Pepipost – your secret email superhero!

An email delivery tool that is the best-kept secret

That secret is kept a little too much, in our opinion, and MailBakery’s coding works brilliantly with this tool, so we thought a shout-out is worthwhile to share!

Pepipost is an email delivery service that works with either API or SMTP. Pepipost can send triggered emails to a list of subscribers or transactional emails, which are event-based or behavior-based (confirmations, receipts, invoices). They can also handle auto-responding to inquiries for lead nurturing in longer sales cycles.

Pepipost is made by developers for developers, and always in a state of growth. One of their latest integrations is artificial intelligence to ensure inbox delivery. Pepipost has (and evangelizes) a philosophy of keeping the email ecosystem clean. They do this by encouraging good sender practices.

Artificial Intelligence (AI) optimizing delivery efficiency

As a large email distributor, efficiency is what keeps your emails sending and arriving without any hiccups or delays. To ensure our efficiency as our data continues to grow, we introduced Pipe: a multi-objective resource allocation system. Pipe observes minute shifts of email delivery and adjusts the delivery throughput based on what it learns.

  • Delivery optimization (DO): DO breaks down your marketing campaign into several sub-campaigns internally, then structures and delivers them to maximize inbox delivery.
  • Dynamic WARM-UP system: This helps to build the reputation of new emailers. Pipe looks and learns from the parameters of prior emails, analyzing the number of emails delivered, bounce rate, open rate, click rate, and complaints. Pipe uses what it learns and arrives at the number of emails to send as your reputation builds.
  • KILL SPAMMER:  With the thousands of daily signups coming through Pepipost, a significant number of those signups are spammers, which can hurt the reputation of the sender community. KILL SPAMMER can identify good senders from bad ones and take action automatically.

Tips to being a good steward

Your emailing practices should not be a “send it and forget it” activity. Anything worth doing is worth putting some vigor into it!  Not only that, you have an online reputation to live up to. If too many of your emails find their way to spam folders, then many more will follow automatically. If your email never reaches the recipient, then all of your blood, sweat, and tears spent disappears in vain.

Contact management

Keep your contact list up to date by way of accuracy and activity. First of all, keep your contact list tidy by removing any bounced email addresses promptly to avoid repeating (and more charges).

Make sure your contact list contains recipients that want to be there. I’m talking about contacts that gave their email with a genuine interest in receiving future communications. Forcing them to provide an email or using an email address for anything other than the original intention only leads to eventual unsubscribing or worse yet, spam reports. Raise your hand if you ever begrudgingly gave your email address to get through a form, only to unsubscribe shortly after that because you were bombarded with emails. I thought so!

Another tip when people sign up for your email list is to set up your system to send a confirmation. This gives the recipient a chance to unsubscribe right away and decreases the chances of your email getting into spam folders.

Avoid the temptation to purchase email lists. Outdated emails are an easy prediction. You could spend hundreds or thousands of dollars on a list filled with bogus email addresses, spam traps, and typos. Expect a very high bounce rate from these lists. You will soon learn the ROI isn’t worth it.

Validate emails as they are received. Email validation verifies if an email is deliverable and valid. A couple of free tools worth mentioning that validate email addresses are ValidateEmailAddress and  EmailValidator . Look around, though. These aren’t the only ones out there.

Pay attention to reporting. If a recipient is repeatedly ignoring your emails and not bothering to open them, resist the urge to hold onto that valid email and remove them from the list. This will avoid any additional charges. Decide if that cutoff will be 3 emails, or 5 or 10. Develop a schedule to keep your contact list tidy.

Segment your contacts to make sure your emails speak directly to their interests. Imagine sending gardening emails to recipients that are most interested in NASCAR racing. I know it’s an extreme contrast, but you get the idea! Tailoring emails to these segmented recipients significantly increases the chances of them opening the email and reading the content. Some common examples of useful segmentation might be active customers, sales funnel, geographical area, business type, or common interests.

Getting the emails opened

Now that we have ensured that the emails are going to a valid inbox, how do we get them opened?

What’s that perfect time for your audience to receive an email? Run a couple of test emails to gauge the level of interaction when you send emails at different days and different times. For example, when it comes to business to business (B2B) emails, having a marketing email in their inbox first thing in the morning is likely to be ignored. Fridays are often the kick start of a three-day weekend, so emails arriving on Friday afternoon may wait until the next Tuesday. Also, consider the typical break schedule or time between meetings. Do you want to catch your readers at the perfect pause? If your emails are going to personal inboxes, when are they ready to sit down and explore your content?

Personalize messages to get your readers’ attention. If they provided their name already, take advantage of it, for it does get their attention. It may take a little longer, but a conversion at the end makes it all worthwhile.

Subject lines are the first chance to catch their attention. Make it fabulous, so they want to open and read more. With the use of cell phones, consider the reduced space that your readers will see. You have about 15-25 characters (that’s only 4-6 words) to catch their attention.

Don’t be too salesy. In fact, hide the sales pitch down below unless it’s a promotion they can’t refuse. Instead of turning your email into a straight-up ad, provide some useful content to enrich their lives or even their experience with your company or product.

Because Pepipost is focused strictly on mail delivery, the coding behind building and formatting of emails is where we come in. MailBakery builds the code for templates and skins to create a customized professional impression to your customers. Our code integrates beautifully with companies like Pepipost and many others. From our Template store to a piece custom-designed for your brand, we guarantee you will love it! Tell us what you are thinking and get a quick quote today.


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14 Newsletter Branding Ideas to Boost Engagement

With almost 300 billion emails sent and received every day, it takes a lot to stand out in the inbox. While that number can seem overwhelming, you can tip the odds in your favor by making one simple change to your email newsletter: bringing your brand identity front and center.

Build your branded newsletter with Sendinblue >>

People prefer the things they’re already familiar with—it’s why 60% of consumers would rather buy something new from a brand they already know. The same concept applies to email engagement. The more your subscribers recognize your brand, the more likely they are to open your emails.

This kind of brand recognition is built by brand consistency. When you keep your talking points, images, fonts, colors, and logo design consistent, customers learn to recognize them. But even though 87% of marketers know brand consistency is key to customer experience, less than 60% say their messaging, visuals, and voice are consistent. 

That gap is your brand’s chance to stand out. 

Making your brand a familiar face in the inbox means incorporating your brand into every email. To help you start boosting opens and engagement, we’ve put together 14 branding ideas for your newsletter. 

1. Send Name 

This might seem obvious, but the obvious things can sometimes slip through the cracks when you’re busy worrying about spam scores and unsubscribes. 

Make sure your newsletters are coming from your brand, by setting your send name to your brand name. If you want to add a personal touch by using an actual (or fictional) person’s name as your send name, include your brand’s name in the subject line instead. 

2. Subject Line 

For your newsletter’s subject line, it’s tempting to aim for the open at all costs, cramming as many ALL-CAPS and 😜emojis😜as you can into one click-baity title. But don’t abandon your brand for the sake of clicks. 

Keep your brand voice and messages in mind as you write your subject line, so subscribers have an idea of what to expect when they open your emails. A consistent experience from click to open creates a unified impression of your brand—one your subscribers can connect with. 

3. Preview Text 

Also known as the ‘second subject line’, preview text is a second chance to make a first impression with your newsletter. Just like your subject line, you’ll want to balance click-worthy intrigue with brand-driven messaging here, to give subscribers a reason to open your emails (and no surprises once they do). 

4. Header Logo 

Once your subscribers open your newsletter, your brand should be the first thing they see. Adding your wordmark, symbol, or combination logo to the header ensures subscribers know exactly who this newsletter is from, while also helping them recognize your brand’s logo design down the line.  

5. Header Color 

Color can have a huge impact on your email branding efforts, boosting brand recognition by 80%. While not all newsletter templates let you change the color of your header, you should take this opportunity to customize if you can.

Incorporating one or more of your brand colors into the header—whether in a design or just a solid color block—creates an immediate impression on newsletter subscribers. 

6. Color 

That impression can be compounded by border and background colors in the body of your newsletters. If you use your primary brand color for your header, you might want to incorporate your secondary or tertiary brand colors into the body of your newsletter, to add a bit of visual variety.

Make sure that any background colors you choose work well with your font color, so your subscribers can actually read the news in your newsletter.

7. Fonts

The brand fonts you’re using on your website should be the same ones you’re using in your email newsletter—which means you’ll need to follow the same rules for H1, H2, H3, and normal text in both. That way, whether subscribers are reading your content in an email or on your site, the experience is the same.

Keep in mind, however, that not all website fonts are recognized by all email service providers. In this case you’ll have to set a default ‘Web safe’ font. Learn more about this in the Sendinblue typography guide.  

8. Content

Just like your subject line and preview text, your email copy needs to speak the same language as the rest of your brand. Incorporating those same key messages and voice throughout makes your newsletters an extension of your other marketing efforts—adding to the brand recognition you’ve already built.

Even if you have different writers working on your emails and website content, subscribers should be able to transition seamlessly from a newsletter linking to a page, to the page itself. 

9. Rich Media 

Rich media like images, videos, and gifs, offer an immediate way for subscribers to recognize your brand, making consistency even more important here.

The images and shapes you use in your newsletters should be the same (or similar) to the ones you use on your website, on social media, in print and anywhere else. If you do this right, newsletter subscribers will be able to recognize your brand at-a-glance across channels. 

