The 5 People You’ll Need on Your Email Team

Email marketing is increasingly becoming a team sport as email has shifted from plain text memos to HTML layouts, and now to dynamic content. There is more people involved in any single campaign than ever before, so it’s time to take stock of who’s on your team and what role they play.

Take a look at your inbox right now. For every email you see, there were (on average) 11 people who contributed to ensuring that email is well designed, communicates the right messages, adapts perfectly to your inbox, is personalized to you, and is sent to you at just the right time. Sounds like a lot, right?

When sending your own campaigns, it’s important to know who each of these people are, what skills are required in each role, and when to best engage them in the process.

We’ve outlined a (non-exhaustive) list of the different roles you need on your team. Ultimately though, your team is unique so take a look at the skills each person can bring to the table.

  1. The Email Strategist
  2. The Email Designer
  3. The Copywriter
  4. The Email Developer
  5. The Data Engineer
  6. But…Your Email Team is Unique

1. The Email Strategist

Just as most of our blogs on email marketing tips start with the recommendation to have a strategy, we’ll start with the most important tip of all for coming up with the ideal email team: have a strategist!

To avoid being one of the many flailing brands that send out email without any kind of coherent strategy or even a plan, you will need someone on your team devoted to thinking about the big picture. The Strategist is involved from A to Z, from how email will play a role in your business to the final word in campaigns.

At Mailjet, we work closely with our customers’ email strategists to help them think through the fundamentals of email strategy. Depending on your business, this includes when email is used in your product, service, marketing, and sales, how frequently emails should be sent, how segmentation and personalization can be used, how to maximize deliverability, and much, much more.

For example, at Product Hunt, their email strategist is responsible for thinking through how email fits into their marketing, it’s product, and its value to partners.

For example, what is the strategy behind the Daily Newsletter? When should they be sent to optimize open rates? What types of subject lines work best? Should we personalize the subject line or the content? If so, where and how do we personalize?

Similarly, the Email Strategist at Product Hunt needs to consider when to send email notifications to their users. Should an email be sent every time their product is liked or reviewed? Maybe there should be a daily digest of new followers and upvotes, or maybe users themselves should decide what notifications they would like to receive.

These questions are seemingly endless, especially for a brand like Product Hunt that has baked email into both their marketing and product strategy. The same questions likely apply to your brand as well, whether you’re deciding when to send abandoned cart emails, or what data you can use to segment users.

At the end of the day, you need a Strategist to take control of your email campaigns, and ensure it continually drives forward your goals.

Special Tips for Email Strategists

Take control of your email campaigns through role management to customize the permissions of each member of your team and never send a campaign without final approval from the Strategist.

Email-Publication-Request
Email Mailjet Role Management & Publication Requests

2. The Email Designer

A designer, like always, is tasked with the look and feel of the email, but unlike standard web design, social media design, print, and so forth, designing for email requires knowledge of how the design will look on different devices. This will require close collaboration with the developers and the strategist to ensure the design is not only responsive across desktop and mobile, but also across different inboxes like Gmail, Outlook, and the many mobile inboxes that exist.

The designer is then responsible for taking the vision outlined by the Strategist and designing a series of templates that best communicate the message, are brand aligned, and flexible to a variety of content, including long-form writing, GIFs, videos, and variables for segmentation and personalization.

The responsibilities of the designer include:

  • Working with the strategist to identify the core objectives of each campaign.
  • Designing the initial template and layout for each campaign and workflows (e.g. a template for a newsletter, subscription confirmation, password resets, receipts, notifications, reminders, sales and special offers, and more).
  • Overseeing consistency in brand and message across all campaigns, and ensuring changes made to the brand (e.g. logo, color, tagline, etc.) are updated across all platforms in a timely fashion.

Special Tip for Email Designers

Be sure to use Mailjet’s Bulk Template Editor to apply changes from one template to all of your templates. For example, if you are updating your logo or a banner image in your password resets, with one click you can apply this to all other relevant templates.

3. The Copywriter(s)

While each of the below roles and certainly the above roles are incredibly important to your email team, perhaps in the modern days of marketing there is no one more important than the copywriter(s).

The designer will scoff, the strategist will say it’s the whole package that matters, and you know what – it’s kind of true. The whole team brings something to the table but at the end of the day a good message with well-written copy will cut through.

The email could be plain text and not at all personalized, but if the copy is strong you could see the highest engagement of any campaign.

Good design with bad copy? Personal message but bad copy? Unfortunately, this formula leads to crickets.

A little hat tip to Neil Patel for the video below about what makes good copywriting and how it can better drive conversions in not only your emails, but also your landing pages, social media posts, and more.

Within the email team, you can expect much more than one person is responsible for the copy, especially on emails like newsletters, which can be aggregating content from across the company.

While more hands on deck can mean more productivity and more creative ideas, it can also lead to a disjointed message, so we’d recommend you assign one copywriting lead to be responsible for coordinating the content, assigning responsibilities, strategizing on the consistency of tone, and proofreading the final product.

Special Tip for Email Copywriters

Copywriting is a team sport, so be sure to use tools designed to make it easier, faster, and more collaborative. Mailjet’s real-time collaboration and in-app commenting will allow all of your copywriters to quickly hustle on the copy in your upcoming campaign all at the same time.

4. The Email Developer

The Developer floats in and out of the planning and implementation phases of an email campaign.

They work closely with the strategist and designer off the top to ensure that the objective of an email campaign be accomplished with the variables we have in place. They also ensure that the design will in fact be responsive to different devices and inboxes. Finally, they take control of optimization practices to ensure things like segmentation are properly set up, and necessary integrations are enabled.

With so many potential integrations into your email service provider, whether it’s your CRM, ecommerce platform, or data aggregators, it’s more important (and more difficult) than ever to ensure that your email stack is perfectly functioning, and all necessary tools are optimized for upcoming campaigns.

If good copywriting is the core of a good campaign, good integrations is the fairy dust that makes an email campaign truly magical. It allows for personalization, detailed analytics, and nurturing which can turn a good campaign into a great campaign.

The Developer also works closely with the designer to ensure the email template looks good, is brand aligned, and responsive across all platforms. This has historically been pretty difficult to do given the limitations of inboxes. For example, the vast majority of inboxes do not allow for video, images adapt in ways you might not expect, and fonts might not work everytime.

Responsive email languages like MJML have emerged to help make this process much easier, ensuring that one line of code will result in good design and responsiveness across any platform. While HTML emails require seemingly endless lines of code to accommodate all platforms, simple languages like MJML accomplish the same thing with a fraction of the code.

Together with Mailjet, MJML also makes collaboration between developers, designers, and strategist that much easier, since MJML can be adapted into a drag-and-drop format once the developer is done with the code, and the marketers needs to jump in to create the content.

MJML
MJML & Drag-and-Drop Editor

Special Tips for Email Developers

No surprise here, but be sure to check out MJML if you haven’t already. MJML is responsive by design on most popular email clients and lets you write less code, save time, and code more efficiently. To make the most out of MJML, be sure to also join our MJML Slack Channel.

5. The Data Engineer

Finally, the Data Engineer plays a crucial role in helping the developer make the most of the integrations, and the Strategist understand performance of campaigns.

It’s one thing for a developer and a strategist to include a [First Name] variable, or a personalized image, or message based on a segment. However it’s a whole other thing entirely to ensure that the right data is included within the right email, and most importantly that there is even some data that can be pulled.

To avoid blank fields in your email campaigns or, worse, a failed segmentation, be sure to have a data engineer on your team.

This role will likely expand well beyond just email and include all of your communication channels. But when it comes to email, there is so much opportunity in using data to ensure these are sent to the right people, at the right time, with the right message.

The Data Engineer also needs to look at performance data to improve future campaigns, and also to see opportunities to further use data to personalize and optimize campaigns. For example, having someone review stats for each campaign, you can identify what times and days of the week work best, what type of subject lines performs best, where personalization works, etc.

Special Tip for Data Engineers

Be sure to check out Mailjet’s long list of integrations to see how you can use data to drive magical campaigns.

Your Team Is Unique

At the end of the day, your email team is likely unique, and is not represented perfectly in these five roles.

Perhaps you have a project manager who oversees the entire campaign and has ultimate authority over when a template is complete and ready to publish. Or you have an agency who manages your messaging and branding and so needs special access to your email campaigns and templates.

Maybe you have a Customer Success Manager (like Kyle at Mailjet. Hi Kyle!) that frequently checks in to ensure you campaigns are sending properly, you are reaching the inbox, and maintaining proper sending and list collection practices.

Whatever your team looks like, the point is it’s a team of people that will make sure you email campaigns continue to drive revenue and engagement. Too many businesses either rely on one person to manage the entire process or, more realistically, they seem to think only one person is involved.

We recently commissioned a study on how marketing teams create and send email, and we found that on average a campaign involves 11 people and goes through five revisions. The question then becomes: if so many people are involved in a campaign, how are you ensuring your team is working as productively, efficiently, and creatively as possible?

Our advice: work together.

Be sure to take a look at our new Collaboration Toolkit to discover how teams can email better together, as well as our post on the collaboration tools our team at Mailjet uses. Perhaps you’ll come up with some ideas of your own on how to make your email team stronger than ever.

Now it’s your turn – how many people work in email in your company? How do you collaborate? Let us know on Twitter, we’d love to hear from you and your team!

6 Responsive Email Templates For Your Holiday Campaigns

The end of the year is an exciting and stressful time of the year for us marketers. Exciting, because we all look forward to the holidays, giving and receiving presents, and embracing our creative side to try and design with stunning holiday email templates.

