Personalized Emails And Customer Relationships: A Holiday Tale

You’ve probably noticed that, for some weeks now, our posts have a holiday flavor, a whole bunch of emailing tips with a pinch of nutmeg, ready to help you prepare for what is the busiest period of the year for email marketers. This post is no exception. So… let’s talk about personalization. “Again?” some might say. Yes, again. Why? Because more than half the marketers still don’t personalize their content, despite the fact that 70% of them admit it’s something they should definitely be doing (and which they’d actually like to implement in the next 12 months). Why not benefit from the upcoming Holiday Season to turbo boost your emailing ROI using personalization?

Want to define your email strategy to win customers over this holiday season? Check out Mailjet’s Holiday Email Toolkit.

OK, so why should I personalize my emails?

Since personalization is not as common as we’d expect it be, even though it’s now well-known, here are a few key points you have to keep in mind if you’re considering whether or not to personalize your content.

As the father of direct marketing, Lester Wunderman, said, people are an end, never a means, and direct marketing (including email) is data driven. Meaning: know your subscribers’ needs and address them by sending them the right offer at the right time. In any case, don’t force a global and irrelevant product or service on them. This is the definition Wunderman gave of personalization, in 1996, and it’s still valid today.

This idea is actually backed by figures. In a nutshell, personalized emails have a 30% higher open rate and more than 40% higher click rate than non-personalized emails. From the subject line to the content of the email itself, including offers, colors or CTAs, anything in both marketing and transactional emails can be personalized.

The use of first names gives ThamesLink’ newsletter a warmer feeling.

Ryanair uses the location to send its contacts personalized automated emails.

Note that it works with transactional emails too. Check out PayPal’s confirmation message.

…And in subject lines, like in PhotoBox’s promotional campaign.

So if our word is not enough, trust the figures: you should definitely be making the most of personalization during the Holiday Season (and hopefully after too).

What should I expect this Holiday Season?

This year, the fight for your recipients’ inboxes will be harsh again and only the smartest and most original marketers will be able to make an impact. Here’s what we learnt from last year’s Holiday Season:

  • Compared to the other, less busy periods of the year, the Holiday Season 2015 saw a huge, 23% increase in email volume. However, less campaigns were sent, which could indicate larger contact lists or a broader segmentation.
  • Overall, recipients engaged more with emails sent during the Holiday Season: click rate, session per clicker and, most importantly, revenue per email increased during Q4 2015.
  • Special offers were more impactful than ever, especially when it came to free shipping and flash sales.

So, how do I personalize effectively during the Holiday Season?

Regardless of whether you send campaigns for Thanksgiving, Black Friday, Cyber Monday, Hannukah, Kwanzaa or Christmas, you should always be prepared. Personalization is not something you can do in a snap. You’ll first need data. But worry not – you probably have loads of it already. First, through your subscription or registration process, you’ve probably already gathered first and last names, location, gender… All of those are a good start for your email personalization. You can address people by their first names, making them feel like you’re speaking directly to them, and start personalizing the subject lines and the content of your messages.

Our Templating Language allows you to add specific blocks to your email template, and tailor the content based on different conditions or segments. You can also start segmenting your sendings, targeting specific demographics with different campaigns, like the over 55s or your younger audience, or sending specific content to men and women. Segmentation and personalization really go hand in hand when it comes to email.

Going one step further…

But what your customers really want during this festive period are specific offers, things that they don’t yet know they want, but they are subconsciously dreaming about. And, unless you have some awesome psychic powers (if you do, please tweet us all about them), you can’t just guess randomly.

So we’ve come up with some solutions. One of them is using the services of predictive marketing solutions, just like Boomtrain. This way, after analyzing the purchase history and the behavior of your users, the system is able to automatically recommend products that your customers might be interested in. Yeah, just like Netflix does.

All kinds of personalization here. It can’t get better than Netflix.

Another option is to send a survey out before the holiday season, asking customers about that extra information you didn’t get during the signup process (maybe you missed out on asking about their location and now want to promote your stores in different cities?) or allowing them to choose the kind of offers they wish to receive (will they be shopping for children this Christmas?). This will enable you to tailor the content you send to them better, and to segment your list based on demographical data and preferences.

