Momentum Mondays | Email Marketing Tips and Tricks!
Despite living in what many believe to be the golden age of social media, one of the best ways to communicate with people has still not gone out of style: email. Whether you use email to conduct your work, communicate with friends and family, receive your favorite clothing deals, talk to your professors, share an exciting piece of news, or (unfortunately) receive lots of spam, email remains an efficient and relevant way to communicate a message to many different people.
As of recently, however, email has upgraded itself into a useful marketing tool. In this article, we discuss how platforms such as MailChimp allow companies to create and customize email marketing campaigns for their business.
When creating an email campaign on MailChimp, you are given options of what type of email you would like to send. If you send weekly emails to a lot of different people, the best option to choose is the A/B test. A/B testing is a random test containing two variants, A and B. Using “two-sample hypothesis testing”, A/B testing allows the user to test which option is more successful among its audience, and from there, they improve their content according to the results. MailChimp utilizes A/B testing for subject lines; by creating two different subject lines for the same email, with one subject line sent to 50% of your receivers and the second subject line sent to the other 50%, MailChimp tells you which of those subject lines led to more opened emails. The one with the highest “open rate” becomes the “winning test segment”, and that winning combination gets sent to everyone at the time you designate.
Marketing is all about finding the right audience. Once you find the people who care about your content and engage with your work, you are set. That being said, MailChimp allows you to create different lists of subscribers, and from there you can send email campaigns to whichever list is most appropriate according to that email. Creating specific subscriber lists makes it so your emails are catered to the right people, and from there you can build reliance and trust between them and your company.
While having the ability to send out an email to hundreds of people is practical and powerful, you run the risk of sounding impersonal and “spammy”. MailChimp helps you avoid that by providing a “personalize” field. This tool makes it so the recipients name appears in the email rather than their email address. So instead of someone opening an email addressed “Dear [email protected]”, it will read as “Dear Rachel”. The reality, however, is that including a personalized “To” field is not enough; when sending out an email on behalf of you or your company, you need to make sure that the content itself reads genuine and true, otherwise that email will get tossed in the trash.
Once you select the list of people your email will be sent to, you can go on to create the email itself. MailChimp offers already built templates that serve almost every occasion, and all you need to do is fill out the boxes with the information you want. If you or your company send a weekly, monthly, or even yearly email using the same template, you can create a “Saved Template” that you can continually reuse by just changing the content every time. This makes it easier to build a regular email campaign because you don’t need to keep building a new template every time.
When it comes to actually writing the email, all it comes down to is filling out boxes and ensuring that the sizing and dimensions look right. If you are working on a saved template, all you need to do is replace the images and text with your new images and information. A great feature that comes along with this is the linking tool; MailChimp allows you to attach a link to almost everything on the email, be it images, text, logos, buttons, or titles. Hyperlinking the content in your emails allows you to expand the depth of your email by sending people to other outlets of information.
Finally, after adding images, texts, links, and formatting it all, you are ready to send your email campaign! We all know that there are right and wrong times to send an email, and MailChimp allows you to schedule out when your email is sent so if you’re busy, it can still be sent out at a good time. Once the email is sent, you can view your A/B Testing Report, which tells you which subject line has a higher open rate, click rate, and ultimately what is the winning metric.
There are endless tools, tricks, and methods that go into a successful marketing campaign, and the key is finding one that works best for you. While social media platforms such as Instagram, Twitter, and Facebook may help your brand get noticed online, email remains a dependable and familiar way to spread your message.
If you are interested in creating an email campaign for you or your company, reach out to [email protected] and we can help you get started!