But, at the same time, it’s crazy stressful. So many things to think about all at once: Halloween, Black Friday & Cyber Monday, Christmas, New Year… All this comes at the time of the year when you have assess how the year went, and plan ahead for the next year that’s just around the corner.

Okay, sorry we didn’t mean to stress you out even more… And to be fair, there’s no reason for you to be that stressed. Because Mailjet has a surprise for you: six responsive email templates that will help you win the battle of the inbox this holiday season.

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

Mailjet Holiday Toolkit

Responsive holiday email templates for the special dates

At Mailjet, we understand the struggles that marketers face during the Holiday period. And that’s why we always try and come up with new ideas to help make your life easier for all of us. This year, as part of our 2017 Holiday Toolkit, we have created three responsive email templates that allow you to create beautiful email campaigns in a matter of minutes.

For those of you who aren’t familiar with it, Mailjet’s easy-to-use email editor, Passport, helps you design your own emails without the hassle of coding. But for some of us who aren’t very creative, coming up with a concept or layout can be time-consuming and maybe even frustrating.

Señores y señoras, here’s where our Holiday Templates come into play. Coded using our own open-source markup language, MJML, these templates are ready for you to use and adapt to match your own brand.

Black Friday Email Template

We’ve created an email template for your Black Friday and Cyber Monday campaigns. We all know that the main focus on these two occasions is on promoting special offers, so you don’t want to distract the customer with useless information. You want to get straight to the point of what you are offering them, which is why the offer and CTA should be what stand out overall in the image.

Black Friday Holiday Email Template
Our Black Friday and Cyber Monday template keeps it nice and simple, with the combination between white and black providing an elegant touch. Use a solid background and avoid multiple CTAs to ensure you don’t lose the reader’s attention.

Another important thing is to be consistent with your brand, so that when your subscribers open the email, they recognize you straightaway.

Do you like our Black Friday email template? Download it here for free.

Christmas Email Template

Although during Christmas the focus is still on buying, it is quite different from Black Friday and Cyber Monday. And our templates have been created to address these differences.

While during Black Friday the key is the discount or promotion itself, your Christmas campaigns need to give your subscribers a flavour of what you offer. Include an overview of some of your products, something that will make the reader think: “Oh, that would be perfect for X”.

Christmas Holiday Template
Use enticing titles that link back to the holiday season and give it a bit of Christmas touch, to attract the readers’ attention and get them into the holiday spirit. Lastly, take it a step further by using personalization and segmentation in your Christmas emails, to make your customers feel even more special.

Do you like our Christmas email template? Download it here for free.

Happy New Year Email Template

Okay, this one may come as a bit of a surprise. “Why do I need a Happy New Year template?”, you might wonder. Well, to send them your best wishes for the new year, of course.

You want to build brand loyalty by letting your customers know that you think about them, you cherish them and you wish them all the best for the coming year. Don’t make the mistake of thinking that the only emails that bring value to your business are promotional ones.

New Year Holiday Template 2017
And why not make them even more fun by including some animated content? Always remember that customers want to feel close to the brands.

Do you like our Happy New Year email template? Download it here for free.

Mailjet Account Banner

Responsive holiday email templates for your seasonal promotions

Seasonal product email template

Christmas time is buying time, too. Literally everybody is looking to buy presents for their loved ones and there is hardly any other period in which people are willing to spend as much money as they do during the Christmas season.

If you’re planning to send out a campaign promoting your products, check out our template Oslo. Its sleek design is perfect to highlight your seasonal offer and products. Enhance the Christmas feeling by including a festive picture at the top, and keep the email clean and simple, ensuring your products shine.

holiday email template for product promo
It’s also important to use high quality pictures, but make sure these are not to large, as they might not display properly on all devices. Choose a clear headline that describes the content and entices the reader to open your email, like “Our special Christmas products“.

And don’t forget: even if your holiday campaign is related to Christmas, it still needs to reflect your company’s brand identity.

Do you want to see all our templates? Check out our template gallery here.

Special promo email template

Saying “thank you” to your loyal customers is one of the most powerful things you can do. One of best way to do so is by offering a special promo discount.

Our template Cutely is perfect for that. It drives the reader’s attention to the central element, your special offer, but is also include some products that your customers might want to use the discount on. However, the focus should always be on the seasonal promotion, this is not your regular sales campaign.

holiday email template for special product offer
Be as personal as possible. This is your loyal customers we’re talking about, you want them to feel special. Include a personalized intro text, segment your lists based on the data you have from them or, even better, use dynamic content to target them better.

Do you want to see all our templates? Check out our template gallery here.

Company’s story email template

The end of the year is the perfect time to give your customers an end-of-the-year company summary. Duh, you might think. Yet many business still avoid talking about themselves.

Part of building brand loyalty is being open about what you’ve been up to and sharing your success with your customers. What did you achieve this year and what can your customers expect next year?

Our template Colorado is a great choice to do just that. It includes a timeline in which you can show your most important milestones, and also gives you the opportunity to add a quote from the CEO or another relevant employee. Top it up with a special gift or promotion, to celebrate and thank your customers for the success you’ve had this last year, and drive more traffic to your holiday offers.

holiday email template for year recap
Your email needs to engage your reader, so remember who your audience is. You are not sending this campaign to investors or stakeholders, you are sending it to your customers. Keep it entertaining and relevant. Don’t just give facts, create a story around your company that works alongside your company’s brand identity.

Do you want to see all our templates? Check out our template gallery here.

Start designing your campaigns

As we’ve already said, our aim is to make life easier for all of us marketers. And our templates are extremely handy.

The best thing about using these Passport templates is that it’ll only take minutes to adapt and edit them to match your needs. Try them out or experiment with some of our other options by visiting our template gallery. You only have to access your Mailjet account or create a free account.

We hope that you love our templates as much as we do, and that they will help your email campaigns smash it in the holiday inbox. Just don’t forget the importance of the subject lines you use, cause they will make a huge impact on your open rates.

If you need any more inspiration on building your Holiday campaigns, you can find everything you need in our Mailjet’s Holiday Emailing Toolkit.

Have you created beautiful email campaigns with our Holiday Templates? Share your thoughts with us via Twitter.

 

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This blog post is an updated version of the post “Beautiful Responsive Email Templates For Your Holiday Campaigns“, published on the Mailjet blog on November 24, 2017 by Laura Chieri.

Mailjet’s Top Online Collaboration Tools For Teams

One of the exciting parts about Mailjet is the fact that everyday we get to work with colleagues all around the world, from Ho Chi Minh, to Paris, to Barcelona, to Toronto (I didn’t forget you Dusseldorf, New York, Amsterdam, and London – it’s just more poetic to list 4, than all 8).

The challenge with working with teams literally all around the world, though, is ensuring we keep up to date on projects, effectively communicate, and keep our culture alive. Thankfully, we live in an age where team collaboration is baked into almost all workplace apps, and you can find some pretty incredible tools to bring the team closer together, and in the process increase your productivity.

Let’s be honest, there are countless lists out there of the best collaboration tools, often written by someone sitting behind a computer and regurgitating someone else’s ideas.

To dig a bit deeper and make it a bit more real, we thought we would survey our entire team to get an honest look at those online collaboration tools our own company uses and loves to bring their team together. This post is about the CollaborationStack™ that Mailjet uses – and would we love to hear about your own #CollaborationStack on Twitter.

Collaboration Tools at Mailjet

At Mailjet we have seven distinct teams and after surveying each team about their favorite collaboration tools, and how they use it within their team, it became very clear that each team collaborates very differently.

For this survey, our teams are Product, Customer Success, Marketing, Customer Support, Sales, Deliverability & Compliance, and Legal, HR, and Admin.

Across all teams, communication and project creation tools jumped to the top as the most loved collaboration tools. We asked teams to rate the tools they use many times each week and can say they truly love. While the Marketing team overwhelming marked Mailjet as their favorite collaboration tool (those sneaky marketers), we also wanted to dig into the rest of the #CollaborationStack.

We’ve then outlined some of the reasons behind why our team absolutely loves these tools, why they cannot live without them, and how we think teams of all sizes (whether remote or not) can take advantage of these powerful tools to bring in a deeper culture of collaboration.

Most used collaboration tools at Mailjet

Collaboration Tool Survey
Collaboration tool survey

Slack: Keeping Teams Together

How do I put this gently? Slack absolutely destroyed. Everyone at Mailjet loves Slack as not only a communications tool, but as a way to build culture across remote teams.

“Slack is great for international teams to communicate in real time. I don’t know if it’d be possible to do my job in an efficient manner without it.” – Product Team

At Mailjet, we use Slack across the entire company to keep a running conversation on projects, across teams, and between colleagues. By separating teams into channels and creating private channels for specific projects, teams can quickly jump in and out of conversations to ensure they have the latest information, and can keep informed of discussions without having to be in the room.

As teams grow in size, they inherently become less connected and projects become more fragmented. Slack has become Mailjet’s primary tool to help deal with this scaling as a team, whether it’s using the live video chat for team meetings and Sandwich Lunches, using the Twitter bot to make sure we never miss a comment from our customers and partners, or sharing random images in our #wrongroom channel.

GDPR Wrong Room-Slack
Room example in Slack

2. G Suite: Collaborate in Real Time

There really isn’t much more to say about G Suite and it’s tools Docs, Sheets, Slides and Drive, that hasn’t been said by many before. If your team isn’t using G Suite (or comparable tools like Dropbox Paper) then you’re definitely missing out on the benefits of real-time collaboration, version control, tracking changes, and more.

As with many growing companies, and especially SaaS companies like Mailjet, our team works in spurts to hammer out documents, presentations, and spreadsheets together in real-time. In fact, it is difficult to be productive in today’s working environment unless you’re working together in real time.

