1. Why You Should Be A/B Testing Your Emails


    Do you A/B test your email campaigns? If you don’t you’re missing out on a lot of valuable data that can help increase the performance of your campaigns. A/B testing - or split testing - is a simple way to try out new ideas, understand user behavior and optimize conversion. With simple tools such as Unbounce, testing features have become more accessible than ever and made it easy for marketers to run experiments on their websites and landing pages, and learn from the results.

    But A/B testing isn’t just for web designers: email marketers too can benefit from applying testing principles to their email campaigns. It can help you get the things right that matter the most in email marketing: your subject line, copy wording, and call-to-action. Instead of going with your intuition, testing your emails before sending your campaign can give you insights into how you can best appeal to your audience and create great results.

    If you still don’t think that testing your emails is worth your time, here are three reasons to get you convinced:

    1. Understand your audience

    Testing your email campaigns on a small part of your contact list before you send them out to everyone helps you understand how your audience responds to different messages. You probably already have a good understanding of your target group and how it responds to your emails. But instead of going with your gut feeling and assumptions, A/B testing gives you results based on actual behavior that is valuable in getting to know your audience.

    Why is it important to know your audience? Because you want your emails to be effective. The more you know about the people that are going to read your emails, the better you know how to craft your message. How to appeal to them with images. When they are most likely to read your emails. Get the picture?

    Testing your emails, analyzing the results, iterating and then testing some more gives you valuable insights to better understand your audience.


    2. Get Creative

    Another great opportunity in testing your emails is to try out new ideas on your audience. When you’re creating a newsletter, you probably have several different ideas when it comes to choosing the right wording for your subject line or exactly the right call-to-action to encourage your audience to click on your link. You might end up picking one based on your assumptions, in which case a lot of other ideas get lost and are never used. 

    Instead, try testing several of your ideas at once before choosing which one to use in your final newsletter. It gives you the chance to get creative with your ideas and see how they work with your audience.

    For example, you can try testing two versions of a subject line - a short and a long version - to see which one generates more opens, or which one is more mobile friendly. The results of your test will give you idea as to what works better with your audience.

    Remember to focus on just one element of your email for each test though. Pick one thing on your newsletter and test different versions of it, such as subject line, main image, call-to-action, or headline. If you test several things at once, even if you end up with a positive result, you won’t be able to determine why. Instead, focus the test on just one element and your results will be much more useful since you’ll know exactly what caused the result.

    That doesn’t mean you should be afraid to use a more complex tool like A/x testing. A/x testing allows you to combine multiple elements (subject line, image) to test up to 10 versions of your email at once. As long as you focus your goal on just one element - testing 10 different subject lines while holding everything else constant - you can get even more granular results.


    3. Fuel your future campaigns - and keep testing

    Once you’ve gotten into a routine of running tests regularly, you will start building up data that can help you optimize and make the most out of your campaigns. Your test results will give you a stronger basis for making decisions on your newsletter creative. Rather than going with your intuition, your test results will give you data and statistics to base your decisions on.

    It’s important to remember that testing shouldn’t be a one-off project. Since your contact list grows and changes over time, so will your audience and its preferences. And you should keep testing to make sure you follow the change and adapt your message with it.

    A good idea is to also follow changes in the way emails are displayed by different email providers and on different devices, as this can have an big impact on how your campaigns perform. For example, an email looks very different on a desktop compared to on a smartwatch. By gathering results from tests targeted at different providers and platforms, you’ll learn how they differ, which will give you a chance to adjust and adapt your campaigns to the results.

    So there you have it. Testing your campaigns will help you make the most out of your emailing efforts and give you valuable input on how to put together your campaign creative.

    Now it’s time to hear from you: How are you testing your email campaigns? If you don’t already, get going and start your first experiment. We’d love to hear about your experiences!

  2. #MailjetHolidays take-off at E-Commerce Paris 2014!


