Mailjet SMS is Now on Zapier

Yes, you heard us right. With Zapier’s help, you can now easily integrate Mailjet’s SMS.

If you already tried the transactional SMS option of Mailjet, you know how easy it is to use. Now, it’s a piece of cake to send SMS to your customers for two factor authentication, order confirmations, booking numbers and any other transactional purpose you can think of.

What is Zapier?

Let me throw a scenario at you. Say you wanted to create a new line in a spreadsheet every time someone contacts you through your website with the information of their request. You’re thinking you’ll have to download the information manually, copy it and then paste it… Every. Single. Time.

We feel your pain, but worry not, Zapier will make this a whole lot easier for you.


Simply put, Zapier is a tool that connects and automates most of the apps you use, like Mailjet, WordPress, Gmail, Zoho, Trello, and hundreds more. And the best thing? You don’t need any coding to do this! If you’ve ever used IFTTT (If This Then That), it’s very similar, but Zapier lets you string multiple actions together to build multi-step zap workflows. Think of it like, “if this, then that and that and that and that.”

You can have Zapier automatically repeat tasks you would normally do yourself in your different apps. You can create a “Zap” that connects two or more apps so they can talk to each other without you even entering the conversation. It allows you to connect apps that don’t normally communicate AND automate tasks between them.

Let’s say that you have one employee who only speaks English (let’s call him Mailjet) and another who only speaks French (we’ll call him BigCommerce). Normally, Mailjet and BigCommerce wouldn’t be able to speak to each other because those two languages are so different. But because Zapier speaks API, it will act as the translator between them and make the communication possible.

And what is API you might ask? API is the universal language of all programs, and with its help, Mailjet and BigCommerce can talk to each other.

Within a Zap, there are Triggers and Actions. If a Zap functions on a cause and effect model, the cause would be your trigger, and the effect is the action. Here’s an example: imagine you have a new order in Shopify. This would be the cause (trigger) for the effect (action) of sending an email with the tracking details using Mailjet. Automated data flow –it’s a beautiful thing, right? 🙌

Mailjet’s transactional SMS

The average open rate for transactional SMS is 98%, making it one of the more powerful ways to reach your contacts. With Mailjet, you can now easily create and send personalized transactional SMS messages to your customers in more than 60 countries. I’m sure you can see why we introduced our SMS solution 😎.

Everytime we are creating an API feature, we are sure to take two things into consideration for our users: how useful is it, and how easy is it to implement.

We already said why this is useful, and exactly how useful it is (98% open rate!). We are also happy to tell you that it is pretty easy to use our SMS API, allowing you to send SMS messages all around the world with only a few lines of code!

Right now, we only support transactional SMS, such as booking confirmation, subscribing or making a purchase. Just like transactional emails, transactional SMS messages are triggered by an action on behalf of the customer. For example, if you are running a travel agency, you can easily send booking confirmations per SMS too.


To send SMS messages with Mailjet, you need two things – funds in your SMS wallet and a Bearer token to authenticate your requests.


To find out how to do this, check out our guide for SMS.

Mailjet & Zapier

At this point, you may be wondering how Mailjet and Zapier fit together. We’ve got that question covered.

The Mailjet x Zapier integration allows Mailjet clients to extend the reach of their Mailjet account to their favorite apps. You can start transferring data back and forth between your Mailjet account to various third party SaaS applications. With our integration, you can easily send emails and SMS through Zapier. Let’s start with the SMS option.

Sending SMS

With the new “Send SMS” Action in Zapier you can easily integrate Mailjet’s SMS API. Connect your platform (e-commerce, CRM, or other) to Mailjet and automatically send transactional SMS messages when an event occurs.

When someone buys something from your online store, you can send them the order confirmation and the tracking number via SMS, so they can easily check it on their phones any time they need. Ingenious, right?

And the cherry on top: the set up is really easy! You can see how to create and manage your SMS Zaps in our detailed guide.


Sending email

But what about when it comes to sending for marketing purposes? Well, then you will still have to send an email. With our amazing responsive email builder Passport, you can create beautiful emails with very little hassle on your part.

You can take advantage of the services that Mailjet offers, such as Real-Time Monitoring, Template Language, Dedicated IPs and others. Then, you can automate your tasks using our Zaper integration. Send them a welcome email, or maybe shoot off some emails for new offers that could interest your clients, then track open and click data. You can analyze the data with more than 1,500 tools that will make your work so much easier for you.

Summing up

SMS is the perfect option to address your customers with information about their orders, and it can even be combined perfectly with your marketing emails. Mailjet gives you access to features that can help you improve your deliverability, boosting your customer engagement. Your customers will love to have their order information in front of their eyes as soon as they click purchase

Zapier can also help you easily integrate with your own tools and applications. Check out the Mailjet integrations you can use through Zapier here.

So what are you waiting for? Start exploring and share your thoughts with us on Twitter!

8 Best Welcome Emails Examples to Onboard New Users

A welcome email can be the beginning of a beautiful relationship – the one between your brand and your customer, of course. Your subscribers signed up for your newsletter because they liked what they saw, and now it’s up to you to give them more of what they want.

What is a welcome email?

A welcome email is the first email your subscribers receive after they sign up for your newsletter. It’s your chance to wow them, to give them a taste of what’s to come, and have them looking forward to your next email.

Why is it important to send welcome emails to your new users?

Beyond a welcome email being a kind and polite way to say hello, they also have some very powerful statistics behind them. Believe it or not, at 50%, welcome emails actually have an unusually high open rate when compared to other marketing emails. They are actually 86% more effective than the average newsletter.

And, saving the best for last, subscribers who receive a welcome email show 33% more engagement with the brand. If that’s not quite enough for you, there is a whole other, more practical reason to send out welcome emails.

That reason is to continue the onboarding process that your subscriber might be right in the middle of. A welcome email could encourage users to do many things, like complete their profile, download content or even complete a purchase. You’ll want to check out your conversion rate for these emails to see how they’re performing.

Sidecar's welcome email with a big welcome and a little info about their company

What makes a good welcome email?

If you’re looking to get started with welcome emails, here are a few ideas to keep in mind.

Ensure it’s timely

As soon as someone signs up for your newsletter, send them that welcome email ASAP! Because they just signed up, it means they’re still online and currently looking at your brand. They are curious enough to want to know more, and your email could pull them in even further.

Our Email Automation feature will help you do just that. You’ll be able to schedule your welcome email to send out as soon as you get a new subscriber with very little effort on your part. We do the work for you.

Keep it brief, but deliver on your promises

You’ll want to engage your audience as quickly as possible, but make sure not to bore them. The content of the welcome email should be relevant, succinct, and provide some sort of value. A welcome email should set your subscribers expectations for the future. It’s the first email they’ll ever get from you, so give them a taste of what’s to come, and try to keep it consistent with the newsletter you’ll be sending out.

Additionally, if you promised something for signing up, maybe a discount code or exclusive content, now is the time to deliver! Give your customers an incentive to keep them engaged in your brand.

Personalize the content

It goes a long way! Use whatever data you have on your newest subscriber, and make that welcome email that little bit more welcoming. If you have their first name, use it either in the subject line, the body of the email, or both. Just using a first name in the subject line can increase open rates by 20%.

Personalizing welcome emails makes the correspondence feel a little more human, and a little bit less robotic. At Mailjet, it’s easy to add personalization to your marketing and transactional emails.

Include enticing CTAs

The reason behind marketing emails is to turn subscribers to customers, and your CTAs, or call-to-actions, are what’s going to do that for you. You’ll want to keep this in mind when planning out your email. Make your buttons easy to find, and enticing to click on. This might mean making it pop with color, or maybe a cool GIF to go along with it.

Choose the right colors

Color is a good way to grab attention, and hold it. On the flip side, if the color combination is off, it could cause subscribers to lose interest. Because your choice of colors are the first thing your customer will see when they open up your email, you’ll want to make sure the colors you choose reflect your brand. It might seem simple and straightforward, but there is a lot to take into consideration, so we made a guide for you on the psychology of color.

Want to start sending your own welcome emails?
Create an account now and try our email automation.

Try it free!

8 Best Welcome Emails Examples to onboard and engage with new clients

Planning a welcome email and looking for some ideas? Check out these great examples and some of the elements you might want to consider when designing your own ones!

1. InVision – The power of personalization

InVision's welcome email does personalization really well
Why we love it: Big and bold and right at the top, personalization is what starts this email off. There is no better welcome than one that feels personalized just for you, and InVision does just that. And right after it, a bright CTA to get them involved with InVision again. Well done 👏.

Why you should try this: Don’t you love getting personalized stuff? A keychain is a dime a dozen, but your name on a keychain…now that’s a whole new level. Seeing your name on something makes it more valuable to you, and much more likely to interact with it. It’s the same with marketing emails. As we mentioned above, a first name in the subject line can increase open rates by 20%. And that’s just in the subject line. Personalization makes the email more human, and therefore more likely to be opened!

