strategy

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.

subscribe to our newsletter for mailchimp tips, tutorials, and news

Mailchimp SMS for Small Businesses: The Ultimate Guide Read More »

two small business owners looking at a laptop next to the pure firefly logo

10 Signs You Should Work with an Email Marketing Agency

For small businesses, the decision to move from “do it yourself” to “do it for me” email marketing can be a major one. Working with an email marketing expert can help unlock hidden potential in your current audience and grow your business by reaching more contacts. How do you know when you’re ready to make the switch to working with an email marketing agency? Here are 10 signs you may be ready to reach out for a helping hand.

1. You’re Planning a Major Product Launch

Are you gearing up for a big product or service launch? Email marketing can be a powerful tool to create buzz and excitement among your audience. Try building up to the launch with scheduled campaigns that highlight the best features of your new product. Be strategic about your send frequency and be sure to announce the launch on your other marketing channels as well. An email marketing agency, like Pure Firefly, can help you craft product launch campaigns that drive engagement and encourage purchases.

2. Your Small Business is Growing

As small businesses expand, their email marketing strategies often become increasingly complex. To make the most of your growth, work with an email marketing agency to handle the burden of routine sending, automations, and segmentation. An email marketer can also provide the expertise you need to strategically scale your marketing with your growing audience.

3. This Year’s Big Sale is Coming Up

When an important sale or promotion is on the horizon, you want your email marketing efforts to be on point. An agency specializing in email marketing can help you strategize and execute high-impact campaigns that drive traffic and sales during your sales events. Many small businesses will work with an email marketer for their Black Friday promotions in order to maximize sales.

4. Your Campaigns Have Low Engagement

If your email campaigns are consistently met with low open and click rates, it’s time to reevaluate your approach. Email marketing agencies like Pure Firefly can analyze your current strategy, make necessary adjustments, and create content that resonates with your audience. Wondering how to assess your engagement? Check out our blog post on campaign analytics for more info!

5. Email Marketing Efforts are Not Converting to Revenue

It can be frustrating to spend hours on email marketing, only to find that your emails are not improving sales. Even engaging campaigns that generate lots of clicks may fail to lead subscribers to purchase. An email marketing agency can help optimize your strategy with tools like automation, segmentation, and personalized emails. Perfecting your email marketing strategy will give you the best shot at converting subscribers to happy customers.

6. Your Emails are Going to Spam

When your emails end up in the spam folder, you stand little chance of reaching engagement or revenue goals. There are many factors that can land you in spam, including problems with domain authentication, overuse of images, a lack of opt-in, or failure to follow CAN-SPAM & GDPR regulations. Resources online can list the common reasons genuine email marketing ends up in spam, but only an email marketing expert can take a look at your account and determine the individual factors that may impact your sender reputation.

7. You’re Spending Too Much Time on Emails

Many small business owners are surprised to find out how time-consuming email marketing can be. If you find yourself taking time away from critical tasks to focus on email marketing, it may be time to reach out for a helping hand. Email marketing agencies like Pure Firefly can assess your current marketing set-up and step in to strategize, design, and send your campaigns. If you don’t want to hand over the wheel entirely, an email marketer can set up automations to generate sales in the background while you focus on the day-to-day tasks of managing your business.

8. You Haven’t Been Using Automations

Email marketing automation can save you time and increase the relevance of your messages. If you haven’t implemented automation in your email strategy, an agency can help you set up and optimize automated email series. Some of the most popular automations for email marketing include:

  • Welcome emails
  • Re-engagement campaigns
  • Abandoned cart emails
  • Transactional emails
  • Review requests
  • Targeted automations

9. You Aren’t Segmenting Your Audience

Segmenting your email list allows you to send relevant content to different categories of subscribers. Many marketing platforms offer simple tools to make segmentation accessible. Mailchimp, for example, offers tags, groups, segments, and fields for segmentation. If you haven’t been segmenting your audience, you aren’t making the most of your contact list. An email marketing agency can guide you in segmenting your audience and targeting segments with relevant email campaigns.

