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 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 MailChimp, and a run down of what it can do for you.
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.
MailChimp can do...
MailChimp provides complex email marketing automation. Campaigns can be set to automatically follow up with customers after a purchase.
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 7 ways to Segment Your Customer Data.
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
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.
Mailchimp isn't so great at...
No platform is failproof.
MailChimp templates, although already made, can appear to be basic which may 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.
It does simple email newsletters really well. If you have large lists or complex segmentation, or want to run complex automations, there are better platforms that can fit your purpose.
Are you looking at a Squarespace website?
Find out if it's a fit for you.
If not, it's also important to remember MailChimp is just one of the many email marketing services out there.
ActiveCampaign and Campaign Monitor are also great options with their own pros and cons.
We have used ActiveCampaign for our client, Uncle Pete's Toys, to build a newsletter communication list and tag behaviours of their customers, to learn more about their shopping habits. We have also used it to set up automations, so the sales process is seamless and communication with the customer continues, past the initial sale.
Have a read about some of the work we've done - and let us know if you think we could do the same for you!