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

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

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

 

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

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

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

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

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

Sustainability & Consumer Engagement

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

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

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

Playing By The Rules

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

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

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

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

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

 

About the research:

Methodology:

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

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

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

Scoring criteria:

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

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

How to Set Up DKIM in 3 Simple Steps

Originally developed at Yahoo!, DomainKeys Identified Mail has become a global standard in email security and is, together with its sister SPF, absolutely necessary to implement by anyone serious about mailing, especially if you want to send blast emails. In this post, we’ll show you how to setup DKIM and make your email more secure.

What is DKIM?

DomainKeys Identified Mail, or DKIM, is an authentication protocol that links a domain name to a message. The protocol allows you to sign your email with your domain name. The purpose of the DKIM protocol is not only to prove that the domain name has not been usurped, but also that the message has not been altered during transmission.

DKIM is in theory quite simple. It relies on asymmetric encryption and therefore works with any tool developed for such a use. First one has to generate a private/public key pair. Then the public part of the key has to be put as a TXT record to the domain which is used as the sender address. The private key is then used to create a signature for each email. The signature is basically a hash code and computed by taking the content of the email and combining it with the private key using a security algorithm. The signature is then saved as a header of the email.

When a receiving SMTP server detects such a header, it looks up the public part of the key by asking the domain name system (DNS) for the TXT record. One of the beauties of asymmetric encryption is that the keys are like brothers: they share DNA. Using the public key, anyone can tell whether the email was sent by the owner of the domain or not. If this check fails or if the header and therefore the signature does not exist, many email service providers raise an alarm and may, depending on the volume of email sent, decide to mark this email as spam or even to block the sender IP address.

Why should you use DKIM?

The reason is quite simple: along with SPF and DMARC, these are the main protocols for verifying the identity of senders. This is one of the most effective ways to prevent phishers and other scammers from posing as a legitimate sender, whose identity they could impersonate using the same domain name.

But this is not the only advantage. In fact, the implementation of these protocols improves email deliverability. Thanks to these protocols, your emails will be better identified by ISPs (Internet Service Providers) and your recipients’ email clients, which improves the chances of your emails reaching your contacts’ inbox and not the Spam folder.

These protocols have become the standard in the email world. A message sent without DKIM and/or SPF can be considered suspicious by the different email analysis tools.

How to set up DKIM in 3 simple steps

1.  Setting up: Configuration of DKIM to generate the key pair

The tool of choice depends on your operating system. For Microsoft Windows you can use PUTTYGen (here is a tutorial), for Linux and Mac, you can use ssh-keygen (Github has an excellent tutorial).

2. Placing the public key as a TXT record in the DNS settings

We have provided a list of DNS providers together with links to official and third-party documentation:

With some DNS providers the setup can be quite tedious, but we would be glad to help you out. Just contact our support!

3. Generating and saving the signature

When using Sendmail or Postfix (the world’s two most popular SMTP server), or any other SMTP server that supports milter, you can use a special milter ( = email filter), the DKIM milter. This milter has been released by Sendmail as Open Source and allows to sign emails with a generated private key. Please have a look at the extensive documentation.

How to set up DKIM with Mailjet

To define Mailjet as a legitimate sender, you must configure your SPF and DKIM for each of your sending domains.

Setting up DKIM with Mailjet is very simple. Mailjet gives you the public key to register through your website host interface. There, you can integrate the public key into your registration area.

Here’s an example of how to do it:

You will find all the necessary information and step-by-step process in our documentation. It is so complete, it even includes support guides for each of the main hosting providers (OVH, Gandi, Cloudfare, Hostgator…).

Share your comments and ideas with us on Twitter, and follow us to be the first to receive our news.

banner signup

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This is an updated version of the blog post “How To Set Up DKIM In 3 Simple Steps” published on the Mailjet blog on March 13, 2014.

International Women’s Day: 5 Stories That Show How Mailjet Supports Its Women

It’s International Women’s Day and, all around the world, people are celebrating women, discussing equal rights and telling inspiring stories about the meaningful and strong women in their lives.

At Mailjet, we believe we are responsible for creating positive change, and when it comes to women’s rights and opportunities, it can’t be a one-day-only initiative. Yeah, getting the guys to sing Beyonce’s “Who run the world” at our karaoke nights is a start, but there are many other things a company can do to be a great place where women can succeed.

What makes us so special? Our superheroines tell you all about it!

5 Stories That Show How Mailjet Supports Its Women

Empowering strong female leaders

When asked about female role models, most women could probably name several historical figures, but unfortunately, many of them don’t have the opportunity to see women in leadership roles within their own companies. At Mailjet, we place heavy value on equal opportunities and our leadership team, with 50 % female ratio, is a prime example of the amazing things that can happen when diversity is a top priority.

“Mailjet values female talents and equal opportunity, and the 50% female ratio in the top management team clearly shows that. As one of the chief executives in Mailjet, I am humbled by the responsibility to serve as a role model to other female colleagues across our offices worldwide.

I also feel empowered by Mailjet to lead female team-building activities and find it very easy to build a support network of female colleagues within the company who can advise, mentor and help me both professionally and personally.”

Judy Boniface

Chief Customer & Marketing Officer at Mailjet

 

Encouraging women in the tech world

Finding a place within the tech industry is still hard for women. While women make up 59% of the total workforce, they are averaging only 30% of the workforce across major tech companies. Providing opportunities, understanding the challenges and ensuring women have an even playing field are key to ensuring the reality of the industry starts to change.

“Let’s face it: being a woman in the male-dominated world of deliverability (any tech industry, really) is tough. How many times have you been the only woman in the room? The strong women who came before us fought hard to give us the chance for our voices to be heard. Now is the time for us to embrace this effort, and for women to become the next generation of leaders in tech.

At Mailjet, a good idea is a good idea. Period. It doesn’t matter if the idea came from a man or a woman. That’s how it should be everywhere else.”

Lauren Meyer

VP of Delivery & Head of NA Operations

Slack for iOS Upload
The Mailjet Ladies at our monthly Girls’ Lunch.
 

