra Tip: Use Side Project Marketing To Your Advantage

According to Brian Clark, the golden rule of online marketing is this:“Give something valuable away in order to sell something related.”

If you feel like your content production, advertising and other practices are not really working enough to get you where you want to be, a side project may be the answer. It is a great way not only to grow your email subscriber base but also to grow brand awareness.

No, don’t worry, we haven’t gone completely nuts. Side projects are a product or service that is clearly not your business’ main offering, but is a related and free offer provided to your audience in exchange of their email address.

Still sounds scary to you, right? It may seem like a lot of work at first, but the reality is that it doesn’t have to be. It could be just a free version or free trial of your product. Or it could be something completely different.

For example, Crew, a company who matches companies with hand-picked freelancers, offers a number of different side projects to their customers, including things like a calculator to help people figure out the cost of an app they want develop, a collection of free stock photos, and a list of what they call ‘unicorn’ coffee shops to work from that have the ultimate combination of working perfection: good coffee, good wifi, and plenty of outlet plugs.

HowMuchToMakeAnApp

Yeah okay, now you’re panicking cause you don’t have the money, nor the time, nor the resources to do this. But bear in mind: your side marketing project doesn’t have to be something huge and great, it can be something easy and simple that people can benefit from, like a simple spreadsheet.

Build your email list with the right tool

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. You therefore need to pick the right email partner, which will allow you to create and customize subscription widgets according to your (and your audience’s) needs.

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.

Mailjet Blog Widget
Widget on the Mailjet blog

Mailjet’s 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.

As consumers tend to prefer a personalised experience, the subscription widget also allow you to collect a variety of customer information up front (first name, last name, birthday, mailing address etc.). Fields can be marked 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.

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. 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.

Create widgets easily with Mailjet
Create widgets easily with Mailjet

At Mailjet, we know how much hard work it takes to build, grow and nurture your contact list. And that’s why, we try to make your life easier by providing you with the most intuitive and handy tools to help you at every stage of your email marketing strategy, as well as with guidance on the best practice when it comes to emailing.

And now go, make us proud, and build contact lists that will last you a lifetime!

Infographic: The Psychology Of Color In Email Marketing

So you’re wondering how “marketing colors” can help you convince people? We all realize that colors can have different effects on our mood, and marketers have been using this in branding and advertising since the profession began. Just think about how we describe emotions using colors: feeling blue, seeing red, green with envy etc.

Leveraging how colors can affect emotions is vital for the success of your marketing strategy and efforts. Considering that, on average, a reader spends about 8 seconds on an email once opened, you will definitely want to find a way to attract their attention and interest.

In this post, we will be exploring the psychology of colors in email marketing and what effect these can have on the end-user and even deliverability.

Applying Color To Email Marketing

What captures the reader’s attention once they open an email is not the text, but the visual elements, such as color, design, and images… However, it is color in particular that can awaken interest, or, conversely, cut it at the root, if the combination of colors does not work well.

To help you with your email marketing strategy and to ensure you use the ideal color combination to achieve your goals, we have prepared this infographic with examples of real emails and the messages that each color transmits to the user.

Psychology Of Colors For Email Marketing

In a Huffington Post article, Leslie Harrington, Executive Director of The Color Association of The United States suggests that: “we react on multiple levels of association with colors. There are social or cultural levels as well as personal relationships with particular colors”. You also have an innate reaction to color. For example, when you look at red, it does increase your heart rate. It is a stimulating color. This goes back to caveman days of fire and danger and alarm.”

From white to black and in between, here are 7 main colors and the different feelings they evoke:

Color Feeling Comment
Red Energy Boosts your energy levels and increases adrenaline. Considered a high energy color, to be used in rooms and areas where we need to be more productive, such as home offices. We also associate this color with passion and romance. This is proven to derive from our ape ancestors – male chimpanzees and baboons are attracted to the reddened females during ovulation, considered sexual signals.
Orange Fun Represents warmth and happiness, providing optimism and trust. With associations to sunny days and bright light, orange is known to bring a positive outlook on life and portray good health by being stimulating.
Yellow Optimism Yellow is known to be uplifting, happy and cheerful. It is also the most illuminating color, so used in a physical context (rather than psychological), it can be straining on the eye, thus providing a feeling of anger and frustration. No wonder all the cars try to run me over when I wear my high visibility jacket while cycling!
Blue Trust Blue is considered the color of honesty, loyalty and trust. Even though it is the most favoured color by men,  Blue is known to be a calm color with soothing effects. This could be one of the reasons that doctors and nurses wear blue and green, especially when we consider they are opposite red on the color wheel.
Green Growth Due to its extensive association with nature, green is the color for growth and peacefulness. Also considering that it’s in the middle of the color spectrum, it’s considered the color of balance. Green tends to be reassuring however with our modern conceptions of ‘$’, we can also see green as money.
White Neutral White is known to resemble sterility and cleanliness. Due to artistic depictions of religious figures as white and pure, this shade has also come to represent holiness and goodness. As white provides little stimulation for the senses, over use of it can come across as cold and boring.
Black Hidden Apart from its negative connotations such as “evil” (being the opposite of white), death and darkness, black can be seen as mysterious and hidden from the world. This is one of the reasons why when I was 18, I didn’t wear anything but black. In color psychology black means power and control. “People who like black may be conventional, conservative and serious, or they may think of themselves as being sophisticated or very dignified.” Judy Scott-Kemmis argues. Taking all these points into consideration, black can be an empowering shade to use, if used in the right amount, for the right audience.

