Campaign Basics in Mailchimp

Name: Campaign Basics in Mailchimp
Author: Katie Layman

Learn to setup a Mailchimp account, manage the dashboard, and import contacts.

Preview the first lesson free — get full access to all 3 lessons.

Course: On-Demand

Hello, my name is Katie Layman, and in these lessons you will learn how to set up your email campaigns including evaluating your campaigns, creating a new email campaign and setting up AB testing for campaigns. In this lesson, I will show you how to evaluate your MailChimp campaign. In the MailChimp dashboard, go to the Campaign section and click on All Campaigns. I recently designed an end of year clearance shoe special campaign. It was sent out to two people and MailChimp will show you that it was sent. If it wasn't sent successfully, it will say processing here with a gray oval. One open and one click. It will tell you the number of opens and number of clicks and this is that one person opened it. In this detail report, you will see that one person clicked multiple times on it. Say View Report and you will see that there are two recipients. The audience went to my Katie Test emails. Subject was end of year clearance sale. It shows you when it was delivered. You have options to view the email again, to download it, print it, or share it with a link. The total number of successful deliveries was to two people on my list, so it was 100% successful. If it bounced or was unsuccessful, you would also see that in the report. The total number of opens was one, and if I click on view, you will see that it went to my email address. Last opened was the last person just opened it at 7:58 PM. Was it forwarded to anybody? The clicks per unique open is 100% because out of the two people I sent it to, one person opened and that same person clicked on a link. And you can dive down into which link was clicked on. I put in an amazon.com link and that way you can see, you know, which of your social media links, or if you have independent links within your email, which ones were clicked on and when it was last clicked and if anybody reported it as spam or abuse. The orders. Average order revenue and total revenue are helpful if you had an email that resulted in an order and you have a MailChimp store, you would be inputting this information to keep track of the average order totals minus shipping fees and taxes as well as your revenue. A nice new feature in MailChimp is the content optimizer which is with the standard plan. And we're currently on the essentials plan so we'll get an slight overview of this optimizer section but not the full detailed view. And this is very helpful because it analyzes your email for skimability, text and visuals, links and CTAs and typography. So it said, we analyzed your email content and have three suggestions for improvement to try next time. And this is based off of when I initially set up my account, I selected Creative Services Agency as my industry and that my objective for emails was to sell products. So you can choose different objectives for your emails and it will help you analyze how well they're doing based on these reports. Now their suggestion is to add more links to the next email campaign to drive results because I have out of the five total links, three of them are social media and two are CTAs. So to add a few more links makes it a little more clickable and people will be more engaged with my campaigns. Setting up a good marketing campaign means first determining your goals and objectives. It's really important to know what would you like to do? Are you looking to sell products? Are you looking to share news? Are you looking to engage more with your audience and increase your click rates? And what is your strategy for going about doing that? Are you going to include videos or more product photos or links where they can click and receive download a free report? What are some of the CTAs that are going to grab their attention? So all of these are great considerations when you are developing a campaign and they help with your evaluation of the campaign because you can see if the different marketing strategies and objectives are working. So the KPIs, which are key performance indicators, are the open rate and the click rate. Those are the main two indicators that allow you to see how well the campaign has been performing. Also, the bounce rates, because you don't want bounces to be high, and that means that people are not receiving your emails. They're not as deliverable. A hard bounce indicates that the email was not a working email and a soft bounce could mean that it just didn't get through the server that time or the inbox was full. Now unsubscribes are when somebody sees it and immediately unsubscribes. They don't wanna receive your emails anymore. So you're trying to keep that number down lower. And spam score means that they could report it as spam and you don't want your emails to look too much like spam. So make sure that it's more conversational and that it doesn't include too much of a salesy pitch. Like mine's close to a sales-y pitch here with end of your clearance shoe specials. But for people who do like to purchase shoes at the end of the year, this will be an enticing subject line for them. So that is how you evaluate your campaigns. You can do it right in this campaign section and looking right at this report, very easy to click on View Report and see all the statistics in here. If you had bounces, they would be located right here and unsubscribes would be located up in this box as well. Thanks for watching. Stay tuned for the next lesson where I will show you how to create a new campaign in MailChimp.

Beginner Provider : Katie Layman 3 Lessons · 25m in Arabic, German, English, Spanish, French, Portuguese, Chinese

Course Description

Mailchimp has a number of tools to help you design marketing materials. You can work from existing templates or create a new one. With featured templates and themes, as well as an objective for your campaign, you will be able to successfully set up a new email marketing campaign for your contacts. Learn how to use Mailchimp to sell products, keep prospects informed, or create an invite to an event. There are specific featured templates to use with button and link messaging that tailor messages to your needs. A campaign overview provides important analytical data, such as click and open rates, to determine how effective a campaign was.

In this course, you will learn how to create new campaigns, evaluate existing campaigns, and set up an A/B testing campaign in Mailchimp. Being able to test subject lines, the sender name, and different times of the day helps you to figure out the optimal combination for that specific email marketing campaign. Evaluating the open rates and click rates for campaigns ensures that a future campaign is more likely to grow your audience reach. Mailchimp provides the tools and statistics for campaigns that work efficiently.

What You'll Learn

Create new email marketing campaigns in Mailchimp using existing or new templates
Evaluate current campaigns using analytical data such as click and open rates
Set up an A/B testing campaign to test subject lines, sender name, and send times
Use featured templates and themes with button and link messaging to tailor messages
Assess campaign results to determine how effective a campaign was
Improve campaigns to grow your audience reach

Key Takeaways

Mailchimp provides tools to design marketing materials by working from existing templates or creating a new one.
Mailchimp can be used to sell products, keep prospects informed, or create an invite to an event.
A campaign overview provides analytical data such as click and open rates to determine how effective a campaign was.
A/B testing lets you test subject lines, the sender name, and different times of day to find the optimal combination for a campaign.
Evaluating open rates and click rates helps make a future campaign more likely to grow your audience reach.

Frequently Asked Questions

What will I learn in this course?

You will learn how to create new campaigns, evaluate existing campaigns, and set up an A/B testing campaign in Mailchimp.

What can I use Mailchimp campaigns for?

You can use Mailchimp to sell products, keep prospects informed, or create an invite to an event.

What does A/B testing in Mailchimp let me test?

A/B testing helps you test subject lines, the sender name, and different times of the day to figure out the optimal combination for a specific email marketing campaign.

How do I measure whether a campaign was effective?

A campaign overview provides analytical data such as click and open rates to determine how effective a campaign was.

What skills does this course cover?

The course covers Advertising Campaigns, Advertising Mail, Campaign Advertising, Campaign Management, Email Marketing, and Mailchimp.