How to use images in email marketing

One of the good practices in email marketing is to have a newsletter with balance between text and images, but, we must choose the image and visual style of our content well to provoke the reader to interact with it.

Sending a newsletter in which you only see paragraphs and paragraphs of text, can make your reader stop reading, quickly send your email to the SPAM folder or simply delete your message. However, everything depends on your messages intention, and it is possible that if the wording is interesting,  text-only content may still have a chance. But it is obvious that people are geared very visually,  so images are vital elements of email campaigns.

Some reasons to include images in email marketing are:

  • Emails with visual content are easier to consume, they do not require much effort to get the message across.
  • Content with images are better received by the user, this includes both gifs and photographs.
  • They capture the user's attention almost immediately.In your contact’sover-saturated inbox’s , you have a brief window of time to capture their attention, so content with integrated images in email marketing is one of the perfect ways to get it.

A study published by the firm Neilsen highlights that newsletter recipients expect to receive the same high quality images that they see on websites. Participants in their study said they "prefer high-quality, large-scale images that show details of the content clearly."

If the images are not used correctly they can be a double-edged sword, they should be shown responsively, be consistent with the content and be of good quality to effect the reader positively.

To avoid making mistakes in your next email, we will give you some tips for selecting images, errors to avoid and the formats you should use to add the perfect images for your email marketing campaign.

Common mistakes when using images in the newsletters

Images are a way to create the balance in the content of the message and thus avoid saturating the reader with amounts of text that will only tired their eyes and lead to the main message you seek to communicate,  being wasted. Some errors that can hinder your newsletter from being received well are:

  • Only images

Sending a newsletter where images are used excessively, may not only send a bad message to your reader, but it will affect your deliverability. Emails that only contain images or in which visual element predominate over the text, can be considered as SPAM by filters.

For this reason, it is important to maintain a balance between texts and images, one could say that it should be 60/40 text and image.

  • Image is too big

One of the problems with using very large images is that there is a risk that the images in the email may not be displayed correctly or may take a while to load. In addition they will consume mobile user’s date.

Try to use images that do not exceed 1MB in size and that have a width of 600 pixels. You can use free online tools to reduce the size of images without losing quality. One tool you can use is TinyPNG, which will allow you to reduce the size of up to 20 files with the maximum weight of 5M each.

  • Small images

According to Nielsen consultant’s report, users expect to see a newsletter where the images are well integrated into the content; placing the product images in small columns is not attractive. In comparison, it is expected to see images that have greater importance and aesthetic value within the content.

Another bad practice is to cut and lengthen the images just so that they can fit in the content. Before placing them in the template, cut them down to the size of the email template using the Mailpro image editor, that allows you to edit the images from the same template.

  • Images that are not adapted to mobile

It’s no secret that a good portion of emails are read from mobile devices. This means that the images should be able to be displayed in a responsive format. For this reason, all the templates offered by Mailpro are designed to be displayed on mobile devices. When the time comes to design and select the image, you must have your final recipient in mind.

Imagine taking hours to create a design full of details but to see all of it, you have to scroll a bunch to reach the end. This would be very unpleasant to read. Always keep in mind how it your designs will be displayed on a mobile or tablet screen.

  • Images that can’t be seen

It’s possible that even after choosing an image with a size and weight optimized for mobile , and have chosen the ideal image, it still doesn’t appear. That happens because there are email clients, browsers applications that block or show the images differently than in the emails. This happens frequently in the case of Outlook, where the image appears in white and only the title of the image is displayed.

In these cases, it is important that you use the ALT tag, adding the alt tag to the images will show the descriptive text of the image to give context to the subscriber of the image content. Do not place CTAs in images, it is recommended that you place them on buttons or add the link in the text.

You can read about "Why my campaign looks bad in Outlook" in our FAQs

Image file formats for Email Marketing

There are several formats that you can use in the design of your emails, each with its own special features and different ways of being viewed by email clients.

JPG for email

The format JPG (Joint Photographic Expert Group) is the most common format on the Internet, its popularity is due to the fact that it is a format that allows you to reduce its size up to 100 times without losing the color information. In this capacity, it is the right to share photos because it allows you to share images that are light and will not affect the email load.

But despite this strength, there are still disadvantages, as compression can bring about a loss in the quality of the image in photographs where there are large areas of color. If you work with illustrations, or images with texts, the loss of quality will be higher and the file will look pixelated. Also the JPG format does not support transparencies, if you have images with transparent backgrounds these will be displayed as a white background.

PNG for email

The PNG (Portable Network Graphic) format is another of the most well-known formats. Unlike JPG, it does not lose quality when it is compressed and supports images with transparent backgrounds. Its great disadvantage is the size of the file, as this can be even larger than the JPG format.

