Mailchimp is an email marketing tool that we’ve always used here at Purple Robot, and despite a few things that I think could improve the system, I still think it’s great overall. One of the best things about Mailchimp is that it offers a free plan for businesses that can support up to 2,000 contacts, that’s perfect for small businesses wanting to get started or improve their email marketing. Over the last few months, I’ve been using Mailchimp much more frequently and thought it would be a good idea to go over some tips that I had learnt that could help you in improving your email marketing campaigns:
1) Target your audience with segments
Adding segments to your audience can prove to be a great tool for sending messages to contacts with certain interests within your audience list. You can use segments to filter your audience and assign tags, which can then kick off automatic triggers. It can also be a good way of learning more about your audience, like seeing the most popular way users were originally added to your contact list as an example. There are hundreds of combinations within Mailchimp’s segmentation settings, so there is no shortage of data to interpret!
2) Preview emails and send tests
I know it sounds very obvious, but I can stress how important it is to check through all of your emails before them being sent. Once you’ve pressed that big red button, there’s often no going back! Getting things right is crucial, which is why it is always worthwhile sending a preview of your email both to yourself and your colleagues to have a look at. Run the wording through Grammarly and check for any spelling and linking errors before proceeding with any email campaign.
3) Create email templates
Mailchimp allows for quite a level of customisation within their builder. To ensure that your branding is consistent across all emails, it is always worthwhile building how you want your emails to look within Mailchimp’s ‘Email Templates’ section.
I would recommend creating a main template that you can use for the majority of your email marketing, but also creating templates for other marketing messages that you may want to promote to your audience. After these are done, you can use your templates as a starting point for all future campaigns. If you are just starting out, I would recommend looking at your own inbox to see how other businesses structure emails, to try and get some inspiration for how you may want your own to look and feel.
4) Knowing how to track your email performance
A motto that Purple Robot has used for years, is “What does success look like?” and email marketing is no exception. Reviewing your campaigns to see how successful they were can help in improving future email marketing campaigns.
Take a look at some of the key metrics within Mailchimp’s reporting features after running campaigns, like Click Through Rate, Open Rate and Bounce Rate (if you need to understand what these mean, please click here to read Ross’ email on Marketing Jargon). Be sure to note these down so you can review your performance over time. If you have your store connected with your Mailchimp account, you can even see how many contacts made an order after reading your email, which can be a great indicator of success.
5) Pick your time to get the best results
One of our favourite features of Mailchimp is the ability to schedule and send out emails at specific times. I would encourage you all to take advantage of this tool as much as possible, by scheduling all of your email campaigns, as it will ensure that all posts are going out at their intended time and that they are not forgotten. It’s a relatively simple tip, but one that some people don’t utilise enough.
These 5 tips should hopefully help you when it comes to using Mailchimp. If you have any questions about the platform or need any advice, please don’t hesitate to reach out to me on 01522 708855 or send an email to email@example.com. I’d be happy to help however I can!