Mailchimp Email Marketing

HandsOnWP.com @nick_batik @sandi_batik

Getting Started With eMail Marketing Using MailChimp

Austin WordPress Meetup - Aug. 17, 2015

Nick BatikCo-organizer Austin WordPress MeetupCTO Hands On WordPress TrainingHandsOnWP.com

Follow @Nick_Batik

http://handsonwp.com/


PresentersSandi Batik - Event Host & Organizer

WordPress evangelist, consultant, trainer, curricula developer, author, unapologetic geek, unrepentant capitalist, lucky enough to do what I love everyday. I’ve served as Austin WordPress Meetup co-organizer since 2010. With my husband Nick Batik, co-founded Pleiades Publishing Services in 1992 and Hands-On WordPress Training in 2010.

Follow me @sandi_batik / @WPATX

Contact me at: handsonwp.com

Nick Batik

Started in web development in 1994 and have been a WordPress consultant, and web developer since 2007. A WordPress evangelist, I’ve served as Austin WordPress Meetup co-organizer since 2010. With my partner, co-founded Pleiades Publishing Services in 1992 and Hands-On WordPress Training in 2010.

Follow me @nick_batik / @WPATX

Contact me at: handsonwp.com



What We Will Cover❖ Building Lists ❖ List widgets ❖ Manual entry - requirements and restrictions ❖ Curating ❖ Creating Mailings ❖ Adding Analytics ❖ Resources



Before You Push the Button on your first MailChip eMail campaign

There Is Some Stuff You Need To Know…



Making sure your newsletters get to the right inboxes

❖ Acceptible❖ Clear email / newsletter signup form❖ Manual entry or recent customers



Making sure your newsletters get to the right inboxes

❖ Not Acceptable❖ “Contact Us,” “Apply For A Quote,” or “More

Information” forms❖ Informally collected email addresses❖ Any kind of third party list (publicly available,

purchased, rented, or partner)❖ MailChimp Compliance Team

http://mailchimp.com/contact/?department=compliance





Structuring Your eMail List

❖ You have the option to create multiple lists, but…❖ MailChimp determines monthly rates by total

subscriber count❖ duplicate subscribers across multiple lists

count toward that total


http://mailchimp.com/pricing/growing-business/


Structuring Your eMail List

❖ Keep your list clean and your billing rate low:❖ by maintaining a single list❖ segmenting data❖ interest groups


http://kb.mailchimp.com/lists/growth/best-practices-for-lists

http://kb.mailchimp.com/lists/groups-and-segments/getting-started-with-segments

http://kb.mailchimp.com/lists/groups-and-segments/add-groups-to-a-list


Creating Your List❖ Choose Lists from your MailChimp dashboard❖ Click the Create List button in the upper

righthand corner.❖ On the List details page, you can choose a name❖ Set the default From name and email address❖ Write a short subscribers remind – how and why

they’re receiving email from you.❖ When you’re finished, click Save.



No Subscribers Yet? No Problem!

❖ MailChimp can automatically generate a signup form for your list, which you can easily:❖ customize❖ share❖ post on your website❖ add to your Facebook page


http://kb.mailchimp.com/lists/signup-forms/create-signup-forms-and-response-emails

http://kb.mailchimp.com/lists/signup-forms/share-your-signup-form

http://kb.mailchimp.com/lists/signup-forms/add-a-signup-form-to-your-website

http://kb.mailchimp.com/integrations/facebook/add-a-signup-form-to-your-facebook-page


Subscription Forms

❖ MailChimp offers the ability to easily customize subscription form options ❖ Gather to segment your list ❖ Forms require double opt-in❖ For more information about the double opt-in


http://kb.mailchimp.com/lists/signup-forms/the-double-opt-in-process


Importing Your eMail List❖ Importing a list of contacts or subscribers who

have opted-in to receiving email:❖ Uploading a CSV or tab delimited text file❖ Copying and pasting your list from Excel❖ Importing contacts from your

Mac Address Book❖ Import directly from a third-party application

or program—like Salesforce, Google Docs, or Highrise


http://kb.mailchimp.com/lists/growth/use-mailchimp-import-to-export-contacts-from-your-mac

http://connect.mailchimp.com/


Building and Customizing Signup Forms

❖ MailChimp automatically generates a series of signup forms and response emails

❖ The Create forms page has tools to customize: ❖ Unsubscribe sequence, ❖ Update profile sequence❖ Double opt-in process



Signup forms❖ Steps for creating and designing forms in MailChimp:

❖ Embedded forms - Generate code that can be embedded on your website

❖ Subscriber popup form - a signup form in a popup on your website

❖ Form integrations - ntegrations with Wufoo, CoffeeCup, Twitter, WordPress, and Squarespace

❖ Facebook form - Add a signup form to your Facebook page.

