What is the best font for email? The sender's typography guide


Choosing the best font for your marketing emails requires careful consideration. You may not have realized it, but font style matters just as much as your message. Here you’ll find all the information and tips to help you select the best font for email.

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The last thing you want is to spend hours crafting your email copy only for it to be unreadable or give a poor impression of your brand.

Typography plays an integral role in the look and feel of your email. It’s a powerful tool when it comes to capturing and holding a reader’s attention.

With such a wide selection of fonts out there, choosing the best email font can be difficult.

In this guide we will explain the different types of font families available and give you our recommendations on selecting one that does justice to your brand image and drives home your email message.

Elements to consider when choosing the best email font

Your company’s branding: 

Typography is a very important aspect of your brand image and the impression you give your contacts. You want to choose a font that accurately reflects your brand voice, aesthetic, and the professionalism of your business. 

For example, if your tone is formal and serious then you should avoid novelty fonts.

Readability: 

Choose a font that’s clearly legible. Consider the spacing between the letters.  Your font should be suitable for scanning and skimming on devices of all sizes.

Neutrality:

The best email font for you is one that is neutral and blends in harmoniously with the other aspects of the email. After all, you don’t want to draw attention away from your calls-to-action or other important buttons.

Email font families explained

We’re about to cover the three main types of email font: Web Safe fonts, Web Fonts and Monospace fonts.

Web Safe fonts

Also known as standard fonts or cross-platform fonts, these are the fonts that are recognized globally across all devices and email providers.

Web Safe fonts can be classed as either Serif or Sans-serif. ‘Serif’ means that there is a little tail at the end of each letter, ‘sans-serif’ means ‘without a tail’.

An example of Serif versus Sans Serif text
Serif vs Sans-serif

Pros:

Accessibility: A Web Safe font is the safest bet if you want your email font to show up exactly as intended to all who read it.

The email is also likely to load faster as the font is already available in the system.

Cons:

The selection is limited and already used across a large number of marketing emails and websites, leaving little room for originality.

Discover Sendinblue’s collection of Web Safe fonts

When you use Sendinblue, you can choose your best email font from the following selection:

Serifs

Georgia font

Formal yet versatile, Georgia has been used for screen display since it was released by Microsoft in the 1990s. Frequently used in online newspapers and magazines, it’s great for reading long passages of text on a screen.

Times New Roman Font

Commonly used in printed publications like books and newspapers, Times New Roman is both classic and practical. It’s traditionally been the go-to font for academic writing. However, it’s considered unsuitable for screens and it’s over-usage in the 00s has led it to be seen as outdated. 

Palatino font

Known for its elegance and sophistication, Palatino is commonly used in books because it’s ideal for reading long passages.

Sans-serifs

Verdana Font

Verdana ranks high in terms of readability as it is one of the most easily read Web Safe fonts. It was designed specifically for on-screen text. Verdana is easy to read, simple, and highly functional as it can be used for any on-screen purpose.

Trebuchet MS font

The letters of Trebuchet MS have subtle curves that give the font a decorative and artistic feel. Trebuchet MS is an established Web Safe font that will add style to your text but be wary of using it for long passages as the decorative features can be difficult to read. 

Arial Font

Arial is known for being contemporary, modest, and versatile. It’s used across all types of documents both online and printed such as newspapers, magazines, reports, advertising, etc.

Arial is one of the most standard and widely used computer fonts. Some would even say ‘over-used’ which means it can sometimes be seen as bland and boring. If it’s originality you’re after, then maybe this isn’t the best email font for you.

Arial Black font

Arial Black is simply the bold version of Arial.

Tahoma Font

Designed especially for screen use, Tahoma is highly versatile. One of its strongest points is that it maintains readability regardless of font size, meaning it can be used for both headings and small blocks of text.

Comic Sans MS font

Each letter is clearly distinguished from the others which makes this a great font for people with dyslexia.

Although largely considered outdated and unattractive to look at, this is still a useful font if you are writing for fun or want to come across as playful. 

Lucida font

Lucida works for both print and on-screen documents. Classic and sophisticated in appearance, this font is popular for websites.

Impact font

Impact works well for headlines, taglines, or any short combination of words. Not suitable for long passages of text.

Web Fonts

Web Fonts are specifically designed and licensed for use on websites, examples include Google Sans and Roboto.

While very commonly used in website design, Web Font remains largely experimental when it comes to HTML email.

The intended font will only display in the recipient’s email if it’s compatible with their email services provider.

Web Fonts are great if you know what email providers your recipients use. If the Web Font is incompatible, they will be shown the email provider’s default font, or a fallback font that you specified when designing the email.

One way to get around this is to use the desired Web Font in an image – but never send an image-only email. Emails composed entirely of images pose problems such as taking too long to load and being inaccessible to screen readers.

Pros:

You have the flexibility to choose an attractive font that’s on-brand, shows personality and adds to the overall brand experience.

Cons:

Not accepted everywhere: Web Fonts are only sure to display correctly with certain email providers (Apple mail, iOS Mail, Outlook app, Google Android, Outlook for Mac, Samsung Mail).

While Web Fonts are on the rise, they’re not going to be suitable for bulk email campaigns until the day all email providers recognize them. 

Monospace fonts

Monospace fonts are essentially typewriter fonts. The letters and characters occupy the same amount of horizontal space. 

Sendinblue offers one Monospace font: Courier New, which is similar to Times New Roman.

Pros:

They’re great for giving your email a minimalistic feel.

Cons:

Words take up more space as a result of the fixed character width. Not suitable for long passages or blocks of text as characters tend to blend together,making the text harder to read.

Monospace fonts don’t display for all email providers.

How to choose the best email font

When it comes to choosing the best font for your emails, we recommend you choose from one of the following two options.

Either:

Choose a Web Safe font that’s readable and fits your brand as closely as possible

It may not match your brand tone and personality exactly but the selection is varied enough that you should be able to reach a relatively close fit.

The advantage, of course, is that your font is going to show up exactly as intended for ALL your recipients.

Using the same font for both header and body guarantees a seamless design but that’s not to say you can’t combine fonts as long as they go well together. For example, it’s common practice to combine a sans serif header with a serif body text.

Or:

Choose a Web Font but set a Web Safe Fallback Font (just in case!)

Select a Web Font that matches your brand perfectly but set a Web Safe Fallback Font as your backup. This way you’re covered if the first-choice Web Font isn’t compatible with your recipient’s email provider.

Sendinblue gives its users the option to add both web fonts and fallback fonts when designing emails:

How to add a web font in Sendinblue

How do I add a Web Font link to an email on the Sendinblue platform?

One quick way to locate the link of a Web Font is to use Google Fonts.

Search for the desired font and then click on the ‘+’ symbol. A tab containing the font family details will appear on the bottom right of your screen.

Open the tab and copy the link from the HTML code, as indicated in the image below. 

Paste the link into the ‘Web Font Link’ box when editing your email text on the Sendinblue platform.

Using Google fonts to get a web font link

Find the best email font for your brand

Never underestimate the power of typography when it comes to getting a message across effectively.

It’s time to take what you’ve learned and go choose the best email font for your marketing emails – or perhaps update your current font to something that suits your brand better.

The Drag & Drop Editor on the Sendinblue platform is a great place to experiment with different fonts. Once you’ve opened an account, you can send up to 9000 emails per month (or 300 per day) for free.

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9 Best Email Autoresponder Examples to Improve Customer Experience


An email autoresponder is one way to take your customer experience (CX) to the next level. To help you decide what kind of automated emails you should set up, we’ve put together a list of the 9 email autoresponder examples that have the biggest impact on customer experience.

There is a lot of talk about CX in 2019. Companies have become increasingly aware of the massive impact that CX has on growth, customer satisfaction, and retention.

Here a few statistics that put the importance of CX into perspective:

  • 76% of consumers are ready to go elsewhere if a brand doesn’t meet their expectations in terms of CX (Salesforce)
  • 75% of consumers are more likely to purchase from a company who makes them personalized offers based on their preferences (Forbes)
  • 81% of companies are set to compete mostly or completely on the basis of CX in 2019 (Gartner)

CX refers to the feelings, perceptions, and impressions a customer gets every time they come into contact with your business. The concept essentially covers every single touchpoint of the customer journey, from beginning to end.

And you guessed it, that includes all communication by email.

Given that 80% of Americans check their personal email at least once per day, email represents a crucial touchpoint in the customer journey.

Ask yourself this: How is your email marketing contributing to your overall customer experience? Is there room for improvement?

If you’ve answered yes to the latter, then autoresponder (or ‘automated’) emails is an area worth looking into.

Keep reading to learn:

  • How an email autoresponder will help you achieve a better customer experience
  • The email autoresponder examples that work best for this purpose

How an email autoresponder will improve your customer experience

A great customer experience is one that is useful, seamless, and exceeds expectations. It makes the customer feel valued and understood.

An email autoresponder (also known as marketing automation software) automatically sends an email (that you’ve already written) to contacts on your mailing list that have fulfilled specific conditions. These conditions can be either characteristic (e.g. date of birth, location) or behavioural (e.g. a new contact subscribes to your site).

Set up your own email autoresponder with Sendinblue >>

There are several ways in which an email autoresponder improves customer experience.

  • Personalization: It’s a great way to send tailored messages that correspond with a contact’s preferences. According to the Smarterhq Privacy report, 72% of consumers claim that they will ONLY engage with marketing messages that are tailored to their interests. Hence the importance of personalizing your emails.
  • Relevancy: It helps you send emails that correspond to existing customer data. For instance, you’re not going to want to send dog food promotions to someone who doesn’t own a dog. This would go some way towards explaining why 66% of consumers unsubscribe from emails because they aren’t relevant.
  • Timeliness: You can ensure that a message reaches a contact within a specific timeframe, without you being there to hit send.
  • Builds trust: When your emails are personalized, relevant, and timely, this represents quality for the contact. This quality translates into trust in the brand and strengthens your customer relationships.

Here are 9 types of autoresponder emails that are highly effective at driving engagement and improving customer experience.

Further reading: How an autoresponder works and how to set one up

The birthday email

Who doesn’t like being made feel special on their birthday? The birthday email greeting does exactly that.

But not only does it show a customer that you’re thinking of them, it’s also a great way to drive sales. As people are generally more in the mood to treat themselves on their birthday, it’s much more likely they will splash out on your product/service with that birthday discount code you just sent them.

You customers are definitely going to appreciate this simple gesture.

Further reading: Top Tips for Sending Effective Birthday Emails Your Customers Will Love

Birthday email example

The welcome email

The welcome email is essential when it comes to laying the foundations of your relationship with a new subscriber.

This is an opportunity to introduce a new subscriber to your brand and let them know what to expect from your emails.

This is also the ideal moment to capture your new subscriber’s email preferences (as in the example below). This will allow you to segment subscribers accordingly and ensure future emails are tailored to their needs and interests, paving the way for a more engaging customer experience.

Welcome email example

The onboarding email

It’s important to help your customer get started when using your product or service for the first time.

Providing a set of instructions like in this onboarding example from Tinder encourages engagement. This engagement is crucial, especially in the early days when you’re trying to get a new customer hooked on your product.

Set up autoresponder onboarding emails so new customers learn to use the product and you avoid the risk of abandonment.

Onboarding email example

The reactivation email

This autoresponder email is sent with the purpose of re-engaging a contact who hasn’t made a purchase in a long time.

You don’t want your contacts to forget about you so let this email serve as a reminder of your existance. You could even go a step further and lure them back in with an exclusive offer or discount code.

Tip: If your reactivation email gets no interaction then follow up with an re-opt-in email. If again, you get no response, then remove the contact from your list. To maintain high levels of deliverability, you need a clean email list.

Reactivation email example 1

The feedback request email

If you’re looking for ways to improve your customer experience, a good place to start is to gage the satisfaction level of your current customers.

Use an autoresponder email to periodically reach out for feedback which you can then analyze to highlight any areas for improvement.

Feedback request email example

The abandoned cart email

Abandoned cart emails are reminders that are sent to customers who filled their shopping cart with items on your site but failed to check out.

Abandoned cart emails are not only highly effective at catching the ones who got away, they’re also great from a customer experience perspective.

If the customer had no choice but to leave your site at that moment to go do something else, this lets them pick up exactly where they left off. No time is spent time searching for the products again.

You can make the abandoned cart even more inviting by including a coupon or discount code in your email.

Adidas abandoned cart email

The customer appreciation email

Did you know that it costs up to five times more to attract new customers?

All the more reason to look after your existing ones and show them how much you appreciate their custom.

This is one autoresponder email example worth incorporating into your email marketing strategy.

