At Mailjet, we see a lot of great email newsletters. Some of them are funny, some exciting, others engaging. But one thing is for sure – creating email newsletters is never straightforward. Each one requires creativity, contribution from all sorts of people on your team, an analysis of how past campaigns have performed and what you can learn from them moving forward.
So, to give you some inspiration, we have compiled six excellent email newsletter examples that we really liked at Mailjet (we have seen a lot of them), and actionable insights that you can apply.
Newsletter example #1: The haunting creativity of AdWeek’s Webinar newsletter
Why it works: Sometimes, creativity doesn’t need to involve flashy design or rich media. Sometimes, it doesn’t even need to involve a lot of content. This AdWeek email takes simplicity to a new level by letting anonymous speak. Anonymous is a woman; she has a pixelated stare, and she doesn’t want to get personal with you. It’s haunting, and it doesn’t need to do a lot to show a lot.
Actionable insights: A striking above-the-fold image like this one works like an effective subject line; it incites users to become receptive with the email content.
Optimize CTAs by placing them after specific engagement points. AdWeek places them (1) after the striking image and (2) the description. Including a CTA above-the-fold will ensure that users don’t miss it.
Newsletter sample #2: The pop-culture savviness of this Google Home Mini product marketing email
Why it works: Google’s product marketing newsletter sample is pretty rad and well-designed. Featuring a slick, white canvas, the one-column layout directs attention to its references – a Weekend playlist, KEXP radio, House of Cards, and the Mad Libs game. Let’s be honest, this email would not have the same impact if music they referenced was, say, Satie’s Gymnopedie.
While these may seem random, they provide an implicit statement – that they are current and aware of modern cultural references, and that Google Home can play them if you simply say so. It’s ingenious. And of course the plethora of streaming services listed just increases Home Mini’s appeal as a personal voice-recognition device. With effective marketing newsletters like this and a banging Cloud Platform, Google is unstoppable!
Actionable insights: Cultural references drive up engagement, even in email marketing. Use them to your advantage. Your references don’t need to be industry-related (although that may help if you’re marketing towards specific niches).
Including the logos of top brands will increase the hype surrounding your product by emphasising its credibility. Google Home Mini is compatible with a lot of streaming channels people use on a daily basis. At Mailjet, we have a Success Stories page for big companies are very happy using us as their ESP.
Newsletter example #3: Really Good Emails’ personalized weekly newsletters
Why it works: When you do personalization in a not-creepy and non-invasive way, it could be fun. This newsletter example from Really Good Emails shows just that. It’s a neat party trick that really goes a long way in making your contacts feel valued. What do you know, Really Good Emails sends out…really good emails – certainly good in the business of email curation.
Followed by fellow #emailgeeks, Really Good Emails knows how to engage with its community and this newsletter, with its relevant content, is no exception.
Actionable insights: Really Good Emails uses NiftyImages to optimize their personalization. Scene7 is also another alternative.
Point is, you should use tools to optimize your email personalization, which should be data-centric but person-led. You should see recurring data trends, but create best practices within the context of your own company. At Mailjet, we have a whole list of integrations you can use to ensure that your emails are as personalized as possible.
Newsletter example #4: The simple elegance of Taylor Stitch’s menswear email
Why it works: As you’ve already seen in AdWeek’s newsletter example, a minimalist design can go a long way. Taylor Stitch’s before-the-fold image is an impactful way to market their product, emphasizing versatility through different backdrops. Not only do they have clothing attire for the metropolitan, concrete jungle, they also have good jackets you can wear for an actual jungle expedition. This image also sets the content narrative as you scroll down the newsletter – their clothes are great for the city, forest and mountains. By presenting a solid aesthetic for their menswear campaign, their email branding plays around the notion of simple sophistication.
The headings translate this feeling into design, with the use of a serif font indicating maturity and elegance, and their overlaid placement over the empty, white space and images accentuate this duality as presented in the above-the-fold image. They’re traditional but not rigidly conventional. This is a well-conceived, strongly-branded newsletter.
Actionable insights: This is a great blend of content and design, and the content doesn’t even have to be creative, but effective. By creating an overall engaging layout, the products themselves pop-out; the white space allows customers to see the products clearly, and on mobile, an area to click on.
Finally, be aware of the colour palette you’re using. Here, the analogous colours make everything cohesive – and it’s done very carefully. For example the font headings are overlaid on the lighter parts of the image to ensure legibility, and each photo’s hue has been modified to fit with the overall aesthetic. Consider these minute details in designing your emails.
Newsletter sample #5: Station F’s exuberant originality
Why it works: As Station F, the (in)famous French startup incubator, states: “What the F*ck?!” Celebrating their first year, Station F has created a very… explosive email: bright colours, fabulous visuals (pink flamingo!), some gifs here and some emojis there to spice up this eleganza… this newsletter grabs your attention, doesn’t let it go, and incites curiosity. What kind of hijinks are they up to for their one-year anniversary? After making such a loud newsletter, they better deliver. These are techniques that you can use to shine the brightest in that inbox filled with other emails.
Actionable insights:Use .GIFS. Be interactive with your design, and be creative with your CTAs. Use colours to incite interest whether consciously or…subconsciously.
Newsletter example #6: The rich media of this DMA Awards-shortlisted Blue Planet II email newsletter
Why it works: This Blue Planet II rich media newsletter by Action Rocket, a UK-based email marketing creative agency, has been recently shortlisted for the DMA Awards 2018, and it’s clear why: it contains dynamic design elements that interact really well with each other. For one, it does not shy away from scrollability and even includes it as an integral element. Above-the-fold, a lone walrus greets you above a sheet of ice, barely surviving from the dangers lurking down below.
Then, the arrows pointing downwards encourage you to dive deeper into the email. What you find as you go down is a series of interesting animal facts, with some nice moving background to boot, until you finally reach the Challenger deep – the deepest place on Earth. It is an incredible journey as they state in the copy. Most importantly, the small facts create buzz around the show by inducing a sense of wonder – much like in a picture encyclopaedia.
Actionable insights: All the previous letters and this have in common – an overarching narrative effectively conveyed by content and design. Notice that this time around there are no clear CTAs above-the-fold. The CTAs in the end create more interest around this show and its content. In your emails, you should also focus on the hierarchy of importance as done here. A marketing copy with links and CTAs arranged haphazardly can be confusing, after all.
I’m sure we missed many awesome emails, and with each passing day brands are continuing to innovate on their email design, copy, and optimization. What are you going to do innovate your emails this year?
That’s why, here at Mailjet, we are doing our best to get your emails straight into the inbox, but we need your help as well. We know that you want this too, in order to consistently generate more visits to your site.
While Mailet can provide a solid infrastructure, industry leading deliverability tools, and a team devoted to you deliverability, your role in this partnership is to ensure 100% of your list has opted-in to receive communications. Because they have, haven’t they? 😉
Opt in for best deliverability
Opt-in subscription forms can be used to capture contact information from customers and visitors in a variety of ways: pop-up forms on the homepage or product pages, dedicated landing pages, and embedded widgets across your website.
A customer subscribing on your platform is like a verbal confirmation of interest in receiving your communications, however a double opt-in subscriber is like getting their signature. Not only does it really prove their consent, but it also is indicative that they really want to engage with your content, products, or services. These are the most valuable contacts.
Single opt-in vs Double opt-in
There are two types of opt-ins – single and double. While the single opt-in only requires users to provide their email address in one step, the double opt-in widget includes two steps to confirm the subscription. Single opt-in subscriptions skips a crucial second step – confirmation. Side note: Stay tuned for our next article where will explain more about the differences between single and double opt-in.
Why is double opt-in better?
This validation process consists of receiving an email with a custom confirmation link.This will guarantee that the address is in fact valid and it’s owner agrees to receive your marketing campaigns. It eliminates the chance of abuse where somebody submits somebody else’s email address without their knowledge and against their will. At the same time, typos in email addresses are also caught, as are the risk of bots mass subscribing to your content.
