When there are endless options for pretty much anything these days, how do you know what will work for you and what will work seamlessly together? That’s so often our dilemma in our app-filled lives. Less can be so much more but knowing the right tools to use… that’s a skill in itself.
Take your website, for example, it could be built on WordPress, Squarespace or Shopify (as the main options). The right choice depends mainly on your business type but also what you’re wanting your website to achieve. For me and a lot of my clients, WordPress provides the most flexible platform that can also kick some serious SEO goals.
And the loop isn’t complete without a way to collect the email addresses of your desired clients and customers. Email marketing is so important for your business to create a lasting community that you can more directly communicate with. Ultimately, one of your main website call to actions is for people to subscribe to your newsletter, and your newsletter’s call to action is to direct people to your website.
When it comes to deciding on the best email marketing platform for your business, there are a few key players to choose from. Again, for me and most of my clients, MailChimp is an obvious choice. It’s free if your subscriber list is below 2,000 and the growing list of features available in the free account is pretty much perfect for a lot of the things you’re wanting as a small business. From automation to developing ad campaigns, MailChimp provides such a well rounded service, particularly if you own an online shop (get onto those abandoned cart emails ASAP!).
The other players in the email marketing industry tend to have a lot higher price tag and are more suited to businesses with a larger subscriber list and can act more as a CRM (Client Relationship Management).
If this marketing match sounds like just what you’re wanting to implement or you’re already using these two powerful tools, it’s important that you’re making the most of the connection.
WordPress to MailChimp
Using a couple of key plugins, establish the connect between your website and MailChimp. You’ll then want to tick off these tasks:
- Add a styled subscriber opt-in box to your website and make it easy to find (remember, it’s one of your main call to actions)
- Optional, but highly effective: Further entice people to subscribe by offering a free gift; it could just be the thing that your desired client has been looking for
- Add a subscription tickbox to your website forms
- If you run a WooCommerce online shop, connect that with MailChimp too
MailChimp to WordPress
When composing your email campaigns, remember the main call to action is pretty much always to direct your audience to your website, either to view a page or purchase a product. Plan out how you’re going to do that. For my campaigns, I do the following:
- Share the first few paragraphs of a new blog post and have a “continue reading” button link to the full blog post
- Let my community know about a new offering or latest website design I’ve worked on
- Feature my top viewed page links at the bottom of the campaign
I’ve also set up a Welcome series of emails that gets automatically triggered when a new subscriber joins (and my free ebook is delivered in the first email). Because I have an online shop using WooCommerce, I’ve also set up the abandoned cart email to remind potential buyers of the product/s they almost purchased. There are so many other automated emails that you could set up that encourage more interactions with your community and valuable opportunities for them to revisit your website.
Again, MailChimp is just one of the main players but for their price tag (free!) and the features available, it does make for a perfect match with your website. MailChimp also interacts well Shopify and Squarespace.
Now you know the perfect marketing match. Make sure these two assets are set up properly so they can work seamlessly for your business. And always remember, your community wants to hear from you! Send a newsletter to your people on a regular basis.
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