10. You Haven’t Started Email Marketing Yet

If you’re a small business with any kind of online presence, email marketing should be a tool in your toolbox. According to Campaign Monitor, more than 64% of small businesses are already using email marketing to stay in touch with their consumers and maximize their revenue. There are many platforms offering beginner-friendly email marketing tools. To make sure you get started on the right foot, try booking a one-on-one consultation with a marketing agency like Pure Firefly.

Small Businesses Maximize their Marketing with Pure Firefly

As a small business, Pure Firefly understands the unique challenges and opportunities small businesses face. We offer various email marketing services, including template design, campaign strategy, audience clean-up, and Mailchimp audits. Whether you’re a marketing pro looking to reach the next level, or a beginner ready to dip into your customers’ inboxes, we would be delighted to work with you. Contact us today for a free intro call, or book a one-on-one session with our specialists starting at $89.

subscribe to our newsletter for mailchimp tips, tutorials, and news

10 Signs You Should Work with an Email Marketing Agency Read More »

an email marketing icon with pure firefly logo mark on top of an image of a dictionary

Email Marketing Glossary: 10 Terms You Should Know

Do you speak email marketing language? For email newbies, the unique terms marketers use can be a roadblock to getting started. If you want to cut through the jargon and make the most of your chosen email marketing tools, learning the language is an easy first step. Here are 10 terms to get you started on your path to email mastery.

Segmentation

In email marketing, segmentation involves dividing your email list into smaller categories based on specific characteristics or behaviors. With segmentation, you can send subscribers the most relevant information. Some common methods for segmentation include:

  • Interest groups
  • Segmentation by demographics (age, gender, etc.)
  • Segmentation by location
  • Behavior-based segmentation
  • Purchase-based segmentation
  • Engagement-based segmentation

Email marketing tools like Mailchimp provide straightforward options to begin segmenting your audience. Check out our guide to tags, groups, and segments for more info.

Personalization

Personalization means customizing email content for individual recipients. This may use a recipient’s name or past behavior, and is often simpler to set up than it sounds! Marketing platforms like Mailchimp and Klaviyo use merge tags to customize how an email will appear to each subscriber.

Deliverability

In simple terms, deliverability means keeping your emails out of spam. Several factors can impact deliverability, including domain configuration, list hygiene, and compliance with GDPR and CAN-SPAM regulations. Because deliverability is impacted by so many different variables, working with an email marketing expert is often the best way to address deliverability issues.

Accessibility

Accessibility in email marketing means designing emails everyone can enjoy. Subscribers with disabilities, especially people using screen readers, can often run into difficulties reading the content of an inaccessible email. By using alt text and high-contrast colors, email marketers can improve their emails’ accessibility and make them available to all.

Engagement

In email marketing, engagement is the level of responsiveness your audience has to your content. Some common ways of measuring engagement include click rates, open rates, and revenue. For more information, check out our article on email marketing metrics.

A/B Testing

A/B testing is the practice of sending two different versions of an email to a sample of your audience to determine which performs better. You may A/B test an email’s content, “from” name, subject line, or other elements.

Call-to-Action (CTA)

An email’s CTA prompts recipients to take a specific action, such as making a purchase or signing up. It typically takes the form of a text link or a button. Some emails may include multiple CTA’s, while others focus in on one main action.

List Hygiene

List hygiene is routine maintenance for your email audience. Marketers with good list hygiene regularly remove inactive and/or invalid email addresses. Maintaining a clean email list can help with deliverability. If you’ve never cleaned your list, try starting with a straightforward tool like Zerobounce.

Subject Lines

Subject lines are the brief text that appears at the top of an email. They typically give subscribers a glimpse of the email’s content, and can be thought of as an email’s “title.” All emails are required to have a subject line, so developing an engaging subject is essential for email marketing success.

Preview Text

Preview text is a snippet of text that accompanies the subject line. Depending on your email client, it may display slightly shorter or longer than the subject line. Preview text often contains a snippet of text from the email copy itself.

