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:
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 😉.
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.
You can choose to display text labels if you want, and customize them to make them more personal and engaging:
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.
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.
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.
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!”
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.
Ultimately, with all of this information up front you canbegin 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.
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.
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).
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.
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.
❌ We have all the beer mugs you need for the big game
✅ Today Only! One item you’ll need for your Super Bowl party
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!
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.
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.
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:
And on a campaign’s details page.
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.
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.
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.
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. 😎
What are the email marketing trends for 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?
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.
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.
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.
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.
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.
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.
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 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.
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.
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.
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!
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.
What email marketing trends will you be focusing on during 2019? Tell us all about your own #EmailTrends on Twitter!
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.
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?
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.
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.
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.
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.
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.
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.
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.
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 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!
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.
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”.
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.
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.
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.
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.
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.
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.
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.
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.
1. What is 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.
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?
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.
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.
Mailjet has been one of the first ESPs (ok THE first) to get onboard with all GDPR requirements.
We know you missed us talking about GDPR, right? 😂
On a more serious note, our customers were very curious about GDPR compliance and are pretty concerned about security and data protection. You know, we are constantly working to make things easier for you. We gathered below all features related to contacts and GDPR available for all Mailjet’s customers.
Refresh your subscription form to add the new GDPR-compliant consent box
For optimal transparency and safety, we advise our users to implement Mailjet’s double opt-in subscription widget to build their contact lists.
Now, in addition to making sure that you have the consent of your recipients, you’ll be able download the proof of consent from each of your contacts. ✍🏽
How do we do this?
In widget creation, a small checkbox has been added. Tick the box.
Customize the text of the checkbox.
When a user subscribes to your newsletter, the consent information, including the widget name and consent checkbox text, will be added to their contact profile.
Here is an example of a GDPR-compliant checkbox:
You are all set!
Please note that if you already have our subscription widget on your website, you will need to re-install it to activate the GDPR checkbox, which will enable the proofs of consent to be stored.
This also means that you won’t be able to download a proof of consent for your old contacts.
No worries, though! If you’re using our widget from the beginning, we are here to cover you in case you encounter any issue with a recipient claiming she/he never consented to receive you information. We’ll be able to provide this information as it is registered in our system 😉.
Have your consent proofs stored and available for download when needed
Another great news is that you can now access and download this proof of consent directly from your Mailjet account, whenever you need it, without contacting our Support team.
Wondering how to download the consent proof of your contacts?
Search for a contact in your Contact lists.
Click on it and you’ll access all the details related to it (we did some re-design here by the way 🎨).
The proof of consent needed can then be downloaded right from here:
Delete a contact in one click
As you know, under and since GDPR, contacts are more aware about what informations they share, and it’s really common that they ask about being deleted from any list and any communication.
So besides unsubscribing, checking statuses and statistics, editing contact properties, removing a contact from a list, it’s now possible to delete a contact…from all your lists, in just one click, straight from the contact overview page:
Important note: statistics generated for all the emails sent to the removed contact will not be altered because of the deletion of the contact. But the contact and its informations will no longer be seen in the database, or available for future sendings.
We hope we helped you become (even more) GDPR-compliant.
Let us know what do you think once you set up the new widget on your website, and your opinion about these news in general!
Ecommerce is growing at an astronomical rate. In 2017, global Ecommerce was responsible for $2.3 trillion in sales, and this is expected to grow to $4.5 trillion in 2021. Alongside this growth, all signs point towards emailing as the preferred method of communication in Ecommerce over other channels, including social media. In fact, 72% of people, (including those elusive millennials and teenagers) still primarily prefer email as their primary mode of communication with brands.
This is not surprising.
Email marketing heavily depends on 4 pillars – content, design, data, and deliverability – all of which must be integrated into an overarching email marketing strategy. When they are not working together, you may well just be getting through your emails, but not optimizing at full capacity.
In this article, we will give you everything you need to get your Ecommerce email strategy up to par, including the different types of emails you’ll need in your customer journey, and essential tips to get content, design, data, and deliverability right.
Email marketing strategy: The essentials
Before you send a large number of emails to your customers, it’s important to define your email marketing objectives. After all, to build a house you need a solid foundation. Your objectives will be your foundation.
Writing emails without a solid strategy will run the risk of sending campaigns that aren’t relevant, and that can result in a low click rate or worse – skyrocketing unsubscribe rates. You don’t want this, do you? 🤔
The key question you should be asking yourself here as an Ecommerce company is: What do I want to achieve? Your objectives could include:
Converting new customers
Receiving reviews and feedback
Boosting customer loyalty and communication
Providing customers with information (about special offers, new products, etc.)
