The Daily Carnage

When he’s not working on the vision behind a new brand or project, our very own Creative Director, Rich enjoys writing an article or two.

In today’s tactic section, Rich breaks down how to use the Mailchimp audience dashboard.

Mailchimp is a robust platform for us marketers, but sometimes it can be a bit overwhelming.

Here are two features in Mailchimp we’re most excited about, why we love them, and how they can inspire your strategy:

-Email Marketing Engagement:

What is it?

Your subscribers’ level of engagement (frequency of opens and clicks) are broken down into three categories: Often, Sometimes, Rarely.

Why we love it?

Open and click rates tell you how individual campaigns are performing. On the other hand “Email Marketing Engagement” tells you how your audience is responding. In other words, this feature puts the focus on the people you’re communicating with not just the messages you are sending.

How can you use it? Go here.

-Likelihood to Purchase Again:

What is it?

This feature is for eligible paid accounts. Here you get a predictive model specific to your customers’ behavior. Subscribers are broken down into three categories based on their predicted likelihood to purchase again: High, Moderate, Low.

Why we love it?

Because we love machine learning, of course! (Well, we might change our minds when they become our robot overlords, but in the meantime…) The more likely a customer is to make multiple purchases, the greater their predicted lifetime value.

And, once again, these categories are instantly actionable right there on the dashboard.

How can you use it? Go here. 

Dear {Person},

Just following up on my last email. Would love to connect. Let me know a good time.

Thanks,

{Your Name}

Ah, the dreaded follow-up email. Let’s face it. We’ve all been there. A couple of days or even a week go by and crickets.

So, how do you nail the follow-up email?

• Go back in time: Did your first email include a legitimate close? We’re not talking about a vauge one-liner stating “I’d love to connect,” or something along those lines. We’re talking about a close like this…”Are you free to talk on Friday at 1pm?” Takeaway: Always include a specific close.
• Keep it fresh: As tempting as the copy and paste buttons are, stay away from them. Look at each email as a chance to try something new. From your subject line to your CTAs, treat each email differently.
• Be chill: When you follow up too soon, you risk coming off as desperate. Don’t do that. Wait at least 1 week between your first email and your follow-up.
• Say no to clickbait: We all want our emails to be opened and read, but clickbait for biz dev just ain’t cool. Don’t use subject lines like Re: Our call last week if you never had a call last week.
• Don’t give up: If you sent 4 emails and haven’t heard anything, it could be time for a breather. By breather, we mean wait a few months and send a follow-up. Potential clients have different needs at different times. Be patient.