2. Airbnb – What’s next?

AirBNB's welcome email on boards the customer
Why we love it: Airbnb uses their welcome email to continue the onboarding process. Right after a warm welcome with bright, vibrant colors, the email gives you a couple different options to continue interacting with Airbnb. Completing your profile and adding verifications keeps the subscriber engaged with the brand, and the final CTA gets you back on their webpage with a very on-brand “Get Exploring”. 😉

Why you should try it: What is it that you want your users to do right after they sign up or join your list? Having a clear idea of what you want that ‘next step’ to be will help you keep your users engaged.

If your subscribers have a profile to set up with your company, a purchase to complete, or some settings to choose from, a welcome email is a great way to get them moving through these steps. Not only does it have the potential to give you more information about your subscribers, but it also keeps them interacting with your company and pulls them back to your main site.

3. Evernote – Clear and catchy CTAs

Evernote's welcome email has a CTA right before the fold
Why we love it: What Evernote does really well here is the CTA. The little bit of text at the top, “You’re going places. Your notes should too.”, gives us a taste of the brand voice right before they give us the CTA to download the app. No need to scroll, it’s all right there for us. If you do happen to take a gander further down in the email, the same CTA is at the bottom. They take all the work out of scrolling back to the top for us, too!

Why you should try it: The CTA is the bread and butter of your welcome email. Don’t get me wrong, thanking your subscribers for signing up is very important to make them feel valued. But, the CTA is what is going to keep them interacting with your company after they’ve opened the email.

The CTAs you include should be bright, enticing and fit in with your brand image. There should be one near the top of the email (above the fold), as one of the first things your new subscriber sees. Additionally, if there is enough content in the email (like Evernote’s), a CTA at the bottom as well is a good idea to keep your customers from having to scroll back up.

4. Casper – Color you want to click on

Casper's welcome email uses colors to further their brand image and pull the customer in
Why we love it: What’s the first thing you noticed about Casper’s welcome email? I’m willing to bet it was the deep blue color.

On brand, relaxing, with the text contrasting to stand out? Yes, please. The color conveys exactly what the brand is all about, without overwhelming the subscriber. It makes you look forward to future correspondence from them with the hope that each email will be as creative as the first. And the cherry on top? The little sleep-related puns. 💤

Why you should try it: Colors are very important for brand recognition and consistency. I’m sure at some point you’ve opened up an email and immediately deleted it because the colors were just throwing you off. You don’t want your subscribers doing the same, and color goes a long way to keeping them engaged.

There is a lot to consider when choosing colors, like how they reflect your brand, how they look together, if they stand out enough but aren’t too overwhelming. Our psychology of color blog post should be able to help you out.

5. Glossier – Let’s get social

Glossier's welcome email has social links at the bottom
Why we love it: Welcome emails are a great way to introduce new subscribers to some of the other channels you may be operating on, like social media. Glossier does a great job of keeping their text to a minimum, but still promoting a way to further interact with their brand. Showing their Instagram feed at the bottom not only adds to the overall aesthetic, but also entices you to connect with them on another platform.

Why you should try it: So they’ve signed up for your newsletter, and they’ll be getting regular correspondence from you through that. But, moving them onto your social media channels puts you in their orbit even more often. You’ll have more chances for conversion, and the greater the brand recognition the more they interact with you.

6. HelloPrint – The human element

HelloPrint's welcome email introduces their customer service team with photos of them
Why we love it: Email can feel so robotic sometimes. It’s in the name: electronic mail. So sometimes the brands that add a human element to their marketing stand out more. Take a look at how HelloPrint introduces the new subscriber to the customer service team. Introducing you to Danny, Mary and Martha puts a face to your brand, and makes them seem more trustworthy in the eyes of a customer. (Also…peep the personalization at the beginning 👀)

Why you should try it: You want people to trust your brand, but it’s hard to trust something that you can’t put a face to. Showing your customers that there are humans behind the machine can make them like you, and want to work with you, a little bit more. Introduce them to some members of your team, like customer service so they can see who they might be working with in the future.

7. Mode – Get them interacting

Mode's welcome email includes a how-to video as an interactive
Why we love it: Never underestimate the value of interactives! In Mode’s welcome email, they include a tutorial video. This email acts as a one-stop-shop to learn more about the brand you just subscribed to, gain some tips and tricks on how to use it, and then get started putting your new knowledge to work! All packed up into a 2 minute video… phew!

Why you should try it: When you hit the inbox, you want your email to stand out from all the other emails fighting for your customers’ attention. A good way to do this is through interactives, like videos, that are hard not to click on. However, make sure that whatever you add to your welcome email, be it text or interactives, adds value. You don’t want to lose your audience by having too much content.

8. Uber – Deliver the incentives

Uber's welcome email includes the incentive they promised at the top
Why we love it: If signing up to your newsletter came with an incentive, you might want to take a couple notes from Uber’s welcome email. The incentive “Your free Uber ride is waiting” is as hard to miss as it is to resist. Following it up with a short explanation of what the incentive includes and topping it off with a CTA that helps the subscriber redeem the reward makes it so easy. SO easy in fact that there’s no reason not to use their product, right?

Why you should try it: Adding incentives like special promos for new users or access to exclusive content can really draw in subscribers. It adds an extra bit of value for signing up for your newsletter and will get them trying your brand. However, if you do offer an incentive, make sure you deliver on it.

What is a welcome series?

So you’ve heard all about welcome emails. Why not take it to the next level and try a welcome series?

A welcome series is a succession of welcome emails that are staggered, instead of sending out just one. Well, why should I send out multiple emails instead of just one? It’s a good question, and the answer is that you don’t want to overwhelm your new subscriber with a ton of info in your welcome email.

Instead of overwhelming them with an extra long email, stagger out the onboarding info so they are more likely to interact with it.

Sending out the first email as soon as they sign up that has some easy, preliminary info to begin the onboarding process would be step one, like a thank you for signing up and a subscription confirmation. Then, the next day, send out email two that has a couple more steps, like maybe set their email and profile preferences, and links to social media. Day three, send out another with popular products or something easy they can try so they familiarize themselves with your product or service.

Sending welcome emails with Mailjet

With Mailjet, it’s easy to send out your welcome emails. It’s even easy to send out a series of welcome emails, if that’s more your style. Our Email Automation tool lets you set up a workflow that will send out an email, or a series of emails, based on a specific action. In this case, subscribing to your newsletter.

To begin, click on ‘Automation’ in the main menu and then click ‘Create my first workflow’.

click on create my first workflow
Select the ‘Welcome’ automation scenario, and fill in the workflow details for the welcome email you’re going to send out. Once that’s done, select the contact list that will be the trigger for you workflow. Don’t forget to hit ‘Save and continue’.
don't forget to hit save and continue
Almost time for the creative part! Click the ‘+’ button to begin designing your email. Right before you head to our email editor, Passport, to begin designing like usual, you will have to choose if you want there to be a delay for sending out your email. We suggest you send it immediately, but it’s up to you.

You can stagger the emails if you want, and then hit confirm
Now it’s time to get designing. Keep all of our tips and tricks in mind while building your email, and get as creative as you want within Passport. Once you’re all done, you’ll be taken back to the ‘Customize your workflow’ page where you’ll hit ‘Save and continue’.
Design your email, and then press save and continue
But hold on a second. Before you activate your workflow, make sure all your emails have been tested and the workflow details have been reviewed. Maybe even get a second pair of eyes to look it over if you can. Once the workflow has been activated, it cannot be modified.

Once you’re happy with it, click ‘Save and activate now!’

And that’s all there is to it!

If you want to send out a welcome series, you would add more emails in the workflow, and set a delay for them to be sent 24 hours after the sign up, or however you want to stagger them out.

Wrap up

Welcome emails aren’t just a way to say hello to a new subscriber (but it’s still a very important part of them!). They are also a way to further engage your customers, show off what your brand is all about, and maybe get them even more involved. From the CTA, to the colors, to the personalization, adding these elements will make sure your subscribers are looking forward to what’s to come.

What’s the best welcome email you’ve ever received? Let us know on Twitter.

Contact Form 7 Is Now Available on Mailjet’s WordPress Plugin

Do you use WordPress? If so, we’ve got news. Big news. The best news.

Mailjet’s integration with WordPress is now even better. “How’s that possible?” you ask… Well, we’ve just added WordPress’ most popular plugin, Contact Form 7, to our own integration with WordPress! Want to know how you can use it and how to make contact list growing and email sending easier? Read on!

Why you should use WordPress

If you’re not using WordPress yet, but are curious as to why so many others do, here’s a small introduction.

WordPress is an online, open source website creation tool. Many famous blogs, news outlets, music sites and celebrities use WordPress to create and manage their own sites. If you’re wondering what makes WordPress special, here are the four most important reasons for us.

WordPress is free

Yes, that’s right! WordPress is a free software. This means you are free to download, install, use, and modify it to match your needs.

However, while the WordPress software itself is free, you need a domain name and web hosting to install it… and unfortunately those aren’t free.