Recognizing and rewarding your most loyal customers is going to make your customer experience more enjoyable and further cement customer loyalty.

Customer appreciation email example

The ‘Follow me on social media’ email

You probably already include your social links in your emails but are your subscribers clicking enough on those tiny icons down at the bottom of the page?

To drive traffic towards and encourage engagement with your social channels, why not send a dedicated ‘follow us on social media’ email?

This email is ideal for new subscribers as part of their onboarding process.

follow us on social email example

The ‘Best of’ email

Add your best performing and most popular content to an email and send it to your subscribers at recurring intervals.

This is useful for busy subscribers who only have the time to skim your highlights.

It’s also an effective means of reviving the interest of an inactive subscriber, enticing them back with your most interesting content.

National geographic best of email

Set up your own autoresponder emails with Sendinblue

The email autoresponder examples above should provide the necessary inspiration to start creating your own.

These emails are simple yet highly effective when it comes to creating a satisfying, personalized, and engaging customer experience.

Sendinblue’s marketing automation software gives you the flexibility to create a custom autoresponder workflow or choose from a range of workflow templates.

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23 Best Email Templates For Business Success


email marketing templates

Have you ever felt genuinely impressed with the way an email was written?

I know I have!

In fact, a good email can mean the difference between total ignorance or an excited reply! And while writing good email copy is not that difficult, many are unaware of the simple steps it takes to write well.

This is why we decided to help you out by creating 23 free email templates that can help you in different occasions.

All you have to do is adjust them to your specific needs and you are good to go!

Verification email template (also known as Double Opt-in email)

A verification email is the first email a new subscriber receives after applying to sign up to your list. Due to the nature of this email, it will be opened and quickly scanned through in order to find the “Confirm your subscription” button. As such, the goal is to briefly greet the new sign-up and lead him/her to the CTA button as soon as possible.

Hey [Name], 

Thank you for signing up to my weekly newsletter. Before we get started, you’ll have to confirm your email address.

Click on the button below to verify your email address and you’re officially one of us!

[CTA button]

Welcome email template

A welcome email is an opportunity to nurture newly formed relationships with your subscribers. It will serve as an introduction to your brand and let your readers know what you are all about. It will also introduce the reader to your tone of voice and set the standards for future communication. 

As such, you might need to make more adjustments to this one, so it better fits what you are trying to project. You can use the following welcome email template as a foundation and build it in a more personalized way.

Hey [name]!

Welcome to [brand name]. We are happy to have you join our community.

[Brand name] goal is to create [add goal and/or mission of your brand]. 
We promise to only send you emails [add how many times per week you will be sending an email].

All emails will offer valuable information to help you along your journey and we may occasionally recommend a product that we believe in.

We hope you enjoy your time with us and, in the meantime, feel free to check our [educational resources of your brand]

Yours,
[Brand name]

Sales email template

A sales email’s goal is to come to the attention of the person you are trying to form a relationship with, land a sales meeting, jump on a phone call or agree on a meeting. Since you will be sending these emails to busy individuals, we have added a follow-up email as well. You can adjust the following ones according to your needs. 

Hi [Name], 

I hope this email finds you well. Let me start by saying that I am a big fan of your work and it has inspired me to push myself beyond what I thought were my limits!

I am reaching out because [reason].

After taking a good look at [Target company] I realize that you could improve in [improvement area]. I have helped many other improve in the same area and I’d be more than happy to talk with you about it!

Would you be available for a quick call to discuss how our [product/service] could help you? 

Regards, 
[Name]

Follow up email template – for sales email

On many occasions, the first sales email you send out will get ignored, unnoticed or forgotten. In this case, a follow-up email is the best thing you can do to increase your chances of success. You can adjust this follow up email template to your needs.  

Dear [Name], 

You are probably very busy, I totally understand that!

I’m writing to follow up on my latest email. I still haven’t heard back from you and was wondering if you have had the time to consider my proposal.

It would be great to hear back from you. So, please let me know when you find some time.

Regards, 
[Your name]

Confirmation email template

A confirmation email acts as an assurance to your customer that their order is being processed. It is sent right after you receive a customer’s order to let them know that everything worked like a charm. To give a little extra, you could add an additional offer. Adjust the following confirmation email template to your needs. 

Hi [Name], 

Thanks for shopping with us. We’ve received your order and we are already getting started on it. 

Once everything is ready to ship and confirmed, we will let you know. You will receive tracking information and other details within the next email. 

To show our appreciation you will receive Free Shipping on your next order. All you have to do is enter Promo Code [enter promo code] at your next checkout!

See you soon!

Shipping confirmation email template

A shipping confirmation email follows right after the confirmation email is sent. Once your customer is assured that their order is good to go, they will also want to know when exactly their goods will arrive. Send out a shipping confirmation email to let your customers know when to expect their delivery. 

In it, you can also give extra details like a tracking number to make this more convenient. You can adjust the following shipping confirmation email template to your needs. 

Hi [Name], 

Your [product name] is on its way!

You can expect it to arrive at your shipping address within [Time frame].

The order number is [Order number]. 

Track your order’s status here [Insert tracking info]. 

Thank you for shopping with us!

Invoice email template

An invoice email is sent to make the payment process as convenient as possible. Briefly inform the recipient about the nature of the email before including a direct payment link that he can click on to complete his payment. And of course, don’t forget to attach the invoice itself. You can use the following invoice email template and adjust it to your needs. 

Hi [Name],

Here is the invoice for the [industry] services we provided for the period of [date] until [date].

You can easily make the payment by clicking here [Payment link]. 

You can use the following link to download a copy of your invoice in CSV or PDF: [insert link]

If you have any questions feel free to reach out.

Thank you for your trust,
[Company name]

Abandoned cart email template

If there is one email you should pay a lot of attention on, it is the abandoned cart email. This is because 50% to 80% of all shopping carts end up not checking out during the final stage of a purchase. As such, email marketers usually create an automated email that is sent to all users that have not completed their purchase, hoping to get them to complete the last stage of the conversion. Here is an abandoned cart email template that you can adjust to your needs. 

Hey [Name], 

Good news! The [product] is still in your cart, patiently waiting to become yours! 

Make sure you order before [date] to enjoy a [% discount]

Click on the button below to visit the checkout page.
[CTA to cart]

Review email template

Getting people to share their positive experience with your business plays an essential role in your brand’s reputation. A review email’s goal is to help you get more reviews for your products and brand in general. With this one, timing is of the essence – wait too long before sending it and your readers may no longer remember their experience vividly. Send it out too quickly, and your customers won’t have enough info to use for their judgment. You can use the following review email template and adjust it to your needs. 

[Name],

You recently purchased [product] from [Your company]. 

We hope that you are enjoying it as much as we do! In fact, we’d like your honest opinion! 

Your insights could help many other customers decide whether our products are worth buying.

Therefore, if you have 5 minutes to spare, please leave your review on [Product/service]. 

[Link to reviews] 

Thank you!

Survey email template – formal version

A survey is a great way to learn what your customers think. It includes a set of questions designed to collect many responses and get lots of quantitative data. You can use the following survey email template for formal occasions and adjust it to your needs. 

Hi [Name],

We hope that you enjoy our [Product/service]!

Our company is always looking to improve our services. As such, would appreciate if you could give us [Amount of time] of your time to fill out the following survey.

[Link or CTA to survey]

Your answer will be used to help us improve our products and services.

Many thanks,
[Company name]

Survey email template – informal version

On the other hand, your (personal) brand may have established a more informal tone of voice. In such cases, an informal email template will be more fitting. You can use the following template for such occasions:

Hi [Name],

As you know, we love to get feedback. After all, a strong relationship is based on good communication.

For that reason, we would be super happy if you could fill in our survey!

It will only take 5 minutes… Promise!

[Link or CTA to survey]

Cheers,
[Company name]

Customer satisfaction email template – open-ended questions.

A customer satisfaction email is different from the survey email due to the nature of the information you receive. In here, you will not send a survey. Instead, you will ask an open-ended question. As such, you will likely receive fewer results with higher qualitative value. You can use the following customer satisfaction survey email template and adjust it to your needs. 

Hi [Name], 

Thanks for choosing us! We are always looking to improve our [Products/services]. 

For this reason, we’d like to ask you a question:

What do you think we could do to improve our services?

Hit that reply button and let us know!

Regards,
[Company’s name]

Customer service email template for dissatisfied customers

Once you receive a complaint, it is best to act fast. It is a good idea to have a canned response when such situations arise and send it out as soon as an issue arises. You can use the following customer service email template and adjust it to the specific complaint. 

Hi [Name], 

We are sorry to hear that you experienced [Customer complaint].

Our team is already sorting out [Customer issue]. In the meantime, feel free to let us know your suggestions for improvement.

We will update you within the next [time frame].

We appreciate the heads up. 

Best, 
[Your name]

Meeting invitation email template – for business

You can send out a meeting invitation email to inform potential attendees about all the upcoming details. Include a location, date, and time to make sure that everybody knows what to expect. You can also add a meeting agenda to increase your chances of having a more productive meeting. Use the following meeting invitation email template and adjust it to your needs. 

Hi [Name], 

In order to discuss [Meeting’s purpose] and to [Other meeting objectives], a meeting has been scheduled. 

I am looking forward to seeing you at [Location], at [Time] on [Date]. 

Below you will find the agenda for our meeting: 

[Meeting agenda]

If you cannot confirm your attendance or you have any uncertainties, please let me know.

Have a nice day!

Thank you email template

You can send a thank you email for almost any occasion. This email’s goal is to show the recipient your appreciation of their efforts and help you build a stronger relationship. You can use the following template and adjust it to your needs. 

Hi [Name], 

I just wanted to thank you once again for [Action]. This helped me a lot with [Problem]. 

I will keep you posted and, of course, let me if there is anything you need help with.

Sincerely, 
[Your name]

Self introduction email template – personal

An introduction email is a good way to explain your purpose of emailing and give a short overview of who you are. You can use this introduction email template and adjust it to your needs. 

Hi [Name], 

[Common friend’s name] recently handed me your business card as we were discussing [topic].

So here I am, writing this email to introduce myself and explain why I am reaching out.

[A short intro on yourself]

[Your value proposition]

Let me know if you’d like to connect. 

Regards, 
[Your name]

Promotion announcement template – for transferring employee

A promotion announcement email will let your employees and partners know about somebody’s promotion on transfer. You can use the following promotion announcement email template and adjust it to your needs. 

Greetings team [company name],

I am pleased to announce that [Employee] is transferring to [Department] to work in our team as our new [Position]. 

During the [Time frame] that [Employee] has worked with us, [he/she] has achieved [list achievements]. Some of [her/his] greatest achievements with us is [Achievements]. 

[Employee] has taken great measures to ensure that our [Employee’s department] works flawlessly. And I am sure that most of you value [Employee]’s efforts just as much as we do. 

We look forward to starting this new adventure. If you have any questions regarding this change, feel free to reply to this email. 

Sincerely,
[Your name]
[Your title] 

Promotion announcement template – for new promotion offers

There is a multitude of reasons why you’d like to announce an upcoming promotion via email. It could be that you have a special discount for Valentine’s day. Or you have a very special “Black Friday” offer. Whatever the case may be, you can use this template as a foundation for your email.

Hey [first name],

As you know, [special day] is coming up.

We at [company name] decided to take things one step further!

More specifically, [offer proposition].

And remember. This offer won’t last forever. You can make your purchase from [date] to [date] and use [discount code] at checkout for an additional [offer/discount].

Wish you the best day,

Your friends at [company]

Formal email template – business introduction

A formal business introduction is a great way to introduce your business to a prospect once you have gained permission from them to do so. Such email is best used when a person inquires for your services. You can use this formal email template and adjust it to your needs. 

Hi [Name],

Thank you for showing interest in [company and service]

My name is [name] and I will be your point of reference during this conversation.

Before we get started, let me give you a brief introduction of our method of work.

[add your offer]

We also have many satisfied customers that are willing to vouch for our work. You can read their testimonials here: [add link]

If you are interested – feel free to schedule a phone call with me to discuss your challenges further: [Meetings link]. 

I look forward to meeting you, 

[Your name]

Job inquiry email template

A job inquiry email is usually sent to land a job position that is not yet listed. It will help you to get on the radar of the company that you wish to work for. Job inquiry emails are usually longer than the average short and “on-the-point” email. You can use the following job inquiry email template and adjust it to your needs. 

Hello [Name], 

You don’t know me… But I know you very well. In fact, your company has been my career goal ever since I was in high school.

I know you like to work with the best of the best when it comes to [specific position requirements]. I am also pretty sure that, when you find such a person, you will want to, at least, have a chat about future possibilities.