“I really appreciate G Suite because I can work in real-time with others from all over the world and directly see what has been added, changed or deleted.” – Customer Success Team

Gone are the days of ‘Writing a document. Saving. Closing. Attaching to an email. Then going about other business.’

Now are the days of ‘Pinging your colleagues. Jumping into a shared document. Edit together. Add comments. Resolve comments. Review. Finalize.’

According to Google, 74% of all time spent in Docs, Sheets and Slides is on collaborative work – that is, multiple people creating and editing content together.

This is certainly true for Mailjet’s documents and projects. In fact, this blog is being written in Google Docs and I can assure you that this sentence was hotly debated in the comments.

Google Docs Comments
Google Docs Comments

3. Trello: Manage All Projects

Third in our rankings was Trello, the project management tool built for teams to collaborate on projects, tasks, and ideas using boards.

Mailjet uses Trello across many departments, but it’s primarily loved in our Marketing, Product, and Customer Success teams. Ultimately, the reason boils down to how simple the tool is to use, how flexible and adaptable it is across any project, and how the visual medium makes it super easy to understand and contribute to.

“I love Trello because it’s at the same time really simple and really flexible to use. You can manage a team, a project, or your life!” – Marketing Team

Many people talked about how Trello can be used for not only work projects but home projects as well, whether it’s grocery lists, side projects, travel plans, or home improvement. This is increasingly true of many great collaboration tools like Slack, G Suite, and Trello, but also increasingly apps like AirBnB have launched a set of collaboration tools designed to help make travelling as a group easier.

One of our many use cases for Trello is within our Design team who use Trello to organize and prioritize design projects. Whenever we have a design need (such as a new social media image, website update, animation, or printouts) we immediately jump into Trello to lay out all the project in as much depth as possible.

As an example, if we need a new printout for an upcoming event, we can create a mockup of the design and attach it to the Trello Card, add a Google Doc with all the written content already complete, and assign a due date for the project. Our Design team then gets a notification that a new project has been added and they can ask any questions right within Trello.

Having spent the last year trying to plan design projects just within a Slack channel, our Design team was getting a little sick of the chaos. Slack is great for ongoing project conversations, but not so great for organizing single tasks – this is where Trello really fills the gap.

We’ve created a Public Trello Board for you and your Design team based on how Mailjet organizes design projects. You can access everything from the different boards we use (e.g. New Projects, In Process, and Complete),to our ReadMe card which lays out how your team can communicate projects succinctly and effectively to your Design team.

Feel free to add to it and let us know on Twitter how you think we can improve this process even more!

Trello Board
Trello Board Example

4. Github: Easy Version Control

Github was only used by 22% of the Mailjet team, but given Github is tailor made for developer teams, this makes sense.

Github is a cloud repository for developers to work together to host and review code, manage projects, and build software together. Similar to how G Suite solved the issue of version controls on documents, spreadsheets, and presentations, Github manages versions (or forks) of code and software, allowing teams to create new versions of code, review, comment, and eventually implement into projects.

For Mailjet, what’s most interesting about Github is actually our ability to not only collaborate internally but to also collaborate with our customers and partners. Mailjet’s Github account features projects (or more accurately, “repositories”) for plugins and other projects that are of interest to our network and need to be constantly refined. For example, our WordPress Plugin is frequently updated due to the high interest from our network.

Users can contribute to the repository, add comments, recommend changes and so forth. This is certainly more efficient than emailing recommendations to a generic email address (e.g. contact@business.com), it brings teams together from all over to ensure our tools are beneficial and up to date for our users.

Mailjet’s MJML Github is also highly active, with 60 contributors helping build MJML as the world’s leading responsive email framework. Our Product team also keeps an active public product roadmap to keep users up to date on what is being built, when it may be released, and so forth – allowing our community to help prioritize and build the future of MJML.

Github MJML
Github repo

5. Mailjet: Collaborate on Email

Finally, our Marketing team has become avid users of our own collaboration toolkit at Mailjet. Our collaboration features bring everything that teams have come to love about tools like Google Docs and Trello, all within an email builder.

This includes real-time collaboration and in-app commenting, so teams can sprint on an email campaign together, all at once.

It also includes user roles and permissions so that certain members of your team can only access certain controls or sections to ensure that the best possible email is sent. For example, an intern may not have access to the design and layout, while only the Email Team Lead can ultimately push ‘Send’ on an email.

Similar to Google Docs you can also track changes and easily manage templates so that if a change was wrongfully made to a template you can easily revert back to old versions, or if you would like to apply a change to all templates (e.g. if you’ve updated your logo) you can do so with one easy click.

Ultimately, alongside each of the above tools, we use Mailjet’s collaboration features on a daily basis to create the perfect template for on-boarding new users or sending our weekly blog newsletter.

Specifically, if you subscribe to our newsletter, you will receive a rundown of important new blogs, events, webinars, and more. Each week, our team works together to ensure the copy is perfect, the design is on-brand, the A/B tests are optimized, and the links are correct. In a world where email campaigns can involve as much as 11 contributors and five iterations, we’re excited to have a tool that makes emailing as a team faster and easier (we just so happen to have been the ones to build it 😉).

Mailjet Comments
Mailjet Comments – Collaboration tool

Honorable Mentions

When we conducted our survey, the thing we noticed immediately was that collaboration was baked into almost all the tools our team uses. While Slack, G Suite, Trello, Github, and Mailjet were the most actively used and loved tools, there were a few others that our team simply couldn’t live without.

Asana

Asana was used by many across the company as another way of managing projects and tasks in a very similar way to Trello, however was particularly helpful for teams planning our projects across timelines and dates, such as a content calendar or social media schedule.

Invision

Invision is a fantastic app used by our Product and Design team to collaboratively design user experiences, apps, websites in real time.

Evernote

Evernote is a popular app for our team looking to keep shared notebooks and folders, particularly when planning out ideas and campaigns. For example, our Customer Success team can keep a shared notebook on stories from our customers segmented by industry, or country, or size, so there is a one-stop repository for quotes and requests from our customers.

We’ve told you what our favourite tools are and how our teams use them. The lesson here is that collaboration is increasingly at the heart of the tools we use in our modern workplace. This is true not only across remote teams, but even teams within an office. Whether it’s working on documents, presentations, projects, code, design files, or email – collaboration is what makes work better.

Now it’s your turn to share. What tools does your team use that we may have missed? Share your #CollaborationStack on Twitter to let us know how you and your team work faster, together.

Email Blast: 4 Tips to Send Better Email Campaigns

Email blast is bad. There, we said it. Email campaigns should never be unsolicited, but helpful and responsive. They should be careful and resourceful – not lazy and unfocused. Emailing, in general, should never seem aggressive.

Unsolicited B2C cold emailing campaigns are now illegal in Europe (thanks GDPR). And should you even try them, notice your sending reputation drop faster than your eye can blink.

Today, the average customer is sophisticated, and doesn’t only want a personalized experience (although this is still important); they love emails that help them realize their wants and needs.

To help you achieve company objectives, here are some slick up-to-date tips on creating more sophisticated email marketing campaigns that customers want to read and click.

A visual representation of multiple email blasts in Harry Potter
A visual representation of multiple email blasts in Harry Potter

 

Let’s face it. You’re probably older than 13, not a wizard/witch/made of magic and can relate more to the Dursley’s terror of getting unsolicited (e)mails than Harry’s delight. Evanesco, email blast.

Author’s Note: 

So let me clarify some things up:

Mass email campaigns ≠ Email blast

There is an important distinction to be made. From product announcements to press release emails, mass email campaigns are still important in any well-functioning marketing strategy. There is no denying this.

Most importantly, I don’t consider them as email blasts, specifically because they are not grounded in dodgy sending practices. Mass email campaigns, done well, relies on lists with good hygiene, on good sending practices, on good content and design, etc. Mass email campaigns will always be segmented, even when they’re sent to everyone because this “everyone” excludes opt-outs, inactive emails, and any other person out there that might not be relevant to campaign targets.

The term email blast is getting more associated with irresponsible sending practices, purchased lists that contain dud contacts, and content that triggers spam filters to hell and back. These still happen in places with less robust policies on compliance and email sending. This is the version of the term that email marketers want to distance themselves from, worldwide. And legitimately so.

 

1. What is an email blast

Email Blast
A Halloween pumpkin rotting at the sight of an email blast

 

An email blast is one email sent to a lot of people. This email would not target particularly anyone, let alone a segment of people.

This email would be devoid of personality – a flavorless thing. If this email was a type of food, it’d be chicken breast, without the protein. If this was a drink, it’d be water that dehydrates. If this was waste, it’d be plastic trash… you get the picture.

Nowadays, no one likes being the victim of an email blast. So while this is a great piece of email history – and a great trivia to spurt out in email geek parties – email blast is an ancient practice that no efficient email marketer does anymore, because it doesn’t work.

2. Why should you stop sending email blast marketing campaigns

Today, when there are email apps that allow emails to be more personalized and data-driven, sending out an email blast is lazy and outdated, and could indicate that you’re not taking your email marketing seriously.

The ROI on email marketing may be high, but you might lose money if you use an email tactic that lowers your email subscription and deliverability. Your sending reputation is your digital credit. If your IP has bad sending reputation, all your digital actions might be labeled as untrustworthy and spammy. Not good for marketing.

Lisa Simpson talks about email blasts
Lisa Simpson talks about email blasts

3. 4 tips on how to send better and cleaner email campaigns

3.1 Grow your email lists organically

There are many ways to organically grow your email lists. You could use social media, include subscription widgets and pop-ups on your website, include a newsletter opt-in in your emails, create multichannel campaigns that encourage subscription… if you just flex your creativity, the sky’s the limit (unless you hire a skywriting service).