By using double opt-in you can reduce spam complaints down to well within acceptable levels (e.g. at Mailjet we make sure our users do not get more thank 0.08% spam complaints).. While double opt-in is not obligatory by law yet, the GDPRis still requesting valid and unambiguous consent for subscription.
Often quality is better than quantity, and this is certainly the case in emailing. You will have very strong deliverability rates and you will know your audience will be anticipating and willing to read your newsletters. This sure beats sending emails to addresses with typos, bots, or fake accounts.
How to set up a double opt-in through Mailjet’s API
By now hopefully we have convinced you that it is far better for you to use a double opt-in subscription widget, so now we are going to explain how to create one through our API. This is a good solution if you already have an existing opt-in and you just want to connect it to Mailjet, or if you think using our subscription widget is just… too easy for you. 😏
In the diagram below you can see a schema of the process and the steps to follow to make the connection between your system and ours through our API:
Now, let’s have a look at the different steps.
Step 1 – Contact’s subscription
Lucky you! Your visitor has decided to subscribe to one or more newsletters via an opt-in on your site.
This form can also contain additional contact properties (like first name, last name, city, gender, etc.). Basically, anything you find useful later to segment your list or personalize your newsletter.
Step 2 – Creation of the customized confirmation link
When the user completes the subscription form, the email address and contact properties will be saved on your system. Then you will have to generate the custom confirmation link that should be send to the client by email. This custom URL should guarantee that the subscription cannot be faked and only the person you are addressing can click on it.
For example you can use MD5 hash algorithm to convert the name of the recipient to 128-bit hash value. Then you could insert it as a variable at the end of the confirmation link. Your system will perform a MD5 of the email address concatenated to a specific SecretKey which will be corresponding to the custom URL.
After your system creates the customized confirmation link, it is time to leverage our Send API through a POST request. You should create a template for the confirmation email that will contain the custom URL. You can design the template with our intuitive email builder, Passport, or via our API using Mailjet’s templating language. You can insert the confirmation link behind a button or just as it is. Below you can see an example of an API call that you can use:
# This call sends a message to one recipient.
curl -s \
-X POST \
--user "$MJ_APIKEY_PUBLIC:$MJ_APIKEY_PRIVATE" \
-H 'Content-Type: application/json’ \
"Name": "Sender Name"
"Name": "Recipient Name"
"Subject": "The subject you want",
"TextPart": "Welcome to our mailing list! Please activate your subscription by clicking in this link:
"HTMLPart": "Welcome to our mailing list! Please activate your subscription by clicking in this link:
Step 4 – Creation of template
If you want to use an awesome template you created with our email editor, Passport, or with MJML / HTML code, you can send it easily with the API, by following the steps here or using the example below:
At this step, the action should be completed by your customer. They are going to receive your email and they will have to click on the confirmation link in it.
Step 6 – Adding and sync of the contact
The user has done their part and that means that they are ready to be added to your contact list. Now a confirmation page should be displayed to them thanking them for their subscription.
The opening of this page should refer back to your system with the appropriate parameters (email and MD5 hash). They will give you the MD5 checksum (Secret Key) corresponding to the confirmation link associated with this user. If the parameters are correct, the contact will be added in your system.
MD5 checksum == EmailOfTheUser + MD5 hash value
Recipient Name: John Smith and recipient email email@example.com
Secret key in your system == firstname.lastname@example.org + 6117323d2cabbc17d44c2b44587f682c
Step 7 – Adding customer’s properties
Only one thing left to do – add the client to the list and attribute the properties they provided. This can be done by your system which should call Manage Contacts endpoint of our API.
Here’s an example of the request:
# Add a contact to the list
curl -s \
-X POST \
--user "$MJ_APIKEY_PUBLIC:$MJ_APIKEY_PRIVATE" \
-H 'Content-Type: application/json' \
Important: If your contact specified some properties, you should make sure you have defined those properties in advance in the Mailjet system with the user interface or with the API.
# Create : Definition of available extra data items for contacts.
curl -s \
-X POST \
--user "$MJ_APIKEY_PUBLIC:$MJ_APIKEY_PRIVATE" \
-H 'Content-Type: application/json' \
And with that, it is all done!
We’re sure by now, you’re convinced double opt-in is the way to go to ensure you’re only sending emails to contacts that really want to receive them, and to ensure optimal deliverability.
Once you have created your widget and configured the scripts to sync your contacts with with Mailjet, you’re ready to start sending. From now on, any contact that enters your database and confirms their subscription will become part of your list at Mailjet, with all of the properties they declared.
Now you can continue with the creation of your awesome campaigns to send to all those new subscribers. You can see how to do so here.
Share your thoughts and ideas with us on Twitter and Facebook, and follow us to be the first to get the news!
Mailjet has been one of the first ESPs (ok THE first) to get onboard with all GDPR requirements.
We know you missed us talking about GDPR, right? 😂
On a more serious note, our customers were very curious about GDPR compliance and are pretty concerned about security and data protection. You know, we are constantly working to make things easier for you. We gathered below all features related to contacts and GDPR available for all Mailjet’s customers.
Refresh your subscription form to add the new GDPR-compliant consent box
For optimal transparency and safety, we advise our users to implement Mailjet’s double opt-in subscription widget to build their contact lists.
Now, in addition to making sure that you have the consent of your recipients, you’ll be able download the proof of consent from each of your contacts. ✍🏽
How do we do this?
In widget creation, a small checkbox has been added. Tick the box.
Customize the text of the checkbox.
When a user subscribes to your newsletter, the consent information, including the widget name and consent checkbox text, will be added to their contact profile.
Here is an example of a GDPR-compliant checkbox:
You are all set!
Please note that if you already have our subscription widget on your website, you will need to re-install it to activate the GDPR checkbox, which will enable the proofs of consent to be stored.
This also means that you won’t be able to download a proof of consent for your old contacts.
No worries, though! If you’re using our widget from the beginning, we are here to cover you in case you encounter any issue with a recipient claiming she/he never consented to receive you information. We’ll be able to provide this information as it is registered in our system 😉.
Have your consent proofs stored and available for download when needed
Another great news is that you can now access and download this proof of consent directly from your Mailjet account, whenever you need it, without contacting our Support team.
Wondering how to download the consent proof of your contacts?
Search for a contact in your Contact lists.
Click on it and you’ll access all the details related to it (we did some re-design here by the way 🎨).
The proof of consent needed can then be downloaded right from here:
Delete a contact in one click
As you know, under and since GDPR, contacts are more aware about what informations they share, and it’s really common that they ask about being deleted from any list and any communication.
So besides unsubscribing, checking statuses and statistics, editing contact properties, removing a contact from a list, it’s now possible to delete a contact…from all your lists, in just one click, straight from the contact overview page:
Important note: statistics generated for all the emails sent to the removed contact will not be altered because of the deletion of the contact. But the contact and its informations will no longer be seen in the database, or available for future sendings.
We hope we helped you become (even more) GDPR-compliant.
Let us know what do you think once you set up the new widget on your website, and your opinion about these news in general!
Ecommerce is growing at an astronomical rate. In 2017, global Ecommerce was responsible for $2.3 trillion in sales, and this is expected to grow to $4.5 trillion in 2021. Alongside this growth, all signs point towards emailing as the preferred method of communication in Ecommerce over other channels, including social media. In fact, 72% of people, (including those elusive millennials and teenagers) still primarily prefer email as their primary mode of communication with brands.
This is not surprising.
Email marketing heavily depends on 4 pillars – content, design, data, and deliverability – all of which must be integrated into an overarching email marketing strategy. When they are not working together, you may well just be getting through your emails, but not optimizing at full capacity.
In this article, we will give you everything you need to get your Ecommerce email strategy up to par, including the different types of emails you’ll need in your customer journey, and essential tips to get content, design, data, and deliverability right.
Email marketing strategy: The essentials
Before you send a large number of emails to your customers, it’s important to define your email marketing objectives. After all, to build a house you need a solid foundation. Your objectives will be your foundation.
