Although newer forms of communication and promotion have emerged over the years, email marketing remains one of the most effective ways for businesses to connect with their audiences. That said, choosing the right email marketing tool is crucial to the success of your campaign. Enter MailChimp, one of the most popular and user-friendly email marketing platforms out there.
In this blog post, we’ll do a deep dive into Mailchimp and explore how you can use it to supercharge your email marketing. You’ll learn about the purpose of newsletters and the importance of creating customer journeys to increase conversion. We’ll also explain how to streamline your marketing efforts and customer relationship management and present the advantages of a MailChimp CRM integration, our management solution for associations Membri 365.
Email marketing is more than simply sending out the same mass email to everyone on your mailing list. You need to identify your objectives and develop a clear strategy to achieve them. Before you begin this process, however, it’s important to know that there are two types of mailings. The first is the newsletter, which is a compilation of updates and other relevant or interesting content that you send to your subscribers on a regular basis. The second is the promotional email, which aims to “nurture” leads or, in other words, to develop relationships with potential customers and keep them engaged until they are ready to buy.
Once you determine what sort of mailing you want to send, you can then identify your objectives. Are you looking to increase sales, build customer loyalty, promote new products, increase visibility or simply share essential information? Be sure to set SMART (specific, measurable, achievable, relevant and time-bound) goals so that you can see at a glance whether your marketing strategy has been successful.
After you’ve identified your goals, you will need to segment your subscriber list so that you can customize your mailings as much as possible. With MailChimp, it’s easy to divide your contacts into groups based on criteria such as geographical location, purchasing preferences or previous behaviour.
A “customer journey” refers to all of a customer’s interaction with a business, from initial awareness to post-purchase. Mapping out your association’s customer journey visually can help guide your marketing efforts. With MailChimp, you can easily create customer journey maps and build automated workflows for all touchpoints. Here, we describe the typical stages of a customer journey.
Awareness: At this stage, you are trying to capture your prospective customer’s attention and make them aware of your business for the first time. Marketing at this point should include catchy headlines, engaging visuals and clear calls to action, as these play a crucial role in guiding customers to the next stage.
Interest: Once you catch a potential customer’s attention, your communications must then maintain their interest by offering high-value content, such as informative articles, practical tips, compelling testimonials or previews of upcoming products or services. The primary objective is to keep the customer engaged, while building their trust in your business.
Consideration: At this stage, the potential customer is interested in your business. Your messaging can now include in-depth case studies, detailed product or service comparisons and special offers for subscribers. Your aim is to get the customer thinking about what you offer and lead them toward making an informed decision.
Decision and action: Once the customer is ready to take action, your communications can provide exclusive offers or substantial discounts to incentivize a purchase. Positive customer testimonials also play a key role at this point by inspiring confidence and nudging potential customers toward finalizing their purchase.
Loyalty and follow-up: The customer journey doesn’t end with the purchase. It’s important to maintain contact with customers after conversion to encourage their loyalty. This is where weekly or monthly newsletters come in. They are a good way to share your appreciation as well as tips for making the most of their purchase and invitations to join your business’s online community.
Brand promotion through ambassadors: Satisfied customers can become passionate ambassadors for your business. In your newsletters, you can encourage customers to share their positive experiences on social media, write online reviews and participate in referral programs. Ambassadors are a great way to increase awareness of your business and attract new customers.
In short, email marketing goes well beyond simply sending emails. It is a powerful tool that can be harnessed to cultivate long-lasting customer relationships. By combining MailChimp’s advanced functionality with a solid understanding of the customer journey, your organization can guide customers from awareness to post-purchase with relative ease. Marketing this way will lead to successful customer conversion and ensure that your association thrives in the long term.
Integrating MailChimp into your Membri 365 software can help streamline marketing efforts and improve management of customer data. Contacts can be easily transferred from Membri 365 to MailChimp to create your mailing lists, while communications sent via Mailchimp can be recorded in each contact’s folder in Membri 365, making it simple to visualize their engagement and past interactions. Synchronization is automatic and takes place every hour — there’s no extra work for you!
With other membership management solutions, integration with MailChimp requires meticulous planning. However, with Membri 365, the process is smooth and simple. Here are some additional benefits of using Membri 365 with Mailchimp:
Membri 365 synchronizes the following fields automatically with Mailchimp: email, first name, last name and unique identifier. However, you can easily select other contact fields to synchronize with MailChimp.
Membri 365 is unique among CRM solutions in that its data spreadsheets are compatible with MailChimp’s. Thanks to this compatibility, you can easily segment contacts and create targeted campaigns, while having data flow seamlessly between both programs.
If you are currently researching other email marketing platforms, you should know that Membri 365 will soon be offering integration with Cyberimpact as well!
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