My name is [Your name], and I am the most obsessed [job position, e.g. software developer] in [country]. My [specific skill requirement, e.g. problem-solving] abilities [add a humorous remark, e.g. may not have gotten me much popularity in high school, but it has helped me achieve A, B, C].

I am reaching out to see if you have any current openings in [Department of interest]. I am sure that by working together, I can help your company to achieve [add specific goals you intend to help the company fulfill].

I have experience in [Your expertise], having graduated with a degree in [Degree]. In the past [Time frame], I worked as a [Job position] in [Past employment company] as [Job position]. I am experienced in [Job responsibilities].

Let me know when you are available for a call.

Regards, 
[Name]

Cover letter email template

After coming across your desired job position, it is a good idea to apply by sending a cover letter, as it will increase your chances of landing an interview. Most employers await this as an introduction of your personality and your capabilities. You can use the following cover letter email template and adjust it to your needs. 

Dear [Name],

When I saw that you were looking for [Position], I became excited. For a long time, I have been following your company’s success with [Their expertise].

I am reaching out to express my interest to work with your team. I am confident that my experience in [Relevant experience] makes me a good fit for this position. 

In my previous position as [Job title] for [Company], I [explain your previous job responsibilities]. Some of my strongest sides are [list your qualities] and I am eager to apply this to help you with [Business need].

Please find my resume attached with further details on my qualifications. Thank you for taking the time to read my application.

I look forward to hearing from you soon. 

Regards, 
[Your name]

Professional reference letter template

A reference letter is used to endorse a person’s skills. It is usually needed to get a much-desired job or apply for an academic part and it is mostly written by previous employers or academic personal. An honest overview of skills, ability, and knowledge are presented in this letter. You can use the following professional reference email template and adjust it to your needs. 

Dear [Name], 

I am writing to recommend [Recommended person]. [He/She] was working/studying with us here at [Organization Name] as a [Position] for [Period of time]. 

I am [Your position] of [Organization name] and [Recommended person] worked with me on [Projects]. 

During [His/Hers] time here, [He/She] proved to have [Skills/knowledge/ability]. I have always valued [Qualities] amongst my [Team/Students] and [Recommended person] never failed to deliver that. 

I am sure that you would also find [Recommended person] easy to work with. 

If you have any questions please don’t hesitate to contact me. 

Kind regards, 
[Your name]

(Post interview) Thank you email template

Send a post-interview thank you email to express your appreciation for their time. This might get you better chances to land that job. You can use the following thank you email after the interview template and adjust it to your needs. 

Dear [Name], 

Thank you for taking the time to meet me today. I found our conversation really interesting. 

I enjoyed learning about this opportunity and I am confident that my skills and experience will allow me to succeed in [Job position] at your company.

I am looking forward to hearing back from you about the next steps. Please let me know if you have any questions. 

Thank you again, and I hope to hear back from you soon. 

Regards, 
[Your name]

Now it is your turn. Take the templates presented in this article, add a unique twist and crush your goals! It is all about setting the right target and crafting your email accordingly. 

We hope you found what you were looking for within these templates and, if you have any comments, feel free to leave them below.





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What is an email autoresponder and how to set one up?


There are a number of advantages to setting up an email autoresponder for your business.

Not only do you save time because you’re automating repetitive tasks, it’s also a great way to nurture leads and build stronger relationships with your contacts.

If you think that autoresponders are only for large companies with sizeable marketing budgets, then you’re very much mistaken.

These days, there are plenty of autoresponder solutions that are accessible to small businesses with equally small budgets. There’s no better time to launch your own email autoresponder workflows.

Set up your own email autoresponder with Sendinblue >>

In this article we introduce the concept of an autoresponder, explain how it works, and provide you with a step-by-step guide to setting up your first autoresponder email with Sendinblue.

Here’s what you need to know.

What is the purpose of an email autoresponder?

There are several reasons to put in place an autoresponder:

  • Your contacts still receive important messages from you without you having to be there to manually send them
  • It moves leads along the marketing funnel
  • To send tailored messages to specific groups of people on your contact list
  • To generate income by driving engagement and conversions

Here are some examples of when an autoresponder is used:

  • Sending a special offer or discount code to contacts on their birthday
  • Sending a welcome email to your new subscribers
  • Sending a reactivation email to a customer who hasn’t been engaging with your previous attempts to reach out
  • Sending out abandoned cart emails to encourage contacts to complete purchases

So how does an email autoresponder work, exactly?

Put simply: You write an email once, schedule it, and it gets sent automatically.

But is it as easy as it sounds? Well, yes actually – if you’re using the right marketing automation solution. 😀

First, you have to create a marketing automation workflow. In other words, put in place a set of rules that are going to ‘trigger’ the email autoresponder.

Then you define the entry point for your workflow, i.e. what is the specific condition or situation that is going to set the workflow in motion.

Next, you determine any remaining trigger conditions in the workflow and the subsequent actions to be taken.

You choose the order and the frequency of the emails. For example, you’re going to hit new subscribers with a welcome email at the time of sign-up and then a series of onboarding emails in the following days.

Your email is automatically sent once a contact fulfills a condition, as depicted in this schema:

Process of creating a custom workflow

Set up your first autoresponder emails with Sendinblue

Sign up to Sendinblue and you can try out the autoresponder function for free.

Select the ‘Automation’ tab on the Sendinblue dashboard and then click ‘+Create a new workflow’.

Sendinblue gives you two options for creating effective email autoresponder workflows. You can either:

  1. Create a custom workflow from scratch OR
  2. Use one of the preset workflows from the Sendinblue Workflow Library – a collection of templates suitable for any company (to which you can also add certain custom conditions).

Setting up a custom email autoresponder workflow

Step 1: Set a goal for your workflow

Remember: Before you start writing emails, you need to set a clear end-goal for your workflow. This will help you decide the type of emails you need to create.

For instance, if your goal is lead-nurturing then you’re going to need welcome and onboarding emails, case studies, white papers, etc.

If your goal is to increase sales then you’ll be looking towards abandoned cart emails, sales/promotional emails, special offers, cross-selling emails, and so on.

For some examples of autoresponder emails read our article on How To earn Loyal Customers With Automated Emails.

Step 2: Write & design your emails

Once you know what kind of email you need, write the email content and choose the design and format.

Sendinblue provides all the tools you need to design your email thanks to its handy ‘drag & drop’ editor and a selection of ready-made email templates. No need to call a graphic designer!

Step 3: Save your email templates on the Sendinblue platform

You’re going to need them for later.

Step 4: Select a workflow type

On the Automation tab of the Sendinblue dashboard, click ‘+Create a new workflow’ and you will see the following screen.

Select ‘Custom workflow’.

Screenshot of workflow options screen

Step 5: Define the entry point for the workflow

Screenshot of workflow entry point selection

There are several different triggers to choose from:

  • Email activity: a contact opens an email or clicks a link in an email
  • Contact details: using characteristics (e.g. age, birthday, location) to trigger the autoresponder workflow
  • A contact submits a form: e.g. when a contact subscribes to receive email updates from you. Just so you know, you can use Sendinblue to create custom subscription forms for your site and set up double opt-in confirmation which is advised for GDPR compliance.
  • Website activity: Filter contacts based on them visiting a particular page or group of pages on your site. 

Step 6: Add actions to the workflow

Choose the resulting actions you want the contact to experience in the workflow.

To set up your email autoresponder select ‘Send an email’.

Screenshot of action selection screen

Step 7: Add your email template

Select the template you saved earlier or create a new one.

Screenshot of 'send an email' option

You can also add some additional conditions to your workflow.

Screenshot of adding a condition to a workflow

Once you have created your workflow, you can activate it by editing the workflow and selecting “On“.

Further reading: 8 Strategic Marketing Automation Workflow Examples for High Conversions

Using a pre-made workflow template

To make things easy for you, Sendinblue has some pre-made templates for common scenarios which will help you build an effective workflow step-by-step.

Step 1: Select a workflow type

In the Automation tab of the Sendinblue dashboard select ‘+Create a new workflow’.

Choose a workflow template from the following options:

Screenshot of 'select a workflow' screen

Step 2: Identify your target contact list

After selecting your template, a new screen will open where you will be asked to identify the target contact list for your workflow.

Step 4: Set the time delay

After selecting the target contact list, you are going to set the time delay it will take for the contact to receive the autoresponder email.

Step 5: Choose an email template

The final step is to select the email template you want to use for the workflow. You would have created this in advance and saved it on the Sendinblue platform in your email template folder.

As an example look at how the above steps are summarized in the case of the Welcome Message template below:

Workflow for welcome email template

Why you need to start using autoresponder emails

By now you know how autoresponder emails work and we’ve shown you how incredibly easy it is to set up automated emails with Sendinblue.

If your business is not using autoresponder emails yet, then here are a few reasons why you should: 

  • Lead-nurturing: Feeding your leads with content that interests them is going to help move them along the sales funnel.
  • Increased engagement: Contacts are more likely to engage with content that is relevant to them. Contact segmentation gained as a result of autoresponder filters will make your email campaigns more effective.
  • Better communication with customers: Autoresponder emails are an efficient way for the customer get to know you, stay informed of your news and offers, and most importantly, not forget about you!
  • Stronger customer relationships: Personalized autoresponder emails with tailored messaging are going to boost your customer experience which in turn will build trust.
  • Time-savings: Imagine how long it would take to send all those emails manually! 😱
  • It’s nowhere near as complicated as you think! If you’ve read the step-by-step guide in this article then you know that setting up autoresponder emails with Sendinblue is a quick and easy process.

Looking for an email autoresponder that’s not going to break the bank?

Open a Sendinblue account and you can send up to 300 emails a day (or 9000 per month) without paying a single cent. If your emailing needs are greater than that, we have a range of paid plans to suit all budgets.

Further reading: Marketing Automation Guide: Definition, Benefits, and Examples

Temp Mails (https://tempemail.co/) is a new free temporary email addresses service. This service provide you random 10 minutes emails addresses. It is also known by names like: temporary mail, disposable mail, throwaway email, one time mail, anonymous email address… All emails received by Tempmail servers are displayed automatically in your online browser inbox.



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38 Experts Share Their Email Marketing Best Practices for 2019


Over the years, email marketing has evolved to be one of the most cost-efficient forms of digital marketing.

However, learning the ins and outs of this marketing instrument is often harder than most marketers anticipate. Some things may work for one business, but end up being a total failure for another.

The only way to really learn what works best for a certain business is to test your approach repeatedly. Eventually, your efforts will start to show you where you need to improve and what your customers love to read.

Having said that, there are some email marketing practices that are universal for most industries. These are practices that have shown to work repeatedly, across different types of businesses.

As such, in this article, we have gathered 38 experts with a proven track record of email marketing success, and have them share their opinion on the things you can do, to send successful campaigns every single time.

1. Warren Whitlock

Warren Whitlock

Warren Whitlock advises companies on the strategies needed to take advantage of digital media tools and online opportunities that drive growth and profits. A current focus is on blockchain, a technology that will disrupt most traditional businesses. Advising enterprise on ICO, e-commerce, martech, new media, and the future of marketing.

There are two things over the last 38 years of using email that stand as life-changing. 

Getting rid of spam

Modern accounts shouldn’t have a problem but if you have it, take a look at better software and accounts to fix it. Email is communication not a daily weeding job to find important messages.

Practicing the philosophy of “Zero Inbox” and ending each day with zero messages in my Inbox

I read/process all the messages I get and can now mail to thousands with my own return address and encourage them all to reply. 

If you have thousands of emails in your inbox, you are wasting time every day. Just archive everything older than 30 days and get started. Search will let you get to an old message faster than scrolling. Then quickly go through the rest. I’ve been doing this for years and get up to a few dozen every so often. I just have to go through and decide where it belongs outside of email. If not, I archive it and know I can find it if ever needed. 

Email remains the most universal way to carry on a personalized conversation. Text and messengers apps are great but not anywhere as universally used as email.

2. Evan Carmichael

Evan Carmichael

Evan Carmichael is working to solve the world’s biggest problem: Untapped human potential. Join him #Believe.

Tell stories, especially yours.

Before people will listen to you or buy from you they need to understand that you know how they feel, what they’re going through, and that there is a way out.

Your story is the thing that will connect them to you and is your competitive advantage. The more vulnerable you are, the better. People don’t want to learn from the perfect person because they’ll think you don’t understand them and what they’re going through. Except that you do. Because you’ve been through it. But they don’t know that until you tell them.

