Mailchimp expert, Jo Lees shares her top tips on making your newsletter content effective and creating an email newsletter that your customers will look forward to receiving. You'll find out how to: Create content to drive people to your website Segment your customers to send targeted and relevant email newsletters Re-market to customers based on their previous email clicks and website visits.

2. Let’s cover the things
you might be worrying
about first…
 Why do I need an Email Newsletter?
 Why use Mailchimp for my email
newsletter and not my email
program
 Do people even want to receive a
monthly email newsletter from me?
 What on earth should I write about
in my newsletter?

3. Why You Need an
Email Newsletter
 Send your customers a personal message
 Add value to your product with ‘expert’
information and tips
 Drive traffic to your website
 Give your company a face and a
personality
 Get your name in from of customers
regularly
 Make customers feel special
 Cement your company as ‘the expert’ in
your field
 Invite comments, feedback and
suggestions
 Makes it easy for people to spread your
news
 Create a loyal database receptive to
your next big thing
A website is great for bringing
in new enquiries and first-
time sales but what about
repeat visitors and existing
customers?

4. Why Use MailChimp for
your Email Newsletter?
 Database Management and Segmentation
 Drag and drop campaign design (Desktop and mobile version)
 Custom signup forms
 Autoresponders with date based or action based triggers
 Analytics reports
 Intergrations

5. Worried
clients won’t
want to
receive an
email
newsletter
from you once
a month?
If you write well-researched, helpful content about topics your customers
want to know more about, your newsletter will reinforce your brand and
engage your customers.

6. Not sure what to write?
What are you an expert in and how can that expertise
help your customers (and bring you more business)?
No one wants to know that you’re drinking a
new blend of coffee in the staff room (unless
you sell coffee) but most people do want your
expert advice…
 to help them make the right decisions
 to buy the right products
 to use the products they have in the right way
 to expand on their knowledge and skills
http://wpwebsites.co.nz/email-newsletter-
content-ideas/

7. YOUR
BUSINESS
It’s all about you!

8. Start on your website
If you add content to your website first, then link to it
in your newsletter, you receive benefits…
 Your news posts add fresh content to your website
so Google will index your website more often
 Newsletter subscribers have to click through to
your website to read articles where they are then
exposed to your products and services
 Your new posts bring in traffic under new search
phrases and continue to do so forever

10. Top tips to drive
customers to your
website
1. Only include one paragraph of
each article, tip, news item
2. Include an eye catching photo
with each snippet
3. Include a compelling heading
with each snippet
4. Include a clear ‘call to action’
with each snippet

11. Break up
sections with
a different
style on each
content block
Full width photos,
different numbers of
columns, video blocks,
call to action buttons,
social share buttons,
dividers, boxed text etc

13. Use my 1/3 Expert Advice, 2/3 Selling Rule
Expert article snippet at the top, then your products
relevant to the article after that…

14.  Make sure
everything is
clickable
 Always send people
direct to the info
you’re promoting
 Large image at the
top of the
newsletter
 Add a personal
message at the top
of each newsletter
 Spend time on your
graphics

15. You don’t have to write anything…
Try a Snap campaign
via your phone or a
Pinterest campaign
https://mailchimp.com/features
/mailchimp-snap/

16. YOUR
CUSTOMERS
The Customer is
Always Right!

17. Segmenting your customer database
will greatly enhance your email
marketing campaigns.
By creating versions of your email marketing campaigns
aimed at specific groups of customers, you will avoid
alienating your customers and get much higher click
through rates and sales from your email newsletters.
http://mailchimp.com/resources/research/effects-of-list-segmentation-on-
email-marketing-stats/

18. What Type of Email Segmentation Works?
The most effective segmentation will vary depending on
your business and target markets.
 Geographical region
 Age Range
 Products/Brands
 Gender
 Product Use
 Device being used

19. Start with Your
Signup Form
This is your starting point.
Add all the fields you need straight away or start small

20. Add form to your website, your Facebook page,
link your online store.  Ask subscribers to update their details

21. Link to your sign up form in emails.
 Have a tablet in
store with signup
form loaded for
people to fill in.
 Have a tablet
open to your
signup form url
or website

22. Plan Different Versions of Your Newsletter
Campaigns
The same
expert article
but different
products
below based
on the brands
you know they
like.

23. Create Completely Different Campaigns for
Different Market Segments
 Existing customers vs
Subscribers only
 Auckland vs Whangarei
 New Zealand vs Overseas

24. YOUR
FUTURE
Personalisation is Key!

25. Remarket to Customers to keep
them engaged
Send customers personalised emails based on their personal info, previous email
clicks and website visits.
Personalise with
Merge Tags

26. Welcome Emails
Use welcome template or
create an autoresponder for
new signups to give people
more ways to get involved

27. Autoresponders
Automated emails which send to certain subscribers based on a trigger.
These emails should keep customers engaged with your product.
E-Commerce
Emails
Send automatic
emails to people who
purchase from your
online shop

28. Birthday
Autoresponders
Send a special voucher or offer to
subscribers on their birthday
Date based emails can also be
used for reminders…
• Renew your subscription
• Book in for a service
• Remember your Dad’s birthday

29. Make your newsletter look good when shared
http://wpwebsites.co.nz/mailchimp-social-cards-newsletter-sharing/

30. Make it easy for people to spread your news
 “Forward this email to a friend”, twitter, facebook etc

31. Want to know more about Mailchimp?
Read Mailchimp articles on my website – www.creativewebideas.co.nz

32. Buy my Mailchimp
E-Newsletter Guide...
http://wpwebsites.co.nz/mailchimp-e-
newsletter-guide/
 Learn how to build
your own email
newsletter and
manage your
customer database
using Mailchimp’s
online software.

33. Sign up to my email newsletter

34. Win one of 3 ideas cards!
Free one hour consultation.