Keep your product in mind when picking colors for your marketing campaigns

When considering the use of certain colors in email campaigns, the first thing we need to consider is its association to our brand. Maintaining the integrity of the brand is our number one goal, and after that we can start to think about the messaging and the moods that the colors will portray to the audience.

In a research report entitled ‘Impact of Color in Marketing’, it was uncovered that 90% of decisions made about certain products can be based on their color alone.

gender-colour

via KISSmetrics

Gender plays a role when picking colors

Another angle on choosing the right color for your email campaigns is gender. Psychology of colors can be gender specific and certain colors are favoured more than others by males and females, as KISSmetrics uncovered.

kiss-colours

via KISSmetrics

After considering your target audience, you’ll want to think about conversion. What colors will invite your prospects to take action? We recommend A/B testing (or A/X testing!) as well as Segmentation as different approaches work differently for each campaign and segment.

Here is an experiment done by Hubspot:

call-to-action-colours

Taking into consideration what we have learnt so far about these two colors, as well as putting them in a modern context such as driving, where green means “Go”, red means “Stop”; which of these two buttons do you think had the higher conversion

The red button outperformed green by 21%! Probably not what you had in mind, right? Knowing which colors to use for call-to-actions is an ancient old and biblical discussion that will never end (okay, not really).

The lesson we must learn here is that even if we do our due diligence and research, we should always be testing our campaigns. Every customer is different and their response to each color can vary depending on a variety of reasons such as mood, location, device used, choice of color combination and so much more.

 

Impact of the use of color on email marketing deliverability

As you may already know, there are a host of key phrases which Internet Service Providers (ISPs) don’t like, which means if these words are used then the email is very likely to go straight to the spam folder. These are called SPAM triggering phrases.

Just like these phrases which may send your email into SPAM, you’ll need to consider your image to text ratio – as a rule of thumb use 25% image and 75% text.

Unfortunately, ISPs don’t reveal exactly what triggers spam filters, however through the same collaborative effort of finding out what words trigger them and what text to image ratio we should be using, we have come to understand that extensive use of red in texts is one of the main tip offs.

Red is known as a ‘loud color’, so extensive use of it within text or background usually means that we’re really trying to get the users attention. The same principle is used towards CAPITALS, large texts and symbols such as exclamation or the dollar sign.

Most SPAM filters work on a scoring system. Each of the mentioned attributes above carries a maximum score. The higher your total score, the more likely your emails will end up in SPAM.

Final thoughts

So what have we learnt so far? Psychology of colors in email marketing can be tackled from different angles. Next time you’re designing your email campaigns, keep these thoughts in mind:

  • Does my color combination of text, images and background complement my brand?
  • Have I overused ‘loud’ colors?
  • Have I considered what call to action colors are used to increase conversion?
  • What mood am I trying to create with this message and choice of colors?
  • “I must A/B test. I must A/B test. I must A/B test. I must A/B test.”

Has any of you email marketing campaigns benefited particularly from the use of color? Share your experience with us on Twitter.

***

This blog post is an updated version of the post “Psychology Of Colors For Advertising, Marketing And Email“, published on the Mailjet blog on February 16, 2015 by Amir Jirbandey.

Unsubscribe Link: Why It’s Fundamental For Your Email Marketing

We’ve spoken many times about building a contact list as one of the main steps in your email marketing strategy. We have also often repeated how important it is for you to have a clean list – you’re probably so fed up to hear this, you’re bored to death. We get it.

 

Unsubscribe: A Friend, Not A Foe

The aim of this post, however, is to help you understand why you should always include an unsubscribe link in your emails. Although it’s always painful to see people unsubscribing from your contact list, it is more beneficial than you may think. If you’re thinking we’ve gone completely crazy, read on and you’ll understand why we advocate this so much.

 

Contact lists: is more always better?

Contact lists are something we – as people who send emails – cherish very much. Our businesses often depend crucially on the communications we send out to our subscribers. So, we never want to lose contacts. Although it’s difficult, you always need to keep in mind that subscribers who don’t engage with your content are not valuable to you. What you want instead, is to have a list of contacts that actually open and read your emails, and hopefully that click on and share some of the content too. We recently explained what these email statistics mean for you and how you can improve them to enhance engagement.

 

Sidekick Unsubscribe Email

Sidekick’s content team keeps its email list clean in a very effective way, notifying subscribers so that they can stay on the list, if they wish; otherwise they will be unsubscribed. This is an example of very good practice.

