MANAGING YOUR EMAIL MARKETING CAMPAIGNS

Email marketing is essential for the success of your business. But with a huge array of email marketing services available, how do you choose the right one for you?

There are a number of options available for your business when it comes to email marketing. Some web platforms, such as Business Catalyst, come integrated with an email marketing system. allowing you to centralise your website management and email marketing in one location. Others, like Squarespace do not.

Each system has its own advantages and disadvantages, and ultimately it’s up to you to decide what features you will benefit from and what ones you can make do without. To help make the decision making process easier for you, here’s a quick overview of one such system, MailChimp, and a run down of what it can do for you.

WHAT IS MAILCHIMP ?

MailChimp is a prime example of an innovative email marketing service that continues to develop and improve its functions for users.
Since its launch in 2001, MailChimp has been used to manage email marketing campaigns, mailing lists and newsletters.

WHAT CAN MAILCHIMP DO ?

Automation

MailChimp provides complex email marketing automation. Campaigns can be set to automatically follow up with customers after a purchase.

Simplify Segmentation

MailChimp can help you segment your mail lists  to group similar customers or to discover new groups of customers. These lists can then be targeted through a campaign or one off emails. Our Digital Strategist and co-founder, Leanne O’Sullivan, has gone into greater depth in regards to segmentation in this post

Integration

MailChimp offers integration with more than 30 apps and services such as Google, Facebook and  squarespace (if you’re a Squarespace user you definitely have to check out MailChimp).

Automated advice and Spam prevention

MailChimp will inform you if your campaign is missing something critical or if your campaign might be perceived as spam.  This allows your campaigns to be cleaner and more effective in the long run and will prevent you from accumulating unsubscribers.

Inbox preview  and Mobile friendly pre-built templates

Email templates that work for mobile devices are extremely important.  MailChimp offers responsive mobile friendly templates along with a feature that allows you see how your campaign will appear in differing email servers. However, this is a paid feature and doesn’t come with the free version of MailChimp, but is definitely worth paying for.

Cons

While I’ve been singing the praises of MailChimp, like everything, there are a few negative aspects…
MailChimp templates, although already made, can appear to be basic which could not hit the nail on the head of your business’ brand and image.
Even though you can import as many contacts as you like, if you get a lot of unsubscriptions or spam complaints after sending a campaign your account can be suspended and/or cancelled
Although you can register to take part in MailChimp Experts programme (if you design campaigns for clients) you can’t manage them via the single interface or change their billing plans, like in Campaign Monitor

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