No matter what stage you are at in your business, email outreach is important for growth. So what is email outreach? Put simply, it is a means of contacting people who are or might be interested in your business and is used for a variety of purposes. You can use email outreach to network, promote your services and products, gain more clicks to your website, generate leads, find investors or influences or even collaborate with other businesses. And when done correctly, email outreach can provide you with lucrative opportunities and the chance to build relationships and revenue. There are many ways you can approach outreach but in this guide, we’re going to focus on utilizing Mailchimp and the tools Mailchimp offers to maximise your outreach efforts.
Sync up your Contacts
First thing’s first, Mailchimp is great for app integration, so the first thing you want to do is sync up your contacts. You may have already received or sent emails from your people who fit your target audiences. These contacts are valuable as they will be people who have had some kind of interaction with you/your company before. Mailchimp can also integrate with Hootsuite, which will allow you to sync up your contacts and social media followers.
Set out a clear target audience – Segmentation & Tags
Once you have imported your contacts, the next step is to define your target audiences and separate them. You might think this will take time however Mailchimp is one of the best for segmentation and now, you can even give your contacts with specific tags to further personalize their contact profile.
Segmentation ensures that you’re sending the right messages to the right people. According to Mailchimp, “On average, segmented campaigns result in 23% higher open rates and 49% higher click-through rates than unsegmented campaigns.” which is a big difference. You can segment your audiences by up to nine parameters including, subscriber activity, likelihood to purchase again, integrations and predicted demographics.
Tags are a clever way of organizing your contacts by adding unique insights which can be used for segmentation. Say you are launching a new product and the target audience is parents, you can create an intersection of contacts that all have children and target them with a campaign that promotes your new product. These tags can be applied to your contacts when they fill out a contact/subscribe form on your website via Mailchimp.
Imagine you want to contact people who have interacted with your company in the past, but you realize that these contacts have interacted with you in different ways. With behavioral targeting, you can target contacts based on their behavior which will allow you to personalize your emails. Sounds great, but what does it mean? For example, you want to target people who are subscribed to your mailing list and open your email campaigns but never click through to your website, Mailchimp will identify these contacts so you can target them with outreach messaging that will hopefully convince them to convert.
Break out the CRM tools
Customer relationship management, or CRM, is all about making stronger connections with your customers and contacts. With CRM you can apply all of the data (segmentation, tags, behavioral targeting) you have leveraged to trace and find all those juicy insights we mentioned before, with this knowledge you can go on to create better outreach campaigns that will get responses. Mailchimp has built-in CRM tools that are designed to encompass all the data you need under one dashboard making management easier and more efficient. Once you’ve got those contacts synced up you’re ready to go and start making long-lasting impressions.
Utilize the content studio
Create highly impactful content every time you reach out to your contacts with Mailchimp’s content studio. In this space, you can store images, videos and more making sure that you keep your outreach campaigns consistently on-brand.
Automation can transform how and when you reach your contacts building stronger relationships. You can automate welcome emails for subscribers or send contacts an email on their birthdays or on anniversaries and even send messages based on their behavior (how they interact with your website or app). Automated messaging allows you to reach out to contacts and build stronger links whilst saving you money and time.
Analytics – What’s Working?
Outreach doesn’t always work every time and that’s ok, usually, it’s a case of trial and error and finding out what is work and what isn’t, thankfully, there isn’t any guesswork involved. Analytics is hard and fast data insights that explain what you’ve been doing, how you’ve been doing it, and what the outcome was. So if you run a campaign targeting investors, you’ve used behavioral targeting to optimize impact and sent the campaign on a Monday afternoon. Every contact opens your email but you receive one response, there are varying factors that might be able to help you identify why you only received one response, from the contacts you targeted to the time and day you sent the email. With this data, you can change your approach to create a better campaign next time.
Ok, so now you have a pretty meaty list of using Mailchimp for your outreach but how exactly do you apply it? What happens if something goes wrong or isn’t working exactly the way you thought it would. That’s ok. These things happen to even the best of us. Fortunately, Mailchimp comes equipped with a wide range of resources (found via their resources tab) to help you when you need it most. Not only can you troubleshoot any arising issues but you can use their resources to learn a new thing or two about marketing. This breadth of knowledge is a really useful tool when it comes to learning how to master your outreach and beyond that, keeping your contacts in your contact list.
Some say that Mailchimp isn’t the best for outreach, however, over the recent years, Mailchimp has extended its tools, allowing users to optimize and build effective outreach campaigns. How will you use Mailchimp to build better campaigns and stronger links with your contacts?