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Everyone likes to be more than a number or an email address, and by personalising your email marketing campaigns, you'll be demonstrating to that prospect or customer that you have something relevant for them. Consumers want the personalised journey, they want to be sent email marketing that contains relevant content, offers and 77% of consumers have chosen, recommended, or paid more for a brand that provides a personalised experience – Forrester.

Email marketing is a channel that has stood the test of time and shows no sign of slowing down, achieving €30 to every €1 spent (DMA UK, 2018), and 95% of marketers agree that it continues to retain a significant place within marketing (DMA UK Marketers Email Tracker Report 2018). Therefore, it’s crucial to understand how marketers use email effectively and how this correlates to consumer’s expectations.

Our ten tips can help marketers streamline their email marketing campaigns. We recommend that you always carefully consider whether sending a message is really necessary.

In the world of print or TV advertising, marketers strive to reach their audience as precisely as possible, even though their options can be relatively limited - by choosing the right media, the right advertising times, frequency, etc. Choosing a children’s magazine to advertise chainsaws is unlikely to earn you much praise from your boss, even if say that you are educating the next generation of customers.

In 2017 we are expecting a significant change in the overall perception and preparation of marketing campaigns. The main topics in the world of email marketing will be the penalisation of image-only emails, the general tightening of spam filter rules and the increase in protection against email abuse.

We often talk about the importance of personalisation, but few people can say what should be personalised and how This often leads to the idea that personalisation is simply the way of addressing the recipient. In reality, the means of address is only its simplest and least effective form.

As you know, Mailkit templates are a bit different from how we usually imagine a template - they are not just customizable emails but a complex system giving the client access to highly sophisticated content personalisation functions using the template language. Most recently, we have added the option of creating snippets, i.e., bits of code that can be used across different templates.