Writing emails without a solid strategy will run the risk of sending campaigns that aren’t relevant, and that can result in a low click rate or worse – skyrocketing unsubscribe rates. You don’t want this, do you? 🤔
The key question you should be asking yourself here as an Ecommerce company is: What do I want to achieve? Your objectives could include:
Converting new customers
Receiving reviews and feedback
Boosting customer loyalty and communication
Providing customers with information (about special offers, new products, etc.)
Introducing your company and your unique selling points
Of course, you don’t have to pick just one of these objectives, but it is beneficial to have just a few clearly defined objectives. Concentrate on those most important to you, your business, and where you want to grow. This will allow you to utilize your resources efficiently and also means you won’t waste unnecessary time creating email content that provides no added value.
Instead, ensure that your email campaign is perfectly tailored to your needs. Follow a clear objective that you can naturally adapt, modify, or realign over time.
Ecommerce email campaign ideas along the customer journey
As an online shop, there are many types of emails that you could send out. In order to make the most of all email marketing potential, we recommend integrating marketing and transactional emails along the customer lifecycle.
The benefit of focusing on the customer journey is that it allows you to deduce current customer needs and create personalized content.
Here are the seven different email campaigns you should use, depending on your objectives and customer journey:
1. The welcome email
No matter what, first impressions really count. When welcoming a new “member” to your email list, send them a welcome email containing valuable content that will inspire them to continue to engage with new articles. For instance, this is a great opportunity to:
Introduce your company and your products.
Make the subscriber aware of your social media channels.
Provide an overview of what type of emails you will be sending.
Send them a welcome gift to validate their decision to subscribe
Indicate important links.
Ultimately what you want is to convey a positive and trustworthy first impression, which will make your new subscriber look forward to receiving more.
2. The classic newsletter
Once you’ve won over new subscribers, you need to make sure they stay in your list by providing them with valuable content.
Naturally, the exact content depends on your business model and customers. As an Ecommerce company, you can offer the following newsletter content:
Promoting your own products
Guides for your products
A behind-the-scenes look at production
Compelling content and entertainment like videos
Customer interviews and testimonials
Don’t make the mistake of thinking that your newsletter is only there to sell. Sending out newsletters that are too pushy will cause people to unsubscribe from your list, or put a bad taste in their mouth.
Instead this is an opportunity to take an engaged list of potential customers and make them love you. Ask yourself the following questions and create your newsletter accordingly:
What interests my readers?
What questions might they have?
What problems are they currently facing?
How, specifically, can I help them solving these problems?
3. Special occasion newsletters
In addition to your regular newsletter, you can create email campaigns for special events. These can be for holidays such as Christmas, Easter, and Mother’s Day, as well as seasonal events such as the World Cup, the Olympics, or Oktoberfest.
You could even, for example, showcase your expert knowledge in the form of useful tips and tricks, or make readers aware of special offers. Make sure, however, that it all ties back to your company and brand message.
4. Order and shipping confirmations
While you can send out marketing campaigns at any time, transactional emails are triggered by customer action. These include, for example, newsletter subscriptions, invoices, and purchase confirmations.
As an Ecommerce company, your main objective is obviously to promote sales in your online shop. Once a customer buys something, you should first send them an order confirmation and then an email receipt. Once the purchased product is sent for delivery, you can then send them a shipping confirmation.
Transactional emails tend to have higher open rates, as customers already expect to receive your communications and look forward to receiving their purchase.
Make sure you leverage these emails to make your customers aware of other products or special offers. This is the best time for you to upsell, when they are most engaged and you know they are opening the email. Don’t miss the chance. 😉This applies to all types of Ecommerce brands, from global brands to Shopify stores and dropshipping.
5. Customer surveys
Show your customer that their opinion is important to you by sending them customer surveys and other feedback emails. This could target individual products, the entire shop, the service, or all of the above.
Customer surveys are absolutely essential to you for the following reasons:
To check if your communication with customers is clear and coherent.
To obtain and guide the attention of your customers.
To strengthen customer loyalty.
To inspire you with new product ideas.
6. Shopping cart dropouts
Has your customer halted a transaction or left an item in their shopping cart? Remind them with a friendly email! This gives you an additional option to show them similar products and offers, or provide them with buying incentives through discounts.
Don’t give up on any customers! You can send a personalized email to inactive users. This allows you to find out if they are still interested in your services and remind them about your unique products.
If you succeed in winning the customer back, you can surprise them with a “Welcome back” email. You can make a good impression here with the aid of discounts or coupons.
If you don’t receive a reaction following several messages, then it may be best to part ways and remove the contact from your list. Yes, we know it’s always hard to let them go… 😔 but it’s best for everyone this way (more on this below…)
7. Personalized note to your customers
You can engage your customers in a more personal manner and develop a friendly relationship with personalized touches such as a birthday email with coupon.
Think about whether you would like to show appreciation to particular customers – after all, loyalty should be rewarded! For example, cheaper account upgrades are a possibility here.
While we’re on the topic of rewards, you may want to provide incentives for customers and subscribers who recommend you others. Make it easy to recommend your website and shop, and show your appreciation for each customer gained this way.
6 Tips For Successful Email Campaigns
Within each of these campaigns, you always need to keep in mind the 6 key elements of any email strategy: content, design, data, tactics, personalization, and deliverability. To get right to the point, we’ve outlined what you need to consider in each email and included some examples (as well as cautionary tales) to help you with your own campaigns.
1. Spend time on your email content and design
Working on your email content and design should be one of your main concerns in your email marketing strategy. An unengaging subject line won’t entice customers to click on your emails, while poor design reduces the chances that your customers will find the right product for them.
What you want is to first optimize your subject line and preview text. After all, they are the gateways the first things people see in deciding on whether they should open your email or not.
Let’s take a quick look at Etsy as an example. Etsy’s subject lines effectively create something called a curiosity gap. This painfully arises when you feel as if you’re missing “valuable” knowledge, and makes you want to click into that email to find out more. Which fabric is in-season? What are those fresh finds? This is very effective marketing tactic. However, each “preview” text is simply their URL, www.etsy.com which is a missed opportunity to engage the reader some more.
Good content does not rely just on being creative, and good design isn’t just about being beautiful. Good content is about personalization and timeliness. Good design is about inciting an action.
This is especially impactful for Ecommerce where a sale is just a click away, and good content paired with good design can effectively drive clicks.
This Black Friday email by Julep fulfills the basic rules of smart email marketing by (1) knowing how to sell what it wants to sell, (2) writing good, creative, holiday-oriented copy and (3) ensuring responsive design across all devices and inboxes.
The header immediately introduces the email content (hint: it’s Black Friday sales!); the multi-column design blends image and text into creating compelling copy that guides customer attention. The Call-to-Action (CTA) button (SHOP NOW) also is strategically placed above-the-fold alongside the content. Customers don’t have to scroll down to see these great deals ($19.99 instead of $82), inciting them to click on the CTA.
2. Know the difference between marketing email, automated email, and transactional email
Learning the different types of emails will not only allow you to target different audiences, but to also target the same audiences in a variety of ways. Sending identical promotional emails every single time with just slightly-altered copies can quickly lead to a smash of the unsubscribe button.
As with all marketing efforts, email-marketing should be diverse and creative. As an Ecommerce business, you will be sending 3 main categories of emails – transactional emails, marketing emails, and automated emails.
Transactional emails are the types of emails you send out to customers after they’ve done an action. These emails can be purchase confirmations, account verifications, or password resets.
This confirmation email by Harry’s does its intended job and more. In addition to ensuring that your order has, indeed, arrived, it’s also included some quick shaving tips for customers to read. Beyond just trying to drive sales, they’re trying to drive engagement, loyalty, and through education they are growing their connection to their audience.
On the other hand, marketing emails are bulk emails you send to your subscribed customers. This marketing email from New York & Company contains two types of promotions. The top section includes coupons encouraging customers to spend more to save more. The email’s main body introduces the arrival of their new collections by introducing a sale on their kimono sleeve sweater, for that perfect autumn aesthetic. Get creative and create value where customers had not seen. That’s showbiz marketing baby!
