Building Relationships through Mailchimp | StoryLab

Why Email?

In terms of digital real estate,

email is the largest and

most widespread.

Why Email?

There are three times as

many email accounts as there

are Facebook and Twitter.

Why Email?

The total posts on Facebook

and Twitter combined add up

to .2% of all email traffic.

Why Email?

The total number of searches

on Google, Yahoo!, and Bing

combined equal 1.1% of all

email traffic.

Why Email?

The total number of pageviews

on the Internet equals 25% of

emails sent.

Why Email?

Nearly 4 times as many emails

are sent every day as the total

number of Facebook/Twitter updates,

Google/Yahoo!/Bing searches, and

Internet pageviews combined.

Why Email?

•  94% of people say the reason they get online is to

check their email.

•  79% of all online activity is email.

•  53% open email on their mobile device.

•  75% prefer email as the way that brands interact.

Why Mobile Email?

“Ninety percent of millennials

wake up and reach for their phones

first. Eighty percent sleep with their

phones.” –Seth Farbman, CEO, Spotify

Why Mobile Email?

It’s not email vs. social.

It’s about learning how to

use them in tandem.

Why Email?

$1 = $44 (Direct Marketing Association, 2015)

Why Email?

Why

Mailchimp?

Ease of use. Mobile options.

Integration. Bells and

whistles. Cost effectiveness.

Why Mailchimp?

Building

Relationships

Building Relationships

1. The right lists.

Building Relationships: Lists

Groups vs. Segments

Segments can be defined by: Recency. Behavior. Response to surveys.

Location. Interaction rating. Type of device.

Email client. Conversations. Webmail type.

Sign up source. Birthday. Social data.

Ecommerce. Integration service interaction.

Building Relationships: Lists

Building Relationships: Lists

Principle: understanding

customers results in giving

them information they want.

Building Relationships

2. Collecting emails.

Building Relationships: Collecting

•  Automated

•  Incentivized

•  Manual •  From other sources

•  From contests

•  From email lists of employees

Building Relationships: Collecting

Using Surveys 1.  Select the text box you want to edit.

2.  Type the merge poll syntax:

3.  Click Close & Save.

*|POLL:RATING:h|* Poll question here. *|END:POLL|* h=horizontal; can replace with “v” for vertical

Building Relationships

3. Relationship oriented.

Building Relationships: Tone

Should be written with “you”

language and fit your brand

and your customer’s style.

Building Relationships

4. Personalization.

Building Relationships: Personalization

Address the customer by

name in the subject line

and body of the email.

Building Relationships

5. Extra tips.

Building Relationships: Extras

The freshness and

value of your list matters.

Building Relationships: Extras

Your customers determine

how often is too often.

Avoiding an

Unsubscribe

AVOID…

Avoiding an Unsubscribe

…sending a “wall of text” to your customers.

AVOID…

Avoiding an Unsubscribe

…sending an image as the content of your email.

AVOID…

Avoiding an Unsubscribe

…sending poorly taken or pixelated photos.

AVOID…

Avoiding an Unsubscribe

…using more than two typefaces in your email.

AVOID…

Avoiding an Unsubscribe

…sending on Tuesdays.

AVOID…

Avoiding an Unsubscribe

…sending email that is not mobile friendly.

Avoiding an Unsubscribe

80% of people delete

email that doesn’t render

on mobile & 30% of those

opt out right then.

Resources: •  tps://www.sparkpost.com/blog/wp-content/uploads/2013/07/

infographic_abs_final.png

•  Litmus

•  http://blog.movableink.com/email-vs-social-media-roi/