Another drawback is that browsers with older versions such as Internet Explorer up to version 6.0 can’t display that format correctly. So it is important to know where our subscribers read our emails. Remember, from Mailpro you can obtain clear statistical details by reading your messages through the software analysis tool, that will show you which operating system your messages are being read from.

How to include images in a Mailpro newsletter

There are two main ways to add images to your newsletter, uploading the image to the gallery or copying the image link.

  • Image inserted in the email

Insert the image in the email and it will upload the image you select to your account gallery. In this way, you are attaching the image to the newsletter’s design, and are ensuring that the user receives the image and can see it when in offline mode. But, inserting images also has its disadvantages. Very large images can cause the email to be seen as spam, enlargen the size of the email and the parameters of certain email providers.

  • Image link

Another option is to include images from an external source, that is, an online or web server. In this way, only the image link is copied and the newsletter is pasted. The advantage is that the size of the mail is smaller, and face time is decreased. The disadvantage is that if the server where your image is hosted has problems, the images will not be displayed correctly.

Adding images to the design of your emails is essential. Now that you know the importance of using images in email marketing, it's time to create creative emails that impact your readers.

Remember that you have our gallery of templates for newsletters that will help you design creative messages.

Design your email marketing strategy for the summer

Summer has arrived! It is possible that you are planning to give your subscribers a break and vary your email marketing strategy for summer. But, we must tell you that you should not overlook this season and continue communicating and maintain contact with your customers with updates and fresh offers related to the season.

Do not lose sight of your client this summer

In order that your email marketing campaigns do not go unnoticed during the summer, we have some tips to highlight your message during this holiday season.

Create email campaigns considering mobile devices

No matter the destination, we will always have a smartphone in hand. This gives users the freedom to check their email from anywhere and at any time. So when you’re planning the summer email marketing campaign, the first thing you should keep in mind is the responsive design of your newsletter.

The use of mobile phones to check the inboxes is increasingly evident, so it is important to adapt your emails to the format so that it is comfortable to read on small screens.

Bet on cool designs

Adapt your design to the season using fresh colors and simple designs. You can choose amongst the various free templates we have in our gallery. If you are going to promote offers for your products for the summer season, take advantage of the occasion and show them in creative and different ways. Play with colors, shapes and designs.. It's time to dare to look different.

Make your contacts feel special

Even if your recipient has shown less activity, do not miss the opportunity to send a message that makes them feel unique. Make sure you personalize each message, both in the subject line and in its content. Remember how important it is to make the reader feel that you know their tastes and needs. Take a little time to study your client's behavior through statistics and know which products have attracted the most attention or compare it with campaigns from previous years and compare the effectiveness of the messages.

Season of offers and promotions

Get out of your comfort zone, launch a unique and fun offer or promotion. It's the perfect season for those long-awaited sales. We all love getting deals, so take advantage of this to create a strategy that includes content that catches the attention of your target audience. Bet on flashy and attractive designs, but without over saturating the customer. Be direct and clear in what you seek to transmit.

Short and direct messages

During the holiday season, what we are most interested in is enjoying free time. Be sure to send messages that contain relevant and direct content. If your client decides to check their inbox in the middle of their vacation, rest assured that it will not be to read paragraphs and paragraphs of text. They’re sure instead, to quickly scan through your emails and this is where they will choose among those that contain the most precise and direct messages. The best thing to do is tell them what you need in a short, easily readable message. Keep a proportional balance between images and text.

It is worth reducing the frequency of sending

Do not waste sending campaigns every week, it is possible that your readers are less locked to their emails during the summer, so it is valid to reduce the frequency of sending. This is beneficial as it will allow you to plan the most appropriate content and design for your client.

Apply persuasion techniques

Put into practice writing persuasive texts to include in your message; be it a short story in Storytelling format or paragraphs using copywriting techniques. Remember that you have to put a lot of thought behind the message that will go in your subject line, as you’re looking to send an attractive message to the client that makes him stop and open it. Do not forget to use dynamic fields to customize the subject and be much more direct with your message.

Take advantage of the good weather and the summer season, applying some adjustments and techniques to your campaigns that will garner positive results. Optimize your time using predesigned templates like the ones we have in Mailpro. Using the professional email marketing software, you can easily customize your email marketing strategy for summer.

What are Spam Words and Why Should You Stay Away from Them?

How many emails have you received with headings such as "You won the lottery" or "Lose Weight with this Natural remedy", "Gain financial freedom today.” Phrases or words like these are known as spam words. Using terms like this in the message body and subject of your newsletters to try to capture the customer's attention will not work and only will make your email address to be classified as Spammer.

Your emails being opened and not falling into the spam folder, are two of the main objectives of any email marketing campaign. Through email marketing strategies, you can build trust and get closer to customers, as well as keep them informed about your brand. Not only should you be aware of the type of language you use to communicate with your client, but also those words that may alert spam filters and make your mail go directly to the unwanted folder or in the worst case, your Email address even getting blocked.