Finally, automated emails are triggered by milestones. They can be automated in many ways, depending on your analysis of customer data. Automated emails can include welcome emails, feedback emails, anniversary emails, and retention emails. For example, if a user purchased a product from your store, you can send an automated email one week later to how they are liking it, whether they would like to buy one for a friend, or perhaps write a review on your site.
Of course, when you’re new to sending these different types of email, you’re bound to make a couple mistakes, or miss out on some things. Before sending emails or committing a template, make sure to pull your teammates into the email builder to have them provide their comments, and be sure to A/B test your campaigns to identify which piece of content, design, subject line, or CTAs drive the most engagement.
One email not to send, however, is from a useless “no-reply” address. “No reply” emails are those annoying emails you get from businesses sometimes who are making it very clear they don’t want to hear from you. Not only is it a little rude, almost more importantly it can negatively impact your business as it is often flagged as spam.
3. Don’t ask for subscribers, incentivize subscription
One thing that you need to include is an unsubscribe button in your channels. Yes, adding this will mean your list may decrease in size, but more importantly it lets your audience do the different work of cleaning your contact lists for you. By removing customers who’d rather not see your emails, you are ensuring that only those most active engaged users are being sent an email, which in turn means you are (1) spending less money sending emails to people who won’t open them anyways, or worse would mark it as spam, and (2) increasing your domain and IP reputation with ISPs and inboxes.
One of Mailjet’s enterprise users, Videostream, knows the value of this all too well. With the help of a Customer Success Manager, Videostream cleaned their list from 1.2M contacts to 120K contacts. This 10x decrease in users actually resulted in a 5x more total opens, and an increase in ROI of 10x. This is because the more people receive unwanted emails from you, the less likely it is you will land in the inbox of those who do in fact like you. Here’s a full case study on how Videostream accomplished this.
4. Track and use your data
Data should serve as the bedrock of your email marketing campaigns. Considering different buyer personas and the customer lifecycle in your email marketing will allow you to send the right email to the right people. Whether it is creating promotional holiday emails, or segmenting people into different groups, data will help you send the relevant emails to the right people.
Useful email metrics to consider when using Mailjet’s platform include how many emails have been sent, delivered, opened and clicked. Sent is a way of saying that the recipients’ servers have received the emails, and delivered means that the recipients can now read them…somewhere (in their inbox? Spam? Mystery. Well, kinda.). The opened rate shows how many people have opened their emails, and the clicked rate shows how many times your customers have clicked on a link in your emails since receiving them.
Other types of data that you want to track, of course, are related to the types of customers you want to target. Getting actionable customer insights will help you send the right types of emails to the right segments, and create engaging, personalized emails.
Even the most successful email campaign can be improved. So you need to keep testing your performance.
Which email subject line has the best opening rate? Which links and call-to-action buttons generate the most clicks? Which email content was uninteresting for your subscribers? Ask yourself these questions and adjust your content accordingly.
You can use A/B testing to compare different types of content and then see which alternative was received most positively by your customers.
You can use a tracking function for a step-by-step breakdown of if and when an email has been opened, and which links and widgets were used. With this knowledge, you can improve and adjust your future campaigns.
Segmentation can also be carried out based on this evaluation. You can send personalized email content and build an optimized list of newsletter subscribers.
6. Deliver on your Deliverability
Improving your deliverability – the rate at which your email reaches your customers’ inboxes – is of utmost importance to ensure that your emails do not go not into the spam folder, where emails go to die.
Essentially, all of the previous tips lead up to getting a higher deliverability rate for your Ecommerce business. Creating compelling, data-driven email copies will increase the open rates and click rates, which improve your sender reputation. Your contact list should be constantly updated and adequately segmented so that the right people receive the right emails.
To get high delivery rates, have a good, reliable email service provider (we recommend Mailjet). There are many marketing platforms that can send your emails, and have become particularly good at providing both a CRM and an email system, however these tools are often good at a few things but are simply not as strong in email deliverability as an email service provider can be.
This is primarily because good deliverability requires three things that take time, resources, and a commitment to email: (1) strong and on-going relationships with inbox providers, (2) robust infrastructure and third party vetting tools like Mailjet’s partnership with 250ok, and (3) devoted deliverability experts to help maintain quality domain and IP addresses for senders like you.
On your side of the equation, you will need to enable your Sender Policy Framework (SPF) and Domain Keys Identified Mail Option (DKIM). These allow your ISPs to recognize the fact that your emails come from a reliable, authorized system, and prevent spammers from stealing the identity of legitimate identities. Mailjet provides an easy-to-follow guide to do this.
In summary, here are some digestible email tips for Ecommerce businesses: Tip 1: Marry good content with smart design to drive customers towards your products. Tip 2: Learning different kinds of email will really allow you to take advantage of email’s sweet ROI. And don’t do no-reply emails. It’s bad for business. Tip 3: Take multi-channel approaches to incentivize subscription. But make it also easy to unsubscribe to make sure that you’re not sending emails to people who will never read your emails. Tip 4: Tracking data on customers and email will help indicate what works and what doesn’t. Tip 5: Personalize and segment your email campaigns, putting in that little extra effort on each campaign and in data collection will go a long long way in standing out from the crowd. Tip 6: Make sure your emails don’t go in the spam folder by sending emails smartly and following the previous tips.
Now it’s your turn!
You are now ready to make the most of email marketing for your Ecommerce company. You know you need an effective email marketing strategy, how to create and manage email lists, and which types of emails are just waiting for you to use them.
Mailjet offers you all of the email functions and tools that online shops need for this purpose. Don’t miss any more opportunities for your Ecommerce business. Simply log into Mailjet or set up a free account:
Have you tried any of these email campaigns? How did it go? Share it with us on Twitter. And why not sign up to our newsletter? 😉
This blog post is contains parts from an old post “7 Emails for Small Online Shops”, published on the Mailjet blog on September 25th, 2018 by Jan Bernecke.
Getting ready for Halloween is fun but it can be hard work too. Hollowing out a pumpkin. Carefully applying fake blood. Trying to put together a costume to rival Chica the spider-dog’s. Like most prep, crafting a Halloween email campaign that gives your subscriber goosebumps (in a good way), takes preparation and creativity.
To help you out, we’ve handpicked some scarily good ideas to help you spice up your Halloween emails. Check out these tips and start brainstorming how to turn your campaigns from good to… devilishly good. 😏
Include a trick and a treat in your Halloween emails
Ensure your Halloween email marketing looks devilishly good
Halloween is the perfect opportunity to dress up your emails to give them an edge. Mango stays true to its personality with this elegant, yet rather cheeky, message. The title is eye-catching, set in sharp contrast against the white background, and the paragraph adds a twist, combining its spooky theme with some intrigue.
Mango’s Halloween email design is elegant and clean.
Create Halloween emails that build up the suspense
A mystery deal can be a great way to keep your subscriber hooked and get them to visit your website. Pull & Bear’s ‘Trick or Treat’ Halloween email campaign invites customers to play a virtual scratch game to win a discount.
Spicing up your emails with a sense of mystery will help your click-through rate, as your contacts are likely to be tempted to try their luck, which will translate into visits to your website.
Try including a game, like Pull & Bear does in its Halloween email campaign.
Customize your Halloween email marketing
Subscribers are mostly engaged by helpful, relevant email. This can be anything from including on-trend topics, customizing email to their preferences, or catering for their Halloween needs.
This NOT ON THE HIGH STREET.com campaign includes useful content for the time-strapped shopper, with links to everything one might need for the perfect Halloween party, from sweet treats to fancy dresses.
Let the reader know that you have a cure for all their pain points, that you have what they are looking for, and that they won’t need to look anywhere else. They won’t need to do any tiring Halloween costume hunting after work or spend endless evenings crafting decorations. Their Halloween party can be sorted in just a few magical clicks!
NOT ON THE HIGH STREET’s email includes everything you need to enjoy this Halloween.
Free all kinds of creative monsters in your Halloween emails
Make your Halloween email stand out by being bold and using fresh, innovative content. Lands End does this cleverly, by bringing its products to life with the use of an animation, an element that will most definitely attract the reader’s attention. They also give their email a different twist, opting for ‘Black Magic’ as their title, rather than the usual ‘Trick or Treat’ They even top it off with a short Halloween themed poem.
