MailChimp For Bloggers

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Read this guide online: http://mailchimp.com/resources/guides/mailchimp-for-bloggers/

MailChimp makes it fun and easy to send email newsletters, but what does that have to do with bloggers? Turns out, there are great opportunities for increased audience engagement when bloggers introduce email as an option for content delivery. The guide includes helpful tips, step-by-step tutorials and more.

What’s inside:
Information on growing your blog and building your audience with MailChimp, including:

Building your mailing list
Setting up an RSS-To-Email campaign
Merge tags for bloggers
Social Sharing
Blog publishing tools

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MailChimp For Bloggers

  1. 1. MailChimpFor Bloggers©2001-2011 All rights reserved. MailChimp® is a registered trademark of The Rocket Science Group. 1
  2. 2. Table Of ContentsHello ......................................................................................................................................................................................... 3Build Your Mailing List ............................................................................................................................................................. 4 Signup plugins ....................................................................................................................................................................... 4 Signup forms.......................................................................................................................................................................... 4 Embed code ........................................................................................................................................................................... 4 Evil popup form ...................................................................................................................................................................... 5 FAQ ....................................................................................................................................................................................... 5Set Up An RSS-to-email Campaign .......................................................................................................................................... 6 FAQ ....................................................................................................................................................................................... 7Customize With Merge Tags ...................................................................................................................................................... 8 RSS-to-email: Basic merge tags ............................................................................................................................................... 8Work With Templates ................................................................................................................................................................ 9Socialize Your Campaign ........................................................................................................................................................ 10 Social Share button .............................................................................................................................................................. 10 Social Share merge tag ......................................................................................................................................................... 10 Auto-tweet ........................................................................................................................................................................... 10 Auto-post to Facebook ........................................................................................................................................................... 11 Facebook Like merge tag ....................................................................................................................................................... 11 Social for WordPress ............................................................................................................................................................. 11Track And Report .................................................................................................................................................................... 12 Standard reports ................................................................................................................................................................... 12 Social tracking ..................................................................................................................................................................... 12Merge Tag Reference Guide .................................................................................................................................................... 14Resources ............................................................................................................................................................................... 15 Analytics360 for Wordpress ................................................................................................................................................... 15 Chimpfeedr .......................................................................................................................................................................... 15 Yahoo Pipes ......................................................................................................................................................................... 15 Social for WordPress ............................................................................................................................................................. 15 Chimpadeedoo/Chimpadeedee ............................................................................................................................................... 15 2
