Where do you start when you want to build a relationship with your customers? The inbox. We’ve been sending emails since the 1970s, but email marketing doesn’t have to be trapped in the dial-up era. Accelerate your email campaign capabilities with a flexible, easy-to-use solution with an advanced drag-and-drop email builder like Mailjet. Looking for an API-based email solution? Mailgun powers some of the world's leading platforms like Lyft, Shopify, and the NHL.
Promote your products. Sell your services. Tell a story. Connect with your audience.
All through email.
Marketing emails serve as one-to-many communication from an organization to a mailing list of customers, prospects, or partners. It’s one of the most cost-effective digital marketing techniques to reach, engage, and retain customers. No other marketing channel gets you so up-close and personal with your customers. With an ROI of 42:1, the real question is, how can you make email marketing work for you?
Of course, that requires that you send the right email to the right people at the right time. Working with email marketing services can help you send email campaigns that are effective and ensure successful email delivery.
Types of email marketing campaigns
Every day, subscribers receive hundreds of different emails from organizations. Each type of email marketing accomplishes different objectives:
Newsletters bring together thought leadership and storytelling to build trust
Blog emails promote top-of-funnel content to encourage web traffic
Welcome emails give the best first impression to new subscribers
Promotional emails advertise special offers or discounts to drive purchases
Product announcements launch new products or services for ecommerce or your online store
Nurture emails invite additional engagement with a brand, such as webinar invitations, VIP events, gated content offers on specific landing pages, and more
Transactional emails manage the nuts and bolts of a sale, such as an automatic invoice, receipt, or credit card notice
Retention emails ask for renewal or provide recommendations on additional products or services
...and so many more. Email marketing can be whatever you want it to be - it’s all about getting your current audience to know and trust your brand.
Mailgun and Mailjet's suite of solutions is designed to help large and small businesses optimize their email marketing automation with deliverability tools and reputation-focused products that meet your email marketing goals.
What metrics measure the success of your email marketing strategy?
What defines a successful email marketing program?
How relevant your email campaigns are to your subscribers. Whether you’re email 10 people or 10 million people, you need to know how you’re performing to be able to improve as an email marketer.
Measure your email marketing campaigns through:
Open rates show how many subscribers viewed your email
Click-through rates measure how many recipients engaged with your email in some way
Bounce rates represent how many emails didn’t make it to a subscriber’s inbox
Spam complaints refer to when a subscriber marks your email as spam
Mailjet tracks your email marketing performance in real-time so you always know how your email campaigns stack up.
5 top email marketing strategies for your campaigns
So, how do you know which kind of email to send when? And what should it say?
Improving your email marketing campaigns involves many moving parts, including reliable email list management, robust deliverability practices, and of course, the responsive email design and the content itself.
Sound overwhelming? It doesn’t have to be. Try these four tried-and-true email marketing strategies.
PERSONALIZE AND SEGMENT
The best email marketing is targeted and personalized.
Hi, <First Name> is just the beginning.
You wouldn’t post the same exact message to every social media account. So don’t send the same email to your entire email list.
Targeted emails, segmented based on where your users are in the sales funnel, show your subscribers that you care about them - and that you’re worth listening to. Segment your lists based on:
What landing pages they’ve visited
Which content marketing efforts they’ve responded to
Current customers or past customers
Whether or not they’ve contacted customer service before
Email signup form preferences
Mailjet’s email marketing solution includes a number of recipient variables that you can integrate into your email templates to achieve a highly personalized experience for your recipients.
Build a positive reputation by keeping your email list squeaky clean
You can have the best email content, coolest subject line, and most exciting promotional offer in the world...but if your email deliverability isn’t ready for primetime, then no one will ever read it. Managing your deliverability requires a strong email list — and with regulations like GDPR, CAN-SPAM, and more, you’ll want to make sure you’ve done your due diligence with each marketing contact and unsubscribe.
By putting a proper email list cleaning protocol in place with an email checker, you can achieve greater deliverability and improve your email performance. Mailjet verifies each email address so you know you’re sending to a real person and that they’ve opted in to receive your emails.