For both written and visual content, having your brand guidelines available to everyone working on your emails will make it easier to get your newsletters on-brand before you send.  

Check out examples of how top brands use rich media in these awesome newsletter samples.

10. Layout

The layout you chose for your website was specifically designed to best present your unique messages and images—both of which should be present in your email newsletters.

Frame your email content consistently with your web content by incorporating a similar framework and style within your newsletter emails. 

Even if you have to adjust the layout to work within your email template or constraints, you shouldn’t be sending people from a cluttered newsletter to a minimalist website, or a text-heavy email to an image-focused website. 

For all of these newsletter design ideas, the goal is to create an extension of your other marketing efforts. The more consistent your brand is both in your newsletter and across other channels, the easier it is for subscribers to recognize you. 

11. Footer Signature 

Just like you wanted your logo to be the first thing subscribers saw when opening your email, you also want it to be the last thing they see before clicking away. Consider your header and footer the branded packaging around your newsletter. 

To add a little variety, you might consider using the symbol version in the footer if you used your wordmark combination mark in the header (or vice versa). That way, subscribers see more versions of your branding—and have more ways to remember you.

12. Footer Color 

While plenty of brands keep the color of their footers neutral, that doesn’t mean you have to.

You can match your footer to your header, use one of your secondary or tertiary brand colors, or add color to items within your footer for a subtle hint of brand presence. 

13. Footer Links 

One area you can use to showcase your color palette is in your footer links.

Adding social icons in your brand colors does double duty of adding a bit of brand flair, while also offering newsletter subscribers with the option to interact with your brand on other channels. 

14. Responsive Design and Unsubscribes 

Good user experience might not be part of your brand identity, but it leaves subscribers with a better impression of your brand.

Emails that open well on every device, and let you unsubscribe if you want to, give a better impression of your brand in the long run—to support the rest of your branding efforts, in your newsletter and beyond.

Bringing These Ideas Into Your Newsletter

The goal of email newsletters is to keep subscribers up to date on everything to do with your business—whether that’s new content you’ve written, events you might be hosting, or changes you might be making to your product.

If a subscriber signs up to receive these updates, chances are they already care about your brand. 

But you can’t take that brand familiarity for granted. 

Your free Sendinblue account gives you access to a range of templates and an easy-to-use drag and drop email builder so that you can leverage these branding ideas for your newsletter.

By building brand recognition in your emails, you can make your newsletter one your subscribers look forward to arriving in their inbox. 

Temp Mails ( 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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Best Automated Lead Nurturing Workflow to convert visitors

If you don’t know what lead nurturing is, or it isn’t going well for you, then you may be missing some important details.

Lead nurturing through email marketing is important because not all leads are ready to buy as soon as they hit your site. And if you don’t nurture them the right way, they will most likely walk away from the table.

Nurturing those new subscribers means assisting them through the sales funnel, and email marketing is the perfect tool to do so.

What is lead nurturing and why is it important?

If you want to optimise your conversion rates and build an engaging relationship with your audience, you need to explore and work with lead nurturing strategies.

Lead nurturing is all about building those relationships. It is the process of listening to the wants, needs and problems of your leads, in this case your subscribers, and provide them with the information they need. Doing so will help you build relationships that will lead to more sales – those who may not have been ready to buy at first could become customers at a later point in time.

Only a small percent of your inbound leads will be ready to make a purchase immediately, so it’s important to engage all of them. Rather than forgetting all about leads that seem like a lost cause, like for example subscribers that have not opened your emails for the last 3 months, keep the conversation going to gently push them down your sales funnel. For the most disengaged, you could implement reactivation emails or tempt them withan irresistible offer.

Forrester found that companies that utilize effective lead generation tactics generate 50% more sales – at one 3rd of the cost. Additionally, those companies see a 20% increase in sales opportunities from those nurtured leads.

So how can one build an effective lead nurturing campaign?

Lead Nurturing Tactics

One of the most effective lead nurturing tactics is targeted email marketing content. Use specifically targeted content according to where your leads are in their buying journey to nurture them. 

To begin, segment your planned content by a unique persona. Then, create the content that best fits each stage of the buyer journey that those personas find themselves in.

Use automated marketing triggers to target and segment those personas, and deliver the right content at the right time. 

While the inbox might be incredibly effective, you have to think beyond that to get ahead of the game. Look at SMS messaging and online surveys to get new leads to subscribe to your content. This is a great tactic to use for a proactive segmentation approach for your lead nurturing. You can use questions to help differentiate where each visitor is in their buying cycle, (all automatically!) and ensure that only relevant content is being delivered to them.

Finally, a good practise many email marketers use is to include personalization in your campaigns. Since email marketing is one of the most effective lead nurturing tactics, it only makes sense that personalizing the email that your potential customers could receive up to six times more revenue. 

To make it all easier, you can set up emails to send automatically when certain actions are taken. For example, send automated emails when someone downloads a lead magnet, clicks a link in your email or when they visit a certain page on your website. Remember – your goal here is to deliver the right message to the right person, at the right time.

If you are not nurturing your leads, you’re leaving a lot of money on the table. On the opposite, if you are already nurturing your leads, but it is not working, it may be because you are not following practices that are known to work, or you didn’t pay enough attention to the quality of the content you are sending out.

So let’s take a look at how to achieve success with lead nurturing campaigns.

How to structure a nurturing marketing campaign through email

Now that you’ve seen the value of lead nurturing through marketing content campaigns, it’s time to dive into the steps it takes to create an effective email marketing nurture campaign. The following steps are not ranked in any specific order since they are all equally important. So let’s see, what are the necessary steps to nurture your leads effectively?

Where are your email leads in the funnel?

To begin the process, you need to evaluate the different stages of your sales funnel. On top of that you also need to determine where your customers are in the funnel. 

We have created an in-depth article to help you understand email funnels better, before undertaking this step.

If you are sending emails that don’t match the intention of your leads, you could be turning your potential customers away from your brand. Therefore, the first step is to structure the perfect email for each situation, paying attention to who you are sending them to, how you automate them, when your leads receive them, and why. Ask yourself these questions and start creating your emails.

Create segments

First off, how do you define email marketing segments? Segmentation breaks up your email subscribers into smaller groups based on certain criteria. This then helps you to deliver relevant email marketing according to your subscribers needs. (If you’d like to learn more about audience segmentation, you can read our detailed guide on it.)

Here are some simple segmentation categories you can use to get started immediately: 

  1. Demographics: Info such as gender, company position, age, income level, and geographical location are all demographics that you can use to deliver specific material to the buyer. For example, if you are a purse manufacturer, the type of marketing content that you deliver to a 20-year-old millenial making $30,000/year would be different than what you deliver to a 50-year-old making $100,000/year.
  2. Survey Results: You can still get nuanced data from your potential customers without asking for anything more than their email address and consent to email them. Sending a survey can be a great way to segment your subscribers since their answers could help you group them into different categories. Ask the right questions and you will see your leads fall into neat categories.
  3. Email Engagement: When it comes to automated email marketing campaigns – email engagement can be an easy way to segment your subscribers. Metrics such as open rate and click-through rate (CTR) are great ways to keep track of your audience’s engagement.
  4. Position in the Funnel: Know where your leads are in terms of your sales funnel. A brand-new subscriber might not be ready to purchase immediately and will need more nurturing before making the decision to buy. Conversely, somebody who already bought your product might not want to receive a brand introduction email. Utilize cart abandonment statistics, email CTRs, and real-time analytics to see how people are interacting with your content to understand where they stand.
  5. Website Behavior: Targeting your audience based on their interaction with your website is perhaps the most well-known tactic used for audience segmentation. If someone clicks on a specific page that includes specific content, it would make sense to email that subscriber content relevant to the page they visited. For example, pages the visitor didn’t click on, relevant pages to the content he read, or surveys they filled out would be good automated triggers.
  6. Purchasing History: First off – if you have nurtured a lead all the way into purchasing your product – congrats! However, now is not the time to fall back. If someone has already purchased your product, use that information to cross-sell relevant products they might be interested in. For example, if they bought a new DSLR camera, you might want to send them an email promoting the perfect tripod or standy-cam for this camera.

Finally, if they have already purchased something, you could continue engaging them with tips on how to optimize their product or alternative ways to use it. Doing so will enhance customer experience, and guess what? People who are happy with your product are your best referral sources. You can ask them to share their experience on social media, your site, and Google!

Automated lead nurturing (automate your campaigns)

By automating your campaigns and scheduling emails to be released over time (or based on triggers) you will start getting valuable data that you can analyze and use to adjust your emails for better performance. 

Do’s and Don’ts of Marketing Automation:


  • Use a service that makes your automation easy and simple;
  • Set realistic targets and goals to generate better leads;
  • Use your system to increase customer retention;
  • Focus on creating targeted, specific campaigns;
  • Target specific segments.


  • Overpay for features you won’t use;
  • Expect your automation system to create the content for you – that’s what your content marketing is for;
  • Assume that marketing automation is only for the Big Guys – small and medium-sized companies often utilize automation even more successfully;
  • Create broad, generic emails that people won’t want to open.

When optimizing your campaign, using a system like Mailigen’s email drip features can make life easier.

