Improve Your Email Deliverability With Mailchimp Automated Campaigns

Improve Your Email Deliverability With Mailchimp Automated Campaigns - mailmonitor

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Email automation is using features that allow you to send emails to prospects and customers automatically based on a set of pre-defined triggers or schedules. It lets you develop personalized content for your recipients that are relevant to them.

There are many email automation tools today — like Mailchimp automation — that let you set up your own segmented mailing lists, separating contacts according to their preferences, behavior, and previous sales records.

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What can I do with Mailchimp Automations?

Compared to classic automation, most email automation software providers today also offer features that can help improve email deliverability. Features such as testing emails for clean images and code and fixing subject lines to avoid being flagged as spam are just a few ways email automation systems can help improve the deliverability of your messages.

With that said, here are several ways you can leverage Mailchimp automated emails:

  • Providing welcome emails to your customers and thanking them whenever they sign up. These messages can be used to tell them what content they can expect in the future while keeping them interested by giving them a discount the next time they shop.
  • Greeting your customers on special days such as during birthdays and holidays to let them know that you value them. You can then use this opportunity to thank them for their continued support and offer a preview of your upcoming products.
  • Using email automation to promote your website’s blog or an upcoming webinar. Sending emails in succession that are relevant to them can get them excited to check it out.
  • Asking for feedback after a user performs a negative action such as uninstalling an app or if they haven’t rated your product yet after a certain period of time has passed. This shows your contacts that their opinion is valuable to you.
  • Sending abandoned cart emails to ask people to complete their orders. These can trigger if a buyer exits your page without proceeding to the checkout page and buying.
  • Using re-engagement emails to users who haven’t yet interacted with your emails for quite some time. These emails can be scheduled to be sent out after a set amount of time.

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Benefits of Having Automated Emails

Email automation has many benefits, and if you aren’t yet convinced, here are some of the reasons why you should start using Mailchimp automated emails for your marketing strategy.

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Automated Emails Need Minimum Human Intervention

One of the main reasons why email marketers today are leveraging automated emails is that their workflows are simply automatic. This means that once these workflows have been set up, the preset actions configured in the system will automatically carry them out as soon as viewers trigger certain events.

You don’t have to manually intervene all the time something comes up or have certain team members monitor customer activity around the clock. With email marketing automation, you can have your workflows operate by themselves so long as you have set them up beforehand.

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You Get to Save Time and Money

With many aspects of your email marketing campaign automated, you get to save time by minimizing human involvement throughout the process. The time that is saved can then be used for sales and marketing teams to do other more relevant activities.

When you get to save man-hours with email automation, this also means that you can save money. No need to resort to maintaining a huge sales team that makes cold calls with poor ROI. You also don’t need to hire administrators who will check to see if emails are being sent out according to schedule.

Email automation can save man-hours, so your teams can work on other core tasks, thus helping the business save money.

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Better Campaign Segmentation

Email marketing automation allows you to enhance your campaign’s segmentation by separating them into different groups. You can then create tailor-made messages for each one according to their purchase behavior, interests, and demographics.

For instance, if your company sells pet food, you could create different emails for customers who are interested in cat food or dog food. This helps ensure that your recipients only acquire the type of content that is relevant to their interests and needs.

Being able to segment your email thoroughly through an email automation platform can lead to better engagement rates. The popular email platform Mailchimp revealed that marketers who segment their campaigns the right way have higher open and click-through rates.

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Keep Email Frequency

Email marketing drip campaigns are made up of a series of automated messages that are sent to users on a regular cycle for a certain period. One of the biggest benefits of this is because email marketing automation using drip campaigns can ensure email frequency and keep your business top-of-mind.

These emails can be used to answer commonly asked questions, discuss customer pain points, and provide a demo of how your products can solve their problems.

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Allows You to Only Send Content That’s Relevant to the Recipient

When configuring your email workflow automations, you can make sure that everything you use is relevant and personalized to each prospect in your campaign.

We know how annoying it can be to receive emails from brands that are irrelevant to us simply because they are non-specific. Most of us would choose to unsubscribe or report them as spam — both of which can have a huge negative impact on email marketers.

