Building Custom Email Funnels
Using MailChimp Automation Workflows
Is custom email auto-delivery using MailChimp right for me?
That being said, it’s not for everyone or every company.
- Does the content of each and every email you intend to send hold real value for your audience?
- Is your email domain and MailChimp account in good standing?
- Are you able to identify multiple segments within your email list?
- Do you understand that auto-delivered marketing emails are about building consumer confidence and giving value before asking for a sale?
If you answered yes to all of these questions, custom email auto-delivery using MailChimp may be right for you. Schedule a free 15‑min chat with Frank, and get frank feedback from a pro.
What are common marketing email rookie mistakes I should avoid?
- Failing To Obtain Permission – SPAM – Obtain tangible, confirmable proof that each subscriber gives their permission for you to email them.
- Purchasing email lists – Purchased email lists, while technically legal, are generally of low quality with less than optimal conversion rates. Additionally, purchased lists consistently have much higher SPAM complaint rates which can lead to your email domain being blacklisted.
- Failing To Understand SPAM Filters – Many SPAM filters also trigger on sloppy email code (e.g., imported from MS Word), extra tags, and any IP address from which SPAM has been sent in the past. This is one of the best reasons to use ‘safe’ email service providers (ESPs) like MailChimp.
- Sending To A Stale List – Many subscribers who sign up to receive your marketing emails will eventually forget they’ve done so if you fail to email them frequently enough. Achieving the right marketing email frequency is as much an art as a science. However, a safe number to use is six (6) months. If you haven’t sent to your list in 6 months, you risk much higher bounce, unsubscribe and SPAM-complaint rates. Not to mention significantly lower open and conversion rates.
- Failing To Test Campaigns Before Sending – Failing to test every single campaign before sending is the #1 reason for errors in Automation Workflows. Failing to use a ‘tested’ template is the #2 reason for errors.
- Ignoring Campaign Report Stats – Email campaign report stats are a window into the success or failure of your Automation Workflow strategy. If you know that open and click-through rates typically diminish over time for a particular list or segment, a smart strategy might be to send increasingly valuable content with each email. This will train your subscribers to expect better goodies than the last time.
- Thinking Your List Is ‘Just A List Of Email Addresses’ – Every email address on your list represents a person who took their time to grant you permission to communicate with them. Honor their gift to you by providing them with value beyond their expectations.
If you don’t have anything ‘valuable’ to say after ~30 days, you might consider sending a simple ‘Thank YOU for being a subscriber …” to remind them why they signed up on your list. And telling them what to look forward to.
Do I need more than one MailChimp list?
Most small business clients who began managing MailChimp themselves began with a single list. Many who needed to deliver more than one marketing asset decided to separate their subscribers into one or more additional lists only to later learn that managing multiple lists can be even more complicated than managing a single list with groups.
Remember, lists should be made “as simple as possible, but no simpler.”
MailChimp has two powerful features that virtually eliminate the need for multiple lists. They are segments and groups. The main benefit to using a single list is that all subscriber data (i.e., email stats, segments, and up to 60 groups) can be found in one place when you need them.
Will you need my MailChimp password?
You will grant us administrative access to your MailChimp account using the Account -> Settings -> Users screen.
Under no circumstances should you share your ‘Owner’ password with anyone. Ever. Nor should you allow any other MailChimp administrator to access your MailChimp account while we are performing our work.