Email drip campaigns are emails that are sent out at specified times or dates, which are activated when the customer responds to a trigger or call to action. For example, someone signing up for the email newsletter could get an automated email that welcomes them to your business.

Email drip campaigns are a great way to increase engagement with existing users, or boost brand awareness with new subscribers. Some types of drip campaigns include welcome email, product promotion, abandoned shopping cart, renewal emails, or upsell products.

Define exactly what your audience looks like, and how they interact with your brand to create successful email drip campaigns. You don’t want someone who just signed up to receive end-stage emails, or someone who has been a member for months only to receive an introductory email.

To get your first subscribers, create marketing content that gives value. Use lead capturing tools, such as online surveys or subscriber list sign-ups to give people an outlet to follow your blog or content – all while learning more about your business and your products or services. 

From there, you will:

  • Set up your campaigns;
  • Segment them by goal and buying stage;
  • Set up the trigger that will start the actual automation;
  • Write the actual email and then let it go;
  • Monitor your campaign once it’s launched, ensuring that it meets your email marketing goals in real-time.

Create a unique customer journey through triggers

It is a good idea to create custom email journeys for your readers. For this, you will define triggers (also known as a customer action) that will automatically lead to a series of emails based on a prospect’s choices or actions.

There are five unique triggers that Mailigen offers to aid in your automated email marketing. 

The first (from the left) is a trigger that occurs when the prospect or consumer subscribes to your newsletter list. Whether they opt-in or you add them to the list manually, as soon as they are added to a specific list, an automatic email will be sent. This could be as easy as a welcome email! This trigger is also useful when a user is added to a very specific segment, such as a gender-specific or location-specific one.

The next trigger is when a field value is updated. When a field in your automated audience segment list gets changed, you can trigger a specific type of email to be sent. Once the field has been changed, that would trigger the automated email.

Another useful trigger is based on setting specific dates. When a date occurs, you can set up a triggered email to get sent to a group or a specific person. These are great for things such as birthdays, insurance renewals, license renewals, or the anniversary of your readers subscribing  to your email.

In the picture below you can see an automation setup when you choose an opened email or clicked link to be the trigger event. For example, if someone opens a piece of gated content, you could have the content they’re looking for sent directly to their inbox. Or if someone clicks on a specific link in a previous email, it could automatically send them a follow-up email on that topic.

Finally, you can create a trigger that is based on a previous automation series. When one series ends, the next one is triggered. An example of this type of automation would be if you begin with a welcome email, and then continue with nurturing your lead into the buying process with different automated emails.

Below you will find a great lead nurturing email template to get you started with ideas on how your lead nurturing campaign could look like.

Hey [Name],

Thanks for downloading our guide on [Your Resource]!

Since [Topic Of The Guide] goes hand in hand with [Complementary Topic], we thought that you might find [Specifics Of That Complementary Ebook] useful. For this reason, you can find another resourceful Ebook here. [Link To Download The Ebook].

Don’t hesitate to let us know if you have any troubles converting this knowledge into real life situations. In such case, you can contact our customer support any time by [Give Details].

Have a great day, [Your Brand]!

In this way, you will nurture your lead by giving them more value that expected and leaving them impressed with your brand.

Add a compelling CTA

The Call to Action is the most important part in your email. In the hustle of today’s modern world, there will be no time for your lead to spend extra seconds searching for the next step. For this reason, it is a good idea to add a CTA that will guide the lead to the page you want them to go to.

Remember that you don’t want to be too pushy and “salesy” – people nowadays are very sensitive to these kinds of emails. The goal here is to lead the customer to your product or service in a natural way.

When you’re creating your call to action, use actionable phrases like “learn more” rather than “click here.” You’re looking to guide someone to content on your landing page or blog post, rather than just clicking a link. 

It is a good idea to include your CTA within the body of your newsletter copy, not just at the bottom. If possible, naturally include it a couple of times throughout the entire email.

If you are showcasing multiple products or services then include multiple actionable links within your email. If you need to distinguish something, use bold text, italics, or a subtle but distinct change of color.

Use a platform like Mailigen and use A/B testing to see which links get you the most clicks, and remove the ones that aren’t converting your consumers. 

Creating a lead nurturing campaign with Mailigen

We are going to show you a step-by-step process on how to create a basic email campaign. There is a progress bar at the bottom of any type of campaign you set up with Mailigen, whether that is a basic email campaign or a more complicated automated nurturing campaign. 

Step One: Sign Up For Your Free Account

To create an email campaign you will need a reliable email marketing platform. We are sure that you will enjoy using Mailigen just like we do. Click here to sign up for a free 30-day trial in a few simple steps.

Step Two: Start from the Dashboard

Once you have signed up for your free trial, this is what your dashboard will look like. 

From there, you have two options – you can begin by uploading subscribers and creating a new subscriber list, or begin by clicking that blue “Send Campaign” button. 

Step Three: Import your Subscribers/Contacts

You will have to start the process by importing your list of subscribers or adding them manually. To do this, watch our detailed educational video that outlines the process of doing so step-by-step.

Step Four: Creating your Campaign

Next, you’ll enter the details of your campaign, such as the title and subject. You’ll want a campaign title that is specific and detailed, as you might need to adjust it later. 

Since the Subject line will be the first thing seen by your subscribers, you’ll want to ensure that it’s catchy and interesting. Something that will draw the eye of your consumer and will actually entice them to open the email. Here is a guide to help you do that.

The From Email, From Name, and Reply Address can all be adjusted, depending on your company’s needs. You can select a predefined group, or create a new group based on your needs. 

Finally, pick your options, such as personalization, tracking, and sending your campaign with images. 

Step Five: Design Your Email

Mailigen offers a variety of predefined basic layouts, as well as predesigned templates. These layouts have been tested and are considered optimal layouts for certain activities, such as a newsletter format, promoting an event, or asking someone to re-activate a feature. If you have already done a campaign, you can reuse that template, import from archive, import a template from a URL, order a specific template design from the store, or edit/code one from scratch. 

Search for the layout you were looking for, specific keywords, or go with a basic layout and add pieces as you go. 

Step Six: Go Section By Section

As you hover over each of the sections of the template, you will notice options such as editing, adjusting the settings, duplicating, and more. Here is where you will want to include compelling copy, as you want the consumer to engage with your links and email. 

Scroll throughout the template, ensuring that everything within the email has photos and content that is specific to your company. 

Step Seven: Start sending out the emails

You are now finished with setting up an email campaign and you can start sending it to the segment you have specified.

Wrapping up

In this article, we have learned a lot, so let’s recap the most important things.

  • Lead Nurturing is aimed at building relationships.
  • Nurturing email marketing campaigns can be automated and adjusted based on their results.
  • Create segments based on predefined criteria, such as demographics, survey results, email engagement, or previous actions. 
  • Create your emails based on where the prospect is in the sales funnel.
  • Use a service such as Mailigen to automate the mailing process.
  • Write high-quality copy.
  • Use triggers to automatically segment your list and create a unique customer journey.
  • Add a compelling Call To Action, and repeat it multiple times in your email body copy.

All in all, you should now be ready to start your own lead nurturing campaign. Pay attention to detail and play around with variations to see what brings you the best results.

Let us know how your lead nurturing campaign turned out in the comment section below.

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How to Set Up CRM for Small Business in 4 Easy Steps

Did you know? The Sendinblue sales and marketing toolbox is now equipped with a CRM feature! Setting up CRM software for small business has never been easier. This 4-step guide will show you exactly how to do it.

CRM, or Customer Relationship Management, is the term that refers to all the processes, actions, and technologies a company uses to manage its customer relationships.

CRM solutions are seeing a rapid uptake as companies recognize the need to access customer data in real-time and personalize the customer journey. In 2019 87% of businesses are using a cloud-based CRM solution to support their CRM strategy.

Managing and monitoring your customer relationships in a dedicated CRM system has numerous advantages. These include the ability to highlight opportunities to make personalized and relevant offers – just one of the many ways in which CRM software improves customer experience.

Looking for an easy-to-use CRM that’s ideal for small businesses? There’s one waiting for you on Sendinblue’s all-in-one sales and marketing platform along with other functions such as email, SMS, and chat marketing.

I want to try Sendinblue’s CRM software for free >>

Follow these four simple steps to get your CRM for small business up and running in no time.

1. Launch CRM on the Sendinblue platform

It only takes a few clicks to launch the Sendinblue CRM as there is no need to install any software. Everything is hosted on our servers to make things easy for you.

To begin, log in to your Sendinblue account.

On the dashboard, click on the CRM tab on the top right and you’ll land on the following page:

Click on the button Try Sendinblue CRM.

A new CRM folder will be created for you. Give your CRM list a name and your CRM for small business is ready to go.

Next, we’re going to make some adjustments so that it matches your specific needs.

2. Add your contacts

Clicking CRM contacts in the column on the left will bring you to this page:

This is the list that contains all the contacts of your CRM. For demonstration purposes, it already contains some example contacts.

To start adding real contacts, you have two options: add new contacts manually or import existing contacts.

Add new contacts manually

Click Create a contact and a new window will open.

Fill out your contact’s information as requested in the above form (email address, phone number, first name, last name).

Assign the contact to one of your existing CRM users and choose the list to which you want to add it.

Then click Create.

Tip: By selecting Attributes and then clicking ‘Add new attribute’, you can personalize your contacts by adding additional characteristics to their profile such as a date of birth or a lead score.