Make them feel that you understand them, then they’ll take the actions you want them to take. #Believe

3. Sam Hurley

Sam Hurley

Sam is Founder of the eagerly-anticipated OPTIM-EYEZ. He has been ranked as the world’s top 3 influencers by Webinale, Onalytica, and ScribbleLive.

For 2019+, here are my big 3 concise Email Marketing recommendations (which are also mostly necessities!):

#1: I don’t know how many times I have to say it. STOP EXPORTING YOUR LINKEDIN CONTACTS AND ADDING THEM TO YOUR EMAIL LISTS.

This is actually illegal if you’re sending to contacts within the EU (due to The GDPR) — and not to mention, downright flippin’ annoying.

If people didn’t give their permission, how is this ever going to turn out to be good for your business in any way?!

(And no, simply introducing your email content with the line “You’re receiving this email because you’re a contact on LinkedIn” doesn’t make it OK in the slightest.)

#2: Make it super easy for subscribers to unsubscribe at any time.

You might think this is encouraging negative action — but it actually instills more trust.

#3: Segment your lists. The more targeted and relevant your emails become, the more your subscribers will feel special — if they didn’t subscribe to hear about your cute new puppy, don’t send them emails about your cute new puppy. 

4. Erik Qualman

Erik Qualman

Bestselling Author and Keynote Speaker Erik Qualman has performed in over 50 countries and reached 30 million people this decade. 

His Socialnomics work has been featured on 60 Minutes to the Wall Street Journal and used by the National Guard to NASA.

His book Digital Leader propelled him to be voted the 2nd Most Likeable Author in the World behind Harry Poter’s J.K. Rowling. You can connect with him through Equalman.

Star with the the subject line

Most email that isn’t read is because it was never opened in the first place. Don’t trick people into opening it with the subject line. This works, but it only works once and people will unsubscribe. 

If the subject line is too difficult to create then most likely the content of the email itself needs work. In sum, when drafting your email you should think of the subject line first before anything else. 

The subject line should help you write the email, not the other way around. Most of us do the exact opposite and treat the subject line as an after thought.

5. Ian Brodie

Ian Brodie

Ian Brodie is a marketing consultant and author of the bestselling book Email Persuasion. You can connect with him through IanBrodie.

For 2019, I would put my focus on just one thing: Deliverability.

That’s painful for a marketing person to say. But the truth is that it doesn’t matter how engaging your email content is, how enticing your subject lines, how compelling your calls to action: if your emails don’t make it through to your subscribers’ inboxes then it all counts for nothing.

And of all the areas in email marketing, the one that’s changing the most is deliverability.

If you could write great emails in 2015 or 2018 or 2005, your emails will still be pretty great in 2019. But what’s changing significantly is the algorithms the big email service providers use to decide where to place your emails. All of them, and in particular Gmail which powers by far the biggest number of inboxes, are getting tighter and tighter on what they allow into the inbox versus what they push to spam or promotions.

And the days when you could keep out of the spam folder just by avoiding “trigger words” or by playing games like saying “f.ree” instead of “free” are long gone. 

So even though it’s not a sexy marketing topic, I would advise getting to grips with deliverability.

That means understanding how to get your subscribers to whitelist your email address. Keeping your mailing lists clear of spam-traps and dead addresses. Regularly monitoring your inbox placement using tools like Glockapps.com, and managing engagement so you send only to people who are actively reading and taking action on your emails.

This one area can have a much bigger impact on your success with email than any tweaks you can make from a marketing perspective.

6. Jacob Cass

Jacob Cass

Jacob Cass is a prolific graphic designer who runs the popular design blog, Just Creative, which doubles as his award-winning graphic design & branding firm. Jacob’s clients include the likes of Disney, Jerry Seinfeld, and Nintendo. Jacob has spoken at TEDx, been featured in Forbes, Entrepreneur and has been awarded LinkedIn’s exclusive “Best of” for graphic design.

  1. Set your goals
  2. Proactively grow your email list
  3. Use triggered emails
  4. Optimize for mobile
  5. Automate with autoresponders, workflows and segmentation
  6. Use email marketing in combination with social media
  7. Use a tracking pixel
  8. Time your campaigns
  9. Track and test your campaigns

7. Dennis Yu

Dennis Yu

Dennis Yu is the Chief Executive Officer of BlitzMetrics, a digital marketing agency providing real-world experience to students by managing ad campaigns for companies like the Golden State Warriors.

#1 tip to make your emails effective – write them like social media posts.

Why?

Because 80% of emails are opened on a mobile phone. That means people are on the go, scrolling fast (140% faster scroll on mobile than desktop), and need you to capture their attention immediately.

That means your headline is even more important– and not just because the average user is inundated with 200+ emails a day. I happen to get 900 emails a day, so you can imagine how hard it is to get into my inbox and to also get my attention.

This means write simpler copy using nearly all text and short paragraphs, like you see here. Having a lot of formatting makes your email look like an ad. Having long paragraphs being read on a phone that’s only 2 inches wide presents a reading challenge that most users will decide to just skip.

Social media posts, especially LinkedIn, are all about the copy. So learn to teach, inspire, and entertain– selling only 10% of the time.

8. Tim Hughes

Tim Hughes

Tim Hughes is ranked Number 1 as the most influential social selling person in the world. He is the co-founder and CEO of Digital Leadership Associates.

Stop sending cold emails.

You are wasting your time, annoying people and nobody is opening them. Well, a small number are opened and those that do rarely convert to revenue.


Instead spend time on social media, using “permission marketing techniques” building relationships, engaging and creating insightful content.

Trust me, you will get twice the results for half the cost.

9. Ivana Taylor

Ivana Taylor

Ivana Taylor is the publisher of DIYMarketers.com a resource for entrepreneurs who want to do LESS marketing and make MORE money. In 2010 she ranked #21 out of 30,000 influential people on the Internet.  She is the book editor for Small Business Trends, a contributing author to AMEX Open Forum and has appeared on MSNBC.

In 2019, the most important thing about email marketing is to first and foremost decide what role email marketing will play in your chosen marketing strategy.  

For example, if you choose a content marketing strategy, then use email as a way to engage with your email list and drive them to content that will ultimately lead to a call to action.

If you’re running a direct marketing strategy, then email is your primary form of contact with your email list and each email will contain a call to action.

If you WANT to use email marketing as a support to your marketing strategy, then your first step is to make sure that you start with who you are selling to and how they want to communicate with you, what you’re selling and the best way to move potential prospects through their buying journey.

Don’t “DO” email marketing because you heard it was something every business should do. Choose email marketing as a supporting tactic to the marketing strategy you choose.

10. Shane Barker

Shane Barker

Shane Barker is a digital marketing consultant who specializes in influencer marketing, content marketing, and SEO. He is the co-founder of Attrock, a digital marketing agency. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities. You can connect with him through ShaneBarker.

When it comes to email marketing, here are the best practices in my experience: 

Be consistent. It’s the key to grow your audience and engagement too. 

Don’t underestimate the power of your welcome emails. Use them to build strong relationships. 

Find the right times to send the email for maximum impact. This method works very well for me. 

Be authentic and seek their feedback. It helps you understand what your readers want. 

11. Adam Connell

Adam Connell

Adam Connell is a content strategist with a background in SEO and email marketing. He used to manage the content marketing efforts of international brands. Now he teaches bloggers how to get noticed at BloggingWizard

Get to know your audience

The results you get from email marketing are proportionate to the value you deliver to your audience. Survey your email subscribers to find out how you can serve them better. This can be done easily by using your automation sequence & a survey tool like Typeform.

Use an email verification tool to improve deliverability

Email deliverability is a huge challenge. Spam traps and incorrect emails can have quite an impact. A tool like Mailfloss can filter these out automatically so you don’t have to lift a finger.

Let your subscribers know what they’re signing up for

Whatever list building tactics you are using, be transparent about what people are signing up for. If they need to join your newsletter to get a free download, let people know. Include it on your forms, confirmation email, and thank you page. And of course, make it easy for people to unsubscribe.

12. Dan Scalco

Dan Scalco

Dan Scalco is the founder and marketing director at Digitalux, a digital marketing agency located in Hoboken, N.J.

The number one email practice I would recommend in 2019 would be to automate your email personalization as much as possible. Digital marketing is becoming more and more tailored to the recipient due to the increase in volume of marketers/business making the shift to digital marketing.

Personalization through email tactics such as Browse Abandonment, which remind customers about products they recently viewed, help keep marketing tailored to the individual buyer. In an ever-growing world of general mass e-newsletters, personalization is what will help you stand out and increase conversions.

13. Nicholas Scalice

Nicholas Scalice

Nicholas is a growth marketing consultant who helps brands turn website visitors into leads and customers using high-converting landing pages. He’s the founder of Landing Page School, which offers free training on landing page design, A/B testing, and conversion optimization.

The #1 email best practice I recommend is to make your emails look more human and less robotic.

Nothing is worse than an impersonal email packed with images and buttons and links. That’s not something that most people want to engage with.

Rely less on formatting and focus more on the copy. Write with a personal tone, and if you can, put a name on it so that people know who’s behind the message.

14. Joe Williams

Joe Williams is a Digital Marketer and SEO trainer at Tribe SEO. He’s on a mission to make SEO easy, fun and profitable.

Two things that work great for email marketing are creating compelling leads magnets and segmenting your email list.

For a lead magnet, it could be a valuable pdf but I’m moving more towards creating a mini email or video class series.

For email segmenting, it may be by their industry knowledge in the product or service that you offer. Typically, I’ll segment into three or four buckets through a drop down form on email capture, and tag them in my email autoresponder. Then, I can market to them on a much more personal way, and this will lead to hyper-targeted messaging when I make my sales pitch later down the line.

15. Ashley Faulkes

Ashley Faulkes

Ashley is a recovering WordPress designer turned Affiliate Marketer who loves ranking stuff on Google. He spends way too much time in the Swiss Alps and tries to get some work done in between. You can connect with him through Madlemmings.

These days I am less worried about following all the advice and rules and more interested in creating real relationships with my readers. The same applies to email.

So, what does that mean in practice? I like to provide oodles of value to my email list before pitching them anything. Like trusting a friend when you buy a new car (or anything of value) it’s usually not something you do lightly. And expecting your email list to be open to buying from you or via your affiliate links before you have established yourself is the same. Trust comes first, even online.

16. Jordie van Rijn

Jordie van Rijn

Jordie van Rijn is an international email marketing expert and helps people select MarTech as founder of emailvendorselection.com.

Put your content to work for extra opt-ins

As far as conversion is concerned, asking for that all important email opt-in is crucial. All email lead nurturing programs start after a first opt-in and email address is given. It is a turning point.

Research on consumer email marketing attitude and behavior showed that people are most likely to exchange their opt-in for a tangible monetary benefit. (yeah, ca$h). Free shipping, a 5$ gift card or 10% off.

But what about brands in B2B, or brands ones that have mostly content? 

Some list building techniques that sound like a bad crime movie: Bribery, extortion, content-gating, all sorts of mischief. Think about creating one very strong piece of content that has done all the selling for you (because it is so good). Then you just ask if people want more.

You can offer a content upgrade (eg a downloadable checklist to accompany a how to article). But it can be even simpler. If you do a blog series, add a “receive the next part once it comes available”.  The whole thing can be as simple a paragraph of text pointing to your normal signup, no extra work needed.

*Example of a “next in our series” opt-in

17. Ben Matthews

Ben Matthews

Ben is a social media and press consultant specializing in technology, media, government, and charity. He offers senior client consultancy and trusted counsel, sets strategy, and ensures well-executed implementation for campaigns at all levels. Connect with him through Montfort. https://montfort.io/

He is a regular speaker and well connected to the London media scene, influencers and blogging communities.

Try plain text emails

These have been shown to be working more effectively than image-heavy emails, as they have higher deliverability rates, load quickly on mobile and allow readers to get the message straight away without having to scroll down on mobile.

Less but better

Try sending less emails but put more time into making the content much better. If you’re known for sending low value emails, your readers won’t open them. Better to become known for sending valuable emails, even if that’s slightly less frequently.

18. Minuca Elena

Minuca Elena

Minuca Elena is a freelance writer specializing in creating expert roundups. Her posts provide quality content, draw huge traffic and get backlinks. She also helps bloggers connect with influencers. You can connect with her on MinucaElena.

The best email practices depend on the goal that you have. Basically, there are two possibilities:

  1. Email marketing
  2. Outreach

To your subscribers, you should always send out new content (an email about each new post you publish), updates about changes that are happening in your company and special offers and promotions from time to time.

People love getting discounts and great deals but they don’t like to be sold things. So you should make your sales emails look and feel like you are offering them an amazing opportunity, not like you are trying to sell them another product.

