Slides from my presentation at KEA for E-Concept Development Students, March 2015 A walkthrough of how we use MailChimp at ABC Softwork: Before and after a big event for our customers: ABC Breakfast Club

1. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com

2. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
Why is Mailchimp a good idea?

3. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
DO NOT SPAM EXISTING CUSTOMERS
Before we begin

4. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
How we use Mailchimp
Keep it short and relevant for customers – not ”us”
Event mails
 Info on free courses and workshops
 ABC Breakfast Club
Software updates
 Super users
 IT departments
Quick polls – during implementation
Free trial flow
 Danish, English, Students
Depending on your role you recieve
different mails

5. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
Ecosystem of information
Mailchimp
Free on site courses
& workshops
Blog post featured
in our software
LinkedIn Company page
+ our own profiles
Partner profile SCM.dk
Phone calls
Personal mails
ABC blog
Personalized
Mass communication
Customers only The world

6. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
Mailchimp and ABC Breakfast Club
Event promotion – before and after

7. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
Before event – repeat your message ..again and again
ABC Breakfast Club
3.& 5. march
12. jan 15. jan 2. feb 16. feb
Avoid vacation time!

8. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
15th jan
Subject line:
4 stærke cases på ABC
Breakfast Club i marts –
tilmeld dig i dag!
565 customers
Opening rate
26,8 % = 148 pers
Clicks
5,1% = 28 pers
Mail no #1

9. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
Subject line:
4 stærke cases på ABC
Breakfast Club i marts –
tilmeld dig i dag!
565 customers
Opening rate
26,8 % = 148 pers
Clicks
5,1% = 28 pers
Mail no #1
Picture of real
people
It’s free
Reason to come
Yes, it’s an
invitation
Sign up here!
Easy to recognize
logos
Repeat information
Shows in inbox
A great subject
line is crucial!

10. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
After event
ABC Breakfast Club
3.& 5. marts
10. marts 12. marts 17. marts

11. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
After event
ABC Breakfast Club
3.& 5. marts
10. marts 12. marts 17. marts
Photos of real
people. 4 experts
Clear call to action
Link to content
generated based
on event
Make your text
desirable and short
Mailchimp always
adds this ”way out”
Reuse visuals. It’s
time saving and
customers will be
able to recognize it

12. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
Notes for your masterplan
Before event
A detailed marketing plan helps you create and reuse content
 Get your content
 Cross channel marketing: Mails, LinkedIn, blog, (on/offline), Facebook ex
 Consider: How will you preserve the event?
Create your own experts/ambassadors (cheaper, faster and more honest)
During event
Hire a journalist. Take photos. Document the event
Make paper surveys
 Publish conclusions
 Adjust content of future workshops/events
 Show the numbers to potential newbizz (we understand your pain, join us)
Create customer cases – videos – get quotes
After
Slideshare – rework the presentations to fit the new format!
Write articles and blog posts based on the event and the feedback
Arm your sales team

13. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
The very short “never forget this”-list
1. Your subject line matters
2. Ask yourself: Is this “spam”?
3. Create clear call-to-action(s)
4. Test, test, test .. And proofread
5. Remember mobile
6. Learn from previous campaigns

14. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
Mailchimp Tour
A report from our campaign:
https://us2.admin.mailchimp.com/reports/summary?id=2056301
Campaign overviews
Lists – when to use lists, groups and segments
Embed & Create forms – Classic or superslim?
How to set up and schedule a newsletter
Automation

15. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
Your turn

16. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
Create your first newsletter
 Audience
 Purpose of mail?
 Content
 Subject line
 Visual layout
 Call to action? (Reading a mail, is NOT a call to action)
 KPIs – in and outside Mailchimp

17. abc-tool.dk © intellitory ApSabc-tool.dk © intellitory ApS
www.abcsoftwork.com
4 tasks
 Import a list into mailchimp
 Create a sign up formular for your webshop
 Groups and subgroups
 Create a newsletter your customers/readers will be happy to recieve
 Purpose of mail?
 Content
 Subject line
 Call to action? (Reading a mail, is NOT a call to action)
 KPIs – in and outside Mailchimp
 Give feedback on a co-students newsletter