 

One way to ensure that your list is clean and that people actually want to receive your communications is to allow them to unsubscribe from your email list. There is absolutely no reason to force someone to stay in your contact list, if they don’t want to receive your offers and communications. It won’t benefit your business in any way, in fact it can cost you business.

But this is probably not enough to convince you… You want to know more, right? Until now you probably thought many contacts = big contact list = good. But as it is true for many other things, quantity doesn’t equal quality.

 

Reasons to include an unsubscribe link in your emails

It’s not merely about having a clean list – including an unsubscribe link in your emails has many other benefits.

 

Avoid customer frustration

We’ve all been there. Without even realising we’ve given consent to receive newsletters from a website or a brand, we start receiving emails that we are not particularly interested in. Hmm… annoying. Especially when your inbox is full of promotional emails that – let’s be frank – you don’t care about.

Why would you put anybody else through this? You know yourself how frustrating it is. Especially if you open a newsletter hoping to find an unsubscribe link… but it’s not there! It’s important to be understanding of people’s needs and preferences and allow them to opt out of your email list, if they wish to do so. In fact, this improves the whole email marketing experience, to make sure that unlike other social channels, the inbox is for content you specifically want to see.

 

Groupon Unsubscribe Email

Groupon gives unsubscribing from their Daily Groupon list a fun twist.

 

If you’re sending a confirmation email to let your users know they are no longer part of your mailing list, you can use this opportunity to gain more information about why they are unsubscribing (and maybe suggest an alternative newsletter of yours they could find more interesting!). This feedback can be really helpful, as you might learn why people don’t find your newsletter’s content valuable anymore or whether they think your email communications are sent out too often, all of which can inform how you adjust your strategy to best meet your audience’s needs.

 

Beta List Unsubscribe

Beta List asks its subscribers to take a few minutes to give some feedback on their email communications, so that they can understand how to do a better job.

 

End up in the inbox, not in spam

There is no other way to say it – fundamentally, including an unsubscribe link in your emails gives you more chances to end up in the inbox rather than in the spam folder. This is also because if people don’t want to receive your newsletters and they find no unsubscribe link when they look for it, they will probably flag your email as spam.

Every country has their own law on the inclusion of an unsubscribe link, as this is mandatory in anti-spam legislation.

You should know by now how detrimental it’s for your reputation to have emails that end up in the spam folder. Your spam complaints should always be kept to a minimum. At Mailjet, the acceptable threshold of spam less or equal to 0.08%. If your spam rate is higher than the threshold your account can be suspended or, in some cases, even terminated.

 

Be GDPR compliant

Next month GDPR will come into effect. At this stage, you can’t really afford not to be compliant anymore. Non-compliance puts you at risk of fines up to €20 million or 4% of annual global turnover, whichever is greater.

According to article 17 of GDPR, ‘Right to erasure’ or ‘Right to be forgotten’, data subjects have the right to request their data to be erased. Data controllers have the obligation of deleting such data when it’s no longer necessary for the purposes for which it was collected, or the data subjects withdraw consent for it to be collected and used.

For a contact to request to unsubscribe from a list is fully within his/her rights as data subject. And your duty as data controller is to delete such data. It always needs to be kept in mind that with GDPR coming into effect on May 25th, consent cannot be something that you obtain once and that’s it. The new regulation allows people to choose for themselves and to protect their personal data at any given time, should they change their mind.

 

How we help you

At Mailjet – as a GDPR compliant solution -, we ensure our clients are on the right side of the law by including an unsubscribe link in all of the emails created with our drag-and-drop editor, Passport, which cannot be removed, but can be customized to fit one’s brand. As stated in our Sending Policy: “All marketing campaigns must include a clear and concise link for recipients to easily opt-out of receiving future communication. The link must be easy for anyone to recognize, read, and understand.”

 

All of our subscribers are free to unsubscribe from our email list at any time.

 

We hope that by now you understand how important including an unsubscribe link is for your email marketing practices. Always remember that consent, unlike diamonds, is not forever.

 

Have you cleaned your contact list recently? Have you seen an impact on your metrics? Or maybe you have been able to improve your emailing strategy based on feedback you got from unhappy readers? Tell us all about it on Twitter.

Email Campaign Statistics: What Do They Tell You?

In the mind of many marketers, emailing is mostly about having a contact list, coming up with engaging content ideas (from the subject line to CTAs), and pressing send, with the satisfaction of a job well done. Yet, funny enough, this is just half of the job. There is more to emailing than just sending campaigns or setting up transactional emails. It’s also about tracking your campaigns’ performance, analyzing the results and drawing conclusions to improve your future sending. “But how do I do this?“, we hear you ask.

1-how
 

Fear not, dear reader! Email statistics (and your marketing experts friends from Mailjet) are here for you. In this post we’ll walk you through the stats you should keep an eye on, why they are important, what the results can say about your emailing practices and overall marketing strategy, and how you can improve them.

