Happy Monday! This week we sat down with Jeremy Viault, Product Marketing Manager at Mailjet. Jeremy talks about the importance of thinking globally and using customer feedback to evolve, as well as where he sees the future of email headed.
What do you do for Mailjet?
I am the Product Marketing Manager, a newly created role at Mailjet. My responsibilities are to improve the customer’s understanding of every single functionality in the software. I make sure that we provide users with the features they need and the necessary materials to support these. It’s hard work making sure that sent emails will actually land in the contact’s inbox, so we work closely with ISP and email service providers to ensure the best deliverability on the market. We also put a lot of effort into providing users with an interface and marketing materials in four languages (English, French, Spanish and German), to make sure the experience is as intuitive and efficient as possible.
What does a typical day look like for you?
No day is the same, I have to say. I usually start off by reading the news, making sure I’m up to date with the email industry, and marketing in general. I need to be aware of what’s happening in the world, as the field of email marketing is still evolving quite a lot and I think about Mailjet’s position on a global level.
I normally spend a lot of time with the Product Team, discussing new features we will develop and improvements we can make to current features. It’s important to make sure that our product is consistent with the evolution of the market, and also with customer feedback. I look at the NPS (Net Promoter Score), whereby users rate Mailjet from 0 to 10. From this, we can understand the evolution of customer perception and use this to develop our ideas. So far, it seems that people are very happy with Mailjet. Looking back over the records, we can see that customer questions and Mailjet feedback has evolved together, which is great as we are listening to our customer in order to adapt and improve.
I also look at Support tickets to find out what isn’t working with the software or our materials explaining how to use it. An example solution is to provide customers with guidance inside the application, or more user-friendly error messages.
What is the most interesting aspect of your job at Mailjet?
What I love about my role is it’s amazing balance between art and science. In product marketing, you need to be able to use data to support your decision-making, and yet you also need to think outside of the box in order to meet and overreach customer expectations. What’s great about working at Mailjet is that we provide services to others marketers, so I can easily put myself in their shoes.
Where do you see email marketing going in the next few years?
It’s been said that email is dead, but this isn’t true. When you look at new technology, for example the Apple Watch, users can still read and send email on these.
One big issue in email marketing, especially in Europe, is the control that users want over what they receive. With the emergence of permission marketing, there’s now an effort being made to give consumers more control. I believe that providing users with more targeted offers and having real-time personalization, e.g. short-term sales customized to the individual, will also be key future trends in email marketing.