digital marketing
By Carrie-ann | May 06, 2017 | Email marketing

Using Mailchimp to measure success

There are several ways in which you can use MailChimp to measure how successful a campaign has been. Let’s look at some of these:

Tracking customers
Useful information can be gathered from subscribers as soon as they join your mailing list. Using MailChimp forms to sign up subscribers can be useful – not only can the forms be customised to allow the consumer to insert a range of information requests, from age to address and subscription requests, but also they can provide valuable information in the form of location and the method used to sign up. Having a clear idea of the route subscribers took to join your subscriber list will provide a greater depth of understanding in terms of how to effectively communicate in the future; furthermore, it will give even more insight into where and how to focus advertising efforts.

Learning from reports
MailChimp and other ESPs allow users to measure the results of a campaign. Essential metrics include click ad opens, which can tell you whether customers are engaging with the campaign. This information, alongside other useful data, will provide insight into what is driving the engagement and how you can improve on this for future email marketing campaigns. Use reports to measure engagement and track improvements or decline; before long, you will become skilled in identifying trends and will be able to easily tweak campaigns in the right direction, such as working out the best send times, the most popular content, and which calls to action and incentives are the most effective.

Dig deeper
Other useful data you can gather using MailChimp includes:
– E-commerce. This tab will enlighten you as to the products sold, revenue generated and any purchases made by individual subscribers. If you are tracking revenue-driving products or services, or trying to identify those which are not driving revenue, this information is particularly helpful.
– Links. Use this tab to give you information about URL performance. Which links perform best – those near the top or those further down your page? Which types of call to action will the target audience respond to more easily? The links tab will give you this data, which you can then use to make subtle (or major!) changes to your campaign.
– Social media. These platforms have become vitally important for marketers. Facebook and other social media is now an integral tool used to connect with customers and engage with a larger audience. Connecting your MailChimp account to Facebook will give you access to information such as the number of likes a campaign has received, top influencers, shares, and the geographical location of these.

MailChimp provides a huge amount of insight into your customers and how they respond to different campaigns; furthermore, this information is actionable and can be used to develop new and improved ways to connect with and delight your customers.