We also love automation as a way to send one-to-one emails, at a mass scale. With automation, you can target your VIP and loyal customers to send them special offers when they make a certain number of purchases, or target inactive contacts with re-engagement campaigns. Instead of emailing mass campaigns, automation enables you to speak to your clients as individuals.

We know you want to showcase your seasonal items, what’s new and what you think will be trendy on your customers’ wishlist, but personalization is not just something to use during the Holiday Season. It’s something you can apply anytime. After all, purchases and temptations are not limited to this time of the year…

Do you already personalize your campaigns? Have you tried any of our ideas? Tell us all about your experience or let us know what you’re planning for this Holiday Season on Twitter, using the hasthag #MailjetGetsPersonal.


Want to define your email strategy to win customers over this holiday season? Check out Mailjet’s Ultimate Guide To Holiday Emailing.

Holiday Emailing Guide


Quiz: What Kind Of Spammer Will You Be This Holiday Season?

Soon, that time of the year will come. You know, that time when turkeys and other feathered animals fear for their lives, families gather to eat, drink and then eat some more, and kids wake up unusually early to check out what Santa’s brought them.

Halloween, Thanksgiving, Black Friday, Cyber Monday, Christmas, New Year’s Eve… they’re all just around the corner, and you need to be prepared. We know you have been working on your emailing strategy for Quarter 4 throughout the summer: you’ve freshened up your contact lists, you’ve created a series of holiday templates, brainstormed great marketing ideas… You feel ready to go.

But what if you weren’t as organized? What if you were… a spammer? ?

Obviously, you’re not a spammer. Proof is you’ve been reading our blog and following the deliverability tips and best practices we regularly write for you. But what if (and we’re only speculating here) you had this spamming alter ego, waiting to take advantage of the holiday season to send poorly executed emails to unwilling recipients? What kind of spamming supervillain would you be?

We know you can’t wait to find out. That’s why we’ve come up with this quiz, so you can meet this other you that’s living on the dark side of emailing.

Intrigued? Let’s go!




Want to define your email strategy to win customers over this holiday season? Check out Mailjet’s Ultimate Guide To Holiday Emailing.

Holiday Emailing Guide

What Happens When Your Sender Reputation Is Low?

Email marketers know a lot about emailing best practices: how to keep your contact list clean, why you shouldn’t purchase third party data, how to design emails that will land in the inbox… after all, deliverability is their job. But do you know why you do all of this? You should know that not following these unspoken rules and best practices might have an impact on your deliverability. But how? The answer is simple: because of your sender reputation.

Your reputation, the most precious thing in this harsh digital word

You have to cherish, nurture and protect your sender reputation. Because in the digital world, just like in this strange world that is real life, your actions have an impact on how others see you. Don’t let yourself think that your actions have zero consequences. On the contrary! Just like you wouldn’t casually scream to people instead of talking to them, nor would you cover the walls of your neighborhood with advertising posters for your company, you shouldn’t spam people and you should always follow email best practice. Your sender reputation is on the line.

So first, what is your sender reputation? Well, as the name indicates, it’s the reputation associated with your sender behavior. To be more precise, it’s about the reputation of your IP addresses and domain names. To help you know your reputation most email service providers (ESPs) have partnered with different tracking services, so you can check said reputation directly in your dashboard. If your ESP doesn’t offer this service, you can easily hop on, ReputationAuthority or (to name a few) to find out your score. These associations are well-known advocates in the fight against spam and are frequently used by ISPs, webmails and ESPs to have visibility on the value of a domain name or an IP address.

The reputation is calculated based on a number of parameters: your sending history, the number of spam complaints associated with your domain name, the number of spam traps your emails hit, the different authentication protocols (SPF, DKIM, DMARC…) you set, if your WHOIS is public and correctly filled, etc.

That’s a lot to take into account and it seems a bit of a bother to comply… how exactly will my sender reputation impact my campaigns?

