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What you must know to get more from MailChimp

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Make the most of your MailChimp email marketing with this simple to follow guide. The MailChimp best practices provided will immediately improve your marketing campaigns.
Whether you are new to MailChimp to have used it for awhile, this guide will provide tips and tricks that will boost your email marketing results.

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What you must know to get more from MailChimp

  1. 1. MailChimp Best Practices Gary Eckstein, OrganicWeb, www.organicweb.com.au
  2. 2. 2 Public And Corporate MailChimp Training By Gary www.organicweb.com.au
  3. 3. MailChimp Terminology ○ Open Rate: The open rate is a percentage that tells you how many successfully delivered campaigns were opened by subscribers. ○ Click Rate: The click rate is a percentage that tells you how many successfully delivered campaigns registered at least one click. ○ List: A list is a container of your subscribers. ○ Campaign: A campaign is the email message sent to a list or a segment of a list. A campaign is sent to all recipients at the same time. ○ Automation (Ongoing Campaign): Preconfigured email message/s based on an ongoing workflow where individual subscribers are sent email messages based on an event (e.g. their birthday). ○ Segment: A filter of your list so that you may target contacts with specific interests. 3
  4. 4. How MailChimp ‘Fits Together’ This diagram illustrates the three distinct sections of MailChimp and the primary data input into each section. 4 List Report Campaign ← List/Segment ← Design ← Content ← Template ← Contacts ← Data ← Campaign performance Feedback
  5. 5. One List! Aim to have one list only. Segment your list to target your message to subscribers with similar interests, needs or wants. 5
  6. 6. Three Common MailChimp Issues Solutions 6 It’s simple MailChimp is great for email marketing. That’s what it does (really well). MailChimp is not a CRM; it is an easy to use email marketing platform. That’s it! Templates Custom templates cause problems. It takes minutes to create a campaign using a MailChimp provided template. Create your first campaign from a MailChimp template. For future campaigns merely replicate a campaign you’ve previously sent Images If your images are stretching then it’s likely that the image has been added to a Text content block. Text content blocks are for text and image content blocks are for images.
  7. 7. Elements of a Campaign Logo (image) Headline Image Summary text Call to action (CTA) Secondary CTA Video Footer 7
  8. 8. Influences of Successful Email Marketing This graphic shows how campaign opens, clicks and delivery are intertwined in addition to the primary influences of each action. 8 More messages delivered More opens More clicks ☑ From name ☑ Subject line ☑ Preview text ☑ High engagement ☑ Authentication ☑ Quality content ☑ Headline ☑ Call to action ☑ Personalisation & segmentation ☑ Design
  9. 9. Nine Tips for Email Marketing Success 9 Keep it simple You know you contacts. Send them what they want to receive from you. Keep it short, simple and don’t make them work to understand your message. Send frequency Try to get a balance between sending frequently enough but not appearing ‘spammy’. Mixing up sales with informational campaigns can help. A few good images Images, if included, should complement the message and action you want the recipient to take. Images must be a minimum of 600px wide. Less is more Your campaign is just a teaser. The aim is to get your recipients to want to read more. Just ONE thing What is the most important item on your campaign? That item should be at the top with a big call to action button. Send at the right time People mostly open messages within the first hour of receiving. Send your campaign when recipients are in the right ‘frame of mind’ to act upon your message. Segment & personalise Segmentation and personalisation lead to more sales. Enough said! A good subject line A subject line should be a few words that describe the benefit of the contact reading the campaign. Apply learning Links -> Click Map in a report tells us if we are sending the right content and if our design and content order can be improved.
  10. 10. Want great results from MailChimp? Public and corporate training By OrganicWeb Gary Eckstein gary@organicweb.com.au www.organicweb.com.au 10CC BY-NC-SA 4.0

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