Celebrating motherhood

No matter how hard we try to ensure bringing up children is not only a mother’s job, there are still aspects of starting a family that fall on the woman’s shoulders. All around the world, women still complain they feel there is a “motherhood penalty” in the workplace. At Mailjet, we are committed to ensuring that this is not the case.

“Initially, I was part of a different team within Mailjet when the company opened a position for local support leaders. I was five months pregnant back then, but I applied anyway.

I was delighted to know I had been chosen as the Team Lead for our Sofia office, and felt really supported knowing that I was valued even though I was four months away from having my baby.”

Silyana Bojilova

Customer Support Manager

 

Keeping education first

At Mailjet, we strongly believe the key to having powerful super-women in the tech world comes from providing the right opportunities to learn and grow. Having strong female leaders and mentors, enjoying the chance to study and take risks, and investing in our interns, to provide them with as many opportunities as possible is key to ensure that they find a space within the tech world.

“When I joined Mailjet, I was still working on my master’s degree, which meant I wasn’t available full time. There are not many places where you can balance work and education, but luckily Mailjet was happy to be flexible with this and allowed me to do three days a week at the office and two days at university.

This balance between studies and work has helped me gain responsibility within the team and develop a certain number of operational skills. In fact, being able to work and study at the same time is the best way to see real-life examples of what I have been studying. Since I started working at Mailjet, I have definitely grown professionally and I have certainly found my way into the tech industry.”

Diane Abrantes

Legal Assistant

 

Embracing our differences

A burden for any woman can be the constant expectation of what a woman should be or a woman should look like. In dealing with criticism that can be anything from being too much of a tomboy to being too girly, sometimes there’s just too much pressure on women to be someone they are not. A strong part of the Mailjet culture is not having these expectations. We have the girliest girls, the nerdiest nerds… and appreciate them all just as much.

“Fresh out of university, I started my career at L’Oréal in Montréal. It was a great fit: Marketing + Beauty (a big passion of mine). The culture of L’Oréal is very fashionable and I loved that aspect. As my career developed, the startup and tech world drew me in. My industry may have changed, but my love of all things fashion and cosmetics didn’t, which made me wonder: will I fit in in this tech world?

When I started at Mailjet (the most tech-focused company I’d ever worked at) one of my colleagues gave me a stark awakening: he ONLY wears socks (never shoes) in the office. And guess what? No one cared. It was the same for me with my dresses, cute shoes (or even our Head of Content’s witty t-shirts and Harry Potter hoodies). This of course is not what represents women, but this is an aspect that represents me, and you really feel a sense of respect for that here. We’re not all the same at Mailjet, but we work, do sports class, eat lunch side by side and focus on who each other is, not the color of our socks.”

Michyl Culos

Head of Marketing Communications

 

Celebrating The Women at Mailjet on International Women’s Day

At Mailjet, we are sure about something: we wouldn’t be where we are without the strong women in our company. ❤️

International Women's Day Mailjet

Join us on Twitter as we #BalanceforBetter and celebrate our powerful women this #InternationalWomensDay!

Activity Logs: Track all Changes Made to Your Campaigns in Mailjet

If you are working in a large company or work with a team on your email campaigns, you sometimes might feel like there are too many cooks in the kitchen. Involving many people on the same project is often necessary, but not so easy to manage.

But, don’t worry, we’ve thought of this, and we’re here to help with our new launch of Activity Logs!

What Are Activity Logs?

You no longer need to worry about asking every single person on your team to find out who was responsible for a modification you want to change before sending your email. To save you time and effort, Activity Logs allows you to track all these changes in our app!

Activity logs help you uncover who was involved in every modification done on your templates and campaigns.

Where you can find Activity Logs?

Step 1: simply click on the “Manage” button on the right side of your campaign or template list.

Campaign view activity logs
– Campaign view –
Template view activity logs
– Template view –

Step 2: in the drop-down menu, select “View activity log”, which will take you to the history page.

Activity Logs
– Campaign view –
Activity Logs
– Template view –

Monitor changes made as far back as 3 months!

We sort this activity data from most recent to oldest, for you to easily browse the actions taken on your campaign or template.

Activity Logs

What you can see with Activity Logs

This new feature will help you quickly identify your collaborators changes to the campaigns and templates you are collaboratively creating.
You will be able to view the status of the campaign or template (i.e. Sent, Draft, Published) and metadata about changes made like date, time, and user. Finally, you will be able to view the specific actions taken, such as changes to the title, subject, “from” name and address, any changes to the content, contact list, and the users who scheduled or sent the campaign.

In short – the full details of who, what, when, and how changes were made.
Activity Logs Mailjet

Activity Logs are Now Available

Actions done in your campaigns and templates will be tracked from now on, even on existing campaigns or templates that you have in your Mailjet account. This means that it is enabled on all your campaigns and templates that you already created. Changes made prior to the launch of Activity Logs will not be tracked, but all changes moving forward will

Please note that events done via API are not registered.
API no logs

We hope the launch of Activity Logs will help you and your team keep track of what is changed and when, in order to ensure your team continues to create and send the most optimal campaigns.
This feature is only available for our Enterprise clients.

Connect New Social Media Channels In Mailjet’s Email Editor

Things are about to get a lot more social!?
You can now connect 10 new social media channels right in the Mailjet email builder, Passport.
Find your favorites, customize it, and start rolling in the likes!

Where Can You Find This Update?

In the email editor, check the content section, our “Social Sharing” component has now been upgraded:
New Social Media Component

What Can You Do?

You now have many default channels that you can select and add to your social block to make it really easy for your contacts to connect with you on social media. Add as many as you want, but we usually recommend no more than 3 or 4. Less is more 😉.
New Social Media Component

But, what about that other app?

Don’t worry – you can even upload your own icons! Forget about HTML sections and spending time creating your own icons, everything just got a whole lot easier.

  • If you want to customize the icon of a channel, no problem.
  • If you want to add a social media that is not in our database, we’ve got you.
  • If you want to add your website logo, you absolutely can.
  • New Social Media Component

 

You can choose to display text labels if you want, and customize them to make them more personal and engaging:

New Social Media Component

Ready to give this a try right away in our email builder? It’s available for all our users 🙂. Enjoy!