WordPress is easy to use

WordPress is not only for web designers or programmers. As a matter of fact, most people using WordPress don’t have any prior experience in creating websites.

For non-tech savvy folks, WordPress is the perfect solution because there are thousands of free website templates (themes) that you can choose from that will make designing your e-commerce page, news site or photography portfolio much easier.

WordPress is SEO friendly

Have you noticed that WordPress sites tend to rank higher than others in search engines?

This is because WordPress is written using standard compliance high-quality code and produces semantic markup. Translated into human language, this means that Google and other search engines love WordPress. To make it even better, you can use a number of SEO plugins for WordPress like Yoast, SEMrush, SeoQuake and others.

WordPress offers many plugins

Speaking of plugins, WordPress offers a lot! Just like themes, there are thousands of free and paid plugins available for you to use. For example, there are plugins that will allow you to create contact forms, increase your site’s security, manage users, improve the performance of your page and loads more.

And because plugins are what this article is all about, let’s dive deeper into two of them: the Mailjet and the Contact Form 7 plugin.

Integrating Mailjet with WordPress

Simple to install and set up, the free Mailjet for WordPress plugin will help you create, send and track beautiful newsletters in minutes. Mailjet is an all-in-one solution to send, track and deliver both marketing and transactional emails, which means can leverage all of Mailjet’s options through WordPress once you have installed our plugin.

Here are a few of the things you can do with the Mailjet x WordPress plugin:

  • Create amazing emails using our drag & drop email editor, Passport, directly from WordPress.
  • Send your emails to your contact list without leaving WordPress.
  • Sync your contacts and contact properties with your Mailjet account, so you can personalize the content of your emails.
  • Check your statistics from your WordPress.


Setting up the Mailjet x WordPress plugin

Can’t wait to try it? The latest Mailjet for WordPress v5.1 can be downloaded from the WordPress plugins directory.


Setting it up is also really easy.

To configure the Mailjet plugin, first click on ‘Setup account’ from the Installed Plugins page.


You will then be asked to enter your Mailjet API and Secret key here.


Once that’s done, your Mailjet account will be connected to your WordPress and ready to use. See? We told you it was easy!

What is Contact Form 7

Contact Form 7 is a plugin that allows you to create, customize and integrate any kind of contact forms on your WordPress site. If you have a WordPress website, a contact form is a valuable addition to it. Instead of asking your readers to contact you via mail, you can provide a contact form page and ask your users to give feedback or send queries via the form.

Contact Form 7 is the most popular free WordPress plugin. It’s easy to use and supports multiple contact forms, AJAX submitting, file uploading, and CAPTCHA. Contact Form 7 has more than 5 million users – impressive, right?

The Contact Form 7 plugin’s most significant feature is that it is really simple and easy to use. Some other features that make it a winner are:

  • Complete customizability using simple mark-up
  • Simple interface and several options
  • Useful and detailed documentation
  • Submissions in the Contact Form 7 come directly to your mailbox


The Contact Form 7 plugin can be found in the same plugin directory in which we found the Mailjet one. Just search for it, install it, and activate it.


To create a Contact Form, click on Contact > Contact Forms from the admin dashboard. There is a listing of the forms available which will be blank right now before you add one. Click on Add New and choose the language you need.

Then you will see the new contact form editor. The fields required for any contact form are already present in the form – Name, Email, Subject, Message and Submit button. There is a simple mark-up format to be followed, so you won’t miss any of those fields.

You can add more fields if needed, make them obligatory, or add reCAPTCHA. When you are done with your form click on the save button.

Adding Contact Form 7 to the Mailjet plugin

Great news! Because we know how useful Contact Form 7 is, we’ve now added a new integration with Contact Form 7 as part of the Mailjet plugin for WordPress. Now you can easily add a “Subscribe to our newsletter” checkbox to your Contact Form 7 forms. It will let you automatically add form submitters to a contact list in your Mailjet account.

As Mailjet is the first ESP to get GDPR certified, it is really important to us that all subscriptions be confirmed using double opt-in. So each visitor that checked the subscription box will receive a confirmation email.

To use the integration, simply enable it in the Mailjet plugin Settings → Integrations tab. Configuring the integration is as easy as 1-2-3.

  • Choose the list where form submitters will be added.
  • Make sure the email field tag and the name field tag (optional) match the tags in your Contact Form 7 form
  • Copy the Mailjet checkbox code and paste it in your Contact Form 7 form. Once you have this code, you should go back to your contact form that you already created. Paste it inside the form and the integration is complete!

Now it is easy to win subscribers when someone goes to your contact form to send you a message or request a quote. What could be better? That’s right – nothing. So, don’t wait – integrate Mailjet and Contact Form 7 with your WordPress page and make your site event better and your sending easier.

You can refer to our step by step guide for further instructions.

Summing Up

We saw how cool WordPress is and how the integration with Mailjet can make your sending easier. Create your site with WordPress and manage your contacts and sending with Mailjet. Now there is no need to leave your WordPress to send, track and manage emails and you can automate the synchronization of contacts with only a few clicks.

And what could be better than to be able to win customers when they are trying to contact you? This is why we introduced Contact Form 7 in our WordPress plugin, so you can add “Subscribe to our newsletter” at the bottom of any of your contact forms.

Grow your business faster than ever. Hurry up and download the plugin that can make your life easier. Discover all the amazing Mailjet features you can use directly through WordPress or our site.

You can find all of Mailjet’s integrations here and we promise there is a lot to discover. 😉

For more tips and new information, don’t forget to follow us on Twitter and Facebook.

Guide to Creating Responsive Emails

In the past, when you received a non-responsive email, you blamed the phone, you gave it a shake, or you might even have tried the classic but miraculous technique of closing and reopening the app. That was then, when our inboxes still seemed like remote digital paradises.

Now, how many emails do you get a day? 20, 30, 100? I wouldn’t know where to start counting them. For a while now, when I get an email that looks odd, with cut-off images and blocks aligned so strangely that the whole thing looks like a Picasso, I’ve deleted it without further ado. And I’m not the only one: 80% of people would delete an email that doesn’t display properly on their mobile device.

For this reason, in a world where mobile is king and people like me don’t appreciate all the effort that goes into your newsletters and campaigns, deleting them without the slightest hint of remorse, responsive email design is crucial.

What is responsive email design and why is it so important?

Responsive email design is not a new online phenomenon, but if you aren’t a designer or don’t work in digital marketing, you might not be quite sure what it is.

A responsive – also called adaptive – design is a design that adapts and displays properly on screens of various sizes. For example, avoiding an image being wider than the screen or the user having to increase or reduce the size of text to be able to read it.

Although here we’ll be talking about email design, this technique can also (and especially) be used for web page design and layout. Why is it so important for design, both of emails and web pages, to adapt to various devices? Well, this is almost a rhetorical question, but we wanted to add a touch of suspense.

An article on Email Monday claims 59% of emails sent today are opened on mobile devices, and only 15% are opened on a desktop. And the same is true of web search: almost 60% of Internet searches are done on mobiles. Both of these are more than good enough reasons for brands to want to make the user experience as easy and intuitive as possible.

So what precise factors determine how an email displays?

Device screen size

First and foremost, the main factor that affects how a user views an email is undoubtedly the device type. Email is accessed differently on a desktop computer, Samsung Mini, and a digital watch.

On a desktop, the screen is much larger and we have a mouse to help us navigate, scroll, and click easily on text links or buttons, however small they are.

On a phone, the story is somewhat different. Here the proportions of the content are reduced to fit on the micro screen of a latest generation mobile (although truth be told some phones are more like tablets). So, images are smaller, the text more compressed, and you need to scroll much more to reach the end.

Email Clients

The other big enemies of responsive email are email clients themselves. If you’re unfamiliar with this term, an email client is a program that allows you to send and receive emails, and manage an email account effectively. The best-known email clients are Gmail and Outlook, but there are many more and each one displays email in its own way.

Email clients have an impact on responsive emails

So what can we do, then? Don’t panic. As the image shows, the top five email clients pretty much have a monopoly, so you can start by adapting your emails based on this data.

These top five email clients have a market share of over 70% between them, so we should prioritize adapting our emails for mobile to be read in these clients.

Different types of email optimization

When we talk about optimizing email design, we have a number of options of varying simplicity and effectiveness. These are the main options:

Scalable email design

Scalable design is the most basic method of adapting your emails. The content of an email of this kind will simply be scaled up or down to adapt to the user’s screen size, but without changing the structure of the email or the layout of the content.

These types of email are the easiest to develop, but in truth scalable design does not deliver the best results.

TopShop Responsive Email
Source: Ondho

Fluid email design

Fluid design uses percentage-based sizing to make blocks of content adapt automatically to the screen size of the device. In other words, the content “flows” from the desktop version into the various screen widths, filling the space as the screen width varies.

This format typically works best for text-heavy emails, but it is also very hard to get the layout right.