To guarantee the deliverability of your emails, you have to avoid the use of spam triggers. But what are these words that you must keep out of your email marketing strategy?

To not be a Spammer, avoid using these words

So that you are not confused with a spammer, we will give you some of the words that trigger the alarms of the anti-spam filters.

Words of excessive personalization

Trying to gain the user’s trust does not mean that you should treat them as if you know them well. The use of expressions like Congratulations, dear friend, For You, friend, 4U will lead you to lose customers. So you should avoid making use of these or those that sound like you demand excessive attention from your subscriber.

Words that persuade the immediate purchase

Exerting pressure is not a good selling method, and no one likes to feel pressured to buy a product. Words like: Affordable, Apply online, Direct purchase, Click here, Order now.

You must generate trust and interest in your subscriber. Be subtle and invite him to learn about the services or products that your brand offers in a friendly way and above all, in a way in which the client feels that you know and can help him.

Words that provoke a sense of urgency

If the user needs your services and decides to buy them, he will do so when he considers necessary; not when you want him to. It is for this reason that words that provoke a sense of urgency can lead to a bad relationship with the consumer. You can cause discomfort and make your customer want to unsubscribe from your database.

Be careful when using expressions like: Act now! Do it today, Get it now, Ask today, Please read, Urgent

Words that indicate discounts or gifts

Daily scammers seek to catch a users’ attention with tactics that pique their curiosity by sending messages with offers and discounts. This leads to consumers being very cautious when receiving emails where the header has phrases like "Winner", "Monthly trial offer", "Free membership", "Additional income", "giving away". It is very common for the user to delete the mail immediately and block the sender's address.

Words that seek to give confidence

Generating trust is something that takes time and happens gradually, so using words that seek to generate trust from the first moment, will not magically increase your service’s credibility to users.

Stay away from words like: "100% satisfied", Call free, no tricks, "No risk".

To gain your user’s confidence, use digital marketing strategies, approach them with newsletters, scheduled mailings and by designing a funnel for each stage of your brand development.

Mailpro has created a list with the spam triggers that you have to avoid when writing your emails. Check it out in our FAQs section.

Choose the content and the words that your message will contain wisely

Relevant content, with useful information for your user and with a text free of spam words, will be much more successful among your subscribers so you should avoid using words considered spam in the subject of your email just as much as in the content. Not taking the necessary precautions can cause your campaign to fail.

Keeping spam words out of your texts ensures you better delivery and reputation. In Mailpro, we take the delivery of your mail very seriously and for this reason, we designed an anti-spam test, where you can test your campaigns with confidence and discover the spam level of your messages.

Visit our blog where you can find all the information necessary for designing an email marketing strategy which uses effective words that are free of spam.


Know the importance of "Buyer Persona" or ideal customer in Email Marketing

Personalization has become one of the main keys of any email marketing strategy. Trying to know your final user perfectly and at what stage of the sales process you find each one will help you fine-tune the strategy and cause impact with the right message at the right time. Defining your Buyer Persona will help you find clues about the interests, needs, and problems of your ideal client.

When you know your "Buyer Persona" or ideal customer you can create the perfect content for your email marketing campaigns, that is in tune with the needs and interests that are important your client.

What is a buyer persona?

The Buyer Persona is the fictitious representation of the ideal client. This presentation is made based on a series of questions that will make you discover what the needs, ideals, tastes and habits of that final consumer are. The detailed knowledge of your clients will allow you to develop direct and effective strategies that you can transfer to your email marketing campaigns.

Defining your  Buyer Persona for email marketing will give you the necessary knowledge and information to connect more authentically and personally with different groups of potential clients. You may be wondering: What  if I have more than one type of client? Don’t worry, many businesses create multiple buyer personas to direct a strategy towards each segment.

With all this data you can design better aligned email marketing campaigns because you will have better knowledge of:

  • Behavior: you can understand how your customers purchase and how much time they spend on theinternet, and use this information to know when and how to communicate with them.
  • Needs and Objective: by knowing this, you will be able to create more valuable and relevant content for your client and, if possible, you could identify if you need another type of product or service to solve their problems and offer it to them.
  • Problems that you face and what affects your purchase decision: with data like these, you will know if it is necessary to adapt the content or message’s tone or wording to help you overcome any doubts they may have, and to get them to take action.

At the moment of the decision to purchase a product or service, people will identify more with those brands that speak their language, that understand their needs and give them solutions to their problems. This is why is so important to know who you will be talking to - and why.

How a Buyer Persona is created?

Defining and creating a Buyer Persona is not something made on mere deductions. It is based on the study of data. These data are obtained through an analysis of the client that is carried out through a research and the study of the data that this small investigation delivers. It will take you a little time.

