Email automation is often at the centre of every successful online marketing campaign today. Most digital marketers use this method to nurture their leads and ultimately convert them into buying prospects.

One of the more popular email marketing tools today is MailChimp. Some of the factors attributed to its success include the incredible level flexibility it offers marketers, features, and overall efficiency.

In this post, we show you how you can get the most out of your marketing campaigns by leveraging MailChimp and other marketing tools.

Let’s dive straight in.

Using MailChimp’s testing and preview features

Testing your emails readability is a critical first step to boosting your conversion rates. Use the MailChimp preview and A/B test tool to see what your target audience responds better to in terms of subject lines, content, email layout, and design. Besides, remember that most readers will open your emails on mobile devices which means you need to ensure they’re properly optimized for mobile. You don’t want to have users ignore your communications or worse still, unsubscribe from your mailing list.

You can also use this tool to monitor your click rates, open rates, and bounce rates for crucial insights on potential areas of improvements. Whenever possible, try to test your campaigns on multiple platforms and browsers before hitting the ‘send’ button. The extra effort will certainly pay off in higher conversions.

Engage your audience

The key to converting leads into customers is to understand what they really want. What motivates them to sign up to your email list? What products are they looking for?

The good thing is that getting this kind of information is in most cases a pretty easy task. You only need to engage and inquire from your audience in an extremely thoughtful manner.

Look at it this way – most customers make and rationalize their buying decisions based on their emotions. With this understanding, you can try to create passionate marketing campaigns that influence their intent to buy your products. A simple way to do this is by creating messages, usually emails or web copies that evoke emotions and logically convince your prospects to make a purchase.

Email targeting and segmentation.

Email targeting and segmentation is one of the most effective strategies that marketers, and especially those in the ecommerce space, can use to make their email campaigns more productive. Numerous studies have shown that segmented campaigns record higher click-through rates than the normal emails. On the other hand, lower conversions and increased number of unsubsriptions are inevitable if you keep sending the same generic emails to your prospects and customers.

Personalisation is obviously important as those in your mailing list have varying needs and are at different stages of the customer acquisition journey. By segmenting your list, you’re able to send relevant offers, products, and special discounts to respective groups.

MailChimp allows you to segment your email list based on several factors including engagement level, behaviour, location, shopping history, persona, gender, and job title.

Write captivating headlines and great content

The subject line is the first thing readers see before deciding on whether to open or discard your email. Emails with intriguing but detailed titles that clearly describe the information inside have a higher open rate.

But that is not all.

After a reader opens the email, it’s important that what they find inside matches the excitement or the promise they saw on its subject line. This is where great email content comes in. Craft your emails in such a way that they invoke emotional responses from your readers. You managed to convince them to open your mail; you cannot afford to lose their attention now by sharing poorly written, long-form emails that are full of typos.

Use clear calls to action

Every email you send out to your list should prompt your reader to take a certain action; this can range from a request to download your latest e-book, check out the latest blog, or just reply to the email for a chat. This is where calls-to-action (CTA) comes in.

For more effective results, keep your CTAs simple and clear, with well-stated steps guiding the reader to your offers or other website content. Also, as a general rule of thumb, avoid including multiple recommendations/CTAs in your emails to increase your chances of converting better.

MailChimp Integration

A simple way to get the best out MailChimp is by using the tool’s integrations directory to connect it to other web services. For example, MailChimp seamlessly integrates with numerous CRMs thereby helping users synchronize customer data, import relevant content, and see how different elements affect their business. This Pipedrive MailChimp Integration is one such powerful combination if you’re looking to automate your email campaign using customer behaviour data collected by Pipedrive CRM.

Other helpful MailChimp integrations include PayPal for secure online payments and MailChimp for Shopify (both which are suitable for e-commerce stores).

Reporting

Beyond analysing email click-through rates, open rates, and bounce rates, MailChimp reporting is another crucial function that helps you understand how to improve your overall email marketing performance. For example, you’re able to see how increased mailing frequency impacts your conversions and sales. Does doubling or tripling the number of emails sent out to your list in a week boost your sales or does it result in more people unsubscribing? This is the information you should be able to unearth from the reports sent to you by MailChimp. Use them to improve and shape the future of your email marketing campaigns.

Putting it all together

Any online marketer looking to enhance their email campaigns should consider adding MailChimp to their arsenal of tools. This is a highly productive tool that can assist you understand your prospect throughout the entire buyer’s journey. Use it to create automated lead nurturing campaigns using the tips we shared in this post.

Remember, you can also increase the tool’s usefulness by integrating it with other relevant tools such as CRMs, ecommerce platforms, and payment gateways.

Do you use MailChimp or any other email marketing software in your online business? We’d love to hear your experience.