Email is a great place to start. Email marketing still leads the pack with the top return on investment of any digital marketing channel.
You own your list, unlike social or search where access to your audience is controlled by big companies like Facebook or Google.
Learning how to use MailChimp is a challenge for a beginner. Over 10 million businesses send emails using MailChimp, but the vast majority do not take advantage of all that it has to offer.
This post will highlight key MailChimp tips to improve 5 email statistics including subscribers, new subscribers, unsubscribes, opens and click-throughs.
1. Existing subscribers
Your list is your core asset so growing the number of quality subscribers is vital.
Grouping your subscribers into segments and targeting these segments can increase open rates by 14% and click-through rates by 15% because you are able to deliver more relevant emails.
Segmentation is easy to do in MailChimp as shown in this video.
a. Demographic segmentation
According to MailChimp, using demographic factors like customer type, zip code, and job title led to 19% higher open rates and 21% greater click-through rates than average.
b. Activity-based segmentation
Activity-based segmentation also generates results. Targeting recipients who signed up within the last x days or those who signed up since the last campaign was sent increased open rates by 12% and 11%.
Check out all the segmentation statistics from MailChimp’s research here.
c. Other segmentation research
eMarketer surveyed marketers and found the segmenting using demographics, purchase history, and organization function were most effective. They also found that segmenting by open and click through rates allows you to target your most engaged recipients with special offers or content.
20% of sales come from recipients that have been inactive for 6 months or more so special offers for inactives can effective also.
eMarketer also asked marketers about the impact of segmentation. Lots of good news here.
2. New subscribers
Prioritization is vital when you have limited time. Marketing Sherpa did this really useful study on the best way to grow your list.
Getting sign ups during purchase or when downloading led the way. Webinars and events proved to be the next most effective way.
MailChimp identified the need to collect email addresses offline and developed their Mobile sign up app Chimpadeedoo so you can take sign ups on your iPad or Android tablet online or even without internet access.
The effectiveness of your sign-up form is critical.
Here’s a great article with 14 things to do to improve your sign up form based on testing. Here’s the first 3 tips.
Top 3 Ways to Get Better Results from Your Sign Up Form
- Keep it short
Less is more. It’s simple. Shoot for two. Fewer fields = more conversions.
- Sell the form
A lead magnet like a free download helps. Use a call-to-action focus on value.
- Social proof
You need to build trust. A testimonial for a current subscriber is one option
Want to see a great example of a sign up form?
Here’s an example of a sign up form from digital marketing guru Neil Patel.
Monitoring unsubscribe rates give you a sense of how closely your content is lining up with what the recipient thought that they were signing up from. Quality list growth is the priority.
a. Double opt-in
Double opt-in is “built in” to MailChimp. This means that the recipient receives an email after they subscribe to confirm that they want to sign up for the email list. MailChimp studies show a 70% increase in open and multiple opens for list that use double opt-in and a 114% increase in click-throughs. Unsubscribes are halved. Here’s an overview of how to set up the double opt-in process.
MailChimp includes an unsubscribe survey. This is useful to help find out the reasons why your recipients are unsubscribing.
Getting a recipient to open an email is the first step towards email marketing success. Here are some top factors that impact open rates.
a. Subject line copy
33% of recipients open emails based on the subject line alone. Effective subject lines are part art and part science. For example, Marketing Sherpa tested these creative and clear subject lines to see which performed the best.
AWeber’s AWesome Anthony A.
Getting Earth-Friendly Beyond Email
Threadless’ Frequency Alert: Hot or Not?
Grow Your Email List 99% Faster: How One Site Did It
43 Free Animated GIFs For Your Email Campaign
Email Timing: A Look At 6 Marketers
Clear subject lines got the best results by a large margin.
Other techniques to improve opens include:
Research shows specific power words get results. Some examples below.
- “Invitation” and “Announcement”
- “Urgent” and “Breaking”
- “You” and “We”
- “Thank You”
b. Subject line length
Keeping the subject line short (50 characters is a good target)
MailChimp studies show sending Tuesday through Thursday around 4 PM get the best open rates. You can also use MailChimp’s send optimization tool.
The recipient sees the sender when they are scanning their inbox. Send the email from a real person using a “Name at Company” format.
5. Click throughs
Time to start working on click through rates now we have the open rate humming. Some factors to consider.
a. Mobile responsive emails
Over 50% of people open the emails on a mobile device and 75% delete it if it is not easy to read. MailChimp offers mobile responsive templates so definitely use them.
b. Font size
MailChimp recommends a minimum 16 pt font to make sure that usability is good for mobile.
Clickthrough tend to be highest when emails are sent early in the morning.
d. 1 call-to-action
Focus the reader on one thing that they need to do.
55% of people only spend 15 seconds reading an email. That gives you around 50 words to get their attention so put your best material at the top of the email.
f. Use the P.S.
The P.S. gives you another chance to add a call-to-action link in the email.
g. Content layout
Nora from Customer.io created this great visual showing how a story is told using an email.
Bonus Tips “How to Use MailChimp” tips
- See what MailChimp has to say
Take a look at MailChimp’s guide on How to use MailChimp.
A lot of this advice is based on best practices. Your results may be different. MailChimp found that customers who used their A/B testing tools got a 17% increase in click through rates. Worth the effort.
- Use dedicated landing pages
Landing pages that match the email offer increase conversions 50%. Landing pages are a one-page web page detailing the offer with a way to accept the offer. Here’s an overview on how what is needed for an effective landing page for your email.
- Explore marketing automation
Marketing automation done right can triple your growth with just a bit of set up. It is built-in with MailChimp. Check out our post on how to set up this digital marketing system.
- Think integrated digital marketing campaign
Email is just one channel. Your efforts will be more effective if you create a campaign. Good news. We’ve written a detailed guide to creating a digital marketing campaign.
- Grab our digital marketing checklist
It is some times hard to stay on track with your digital marketing strategy. We have put together a digital marketing checklist to give you an overall prioritized process. You have print the checklist and keep it on your desk.