Step 1: Investigate your audience

The first step to get to know your "Buyer Persona" or ideal customer is to collect information. For this you will have to do a little research among your audience. You can start with your contact list and define which ones have been your best customers - those that have had the most interaction with your brand or those that have bought repeatedly to create a customer segment with common characteristics. It is also valid that you take into account customers with whom you have had bad experiences, so you can know what type of customer is not suitable for your product or service.

To collect this information you can use interviews, phone calls, surveys, forms or any format that allows you to ask questions to know your client.

It will be very important that you choose the right questions, those that are relevant to your email marketing strategy. You might consider asking questions that give you information about:

  • Demographic data: age range, marital status, family income, location.Labor profile
  • Personal or professional goals
  • Shopping habits
  • Types of content you consume
  • Media and channels where you search for information

You can also get important information by analyzing statistics from your blog or website, to discover the most viewed pages, where traffic is coming from and which ones have the most relevant content.

Learn the most important statistics for email marketing from our functionalities.

Step 2: Analyze and identify

Once the research is done, you will have to analyze the data and find the answers that create a standard among your consumers. That is, find the most common characteristics among all the clients that have responded to your surveys.

In this step you may be able to identify more than one buyer persona, organize them by groups and create categories according to their characteristics to represent your different client prospects.

Note that you must select those who have are more appropriate for your brand and nearest to your strategy features.

Step 3:  Structure the Buyer Persona

This is the moment to organize and give a face to our ideal client. In this stage you will have to give a name to your ideal client, set his age range, profession and a brief description of his tastes, personal, professional and daily habits. It is valid to create a short story, and if you prefer you can personalize it even more by giving it a photograph or image that represents it.

The objective of creating a Buyer Persona for email marketing is to represent the image of your ideal client, and to be able to see exactly what clients think, feel and long for. With this you can understand more clearly how your clients interact with your content, how they identify with your brand and why would they buy your product or service.

Design your email marketing campaigns focused on your Buyer Persona

Since you have defined the Buyer Persona for email marketing, it is time to transfer it to your Email Marketing strategies. Every decision you make about content, writing, products, and images should be oriented towards that prototype of that client you have designed.

Each Buyer persona you have defined can be found in a different stage of the sales funnel, so you will have to define different email marketing campaigns according to the needs of each client prototype.

Example: A person has just subscribed to your newsletter. It is time for you to send this person valuable content that allows you to discover how your brand can help solve this client’s needs. But, if this is a customer who has already bought your product, you should send promotional messages that reinforce the brand’s presence, offering discounts and new products.

Use the information you have gathered to segment your contact lists. Remember that a segmented contact list can reach your contacts with greater attention and make them understand how committed you are to them.

Giving a face to your ideal client will help you define the type of offer you should send and which call to action is most attractive to your client.

Complementing your Email Marketing with the Buyer Persona dynamics will help you create more effective campaigns, because they will be focused on what your users are looking for, and will teach you when it is the right moment to execute necessary changes.

Learn more about strategy for effective campaigns in our Blog.

How to use Copywriting in your Email Marketing Campaign?

Getting the customer's attention is one of the most complicated tasks that entrepreneurs, advertisers or marketers face, in both traditional media and the digital world. Words are an essential part of email marketing and using Copywriting techniques for email marketing can make you succeed in capturing the attention of the audience with your texts, thus generating the desired conversion.

What is copywriting?

Copywriting is a persuasive writing technique that aims to create texts that attract the customer's attention and lead him to perform a specific action you wish, this action can be going to your online store, subscribing to your newsletter, asking for more information about your services, etc. In other words, it is about influencing the will of your reader in a subtle way, conducting him towards the final goal.

This technique of persuasive writing is not exclusively used in the world of advertising, but it can also be applied to websites, social networks, blogs, business communications and, of course, email marketing. Many people think email campaigns serve only to inform, but actually, in many cases, they also serve the purpose of increasing conversions. This is where the use of copywriting for email marketing is important - to increase the chances of generating this conversion.

There are specialists dedicated to developing this type of writing; they're called Copywriters. A copywriter is dedicated to creating messages aimed at persuading the customer. They must know as much of writing as of psychology, and they must also learn to analyze the public to whom they are speaking. It’s important to always be honest and transparent with the client, not selling fantasies or promising the impossible, because this can have negative consequences on your brand’s reputation.

Copywriting techniques for the perfect newsletter

Depending on your business sector and the tone of communication of your newsletter, we’ll give you some tips on how you can apply some techniques used by copywriters below:

The Objective and Analysis

Before taking the first step and creating that persuasive message, it is important that you know: which is the newsletter’s purpose? What are you trying to achieve with the message? Take a moment before starting to write the message and analyze this. “Why are you going to write that email?”

Know clearly who the final recipient of the newsletter will be

Know your reader. At what stage of your sales funnel is? What are your interests or needs? How does he behaves? It is important that you know the audience you are addressing in order to offer them the information they truly need, and that is relevant to them.

