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Creating a Campaign

Lesson 15 from: Email Marketing Fundamentals Using Mailchimp

Jon Chang

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Lesson Info

15. Creating a Campaign

Lesson Info

Creating a Campaign

now let's go and create a campaign because I need to show you the editor and very excited to do it just like we did when creating the landing page, please hit campaign and this time we will actually click email. Tada needs a campaign name. This will not be seen by the user. This is all just for you to keep track of everything. So just like the nomenclature from before, make sure that you name it, something that you remember is descriptive because eventually you're gonna have tons of these and you'll want to be able to either just search by a specific keyword that identifies the type of email campaign or have enough information where you will understand what it is without having to dig through additional documentation. So I'm called this fiber test again and perhaps this is our Chicago activation and I'm going to hit begin. Wonderful. This should look a little familiar because we've already set up a landing page and the landing page information is also really similar. This is good. It's...

the same user experience, a very similar user interface. Um, so that we don't get lost and feel like we're recreating the wheel every time they have to do something new. So just like the limb page, you have to choose a list because it's like who is this actually applicable to who does this go to? I'm actually going to choose a list that has subscribers because if not, I don't think it's going to allow us to finish here. We have this personalized the to field, there are things called merge tags and they do look exactly like this. Um and I'll put these file names or the first names into the email copy. And what it does is it programmatically pulls in the first name associated with a contact so associated with the email address and puts it in the email. That's exactly how when we looked at good email copy dot com, we're able to see the Pinterest welcome letter goes to Ashley. They're not writing individual emails to every single person, but instead they are just saying, okay, we know that all of these people have first names associated because we added it to the forum, we collected it and now we want to put it in. There are so many studies that actually show that including first name and an email increases click rate, but that's up to you. I think that's another good test. I've had great success not including it as well. Next you have your subject line, You have two portions of this. The actual subject line that people see on the first text and then there's something called preview text, preview text in the olden days before we were really able to customize it, preview text was just the first lines of the email. What this is really good for. It's just essentially an additional reason and explanation about why the user should open the email. The main KPI key performance indicator that you are that you are optimizing for through subject line is getting the person to open it. It's arguably the most important factor to get someone to open an email. So the subject should be descriptive. It should also have context around the sender name as well as a sender email address because we've already set those up. It's associated with the list and now the user is going to see the sender name, sender email address in these two fields. I'm going to just type in. Welcome to fiber learning. Great. And then the preview text to support that is everything you need to know about. Five are learning great save. Then the Wysiwyg editor, what you see is what you get that is what Wysiwyg stands for. When we hit design email, we have a whole bunch of templates to choose from. Male chimp is really good at being theme first and objective. First we can actually see these featured ones are all objective. First. Such as selling products, making the announcement. If you click on themes now it has, you can guess specific themes like an art newsletter verse a member Welcome. I'm gonna choose Member Welcome. Why would I choose a theme? Well, if this is my first time using male chimp, let alone my first time doing email. The actual theme based templates have pre populated images and colors and it's a great way to get started. So instead of kind of guessing everything that should do within the platform this way, all I have to do is replace specific kinds of information. So the font is also changed here which is great. Now I can say the fiver Learning looks beautiful, love it so much. Just like your landing page the user is only going to see so much information when they first opened the email and the text and image at the top of the email will dictate whether or not they scroll down. So I'm gonna say welcome to your education and this is what the merged at looks like looks just like before but now this is in context so it says dear first name we're glad to have you and then just for shorthand we can say additional text and a way to explain your valley prop great scroll down and you have these modules we have looked at the modules in the landing pages, same kind of deal you have individual pieces of information that are grouped together and that's what I'm calling a module. So Thing one, perhaps this is an email course then thing too, I'm going through this because you actually have to change all of the pre populated text and um to be able to launch an email otherwise you're just sending out a template. It's a thing too, I'm going to say maybe an instagram class and then three we have the class of course. Alright so in the email you can also drag and drop items like you did before add a button here. So our C. T. A. They have by now. I think it all works well I need to go to specific your own. Alright so much following along thank you for bearing with me. You can also change all the fancy dancy colors, the font sizes. All of this exists within this editor. So I encourage you to click back and forth, explore what's here. If you have ever made a blog post especially in Wordpress or website builder this looks almost exactly like that. Even close. Alright so we have the to the from the subject and the content. Now let's get to some fancier stuff if you scroll further below and you see settings and tracking please hit edit in this edit phase. It's out in this edit phase it allows you to do some fancier things and a lot of it is really around tracking if you don't know this already. Email marketing is notoriously hard to track because the email client such as Gmail or outlook or yahoo those all actually have their own servers to protect the user. So it's good for us as consumers. Not as great for us as marketers. It protects the consumers by filtering a lot of information and because of that we actually get far less data in terms of performance and analytics from email than we do from social media from advertising and so forth. Right now you should absolutely track opens. That's great. In addition to that I have the option to check google analytics tracking however you may not until you actually associate the two and link the two. It's really easy to do. All you have to do is just make sure that the email address you're using with this male chimp account is the same email address that you use with google analytics. They don't have to be the same, but it just makes the process a lot easier. So what it will do is it will automatically append every Euro with what's called a U. T. M. Code will get into that in a little bit. And when you look in your analytics platform it will show you this um whatever text you type here. So that's why I think you really should type in fiber learning because we're missing the character. But because now when I go into my analytics platform all have to do is search for fiber learning such as google analytics Malcolm works with a lot of other analytics platforms but google analytics is just the easiest because they have a pre built integration right here. So let's see if we can just slightly look at U. T. M. Codes for a second. Great, So this is what they look like when you go to your analytics platform, whatever text you type into male chimp will show up here. So long as someone clicks the link. If no one ever clicks the link then you're not going to see the information because there's no information to actually view. All right. So that is setting up the whiskey wig information. I think. Good email practice. You will schedule the email of the day before. And that way, especially if there's any issues. You don't have to scramble to make sure that you're getting the email out the door. So in this sense, I'm going to choose tomorrow and do, let's say a reasonable time where people will wake up, let's say seven a.m. I don't even know if that's reasonable for saturday morning, but sure why not scandal. Great. And now it's done like done, done. Congratulations.

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