I can’t believe you’re asking such an obvious question. It’s in the name of the concept itself: Sender Reputation! If your reputation is poor (in any domain of life, actually), your emails won’t land in the inboxes of your recipients.

Firstly, because the sender reputation is based on your sending behavior and on how you set your emailing strategy. If you don’t follow email best practice, you are using purchased contact lists or you use a webmail address as your sending address, the chances are your sender reputation will be low. Therefore, your emails won’t reach the inbox.


Second, as said earlier, webmails, ISPs and ESPs are looking at your sender reputation. The worse case scenario is that it’s more likely that your emails won’t be processed by the email advocates. With this in mind, you’ll see a vicious circle forming: bad sender behavior leads to bad reputation; with a bad reputation, unless you take drastic action, the chances are your stats won’t improve, which will worsen your sender reputation… and you see the picture.

OK, I understand. What should I do to keep my sender reputation on top?

Well actually, all you have to do is simply follow the best practices of emailing: be sure that all your contacts have opted-in (or even better: double opted-in), clean your lists after you send a campaign, have the right protocols in place… These are all basic and simple actions that will greatly help you improve your sender reputation and in the end, your deliverability rating. You’ll find everything you need to know on this topic in our guide.

Now, what should you do if you (unfortunately) have a poor sender reputation? Well, you will need time and patience.

  • The first steps are related to the setting of your sender address. Make sure to be identified as a legitimate sender with a public WHOIS and with the SPF and DKIM protocols properly set.
  • Now, since your reputation is already low, you will need to thoroughly clean your lists. Remove all the inactive contacts (those who haven’t interacted with your emails for in the last 3 to 6 months) and send reengagement emails to your remaining contacts. Incentivizing them to keep receiving your emails or to unsubscribe. This way, you’re sure to only keep engaged contacts, who will be more willing to open, read and click your messages.
  • Then, start a new emailing strategy. It might take some time: you might expect ESPs to slow down your sending speed; you might not be able to send as many emails as you’d like at once. But it’s part of the game. This way, all the email advocates can check and be sure that your emails are legitimate.
  • Finally, you’ll also have to get in touch with the ISPs, webmails and associations who’ve blacklisted your DNS or IP to get it cleared. They might need evidence of your legitimacy and that you’re not a spammer. Good sending stats and improving results might help.


As usual, it’s all about emailing with common sense and following best practice. Because, your sender reputation is one of the most valuable things you have as an email marketer.

Your sender reputation has been low but now you’ve improved it? Tell us how you faced the challenge on Twitter.

How To Grow An Organic Email List Using Social Media

Social media networks have become almost like a third arm to us, we’ve integrated them into our personal lives as well as our professional capacities. They’ve now cottoned on to the ways of the world, transforming their networks into viable businesses.

Most social networks now consider the upselling of their services to third-parties a revenue stream. It’s a fact: more and more marketers recognize that tactical social media strategies help them to generate leads and acquire more customers. As an additional touchpoint, social media platforms help you spread the word about your brand, products and company. They can also be a wonderful way to grow your email contact list organically.

Facebook and Twitter, the B2C marketers best friends

The most popular and well-known social networks, Facebook and Twitter, are great to generate attention. If a customer is fond of your brand, chances are he or she likes your Facebook page and/or follows your company’s Twitter account. Maybe, to get the freshest information on the company, to be involved in social contests or to retrieve special offers.

They’re more likely to interact with your brand on a day to day basis via your social media channels rather than with your website (unless you’re Amazon; if this is the case, thank you for reading this piece – have you tried Mailjet yet? We can help you, you know). Make the most of these powerful platforms, by harnessing their potential to grow your contact list organically.


Let’s begin with everybody’s favorite: Facebook. Simply redirect your Facebook fans to your subscription page. You just have to create a sign up call-to-action below your Facebook banner. To do so, click on the “Create Call-to-Action” button of your page – you’ll only have the power to do so if you’re a page admin. You’ll then be able to select the action (“Contact us”, “Shop now”, “Learn more” to name a few). Since you can only have one CTA on your banner, you’ll have to choose according to your needs. If you’re looking to grow your email contact list, we recommend you select the “Sign up” button.