Go Beyond the Basics with Pure Firefly

Maximizing your email marketing success takes more than a grasp of the basics. 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.

subscribe to our newsletter for mailchimp tips, tutorials, and news

Email Marketing Glossary: 10 Terms You Should Know Read More »

printed analytics with pure firefly and mailchimp pro partner logo

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.

subscribe to our newsletter for mailchimp tips, tutorials, and news

Mailchimp Campaign Analytics: Matching Metrics to Your Goals Read More »

relaxed small business owner surrounded by sales tags

Stress-Free Black Friday Email Marketing for Small Businesses

In the race of Black Friday email marketing, small businesses may find themselves overwhelmed with questions. Here are answers to 5 of the most frequently asked questions about Black Friday email marketing for small businesses. By developing an effective strategy in advance, you can get ahead of the Black Friday frenzy and spend more time enjoying the holiday. (For maximum relaxation, you can always work with an email marketing partner.)

How Many Black Friday Emails Should I Send?

Small businesses need to strike a balance between staying at the top of their subscribers’ inboxes and overwhelming them with too much messaging. Typically, Black Friday sales should warrant between 3 and 5 emails. Here are some campaigns any small business should consider when preparing for Black Friday / Cyber Monday:

  1. “Coming Soon:” Let subscribers know what you’ll be offering at least a week in advance
  2. “Sneak Peek:” Give VIP customers a closer look at your deals
  3. “It’s Here:” Announce when the sale has begun
  4. “24 Hours Remain:” Remind subscribers not to miss this sale
  5. “Don’t Forget to Check Out:” Use an abandoned cart automation to recover missed sales

Because Black Friday is such a major retail holiday, some small businesses may want to update their routine automations with a temporary banner or Black Friday Shoutout. An email marketing agency like Pure Firefly can work with you to create automations that convert.

When should I start planning for Black Friday and Cyber Monday?

In order to effectively execute a Black Friday and/or Cyber Monday Campaign, small businesses should leave plenty of time for planning and promoting their sale. Small businesses should start planning their Black Friday email marketing in August. By starting in August, you leave your team plenty of time to develop a multi-channel marketing strategy and prepare to fulfill an influx of orders.

What marketing channels should I use to promote my sale?

Today, more and more people are using their mobile devices to access information. This makes digital marketing channels like email and social media more important than ever. If you use an email marketing platform like Mailchimp, you may find that you have a variety of multi-channel tools already at your fingertips. Consider booking a training session with a digital marketing expert to look at your marketing options and build out a strategy in advance.

How can I stand out during the Black Friday rush?

Small businesses looking to stand out should use email marketing to reach previous and potential customers alike. Build anticipation a week or two in advance and use segmentation to target different types of customers. For example, you may reward customers who have purchased more than 3 times by opening the sale to them in advance. An abandoned cart automation can also make a huge impact on your Black Friday / Cyber Monday sales as well.

Be sure to sync up personalized, engaging email content with your marketing on other platforms. By meeting your customers where they are, you can ensure that your sale stays top-of-mind and stands out amongst competitors.

How do I know what’s working?

To evaluate your Black Friday / Cyber Monday campaign’s success, take a look back at last year’s performance and set a goal for this year. You may want to exceed last year’s Black Friday revenue by $1,000, or maybe you want to acquire 50 new customers. Most small businesses will find it most effective to evaluate success using a combination of various metrics. For example, your Black Friday announcement email may have earned a massive click rate but a low revenue if your site crashes or users are not impressed by the products you offer. 

Is it your first year setting Black Friday marketing goals? Try comparing metrics to your most recent sale, or work with a marketing expert to set goals that work best for your business.

Prepare for Black Friday with Pure Firefly

Pure Firefly is a full-service email marketing agency that specializes in working with small businesses and nonprofits. As a small business ourself, we understand how every moment makes a difference when growing your business. Save time and stress by hiring us to develop your Black Friday campaign, or book a strategy call so we can work with you to refine your plan.

subscribe to our newsletter for mailchimp tips, tutorials, and news

Stress-Free Black Friday Email Marketing for Small Businesses Read More »

icons demonstrating mailchimp features beyond email

What Else Can Mailchimp Do? Beyond Email Marketing

Email is our happy place, but effective marketing requires more than just sending emails. As Mailchimp Pro Partners, we’d like to highlight the tools and features Mailchimp offers beyond basic email. In this article, we’ll explore how the following Mailchimp tools can enhance your marketing efforts:

  1. Social Media Posts & Ads
  2. Landing Pages
  3. SMS
  4. Postcards
  5. Surveys

Engage your audience beyond email to reach new levels of engagement & conversion!

