1. La French Touch says “Bonjour NY”

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    Last week, we had the pleasure of attending La French Touch, a NYC conference held to celebrate and promote French tech. Along with a group of 200 others, we looked back on the successes and challenges of being a French startup. At times we laughed, other times we sighed in knowing agreement. There were speakers from a range of industries and healthy debate throughout.

    The two-day conference brought together entrepreneurs and investors across both the French and New York tech ecosystems to discuss innovation, business and creativity. “By highlighting our innovative companies, we can show that we are not afraid of the future, we are prepared to make the most if itand that France is a changing country,” Fleur Pellerin said in her keynote.

    When the audience was asked to identify themselves, by show of hands, whether they were of French nationality, US nationality or held dual-status, there was an even distribution. It was neat to see that attendees were evenly split between those who flew in from France and those working for French startups based in NY (like the Mailjet NYC team!).

    For those of you who couldn’t make it out, we’ve put together a few highlights from the conference. It was also recorded — the first day is already up on La French Touch’s Youtube channel.

     

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    WHAT’S THE FRENCH TOUCH?

    “French Touch is..a manner of combining innovation and creativity. The blend of a new approach that shakes the status quo.” Fleur Pellerin, Secretary of State For Foreign Trade

    CHALLENGES OF BEING A FRENCH STARTUP

    “I wanted to avoid two very French pitfalls; the first is fragmentation, the second is failing to promote our successes” Fleur Pellerin, Secretary of State For Foreign Trade

    “France is always seen as ‘Paris’ — but there is life outside of Paris” Lengow

    A WORD OF ADVICE

    “Winston Churchill is British, not French but I think his words are very relevant; never, never, never give up.” Nick Taranto, Co-Founder of Plated

    ON FUNDING

    “In food tech, in order to scale we need more physical storage space, not more cloud space.” Craig Kanarick, CEO of Mouth

    "It’s much much more difficult to raise money in Europe”Meryl Job, Co-founder of Vide Dressing

    THE WORLD OF DATA

    “Big data helps us discover what you didn’t know you didn’t know” says Marc Rougier of Scoop.it

    “There’s a joke that the best place to hide information is on the second page of Google. That’s not true, it’s actually the first page of Bing.” Marc Rougier of Scoop.it

    WHERE WE’RE HEADED

    "Today’s economy no longer has boundaries. Openness is the key to growth." Fleur Pellerin, Secretary of State For Foreign Trade

    "Inventory, scalability and convenience. The three biggest things technology/ecomm enables us to do.” Morgan Hermand, Founder & CEO of Adore Me

    “Every startup is in a race, and you can’t waste too much time in a small market.” Jerome Lecat, CEO of Scality

    We’d also like to give a huge shoutout and congratulations to the winners of the startup contest; Jellynote and 1001 Menus. These two companies won the panel of judges over with their dynamic pitches and well-designed solutions. They’ve got the French Touch.

    What are some of your personal successes, challenges or impressions of the French startup scene? Share in the comments below!

  2. Flight School Friday: CASL 101

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    If you’re using email to communicate with your customers, you might have already heard about CASL (Canada’s Anti-Spam Legislation). While the name suggests a law applying only to Canadians, you could be affected too. Although may be headquartered outside of Canada, the customers you are engaging with might be based elsewhere or are opening email as they’re traveling. With the help of tech, the world has become flatter than ever before, enabling us to be connected more than ever before. This means more business opportunities, but also a diverse demographic of geography, culture and laws to be conscious of. As Heidi Lorenzen, CMO of Cloudwords, said at a conference recently, “Globalization shouldn’t be an afterthought.”

    This Flight School Friday, we will review the basics of Canada’s Anti-Spam Legislation (CASL), which is set to be enforced July 1. As mentioned before, even if your company isn’t based in Canada, you may have to abide by the CASL if you have customers accessing their inbox from the Great White North. Here’s what you need to know:

    CONSENT

    There are two types of consent a customer can give before opting in to receive your email communication; implied or express.

    Implied Consent is when there is an existing business relationship between you and the customer, but they have not explicitly given permission to be sent communication.

    Examples:

    • Customer has bought or leased a product or service from you in the past two years

    • Customer has signed a written or electronic contract with you in the past two years

    • Customer has volunteered with or donated to your charity or political organization within the past two years

    Express Consent is when the customer gives explicit permission to receive communication; they either fill out a form or check a box saying they would like to receive email.