    Ecommerce pros, come and meet the Mailjet crew during the 2014 edition of the E-Commerce Paris Salon, from September 23 to 25. Visit us at our boarding gate F 074. Discover our new services and try to win one of our partners prizes: Parrot, France Bag and Easyjet! During this event, we will also give you advice to properly prepare your emails campaigns for the upcoming Holiday Season #MailjetHolidays!

    Thursday September 25, from 2.45PM onwards, will be our workshop. Titled “How to Optimize Email ROI for the Holidays!”, it will be hosted by Edouard Level, VP Sales at Mailjet, and will happen in Room 5. During this presentation, we will review all the key steps to send the most relevant and effective messages during this time of the year, a critical period for every ecommerce actor.

    The same day, from 2PM to 2.45PM, Alexis Renard, CEO of Mailjet, will be a guest speaker during the roundtable about “The consumer as a key to an efficient cross-canal strategy”. It will be hosted by Hopscotch, and will take place in Room 11.

    Please take note that you have to register to attend those different events. Online registration is free. On-site registration will cost you 30 €.

    Don’t hesitate and come see us! We will be pleased to guide and assist you during your visit. See you soon at E-Commerce Paris Salon!

  3. 3 Ways the Apple Watch Will Change Email Marketing


    by David Andersen

    With the unveiling of the Apple Watch last week, the upcoming smartwatch from, you guessed it, Apple, CEO Tim Cook showed off a product that is crammed with functionality and is set to change the way we use technology for communicating and interacting with others. One of the  apps that was shown off during the keynote presentation was, not surprisingly, email. While not offering a full-fledged email client, the Apple Watch will show new incoming emails and even allow users to respond to them directly on the stamp-sized screen. In essence, using the watch to handle email will be a minimalistic experience.

    That doesn’t mean that the Apple Watch won’t be an interesting platform for email marketing purposes. But it will require marketers to think different and consider how they can take advantage of the limited screen space in engaging with their audience through email.

    In helping you achieve this and prepare for the release of the Apple Watch next year, here are three ways we think the new smart-device will change email marketing:

    Leverage The Power of Short Notifications

    Apps like Yo have shown the potential of minimalistic notifications in interaction with users. Similarly, marketers can use short bite-sized emails as notifications to keep users updated and engaged about their product or service. Imagine short messages, similar to tweets, being sent to the Apple Watch display, with information such as news headlines, weather forecasts, product updates etc. The challenge here will be to use the limited space on the display as effectively as possible, which brings us to our next point…

    Embrace the Subject Line

    A 42mm screen doesn’t offer a lot space for the things you usually include in your marketing emails such as copy, links, images and call-to-actions. As such, the things that are shown on the watch are of even greater importance. The first thing a user will see on their wrist when a new email arrives is the headline.

    As email marketers already know, subject lines are the way to a high open-rate and the first step to a successful campaign. The importance of a strong subject line will be taken to new heights on the Apple Watch however, since the space and time you have to grab the attention of your users is limited. So be sure to put emphasis on creating subject lines that are short, precise and relevant to your audience.

    Understand the Handoff

    Apple showed off how the new iOS8 feature named Handoff works with their new watch. The feature is essentially designed for users to open new emails on one device, in this case the smartwatch, and then pull out their iPhone, where the same email will be open and ready for the user to respond or take action. This new two-step user flow presents marketers with new opportunities for getting their message across to users and encouraging them to take action. For example, the headlines and sub-headlines that are shown on the watch display could be used as teasers for the content of the email, encouraging recipients to grab their smartphone, read the full message and take action.

    In the end, the launch of the Apple Watch and similar wearable devices will mark the start of a new era of email consumption, in which emails are opened and read on your wrist. It will be an interesting to follow how the wearable tech-trend will change not just how email is consumed, but also how email campaigns can be optimized to make for a big experience on even the most miniature devices.

  4. Fueled Hackathon: Supporting the White House Safety Data Initiative


    It’s a packed month ahead for the Mailjet NY team! This weekend, we’re sponsoring the inaugural Fueled Hackathon in Soho, NY. Fueled is unique in that they’re partnering with the White House to bring developers and designers together to hack up great ideas! For two days, these creative individuals will be building apps with data from the Safety Data Initiative.