Create Social Media Posts & Ads

In 2023, almost everyone has a social media presence – Including brands & organizations! Mailchimp recognizes the importance of a robust social media presence and offers tools to reach your audience on some of the most popular platforms. With Mailchimp’s Social Media Posts & Ads, you can seamlessly connect your Instagram, Twitter, and/or Facebook accounts. Schedule, publish, and manage posts from your campaign page.

By integrating your social media marketing efforts with your email campaigns, you can maintain a consistent brand voice and expand your reach to a wider audience. Check out our post on multichannel marketing to learn more!

Landing Pages

Visually appealing and conversion-focused landing pages can make or break a marketing campaign. Mailchimp’s Landing Pages feature gives you the tools to create an effective landing page. With a user-friendly drag-and-drop builder, you can design and customize landing pages that align with your brand. These pages allow you to promote products, announce special offers, acquire new leads, and more. 

You can also automatically tag contacts who sign up via a landing page, in order to send them targeted emails later on down the line. To learn about this process and implement it yourself, set up a training session with one of our email specialists.

Use Mailchimp for SMS

In a world where people are constantly connected to their smartphones, SMS marketing has emerged as a highly effective communication channel. Mailchimp understands this and offers an integrated SMS feature to send personalized text messages and alerts to your audience’s mobile devices.

Currently, transactional SMS is only available to users with a Mailchimp Store. However, Mailchimp has big things on the horizon! They are currently beta testing a more advanced SMS tool, which many users can apply for today. Keep an eye on their product updates page to see when this feature becomes available to all.

Postcards

By reaching beyond the digital realm, physical mail can have a powerful impact on your audience. Mailchimp’s Postcards feature enables you to design and send personalized, printed postcards to your customers. Whether it’s for announcing a special offer, expressing gratitude, or simply staying top of mind, postcards create a lasting impression on your subscribers, who may be overwhelmed by a crowded email inbox. 

Mailchimp’s Custom Surveys

Direct audience feedback is essential for improving your products, measuring campaign success, and understanding your audience. Some contacts are even more likely to engage with emails that include surveys or other interactive components.

Mailchimp’s Surveys feature allows you to create and distribute customized surveys via email or using a shareable link. The survey templates are easy to use, with options to add content, set up auto-tagging, and create robust reports. If you need a hand getting your first survey set up, reach out to Pure Firefly.

Maximize Your Mailchimp Investment with Pure Firefly

With tools reaching beyond basic email, Mailchimp helps businesses connect with their audience wherever they are. To fully embrace the capabilities of Mailchimp and take your marketing efforts to new heights, consider working with a Mailchimp Pro Partner like Pure Firefly. Our comprehensive audit is a great place to start for businesses looking to strategically expand their digital marketing efforts. Contact us today for a quote!

What Else Can Mailchimp Do? Beyond Email Marketing Read More »

wooden figures separated into groups

Top 3 Segments for Nonprofits

Without effective segmentation, sometimes sending emails can feel like screaming into the void. Each week, you send messages, only to see the same engagement. In 2023, sending every email to your full audience just doesn’t cut it anymore. To maximize effectiveness, nonprofits should use segmentation to ensure the right messages reach the right people. Here are our top 3 audience segments for nonprofits, plus some more guidance on segmentation.

Why is Segmentation Important?

Effective segmentation matches your emails’ messaging to the appropriate contacts. While some emails, like a monthly educational newsletter, can be safely sent to your full audience, the same is not true for every campaign. For example, you wouldn’t want to send a 50% off coupon on an online course to contacts who already purchased it at full price. Similarly, you shouldn’t send an email about an event in Georgia tomorrow to contacts in Norway tonight. 