Email statistics you should keep an eye on

Obviously, all email statistics provided by the different email service providers are relevant. They’re actually so relevant that, whatever platform you’re using to send your emails, the different email status’ available in your statistics dashboard will be labeled the same way. Yeah, email stats are that important.

The Good… And The Bad

Email statistics can roughly be classified in two categories: positive and negative. It’s not an official classification, but it can help you understand what is good, what is not so good, and what you definitely need to improve.

Positive Stats

Positive Email Stats

  • Sent and Delivered

These are the most obvious and easy to understand stats: the Sent and Delivered rate. Their names are pretty straightforward. The Sent rate is the proportion of emails which have actually left the sender server to reach your recipients. If large numbers of messages stay as “sent” for a long period of time (usual sending time may vary between a couple of seconds to a few hours), you are probably experiencing a deliverability issue.

The Delivered rate is the proportion of sent emails which have landed in the recipient’s server. However, being “delivered” does not necessarily mean the email ended up in the recipient’s inbox. It’s impossible for anyone other than the recipient to know if the message was delivered to their inbox or the junk folder.

Usually, if you’re respecting the best practices of emailing, these stats are somewhere between 95% and 100%.

  • Opened

The Open rate is the percentage of delivered emails that have been opened at least once. It’s a good way to know if people want to read your messages or if they bin your emails them straight away without even opening them. You clearly want this stat to be as high as possible.

  • Clicked

The Click rate is the percentage of opened emails that have been clicked on at least one time, excluding clicks on the unsubscribe link. This statistic is very important as it shows how subscribers interact with your content, and if it is interesting enough to drive readers to your website. High click rates are a sign of interest and can help shape your future campaigns.

Negative stats

Negative stats are the ones which can hurt your sender reputation. Very badly, if they’re too high. So, you’ll want them to be as low as possible. At Mailjet, we set a threshold for you to not pass, otherwise, you run the risk of having your account put in quarantine or even blocked.

Negative Stats Threshold

  • Bounced

The Bounce rate is calculated on the total amount of emails sent. A bounce means that the email didn’t reach its intended destination – your contact’s inbox – for different reasons, and it was returned with an error message. At Mailjet, we make a distinction between Soft Bounces and Hard Bounces.

Soft Bounces are temporary issues such as the recipient’s inbox is too full, or there is a connection timeout. In these cases, redelivery will be attempted automatically. If the email is not delivered within 5 days, it’s marked as bounced.

Hard Bounces are permanent delivery errors caused by an invalid email address (e.g. a mistyped email, a non-existent destination server, etc.). These types of bounces negatively impact your sender reputation. To avoid deliverability issues, it’s very important to regularly remove bounced email addresses from your contact lists.

  • Unsubscribed

The Unsubscribe rate is linked to the open rate. It indicates the percentage of recipients who clicked on the unsubscribe link – or the unsubscribe button provided by some webmail clients and ISPs – in the open email. Think of it as a healthy way to keep your contact lists up-to-date. Note that, if you’re using Mailjet, unsubscribed email addresses are automatically removed from your lists.

  • Blocked

The Block rate is calculated on the total amount of emails sent. Blocked is a status Mailjet sets for its users. Emails which have previously hard bounced, have been marked as spam, or that have potential spammy content, are pre-blocked by our system. This way, your sender’s reputation is less impacted.

  • Set as spam

This stat is also calculated on the total number of emails delivered. Spam complaints are made when the recipient believes an email is unsolicited. Spam is typically aimed at marketing emails. Transactional emails usually don’t get marked as spam. Many ISPs provide a ‘spam’ button or link in each email delivered. When a recipient clicks on this button, the email is reported as Spam and this is displayed on your Stats page.

Spam complaints are taken very seriously and can be detrimental for your sender’s reputation. You will want keep your spam rate lower than any other email stat. Some tips in our sending policy to keep your spam rates down are:

  • Only send your emails to recipients who have given explicit consent. The use of Third Party contact lists is prohibited.
  • Always include a clearly visible and easy to use unsubscribe link in all your emails. You don’t want subscribers to mark your email as spam to stop receiving it.
  • Your sender name and domain must be communicated in all your messages. Content should be relevant and reflect your subscribers’ expectations. Cleaning your lists regularly ensures that your emails are sent to engaged readers.

What do these stats mean for you?

Stats Dashboard

These stats don’t exist for the sake of our love for numbers (not sure we even love them that much…). They mean something. And following the results, you should take different actions, depending on the KPIs you have set, obviously. Let’s go through a few common scenarios…

1. I don’t have any significant negative stats, but my open rate is low.

Before opening your emails, your recipients will check 3 things: your sender name, your subject line and your pre-header. Have you tested these different elements? The sender name you’re using might not be as clear as you think. Or perhaps your subject line could be pimped a little with emojis. Not sure where to start? We’ve got you covered with this post about the elements you can (and should) test.