Getting Your Super Bowl Email Strategy Right

We’re less than a month away from one of the biggest marketing moments of the year (oh, and I guess one of the biggest days in American sports too).

The Super Bowl, set for February 3rd this year, is one of those few days in the year where nearly everyone’s attention will be on one event. Reaching over 100M viewers every year, the Super Bowl brings in nearly 3x the traffic you can expect from other major events like the Oscars, NBA Finals, or a regular season football game. The best performing TV show might reach 15-16M, but nothing ever comes close to the Super Bowl on an annual basis. Ok yes, the FIFA World Cup Final certainly outperforms the Super Bowl with a global audience of 163M in 2018, but this is not only a global event but an event that only takes place once every four years.

Super Bowl Viewership vs Other Major Television Events.

The point is, the Super Bowl presents a rare opportunity for you as a marketer, and given email marketing continues to drive the highest ROI compared to other marketing channels (yes, including social media, digital advertising, and, of course, Super Bowl commercials), it’s a rare opportunity to leverage this event to drive more conversions from email.

In this post, we’ll help get you ready for this event with some tips on how to optimize the impact you can get from your email campaigns before, during, and after the Super Bowl. We’ll also take a look at some tips for your Superbowl email subject lines.

Preparing Your Email Strategy for the Super Bowl

In the lead up to the Super Bowl there is a lot you can do to ensure that both you, and your customers are ready for the big game.

Roughly half of the Americans that watch the Super Bowl plan to do so at a party, that means over 50M people will be out of their house, bringing food, drinks, and gifts. In fact, 79% of people plan to spend money on food, beverages, or other merchandise. As you can imagine, spending on Super Bowl Sunday has gone up every year and is up over 60% in the last decade. In 2018 spending reached $15.3B with 25-34 year olds spending the most, with an average of $118.43 each.

To capture your share of this pie, you need to anticipate your customers needs and wants for the day, and help them spend their money the best way. This could include sending relevant and personalized sales a couple days or weeks ahead of time, like deals on dip bowls, food, big screen TVs, or streaming packages.

 

West Elm Super Bowl Sale
West Elm Super Bowl Sale

 

Or you could help your customers have a stress-free day by letting them pre-order certain items ahead of time, like pizza or wings.

 

Shaws Super Bowl Pre-Order
Make Pre-Orders Easy with Email

 

Almost as important as getting your customers ready for the Super Bowl is getting you and your marketing team ready as well. As you’ll see in the next section, there are many marketing opportunities during the game that you’ll want to be ready for, and as our VP of Sales always likes to say: “In anything, Preparation is 90% of your Success!”

Preparation at Mailjet

There are a lot of knowns and predictable moments in lead up to the Super Bowl, and you should use this to your advantage. We’ll start off easy:

  • We know the kick off time is 6:30pm EST on February 3rd.
  • We know it’s taking place in Atlanta GA and will be broadcast on CBS.
  • We know football games are usually three hours long, so a good guess is that the halftime will take place at 8pm EST and will feature Maroon 5 and Travis Scott.
  • We know that 1 in 3 people over the age of 35 will be checking their email during the game, and that over 80% of people will be on their phone multiple times throughout the game.

But let’s go beyond this.

  • We also know who will be advertising during the Super Bowl, as AdWeek is tracking everything they know about upcoming commercials.
  • Because of this we know, for example, that Toyota will have a commercial talking about their RAV4, and if this spot is relevant to your brand in any way you can adjust your messaging to stay relevant. The same is true for Colgate’s ad or Budweiser’s.

We’ll have a few more tips for you later on, to show how you can leverage the obscene ad dollars from major brands ($5M for a 30-sec ad) to help your own campaigns. Can’t Wait? Jump over to our tips for after the Super Bowl.

Ultimately, with all of this information up front you can begin to plan your email campaigns accordingly. If you want engagement on your site, you can schedule a campaign to go out three hours before the game to advertise last minute deals. If you want to take advantage of moment marketing, you could get your design team ready with images, related to football or the halftime show so you’re ready to quickly send a relevant email campaign at a moment’s notice.

Prepare. Prepare. Prepare.

Taking Advantage of Email During the Super Bowl

There is a lot happening when the game is on, and of course people are distracted. While, as we already mentioned, many people are actually checking their email and social media during the game and the commercials, you are going to see a noticeable drop in engagement during the game.

Make Sure Your Emails Are Mobile Friendly

Moveable Ink put together a really interesting study to look at if and how people are engaging with email during Super Bowl Sunday. They found that email open rates on Super Bowl Sunday were on par with open rates you can expect any other Sunday throughout the year. However, they did find that emails were opened much more frequently on smartphones and tablets than on desktop devices during this time.

 

Superbowl Open Rates
Email Open Rates During Super Bowl Week

This is understandable given people are away from their desks on most weekends, but it’s a good reminder that it’s important to ensure your emails are responsive on all devices, and also that your campaigns, CTAs, landing pages, and promotions are also optimized for mobile conversions.

Make it easy for people to go to your website or buy your product on a mobile device if you’re planning on sending on Super Bowl Sunday.

Take Advantage of Retargeting with Email

While of course social media, like Twitter, has quickly become the digital channel people are engaging with during the Super Bowl to discuss the game and the commercials, they are often engaging with brands, websites, and search.

Patrick Tripp, senior product marketing manager at Adobe Campaign explains why: “They’re using their mobile device to enhance their viewing experience by researching the celebrities and brands, new products/services making their big debut and more. Most importantly — in addition to all of this second-screen activity — they’re checking their email during the Super Bowl.”

While you can certainly take advantage of the fact that your customers are potentially reading your emails during the game, it’s more important that you are leveraging re-marketing and contact capture opportunities that occur during the game.

For example, if someone is reading an article you wrote about the Super Bowl on your site during the game, or are researching your products, make sure you set up transactional emails or automation workflows with promotions or calls to action to keep them engaged.

Kraft’s Family Greatly Twitter campaign last year directed people to a landing page where they were promoting an email newsletter with easy and delicious recipes.