Be creative, innovative and original and you’ll see how your effort pays off.
Want to see the animation in Lands End’s Halloween email? Check it out here
Bonus: Adapt your Halloween email marketing to your industry
While for some industries Halloween-ifying their email content can be quite straight-forward , others might have a bit of brainstorming to do. If you’re not feeling your most creative self today, here are a few ideas on how to give your holiday metrics some oomph:
E-commerce Halloween emails
Bring your products to life in Halloween style. List the essential ingredients for the perfect party, and let the reader know that you have everything they need for it.
Software Halloween emails
Add a spooky twist to your product, perhaps include an invite to an exclusive Halloween event, or unlock some scarily remarkable feature or content.
Travel & Experiences Halloween emails
Draw together some Halloween events or experience days local to your subscriber, or use this opportunity to promote some inspiring destinations. Many places have their own local traditions around Halloween (like Día de los Muertos), it could be a great opportunity to promote them!
Food & Spirits Halloween emails
Give your contacts Halloween recipes so good your readers will want to stay up cooking all night. Focus on classic ingredients (pumpkin!) and on spooky-looking dishes. Want to make it even better? Run a contest and ask your subscribers to share photos of their creations with you. User generated content will be your new best friend!
Beauty & Well-being email Halloween emails
Let your subscribers know that whether they want the perfect make-up for their costume or they actually want to look a bit less like a monster, your products can do the magic.
These marketers know that it takes work to turn a great idea into great copy and design. Draw inspiration from these campaigns and make sure your email wins best-dressed in the Halloween inbox. As for your own winning costume, you might need to look elsewhere. Happy Halloween!
Do you have any great ideas or advice for a Halloween campaign? Feel free to share them with us on Twitter!
This blog post is an updated version of the post “Fright School Friday: Email That Wins The Holiday Inbox“, published on the Mailjet blog on October 30th, 2015 by Sasha Seddon.
At Mailjet our goal is to make your life easier! That’s why we are offering you a gallery of free newsletter templates that you can easily customize and adapt to your needs with our drop-and-drop email editor. So, if you don’t know how to code (or really just don’t want to), you won’t have to! The best part is that all our templates use responsive design. That means all emails will display perfectly on both your computer and your mobile devices and across multiple inboxes.
In this article, we have carefully selected 5 free newsletter templates and we explain how to best use them.
Classic newsletter template
Let’s start with a classic newsletter template, which you can use no matter what your line of work is. We’d recommend you use our “Edge” newsletter template to promote your latest blog posts.
Hot Tip: When creating your newsletter, be careful with the elements that are visible in the inbox before the message is opened, namely the sender’s name, address, email subject and pre-header. And most importantly, you can try out these various elements all you like using the A/B Testing feature.
Free responsive newsletter template for Ecommerce
Do you work in ecommerce? If so, you’re probably aware that your newsletters provide an excellent opportunity to boost your sales. That’s why we advise you to use our “BlueStyle” template.
Hot Tip: Bear in mind that it costs 5 times more to get a new customer than it does to hold on to an existing one. So, it is in your best interests to value the people who have already purchased from you and make sure they keep you top of mind! As a result, we advise you to identify these people and send them promo codes or special offers such as free delivery on purchases.
Free Email Newsletter Template for Events
If you work in the events sector, you know how important it is to send out information on upcoming dates for things like concerts and ballet performances. And what better way than to send regular newsletters to your contact list?
Hot Tip: Feel free to play on the exceptional and exclusive nature of the events that you’re promoting. For example, you can tell you readers that only the first to reply will be accepted, or that there are only a few seats left. Creating a feeling of urgency among your recipients is always a good way of getting them to take action! FOMO baby!
Responsive Newsletter Template for the Travel Industry
Use your knowledge of the travel industry and insert great colorful images: everything from heavenly beaches to the great monuments of the world’s capitals and not forgetting those lush natural landscapes. Let your customers dream! We recommend you use our “Worldly” template for this type of newsletter.
Hot Tip: Always be aware of good practice and avoid having your emails end up in the spam folder. For example, remember to respect the ratio of 60% text and 40% image and optimize the size of your photos. This will let you improve your deliverability and, therefore, the success of your emailing campaigns.
Newsletter Template for the Sports Industry
As a sports and entertainment professional, you can use newsletters to provide information on all your upcoming events and promotions. Sports is a visual product, make use of images, GIFs, videos, and more in all your campaigns. Our “Colorado” is just the template for you.
Hot Tip: There’s no one more passionate than a sports fan, so draw on the passion. Fuel the flames with exclusive content, opportunity to connect with the team or players in person, and use the email platform as a visual medium to build a community around your team.
Easily manage your newsletter templates
To access our templates, all you have to do is create a free Mailjet account. Once logged in to your account, you will find all our templates in the Mailjet templates gallery, which you can access from each of the “Campaigns”, “Transactional” or “Automation” menus.
From the gallery, you can sort, search, create, delete, edit, export and download your templates. And this is where the magic happens because now you are free to create new versions of templates.
And by using Mailjet’s groundbreaking new teamwork features, you can now work on your email templates as a team in real time. You no longer have to wait for your colleague to finish editing an email before you can check or change parts of it.
In fact, there can be even more than two people on the same email template or the same campaign and all working at the same time. With Mailjet you can also add comments directly into your templates on each content block (text, image, button, etc.) to make it easy to communicate recommended changes.
See all our other emails in the Mailjet templates gallery. And please visit us on Twitter and tell us what your favorite templates are!
When you’re just starting out with email marketing, it can seem like there’s a never-ending checklist of to-dos. Building your contact list, planning your email marketing strategy and learning from your results… There’s just too much to think about.
Don’t fret though, we’re here to get you started without breaking a sweat. This guide’s going to cover the ins-and-outs, the A to Z of all the essentials. Ready to kick-start your email marketing strategy? Read on!
What is email marketing?
Email marketing is one segment of a company’s overall digital marketing strategy.
Email marketing is the use of email to promote products or services and to develop a relationship with a database of existing and potential customers, that helps us achieve our marketing goals.
Why email marketing?
Email marketing is still the best performing marketing channel, outperforming others like social media, search engine optimization, paid search and affiliate marketing. In fact, according the the DMA, email marketing’s return on investment (ROI) is up to £32.28 for every £1 spent, from £30.03 the previous year.
The main reason is that email marketing is the only channel that allows companies to target their audience with personalized messages, which not only enables them to promote their products/services, but also to build and nurture relationships with clients at different stages of the customer lifecycle.
How to do email marketing right
We’ve told you how effective email marketing is, and probably by now you’re already eager to get started. Worry not, we’re here to tell you what you need to do.
Build your email marketing contact list
Step one when planning your email marketing strategy is actually having people to send your emails to. There are many ways to grow your customer base organically: using your different channels, providing incentives, relying on word-of-mouth… Overall, emailing is all about testing different things. One method might work more quickly for you, or a combination might be best, so it’s a good idea to try different ones out.
Your website should be the first place to start when building a contact list. Customers visiting your blog or feature pages already have an interest in what you have to offer and enticing them to sign up might be easier here than anywhere else.
Here at Mailjet, we incorporate widgets into a range of content, including blog pieces, whitepapers and case studies, and we’d advise you to do the same. Include an opt-in form at the bottom of each blog post and make sure white papers, as well as on- demand webinars all include lead gen forms. To further incentivize sign-ups, leverage social proof by including a counter that shows how many happy subscribers are already receiving your newsletter.
Integrating your social media and email marketing strategies is a great way to leverage both. If you’re looking to grow your contact database through your social platforms, then you’ll need to tell your followers about the benefits of joining your mailing list, whether that is great content, competitions or exclusive deals.
The Twitter Lead Generation Card allows you to easily attach an email signup box to a regular tweet. You can also use these cards as part of your ad campaign to reach new prospects.
