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Email Academy: Ask us anything 2.0 – live Q&A
Our second Q&A session in the Email Academy series. Mailjet’s expert panel answered some of email marketers’ most burning questions from authentication, optimization, to accessibility
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The latest Mailjet Email Academy Q&A webinar was packed with valuable insights covering the latest industry updates, email deliverability best practices, and strategies for improving engagement.
The session featured expert insights from Natalie Lynch, Senior Product Manager at Mailjet, Julia Ritter, Senior Email Marketing Manager at Mailjet, and a special guest appearance from Sinch’s Senior Email Developer, Megan Boshyuzen, as they tackled over 200 audience-submitted questions on everything from AI in email marketing, the latest ISP regulations, and the evolving role of email authentication.
As always, we’re going to run through some of the questions we couldn’t get to during the webinar. We’ll break them down into the following categories:
What to watch out for in email in 2025
Technical and platform-specific
AI in email marketing
Email design
Table of contents
Email authentication
European Accessibility Act (EAA)
Custom domains
Sinch Mailjet and Sinch EoA
Maxprog MaxMailer integration
Impact of AI
Keeping it personal
Newsletter templates
Email trends across the industry
What to watch out for in email in 2025
Email authentication
As with our first Email Academy Q&A, email authentication was another hot topic of discussion. And for good reason – it has been a growing focus for inbox providers, and Natalie Lynch emphasized that stricter regulations are likely on the horizon.
While this question was answered in the session, it remains a vital topic for email marketers and senders to wrap their heads around.
“What changes do we foresee for DMARC in the next 5 years”
Natalie explained that by 2025, SPF and DKIM will likely be mandatory across all major email platforms, with DMARC adoption expected to rise significantly. Unsure about email authentication and its seemingly endless stream of acronyms? Not to worry, you’re definitely not alone. We’ll go through some of the key elements below.
Email authentication is the process of verifying the legitimacy of an email sender and the integrity of their message(ing). The three standard email authentication protocols are:
SPF (Sender Policy Framework)
DKIM (DomainKeys Identified Mail)
DMARC (Domain-based Message Authentication, Reporting, and Conformance).
They work in conjunction to validate a sender's identity, prevent email spoofing and phishing attacks, and improve overall security and email deliverability.
Pro tip: Sinch Mailjet users can use our detailed documentation to set up the SPF and DKIM email authentication protocols required by Gmail and Yahoo. They can also benefit from detailed email statistics to stay on top of spam complaints and bounce rates or features like Bulk Validations, which helps remove high-risk and invalid addresses from your lists before you send.
DMARC adoption, while still less common among smaller senders, is expected to grow in 2025. Platforms like Google and Yahoo are increasingly enforcing stricter requirements for authentication. Natalie’s advice? “Adopt early. It’s a simple step that builds trust and enhances your sender reputation.”
We sat down with Yahoo’s Senior Director of Product, Marcel Becker, and Google’s Director of Product Anti-Abuse and Safety, Anu Yamunan, to find out with these changes mean for email senders.
European Accessibility Act (EAA)
“Are there any regulations coming that email senders should be aware of?”
Yes, there is indeed one important regulation just around the corner. On June 28, 2025, the European Accessibility Act (EAA) will come into effect. Now, this regulation isn’t just for European Union (EU)-based businesses, as it applies to any company offering products or services within the EU.
So, what is the EAA?
The EAA is a key regulation aimed at making digital experiences more inclusive by requiring businesses to remove accessibility barriers. From June 28, 2025, companies operating in the EU – or serving EU customers – must ensure their digital content, including websites, mobile apps, and email campaigns, meets strict accessibility standards.
For email marketers, this means adapting designs and content to be readable, navigable, and engaging for all recipients, including those using assistive technologies.
How to prepare for the EAA
Add alt text to all images so screen readers can interpret them.
Use clear, high-contrast colors for better readability.
Ensure your emails are mobile-friendly and follow WCAG accessibility guidelines.
Further reading: If you want more information about email accessibility, what it is, and why it’s important for email marketers, this comprehensive email acccessibility guide provides a great outlay for both beginners and experienced senders.
Technical and platform-specific
Custom domains
A custom sending domain is essentially your own personalized address used for sending emails. Typically, as a professional or SMB owner you’ll want a custom sending domain that matches your business website and aligns with your brand.