The Email Subject

The email subject is as important as its content. A single line of text with the precise words can make the difference in your email’s opening rate. Here, the use of copywriting will make the difference. It will be the hook that captures the attention of the reader, making him curious enough to give you the desired click.

Direct and close language

Although copywriting is a technique used to persuade and generate excitement, it doesn't mean that you should go around and around to sell an idea. The language used in Copywriting should be simple and direct, but always keep in mind that the main idea is to incite an emotion. Keeping a close pitch leads you directly to your reader. Write as if you were talking to him, as if he were in front of you. This will allow you to establish a connection from the beginning, bringing him closer to the brand.

Use Short Phrases

More and more readers are opening their emails from mobile devices, so it's important that you use short phrases. This will also help you to keep the message in the reader's mind for a longer time.

Include Storytelling

Another content creation tool on which you can apply copywriting techniques is Storytelling. They are both techniques that seek to connect with the emotional part of the reader. Storytelling shows, through a short tale, a story that’s engaging and makes the user feel like a part of the brand. By applying some persuasive elements to it, you will be able to capture the attention and generate curiosity in your reader.

Customize the message

Always keep your customers in mind, as well as the differences between each one of them. This way you will know when to write a different content for each, and do not forget to create lists of segmented contacts using data fields. So you can send a message that’s customized from the subject line to its content.

Always add calls to action

Each message you write must carry at least one call to action, such as "Subscribe" or "Book now." You can also make these CTAs a bit more personalized to try to get more attention, for example: "Download this book" or "Get access to free courses." These are resources that seek to motivate an intention on the reader by sending him a direct message about what he wants.

To engage the audience it is important to have a good email marketing strategy. This can be achieved only by knowing your reader very well and applying techniques such as copywriting for email marketing to it, helping your texts to capture the attention of your users, thus making them able to lead users to generate the conversion which is one of your main goals.

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Create a Sales Funnel for Email Marketing

It is clear that the goal of any marketing strategy is to achieve conversions and customer loyalty. It’s no different with Email Marketing, where we look for prospects to become customers. Using a Sales Funnel for Email Marketing can help you create a solid strategy that achieves great results.

What is the sales funnel?

The sales funnel, is the process by which all the steps that a potential customer will take are defined from the very moment they make first contact with your company or service until they become a recurring customer.

The user will have to go through different stages or levels for which we’ve created email marketing campaigns with adapted content, according to the current stage this potential client is at. The goal of a sales funnel for Email Marketing is to guide customers to purchase and maintain a relationship for a long time.

What are the stages of a sales funnel for Email Marketing?

When the user has made first contact with the brand and is part of your contact list, you can start the tour through the stages of the Email Marketing Funnel that you designed as part of your strategy.

A Sales Funnel for Email Marketing can have four main stages:


In this first stage the potential customer finds out about your brand, and grows interested in the products or services you offer. They become curious about your brand but are not yet aware of the fact that your product or service can potentially satisfy their needs. In this stage we will try to capture their attention, and all the information that you deliver must be educational, even if you do not talk directly about sales. Simply make first contact by delivering content about your sector, the advantages of your product and the benefits you offer.

Once you have made them part of your contact list, start by creating first contact by sending a welcome email that includes:

  • A personalized welcome
  • A short introduction to your product, brand or service
  • A call to action that redirects them to your website or that gives them some free, valuable content

This series of first contact emails can be a single welcome message or divided into several where in a few days you send an email with a special offer thanking for the subscription, and then send an Ebook that details the benefits of your product. Remember, the sale is not yet what you seek. You just want to provide your subscriber all the information possible, so that it may generate a need for your product or service.


In this stage, the user now understands that your product would be beneficial to reaching their goals. It is time to show them all the solutions that your brand has for solving their needs, therefore, all the content that you send to them must provide value and show them the tools you provide.

It is time that the emails you send, contain material such as case studies from your sector, articles from a blog, or a guide with tips. With this, you will be making sure that your potential client does not forget about you but also educates them in what you offer and how this can help them.

Each email you send will reinforce the relationship with your subscriber, so it should always be a personalized message, crafted with attention and care to the subject lines and content. Plan your deliveries by taking the behavior of your contacts into account and adapting your content around this. The frequency of sending will depend on this data, and remember that it may take a few days or weeks to train your subscriber.

It is possible that you lose some contacts in this stage, as you will simply be doing a lot of filtering. Take the statistics into account and closely evaluate the behavior of each campaign you have defined within this stage.


Here the user has had the time to assess all the options and offers to solve their need. The customer may already have made the decision to close the purchase but there still may be a bit of indecision. What to do? It is the precise moment to send the email that gives a final push towards conversion.

