Final Thoughts on Email Marketing
Now that you have chosen who will be receiving the email it’s time to choose the name for the campaign and set up some other features in the Setup tab.
In the first box Mailchimp asks you to “Name your Campaign” this name is for your reference only and none of your subscribers will see it, so name it anyway you want so that it will be easy to find later when you do reporting.
The box underneath that is the “Email Subject.” We already spoke about the importance of having a good subject line, so we will not discuss that here.
Underneath that Mailchimp asks for your “From name” and “From email address.” Simply fill in your company name and email address here.
(NOTE: Some companies like to include an actual name like “Azriel- Ratz Pack Media”, Personally, I am not in love with this, while it will probably get people to open your email the first time, if it is a newsletter you send on a normal basis, you want them to open because of the company name, not the name behind the company.This is why it is wise to use a special email address for newsletters, like Newsletter@RatzPackMedia.com or offers@yourcompanyname.com. Then, if you want to have a monthly personal letter you can leverage using your name in the Name field to increase that specific email’s open rate.)
On the right side Mailchimp allows you to Personalize the email with the subscriber’s first name, I find that just weird, and a little creepy, so I uncheck it. If you want to leave it go ahead, but your subscribers will probably also think it is weird. Obviously, not all lists are the same, maybe you will have a significantly higher open rate because of this feature, so by all means leave it on.
Besides this Mailchimp has a few tracking features. I would leave on tracking for opens and clicks (the more data the better). If you want to connect the email with Google Analytics you can give the links a tracking code, so that you will be able to see clicks easily within Google Analytics (which I assume you have and look at periodically, right?)
Also, Mailchimp has an eCommerce360 link tracking, which you should definitely set up if you have an eCommerce store. If you have Salesforce then using this checkmark is not the proper way to send Mailchimp information over, you should use the Mailchimp plugin for Salesforce which unfortunately isn’t too helpful either…
The rest of the options are either totally irrelevant or for paid customers only, so we will skip them for now. Goal tracking is nice feature but in no way worth paying for, and conversions is good if you’re getting like hundreds of response emails and you don’t have time to read them.
The social section should be ignored, if you think auto-posting your email campaign to your Facebook or Twitter is a good idea you have a lot to learn about social media…ols
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