3.2 Segment your email lists

Segmentation divides your contact list into smaller groups based on a set of traits. This can be a great personalization technique to deliver relevant emails that subscribers want to see based on their interests.

At Mailjet, we have advanced segmentation features for data-tracking. These allow you to track the effects of segmenting your contact lists in real-time. To really jumpstart your segmentation, we also have an API integration with Segment so that you can see the effects of creating subgroups that are relevant (or not).

It’s no secret that segmenting your lists can increase email click and open rates. But segmentation needs to be correct in order to work well. Whether this is on gender, age, location, industry, or email behavior, you need to be data-driven but person-led in your segmentation tactics. It pays to know how to segment your lists but you already need to be sending the right emails, with the right content, at the right time(s) in order to be effective. Done well, segmentation can increase not only open rates but actual revenue.

3.3 Send personalized email campaigns

Sending out personalized email campaigns is the bread and butter of modern email marketing. You want to take advantage of the plethora of services that both automate and personalize your email campaigns. Personalized email campaigns perform better in open and click rates than their bland counterparts. And who wouldn’t want to see that you’ve done that extra mile in including their name in your emails?

For example, at Mailjet, we have personalization features that allow you to fill in various types of property information. You can also use our API integration with Zeta to segment your contact lists into relevant subgroups that get the right content on the right time. As we have already covered on our article on great newsletter examples, Really Good Emails simply but elegantly does name personalization quite well.

3.4 Follow email marketing best practices

Adapt a customer-centric email design that highlights your products
While it is always best to design marketing campaigns that customers would love to read and scroll through, they also love to discover. Holistic Marketing has written a great article on the importance of creating emails that are helpful and customer-facing, with great examples.

Add an unsubscribe link
Including an unsubscription button or link to your emails is mandatory in Europe, but it’s also best to do it elsewhere, too. This is because people who don’t want to get your emails anymore will tend to avoid reading your future emails, or, worse, flag you as spam.

Ratio text/images
Sending out well-optimized emails for as many email clients as you can will, well, ensure that everyone receives your emails in the same format. Our friends at Litmus created an excellent guide on optimizing background images. At Mailjet, we agree and like to keep our design responsive.

Create emails that render well across multiple email clients
Arguably, the most important thing in email marketing is ensuring that your emails are sent in the way you intended them to be. Unfortunately, as there are 50+ email clients out there, rendering for each can be a daunting, complicated task. Our MJML templating language simplifies this task by (1) simplifying HTML allowing you to code much more efficiently and (2) getting regular updates that ensure your design and coding remain responsive.

4. Get creative

Of course, there are also tons of other stuff you should be following in order to really improve your email campaigns. You could add inspired .gifs on your emails. You could also add rich media if you know how to code for emails – always a banger. You can also improve your subject lines by adding emojis.

This list is endless.

Tweet us @mailjet if have ideas on doing things other than an email blast.

Email Deliverability: A How-to Guide To Get Into The Inbox

How often do you check your spam folder? Almost never? Then how do you know that important emails aren’t in your spam folder? Do you just trust your Internet Service Provider (ISP)? Well, your ISP – whether this is Gmail, Outlook, Yahoo, or the now-defunct Mailbox (RIP) – doesn’t just magically sort out what email goes to your inbox and what doesn’t. And there’s no guarantee that your important emails get sent to your inbox. And vice-versa. Nothing in life is ever that simple. It’s a process related to something called email deliverability.

That doesn’t sound like a sexy buzzword. And it isn’t. Neither does it effortlessly roll off the tongue. De-li-ve-ra-bi-li-ty – a whopping seven syllables that doesn’t even score much on Scrabble (only 24 points). But it’s very important. Please, bear with me.

Spam piling up
Spam piling up

 

1. What is email deliverability

Email deliverability looks at the number of emails that go to your list’s inboxes. Deliverability failure is when your emails don’t get into your customers’ inboxes. Simple enough, right? The process behind ensuring deliverability can be complicated, though. But we will provide you with tips on how to improve your deliverability.

2. Why does email deliverability matter

Are you a business that sends emails? Do you want your emails to land in the inbox, and not the spam folder? If yes, then you will have to care about deliverability.

Businesses, especially in eCommerce, typically send two types of emails to their customers.

    1. The first type is marketing emails. They’re sent to customers who have opted-in to get emails from that brand. These can include everything from discount emails, weekly newsletters, or Holiday campaigns.
    2. The other is transactional emails, which customers receive after they do an action on a website or app, including a registration confirmation, password reset, or a purchase receipt.

If you still haven’t completely figured out why deliverability matters, imagine this.

YOUR IMAGE ALT-TEXT
Email Deliverability matters

 

You’re a bus company. A ticket purchase confirmation email goes into your passenger’s spam folder, which they don’t check quite often or would not even think of checking. This issue happens with say, 1% of your customers. On a week this could happen to thousands more people.

Then, thousands of angry customer complaints flood your company inbox, and your support team can’t handle this outpour. You lose customers to competitors, and it’s turned into a big crisis. And you lose a huge chunk of profit.

If your marketing emails with discounts also get sent to your customers’ spam folders, again you could be losing out on a big proportion of new revenue. It’s also equally annoying for customers who might have wanted to take these discounts.

Scratch that – it’s annoying for everyone.

You can easily avoid these if you carefully consider your email deliverability.

Your customers need to see your business’ important transactional and marketing emails in their inboxes, not spam folders.

3. What’s the difference between email delivery and deliverability

Email delivery is whether or not your audience’s ISP (e.g. Gmail) received your emails. Deliverability is on emails that hit the inbox.

There are other key words to consider: sent vs delivered. Delivered emails simply mean that the receiving server has accepted your emails and that the recipients can see them.

But sent emails means that they are still being processed or have been placed in a queue for various reasons (e.g. the recipient’s inbox may be full, or the email address may not be right).

It’s ultimately better to measure your campaign success in terms of deliverability, not delivery. Deliverability indicates whether the types of emails you deliver are good enough to get into your customers’ inboxes, and your sending practices can ultimately impact this. The delivery rate might be on other factors outside your factor, such as your ESP of choice and your bounce and block rates. It’s always good to do your due diligence in picking your ESP. In reading this article, you’re probably already aware of how seriously Mailjet takes deliverability.

4. How to improve your email deliverability

Okay great, but how do I actually control deliverability?

4.1 Avoid email spam filters

The process of emails getting sorted into either the inbox or spam folder is not as dramatic as Anakin Skywalker becoming Darth Vader. But spam is like the Star Wars prequels – no one wants to see them – ever. And both should never have been made.

In any case, ISPs have similar criteria on email content that can trigger their spam filters. For marketing and transactional emails, these can include simple typos, large attachments, inaccurate sender information, sending your emails out to inactive addresses, and the sender having an extensive history of delivered unread emails. So only send emails that people, including you, want to see.

Our marketing team previously wrote this excellent, comprehensive guide on how to avoid various ISPs spam filters, and you should check it out. It’s not only helpful, but also funny. For example, here’s the table of bad words that might trigger spam filters.

Spam Words

4.2 Have a clear opt-in process or your reputation might suffer

There’s nothing worse than getting emails no one wants. Now, imagine if someone absentmindedly subscribes to you, only to realize that they actually don’t want to? This could result into an inbox full of unanswered emails you’ve sent. Not good for your sender reputation, which matters a lot in the digital age. If an IP address has poor sender reputation, ISPs could filter this IP’s emails as spam.

Sending reputation can be based on many things, including your email sending history, spam complaints associated with your IP address and spam complaints associated with the domain name.

In any case, it’s always better to have a clear opt-in process. It’s also better to have double opt-in for your subscriptions. Sending an email confirmation email before that person can get your emails will ensure that:

  1. The email is valid.
  2. The email address owner is the one who in fact subscribed.
  3. They really want to get your emails.

Also, it’s also important to include a visible unsubscribe button in your emails. Just do it. Otherwise your customers might flag you as spam. In order to be GDPR and CAN-SPAM compliant, this is mandatory.

If you also introduced the option to mass subscribe customers to other affiliated newsletters, you also better visibly show that mass-unsubscribe option in your emails.

4.3 Clean up your list to improve deliverability

Cleaning up your email contact lists can be a good way to make sure that you’re sending emails to active users. It’s like cleaning up your shared kitchen. If you don’t, your roommates will start regretting in having you as their roommate, stop being friends with you, and live elsewhere (or worse: kick you out). If you keep sending emails to a dirty, filthy list, you will get less opens, clicks, and engagement.You send marketing and transactional emails to get that sweet email marketing $40:1 ROI, not to send emails to people won’t ever open them to begin with.

One of Mailjet’s customers, Videostream, came to realize that their email list was not longer clean and their emails were not delivering, not being opened, and certainly not being clicked in the way that it could.

When Videostream shifted over to a Custom Enterprise account, our Customer Success Manager Kyle noticed right away that while their contact list was growing massively (from 200K to 1.2 million contacts), their engagement was flatlining and in fact decreasing.

So, Kyle put them on a plan to clean their list of inactive, “dirty”, contacts and Videostream immediately saw a massive jump in not only open rate but actually total opens. They were sending emails out to their list of 1.2 million contacts but were getting an open rate maxing out at 1.88%. Kyle worked with them to identify inactive contacts, and those getting blocked and bounced to reduce their list from 1.2-million back down to 350K.

The result was a spike in open rates, but most interestingly a spike in total opens by 451%. Less people received the email, but more people opened it. This magic is the result of cleaning your email lists.

4.4 Set up your SPF & DKIM

Your Sender Policy Framework (SPF) will ensure that the IP you’re using can send emails on behalf of a domain. Domain Keys Identified Email (DKIM) ensures that the emails you send have not been changed in the process of getting sent (it’s a perilous journey). Set them both up by following our comprehensive guide.