This is where you will have to refine your goals and send personalized and specialized content. For example, an exclusive discount, personalized advice, promotions by purchase, the reminder of an abandoning shopping cart. The message will become completely direct and will make the customer understand the possibilities that they have if they close the sale with your brand.


Congratulations! You have achieved the sales objective, your potential client has become a customer. This is where the process of maintaining loyalty or, merely retaining users subscriptions begins. At this stage, the objective will be to create a loyal and committed customer with the brand. This is a fundamental step in the email marketing strategy, and it is in this step that users show they have fully committed to your brand.

After closing the sale, send a thankful email, to which the customer can give their option and evaluate your brand. For this stage, automate shipments where you can send information about the products from time to time, share news about your brand or a special offer about new products.

The purchase should not be the end of the relationship, so you must use this stage to create that close link between the customer and your brand. Without even knowing it, your user can become the ambassador of your brand, product or service and recommend it to people who may need it.

Start designing your Funnel

Using the principles of a sales funnel in your Email Marketing strategy, you will be able to lead your potential customers through their stages to strengthen the relationship, no matter what phase they are currently in. Using the "Funnel" method, will help you filter towards those potential customers who are really willing to reach the conversion stage.

Use automated messages, segment your lists, and use dynamic fields to personalize your messages and review your statistics. This way, you will be able to recognize the ideal content for your users and get the best results through the use of the Sales Funnel for Email Marketing.

Design your Email Marketing Funnel and automate your email sending using the services offered by Mailpro.

How to Create Contact Lists for your Email Campaigns?

If you want to start building your contact list for email campaigns or increase the one you have, you are probably asking yourself where you should start, and how to get these email addresses. In this article we will tell you how to achieve it and how to obtain the correct ones.

Something very important that you must understand when getting contacts is that it is not about capturing contacts without any sense or objective. The main reason is to maintain contacts that can become your future customers. To achieve this, they must be people interested in your brand, product or service, to whom you will be to offer valuable content that encourages them to consume your products and build loyalty towards your brand.

Sending emails to contact lists that you don’t know for sure is not only a waste of money, but also a complete failure. Besides, you would risk having high rates of unsubscribes, bounces or staying in spam folders.

What you shouldn't do when creating contact lists?

If you had the idea of ​​buying email databases, we must tell you that this would be a big mistake. You should not even think about it, because there are compelling reasons to avoid this bad practice.

  1. It is Illegal
  2. It would greatly affect your deliverability

Having purchased contact lists for emails and emailing people who are not interested in your products will not have good results. Maybe your email will be opened once, but then you will be ignored and marked as spam, or in the worst case reported to the authorities.

If you are lucky, users simply won’t pay attention to your emails, but who is really tired will mark them as Spam, and if this is done by many users it will greatly affect your reputation. Buying contacts is losing money.

Surely you have heard about the General Data Protection Regulation, because this regulation requires that you have proof that your contacts have accepted to subscribe to newsletters or contact lists and if you do not comply with the rules you could be sanctioned and penalized.

You can also read our article about "10 Email Marketing Mistakes you Need to Avoid".

How to create a strategy for the right contacts

Now that you realize how important is to have a good contact lists for email and why quality matters over quantity, we will give you tips to get subscribers who are actually interested in receiving your emails.

Include subscription forms in your pages

If your business has a web page, add subscription forms to it. You could add them on your homepage and inside your blog. Mailpro makes it easier for your users to register to the Newsletter from your website using the integrated Forms Generator from our application. In addition, you can connect to Mailpro through plugins for applications such as WordPress, Magento or Joomla.

Take advantage of your social networks

Social networks like Facebook, Twitter or LinkedIn are great allies to attract qualified contacts. You can create advertising campaigns where you can get data from new contacts. Of course, you should invest some amount to reach the right candidates. Use social network ads to promote your blog posts, business promotions, or advertising campaigns so your followers can join your email contact list.

Take advantage of value content

Another way is to offer content that provides value to your visitors from a blog or email campaigns. The content of this newsletter should be relevant and very interesting. There are no limits to having ideas when generating content. Share your content on social networks and always invite your readers to learn more about you by subscribing to your newsletters.

Promotions and exclusive discounts

If you have an email, you can create a special offer for those who subscribe to your newsletter. Take advantage of every opportunity you have to highlight the added value you can offer for customers who subscribe to your email contact lists.

Discounts always catch the customer’s attention and you can use this resource during special dates, such as Christmas, summer, Valentine's Day or in sale season.

Generate contests

Create an original contest so that your customers are encouraged to register and even share it with their friends through social networks. This way you could generate an extensive list of contacts. This resource can be applied digitally or in a traditional way.

Create activities to get contacts

Generating contacts is also possible to be done offline. In addition to connecting with your brand interested and publicizing the benefits of your products personally, you are creating a network of contacts really committed to your product or service.

