Postcard marketing benefits and ideas

Postcard marketing benefits

I have always loved postcards, as a promotional technique. Here is a list of postcard marketing benefits:

*  They are inexpensive to produce
*  There is no envelope, which means that your postcards will be read
*  You can print in full colour on the front
*  Postcards allow you to be creative
*  Postcards can be used for customer education, i.e a series of tips and ideas can be sent using postcards
*  You can send postcards (with permission) directly to the customer; therefore it is a more targeted form of marketing than traditional advertising
*  Postcards are versatile: you can experiment with different sizes, images, headlines and sequences
*  Postcards can be fun and engaging
*  They are quick to produce
*  They can be personalised

They can be used to:

*  Produce sales leads
*  Launch new products / services
*  Announce special offers
*  …and many other things

Think of your postcard as an advertisement. On this basis, you would have a headline, image and bodycopy. The headline will determine whether the customer reads the bodycopy (text).

Personally, I have always liked DL sized postcards (1/3rd A4).

Print your postcards on a reasonably thick stock, so that they are not flimsy.

If you are starting out with this promotional technique (of which there are several hundred), I suggest that you start with low quantities and run some tests.

If you would like to use this idea within your marketing, I can help with strategy, ideas, headlines, copywriting and artwork.

I hope that you have enjoyed reading about postcard marketing benefits, you can ask questions about this topic within The Marketing Compass website.

Interestingly, MailChimp has launched a postcard marketing service.

MailChimp postcard marketing

PS Remember that all of your marketing has to be GDPR compliant if your business is in Europe.

MailChimp landing pages

MailChimp now offers landing page functionality.

You can promote a landing page via social media posts, for example.

Give people good reasons to join your list, when they arrive at the landing page.

You can choose between two landing page templates, within MailChimp.

They are mobile responsive.

I found it to be very easy to create my first landing page as the look and feel is essentially the same as the Campaign creation process:

https://mailchi.mp/marketingcompass/marketing-strategy-and-ideas-to-grow-your-business

If you need to edit your MailChimp landing page, you will need to unpublish it first.

If you are interested in MailChimp training click here.

Salesforce and MailChimp integration

Imagine being able to use the world’s leading CRM and email marketing system together. This is how it is done.

Salesforce can be integrated with MailChimp via the Salesforce AppExchange. When I did this, I found it to be a straightforward exercise.

STEP 1  Getting Salesforce and MailChimp to talk to each other

According to MailChimp: “If you need to import Salesforce leads, or sync list information regularly, install the MailChimp for Salesforce app through the Salesforce AppExchange.” In other words, the integration happens within Salesforce.

STEP 2 MailChimp for Salesforce Query Builder

The Salesforce Query Builder allows you to copy Salesforce contacts and leads into a specific MailChimp list. You can run a query right away, or schedule it to run at a specific time of day. I found this to be an easy to use process and a test list within MailChimp was populated immediately. Within MailChimp, there is a (data) source field which is clearly labelled as ‘MailChimp for Salesforce’, which is useful for future reference.

MailChimp for Salesforce features the ability to:

* Update MailChimp subscriber information based on the contact / lead fields in Salesforce
* Create new leads from MailChimp subscribers
* View MailChimp campaign activity and reports within your Salesforce account

Within Salesforce, using the MailChimp view

ALLOW MAILCHIMP TO CREATE LEADS IN SALESFORCE
This feature allows MailChimp to create new leads within Salesforce for email addresses that don’t match existing leads or contacts.

TURN ON/OFF DATA SYNC
Enabling the data sync feature schedules a series of batch tasks. The data sync updates your MailChimp subscriber fields with the corresponding contact/lead field data hourly. It also updates the Salesforce contacts/leads with the MailChimp subscriber campaign activity each night.

REFRESH ALL LISTS
The ‘Refresh All Lists’ button updates all of the list field data. This button updates Salesforce with the MailChimp lists, list fields and groups. This may not happen instantly. Refresh the page after one minute.

MAP FIELDS
The ‘Map Fields’ link takes you to the field mapping page for each list. You can edit the field mapping for existing list fields or create new MailChimp list fields. The field mapping settings are used to match MailChimp list fields with their corresponding contact/lead fields.

The permissions for the leads, contacts and accounts should be set to ‘Public Read/Write’ in order for the MailChimp for Salesforce app to work properly.

