Freaky Fun Fridays with Technology: Mailchimp

Communicating effectively with your target audience is critical if you want your business to succeed. If you don’t stay top-of-mind with your customers and prospective customers, someone else will. Unfortunately, maintaining regular contact with your audience can be a labor-intensive and time-consuming responsibility, and your staff has other tasks to attend to.

How do you resolve this dilemma? For many companies, the answer is Mailchimp. Mailchimp is an email campaign management system and marketing automation tool with a large and loyal following. In fact, according to Wikipedia, as far back as 2014 the company was already sending 10 billion emails per month on behalf of its users. And in 2017, Mailchimp was adding 14,000 new customers daily.

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Why Mailchimp?

From the numbers above, it’s clear that Mailchimp is doing something right! But why, exactly, does the company have such a large (and rapidly growing) user base? There are many reasons, including that the service:

  • Is free for under 2,000 contacts
  • Is easy to use
  • Has a simple, intuitive user interface (UI)
  • Includes a drag-and-drop email editor
  • Enables dynamic content
  • Provides simple templates
  • Has automation capabilities
  • Helps you adhere to GDPR (General Data Protection Regulation) requirements
  • Can identify contact lists that are likely to cause spam issues
  • Has a large number of users, so consequently there’s a large “body of knowledge” available online for finding answers to the questions you have or marketing/email challenges you face

Mailchimp also offers a powerful WordPress plugin. Used by over 500,000 people, the plugin lets you connect your WordPress website to your Mailchimp account. You can then choose from many different email list sign-up options for use throughout your site. The forms are customizable, easy to complete, and mobile friendly. With the WordPress plugin, you’re also able to integrate with other programs like WooCommerce.

Email Marketing Best Practices

In order to get the most value out of Mailchimp, you should follow certain email best practices. These include that you should:

  • Write an interesting subject line. You want someone who is scanning their Inbox to be enticed into opening your
  • Keep emails short and sweet. Busy recipients typically don’t have the time or patience to read a long, text-heavy communication.
  • Consider using animated GIFs. The motion created by these files helps grab the attention of recipients.
  • Set yourself apart with embedded video. This is one of the newest tactics in email marketing, and one that isn’t available with all email platforms. Using video content blocks not only helps your email generate interest, it shows that your company is on the cutting edge technologically.
  • Use clever prose. Writing that amuses or intrigues recipients is ideal. Of course, there’s a fine line between interesting and annoying, so compose carefully!

One of the helpful features in Mailchimp is that it will encourage you to do things like adding an emoji to the email you’re crafting to create interest or alert you if it detects that your email is likely to perform poorly, for instance, if you have too many emojis.

Great Ways to Leverage Mailchimp

Mailchimp can be used for more than just the efficient sending of mass emails. Companies use the platform’s automation capabilities in a variety of ways to increase engagement with their audience and improve customer service. For example, you can set the system up to automatically welcome new email list subscribers. This type of message can result in as much as five times more orders than a typical bulk email.

The system can also send confirmation and notification emails, such as when a customer makes a purchase. Not only does the email give them confidence that their order is being addressed, it can help minimize the number of times your customer support team has to answer questions about orders.

Plus, according to Mailchimp’s statistics, confirmation and notification emails have the highest open rate of any type of email. Consequently, these communications are ideal for marketing other products and services and encouraging add-on sales.

Another way to leverage the power of Mailchimp is to use what are called “merge tags.” These tags allow you to send personalized emails to hundreds of subscribers quickly and efficiently. For example, you might want to include a customer or prospect’s first name in the email so that they get the sense it was sent specifically to them. A merge tag can do this for you so that you don’t have to create or edit each email individually.

Is Mailchimp Right for You?

Could Mailchimp help your company connect with your audience more effectively? The answer to that question is almost always, “Yes!” If you have questions about how, specifically, you could benefit from the platform, we’re happy to discuss that with you. Contact Azence at your convenience.

Note: People often use “MailChimp” with the capital “C”, but the company uses a lower case “c” on their website.