Patrick Tripp from Adobe explains further. “With the right tools, marketers can create more than a spike in social mentions, but actually boost the bottom line by remarketing in email to create more meaningful, relevant engagements, leveraging insights they already have about the consumers’ interest in the game — from the team they’re rooting for to the brands they’re researching and possible online shopping carts they’ve abandoned.”

Moment Marketing at the Super Bowl

Finally, there is of course moment marketing, making sure you are ready to jump on relevant moments from the game. Oreo won this game in 2013 with their “You Can Still Dunk in the Dark” Twitter post during 2013’s Super Bowl power outage, but many brands can take advantage of these moments on both social media and email to leverage a shared experience for brand awareness and engagement.

To do this right, you’ll need to have your email marketing team ready, maybe launch a “war room” at the office to watch the game, have some pizza (maybe even some beer) and be on the ready to quickly design a new campaign and write some new copy to capitalize on the shared conversation happening online.

Maximize Impact After The Super Bowl is Done

Once the game is done, your work is not.

It’s only starting, actually. One way to understand this is to look at how people interact with advertisers before and after the game. During the game, Millennials are the most likely to visit an advertisers website, whereas Gen X’ers and Baby Boomers are far more likely to engage with your brand right after, or even up to one week after.

Website Visits Super Bowl Ads
How Different Generations Engage with Super Bowl Advertisers

Be Apart of the On-Going Conversion

While we can’t all be advertisers at the Super Bowl, there are opportunities to take advantage of the discussion happening online about the game, the commercials, the players, and the brands. You can send campaigns that reference those moments from the game, that follow up on your social media posts, or maybe even email out your own (much cheaper) Super Bowl commercial with a YouTube link.

Either way, over 100M Americans are riding high from an event – take this opportunity to start and/or continue a conversation with them.

Piggy Back Off of Major Brand Awareness

Another massive opportunity, depending on your industry is to leverage the good will of the advertisers for your own products and services.

Super Bowl commercials are often more about pushing a new idea or concept, as much as they are about pushing a specific brand or product. For example, Amazon’s fantastic 2018 Super Bowl commercial for Alexa was as much about the future of the connected home and voice control as it was about a specific Amazon product. In fact they never actually name the product in the ad (the Amazon Echo).

“The commercial built awareness of Alexa and Echo devices, says Deb Gabor, CEO of brand strategy consultancy Sol Marketing. “While it didn’t offer much in name of showcasing the value proposition of Alexa, it seemed aimed at driving the adoption of smart speakers into mass use.”

Brands who don’t have $5M to spare on a Super Bowl ad, but with an interest in the connected home industry, can piggyback off of the attention smart speakers and connected devices will now have in the zeitgeist. It often doesn’t need to be a competing company, it’s almost more impactful if you are a completely different product entirely.

For example, if you sell smart thermostats, maybe send an campaign after with the subject line “Our smart thermostats never lose their voice”.

We know which brands will be advertising during the Super Bowl, and in fact we will likely already be able to see the actual commercial since they are commonly leaked ahead of time (whether intentionally or not). Major brands will be pushing new ideas and new industries. Identify where your brand can jump into this new window to capitalize on this new concept awareness.

Subject Line Tips for Your Email Campaigns

Finally, one of the most frequently asked questions about email marketing is how to write the perfect subject line. On a crowded marketing day like Super Bowl Sunday, standing out with good copy is even more important.

According to CoSchedule, 35% of recipients open emails based on subject lines alone. So what can you do to try to capture attention and inspire action? Here are a couple of tips that you can incorporate into your campaigns. We’ll apply each of these tips to the same Super Bowl themed email campaign.

Our case study will be a Home & Decor shop advertising their sale on beer mugs for your Super Bowl party.

Here are the beautiful mugs, and below are ways you can use subject lines to maximize sales. We’ve created a few examples under each tip.

Super Bowl Beer Mugs

Generate Curiosity

This is obviously easier said than done, but there is always a way to generate curiosity with your subject lines, and it’s often a matter of reconceptualizing the same question in a slightly different way.

❌ Beer mugs on Sale This Week

✅ Here is one item you’ll need for your Super Bowl party

Create Urgency & Scarcity

By creating urgency or scarcity, you are creating a small window for your customers to click. Anything that makes them think they can deal with this later reduces your chances of them coming back to your email. This is especially true for emails on a mobile device – act or lose them forever. In fact, subject lines with words that imply time sensitivity (e.g. “urgent”, “breaking”, “important” or “alert”) are proven to increase email open rates….but careful not to sound spammy. If they expect to hear from you, then this won’t be a problem.

email urgency

❌ We have all the beer mugs you need for the big game

✅ Today Only! One item you’ll need for your Super Bowl party

Personalize

We’ve said it a thousand times by now, but you should always be personal with your customers. Personalized email messages can improve your click-through-rates by 15% and your conversion rates by 10%. Often you will have the person’s name, so use this in the subject. Many brands also have much more information they can use such as transaction history, and city.

❌ Beer mugs on sale for the big game!

✅ Mike – we have Boston’s best selling mugs on sale today only

Kick Off Your Team’s Super Bowl Campaigns

Mailjet is devoted to helping teams send their emails faster, together. As you prepare for the Super Bowl, and all of 2019’s upcoming marketing moments, it will be more important than ever to have your entire email team on the same page. Be sure to check out our Collaboration Toolkit to help build your campaigns in real time and get ready for the biggest marketing moment of the year.

What email strategies will you employ for the Super Bowl? Tell us all about your own #SuperBowlEmails on Twitter!

When’s the Best Time to Send Your Email Newsletters?

If you send marketing emails to your customers, you’ve probably already asked yourself this: when’s the best time to send my newsletter? The time you schedule your emails determines how well your opens and clicks will be. And there are a lot of factors at play when deciding the best time to send your emails.

Below, we’ll give you some tips on identifying the best days and times to send your newsletters and some recommendations to improve your overall email marketing strategy.

When should I send my email newsletters?

Your sending schedule largely depends on whether you’re a B2B or B2C brand, and the industry you’re in. But in all cases, studies indicate that there are still some days to avoid sending your newsletters.

What are the best days to send your emails

According to numerous studies compiled by CoSchedule, Tuesdays and Thursdays are the best days to send your emails. During these days, most emails are sent.