With appropriate segmentation, you can ensure that contacts receive the emails that most appeal to them. Your audience is more likely to engage with these emails, and will appreciate being spared from emails they never opened in the first place. Segmentation is just one element of a smarter marketing strategy.

How Do You Implement Segmentation?

A segmentation strategy should always begin with setting a goal, then gathering the appropriate data on your audience. 

Many platforms offer predictive tools to help you estimate characteristics like location, age, and gender. Other audience info (like attendance at in-person events) may be stored on another platform. Using integrations to sync audience data across platforms can help keep your segmentation process simple.

Once you gather audience data, you can begin creating segments. Every email platform has their own tools for segmentation. However, most can be used to accomplish the same results. Mailchimp users, for example, can take advantage of tags, groups, segments, and fields. To learn more about creating segments, check out our blog post on Mailchimp’s segmentation tools.

Nonprofit Segment 1: The Diehard

Nonprofits looking to maximize engagement & donations shouldn’t let their most loyal supporters go unacknowledged. In many ways, the diehard segment is made up of your dream contacts. Maybe they open every email or have donated a cumulative amount over $3,000 dollars. The specifics of the diehard segment will vary depending on your organization’s size, reach, & goals. Here are some attributes which may make a contact match the diehard segment profile:

 

  • Opening all of your past 10 emails
  • Clicking on all of your past 5 emails
  • Donating more than 10 times
  • Donating over a certain cumulative amount
  • Donating on a monthly basis for over 3 months

However you slice and dice it, the diehard segment should be composed of your biggest supporters. These are the subscribers you should contact with special updates and invitations to your most exclusive events. Reward people for their generosity, and they are even more likely to keep coming back!

Need support with automating rewards to your most loyal supporters? Contact Pure Firefly to build a journey for you, including copywriting and template design.

Nonprofit Segment 2: The Local

Similar to the diehard, the local segment is likely to have relatively high engagement. These contacts may not be the most frequent donors, but they are closely tied to your organization’s goal. Local contacts are not necessarily geographically local (though they may be), but should have a close relationship to your organization in other ways. They may fit any of the following characteristics:

  • Lives within 50 miles of the community you serve
  • Has volunteered previously with your organization
  • Has connected with you via email replies or on other platforms
  • Is personally affected by the issue your organization addresses
  • Participates in organizations similar to your own

While these contacts may not be the most engaged or donate the largest amount, they play a valuable role in moving your organization toward its goals. Because these subscribers are likely to have a connection to your organization’s aims, they may appreciate personal stories and educational emails. 

Local subscribers are also more likely to engage with calls for volunteer support and may amplify your message to others in their community. To learn about Mailchimp’s segmentation tools, including predicted location, consider setting up a training call with Pure Firefly.

Nonprofit Segment 3: The Newbie

When subscribers first join your audience, they present you with a major opportunity. These contacts are likely to be expecting emails and may be highly motivated to support your cause. Don’t let this opportunity pass you by: Use automated emails to Newbie segments to reach subscribers at key moments.

The Newbie segment should include characteristics like:

  • Just joined your audience
  • Recently attended their first event
  • Donated for the first time

Whenever a subscriber has a “first” with your organization, another opportunity for interaction opens up. Let your Newbies know how much they’re appreciated, and they may become diehard subscribers. This is what makes welcome automations such a key part of email marketing strategy!

Pure Firefly Can Help Level Up Your Segmentation

When it comes to segmentation, the possibilities are almost endless. The Diehard, the Local, and the Newbie are only 3 potential segments nonprofits should target with special messaging. Building segments tailored to your specific organization takes time and careful thought, so consider working with an email expert who can guide you through the process. 

Pure Firefly’s team of email specialists has years of experience in marketing, IT, & design. To take the first step towards more effective segmentation, book a strategy call with one of our team members, or contact us for more information.

subscribe to our newsletter for mailchimp tips, tutorials, and news

Top 3 Segments for Nonprofits Read More »

calendar with an email icon

Send Frequency in 2023: How Often Should I Email?

