Mailchimp 101: Email Marketing For Small Business

With all the noise in the web, wouldn’t it be awesome to have a direct channel to connect with your audience? This is exactly what email does for you. Email offers you a way to sidestep all the racket on the internet and engage with your target customers privately—through their inboxes.

Among the long list of email marketing providers is our favourite tool: MailChimp. MailChimp offers hassle-free integration with your website or e-commerce platform and is extremely user-friendly. It lets you create and manage mailing lists and newsletters, as well as automate your email campaigns and collect leads. No coding involved; you can easily customise email templates. Best of all, there’s a free use option.

Getting Started

Creating an account in MailChimp is easy. You can set up a free account by clicking Create An Account. On the sign up form, you can enter your email address, your username and your password, and hit Get Started. Once you’ve accepted the confirmation email, you can start building your email campaigns.

Your Dashboard

The MailChimp Dashboard is your account’s heart and soul. You can find the following features in this section:

  • Create Campaign. Here’s where you can set up and customise your email campaigns.
  • Ecommerce Performance. This section allows you to track how much revenue you are getting from your online store’s sign-up forms and newsletters.
  • Here you can track the growth of your audience.
  • Campaign Engagement. This part shows you how many of your recipients are responding to your emails.

Growing Your List

Your email list is the foundation of your email marketing campaigns. Go to Lists and click Create List to start building your first email list. Here you’ll be asked to provide default information, such as a name for your list, a from email and name, and a short reminder about how your recipient joined your list.

Once you have your list set up, you can start adding your subscribers manually by entering their names and email addresses, by uploading email addresses on a spreadsheet or by importing from other databases or sites. A great way to grow your list is by creating and setting up MailChimp signup forms on your website or online store.

Generating Signup Forms

Signup forms are your subscribers’ doorway to your email list. You can customise signup forms to appear on your website or online store and allow people to subscribe to your email newsletters. To create signup forms, go to the list you want to send to and click the drop-down arrow. You will find the Signup Forms option. Here you can choose to create forms through the Form Builder, Embedded Forms, Subscriber pop-ups or use MailChimp’s different form integrations.

Customise Forms

You can upload your business logo and customise your forms according to your brand colours. Signup forms appear with default fields but you can add fields that you need for your forms.

Creating Campaigns

Now, the real work begins: building an email campaign. You can go directly to the Create button on your dashboard and choose from the different campaign types: email, ad, landing page, postcard and signup form. From here, you will be taken to a prompt where you’ll be asked to provide a name for your campaign. If you are new to MailChimp, you can start with a Regular Campaign.

Don’t worry, no need to do any coding when creating your emails. MailChimp will guide you through the entire process, from picking the list to send your campaign to and selecting a template to designing your email to confirming recipient details and sending test emails. Then you’re ready to send your email. Easy peasy.

Monitoring Performance

Your work is far from done! Once you’ve sent your email, the next step is to check your campaign’s performance. By clicking Reports, you will find a graph that charts how many people opened your emails and clicked your links for each campaign. This will help you gain a better understanding of what’s working and what’s not and which types of content are performing better.

Each campaign report also details open and click rates, which links are the most popular, and who among your subscribers clicked and opened your emails. If you are running an online store, MailChimp’s Reports section also shows you how many orders you got and total revenue. You can also sync your MailChimp account with Google Analytics so you can get more detailed reports.

Are you using MailChimp? What are your thoughts about this tool? What features do you find most helpful? Share us in the comments below.