Although we studied email marketing briefly on IMC week 4, I did not have a chance to write about email yet. I had the opportunity to learn about email marketing on my last job, sending bi-weekly newsletters about our network and inviting users to install our mobile app. That’s when I discovered Mailchimp.
I love Mailchimp. I highly recommend everybody who uses email as a marketing tool to check it out. The service is amazing to manage your mailing lists, design emails, and track the results of your campaigns.
It is very easy to make personalized campaigns in Mailchimp, including the person’s name, or even testing different versions of the email through their A/B testing tool. You can also use it to track click patterns in the email, such as what sections of the email people clicked on, where customers are coming from, what are the bounce, open click through rates, and measure how many subscribers are visiting the hosted versions of your campaigns. They also make it very easy to connect to social media, what can be another asset of your marketing campaign.
When I used Mailchimp at my previous job, I was not aware it was possible to integrate their metrics with GA. I remember loving Mailchimp for easy usability and outstanding emails, but thinking that the analytics part of the site was sort of lacking. GA probably fills this gap really well.
Email is an important part of any marketing strategy and increasing the amount of opt-ins is a critical factor to the effectiveness of email programs. When somebody subscribes to a company’s email list, or shows interest in this company’s brand, it is because they want to hear from this company in the future. The desire for promotions and discounts, exclusive content, and continued support of an organization drive the most opt-ins in email. Once the content is no longer relevant or the offer “doesn’t really move you”, people tend to not open the email or even unsubscribe from an email list. Only 20% of the people who receive a certain email will open it, so marketers should do everything not miss the chance of being seen, especially analyzing results from a campaign with more attentive eyes.