Finding the right email frequency is key to attracting engagement and building a positive relationship with your subscribers. By building a reliable cadence, you can ensure subscribers look forward to your emails. In this post, we’ll answer the question: How often should I email my subscribers? We’ll also explore the best days to send, the importance of send time optimization, and how email frequency works with automations.

How often should I email my subscribers?

The answer to this question depends on several factors, including your industry, audience, and the type of content you’re sending. Most businesses find success in sending at least one email per week. However, this may be too much for some audiences.

To find the right send frequency for your audience, consider using segmentation. Because your audience members will engage with your emails in unique ways, they may prefer to receive emails on unique schedules. Try sending at least one email per month to all your subscribers and sending more frequent emails to the most engaged portion of your audience. This can boost opens & clicks without overwhelming your audience. 

If you’re a Mailchimp user, you can use several segmentation tools to tailor your send frequency to your audience. To build a successful strategy, consider booking a call with an email expert like Pure Firefly.

Email Frequency & Automations

Automations can be a powerful way to increase engagement with your audience while managing your email frequency. For example, you can set up a welcome series to introduce new subscribers to your brand through several emails. You can also create a re-engagement series to win back inactive subscribers without bombarding them with too many emails.

Because automations are triggered by a subscriber’s actions, they often send on a more frequent schedule than typical campaigns. An automated welcome series, for example, should begin sending as soon as a subscriber joins your audience. Depending on the length of your series, a welcome automation should have only 1-5 days between each email. 

While subscribers are going through a welcome journey, it is recommended that you pause other emails to these new subscribers to avoid overwhelming them.

What are the best days to send?

The right day to send will vary depending on your campaign, audience, and industry. However, a study by SendinBlue confirmed that weekdays perform more highly than weekends, comprising roughly 95% of the total weekly click volume. 

Studies have shown that Tuesday, Wednesday, and Thursday tend to have the highest open rates. On Monday and Friday, people are busy catching up or preparing for the weekend. However, these trends may vary depending on your industry and audience.

Some email providers offer tools to guide your choice of send date. For example, Mailchimp’s campaign manager includes send day optimization, which makes recommendations based on your industry & subscriber behavior.

 

Send Time Optimization: Does it matter?

Send time optimization aims to schedule your email send time around when your subscribers will most likely engage. Many email providers offer send time suggestions based on various factors, including subscriber location, behavior, and more.

While these can be helpful, it’s important to remember that everyone’s inbox habits are different. Instead of relying solely on send time optimization, consider testing different send times and analyzing your data to see what works best for your audience.

Whether you test send times manually or use optimization algorithms, send time can significantly impact an email’s opens and clicks. For example, if someone receives an online shopping discount at the start of their workday, they are likely to forget about it once they have time to shop. Place yourself in your subscribers’ shoes and tailor your send time around the type of content you send.

 

Pure Firefly Can Help You Build a Send Frequency Schedule

If you don’t have the resources to create & test a sending schedule, consider working with an email expert. Pure Firefly’s team has experience testing email send frequency for clients in different industries. Set up a one-on-one call to get our input on send frequency, or contact us for a free quote.

subscribe to our newsletter for mailchimp tips, tutorials, and news

Send Frequency in 2023: How Often Should I Email? Read More »

pen and papers with Pure Firefly logo

How a Mailchimp Audit Can Enhance Email Marketing

Email marketing is a powerful tool for businesses looking to connect with their audience and drive conversions. However, not all email marketing campaigns are created equal. In order to truly optimize your email marketing efforts, it’s important to start with a comprehensive review of your Mailchimp account. That’s where Pure Firefly’s Mailchimp Audits come in.

What is a Mailchimp Audit?

A Mailchimp Audit is an in-depth review of a client’s Mailchimp account, including everything from deliverability to campaign strategy. At Pure Firefly, we take a holistic approach to our audits. We begin with high-level concerns, including audience organization, deliverability, and legal compliance. A holistic Mailchimp audit also addresses more detail-oriented concerns, including template design, individual campaign setup, and automations strategy. Pure Firefly’s audits even include suggestions that can help save money on your monthly Mailchimp bill.

Mailchimp Audits Can Improve Deliverability

One of the most important aspects of any email marketing campaign is deliverability. Even the most well-designed campaign will have limited reach if your emails aren’t making it to your subscribers’ inboxes. 