So, for example, if you ran a hand-made shirt business in Barcelona with a website domain name of www.craftshirtsbarcelona.com, your email marketing should be sent from the same domain.
How do I set up a custom domain?
Luckily for us, Natalie kindly pulled together a short video outlining how to do just that.
This tutorial explains how to validate and authenticate a sending domain in Mailjet, a process essential for improving email deliverability and protecting your brand's reputation.
Sinch Mailjet and Sinch EoA
While both email services operate under the Sinch umbrella, they serve different email marketing and sending needs.
What is the difference between Sinch Mailjet and Sinch Email on Acid?
Sinch Mailjet is an email solution designed for marketers and senders who need a scalable and collaborative email-sending platform. It provides tools for email creation, automation, and transactional email delivery, making it ideal for teams wanting an all-in-one platform.
Sinch Email on Acid, on the other hand, is focused on email testing and optimization. It serves email marketers and developers who need to ensure their emails display correctly across different clients, devices, and screen sizes. The platform provides email previews, spam testing, and advanced analytics to improve email performance before deployment.
Of course, if you want your emails to be seen and not just sent into the void... combining both Mailjet and EoA is the ultimate email marketing power play.
Maxprog MaxMailer integration
Does Mailjet integrate directly with MaxProg?
While Mailjet provides various integrations with platforms like WordPress and Google Cloud, and Amazon Seller Central, there is no direct integration with MaxProg’s MaxBulk Mailer.
How AI is reshaping email marketing
Impact of AI
AI-powered tools have started transforming email marketing workflows, from copywriting to segmentation. An attendee asked:
“What are some of the top impacts AI is having on email marketing right now”
It’s not just email copy that’s seeing the benefits of AI. Other tasks that once took hours – such as segmenting audiences, crafting subject lines, or A/B testing campaigns – can now be completed in minutes.
Also, tools such as Mailjet’s Template Generator allow senders to integrate their brand elements (logos, color schemes, fonts) directly into prebuilt, automatically generated templates. This ensures brand cohesion across all email communications and significantly reduces the time and effort required to create branded emails.
The tutorial video below show’s what you can expect from Mailjet's AI Template Generator and just how much time you can save on campaign creation
Keeping it personal
Are there specific strategies to ensure AI-generated content feels human and engaging rather than robotic?
There absolutely is. To make AI-generated content feel more human and engaging in email marketing, you can start by injecting personality and brand voice into your messaging. While AI can craft copy efficiently, it often does so without any warmth or relatability (making it sound robotic). So, make sure you review and refine all AI-generated copy, adding humor or storytelling elements that make messages more compelling.
Additionally, you can personalize your emails beyond just inserting a first name in the title. Try referencing past interactions, tailor recommendations, and use dynamic content to create a sense of genuine connection. AI-generated emails should feel like they were written for the recipient, not just to them.
In our The path to email engagement report, 61.2% of survey participants rated a name in the subject line as important when deciding whether to open an email or not.
Email design
Newsletter templates
“What is the best way to design a template that will look the same on all devices?”
Without a doubt the best way to ensure your emails and newsletters display correctly on all devices is to use responsive email design. This is because it ensures that the layout adapts seamlessly to different screen sizes and devices. And with the variety of devices used to access email these days – from desktops to smartphones and tablets – adjusting the content's size, layout, and images based on the user's screen resolution is crucial.
This flexibility also ensures that the newsletter is easily readable and visually appealing (regardless of the device) avoiding issues like distorted images or text that's too small to read.
Did you know that 53% of emails are opened on mobile? Mailjet's pre-built newsletter templates are responsive, meaning they are automatically formatted to adjust and adapt to any mobile or desktop device.
Email trends across the industry
How are industry leaders handling design?
A great question! Fortunately for us, Really Good Emails’ Head of Growth, Mike Nelson, went through some email design best practices and trends in his Email Camp MessageMenia session. We highly recommend
Watch back full webinar
If you missed the live recording of Ask us anything - live Q&A 2.0 with Mailjet’s expertsyou can catch full webinar below:
Final thoughts
This interactive Q&A session underscored the importance of staying proactive, authentic, and data-driven in email marketing. From deliverability basics to advanced personalization techniques, there’s always room to refine your strategy and connect more meaningfully with your audience.
We’re grateful for the enthusiastic participation and thoughtful questions from our attendees. If you want to know more about our webinar series head over to the Email Academy page for more information.