Emoji Subject Line

Why not use emojis in your subject lines to capture recipients’ attention? Just like we do.

2. I have a good open rate, but my click rate is not taking off.

Great! Your recipients open (and hopefully read) your emails. Though, for some reasons, they don’t seem to click. This could be down to either a CTA or content issue. If there are not enough things to click on in your email, your readers might not click; or if your content isn’t appealing enough to them, your readers won’t click.

So be sure to test (yep, once again) the positions of your CTAs and the length of your content. Make your CTAs more clickable, with clear buttons and/or images instead of simple hyperlinks in your wording. This is also practical: if your emails are opened and read on a mobile device, it will be easier for readers to click on a button using their thumbs rather than having to zoom in to enlarge the text.

3. My negative stats are going crazy, help!

The issue here it’s clear: the quality of the contact list you are using is bad.
This could be due to a number of things:

  • You haven’t sent an email for a looooooong time, and your recipients don’t know who you are anymore;
  • You recently purchased or borrowed a third-party list (HUGE NO-NO!) and are currently experiencing the consequences;
  • Since you started sending emails regularly, you haven’t cleaned your contact list, resulting in a clog of bad stats.

To prevent this from happening, you have limited options. First, before sending: NEVER USE A PURCHASED LIST! Second: NEVER USE A PURCHASED LIST! And third: you get the message? It’s like Fight Club: you have to repeat the first rule to be sure it sticks.

Fight Club GIF

Now that we’re sure you know and remember the golden rule, there are a few other things you can do. If it’s the first campaign you’re sending since… forever? Or at least for quite a long time, send smaller campaigns before you send to all your contacts, and ask them if they want to stay on your list or not. This way, you’ll limit the risks of your unsubscribe and spam rates skyrocketing.

Also, don’t forget to remove bounced, reported as spam and blocked emails from your contact lists. It’s like cleaning your teeth each night: it takes just 3 minutes of your time, it’s kind of annoying and looks useless. Yet, in the long run, the results are worth it: you still have all your – possibly white – teeth and you’ve preserved your sender reputation. Everybody (but your dentist), wins!

And here you are. We’ve walked through the main stats you should follow when looking to improve your email campaigns. As you’ve seen, it’s not rocket science, but simply testing, improving, and testing again. Oh and, of course, following best practice (You haven’t forgotten the golden rule yet, have you?). So go, make your positive stats increase and reduce the negative ones to a pulp!

You liked the post, or have something to add to it? Let us know on Twitter! We’d love to hear about your stats, let us know.

***

This blog post is an updated version of the post “What Do Your Stats Tell You? Emailing Doesn’t Stop When You Press Send!“, published on the Mailjet blog on March 23rd, 2017 by Thomas Hajdukowicz.

How To Define A Successful Email Marketing Strategy

Whether you’re just starting with email marketing, or you are rethinking your strategy, it may seem like the list of things you need to think about is never ending. Where do you start? We feel you. At Mailjet, we know very well how difficult it is to define an email marketing strategy, and the amount of hard work that it requires to stick to it.

No need to panic, we are here for you! And we’ll guide you through the steps you need to undertake to ensure your email marketing strategy will be successful. Ready to kick-start your email marketing strategy? Let’s go!

Steps You Need To Undertake To Define Your Email Marketing Strategy

1. Build and grow your contact list

The first step you need to take to start defining your email marketing strategy, is building and growing a contact list. Needless to say, you need people to send emails to, otherwise your strategy will be completely pointless. There are many ways to do this, and you may want to try different approaches. The important thing is that you grow your customer base organically.

Your website should be the first place to start when building a contact list. Customers visiting your website and blog already have an interest in what you offer, so enticing them to sign up might be easier here than anywhere else. You can then integrate your social platforms and face-to-face contacts to tell followers and customers about the benefits of joining your mailing list . Ultimately, you can also decide to use incentives in order to drive sign-ups, although you need to be careful doing this as some subscribers may sign up only for the offer. Make sure you’re consistently adding value to your contacts.

ProductHunt Newsletter SignUp

One of customers, Product Hunt, started their whole company with an email newsletter. Their widget on the home page shows the image and subject of the latest newsletter and succinctly summarizes the value you’ll receive by signing up.

2.Define Your Email Marketing Goals

Like any other marketing tool, email is nothing without a clear strategy. Before you start designing and sending an email campaign, define why you’re sending it. Always ask yourself “What do I want to achieve with this email?”, and then find the most appropriate way to assess if you’ve achieved your goals.

Remember, that email is the marketing channel that drives the highest ROI. A/B testing and comparing campaign performance are powerful instruments in defining the success of your strategy. These results will give you a clear indication of your ROI and whether you’re doing all that you can to boost it. While planning your campaigns, always remember that success will have a different meaning in each of your emails.