Import new contacts

Back on the initial page showing the list of CRM contacts, select Import contacts and you’ll arrive on the following screen.

Here, you have several options:

Select existing contacts

This option allows you to select contacts from among your existing Sendinblue contacts.

To manually select contacts from your existing Sendinblue list, click on Select specific contacts.

Type the name/surname or email of the desired contact and click the search icon. Once located, the contact will appear in the column on the left. To add the contact to your selection (i.e. the column on the right), simply click on it. Or click Add all contacts to the selection to add everything from the search results.

To add an entire list of contacts, click on Select an entire list.

Select the target Sendinblue contact list from the first drop-down menu. Choose the CRM list to which you want to add your contact list in the second drop-down menu. Then click Add existing contacts to confirm your selection.

Upload a file

Either select the file containing your contacts directly from your drive or drag and drop it into the available space. The file must be in either .csv (Excel) or .txt format. The contacts will be added directly to your CRM contact list.

For more information on this step, click Read the tutorial on the top right.


Copy the addresses directly from the file and paste them here. Stick to the format ‘email – First name – Last name – Title’.

Once entered, hit Check the data.

Now that your contacts have been added to your CRM list, it’s time to start assigning and organizing your various CRM tasks.

3. Manage your CRM tasks

Back on the homepage of the CRM tab, click on Tasks in the column on the left.

To add your first task, click on the Create a task button on the top right.

A new Create a task window will appear. These tasks represent the next steps that you want to put in place to develop the customer relationship.

These are the different categories of tasks you can plan in the Sendinblue CRM:

  • Send an email
  • Phone call
  • To do
  • Meeting
  • Lunch 
  • Deadline

Select the category of the task and add a title.

Schedule the date and time, duration, and select the target contact.

You can also add any additional notes such as “Don’t forget the contract” or “Ask about the progress of X project”.

Assign the task to either yourself or someone in your team and then click Create.

Once the task has been created, it’ll appear in the list of your CRM tasks. To locate it quickly you can:

  • Filter tasks to see only your tasks or the ones that haven’t been assigned to anybody yet (to not miss out on any lead opportunities!)
  • View your tasks for a certain day, week, or other defined period
  • Carry out a search among your tasks

You can always modify a task by simply clicking on it. This is useful if you need to change the date, the duration, or assign it to another colleague.

4. Set up your notifications

The final step – go to the Settings tab (in the left hand column) and click on Notifications to determine the events for which you wish to receive a notification or email.

Tick the corresponding boxes to be notified when:

  • A task has been assigned to you
  • To receive a weekly report of your tasks
  • A contract has been assigned to you

Then click Save.

Congratulations, your CRM for small business is now ready for use! From now on you can expect your customer relationship management to be more free-flowing and efficient.

Develop your overall CRM strategy

Keep in mind that to get the most out of your CRM solution, you need a well-thought-out CRM strategy. For advise on how to do that, have a read of our article 8 Steps to Creating a CRM Strategy for Your Business.

You may also be interested in these real-life CRM examples to inspire your CRM strategy.

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3 CRM Examples to Inspire Your CRM Strategy

Looking for some inspiration on how to improve your customer relationships? In this article we’re bringing you CRM examples from companies who use customer relationships as a driving force for sales.

Your relationship with customers is one of the most important aspects of your business.

As the name suggests, Customer Relationship Management (or CRM for short) refers to the way in which you manage your customer relationships. 

CRM is the combination of strategies, techniques, tools, and technologies used to develop and maintain this relationship throughout the customer lifecycle. The goal of CRM is to drive sales, increase customer loyalty, and to improve the overall customer experience.

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A good way to understand the importance and impact of a CRM strategy is to have a look at some of the best ones out there.

We’ve selected three highly successful CRM examples from big name brands and highlighted the key learning points that you can apply to your own business.

CRM example 1: An engaged online community and tiered loyalty program – Sephora

Cosmetics giant Sephora is a champion of CRM.

Its CRM strategy revolves around learning as much as possible about individual customers and bringing them together around Sephora products.

Sephora doesn’t just sell makeup. It also runs an online forum where its customers come together to discuss beauty products and share advice.

Once a member signs up and completes their profile, he or she can interact with both the brand and fellow beauty enthusiasts through groups, conversations, events, and sharing photos.

The information gathered through the online profiles is used to segment members and target them with personalized offers.

Screenshot of Sephora Beauty Insider Community

Recognizing the most loyal customers

In parallel to this, Sephora also runs a tiered loyalty program to reward its most loyal customers.

The loyalty program, which has over 10 million members, consists of three levels. The idea is that the benefits and personalized rewards increase as one moves up the scale.

Naturally, Sephora is going to have insights into the purchasing habits of the members of its loyalty program. This will allow them to offer personalized gifts on the basis of this information.

Sephora reserves the highest tier of the loyalty program, ‘Rouge’, for members who spend over $1000. Sephora has created such exclusivity and hype around this level that it has in itself become a much-desired status among members of the beauty community.

Sephora’s loyalty program is a prime example of how a brand can capitalize on customer engagement and excitement in order to retain customers via a loyalty program. 

Sephora further nurtures the customer relationship when the customer steps into a physical store. Sales representatives scan the loyalty card and then access a CRM system which brings up tailored suggestions for products that customer may be interested in.

This creates an in store customer experience that is both relevant and personalized. On top of that, any information gleaned on preferences during this exchange is going to be saved on the system and added to the customer profile.

Key takeaways from this CRM example:

  • Reinforce your digital strategy with physical in store actions for a global marketing approach
  • Every interaction with customers is an opportunity to get to know them better. Use what you learn to make personalized offers and suggestions
  • Reward your best customers with personalized advantages and gifts to cement their loyalty. Create a feeling of exclusivity around the loyalty status – make it something people aspire to have

CRM example 2: Using value-added content to drive conversions – Leroy Merlin

Leroy Merlin is a chain of French DIY stores. A large part of its relationship marketing strategy is based on inbound marketing.

Leroy Merlin has an entire subdomain of its website dedicated to helping it’s customers accomplish their DIY goals. It encourages engagement with the brand and other members through forums, competitions, and blogs.

One standout aspect of this thriving online community which makes for a great CRM example is the Leroy Merlin Campus. This is a platform of tutorials in both written and video format which explain the ‘how to’ behind all sorts of DIY exploits, everything from replacing a kitchen tile to installing a garden shed.

Screenshot of the Leroy Merlin Campus
The Leroy Merlin Campus homepage

This educational content works wonders in building customer relationships. It provides value for site visitors in that it enables them to carry out their DIY projects and positions Leroy Merlin as a trusted expert in all things DIY.

When a member is logged in, Leroy Merlin can recover the data of the tutorials visited and suggest personalized offers on the basis of this data.

Monetizing the content

Naturally, Leroy Merlin uses the tutorials to feature and suggest products that are sold by the brand.

While the site visitor learns about DIY, Leroy Merlin capitalizes on this opportunity to highlight their products. Every tutorial lists the necessary material. This is an effective way to influence buying decisions by targeting specific needs in terms of products.

The Leroy Merlin campus proposes three types of class – online (free), in store, and between individuals (both paid).

The in store option provides an excellent opportunity for Leroy Merlin to get up close and personal with a customer, building the relationship in a hands-on and memorable way. You only need to look at the number of five star reviews to see just how much the customers appreciate this initiative.

The trust in the brand built up through these CRM activities is going to support the brand’s wider marketing activities and increase customer retention rates.

Key takeaways from this CRM example:

  • Create relevant, helpful content that brings value to customers and grows their trust in your brand
  • Use an educational approach to position yourself as a market expert and as a brand that cares about helping its customers achieve their goals
  • Analyze the data from content consumed to create personalized offers

CRM example 3: Automating relationship management to streamline the buyer funnel – Airbnb

Automation plays an integral role in the growth of Airbnb. 

From the initial accommodation search right up until the reservation confirmation page , Airbnb keeps contact between its employees and its customers to a minimum.

This is because the CRM during this process is completely automated.

Automated communications to accompany the user during the buying cycle

Look at how the brand communicates with a customer who’s logged into his or her Airbnb account during the online reservation process:

  • When searching for accommodation, the connected customer receives emails suggesting other accommodation options in the same area
  • Airbnb retargets the customer with ads on Facebook and other sites
  • During the reservation processes, the customer receives notifications by email, sms, and in-app
  • After placing the reservation, Airbnb emails the customer offering the possibility to become an Airbnb host and rent out his or her place while away
  • At the end of the trip, the customer receives a survey by email to evaluate the stay
Airbnb email example

There is also a referral program for travellers in which they can earn travel credits by referring friends to become new users on Airbnb. This is an effective way of acquiring new customers and retaining existing ones.

All of these communications are automated. Typically, if all goes well throughout the process, there is no interaction between Airbnb employees and travellers.

By automating CRM in this way, Airbnb saves time and can focus on other initiatives such as building its community and brand awareness.

Key takeaways from this CRM example: 

  • Automate conversions using retargeting ads and automated emails
  • Automate an entire sequence of emails designed to accompany your customer during the buying process
  • Use the time you’ve saved thanks to automation to concentrate on more strategic aspects of your marketing


These are three CRM examples that share certain similarities but are ultimately quite different from each other.

