Mailchimp How-To

Troubleshooting Email Deliverability

At some point in their email marketing experience, many organizations will run into deliverability challenges. If you’re seeing a steep drop in engagement or find your campaigns in the spam folder, you may be experiencing low deliverability. In this article, we’ll cover basic deliverability troubleshooting for email marketers.

What is Deliverability?

In layman’s terms, deliverability describes the likelihood your emails will end up in spam

Emails with high deliverability are likely to make it to the inbox, while emails with low deliverability (or deliverability issues) are likely to get flagged as spam. Deliverability is influenced by several factors, which can make it challenging to identify a singular reason emails start going to spam.

However, there are a few common culprits an email marketer can look for in their domains, account setup, audience, and campaign creation practices.

Why Emails Go to Spam

There are a few common reasons emails end up in spam, including:

  1. Lack of domain authentication
  2. Misconfigured DMARC, SPF, or DKIM Records
  3. Blacklisted domain
  4. Invalid addresses or spamtraps in the audience
  5. Spam reports from recipients
  6. Irregular send frequency
  7. Spammy email content
  8. Large file sizes in emails

In the following sections, we’ll cover reasons why emails commonly end up in spam, as well as a few other tips & tricks to address deliverability.

Authenticate Domain Through Your ESP

Most ESPs (Mailchimp, Klaviyo, etc.) provide a tool to authenticate your domain. Authenticating your domain means adding a handful of records to your DNS in order to prove that you have ownership of the domain and are legitimately sending email through the ESP.

Authenticate your domain in Mailchimp: Log into both Mailchimp and your domain host (Google Domains, Bluehost, GoDaddy, etc.). In Mailchimp, click on your profile picture, choose “Account & Billing,” then choose “Domains.” Mailchimp provides step-by-step instructions on how to add the appropriate records to your DNS.

Authenticate your domain in Klaviyo: Log into both Klaviyo and your domain host (Google Domains, Bluehost, GoDaddy, etc.). In Klaviyo, click on your company name on the lower right corner of the page, then choose “Settings.” Go to the “Email” tab and click “Sending Domains.” Input your sending domain, and Klaviyo will provide prompts to walk you through the process.

Configure SPF, DKIM, and DMARC

Even if you’ve authenticated your domain through an ESP, you may still run into domain configuration issues. The key DNS records for email deliverability are:

  • SPF: Lists the IP addresses permitted to send emails using your domain. Here’s a more 
  • DKIM: Verifies emails as legitimate using encrypted hash codes. Emails received are checked against what was originally sent to rule out tampering. Here’s how it works.
  • DMARC: Builds on SPF & DKIM to define how email receivers should respond to non-compliant mail. Learn more on DMARC.org.

How do you know if there’s an issue with your SPF, DKIM, or DMARC records? We recommend a tool like MXToolbox or Dmarcly. Google and Yahoo launched new sender requirements in 2024, so it may be worth double-checking if you haven’t recently.

If there are severe problems with your DNS record configuration, a generalized email marketing expert may be unable to resolve them. Consider working with a DNS specialist who can analyze and correct your records.

Check the Blacklists

Some emails land in spam because the sending domain has been blacklisted. This means the sender’s IP address or domain has been added to a list of known spammers. While being blacklisted can be frustrating, it doesn’t have to spell the end for your email marketing program.

To remove your email from a blacklist, you’ll have to take the following steps:

  1. Use a blacklist checker to identify which list you’ve been added to
  2. Notify the blacklist database and receive their report
  3. Clear up any problems or suspected issues
  4. Wait for your email to be removed from the list

Some blacklists are harder to escape than others. Check out this guide from Mailchimp for more information on how blacklisting works and why some blacklists (like SenderScore) are stricter than others.

As a first step, you can pull up a blacklist report for your domain using any of the blacklist databases below:

Clean Up Your List

Once you’ve crossed domain & blacklist issues off of your checklist, take a close look at your audience list. Where are most of your subscribers signing up? When you look through your contacts, do you see suspicious emails? Keep an eye out for the following red flags:

  • Contacts with gibberish first and/or last names
  • Sudden influxes in subscribers from one source
  • Contacts with invalid domains
  • Foreign email addresses from markets you do not serve

If you see some odd-looking contacts in your list or have a large audience segment that hasn’t opened any emails in 3+ months, consider using a list cleaner. We like Zerobounce, but many list cleaners are available at various price points.