    Examples:

    • Opt-in form on your website

    • Check-box after purchase

    LIABILITY

    It is the sender’s responsibility to show proof of opt-in for every customer on your list, if solicited. If you have affiliate partnerships with other organizations where a customer signing up to receive your communication will also receive email from Company B, all parties involved are responsible for keeping record of and managing consent. If a customer opts-out of your list, you must contact Company B to reflect this within 10 business days.

    For the most part, CASL is very similar to US’s CAN-SPAM Act that you may be more familiar with. There are a variety of resources you can reference on the Canadian Government’s website. If you’re still unsure, it’s always a safe bet to consult a lawyer that is familiar with CASL regulations.

    PENALTY

    The consequences of not abiding by CASL regulations are serious. Not only are there monetary penalties, but reputational costs that are less quantifiable. Sending an email without permission can set an individual sender back $1,000,000 — that number doubles to $10,000,000 for corporations. Failure to identify yourself or providing misleading identification in an email can even lead to jail time and fines; up to one year for individuals and up to 14 years for corporations. While these are examples of financial and legal penalties, there are also reputational costs to consider. Being listed as a spammer as a result of not complying with CASL makes it hard for your future sends to pass through ISP filters. The impact is far-reaching as your sender reputation is tied to the IP address from which you send email.

    THE GOOD NEWS

    Good news is that you have until July 1st, 2017 to review your contact lists for type of consent, proof of opt-in and double-check opt-out requests. After the three year period, class action lawsuits will be filed against senders who violate CASL. And it doesn’t have to be a tough transition — the laws are in place to protect, not hurt businesses, after all. CASL challenges senders to create higher quality email and keeps the inbox free of malicious spam that can dilute the consumer’s email experience.

  3. 4 Books Every Email Marketer Should Read

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    Looking for a good book to help you kick off your email marketing campaign or just in need of some inspiration? You’re in luck! In this post, we’re bringing you four great books that we think every email marketing professional should read. Some of them have stood the test of time for as long as 78 years. Take a look at our suggestions below and get reading!

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    image 1. Permission Marketing: Turning Strangers Into Friends And Friends Into Customers - Seth Godin

    In the book Seth Godin argues that the traditional models of TV, radio or print advertising are based on interrupting customers and forcing them to see your advertising.  This model is becoming less viable due to saturation of consumer’s attention with up to 5,000 ad messages a day.

    The better approach, according to Seth, is sending personal, relevant messages to people who are waiting to hear from you. He dubbed this model permission marketing.

    It’s a process that begins with looking for people who are interested in what you have to offer. You ask for their permission to talk to them regularly, often by giving them an incentive for giving their permission. Then, you send those people exceptional educational content over time. Gradually, as trusts develops, you can start asking your customers for more and more information on their needs. Once this trust is established, asking for a sale is mere triviality, because you know what your customers want and they trust that you’ll deliver on your promises.

    This process mirrors the process of opt-in email marketing, and it’s why email is the channel Seth advocated for permission marketing. Once a person signs up to your newsletter, you have permission to send your messages right into their inbox. Unlike social media, you own your email list or “permission database” in the words of Seth Godin, rather than renting it from Facebook or Twitter. These advantages show in the returns on email marketing.

    Permission marketing is not a short-term tactic. It’s a strategy that requires investment in time and resources in order to create high quality incentives to subscribe to and keep reading emails. However, this investment will often deliver handsome returns, particularly if the lifetime value of a customer is high.

     

    image 2. Being Direct: Making Advertising Pay - Lester Wunderman

    The popular books written by Lester Wunderman are today considered to be must-reads for every self-respecting marketer. There are several reasons why Being Direct make our list.

    Firstly, because it’s a journey in the mind and life of a great marketer, told in a casual and autobiographical way. Listening to the experiences of the man behind the American Express customer rewards program and the Columbia Record Club is like a course on marketing in it itself.

    Secondly, you can still apply his lessons in a faster and more connected ecosystem. Wunderman’s idea of direct marketing is based on two mains principles: people are an end, never a means; and direct marketing is data driven. In short: you should always address the precise needs of your customers – needs that you will know thanks to your data-driven strategy – and never impose what you have to offer.