Adidas Responsive Email
Source: Ondho

Responsive email design

Of the three types, responsive design delivers the best viewing experience on all screen sizes. What sets it apart is that it ensures each device displays a different version of the message, optimized for the specific screen size.

Laying out emails like this is quite a complex task, but the good news is that Passport, Mailjet’s drag and drop email editor, allows you to create responsive newsletters by default. We’ll come back to Passport at the end of the post.

Nike Responsive Email
Source: Ondho

How to design a responsive newsletter: best practice

If you use an email editor like ours, you don’t have to worry about media queries, CSS and equally unfamiliar concepts: the editor does everything for you. However, there are other things that might interfere with the end result, and here we’ll tell you what they are and how to avoid them.

Layout of a responsive email template

One of the most common email design errors is using a layout with multiple columns. It might happen because we get carried away by creative urges (or emotion), but this first decision could result in an epic email adaptability fail.

This is because the vast majority of mobile devices have a vertical screen design, forcing them to shrink anything with a wider format, including emails with several columns.

So what’s the solution? Opt for a single-column design; this will ensure that web browsers and email clients display the content of your email in the right proportions, and you won’t have to re-adapt the design to smaller screen sizes. When it comes to mobile devices, simplicity is your friend!

Take a look at some of the faults we’ve taken directly from our inboxes.

Email bugs from non-responsive emails

Images for responsive emails

Images (and gifs) are a fantastic way of making emails more dynamic and attractive. But in responsive email design, images can be a double-edged sword.

Choose an appropriate image size

When it comes to images in email, the (not so big) secret is not to use exaggeratedly outsized or undersized images. If you use overly big images, you run the risk that emails will not display properly or will take a long time to load. And, believe us, nobody is going to wait more than three seconds before moving on to the next email.

On the other hand, using overly small images will not deliver better results either. In fact, what we will probably get are distorted or pixelated images.

To make sure your images display properly and adapt to any device, use images that can adjust to the size of your newsletter: you can cut them down to the exact size before uploading them to your email template or, better still, use an email editor like Mailjet’s so you can edit them directly in your template.

Alt text: a must-have

Despite all the effort we put into selecting appropriately sized images, it might be that from time to time they still do not display correctly. The fault may lie with email clients, which manage the visual content of emails differently, or users themselves who, for various reasons, prefer to block images by default.

But don’t despair! A simple and effective solution is to add Alt Text (alternative text) to accompany the image and display when the image does not. This text is particularly important for two reasons. Firstly, it tells users they are not seeing the missing images relating to the text. Secondly, emails that contain this tag have a better reputation with email clients, because spammers generally don’t bother adding it.

Add alt text to emails to set yourself apart from spammers

Avoid image-only emails

Talking of spammers, another ill-advised technique is to create emails that only contain images, and we’re sure you can guess why. It’s a very risky choice, partly because these messages often end up in the spam folder, but also because, as we just said, if for any reason the images don’t display correctly we have no way of reaching our contact.

Remember: For your email to be effective, aim for a text to image ratio of 60:40.

A good balance between text and image to make it responsive

If you would like to know more about images in email, take a look at this guide.

Calls to action for responsive emails

A basic element of any email design is the call to action (CTA), designed to orientate readers and encourage them to perform a specific action.

If we don’t include clear instructions for our recipients, they might be unsure what to do with our email and move on in a nanosecond. This is also why CTAs and links should be easy to identify and point in exactly the right direction.

When you design a CTA for a responsive email, make sure the buttons are clearly visible by using, for example, a color that contrasts with the palette you’re using, and big enough so everyone can pick them out easily. As we all know, some people are prone to “fat finger errors”!

And of course, no links in the text or image format: these types of CTA can be much harder to select and, in the case of images, even see. Lastly, be careful where you put your buttons and avoid putting them too close together, as in the example below.

Don't put buttons too close together because they are hard to select with fingers

Text and legibility

The text is one of the aspects we should adapt to make sure people who open our messages on these devices don’t feel overwhelmed by tiny fonts and interminable paragraphs.

Hierarchy and priorities

In a web browser, there are a number of techniques you can use to grab a reader’s attention: use colors, arresting images, elegant fonts etc. But on devices with small screens, like smartphones, this is the role of the hierarchy. The hierarchy must be clear to ensure readers grasp the essence of our message, even if they don’t reach the bottom of the page.

People receive a huge number of emails every day, so the competition is huge and it’s increasingly hard to get people to read them. That’s why we should always design our emails with the order of importance in mind, putting the most relevant items first.

Text type and size

As for the text itself, make sure your emails are legible. Don’t aim too high with your use of fonts: opt for a standard font available on any device, like the classic and timeless Arial, Georgia, Times New Roman or Verdana.

Likewise, in this instance size does matter, so be kind to your readers and use a typeface large enough that they don’t need glasses to give your latest newsletter a once over.

Lastly, don’t forget to leave white spaces between one block of content and the next: you’ll make the email look clearer and more modern, without exhausting your subscribers.

Keep text size in mind when making responsive emails

Examples of perfect responsive emails (infographic)

So far we’ve discussed the dos and don’ts of responsive email. After so many bad examples (it’s not our fault our inbox is full of them), we want to show you an example of an especially good email while reviewing all the key things to bear in mind when you design your own.

Courrier International is a French weekly newspaper that analyzes the news in the international press. It offers subscribers a daily newsletter with the most important news of the day from all around the world.

It may be that at first you don’t notice any major differences between the two emails (the desktop and mobile versions), so we’ll take a look at them and dissect what makes it a good responsive email.

Infographic of a well designed responsive email


Before you press send

You’re good to go and we’re sure that, if you’ve followed our advice, you have in front of you a perfectly responsive email that’s ready to send. But, before you launch your campaign, it’s always a good idea to make some final checks. Here are three ways of checking how your email design displays.

Preview your email

Use the preview panel in your editor to view how your mail shapes up on different devices. For example, in Mailjet you can view the mobile and desktop versions of your completed email and get a clear idea of how it will appear in your subscribers’ inboxes.

Preview your email to see if it is responsive before sending

Send a test email

Another everyday way of checking is to send yourself a test email. You can send it to your own address, to a colleague or a friend with access to various devices, browsers and operating systems to make sure nothing untoward happens to your email along the way. At the end of the day, having an extra pair of eyes to check the content and links and test out the UX is no bad thing.

Extra tip: Go into the reports on previous campaigns and filter them to view the breakdown of devices and the use of email clients by recipient, and you’ll be able to check which ones your customers use most.

Use specific tools

Lastly, for the most meticulous among you we recommend supplementing steps A and B with platforms such as Litmus and Email on Acid. These two tools send your email to more than 50 email clients and give you analysis and previews, saving you time and offering you peace of mind.

How to create responsive email with Mailjet

If you have no coding knowledge (or don’t fancy wrestling with HTML code), you can use our email editor Passport to create professional newsletters that adapt to any device and email client. You just need to drag and drop the blocks of content you want to include in your email, such as images, headings, texts, buttons and social media icons.

Responsive email templates

Another option, for those days when you’re lacking inspiration, is to choose one of the ready-to-edit templates from our “template gallery”, all of which are of course responsive. You just need to select one and edit it to include your content, et voilà!

Want to cast your eye over our templates? Create a free account and check them all out.

Mailjet responsive email templates


In Mailjet we also offer a solution for more advanced users which has won over developers all around the world. MJML is our open code framework that makes coding an email much simpler and faster. It will take you half the time, you’ll use half the lines of code needed to code with HTML, and adaptability is assured. Don’t believe us? Have a look for yourself.

GIF of a Burberry responsive email

Over to you

We hope we’ve put to rest all your doubts about responsive email and design; we know it’s not a simple topic. However, if you follow the advice and best practice in this post (and you use our templates 😉), your valuable newsletters will look their best.
Before you get to work, here is a summary of what we’ve covered:

  1. Use a single-column email design for optimum results.
  2. Optimize image size so they adapt easily.
  3. Work on the call to action buttons so they are visible and clickable (yes, for people with fat fingers, too).
  4. Use a typeface available on any device, and pay particular attention to text size.
  5. Make your checks before sending, either by previewing your email, sending a test email or using specific tools (or all three).
  6. Put your trust in an email provider that guarantees you responsive design by default (ahem, we’re the best for a reason).

Do you have any other tips for ensuring your emails are responsive? Share your ideas with us on Twitter!

Email List Cleaning: Why and How to Properly Clean Your Email List

Spring cleaning is a drag. We get it. But just like it’s important you get rid of all those broken pens and loose paper clips in your desk, it’s also important to give your email list a thorough cleaning. The good news is you won’t need a vacuum for this one.

What is email list cleaning?

Email list cleaning means removing old or inactive contacts from your email database, be it contacts that are no longer engaging with your emails or dated email addresses that are no longer active and might return bounces, blocks or might have even become spam traps.

Cleaning your email list is really quite simple. It’s pretty much exactly what is sounds like: looking over your email contact list and updating it as you see fit. That means getting rid of old, outdated contacts. Just like getting rid of those old pens in your desk.