    Chromebooks will be making an appearance again - the team with the best use of Mailjet’s API will be going home with sleek new laptops! Sign up here and swing on by Fueled’s coworking space to hack, win some awesome prizes and make a difference!


    Tyler Nappy
    Developer Evangelist

  5. Mailjet Monday: Matt Ciel



    Happy Monday! This week, we sat down to chat with Matt Ciel, our first sales hire in the U.S. Matt is working with our growing team in New York to expand our brand presence and build relationships in the local startup community.

    What do you do for Mailjet?

    I work on Enterprise Sales, which involves working with companies who send large amounts of bulk email. I manage the entire sales cycle, from prospecting to closing. The thing that’s great about email is that it’s a versatile product. Companies of all stages, from SMBs to enterprise use email because it’s easy to set up and has a great ROI. It’s also a universal form of communication compared to other social media channels. It’s the best way to reach customers because everyone has an email address.

    One most surprising thing you’ve learned about email so far?

    I didn’t realize how much goes into creating an email campaign. You’re always testing, optimizing after each send and improving your technique. And between designing through HTML and using APIs, you can get really creative with your emails.

    What does a typical day look like for you?

    First thing in the morning I come in and try to file as many calls as I can - inbound leads as well as prospecting new opportunities. Depending on how busy I am that day, these meetings usually take me through mid-afternoon. Then, I spend most afternoons reviewing and brainstorming new sales techniques to use at scale.

    Tell us about your favorite Mailjet moment.

    I recently visited the Paris HQ to meet the team for the first time. It was my first time in Paris, so that in itself was a memorable experience, but the best moment by far was when the team took me up to the top of the Eiffel Tower. To fully soak in the experience, we climbed the steps and sipped on champagne at the top of the tower.

    What’s on the radar for Mailjet in the coming months?

    Most recently we launched some exciting new features. Of these, A/x testing is one of our favorites. It puts us above and beyond what our competitors are doing now and takes us closer to our goal of being the all-in-one email service provider that helps customers easily innovate with email.

    I’m also attending a few conferences in the NYC area in the coming weeks. There’s NewCo (which we’re also sponsoring) on October 1 - 2 and eData Source Symposium 2014 on October 9th. If any of you are going to be there, definitely come say hi and chat email!

  6. Flight School Friday: Developing for Deliverability



    Last Friday, we talked about how marketers can use a reconfirmation email to clean their lists and improve deliverability. But don’t think you’re off the hook, developers. Deliverability is not just a term for marketers. There are a number of API “hacks” that can be done to boost your deliverability rate.

    But first, what exactly is deliverability? It’s the number of emails that are successfully delivered into the inbox. The higher your rate, the more customers you are reaching. There are many factors that play into the success of an email landing in the inbox - ISPs, throttling, bounces and being marked as spam. A high deliverability rate requires being on top of latest email trends as well as regular maintenance. But more importantly, it takes a lot of teamwork and communication between your deliverability, marketing and IT teams.

    Here are some API use cases that your team can set in place to help automate the deliverability process:

    Remove bounced addresses

    Use Mailjet’s Event API to track and remove bounced addresses from your contact list:

    1) Create a webhook. This tracks all of the important email KPIs (clicks, opens, bounces) and does a post request each time a customer interacts with your email.

    2) Then, do a call to our API to remove bounced email addresses from your master list.

    A high bounce rate can damage your sender reputation with ISPs, because it typically indicates that you might be practicing spammer behavior. There are a variety of reasons why an email might bounce; a more legitimate reason being that a customer mistyped their email address, but other times you’ve emailed a spam trap. A spam trap is when ISPs recycle an old, inactive email address that is no longer in use to catch spammers that buy or rent old email lists. Even if you are following best practices, when a customer opts-in to your mailing list and stops using their email address or switches over to a new address, you can potentially fall into this trap. Regularly cleaning your lists will help sweep for these inactive email addresses.