Pure Firefly’s Mailchimp audit closely examines domain authentication and list hygiene. For every report, we also run one campaign through a spam checker which tests a client’s email content & preheader text against 19 of the most common B2B & B2C spam filters.

Optimize Your Audience Organization

A well-organized audience is essential to successful email marketing. In an audit, Pure Firefly’s team analyzes all the segmentation options used on any Mailchimp account. This may include audience lists as well as tags, groups, and fields. 

We also study the ways contacts flow into your account in order to ensure data collection is streamlined and compliant with Mailchimp’s regulations.

Get Your Design on Track with Template Recommendations

Regardless of your industry, email template design can have a big impact on engagement and conversions. In the design section of an audit, Pure Firefly’s team closely analyzes the template for one recent campaign. We then make recommendations to help optimize typography, CTAs, accessibility, and overall visual appeal. Our design comments focus on one specific template, but include guidance that can be applied more broadly to any client’s email marketing design.

If design is your major concern, Pure Firefly also offers template design as a standalone service, or on a retainer basis. Contact us to learn more.

Comply with Email Laws & Regulations

Email marketing is subject to a number of laws and regulations, such as CAN-SPAM and GDPR. Our audit’s legal compliance section ensures your email marketing is following these laws and helps you avoid a permanent block on your account. Pure Firefly’s holistic audit checks for the following elements to help ensure your emails are above board:

  • CAN-SPAM-compliant footers
  • GDPR-compliant sign-up forms
  • Accurate campaign defaults
  • Legitimate opt-ins

Audits Help You Strategize

The campaign strategy section of our audit looks at how you’re using Mailchimp to achieve your marketing goals. The days of email blasts to a whole audience at once are behind us, so we dig into the details of email frequency, segmentation, and automation. Our campaign recommendations can ensure your campaigns are effective and efficient. Following an audit, Pure Firefly is also available to create unique journeys and campaigns for your organization.

Why Start with a Mailchimp Audit?

Starting your email marketing project with a Mailchimp audit has a number of benefits. First and foremost, it ensures that all your email marketing is built on a solid foundation. By addressing any issues with deliverability, audience organization, and legal compliance, you can improve the likelihood that contacts will receive and open your emails.

In addition, a Mailchimp audit can help you save time and money in the long run. By identifying and addressing issues early on, you can avoid costly mistakes and ensure your campaigns are running smoothly from the start. Plus, an audit may uncover issues with audience organization that have inflated a client’s Mailchimp bill.

Finally, a Mailchimp audit can help you achieve your marketing goals. By optimizing your audience organization, template design, and campaign strategy, you can improve engagement and drive conversions. Guidance from Pure Firefly’s audit can help advise ongoing decision-making about your email marketing strategy. It’s the next best thing to having an email expert on your team!

Audit with Pure Firefly to Maximize Your Marketing

Email marketing is a powerful tool for businesses of all sizes, but it’s important to start with a solid foundation. By reviewing your Mailchimp account in detail, Pure Firefly can help you ensure that your campaigns are set up for success. We’re here to help you achieve your marketing goals – Contact us today to learn more about our Mailchimp Audits.

How a Mailchimp Audit Can Enhance Email Marketing Read More »

classy vs bloomerang on a desktop computer screen

Classy vs. Bloomerang for Nonprofits

Many nonprofits use Classy or Bloomerang to manage their donor relationships and fundraising efforts. Both softwares offer a range of features to help nonprofits manage their fundraising campaigns. However, key differences make each platform preferable in distinct situations. Drawing on Pure Firefly’s background in nonprofit email marketing, we’re here to help you decide which software best suits your needs. 

What is Classy?

Classy is a fundraising platform designed to help nonprofits easily create and manage their fundraising campaigns. Classy offers various features, including donation processing, event registration, and peer-to-peer fundraising. Their platform is designed to help nonprofits increase their fundraising revenue and build stronger relationships with their donors. Classy’s nonprofit users can create custom donation pages, track their fundraising progress, and communicate simply with their donors.