    These simple ideas seem obvious for most of today’s marketers. However, they are more and more relevant. Thanks to the new tools the digital revolution has given us, such as online forms and surveys, online shopping and stores, automatically generated discount codes, it’s become easier to manage the sending of personalized messages that will genuinely interest the recipient, leading to conversion and retention. Online marketing was the logical next step that direct marketing was waiting for: the inconvenience of maintaining a huge personalized list of contacts or geographical constraints are no more. And its creator tells us that we should expect more to come from the digital turn of marketing.

     

    image 3. Buyology - Martin Lindstrom

    Martin Lindstrom’s Buyology takes us into a $7 million, three year research project uncovering how the mind reacts to advertising and the role it plays in our buying decisions. Even if science is not your thing and words like neuromarketing, fMRI and amygdala turn you off — don’t be afraid to pick up a copy. Lindstrom puts his findings into simple English; “Neuromarketing is still in its infancy… Though it may never be able to tell us exactly where the ‘buy button’ resides in our brainit will certainly help predict certain directions and trends that will alter the face, and the fate of commerce across the world.”

    We learn that what we fear as consumers is true: subliminal messages work. There are mirror neurons in the brain that drive us to imitate actions of those around us. In retail, we want to buy the lifestyle that models are portraying through the clothes they wear or the cars they drive. In politics, fear-based advertising is much stickier in our memories than a message that brings hope.

    Lindstrom arms both consumers and marketers with the takeaway that branding will become ever more important in the coming years. As consumers we’re given the knowledge to rationally dissect the messaging we see, and as marketers, the science behind how your audience will react to messaging. At 272 pages, Buyology is a fun, thought-provoking and educational read.

     

    image 4. How to Win Friends and Influence People - Dale Carnegie

    While it might not seem like the most obvious choice, this classic from 1937 provides universal and timeless advice on one of the big challenges we all face: dealing with people. For email marketers, the challenge is often to understand your audience in order to address it in an appealing way, thereby convincing it to take action. And Carnegie provides tips and ideas on how to do just that.

    The book is based on management classes that Carnegie held in 1912 and draws on the experiences shared by his students, as well as quotes and anecdotes from historical figures such as Henry Ford, Confucius, and Shakespeare. Throughout its 4 main chapters, the book’s overall message is that in communicating with others, we all need to understand the person or audience we’re talking to in order to approach them in the right way. This is highly relevant to email marketing as well, since newsletters and marketing emails must be targeted at a specific audience in order to convey a message that is effective and appealing.

    Don’t be fooled by the quirky title. How to Win Friends, which has sold more than 15 million copies since it was first published in 1936, is packed with advice that is both inspiring and useful. Not just in your role as an email marketer, but also as a communicator in any kind of scenario.

  4. Mailjet Monday: Alessandro Stigliani

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    Ever wondered who’s behind Mailjet’s sleek homepage designs and user interface? This Mailjet Monday we introduce UI/UX designer, Alessandro Stigliani. Semi pro-gamer turned designer, Sandro’s journey into the design world is an unusual one.

    What do you do for Mailjet?

    As the UI/UX designer, my job is to build the bridge between the user and our product. To create an easy-to-navigate experience that’s aesthetically pleasing.  

    What does a typical day look like for you?

    Each day is different; it ultimately comes down to how many projects we’ve received. A little known secret though? I spend a large part of my day on Photoshop though — not Illustrator or Fireworks. I’m self-taught, so I’ve learned to manipulate Photoshop to do mostly everything I need.

    How did you get into design work?

    It all started with gaming — I’ve been a huge gamer since I was 11 or 12. I participated to many LANs against other players across Europe. As time went on the several teams I joined continued to rank higher, our team website started getting a good amount of traffic too. It got to a point w here we realized we needed to spruce up our page. I picked up designing and my best friend learned to code and develop. At 18, we formed our first company together, Nitrografix, a web agency. We picked up momentum pretty quickly; signing several business contracts with some big clients, hotels and even developed themes for Wordpress.

    Where do you draw inspiration from?

    It might sound funny, but my inspiration doesn’t come from surfing the web or reading design books — most of the time it stems from a problem. When the Marketing or Sales team presents me with an issue, it stirs me to think outside the box and think of creative but practical solutions.