But wait a minute…isn’t it the more contacts on your list, the better chance you have for a higher opening rate? Actually, that’s not quite true. Removing contacts from your list might seem scary. After all, you put in work to get them there in the first place. But placing your focus in nurturing the contacts who love your brand is the better way to go. Then you’ll be able to show them what your brand can really do.

Email list cleaning means getting rid of old contacts.

Why should you clean your email list?

Simply put, because it can impact your deliverability. That’s a fancy way of saying ‘the number of emails that make their way into your contacts’ inboxes, instead of the Spam folder’. Why should you care about this? I’ll tell you why.

Three words, four syllables: Increase Open Rates.

The way ISPs (Internet Service Providers) learn is from your statistics. They take a look at your open rates and try to gage from there how interested your contacts are in the content you’re sending them. If your open rates are low, this tells the ISP that your contacts aren’t interested.

You need to clean your email list to ensure that the ISP doesn’t take a look at your low open rates and say “This is not valuable, send to spam.” (Tip: it’s more fun if you read it in a robotic voice). If this happens, your open rates will decrease even more, fewer people will be reading your emails, and the ISP will continue to mark it as spam. It’s a vicious cycle, we know.

By cleaning your email list, you’re ensuring your open rates, which is the ratio between emails sent and emails opened, are better. Now, this won’t affect the total number of contacts that read your email; if 4 out of 100 open your email, the number will remain the same if 4 out of 50 contacts read it. The potential ROI from this campaign might remain the same, but email list cleaning will affect your reputation with the ISP. And this is key 🔑.

You don’t want a bad reputation (despite how cool the song by Joan Jett is). The worse your reputation is with an ISP, the more often your mail will end up in spam. Then, because your emails are ending up in the spam folder instead of the inbox, the number of contacts reading your email will be reduced, along with your ROI and engagement. Email list cleaning is what’s going to help you avoid this.

There’s another reason to clean your list (as if you haven’t been convinced yet). By putting your time and focus into contacts that love your brand, instead of subscribers that never interact, you can build better relationships with your active customers. Focusing on the contacts that love your emails lets you create content that suits their needs and interests, which can lead to better conversion rates. You’ll have better customer satisfaction, and higher revenue. It’s a win win.

How to spot a need of email list cleaning

You should always clean your list from blocks, bounces and spam complaints after you send an email, but even if your emails are arriving in your contacts’ inbox, you might still be in need of an email list cleaning.

Basically, the way to figure out if you need to clean your email list is to keep an eye on your open rates. What you’re looking for is an indication that they are starting to go down. If you see that they are decreasing over time, it might be time to clean that list.

Old contacts can be a couple of different things. It could be contacts that are uninterested or disengaged in your brand. These are those people that never open your fantastic emails and don’t know what they’re missing.

If it’s not them, it could be bad email addresses that your messages bounce back from (the WORST). Take a look over your email list with these two types of contacts in mind and start to scrub that contact list clean. Metaphorically, of course.

How to clean your email list (no cleaning supplies necessary)

Ok, you convinced me, I know why I should clean my contact list and I’m ready to begin. But where do I start?

Don’t worry, we’ve got your back.

To clean your email list, you can use two methods:

  • Remove blocks, bounces and unsubscribes after every email campaign.
  • Use segmentation to target inactive users.

Cleaning your list after every email campaign

We promise it’s not as much work as it sounds. After each campaign, take a look over your stats. You’ll want to look for unsubscribes, bounces and spam, and remove them from your contact list before sending another campaign. Diligence is key to cleanliness!

But, what else can you do to optimize your email contact list? Well, I’m glad you asked.

Cleaning your list every few months

You can also segment your list based on the engagement of your contacts. Look for the contacts that haven’t opened your email in the past 3 to 6 months, and send them a ‘we miss you’ reactivation email.

It’s like checking in on an old friend. You send them a little message to see if you still have anything in common, and if they don’t respond… all that’s left is to move on and remove them from your contact list. Because, let’s face it, if they haven’t engaged with you in the past 6 months, the message they’re sending is pretty clear. They’ve lost interest in what you’re offering. But the good news is you are freeing up time and effort to focus on catering to the contacts that can’t get enough of you.

You can segment your lists to email list clean more easily.

5 Ideas to maintain a healthy email list

1. Use a double opt-in

A double opt-in means that when a customer signs up for your mailing list, you fire off an email asking them to confirm their subscription by following a link in the email. Setting up a double opt-in system helps you prevent fake email addresses from entering your database. This means that only those that are interested in receiving your content will confirm the subscription, and there will be fewer bounces, blocks, etc. Think of it as a first defense for a cleaner and healthier list.

2. Ask your contacts

It can be hard to tell if your contacts are simply not interested in what you’re sending them, or if they love it but just don’t feel like taking further action with it. A way to separate these two audiences is to ask questions. We have a couple ideas for how you can do this. So go on, don’t be shy.

  • You can ask your contacts to vote in a poll, with a question about how much they are enjoying your content, or maybe what they would like to see more of. I mean, come on, who doesn’t love a good poll?
  • Request some feedback on something you’ve sent, a new format you’re trying out, or anything else you’re curious about.
  • Ask your contacts to set their own communication preferences directly within the email. You can ask about preferred frequency, topics they might be interested in, etc.
  • Offer your contacts the ability to easily make product or feature requests.

Once you’ve sent out a round of these emails, filter out the contacts that are still not engaging with your content. Voila! Cleaned.

3. Start a re-engagement campaign

Remember when we were talking about those ‘we miss you’ emails? That’s a re-engagement campaign. Low engagement in your content doesn’t necessarily mean that your contacts aren’t interested in your brand, it could just mean they aren’t too interested in the content you’re providing. So before you scrub them from the list completely, see if you can pique their interest a bit. We have a few ideas for you:

  • Offer a free gift, or maybe a discount (no one can resist free stuff). But be careful with this one. It has potential, but what you really want is for your contacts to be interested in the content you’re providing, rather than just re-engaging for the freebee.
  • Give them a special perk, or maybe access to special content. Everyone loves to feel special every now and then.

Another tip is to take a quick glance at the calendar. Sometimes, people love your content, they’re just being bombarded by emails because of the time of year. Like during the holiday season when they don’t want to open even one more email. Just make a note to re-engage with these contacts later on.

A re-engagement campaign to add people back to your list after email list cleaning

4. Make it easy to unsubscribe

It’s never a good idea to hide your unsubscribe link from your customers, or to make the process of unsubscribing difficult, time-consuming or confusing. If they can’t find your unsubscribe link, or don’t want to take the time, they may just mark you as spam. You don’t want that, and we don’t want that for you.

We know it may seem backwards to offer your clients an easy way for them to leave. But, if you’re providing your contacts with quality content (which we know you are), then they won’t even look at that unsubscribe button. Just make sure to make it worth their time by providing worthwhile content.

Mailjet's unsubscribe link in our emails

5. Never buy email lists

Repeat after me: I will not buy email lists. Good. Now say it five times fast.

It may seem like a quick and easy way to build up your sender list, but don’t be fooled. It’s far better to build up your own list of subscribers that chose to receive your content.

A bought list is usually poor in quality. They aren’t targeted for your brand, so you’re not going to get good value from interacting with them.

They could also have something called spam traps in them. These are email addresses that used to be valid, but will now get your IP address blacklisted for sending to them.

So before you go to buy that list, remember all those annoying emails you got that you rolled your eyes at and sent to the junk folder. That’s not where you want your emails to end up.

How to clean your list with Mailjet

Manually cleaning your list would be really time-consuming, so we made it easier for you. With just a couple of simple steps, you’re on your way to a sparkling clean list.

The first thing you’re going to want to do is click on the title of the last campaign you sent out. Scroll down until you see ‘Show me the reports’ and click on that, too.

Show me the reports button

Then select the ‘Status’ drop down menu, and take your pick. You’ll mostly want to focus on the Unsub, Spam and Bounced options.

Drop down menu showing you the segmentation options

Once you’ve selected one of those options, click on the button ‘Export to a list’ at the bottom of the page. When that new box opens up, in the left drop-down menu, you’ll want to select the contact list that you want to clean up. In the right drop-down menu, select ‘Remove contacts’. Now take a deep breath, and press the ‘Export’ button.

Export them to a separate list, and your done with your email list cleaning

That’s all there is to it. You are now a few contacts lighter.

We hope you feel refreshed and organized after cleaning up your email contact list. If you have a few cleaning tips, whether it’s for email lists or the office, share them with us on Twitter.

How to Switch From Mailchimp to Mailjet in Less Than 10 Minutes

Unhappy with Mailchimp’s recent changes? Don’t want to pay for unsubscribed contacts? Check out all the reasons why you should switch to Mailjet (Spoiler Alert: it’s cheaper and the email builder is intuitive and really powerful).

Already convinced?
Here are the steps to switch from Mailchimp to Mailjet in less than 10min.

For this, you’ll need:
Your current Mailchimp account
A new Mailjet account: Create one for free here.

