Your Audience – Without a good list and a number of quality subscribers, nobody is even seeing your email campaign. A good subscriber list is the foundation on which any great email campaign is built. Generating a list of people who wish to receive and read what you are sending takes time to build, but it is worth the investment. More importantly, once you have a list, take the time to segment it into targeted groups. Separate them by demographic, their activities, purchase history, or other categories. Once you have segmented your list, you have the ability to specifically target certain groups with specialised content that will have the greatest effect on that particular segment.
Your statistics – One of the great things about MailChimp, is that it provides a great deal of information that can help determine if your content is hitting the mark. Those stats aren’t just there for MailChimp to look professional. They are there to be used. Pay attention to your statistics like open rates, unsubscribes, and click through rates. If you sent an email last week that had a 60% open rate, and your email this week is only at 20%, what made the difference? Taking the time to review and evaluate your statistics can greatly increase the impact your campaigns will have.
Your opening line – It has been shown that 33% of your audience opens an email strictly based on the subject line only. If your subject line isn’t something that entices recipients to open the email, you are eliminating a third of your list immediately. Use creativity, clarity, personalisation, capitalisation, powerful words, conciseness, and make it compelling. Sounds easy, right? Don’t panic, if you are taking advantage of tip 2, knowing your exact target will make crafting a great subject line much easier.
Your timing – Knowing when to hit the big red launch button that MailChimp ceremoniously provides takes a little research. Fortunately, the research has mostly been done; all you need to do is follow what it tells you. MailChimp did their own study and found that emails sent Tuesday through Thursday around 4pm have the best open rates (just so you know for future use). You may find that your own segments have their own open rate sweet spot. And, MailChimp even provides a send optimisation tool to help hit the moving target that is your audience.
Your content and layout – Even if you have a masterful subject line that is simply impossible for people to skip, the stuff inside that email is critical to achieving any action taken by the recipient. Various studies give an average email reading time of 7 to 15 seconds for over half the population. That isn’t much time, and chances are that whatever is at the top of your email will be the content that is viewed. Whatever your mission for the campaign, whether it’s information about an event or call to action, make sure it is at the top of your layout. Structure your email so the most important information comes first. Use colour, use images, use infographics, and use different design elements that capture their eyes like you want the written content to capture their mind. Fortunately, you don’t have to be a graphic designer to do this successfully. MailChimp has pre-made templates that guide you through the process and help find that balance between catching and overbearing.
Don’t waste your time – As the old saying goes, time is money. Any activity you do, any investment you make regarding your company’s marketing strategy should be successful and provide a great return on the investment. MailChimp, and other email marketing products can be a tool that slingshots your marketing efforts into the stratosphere. But they can also be an utter waste of time. Before you decide to start your on email marketing campaign, take the time to familiarise yourself with how it works, and then follow these tips to maximise the results of your efforts.
So, that was our blog on how you can utilise MailChimp for your email marketing campaigns, if you are ever in need of an email marketing campaign, contact Institution Marketing today.
Furthermore, check out our video on how effective email marketing is - CLICK HERE