There are platforms that allow you to create calls for events such as:

  • Specialized workshops
  • Networking events
  • Masterclasses

By combining these tips and coming up with your own strategy you can create an email database for a clean and safe email contact list. Stay away from purchased email contact lists and use professional tools when sending your email campaigns.

At Mailpro we care about keeping our customer's data safe. Our data is supported by the Swiss data protection laws. Start creating your email contact lists with the trust and security offered by Mailpro.

Test Your Campaigns with an A/B Testing

The tests of A and B are sent to different segments of users to study their behavior regarding the content. That is, you can check which versions generate higher opening rates, click-through rates or more interaction with the CTAs that you have placed in your content. For example, place a yellow CTA button and a blue one to check the click percentages, or add an emoji to the subject line to check the opening rate.

Advantages of doing A/B Testing in your email campaigns

The advantages of performing AB tests in your email campaigns will allow you to evaluate the type of content you should send in each message and adapt it to the needs of your subscribers.

Knowing your audience

A/B Testing your campaigns will allow you to know the behavior of your audience, which will be very useful: knowing your users’ reactions to the content, which design style attracts them, if they prefer longer or shorter texts, which color calls their attention. The purpose will be to offer content that is most optimized for them and that gives them value.

Improving the conversion

The basis for improving the conversion is to get to know the audience. By sending them an A/B Testing you can identify whether the subject lines are attractive or if they need to adjustments in order to be more attractive. Or if there are elements that are not allowing your messages to reach your destination.

Elements within the email that you can try

Subject Line

Create two different subject lines taking into account their length or whether they are customized - or not. Do not be afraid to use different lines of topics, beyond the length you can add emojis and try different ways to create the message. For example, you could send one with a message with a subject line as a question, and another one with an urgent tone. Take the time necessary to create that subject line that captures the attention of your subscriber and segments very well the contacts with whom you will perform your tests.

The important thing is that you keep in mind not to use words that can send you to the Spam folder.

Call to Action

The call-to-action buttons are part of the most important elements of an email content. The content should capture the attention of your reader, but should also generate conversion. Take into account that the CTA buttons can generate different interactions in each user; for this reason, you should perform tests with different colors, sizes, texts and location of your CTA buttons. With the tests on this element you can gather data that will help you to know the behavior of your subscriber, with numbers on the amount of clicks they will have done on one test, or the other, and on which CTA has the best reaction.

Delivery Moment

During the same week, you could make a deliver to different user groups. After doing it, check the statistics and compare the numbers to evaluate which day and time has better acceptance. Depending on your sector you could try sending an email on Wednesday and a version B of this email B on Friday, then check the results of opening rates..


Depending on the type of campaign you send, you could try creating a short and accurate message or a more descriptive and longer one. You can also play with different forms of writing or create a different storytelling for each test. Do not limit the power of words and always remember to complete your messages with visual content that is attractive to your reader. It is important to try different ways to present the content and recognize the best way to write them.


The visual way that you present the content will have an important weight, its assembly and design will have a lot of value when it comes to attracting the attention of your subscriber.

To test the design you could play with the position of the text boxes and images, send that first test to a segment of your contacts and create another message by adjusting the position of the text boxes. In the same way you could do the test with predesigned templates and select two different ones from the wide offer that Mailpro has for each sector.


As we have stated before, the image is very important to cause interest within your users. Trying different images is important. If you promote products, you could try different photographs of the same product, or images with different colors. Do not limit yourself to using everything in the same way, remember that each user is different and only through email A/B testing you can recognize your users behavior.

Types of offers

If you are looking to promote your products through some offer, this can also be an element for you to perform an AB Test. By sending a different time or a different offer to different segments of your contacts before launching your product, you can check which one has the best results and make it reach the rest of your contacts.

In order to send an Email as a Test A/B, you must take into account:

  • Define your goals: Start by analyzing the statistics of your campaigns and identify which areas have given you problems. With this you can ask questions and find the solution to them through the study of sending A/B tests
  • Choose a single item to try: You can fully test all the elements of your message, but it will be much more convenient if you study a single one. If you send a test with many changes to it, it will be a little more complex to understand with certainty which one has worked best. 

If you want to have successful campaigns you need to test them, create segments of your contacts and send them your test emails with the elements you have decided to try.

Do not get carried away by chance, make the A/B Test necessary for your campaigns and adapt the messages and offers to what your client needs. This will be one of the most important steps to get to know your subscribers.

Why You Should Not Use Outlook or Gmail for Email Marketing?

It is possible that at some point, you have asked yourself why you must use an Email Marketing application to send bulk mailings when there are other means that don’t present any costs. If this alternative has crossed your mind, we must remind you that «the cheap becomes the expensive ". If you really want to do quality work in a professional way, saving yourself money in the short-run can eventually make things a lot more expensive. For this reason, you should think it through and use the functionalities provided by professional platforms such as Mailpro, which presents the right options for designing mail campaigns successfully.