❖ Tablet form - Collect signups in store or at events with Chimpadeedoo for iPad or Android tablets


http://kb.mailchimp.com/lists/signup-forms/add-a-signup-form-to-your-website#Embed-Form-options

http://eepurl.com/94dz9

http://kb.mailchimp.com/mobile/chimpadeedoo-for-ipad

http://kb.mailchimp.com/mobile/chimpadeedoo-for-android


Build it

❖ To build your signup form and begin customizing:

❖ Navigate to the Lists page.❖ Select the appropriate list.❖ click Signup forms, then General forms.❖ Click the Build it tab.



Build It❖ Default fields: Email address, First name, and

Last name. Imported lists cab containing additional fields

❖ Add a field tab on the right side of the page❖ Customize field text and set default merge field

values❖ Click Save & Exit to save all changes to your

form



Adding an Extra Security to Form

❖ Preventing spam bots from adding email addresses to your list:❖ Check the Protect your signup form with

reCAPTCHA❖ A Google reCAPTCHA box that says "I'm not a

robot." will be included on your signup form


https://www.google.com/recaptcha/intro/index.html


Design It❖ Choose the colors, styles, and fonts❖ Style changes are made universally and not form

by form ❖ MailChimp applies changes to each of the

other forms and response emails for your list❖ Use the MailChip Knowledge Base for tips on

customizing the look and feel of your list forms and response emails.


http://kb.mailchimp.com/


Translate It

❖ Translate it tab enables or customized translations in any of MailChimp's 40+ supported languages


http://kb.mailchimp.com/lists/signup-forms/translate-signup-forms-and-emails


Creating Templates and Campaigns

❖ Once your list and forms are set up, you’re ready to start building an email message to send out to your subscribers

❖ MailChimp refers eMail messages you design and send to your subscribers a “Campaign”

❖ Each campaign is built using a preset layout called a “template”



Creating or Importing a Custom Templates

❖ You can import your own templates or create custom coded templates for design or branding needs

❖ Templates you create are found under the Saved Templates tab

❖ To customize templates you will need to use the MailChimp Template Language


http://eepurl.com/hcJp

http://templates.mailchimp.com/getting-started/template-language/


Creating a MailChip Campaign

❖ Variety of basic email layouts you can customize easily

❖ Many layouts use a drag and drop editor ❖ You can save your design as a template for

future campaigns



Creating Campaigns

❖ Regular Campaigns❖ Plain-Text Campaigns❖ A/B Testing Campaigns❖ RSS-Driven Campaigns❖ You can create a series of automated emails with

MailChimp's Automation features



Regular Campaigns❖ Recipients:❖ Determine which subscribers will receive the

campaign. ❖ You can choose to send it to the entire list ❖ Segmentation tool targets list

❖ subscriber data, campaign or e-commerce activity, group membership, manual selection, other


http://kb.mailchimp.com/segments/common-segmentation-combinations


Campaign Setup

❖ Choose a name (not visible to the recipient)❖ Email subject ❖ From name❖ From email address



Tracking Options

❖ add Google Analytics tracking to track clicks from your campaigns all the way to purchases on your website

❖ If you want to track purchases, you'll want to be sure Google Analytics is set up to track conversions



Merge tags❖ Merge tags personalize response emails, automation

workflows, and regular campaigns.❖ Merge tags pull personalized or dynamic data from your list

to:❖ Greet each subscriber by their first name in the email❖ Populate RSS or social media information❖ Translate content in a campaign❖ Populate unique coupon codes / links for each subscriber❖ Include/exclude content within each email based on a

subscriber’s profile information



Merge tag Resources

❖ Getting Started with Merge Tags❖ All the Merge Tags Cheat Sheet❖ How Conditional (or Smart) Merge Tags Work❖ Smart Merge Tags and Groups❖ Troubleshooting Merge Tags


http://eepurl.com/cjSwb

http://eepurl.com/cBqRg

http://kb.mailchimp.com/merge-tags/smart/how-conditional-or-smart-merge-tags-work

http://eepurl.com/BZv3

http://eepurl.com/hcrI


Preview and Test Your Campaign

❖ Use Preview Mode to see how your campaign will render on desktop and mobile environments.