Once you sign up for a list cleaner, you can take the following steps to check your list hygiene:

  1. Export contacts from your ESP
  2. Import them into the cleaner 
  3. Wait for processing
  4. Download your contacts sorted by validity and activity

List cleaners vary, but generally, the contacts to avoid will be marked as invalid, spamtrap, or do-not-mail.

Managing and Avoiding Spam Reports

How you grow your list can matter just as much as what kind of contacts are on it. Make sure all subscribers have actively opted in for your emails. Always include an unsubscribe link in your email footer.

You never want contacts to be surprised they’re getting your emails. When contacts receive emails they did not sign up for, they’re more likely to report you as spam. Over time, spam reports can tank your email deliverability.

Additionally, avoid sending more than 3-4 emails a week and be mindful of aggressive sales tactics like all-caps, repeated exclamation points, and deceptive deals. Sometimes, even unappealing graphic design is enough to get you reported by particularly trigger-happy subscribers.

Send Frequency & Sudden Changes

Can sending too many emails get you sent to spam? Yes. How many is too many? It varies.

As frustrating as that can be, senders may find solace in the fact that deliverability changes are more often caused by a sudden change in send frequency, rather than a specific volume of emails sent. For example, if you leave your email marketing program on pause for 2 years, and then immediately start sending 3 emails a day to 5000 people, your deliverability will likely take a blow.

When it comes to send frequency, try to make gradual, strategic changes. Use segmentation & automation to send emails to the right people at the right times. Remember: When it comes to email, more is not always better!

Optimizing File Size for Email Deliverability

Emails with a very large combined file size are likely to be flagged as spam. When adding images to an email, make sure they are below 500kb each. Check out our guide to email image sizes for more info.

Here are some tools our team at Pure Firefly uses to compress and optimize images:

  1. Tiny PNG
  2. EZ Gif
  3. Optimizilla

Senders should also be wary of large attachments. When sending a free download or .PDF, make sure the file size is below 5MB.

Other Tips and Tricks

If you’ve taken the steps above and still aren’t seeing the results you were looking for, there are a few steps you can take to make a small (but positive) impact on your sender reputation.

  1. Personalize your “To” field: By including a contact’s first name, you indicate a more complete (and thus, more legitimate) record of your audience.
  2. Use live text: Never send an email with only images. This can be hard for people to read and may get you caught in spam filters.
  3. Reply to your emails: When contacts reply to your emails, they indicate an interest in your content. This active engagement can help you stay out of spam.
  4. Add to address book: If subscribers add you to their saved contacts or address book, they are less likely to miss your emails.
  5. Never embed videos: Most ESPs won’t even let you do this, because videos don’t usually render in the inbox. Resist the temptation to install any plugins that allow you to embed video – They are likely to damage your sender reputation.

BONUS: What about Machine Clicks?

Seeing contacts click every single link in your email? They may be extremely engaged, or they may be machine clicks. Some spam filters & inbox providers use automated clicks to check suspicious emails. This can even lead to accidental unsubscribes if the machine clicks on the unsubscribe link in your footer.

How do you spot machine clicks? Look for contacts that have clicked on every single link in an email in a very short time. Some ESPs (like Klaviyo) can show you on a click report if the engagement came from a bot or a human. You can also keep an eye out for trends in machine clicks coming from a particular domain.

If you do see machine clicks on several emails, it’s time for an email deliverability review. Unfortunately, there’s no way to 100% prevent automated clicks on your messages, but keeping a strong sender reputation can help limit them.

Escape Spam with Pure Firefly

Pure Firefly is a full-service email marketing agency. Our team has a combined 10+ years of experience, and we pride ourselves on providing cost-effective email solutions for small businesses, nonprofits, and schools. For help with deliverability, contact us any time!subscribe to our newsletter for mailchimp tips, tutorials, and news

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Mailchimp SMS for Small Businesses: The Ultimate Guide

SMS is a valuable tool for reaching your contacts with the right message at the right moment. In 2023, Mailchimp launched its SMS Tool, allowing users to integrate SMS messages into their existing email strategy. After 1 year with the tool, we’ve helped clients navigate the entire process– From getting messaging set up to sending SMS and analyzing the results. Here is our ultimate guide to Mailchimp SMS, with expert-backed tips to optimize your strategy.

What is SMS? 