SYNC LIST
The ‘Sync List’ link updates Salesforce with the MailChimp list settings, fields, segments, and groups. If the sync settings for the list allow subscriber activity, then this link will update the contacts/leads with the MailChimp campaign activity.

NEW QUERY
The ‘New Query’ button takes you to the Query builder. Queries function to subscribe contacts/leads to the MailChimp list and to update existing MailChimp list subscribers based on the corresponding contacts/leads within Salesforce. When updating existing subscribers, the Salesforce data will overwrite the MailChimp list field data. Using the filters on step two of the query builder, it’s possible to query all of the contacts/leads or to query specific contacts/leads based on their Salesforce field data.

REFRESH MC CAMPAIGNS
The ‘Refresh MC Campaigns’ button allows you to update the campaign activity data manually for all campaigns.

UPDATE STATS
The ‘Update Stats’ link enables you to manually update campaign activity data for a particular campaign.

This is a comprehensive integration which enables businesses to build a better email list and to communicate with customers in creative ways.

Nigel Temple offers MailChimp training open workshops, in-house training and consultancy.

16 MailChimp subscriber, campaigns and report questions

During my MailChimp training open workshops in London & in-house training sessions, questions arise about every aspect of email marketing. Here are 16 of them:

1. Is your subscriber base growing continually?
2. How many methods do you use to increase the size of your list?
3. Are you happy with your campaign templates?
4. When was the last time that your templates were updated?
5. How often do you send campaigns? Almost certainly, the answer is ‘not enough’.
6. Do you always look at the mobile phone campaign preview?
7. What are the key metrics that you look at within reports?
8. How many abuse reports are you receiving?
9. What is the average open rate for your list?
10. What is the split between desktop and mobile?
11. What is your click through rate?
12. What are your most popular landing pages?
13. Why are they so popular?
14. Who are your most engaged subscribers?
15. Are you using videos within your campaigns?
16. Can you link sales to campaigns?

The key metrics should be heading in the right direction, although they do tend to move up and down as subscribers come and go and campaign content changes.

Nigel offers MailChimp training open workshops in London + in-house training.

 

MailChimp campaign clickmap

Within MailChimp, there is a campaign Click-map overlay (heat map). This is an interesting feature which can be easily overlooked. When you click on ‘View Report’ for a campaign, you will see four boxes (Opened, Clicked, Bounced, Unsubscribed).

Click on the number within the 2nd box (Clicked) and you will see a ‘Click map’ option. This visual report enables you to see which types of link are proving to be the most popular and also whether your subscribers prefer text links or image links. You will see the information presented as a percentage (click in order to see who has clicked).

www.mailchimptraining.co.uk

Marketing Software Map

Here is a Marketing Software Map:

Marketing Software Map by Nigel Temple

The central red circle is your CRM (Customer Relationship Management system). There are thousands of CRM systems available to you. Key issues to consider include: 1). Is the CRM easy to use? 2) Will your customer facing team actually use it? 3) Does it integrate with your newsletter system, i.e. MailChimp?

To what extent does information flow between your website, your CRM and your email marketing campaigns? Within the above diagram, the dark arrows represent software connections where information flows automatically, without the need for re-keying.

The objective is to have a single, integrated system that helps you to increase brand awareness, attract new customers and learn about them and their preferences. The software within the Marketing Software Map is either free or inexpensive. The tricky bit is making it all sing in tune and appealing to customers.

The skills required to build your Map include a knowledge of marketing strategy, software, copywriting and creative thinking.

I help enterprises of all sizes to build their own Marketing Software Map.

If you would like to find out more, email me or ask via The Marketing Compass.

I train and give talks on The Marketing Software Map. Email Joanna if you are interested in this.

MailChimp Pro review

At the time of writing, there are three payment levels within MailChimp:

1. Free forever (for up to 2,000 subscribers).
2. For lists over 2,000 (or if you wish to avail yourself of the standard paid for features) then payment starts at US$10 dollars per month. See: https://mailchimp.com/pricing
3. MailChimp Pro includes multi-variant testing and comparative reports that deliver detailed insights into subscriber habits and product preferences. Advanced subscriber segmentation allows you to target the right people for your MailChimp campaigns. The current cost of MailChimp Pro is US$199 + monthly plan charge.