3. Plan Your Campaigns

Now that you have defined your goals and have a list of high quality engaged contacts to send your emails to, your next step is to plan your campaigns. But what do you need to include in the emails you send out? Although some of the content is highly customizable and depends on your goals, there are a number of elements that always need to be present in the emails you send out.

The elements that you MUST include in every email are:

SUBJECT LINE

The subject line should make your email stand out in the inbox. Although it is important to keep the tone and voice true to your brand, you may want to try different approaches that can help draw attention to your email, such as catchy phrases or emojis.

FROM NAME

You wouldn’t want your contacts to think that they just got a random email, that will end up in the trash folder quicker than you can count to three, would you? So always make sure you let your contacts know who’s emailing them. To ensure your from name is recognisable, use your brand name or, if you want to be creative, find something that can still be linked back to you and keep it consistent.

PREHEADER

The power of the preheader is often underestimated. It is extremely effective way to summarize the content of an email, especially on mobile devices. It should complement your subject line and draw attention to your campaign.

CALL TO ACTION

CTAs are strongly interconnected with the objectives of your campaign. When creating them, consider what you want your subscribers to do after reading your email. Create responsive CTAs that are easy to navigate on desktop and mobile. Also, keep it simple. Emails with a single CTA can increase clicks 371% and sales 1617%.

Casper CTA

This is a great example of creative and catchy CTA.

Keep in mind, that these elements can make the difference between someone opening your message or moving it to trash. The great thing about email, is that you can gain real-time, in-depth insights into your audience and use this to adapt your marketing strategy. Starting from your first campaign, pay close attention to your metrics to understand if they successfully meet your goals or not. This will be an excellent learning experience, and it will allow you to change and adapt your strategy.

4. Designing Engaging, Responsive Emails

In today’s highly technological world, there is a number of things you need to consider when designing your campaigns. There is high demand for diverse, engaging and mobile-responsive visual material. A bit overwhelming, eh? It’s a lot to think about, true. But here at Mailjet we try to make your life easier when it comes to emailing. So here are a few ways to create amazing emails:

BE RESPONSIVE

55% of email is now opened on a mobile device, so you need to ensure that your design is mobile-responsive. If a message is visually unappealing or is difficult to read, subscribers will become frustrated and won’t even bother reading through. This will also be reflected in your ROI. At Mailjet, we make designing responsive emails an easy task. With our drag and drop email editor Passport and our open source markup language MJML, you can create emails that will look great on all devices.

Mailjet Responsive

Example of responsive email created with Passport

DESIGN FOR DELIVERABILITY

The size of your email can have a huge impact on deliverability. Emails that are too large take a long time to load and will be chopped by some email clients. Knowing the appropriate size for images and finding the right balance between images and text is key to ensure your contacts see the message just as you intended them to. This will also ensure that your email will not end up in SPAM.

USE USER PSYCHOLOGY TO YOUR ADVANTAGE

Arrange items in your email according to the order you want them to be read. This will guide the reader to the actionable content and it will make their experience smoother. Keep in mind that for those whose native language is read from left to right, the top left corner of the email tends to be the initial focus. Use this in your favour, by using this area to make your identity and purpose immediately clear.

Always place your actionable content above the fold (ATF). As most email clients allow around 300-500 pixels of space for email previews, you need to make the most of it. Lastly, the colors you choose will influence your customer’s feelings about your email and brand in general. So, make sure your color scheme doesn’t impact the visibility of the text and that it complements your brand. You can also take it to the next level by making sure the colors you are using are suited to your specific context and segmented demographic.

DON’T FORGET TRANSACTIONAL EMAILS

For a unified user experience, and to make your brand identity identifiable, present a unified, seamless experience across both marketing and transactional emails. This way, your contacts will easily recognise you, and build brand awareness and loyalty. Remember, transaction emails are opened up to 8x more often than marketing emails. This is an important place to reinforce your value and your brand.

TEST, TEST, TEST

The last step when designing your email is to test it before sending. This is extremely useful to ensure your images are all optimized, your links are working, there are no typos, and your CTAs are clear and responsive.

5. Making Email Relevant

Nowadays, we all receive tons of emails. But how many of those are actually relevant? To ensure your email marketing strategy is a success, you need to create unique messages that really address your customers’ needs, and send them the email at the right time. Segmentation, personalization and automation are all amazing tools we have to make emails relevant.

6. Get Some Feedback

The last step in setting your email marketing strategy is finding out how successful your campaigns have been, and learning from past experiences. To do this, you can simply collect customer feedback to find out exactly what they like about your brand and where there is room for improvement. Or you can use some tools that allow you to analyze ‘hard’ data, like A/B testing and campaign performance comparison.

And now you are ready to start sending your email campaigns and work towards a successful marketing strategy. You’ve come so, far and grown so much.

 

This post is a shortened version of Mailjet’s “Getting Started With Email: The Ultimate Guide To Define Your Email Strategy”. For more details on how to create your email marketing strategy, make the guide yours now for free!