SMS stands for short message service. In layman’s terms, that’s a text message. With Mailchimp SMS, you can send messages directly to your subscribers’ smartphones. When you add an image to your SMS, it becomes an MMS. MMS stands for multimedia message service. AKA: Text messages with pictures. 

Getting Started: Mailchimp’s SMS Application

Before you can send SMS or MMS with Mailchimp, you’ll need to fill out an application. This helps Mailchimp ensure you are a legitimate business following all relevant regulations, so they can protect all their users.

The application features a few key steps:

  1. SMS Goals: Choose from a list of approved uses for SMS, including order notifications, promotional campaigns, and more. Be sure to check your intended use against the list of “Unapproved ways of using SMS.” Unapproved use may result in account suspension.
  2. SMS Experience: Select your level of SMS experience or hit “Skip” to receive default how-to pop-ups from Mailchimp.
  3. Business Information: Fill out key business details including website, address, and Tax ID.
  4. Phone Number: Create a new phone number or send using an established number for your business.
  5. Sender Information: Choose your SMS audience (We recommend a single-audience strategy.) and fill in some additional information about your business.
  6. Terms & Conditions: Mailchimp requires terms & conditions and a privacy policy for SMS users. You can use Mailchimp’s template language, or link to existing pages on your website. Check out Mailchimp’s guide to creating a privacy policy.
  7. Credit Subscription: Choose how many credits you’d like to buy per month once your application is approved.

Mailchimp takes up to 5 business days to review your application, during which time you will see a “processing” status. Once your SMS application is approved, you’ll get an email from Mailchimp & be ready to send immediately!

How Mailchimp’s SMS Credits Work

Mailchimp SMS is available to users on the Essentials plan or above. Once a user completes their SMS application, they can choose to purchase anywhere from 1,000 to 450,000 credits per month. Users spend credits every time they send a message.

How do you know how many SMS credits you’ll need? It may take a little math. Mailchimp SMS messages consume 1 credit per 153 characters, or 1 credit per 63 characters if you use emojis. MMS messages consume 3 credits per 1,600 characters. 

Once you know how many credits your message is likely to use, you can multiply that # by the number of subscribers you’ll be reaching.

So, if you send 3 messages per month to 1000 recipients, and each message is under 153 characters long with no emojis, you’ll need 3000 credits per month.

Small businesses on a shoestring budget may want to start with 1000 credits and purchase more as needed.

Sending SMS & MMS Campaigns

Just like with email, Mailchimp users can schedule SMS messages in advance to moderate their send frequency. The SMS builder is a fairly simple interface, with a text box where users can type in their message, and an option to add an image. Images in MMS campaigns should be no wider than 640px and no taller than 1138px. If you’ve optimized image sizes for email before, you’re already on the right track!

Using SMS in Mailchimp Journeys

SMS messages can also be sent automatically using Mailchimp’s customer journeys. Just add a “Send SMS” journey point and customize the message to your preference! 

Here are some journeys small business owners can use to increase revenue with SMS:

  • Welcome new subscribers as they sign up (This can help decrease unsubscribes down the line!)
  • Send order notifications
  • Trigger reminders when a subscriber registers for an event
  • Send abandoned cart texts to accompany your emails
  • Use date-based automations to beat the competition during holiday rushes (Hello, Black Friday)

How Do I Know if an SMS Campaign is Successful?

Mailchimp offers a range of reports to analyze your SMS campaigns’ performance. For a general benchmark on engagement, click rates and open rates are a great place to start. According to Forbes, SMS open rates can be as high as 98%. However, your first few SMS messages are unlikely to reach such a high open rate and open rates don’t necessarily equate to high click-throughs.

SMS success is best measured in the context of your larger business goals. For example, if you’d like to increase revenue by 25% this quarter, see what percentage of your sales come from SMS. It can also be valuable to evaluate your first quarter using SMS against the same quarter the previous year.

If you’re not seeing the growth you’re hoping to achieve, don’t worry! It can take time to perfect your strategy and reach the right people with the right messages at the right times.

What Not to Do: SMS Practices to Avoid

As you develop your SMS strategy, be sure to avoid the most common pitfalls for new users!

  1. Never cold-SMS: All SMS subscribers MUST be actively opted in
  2. Don’t Send Too Frequently: Keep your messages to 1 per week at absolute maximum
  3. Message with a Purpose: Don’t send SMS just for the heck of it– Always share something valuable for your subscribers
  4. Keep it Personal: Use merge tags to personalize your messages
  5. Don’t Forget Your Numbers: Monitor campaign analytics to ensure your messages are bringing the intended results

When in doubt, put yourself in your subscribers’ shoes! If a message would annoy or upset you, it’s likely to do the same for your customers.