When email content is relevant to the recipients, your email workflows will work to nurture them since you get to cut out the noise and irrelevance and go straight to what interests them.

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Better Strategy Planning

Planning your email marketing automation can give you content that is not only dynamic but also evergreen. This means that a prospect can trigger a workflow at any time — today, tomorrow, the next month, or even after a year — and the content they’ll get will still be relevant. What’s even better is that the workflow takes care of this automatically.

Although some businesses just want to send the occasional message to their contacts, using email workflows can improve the overall email strategy since each one can be planned out. This ensures that each email sent has a purpose and is relevant to the recipient.

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How To Create an Automated Campaign in Mailchimp

Thanks to the automation feature Mailchimp offers for email marketers, you have a better chance that your recipients will receive the content they want at the right time. When this happens, it results in an improved and optimized mailing process.

There are two methods of creating an automated campaign in Mailchimp: you can create a classic automation or a fully customized campaign.

In this section, we’ll discuss the basic steps in creating an automated campaign in Mailchimp via classic automation.

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Creating a Classic Automation in Mailchimp

For marketers who are already familiar with the terms and types of classic automation, then you should be ready to make your first automation with Mailchimp.

Most of the preset automations let you choose between creating one email or a series of messages.

These are the steps to create a new classic automation:

  1. Click on the Automations icon from the account dashboard.
  2. Select Classic Automations.
  3. Browse and select the automation you wish to use.
  4. Decide on whether you want a single email or an email series.
  5. Input a new campaign name and then click on the drop-down menu to select your audience.
  6. Click the Begin button to get started.

The next phase of the classic automation builder, you can add, remove, or reorder your Mailchimp automated emails within the automation and design what content goes where. This is also where you can edit the tracking, triggers, schedules, delays, segments, and other activity settings.

Here are the steps to design an email in the automation:

  1. Select Design Email.
  2. In the next step, input all the details in the required fields and click next.
  3. For the Template step, decide which template you want to use and click that.
  4. For the Design step, begin designing your email.
  5. Make sure that you test each email you create using the preview and test tools or by sending one to yourself to see how it looks.
  6. Select Save and Return to Workflow to bring you back to the automation timeline.

After designing your emails, editing your workflow settings, and making sure they appear right, it’s time to review and begin the automation.

You can start the classic automation by following these steps:

  1. From the Confirm step, go over the given checklist and select Resolve or Edit to perform any changes you want to the automation.
  2. Once done, select Start Sending to begin sending the automation.
  3. Click Start Sending in the Start Automation Workflow popup.

Clicking the last button should start your email automation according to the workflows and settings that you’ve configured earlier. The Mailchimp platform will then take care of everything else after that.

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Tips To Design Successful Automated Email Campaigns

The marketing automation tools provided by Mailchimp can help you set up targeted emails that send out whenever a specific trigger such as an event or date has been triggered. This makes it easier for marketers to do email marketing since it can take away some manual tasks off of their plates.

Yet how can you ensure that your automated emails are effective and personal while remaining relevant?

By incorporating specific and intentional design choices in your emails, you can leverage automation to grow your business and keep your audience continuously engaged with your brand.

Here are some of the best tips to help you improve your automated email campaigns.

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Ensure the Look and Feel of Your Emails Match Your Brand

The campaign builder in Mailchimp allows marketers to easily customize their designs and layouts, allowing their audiences to know what emails they’ll get from them. That’s why you should make sure that you include your name, logo, or other familiar imagery in a location that is easy to see such as the header. Doing so helps promote brand recognition.

You should also choose a color palette and font that is similar to what you’re using on your site. Incorporate relevant images to let others know about your new products or provide recipients with a video of what goes on behind the scenes.

Connecting your store to Mailchimp should also let you include product recommendations that are personalized to provide suggestions to customers on things that will interest them.

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Assess Your Email’s Structure

The way you organize the text that appears on your pages is equally important as the words that you use in them. Are you using a relevant layout based on the data that you’re presenting to the audience? How will your content look when viewed on a mobile device?

All of these questions reflect vital components that you should consider when crafting your automated email campaigns.