If you are busy and don’t have enough time to publish regularly then you should also send your subscribers your latest media features like interviews and podcasts in which you were a guest. This way they will see that you are a respected and successful person in the industry. 

For outreach, my best advice is to personalize your templates as much as possible. You will spend more time on this but it will be more efficient and you will have better results. 

19. Marcus Miller

Marcus Miller

Marcus is a digital marketing strategist at Bowler Hat where he helps small businesses get big results from SEO, Google Ads, and Facebook Advertising.

Tip #1

Something that gets overlooked with email marketing is to ensure you have implemented DMARC and DKIM authentication for your emails. This improves deliverability and ensures your marketing messages get in front of your prospects. 

Tip #2

The most important factor in email marketing is to add value. Make your email so valuable that the recipients make time to read it.

There are many ways to do this. The specifics will depend upon your audience. One great example of a marketing email is a 2 minute summary of Google Webmaster Hangouts. I don’t have time for the whole 90-minute webinar so I actively look out for and read the key takeaways summarized in a 2-minute email. 

20. Dela Quist

Dela Quist

Dela Quist, founder, and CEO of leading email marketing agency Alchemy Worx, isn’t one to hold back. Passionate about email marketing, Dela has all the research and statistics at his fingertips to prove his arguments. Dela is an entertaining and convincing writer and speaker – well worth following.

Test Test Test

Testing is a proven way to ensure that each email you send engages as many people as possible. What many people do not realize with A/B testing, is that testing 2 Subject Lines at a time will bring you fewer results than testing more subject lines. 

Research we conducted into the effect of the number of Subject Lines (variables) you need for success shows marketers can improve their chances of success by 7 x if they test three Subject Lines, 10 x if they test four and 30 x if they test ten Subject Lines!

Now I accept that not everyone has the resources or the necessary amount of subscribers to write and test 32 different Subject Lines every time they send an email. What I would recommend to everyone is to test at least four subject lines at a time. A four Subject Line test is likely to result in a 33% lift. To compare, a classic A/B test is only likely to give you a 3% lift. 

But help is at hand

Email marketers and copywriters who are serious about improving the performance of their email campaigns can only do so by increasing the number of Subject Lines they test. Touchstone a testing tool that uses AI to identify winning subject lines – makes the testing part easy. In the meantime, here is a handy guide to subject line copy writing.

21. Harris Schachter

Harris Schachter

Harris Schachter is Director of Marketing at Home Care Delivered, Inc and Founder and Owner of OptimizePrime, LLC.

My best advice for email marketing is to provide value in an informational sense, not just sell stuff.

This is especially crucial for the first couple of emails sent to a new subscriber, when they are more likely to open it (and more likely to unsubscribe after possibly re-thinking their decision to sign up).

These first few communications will set the tone for your emails in general, and it is much more effective to stoke a slow-burn approach to warm up those leads, rather than cranking up the heat right off the bat.

Email is a free channel, so don’t waste it! Test out your sequences by combining informational and conversion oriented messaging, and don’t forget to segment based on audience/persona or product interest.

22. Ruben Gamez

Ruben Gamez

Ruben Gamez is the founder of electronic signature app Docsketch, which helps get your sales document signed twice as fast as anything else.

Email is now something that’s used by most companies to nurture and convert leads into customers.

Because of this, it’s more important to stand out and do a great job of onboarding readers into your email list. Just like software companies have been doing, paying attention and actively working to increase engagement in the first few touch points will go a long way.

With email this means that the first couple of emails are critical and you’ll need to test to make sure you nail that experience.

23. Neil Sheth

Neil Sheth

A former Investment Banking Consultant turned Digital Marketing Strategist. Neil Sheth is the founder of Only Way Online, a digital marketing agency. He helps businesses attract new customers online whilst protecting their time and resources. You can also connect with him through Your Brand Found.

Start thinking about how you can leverage your subscriber audience across other social channels. We are living in an omnichannel integrated world now where you need to appear and engage with your audience in multiple places and in multiple ways online.

That’s why I’m always looking at my email audience thinking how do I encourage them to check out my other channels. For instance, I recently spoke at Google and emailed my subscribers to follow me on Instagram as I was sharing the day using Instagram stories.  Nicely, one of my subscribers decided to buy my services that day after seeing the talk. No coincidences there!

24. Janet E Johnson

Janet E Johnson

Janet E Johnson helps business owners grow their business with strategies from branding and optimization of their social media. She focuses on specific ways to take the customer from a fan or connection to a sale. Her services on JaneteJohnson include training, consulting, speaking and management.

Be consistent

Your list will forget about you if you do not get in front of them consistently. This can be weekly, 2x per week or even daily. Some brands choose to send out emails monthly, but I would suggest more than that. It also helps to send at the same day and time of the week. This sets the expectations for your list.

25. Lolita Carrico

Lolita Carrico

For over 20 years, Lolita has worked with startups, emerging brands as well as Fortune 500s to develop marketing and business development strategies that increase brand awareness and ultimately drive growth and revenue. You can find her at www.lolitacarrico.com.

While social media and text marketing seem to be eclipsing, email marketing is still an effective method (based on ROI) to communicate to loyal fans and incite repeat purchases. 

Use advanced segmenting and automation

The primary thing to remember is that email marketing platforms allow you to segment and automate. With these functions, you can truly customize your emails for better user experience. 

Rather than blasting the same message or offer to all your subscribers, tailor the messages by segmenting your lists based on buying behavior, last purchases or actions. The more you can micro-target your emails, the greater conversions you’ll see.

Keep it Short & Engaging

The Twitter and Instagram era have conditioned consumers to respond best to short-form and visual content. Email should be no different! Keep your messages concise, on-brand with a tone that resonates with your audience and is visually stimulating. 

Finally, keep in mind that on social media there is no need to share your email address to follow a brand. When a consumer subscribes to your emails, they are giving you more access to them. Use it wisely to avoid the dreaded unsubscribe. 

26. Daniel Ndukwu

Daniel Ndukwu

Daniel Ndukwu is the founder of KyLeads – a platform that helps websites turn more visitors into subscribers – then customers.

There are a lot of things you could do with email marketing and they’ll increase your open rate, CTR, and engagement. 

If you were to boil it down to one or two then I’d focus on:

Segmentation

Every market or business has multiple customer segments they cater to whether they know it or not. Each of those segments wants something different from your products and services. Segmentation – psychographic and behavioral segmentation specifically – make it possible to tailor your message to the goals of individuals rather than using one size fits all messages that the whole world can relate to.

Personalization

This isn’t about putting someone’s name in the subject line or body copy, not really. This is about reacting to their needs as an individual. For example, someone visits a product page four times or stays on a long form sales page for 15 minutes but doesn’t end up buying. If they’re a subscriber, you can send a message that takes that into consideration. Maybe they need a discount or more information before making the purchase – give it to them. 

27. Kath Pay

Kath Pay

With a wealth of knowledge gained from being an industry veteran of 19 years, Kath is an author, blogger, expert contributor, international conference speaker, and trainer.

As CEO of Holistic Email Marketing, she devotes her time to developing customer-centric eCommerce journeys using a holistic, multi-channel approach. 

Lead with Strategy and not with technology

When we let technology drive our decision-making, we can end up creating a disconnected experience for our customers. We can avoid that by creating a strategy first and then applying technology to carry out the strategy. Avoid creating a program around a tool or a feature.

Test to continually optimize your campaigns and email program 

Testing has three goals:

  1.     Gain an uplift.
  2.     Learn something about our customers.
  3.     Share learnings with other team members and channels.

You will get best results when you adopt a scientific approach that incorporates a hypothesis tied to your campaign or program objective. It’s easy to do simple A/B testing on a subject line or call to action, but those results likely will apply only to that campaign. Aim higher, testing over multiple campaigns to gain statistical significance and long-term gains.

Be subscriber-oriented in your reporting.

Think beyond the campaign. Use metrics that focus on customers and subscribers.  We shouldn’t limit ourselves to making decisions only based on campaign metrics. This helps us to measure success using the correct metrics and make strategic decisions that will keep us focused on our objectives.

28. Rachel Andrea Go

Rachel Andrea Go

Rachel is a content strategist, SEO writer, and inbound marketer for e-commerce and SaaS clients. She loves writing about remote work, productivity, and marketing strategies. You can find her at rachelandreago.com.

Use custom graphics, or no graphics at all

Using custom graphics is nothing new, but it’s definitely a best practice for a reason. Avoid stock photography, which is boring at best. Custom-designed graphics in your newsletters help keep your images relevant and helps to convey your message. 

If it’s between stock photography or no image at all, do no image at all. Plain text emails have been making a comeback as busy readers are getting tired of highly designed, loud marketing newsletters, and sometimes a plain text with just the facts can be refreshing.

Summarize your newsletter at the beginning

Think about your mobile viewers here. People who open their emails on their phones don’t have time to scroll through a barrage of images, so summarize your message and highlights in a few paragraphs at the beginning of your email – before any graphics/images. I also recommend putting your logo at the bottom of the email, not the header (which readers will have to scroll past).

29. Scott Miraglia

Scott Miraglia

Scott is the CEO of Elevation Marketing. He is a balanced risk-taker with nearly three decades of experience starting and growing advertising and marketing agencies.

2019 has seen many marketing trends shine in the spotlight. Voice search, evolving AI, a view beyond millennials to Generation Z—these topics are driving conversations. What can get overlooked amid the hype are reliable strategies that should be a cornerstone of any marketing plan.

Take Email. This tactic still has the potential to deliver a 38:1 ROI to those who leverage it correctly. So let’s cut through the noise and look at the best email best practices in 2019. 

Boost your open rates with split-testing

This should be a pillar of every email strategy. Can’t figure out which campaign to settle on? Split testing will tell you which subject lines will be most eye-catching, the type of CTA to use, and the most optimum content. In short, it will help you avoid mistakes before you make them. 

Personalization

The other pillar of email in 2019 is personalization. Dollars to donuts your split testing will reveal that the most engaging subject lines are personalized. Do this by utilizing all the data at your fingertips: browsing and purchase history, demographic info, lifestyle, etc. Invest in AI platforms to automate data harvesting on a massive scale, tell a story with your email content, and always incorporate the recipient’s name whenever possible.

30. Brenda Stoltz

Brenda Stoltz

Brenda Stoltz is the founding partner of Ariad Partners, a growth agency specializing in helping companies improve their marketing, sales, and brand loyalty. Brenda also shares her expertise on B2Community.com, AllBusiness.com, FoxBusiness.com, HubSpot.com, and Eloqua.com. 

There are three primary email practices that are crucial for marketers in 2019. Effective email marketing is about proper targeting, messaging and deliverability.

Segmenting and Targeting

No matter what your message says, if your email list is not properly segmented and targeted to your content, it will fail.

Messaging

If you’ve targeted the right people, the next most critical factor is your message. It needs to be short and to the point, relevant, lead with the benefit to the reader with an offer that is compelling (easy – peasy, right?!).  People are busy, don’t waste their time.

Deliverability

In addition to list management best practices, get familiar with DKIM, SPF, and DMARC. These authentication practices won’t save you if you’re using not using best practices for list management and sending, but it will help you protect your domain and improve deliverability, if you are.

There is money in email marketing. A good email program is gold. Don’t let anyone tell you otherwise. Follow these best practices, test, test, test and reap the rewards!

31. David Krauter

David Krauter

David first cut his teeth on direct response marketing back in 2007. After realising that principals & strategies implement offline have an even more profound effect online he quickly steered his expertise to all things digital marketing. Over the years David shaped his company Websites That Sell, into one of Australia’s leading digital agencies that companies can trust to generate meaningful & impact results via their website & Google.  

CONSISTENCY, CONSISTENCY, CONSISTENCY!

Consistency is the key to getting a good return on email marketing efforts.

It doesn’t matter if email once a day, once a week or every month – but it’s consistency that will ensure you get results.

Why?

Because your readers:

  1. get used to you in their inbox, you’ll get better open rates
  2. get to know you, you’ll get better conversion rates
  3. get more of your, more often

Sporadic mailing will trigger more spam complaints, delete buttons and jeopardise possible sales. 

If you’ve gotten someone on your email list, you’ve done the most expensive part – paying for SEO, PPC or Social Media to get them there.

By not being consistent and staying in front of your readers consistently you’re dramatically diminishing the returns on your marketing spend.

Ok final little bonus…

How do you get consistent (even when mailing daily)?

Learn how to tell stories, piggy-back media/news events, teach and of course…. sell. 