Optimize Your SMS Strategy with Pure Firefly

Pure Firefly was founded to provide high-quality, cost-effective marketing solutions for entrepreneurs, nonprofits & small businesses. As an agency with a combined 10+ years of experience, we’re committed to staying ahead of the curve in digital marketing. To get started with SMS, try booking a training call with one of our experts. Or bring us on a retainer for help with all your Mailchimp needs! We offer a wide range of services to fill your marketing needs.

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What Does “Cleaned” Mean in Mailchimp? Understanding Contact Statuses

If you use Mailchimp for email marketing, you’ve probably seen contacts being marked as cleaned. Cleaned is a contact status that impacts how you can store and market to a contact. Let’s dig into what Mailchimp’s cleaned contact status means and what you can do about it.

What is a “Cleaned” Contact?

In Mailchimp, a Cleaned contact is any contact that has been determined as invalid. In other words, this email address is unable to receive any emails. Typically, contacts are marked as cleaned after emails sent to that contact from your Mailchimp account have hard-bounced or repeatedly soft-bounced. Emails need to soft bounce at least 15 times for Mailchimp to clean a contact.

Because you are prevented from sending emails to a cleaned contact, it can be frustrating to see them on your account. Thankfully, cleaned contacts do not count towards your monthly plan limit. 

You can export cleaned contacts, but Mailchimp does not allow you to archive or edit them.

When Does Mailchimp Mark a Contact as Cleaned?

Mailchimp may clean a contact at any point in their lifecycle in your audience. Here are a few of the most common times when you’ll see a subscriber become cleaned:

  • After you send a campaign: When you send out a new email, Mailchimp will record the contacts that bounce. Addresses that hard bounce or soft bounce repeatedly will be marked as cleaned.
  • When you import contacts: If you import a misspelled or invalid email address, Mailchimp may automatically mark them as cleaned. Some emails will even be blocked from importing at all.
  • During an automated series: Sometimes contacts that initially appear valid will bounce back repeatedly, leading to them being marked as cleaned.

If you find that many of your new contacts are being blocked from import or immediately marked as cleaned, it may be time to brush up on list hygiene. Consider using a list cleaner like Zerobounce to remove invalid addresses.

What Do I Do With Cleaned Contacts?

Unfortunately, Mailchimp does not allow you to archive cleaned contacts. These contacts are removed from your billing but will remain in your audience unless you remove the list entirely.

To avoid cluttering your list with cleaned contacts, make sure invalid addresses are not allowed into your audience. Consider enabling double opt-in or reCAPTCHA to prevent spam on your signup forms. 

Double opt-in can also root out any real website visitors using fake email addresses – Some people will do anything for that 10% discount.

Can I Send Anything to a Cleaned Contact?

Contact statuses in Mailchimp impact what you can send. For example, users cannot send marketing emails to non-subscribed contacts. However, non-subscribed contacts can still receive postcards.

Cleaned contacts are unable to receive any communications from Mailchimp. 

Why is Mailchimp Strict About Cleaned Contacts?

Mailchimp maintains strict deliverability standards to protect the sender reputation of all its users. If a handful of Mailchimp users send to many invalid addresses, this can impact the delivery of all emails on Mailchimp’s platform. 

To keep everyone out of spam, Mailchimp constantly cleans contacts and monitors compliance with laws like CAN-SPAM & GDPR.

Optimize Your List Hygiene with Pure Firefly

If you’re struggling with managing cleaned contacts in Mailchimp, consider working with a Pro Partner like Pure Firefly. A qualified email marketing expert can help identify the source of cleaned contacts and develop a list hygiene strategy. Just send us a message for a quote on audience work.

30 & 60 Minute Training Calls are also available to answer all your email questions!

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How to Integrate Mailchimp with Any Platform in 2023

In the world of email marketing, Mailchimp is well-known for its user-friendly interface. Despite the platform’s overall ease of use, some users still wonder how to integrate Mailchimp with another platform. If you’d like contacts from another website to flow automatically into Mailchimp, integrations should be your first consideration. This guide will cover all of the integration options Mailchimp offers, so you can make an informed decision about the best solution for your needs.