These companies use a number of techniques to optimize CRM including the creation of online communities, tiered loyalty programs, personalized offers, helpful content, and automated communications.

We hope that these CRM examples have inspired you to rethink and reinvent your current CRM strategy. 

If you want to create a CRM strategy from zero then we recommend you read our article on 8 Steps to Creating a CRM Strategy for Your Business. 

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How to Structure and Write Great Promotional Emails – A Guide

This article will be of great help to you if you want to write great promotional emails with high conversion rates. We will take a look at email marketing stats, best practices, types of promotional emails and promotional email examples.

Email is one of the most effective ways to reach out to potential and existing customers. And what makes it so great is its ability to reach out in a personalized way, promoting an offer that fits them specifically.

You can use promotional emails to remind subscribers about your services and products, as well as introduce them to new offers and promotions related to your products. 

What you will observe, once you have a solid strategy for promotional emails, is that your conversions will increase, leading to further business growth. Here are some stats to back that claim up. 

Email Marketing Stats

While it may seem counterintuitive in the face of other platforms that have emerged in recent years, email marketing remains a most viable channel for marketers. From its continually growing user base, to its efficiency and effectivity, there’s a reason why brands continue to utilize this tested platform. 

  • In 2017, the total number of email users amounted to 3.7 billion people. In 2022, this number is projected to grow by 16%, reaching 4.3 billion.
  • 269 billion emails were exchanged every single day in 2017, and that is projected to grow by 23.8%, to 333 billion emails, in 2022.
  • Email is considered to be the primary customer acquisition platform for 81% of businesses with a digital presence.
  • Aside from that, 59% of marketers believe that email marketing drives the most return on investment among all other communication channels.

Email Marketing Trends for 2019

In essence, all marketing emails are promotional in nature. Whether it’s a simple welcome email sent to new subscribers, or an email containing product recommendations for existing customers, such emails are designed to cultivate relationships while consumers go through their buyer journey.

It’s also an excellent way to consistently keep your brand at the top of consumer’s mind. It may not always be to directly sell, but the value provided by well-crafted emails bodes well for painting a good perception of your brand.

That being said, here are a few trends you can expect to gain even more momentum this year.


While it seems like focus on more personalized experiences has been strong for the past couple of years, an even more deliberate attention is expected to be placed on personalization based on customer behavior. And with the ever-increasing amount of data accessible to marketers, expect this to be a key element of email marketing. In fact, 94% of customer insights and marketing professionals across different industries said personalization is either “important,” “very important,” or “extremely important” for meeting marketing objectives.

Interactive content

Emails with interactive content, like games, quizzes, image carousels, and others, will continue to rise in popularity. The allure of interactive content is that users are able to interact with the brand without leaving their email. So, whether it’s promoting a new product, or simply educating and entertaining customers, brands are looking to embrace interactivity even more.

Brand humanization

One of the best ways to build customer relationships is to make your brand relatable. It’s no longer enough to offer the best value for money, consumers are also looking for emotional connections with brands. While Tom’s has always been renowned for its brand values, below, it shows that even simple storytelling can be used in promotion emails.

Mobile optimization

Over 70% of users read their emails on their smartphones. This means that your promotional emails should be optimized for readability across multiple devices. And with mobile email conversion increasing by as much as 70%, you wouldn’t want to miss out on those opportunities. 

What are promotional emails?

Ultimately, a promotional email is an email that guides a potential customer through the different stages of the marketing funnel.

promotional email

Awareness – This is when prospects first become aware of your brand. As such, you should focus on showing how your products and services can bring value to their lives or business.

Consideration – Here, you start building deeper relationships with prospective customers. At this stage the consumer is looking to know more about the brand and its products. Inversely, you should also get more information about the prospect, so you can provide solutions to their needs.

Conversion – Here, consumers are ready to make a decision, so you should focus on highlighting your unique value proposition – that is, what makes it better than the competition.

Loyalty – Closing a sale doesn’t mean your job is done. You want to build on that sale by cultivating your relationship with existing customers, nudging them gently towards becoming loyal ones.

Advocacy – A customer can be loyal, but it takes a special kind of connection to make them advocates. These types of customers are not only likely to purchase again, they’ll promote your brand for you among their peers. Here, you can offer rewards to further build on their loyalty.

Understanding where your audience is in the funnel allows you to segment your list and send the right emails to the right people. This makes it more relevant and personalized to the recipients. 

Types of Promotional Emails

The great thing about promotional emails is that they are only limited by your imagination. Because the goal is conversion depending where they are in the funnel, you have a lot of leg room for creativity. 

Here are some examples of promotional emails:

Sales – These can come in many forms. They can be as simple as presenting products you believe to be relevant to the recipient, a special offer to select subscribers, or a combination of both as you can see below. 

promotional email example

This type of email is sent to those who are already customers, and are ripe to become loyal ones. As you can see, the offers are available only to Ikea Family members, which highlights the value of being part of the exclusive group. 

Special occasion promos – These are essentially the same as sales emails, but they take advantage of special occasions to push the recipient to action – as Bath and Body Works does below for Easter. This is perfect for those who are already past the consideration stage and are ready to make a decision. Sometimes, a special occasion is all consumers need to make one.  

promotional email template

Limited time offers – This type of email provides a sense of urgency to the recipient by making an enticing offer available for just a limited time. As you can see below, consumers are intended to be swayed by pointing out that the offer is only for today. 

promotional email template

Nurture emails – These emails are designed to build relationships by providing valuable content. Here, you have plenty of opportunities to either educate, earn trust, or entertain. These types of emails can be good for those in the awareness stage, or for trying to turn customers into advocates. 

promotional email example

In this promotional email example, List25 welcomes subscribers with content that’s educational, engaging, and entertaining all at the same time.

The 9+1 Step Guide to Structuring and Writing Promotional Emails 

Step #1. Know your target audience

You can’t send emails that resonate with your readers if you don’t fully understand who your audience consists of. What inspires them? What motivates them? What are their goals and aspirations? What are their pain points?

Their demographic is only the surface level to gaining an understanding of them. You should gather and analyze sufficient data to understand what their problems are and how your products can provide solutions to those problems. When you have a deeper understanding of your audience, you’re able to provide a more personalized experience of your brand via email. 

Step #2. Add variety to your formats

To avoid monotony and increase your chances for conversion, you should vary how you format your promotion emails. Variation guarantees that your recipient will want to open your message, because it won’t contain the same thing every time.

Here are some ways you can change up your content:

  • Use graphics for B2C emails.
  • Use text-based or formal copies for B2B emails.
  • Use videos or GIFs to appeal to younger audiences and give emphasis to the content.

Step #3. Optimize the length and create a unique subject line

Speaking of subject lines, these are just as important as the content itself. Having a great promotion email is useless if the customer doesn’t even notice your email in their inbox. According to Inves CRO, almost half of the promotion emails are opened because of the subject line. In theory, if you have a poorly-written subject line, you reduce your email’s chances of being opened by half.

Here are guidelines on making the subject line unique and at the optimal length:

  • According to Nectafy, the optimal subject line length is 4 words. Inves CRO, on the other hand, stated that the subject line length should be between 6 to 10 words. The open rate declines when you go above 10 words because the entire subject line won’t be visible to mobile users. Optimize your subject length by thinking about gadget users and how the subject will appear on a smartphone.
  • Add a personal touch to the subject line by including the receiver’s name. Personalized emails increase the open rate by around 26%.
  • Avoid using overused and spammy words such as free, sale, extra, etc. Either your email will be immediately sent into the Spam folder or your recipient will be the one to send it there. Especially if your customer is trying to achieve zero inbox.

Step #4. Utilize informative preheader text by creating a great introduction and headline

The preview is one factor that’s often overlooked in email marketing. As part of newsletter best practices, a compelling and well-written preview can prompt the client to open the email.

These are guidelines on writing a persuasive preview:

  • KISS (Keep It Short and Simple). When you create a short but interesting preview, the recipient will likely be interested to know more.
  • Summarize. Talk more about your subject but don’t use the same words. Since the preview is limited, you should condense it so that the recipient will read the expanded version in the email itself.
  • Utilize FoMo (Fear of Missing Out). Appeal to the customer’s FoMo by adding urgency in the preview.
  • Benefits. Talk about the value of your promotion from the get-go. If you’re talking about a sale or freebie, indicate it in the preview.
  • Consider mobile. Again, the preview length should be short enough so that it doesn’t get cut off on a mobile device.

Step #5. Break up the body 

After writing a compelling subject and preview, you need to think about composing the body of your email. You wouldn’t want the customer to open the email, only to close it again after a few seconds. Make sure that the body of your email encourages conversion. Separate your content into parts so that the customer can easily read through the email, section by section.

Here are ways to craft the content of your email:

  • Make sure that everything is true to your brand.
  • Start with the information you talked about in the subject line.
  • Write short paragraphs instead of lengthy ones. Use the white space to create strategic pauses so that your customer doesn’t get overwhelmed.
  • Use formats like heading styles, bullet points and content hierarchy so that the reader can easily browse through the email.
  • Highlight important parts with the use of bold fonts, bigger fonts or attention-grabbing colors.