Using a single-column layout works well for simple and short messages while layouts with multiple columns are best used for text- and image-heavy content. If you have long sections of text in your emails, think about adding headers to organize content and to ensure it is more readable to your recipients.

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Email Campaigns Should Be Accessible to Everyone

When crafting your email campaigns, it’s essential to make design choices that consider people who have disabilities so that they can access and interact with your content. No matter how beautiful your emails are made, if they aren’t accessible, they can negatively affect your brand and may even alienate a part of your target audience.

For instance, when selecting the font sizes to use, try to use the “arm’s length” rule regarding mobile devices. Forward a test email to your mobile phone and hold it at arm’s length so you can see if you can still read the text. If not, then you should think about increasing the weight and size of the fonts.

Although it’s not easy to design for all users, there are best practices that you can follow to make it simpler. You can also leverage tools that will help you craft emails that can be received well by people with various disabilities.

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Be Creative With Your Email Designs

After ensuring that the design of your email puts your brand front of mind while being functional, you can start adding more visual elements that can enhance your content.

The campaign builder of Mailchimp offers numerous web fonts that you can mix and match to bring about a positive impact for your emails.

You can also add high-quality images by using stock photos. Some websites such as Unsplash have free assets that you can edit and use in your messages. There are also sites like Pinterest that can provide you with insights on the latest trends, which can help you get over designer’s block.

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Humanize the Messaging of Your Emails

Always think that your brand is a person as this can help you develop content that comes off more naturally. No one wants to read an email that appears automated and sounds like it was made by artificial intelligence.

Incorporating personalization, such as with merge tags, can be an excellent way of making your emails sound more human. However, you want to be sure that you also have a default setup for subscribers who haven’t provided you with their personal details. One thing you don’t want with your emails is failing with the FNAME merge tag as this can hinder your relationship right from the start.

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Set Email Recipients for Success

Make sure that you add all the relevant details you need in your messages. When sending recipients with order updates, for instance, you want to ensure that you give them the details that can help them reach out with their problems or inquiries.

In case you’re asking for details from your subscribers, you can check to ensure that the “from” name in your emails is easy to recognize. The “reply-to” address should also be set to an inbox that is actually being monitored.

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Set Aside Time for Maintenance

Your automated email campaigns will continue running so long as the conditions you configured for them are being met. However, you should still set aside time to perform some routine maintenance and review of your emails.

Doing so can help ensure that the sending triggers you are using are still relevant to your target audience. Maintenance also lets you perform changes to areas in your content that need updating.

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Examples of Mailchimp Automation Triggers

As you already know, triggers are the actions that get your classic automation started. Mailchimp provides preset automations, but in case they don’t meet your needs, you can create and customize your own.

Here are several examples of triggers you can incorporate in your classic automation:

  • Sent campaign: This will trigger an email to send to a subscriber who received a certain campaign.
  • Opened campaign: This will trigger an email to send after a subscriber has opened a certain campaign.
  • Signup: This trigger sends out an email each time a subscriber signs up or is imported to the audience list.
  • Added tag: This will trigger an email to send once you attach a specific tag to a recipient.
  • Previous email sent: This trigger activates and sends out an email once a subscriber receives the previous email in your automated series.
  • Previous email clicked: This trigger sends out an email after a user clicks on any link from the previous email in the series.
  • Abandoned cart: This trigger sends out an email to customers who abandoned their carts.
  • List added date: This will trigger a one-time message according to the date a subscriber was added to your list.
  • Birthdays: This triggers an email to send out to contacts in your list on the birthday they provided.
  • Email retargeting: This will trigger an email to send out after a contact clicks on your store from your Mailchimp email campaign to check out a product.
  • API 3.0: This will trigger an email to send whenever the email ID of a subscriber is added to an API endpoint.
  • Event API: This triggers an email whenever an API call is added to the Events endpoint together with a specific event name.

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Conclusion

Now that you know how email automation works, its benefits, and how you can create your own campaigns using Mailchimp, you should give it a try and see how it affects your inbound marketing efforts.

By following the tips provided in this post, you should be able to improve the effectiveness of your automated campaigns and your email deliverability.

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MailMonitor is compatible with your favorite email marketing tools. Improve your campaigns’ results with our monitoring and testing features.

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