FINALIST 2017

Grand Chancellor Hobart | 10-12 November

ATA C C O N F E R E N C E 2 0 1 7

Hands On. Future Thinking.

FUTUREF CUS

MailChimp Training Workshop Facilitated by Gary Eckstein Organic Web

1

Public And Corporate MailChimp Training

ByGary

www.organicweb.com.auwww.mailchimptraining.com.au

Meet GaryName: Gary Eckstein

Email: gary@organicweb.com.auWeb: www.organicweb.com.au and www.mailchimptraining.com.au

Telephone: 0410 923 445

Gary is a MailChimp partner and is listed by MailChimp as an expert trainer (https://experts.mailchimp.com/experts/organicweb). He delivers MailChimp training and provides email marketing consulting throughout Australia. He is M.B.A. qualified and clients include The University of Melbourne, NSW Government, Maggie Beer, The Body Shop, Coca-Cola Amatil, Tourism Tasmania and hundreds of other organizations, large and small.

This practical workshop is designed for MailChimp beginners and those that already use the service for email marketing (but want to get better results). This session covers how to setup and use MailChimp in addition to various tips and tricks to get the most from email marketing for your travel business.

The following topics will be covered during this session.

1: Introduction

○ Introductions.○ How to get help.○ The MailChimp user interface.

2: Email Marketing Strategy and Understanding Spam

○ What is an email marketing strategy?○ What is in an email marketing strategy?○ The Australian Spam Act.○ Domain quality.

3: Lists

○ Adding a list.○ Adding subscribers.○ Subscriber quality.○ Segmentation.

4: Templates and Campaigns

○ The relationship between templates and campaigns.○ Creating a campaign.○ Posting to Twitter and Facebook.○ Types of campaigns.○ Using content blocks.○ Inserting merge tags.○ Testing a campaign○ Sending a campaign.○ Replicating a campaign.○ Ongoing/Automation campaigns.

5: Reports

○ What reports are available.○ Important measures.○ Determining where recipients click.

2

About this Workshop

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 messages registered at least one click on a link in the campaign.

○ 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). Try a demo at https://mailchimptraining.com.au/atac-2017

○ Segment: A filter of your list so that you may target contacts with specific interests.

3

Tip: In email marketing, simple is always better!

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

← Subscribers← Subscriber data

← Campaign performance

Feedback

One ListAim to have one list only. Segment your list to target your

message to subscribers with similar interests, needs or wants.

5

Identify the Key Behavior – Identify the key behaviour that you want your subscribers to take such as clicking to read more on your website, as well as define the metric for measuring progress on that behavior.

6

2

Three Step Content Process

1

3

Remove Barriers – Identify possible barriers for completing the key behavior such as confusion from too much content or recipients being unable to identify a link.

Amplify Benefits – Identify potential benefits that you could add or amplify existing benefits so they are more powerful. Select a benefit that is most likely to motivate your subscriber to carry out the key behavior.

Summary: In email marketing we, as the sender, need to be very clear about why we are sending the message1. In addition we must make it simple for our recipients to follow what we want them to do2. Lastly, by communicating the benefits3 of our subscriber taking the action,

will result in our objective being met.

2.2%Average click rate

0.2%Average unsubscribe rate

20.7%Average open rate for MailChimp travel & transportation customers

7

Key Metrics for the Travel Industry

Three Common MailChimp Issues Solutions

8

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!

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.

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.

Helpful links and slides that accompany this workshop are available at

https://mailchimptraining.com.au/atac-2017

Useful Resources