Facebook’s call-to-action (CTA) function allows you to add a range of buttons to your business page. At the bottom right corner of the cover photo, you’ll see a button that says “Create call-to-action”. When you click this, a pop-up screen will appear with more options for customizing your sign-up button. The next two screens will then allow you to further define the ‘landing page’ across mobile devices; you’ll be able to choose whether the button directs a customer back to your site or to a mobile app.
Depending on your business, you might have face-to-face contact with your customers in physical stores or at events. Make sure you’re making the most of these opportunities to drive your users to your digital experience and use email to join the dots between your presence in the real and digital worlds.
You can offer to send customers an e-receipt instead of a paper one if they purchase something from your store, or just encourage them to join your contact list with exclusive deals. On top of that, ensure that all your print materials, including pamphlets and business cards, draw attention to your email program and the value of subscribing.
Incentivize and grow your email marketing list
If you’re an e-commerce business, you’ve likely used incentives to drive sign-ups, like providing a discount off of the first order. This is especially effective in capturing that wavering customer who wants to purchase an item that’s just a little over budget.
No matter what your industry is though, incentives are always a great way to convince users to subscribe. Trading an email address in exchange for a gift (whether this be a free eBook or a product discount) doesn’t seem like too bad an offer.
One downside to keep in mind, though, is that some subscribers may sign up for the offer, intending to unsubscribe shortly after. Keep these contacts engaged with a drip welcome campaign where you show them how your product will continue to add value after that first purchase or action.
Email marketing subscribers can’t be bought
Growing a list organically can be hard work and some people might be tempted to purchase a contact database as a short-SPAM cut, not realizing how much it can compromise their whole email strategy.
However they are generated, SPAM complaints can greatly damage your sender reputation and therefore your deliverability, which is your ability to send your campaigns into the inbox. Understanding the kind of things that can impact your deliverability and following the best practices is essential if you want to succeed with your email strategy.
Emailing contacts who have no interest in receiving your campaigns is both pointless and harmful. People that don’t really want to read your emails will ignore them and delete them, which will make your engagement rates go down. Some contacts might even feel bothered by the amount of undesired messages they receive daily and end up marking them as spam, which will negatively impact your sender reputation.
To ensure your contact list is clean and you’re only emailing people that really want to receive your emails, make sure your Unsubscribe link is easy to find at the end of your email. Also remove inactive contacts every three to six months, to prevent unwanted spam complaints and lower engagement metrics.
Before doing so, though, you might want to send your subscribers a re-engagement campaign, asking them whether they still want to receive your messages.
So before you jet off thinking you’re all set, you need to define your goals. Decide what constitutes success for each campaign and use this as a benchmark in A/B testing and comparing campaign performance. This will give you a clear indication of your ROI and whether you’re doing all that you can to boost it.
What does success look like for your campaign?
Before designing and sending a campaign, you’ve got to know 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.
If you’re looking to drive exposure to your brand through a referral campaign, you’ll be aiming for an increase in sign ups, email forwards and possibly social shares. So, when A/B testing different CTAs for a promotional email, you might want to pay particular attention to your click-through rates. Success will have a different meaning in each of your emails, so bear this in mind as you’re planning your campaigns.
Once you have an email marketing list and your goals are clear, you’ll be ready to start emailing your contacts and driving engagement with your campaigns. You might even be feeling a bit overwhelmed, though, unsure of what emails you should be sending and what you’ll need to include in them.
Mastering the secret weapons of email marketing
In absolutely every email, there are a number of elements that are always present and that could make the difference between someone opening your message or moving it to their trash.
The subject line should make your email stand out in the inbox. Although it’s important to keep the tone and voice true to your brand, don’t be afraid to try different approaches. Funny phrases, questions or even emojis can help draw attention to your email.
The From Name is your way to tell your contacts who’s emailing them. Ensure it’s recognizable by using your brand’s name or, if you opt for a more creative or personalized From Name, help your contacts know it’s you by keeping these variations consistent.
We like to call it “the unsung hero of email”. Many people forget about the power the preheader has 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
Think about your goals when creating your CTAs. Consider what you want your subscribers to do after reading your email and design clear CTAs that are easy to navigate on desktop and mobile.
Email campaigns to get you started
The great thing about email marketing is that you can gain real-time, in-depth insights into your audience and use this to hone your marketing strategy. Whether your first campaign’s metrics successfully meet your goals or not, it’ll be an excellent learning experience.
Before you get to know your subscribers better and adapt your email marketing to their interests, you have to rst check that they’re happy to be contacted by you.
Starting off with a double opt-in
This is an automated triggered email sent to someone right after they opt-in to confirm their interest. This ensures that your recipients are invested in receiving your emails and that their addresses are correct and active. Checking all of this from the beginning helps you maintain a stronger sender reputation down the line.
The key to a winning drip campaign is to engage customers, drive value and enhance the experience at each onboarding step. For example, the first campaign sent to new subscribers can include an enticing, personalized subject line with their first name. The second action you might want to communicate on is completing an account or making a purchase.
It’s also great practice to mention the original point of contact, reminding the customer where and why they first signed up to receive your email (i.e. entering their email address to RSVP to one of your webinars).
A great campaign to follow up these with is a referral email program, essentially a digital re-invention of a timeless marketing method. A business could gain good standing and market itself through word-of-mouth, and the referral email campaign of today is not all that different. It simply accelerates the process, encouraging your existing customers to spread the good news about your brand to people they know.
Driving engagement with a newsletter
A newsletter is a powerful tool for building a lasting connection with a customer. Using integrated analytics, you can understand how your reader interacts with your email and adapt your content accordingly. The key ingredient for success here is to supply your customer with content that is engaging, useful and relevant.
Use newsletters as a medium to tell your customers about company news, product updates, promotions and leverage your thought leadership content (eBooks, whitepapers, blog articles). Use a template builder such as Mailjet’s Passport, to simplify the newsletter creation process. With Passport, you can add, edit and rearrange elements and sections, insert an HTML box to inject custom code or build in media components such as a live Twitter feed.
To learn more about how to create the perfect email newsletter, feel free to check out our complete guide.
Designing engaging and responsive email marketing
We live in a world where consumers are constantly bombarded with advertising at home and on the road. Advances in technology have meant that email marketers now have to design for both the mobile device and the on-the-go consumer. There is a demand for diverse, engaging and mobile-responsive visual material, so here are some ways to supply this.
Designing email marketing for mobile users
A subscriber is unlikely to bother looking at a message that is visually unappealing and is difficult to read. One way to safeguard your email appeal is to ensure that your design is mobile-responsive – important as 55% of email is now opened on a mobile device. If your messages don’t render properly across mobile devices, different clients and browsers, it won’t be a pretty picture for your user – or your ROI.
At Mailjet, we know this is a struggle and work to make designing responsive email an easy task. Our drag and drop email editor, Passport, allows you to easily create responsive emails that render properly on all screen sizes. Email developers can also leverage MJML, our open source markup language, which allows you to seamlessly code your email, and then generates responsive HTML code that’ll look great on all devices.
Designing email marketing for deliverability
Email size can have a big 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, but it is also important to prevent them from being flagged as SPAM.
For example, emails consisting of just images tend to look spammy to ISPs, as this is a technique used by those trying to prevent spam filters from spotting certain wording on their messages.
Understanding how your readers will read your content will help you produce better emails to achieve your marketing goals.
Direct your reader
The top left corner of the email tends to be the initial focus of the reader if their native language is read from left-to-right. You can use this area to make your identity and purpose immediately clear, either by a concise, accurate description about the email or your brand logo. Make your header image clickable so that it’s easy for potential customers to land on your site.
In every case, remember to arrange items according to the order you want them to be read. This will make for a smooth user experience and, most importantly, help guide the reader to the actionable content.
Place actionable content above the fold
Most email clients allow around 300-500 pixels of space for email previews, with content located in this area referred to as above the fold (ATF). Every second and every pixel counts, so optimize this area by including a clear, but non-intrusive CTA.
A good starting point is to make sure your color scheme doesn’t impact on the visibility of the text and that it complements your brand. To launch your email marketing to the next level, make sure your color is suited to your specific context and demographic.