  3. 3. Hello.MailChimp makes it easy to send email newsletters, manage subscriberlists and track campaign performance—but why should bloggers be con-cerned about email? Turns out, there are great opportunities for increasingaudience engagement when bloggers introduce email as an option forcontent delivery.People have different preferences about how they consume information.Some folks want to come to your site and browse your latest posts; someare interested in the comments; and some just want to skim your contentvia RSS and never visit your site. But there’s another group of people thatprefer reading your blog in their email clients. It’s true! They may not havemany sites they care enough about to warrant a feed reader, or they justprefer getting email to visiting your blog. Whatever the reason, an emailnewsletter is a nice option to offer your readers, so they can engage withyou in the way that suits them best.Aside from promoting your regular blog content, there are other ways youcan use email to engage your audience and track the effectiveness of yourcommunications. You could send exclusive content to your mailing list,like special articles or sales. You could inform them about updates andnews that may be outside the scope of your typical blog postings, or newitems for sale in your online store. The bottom line is this: When peoplesign up to receive updates from you, they’re saying, “I’m interested inwhat you have to say.” You may not know how engaged your average readeris. You don’t know who’s reading your RSS feed, or how devoutly they’rereading it. But you know that people who give you their email addressesare indicating a certain level of commitment. And with a service likeMailChimp, you know who those people are, and you can actually tracktheir engagement by how often they open your emails, what they click andwhat they share with their friends.And did we mention that MailChimp is completely free for lists with upto 2000 subscribers? That’s right, FREE. No credit card, no expiringtrial, and no hidden fees or commitments. You get access to our amazingfeatures, including powerful reports, list management, awesome templatesand lots of integrations.Enjoy this guide to everything MailChimp offers for bloggers. If you havequestions or comments that aren’t addressed here, feel free to contact oursupport staff at mailchimp.com/support. We’re happy to help. 3
  4. 4. Build Your Mailing ListWith MailChimp, you can present your readers with lots of opportunities to 4. When the form is finalized, copy the Link to Subscribe form located insign up and receive email updates. the middle of the page, and link to it from the website you choose.Signup PluginsYou can easily add a signup form to your blog with plugins for WordPress,TypePad, Moveable Type, Expression Engine and Drupal. Go to connect.mailchimp.com for downloads, descriptions and installation instructions.Signup FormsIf you don’t use one of the services above or would like to customize yoursignup form to put on your website, you can easily create a form in theMailChimp application. Here’s how: Embed Code1. From the MailChimp dashboard, click the Lists tab. If you’d rather keep your readers on your own site than direct them to an external landing page to sign up for your newsletter, use our embed code to create a customized signup form on your website. The embed code pro- vides more customization options than the signup form. Creating the code is easy, and it’ll make signing up for your newsletter easier for your fans. Just follow the steps for building the subscribe form. Then click Create Embed Code next to the link to subscribe form in the signup form builder.2. Choose which list you want connected with the signup form, and clickForms in the list options. Copy and paste the code into the appropriate place on your site. If you’re a TypePad user, you can send the code directly to your blog with the Install3. Customize the details of your form. Use the Build It tab to determine Widget on TypePad button.what information you collect in the form and the Design It tab to changecolors, header, and more. Evil Popup Form: Use With Caution For users who want to actively recruit reader signups, MailChimp offers a way to make your signup form pop up on the page so readers will be forced to make a decision about signing up. Just check Enable evil popup form on the embed-code page and paste the embed code into your blog. When the box is checked, you can decide how soon you want the form to pop up after someone navigates to the page (it loads after two seconds by default). When readers navigate to the page where the code is embedded, they’ll be presented with the popup form at your chosen interval. 4
