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Every successful lady boss and female entrepreneur needs a kick-ass email marketing campaign for her eCommerce store, brick and mortar location, blog, or business venture to succeed. MailChimp is a multi-faceted easy to use freemium email marketing platform that helps us manage and market to our clients, and potential customers.

Over the years, MailChimp has rapidly expanded from its humble beginnings as a scrappy startup based in the ATL, to over 11 million active customers and an audience of 4 billion participants. Today’s blog is dedicated to getting you acclimated to your MailChimp account so you can get the most out of your email marketing campaign. 

Let’s get started!

Audience

This is the tab where the email list of your current subscribers lives. After you sign up and fill out of the administrative steps like linking your socials and website, visiting the Audience Tab is probably the most important steps to set up your email service. Your list should include everyone and anyone who’s connected to your business, current customers, past clients, potential leads, and business connects. Essentially, all of the people you’d chat with through email about your brand.

Start with one list to get the hang of it, but eventually, we suggest you have a few different lists so you can send the right content to the right people at the right time. Here are some excellent methods to start grouping your contacts into separate lists 

  • Current clients
  • New leads
  • Suppliers
  • Team members

Tagging 

Tags are a quick and easy way for you to organize your audience. There are 1-3 word labels that contain specific characteristics to identify your customers. It’s pretty similar to the way tagging works in the blogging world. 

Let’s say you’re partnering with a group of awesome social media influencers. You’ll want to make sure to catalog their email addresses in MailChimp if you ever need to send out important details about upcoming marketing campaigns, or arrange a meet and greet at the local restaurant and bar. 

Other popular tags include leads you’ve found at industry events like conferences and meetups. Even though we’re sending emails, location may still be a relevant indicator, especially if you have a storefront. Using tags like in-state, out of state, city, and state names are great places to start. 

If you’re only tagging a few people, you can easily add your customized tab to their profile page; however, if you’re going to do a massive tagging haul, the Tags page is better suited for tagging in bulk.  

You can use as many tags as you want to help categorize your audience and send targeted messages

Templates 

MailChimp offers shortcuts in their templates section for creating the perfect email. You can design the look and flow of your email or newsletter with a pre-set and reusable layout under the content section of their Campaign Builder. If you’re not a super artsy, no worries! MailChimp has a bunch of prebuilt template options so you can have a chic and modern email campaign without having to be a graphic designer or have an extensive background in coding. 

You can browse through their themes, and then drag and drop your way to professional-looking email. For tech-savvy business owners, MailChimp also allows you to build your own template from scratch. Before you hit send, don’t forget to slap your logo on your email to promote your brand. 

A/B testing

Marketing is not really an exact science. It requires a little bit of experimenting to get it right. A/B testing is a secret tool in every marketer’s tool chest to hone their message and learn how to reach our audiences more effectively. 

We use A/B testing to check subject lines, headers, calls-to-action (CTA), send times, etc. It’s sort of like a marketing competition. During A/B testing, we create two different versions of the same email and send them to a small chunk of our audience. Then we track the progress of each version. Whichever email performs better with essential metrics like opens and clicks is the winner and then gets sent to the rest of our audience. 

Email Automation 

Even if you only have a handful of clients in your list, it can be pretty tricky to keep track of which people you want to send certain pieces, and at what times. MailChimp takes all of the guesswork out of it. You can create targeted emails that will automatically send when triggers like special dates, events, or actions happen. All you need to do is set it and forget it.

Every potential customer is on a journey from a newbie to a loyal client. Automating unique emails that reach out to each client and coax them along the path to falling in love with your brand is essential. You can schedule a series of emails to nurture each lead, so they always stay engaged. Maybe you can start by offering a free guide to hook new subscribers and then follow up with an automated email next week that includes an exclusive offer from your most popular product line.

Metrics 

Once you send your first email, MailChimp will be tracking and analyzing critical data on how your clients are engaging with it. The Overview gives you an excellent big picture summary of how your campaign is performing. It covers who received your email, when they opened it, which links they clicked, and all that good stuff.

There is some marketing lingo to keep an eye out for like “bouncing,” which means your email wasn’t delivered to some addresses. One of the most important metrics to track is your open rate, the percentage of people that actually opened your email, and your click rate, the percentage of clicks each email received. Typically, the more opens and clicks you can score, the better your campaign is performing.

Pricing

MailChimp is a freemium service, so you can get access to some of their tools without paying a dime, but for more features, you’ll have to cough up some cash to use them.

Paid Plan Options

  • Essentials: $9.99/month
  • Standard: $14.99/month
  • Premium: $299/month

As with any tiered service, the more you pay per month, the more access you have to advanced features. Scan through what each plan offers to help you decide on the best fit for you and your business. If you get stuck, you can always reach out to us and we’ll give you our best advice.

Ready to go started?

Free services like Gmail, Yahoo Mail, Outlook are excellent, but when it comes down to it, most marketers feel like they just don’t have enough of the necessary features to make a business truly flourish. From its easy to use list building tools, impressive templates, and comprehensive tracking and insight features, MailChimp has everything you need to create an awesome email marketing strategy. So if you haven’t started yet, what are you waiting for?