An e-commerce company might use a red CTA in a promotional email to create a sense of urgency and excitement. For a brand wanting to establish itself as a thought leader, a blue or purple-based color scheme will be useful in conveying reliability or wisdom.
Once you’ve chosen colors that complement your brand, don’t detract from or obscure your message, and are right for your context and audience, A/B test your ideas. Let your customers have the final say before you send the campaign to your whole contact list. You might be surprised by the result. Marketing is a brilliant combination of art and science, but these aspects have to go hand-in-hand.
Test before sending your campaign
To ensure that you’re really showing your true colors (as well as optimized images and functioning links!), you’ll need to test your email marketing before sending. You can send yourself a copy or use your email editor’s testing options.
Does your unsubscribe link work? Do your images render properly? Don’t forget to look for potential typos or grammatical mistakes, check all links and make sure your CTAs are easily clickable on mobile too.
Platforms like Litmus or Email on Acid allow you to test your email and see how it would look on different email clients. Alternatively, you can set up an account with each of the most popular email clients (e.g. Gmail, Hotmail, Yahoo…), and check that your email is compatible with these before contacting your entire list.
Making email marketing relevant
Nowadays, the average person receives 130 emails a day, but according to the DMA only 16% of those are truly relevant. Understanding why your customers go to your website, their interests and budgets are essential to produce emails that are targeted to each of your contacts. To ensure your email marketing strategy is a success, you need to create unique messages that really answer your customers’ needs, and send them the right email at the right time.
Segment your email marketing campaigns
Segmenting your campaigns based on the data you have available is a great way to send your customers emails that are more relevant to them.
Anything from the contact data you gathered during the signing up process, any behavioral data you have from their engagement with your emails and any data based on your users’ previous interactions with your website will allow you to target them better and to send them contextually relevant emails. Splitting your lists up by gender, location, behavioral patterns or purchase history can help add context, making your customers feel like you know them.
Personalization allows you to speak to your customers as individuals and engage with them on a one-to-one basis, at scale. It ranges from the simple details, like including your contact’s name in the subject line, to adding dynamic and tailored content that targets each and every one of them. Some recommendation tools allow you to personalize your emails based on previous activity or browsing history, similarly to what brands like Netflix and Amazon do.
Email marketing automation
Email Automation allows you to send the right email to the right contact, at the right time. Automating this process will not only save you resources, but it will also strengthen your relationship with your customers, increase engagement, build trust and, most importantly, improve your ROI. Email Automation allows you to set predefined scenarios that trigger a series of workflows, like welcome drip campaigns, anniversary messages or abandoned cart emails.
For some, sending campaigns might look like a rather straightforward process: gather ideas, design the email, press SEND. However, limiting your email marketing activity to this could mean repeatedly delivering messages that don’t work, or missing out on the opportunity to learn from past experiences.
A/B test your email marketing campaigns
A/B testing is a simple way to try out new ideas and to make sure your email content is the best it can be. Instead of going with your gut feeling and assumptions, A/B testing gives you results based on actual behavior – allowing you to find a subject line that really speaks to your user, or a CTA that will ramp up your click-through rate. Pick one variable to change (e.g. subject line) and keep the rest of your email constant, so you can pinpoint exactly what caused the result.
There are multiple ideas you could test, and different businesses might find that what works for others doesn’t work for them. Here’s some inspiration to get you started:
Emoji vs. text-only subject line
The use of emojis in subject lines is becoming more popular, but not all audiences react to it in the same way. Depending on contact list demographics such as age and social media usage, emojis might have a varying success rate, so it’s worth testing whether it drives higher opens.
Sending at the start vs. end of the week
Are customers most likely to be receptive after a refreshing weekend or during the week? Perhaps they completely unplug during the weekend and are most active on Monday mornings. Or, you may find that they don’t have time to check personal email during the week and are in the mood to purchase or engage during the weekend.
A left, right or centered CTA
If you don’t need to provide much information, a centered button might capture attention best. Or, positioning the CTA to the left or the right might work better with directional cues present in the email, like arrows, or with the natural reading direction of the user.
You don’t have to limit yourself when experimenting, though. If you have a lot of ideas for a single element, find the winner with our A/B testing feature, which allows you to test up to 10 different versions to get even more granular results.
It’s important to remember that this shouldn’t be a one-off project – keep testing to make sure your email marketing co-evolves with your audience and its preferences.
Asking your customer for their feedback
Measuring metrics such as open and click-through rates is useful in pinpointing what is and isn’t working in your email campaigns. A useful strategy to complement this is to collect customer feedback.
By asking users to leave a review, you can better understand why they love (or hate) your brand in general, giving you ammunition for future marketing. You may be asking for a favor here, but remember that all customers like to be heard. This type of campaign shows that you value each and every user’s opinion, while also providing useful material for customer success story campaigns.
Conclusion on Email Marketing
Although creating a winning email marketing strategy can take some time, in this guide we’ve given you the tools to get you started. There may be a fair bit of ground to cover before sending that first email, but we’ve broken the process down into simple steps. However, email marketing is a learning experience, and even if one thing works for some businesses, it doesn’t mean it’ll work for yours.
You’ll be able to find out a great deal about your contacts through analytics, A/B testing and Campaign Comparison, which will allow you to master the art of emailing your own audience.
The world of email is in constant change, so make sure you’re staying up to date with the new trends and don’t forget to share your tips and ideas on Twitter.
Imagine… you are setting up your email templates for the start of the school year, your entire team is mobilized and you just need to get that email validated by the end of the day. Your inbox is flooded with emails addressing different changes, the phone won’t stop ringing, and you just end up sitting at your colleague’s desk, finishing off that super urgent template together on his computer.
All the round trips related to email creation often waste a lot of your time. Yes, we know: sending out important emails can be a nightmare. That’s why we set out to transform the way teams work on email. 😎
Thanks to Mailjet’s latest functionality, you will be able to easily communicate with your team, directly within our email editor. Say Hello to our new feature: Comments! ✨
Our new feature will simplify the way you work with your colleagues on the creation and validation of your email templates. You’ll now be able to add comments directly on the block you’d like your team to work on, without losing information or wasting time in an endless back and forth to get the changes done.
Add comments and respond to existing ones
Mailjet’s new feature allows you to add comments directly on each content block (text, image, button, etc.).
You can of course edit and delete a comment you made, and reply to other comments made by your team members.
Keep your comment history
All comments are listed on the right side of the email editor and are linked to the relevant content block.
Have you resolved a comment? Then, it’ll be archived in the “Resolved” tab. You can re-open resolved comments at any time to display them again.
Questions? Thoughts? Just want to let us know how much you love our new feature? Leave us a comment on our comments!
(See what we did there? 😎)
NB: this option is only accessible when working on an email template. Comments are not active in campaign mode. This feature is available for Premium plans.
You already know we’re working on a series of tutorials to show you how to create and send awesome transactional emails step by step, using MJML, our open-source email framework, and Mailjet’s templating language. Each tutorial covers a very common use-case, providing a large set of examples, code snippets, and nice visuals.
A templating language for your transactional emails
You already know that flexibility and personalization are a must-have in the email industry. Transactional emails imply more and more complex business logic, and one can often struggle to try to juggle a lot of different templates, when they could just have one personalized email that adapts to several use cases.
Having a separate template for men and another one for women, or creating specific campaigns to recommend different things based on your customer’s previous purchases is not viable. It is in this kind of situations that a templating language comes in handy.
Even if you could potentially write your own, to be able to implement a tokenizer and a grammar, you’d need to have a good knowledge in the field and might end up reinventing the wheel when you could have been focusing on your core business instead…
You could instead use nice libraries such as Handlebars, Jinja or Twig, but then you’ll still need to write or host a dedicated service to handle the templating processing.
So, let’s recap: MJML for producing responsive HTML emails without effort, plus a templating language to bring them to life with conditional blocks and variables.
This combo can change your life as a developer. But, enough words, you’ll definitely want some action. That’s why we’ve decided to show you how to create and send awesome transactional emails, step by step.
