Creating attractive email marketing

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.

screenshot-inspiration.mailchimp.com 2015-11-15 15-02-08

Newsletters created with Mailchimp. Possibilities are endless!

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.

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About Mariana De Lucca

Mariana De Lucca is a Global SEO Specialist at iProspect, currently leading digital marketing strategies for Sony Electronics. She is also working towards her graduate degree in Integrated Marketing Communications at West Virginia University. She worked as a journalist and in the music industry before joining the Google Search Ads Quality team as an admin. Having all forms of emerging media as a passion, she holds Audience Development and Digital Rights certifications from YouTube, and worked as a Partner Development Manager for the YouTube channel and MCN AwesomenessTV.
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4 Responses to Creating attractive email marketing

  1. Hi Mariana. Thank you for writing about email. Many think it is not relevant any more but it is still a key part of a digital strategy.

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  2. bgjones86 says:

    Hi Mariana!
    I have heard of Mailchimp, but have never read a comprehensive review of the program. Thank you for sharing. I have sent a link of this post to a few friends who work in e-mail marketing. Other students have inquired about the best, most effective e-mail software that is easy to use. I will direct them to this blog in the future.

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  3. kdberg8 says:

    Mariana –

    Email marketing is one of my favorite characteristics when promoting a product, discussing a brand or simply trying to send a message out to consumers as a whole. They are fun to design yet challenging to design and create content unique to get the consumer to open it. That of course is the largest challenge to email marketing yet sometimes the challenge makes it the most fun.

    I have used mail chimp in the past and it is a magical platform allowing you to view analytics, having provided templates at your disposal and easily manage your opt-in settings. I am personally a fan of Exact Target or handcoding emails.

    What I find interesting is how marketers are weaving in all sorts of aspects of emerging media (I.e. – social media channels, blogs, apps, etc.) into their email content to help boost intrigue with their users. What is your favorite part of email marketing? Personally mine is designing the email in Photoshop and then sending it off to the magical palace to be built.

    Email marketing truly is a magical marketing asset and can really be a useful tool when promoting your brand. Great read!

    – Kels

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  4. Andrea Joliet says:

    I don’t have experience with Mailchimp but I have heard great things about it. At Akron Children’s Hospital, we have several e-newsletters but we have to use a platform that’s HIPAA-compliant for patient privacy. It sounds like Mailchimp has more to offer than what we currently use, but sadly, I’m not able to try it out right now.

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