Mailchimp-Native Integrations

Mailchimp offers over 300 native integrations through its Integrations Directory. These are pre-built connections with popular platforms like WordPress, Shopify, and Salesforce. Because these integrations are already built by Mailchimp, they’re some of the simplest to use! Just log into Mailchimp, navigate to “Integrations” on the left side menu, and choose the platform you’d like to connect.

Mailchimp-native integrations are quick to set up and easy to use. Many of these integrations can automatically tag subscribers or record the revenue generated by email campaigns. Plus, several of Mailchimp’s native integrations open up additional possibilities for automated campaigns. After you turn on a new integration, take a look at Mailchimp’s pre-built journeys to see if any new options have become available. 

For less tech-savvy users, Mailchimp Native integrations are typically the best option. Plus, you can always work with a Pro Partner to walk you through the process.

Basic Mailchimp Integration via API Key

For more advanced users, integrating Mailchimp using an API key is a powerful option. This method provides granular control over your data and allows you to automate tasks like adding and updating subscribers. You can even segment your audience based on specific behaviors or data points from your platform.

Pro Tip: Pure Firefly email marketing offers both basic and custom API integrations, ensuring your Mailchimp setup aligns perfectly with your business goals.

How to Integrate Mailchimp Using Zapier

Sometimes, Mailchimp’s native options aren’t giving you what you need. A third-party integration platform may be necessary to bridge the gap between Mailchimp and another app. Zapier is one of the best of these third-party platforms. Using Zapier, you can automate the flow of contacts from Mailchimp to your other online platforms and vice-versa. For instance, when a new customer joins your online store, Zapier can automatically create a matching contact in Mailchimp.

Zapier is a no-code option for integration, so it’s great for people with limited technical skills. If you need a helping hand, consider a training call with an email specialist.

Using Webhooks to Trigger Real-Time Actions in Mailchimp

At the more advanced end of the technical spectrum, webhooks allow Mailchimp to post automatic updates onto your other online platforms, or vice versa. In the simplest terms, webhooks send a kind of digital signal between platforms. Whenever a specific event occurs on your platform, like a user signing up, a webhook sends out a signal to trigger the corresponding action in Mailchimp, such as adding the user to your audience.

For more info on Webhooks, consider watching Mailchimp’s free Webhooks webinar hosted by Kristy McCarley in 2023. Webhooks can be challenging for users not familiar with HTTP programming, so consider working with an email expert to get everything set up correctly.

Custom API Development: Tailoring Integration to Your Needs

In some cases, you might have unique requirements that go beyond Mailchimp’s typical integration capabilities. That’s where custom API development comes into play. With a custom API, you can build a solution tailored precisely to your needs, ensuring a seamless flow of data between your platform and Mailchimp.

Custom API development requires a high level of technical expertise and can be a lengthy process. This makes them a better fit for organizations with large budgets and highly specific integration needs. If you’re curious about what possibilities API development could open up for you, contact us for more information

Work with Pure Firefly for a World of Integration Possibilities

Integrating Mailchimp with your platform of choice makes audience management seamless. Whether you choose a native integration, API key, Zapier, webhooks, or custom development, Pure Firefly can help you identify the integration strategy that aligns with your business goals. If you’re interested in working together on an integration project, contact us to book a free intro call.

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Mailchimp Campaign Analytics: Matching Metrics to Your Goals

Wondering how to measure your Mailchimp campaign performance? Start with analytics! For every email sent, Mailchimp provides in-depth analytics, including open rates, click rates, revenue, and more. This post will help you leverage campaign analytics in order to match Mailchimp’s Metrics with your goals.

Understanding Mailchimp Campaign Analytics

Mailchimp is a leader in email marketing analytics. As such, their campaign reports equip marketers with plenty of metrics to guide strategic marketing decisions. Here are some of the most valuable metrics Mailchimp provides to analyze your campaigns:

  • Open Rate: The % of recipients who opened your email
  • Click Rate: The % of recipients who clicked on any link in your email
  • Clicks Per Unique Opens: The % of openers who clicked on any link in your email
  • Bounces: The number of campaigns that were unable to deliver
  • Unsubscribers: The number of recipients who unsubscribed
  • Revenue: The total value of purchases made using links in your campaign

Each of the analytics above can reflect successes and failures in your strategy, leading to smarter marketing decisions.