    Create Rules & Segment

    Even better, combine the Event API and Send API to segment inactive customers and re-engage them with a triggered email. Using the Event API, you can create rules to automatically filter out inactive customers (typically customers who have not opened or clicked an email in the past 3 - 6 months) and then connect this to the Send API to send a “We’ve Missed You!” email.

    Re-engaging customers will not only lower spam complaint rates, but also helps you leverage untapped revenue. The average unsubscribe rate is 20% - of this percentage, there are customers that might simply just be overwhelmed with a full inbox or have forgotten the value of subscribing to your emails.


    Using the Send API, you can create rules to personalize emails with customer data. Code emails to address a customer by name in the subject line, or refer to their last purchase/action on your site.

    To personalize, be sure that you are already tracking this customer data somewhere in the sign-up funnel and that your email lists are well organized before you upload them onto your account.

    Personalizing emails with customer-specific content will drive higher opens and clicks, resulting in a higher sender reputation with ISPs.

    Let us know what other API “hacks” you’ve used for deliverability in the comments below!

  7. Next stop: API World Conference in San Fran


    Hey everyone!

    I’m excited to announce that Mailjet is sponsoring the API World Conference in San Francisco this coming week. We’ll be kicking off this weekend, with a hackathon where teams will have 36 hours to build big data or API related apps. And if you’re not registered yet, good news is there’s still time! If you’re in the area - stop by and hack away.

    We have some awesome prizes up for grabs for those of you that hack with our API! The team that best uses our API will be going home with three chromebooks (along with a bunch of other Mailjet swag). I’m super excited to see what everyone builds!

    Then, Dataweek + API World Conference will follow from Monday, September 15 to Wednesday, September 17. Come by, say hello and check out some of the amazing speakers they have lined up!

    Hope to see you there!

    Developer Evangelist

  8. A/x testing? That’s weird!


    A new term’s been surfacing up a lot on our blog, newsletter and website recently; A/x testing. But what exactly does it involve? Your immediate thought might be, “it sounds like A/B testing but taken to infinity?” Good guess, but it’s not quite as scary!

    To put it simply, A/x testing is a multivariate testing tool that allows you to test the performance of up to 10 different email campaigns. Through this tool, you’ll be able to use a mix of four variables; Subject Line, Sender Name, Reply to Name and Email Content, to create various email versions and run them through the test. This is a quicker process than your traditional A/B testing that tests one variable at a time.

    To give you a better idea, let’s say you want to send an email campaign with an optimized subject line and sender name. With A/B testing, you’d have to run two tests - one for each variable, but with A/x testing, you can test both with just one test.


    When first getting started with A/x testing, you’ll want to keep these four points in mind:

    1) Pencil it in

    There are two ways to implement your A/x test, either send now or schedule for a later date. Often marketers put off testing because they don’t have the resources or time to do so. Being able to schedule your A/x test for a later time allows you to create the campaign when your workload allows and plan ahead to analyze the results once the test is complete.

    2) Sample Size

    You’ll also want to send to a smaller, randomized portion of your contact list to test for the most optimized email version before sending to the rest of your contact list. Never send blindly again - support each email decision with hard data.

    3) And the winner is…

    From the very beginning of the testing phase, keep in mind what activity you’d ultimately like to track and it’s corresponding KPI. If you’re looking to find the winning email combination that will drive most website traffic, you might want to select “click rate” as your winning criteria. If you want to test the effectiveness of the sender name and subject line, you might want to select “open rate” as your winning criteria.

    4) Length of test

    Based on the average engagement of your contact list and the variable tested, you may want to adjust the length of your email test accordingly.

    Happy testing! Stay tuned for more A/x testing tips in the coming weeks.

  9. Why All Students Should Join a Startup


    By Natacha Pradere

    My two months as a student intern with Mailjet comes to a close this week. I feel so lucky to have spent my summer diving head first into the world of tech, startups and the vibrant city of New York.