  5. 5. Frequently Asked QuestionsCan my subscribers choose to receive emails in formats besides HTML?Yes. By default, we include a preference in your subscribe form that allowsyour subscribers to choose how they want to receive email. HTML includesall your images, links and formatting; text strips out everything but the textin your email; and mobile reduces image sizes and stacks your contentinto a single column for easy reading on a mobile device.A mobile format is a great option for subscribers who are on-the-go andprefer to read email on their phones. It preserves the images and linksfrom your HTML campaign, but presents them in a way that’s more suit-able for mobile reading than full HTML.If you want to remove this option from your subscribe form, go to Lists> Settings > List name & defaults and uncheck the Let your subscriberspick an email format box.Can my subscribers choose how often they want to receive my emails?Yes. With MailChimp’s groups feature, you can allow your readers tochoose their frequency (daily, weekly, monthly) or select specific intereststhey’d like to be emailed about, such as classes, live appearances orupdates to your online store. Then you can segment your list to make sureyour readers are getting exactly what they want.Does MailChimp offer any form integrations?MailChimp integrates with WuFoo and FormSpring, two online servicesthat make creating forms fun and easy. You can use these services to cre-ate all kinds of forms, from registrations to surveys, but they’re handy forsignup forms, too. Check out our integrations page for more info.How do I add a signup form to a hosted blog on WordPress.com?WordPress.com strips out form code, tags and JavaScript for security, soit’s difficult to make signup forms available for these blogs. The easiestsolution is to just add a link to your hosted signup form from your blog. 5
  6. 6. Set Up An RSS-to-emailCampaignRSS stands for “really simple syndication,” and it’s an easy way for people 5. Name your campaign, give it a subject and review additional options onto follow updates to your blog without having to check in routinely to see if the preferences screen. There’s also an option to auto-tweet youryou’ve posted anything. It’s a great tool, but many people prefer to receive campaign from this screen (more on auto-tweets in the Social Sharingupdates in their inboxes instead. We think email and RSS work beautifully section). Click Next.together, and we recommend that bloggers allow their readers to choosehow they consume new content. MailChimp’s RSS-to-Email campaignsprovide an easy solution for automatically sending your new content viaemail. Here’s how to create one:1. From the MailChimp dashboard, click Create campaign, and chooseRSS-driven campaign.2. Enter the URL of your blog. You can give us the URL of your RSS feed,but it’s not necessary. We can usually find it for you if you just provide yourblog’s URL.3. Decide how often you want the campaign to be delivered. You canchoose when you want to send campaigns by hour for daily campaigns,and by day and hour for weekly and monthly campaigns. Click Next. 6. Choose a template for your campaign. You can design the template yourself or let MailChimp help you. If you have custom HTML, you can upload that as well. Use our handy merge tag cheatsheet if you want to customize how your RSS feed is displayed in your campaign. You can use the Pop-up preview tool to pull in live content and see exactly your campaign will look like when its delivered. When you’ve completed the template, click Next. 7. We’ll prompt you to automatically create a text version of your cam- paign for readers who use mobile devices or have HTML disabled. 8. Confirm the details of your campaign, send a test, and if everything looks good, click Start RSS campaign. Your first campaign will be deliv- ered after your next blog post, at the frequency you determined in step 3.4. Choose the list and/or group that will receive the campaign. Click Next. 6
  7. 7. Frequently Asked QuestionsWhy should I use MailChimp instead of FeedBurner for RSS-to-Emailnewsletters?Feedburner is a great product, but there are some things we can dothat Feedburner can’t. We provide powerful tools like fully customizabletemplates, open and click tracking, bounce management, list cleaning,spam-filter check, and more. You can auto-tweet your campaigns fromMailChimp; you can tie your Google Analytics account to MailChimpand see how your site traffic is affected by your email campaigns; youcan even send email in a mobile-friendly format for people who read ontheir phones. Need more convincing? Feedburner doesn’t allow you tochoose when you send your RSS updates, but you can choose when yousend by hour with MailChimp. You can personalize your newsletters withMailChimp’s merge tags and segment your campaigns by frequency andinterests, and it’s completely free for lists under 2000 subscribers. Plus,if you just love the look of Feedburner emails, you can use MailChimp’sFeedburner template.My RSS feed isn’t working. Am I doing something wrong?Our application generally cooperates well with RSS feeds, but every oncein a while, our customers have issues with their feeds not working cor-rectly. Check to make sure you’ve added the correct URL for your feed(especially if you’re having problems when you just add your blog’s URL).If it still doesn’t work, we recommend running your feed through Feed-burner and giving us that feed