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Mailchimp

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Email Marketing is a highly effective way to reach users. During this webinar, we will explore the free email marketing service - Mailchimp. We will discuss how to use Mailchimp to bring email marketing to your library. We will focus on:
- How to develop Email Marketing Lists
- The Dos and Don'ts of Effective Email Marketing
- Creating Effective Templates
- Advanced Features and Usage for Mailchimp
- Statistics

Publié dans : Marketing
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Mailchimp

  1. 1. MAILCHIMP Effective Email Marketing
  2. 2. AGENDA Mailchimp How to develop Email Marketing Lists The Dos and Don'ts of Effective Email Marketing Creating Effective Templates Statistics Tips & Tricks
  3. 3. WHY EMAIL?
  4. 4. BENEFITS TO EMAIL MARKETING • Reach users on mobile • Easy way to reach users • Social Media can be hit and miss • Can be highly personalized to the user • Its inexpensive • Easy way to spread the word More at: http://goo.gl/8EaPw6
  5. 5. MAILCHIMP
  6. 6. MAILCHIMP • Templates • Save and Reuse Campaigns • 2,000 subscribers for free • Reporting • Asynchronous Support • A/B Testing Great Article Comparing MailChimp & Constant C http://goo.gl/p0AJJn
  7. 7. TOUR MAILCHIMP • Managing Subscribers • Groups • Creating a Campaign • Managing a Campaign • Integrations • Statistics
  8. 8. SENDING TO A GROUP
  9. 9. CREATE YOUR CAMPAIGN Note: Create a template, that can be saved – and reused for multiple campaigns. • Creates a polished consistent look • Saves time in the long run
  10. 10. 1 2 3 4 5 6 Tip: Pictures make the email. Make the image count
  11. 11. Almost always needs edits
  12. 12. CONNECT YOUR CAMPAIGN TO SOCIAL MEDIA
  13. 13. HAPPY?? • Save and come back later • Send a Test. Preview on: • Desktop • More than 1 browser • Different Email Services • Mobile • Tablet • Schedule for optimal time
  14. 14. ALTERNATIVES TO MAILCHIMP • Constant Contact • Mad Mimi • Campaigner • Vertical Response (Free up to 1000 contacts) Handy Chart Comparing Services: http://goo.gl/O4w28L
  15. 15. HOW TO DEVELOP EMAIL MARKETING LISTS
  16. 16. COLLECTING EMAIL New Users Program Attendees Sign Up Sheets Website Catalog Signature Line of out-going emails Include forward-to-a-friend links Ask at the end of transactions (WOMM) More ideas: http://goo.gl/2VEqjk
  17. 17. COLLECTING VIA THE WEB • Use a Pop-Up/Form on your site: SumoMe, Bloom • Embed code-snippet from your email marketing software • Use “Call to Actions” in Social Media Add Mailchimp Code Snippets: http://goo.gl/YGrfqX
  18. 18. THE DOS AND DON'TS OF EFFECTIVE EMAIL MARKETING
  19. 19. TYPES OF EMAIL CAMPAIGNS
  20. 20. WELCOME EMAIL: FIRST IMPRESSIONS COUNT • Monthly send new members a welcome email • Links to services • Locations
  21. 21. NEWSLETTERS Regularly scheduled Summarize the period until the next newsletter Helps create a relationship with current users. Tip! “Newsletters should be 90% educational, 10% promotional” - Source HubSpot
  22. 22. DEDICATED EMAILS Target a specific user group Have ONE call to action/one news item Highly shareable
  23. 23. TRANSACTIONAL EMAILS Occurs after the event, for example. “Thanks for Attending Today’s Library Tour – here are some pictures we took, see you next week” Creates a “personal touch” More on types http://goo.gl/RAzdsF