Wednesdays, according to various research, is a solid second option in terms of opens and clicks. If you send emails twice a week within these days, make sure to pick a combination of Tuesdays and Thursdays, though. Sending emails on either days plus Wednesday will make your customers feel overwhelmed and not read your emails at all in the process. Not good.

And a caveat: people also get the most emails during these days. Maybe you might want to send your emails in another day of the week to have less competition in the inbox.

YOUR IMAGE ALT-TEXT
Best day to send emails

Source: CoSchedule

Days to avoid sending out your newsletter

On Mondays, people are either planning out their week or are sifting through the emails they’ve received during the weekend. And let’s be honest, we’re not the sharpest workers on Mondays. We’re still recovering from the weekend. So as a general advice, just avoid Mondays.

On Fridays, people have mostly tapped out on reading new emails. So clearly don’t send your newsletters on Fridays.

And on Saturdays and Sundays – well, do you read your emails on the weekend? You probably don’t, and this is the same for others…avoid the weekends.

So always consider your target audience and the times they could be potentially looking at their emails. Formulating an email marketing strategy based on user habits, such as when they read their emails and so on, can really improve your email marketing sending practices.

How to choose a day to send your newsletter

No matter what, if you regularly send weekly emails, be sure to send them on the same day every week. This builds trust and anticipation as your audience will come to expect your content at that time. At Mailjet, our newsletters include great email tips, best practices and our latest blog posts, and you can expect these newsletters every Thursday.

During holidays or special events, don’t hesitate to send your newsletters at a later date. It’s better that people read your emails than have your emails delivered but remain unopened.

What’s the best time to send your newsletter?

Generally, here’s how you can choose the best time to send your emails.

6:00 – 8:00 am

Some people look at their emails after waking up or during breakfast. Most of the time, they look at their emails via mobile, so make sure your emails are responsive and mobile-optimized.

10:00 – 11:00 am

According to many studies, this is the best time to send your emails.

12:00 – 2:00 pm

This is also a great time to send your emails. While on lunch break, people will be looking at their emails before getting back work in the afternoon.

6:00 – 9:00 pm

This is the end of most people’s work days. Some will be looking at their emails during their commute, others right after work. But avoid sending emails after 10pm, you will not be read immediately and by the time they get to their inbox in the morning, your email will have been pushed down the pecking order.

YOUR IMAGE ALT-TEXT
Best hour to send emails

Source: CoSchedule

B2B vs B2C

Keep in mind that each person does not use their professional and personal inbox in the same way or at the same time. There is no one-size-fits-all answer. For example: Is the type of people you target more likely to check their inbox when they wake up or during their lunch break?

Do you send newsletters to personal or professional email addresses? Keep in mind that this distinction between B2B and B2C is very important, as users behave differently when using different email accounts. If you have defined marketing personas, they will be very useful in understanding your target users’ habits.

How to determine the best time to send your newsletter?

As we have already said, the best time to send your emails depends on a lot of things – your business, your customers, your targets, your newsletter type, and so forth. Ultimately we encourage you to do your own tests and analyse the best time for you and your customers. You can compare and contrast different email campaigns using Mailjet’s Compare Campaigns tool for example :).

If you have a regular sending schedule and want to figure out which day is the best time to send, you can do a test spanning two weeks.

For example, in the first week of the test, send your newsletter on Tuesday at 11:00 am, and then on Thursday next week, at 11:00am. Do this test in a mundane time of the year to make it more reliable. You can also try A/B testing by sending a campaign to half of your list on Tuesdays and the other half on Thursdays. Compare and analyze the results, and move onto the next experiment. Just like in science class 🔬.

How to compare email campaigns with Mailjet

Finding the best day to send your email newsletters can be a difficult task that requires experimentation, time and coordination when establishing the best schedule. As we have already mentioned, a lot of variables are at play, including the content and scheduling of your email campaigns.

While A/B testing can help you create your content in a way that will lead to better email opens and clicks, Mailjet Campaign Comparisons allows you to analyze different campaigns, effortlessly. This lets you figure out the best day to send emails backed by data.

Our results page is packed with visual and quantitative data – everything you need to analyze and continuously optimize your campaigns.

The “Compare Campaigns” button can be found in several places:

Compare Campaigns

And on a campaign’s details page.

YOUR IMAGE ALT-TEXT
Compare Campaigns

From your Campaigns page, click the “Compare Campaigns” button.

A new pop-in window will appear, where you can select up to 10 campaigns to compare simultaneously.

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Compare Campaigns

Once you have selected all your campaigns, click the “Submit” button to continue.

The results are displayed in a graph and summary chart format to let you easily determine what part of your campaigns your customers responded positively to.

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Compare Campaigns

You can view the results in a few different formats on the graph. If you hover your mouse at any point on the graph, a popup will appear showing the elapsed time at that point and KPIs for each campaign.

The data in the table shows the lifetime results for each metric of each campaign and is continuously updated. Both the percentage and total figures are displayed for each metric, and you can sort by campaign name, date, or engagement metric, by simply clicking the “arrows” at the top of each respective column.

And that’s a wrap! You are now ready to compare and optimize your email campaigns – and on your way to higher opens and clicks.

How to optimize your email marketing strategy?

In addition to our tools for optimising your email campaigns, Mailjet also offers features that allow you to create, deliver and track your email campaigns. With an easy-to-use visual builder and many responsive email templates, you can create engaging newsletters in a few minutes. Our features include segmentation, A/B testing and advanced statistics. These features allow you to really track and improve your email marketing results.

And to work even more efficiently on your email campaigns, we’d recommend our Collaboration Toolkit to save more time when creating your email campaigns.

You can work with other colleagues in real time on your templates and even allow them to directly comment in the same builder to avoid inefficient back-and-forths amongst your email team. And to really master your brand, you can save sections of your emails, including the header and the footer, to include in other email templates. You can also link the same sections across different email templates and do execute updates across all of them with a single click. This allows you to keep your branding consistent across different emails.

If you’ve experimented on your email campaign schedules, share your experience with us on Twitter @Mailjet. We’d love to hear it.

This article is an updated and translated verison of Julie Paci’s article Quel est le meilleur moment pour envoyer votre newsletter ?