4.5 Follow the industry best practices

Following Mailjet’s Sending Policy will optimise your sending. Pictured below are the minimum thresholds we expect from all of our senders. Note that this is not showing the ideal scenario, but instead is showing the rates at which Mailjet’s compliance and deliverability team are flagged to take a look… This is the danger zone.

Sending Policy
Mailjet Sending Policy Thresholds

You should also follow the email legislation in your country for marketing and transactional emails. Otherwise, your emails may get flagged as spam by ISPs, and your deliverability will suffer. Or worse, you might get fined. Not being GDPR-compliant can cost you up to €20 million in fines.

Companies should also avoid resorting to dirty tactics to game the system of various ISPs. For example, don’t try to get your marketing emails into Primary Tab on Gmail, or risk getting flagged as spam. And just don’t try to creep into their personal email folder. It’s like entering your roommate’s room uninvited. It’s creepy and not cool.

4.6 Use a trusted sender name

Partner with a trusted ESP like Mailjet for your marketing and transactional emails to make sure that your emails hit your customers’ inboxes.

Conclusion

Deliverability can be a tricky and unsexy thing. But the more you learn the ins and outs of email marketing, the more you’ll realize how important this can be in order to really optimize your sending.

The path to great deliverability can be long, confusing and winding, but these tips can help you find your way in sending great email campaigns that hit the inbox

As always, if you have any more insider tips on how to improve email deliverability, tweet them to us @Mailjet.

Black Friday: Tips for the Perfect Email Marketing Campaign

Some things keep coming back faster than you expected them to. As soon as the summer heat starts to fade, stores magically become filled with holiday decorations… and suddenly, you’re thinking to yourself  “oh, right, it’s that time of the year again…”. Yep, now’s the time to take your brushes and your tools out to craft your Black Friday and your Cyber Monday email marketing campaigns.

But hey, we know it’s hard to be outstanding every single time you prepare an email campaign -and we know pressure’s high for this specific date, when consumers receive a mountain of emails each day with discounts and promotions from each and every brand they’ve ever subscribed to.

Raise up, email marketers: it’s time to design the perfect Black Friday and Cyber Monday emails. Just follow our steps and you’ll create a masterpiece.


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

Black Friday: Email Marketing Do’s & Don’ts

Choose a good, responsive Black Friday email template

Yes, we’re being Captain Obvious here. But no matter how attractive the prices you offer are, you can’t afford to send out an average looking Sale campaign with multiple CTAs, a festival of different fonts and kaleidoscopical colors. Last Black Friday, we still saw A LOT of these.

DON’T do this:

Black Friday Email - Design DON'Ts
Avoid Black Friday email designs that are not clear or easy to read on mobile.

 

A few rules to avoid a design disaster:

  1. Stick to a simple structure with columns (easier to get your email responsive)
  2. Keep a fair mix of images and text (about 60/40)
  3. Align fonts and size of your messages
  4. Decide which CTA buttons to use and make sure they are clearly displayed in a contrast color
  5. Have a look at our Ultimate Guide to Holiday Emailing to dig further.

DO this instead:

Black Friday Email - Design DOs
SEPHORA’s Black Friday email design is clear and ease to read on any device.

 

Does all of this sound like Mission Impossible to you? Don’t panic: you don’t need to hire the latest fancy designer in town for that.

Download our free Black Friday email template here and adapt it now using Mailjet’s email editor, Passport.

Sign-up banner

Use Black Friday email content to your advantage

Don’t get us wrong – we just told you to make sure your email looks pretty, but going ahead, you also need to make sure design and content go hand in hand. For the past years, we’ve seen a minimalist trend out there with a lot of really, really beautiful Black Friday emails that just don’t tell you much about the sale, because… they’re just pretty.

DON’T do this:

Unless you’re sure everyone knows perfectly well what you offer already…

Black Friday Email - Content DON'Ts
Don’t only highlight your discounts on your Black Friday emails – show your products too!

 

Sure, a sleek design and a good CTA can go a long way, and some Black Friday emails are real works of art. But think again -this could work fine when you launch a brand new mysterious collection, to tease your loyal customers. But here, we’re talking about THE most competitive time of the year in the inbox; plus there’s little surprise/suspense effect on what a Black Friday offer can be made of.

If your contacts don’t immediately get what’s on sale, it’s double or nothing: either they’ll be intrigued and click to see more, or they’ll be slightly annoyed that you’re asking them to search by themselves what you’re offering and move on to another email. (Yes, your contacts can be lazy: never underestimate that.)

So, be sure to include a few product examples that entice people to use these amazing discounts right away. Also – while you’re at it, be sure to check out BigCommerce’s recent post on Holiday Email Marketing campaigns with great examples.

DO this instead:

Black Friday Email - Content DOs
Urban Outfitters’ Black Friday emails shows products and offers together to entice the reader.

 

Respect your brand identity in your Black Friday emails

We’ve said it before: having a dedicated email voice helps you stand out and be more easily identified in the inbox. It’s even more crucial during a noisy period like Black Friday and Cyber Monday, when all the brands are going to use the same wording and content with percentages of discounts, as well as potentially similar designs. By the way, don’t feel like you have to go black: you can also make color the new black and use a dark touch only here and there.

DON’T DO this:

Black Friday Email - Brand identity DON'Ts
Using the color black on your Black Friday emails is a common theme, but don’t forget your brand identity.

 

There’s no one recipe to create the perfect Black Friday email. The main idea is to make sure that your customers recognize you when they receive your email and read it in the crowd of other Black Friday emails. So we recommend that your emails clearly display your brand identity (logo, style, voice, type of subject lines, images…) in order to enhance your chances of capturing your reader’s attention.

DO this instead:

Black Friday Email - Brand identity DOs
This email from Agent Provocateur has it right: the brand colors are all over the email, with a few products displayed as well.

 

Or DO this with your Black Friday and Cyber Monday campaigns:

Another thing you can do to make sure that your contacts recognize you is to pair your Black Friday and your Cyber Monday emails: similar designs, slightly different messages, like Jonathan Adler.

Black Friday & Cyber Monday Emails - Brand Identity DOs
Aren’t these email twins just perfect for Black Friday and Cyber Monday?

 

Make sure your Black Friday email stands out in the inbox

We’ve already said this: your contacts’ inbox will completely full on Black Friday, and most likely the majority of your subscribers will only dedicate a few seconds to each email they’ve received. But… you don’t want this to happen to your campaign and you’re prepared to do whatever it takes to prevent it. Great.

To stand out in the inbox and ensure that your contacts pay attention to (and appreciate) your offers, sometimes you have to go all in and give your campaign an innovative touch.Want some design ideas that can capture your readers’ attention? You can play with these elements to create an unforgettable email:

DO this:

It’s your turn: create a stunning Black Friday email

And voilà: now that you’ve got all our master tricks, you’re all set to be the next Picasso of email marketing this season.

Remember the tips:

  1. Choose a responsive email template and throw in the right number of CTAs (that is, not many).
  2. Add a few carefully-selected images from your brand library that highlight your top products.
  3. Respect your brand image so your clients know it’s you.
  4. Add interactive content and GIFs to stand out in the inbox.

With Mailjet’s drag-and-drop email editor, Passport, you can easily build a stunning email from an existing gallery of templates, so you didn’t need to stress about getting it right. We’ve got a great template gallery for you to choose from.

And if you’re not sure where to start or don’t have time to adapt one of our traditional templates, download our free Black Friday email template here. Designing a great Black Friday email this year couldn’t be easier.

Download our free Black Friday email template.

Ready to create a masterpiece? On your marks, set, design: share your tips and templates with us on Twitter.

***

This blog post is an updated version of the post “Crafting the Perfect Black Friday Email Campaign“, published on the Mailjet blog on November 3rd, 2016 by Mylène Blin.

Can Email Marketing Still Drive High Engagement?

Lately, some businesses have been navigating the same questions when it comes to their marketing mix: is email still an effective marketing tactic in the age of social media, video, and digital advertising.

Mailjet recently teamed up with The Clutch.co and The Manifest to bring some new research on how businesses (continue) to rely on email to drive engagement.

To cut to the chase – Email marketing is very much thriving, and according to the recent survey by The Manifest, a business news and how-to website, 69 percent of businesses invest in email marketing, with nearly 75% of all businesses sending emails on at least a weekly basis.

69% Of Businesses Spend Money on Email Marketing

In addition, 43 percent of businesses plan to invest more in email marketing in the next year – the third-highest digital marketing channel.

Investment in Digital Marketing Channels

In the face of all these other channels, why does email continue to grow? Put simply – it works. In fact, email has a median ROI of 122% which is 4x the ROI of any other channel listed above.

Email marketing is effective and helps businesses directly reach their customers. Increasingly, it is important for businesses to use email marketing because it is the most direct way to get your content in front of prospective consumers, keep existing consumers engaged, and grow an engaged consumer base.

Social Media Versus Email Marketing

Email is one of the best ways to get your content in front of your intended audience.

Ninety percent of emails end up in the correct inbox. Consumers who receive emails from brands and companies have already given their consent to receive these messages, making the most engaged segment of your target audience accessible with the click of a button.

“Email marketing works,” said David Mihm, founder of newsletter generator Tidings. “You own your email list, you own your subscribers. You’re not renting them from Google, Facebook, Instagram, Twitter, or any other platform.”

Because consumers have to subscribe to an email list, email marketing is a rare opportunity to only reach people who are genuinely interested in your product or service.