    The Mailjet team immediately took me in as a team member from day one, asking me to share my general interests - allowing me to have a hand in shaping my own learning path for the summer. Working at a startup is a great opportunity for students looking to get a taste of a wide range of job functions. I myself, started the summer being unsure of my career path, but knew that I had a general interest in technology, engineering, design and communication.

    My first few weeks consisted of learning to program in Ruby. As soon as I felt comfortable, I paired my newly developed skills with my previous design experience to build landing pages for various marketing initiatives. Learning to code and applying this knowledge in a real-life work environment has given me confidence I could not imagine gaining in class.

    A cool longer term project I worked on was creating a button that can track the cups of coffee made each day at HQ and update our About Us page on our website. I used an Arduino microntroller to code and build the device.  Each time the button is pushed, the counter data is then sent to a wifi transmitter linked to Thinkspeak’s API, which will continually keep track of the coffee we drink. Additionallly, the device has an LCD screen that shows passerbyers how much caffeine Mailjet has consumed. Being able to conceptualize a project, trouble shooting issues along the way - these are all invaluable skills picked up from programming and are transferrable to just about any business.

    photo (3).JPG

    I have undoubtedly made brilliant memories that will draw me back in the years to come. Working at the WeWork Fulton offices and attending regular meetups opened opportunities to meet some very passionate, hard-working individuals in the NY startup community. One of the most memorable events being the first ever Mailjet Happy Hour, where we celebrated the launch of a set of new features and a freshly redesigned website. I was able to put my product knowledge to the test when speaking with other attendees. It was certainly inspiring to see all the hard work go into the back end of creating this very tangible product and then celebrate the results with the rest of the community.

    To my fellow students: whether you have an active or passive interest in the startup world, consider that it’s a great place to learn and to be entrepreneurial. I strongly suggest that all students should take at least one role at a startup during their academic careers. You’ll be asked to contribute, you’ll be motivated to hustle and you’ll learn more in a day here than you will at school.

  10. Hacking the Google Glass @ Ubitech


    This past weekend, Mailjet had the awesome opportunity of sponsoring Ubitech’s Google Glass hackathon — a two day event created to challenge and inspire individuals to innovate with Google Glass. For those of you who live under a rock, Google Glass is a wearable eyeglass device, which provides you with a HUD. To interact with the device, users can touch or swipe the side, or simply speak to it. Needless to say, there is huge potential for some groundbreaking applications.

    Most participants came prepped bright and early with their computer in one hand and their Google Glass already on their face. For those in need of a pair, Augmate had a large supply on hand. With the right tools, the hackers were ready to go to work for the next two days.


    And to work they went! There were many fun hacks that have huge potential in helping solve local and global issues. One hacker created an app where a Google Glass wearer can look at someone and the Glass will read back the heartbeat of the individual. This has potential of being a preliminary way for EMTs to assess patients. Another team took on the brave initiative of the NYC war against rats (yes, you read that correctly). Every time a Glass user is near an area with a high concentration of rats, their app would display a notification on the HUD. Users can report rat sightings with a gamified spin to it — the more rats a user spots, the more points they get. The winning team of the hackathon, Intellibins, created an incentivised method for users to recycle smarter. Users can look at an item and Glass will provide directions to the nearest proper recycling station (plastic, aluminum, paper, etc.). Also, users can look at a particular trash/recycling receptacle and Intellibins’ app will say what materials are acceptable to place in it.


    The winner of Mailjet’s prize — Arduino, Raspberry PI, and hardware sensor kit — for the best use of our API was team Double ‘A’.  Double ‘A’ created an app for streamlined AMBER alerts. With their Glass, users can send pertinent information — photos, videos — via email to local police authorities and the app gives updates to parents of the victim. This hack has a lot of potential for aiding child abduction scenarios. Great work, team Double ‘A’!

    Teams have the opportunity to continue working on their projects until October, when they will present their polished finalized app. Looking forward to seeing everyone’s hacks then!


    Tyler Nappy
    Developer Evangelist