Still #1 at Getting Results.
Email marketing continues to be the number one method to get results from an audience – better even than social media! That’s not to say you should choose to do one or another – they both have a role to play in your ‘marketing’ strategy.
It’s so effective because it’s one-to-one and can be personalised, can be accurately measured and is delivered in a medium that has less distractions than say a Facebook timeline update on a page full of other adverts and animations.
What tools are available?
There are a number of email marketing solutions around – we particularly like Mailchimp Email Marketing Mailchimp because it is pretty user friendly, has a lovely interface and is relatively straight forward to integrate with your website. It’s also free (up to 2000 subscribers) – giving you an excellent platform and functionality set to go from zero to a serious amount of potential customers without spending a penny.
4 things you can do with Mailchimp [for free]
1) Create Lists/Capture Subscribers
You can setup multiple mailing lists e.g. you might want one for clients and another for prospects. People can subscribe on your website which can be integrated to automatically add them to your lists in Mailchimp.
2) Create Professional Looking Newsletters/Emails
There are a lot of pre-designed templates for almost every purpose, which with a little tinkering to get your logo and choice of colours incorporated provides you with a very professional looking foundation for your email marketing campaign.
3) Monitor Campaign Results
Having sent out your email there are a whole host of statistics to give you feedback on what you have just sent (open rate, click-throughs, geography, top openers) as well as inform future mailings. You can set a custom Google Tracking reference which means you can see what impact a campaign has had on website visitor numbers and whether they have turned into enquiries/sales.
4) Repeat and Rinse
You can do this again and again. Of course, the content of your emails is crucial – it needs to be engaging, useful and encourage click throughs to your website. We’ll be talking more about this in the future.
1 very cool Mailchimp feature [that costs]
One thing that people say stops them from starting, let alone sustaining a marketing campaign is time.
Mailchimp has a feature called ‘Automation’ which sends out pre-created emails automatically according to set-conditions. Sounds technical?
Let me explain further…
Let’s say you get a new customer and want to drip-feed them a set of after-care instructions (a bit like this series), which might also include details of your other products. In Mailchimp you would create a set of ‘autoresponders’ to send out emails on a hourly, daily, weekly or every Tuesday basis – whenever you want.
Every time you add a new email address into your mail list, Mailchimp automatically, without fail, sends the appropriate email at the appropriate time. No messy scheduling, forgetting to send things out and missed opportunities.
- Make a commitment to start using email marketing
- Create a list of existing customers and people who would be willing to receive your newsletter/email
- If you haven’t already done so, take a look at Mailchimp and Sign-up for a free account
- Send out one email – monitor the results.
Go on, give it a go!