Discover what resonates with your audience with A/B testing
When in doubt? Test it.
Even the best email marketers need data to know how they’re performing. Increasing open rates, click-through rates, conversion, and more requires testing. Some ideas to get you started:
Battle two different email templates to measure engagement
Test which CTA button colors (or no CTA at all!) increases sales
When A/B testing, Mailjet’s email service offers up to 10 different versions of your email campaigns, so you can see which has the best email marketing result. Using Mailjet's Inbox Preview, you can also see exactly how your email is going to display in popular email clients like Gmail or Apple Mail, including on mobile devices.
Send your email marketing campaigns at the perfect time
Get the timing and frequency right.
Effective email marketing strikes a delicate balance to stay top-of-mind with an audience. You don’t want to send too many emails - or emails that stay unread at the bottom of an inbox.
Each contact's behavior is unique, so why treat them all the same? Mailgun’s Send Time Optimization delivers each email to your customer when it's the perfect time for them, based on that specific user's previous engagement with other Mailgun emails. Never guess again, whether you’re sending to Gmail, Outlook, Yahoo, or another inbox provider.
Alternatively, Mailjet's email analytics can help you find patterns when it comes to opens and clicks so you can determine the optimal day, time, and frequency for your messaging. Send Time Optimization is coming soon to Mailjet.
LEAD WITH CONTENT
Put yourself in your email subscriber’s shoes
Why should someone open your email?
From the moment they opt-in to receiving your emails, you have an opportunity to impress your subscribers. Limiting your email marketing efforts to bottom-of-the-funnel promotions only tires out your audience. Mix-and-match your email marketing to create a conversation that provides valuable information at all states of the funnel.
Great emails add value to your subscribers in some way. Whether that’s an email newsletter full of helpful tips and resources or an invitation to an exciting event, you need to earn trust from your subscribers before you can ask them for more.
How to find an email marketing service that’s right for you
From email templates to A/B testing to advanced analytics that examine open rates and other metrics, email service providers (also known as CRM) create behind-the-scenes magic so your recipients not only receive your messages, but look forward to reading them.
When you’re looking for a platform to send marketing emails, there are some features you can’t live without:
Email marketing automation
Save time by automating regularly scheduled emails like your welcome emails, abandoned cart, autoresponders, follow-ups, and more
Email list segmentation
Send different emails to different parts of your audience based on what they care about - and how you can best serve them
A/B testing and analytics
Understand how you’re performing and optimize for more opens, clicks, and engagement.
Mailjet offers the ideal email solution for email marketing teams, no HTML required. The drag-and-drop editor is the most advanced on the market with unique features like Real-Time Collaboration with your colleagues and Comments right inside the email builder.
If you need to create beautiful emails effortlessly and send bulk messages with high deliverability, Mailjet’s email marketing solution is a perfect fit for you.
Additional email marketing tools and support you’ll get when you sign up for Mailjet include:
Scalability – Our technology can handle your email marketing needs, whether that’s 10 emails or 10 million. Even better, you can separate each type of email (email newsletters, transactional emails, etc.) by domain and IP address so you can build a positive reputation for better deliverability.
Personalization – From the look of your emails to the content they contain, Mailjet’s Recipient Variables and Dynamic Content help you personalize email campaigns for each user segment and individual.
Email support – Every Mailgun and Mailjet customer can contact our dedicated customer service team for onboarding help, questions, troubleshooting, and more. You can also ask about a number of other support options including an online help center library, calling phone support, starting a live chat, or submitting a support ticket.
Deliverability – Before your message is even created, you’ll need a strong mailing list. We can verify each and every email address to make sure its legit, which protects your sender reputation. As part of our managed service, we also provide ongoing deliverability consulting and proactive strategy help tailored to your specific use case.
Analytics – It’s important that your email marketing software provides real-time updates on how your mass emails perform. That’s the only way you will be able to grasp which types of email marketing campaigns are working best for you. See opens, clicks, performance by mailbox provider, device types, and more with Mailjet.