The “How to code” tutorial: what you need to know
We’re rolling out a series of tutorials, all of which will explore a very common use-case, providing numerous examples, code snippets and nice visuals. We’ve even created an easy-to-execute tool, written with NodeJS, to test emails under actual conditions. To use it, you’ll just need valid credentials for both MJML API and Mailjet Transactional Send API, but don’t worry if you’re a newcomer: applying for the MJML API beta and creating a Mailjet account are totally free.
Our “How To Code” series has four parts. Check them out now:
We know you are an email veteran, and the double opt-in has no more secrets for you. So, during the signup process, you asked your user to confirm their email address. This verification step is now over. You can open yet another bottle of champagne, you have one true new user interested in your product. Congratulations.
But then you start to wonder. It could be that users browse your website right now, or come back later. And you know people. Chances are, they’ll have other things to do, they’ll forget and never come back. So you need to grab their attention again. Why not use the valid email address they offered you willingly?
Welcome emails are indeed a powerful way to communicate because users are expecting them. When you enter a store as a consumer, you expect friendly greetings, useful information or good advice. While this behavior is common for most customers, that doesn’t imply they’re all the same. It is important to take your user’s tastes or habits into account, in order to create relevant messages. We can see you starting to panic: how many templates would you have to write?
Don’t freak out! Leveraging the power of our templating language, we will show you how to create a customized welcome series, using only a single template. In this tutorial, we will show you how to:
Create blocks that display different elements according to your user data (location, gender… think segmentation!).
Set a templating language variable and leverage it to display personalized data.
Use templating language functions to transform text.
How to code a welcome email template: Over to Github!
Looking for some extra help in coding your welcome emails? You’re in the right place. We’ll tackle all the points above, and more, in our dedicated Github tutorial for coding welcome email templates with MJML.
Our Github tutorial includes:
Code samples you can use while working on your welcome emails.
Examples of a welcome emails and its different parts.
Ready to start writing an awesome welcome email template?
Everyone these days needs to be able to leverage email as an easy, low-cost way to market to the largest possible audience.
Email is advantageous because it allows businesses to distribute their content anywhere, regardless of location, and especially for organizations that reply on print materials can erases printing and mailing costs. The only limit to email marketing is your imagination.
One industry that relies heavily on a clear communication strategy is nonprofits and charities who rely on engagement and donations for their survival? We thought it would be helpful to learn from nonprofits to help improve your own campaigns engagement.
The four most important emails in the nonprofit sector are event invitations, newsletters, donation campaigns, and thank-you emails.
We at Donately, a platform for online donations, collected some of our favorite nonprofit marketing techniques and looked at how they applied to other industries and organizations. Here are our top 5:
Remember the end goal of your email marketing campaign.
Build your readership effectively.
Optimize your subject lines.
Convince people to read your emails.
Keep your ask until the end.
You can make the most of your email campaign by borrowing some tactics from how nonprofits. Let’s dive into it.
1. Remember the end goal of your email marketing campaign
A nonprofit’s end goal for almost any email campaign is to convince a supporter to give a contribution, attend an event, or support a cause. To accomplish this end goal, just like any for-profit business, first requires getting your audience to click through to your website.
The click-through rate is the percentage of readers who click a link included in the email out of all the readers who open the email. A business wants their emails to increase the click-through rate to their website, to drive traffic and potential customers.
So how do nonprofits increase the click-through rates to their donation pages? Here are some strategies for maximizing your CTR:
Decrease the length of your copy: there’s a correlation between copy length and CTR
Decreasing the length of your copy makes your emails more attractive: no one wants to slog through an endless scroll of plain text to get to the point.
Adding a sense of urgency to your links, like adding a countdown or deadline-related words to your call-to-action buttons can also increase click-through rates.
2. Build your readership effectively
Something that nonprofits excel at that other businesses could definitely learn from is their ability to build an email list. Nonprofits have to be capable network-growers, because they rely so heavily on their social networks for building awareness and ongoing financial support.
The most important thing to keep in mind is that your emails will be most effective when they are targeted at people who actually want to be receiving them. Nothing will send your email to the trash bin (or worse, the spam folder) quicker than sending someone a newsletter without their consent.
So how do nonprofits grow their lists?
They add ways to opt in all over their website.
They include opportunities to sign up on their social media.
They pass around sign-up sheets at events.
Then, once you’ve successfully added a fair number of people to your email list, segment those emails in order to target your marketing campaigns more effectively.
If you’ve never segmented an email list, never fear: it just means splitting up your larger list of subscribers into smaller lists based on commonalities. These splits could be based on their preferred method of communication, their age range, or their marital status.
Anything that allows you to better tailor your marketing strategies to your audience is a good strategy. Nonprofits use donor database software to measure how their donors engage with their nonprofit, but your business probably uses a different CRM.
See what data that software contains! You never know what information you might find.
3. Optimize your subject lines
Everyone is familiar with the importance of making good first impressions, but this is especially important with your email marketing campaign.
Your subject line is the only chance you get to pique someone’s interest. If they’re not engaged by your subject line, they won’t open your email and it won’t matter how well-designed your email was.
Write the subject so that the entire line is readable in an any inbox (mobile, desktop, Gmail, Outlook, etc.)
Don’t make your reader commit to doing anything in the subject.
The last one, about making your readers do things for you, may seem strange at first. If you want your readers to do something for you, shouldn’t you be upfront about it?
You should, but only in the body of your email. If your email’s subject line declares that, “YOU (READER) MUST STOP HUMAN TRAFFICKING”, your reader is going to be put off by the demand. In fact, write your subjects like you would write to friends. Conversation, lower cased, subject lines have increased open rates by up to 5x.
Instead, think of ways to intrigue your readers. What about your business will interest them? What can your business do for them that they want to know about?
Don’t forget to make your email start with a bang as well — some email providers like Mailjet offer pre-header text, which is the first line or two of an email. If your reader is already bored after the pre-header text, they’re not going to read the email.
4. Convince people to read your emails
So your subject line and preheader text has convinced your readership to open your email. But now what?
You need to make them want to read what your email has to say. So how can you make your email attractive enough at first glance to engage your readers?
First, your email should tell a cohesive story. Instead of just providing a broad overview of whatever your business does, tell a specific story to engage your readers.
Humans are hardwired to be drawn in by storytelling, so use that to your advantage while writing your copy.
Nonprofits use personal testimonies for every type of marketing from email to peer-to-peer fundraising pages, so take a page from their book and provide some personal stories to add a human interest element to your emails.
To make your emails more visually attractive, after you’ve decided on what story you want to tell, include some of the following:
High-quality images of people involved with your business
Nonprofits, due to the nature of their business model, are the best at making asks, no matter what the ask is.
While your for-profit business wouldn’t be asking for donations, you do still want your email marketing campaign to inspire your readers to complete an action.
So how do nonprofits do it?
They only ask once
They ask for more than money
They use an attractive Call-to-Action
First, no one wants to be repeatedly badgered for something, especially not in the same email. Save your big ask for the end, after your reader has been thoroughly entranced by your gorgeous photos and cohesive storytelling.
Second, nonprofits excel at giving their supporters options, so take a page from their book.
One of these options is encouraging their supporters to leverage their employer’s corporate philanthropy policies to help the nonprofit, and then distributing a list of volunteer grant companies.
Offer your readers other ways to support your business, like distributing a coupon to their friends through shares on social media or by using your preferred hashtag.
Make sure your call-to-action links and buttons are attractive and branded to your business.
Finally, consider whether or not any of your other software products are able to be integrated into your emails, like your online storefront or a sign-up page.
Nonprofits are pros at using easily embeddable software, and some of it overlaps with for-profit software! Check out this list of third-party integrations from Donately to see if any of your software products are compatible with theirs.
Nonprofits and for-profit businesses aren’t so different, after all. Both business models can benefit from email marketing best practices to increase reader engagement.
Once you’ve integrated these tips and tricks into your email marketing strategy, don’t forget to track key metrics and adapt your techniques accordingly. With some tweaks and by listening to your readership, you’re sure to turn your email subscribers into paying customers.