First Steps Into E-mail Marketing – Mailchimp

mailchimpWe’re about to launch a free for download compilation for Stereofox (check out the kick-ass artwork) and because of that I had to dig into MailChimp – a service which I barely knew just a few days ago. Frankly said, I expected it to be more complicated and I am very relieved that I managed to pick up the basics quickly.

Before anything else, for those of you unfamiliar with the service, MailChimp is an e-mail marketing and list management online tool. Luckily for many of us, the service is free up until your 2000th subscriber. There are a few catches, though. I suppose, once you reach that number it shouldn’t be a problem to pay a monthly fee of 15 $. Mailchimp and today’s campaign are my first experience with e-mail marketing and before that I never thought about the importance of subscribers and how much actually can a business benefit for having such a valuable information about its potential customers.

We created our landing page a month ago and I must say it has been a great decision. I’ve read somewhere that nearly 10% of your visitors would subscribe/share their e-mails with you – a prediction which our example backs up. Out of the 1200 unique visitors we’ve got a bit over 100 subscribers AKA – my first e-mail list.

Using the basics MailChimp is fairly easy. Before you dive in creating a list, you should decide how to set up your list in order to meet your long-term needs. You have opportunities to create a list with subgroups in order to tailor your newsletter to the interests of the targeted groups. Use the segmenting features to send a newsletter only to a certain subgroup of your list, depending on the content you decide to share. Don’t worry – interest fields can be hidden from your subscribers.

Once you set up your lists and have members signed up, you can create your first e-mail from a template or your own design. For our purposes I stick to the templates, which are quite customizable. Keep in mind that your campaigns (in my opinion) should be straight to the point, eye-catching and include CAT (Call-To-Action). In my case, I try to provide enough incentive for people to go on our website listen and download the compilation. Another key point to take into consideration is the time of sending the campaign, depending on your purposes. In this case, I send the campaign on a weekday after working hours as I realized is the time when people spend on browsing internet for entertainment. I highly advice avoid sending any kind of campaigns on Mondays when the emails of people are usually full of mail from the weekend.

The good thing of Mailchimp is that it gives you an opportunity to analyze and view a report of your campaign, who when how opened the e-mail, how many clicks they were and which links were clicked the most. I will show you a snapshot of my report as an example.

Frankly said, I am quite happy with the results. As you can see the platform also gives a comparison to the industry you operate in so its a good benchmark! Oh well, I hope my initial introduction to the world of Mailchimp was sort of helpful and when I dive more into it – I will definitely post another ideas onto this blog!


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