It’s difficult to reach customers on social media. The audience is so broad, and it is very easy for posts to get lost on a newsfeed. Only 2 percent of people see a post on their Facebook News Feeds. Once again – compared this to the 90% of email subscribers who receive your emails, the 25% (on average) who open your email, and the 20% (on average) who click links.

As outlined more here, 100K Facebook followers means the content will be served to 2000 people. At best 5% click through to your website for a total of 100 people who will engage with your content.

100K email subscribers means the content will be served to 90K people, with 4500 clicks back to your site. This is where the 4x ROI comes from.

Consumers are more engaged with your brand on email marketing than on social media.

Frequency Matters

How often you send emails impacts the effectiveness of your email marketing. Thirty two percent of businesses send emails daily, and 41 percent send them weekly.

How often do businesses send marketing emails

The frequency of your emails should depend on your target audience.

“If you have something important to say, then send an email,” said Ben Bradley, managing partner and creative director of digital marketing agency Macon Raine. “But sending too many emails is annoying. Your important news gets lost. If you believe that it’s going to be useful to your customers, then by all means, send it. If you suspect at all that they may not like it, it’s better to err on the side of caution.”

Send emails at a frequency that makes sense for your business and industry.

Larger businesses have larger customer bases. Because of this, larger companies tend to send emails more frequently. Fifty-two percent of businesses with 500 employees or more send emails daily compared to 21 percent of smaller businesses with 101 to 500 employees.

How Often Do Businesses Send Marketing Emails

There is a fine line companies can cross by sending too many emails, it becomes annoying, and the important information gets lost. Sending emails just to send emails will only frustrate customers, which could lead them to unsubscribe.

Only send an email that has real value to your audience and pay close attention to engagement rates to identify when, how, and how frequently your audience wants to receive your emails.

What Emails to Send

Companies send a variety of emails to their customers, such as promotional emails, newsletters, event invitations, exclusive content and more.

Graph-3-What-types-of-email-does-your-company-send

A variety of emails can keep customers engaged, but businesses should inform their audience what types of emails they will be sending. It is important to disclose the types of emails customers will receive so the company maintains transparency.

Email Marketing Goals

Companies don’t just send emails for fun. There is ultimately a goal for email marketing. Twenty-nine percent of companies’ main email marketing goal is growing and retaining their customers, while 22 percent of companies are trying to increase engagement.

Investment in Digital Marketing Channels

 

Email can successfully grow and keep current and potential customers’ interest and also keep them engaged.

Email marketing goals also vary by company size; larger companies are more likely to use email marketing to increase engagement, while smaller companies use it to grow/retain their customer base and build brand awareness.

Graph-5-BusinessesMain-Email-Marketing-Goals-By-Business-Size

Larger, more established companies already have a solid customer base, so they should work on engaging and maintaining the customers they have.

Smaller companies, who don’t yet have a loyal following, should focus on building their customer base and increasing brand awareness alongside building lasting engagement. In the early days, it’s more important to get quality people who like what you’re doing than a large list of people who could take it or leave it.

Smaller companies mostly use email marketing to establish their spot in the industry.

Don’t Count Out Email Marketing

Email marketing benefits companies by growing and maintaining their customers while also increasing engagement with their site and brand.

Businesses use email marketing because it’s proven to work and is an effective digital marketing strategy. Email marketing certainly is not dead and is not going anywhere anytime soon.

6 Great Newsletter Examples with Actionable Insights

At Mailjet, we see a lot of great email newsletter examples. Some of them are funny, some exciting, others engaging. But one thing is for sure – creating email newsletters is never straightforward. Each one requires creativity, contribution from your team members, an analysis of how past campaigns have performed and what you can learn from them moving forward.

So, to give you some inspiration, we have compiled six excellent email newsletter examples that we really liked at Mailjet, and actionable insights that you can apply.

Newsletter example #1: The haunting creativity of AdWeek’s Webinar newsletter

email newsletter example 1
AdWeek’s Haunting Webinar Newsletter

Why it works: Sometimes, creativity doesn’t need to involve flashy design or rich media. Sometimes, it doesn’t even need to involve a lot of content. This AdWeek email takes simplicity to a new level by letting anonymous speak. Anonymous is a woman; she has a pixelated stare, and she doesn’t want to get personal with you. It’s haunting, and it doesn’t need to do a lot to show a lot.

Actionable insights: A striking above-the-fold image like this one works like an effective subject line; it incites users to become receptive with the email content.

Optimize CTAs by placing them after specific engagement points. AdWeek places them (1) after the striking image and (2) the description. Including a CTA above-the-fold will ensure that users don’t miss it.

Newsletter sample #2: The pop-culture savviness of this Google Home Mini product marketing email

newsletter sample 2
Google Home Mini’s Marketing Newsletter

Why it works: Google’s product marketing newsletter sample is pretty rad and well-designed. Featuring a slick, white canvas, the one-column layout directs attention to its references – a Weekend playlist, KEXP radio, House of Cards, and the Mad Libs game. Let’s be honest, this email would not have the same impact if music they referenced was, say, Satie’s Gymnopedie.

While these may seem random, they provide an implicit statement – that they are current and aware of modern cultural references, and that Google Home can play them if you simply say so. It’s ingenious. And of course the plethora of streaming services listed just increases Home Mini’s appeal as a personal voice-recognition device. With effective marketing newsletters like this and a banging Cloud Platform, Google is unstoppable!

Actionable insights: Cultural references drive up engagement, even in email marketing. Use them to your advantage. Your references don’t need to be industry-related (although that may help if you’re marketing towards specific niches).

Including the logos of top brands will increase the hype surrounding your product by emphasising its credibility. Google Home Mini is compatible with a lot of streaming channels people use on a daily basis. At Mailjet, we have a Success Stories page for big companies that are very happy using us as their ESP.

Newsletter example #3: Really Good Emails’ personalized weekly newsletters

newsletter example 3
Really Good Emails’ Weekly Newsletter

Why it works: When you do personalization in a not-creepy and non-invasive way, it could be fun. This newsletter example from Really Good Emails shows just that. It’s a neat party trick that really goes a long way in making your contacts feel valued. What do you know, Really Good Emails sends out…really good emails – certainly good in the business of email curation.

Followed by fellow #emailgeeks, Really Good Emails knows how to engage with its community and this newsletter, with its relevant content, is no exception.

Actionable insights: Really Good Emails uses NiftyImages to optimize their personalization. Scene7 is also another alternative.

Point is, you should use tools to optimize your email personalization, which should be data-centric but person-led. You should see recurring data trends, but create best practices within the context of your own company. At Mailjet, we have a whole list of integrations you can use to ensure that your emails are as personalized as possible.

Newsletter example #4: The simple elegance of Taylor Stitch’s menswear email

newsletter example 4
Taylor Stitch Menswear Email

Why it works: As you’ve already seen in AdWeek’s newsletter example, a minimalist design can go a long way. Taylor Stitch’s  before-the-fold image is an impactful way to market their product, emphasizing versatility through different backdrops. Not only do they have clothing attire for the metropolitan, concrete jungle, they also have good jackets you can wear for an actual jungle expedition. This image also sets the content narrative as you scroll down the newsletter – their clothes are great for the city, forest and mountains. By presenting a solid aesthetic for their menswear campaign, their email branding plays around the notion of simple sophistication.

The headings translate this feeling into design, with the use of a serif font indicating maturity and elegance, and their overlaid placement over the empty, white space and images accentuate this duality as presented in the above-the-fold image. They’re traditional but not rigidly conventional. This is a well-conceived, strongly-branded newsletter.

Actionable insights: This is a great blend of content and design, and the content doesn’t even have to be creative, but effective. By creating an overall engaging layout, the products themselves pop-out; the white space allows customers to see the products clearly, and on mobile, an area to click on.

Finally, be aware of the colour palette you’re using. Here, the analogous colours make everything cohesive – and it’s done very carefully. For example the font headings are overlaid on the lighter parts of the image to ensure legibility, and each photo’s hue has been modified to fit with the overall aesthetic. Consider these minute details in designing your emails.

Newsletter sample #5: Station F’s exuberant originality

newsletter sample 5
Station F Anniversary Newsletter

Why it works: As Station F, the (in)famous French startup incubator, states: “What the F*ck?!” Celebrating their first year, Station F has created a very… explosive email: bright colours, fabulous visuals (pink flamingo!), some gifs here and some emojis there to spice up this eleganza… this newsletter grabs your attention, doesn’t let it go, and incites curiosity. What kind of hijinks are they up to for their one-year anniversary? After making such a loud newsletter, they better deliver. These are techniques that you can use to shine the brightest in that inbox filled with other emails.

Actionable insights:Use .GIFS. Be interactive with your design, and be creative with your CTAs. Use colours to incite interest whether consciously or…subconsciously.

Newsletter example #6: The rich media of this DMA Awards-shortlisted Blue Planet II email newsletter

Why it works: This Blue Planet II rich media newsletter by Action Rocket, a UK-based email marketing creative agency, has been recently shortlisted for the DMA Awards 2018, and it’s clear why: it contains dynamic design elements that interact really well with each other. For one, it does not shy away from scrollability and even includes it as an integral element. Above-the-fold, a lone walrus greets you above a sheet of ice, barely surviving from the dangers lurking down below.

Then, the arrows pointing downwards encourage you to dive deeper into the email. What you find as you go down is a series of interesting animal facts, with some nice moving background to boot, until you finally reach the Challenger deep – the deepest place on Earth. It is an incredible journey as they state in the copy. Most importantly, the small facts create buzz around the show by inducing a sense of wonder – much like in a picture encyclopaedia.