Introducing your company and your unique selling points
Of course, you don’t have to pick just one of these objectives, but it is beneficial to have just a few clearly defined objectives. Concentrate on those most important to you, your business, and where you want to grow. This will allow you to utilize your resources efficiently and also means you won’t waste unnecessary time creating email content that provides no added value.
Instead, ensure that your email campaign is perfectly tailored to your needs. Follow a clear objective that you can naturally adapt, modify, or realign over time.
Ecommerce email campaign ideas along the customer journey
As an online shop, there are many types of emails that you could send out. In order to make the most of all email marketing potential, we recommend integrating marketing and transactional emails along the customer lifecycle.
The benefit of focusing on the customer journey is that it allows you to deduce current customer needs and create personalized content.
Here are the seven different email campaigns you should use, depending on your objectives and customer journey:
1. The welcome email
No matter what, first impressions really count. When welcoming a new “member” to your email list, send them a welcome email containing valuable content that will inspire them to continue to engage with new articles. For instance, this is a great opportunity to:
Introduce your company and your products.
Make the subscriber aware of your social media channels.
Provide an overview of what type of emails you will be sending.
Send them a welcome gift to validate their decision to subscribe
Indicate important links.
Ultimately what you want is to convey a positive and trustworthy first impression, which will make your new subscriber look forward to receiving more.
2. The classic newsletter
Once you’ve won over new subscribers, you need to make sure they stay in your list by providing them with valuable content.
Naturally, the exact content depends on your business model and customers. As an Ecommerce company, you can offer the following newsletter content:
Promoting your own products
Guides for your products
A behind-the-scenes look at production
Compelling content and entertainment like videos
Customer interviews and testimonials
Don’t make the mistake of thinking that your newsletter is only there to sell. Sending out newsletters that are too pushy will cause people to unsubscribe from your list, or put a bad taste in their mouth.
Instead this is an opportunity to take an engaged list of potential customers and make them love you. Ask yourself the following questions and create your newsletter accordingly:
What interests my readers?
What questions might they have?
What problems are they currently facing?
How, specifically, can I help them solving these problems?
3. Special occasion newsletters
In addition to your regular newsletter, you can create email campaigns for special events. These can be for holidays such as Christmas, Easter, and Mother’s Day, as well as seasonal events such as the World Cup, the Olympics, or Oktoberfest.
You could even, for example, showcase your expert knowledge in the form of useful tips and tricks, or make readers aware of special offers. Make sure, however, that it all ties back to your company and brand message.
4. Order and shipping confirmations
While you can send out marketing campaigns at any time, transactional emails are triggered by customer action. These include, for example, newsletter subscriptions, invoices, and purchase confirmations.
As an Ecommerce company, your main objective is obviously to promote sales in your online shop. Once a customer buys something, you should first send them an order confirmation and then an email receipt. Once the purchased product is sent for delivery, you can then send them a shipping confirmation.
Transactional emails tend to have higher open rates, as customers already expect to receive your communications and look forward to receiving their purchase.
Make sure you leverage these emails to make your customers aware of other products or special offers. This is the best time for you to upsell, when they are most engaged and you know they are opening the email. Don’t miss the chance. 😉This applies to all types of Ecommerce brands, from global brands to Shopify stores and dropshipping.
5. Customer surveys
Show your customer that their opinion is important to you by sending them customer surveys and other feedback emails. This could target individual products, the entire shop, the service, or all of the above.
Customer surveys are absolutely essential to you for the following reasons:
To check if your communication with customers is clear and coherent.
To obtain and guide the attention of your customers.
To strengthen customer loyalty.
To inspire you with new product ideas.
6. Shopping cart dropouts
Has your customer halted a transaction or left an item in their shopping cart? Remind them with a friendly email! This gives you an additional option to show them similar products and offers, or provide them with buying incentives through discounts.
Don’t give up on any customers! You can send a personalized email to inactive users. This allows you to find out if they are still interested in your services and remind them about your unique products.
If you succeed in winning the customer back, you can surprise them with a “Welcome back” email. You can make a good impression here with the aid of discounts or coupons.
If you don’t receive a reaction following several messages, then it may be best to part ways and remove the contact from your list. Yes, we know it’s always hard to let them go… 😔 but it’s best for everyone this way (more on this below…)
7. Personalized note to your customers
You can engage your customers in a more personal manner and develop a friendly relationship with personalized touches such as a birthday email with coupon.
