Mailchimp – the Way to Get Closer to Your Customers
MailChimp is a marketing automation platform, founded in 2001 by Ben Chestnut and Dan Kurzius. It is a complex, yet a simple-to-use platform for every emailing campaign you have. It is one of the most popular for the end user.
The platform offers lots of features for anything mass-email related so you can effectively market to your audience directly from their inbox. It is a go-to platform for small businesses that want to deliver professional emails and create unique campaigns, automate their flow and grow their audience.
“It’s never been about email. It’s been about small businesses, helping them create customers and grow their business.”
Foreman, VP of product management.
MailChimp is the choice if you want to power up your emailing campaign. It has live support and lots of resources to help you maximise your campaigns and easily integrate MailChimp in your workflow. The platform has four sections where you can set up your campaigns, create personalised templates, grow your audience and track your results.
- Set up Your Campaign
- Create Personalized Templates
- Manage Your Audience
- Analyse Reports
MailChimp Dashboard has information on your overall account. You get a few information on the platform, where you can check other services, read the blog and see tutorials as other resources.
The Dashboard is the place where you can check performance statistics and personalised tips from MailChimp. You have two sections for Overview and Audience.
The Audience chart shows the evolution of your subscribers, whether they changed their status: they are existing subscribers or new subscribers. Plus you can see where they came from, was an imported list, or came from an API, a third party campaigns or lots of other sources.
In the Activity tab, you can see the history of your subscribers from day to day. Each subscriber and unsubscriber will appear here on the list, where you can see a more detailed evolution of your audience list.
Moreover, you get a chart for campaign engagement where you can track the trend of opened and clicked emails alongside customed tips for your campaigns.
2. Set up Your Campaign
The Campaigns section will show you the list of your campaigns. If you’re new, you’ll be guided to create your first campaign. A campaign is basically a project where you’ll have to apply some settings, select the audience, a template and in the end send the email.
Click and Create Campaign and select the type of your first campaign. For example, if I want to send a newsletter, I choose Email.
Next, name your campaign and select the preferences:
- Regular is one of the most used types of email. It is best to use for sending bulk email to many contacts at once.
- Automated is best used for specific situations such as welcome emails, celebration cards, share product updates or blog posts, and so on.
- Plain-text: just as the name says these type of campaigns don’t contain any images, rich-text formatting, or embedded hyperlinks. They can be used when you want to send a simple email, that contains only the essential information.
- A/B Test: where you can test how the changes you make to your campaigns impact your results.
After you chose your options, click on Begin and start creating your template.
3. Create Personalized Templates
In the Templates area, you have a lot of freedom to create whatever you’d like. There are lots of presets available, but you can also personalise and create well-designed templates.
If you select the option to start from scratch, it is pretty simple to use the platform due to the drag and drop functionality. You have lots of options to design an email with dynamic and exciting content. Add images, videos, text, call-to-action buttons or everything you want.
Your work is saved as you go, so there’s no need to worry about it. You can even test your templates to see how they look on different email provider and see if every link, image or piece of content is displayed accordingly. Plus you get new Mailchimp templates for every important celebration such as Christmas, New Year’s Eve, Easter and so on so you can surprise your audience and improve your conversion rate.
In case you know HMTL language, or you have a dedicated team, you can import code and change the information to send new emails.
4. Manage Your Audience
After you sign up, Mailchimp will guide you through setting up everything in your account such as your website, social media accounts and your mailing list. It is one of the most important things that you need to take care of. Customers and leads are your goals, and that’s what MailChimp is for.
At first, create one list and after that, feel free to create as many as you need. Apply segments or tags if you want and personalise each one of them. Make sure to collect all the information you need from your users: name, phone, birthday and so on, depending on what kind of campaigns you want to create and what type of product do you sell.
After you set up the template and your audience, you can send your first email campaign on MailChimp!
5. Analyse Reports
Mailchimp’s reports allow you to review your campaign’s performance. Go to Reports and then and select the campaign you’d like to see a report for.
You can see for each campaign the open rate, click rate and the industry’s average. There’s the option to compare reports or track revenue information through the defined goals in Google Analytics.
All-in-all, MailChimp is an excellent platform for emailing and setting up all sorts of campaigns. There is a free option for small businesses that want to grow, but for more features and personalisation, you’d have to choose a paid option.
MailChimp has lots of templates available, and it offers the possibility to create custom templates or import HTML newsletter, depending on needs. It is suitable for beginners and pros as well.
Plus, the platforms offer a vast knowledge base designed to answer all of your burning questions about a wide variety of topics.