Actionable insights: All the previous letters and this have in common – an overarching narrative effectively conveyed by content and design. Notice that this time around there are no clear CTAs above-the-fold. The CTAs in the end create more interest around this show and its content. In your emails, you should also focus on the hierarchy of importance as done here. A marketing copy with links and CTAs arranged haphazardly can be confusing, after all.

newsletter sample 6
Blue Planet II Announcement Email

I’m sure we missed many awesome emails, and with each passing day brands are continuing to innovate on their email design, copy, and optimization. What are you going to do innovate your emails this year?

Contact Management Under GDPR: The Ultimate Set Of Features You Need

Mailjet has been one of the first ESPs (ok THE first) to get onboard with all GDPR requirements.
We know you missed us talking about GDPR, right? 😂

On a more serious note, our customers were very curious about GDPR compliance and are pretty concerned about security and data protection. You know, we are constantly working to make things easier for you. We gathered below all features related to contacts and GDPR available for all Mailjet’s customers.

Refresh your subscription form to add the new GDPR-compliant consent box

For optimal transparency and safety, we advise our users to implement Mailjet’s double opt-in subscription widget to build their contact lists.
Now, in addition to making sure that you have the consent of your recipients, you’ll be able download the proof of consent from each of your contacts. ✍🏽

Widget Mailjet GDPR

How do we do this?

  1. In widget creation, a small checkbox has been added. Tick the box.
  2. Customize the text of the checkbox.
Widget Mailjet GDPR

When a user subscribes to your newsletter, the consent information, including the widget name and consent checkbox text, will be added to their contact profile.
Here is an example of a GDPR-compliant checkbox:

Widget Mailjet GDPR
  1. You are all set!

Please note that if you already have our subscription widget on your website, you will need to re-install it to activate the GDPR checkbox, which will enable the proofs of consent to be stored.
This also means that you won’t be able to download a proof of consent for your old contacts.

No worries, though! If you’re using our widget from the beginning, we are here to cover you in case you encounter any issue with a recipient claiming she/he never consented to receive you information. We’ll be able to provide this information as it is registered in our system 😉.

Have your consent proofs stored and available for download when needed

Another great news is that you can now access and download this proof of consent directly from your Mailjet account, whenever you need it, without contacting our Support team.
Wondering how to download the consent proof of your contacts?

  1. Search for a contact in your Contact lists.
  2. Click on it and you’ll access all the details related to it (we did some re-design here by the way 🎨).
  3. The proof of consent needed can then be downloaded right from here:
Contact Consent proof

Delete a contact in one click

As you know, under and since GDPR, contacts are more aware about what informations they share, and it’s really common that they ask about being deleted from any list and any communication.
So besides unsubscribing, checking statuses and statistics, editing contact properties, removing a contact from a list, it’s now possible to delete a contact…from all your lists, in just one click, straight from the contact overview page:

Delete contact

Important note: statistics generated for all the emails sent to the removed contact will not be altered because of the deletion of the contact. But the contact and its informations will no longer be seen in the database, or available for future sendings.

We hope we helped you become (even more) GDPR-compliant.
Let us know what do you think once you set up the new widget on your website, and your opinion about these news in general!

The Ultimate Guide to Email for eCommerce

Ecommerce is growing at an astronomical rate. In 2017, global Ecommerce was responsible for $2.3 trillion in sales, and this is expected to grow to $4.5 trillion in 2021. Alongside this growth, all signs point towards emailing as the preferred method of communication in Ecommerce over other channels, including social media. In fact, 72% of people, (including those elusive millennials and teenagers) still primarily prefer email as their primary mode of communication with brands.

This is not surprising.

Email marketing heavily depends on 4 pillars – content, design, data, and deliverability – all of which must be integrated into an overarching email marketing strategy. When they are not working together, you may well just be getting through your emails, but not optimizing at full capacity.

In this article, we will give you everything you need to get your Ecommerce email strategy up to par, including the different types of emails you’ll need in your customer journey, and essential tips to get content, design, data, and deliverability right.

 

Email marketing strategy: The essentials

Before you send a large number of emails to your customers, it’s important to define your email marketing objectives. After all, to build a house you need a solid foundation. Your objectives will be your foundation.

Writing emails without a solid strategy will run the risk of sending campaigns that aren’t relevant, and that can result in a low click rate or worse – skyrocketing unsubscribe rates. You don’t want this, do you? 🤔

The key question you should be asking yourself here as an Ecommerce company is: What do I want to achieve? Your objectives could include:

  • Converting new customers
  • Increasing sales
  • Receiving reviews and feedback
  • Boosting customer loyalty and communication
  • Providing customers with information (about special offers, new products, etc.)
  • Introducing your company and your unique selling points
KPI Framework

Of course, you don’t have to pick just one of these objectives, but it is beneficial to have just a few clearly defined objectives. Concentrate on those most important to you, your business, and where you want to grow. This will allow you to utilize your resources efficiently and also means you won’t waste unnecessary time creating email content that provides no added value.

Instead, ensure that your email campaign is perfectly tailored to your needs. Follow a clear objective that you can naturally adapt, modify, or realign over time.

Ecommerce email campaign ideas along the customer journey

As an online shop, there are many types of emails that you could send out. In order to make the most of all email marketing potential, we recommend integrating marketing and transactional emails along the customer lifecycle.

The benefit of focusing on the customer journey is that it allows you to deduce current customer needs and create personalized content.

Here are the seven different email campaigns you should use, depending on your objectives and customer journey:

1. The welcome email

No matter what, first impressions really count. When welcoming a new “member” to your email list, send them a welcome email containing valuable content that will inspire them to continue to engage with new articles. For instance, this is a great opportunity to:

  • Introduce your company and your products.
  • Make the subscriber aware of your social media channels.
  • Provide an overview of what type of emails you will be sending.
  • Send them a welcome gift to validate their decision to subscribe
  • Indicate important links.

Ultimately what you want is to convey a positive and trustworthy first impression, which will make your new subscriber look forward to receiving more.

Welcome Email
Mailjet’s Welcome Email

2. The classic newsletter

Once you’ve won over new subscribers, you need to make sure they stay in your list by providing them with valuable content.

Naturally, the exact content depends on your business model and customers. As an Ecommerce company, you can offer the following newsletter content:

  • Promoting your own products
  • Guides for your products
  • A behind-the-scenes look at production
  • Compelling content and entertainment like videos
  • Customer interviews and testimonials
Penguin Newsletter
Penguin Books Newsletter

Don’t make the mistake of thinking that your newsletter is only there to sell. Sending out newsletters that are too pushy will cause people to unsubscribe from your list, or put a bad taste in their mouth.

Instead this is an opportunity to take an engaged list of potential customers and make them love you. Ask yourself the following questions and create your newsletter accordingly:

  1. What interests my readers?
  2. What questions might they have?
  3. What problems are they currently facing?
  4. How, specifically, can I help them solving these problems?

3. Special occasion newsletters

In addition to your regular newsletter, you can create email campaigns for special events. These can be for holidays such as Christmas, Easter, and Mother’s Day, as well as seasonal events such as the World Cup, the Olympics, or Oktoberfest.

You could even, for example, showcase your expert knowledge in the form of useful tips and tricks, or make readers aware of special offers. Make sure, however, that it all ties back to your company and brand message.

Nokia Mother's Day NL
Nokia Holiday Newsletter

4. Order and shipping confirmations

While you can send out marketing campaigns at any time, transactional emails are triggered by customer action. These include, for example, newsletter subscriptions, invoices, and purchase confirmations.

As an Ecommerce company, your main objective is obviously to promote sales in your online shop. Once a customer buys something, you should first send them an order confirmation and then an email receipt. Once the purchased product is sent for delivery, you can then send them a shipping confirmation.

Transactional emails tend to have higher open rates, as customers already expect to receive your communications and look forward to receiving their purchase.

Make sure you leverage these emails to make your customers aware of other products or special offers. This is the best time for you to upsell, when they are most engaged and you know they are opening the email. Don’t miss the chance. 😉This applies to all types of Ecommerce brands, from global brands to Shopify stores and dropshipping.

Order Confirmation
Order Confirmation Email

 

5. Customer surveys

Show your customer that their opinion is important to you by sending them customer surveys and other feedback emails. This could target individual products, the entire shop, the service, or all of the above.

Customer surveys are absolutely essential to you for the following reasons:

    1. To check if your communication with customers is clear and coherent.
    2. To obtain and guide the attention of your customers.
    3. To strengthen customer loyalty.
    4. To inspire you with new product ideas.
Headspace Survey Email
Headspace Survey Email

6. Shopping cart dropouts

Has your customer halted a transaction or left an item in their shopping cart? Remind them with a friendly email! This gives you an additional option to show them similar products and offers, or provide them with buying incentives through discounts.

Dote Abandoned Cart Email
Abandoned Cart Email

Don’t give up on any customers! You can send a personalized email to inactive users. This allows you to find out if they are still interested in your services and remind them about your unique products.

If you succeed in winning the customer back, you can surprise them with a “Welcome back” email. You can make a good impression here with the aid of discounts or coupons.

If you don’t receive a reaction following several messages, then it may be best to part ways and remove the contact from your list. Yes, we know it’s always hard to let them go… 😔 but it’s best for everyone this way (more on this below…)

7. Personalized note to your customers

You can engage your customers in a more personal manner and develop a friendly relationship with personalized touches such as a birthday email with coupon.

Think about whether you would like to show appreciation to particular customers – after all, loyalty should be rewarded! For example, cheaper account upgrades are a possibility here.

While we’re on the topic of rewards, you may want to provide incentives for customers and subscribers who recommend you others. Make it easy to recommend your website and shop, and show your appreciation for each customer gained this way.