    A lot of good ideas also come to me when I’m sleeping. You have to be careful though, because most of the times ideas look great in your head but crappy on paper.

    Favorite Mailjet Moment so far?

    Our recent team building event in the Alps was one of my favorite moments. It was great to have everyone together to spend a day outdoors, especially the teams that we work with remotely. We spent a day kayaking — it takes a lot of teamwork! I had never gone before, so that was quite a treat!

    Where do you see the industry going in the next 5 years?

    In the next years, we’ll see flatter, more efficient websites. There are a growing number of people who know how to design and the internet is expanding at a rapid rate as well. Several years ago, design didn’t hold the same position of importance like it does now — in the U.S. most designers actually have a higher income than developers. Because the last thing you want is for a user to be completely lost on your website. It’s all about making simple, intuitive experiences.

    In the SaaS industry specifically, I think online apps will look more like local software. What I mean is something like Spotify. This is an integrated service that’s directly connected to the internet. But there will always be new trends, you have to always be at the edge. Every morning, I start my day off by opening several websites just to keep up to date with what’s new and what’s developing. Even on the weekends. That’s the hardest part about being a designer; always being at the edge.

  5. Flight School Friday: How to Outsmart The Spammers

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    Oh, you know them well. They’ve been around since the dawn of email-kind and yet the war rages on. Every day, Marketers and ISPs put up a hard fight against spammers to protect internet users around the world. However, despite our efforts, these spammers continue to evolve their practice and elude the law.

    Last week, we dove into the history of spam and where it came from. This week, we’ll arm you with some tricks to spot spam emails and outsmart the enemy.


    Know Their Tactics

    Spam comes in many forms, but they all work towards the same objective to capture your personal information.

    • The Confidence Trick: 419 Fraud

    Perhaps the most infamous type of spam is the 419 Fraud. An anonymous sender identifies himself as a rich individual in a desperate situation; he is restricted access to his resources and the only way out is if you, the recipient, lend him some money. In return, he’ll generously reward you after being reunited with his riches (spoiler alert, he doesn’t). 

    This type of scam banks on the following factors; urgency, confidentiality and a well-crafted, well-imitated message.

    The email boom of the 90’s (and the bad practices associated to this boom, like contact list reselling) helped this scam to spread around the world. The development of cash-to-cash companies online helped also the scammer to gain more money.

    • Phishing: Not A Day Out At Sea

    More threatening than the 419 Fraud is phishing. We talked about this before during 2014 Safer Internet Day, and how Mailjet protects your business from these types of attacks.

    Phishing is a simple scam: the attacker will email you under the guise of a person or company you trust and lead you to a fake website designed to capture your personal information (bank account number, usernames and passwords). The risk remains high — according to the Anti-Phishing Working Group, 110,000 attacks were recorded worldwide just in the last 6 months of 2013.

    Credit: kleuske


    Your Shield and Sword

    As promised, we’ll go over a variety of precautions you can take to avoid falling into the spammers trap.

    • Know The Sender

    Businesses most vulnerable to phishing attacks, usually financial institutions and  e-commerce, caution customers against sharing their account information online. Companies such as eBay, PayPal and Amazon state that they will never ask a user for their username, password or credit card information through email.

    If you ever receive an email soliciting you for this type of information, don’t engage any further and report it to the appropriate government bureau in your region. In the US, you would reach out to the Internet Crime Complaint Center. In the EU, contact the European Cybercrime Center.

    • Go On The Offensive

    Besides playing on the defensive and keeping a critical eye on incoming email, be smart about where and how you share your information. Be cautious of where you share your email address and regularly update your firewalls, spam filters and anti-spyware. Also, the simpler the better. Be sure to flag any spam you see in your inbox so that your ISP can take action and better protect you from future attacks.

    • If Scammed, React

    And sometimes, it happens to the best of us. If you do fall victim to a spam attack, don’t be embarrassed or ashamed. Pass on the information to the proper authorities and give as much detail as you can. It’ll help them work towards creating a safer internet experience.


    Truth is, spam might never be truly eradicated. But what we can do is educate internet users about the risk of spam emails and arm them with proper knowledge and security tools to fight alongside us. Our mission is to fight for the name of fair emailing; so that phishers will not be able to send emails under your name and abuse your DNS. Will you join us?