Think about whether you would like to show appreciation to particular customers – after all, loyalty should be rewarded! For example, cheaper account upgrades are a possibility here.
While we’re on the topic of rewards, you may want to provide incentives for customers and subscribers who recommend you others. Make it easy to recommend your website and shop, and show your appreciation for each customer gained this way.
6 Tips For Successful Email Campaigns
Within each of these campaigns, you always need to keep in mind the 6 key elements of any email strategy: content, design, data, tactics, personalization, and deliverability. To get right to the point, we’ve outlined what you need to consider in each email and included some examples (as well as cautionary tales) to help you with your own campaigns.
1. Spend time on your email content and design
Working on your email content and design should be one of your main concerns in your email marketing strategy. An unengaging subject line won’t entice customers to click on your emails, while poor design reduces the chances that your customers will find the right product for them.
What you want is to first optimize your subject line and preview text. After all, they are the gateways the first things people see in deciding on whether they should open your email or not.
Let’s take a quick look at Etsy as an example. Etsy’s subject lines effectively create something called a curiosity gap. This painfully arises when you feel as if you’re missing “valuable” knowledge, and makes you want to click into that email to find out more. Which fabric is in-season? What are those fresh finds? This is very effective marketing tactic. However, each “preview” text is simply their URL, www.etsy.com which is a missed opportunity to engage the reader some more.
Good content does not rely just on being creative, and good design isn’t just about being beautiful. Good content is about personalization and timeliness. Good design is about inciting an action.
This is especially impactful for Ecommerce where a sale is just a click away, and good content paired with good design can effectively drive clicks.
This Black Friday email by Julep fulfills the basic rules of smart email marketing by (1) knowing how to sell what it wants to sell, (2) writing good, creative, holiday-oriented copy and (3) ensuring responsive design across all devices and inboxes.
The header immediately introduces the email content (hint: it’s Black Friday sales!); the multi-column design blends image and text into creating compelling copy that guides customer attention. The Call-to-Action (CTA) button (SHOP NOW) also is strategically placed above-the-fold alongside the content. Customers don’t have to scroll down to see these great deals ($19.99 instead of $82), inciting them to click on the CTA.
2. Know the difference between marketing email, automated email, and transactional email
Learning the different types of emails will not only allow you to target different audiences, but to also target the same audiences in a variety of ways. Sending identical promotional emails every single time with just slightly-altered copies can quickly lead to a smash of the unsubscribe button.
As with all marketing efforts, email-marketing should be diverse and creative. As an Ecommerce business, you will be sending 3 main categories of emails – transactional emails, marketing emails, and automated emails.
Transactional emails are the types of emails you send out to customers after they’ve done an action. These emails can be purchase confirmations, account verifications, or password resets.
This confirmation email by Harry’s does its intended job and more. In addition to ensuring that your order has, indeed, arrived, it’s also included some quick shaving tips for customers to read. Beyond just trying to drive sales, they’re trying to drive engagement, loyalty, and through education they are growing their connection to their audience.
On the other hand, marketing emails are bulk emails you send to your subscribed customers. This marketing email from New York & Company contains two types of promotions. The top section includes coupons encouraging customers to spend more to save more. The email’s main body introduces the arrival of their new collections by introducing a sale on their kimono sleeve sweater, for that perfect autumn aesthetic. Get creative and create value where customers had not seen. That’s showbiz marketing baby!
Finally, automated emails are triggered by milestones. They can be automated in many ways, depending on your analysis of customer data. Automated emails can include welcome emails, feedback emails, anniversary emails, and retention emails. For example, if a user purchased a product from your store, you can send an automated email one week later to how they are liking it, whether they would like to buy one for a friend, or perhaps write a review on your site.
Of course, when you’re new to sending these different types of email, you’re bound to make a couple mistakes, or miss out on some things. Before sending emails or committing a template, make sure to pull your teammates into the email builder to have them provide their comments, and be sure to A/B test your campaigns to identify which piece of content, design, subject line, or CTAs drive the most engagement.
One email not to send, however, is from a useless “no-reply” address. “No reply” emails are those annoying emails you get from businesses sometimes who are making it very clear they don’t want to hear from you. Not only is it a little rude, almost more importantly it can negatively impact your business as it is often flagged as spam.
3. Don’t ask for subscribers, incentivize subscription
One thing that you need to include is an unsubscribe button in your channels. Yes, adding this will mean your list may decrease in size, but more importantly it lets your audience do the different work of cleaning your contact lists for you. By removing customers who’d rather not see your emails, you are ensuring that only those most active engaged users are being sent an email, which in turn means you are (1) spending less money sending emails to people who won’t open them anyways, or worse would mark it as spam, and (2) increasing your domain and IP reputation with ISPs and inboxes.