 

Email Campaign Ideas To Test In The New Year

Since 2018 is already in full swing, and we’re totally confident that you haven’t dropped any of your New Year’s resolutions yet, why not add one more into the mix? We’ve already told you about the exciting trends we expect to see in an email this year, but how are you going to make 2018 your year of email?

No need to panic, we’ve got you covered. While you were signing up for spin class, our minds were spinning with fun email campaign ideas that you can test in the new year. Give these a try, and you’ll feel great about your email strategy for 2018 (even if those other resolutions don’t last).

 

Email Campaign Ideas You Just Have to Try in the New Year

Campaign #1: Re-engage your customers after the holiday season

Once all the excitement dies down, it’s time to take a rest from sending email campaigns, right? Wrong. Surprisingly, the post-holiday season is a great time for sales, and a reactivation campaign is the perfect way to get in on the action. Try sending out a campaign to encourage your subscribers to visit your store or website again.

At the beginning of the year, the sales that started after Christmas are likely to still be on. Leverage on this to attract customers to your products and remind them why they subscribed to your brand in the first place. This is a great way to reduce post-holiday unsubscribes. You can also segment your list to promote to each customers items that they may be more interested in, based on previous purchasing behavior. Continue to engage your subscribers to avoid being ignored after the holiday hype calms down.

 

NastyGal New Year Campaign

This Nasty Gal campaign plays with the new resolutions that usually emerge at the beginning of the year, implying that buying from their sale is a good decision. This is a great way to encourage post-holiday shopping and make customers feel good about it.

Campaign #2: Make the most of a not-as-popular holiday

Think about it: your customers’ inboxes are flooded during popular sales periods like Black Friday and Christmas, but what about holidays that aren’t traditional shopping days? Take advantage of the email lull and send your subscribers a special sale when they’re not expecting it. This will capture your subscribers’ attention and incite their curiosity, as they may not be aware of that festivity.

Using a campaign comparison tool, like the one Mailjet offers, will allow you to test various holiday campaigns throughout the year. That way, you’ll know which holidays cut through the inbox clutter and bring you the most engagement from your customers.

Banana Republic Mardi Gras Campaign

This Mardi Gras email takes advantage of the excitement surrounding a holiday that’s not typically known for shopping, and encourages customers to indulge in shopping and savings (in addition to eating in abundance, as the festivity requires).

Campaign #3: Own up to your mistakes

It’s every marketer’s worst nightmare, and it probably happens to you once or twice a year. You see your beautiful new campaign land in your inbox, only to realize that your call to action links to the completely wrong page, or worse, it has no link at all!

But wait, don’t faint just yet. Use it as an excuse to send a quick follow-up campaign apologizing for the goof (and including whatever you missed in your previous email). Even if it was a technical problem with your website, don’t be afraid to apologize. Your customers will likely open the email just to see what went wrong, and they may even click through for the deal that you were promoting in the first place. Use powerful subject lines that will play with your customer’s FOMO, to ensure that they will be opened.

Be sure to take a look at your campaign statistics after you’ve sent your “Oops!” email, to see if it increases engagement. Now, we know this little trick is amazing, but don’t go finding excuses to use it, ok? We wouldn’t want you to get carried away. 😉

 

Forever 21 Ops Email

In this email, Forever 21 takes advantage of their ‘Oops’ moment to offer customers free shipping.

Campaign #4: Play to your customer’s competitive side

Use your slower seasons to give your customers fun incentives. Try creating a game that invites your subscribers to interact with your brand for a prize. This is a fun idea that you can test using multiple platforms. For example, if you’re looking to increase your social following, try running a contest on one of your social platforms, then send an email campaign to let your subscribers know that they’re missing out!

You can also run a campaign encouraging your customers to make purchases over a period of time for a chance to win a prize (think McDonald’s Monopoly game). Giving your customers a little extra push to make a purchase during a traditionally slow season is a great way to re-engage your contact list.

A fun competition is also a great chance to run an A/B (or even better, A/X) test on the various elements of your email. Figuring out which style of subject lines or email imagery excites your subscribers will give you great insight for designing your future holiday campaigns. You can also segment your email list to offer your most loyal customers special deals or opportunities for extra points.

Starbucks Email Campaign

This Starbucks for Life summer game is a great example of creating new excitement through competition. Customers compete to win bonus stars or a lifetime supply of Starbucks by making purchases and hitting specific targets.

Testing new campaign ideas is a great way to capitalize on slower seasons. With whatever you decide to try in the new year, make sure to follow your statistics to track the effects of your campaigns. Once you’ve tested your new creations, you’ll be ready to implement the best ideas into your emails for the busier seasons.

So, are you feeling totally pumped to make 2018 the best email year yet? Don’t let us stop you – start building those new campaigns now!

Did you try one of our 2018 email campaign ideas? Share the results with us on Twitter by using #MailjetTesting.

***

This blog post is an updated version of the post “Email Campaign Ideas TO Test In The New Year“, published on the Mailjet blog on January 5th, 2017 by Patrika Cheston.