You then just have to paste the URL of your subscription page, et voilà. Your Facebook Page visitors will now be able to subscribe to your newsletters in just 3 little clicks.


Twitter also offers a great way to grow your email audience, with its Lead Generation Cards. The principle is similar to Facebook Ads. Firstly because it’s a paid option (while the Facebook CTA’s are free). And, secondly because you can target a specific audience according to different preferences (gender, location, languages…).

To create a Lead Gen Card on Twitter, go to your profile picture icon, and select Twitter Ads.


Create a new campaign and select the “Leads on Twitter” option. You can now define and create your new Lead Generation Cards. Select your audience, budget, and create a catchy CTA. Write an appealing message, add a visual element (tweets with images perform better), and select the relevant link depending on your objective. Once again, if your goal is to grow your email contact list, go for the URL of your subscription page.


Tips for B2B companies

The options we mentioned above with Facebook and Twitter can work for any type of business. However, chances are that a B2C audience will be more receptive than a B2B one. Simply because Facebook and Twitter are social networks that you might use more in your personal time. But don’t worry, we have some options for B2B companies too.


The obvious one is to crawl towards the most famous professional social network: LinkedIn. If it doesn’t offer a simple solution, you can leverage your connections to build an audience. You can actually export your network in an Excel format and start sending one-to-one emails, inviting your contacts to subscribe to your newsletter, but it could be a long process. There is however, a simpler and less time consuming way.

If you are a company and you are good at what you do, you can easily claim the title of expert in your own domain. Meaning that your voice resonates with your community. Meaning (yeah, it’s a long stream of thoughts) you have interesting content to share. So each time you share content on your LinkedIn page, don’t hesitate to add an invitation to subscribe to your emails, by adding a link to your subscription page. You’ll offer more visibility to your newsletter.


To follow the expert route, the chances are that you also provide tutorial videos to your users, so they know how to use your products and services. After all, 90% of consumers say that product videos help them in their decision process. Furthermore, 75% of C-level people view business related videos on a weekly basis. This is an opportunity you don’t want to miss. Everybody loves videos.

And, you can use them to grow your email contact list. How? Once again, it’s very simple. Common and widely used tools like YouTube allow you to add annotations and/or cards to your videos. At the end of your tutorial videos, you can easily add additional links. Note, that for both of the options mentioned (annotation and cards), you’ll need to have ownership on the links you want to share. You can provide this information to Google and YouTube via your channel settings. Once you’ve added your domain to your YouTube account, you can add your link. Simple as that. Be sure to have an appealing message so viewers are persuaded to subscribe. Something like “Want to learn more about our product? Be sure to subscribe to our newsletter” won’t hurt.


As always, remember to follow our email best practices when growing your contact lists, by using separate landing pages for subscriptions and a double opt-in process. By ensuring your new contacts really want to receive your emails, you will improve your deliverability and you’ll be complying with international anti-spam laws.

Now you know all the basics to grow organically (that’s very important) your email contact list, making the most of the top social networks. It’s your turn now. Tell us how you got on using Facebook, Twitter, Linkedin or any other social channels to grow your list, using the hashtag #SocialEmailing.

Gotta Catch ‘Em(ail) All: Email vs. Pokémon GO

Unless you’ve been living under a rock, it’s impossible to have missed it. During the last two weeks, you’ve had the opportunity to become an actual Pokémon trainer, and try to catch ’em all! Well, at least the 151 original monsters.

Yeah, the dream we all had. If you were crazy about Ash and Pikachu’s adventures in your youth, you’ll be happy to know that becoming an actual Pokémon trainer is now a reality, thanks to an addictive new game: Pokémon GO. You can travel the world, capture the Pocket Monsters of your childhood (or of your big brother/sister’s childhood – damn I feel old today) in the streets and conquer the world for your satisfaction, defending and/or attacking arenas. That’s if there is enough network coverage. All that is great news for aspiring Pokémon Gym Leaders. But how does it relate to email and marketing in general? Actually, more than you’d think.