One of Mailjet’s enterprise users, Videostream, knows the value of this all too well. With the help of a Customer Success Manager, Videostream cleaned their list from 1.2M contacts to 120K contacts. This 10x decrease in users actually resulted in a 5x more total opens, and an increase in ROI of 10x. This is because the more people receive unwanted emails from you, the less likely it is you will land in the inbox of those who do in fact like you. Here’s a full case study on how Videostream accomplished this.
4. Track and use your data
Data should serve as the bedrock of your email marketing campaigns. Considering different buyer personas and the customer lifecycle in your email marketing will allow you to send the right email to the right people. Whether it is creating promotional holiday emails, or segmenting people into different groups, data will help you send the relevant emails to the right people.
Useful email metrics to consider when using Mailjet’s platform include how many emails have been sent, delivered, opened and clicked. Sent is a way of saying that the recipients’ servers have received the emails, and delivered means that the recipients can now read them…somewhere (in their inbox? Spam? Mystery. Well, kinda.). The opened rate shows how many people have opened their emails, and the clicked rate shows how many times your customers have clicked on a link in your emails since receiving them.
Other types of data that you want to track, of course, are related to the types of customers you want to target. Getting actionable customer insights will help you send the right types of emails to the right segments, and create engaging, personalized emails.
Even the most successful email campaign can be improved. So you need to keep testing your performance.
Which email subject line has the best opening rate? Which links and call-to-action buttons generate the most clicks? Which email content was uninteresting for your subscribers? Ask yourself these questions and adjust your content accordingly.
You can use A/B testing to compare different types of content and then see which alternative was received most positively by your customers.
You can use a tracking function for a step-by-step breakdown of if and when an email has been opened, and which links and widgets were used. With this knowledge, you can improve and adjust your future campaigns.
Segmentation can also be carried out based on this evaluation. You can send personalized email content and build an optimized list of newsletter subscribers.
6. Deliver on your Deliverability
Improving your deliverability – the rate at which your email reaches your customers’ inboxes – is of utmost importance to ensure that your emails do not go not into the spam folder, where emails go to die.
Essentially, all of the previous tips lead up to getting a higher deliverability rate for your Ecommerce business. Creating compelling, data-driven email copies will increase the open rates and click rates, which improve your sender reputation. Your contact list should be constantly updated and adequately segmented so that the right people receive the right emails.
To get high delivery rates, have a good, reliable email service provider (we recommend Mailjet). There are many marketing platforms that can send your emails, and have become particularly good at providing both a CRM and an email system, however these tools are often good at a few things but are simply not as strong in email deliverability as an email service provider can be.
This is primarily because good deliverability requires three things that take time, resources, and a commitment to email: (1) strong and on-going relationships with inbox providers, (2) robust infrastructure and third party vetting tools like Mailjet’s partnership with 250ok, and (3) devoted deliverability experts to help maintain quality domain and IP addresses for senders like you.
On your side of the equation, you will need to enable your Sender Policy Framework (SPF) and Domain Keys Identified Mail Option (DKIM). These allow your ISPs to recognize the fact that your emails come from a reliable, authorized system, and prevent spammers from stealing the identity of legitimate identities. Mailjet provides an easy-to-follow guide to do this.
In summary, here are some digestible email tips for Ecommerce businesses: Tip 1: Marry good content with smart design to drive customers towards your products. Tip 2: Learning different kinds of email will really allow you to take advantage of email’s sweet ROI. And don’t do no-reply emails. It’s bad for business. Tip 3: Take multi-channel approaches to incentivize subscription. But make it also easy to unsubscribe to make sure that you’re not sending emails to people who will never read your emails. Tip 4: Tracking data on customers and email will help indicate what works and what doesn’t. Tip 5: Personalize and segment your email campaigns, putting in that little extra effort on each campaign and in data collection will go a long long way in standing out from the crowd. Tip 6: Make sure your emails don’t go in the spam folder by sending emails smartly and following the previous tips.
Now it’s your turn!
You are now ready to make the most of email marketing for your Ecommerce company. You know you need an effective email marketing strategy, how to create and manage email lists, and which types of emails are just waiting for you to use them.