Step #6. Don’t forget your CTA

Sometimes, all you need to convert is to tell your audience what you want – this is why you always need to have a clear call to action in your emails. Whether it’s asking them to download an ebook, or simply to drive them to the landing page of your new collection, you need to tell them what you want them to do. 

promotional email

This is an excellent promotional email example because it combines a few key elements: compelling copy, an enticing offer, a clear promo deadline and a large enough CTA button. As well, the copy, imagery, and offer all lead the reader towards the end goal. 

Step #7. Set a deadline

Speaking of CTAs and deadlines, it’s important to note that setting deadlines works because it plays on people’s FOMO (fear of missing out) – a psychological trigger humans can’t help but respond to. An estimated 69% of millennials experience FOMO, while 60% of them make reactive purchases simply because of FOMO. 

Even simply showing customers that stocks are running low can encourage them to act. 

Step #8. Deal with spam filters right away

You’ve done the work, created compelling content and put the necessary CTAs in place. However, your email may be mistakenly flagged as spam and it may not turn up in your customer’s inbox at all. Before you send your emails, make sure that you have taken the necessary precautions.

Here are some ways to deal with spam filters:

  • Use a sender name that’s easy to recognize.
  • Choose an email service provider or ESP that’s reliable.
  • Check if your email is blacklisted.
  • Test before sending to see if it will end up in the spam folder.
  • Tone down on the variations of fonts and colors in your email.
  • Make it easy for your client to unsubscribe.

Step #9. Track, test and measure the data

The work doesn’t end with creating and sending your promotional email. You have to make sure that your email campaign generates the desired effect or output. The most effective way to make sure that your promotion email is delivered smoothly is to send tests to various recipients like family or friends so you can determine the behavior on different devices and ESPs.

Here are ways to track and measure your promotional email campaign:

  • Create a unique link on your call-to-action.
  • Monitor its performance using a link tracker.
  • If the promo email is not converting well – apply A/B split testing. Try to change the copy or images and compare the conversion rates until you get what you are after.

Bonus Tip: Optimizing Promotional Emails With Automation

Automation is a great way to simplify processes and send emails more efficiently. Not only does automation save time, it also saves you money and effort. You don’t have to hire someone to send emails because the software will do it for you.

Here is an example on how you can use email automation:

  • Abandoned carts. If a customer has already added things to their cart but didn’t checkout before ending the session, you could trigger an automated email informing the customer of their abandoned cart.

Another great strategy is to combine segmentation data with automation possibilities. Here are some examples:

  • Product recommendations. Send emails containing products relevant to the customer’s searches during their session on your ecommerce website.
  • Location-based campaigns or events. You can automate your email to send exclusive invites to people who reside in the area you’re having an event in. You can tie this up with a related promo. For example, if you have a product launch, you can send an invite while also offering a special discount if they purchase during the event. 

Best Promotional Email Examples


promotional email

The email layout is clean, and the message and CTA is direct and to the point – making it perfect for people who tend to skim their emails. And once people actually do look more into it, the text is concise – enticing people to pay a fee to get flat rates on two places they most frequent. There’s also a sense of urgency at the end, indicating that supplies are limited.


Starbucks does a few things well here. First, their welcome email tells subscribers exactly what to expect from opting in. They also provide a number of options to help improve their customers’ experience by managing their accounts, Starbucks card, and even encouraging them to join their loyalty program.

And if that’s not enough, social buttons are also clearly indicated at the bottom of the email, giving customers options to connect whichever their preferred network may be. 


promotional email
promotional email

Clean design, tempting images, and a strong call to action all tick off promotional email best practices.  And because they understand their audience is conscious of healthy eating, they give them exactly what they want. 

Final Thoughts

As a recap, here are the things you need to keep in mind when it comes to promotional emails:

  • Email marketing has the highest ROI among all other communication channels.
  • Emails require an ample of understanding of your audience to be effective. This understanding allows you to provide personalized and relevant content.
  • Captivating visuals and strong calls-to-action are essential to successful email campaigns.
  • Promotional emails can be utilized to keep the brand on consumers’ minds, whichever stage of the buyer journey they’re in. 

A well thought-out email marketing campaign should be part of every brand’s digital marketing strategy. As such, promotional emails should be optimized using the above tips to help increase conversion rates. If you’re planning to pursue a career in marketing, you can check out these optimized marketing resume samples.

Which advice did you think was the most helpful? Comment your thoughts below and let us know what you think.

Author bio: Aaron Chichioco is the content editorial manager of His expertise includes not only limited to the topics about Web/mobile design and development, but digital marketing, branding and eCommerce Strategies as well. You can follow Aaron on twitter at @Aaron_Chichioco

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Why Your Business Needs to Practice Email Verification

Running an email campaign without using email verification is like playing darts in the dark. You don’t know what you’re hitting or even if you’re close to the target. Practicing good email verification gives you a fighting chance at success.

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Email may seem like a quaint relic from the early days of Ecommerce, but it’s still a vital part of how we communicate and conduct business. It’s the primary means of interoffice communications, and it works especially well as a part of your overall digital marketing campaign. 

But, your email subscriber list is only as good as its contents. Are you a business owner who indiscriminately collects email addresses that are irrelevant as far as marketing potential? Worse yet, do you buy email addresses in an attempt to build your contact list in a way that’s inorganic and unsustainable? 

Smart marketers know that it’s important to obtain valid email addresses to broaden their networks, reach consumers who will push their business forward, and increase their chances of converting leads. Email verification helps you do this. 

What is email verification, and how does it help you achieve those goals?

Email Verification Explained

Building a subscriber or contact list is essential for effective marketing and engagement. Whenever you subscribe to a website or open an online account, there’s a good chance that you’ll receive a message that contains a link asking you to verify your email address. In fact, many websites won’t complete your registration until you do. 

This is the type of verification you need if you conduct email marketing campaigns, depend on subscribers to support your blog, or you’re branding your company. But, list building isn’t the only advantage of verification. 

Email verification helps ensure that your contact list is accurate and error free, that the email addresses you have are active, and that they belong to the people you want to reach. It also keeps your emails from being flagged as spam, having your sender score reduced, or your IP address blocked and added to a blacklist. 

But, you don’t need to go to an outside verification service or use an app. All of this can be achieved by choosing a premium email marketing service with the built-in functionality to validate and manage all of your emails. 

The Benefits of Verifying Email Addresses

Spam filters can’t catch everything. There are approximately 154 million email scams launched every day. Of those, about 70 percent are phishing exploits. Email verification protects you from exploits and malicious attachments by checking out the authenticity of senders. Many domains and email addresses used by hackers or thieves are stolen from inactive accounts or were created recently. 

Sender scores are rated from 0 – 100 by analyzing your reliability and reputation, in part by hard bounce rates. A bad sender score can affect how your address is evaluated by spam filters and IP blockers. One of the main reasons for a sender score being reduced is the number of hard bounces your outgoing email receives. 

Hard bounces are caused by emails that are immediately returned as undeliverable because the recipient’s address doesn’t exist or the email account has been closed by the previous account holder. This can occur due to a typo or an intentional misdirection. 

According to research conducted by the Content Marketing Institute, more than 80 percent of B2B marketers use email to keep their client base up to date and conduct outreach. Email verification helps refine your contact list so that you can segment leads according to where they are in the buying process. This provides you with actionable data that will weed out inactive subscribers and uninterested leads. The time saved can be spent closing rather than chasing cold leads. 

How Does Verification Work?

Different apps or services have their own way of doing things, but most go through a three-step process that looks like this:

1. Syntax check: This rules out the possibility of your email being returned unopened by looking for things like spaces or invalid characters.

2. Domain check: You won’t have to wonder if the email address at the host domain exists. The domain check will also tell you if the email address is registered and working.

3. Check for email ping: Ping checks are the most technological part of verification. This test sends a ping to the email address with an EHLO message to determine its active status.

The reasons for invalid email addresses are usually benign, including a person switching to a different job within their current company or moving to another company, switching to a new email provider, or opening different account with the same provider. You can also get a negative ping response if the domain is dead or temporarily down. 

Using an Email Service That Includes Domain Verification

If you engage in any sort of serious email marketing, there’s a good chance you already have an email marketing service to automate the process. Plenty of companies offer A/B testing and other client-focused marketing procedures. But, does your service include verification?

Leading email marketing services like SendInBlue do more than just manage campaign automation. There is a protocol for testing email deliverability and verification functions that include basic string validation to check syntax and a double opt-in process. Double opt-in confirms that recipients have a valid email address that’s active and that they want to receive communications from you. 

Using a double opt-in process goes a step beyond just having subscribers fill in a form. You’ll benefit from a cleaner contact list and better stats. It also ensures that you’re in compliance with government regulations like the US CAN-SPAM Act and the CASL anti-spam law in Canada. 

Lastly, there should be an automated process in place for weeding out bad or inactive contacts. This could include blacklisting for unsubscribers and hard bounces – something which Sendinblue does automatically. 

Why Can’t My Web Host Handle Email Duties?

Yes, you absolutely can skip the preceding services and use any of a handful of popular web hosts to mount an email marketing campaign. That’s your right as a human being, but we don’t recommend it. On the surface it seems like a great deal. They offer as many domain-associated emails as a person can use for free. Why pay monthly fees for these other services? 

Consider this. It’s like hiring a tree trimmer to cut your hair. Just because he has cutting tools doesn’t mean he’ll do a good job. A while back, web hosts got into the email game because they realized it was a great feature to offer to sell more hosting plans. The problem is they don’t play the email game as well as standalone email marketing and verification services.