32. Syed Irfan Ajmal

Syed Irfan Ajmal

Syed Irfan Ajmal is a digital marketing agency owner, international speaker, and podcaster. His bylines & citations include Forbes, the World Bank, SEMrush, and 100s of others. Connect with Syed on Gigworker.

Catchy subject line

Your audience is probably overwhelmed by a massive stream of incoming emails.

You can use power words in the subject line to increase your email open rate.

NEW, FREE, IMAGINE, LIMITED OFFER are power words which trigger emotions, arouse curiosity and may even build trust. 

Segment your list

Do you know 39% of marketers who segmented their email lists experienced higher open rates?

So start segmenting your list into groups based on the form your readers opt into.

Get personal

Personalized Emails Improves Conversion by 10%

Use the subscriber’s name in the subject line, and the body of the text. 

Imagine you are having a conversation with them in person. 

Use a text email rather than using shiny banners.

33. Brian Massey

Brian Massey

Brian Massey is the original Conversion ScientistTM and he has the lab coat to prove it. His company, founded in 2007, Conversion Sciences, was one of the first agencies focused exclusively on website optimization.   

Brian has learned what works on the web through thousands of website tests. He has seen it all.  

How much is an email subscriber worth to your business?

So few businesses calculate this value, but it really can help you decide whether you optimize to grow your list or optimize for leads and sales.

The easiest metric to calculate is Revenue per Recipient, or RPR. This is the revenue generated by your email traffic divided by the total number of emails sent. It can be easily calculated for any time period.

You can also calculate the leads per recipient, or LPR, and convert to RPR by multiplying by the value of a lead. How does this affect your business?

See if your RPR is higher than your average session value for mobile visitors. If it is, then you may want to optimize your mobile website for email subscribers, instead of asking them to buy on the mobile device. The same goes for lead generation. Let RPR guide your decisions.

34. Dennis Seymour

Dennis Seymour

Dennis Seymour is a full Stack SEO and SaaS Entrepreneur. You can also connect with him through Seriousmd.

In 2019, it’s all the more important to capture attention with all the noise available to people. 

Here are my go-to practices in 2019.

Determine the purpose of the email first.

If you dont know the purpose of the email, you’ll likely write a long ass email that people will trash or a short email with no results. Understand the main purpose first, that way you can plan how many emails you need to send for the campaign and write copy that will actually matter to the receiver.

Segment people you email.

This used to be a pain in the butt back in the day. Today, you have absolutely no excuse. It’s super easy to segment your emails. That way, you can write targeted copy for your email campaigns.

I use tools that can customize the actual content.

I use tools like Bonjoro or Lemlist depending on what campaigns I run. These tools will help you track your opens and conversions as well. Give it a try, you’ll need to experiment to see what fits your niche best.

35. Kulwant Nagi

Kulwant Nagi

Kulwant Nagi is a blogger, affiliate marketer, and international speaker. He is running a digital marketing company Afflospark that focuses on providing content writing services to clients in many niches. Follow him to improve your blogging and content marketing skills.

The best email practice for 2019 is showing up more. The internet is filled with so much noise and so many experts that getting lost is so much easy now.

If you don’t remind you subscribers time to time, they will forget you and ultimately unsubscribe you.

So maintain email frequency and keep sending them different emails so they don’t forget you.

36. Timo Kiander

Timo Kiander

Timo Kiander is a freelance writer. He runs a blog called OnlineBuilderGuy, where he published in-depth articles regarding WordPress and online website builders.  

Ask questions

One of the great ways to learn more about your subscriber is to ask questions, like if he/she needs help with anything or what the person would like to learn more about.

For instance, you can do this in your welcome message, after the person has subscribed to your email list.

Asking questions shows that you care for your subscribers. It is also a great way to build trust.

37. Adam Steele

Adam Steele

Adam Steele has been doing link building for customers at Loganix since 2010 from beautiful Vancouver, British Columbia. When he is not serving Loganix customers, he is out on his bicycle. 

Brevity and structure are really important. We want to be considerate of people’s time. We do this by summarizing this by breaking down a wordy email into list items. 

Not only will it more likely get read, but it will also provoke a more concise reply. This will also make better use of your time. 

Email the way you’d want to be emailed.

38. David Hartshorne

David Hartshorne

David Hartshorne is a freelance writer working with business owners and marketing teams to create detailed, actionable content that resonates with their audience. When he’s not writing about digital marketing and technology, you’ll find him chilling with a thriller. Connect with him through Azaharmedia.

Latest figures from Statista ​shows the number of emails sent and received each day will continue to rise to 333 billion by 2022. 

The question is: are you sending the right type of email? 

While most marketers are familiar with marketing emails like newsletters and promotions, there’s another type of email that’s equally as important in 2019. 

Transactional emails give you the chance to personalize your message and get higher open-rates because they’re sent on a one-to-one basis rather than marketing emails, which are sent on a one-to-many basis. 

The primary objective of transactional emails is to keep your existing customers informed. Typical examples include welcome emails, ecommerce shipping confirmations, cart abandonment reminders, account updates, invoices, and receipts. 

Using automation software like Mailigen, you can send highly-personalized transactional emails based on an individual’s behavior or actions at the right time. And it’s this type of email which customers prefer most because they know it’s unique to them. 

So if you want to retain your existing customers, keep them happy by sending personalized messages that are relevant only to them.

We would like to thank all the experts that shared their most valuable insights in this expert roundup! 

We hope that you got insipired with these email marketing practices. If you have any comments, please feel free to share them with us in the comments section below.​





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What Is Audience Segmentation And Why Do You Need It?


In this article, we take a look at how audience segmentation works, why it is effective, and how to create your own segment. Additionally, we cover a few bulletproof segmentation strategies for your email list.

Understanding the nuts and bolts of email marketing can often be a challenging task. How do you know if you are sending the right email to the right person? How are you confident that your email will be opened, read and appreciated?

The simplest way to answer this would be to point to the obvious – Your email list.

That’s right, your list has the answer to these questions. While it may contain email addresses from people with similar interests, you often see that your emails hit a roadblock. It may be a lower engagement and less clicks… or more serious issues, like spam reporting or unsubscribes. 

Over time, email marketers have realized that two of the most important factors that cause such roadblocks are lack of personalization and non-targeted emails.

In order to improve in this area, you need to manipulate and split your email list into different subgroups, more commonly known as segments.

And in this article, we will explain everything you need to know about the process of audience segmentation. By the end of this post, you will understand what these segments are, how they work and why your business needs them.

What is audience segmentation

Audience segmentation, in the context of email marketing, refers to the process of splitting your main list into multiple smaller segments that contain email addresses which fit certain criteria.

You are probably wondering why such a thing might be important. So let me give you an example to make this clear:

Every list has active and inactive members. Those that love to read your emails and can’t wait to receive your next newsletter, and those who signed up for different reasons (perhaps a 10% discount code?). The latter stopped opening your emails a long time ago and you are wondering whether you should keep them on your list or not.

After some consideration, you decide to reach out to those inactive members and ask them if they are still interested in being part of your list. Such a campaign is known as a reactivation campaign and is great practice for a clean and engaging email list.

So how do you know which subscribers you should target with this campaign? How can you create a small subgroup of all the members in your list that have not opened your emails in the last, say, 6 months?

This is exactly where segments come in. You can easily create a segment within your list, including email addresses that fit certain criteria (such as unopened emails for the last 6 months) and send them a more personalized email.

How does it work? – Segmentation criteria

Since this article is focused on email marketing, we will adjust our scope towards segmentation criteria (variables), instead of the general segmentation categories which are applicable to all marketing tools. 

Note: In case you want to get an idea of the different segmentation categories, feel free to read our segmentation guide.

Generally speaking, there are two types of criteria you’ll be working with. You can use them individually or in combination:

Subscriber based criteria

Subscriber based criteria include everything related to the subscriber, the way he discovered your list, the sign-up timeframe, etc. Segmentation criteria here include:

  • Demographics and Geolocation (such as the country your subscriber lives in or their gender) 
  • Preferred device used to read emails (mobile or desktop)
  • Opt-in method
  • Opt-in date (to target subscribers’ interaction with specific emails)
  • Date of signup (target users who subscribed during a specific timeframe)
  • Email address specifics (contents of an email address)

Activity based criteria

Activity based criteria include all the actions that subscribers take when coming across your emails. This type of segmentation criteria include:

  • Opened / Did not open an email
  • Clicked / Did not click through
  • Double opt-in / No double opt-in

Criteria based on a subscriber’s activity will help you determine the level of engagement and the importance of an email address within your list. This is the criteria you need to be looking at if, for example, you want to identify members that have not read your emails in the last 6 months.

We will explain how you can apply these criteria in the chapters below. For now, let’s explore what makes email segments so effective and how these can be worked out in even more detail.

Why is audience segmentation so effective?

Audience segmentation

Breaking your list down into smaller segments is a process that, over the long run, will be very beneficial for the growth of your business.

And that is because, when you reach out to your subscribers in a more personalized manner, your emails will act as a tool that builds a relationship between a (potential) customer and your brand.

Before I get you all excited, let me first address the skeptics that still doubt me. Let’s talk numbers here, since that’s the most important form of proof, right?

Open rates

In the context of email marketing, audience segmentation can drastically increase both your Open Rates and Click-through Rates (CTR). More specifically, according to MailChimp’s data, open rates increased by 14.31% while clicks were 100.95% higher than campaigns sent to non-segmented lists.

Unsubscribes

Users tend to unsubscribe more often when the emails they receive are not targeted and personalized to their needs. According to a recent study by Klaviyo, highly targeted email marketing campaigns (sent to specific segments) saw lower average unsubscribes.

Spam reports

In a study conducted by Litmus in 2017, it was found that the biggest reason for people marking their email as spam was, in fact, that the emails they received were irrelevant.

Now, what is interesting about this study is that it was focused on people that had previously signed up to the list they received emails from.

What that means, in short, is that the irrelevant emails were labeled as such, due to their non-targeted and non-personalised structure. Had they received emails that were focused on their needs and wishes, they would have remained loyal subscribers.

Engagement level

In most cases, email marketing is focused on increasing engagement with the brand and creating conversions. And most of us know that the two terms and interconnected. 

Low engagement means fewer sales.

On the contrary, a higher level of engagement leads to an increased number of sales.

As such, it is important to use every method available to increase engagement with potential customers. Thankfully, audience segmentation is the foundation upon which engagement is built.

The way you reach out to your subscribers to ask a question or share a story has a direct effect on whether they will take action. And as we saw above, studies have already observed a 100% increase in subscribers’ CTRs when approached in a targeted manner.

What does this all mean?

Clearly, it emphasizes the importance of learning how to split our list into segments. So keep reading, because we are going to break the process down into easy steps, to help you do it on your own.

Creating your own segment with Mailigen

Creating segments within your list on Mailigen is a pretty straightforward process that only requires you to follow a few steps and have a clear idea of the segmentation criteria that will define the list.

If you do not have a Mailigen account, you can easily sign-up for a 30-day free trial and import your email list to get started.

Step 1: Click on Lists and select Segments to open the Segment panel. 

Step 2: On this tab, you will be able to see all your existing segments. Since we are creating a new segment, let’s click on Create New Segment.

Step 3: Once you find yourself in this panel, there are several actions you can take to create your Segment.

  • Start by giving a name to your Segment (1)
  • Choose one or multiple Lists which you want to use to create your segment (2). You can simply check the boxes of the lists you’d like to work on.
  • Another option is to create a segment based on Email Campaigns (3). Once again, you will be able to select your campaigns, simply by checking their boxes.

Step 4: In this example, we will create a Segment from an existing list. After choosing our list of preference we click on Continue (4).

Step 5: In order to create a segment, you need to filter your subscribers through a number of criteria that you will select. This is accomplished through the Segment Filter Window. There are two types of filters you can use and we already went through them above — Subscriber based criteria and Activity based criteria.

  • Subscriber based filters (1), include field values such as Opt-in date, email address, date of signup etc.

    Here you have the option to add more than one condition to make the segment even more specific.

    If you do so, keep in mind that you can select whether subscribers fit ALL criteria (all conditions created) or ANY criteria (one or more conditions created).

    To give a quick example, if you are running a giveaway during the whole month of July and have people signing up to your list to participate, you can create a segment for all subscribers that sign-up to your list throughout the month of July.

    As there is a different motivation for those subscribers to sign-up, you can use this list to send a reactivation campaign or an offer later on.

  • Activity based filters (2) essentially stand for past actions a subscriber has taken, such as opening an email, clicking through or opting-in.

    Once again, as an example, if you send out an email with a call to action (CTA) that offers a discount code for a customer’s next purchase, you can create a segment of all users that opened the email but did not click through. You can then reach out and ask them why they did not use the discount code you provided.