Mailjet offers you all of the email functions and tools that online shops need for this purpose. Don’t miss any more opportunities for your Ecommerce business. Simply log into Mailjet or set up a free account:
Have you tried any of these email campaigns? How did it go? Share it with us on Twitter. And why not sign up to our newsletter? 😉
This blog post is contains parts from an old post “7 Emails for Small Online Shops”, published on the Mailjet blog on September 25th, 2018 by Jan Bernecke.
Getting ready for Halloween is fun but it can be hard work too. Hollowing out a pumpkin. Carefully applying fake blood. Trying to put together a costume to rival Chica the spider-dog’s. Like most prep, crafting a Halloween email campaign that gives your subscriber goosebumps (in a good way), takes preparation and creativity.
To help you out, we’ve handpicked some scarily good ideas to help you spice up your Halloween emails. Check out these tips and start brainstorming how to turn your campaigns from good to… devilishly good. 😏
Include a trick and a treat in your Halloween emails
Ensure your Halloween email marketing looks devilishly good
Halloween is the perfect opportunity to dress up your emails to give them an edge. Mango stays true to its personality with this elegant, yet rather cheeky, message. The title is eye-catching, set in sharp contrast against the white background, and the paragraph adds a twist, combining its spooky theme with some intrigue.
Mango’s Halloween email design is elegant and clean.
Create Halloween emails that build up the suspense
A mystery deal can be a great way to keep your subscriber hooked and get them to visit your website. Pull & Bear’s ‘Trick or Treat’ Halloween email campaign invites customers to play a virtual scratch game to win a discount.
Spicing up your emails with a sense of mystery will help your click-through rate, as your contacts are likely to be tempted to try their luck, which will translate into visits to your website.
Try including a game, like Pull & Bear does in its Halloween email campaign.
Customize your Halloween email marketing
Subscribers are mostly engaged by helpful, relevant email. This can be anything from including on-trend topics, customizing email to their preferences, or catering for their Halloween needs.
This NOT ON THE HIGH STREET.com campaign includes useful content for the time-strapped shopper, with links to everything one might need for the perfect Halloween party, from sweet treats to fancy dresses.
Let the reader know that you have a cure for all their pain points, that you have what they are looking for, and that they won’t need to look anywhere else. They won’t need to do any tiring Halloween costume hunting after work or spend endless evenings crafting decorations. Their Halloween party can be sorted in just a few magical clicks!
NOT ON THE HIGH STREET’s email includes everything you need to enjoy this Halloween.
Free all kinds of creative monsters in your Halloween emails
Make your Halloween email stand out by being bold and using fresh, innovative content. Lands End does this cleverly, by bringing its products to life with the use of an animation, an element that will most definitely attract the reader’s attention. They also give their email a different twist, opting for ‘Black Magic’ as their title, rather than the usual ‘Trick or Treat’ They even top it off with a short Halloween themed poem.
Be creative, innovative and original and you’ll see how your effort pays off.
Want to see the animation in Lands End’s Halloween email? Check it out here
Bonus: Adapt your Halloween email marketing to your industry
While for some industries Halloween-ifying their email content can be quite straight-forward , others might have a bit of brainstorming to do. If you’re not feeling your most creative self today, here are a few ideas on how to give your holiday metrics some oomph:
E-commerce Halloween emails
Bring your products to life in Halloween style. List the essential ingredients for the perfect party, and let the reader know that you have everything they need for it.
Software Halloween emails
Add a spooky twist to your product, perhaps include an invite to an exclusive Halloween event, or unlock some scarily remarkable feature or content.
Travel & Experiences Halloween emails
Draw together some Halloween events or experience days local to your subscriber, or use this opportunity to promote some inspiring destinations. Many places have their own local traditions around Halloween (like Día de los Muertos), it could be a great opportunity to promote them!
Food & Spirits Halloween emails
Give your contacts Halloween recipes so good your readers will want to stay up cooking all night. Focus on classic ingredients (pumpkin!) and on spooky-looking dishes. Want to make it even better? Run a contest and ask your subscribers to share photos of their creations with you. User generated content will be your new best friend!
Beauty & Well-being email Halloween emails
Let your subscribers know that whether they want the perfect make-up for their costume or they actually want to look a bit less like a monster, your products can do the magic.
These marketers know that it takes work to turn a great idea into great copy and design. Draw inspiration from these campaigns and make sure your email wins best-dressed in the Halloween inbox. As for your own winning costume, you might need to look elsewhere. Happy Halloween!
Do you have any great ideas or advice for a Halloween campaign? Feel free to share them with us on Twitter!
This blog post is an updated version of the post “Fright School Friday: Email That Wins The Holiday Inbox“, published on the Mailjet blog on October 30th, 2015 by Sasha Seddon.