  24. 24. INCREASE CIRCULATION & BRING BACK USERS  After a year, you go to “inactive” status and begin getting emails saying the library misses you  Create welcome & feature emails Full Story: http://goo.gl/wJtcKZ
  25. 25. 90% EDUCATIONAL 10% PROMOTIONAL More @ http://goo.gl/HMKZfY
  26. 26. HAVE ONE PRIMARY CTA EVERYTHING SHOULD NOT BE IN EVERY NEWSLETTER
  27. 27. HAVE A CONSISTENT LOOK & FEEL
  28. 28. BEFORE YOU SEND… ASK SO WHAT? Why does this matter to your user? Why should it
  29. 29. PROOFREAD PROOFREAD PROOFREAD
  30. 30. BE USEFUL... IT IS WHAT WE DO
  31. 31. 3 KEYS TO A GREAT FIRST IMPRESSION: Subject Line Email Preview Call to Action
  32. 32. CREATING EFFECTIVE TEMPLATES
  33. 33. VISUAL IS QUEEN Facts @ Visual Marketing*: • Brain processes visual information 60,000x faster • Visual content makes up 93% of communication. • Generate up to 94% more views • 37% increase in engagement • 40% of users online will provide more favorable responses visual rather than text-based content. Source: HubSpot http://goo.gl/W4fbTw
  34. 34. THINK MOBILE BE CLEAR BE CONCISE Visual One Column Use Preview Mode when developing
  35. 35. PERSONALIZE EMAILS Add People’s First Name (using a merge field) Use Groups Create a personal tone/voice
  36. 36. VIDEO • 73% of consumers are more likely to make a purchase after viewing an online video • 96% of consumers find video useful when buying online. • By 2017, video will account for 69% of all consumer internet traffic • If a picture paints 1,000 words then one minute of video is worth 1.8 million, so say Forrester's researchers. Sources: http://goo.gl/QJ4Q http://goo.gl/qNb2kk
  37. 37. STATISTICS
  38. 38. WHAT NUMBERS TO FOLLOW? ITS EFFECTIVE • Open Rate (Ave. 30-35%) • Click Rate (Ave. 6-7%) • Subscribers • Forward Rate ITS NOT WORKING • Unsubscribes • Bounces (ave under 5%)
  39. 39. VIEWING THE REPORT who & what
  40. 40. TRACKING ENGAGEMENT Positive: open/clicks – help with your email “reputation” Note these types of subscribers with a member rating of three or higher. Negative: deletes/doesn’t open/unengaged More likely to report you as SPAM More: http://goo.gl/SWgfqa
  41. 41. ADVANCED STATISTICS
  42. 42. TIPS & TRICKS
  43. 43. AVOIDING THE SPAM FOLDER: USE REAL CONTACT INFORMATION Name reply-to address
  44. 44. COMPLETE THE FOOTER FIELDS
  45. 45. AVOIDING THE SPAM FOLDER: TRIGGER WORDS Source: http://goo.gl/XKwP
  46. 46. LIST MANAGEMENT • healthiest email lists are pruned every 6 months, to remove the subscribers who aren't interacting with your content. • Include a “Update Your Profile” link in every email: Update Email Address/Interests Source/More: http://goo.gl/SWgfqa
  47. 47. TIMING EMAILS
  48. 48. WHEN SHOULD YOU SEND EMAIL? • But also consider Wednesday & maybe Sunday • Skip Monday & maybe Friday Tuesday & Thursday are the most popular
  49. 49. HOW MANY EMAILS? Between 1@week and 1@month. The sweet spot? Sixteen to thirty email campaigns a month. The Key is to be regular. A Social Media Schedule will help Sources: http://goo.gl/OIiBZg http://goo.gl/VNWbZe
  50. 50. TIMING: EMAILS • Most subscribers read your email the same day they receive it. • Most of them read it within the first 60 minutes, • After 24 hour, the percent is close to zero. • For events – send 2 – one 3-5 days out and a second the day http://goo.gl/iM4LVS http://goo.gl/PRxDEP
  51. 51. WHAT TIPS/TRICKS WOULD YOU ADD?
  52. 52. QUESTIONS & DISCUSSION
  53. 53. Contact Information: Diana Silveira Novare Library Services diana@novarelibrary.com Slideshare.net/dee987

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