5 key ways a Mailchimp Makeover can improve your email marketing

Is your Mailchimp account set up for success? If you’re like most of my clients and students, you’ve activated your account, imported your contacts, and sent campaigns.

But it’s also likely you’re paying too much, losing subscribers faster than you add them, getting low engagement, and not getting the results you want.

It's all fixable, my friend.

The best way to improve your email marketing is to start with an audit of account settings, list health, and list details. This information presents opportunities to improve your email marketing but keep your investment as low as possible.

Let’s dive in, shall we?

Investment

I love overpaying—said no one ever. And you’re no different, right?

But if you have multiple lists in Mailchimp, it's likely you’re overpaying now or will overpay in the future. Here’s why straight from the chimp's mouth:

“Mailchimp treats all the lists in your account separately, and billing is based on the total number of subscribed contacts across all your lists. If you have duplicate contacts across lists, one master list could save you money.”

Time to spill the tea. Most agents have multiple lists in their Mailchimp accounts—as few as five and some well over 50. But I've never encountered one master list in the wild. And that is the money-saving best practice for list management in Mailchimp.

Ready for the master-list bonus? A single list is also easier to manage and keep clean. 

So, how do you KonMari your multiple lists into one master list? There are tools for that. But before you dive in, it's important to consider what information you collect from subscribers, how you organize those details, and how you use those details to improve your marketing—all things we explore together as part of your Mailchimp Makeover.

Retention

The top reason people unsubscribe from email lists is that they receive too many emails. But how many is too many? Don't hate me, but it depends

One of the very best things you can do to retain people on your list is to let them decide how often they'd like to hear from you. Because people love having a choice.

You can pose this question on your signup form and create a drop-down menu of choices—weekly, monthly, quarterly, etc. And then, you can easily send emails at the frequency your subscribers want to receive them.

Most of my clients and students don't know the sign-up form exists. And if they do, very rarely do they modify it beyond the default settings. 

There's a lot more you can do with the sign-up form that will help you get to know your subscribers and improve your email marketing. And that's what a Mailchimp Makeover is all about!

Deliverability

If you're getting lukewarm results from your email campaigns, the likely culprit is your list. A clean and healthy list is critical to your email marketing success.

If your email list isn’t clean and healthy, your sender reputation will impact the deliverability of your email campaigns.

Your sender reputation is a lot like your credit score. If you have a poor sender reputation, it means your Internet service provider (ISP) may skip your subscribers’ inboxes and deliver your email campaigns to their spam folders, or reject your campaigns outright.

 Numerous factors determine your sender reputation, including but not limited to the following:

  • The amount of email you send
  • How many recipients mark your emails as spam or otherwise complain to the ISP about your campaigns
  • How often your emails hit the ISP’s spam trap
  • Your inclusion on different blacklists
  • How many of your emails bounce
  • How many recipients open, reply to, forward, and delete your messages, as well as click the links inside them
  • How many recipients unsubscribe from your email list

An audit addresses the integrity of your list and, as part of your Mailchimp Makeover, I offer recommendations on how to build a clean list, whip your list into shape, and keep your list warm and healthy. 

Clean list building is a slow-growth strategy, but you’ll reap the rewards of higher engagement, lower bounce rates, improved deliverability, and higher conversions.

Relevance

Most of my students send the same email to everyone on their list. But few realize the impact it has on their success.

Relevance is everything. If you're sending the wrong information to the wrong person at the wrong time, you'll never get the results you want.

This is why list organization is so important. It allows you to collect the right details, and send the right information to the right person at the right time.

Customization

We're no longer in the world of one-size-fits-all marketing. We all expect experiences that are tailor-made for us. 

The days of the email blast are over. Today's email marketing is much more sophisticated.

You can use the details you collect from subscribers to personalize their email campaigns. Knowing subscriber interests (and having them organized) helps you remain relevant and keep them engaged. 

A clean, healthy, and organized list makes this possible.

Now what?!

I’m sure you’ll agree with me when I say buying a home has advantages over renting. Because ownership and assets lay the foundation for better opportunities and a brighter future.

But these advantages don’t exclusively apply to home ownership—they also apply to marketing!

Most marketing channels are like landlords. The fan base you grow and the reach you rely on do not belong to you. You’re building your business on someone else’s property. Like renting a house, the rules and rent can change anytime, you can get priced out, and you can even be evicted and have nothing to show for your investment!

However, email marketing is a lot like a first home. It provides a stable and secure foundation for your real estate practice because it’s an asset that grows in value over time.

Your email list belongs to you, meaning you have direct access to all of your subscribers 24/7/365. More importantly, you have permission to contact them using the communication channel preferred by people of all ages—making it easier to drive conversions and win referrals.

Ownership makes email marketing a smart investment. But with a median ROI of 122%—over four times higher than other marketing channels including social media, direct mail, and paid search—it’s also incredibly effective.

But the best thing about email marketing is what you can do with it. If you’re like most Realtors, you probably use it to fire off the occasional newsletter. But that’s not even scratching the surface of what it can do for you!

If you're ready to do more with your email marketing, a Mailchimp Makeover will make sure your account is set up for success and you can take advantage of everything Mailchimp can do for you

 
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