Nike Birthday Email
Automated Birthday Email

6 Tips For Successful Email Campaigns

Within each of these campaigns, you always need to keep in mind the 6 key elements of any email strategy: content, design, data, tactics, personalization, and deliverability. To get right to the point, we’ve outlined what you need to consider in each email and included some examples (as well as cautionary tales) to help you with your own campaigns.

1. Spend time on your email content and design

Working on your email content and design should be one of your main concerns in your email marketing strategy. An unengaging subject line won’t entice customers to click on your emails, while poor design reduces the chances that your customers will find the right product for them.

What you want is to first optimize your subject line and preview text. After all, they are the gateways the first things people see in deciding on whether they should open your email or not.

Let’s take a quick look at Etsy as an example. Etsy’s subject lines effectively create something called a curiosity gap. This painfully arises when you feel as if you’re missing “valuable” knowledge, and makes you want to click into that email to find out more. Which fabric is in-season? What are those fresh finds? This is very effective marketing tactic. However, each “preview” text is simply their URL, www.etsy.com which is a missed opportunity to engage the reader some more.

Good content does not rely just on being creative, and good design isn’t just about being beautiful. Good content is about personalization and timeliness. Good design is about inciting an action.

This is especially impactful for Ecommerce where a sale is just a click away, and good content paired with good design can effectively drive clicks.

Read more: How To Improve The Design Of Transactional Email Templates

Julep - eCommerce Email
Julep Email Example

 

This Black Friday email by Julep fulfills the basic rules of smart email marketing by (1) knowing how to sell what it wants to sell, (2) writing good, creative, holiday-oriented copy and (3) ensuring responsive design across all devices and inboxes.

The header immediately introduces the email content (hint: it’s Black Friday sales!); the multi-column design blends image and text into creating compelling copy that guides customer attention. The Call-to-Action (CTA) button (SHOP NOW) also is strategically placed above-the-fold alongside the content. Customers don’t have to scroll down to see these great deals ($19.99 instead of $82), inciting them to click on the CTA.

2. Know the difference between marketing email, automated email, and transactional email

Learning the different types of emails will not only allow you to target different audiences, but to also target the same audiences in a variety of ways. Sending identical promotional emails every single time with just slightly-altered copies can quickly lead to a smash of the unsubscribe button.

As with all marketing efforts, email-marketing should be diverse and creative. As an Ecommerce business, you will be sending 3 main categories of emails – transactional emails, marketing emails, and automated emails.

Transactional emails are the types of emails you send out to customers after they’ve done an action. These emails can be purchase confirmations, account verifications, or password resets.

Harrys - eCommerce Email
Harry’s Razor Transactional Email

 

This confirmation email by Harry’s does its intended job and more. In addition to ensuring that your order has, indeed, arrived, it’s also included some quick shaving tips for customers to read. Beyond just trying to drive sales, they’re trying to drive engagement, loyalty, and through education they are growing their connection to their audience.

On the other hand, marketing emails are bulk emails you send to your subscribed customers. This marketing email from New York & Company contains two types of promotions. The top section includes coupons encouraging customers to spend more to save more. The email’s main body introduces the arrival of their new collections by introducing a sale on their kimono sleeve sweater, for that perfect autumn aesthetic. Get creative and create value where customers had not seen. That’s showbiz marketing baby!

NY & Company - eCommerce Email
NY&C Email Example

Finally, automated emails are triggered by milestones. They can be automated in many ways, depending on your analysis of customer data. Automated emails can include welcome emails, feedback emails, anniversary emails, and retention emails. For example, if a user purchased a product from your store, you can send an automated email one week later to how they are liking it, whether they would like to buy one for a friend, or perhaps write a review on your site.

Of course, when you’re new to sending these different types of email, you’re bound to make a couple mistakes, or miss out on some things. Before sending emails or committing a template, make sure to pull your teammates into the email builder to have them provide their comments, and be sure to A/B test your campaigns to identify which piece of content, design, subject line, or CTAs drive the most engagement.

One email not to send, however, is from a useless “no-reply” address. “No reply” emails are those annoying emails you get from businesses sometimes who are making it very clear they don’t want to hear from you. Not only is it a little rude, almost more importantly it can negatively impact your business as it is often flagged as spam.

NoReply Inbox

3. Don’t ask for subscribers, incentivize subscription

Before sending emails to your customers, you have to make sure that your customers have subscribed to your emails in the first place. There are a lot of different ways to do this. For example, you can invite website visitors to subscribe to your emails via pop-ups integrated into your website using Mailjet’s subscription widget or third party providers like SumoMe. Or like many of our customers have done so effectively, use the power of social media to invite customers into your mailing list.

Good Things - eCommerce Email
Subscription Widget Pop-up

One thing that you need to include is an unsubscribe button in your channels. Yes, adding this will mean your list may decrease in size, but more importantly it lets your audience do the different work of cleaning your contact lists for you. By removing customers who’d rather not see your emails, you are ensuring that only those most active engaged users are being sent an email, which in turn means you are (1) spending less money sending emails to people who won’t open them anyways, or worse would mark it as spam, and (2) increasing your domain and IP reputation with ISPs and inboxes.

BetaList - Email
Unsubscription Email

One of Mailjet’s enterprise users, Videostream, knows the value of this all too well. With the help of a Customer Success Manager, Videostream cleaned their list from 1.2M contacts to 120K contacts. This 10x decrease in users actually resulted in a 5x more total opens, and an increase in ROI of 10x. This is because the more people receive unwanted emails from you, the less likely it is you will land in the inbox of those who do in fact like you. Here’s a full case study on how Videostream accomplished this.

4. Track and use your data

Data should serve as the bedrock of your email marketing campaigns. Considering different buyer personas and the customer lifecycle in your email marketing will allow you to send the right email to the right people. Whether it is creating promotional holiday emails, or segmenting people into different groups, data will help you send the relevant emails to the right people.

Email Stats - eCommerce Email
Mailjet Email Stats

Useful email metrics to consider when using Mailjet’s platform include how many emails have been sent, delivered, opened and clicked. Sent is a way of saying that the recipients’ servers have received the emails, and delivered means that the recipients can now read them…somewhere (in their inbox? Spam? Mystery. Well, kinda.). The opened rate shows how many people have opened their emails, and the clicked rate shows how many times your customers have clicked on a link in your emails since receiving them.

Other types of data that you want to track, of course, are related to the types of customers you want to target. Getting actionable customer insights will help you send the right types of emails to the right segments, and create engaging, personalized emails.

5. Personalize!

Even the most successful email campaign can be improved. So you need to keep testing your performance.
Which email subject line has the best opening rate? Which links and call-to-action buttons generate the most clicks? Which email content was uninteresting for your subscribers? Ask yourself these questions and adjust your content accordingly.

You can use A/B testing to compare different types of content and then see which alternative was received most positively by your customers.

You can use a tracking function for a step-by-step breakdown of if and when an email has been opened, and which links and widgets were used. With this knowledge, you can improve and adjust your future campaigns.

Personalised Email
Boden Email Personalization

Segmentation can also be carried out based on this evaluation. You can send personalized email content and build an optimized list of newsletter subscribers.

6. Deliver on your Deliverability

Improving your deliverability – the rate at which your email reaches your customers’ inboxes – is of utmost importance to ensure that your emails do not go not into the spam folder, where emails go to die.

Essentially, all of the previous tips lead up to getting a higher deliverability rate for your Ecommerce business. Creating compelling, data-driven email copies will increase the open rates and click rates, which improve your sender reputation. Your contact list should be constantly updated and adequately segmented so that the right people receive the right emails.

To get high delivery rates, have a good, reliable email service provider (we recommend Mailjet). There are many marketing platforms that can send your emails, and have become particularly good at providing both a CRM and an email system, however these tools are often good at a few things but are simply not as strong in email deliverability as an email service provider can be.

This is primarily because good deliverability requires three things that take time, resources, and a commitment to email: (1) strong and on-going relationships with inbox providers, (2) robust infrastructure and third party vetting tools like Mailjet’s partnership with 250ok, and (3) devoted deliverability experts to help maintain quality domain and IP addresses for senders like you.

On your side of the equation, you will need to enable your Sender Policy Framework (SPF) and Domain Keys Identified Mail Option (DKIM). These allow your ISPs to recognize the fact that your emails come from a reliable, authorized system, and prevent spammers from stealing the identity of legitimate identities. Mailjet provides an easy-to-follow guide to do this.

In summary, here are some digestible email tips for Ecommerce businesses:
Tip 1: Marry good content with smart design to drive customers towards your products.
Tip 2: Learning different kinds of email will really allow you to take advantage of email’s sweet ROI. And don’t do no-reply emails. It’s bad for business.
Tip 3: Take multi-channel approaches to incentivize subscription. But make it also easy to unsubscribe to make sure that you’re not sending emails to people who will never read your emails.
Tip 4: Tracking data on customers and email will help indicate what works and what doesn’t.
Tip 5: Personalize and segment your email campaigns, putting in that little extra effort on each campaign and in data collection will go a long long way in standing out from the crowd.
Tip 6: Make sure your emails don’t go in the spam folder by sending emails smartly and following the previous tips.

Now it’s your turn!

You are now ready to make the most of email marketing for your Ecommerce company. You know you need an effective email marketing strategy, how to create and manage email lists, and which types of emails are just waiting for you to use them.

Mailjet offers you all of the email functions and tools that online shops need for this purpose. Don’t miss any more opportunities for your Ecommerce business. Simply log into Mailjet or set up a free account:

Mailjet Account Banner

Have you tried any of these email campaigns? How did it go? Share it with us on Twitter. And why not sign up to our newsletter? 😉

This blog post is contains parts from an old post “7 Emails for Small Online Shops”, published on the Mailjet blog on September 25th, 2018 by Jan Bernecke.