Classy also integrates with Mailchimp. This integration enables users to sync audience data on Classy donors and fundraisers directly into Mailchimp. By integrating with Mailchimp, Classy users can extend their fundraising efforts using email marketing. Nonprofits who want to make the most of this integration may benefit from working with a Mailchimp Pro Partner. Contact Pure Firefly to learn more!

What is Bloomerang?

Similar to Classy, Bloomerang is a donor management software that is designed to help nonprofits build and maintain relationships with their donors. Bloomerang’s features include donor profiles, donation tracking, and email marketing tools. Bloomerang’s platform is designed to help nonprofits better understand their donors, communicate with them effectively, and ultimately increase their fundraising revenue. Compared to Classy, it places more emphasis on building a relationship with donors, rather than fundraising directly.

Bloomerang also maintains a direct integration with Mailchimp, which can merge audience fields across the two platforms. This can help nonprofits leverage Mailchimp’s email marketing tools to engage all their donors, potential donors, and other audience members. 

If you’re having trouble managing your Mailchimp/Bloomerang integration, consider working with email experts like those at Pure Firefly. Set up a training session with our team to go over the Mailchimp basics. Book a call here.

Classy’s Pros & Cons

Among its extensive range of features, Classy has several advantages for nonprofit organizations. Some of Classy’s major advantages include:

  • User-friendly interface
  • Customizable landing pages
  • Event management (including in-person & virtual events)
  • Peer-to-peer fundraising
  • Recurring donations

However, there are some potential drawbacks to using Classy. One disadvantage is that Classy charges $299 per month for its services. This price may be prohibitive for smaller nonprofits with limited budgets. Classy also charges a small fee on all transactions. Additionally, while Classy’s platform is easy to use, the level of customization and flexibility is less in-depth than some other fundraising platforms.

Bloomerang’s Pros & Cons

When it comes to Bloomerang, one major advantage is its focus on donor relationship management. Bloomerang’s platform is designed to help nonprofits build stronger relationships with their donors. This strong relationship can help boost fundraising revenue over time. Additionally, Bloomerang’s email marketing tools are very robust, which can help nonprofits stay in touch with their donors and keep them engaged.

However, there are some potential drawbacks to using Bloomerang. Compared to Classy, its interface is somewhat more complex and difficult to use. Additionally, Bloomerang’s focus on donor relationship management presents a drawback when it comes to fundraising features. For nonprofits in search of an all-in-one fundraising platform, Bloomerang may not be the ideal choice.

Bloomerang offers pricing on a sliding scale depending on the number of contacts in a user’s account, as well as their organization’s annual fundraising income. For nonprofits making under $250k a year, plans start at $79 per month for up to 1,000 contacts.

Classy vs. Bloomerang: What’s the Best Fit?

Ultimately, the choice between Classy & Bloomerang depends on your organization’s needs. Both are well-rounded tools that can increase fundraising revenue, but here are some major guidelines to help you decide.

Classy may be right for you if…

  • You’re willing to invest more for a wider range of features
  • Your team needs something immediately easy to use
  • Events are a key aspect of your fundraising strategy

Bloomerang may be right for you if…

  • Engaging with donors is your #1 priority
  • Your team is tech-savvy and open to learning a new tool
  • You have a small budget and annual fundraising revenue under $250k

Overall, both Classy and Bloomerang are robust software programs with a range of fundraising and donor relationship management features. The choice is yours- but you can always contact Pure Firefly if you need an extra hand!

 

Reach Beyond the Software: Work with Pure Firefly

 

If you find that your fundraising tool isn’t engaging your audience effectively, it may be time to branch out into other marketing avenues. That’s where Pure Firefly comes in. 

Our team of Mailchimp-certified email specialists can help you develop effective email marketing campaigns to engage the donors you already have and reach the website visitors you hope to convert. We have proven experience working with nonprofits, and offer a range of email marketing services. 

Contact us today to elevate your nonprofit’s fundraising strategy!

subscribe to our newsletter for mailchimp tips, tutorials, and news

Classy vs. Bloomerang for Nonprofits Read More »

Scroll to Top