Step 6: Once your conditions are set, click on Create and your segment will be created. You can now use it for your future campaigns.

Create a segment based on feedback from subscribers

If you want to create a more specific segment for which there are no segmentation options within your tool, you can ask your whole list for feedback, either by sending them a question of your own or by sending out a survey.

Here is what I mean by that. Imagine you have a clothing brand and you want to plan a marketing campaign that will offer a discount code to all redheads on your email list, for redhead day (5th of November).

Step 1: Ask your readers for feedback. Offer a questionnaire or simply ask them to reply to a simple question like “what is the color of your hair?”

Step 2: Go through the replies you receive and discover the redheads through their feedback. If you have a large email list, this process might take a lot of time.

Step 3: Create a new segment, choose your main list and find all the redheads that replied to your email.

And voila! You now know an alternative way of audience segmentation.

In case you don’t have time to wait for subscribers’ feedback or you currently have a very small mailing list, you can also build a landing page that will attract red-head readers.

Export your Segment

After your segment is created, you have the option of exporting it to a Microsoft Excel Spreadsheet.

Here is what you need to do to export your segment’s contents:

Step 1: Select the Segments option from the Lists Menu. This will display all of your current segments.

Step 2: Click on the segment you just created.

Step 3: Click Export Segment Link. You will download the segmented list as a Microsoft Excel (xls) sheet.

Bulletproof segmentation strategies for your list

Now that you have a better idea of what audience segmentation is, we will share will you 5 segmentation strategies that we and other businesses have used to improve their results. You can refer to them to get ideas or use them adjusted to your individual goals.

1. Audience segmentation based on geolocation

Geolocation is one of the subscriber based criteria (mentioned above) which you can use to create a detailed segment with users that reside in a certain geographic area. This strategy is very helpful for businesses where location has an influence over the purchasing decisions of their subscribers.

For example, Litmus applied geolocation filters to build targeted segments for their Email Design Conference, which took place in three different locations.

Each email included useful details for the specific location most relevant to their readers.

litmus-hotel-room

The campaigns that were sent to these segmented groups resulted in an impressive 46% increase in open rates, compared to general conference announcements.

You can also use geographic data for different email marketing campaigns:

  • Promoting regional offers – Send targeted emails for special offers in specific store locations.
  • Email timing based on specific time zones – Send your emails at the time that worldwide customers are most likely to read them
  • Customized directions – Send personalised emails that include directions to an event or store’s location based on the location of your reader.
  • Add personalization elements – Use a location tag in your subject line or body of your text to offer a more personalized experience to your subscribers
  • Special offers – If you run a business at multiple locations, you can send subscribers an offer that is only valid for the store they will most likely visit.

2. Audience segmentation based on funnel position

One of the best ways to create segments for your audience is by understanding where they are positioned in the sales funnel. 

A person who is positioned at the top of the funnel should get a completely different email compared to someone who is at the bottom, ready to buy your product.

For example, new subscribers that only recently discovered your brand, should get emails that are more general, giving information about the niche you are serving and the range of products/services you offer. A great way to do this is by creating a Welcome email drip campaign for all new signups.

After these new subscribers have been part of your list for a while, they will have probably given you enough data to create more targetted emails by placing them in other segments. 

Another example is abandoned cart emails. Such behaviours indicate that a subscriber is at the bottom of the funnel; he/she is willing to complete a purchases but stopped abruptly during checkout.

In such instances, it might be a good idea to send follow-up emails in order to remind them about their incomplete order and listing the products they were ready to buy.

Grafomap does a great job reminding their customers about their order.

If you’d like to learn more about the sales funnel and how you can segment based on purchase behavior you should check out our post on behavioral segmentation.

3. Audience segmentation based on a specific timeframe

A great strategy that helps you segment your readers based on their sign-up motivation is to group them based on the timeframe they joined your list.

And here is where motivation comes in to play.

Imagine you own a travel blog and you are running a giveaway during the whole month of July. The big winner gets 2 tickets to Malibu with all expenses paid. Sounds like a dream right?

Well, it sounds the same for probably everyone who will sign up to your list during the month of July. As such, the educational value and inherent offer of your blog will not be the primary reason for which new sign-ups come rolling in, a dozen at a time.

Their motivation is to go to Malibu. They couldn’t care less about your blog post on “African wildlife survival tips”. After your giveaway is concluded, chances are that they will unsubscribe or even mark your emails as spam.

For that reason, and to prevent future problems with your list, it is best to create a separate segment including every person that joined your list during the month of July.

After the contest, you can send them a carefully structured email to ask them if they are still interested in what you have to offer them.

The people that ignore your email, will probably ignore all the following emails as well. This gives you the opportunity to remove them from your main list and keep only those that have made an effort to open and reply to your email.

A great example of such an email, which is also known as a re-engagement email, comes from Animoto:

Conclusion

If you made it this far you now know how audience segmentation works and what the variables are that you can apply to make each segment unique.

Whether you are new to email marketing or you already have some experience, audience segmentation is an important process that you should start as early as possible. Doing so will allow you to grow a strong relationship with your readers and have them feel like you truly “get them”.

Here is what you need to remember regarding audience segmentation:

  • Audience segmentation is the process of creating smaller sub-groups within your main email list, based on certain segmentation criteria that you can manipulate according to your goals.
  • You can segment your list based on subscriber-based criteria and activity-based criteria.
  • Targeted emails (which derive through segmentation) tend to perform better than emails sent to your whole list.





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[Sendinblue Webinar Replay] How to build your relationship marketing strategy


Did you miss out on the latest Sendinblue webinar? Not to worry, you can catch up by watching the full video replay below.

On July 23 Candela S. Baixauli, Channel Marketing Manager at Sendinblue, hosted a webinar alongside Angie Meeker, Director of Customer Success at OptinMonster, on the topic of ‘How to build a relationship marketing strategy’.

This webinar was powered by Livestorm webinar software.

What you’ll learn

  • What is relationship marketing and why invest in it?
  • The essentials of efficient relationship marketing (marketing automation, segmentation, lead management, target personalization)
  • An introduction to Sendinblue’s all-in-one marketing platform designed to drive your relationship marketing strategy

Watch the webinar replay

Register for the next Sendinblue webinar on August 8!

Date: Thursday, August 8th 2019

Time: 5:00 PM (CEST)

Topic: The 5 keys to landing your emails in the inbox

Registration available here.

Join us live and ask Candela all your questions about email deliverability!

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11 Email Marketing Examples that Inspired Us


You want to design an original and impactful marketing email but you’ve no idea where to begin. It’s ok, we know how hard it can be to design an email from scratch. That’s why in this article we’re showing you some of our favorite email marketing examples for your inspiration.   

Email design trends are a bit like fashion trends – they are constantly changing. A design that looked great last year can quickly become outdated.

As consumers of digital media, we’re used to seeing highly curated images and flawless designs on a day-to-day basis via social media platforms – Instagram in particular. This has transformed our judgement and expectations of digital art. We’ve come to always expect bigger, bolder, and brighter – and email marketing design is no exception to this.

To ensure your emails stay fresh and modern, it’s important to keep an eye on current email marketing examples. Staying up to date with the latest email trends will help keep your ideas flowing and highlight areas for improvement.

Sendinblue wants to help you create engaging email campaigns so we’ve put together this list of inspirational email marketing campaigns for you to pick up some tips and ideas.

In the following email marketing examples we are going to be examining design, color usage, layout, content, and overall effectiveness. We will not, however, be looking at numbers (you’ll find those in our email marketing benchmarks).

Read on and be inspired!

New to email marketing? Go over the basics first in our article What is email marketing and how does it work?

What are the key elements of a successful email marketing campaign?

Email marketing trends come and go but great campaigns have a few steadfast elements in common.

Let’s do a quick recap of what makes a successful email marketing campaign.

A great email campaign ticks the following boxes:

  • Respectful of the subscriber’s opt-in preferences: You’re sending marketing emails to this person because they gave you their express permission to do so. And if they didn’t, then not only is this practice unethical but it’s even against the law in certain cases.
  • Mobile-friendly design: The text is large enough to be read with ease on a small screen and any buttons can be easily clicked with fingers.
  • Clear objective: The purpose of the email is clear thanks to a strong call-to-action (CTA).
  • Personalized and targeted: The mailing list has been segmented to ensure each individual receives a message that’s tailored to their unique situation and needs.
  • Error-free: You’ve meticulously checked for spelling, grammar, or formatting errors; and all links are working correctly.
  • Value-adding: The email brings value to the subscriber in some way – whether it’s informing them of a product or service they’re likely to be interested in (based on what you already know about them), or providing access to things like exclusive content or discounts

Further reading: 12 Elements of a Successful Email Marketing Campaign.

With these aspects in mind, let’s jump straight into our top email marketing examples!

REISS: “Put Your Wardrobe in Neutral”

Email marketing example Reiss
Email campaign from REISS

This email marketing example from clothing brand REISS perfectly encapsulates the sophistication of the brand image. There are a number of email design techniques at play here to achieve such a chic vibe:

  • Minimalism: The ‘less is more’ approach pays off well here.  Sentences are short, CTAs are simple yet effective. Minimal text draws the reader’s attention to the CTAs.
  • Putting a high-quality, clean-cut “hero image” at the beginning of marketing emails is a popular design trend in recent years. The goal of this visual hierarchy is, of course, to grab the reader’s attention quickly and draw them in. This example from REISS does exactly that. 
  • A harmonious color scheme: Combining earthy colors, gentle gradients, and symmetry creates an aesthetic appeal that makes the email ‘satisfying’ to look at.

Wilderness Scotland: “Spaces on our most popular trips are becoming limited”

Email marketing example Wilderness Scotland
Email campaign by Wilderness Scotland

This email marketing example from Wilderness Scotland is a lot more ‘text-heavy’ than the minimalist example from REISS. But having a lot of text can still work – it’s all about structure and spacing.

Wilderness Scotland pulls this off perfectly in this example from a 2019 campaign. The hierarchy of images and text follows a logical and harmonious structure. The company presents the reader a lot of information, but it doesn’t come across as overwhelming thanks to the layout.

Two effective email techniques are in action here – personalization and the creation of a sense of urgency through the notion of limited availability.

Another great thing about this email is it ‘scannability’. The section headings and CTAs are clearly visible and the selected images accurately represent the ideas of the content. Even if you just skim through it, you’ll still fully understand what the email is about.

Moschino: “You left something behind”

Email marketing example Moschino
Email example by Moschino

Monochrome email designs are in right now and Moschino is certainly on-trend in this abandoned cart email.

A few things Moschino did well here:

  • The big typography on the hero image immediately grabs attention and gets straight to the point.
  • Color gradient: Adidas saves the darkest shade of black for the main CTA (‘Return to Checkout’), naturally drawing the eye toward it.
  • Use of white spacing and symmetry makes the abandoned articles ‘pop’ off the page – the objective of the email is clear.

Bellroy : “Settled in yet?”

Email marketing example from Bellroy
Email campaign by Bellroy

Bellroy, an Australian brand that creates wallets and bags, are on top of the personalization game in this email marketing example.

The email has been tailored to the reader’s specific situation (30 days since becoming a customer) and we love how the messaging focuses entirely on the customer and their experience (“Settled in yet?”, “Create your story”). 

The personable and inclusive approach makes Bellroy come across caring – and this is a great way of asking a customer for feedback.

On the topic of feedback, notice how the email contains a built-in survey. Did you know that interactive emails are one of 2019’s email design trends? It’s a quick and simplified way of getting engagement from subscribers without them having to leave their inbox. We predict that you’re going to be seeing a lot more of this kind of intelligent email design in the future.

This is also a great example of a mobile-friendly design. Bellroy chose a font size large enough to be read on a small screen and created survey buttons that can easily be tapped by fingers.

Listrak: “[Tomorrow]Beyond the Inbox: Social Acquisition”

Email marketing example Listrak
Webinar reminder by Listrak

Bright, vibrant color gradients are popular colors to use in 2019 and we love the way Listrak incorporates this into their webinar reminder email.

What we like about this email:

  • It gets straight to the point by putting the most important information first along with the CTA. 
  • Putting the questions in the form of social media posts is original and relevant to the webinar topic.
  • The headshots help create a personal connection and serve as a reminder that the webinar will be hosted by actual real people. In today’s tech-driven world, a little human touch goes a long way.

Email Marketing Example Backcountry
Onboarding email by Backcountry

We’ve seen it in previous email marketing examples and we see it again in this onboarding email from Backcountry. We’re talking about full-width borderless images.

