Why we use Mailchimp and your business should to

marketing kanäle
We started using Mailchimp as our marketing platform for email and newsletter campaigns about a year ago. Although that isn’t such a long time, we can say that the first 8 months we didn’t use (or know) half of the benefits Mailchimp delivers to business owners. It wasn’t until August when we invested some serious time in getting to know all the possibilities it provides.

In this article we will talk about the benefits of Mailchimp, from our own experience. Bare in mind, we are well aware that half of the stuff still waits for us to try it out.

List segmentation

Creating an email list is the first step for every campaign. Our colleagues work hard on collecting email addresses we can later on use for our campaigns so it is important to get everything we can from them.
Creating a list seems like an easy task, and in reality it is. The segmentation part can be the tricky one. When we get a list of emails,we import them with all the information they come with :
  • Name
  • Last name
  • Website…
After that it’s all about creating tags and using them the right way. Let’s start with Merge Tags.

Merge Tags

Merge Tags help you personalize your basic email template that is meant for everyone on your list. It allows you to put the name, last name and other information in the email.

You don’t need to use the merge tags for exactly what they’re meant for. For example, you have the option to import a list with emails and phone numbers. But instead of phone numbers you can import any other information, and later on put it in the email using the merge tag *|PHONE|*. We used it for our SEO Optimization Campaign. Instead of phone numbers, we imported the place the website was ranking on Google, and with the merge tag, every website owner got the correct positioning of their website in their email, without having to write every email separately.

List Tags

In the beginning we made the common mistake of creating a new list for every customer group. Later on we finally started creating larger list, with specifically created list tags.
List Tags allow you to segmentate your list in an easy and useful way. It is useful for creating campaigns and later on for campaign analysis.

For example, let’s say you are creating a campaign for a list of 60 users in 2 languages. With the list tag, you simply make one list and divide them with using tags. After the email is sent, you decide to make a drip email campaign and target only the users who haven’t responded, but have opened the email more than 2 times. You create two more tags for them (because you still have two languages to cover). After that you decide to send a “Goodbye Email” to those who have opened the second one but still haven’t responded. You then create two more tags.

Here is a very simple graphic presenting how tags are used:



mailchimp

Collecting Data

Creating a segmented list helps you collect and understand the data. With every new campaign you have the option to connect it with Google Analytics or a Facebook pixel.
Alos, every Campaign has its own report in which you can see:
  • Who has opened the email
  • How many times have they opened the email
  • How many of them have bounced
  • Who has unsubscribed
  • Who has clicked on a link in your email
All this info can help you with creating a drip marketing campaign. If you segment your list correctly, you can easily see who really is interested in the content or products you are offering.

Creating Landing Pages

A Landing page for a specific campaign can be great for your targeted audience. It is useful, a customer sees only the information he needs with a clear CTA. We used mailchimp for one of our Clients, Sebastus.com.

They had a marketing campaign promoting sailboats with a special 100€ Voucher for first booking. After deciding on promoting the campaign with Google Adwords, they needed a landing page, where they can:
  • Collect email addresses
  • Automatically send voucher codes
We created a simple landing page, with instructions and CTA :


mailchimp


After they click on the ad, they are redirected on to the page: https://landing.sebastus.com/100eurvoucher 
After they sign up they see a thank you message. They are automatically added to a Mailchimp list and receive a thank you email. The next day they receive an email with the voucher code.

All this took maximum 3 hours to set up, and after it’s done, are you have to do is track the data and see how it goes!
If you want to create more landing pages, similar like the first one, you can just replicate it and change the content. It’s easy, fast and efficient. Like every other campaign, you also have the option to track the performance of the landing page via Facebook pixel and Google Analytics.

Customer support

Although Mailchimp has a large number of users, their customer support replies to questions within 24 hours. You have the option to ask questions, send pictures, send campaign link so that they can look into the problem from your perspective.

Also important to know, all the questions that you might have are probably already answered in their many articles. You can find basic information about the platform and detail set up guides for creating campaigns or connecting them to Google Analytics. 

Conclusion

These were only the top three Mailchimp benefits that we are using at the moment. There are many more which we will write about as time goes on. If you are interested in a newsletter campaign, but are not sure how to start, contact us!
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