Gotta catch all the customers

The game became huge in just a few days, forcing Nintendo’s stock price to rocket jump and reach its highest price in 6 years. Nintendo is currently more valuable than Sony, for the first time in its history. Plus, the app has been downloaded more than Twitter or Facebook. So obviously, other companies are trying to ride the Pokémon GO wave, some with more success than others.

But, what can you do if you don’t have the same resources that Amazon or Mall of America has? Actually, quite a lot. You might have seen some pictures retweeted, where some retailers have jumped on the Pokémon GO bandwagon relatively quickly. One of the biggest assets of the game is it mixes digital and real worlds (just like Porygon), well located physical shops – i.e. close to a PokeStop and/or arenas – try to attract Pokémon trainers. How? With simple signs. Avoid being rude and say that “only paying customers” can catch Pokémon on your premises. Invest in some lures that you’ll use during rush hours, and simultaneously offer discounts or try to engage playing customers on social media.

Cheering is super effective

But you’re going to say that everybody does that. OK, so you want to go one step beyond? Rest assured. John Hanke, CEO of Niantic Labs, the company developing Pokémon GO, announced that, soon, retailers and companies will be able to sponsor some arenas or PokeStops. In this way, Niantic is reproducing a system that has been applied to its previous hit game: Ingress.

Niantic apps and email

Most sources tend to confirm that Niantic is going to apply something similar to Ingress to upsell Pokémon GO. Since Niantic split from Google in 2015, it can’t rely that much on funding. So, there is a heavier focus on sponsored content and selling ad space. As we’ve seen before with Ingress, their apps are constantly updated, to facilitate the user experience and/or allow companies to be showcased during special events. Note, that among the most recent upgrades to Ingress has been the addition of email notifications.

This body of evidence allows us to make this statement: emails will soon come to Pokémon GO. And that can only be good news.

The first clear reason is that the users of the app will have another way – besides checking the app itself – to be notified when a PokeStop pops up nearby or when your arenas are under attack. After all, you have to protect your turf from Team Valor #TeamMysticRules.

Team Mystic rules so hard

The second (and most interesting to marketers) reason is that with the upcoming sponsorship of specific places by brands, we can imagine that there will be a retribution system set. Just like ZipCar did in the past with Ingress. Surely, the brands that opt to sponsor the Pokémon GO app will offer deals and discounts to trainers passing by their locations. And, what would be the easiest way to retrieve said deals and discounts? You got it: email.

Email and Pokémon GO are an obvious choice. Even though we can imagine that the in-app notification system will still be favored to email notifications, the whole “get your coupon” thing would work way better with the app sending a messages directly to the inbox of the user. We can only speculate about this. But it’s a direction that Niantic should examine carefully.

With this being said, we don’t have the precog powers of a Xatu to know what will be the future of Pokémon GO. So, while we’re waiting for new marketing opportunities to arise, we can only do a few things: walk down the street to hatch those eggs, occupy all the Team Valor arenas #TeamMystic, and of course, catch ’em all!


If you’ve got a different idea for a marketing opportunity associated with Pokémon GO, tweet us @Mailjet using the #TeamMysticMailjet.

Why You Should Use UTM Tagging On Your Campaigns

Whatever the goals of your email strategy (whether it be to gain more brand exposure, generate more revenue, drive more traffic to your website…), you should always track your sending. Because, emailing doesn’t stop with pressing “send”. You want to know who opened your message and which CTAs generated the most clicks. Thankfully, most (all?) ESP’s offer you easy and digestible stats like open, unsubscribe, click or bounce rates. But what if you want to go further? What if you want to know what path the people who clicked your email followed? Know what pages on your website they visited and what they purchased? Well, we have a solution for you – UTM tagging.

UTM what?

UTM tagging! UTM stands for “Urchin Traffic Monitor”, Urchin being a web statistic analysis program that Google acquired in 2005. Following this acquisition, Google merged Urchin to its own monitoring/tracking system: Google Analytics. Even if Urchin doesn’t exist anymore, the name stuck.