  6. A Win-Win Situation

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    This past week, we came across a great triggered email from Squarespace; sent to users a day before their 14-day free trial ends, the email reminds them to upgrade to continue using the service. We like to call this type of message a win-win situation.

    The average consumer sees roughly 5,000 marketing messages a day. That’s before we factor in interactions with family, friends and co-workers. With so much clutter in our daily lives, a little automated reminder goes a long way to keep your brand top of mind.

    As marketers, automating certain processes can free up time to focus on mining data, understanding your customers and brainstorming new solutions.

    Let’s break down this Squarespace email to see what lessons can be learned from design and copy.

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    Your Free Trial Expires in 24 hours

    The call-to-action here is loud and clear — notice the choice of words too. Squarespace says 24 hours, not one day. Numbers drive a greater sense of urgency and are proven to catch the reader’s attention in both subject lines and copy.

    Checking in with users the beginning of the conversion funnel can help generate good feedback and build a stronger relationship.

    Rekindle the Spark

    Remind your customers why they were drawn to you in the first place — reiterate how they will benefit from staying with your product. This email shows rather than just telling what features a paid membership will offer.

    Link Throughout

    Sprinkle links throughout the body of the email to maximize the opportunities for a user to interact with your brand. Squarespace does a great job of including multiple touchpoints, while not detracting from the main call-to-action, the upgrade button at the bottom.

    Support

    Make it easy for users to reach out — especially while they are still exploring your product. Let users know their feedback is valued and build a relationship that will win their trust.

    Be Genuine

    Squarespace starts by addressing your website address (blurred out in green above) and signs off the email with a handwritten signature. We feel special! Okay, so we also know that this is a pre-scheduled email sent to plenty of other users, but it’s more humanized. This says that they’ve taken the time out to know and understand us.


    What kind of work are you currently doing with triggered emails? What would you like to learn more about? Sound off in the comments below!

  7. 4 tips on optimizing your newsletters for mobile

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    In an increasingly mobile world, people are relying more and more on this third screen to access their inbox and send email. While the overall look and feel of email hasn’t changed much over the years, the way users access and read their email certainly has. Not too long ago, our inboxes were only accessible via dial-up modem from a stationary computer, whereas users today receive and read emails from their smart devices on the fly.

    This change in how and where users read their emails presents marketers with different challenges in how their newsletters are crafted and designed to make sure that messages get across to the desired audience. And it’s not just a matter of adapting your layout to the large number of different screen sizes. Your content and entire funnel must be optimized for mobile devices as well in order to get the most out of your mobile audience. Recent studies have found that 65% of emails are opened first on mobile devices and 3 out of 4 users are “highly likely” to delete an email if it isn’t optimized for viewing on a mobile device. In other words, if you haven’t already optimized your newsletters to mobile devices, now is a good time to do it.

    To get you started, we have gathered a few of the most important steps to take in optimizing your campaign for a mobile audience:

    1. Your subject line is key

    The first thing users see when a new email pops into their inbox is the subject line. Even before opening the email, a user might choose to delete it based on the subject line alone. As such, it is crucial to create headlines that catches the attention of your audience and appeals to them. While this applies to every kind of email you send, it is even more important when addressing mobile users. Reading emails off a physically smaller screen gives you less space for your headline. Additionally, readers will be spending less time on each subject line since they will be scanning their inbox on the go.

    Tip: Keep your subject line short and precise. Use words that appeal to your readers and encourages them to open the email.

    2. Simplicity in layout

    Once a user has opened your email, you want to make sure that the content of your newsletter is optimized for a variety of screen sizes. The reason for this is quite evident: your message needs to get across to your readers, even on mobile screens. A solution for this is to keep your layout clear and simple. Stick with one column so your emails don’t get too wide for mobile devices. Divide your text into smaller sections and make it easy for readers to get an overview of the contents of the email. This also applies to your call-to-action (CTA) elements such as buttons and links, that you want readers to click on. Make sure that these are easily clickable and placed intuitively in the email, to increase the chance of users following them. Finally, avoid using images that are too large, as they can slow down the loading time of the email for users that are making use of their mobile data to fetch your newsletter.

    Tip: Go for a simple layout to make it easy for your recipients to read your email. Make sure your CTA (call-to-action) is easy to find and click on.