 

Email Marketing Trends for 2019

Yes… It is that time of the year again. Email Marketing Trends’ is back, and we’ve got a brand new 2019 edition ready for you.

Somehow, you survived 2018; although probably around May a part of you thought you wouldn’t make it to the summer… let alone, 2019! But you emerged from the GDPR saga stronger than ever, and even had some energy left over to power through Q4, with that oh-so-sweet boost in sales included.

And now we’re back in Q1, and it’s time for you to start scribbling down your New Year’s Resolutions. So forget about those all-time classics (gym, healthy diets, no smoking… 🙄) and let’s focus on how you’re going to boost your email strategy in 2019. 😎

How different will the email world be during the next 12 months?

Well, it might not be thaaat different… But with others already stepping on the gas, are you sure you’re really practicing what you preach? 😉

Email Marketing Trend #1: Targeted Messages

Yes, we know this is not new… or unexpected.

We’re always aiming to deliver content that is valuable and relevant, but with new tools, features and consumer expectations, what was considered a ‘relevant message’ five years ago might not make the cut now. So, how do you ensure your emails are relevant during 2019?

Segmentation

Effective Segmentation is essential to relevant messages. While before this was just a nice-to-have, now sending differentiated campaigns to our contacts, based on their location, sex, age or even behaviour has become a must.

Personalization

Customers are becoming more and more used to receiving messages that speak to them directly, so much so that going beyond the ‘Hi (name)!’ is actually becoming an expectation.

Advanced personalization will be key in 2019.
Netflix uses advanced personalization based on previous behavior.

Adding advanced personalization to your messages is key to truly connect with your contacts, which is why dynamic content plays an important role for businesses for which email is a core promotional channel. Think Netflix and its personalized film recommendations, or Amazon and its cleverly-picked upselling opportunities.

Automation

Being able to reach the right contact, at the right time, with the right automated message is essential to boost conversion and increase brand loyalty. It might be sending a personalized offer on their birthday, or maybe rewarding them with a promo code after they complete their third purchase on your site.

Email Marketing Trend #2: Interactivity

The inbox is now a muddy battlefield and your email needs its weapons to shine through, and get that desired dose of consumer attention we’re all fighting for. Interactive emails allow your contact to fully interact (duh!) with your message in the inbox. And while we mentioned this last year and we’ve seen a few of these already, there’s still a long way to go!

The goal behind interactivity is not just to make the email look cooler (although it doesn’t hurt either 😏), but to eliminate the friction between email and onsite conversion, by allowing the user to start their purchase without leaving the inbox. To  make this easier, email developers can leverage tools like Email Markup or AMP4Email.

Coding responsive interactive emails

However, to provide a seamless experience, it’s key to ensure your email is fully responsive. You probably already know that more than 50 % of emails are read on mobile, which is why templates need to be designed with a mobile-first approach. And with the variety of devices and screen sizes, responsiveness has become increasingly hard.

That’s when the open source markup language MJML comes into play. MJML is responsive by default, and allows you to code amazing interactive emails easily, which you can then download in HTML, knowing that your design will look great on any device.

Interactivity in email will be key in 2019.
Burberry allowed users to personalize their scarf and start the purchase without leaving the inbox.

Email Marketing Trend #3: Brand Humanization

With the marketing space becoming much more crowded and competitive, consumer loyalty has become a top priority for companies, and humanizing your brand is now essential.

While in a different era, price and offer could’ve been enough to keep customers coming back, a more conscious consumer base means now companies have to work hard in being different and making a difference. Creating an emotional connection between the brand and its customers is key to strengthen the relationship with them.

Sharing your values

During 2018, some brands have already started to speak a lot more about what makes them unique, putting their values forward as a way to bond with their clients. For French retail leader Galeries Lafayette, for example, ecology was a decisive element in their decision to go paperless and move away from long store receipts, reducing the amount of paper and addressing an environmental concern.

Making a positive impact and effectively telling your story will be key during 2019, as consumers are now more wary and less moved by aggressive selling, and are becoming much more receptive towards brand storytelling and brand values.

Storytelling within email will be key in 2019.
For TOMS, a key part of their messaging is communicating on its brand values.

Email Marketing Trend #4: Data Privacy

#DataProtection has definitely been trending during 2018, dutifully sponsored by all the GDPR chaos. With GDPR, we have seen consumers regain control over their personal data, and companies have had to adapt to these new rules to ensure compliance with the new European regulation.

Data protection will continue to be a big theme for 2019, as companies continue to work on providing the level of data protection and security consumers now demand.

 

ePrivacy

Six months down the line, you’re probably still wondering how to turn the downsides of GDPR into marketing opportunities. And now, the next big change is fast approaching.

On top of all the work that has already been done, businesses in the EU will have to get ready for the new cookie law, ePrivacy. This new regulation will transform the way companies target their users online, as it will allow visitors to specify whether they want to accept website cookies or not.

With ePrivacy, marketers will look to find new means of procuring data, which will have an impact on the channels used. According to a recent Mailjet study, 30 % plan to reduce the amount of cookie-based display, paid search and retargeting they carry out, while 79 % of marketers predict they will use email marketing more post ePrivacy.

Email will grow post ePrivacy.
Mailjet Study: Marketers Plan to Shift to New Marketing Channels Post ePrivacy

Email Marketing Trend #5: Collaboration

Over the last few years, marketing teams have seen an increase in budget and size, with more people working on email campaigns together, both internally and externally.

Collaboration emerged as a big theme for companies in 2018, with teams looking for new tools and processes that will allow them to become more flexible and, most importantly, more productive.

For email, this means more people are involved in the creation of different campaigns, both within the company and in conjunction with external agencies. In fact, another study by Mailjet found that a third of marketers collaborate daily with others (including external agencies) on their email campaigns, and that email templates go through five different iterations before they are approved.

Collaborative tools

Fine-tuning how teams collaborate internally to avoid miscommunication or mistakes will be a top priority for companies, as will be finding the right tools to make this easier.

Solutions such as Email Planner, which allows teams to coordinate and map out their emailing campaigns, or Mailjet’s Collaboration Toolkit, which enables multiple users to work together on their templates in real time, will become crucial for expanding marketing departments.

