1.
MailChimp Best Practices
Gary Eckstein, OrganicWeb, www.organicweb.com.au

2.
2
Public And Corporate
MailChimp Training
By
Gary
www.organicweb.com.au

3.
MailChimp Terminology
○ Open Rate: The open rate is a percentage that tells you how many successfully delivered campaigns were
opened by subscribers.
○ Click Rate: The click rate is a percentage that tells you how many successfully delivered campaigns registered
at least one click.
○ List: A list is a container of your subscribers.
○ Campaign: A campaign is the email message sent to a list or a segment of a list. A campaign is sent to all
recipients at the same time.
○ Automation (Ongoing Campaign): Preconfigured email message/s based on an ongoing workflow where
individual subscribers are sent email messages based on an event (e.g. their birthday).
○ Segment: A filter of your list so that you may target contacts with specific interests.
3

4.
How MailChimp
‘Fits Together’
This diagram illustrates the three
distinct sections of MailChimp and the
primary data input into each section.
4
List
Report
Campaign
← List/Segment
← Design
← Content
← Template
← Contacts
← Data
← Campaign
performance
Feedback

5.
One List!
Aim to have one list only. Segment your list to target your message to
subscribers with similar interests, needs or wants.
5

6.
Three Common MailChimp Issues Solutions
6
It’s simple
MailChimp is great for email
marketing. That’s what it does
(really well).
MailChimp is not a CRM; it is an
easy to use email marketing
platform. That’s it!
Templates
Custom templates cause
problems. It takes minutes to
create a campaign using a
MailChimp provided template.
Create your first campaign from a
MailChimp template. For future
campaigns merely replicate a
campaign you’ve previously sent
Images
If your images are stretching then
it’s likely that the image has been
added to a Text content block.
Text content blocks are for text
and image content blocks are for
images.

7.
Elements of a Campaign
Logo (image)
Headline
Image
Summary text
Call to action (CTA)
Secondary CTA
Video
Footer
7

8.
Influences of
Successful Email
Marketing
This graphic shows how campaign
opens, clicks and delivery are
intertwined in addition to the primary
influences of each action.
8
More
messages
delivered
More
opens
More
clicks
☑ From name
☑ Subject line
☑ Preview text
☑ High engagement
☑ Authentication
☑ Quality content
☑ Headline
☑ Call to action
☑ Personalisation & segmentation
☑ Design

9.
Nine Tips for Email Marketing Success
9
Keep it simple
You know you contacts. Send
them what they want to receive
from you. Keep it short, simple
and don’t make them work to
understand your message.
Send frequency
Try to get a balance between
sending frequently enough but not
appearing ‘spammy’. Mixing up
sales with informational
campaigns can help.
A few good images
Images, if included, should
complement the message and
action you want the recipient to
take. Images must be a minimum
of 600px wide.
Less is more
Your campaign is just a teaser.
The aim is to get your recipients to
want to read more.
Just ONE thing
What is the most important item
on your campaign? That item
should be at the top with a big call
to action button.
Send at the right time
People mostly open messages
within the first hour of receiving.
Send your campaign when
recipients are in the right ‘frame of
mind’ to act upon your message.
Segment & personalise
Segmentation and personalisation
lead to more sales. Enough said!
A good subject line
A subject line should be a few
words that describe the benefit of
the contact reading the campaign.
Apply learning
Links -> Click Map in a report tells
us if we are sending the right
content and if our design and
content order can be improved.

10.
Want great results
from MailChimp?
Public and corporate
training
By
OrganicWeb
Gary Eckstein
gary@organicweb.com.au
www.organicweb.com.au
10CC BY-NC-SA 4.0