❖ If you're using merge tags in your campaign — they're replaced with placeholder text

❖ Placeholders let you know that the merge tags will be replaced with subscriber-specific information when you send the campaign

❖ You can preview subscriber-specific information before a campaign is sent


mailto:http://eepurl.com/hcHX?subject=



❖ Send test emails to any email address ❖ Preview the mobile version of your campaign

directly from your mobile device❖ Use the Link Checker to make sure that all links

in your campaign are valid❖ Set up Social Cards* for your campaign.




❖ Inbox Inspector❖ Automates the testing and renders campaign as they

will appear across multiple email clients❖ Can also run spam filter checks on the content to

help identify potential red flags in your campaign❖ Is free for all users with monthly paid accounts—up

to 25 inspections can be run each week at no cost. ❖ Users with free and pay-as-you-go plans can

purchase a single Inbox Inspection for $3


http://eepurl.com/gOOb


Sending Your Campaign❖ Confirm is the final the step of the campaign building

process❖ Scan the campaign to verify that all previous steps

properly completed❖ Confirm will alert you to anything that might need

your attention before sending❖ You can preview both the HTML and plain-text

version❖ Run a final Inbox Inspection, or send one last test

email to make sure everything is just right



Pushing SEND❖ Send the campaign immediately or to schedule it

for a specific date and time❖ Paid accounts have 3 additional scheduling

options:❖ Send Time Optimization❖ Timewarp❖ Batch Delivery


http://kb.mailchimp.com/delivery/deliverability-research/find-your-best-sending-time

http://kb.mailchimp.com/campaigns/confirmation-and-sending/use-timewarp-to-optimize-sending-by-time-zone

http://kb.mailchimp.com/campaigns/confirmation-and-sending/schedule-batch-delivery


Avoiding Spam Filters / Junk Files

❖ Learn how spam filters think❖ Spam filters look at a long list of criteria to

decide whether or not your email is junk❖ SPAM criteria grows/adapts as spam filters

learn more every time someone clicks the Mark as spam in their email client

❖ MailChimp has a dedicated guide - How to Avoid Spam Filters


http://mailchimp.com/resources/guides/how-to-avoid-spam-filters/html/


Common Mistakes❖ Lists: Sending to inactive, stale, or non-permission-

based lists❖ Formatting: ALL CAPS, crazy colors, and too !!!

many !!!exclamation !!! points !!!!❖ Content: Anything about getting money, paying less

money, or money-back guarantees❖ Code: Sloppy code, extra tags, code pulled in from

Microsoft Word❖ Images: Too many images, or one single image with

no text



Mail Chimp Reports

❖ Help you analyze the performance of your campaign

❖ Provide insights for future campaigns❖ MailChimp Mobile give you access from your

mobile device❖ manage lists, add subscribers, send

campaigns, view your reports



Understanding MailChimp Reports

❖ Overview gives you at-a-glance information about your campaign ❖ opens, clicks, social engagement,

unsubscribes, and bounces


http://kb.mailchimp.com/reports/about-open-tracking

http://kb.mailchimp.com/reports/about-click-tracking



❖ Activity menu❖ View or export recipients that interacted with

your campaign in a specific way❖ View all subscribers who received, opened,

didn’t open, or clicked a link in your campaign ❖ See which addresses bounced, unsubscribed,

or even filed an abuse complaint




❖ Links gives you a better idea of how well each tracked link within a campaign performed❖ Find a list of all tracked URLs from the

campaign❖ The number of total and unique clicks for each

one❖ Populate a click map to give you a visual

representation of how each link performed




❖ Social reveals who has:❖ liked your campaign on Facebook❖ provides a list of the top influencers and

referrers❖ displays a map of clicks from around the globe

❖ Keep in mind you’ll need integrate your account with Facebook



Questions?


Mailchimp Email Marketing

Small Business & Entrepreneurship

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