Collaboration in Email
Mailjet’s Collaboration Toolkit

Wrapping up (TL;DR)

All in all, during 2019 companies will work on becoming much more effective in their email communications.

As email continues to grow, fighting for the user’s attention gets harder. Targeting contacts with relevant messages, attractive interactive designs, and effective brand storytelling that humanizes the company is now pivotal to a winning email marketing strategy.

Internally, data protection will continue to play a key part in the way companies operate, with ePrivacy heavily influencing the role of email as a strategic marketing channel.

The trend towards more distributed teams, as well as the growth in marketing departments and involvement of external agencies, means companies will have to redefine processes and find appropriate tools to enable team collaboration.

Email Trends 2019 Banner

At Mailjet, we love keeping up with the latest trends that our clients and smart marketers can directly use to improve their email strategy. And it seems like we aren’t the only ones!

If you want to learn more about what’s coming in 2019, check out Email Monday’s Future of Email Marketing & Automation overview – 2019 edition, where this post has been awarded honorary mention. 😉

2019 at Mailjet

To help companies work faster, together during 2019, Mailjet has launched its Collaboration Toolkit, a set of innovative features that allows teams to control what each member can do, edit templates with others in real time and leave comments to avoid the tedious back-and-forth on template building.

Mailjet Account Banner
Boost your email strategy in 2019 with Mailjet.

What email marketing trends will you be focusing on during 2019? Tell us all about your own #EmailTrends on Twitter!

2018’s Best Podcast Episodes for Email Marketers

In an age of tweets, memes and fast fact overload, there’s something refreshing about podcasts as a medium to keep up with the ideas and knowledge you need in your life, and in your work. It also certainly beats reading another ebook, company memo, or… blog post? Oh no… 🤔

Anyways, in those transition moments throughout the day, like commuting, walking, exercising or cooking, podcasts allow you to keep up with some of the brightest minds in digital marketing.

2018 was yet another high watermark for podcasting, especially in North America, as more and more people are consuming podcasts.In fact, 1 in 4 Americans now listen to podcasts regularly. Understandably, brands, educators, and media companies are all jumping into this medium and, thankfully for us, they are also dropping some gold nuggets for digital marketers.

If you’re a little overwhelmed with the amount of podcasts out there, we’ve got you covered. Rather than putting together yet another list of the top 10 podcasts that you can find everywhere, we’ll go one step further and recommend specific episodes that will really get the gears moving in your mind. Maybe after listening to one, you’ll dig deeper into the show’s full catalogue.

At Mailjet, we believe that great marketers (and of course great email marketers) are those that are great copywriters, are authentic, work well in teams, and can think outside the box. As a result, in this post we try to cover all of these bases and we’ve shared episodes that span from wonky conversations among marketing practitioners, to in-depth interviews with industry thought leaders, to highly produced documentaries and stories.

Unlock New Ideas and Learn From Industry Leaders

Duct Tape Marketing Podcast: Seth Godin

In all honesty, we could have picked any podcast that was able to get Seth Godin for even 10 minutes, but we wanted to highlight this show in particular. Duct Tape Marketing is hosted by John Jantsch and has been around since 2009, well before podcasts became a necessity for all marketing brands. It’s a weekly podcast with past guests like Guy Kawasaki, Neil Patel, and Ann Handley.

Why This Episode?

The Seth Godin episode will help you rethink how you approach marketing and branding. Even in a world where the majority of marketers are millennials, we are still stuck in the traps of the 90s – trying to interrupt our prospects, as opposed to building a brand. Here’s one stand-out moment from the episode.

Think, right now, of a logo that you admire. Let’s say, you’re talking to a designer. Think of a logo. I’m going to bet you, 10 to 1 odds, that the logo you thought of is not a pretty logo but is in fact something that adorns a brand that you care about. This brand you care about, why do you care about it? Why do you pay extra for it? Why do you cross the street to engage with them?

Seth Godin

Author, This is Marketing

Gary Vee: Effectively Marketing to your Target Audience

Gary Vee is many things, and if you’ve ever heard him speak at an event, seen him on Instagram, or stumbled upon one of his posts on Linkedin, you’ve probably formed an opinion of his approach. Whatever you feel about him and his content though, Gary Vee has a singular view on modern branding and marketing.

Why This Episode?

While there are many episodes that you should listen to in Gary Vee’s catalogue, an episode from earlier this year takes you to Facebook’s office in London, UK, for Gary’s keynote talk on how to effectively market to your target audience.

The first 100 ads on TV were radio ads, because creative agencies hadn’t figured out what a TV ad is.

Gary Vaynerchuk

VaynerMedia

We are reinventing the marketing medium and channels everyday. Radio to TV was one slow change. AdWords to Facebook, to Linkedin, to Snapchat, to Instagram, (and ironically) back to Radio (Podcasts) has been much faster. These channels demand different approaches, and, in this episode, Gary outlines how you can avoid making the same mistakes of the past – making radio ads for TV…or TV ads for Instagram.

Wonk Out on Marketers Talking Marketing

In the Wonk Out section of this article, we’ve outlined three great podcast episodes that will help give you a pretty in-depth look at marketing. Here are a few great conversations from marketing practitioners discussing everything from how to set up a lead generation funnel, to building a brand from scratch, to leveraging Lebron James’ Instagram account to build the NBA brand.

Betaworks Builders: CMO Roundtable

Betaworks is a startup studio in New York, and the studio behind some great digital products like Giphy and Unsplash, as well as podcast behemoths Anchor and Gimlet.

But what they’ve have also built is an incredibly strong podcast that brings together thoughtful minds and people “who are making a dent in the universe”. New episodes every Tuesday cover topics like the future of voice interfaces, immersive storytelling, the chaos of the advertising industry, and how brands can engage customers in 2018 and beyond.

Why This Episode?

In this episode, Builders pulls together a roundtable of CMOs including Joanna Lord (CMO, Classpass), Pam El (CMO, NBA), Emily Culp (Former CMO, Keds), Linda Boff (CMO, GE), and Christina Carbonell (Co-Founder, Primary.com).

