Email Marketing 101Using MailChimp for

Agenda

Introductions Email Marketing v’s Spamming 6 Steps to Effective Emails Managing Lists Templates Campaigns Reporting & Optimisation

IntroductionsWho we are, and what we’re hoping to achieve today

Anthony Congdon

rethinkmarketing.com.au

Todays Presentation

bit.ly/MailChimp101

Are you a secret spammer?

A quick guide how not to be a spammer

SPAM ACTwhat the law says…

The Spam Act 2003 prohibits the sending of unsolicited commercial electronic messages—known as spam—with an Australian link. A message has an Australian link if it originates or was commissioned in Australia, or originates overseas but was sent to an address accessed in Australia.

What is a commercial messageaccording to Australian Communications & Media Authority (ACMA)

The Spam Act 2003 defines a commercial electronic message as: offers, advertises or promotes the supply of goods,

services, land or business or investment opportunities advertises or promotes a supplier of goods, services,

land or a provider of business or investment opportunities

helps a person dishonestly obtain property, commercial advantage or other gain from another person.

The in’s and out’s of consenthow not to upset your customers, or break the law

Express consent E.g. filling in a form, ticking a box on a website, over

the phone, face-to-face or by swapping business cards

Inferred consent via an existing business or other relationship, where

there is reasonable expectation of receiving commercial electronic messages

Publicly available email addresses

Consent Pop Quizhow not to upset your customers, or break the law

How do you prove sufficient consent to send messages?

Can you email customers to obtain their consent to send messages?

Can you use pre-ticked boxes to obtain consent to send messages?

Do you have consent if recipients don’t object or unsubscribe?

Can someone subscribe or give consent on someone else’s behalf?

Can you contact someone who has published their email or phone number online?

How does Mailchimp deal with spam? Mailchimp will Freeze or terminate your account if

you trigger any of the following metrics 0.1% of your emails marked as spam >5% of your list bounces

(watch this one for your first campaign) Mandatory unsubscribe You must include your contact information inside

every email

6 Steps to Effective Emails

Getting results by doing the right things

1. Create Compelling Content

Make sure your emails have A compelling subject line One central idea A clear call to action Include social share options Relevance to the reader

2. Use the right toolsin case you we’re wondering no Outlook is not one of them

Modern Email Marketing Systems support

Automated list management

Easy email design & layout

WYSIWIG Testing for different email apps

3. Test Deliverabilitymake sure that your audience can read it

Make sure it works on ALL devices

Offer both a HTML and text version

Check it for SPAM

3.1 Deliverability & DevicesWhat do people read their emails on?

Source Litmus – emailmarketshare.com

4. Segment your audiencebecause everyone is differerent

Match the content of your email to your audience’s interests.

Demographics – e.g location

Psychographics – e.g. values

Behaviours – e.g. purchasing history

5. Its all about timinglearn when best suits your audience

Take the time to learn from your audience the best time for them

Generalisations are generally wrong

6. Do, Learn, Adjust, Iteratemake sure that your audience can read it

No one gets it right first time around

Learn to read your reports

Check it for SPAM

All about MailChimp

And what you can use it for

What is Mailchimp?Quote:

MailChimp helps you design email newsletters, share them on social networks, integrate with services you already use, and track your results. It's like your own personal publishing platform.

What I Say:MailChimp is an email sending and marketing platform that both supports robust email campaigns and touts ease of use.Easy to use web interface – customizable APISPAM Control services help you stay in the white-list.

Main Features Social Network Integration Optional Co-branding Templates A/B Split Testing Custom variable tracking Google Analytics Inbox Inspector Auto Responders Groups / Segments

Who can use Mailchimp? They have all size plans available:

Free Plan Non Profit Discount Up to 3.1 million subscribers / 24.8 million

messages a month

Pricing Options Free Forever

0-2000 Subscribers / 12,000 Month

Unlimited sending plans 500 subscribers / $10 … more Up to 25,000 / $150

Pay as you go (like a stamp r¢ to 3¢ per email)

Free vs. PaidDeliver Forever Free Paid Plans

Mailchimp Branding Autoresponders Spam Filter Diagnostics

Email Client Testing *

Delivery by Time Zone

Share Forever Free Paid Plans

Social Pro * * *

All about listsBuilding, managing and optimising

What’s your approach?

Things to remember Keep your list clean of bounces and

unsubscribes* Ask subscribers add your email address

to their contact list. Use groups for segmentation not lists Try not to delete lists unless necessary Verify the list import

For more details visit eepurl.com/nWdfr

All about templatesBuilding, managing and optimising

Types of templates

Drag & Drop Basic Templates Predesigned Templates AutoConnect Templates RSS-to-Email Templates

For more details visit eepurl.com/gZdq

All about campaignsBuilding, managing and optimising

Start with a subject line Four words to avoid – }

Help, Percent Off, Reminder & Free* Make it personal. Keep it fresh Keep it short (<50 characters) ALWAYS, ALWAYS AVOIDE HYPERBOLE!!! Who’s it from Could you try a question?

For more details visit eepurl.com/nWdfr

The good, the bad & the ugly Music Camp - Important Travel

Information▪ Open Rate – 93%▪ Information I need now

Final reminder for complimentary entry to attend the Bunbury BCI Cluster Conference 2014

▪ Open Rate 0.5%▪ Reminder and subject is too long

Using the subject line researcher

Use the MailChimp Big Data repository to improve your subject line

Reporting made easyBuilding, managing and optimising

What we have covered today

Email Marketing v’s Spamming 6 Steps to Effective Emails Managing Lists Templates Campaigns Reporting & Optimisation