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Email marketing 101


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A quick introduction into best practices for email marketing using the MailChimp Email Marketing platform

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Email marketing 101

  1. 1. Using MailChimp for Email Marketing 101
  2. 2. Agenda        Introductions Email Marketing v’s Spamming 6 Steps to Effective Emails Managing Lists Templates Campaigns Reporting & Optimisation
  3. 3. Who we are, and what we’re hoping to achieve today Introductions
  4. 4. Anthony Congdon
  5. 5. Todays Presentation
  6. 6. A quick guide how not to be a spammer Are you a secret spammer?
  7. 7. SPAM ACT what the law says… The Spam Act 2003 prohibits the sending of unsolicited commercial electronic messages—known as spam—with an Australian link. A message has an Australian link if it originates or was commissioned in Australia, or originates overseas but was sent to an address accessed in Australia.
  8. 8. What is a commercial message according to Australian Communications & Media Authority (ACMA) The Spam Act 2003 defines a commercial electronic message as:  offers, advertises or promotes the supply of goods, services, land or business or investment opportunities  advertises or promotes a supplier of goods, services, land or a provider of business or investment opportunities  helps a person dishonestly obtain property, commercial advantage or other gain from another person.
  9. 9. The in’s and out’s of consent how not to upset your customers, or break the law  Express consent  E.g. filling in a form, ticking a box on a website, over the phone, face-to-face or by swapping business cards  Inferred consent  via an existing business or other relationship, where there is reasonable expectation of receiving commercial electronic messages  Publicly available email addresses
  10. 10. Consent Pop Quiz how not to upset your customers, or break the law  How do you prove sufficient consent to send messages?  Can you email customers to obtain their consent to send messages?  Can you use pre-ticked boxes to obtain consent to send messages?  Do you have consent if recipients don’t object or unsubscribe?  Can someone subscribe or give consent on someone else’s behalf?  Can you contact someone who has published their email or phone number online?
  11. 11. How does Mailchimp deal with spam? Mailchimp will Freeze or terminate your account if you trigger any of the following metrics  0.1% of your emails marked as spam  >5% of your list bounces (watch this one for your first campaign)  Mandatory unsubscribe  You must include your contact information inside every email 
  12. 12. Getting results by doing the right things 6 Steps to Effective Emails
  13. 13. 1. Create Compelling Content Make sure your emails have  A compelling subject line  One central idea  A clear call to action  Include social share options  Relevance to the reader
  14. 14. 2. Use the right tools in case you we’re wondering no Outlook is not one of them Modern Email Marketing Systems support  Automated list management  Easy email design & layout  WYSIWIG Testing for different email apps
  15. 15. 3. Test Deliverability make sure that your audience can read it  Make sure it works on ALL devices  Offer both a HTML and text version  Check it for SPAM
  16. 16. 3.1 Deliverability & Devices What do people read their emails on? Source Litmus –
  17. 17. 4. Segment your audience because everyone is differerent  Match the content of your email to your audience’s interests.  Demographics – e.g location  Psychographics – e.g. values  Behaviours – e.g. purchasing history
  18. 18. 5. Its all about timing learn when best suits your audience  Take the time to learn from your audience the best time for them  Generalisations are generally wrong
  19. 19. 6. Do, Learn, Adjust, Iterate make sure that your audience can read it  No one gets it right first time around  Learn to read your reports  Check it for SPAM
  20. 20. And what you can use it for All about MailChimp
  21. 21. What is Mailchimp? Quote: MailChimp helps you design email newsletters, share them on social services you already use, and track your results. It's like your own What I Say: MailChimp is an email sending and marketing platform that both campaigns and touts ease of use. Easy to use web interface – customizable API SPAM Control services help you stay in the white-list.
  22. 22. Main Features          Social Network Integration Optional Co-branding Templates A/B Split Testing Custom variable tracking Google Analytics Inbox Inspector Auto Responders Groups / Segments
  23. 23. Who can use Mailchimp?  They have all size plans available:  Free Plan  Non Profit Discount  Up to 3.1 million subscribers / 24.8 million messages a month
  24. 24. Pricing Options  Free Forever  0-2000 Subscribers / 12,000 Month  Unlimited sending plans  500 subscribers / $10  … more  Up to 25,000 / $150  Pay as you go (like a stamp ranging 4 ¢ 100 to 3¢ per email)
  25. 25. Free vs. Paid Deliver Mailchimp Branding Autoresponders Spam Filter Diagnostics Email Client Testing * Delivery by Time Zone Share Social Pro * * * Forever Free Paid Plans           Forever Free Paid Plans  
  26. 26. Building, managing and optimising All about lists
  27. 27. What’s your approach?
  28. 28. Things to remember      Keep your list clean of bounces and unsubscribes* Ask subscribers add your email address to their contact list. Use groups for segmentation not lists Try not to delete lists unless necessary Verify the list import For more details visit
  29. 29. Building, managing and optimising All about templates
  30. 30. Types of templates      Drag & Drop Basic Templates Predesigned Templates AutoConnect Templates RSS-to-Email Templates For more details visit
  31. 31. Building, managing and optimising All about campaigns
  32. 32. Start with a subject line Four words to avoid – } Help, Percent Off, Reminder & Free*  Make it personal.  Keep it fresh  Keep it short (<50 characters)  ALWAYS, ALWAYS AVOIDE HYPERBOLE!!!  Who’s it from  Could you try a question?  For more details visit
  33. 33. The good, the bad & the ugly  Music Camp - Important Travel Information ▪ Open Rate – 93% ▪ Information I need now  Final reminder for complimentary entry to attend the Bunbury BCI Cluster Conference 2014 ▪ Open Rate 0.5% ▪ Reminder and subject is too long
  34. 34. Using the subject line researcher  Use the MailChimp Big Data repository to improve your subject line
  35. 35. Building, managing and optimising Reporting made easy
  36. 36. What we have covered today       Email Marketing v’s Spamming 6 Steps to Effective Emails Managing Lists Templates Campaigns Reporting & Optimisation