If you’re just playing around, it’s okay to go with a web hosting company’s tacked on email services, but when you get serious and want your emails to actually be delivered at a high rate, well, you can figure out the rest. A word of caution, though, should you be incautious enough to dive down the rabbit hole of hosting providers. Avoid self-proclaimed “free” web hosts, as they often suffer from security vulnerabilities and frequent downtime.

Final Thoughts

Hanging on to dead or irrelevant email addresses clogs your contact list and does nothing to advance your causes or business interests. Using an email service with a comprehensive verification process built-in allows you to put your energy and money where they will do the most good. 

It’s one more tool that you can use to make your whole marketing and outreach plan leaner and more effective. You focus on building your business, and your email service will handle the rest.

Temp Mails ( 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.

Temp Email Link

8 Steps to Creating a CRM Strategy for Your Business

I want to try Sendinblue’s CRM feature >>

What was once the traditional buyer-seller model has in recent decades shifted from transactional to entirely customer-centric. Customer relationships require higher levels of maintenance, hence why businesses now have entire strategies dedicated to managing them.

One of the reasons for this is that consumers today have bigger expectations than ever when it comes to customer service. They’re not going to think twice about going elsewhere if yours isn’t up to scratch.

To optimize existing relationships and drive customer loyalty, you’re going to need a strategic approach that incorporates cross-functional collaboration and specific tools.

We’re inclined to think only about CRM software at the mention of CRM strategy. In reality, the software is only one piece of a much larger puzzle. To get the most out of any technology, you need to have a strategy behind it.

In this article you’ll find a comprehensive 8-step guide to help you set up a CRM strategy for your business. 

What can a CRM strategy do for my business?

There a number of reasons why you should put in place a CRM strategy.

Having a good CRM strategy will enable you to:

  • Provide an optimized customer experience at all touchpoints of the customer journey
  • Strengthen the collaboration between sales, marketing, and customer service teams
  • Clearly and quickly identify the most worthwhile leads and opportunities 
  • Keep track of your leads and customers as they move through the buyer funnel
  • Carry out targeted marketing campaigns 
  • Produce concrete figures and data insights that will inform and guide your future business strategies

How do I create a CRM strategy from zero?

Here are the 8 steps that we consider to be absolutely essential when creating a CRM strategy from scratch. 

Step 1: Define your CRM strategy vision and goals

The first thing to do before creating a CRM strategy is to revisit your overall business strategy and high-level business goals.

Think about how you want your CRM strategy to contribute to the success of your business.  

Create a vision of what you want to achieve from the CRM strategy so that it has a clear purpose from the very beginning. 

Increasing customer satisfaction, achieving higher productivity and efficiency levels among teams, and attracting more new customers are some examples of common CRM strategy goals .

Remember, your CRM strategy is not an end in itself. It exists to fulfill the overall goals of the business. That’s why it’s important to integrate it into the overall strategy of the business.

Step 2: Define your target customer by creating buyer personas

Think about how well you know your customers. Consider all the information you have about them – their age, where they live, what they are trying to achieve in life.

In order to maintain strong customer relationships and attract quality leads, you need to understand exactly who is purchasing from you and why.

Having a clearly defined buyer profile is essential to becoming a customer-centric business. It’s a way of ensuring your sales, marketing, and customer care efforts are focused on meeting the true needs and expectations of your customers.

Defining your ideal customer is going to help your sales and marketing teams avoid unsuitable leads and target only the most worthwhile opportunities, thereby enabling you to reach new customers in a more efficient way. 

We recommend that you create buyer personas to represent your ideal customer. The persona profile (or profiles – there can be more than one) should be as detailed as possible. Include information such as demographic and behavioral characteristics, as well as interests, challenges, and aspirations.

Here are three research methods by which you can collect information to develop your buyer personas:

  • Interview your sales and customer service teams 
  • Study different customer profiles and even interview customers directly
  • Send customer surveys

Step 3: Define your buyer journey

To optimize your customer relationships, you need to provide the best possible customer experience at every single touchpoint of the customer journey. To help you do this, it’s good to have a holistic view of that entire journey.

Map every single interaction you have with your customer from the moment they first discover you. This can be through marketing actions, business processes, or direct contact with team members.

The reason for this exercise to highlight areas for improvement and establish who is responsible for what within your team.

When mapping each stage of the buyer journey, ask yourself these questions:

  • Which team/business process is interacting with the customer at that moment?
  • How can these interactions be improved?
  • Look at the buyer personas you’ve developed in Step 2. Based on what you know about your customer, is this his or her preferred means of communication? Could there be a more effective means of getting your message across?
  • What is the customer trying to achieve?
  • What challenges does the customer face? How can you offer better support?
  • What content is the lead/customer coming into contact with?

Step 4: Establish the internal processes necessary to create a 360-degree customer experience

You’ve studied your buyer journey to highlight any areas of improvement in terms of customer service.

Now you’re going to look at the structure of your internal processes. Do you have the resources in place to provide a 360-degree customer experience?

Do an audit of roles and responsibilities to ensure all the necessary bases are being covered .

Here are examples of areas where you can optimize your people and processes:

  • Presales: How are you doing when it comes to analyzing customer needs, gathering information, and putting together business cases?
  • Sales processes: Are there any sales tasks that you can automate to increase efficiency?
  • Relationship management: Are your offers tailored to your customers’ needs? Are your communications personalized and relevant?
  • After-sales: Have you got the necessary support systems in place to resolve customer problems quickly? What feedback do you receive on the quality of your customer service?

In short, ask yourself ‘How can I do it better?’ and then make the necessary changes within your organization.

Step 5: Study the market and your positioning within it

Study the market and competitive landscape for inspiration when elaborating a CRM strategy.

Ask yourself these questions:

  • Where does your company fit into the market?
  • What is your unique selling proposition (i.e. what differentiates you from the others)?
  • How do your competitors differentiate themselves?
  • What opportunities exist?
  • Can you learn anything about how your competitors handle customer relationships?
  • What are the trends in your industry right now?

Step 6: Knowing your product or service

Take the time to revise and develop your product/service narrative and elaborate your value proposition. What are the messages you want to transmit? What benefits do you want to highlight? Why should a customer choose you over your competitors?

Communicate this narrative internally and implement training where necessary. Everyone needs to be on the same page, relaying the same message.

This is also a good opportunity to define your brand tone of voice and put in place best practice guidelines for communicating with customers.

Step 7: Choosing and implementing a CRM software

One of the best ways to drive forward your CRM strategy is to invest in a CRM software for your business.

Not only is it a great platform for collaboration between teams, it’s also one of the best places to store customer data and keep track of all interactions between you.

Define your CRM software needs by evaluating your existing business processes and getting input from teams. There are many different CRM offerings out there with a range of features – some of which you are not going to need, hence the importance of analyzing your needs beforehand.

The main factors to be considered when choosing a CRM software are price, capabilities, and ease of use. Other factors to be taken into account include mobile-friendliness and its capacity to integrate with other tools from your current technology stack. 

Once you have the software, you need to define the rules regarding its usage. Designate an administrator and decide who has access and at what level. Establish how and when teams are going to be using it.

You also have to define CRM elements such as what constitutes a lead, prospect, or opportunity, and how to distinguish a sales-qualified lead, etc.

To get your CRM software off to the best possible start, it’s a good idea to put in place a pilot committee who will be responsible for its implementation and training people how to use it. 

Remember to clean your contact list before importing it to the CRM so that way you’re starting off with an organized and up to date database.


Further reading: 5 Ways CRM Software Boosts Customer Experience for Small Businesses

Step 8: Setting Key Performance Indicators (KPIs) for each team

All strategic actions need to be backed up by figures and data – and your CRM strategy is no exception. You need to be able to measure its progress.

You established the desired outcomes of your CRM strategy back in Step 1. Now you’re going to give your team some concrete targets to work towards. 

When setting objectives for your teams remember to make them S.M.A.R.T (i.e. Specific, Measurable, Achievable, Realistic, and Time-bound).

Examples of performance metrics you may wish to include are:

  • Customer satisfaction
  • Customer retention
  • Customer churn (when a customer leaves the company)
  • Profits (overall total, totals per customer/account)

The success of your CRM strategy depends on the levels of engagement and collaboration of your teams. 

Get your employees on board from the beginning. Keep them informed, educated, and up to date on all aspects of your CRM strategy. That way they can be operational and effective as quickly as possible.

Make Sendinblue part of your CRM strategy!

As your all-in-one sales and marketing toolbox, the Sendinblue platform has a built-in CRM function.

This offers a place you where you can centralize all your contact information, add notes and documents to individual contact profiles, and assign tasks to your team.

This way you can have an organized contact database and not miss any opportunities.

Sendinblue CRM assign tasks

Learn more about Sendinblue’s CRM feature here.

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Temp Mails ( 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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Understanding Email Funnels and Structuring Your Own

In this article, we take a look at how email funnels work, explaining each stage and what it does. Additionally, we cover a few strategies and structures for each of these stages.

Successful email marketers have a lot in common with chess players. They are always thinking 3 steps ahead. They make scenarios of all the possible outcomes and plan on how they could use them to their advantage.

After all, just like chess, there are so many options in email marketing that you can practically prepare for anything!