So, basically, UTM parameters allow you to add some trackable extensions to your URLs. The parameters are:

  • medium (mandatory): the medium the link was used upon. Examples: email, social_media…
  • source (mandatory): the source or website the link is coming from. Examples: mailjet_UK, newsletter, android_app…
  • campaign (mandatory): the way you will identify the links with the same medium and source.
  • term (optional): if you are using paid search and/or referral, you will want to add this parameter with relevant keywords for your link to be better identified.
  • content (optional): can be of interest if you’re A/B testing your links, so you can tell the versions apart.

To sum this up, UTM tagging is a simple and efficient way to categorize and organize the different sources of traffic coming to your website and identify their origins.

So, why is UTM tagging relevant to email?

As I mentioned in the intro, most ESP’s now provide you with relevant statistics and information about the campaigns you’ve sent. Your tracking stops at the status of the email: sent, opened, clicked, bounced, blocked, set as spam, unsubscribed… You can’t really see what happened after the reader clicked on your CTA. That’s the limitation here but, hey, let’s face it, ESPs are not CRMs.

That’s where using UTM tags can help you. They enable you to spot the source and medium of each of the links directing to your website, you’ll be able to identify who went where, and keep tracking that visitor through their journey on your website.

With this data, you’ll be able to know the preferences of your readers and send them more personalized offers and emails! You’ll (hopefully) get their attention more easily, and grow their engagement towards your brand. In the end, it will help you generate more revenue!

Nice! So, how do I do that with Mailjet?

There is nothing more simple! You just have to copy & paste a UTM tagged link into the CTAs of your newsletter in Passport. You may ask me: how do I create a UTM tagged link? Well, you have multiple options. You can do it manually, adding your source, medium and campaign tags directly when you’re writing your link, and get something like –

You can also make life a little easier by using an online link builder, like the Google Analytics URL builder. Or, you can create your own using a simple spreadsheet, adding your tags and links to the document, to get a ready-made UTM tagged URL.

All you have to do is to send your campaign, and wait for a little while to give your recipients time to actually open, read and click your email. And, follow the tracking through Google Analytics! You’ll then have a better understanding of the behavior of your readers, and will know what actually is relevant them.

As you now know, UTM Tagging is not rocket science. Though, making small edits to your links might actually help you grow your revenue and better engage with your prospects and customers. So now, you know what you need to do!

We’d love to hear your experiences with UTM tags, let us know by tweeting us @mailjet using the #mailjetmarketing.


When “Standard” Responsiveness Won’t Be Enough: Email Design and Wearables

Most tech experts will tell you that: wearable technology is the next big trend. Earlier this year, Gartner estimated that global wearables sales would grow to 18% in 2016. The same growth is expected for 2017. By the end of 2016, around 275 million wearable devices will have been purchased. With such growth, and smartphone sales set to stagnate in the mature markets, it’s no wonder that smartwatches and, to a lesser extend, smart glasses, are seen as the next devices to conquer.

For email marketers, more and more devices on the market means another thing: creating emails that display properly on ALL screens will become even more complicated.

The responsiveness challenge

We’ll address the display challenge of smartwatches here. After all, they’re the connected wearable with screens that have the highest growth. Plus, at the moment, there are too many pending questions regarding smart glasses to write precisely about how emails will be displayed on them.

The first issue is obviously the size of the screen. With an average size of 9 to 16 cm2 (more or less the size of a postage stamp – you know, those things people used to use to send mail with, that they now collect), what could you actually display? As usual, these things are complex. Depending of the device, your message will display either one or two lines for the subject line, and between 30 and 80 characters of the message body. Even if there are huge differences between the different brands, we’ll all agree it isn’t a lot of text.


Email on the Sony Smartwatch 3
Don’t worry, you don’t have to panic and revamp all your email templates so they fit these new standards (yet). On a tech level, most of the gear available right now doesn’t handle media queries correctly, meaning that the high-level design you created in HTML specifically for it to be read on any devices might actually not work on a smartwatch. All that effort for nothing…

In addition, users can set rules for the emails they want to receive on their smartwatches. Meaning all the emails that land in their inbox won’t always be notified on their smartwatch. If your emails are among those, once again, all your design and integration efforts will have been for nothing.

So… should I care about emails on smartwatches?