Advanced segmentation

MailChimp Pro enables more targeted sending. ‘Advanced Segmentation’ enables you to segment with more conditions and apply combinatorial logic with nested conditions. You can create segments that combine both ‘Any’ and ‘All’ logic in one segment. With MailChimp’s standard Segmentation facility, you are limited to 5 conditions. This restriction is lifted for Pro account holders.

It does take a little while to get your head around the functionality of MailChimp Segmentation. If you have been using MailChimp for a while, it would be helpful if you are already using Segmentation. Within MailChimp Pro, there are more options available and I recommend that you take some time to learn how to use it.

Multivariant testing

You can test different Subject lines, From names, and Contents within MailChimp Pro using up to eight Campaigns. At the time of writing, MailChimp is the only email marketing platform that offers this functionality.

MailChimp Pro Comparative Reports

Comparative reports enable you to tailor the way you that you interact with your data. Insights are provided with regards to subscriber behaviour. You can compare a set of MailChimp campaign results in order to evaluate performance over time. Having sent a campaign, you can create advanced segments within your reports. Recurring reports can be sent to colleagues via email automatically. See: https://mailchimp.com/features/comparative-reports

You can take campaigns, group them together and look at aggregate statistics. You can then monitor the performance of these campaigns over time and see how your chosen campaigns perform against a baseline.

Choose campaigns for comparison purposes using filters such as folder, keyword, timeframe or days sent. You can then view the performance of each campaign over time. Alternatively, you can select MailChimp campaigns that fit your criteria in order to compare against each other/all within a single screen.

Conclusion

In general terms, MailChimp Pro is for enterprises with larger lists who take their email marketing seriously. It allows you to select subscribers on a more granular level and communicate with them via MailChimp campaigns or Facebook advertisements.

If you need help, I offer MailChimp training services.

Glossary of MailChimp / emailing marketing terminology

Here is a glossary of MailChimp (MC) / emailing marketing terminology.

* Automation: A single email, or a series of emails sent to a subscriber based on a trigger or a date.
*
Automation Email: A single campaign that is part of a specific automation workflow. MC refers to emails as ‘Campaigns’, as they are sent to a list of subscribers. Within Automation, they are called ‘emails’, as they go to a targeted subscriber.
*
API: Application Programming Interface. An API allows one application (such as MC) to communicate (or ‘talk’) to another application, such as Magento.
* Aviary: MC’s image editing facility.
*
Bounces: A bounce is where an email is rejected by the email server. A hard bounce indicates an email address is no longer in use (i.e. a member of staff has left the company or someone has changed their email provider). A soft bounce indicates.
*
Campaign: An email newsletter, e-shot or announcement.
*
Cleaned: The cleaned portion of your list, which won’t be sent campaigns. Subscriber’s email address arrive in ‘cleaned’ when their email address hard bounces.
*
CMS: Content Management System, i.e. WordPress, Drupal, Joomla.
*
Conversion: Within Google Analytics, a conversion (or ‘goal conversion) is the completion of an activity on your website. i.e. a customer subscribes to your email newsletter (a Goal conversion) or they make a purchase (AKA transaction, e-commerce conversion). See also ‘Goal’
*
CRM: Customer Relationship Management system.
*
CSV: Comma Separated Values. A .csv file can be used to import contacts into MC.
*
Deduping: The process of removing duplicate email addresses from a list. MC scans your file when you import a list and removes any duplicate email addresses. Furthermore, when you add new subscribers to an existing list, MC scans for duplicates, bounces and unsubscribes that are already stored in the list you’re importing to and dedupes them.
*
Delay: The period of time between two emails within an Automation workflow. A relative delay depends on the email before it, whilst absolute delays are based on the trigger-date.
*
Double opt-in: New subscribers immediately receive an email from you. They are invited to click on a link, in order to confirm that they really want to receive your emails. This process ensures that subscribers are using their own email addresses in your opt-in box.
*
EepURL: MC’s URL shortening service. (Like Bitly.com)
*
Engaged: An engaged subscriber (in MC terminology) opens your emails and clicks on links. Marketing tip: create Segments for engaged subscribers and send them special offers.
*
ESP: An Email Service Provider (i.e. MailChimp).
*
Event: see Trigger or Event
*
Goal: A Google Analytics term for a pre-determined outcome which you wish to achieve. You can set a monetary value for each Goal (which means that you can see the value of your conversions).
*
High volume: MC defines a high volume sender as an enterprise which sends more than four million emails a month.
*
HTML: Hyper Text Mark-up Language. This is the computer language used to create (most) websites. It is read by a website browser, in order to create a web page for you to look at.
*
Member-rating: Member-activity ratings provide a visual means to determine subscriber engagement levels. They take into subscriber account open rates, click activity, past bounces or unsubscribes. The ratings are recalculated after each campaign is sent.
*
Omnivore: MC’s automated abuse-prevention system. It processes information from billions of emails and doesn’t like high bounce rates and unsubscribes. See: http://mailchimp.com/omnivore
*
Opt-in: When a new subscriber chooses to join your list.
*
Opt-out / unsubscribe: An easy way for people to leave your list. Within MC an Unsubscribe link is added to every campaign automatically.
*
Queue: A batch of subscribers who have met an Automation’s workflow’s criteria. They are waiting to receive the next email in a workflow.
*
RSS: Really Simple Syndication. RSS enables people to follow your blog.
*
Theme: Pre-designed ‘look and feel (or ‘skin’) for your newsletter.
*
Transactional email: An email which is triggered by an event, i.e. account balance updates, cart abandonment, email address confirmations, password resets, purchase receipts, support requests, thank you notes. Also known as: action based emails, automatic emails, autoresponders, real-time emails, triggered emails. Important because they can be highly effective.
*
Trigger or Event: The catalyst that starts an Automation workflow, i.e. joining your list.
*
Unsubscribe: See Opt-out.
*
URL: Web page address (it stands for Uniform Resource Locator)
*
Workflow: A schedule for sending out a series of emails, combined with the email’s content and the configuration details.