Reasons to avoid sending mass mailing using free email services?

As we have said before, email marketing is one of the most important tools in Digital Marketing to attract customers, build loyalty and generate true brand ambassadors. The advantage of sending mass emails from Gmail or Outlook, seems to be the simplicity of the process and it’s freeness, but generating real engagement with your subscribers will only be possible under a solid email marketing strategy generated through professional applications.

Trying to do email marketing using free email services such as Gmail or Outlook, could cause great risks to your delivery capacity, which you may not even fully notice as you won’t have statistics to analyze your sending  stats. This may also raise the chances of the message going to the Spam folder. Unlike the free email services, a professional platform such as Mailpro complies with all the necessary parameters that guarantee the sending and delivery of your emails.

Learn How to Pass Anti-Spam filters? in our blog

Some of the risks of trying to do email marketing campaigns with free email services

Less deliverability

Not only do you have to worry about your message even being opened, before thinking about it, you must take into account the delivery capacity of the platform you are using. These providers do not have servers configured for mass mailing. In addition, some of them have daily sending limits of 250 to 500 emails per day and are not designed to generate large mail volumes, so even if you do manage to make a high volume sending, it is likely to cost a lot of work to even get the message to its  destination.

There are no statistics

Another great disadvantage of using free email services such as Gmail or Outlook, is not being able to measure your delivery results. You will not be able to receive information that allows you to measure the details of email marketing campaigns, so you can’t possibly know how many emails were actually delivered, the percentages of openings, bounce rates, and you would work completely blind without knowing the most important and basic data of your campaign statistics. Without the statistics, you can’t be sure of what you are doing well or what you should change.

Another disadvantage of not using a professional email marketing service, is not being able to control your email bouncing and monitor lowering rates to keep clean contact lists and avoid bad practices that can lead to a bad IP reputation.

No customization possibilities

Forget about sending personalized messages, these free email services were not designed to manage contact lists that can be customized. Forget about placing the recipient's name in the subject or message content automatically. You would also have to insert the name of contacts for which you would have to manually send messages, one by one.

Design problems

The newsletter design has very particular characteristics, in addition to different rules for the visualization of the HTML design. Depending on users email server, this will not be seen in the same way. The design must be responsive and adapt to the screens of mobile devices. For this reason, it is much simpler that you can make the design from a software that allows you to use a Drag & Drop editor and ensures the generation of a responsive design, as well as preview the message before sending.

Reputation problems

If you choose to send mass emails through Outlook, Gmail or Yahoo, there is a high chance that your IP reputation will be affected. In terms of SPAM, not using an appropriate application to send mass mailings would really be giving you a direct ticket to the SPAM folder.

Subscription cancellations

Without the right platform, you can’t manage contacts unsubscribing, which could have serious consequences on both the legal and reputational level of your brand or product.

Do the right thing and avoid big problems

Creating an email marketing campaign is a very important issue that should not be taken lightly if you want to work professionally and optimally to avoid problems like falling into spam or creating a bad reputation.

The important thing is that use the right tools with which you can work in a simple way, obtaining the best results for your business. Mailpro, is the professional email marketing platform that ensures a high rate of delivery as well as the optimal management of the reputation of your IP, respecting the laws and ensuring the protection of the data of your customers and subscribers. You can make the right decisions for each email sending thanks to accurate statistics and support staff willing to solve all your doubts.

From Mailpro, you can make unlimited sending in your free and monthly plans. Something that is unthinkable from free email services such as Gmail or Outlook, you can also take advantage of the platform's features such as:

Take the test and use a professional email marketing service to carry out your first massive email campaign. Create a Mailpro account and receive 500 free credits to create your campaigns.

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Step 1: Learn the basics
Train yourself in five steps: targeting, creating, testing, sending, analyzing. Download our free Email Marketing Guide!
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Step 3: Get informed with our Email Marketing Blog
Get valuable information about Email Marketing, techniques, best practices, current news, and tips on how to accomplish a successful email marketing campaign.




Address Books
All the techniques to recruit new prospects, segment a database, relaunch the inactive ones and keep a clean database.
Design & Creation
Our experts deliver here all the secrets for a modern, ergonomic, original email marketing that will delight your prospects!
Email routing can seem technical sometimes: here clarity and simplicity and tips to ensure your deliverability.
Email marketing statistics are crucial for evaluating the effectiveness of a campaign and its ROI. Here, it is a question of registering all the available tools to carry out an effective tracking.
Do not block on the writing of your emails or on your email creation process thanks to the editorial techniques of our email experts!
We are not all lawyers, but this section offers you an overview of the rules that must be respected in email marketing.
Email marketing requires also meetings, so find out all the dates of the events not to be missed.
Mailpro, the Email Experts also has partners and you make use of their skills. Discover the trades of our partners in this section.