Smartwatches are definitely something you want to keep an eye on though. They are becoming a thing (and you can expect more and more people to get one – even your parents). Meaning at some point, in the near future, the technology will be good enough to display your emails.When that time comes (sooner rather than later), you’ll be happy to have prepared for the reign of wearables to come.

You can start simple. Since it’s likely that the number of characters displayed on the screen of a smartwatch won’t evolve (contrary to the technology), you have to keep applying the rules you – obviously – already know, i.e. keep your subject lines short, and put the content you want your recipients to take action on right at the beginning of the message. Also, be clever with your preheader: put your most information here too.


Email on Applewatch
And to finish, you can start optimizing your sender name. Currently, yours might be something like “John Smith from Mailjet”. This is too long for smartwatches. You want to be immediately recognizable by your readers. We know that your sender name is part of your identity. So why not try something less formal (and short!) like “The Mailjet team”? You’ll sound more approachable, and your full name will fit the few pixels of the smartwatches screens.

The above is general advice that you can already apply to your email campaigns, even if wearables are not your main focus right now. You’ll already have the basics set up for when more and more people have smartwatches and actually be using them more widely to read emails. Then, you’ll be ready to focus on more advanced solutions for your smartwatch audience. Instead of offering the exact same content your readers will have on their other, more responsiveness friendly devices (smartphones, tablets, laptops or desktops). For example, you might want to send them content specifically designed for the smallest screens: barcodes to be scanned when they check-in at the airport, QR codes with discount codes… The future will tell us!

May the 4th Be With You – Emailing and the Star Wars Universe

Even though the action of the Star Wars movies and the Expanded Universe is supposed to happen a long time ago, in a galaxy far, far away (where guys like Ray Tomlinson have close to zero chance of existing), email is a thing. Oh yeah, it is. Trust us. We checked the Star Wars wikia (wonderfully named Wookieepedia) to find confirmation of this. Though, in worlds where you can find Electro-whips or Mechno-Arms, you’d expect a system that allows people to exchange digital messages through various networks to be a done deal, wouldn’t you?


All right, Chewie, let’s go!

Cool! So why don’t they use email more often? It’s a super convenient way to communicate!

Believe us, we don’t know either. With the high level technologies displayed by the different nations and races in the Star Wars Universe, you would think that sending electronic messages is as common as drinking blue milk on a nice Tatooinian afternoon. We know for a fact that droids communicate using binary code. We also know that computers and networks are widespread tools in the Universe. So, come on, we’ve got everything here for some good, proper email communication.

But the thing is, we think this with our little Earthling minds, which aren’t able (yet!) to travel through space at light speed or to establish civilizations light years away from our planet. Because once you start expanding the borders of your empire beyond the known universe, communicating through wavelenghts (we’re not even talking about landlines, let’s be serious here, please) is not that simple.

Firstly, because, like any kind of wave, frequencies used to communicate will disperse if they are left indefinitely in wide space. Providing good, stable and clear communication between two planets or two systems becomes quite challenging. At some point, you’d have to agree that using message carriers (like R2D2 and C3PO in A New Hope – more on that later) is more practical and reliable.


When email is not enough, go with droids and holograms.

Then, you have to deal with all the background noise generated by the different spacewaves crossing the universe, which can alter the channel you are using and degrade the message. You can see it with some of the holographic communications that the Empire sends: they can be pretty lousy sometimes. Why? Because of the background noise.

By now, you’ve probably understood that email is better as a short (let’s say, one planet only) range communication system rather than something practical over space.

But since we love email and we’d be honored to power the Rebel Alliance’s campaigns (can you imagine?), we’ve come up with two possible (yet challenging) solutions:

  • Drag gigantic landlines through space to connect – digitally – the different planets and systems of the Universe. The only issue here is that the space, as wide as it is, would be filled with cables and wires, which are difficult to spot when travelling at light speed (yeah, it could be dangerous).
  • Get relay satellites all over space. This way, the short range issue won’t be a problem anymore, each satellite being close enough to another to distribute your email efficiently. Though, once again, it would lead to an overcrowded space. Plus, with all the money spent to build and launch those satellites, we co uld build a third Death Star. So yeah, the Empire needs these ressources. Priorities, people. Priorities!