You may also like: MailChimp marketing automation

How to get more MailChimp subscribers and promote your newsletter

Nigel Temple offers MailChimp training courses including inhouse training.

Subscribe to Nigel Temple’s Compass Points newsletter. (Includes MailChimp tips and ideas).

Written by marketing consultant, trainer, speaker and author Nigel Temple.
3,000+ clients over a 30 year period.

Nigel is available for hire as a marketing consultantmarketing trainer or marketing speaker.
Join the marketing conversation within The Marketing Compass community.
Talk to Nigel 1-2-1 in a meeting or via Skype about your marketing: www.navigatorplus.co.uk

MailChimp groups and signup forms

One way of thinking about Groups in MailChimp is that they are associated with sign-up forms. Each MailChimp list has its own sign-up form. Here is an example: http://eepurl.com/UQFhr

Having created a new list, you can immediately edit the sign up form.

Think carefully about the information that you are going to ask for, with your form. Sometimes, I have found that enterprises ask for too many details.

Within your form, you will of course require an email address from each new subscriber. This is the only field that you must request. On balance, you will get more subscribers if you ask for less information from them, when they subscribe.

When you create Groups, the Group information will appear automatically within the associated sign up form. For example, if you have a Group category called ‘Location’ and you add two place names (say ‘London’ and ‘Berkshire’) they would appear like this at the bottom of your sign up form:

Location
[  ] London
[  ] Berkshire

However, Group fields don’t all have to appear within the sign-up form. You can hide them if you wish. Why would you do this? Well, you may wish to use Group fields in order to categorise each subscriber as a ‘prospect’, ‘customer’ or ‘advocate’ – in which case this is internal ‘for your eyes only’ information, isn’t it? You would not want this information appearing on a public sign up form.

Once subscribers tell you more about themselves, it is easier to send them relevant information via MailChimp campaigns (emails).

Whenever I discuss MailChimp Groups and Segments with a client or with training delegates, I have found that we have to think quite deeply about their business and what they are trying to achieve with their data and email marketing communications.

You may also like:
MailChimp marketing automation

How to get more MailChimp subscribers and promote your newsletter

Nigel Temple offers MailChimp training courses including inhouse training.

Subscribe to Nigel Temple’s Compass Points newsletter. (Includes MailChimp tips and ideas).

Written by marketing consultant, trainer, speaker and author Nigel Temple.
3,000+ clients over a 30 year period.

Nigel is available for hire as a marketing consultantmarketing trainer or marketing speaker.
Join the marketing conversation within The Marketing Compass community.
Talk to Nigel 1-2-1 in a meeting or via Skype about your marketing: www.navigatorplus.co.uk