Yet, some of us still wonder what they can do to break down the customer’s journey into smaller stages, in order to send targeted emails that will increase the chances of conversion.

To put it in more perspective – How does one go from discovering your brand through a blog post, to actually buying the products you are selling?

This is exactly what we will be discussing in this post. We will take you through the different stages of the sales funnel and explain how you can adjust your email marketing according to the stage a subscriber is currently in.

By the end of this article, you will have a better idea about the types of emails you can send to your potential customers, driving them further down the funnel you created.

Understanding Email funnels and their stages

An email funnel is a process of sending strategically organized emails to a subscriber, taking them from discovery, all the way to conversion. If you’d rather automate this process, you could also see it as a complex drip campaign with many variables, in order to match the different actions of your readers.

Before I confuse you any further, it might be a good idea to take a small step back and explain how the original sales funnel is structured and how you should act in each stage. After all, email funnels are practically the same thing, only completely adjusted to fit this wonderful marketing tool.

A sales funnel takes potential customers (in this case a new subscriber) through 4 stages, before turning them into paid clients.

Awareness Stage – Discovering your brand

The awareness stage is the first contact between you and a potential customer. It is the moment they discover your brand through your marketing efforts.

Note: The reason we refer to them as customers is because the end goal of the funnel is to turn a visitor into a fan (subscriber) and finally a customer.

What are these marketing efforts? Well, there are myriads of ways to attract new visitors to your brand:

  • You may have created an SEO optimized blog post or a targeted landing page that happened to be in the first few results of a readers’ Google search.
  • You could be testing different ads, whether these are on Social Media or in search engines, like Google.
  • Your brand might have been mentioned in a newsletter, a Youtube video or viral Twitter post.

There are many examples, but the point is, you are now in the minds of your reader. And the ultimatum of this stage should be to turn these intrigued visitors into new subscribers of your mailing list.

Awareness stage email marketing

The awareness stage is more focused on grabbing the attention of internet users that share an interest in the topics you talk about. They are not yet aware of your existence and it is thus impossible to start sending emails from this stage.

Some will argue that for certain services and products it may be a good idea to send “cold emails” to potential prospects. We strongly advise against this practice, as it does not only go against GDPR regulations but also against moral principles of privacy.

It is best, therefore, to focus your attention on creating content on all the channels your brand is present on, adding web sign-up forms, for readers that would like to join your list.

Interest Stage – Establishing Authority

The interest stage is the second stage of the email marketing funnels. Now that the reader is aware of your brand and chose to become a subscriber, your goal is to establish yourself as an authority within your niche and make them feel like they can trust you.

In other words, you want them to be interested enough to read your emails and take action when you ask them to (through your CTAs).

There are no secrets here. In all honesty, it’s just hard work. 

The first thing you will need to do is segment your new subscribers based on the marketing activity they discovered you from. This should already give you enough information to get a better idea of their needs and create somewhat targeted emails.

From there onwards, it is imperative that you start giving solutions to your readers’ problems. Here are some ideas to think about:

  • Send targeted questions related to your subscribers’ problems (e.g. Do you have difficulty losing weight), try to relate with them (e.g. I know the feeling) and offer valuable solutions (e.g. here are the 3 things I did to lose 12 pounds). Such emails will make the distance between you and your customer smaller, establishing you as a trustworthy friend that wants to help you out. And this, inherently, should always be your goal.
  • Write in-depth guides, educational material, and tutorials on topics that are interesting and prevalent to your audience. You can use Ahrefs to explore what your competitors are writing about and write better content on the same topics.
  • Host weekly Q&A sessions where you invite your readers to send over their questions so you can answer them. You can also invite them to join a webinar where you can talk to them directly. Of course, the communication, in this case, will be mainly done via email.
  • It is very important that you are able to provide case studies of your previous work or experience. Especially when it comes to service providers, case studies and reviews play an important role to your authority in the field.
  • You could also provide parts of your paid services or products for free, in order for customers to test your offer and give an honest (and hopefully positive) review.

Overall, this is the stage where, through your efforts, you will try to create demand for your product. Eventually, you should aim to form an emotional connection between the reader of your emails and the services or products you are selling (e.g. I can’t do without this!).

Interest stage email marketing

When it comes to email marketing, at this stage, you should be looking to nurture your leads, sending them frequent (but not too frequent) emails with valuable information that can solve their problems. Here are some things to consider:

  • Make sure you communicate from the get-go how often you will be reaching out. Also, explain to your readers the topics you will be covering in your emails. A great start to this is a welcome email, which you will need to send to all new subscribers. The reason this is important is because you want to ensure no reader will come across unpleasant subscriptions, such as you talking off-topic or sending too many emails. Doing so without preparing your readers could lead to unsubscribes and a higher spam record.
  • From there on, it’s all about setting up calculated nurturing campaigns that are targeted towards your subscribers’ needs and wishes. Their goal? To lead them further down the funnel in order to send more specific emails. A well-structured nurturing campaign will automatically break your list down into smaller segments, which you can then target with more specific emails to help them convert.

Consideration Stage – Diving deeper

The consideration stage is the last wall standing between you and a new paid client. At this point, your subscriber has reached a stage where they have to make a decision between your products/services or those of your competitors. 

By now, you should have already sent them an email with case studies, testimonials and free value of all kinds, to gently “push” them deeper down the funnel. And, at this stage, your strategy will call for a more laser-focused approach on your offer and its specifications.

For example, assume you are selling carpet cleaning services. It may be a good idea to talk about the nanotechnology of your antibacterial soaps and how, through this type of soap, you only need to wash your carpets once per year instead of twice, setting you apart from your competitors.

In this final line, details determine the winner.

Consideration stage email marketing 

Once again, at this stage, you need to keep nurturing your leads, establishing your authority in your niche, pointing out what makes you the best choice, compared to the alternatives. 

One practice we have found to work great is to write a few in-depth articles about the features of our products and mention them in our weekly newsletters, before running a small “quiz” for those that are up for a challenge.

The winners of the quiz, which could be those with the most correct answers, or simply chosen at random, win a small gift or a large discount. This is a great way to increase subscriber engagement and help your readers learn more about your brand.

What is worth mentioning is that, during the consideration phase, you should have a good amount of data to work with:

  • Who opened which emails
  • Who clicked through certain blog posts or other CTAs
  • How the readers signed up to your list

As a logical follow-up, emails at this stage should look different for each segment you created, based on the above information.

For example, a person that has clicked through, placed an order, but abandoned their cart, will receive a different email (abandoned cart email) than someone who just reads some of your emails (possibly a promotional email?).

Conversion Stage – Getting paid!

The final and most rewarding stage for you is the conversion stage, a.k.a. the point where a subscriber turns into a paid customer. Reaching this final stage is the goal of all email funnels and signals the end of one journey and the start of a new one – the one of aftercare.

What irritates me most about most content regarding email marketing funnels is that there is no “aftercare” part. What do you do with your customer after they make the purchase? Sure, it’s nice you got paid, but you’d like to be paid again in the future, right?

Conversion stage and post-sale emails

The conversion stage and everything following it requires different types of emails. You can:

  • Structure an automated “Thank you” email, where you show your customers how thankful you are for their purchase. This is a great way to enter a different form of relationship, that of a trustworthy brand with its loyal fans.
  • Create VIP emails for customers who have purchased from your brand, offering special discounts, early bird access to new products (promotional emails) and even, in some cases, invitations to events or parties (invitation emails).
  • Another thing that makes paid customers, and pretty much everyone, feel appreciated is to ask for an honest opinion. You can ask your readers to review your product or fill in a survey that will help you improve in the future. You can always accompany this with a freebie for their effort, such as a small discount on their next purchase or access to a VIP area of your brand.

Overall, at this point, you want to maintain a good relationship with your client, in order to drive follow-up sales in the future. This is especially important for time-bound services, (e.g. coaching of any kind).

Wrapping up

All of your marketing efforts need to follow a logical structure. In this case, the best structure you can work with is email funnels, which are essentially well-thought-of emails that follow the guidelines of the typical sales funnel. Here are its stages:

  • Awareness stage – The stage of discovery. Here email marketing efforts are less important and you should focus on capturing email addresses through landing pages and ads
  • Interest stage – The stage where you establish your credibility. Here, you send emails that offer real value and solve your readers’ problems to increase their trust towards your brand.
  • Consideration stage – At this stage your customer is well aware of your brand but has to make a final choice between you and your competitors. All emails here should be more focused on the details of your service, special features and how you are better than the alternatives.
  • Conversion stage and aftercare – After a purchase is completed, the funnel has reached an endpoint. However, now you enter another funnel, that of nurturing emails that result in repeat purchases. 

Now that you know all the stages and have a more thorough overview, take a good look at your brand. How do your customers find you? What types of emails could you create to lead them further down the funnel?

Make a list of all the emails you could send based on different actions of your subscribers and get some ideas from our diverse range of email marketing templates. 

Once your email funnel is structured and you are ready to send your first campaign, all you need to do is take a free 30-day trial with Mailigen and test out your findings.

Temp Email Link

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.

I want to test email fonts with Sendinblue >>

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.


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.


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


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.


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:


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.


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.


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


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.


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


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.


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.


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.

For more content like this, sign up to our monthly newsletter or follow us on Twitter!

Temp Mails ( 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.

Temp Email Link