The danger of landlines through space: an illustration.

So that might be why engineers in the Star Wars Universe just dropped the idea of emails sent over space and preferred to send droids carrying holographic messages.

That’s too sad… Emails could have really helped the Rebels…

We know. It is sad. Email would have been a great way to solve some of the many tricky situations the characters put themselves in.

For example, Watto could have sent Anakin an email to tell him that Shmi, his mother, had been freed, got married, and had eventually been abducted. Anakin would have also been able to get in touch with his new step-father. This way, he could have reached Tatooine way before having that weird dream of his, which led him to arrive in his home planet only to find his mother dying, and got him dragged over to the dark side of the Force.


What a beautiful mother/son relationship they had.

Same goes for Leia, when trying to get in touch with Obi-Wan Kenobi at the beginning of A New Hope. Instead of sending two droids to a desertic and dusty planet in the middle of nowhere, with all the problems that involved (soldiers of the Empire looking for them, smugglers trying to buy them, sand in their articulations…), a secured email communication would have been way more efficient and would’ve given the Rebels plenty of time to organize their attack.

Email would have also spiced other things up throughout the films:: Darth Vader sending Luke a “Guess who’s your father…” e-card, Obi-Wan scheduling a post-mortem message to Luke with Dagobah’s (Yoda’s planet) precise location, Anakin BCCing the Jedi Council in all his private conversations with Palpatine…


What a beautiful father/son relationship they could have had.

Life in the universe would have been easier and more peaceful. But it would have killed all the drama, though.

How To Lower Your Churn Rate With Email Automation

Churn rate, or attrition rate, is a marketing concept measuring the average customer life time or your average revenue loss. The churn rate is a closely monitored by data-driven marketers. This is becoming more relevant as digital companies start adopting a SaaS model and every paying customer gains a larger life-time-value.

There are multiple ways to improve your churn: optimization of your funnel, regular updates that will keep your customers aware and stuck to your products, contractual binding periods and so on. Of course, email has a key role to play here; as a personalized communication channel. Thanks to a proper email automation strategy, you’ll be able to lower your churn rate considerabily! Here’s how:

First, how do I measure my customer churn rate?

To calculate your monthly customer churn, substract the number of users you had at the beginning of a month by the number you have at the end of it. Divide that result by the number of customers you gain at the beginning of the month. Here is your churn rate. If you had 1000 customers on January 1st, and only 900 on January 31st, your churn rate is (1000-900)/1000 = 10%. This means that on average, your customer life time is around 10 months. In other words, the lower your churn rate, the better your engagement and, hopefully, the higher your revenue.

Note that if your churn rate is negative, this is a good sign for your company, meaning you’re gaining new customers as you go forward, which can lead to higher revenues and profit.

How can email help?

As mentioned earlier, there are multiple methods to lower your churn rate. Obviously, you want to prevent any revenue and customer loss, and during the process be as resourceful and cost-effective. That’s why email automation is a great way to spot and address the different pain points your customers may have, increase their life time spend, and in the end lower your churn rate.

In a study published in 2013, Email Institute showed that automated emails generated open rates 72.6% higher than standard marketing emails, and an impressive 152.3% higher rate for clicks. These figures are still seen today, and with engagement this high, can you afford to overlook email marketing automation?

To lower your customer churn rate, rely on a good onboarding workflow, to present all the advantages of your product and services to the newcomers as they sign up. Anniversary emails, product recommendation and service updates or re-engagement emails are all messages that you can schedule to send over time to better engage with your users, remind them of your offerings and even transform them into brand ambassadors.

On the revenue churn rate side, studies have shown that emails automatically sent after a user abandoned his or her cart, generate a 50% lift in revenue. If you see that the number of abandoned cart emails grow, it can also mean that your purchase workflow can be optimized.

In the end, automated email workflows are here to ease your life and improve your customer retention. So don’t forget to integrate them into your global marketing strategy from the start and optimize this workflow as you evolve and grow.