Part 1 – How to migrate your contacts from Mailchimp to Mailjet

  1. Log into your Mailchimp account.
  2. On the top menu, click on “Audience” and then go to “View Contacts”.
  1. Click on “Export Audience”. You’ll have to repeat this action for all the audiences you need to export.
  1. Download the CSV and unzip the folder.
  1. Now it’s time to import these contacts into Mailjet. Log into your Mailjet account here.
    Important: If you have several audiences in Mailchimp (contact lists)
    : upload each audience in a separate Mailjet list.
  2. Click on “Contacts”, select “Contact lists” and then choose “Create a contact list”. Select “Manually paste contacts or upload a file” option and drag and drop the CSV file containing all your subscribers’ details.
    1. Match the fields if necessary. All your contact properties (name, company, date of birth…) have been imported. You can then use them to segment your data base or personalize your emails. Click on “Save and continue
      1. Now, let’s import your unsubscribed contacts. This step is important to ensure you won’t email contacts who previously opted-out. Click on “Edit Contacts”.
        1. Choose “Unsubscribe contacts” as the type of update, and drag and drop the CSV file with your unsubscribed users. Match the contact property fields if necessary.

Part 2 – Migrate your email templates

We’re not going to lie, if you were expecting to export your Mailchimp templates and continue editing them with our intuitive drag and drop email builder, this is something you won’t be able to do.

But that doesn’t mean all is lost. You have two options to work on your email templates with Mailjet:
Option 1: Recreate your templates using our awesome email builder.
Option 2: Download your Mailchimp template in html and edit them in html in Mailjet

Obviously, if you choose to recreate your templates with our email builder, all you need to do is get started. You can test our email editor, Passport, here.

If you’d like to download your existing templates, here are some simple steps for you to follow:

        1. In your Mailchimp account, go to Templates, and click on “Export as HTML” on each of the templates you’d like to download.

  1. In your Mailjet account, go to “Campaigns / My Templates” and click on “Create a new template”. Then, select the option “by coding it in HTML” on the top menu, where you’ll be able to import the HTML file.

Part 3 – Download your statistics

It’s not possible to transfer your statistics from Mailchimp to Mailjet. However, it’s important you keep track of your progress.

In your Mailchimp account, click on “Report” and then choose “Download All Reports”.


And now, you’re all set.

Make sure you validate your sender domains and addresses to see your emails in your recipient’s inbox, and set up your SPF, DKIM and DMARC records to guarantee the best deliverability. ;)

Also need to migrate from Mandrill’s API to Mailjet? Check out our dedicated guide!

Omnichannel Marketing: How to Enhance Your Strategy With Email Marketing

Let’s do a quick activity. Try to remember all the times you’ve used the internet today. Every Google search, every email you’ve sent and received, every time you pulled up Instagram or scrolled your Facebook or Twitter feed. I’m guessing it’s a lot? And most of your customers are just like you. In every search, email or social media scroll lies an opportunity to grab your audience’s attention. Omnichannel marketing is what’s going to put your brand in front of your customers on all the platforms that matter to them.

What is Omnichannel Marketing?

Omnichannel marketing is all about providing your audience with a seamless, smooth, and hassle-free experience across all relevant channels.

In the modern digital age, the audience accesses the internet with multiple devices – and this allows for better connections and more control over the buying experience. All successful organizations of today are employing omnichannel marketing strategies to make these interactions a consistent, integrated, and effective experience for their customers.

Your customers are ready to interact with your business on different channels anywhere, anytime. The question is, are you ready to accommodate them?

How Does Omnichannel Marketing Work?

Omnichannel marketing methods involve meeting and interacting with your audience where they are. With millennials and generation Z making up a large portion of your audience base, you need to make your communication efforts more personalized across all channels.

In essence, omnichannel marketing is a customer-centric approach, rather than a company-centric approach. It requires you to see through your audience’s eyes and stand in their shoes. The basic assumption of this marketing approach is that customers tend to shift from one channel to another as they try to find the perfect solution for their needs.

Omnichannel marketing on a laptop

Our 4 Tips for a Successful Omnichannel Marketing Strategy

We understand that it may be confusing to devise a kick-ass omnichannel marketing strategy from scratch. However, to make things easier for you, we’ve listed a few tips that will help you get started.

1. Get to know your audience

First and foremost, you must be aware of your audience’s needs and interests. Understanding what exactly makes your customers click is a prerequisite to creating a successful omnichannel marketing strategy. Find out which channels your audience is the most active on and then equip yourself with the right tools to help you convert your prospects into customers.

Ideally, you should tap into all the channels to determine the specific behavior patterns relative to each of them. The best way to boost conversions is by correctly identifying and efficiently filling the gaps in the buying process.

You should focus on interacting with your audience not only after they’ve made a purchase, but also before it. Proactive companies stay on their prospects’ mind by sending them personalized emails to highlight positive reviews of their products from other customers.

2. Pick the best channel for your products

For a successful, targeted campaign, you should be able to determine which channel is best suited for your product or service.

You should think outside the box when trying to engage your audience because, as the digital space grows, so do your customers’ needs. You should always be ready, both mentally and resources-wise, to adapt to the shifts. That’s the only way to continue to deliver quality relevant content that’s unique, fresh, and engaging.

3. Don’t overlook performance insights

All your omnichannel marketing efforts will go down the drain if you don’t find a way to keep track of your performance.

Using some form of analytics is a key step without which you may not be able to get insights into your audience’s digital habits, purchasing patterns, and transaction tendencies. Your business’ performance insights will help you modify your omnichannel marketing strategy to find more targeted solutions.

4. Focus on email marketing

Smart businesses always focus on their email marketing strategy, aiming to reach their audience in the quickest and most direct way possible – their email inbox. Email is a reliable form of communication that allows you to build a meaningful connection with your existing and prospective customers.

The best thing about an email marketing strategy is that it offers an opportunity to connect with your audience on a personal level, rather than addressing them as a whole – and customers love the individualized treatment!

When it comes to attracting and acquiring new customers, you may be surprised to hear that email is approximately 40 times more effective than Facebook and Twitter combined.    

So, if you think email marketing is an outdated strategy, think again!

The Role of Email Marketing in Omnichannel Marketing Campaigns

You may be wondering why our focus is on email marketing and not on social media marketing. After all, social media is ruling the internet and providing brands and companies with a great platform for marketing their business and generating sales.

The reason is simple: when it comes to conversions, social media isn’t as effective in influencing and directing buyer decisions. Email lends itself to the audience making those decisions.

Email marketing is capable of driving the highest ROI as compared to other digital marketing channels. Unraveling the audience’s internet-based life is the most crucial element in any omnichannel marketing approach.

Omnichannel Marketing on multiple devices

The 6 Benefits of Email Marketing Strategy

Here’s how your email marketing strategy fortifies and enhances your omnichannel marketing program.

1. Promotes targeted and personalized communication

Email marketing allows you to divide your audience base into segments based on their specific needs and preferences, enabling you to curate highly personalized content for them. From coming up with a catchy subject line and choosing images that align with your customer’s needs to producing content that resonates with them, email marketing is the ideal channel to drive engagement.

2. Reaches a wider target group  

With emails, you don’t have to worry about where your audience is located. All you need is an internet connection and a compatible device to let them know that you care about them and their needs. This ease of use gives email marketing a greater reach than other channels.  

3. Allows you to send behavior-based emails

Email automation allows you to act on the audience’s behavior, setting yourself up for improved conversion rates, maximum profits, and improved customer retention.

According to a study, 39% of marketers found that the use of automated emails based on customer behavior were the most effective marketing strategy.

You may use behavior-based email strategies when a customer views a product on your web page or spends time on the FAQ section, or perhaps adds a few products to their online cart but doesn’t check out.

4. Serve as mailable microsites

The world of email marketing is advancing –you can now send microsites and say goodbye to static messages. By allowing customers to watch videos, browse through product categories, and even make purchases while still being in their inbox, you can take your subscriber experience game to the next level.

5. Allows you to build a loyalty program

You know that most of your revenue comes from loyal repeat customers. And this is why you should focus a large part of your email marketing strategy on customer retention.

One of the best ways to do this is by creating a loyalty program. One great example is a referral program that’s a win-win solution for both you and your audience.. Referral emails are those that contain special offers for the customers to share with their friends and family. For each referral, they will get a reward.   

You could incorporate loyalty a program into the very first email you send to your subscribers as a welcome gift.      

6. Allows integration with other channels

You may integrate social media into your emails to increase the number of website visitors and social media followers. To ensure that potential customers don’t get detoured on their purchase journey, you should consider integrating your emails with other channels so that everything works together. By allowing you to target the audience multi-directionally, email marketing guarantees more leads.

Summing Up

Email marketing may only be one piece of omnichannel marketing, but it can be considered as the bridge that connects all the other channels you want to reach your customers on. It lets you personalize messages, reach a wider audience than a social media platform would, and can even direct traffic to your social media profiles.