IntegratedLive 2017: Key Takeaways

At Mailjet we are always looking to improve our marketing efforts and to be up to date with the latest trends. Yes, admittedly we like to try to be the coolest kid on the block ?. But to do this, we need to keep ourselves informed and we have to learn from others. That’s why we put time and effort into taking part at the most important marketing events.

This week our wonderful UK Team took part at IntegratedLive, a one-day summit that provides marketers with an overview and deeper understanding of the latest need-to-know digital trends. As the world of marketing continues to evolve, it’s important to keep pace with the rapid changes if you don’t want your business to pay a high cost for it.

Team Mailjet UK at IntegratedLive

This year at IntegratedLive we’ve learnt much about new trends, from integrated marketing plans and email automation to using VR, AR and AI for marketing purposes. We didn’t want you to miss out, so here we share with you our key takeaways of the day. Now sit down, and enjoy the ride into the present and the future of marketing.

The modern Marketing mix

The era of the customer

As we are entering the era of the customer, we need to understand what our customers want and how to give it to them. A sound marketing plan is based on asking yourself two important questions:

  • Are you offering your customers what they need?
  • Are your customers aware of what you are offering them? (And that it meets their needs!)

If you answered no to one of these questions, warning ⚠️! It’s a sign that your marketing strategy is not taking you quite where you want it to take you, and you need to adapt it.

“But how do I do it?” you are asking. The answer is… (suspense) …you need to create a culture of customer obsession. “What is that?” you are asking now. Well, first of all, you need to grasp who is interested in your business and product, why they are interested in it and how. This will give you a stable basis on which you can build your strategy.

Always remember that customers want to feel valued and they want to be intimate with brands, and you want to deliver a great customer experience that they will want to share with others.

We’ve said, others have said it, we’ll say it again

Recurrent themes at IntegratedLive this year seemed to be integration, automation, and personalization in marketing. We’ve covered these topics extensively in the email sphere, but the fact that many others are now talking about them just shows how important they are for marketers nowadays.

Integration

We all collect large amounts of data, which are then stored in multiple locations throughout the business. Integration does not mean that it all has to be brought into one place, but that connections need to be created. What are the benefits?

    • Less manual error. As everything is connected, there is no need for you to look for data in multiple places and transcribe it.
    • Data is available immediately. No need to search for it.
    • Security in maximised.
    • Data is always consistent throughout the business.

Automation

Automating your emails means that you improve the immediacy of your responses. What are the benefits?

      • Less work for you to do (yay!).
      • Less missed opportunities.
      • Your responses will be consistent.
      • It will build trust between your brand and your clients.
      • Improved customer experience.
      • Your clients needs will be responded to.

Personalization

You want to produce personalized content, based on individuals’ data and rich in details. You are not asking why in this case, are you. At the end of the day, that’s what we all want. Someone who knows us and knows how to respond to our needs. Again, make your customers feel intimate with your brand. Like an old friend who’s always there for them.

What we brought to the game: How to get email right in 2018

Mailjet Presentation at IntegratedLive

Email is the platform most people think we will definitely still use in 10 years’ time. “Won’t the email era be over by then?!” You ask. That’s a great question. You couldn’t have asked anyone better. No, it won’t be over. But it will definitely change over time. Here is what you need to consider in your email marketing strategy in 2018:

GDPR

We have known for a while it’s coming, and in May 2018 it will finally come into effect. You need to ensure that you are compliant before it comes into effect if you don’t want to pay huge fines and damage your business. There are two things that you need to be very careful about. The first one is consent: you will need to ask for explicit consent, in a clear and concise way. The second one is data profiling. Yes we all love automated decisions and marketing automation. But unfortunately there can be some negative implications when it comes to data protection and consumer privacy. Customers need to be informed in detail about what type of content they will be receiving. For more information about GDPR, visit our resource hub.

The Transactional Email Experience

According to our recent research, important opportunities can be missed due to a negative transactional email experience. What can you do to avoid this?

        • Check the spelling and the grammar of your emails, you don’t want any mistakes in there.Don’t include any sensitive data.
        • Ensure your email is consistent with your website in terms of branding.
        • Ensure you land your emails in the inbox and not in the spam or promotions folder.
        • Keep track of the speed of your email. It needs to arrive quickly.
        • Add a touch of marketing to enhance the brand experience.

The Future of Email:

We asked ourselves what consumers could possibly want, and then we decided to ask them directly. It turns out that what they want, is an easy experience: emails tailored to products, real-time and location based messages, and the ability to shop within the email.

Keep your eyes open for the following trends in 2018:

          • Interactive emails, say goodbye to static emails.
          • Data driven emails, that respect consumer privacy.
          • 121 emails, delivering the right message at the right time.

And here you are, ready to embark in a new year of marketing. If you want to find out in more detail how to get email right in 2018, we have created a handy slideshare presentation for you.

 

If you have a different opinion on the future trends of email, we’d love to hear them on Twitter.