Part of being relevant is being in the right place at the right time. It’s not ever about an ad, it’s a lot about where is our content being served up where people want to see it. And want to see more. So we spend a lot of time thinking what will go on Instagram. vs what will go on Facebook.

Pam El

Chief Marketing Officer, NBA

Buffer: Science of Social Media

Social media company Buffer has consistently stood out as a brand that puts out fantastic content and adds value to marketers of all stripes. While social media is at the heart of their brand and their podcast, “Science of Social Media”, it often delves into many other areas of interest for marketers of stripes. Whether it’s “9 Marketing Ideas That Don’t Include Blogging” or the “A to Z’s of Influencer Marketing”, there is always 1-2 tidbits you can take from their episodes.

Why This Episode?

An episode from earlier this year that captures this idea well (and one we’re especially interested in here at Mailjet) is “7 invaluable marketing skills for teams”, which includes skills like storytelling, collaboration, and experimentation. The best part, though, is the podcast’s length – a brisk 10-20 minutes, just enough time for a run or walk to the coffee shop.

Growth Hub Podcast: Bill Macaitis of Slack

 If you’re in B2B SaaS Marketing and don’t listen to the Growth Hub Podcast, subscribe now. This podcast from Advance B2B features interviews with leading experts in SaaS from companies like Trello, Drift, and Slack, to get behind-the-scenes insights into their growth stories.

While there are a seemingly endless list of podcasts out there that talk about growth and startups, or entrepreneurship in general, many can be unrelateable and live in the clouds a little bit. The Growth Hub Podcast truly lives in the weeds, and explores the practical day-to-day approaches modern marketers are taking to solve problems, attract audiences, and grow their market.

Why This Episode?

The episode with Bill Macaitis is a fantastic look at what it takes to build a brand from scratch, and how to build a category, as Slack has done in workplace communications. While this episode may be especially valuable to B2B SaaS brands who can learn directly from Bill’s lessons from Slack and ZenDesk, his insights into how content can drive growth, how to measure brand campaigns, and how to be a customer-centric organization are insights that are valuable across all product and service categories.

Dive Deep with Long-Form Documentaries

Seeking Wisdom by Drift – Exceptions: Wistia

Seeking Wisdom is a podcast from conversational marketing leaders Drift, and often delves into the day-to-day ideas, conversations, and debates between Drift’s VP of Marketing Dave Gerhart and their CEO David Cancel. Their banter and endless recommendations on books, blogs, and experiments to run is well worth a Subscribe on it’s own.

What differentiates Seeking Wisdom from just about any other brand-produced podcast is their willingness to experiment with new shows and formats. This year, Drift launched a mini-documentary series within their Seeking Wisdom channel called Exceptions. Exceptions is an audio documentary series produced in partnership between Drift and writer/podcast host Jay Acunzo, which goes inside some of the world’s best B2B companies to understand how and why they’re building exceptional brands.

Seeing a brand like Drift put so much energy and thoughtfulness into an elaborate, well-produced, story-first podcast like Exceptions really shows how far this medium has come and the power podcasts themselves can have in driving brand.

Why This Episode?

The one episode we wanted to highlight is Episode 2 of their first season (P.S. Exceptions was renewed for a second season!). This episode features Wistia, a video hosting and analytics platform, and a brand that has continued to innovate on how they themselves use video for marketing purposes.

Like all episodes in this series, before launching into a conversation with Wistia’s team to learn about their approaches, Jay first sits down with some of Wistia’s customers to hear their perspectives on Wistia’s product and brand.

Afterall, one definition of a brand is “the customer (or potential customers) perspective of a product, service, experience, or organization.” The best way to measure brand is to measure customer perspectives. Perhaps, this exchange best summaries how Wistia has built their brand:

Jay: What would you say is the Wistia brand if it were a person?

Customer: My daughter, smart, helpful, and the person the classroom everyone turns too.

CEO of Wistia: The nerdy friend you trust. You’re watching to see what they will do next.

Freakonomics Radio: How to be Creative

You probably already know Freakonomics the book(s), and you may already know Freakonomics Radio. While this podcast spans well beyond the confines of marketing, there are often tidbits in each one of their shows that can help marketers better understand human behavior and decision-making. Some episodes can also help marketers much more directly, like their episode on “How to be Creative”.

Why This Episode?

In this episode (the first in a series looking at Creativity), they identify that creativity is “essentially novelty that works. It has to be somehow feasible, workable, valuable, appropriate to a goal.” As marketers, we’re constantly trying to come up with not only good ideas, out-of-the-box ideas, but ones that can operate within constraints. Whether it’s budget or team abilities.

One lesson you can take out of this episode is that to unlock your full creative potential, you need to get out of your bubble. That’s why it’s important to not only listen to podcasts on B2B SaaS if you’re a SaaS marketing, or podcasts on design if you’re a designer. Listen to podcasts with diverse perspectives, informed by experience radically different than yours. Here you can identify novel ideas and then figure out how to make them work in your context.

Honorable Mentions

Really Good Emails

Our friends over at Really Good Emails recently launched their podcast and have been interviewing practitioners and experts in the space of email, email design, and email deliverability. Be sure to check it out!

Marketing Over Coffee

Marketing Over Coffee is a weekly podcast that covers both classic and new marketing. Hosts John J. Wall and Christopher S. Penn record the show in a local coffee shop and frequently dig into the latest ideas and trends in email marketing, search engine optimization, copywriting, and more.

New Years Resolution

In an age of information overload and endless entertainment, it may be difficult to choose to listen to a podcast about marketing… after spending all day actually doing said marketing. But the wealth of knowledge that is available in your pocket right now is massive, and of course this list only scratches the surface. Also, with podcasts you can multi-task and learn while you cook, exercise, walk the dog or, hey, even when you’re working.

This New Year’s, take a look at those moments in your day where you can add podcasts to your life and, if you’re like many avid podcast fans out there, you’ll realize there are about 5-10 hours every week where you can literally listen in on some of the world’s leading experts, thinkers, and speakers on topics of interest to you.

Let us know what you find – post your favorite episodes on Twitter or Linkedin – we’d love to share them wide!

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.

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.

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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.

You can also find great email templates 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.