If you think you don’t have enough time to spare on creating the best emails for your subscribers, you should consider getting help from professional email marketing services. From mapping out the ideal email marketing strategy to implementing it in the most creative ways, these expert services will handle everything in your best interest!

The Definitive Guide to A/B Tests in Your Email Marketing

We spend a lot of time on this blog discussing how you can optimize your email campaigns for your audience. We do this with tips on deliverability, email design, and optimizing your team. But, an important aspect of not only email marketing, but really any kind of marketing – is testing. 

You wouldn’t release a new product without first testing if it works, so why waste time sending emails that don’t work. 

In order to test what campaign works best, what message resonates with your audience, or what CTA generates the most clicks, you can use A/b testing in your email campaigns.

If you’re asking – “What is A/b testing” or “how in the world can I do that”… Well, we hear you and help is on the way. We’ve compiled the definitive guide to A/B tests in your email marketing. 


A/B testing explained

A/B testing allows you to compare and contrast two versions of the same piece of content. You can use it to test everything from website copy, to paid search ads, and of course marketing and transactional emails.

In the context of email, A/B testing allows slightly tweak a part of your emails to test which version more often generates opens, clicks, and conversions. For example, does adding an emoji to a subject line increase opens? Does a bright red button (instead of a white button) increase clicks?

Split testing varies from simple to complex testing. Simple A/B testing includes one or two elements which are easy to customize like described above  (e.g. subject line, button color and size).

More advanced testing includes the customization of multiple elements in your email campaign like picture placements, overall messaging, personalization, or comparing different email templates against each other.

The benefits of split testing your email campaigns

To get the best results possible, you need to test and analyze all of your email campaigns (marketing email, transactional emails, and email automation workflows). While the cost of acquiring new customers and newsletter subscribers can be high, the incremental cost of improving your email conversion through A/B testing is minimal.

A well-planned split test increases the effectiveness of your email marketing efforts. By using controlled tests, you will figure out which content and visual arrangements work best for your target groups. If you know what works best, then it is easier to send the most effective email for your audience. You can do this manually, by monitoring performance and sending future campaigns based on your analysis. Or, better yet, you can automate your A/B tests with tools like Mailjet to send your campaign to a small sample audience (e.g. 20% of your list) and once you collect enough data, Mailjet’s A/B test tool would send the best performing version to the remaining 80% of your list.

Even with small testing and optimization afterwards, the Return On Investment of A/B tests can be massive. Split testing allows you to significantly increase the open rate and click rate. The result is a significant increase of leads, sales and revenue.

Try Mailjet’s A/B Test Tool Now!
With its advanced A/B testing functionality, Mailjet lets you test not just two, but up to 10 different versions of your message. The best performing version is then sent to the rest of your list.

Try it Now

What you can test

You can test nearly everything! You can test design and text related elements. In fact, to understand which campaign performs best, you need to test both.

Make sure that your audience falls in love at first sight. You can reach this with a killer designed email. However, the design may be the reason they do not delete your email right away, but what really drives the conversions is the content you provide. In the following section, we give you a step-by-step guide outlining which elements you should focus on when starting your A/B tests.

A/B Test Subject Lines

The very first thing you should test is your subject line. Your hard work may be for naught if your audience does not even open your email. So, make sure you create a subject that encourages them to open your email.  You can try out clear messages (“Our special Christmas offer for you”) or subject lines which are more mysterious (“You really do not want to miss this offer”). You can even play around with emoji’s, pre-header texts, personalization to drive clicks. 

A/B testing Emoji in subject line

A/B Test Images

Now that your killer subject line drove a ton of opens, you can now focus on optimizing the content of the email. Pictures and other visuals will be the first thing that catches the eye of your reader.  Try different banners, product pictures, and other captivating images. etc. You could also experiment with GIFs, and video previews, and other visuals to drive

The internet is in love with video, and we assume your audience is too. So, do you include videos in your marketing campaigns? If not, then you really should. It can really make the difference. And if you do so, then try some A/B testing. You can start testing the size and placement.

Source: Mailjet Newsletter

A/B Test Copywriting

Sometimes, fancy visuals and funky subject lines aren’t enough to convince your audience and your paragraph texts need to win them over. Try different wording, text length,, and placement. Focus on the key messages and wrap the other elements around it.

If you are an online shop, you could test price or different discounts, headings, text sizes, colors, placement.

A/B Test Calls-to-Action

When your headlines, subtitles, and paragraph text are optimized, then your audience is willing to click on your Calls-to-Action (CTA). CTAs buttons are one of the most important elements in a marketing email. This is what it all comes down to. Your mailing is meant to get their attention, but above all, it has to generate leads to your website.

So, do not forget this in your testing. Play around with colors, sizes, text, placement etc. Keep in mind that the CTA text also needs to be on point.

A/ testing Call to Action buttons

A/B Test Links

Besides CTAs, there are other links you can include and test. An example of these links is Social Media buttons. Getting in touch on multiple channels is necessary. Most brands now include Social Media buttons in their marketing emails, linking to other channels like Twitter and Facebook. To see how to get the best engagement, test different formats, colors, and sizes. 

A/B testing Social Media Buttons

A/B Test Sending Time

Last but not least is the ability to test the date and time of your campaigns. Does your audience prefer to open their emails in the morning, in the evening, during the week or at the weekend? Use your testing to find out, and in fact, you can then create segments for each, to maximize engagement going forward. 

The 4 Steps to your A/B Tests

The best way to run a successful A/B test is to follow a strict process. It will help you to get profound insights from your campaigns. A proper process need to include the following steps:

1. Problem identification:

Study your email campaign statistics. Define the user’s behavior and find the problem areas in your conversion funnel. Include the landing pages your audience reaches after clicking a link in your email.

2. Defining a Hypothesis:

Based on your analysis, build a hypothesis. Define which result you expect from which changes. For example, a hypothesis could be:

“My customers do not like to scroll down. Putting the Call-to-Action button at the top will increase their attention and results in conversion.”;


“Most of my readers open my newsletter on their smartphone. Increasing the size of the CTA button will make it easier for them to click on it which results in more conversions.”

3. Testing the Hypothesis:

Based on your hypothesis, set up the split testing. Create a variation and A/B test it against your current email template.

4. Analyzing the test date and draw conclusions:

Once you’ve successfully sent out your split email campaign to the defined target groups, now it’s time to monitor the results. Which variation performs best? If there is a clear winner, then go ahead with its implementation. If the test remains inconclusive, go back to step number two and rework your hypothesis.

The 7 Rules to A/B Testing

To do a proper split test, you need to follow these 7 rules.

Rule 1: Set Goals – Know what and why you want to test in your email campaigns

Testing without a specific goal is just wasting time. Don’t pull randomly select an A/B test for now reason. Know the reason why you want to use split testing (increase open rates, increase click rates, test new messaging, pricing models) and think about what changes may get you the desired results.

Rule 2: Focus on frequently sent emails

The moment you start conducting A/B tests, you will be on fire and want to test every single email campaign you are sending. But stay calm, take a deep breath. To start, only focus on the emails you are sending most frequently.

Rule 3: Split your list randomly

Choose a smaller, randomized portion of your contact list to test for the most optimized email version before sending the campaign to the rest of your contact list. To get conclusive results make sure you choose the same sample sizes.

Rule 4: Test one element at a time

To best be able to identify which variation works best, focus on just one element at a time and leave all other variables the same. For example, create a few different CTA colors, but do not change anything else. This way you can identify whether an increase in engagement is because of the CTA color. If the color and the text are both tested at the same time, then how can you tell which change drove the most clicks?

Rule 5: Wait the optimum amount of time

If you are automating your A/B tests, by sending to a small sample first and then the full list after the test is complete, then it’s important to wait long enough to gather enough data. Usually, we recommend waiting 3-5 hours after sending to your sample before sending to your full list. 

Rule 6: Check if results are statistically significant

The struggle with doing A/B testing is having a large enough sample size. Use a A/B Sample Size Calculator to find the right sample size.

Rule 7: Test and test again

After the testing comes more testing. Now you know the best subject line, calls-to-action, and hopefully more. Now, you can try testing another element. Rise and repeat.


Now you know everything you need to start A/B testing your marketing campaign: the elements you should focus on, the best practice process and the 7 rules you need to follow. Sign up for a Mailjet account and let’s get the split testing party started.

What is your experience with A/B testing? Which elements do you want to test? What improvements do you see? Tell us all about it on Twitter with the Hashtag #emailmarketing.


50% of the High Street Offers No Sustainable Alternative to Paper Receipts

£32 million spent on paper receipts and still 50% of the High Street offers no sustainable alternative

  • Despite the rising importance of sustainability among consumers, 50% of high street brands still have no paperless option
  • Brands that do are utilising customer surveys & social sharing to enhance the customer experience
  • Data compliance is clearly top of mind for paperless receipts, yet some brands are falling short


New research by Mailjet has found that 15 of the UK’s top 30 high street clothing labels are failing to offer any kind of e-receipt to customers when shopping within their physical stores.