    3. Don’t forget your links

    Now that you have made sure to make your CTA easy to find, it’s time to look at your outgoing links. One thing is getting readers to click on your links, another thing is making sure the page they land on works on their mobile device as well. Ideally, the landing pages of your outgoing links are already mobile friendly, so the landing page automatically adapts its layout to match the device of the visitor. If you’re not using mobile landing pages, make sure you’re using code that can be displayed on all types of devices such as HTML5 as opposed to Flash.

    Tip: Optimize all outgoing links for mobile to get the most out of click-throughs.

    4. Bring out your devices

    After you have the fundamentals of your layout down, it’s important to test the execution. This is especially important when you’re looking to optimize for mobile devices that come in many different sizes and screen resolutions. To gain an understanding of how your design works it’s a great idea to actually view your newsletter on several platforms.

    By doing so, you’ll quickly see how your layout elements are displayed on the different screens and how clear your call-to-action is shown in the email body. Again, these are important to the performance and overall success of your newsletter campaign.

    Tip: Test and preview your layout on a variety of devices and platforms.

  8. 5 Psychological Principles for Engaging Emails that Get Opened

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    Welcome to another edition of Flight School Friday! And today’s topic is email engagement.

    Email engagement is a fancy way to talk about whether your customers pay attention to the emails you send them. It can be measured in quantitative terms via metrics such as open rates and clicks rates.  

    Why does it matter if a portion of your list ignores your emails? Bigger lists are better, right?

    Well, there are several reasons why having an engaged email list is important. First of all, it means you are not spending money on subscribers who don’t read your emails, as your email service provider charges you according to the size of your list. Secondly, people often mark opted-in emails as spam instead of unsubscribing when they are no longer interested in the content, so having an engaged email list should mean higher inbox placement.

    It’s old news that our inboxes are swamped with emails. That’s why we covered apps that help you control the flow of emails in your inbox. Part of the reason why people feel overwhelmed by emails is that humans are cognitive misers, meaning we have to budget our mental resources.

    By tailoring your email campaigns to fit with established psychological principles on how people think, you will make it easier for customers to engage with your emails. You’ll benefit from higher engagement rates and therefore higher returns on email marketing. And because you’ll include stories and promotions in your emails, your customers will find your emails more fun to read. 

    Here are five different ways to do just that:

    1. Don’t make it hard to choose

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    Too much of a good thing? Credit: garryknight

    Emails are increasingly read on mobile devices, and people often spend seconds reading emails. The more choices you give people, the more likely they are to move on to the next email. In a study at Columbia University, Sheena S. Iyengar found that people were more likely to purchase when confronted with 6 choices of jam, rather than 24 or 30 choices. More importantly, they reported greater satisfaction with their choice when selecting from the smaller set.

    For example, an email with a button to signup, a link to read the latest article on the company blog and a new video on YouTube may result in readers deciding simply to do nothing. Therefore, make it easy for customers to take the most important action in an email by reducing choices to the essentials.

    2. Give a little!

    In Influence: The Psychology of Persuasion, Robert Cialdini gave the example of members of the Hari Krishna movement who would give a flower to people arriving at an airport, because those people would then be more likely to donate to the Hari Krishna cause.

    The point is not that you should start giving your customers flowers (but we’re not against the idea), but that reciprocation is a powerful social influence. Your emails can’t just always be requests to do something. You need to give back if you want them to engage with your emailing campaigns.

    A simple example is sending a special promotion to the most engaged members of your email list and telling them that you’re grateful for their attention. Another common approach is offering a free guide or course in return for signing up to your newsletter.

    3. Don’t ask for their hand in marriage on the first date

    The author of The Power of Persuasion spent weeks as a car salesman to glean insights into the sales process. He discovered that top sales people look for small commitments from potential customers to move them step-by-step towards a big purchase.

    You can use this principle in email marketing by inviting people to check out whether you have a certain pair of shoes in their size, rather than asking them to buy now. When asking people to signup to your newsletter, make sure it is very easy to unsubscribe and tell them this at the signup stage.

    People often need time to make a decision, and you can respect that by giving them smaller steps to take.

    4. Does the last cookie really taste better?

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    Obviously, far too many cookies. Credit: jules:stonesoup

    In a 1975 study, undergraduates, when presented a full cookie jar and one almost empty, preferred the cookies in the almost empty cookie jar.