instead.To do that, just go to feedburner.google.com and create a feed for yourblog. Once you’ve completed the simple steps there, copy and paste yournew Feedburner feed into the Feed URL field in the MailChimp campaignbuilder.Will my old posts be emailed out in my first campaign?No, we won’t start sending email until new content is added to your feed.Will my campaign go out if I haven’t posted anything?No, we only send campaigns when there’s new content in your feed. Soif you’ve got your campaign set to go daily, but you didn’t post anythingtoday, a campaign will not go out tomorrow.How can I update, edit and pause my RSS-to-Email campaigns?To update your campaign, go to Campaigns from the dashboard. In the leftcolumn beneath Create campaign, you’ll see folders containing all yourcampaigns. Navigate to the RSS-to-Email folder, and you’ll see a list of allyour campaigns. Click the one you want to update, and the parent—thetemplate for your all your emails—will be the top item in the folder. ClickEdit email to make changes. 7
  8. 8. Customize With Merge TagsMerge tags are pieces of code you can place in your email to add content Here are a couple examples of how you can add merge tags todynamically. Instead of using copy-and-paste or manually entering MailChimp’s templates to create custom RSS-to-Email newsletters:information, drop a merge tag into your email and the information willbe added for you. For example, add *|MC:SHARE|* to your email, and When you create an RSS-to-Email campaign, your template is automati-MailChimp will add links to social-networking sites so your readers can cally populated with the *|RSS:POSTS_HTML|*.share your campaign.Merge tags are especially helpful for RSS-to-email campaigns becauseafter you add them to your template and format, you never have to worryabout your campaign again. MailChimp will do all the work of collectingthe new content, formatting with the merge tags, and sending at the timesyou specify. So you can spend more time focused on your blog.Here’s a sample of merge tags MailChimp offers for RSS-to-email cam-paigns. For more, check out our merge tag cheat sheet.RSS-to-email: Basic merge tags*|RSS:POSTS_HTML|* or *|RSS:POSTS|* When you preview or send the campaign, this is how the content looksCreates a progressively generated set of all of your posts in HTML format when the merge tag brings it in:*|RSS:POSTS_TEXT|*Creates a progressively generated set of all of your posts in text format*|RSS:POSTS_FULL|*Displays the full content of your posts in HTML format, if available*|RSS:RECENT|*Show links for the five most recently published entries before the posts inthe email*|MC:TOC|*Adds a dynamically generated table of contents. Note: This tag adds itemsto the TOC that use the “Title” style. For RSS-to-email campaigns, thistag doesn’t work with the default *|RSS:POSTS_HTML|* tag. Instead, usethe individual items’ tags, and give *|RSSITEM:TITLE|* the “Title” style.That way, the title of each post in your email will be included in the tableof contents.MailChimp is the only service besides Feedburner that offers this feature.It’s helpful for long emails that include several articles. 8
  9. 9. Work With TemplatesMailChimp offers a wide variety of templates for free, and some of them When you preview and send the email, you’ll see your template populatedare specifically designed for RSS-to-Email campaigns. with all the content from your feed. You can move the merge tags around, add more or delete some of them, or you can create your own templateWe’ve got AutoConnect templates that are completely automated from from scratch.your Twitter, Facebook, Etsy, iTunes, Amazon, eBay or Yelp profiles; pre-designed templates for specific types of marketers and events; and start-from-scratch templates that allow you to customize as much as you like.Our Design Genius will walk you through the design process to make sureyour template fits your blog’s look and feel. The possibilities are endless.If you’re a designer and want to code your own HTML template, we’veexposed our template language.Here’s an example of an RSS template that’s available in MailChimp’scampaign builder. Note all the different RSS merge tags that are used,including feed title, post title, content, date, and author. 9
  10. 10. Socialize Your CampaignSocial networking sites give you excellent opportunities to promote your Auto-Tweetblog and connect with your readers, but they won’t replace email market-ing any time soon. In fact, social media and email complement each other If you know you want to tweet an email campaign before you send it,nicely. MailChimp recently analyzed more than a billion emails sent since MailChimp will do it for you as soon as you send the campaign.January 2009 to track the inclusion of links to Twitter and Facebook.The data shows an 84% increase in email campaigns that include links In the Account tab from your MailChimp dashboard, click Integrations andto Twitter, and a 66% increase in campaigns that feature Facebook. In open the Twitter integration. You’ll be redirected to Twitter, where they’ll2008, neither site was linked often in email-marketing campaigns—a ask if you allow or deny the integration. (If you haven’t set up a Twittermere 0.49% of users included any social media links in their emails. account in MailChimp, you’ll have the option to do that instead.) Authorize the connection. Once the account’s set up, you won’t have to re-authorize.Social media