This design trend is still going strong in 2019 and we understand why Backcountry would use it. The goal is to stimulate the visual senses and create an expansive feel – ideal for an outdoor clothing company!

The mid-action nature shots trigger the imagination and inspire the reader. In somewhat of a contrast, the sleek 3D images of the telephones show modernity, conveying a brand image that combines adventure and innovation. This is an effective way for Backcountry to introduce subscribers to their brand and values.

The example of social proofing also caught our eye, as seen in the call to “Be #Goatworthy”. Backcountry portrays the ‘goatworthy’ person as a passionate adventurer, appealing to your emotions to become this person. This is a clever way to encourage subscribers to join your online social communities and increase traffic via your brand hashtag.

(With over 700,000 mentions of #goatworthy on Instagram, we can assume this strategy worked well for Backcountry 🙂)

Overall, this makes for a useful introduction email because it sets the subscriber up to do three important things: download the app, get in contact with a customer service representative, and join the online community.

Gucci: “See all the Looks: the Spring Summer 2019 Fashion Show”

Email Marketing Example Gucci-min
Promotional email campaign by Gucci

Gucci makes fantastic use of color in this email marketing example advertising their spring/summer collection. 

Color is an important factor in your email design and it’s worth keeping up to date with color trends. It’s yet another of way of showing that your brand is current and relevant.

Did you know that the 2019 Pantone color of the year is Living Coral? Well, going by the coral-colored coat in the hero image of this email, it looks like Gucci got the memo.

The flower illustrations add originality and creativity but it was the eccentricity of the fashion statements that really grabbed our attention in this email.

If we’re going to take away one lesson from this campaign then let it be this: If you have the opportunity, be as creative and ‘out there’ as possible!

Clear: Your 5 Summer Guest Passes Are Here ☀️

Email marketing example Clear
Email campaign by Clear

We like this email marketing example from biometrics company Clear because it’s simple, effective, and makes use of vibrant colors.

According to Canva, 2019 trend colors include anything ‘vivid’, such as electric blues and yellows for a modern and futuristic feeling. Clear nail the trend with this email, proving that even with the simplest of content, using the right colors can bring your email to life.

We mentioned earlier the importance of adding value for the reader. Here, the value is evident (a loyalty reward in the form of guest passes). This is a great example of how to strengthen relationships with existing customers and drive conversions through referrals.

True Citrus: “Welcome to True Citrus”

Email marketing example True Citrus
Onboarding email by True Citrus

This is a great email marketing example because:

  • It’s perfect for reading on a mobile device – look at the large, well-spaced font and ‘finger-friendly’ CTA button.
  • It presents an obvious added value for the reader (discount code).
  • The useful links, though numerous, don’t overwhelm the reader thanks to their neat and spacious layout.

Adidas: “Ultraboost All Terrain, Illuminate your Run”

Email marketing example Adidas
Promotional campaign by Adidas

What we love about this campaign from adidas is its use of stunning imagery, minimal text, and CTAs that are short and punchy. It’s the perfect email for scrolling through quickly when you’re short on time.

Using alliteration (e.g. “Restore your core”, “Calling all creators”) is clever from a copywriting perspective as it makes the CTAs more memorable.

Apple: “Find the perfect gift for that special someone”

Email Marketing Example Apple-min
Valentine’s campaign by Apple

When it comes to gadgets, we are particularly drawn to what’s new, shiny, and futuristic

Apple plays on this expertly in this Valentine’s campaign using 3D images, metallics tones, on-trend colors, and high-quality open composition images (where an object extends beyond a border, stimulating the reader to imagine the rest of the object).

The copy and overall vibe is fully on-theme for Valentine’s day, making this a great example of how to do email marketing for a holiday or special day. 

Ready to design your own marketing emails?

We hope this list has given you the inspiration and ideas to start creating your own awesome marketing emails.

Sendinblue’s built-in ‘drag and drop editor’ makes it easy to create your own original designs (no need to call in a graphic designer!). We also have a large selection of templates available for you to customize. You can use all these features for free when you sign up to Sendinblue.

For more content like this, sign up to our newsletter in the sidebar on the right or follow us on Twitter!

Further reading: 7 Email Marketing Best Practices to Succeed in 2019

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Connecting email marketing campaigns with Google Ads


The way to obtaining a new lead can be long and tedious. Most often, one promotion channel is not enough to convince the user to convert. In order to reach the end of the sales funnel, it is necessary to influence customers in various ways. In this article, I’ll tell you how to do it using email marketing and Google Ads campaigns.

Most websites have a subscription form for their newsletter and use it to send campaigns and newsletters to their users. But does it link them to other promotion channels? Does it customize messages depending on the user’s location on the path leading to the conversion?

Adding a database to Ads

Do you want to inform customers about new products in your online store or let them know about a price promotion using Google Ads? The first step to start using your email base in Google Ads campaigns is to upload it directly to your Google Ads account.

How to do it

Log in to your Google Ads account. Click the wrench icon in the top right corner, then select “Audience Manager”.

Adding a database to Ads

Under “Audience lists” select “Customer list”.

customer list

When you open a new window, you must complete the “group name”. To send a file with your database you can choose from two options: send a file with addresses in the form of text or a file with encrypted data. When using the first option, remember to customize the column names in the file to fit Google’s guidelines.

During the uploading of the database, it is also required to check the checkbox with a statement that the data has been collected and made available in accordance with Google’s rules for building databases. These rules say, among other things, that the uploaded data should be collected by you, for example from your own site, applications and obtained in other situations where customers voluntarily provide data directly to you. You can read more about it on the Google Support website.

email and google ads

After saving the database, you will see this notification:

saving data

All data sent to Google is hashed. Google matches the data to users who have a Google account. If the process proceeds successfully, the address is added to the  database, if it is not removed first.

There may be discrepancies, even even quite large ones, in the number of addresses sent in relation to addresses verified by Google. Users who qualify for the list do not necessarily have an address in the Google domain, but it is important that they have an account on the Google system. Address verification lasts up to 24 hours. Remember that to run a campaign, the verified list should contain at least 1000 addresses. According to Google, this principle helps protect the privacy of customers.

Google Advertiser

Source: https://support.google.com/adwords/answer/7474263

After uploading your database

Google Ads gives you the opportunity to use your address list in four types of ads.

The first type is Google search campaigns. When running an online store, you can customize the advertising message to customers who have already purchased in your store. On the Search and Shopping pages, it’s easier to optimize your click bids for users you already have in the database. For example, you can increase your bid by 20% for customers who purchased on your site because they’re more valuable to you than new users. If someone has made one purchase with you, it is more likely that they will buy again.

You should also use your email base in campaigns displayed on Youtube. Thanks to video advertising, you can customize the message to people who have left you their email address. You can influence customer decisions and inform them about new products in a cheaper way.

By using the Gmail Ads campaign, you reach people using their Gmail mailboxes. The ad is displayed in the “offers” tab at the top of the page. You can choose a default message template or upload a message using HTML. It’s worth trying this type of advertising, especially on mobile phones. You can read more about this advertising format here.

promotions

Important

You can create an Google Ads campaign that is targeted to the customer’s email list only on the Search Network, Google Shopping, YouTube, and Gmail. It is not possible to create such a campaign on the Google Display Network.

What are similar audiences?

Uploading the Google database gives you the opportunity to create a group of people similar to your users. You can use this database in a campaign targeting YouTube and Gmail. The list will be created automatically when the email list of your clients meets the minimum requirements. In the “shared library” in the “audience manager” tab, you can check both the size of the group of verified addresses and the size of a group of similar users.

By using a campaign targeted to a group of similar audiences, you’re more likely to reach new people that match your target group’s profile. It’s also a good idea to try this form of narrowly targeting to the specific interests of your users. For example, if you offer different types of training on your website, you have all of your clients’ addresses at the database and at the moment you want to inform them about a new specialist marketing training. How do you proceed in this case? It’s a good idea to narrow your targeting to users interested in “advertising and marketing services”, which increases the likelihood that you’ll reach the right people.

Use Gmail Ads for gaining new leads

Similar to Facebook (LeadAds campaign), Google gives you the opportunity to collect leads using a signup form. Start by creating a Gmail Ads campaign, choose the HTML ad format and upload a file with a ready form. The exact rules for creating such an advertising format can be found here.

An interesting example of the use of such advertising format is this Mazda Poland campaign. Using the form in the Gmail Ads campaign, it was possible to arrange a test drive for a new car model.

The database will tell you the answer

Have you ever wondered who the people on your mailing list are  – how old are they, what gender, what are they interested in? You can find the answers in your Ads account.

All you need to do is enter your audience into your Google Ads account and click on the group that was created based on your mailing database.

remarketing

This is where you will find information on the demographics, location and device used by the user. Going to the “audience insights” tab, you’ll also learn what your audience thinks about, for example, planning corporate events, they are lovers of indie and alternative rock music, social media enthusiasts, DIY enthusiasts, etc.

This data will be useful when acquiring new customers and creating ad targeting for new users. It is also worth thinking about the graphic page of the campaign, targeted at users from a particular interest group.

 

 

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Email marketing according to GDPR


Important changes are coming that will affect all entities that process personal data. On May 25 of this year, the General Data Protection Regulation (GDPR) comes into force. It is a new set of regulations that will apply throughout the European Union and applies to all industries and activities. The new rules are largely general in nature. For example, they do not set specific requirements for the data security technology to be used in satisfying its requirements. The choice of the tools used to protect personal data is left in the hands of the entrepreneur (administrator). These methods should be adapted to the specifics of the activity in questions and analyzed in advance regarding the risks associated with data processing.

Acquiring data  

The new law is not retroactive, therefore data previously collected in a legal manner will remain valid and will not require renewed consent for processing.

Changes in the law affect the collection of new information. The administrator’s duty will be to provide accurate information regarding the purpose of the data processing. Many companies now collect a lot of information on their websites, even if it is not needed for the stated purpose. Apart from the fact that too many (four or more) fields to fill in effectively discourages users from completing the form, this is irrational from the point of view of the recipient. Why does someone who wants to subscribe to the newsletter have to give their phone number or postal code? After the entry into force of GDPR, it will still be possible to collect detailed information, but only if the administrator can justify the need for the data. For example, he will be able to collect postcodes when he conducts his sales activities all over the country and wants to send offers in line with the assortment of the stationary store closest to the recipient’s place of residence.

The new regulations also impact another aspect of collecting data. Many companies offer an ebook or PDF with interesting content in an attempt to engage potential customers. To download it, users only have to enter their email address. Most of them understand that this is for the purposes of having the file sent to their inboxes. At the same time, in the opinion of marketers, sharing an email address is associated with the consent to send a newsletter or commercial offers. GDPR clarifies this situation by specifying that from now on, consents will have to be expressed voluntarily, consciously while clearly indicating what the user agrees to. Therefore, GDPR will require, for example, a separate consent for sending commercial offers and another for subscribing to a newsletter. It is also important that the content of the consent is given in the future in a simple and understandable way. This can be done while still having creative freedom over the way it is presented. The only important thing is that everyone clearly understands what they are agreeing to.

Information obligations

An entity asking for personal data will be required to inform users about the purpose, scope and time of their processing as well as the rights of recipients. In particular, the data controller will be obligated to give this information:

  1. its contact information
  2. data protection officer contact information
  3. the purpose of processing the data
  4. the legal basis for processing the data
  5. the intention of sharing the data with other entities if such an intention exists
  6. the time period for which the data will be processed
  7. the user’s right to:
    1. review the data
    2. make changes to the data or delete it from the database
    3. withdraw consent for the processing of the data
    4. move the data elsewhere
    5. file claims

Data storage

One of the most important obligations introduced by GDPR will be the necessity of having a document that defines all the purposes for which data is processed, how the data’s security is ensured and also provides information on persons who are their administrators and have access to the data. Importantly, this document will not have an standardized form, so it can be presented in different ways.

When processing personal data, it will be necessary to pay special attention to new rights for users. Upon their request, the company will have to delete their data (the right to be forgotten) or change (the so-called right to rectification – the recipients can change previously supplied data or extend or reduce the scope of consents they previously expressed). This applies to all documents on which data has been duplicated, as well as the printouts of these documents.

Another new requirement will be the obligation to report a personal data breach. The consequence of such a written law will be that the administrator will not only have to report, for example, a hacker attack on the database, but any irregularities that he himself has committed. Simply put, he will be obliged to report violations within 72 hours of detecting anomalies.

Following the rules

GDPR, in addition to the regulations described above, introduces very severe sanctions for failure to adhere to its provisions. The regulations provide for a maximum penalty of up to EUR 20 million or 4% of a company’s annual turnover.

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