In the UK, around 11.2 billion receipts are printed each year, at a cost of at least £32 million. Despite the boom in recent headlines around sustainability brought on by David Attenborough’s ‘Climate Change – The Facts’ documentary, it appears that half of UK high street brands and retailers are still reliant on physical receipts for every purchase.

Among the best in class, Uniqlo, Dorothy Perkins and Evans proactively promote sending customers e-receipts via signs or tablets in-store. In all other cases, e-receipts were only sent after the survey testers specifically made the request.

Michyl Culos comments, “Consumers have been making a clear call for the fashion industry to lower it’s environmental costs. Last month, online platform Rent the Runway, allowing people to rent rather than buy their clothes, was valued at 1bn USD. When it comes to the high street, there is room to revitalise methods long considered standard, like paper receipts, and reduce environmental impact by going digital.”

Survey testers opted to receive e-receipts at all 15 stores where they were available. The study then analysed the e-receipt emails received and scored them according to a range of direct marketing metrics including personalisation, shoppability and brand alignment in addition to data privacy compliance.

Sustainability & Consumer Engagement

While many brands initiate the shift to e-receipts for ecological reasons, they are also exploring how else this new format can be leveraged. Every brand tested, with the exception of JD Sports, Mango and Selfridges, included a customer survey within their e-receipts. New Look, Dorothy Perkins, Miss Selfridge, Topshop, Evans, Wallis and Urban Outfitters all offered rewards and incentives in exchange for feedback on the in-store shopping experience.

Many brands also capitalised on the opportunity to direct customers to other marketing-friendly channels. Under the ‘multi-channel marketing’ category, JD Sports scored full marks for including a phone number, email and dedicated support Twitter handle, alongside social media and app links. Debenhams and French Connection also received top marks for including store locators as well as social links.

Michyl Culos notes, “Reducing environmental impact while enhancing engagement with in-store customers is a win-win. It’s clear though that retailers are still in a test-and-learn phase when it comes to determining the best way to leverage e-receipts. For example, some brands use them to encourage customers to post their purchases on Instagram with a hashtag, while others (Uniqlo) offer an incentive for completing a product review on the item purchased.”

Playing By The Rules

A hot topic associated with e-receipts is how to harmonise them with data privacy. This includes clearly informing clients about how their data will be used, but also ensuring they are not automatically opted into any other marketing communications or sent any unsolicited emails for which there is no specific consent or legitimate interest.

Positively, most brands surveyed offered some sort of information regarding the use of the data captured from the customer; with the leaders in this category, Evans, Wallis, Uniqlo and Dorothy Perkins, offering very clear signs or information at store-level. Some brands, including JD Sports, Mango and New Look, also followed up with information in the e-receipt about how data would be used.

Unfortunately for the high street though, a number of brands still did fail to include clear information on data usage in the e-receipt and, in some cases, this information was only provided by asking directly at the till or not provided at all.

More surprisingly, it seems that many marketers still can’t let go of the mindset that the larger your email list is (opted-in or not) the better. The study exposed that some high street brands followed up their e-receipts with unsolicited marketing emails, an activity that might put them at risk of non-compliance with GDPR if brands cannot ensure there is a legitimate interest, that is, a clear link between the email promotion and user’s purchase.

Michyl Culos adds, “Data-compliance when it comes to paperless receipts is a new challenge for retail. It requires awareness and training for both marketers working in head offices and sales assistants who are key in communicating data usage information and registering customer opt in preferences at the point of purchase. Moving to paperless is a large project for retailers, and it would be a shame for them to fall short by simultaneously taking a step forward for sustainability and a step backwards for data protection.”    


About the research:


A team of email experts analysed e-receipts sent by 15 leading high street brands and retailers in the UK in March 2019. Each email was individually scored according to how well it met the below criteria, (e.g. scoring system: 3.0 = best possible score, 1.0 = worst possible score) the average result was then calculated for each candidate.

List of brands included in the research (both those who did and did not send e-receipts);

& Other Stories; Berskha; Debenhams; Dorothy Perkins; Evans; Footlocker; Forever 21; French Connection; Gap; H&M; House of Fraser; JD Sports; John Lewis & Partners; Marks & Spencer; Mango; Matalan; Miss Selfridge; Monsoon; New Look; Next Primark; Pull & Bear; River Island; Selfridges; Sports Direct; Topman & Topshop; Uniqlo; Urban Outfitters; Wallis; Zara.

Scoring criteria:

  1. Personalisation: any evidence of segmentation/personalisation/changed fields based on demographics, location, ect.
  2. Multichannel Marketing: social media buttons, redirecting to mobile app or website content, mixing online/offline – in-store actions.
  3. Marketing Opportunities: e-receipt includes additional marketing initiatives (which have legitimate interest), including surveys.
  4. Brand Alignment: strong imagery, brand voice, consistency with website.
  5. Mobile-first: email is viewed on a desktop, mobile and tablet device and scored according to whether it is responsive and how well the design works across formats.

Also measured – Data Privacy Compliance: clear information on how the data would be used and no forced opt-ins to marketing emails.

How to Pipe Mailjet Data to a Data Warehouse — and Why You Should

As the central hub for your team’s messages, customers, and apps, Mailjet offers all the benefits of group email management and collaboration. But beyond the obvious functionality, the Mailjet platform is chock-full of data — and you can use that data to surface valuable insights for your team.

In many organizations, corporate data lives in silo’s that don’t talk to each other. In addition to Mailjet, perhaps you use a payment platform like Stripe or Square, advertising networks like Google Ads or Facebook Ads, an analytics platform like Google Analytics, customer service software like Intercom or Zendesk, and in-house databases. You track information for the same customers in all these platforms, but how can you get a full picture of every way your customers are interacting with your business?

The best way to correlate that information is to create a data warehouse that consolidates all of your data into a single location. Most businesses nowadays use cloud data warehouses to do this.

Three tiers of the data analytics architecture

Data sources like Mailjet form a foundation for a data analytics stack that comprises three additional tiers: ETL (extract, transform, load) software, data warehouse, and business intelligence (BI) software.

Stitch provides a simple, powerful ETL service for businesses of all sizes. Signup is simple — you can be moving data from one or more sources to a data warehouse in five minutes.

The last few years have seen the emergence of cloud-native data warehouses like Amazon Redshift, Google BigQuery, Snowflake, and Microsoft Azure SQL Data Warehouse. Because they run on cloud infrastructure that scales quickly and cost-effectively to meet performance demands, they can handle transformation using the same hardware on which the data warehouse runs.

Finally, to unlock the value of your data, you can connect a BI or data visualization tool to your data warehouse and create reports that analyze data from multiple sources, which you can share via browser-based dashboards.

Setting up a data warehouse

Let’s set up a three-tiered data analytics stack, starting with the data warehouse. If your organization generates business analytics reports, chances are you already have an account with one of these data warehouses, but if you don’t, choose one that meets your needs. If you choose Redshift, BigQuery, Snowflake, Azure SQL Data Warehouse, or one of the other destinations Stitch supports, you can also follow the setup steps for your data warehouse in the Stitch documentation.

Setting up Stitch for ETL

The next step is setting up an ETL pipeline to move data from Mailjet and other data sources to the data warehouse. Stitch makes extracting data from a source and loading it into a data warehouse easy. To get started, visit Stitch’s signup page, enter your email address, then enter your name and a password.

Add an integration

Next, add Mailjet as an integration within Stitch. Click on the Mailjet icon to get started:



The next screen prompts for a name for the integration. This name will display on the Stitch Dashboard for the integration, and it’ll also be used to create the schema in your destination. Choose something descriptive but not too long.



When you click Save, Stitch will generate a webhook token URL:


Follow the instructions on the screen to paste the URL into Mailjet as an endpoint for the events you want to track. Once you save it, all future events of the types you’ve selected will be replicated to your data warehouse — but first you have to connect your data warehouse to Stitch as a destination.

Click Continue, then All Done, to get back to the Stitch dashboard. Scroll up to the top of the screen and click on Destination.

Add a destination

Suppose you’ve chosen an Amazon Redshift data warehouse. Click on the Redshift icon, enter your credentials, then click Check and Save.



Now all the pieces are in place, and your data is ready to flow.



When you visit your Stitch dashboard, you’ll see that your integration is marked Active, Continuously Replicated.

From the dashboard you can also add integrations from other data sources. The Stitch documentation walks through the process for each one.

Connecting BI software to your data warehouse

The final stage of the process is connecting an analytics platform to your data warehouse. If you don’t already use BI software, you have dozens to choose from, including such popular options as Tableau, Microsoft Power BI, Google Data Studio, and Looker.

Now you have all the tools you need to see, for example, which customers need the most support or which are the most profitable, and you can tell whether you’ve been communicating with them at an optimal cadence or targeting ads at the best cohort.

That’s all there is to it. Using an ETL tool like Stitch to move data from Mailjet and other sources into a data warehouse lets you leverage the power of BI tools to correlate and report on all of your valuable data.