is great for networking, quick updates and linking to articles;while email campaigns are better for delivering content and providing In step 2 of the Campaign Builder, check the Auto-tweet campaign boxmore in-depth updates. As a blogger, you want your audience to be en- (find it on the Tracking, Authentication and More form).gaged, and a blend of social media and email marketing will give your fansseveral ways of following your posts.Social Share ButtonThe simplest way to get social with your email marketing is sending out alink to your campaign on social networks like Facebook and Twitter.After sending a campaign you want to share, click Social share beside thesent campaign in the Campaigns dashboard. You’ll see a screen where youcan share your campaign on Twitter, Facebook, MySpace, Digg, and Delicious. MailChimp will automatically send a tweet with your subject line and aChoose your networks and you’re all set. link to the online version of your email. And don’t worry about having your tweet cut short—we’ll shorten the link using our EepURL tool. Auto-post to Facebook MailChimp will share your campaigns with your Facebook fans too. First you have to connect your MailChimp and Facebook accounts. Go to Account > Integrations > Facebook > Install Application, and enter your Facebook info. In step 2 of the Campaign Builder, check the Auto-post to Facebook boxSocial Share Merge Tag (find it on the Tracking, Authentication and More form).In addition to sharing your own campaign, MailChimp lets you offer yourfans a way to share your campaigns. When you place the *|MC:SHARE|*merge tag in your template, MailChimp will add links to more than 20social networks. If you want to limit the networks in the social share mergetag, you can use *|SHARE:SITE_NAME1,SITE_NAME2|* to specify whichsites are included. For example, *|SHARE:Facebook,Twitter,Digg|*. MailChimp will automatically share a link to the online version of your campaign with your subject line. It’ll show up in your Facebook news feed, so all your friends and fans can check out your campaign (and then pass it along to their friends). 10
  11. 11. Facebook Like Merge TagOur Facebook Like merge tag allows your readers to “Like” your campaignand share it with all their Facebook friends. Place this merge tag anywherein your campaign: *|FACEBOOK:LIKE|*And it’ll turn into a handy little image that says “Like.”When a reader clicks Like, they’ll go to your campaign archive page, whichwill then show up in their Facebook feed for all their friends to see.Social Plugin for WordPressIf you have an active blog, Twitter feed and Facebook page, conversationswith your readers can become a bit fragmented. That’s why we created aplugin for WordPress called Social.Social is a lightweight and totally free addition to WordPress that handlesa lot of the heavy lifting of making your blog seamlessly integrate withFacebook and Twitter. You can associate your Twitter and Facebook ac-counts with your blog and its users. Then, when you publish a post, youcan broadcast it through those channels, while comments, mentions,retweets and @reply comments are conveniently aggregated in one place. 11
  12. 12. Track and ReportFor a lot of email marketers, the best part of sending email newsletters is Social Trackinglooking at the stats after a campaign goes out—it’s kind of like checkingout your blog comments. How many people opened your newsletter? How MailChimp’s Social Stats allow you to watch your campaigns make theirmany clicked? What did they click? What didn’t they click? Did they like way around Facebook. To find out how many people like your campaigns,the content? click Reports in your MailChimp dashboard. Select a campaign and click Social Stats.Once you’ve sent a campaign, it’s time to sit back, relax, and wait foryour stats to come in. MailChimp offers insightful tracking and reporting.Review this information for every campaign you send—it’s full of clues andfeedback that will help make your newsletters better and better. Just likewhen you receive feedback on your blog, you make adjustments or keepdoing what you’re doing accordingly.Standard ReportsMailChimp’s standard reports use neat, easy-to-read graphs, tables andmaps to show you things like opens, clicks, bounces and unsubscribes. Toaccess your reports, go to the Reports tab from your MailChimp dashboardand click View report next to the desired campaign. Tracking Likes and Tweets The like stats are located under Facebook Activity and organized by sub- scriber. You can see how many times each subscriber liked your campaign, and how many other likes they generated. Good to know!We even offer maps that show you where your readers live. We even track comments and analyze their sentiments with our Facebook Comments feature. 12
  13. 13. Twitter stats are located in the same place as Facebook stats: Click theReports tab in your MailChimp dashboard, and you’ll see a list of all yourcampaigns. Select a campaign and click Social Stats.Under Twitter Activity, you’ll see how many times your campaign has beentweeted and retweeted, who did the tweeting and a timeline of all tweets.Only tweets that include the automatically generated EepURL for yourcampaign are included in this report, so you might have even more tweetsthan you think. 13