 

How to Match Metrics to Campaign Objectives

Different campaigns have distinct objectives and thus require different metrics for evaluation. In order to make the best use of Mailchimp’s campaign analytics, begin by setting a clear goal. For example, you may want to boost sales on a particular product or win back subscribers who have become disengaged. 

When you start with a goal in mind, it is easier to see what metric will most clearly reflect your success. Then, you can combine this primary metric with other campaign analytics in order to gain a more well-rounded view of your email’s performance.

 

Examples of Goal Alignment with Mailchimp Analytics

Wondering where to start with Mailchimp’s analytics? Here are some common campaign types, the goals they tend to target, and the metrics that will be most useful for measuring their success.

  • Welcome Email: Most welcome emails are intended to build a strong relationship with subscribers, and may direct recipients to an organization’s website. Focus on open rates, click rates, and unsubscribes.
  • Black Friday Promo: This promotion is aimed at boosting sales, so you can measure success with revenue.
  • Event Promotions: When your goal is gathering registrations for an event, connecting Mailchimp to your event platform is key. Not sure how to set it up? Consider working with an email marketing agency like Pure Firefly to develop an API integration.
  • Blog Update/General Newsletters: Many educational emails are intended to drive traffic to a particular website or article. On the Mailchimp side, that means tracking clicks is the way to go!

 

Maximize Your Metrics with Pure Firefly

Reaching your marketing goals is made even easier when you have a trusted partner in email marketing. Pure Firefly offers 1-on-1 training sessions on the nuances of Mailchimp strategy, template design, and campaign analytics. Or, contact us to kick off ongoing marketing work including account set-up, Mailchimp audits, template creation, and more.

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Mailchimp’s New Builder: 5 Features You Might Have Missed

To some users, Mailchimp’s new template builder is old news. However, many users have yet to switch over to the new builder for all their email campaigns. While the classic builder can still create great templates, the new builder includes innovative features that expand users’ opportunities to connect with their subscribers. In this blog post, we will explore five features that you might have missed in Mailchimp’s new builder, including:

  1. AI Content Generation 
  2. Instagram Feed Blocks
  3. Playable Video
  4. Campaign Optimizer
  5. Creative Assistant

Let’s dive in and discover the hidden gems of Mailchimp’s new builder.

About Mailchimp’s New Template Builder:

Mailchimp’s new template builder takes a big step forward in design, compared to the classic builder. It offers an intuitive interface and advanced functionalities, making design dilemmas like alternating background colors easy to resolve. Beyond the design capabilities, there are several integrations and AI-powered elements that can take your email marketing to the next level. Let’s uncover some of the most impressive & underutilized features.

1. Mailchimp’s New AI Content Generation:

Creating captivating email content can be incredibly time-consuming. Keeping up with the recent wave of AI tools, Mailchimp’s new builder recently launched AI-powered content generation. This feature can help you save time while maintaining the quality of your emails. To use AI content generation in Mailchimp’s new builder, just set up your industry and marketing goal. Then, hit “Generate”  on the left side menu to create Headings & Subheadings to use in your campaign. If you’re fearful about AI, don’t worry – We have our hesitations too. Start small with a subheader, and you may find that this tool is a valuable addition to your email marketing toolkit.

2. Instagram Feed Blocks

In the era of social media dominance, incorporating your Instagram feed into your email campaigns is a great way to extend your brand’s reach. With Mailchimp’s new builder, you can also seamlessly integrate Instagram feed blocks into your emails using an “Apps” content block. Showcase your latest posts to encourage your email subscribers to connect on Instagram. In 2023, multi-channel marketing is key, so don’t miss this opportunity to sync your messaging across multiple channels.

3. Playable Video

Videos are a highly engaging form of content, and Mailchimp’s new builder opens up the ability to incorporate playable videos directly within your emails. This works with an “Apps” content block as well as an integration to Playable Video. By embedding videos, you can grab your subscribers’ attention and deliver your message more interactively and compellingly. Whether it’s a product demo, a behind-the-scenes glimpse, or a promotional video, leveraging playable videos in your emails can significantly boost engagement and convey your brand’s personality. 

Playable Video’s pricing plans start at $29/month, so small business owners may want to join its free trial before making a final decision about the tool.

4. Mailchimp’s Content Optimizer

An email campaign’s success relies on several elements – attractive design, concise copy, engaging CTAs, and more. Mailchimp’s new builder seamlessly incorporates their Content Optimizer. This tool continuously analyzes your email content and suggests improvements to enhance your campaign’s effectiveness. It checks for common issues like broken links and merge tags. The Content Optimizer in Mailchimp’s new builder also offers suggestions for heading & sentence length. By utilizing the Content Optimizer, you can ensure that your emails are optimized for maximum impact and deliverability.