    We’re more interested in products or services when they are scarce. This is the scarcity principle that you often see reflected in time-limited offers and invitation-only applications (think Gmail and Facebook in the early days).

    Consider harnessing scarcity in email marketing by offering exclusive offers only to customers who sign up to your email list. Worried that no one will sign up for your webinar? Highlight the fact that spaces are limited, and give them the option of signing up directly from your email.

    5. Stories are fun to read

    Humans love stories, because they help them understand the world around them and assign meaning to raw information. So good is our ability to spin stories that we often invent stories where none are there.

    Not convinced? Check out this video and try not to pretend you don’t see an entire story unfolding: 

    This is the reason Apple releases videos of Johnny Ives talking about the journey towards creating a new product. It’s no longer a product launch; it’s the final step in an epic journey.

    Regardless of how your size and industry, there’s always a story to tell about a new product launch, a new feature or even a milestone in your growth as a company. Every new step a company takes has a rich backstory of failures, challenges, discoveries and successes. Put these stories front and center in your emails, and you’ll have more engaged customers who will want to read your emails.

    And doesn’t that beat reading a dry list of features in the latest release of a SaaS app?

    Email marketing can be informed by psychological principles to be more persuasive and engaging for customers. Ultimately, it’s about making it easier for customers to take the decisions they want to take.

    Any stories of how you’ve made your emails more engaging? We’d love to hear them.

  9. What’s Your Email IQ?

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    Send email campaigns on a regular basis? Do you casually use terms like CAN-SPAM, SPF and CTR in your day-to-day conversations? We’ve got just the test for you to exercise your knowledge and show off your Email IQ!

  10. Mailjet Monday: Lina Hussain

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    Happy Monday! This week we’ll be speaking with Lina Hussain, Senior Sales Manager, based out of our Paris HQ. Lina is a Mailjet veteran and has witnessed some major milestones during her time with the team so far. She’s seen Mailjet outgrow its first office, saw the launch of our new REST API and attended our first major US conference, TechCrunch Disrupt.

     

    What do you do for Mailjet?

    As a part of the sales team, I’m in charge of finding leads and developing business in new countries as well as working with key accounts in France. Most recently, our business has really taken off in Spain — I’m looking forward to working more extensively with that market in the coming months.

    What an average day look like for you?

    There really is no typical day! Sometimes I’m in back-to-back meetings, giving presentations, other days I’m at my desk hunting for leads.

    I’m also a part of EBG, Electronic Business Group, a digital media group which regularly holds networking events and conferences, so I’m often attending those as well.

    How did you start working in sales?

    Well, my path into sales was a bit of a whirlwind. It all started with an internship position in events. My time with the team was coming to an end and conveniently enough a neighboring company in the same building was looking for an Account Manager. The skill sets from my event management position easily translated to managing accounts; both were people facing and required a high-level of multitasking. I had also gotten to know both the brand and the team pretty well, developing both a passion and respect for the work they did. The transition made sense. From there, I eventually grew into a sales position and the rest is history.

    What is the greatest challenge and reward of being in sales?

    The clock is probably our biggest opponent in sales! Identifying the right lead takes a lot of time and once I get to that stage, I set up a first meeting where I identify their needs and how they can use Mailjet to take their email to the next level.

    But on the flip side, I’m able to speak about a product that I really believe in and share this passion with potential and existing clients. I love being able to constantly meet new people.

    What do you do during your time off?

    Let see, do I ever have time off? [Laughs] When I do have some down time, I love to travel and experience new cultures. The benefit of being in sales is that I’m constantly flying around Europe and making friends along the way. When it comes time to vacation, I take out some time to reconnect with these folks.

    Your favorite Mailjet moment so far?

    When I first joined the team we were still working out of the old Mailjet HQ, a few blocks from where we are located today. The building was still undergoing construction at that time, including my office! Shortly after I started, furniture was brought in from Ikea and we held a building competition; the team that managed to put the most furniture together would go home with a bottle of champagne. I don’t remember who won, but we had a great time. Fast forward less than a year now and we’re in a bigger, fully furnished office with beanbag chairs and sofas. There are many more Mailjet moments to come as we continue to grow internationally.