  14. 14. Merge Tag Reference GuideMerge tags for RSS feedsABOUT THE RSS FEED *|RSSITEM:CONTENT_TEXT_FULL|* The full content for the RSS item in plain-text format, if provided*|RSSFEED:TITLE|*The title of the RSS feed *|RSSITEM:ENCLOSURE|* A link to any attached file (like a podcast) with an icon, file name, and file*|RSSFEED:DATE|* sizeThe publish date of the feed *|RSSITEM:ENCLOSURE_URL|**|RSSFEED:URL|* The URL for any attached file (like a podcast)The URL for the feed as a whole *|RSSITEM:SOURCE|**|RSSFEED:DESCRIPTION|* A link to the external “source” of this item, if one is providedThe feed description, if provided SOCIAL MERGE TAGSINDIVIDUAL ITEMS IN THE RSS FEED *|TWITTER:FULLPROFILE|**|RSSITEMS:|* and *|END:RSSITEMS|* Inserts Twitter avatar, follower count and five most-recent tweets.Creates the beginning and ending flags for each RSS item. The stuff be-tween gets replicated for each RSS item in the feed. For each item, these *|TWITTER:PROFILE|*tags are available: Shows profile information and follow link without the latest tweets list.*|RSSITEM:TITLE|* *|TWITTER:TWEETSXX|*The title of the RSS item Shows your “XX” latest tweets, so *|TWITTER:TWEETS3|* will show the latest three tweets instead of five.*|RSSITEM:URL|*The URL for the RSS item *|MC:SHARE|* Inserts links that allow your readers to share your campaign on social-*|RSSITEM:DATE|* sharing sites. See the Social Sharing section if you want to customizeThe publish date of the RSS item what sites are included in your email.*|RSSITEM:AUTHOR|* MORE MERGE TAGS FOR BLOGGERSThe name of the author for the RSS item, if provided *|MC:DATE|**|RSSITEM:COMMENTS_URL|* The current date displayed as month/day/year.The URL for comments, if provided *|TRANSLATE:EMAIL_LANG|**|RSSITEM:CATEGORIES|* Add links in your email to translate the content from “EMAIL_LANG” toA comma-separated list of the categories for the RSS item several other languages using Google Translate. EMAIL_LANG must be the code for one of the languages we support.*|RSSITEM:CONTENT|*A short summary of the RSS item content in HTML format For more information and a list of all merge tags, visit mailchimp.com/ merge.*|RSSITEM:CONTENT_TEXT|*A short summary of the RSS item content in plain-text format*|RSSITEM:CONTENT_FULL|*The full content for the RSS item in HTML format, if provided 14
  15. 15. ResourcesHere are some more tools and integrations MailChimp offers that may be a Social Plugin for WordPressgood fit for your blog: If you have an active blog, Twitter feed and Facebook page, conversationsAnalytics360 for WordPress with your readers can become a bit fragmented. That’s why we created a plugin for WordPress called Social.MailChimp’s Analytics360 plugin allows you to pull Google Analytics andMailChimp data directly into your dashboard, so you can access robust Social is a lightweight and totally free addition to WordPress that handlesanalytics tools without leaving WordPress. a lot of the heavy lifting of making your blog seamlessly integrate with Facebook and Twitter. You can associate your Twitter and Facebook ac-In order for the plugin to work correctly, you need to run a WordPress.org counts with your blog and its users. Then, when you publish a post, youblog, not a WordPress.com blog. The difference is that you download and can broadcast it through those channels, while comments, mentions,install the .org blog on your own server, whereas the .com blog is a free, retweets and @reply comments are conveniently aggregated in one place.hosted blog. Plugins don’t generally work for .com blogs, so this is just for.org users. You should also have Google Analytics installed on your blog forAnalytics360 to work. Chimpadeedoo/Chimpadeedee Collecting new subscribers on your blog or online store is easy thanksYou can find Analytics360 plugin at wordpress.org, and you can learn to MailChimp’s signup forms, but what about when you’re out meetingmore about the plugin on our website. Once you’ve downloaded and people at conferences or making appearances at festivals? With Chim-installed it, you’ll see it available on your dashboard. You just need to padeedoo and Chimpadeedee, you can sign up new readers using yourauthorize your MailChimp and Google Analytics accounts the first time you iPad or laptop without an internet connection. Simply make a custom formrun the plugin, then you can click on Analytics360 and you’ll have access for your device, let users sign themselves up, then sync that list with yourto all your data right in your WordPress dashboard. MailChimp account when you’re back online.ChimpFeedrChimpFeedr is a tool that takes several RSS feeds and mashes them intoa master feed. If you have more than one site (say, a blog and an onlinestore) you want to combine for a single RSS-to-Email campaign, Chimp-Feedr is an easy way to do it. Just go to chimpfeedr.com, enter the feeds,click Chomp Chomp!, and MailChimp will return a new URL you can dropinto the campaign builder.Yahoo PipesYahoo Pipes is a tool that allows users to build data mash-ups from differ-ent sources on the web. It’s a powerful tool that has many applications.We highlight it in this context because there’s a practical use for it whencreating RSS-to-Email campaigns.Say you want to create an RSS-to-Email campaign, but you don’t wantevery post from your blog in the campaign. You’d like to leave our postsfrom a certain author or posts about a certain topic. Maybe you just wantto include posts from a certain author, or you want to mash up more thanone feed and then filter the results. Yahoo Pipes allows you to do that. 15

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