5. Creative Assistant

For users hoping to streamline their creative process, Mailchimp’s new builder also includes the Creative Assistant feature. This feature combines your brand style and images with Mailchimp’s library of stock imagery to generate engaging email graphics. Graphic elements are generated automatically and can be customized to better match your campaign. If you need a hand using the Creative Assistant, book a training call with one of our Mailchimp experts.

Explore the New Builder with Pure Firefly

As a trusted marketing agency, Pure Firefly specializes in helping businesses & nonprofits level up their email marketing. Our specialists have extensive expertise in Mailchimp’s new builder and are happy to guide you through its features, offer personalized recommendations, and help you harness the full potential of the platform. Book a training call for a walkthrough of the new builder, or contact us for more information.

Plus, be sure to join our email list to be the first to hear about our upcoming New Builder webinars!

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Are You Ready for Mailchimp’s New SMS Tool?

Technology is constantly evolving, and so are Mailchimp’s marketing channels with the upcoming addition of SMS marketing. SMS (Short Message Service) has been around since the early 2000s, but only recently emerged as a powerful marketing tool. Mailchimp’s SMS feature is currently in beta testing, but you can still take steps to prepare for the tool’s launch. In this blog post, we will help you prepare to leverage this exciting channel in your marketing strategy. 

What is SMS Marketing?

SMS marketing involves sending short, concise text messages to subscribers’ mobile phones. Because mobile phones are so integrated into most people’s day-to-day life, SMS is a great way for businesses to communicate directly with their audience. It’s especially well suited to time-sensitive messages like promotions, event reminders, and more. SMS marketing provides a direct and personal way to engage with customers, often leading to high open rates and quick response times.

Gather Opt-In & Phone Numbers

Before you can start using Mailchimp’s SMS tool, it’s essential to get permission from your subscribers to send them text messages. Implementing a clear opt-in process is crucial for legal compliance and demonstrates respect for your audience’s preferences. Update your subscription forms to allow users to provide their phone numbers and opt-in for SMS communications. 

You can also send a landing page for your current subscribers to opt-in for SMS. That way, you’ll have contacts to send to when your SMS campaign is ready to launch. Make sure to communicate the value of receiving SMS messages from your business and consider offering a special discount to encourage opt-ins. 

Wondering how to optimize your opt-in process? Try a strategy call with one of our Mailchimp experts.

Build Your SMS Strategy

Like any other marketing channel, SMS requires a well-defined strategy to maximize its effectiveness. To avoid being overwhelmed, remember to market smart. Determine your goals for using SMS, whether it’s to promote new products, send exclusive offers, or provide timely updates. Consider the send frequency of your SMS messages and strike a balance between staying top-of-mind and avoiding overwhelming your subscribers. Craft concise and engaging content that delivers value in each text message. 

As Mailchimp rolls out SMS tools to more users, they are likely to launch more help articles on SMS strategy. For now, their post on 5 Key SMS Strategies is a great place to start.

Apply for Mailchimp SMS

To access Mailchimp’s SMS tool, you’ll need to apply for it once it becomes available. Keep an eye out for announcements from Mailchimp regarding the public launch of the SMS feature and the application process. Once the application is live, be prepared to confirm your business information and compliance contact details. While SMS is in beta, availability is likely to be limited, and the application process may change once the tool launches.

Understand Mailchimp SMS vs. MMS

Mailchimp’s SMS tool will be able to send both SMS (text-only) and MMS (multimedia) messages. Understanding the differences between the two will help you optimize your communication strategy. SMS messages contain only text, while MMS messages can include images and videos. SMS messages are technically limited to 160 characters, but users can insert over 160 characters and allow Mailchimp to break it up into multiple messages. Consider the type of content that will best convey your message, and be sure to consider image size when sending MMS.

Build an SMS Strategy with Pure Firefly

You can never be too prepared. While Mailchimp SMS is still in beta, consider developing your strategy with a Mailchimp Pro Partner like Pure Firefly. Pure Firefly is a leading marketing agency offering comprehensive digital marketing services and one-on-one strategy calls. From implementation to data analysis, Pure Firefly can assist you every step of the way. Contact us at any time to set up a consultation.

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