OPR

OPR FOR B2B PROMO CREATION

Subject OPR B2B Promo creation

Department IT

Recorder Milani Senarath Senior Business Analyst

Approved by

Created date 02/27/2019

Last updated 07/27/2019

No of pages including in the OPR

Contents Introduction .................................................................................................................................................. 3

Setup e-mail campaign.................................................................................................................................. 3

How to check the reports on recipient’s responses and other important parameters ................................ 4

View Campaign Reports ........................................................................................................................ 4

Overview Statistics ................................................................................................................................ 5

View Campaign Result Tabs .................................................................................................................. 8

Integration with external system like B2B .................................................................................................. 10

Import Options ......................................................................................................................................... 10

Paste in HTML ........................................................................................................................................... 10

Import HTML or ZIP File ............................................................................................................................. 11

Customize Your Template ......................................................................................................................... 12

Subscribe & Unsubscribe ............................................................................................................................ 13

Subscriber activity reports .................................................................................................................. 13

Unsubscribes ....................................................................................................................................... 13

Advance features provided by Mail Chimp ................................................................................................. 14

1. Keep all email subscribers in one list with no duplicates ........................................................... 14

2. Track opt-in source for each subscriber...................................................................................... 14

3. Build & run Facebook ads targeting your subscribers ................................................................ 14

4. Use a variety of email formats .................................................................................................... 15

5. Tag subscribers and track behavior with UTM codes ................................................................. 15

6. Create full automated sales funnels ........................................................................................... 16

7. Track leads and paying customers .............................................................................................. 16

8. Re-engage stale subscribers ........................................................................................................ 16

9. Use conditional merge tags to personalize your content ........................................................... 16

10. Test timing, subjects, and content .......................................................................................... 17

Introduction

1. This article will include all details related to Mailchimp 2. MailChimp is a marketing automation platform and an email marketing service. 3. Following will be the main areas covered by this document.

a. Setup e-mail campaign b. Check the reports on recipients’ responses and other important parameters c. Integration with external system like B2B d. Subscribe & Unsubscribe e. Advance features provided by Mail Chimp

Setup e-mail campaign

A campaign is a message that you share through email, ads, or other channels. To create a regular email

campaign, follow these steps.

1. Navigate to the Campaigns page.

2. Click Create Campaign.

3. In the pop-up modal, click Create an Email.

4. On the Regular tab, enter a campaign name and choose a list.

5. Click Begin.

6. On the Recipients step of the Campaign Builder, choose a list from the drop-down menu and

click Next.

7. On the Setup step, input your Email subject, Preview Text, From name, and from email

address. Select tracking tools, connect social media, and configure advanced settings from the

available options.

8. When you're finished, click Next.

9. On the Template step, choose one of our template types.

10. In the Design step, you'll input and customize your campaign content.

11. When you're done designing your campaign, click Next to navigate to the Confirm page.

How to check the reports on recipient’s responses and other important parameters

View Campaign Reports

To view a report for an individual email campaign, follow these steps.

1. Navigate to the Reports page.

2. Click View Report next to the campaign you want to work with.

Overview Statistics

When you open your report, you'll navigate to the Overview page, which contains general campaign

data like clicks, opens, and total revenue from the campaign.

Recipients

Number of subscribers the campaign was sent to.

Delivered

Date and time the campaign completed sending from MailChimp servers.

Open rate

Percentage of successfully delivered campaigns that registered as an open.

Click rate

Percentage of successfully delivered campaigns that registered a click.

List average for opens and clicks

Average percentage of opens or clicks on previous campaigns sent to this list.

Industry average for opens and clicks

Average percentage of opens or clicks for campaigns in the selected industry set for your account.

Opened

Number of recipients that opened this campaign any number of times.

Clicked

Number of recipients that clicked any tracked link any number of times in this campaign.

Bounced

Number of recipients that registered as a hard or soft bounce.

Unsubscribed

Number of subscribers that opted out of your list using the unsubscribe link in this campaign.

Total opens

Total number of times the campaign was opened by recipients. This count includes multiple opens

from individual recipients.

Successful deliveries

The number of recipients that didn't hard or soft bounce on this campaign.

Clicks per unique opens

Percentage of recipients that registered as an open who also clicked a link in your campaign.

Total clicks

Total number of times tracked links were clicked by recipients. This count includes multiple clicks

from individual recipients

Forwarded

Number of times the campaign was forwarded using the Forward to a Friend form. This stat

considers forwards only through the Forward to a Friend form and is not able to detect when a

subscriber uses the forwarding function in their email program.

Forward opens

Number of times the campaign was opened by someone who was forwarded the campaign using a

Forward to a Friend form.

Abuse reports

Number of recipients that reported your email as spam. Subscribers that report a campaign as spam

are automatically unsubscribed from your list.

Last opened

The most recent instance of a recipient opening the campaign.

Last clicked

The most recent instance of a recipient clicking a tracked link in the campaign.

24-hour performance

A graph detailing subscriber activity (opens and clicks) for the first 24 hours after the campaign was

sent.

Top links clicked

The URLs that were clicked the most in the campaign.

Subscribers with most opens

Subscribers that opened the campaign the most times.

Social performance

Provides a bird's eye view of how well your campaign is doing across different social media outlets.

When your campaign generates Facebook or campaign URL activity, we'll link to the stats on the

report Overview. Click the links to view more detailed information about the social activity for your

campaign.

Top locations

Displays where in the world your subscribers are opening your campaigns. We use geolocation

tracking to collect your subscribers' location information and the name of the country subscribers

are from.

View Campaign Result Tabs

Each additional tab of your report shows valuable data about how your campaign performed.

Overview

The report Overview provides an at-a-glance look at how well a campaign performed: who received the

campaign, when they opened it, what links they clicked, how many successful deliveries were made, and

other information.

Activity

The Activity menu lets you drill down further into campaign results. Choose one of the Activity menu options

to view or export a segment of recipients that interacted with your campaign in a specific way such as

opened or did not open, click performance, bounced, and others.

Activity can also be used to send targeted campaigns to specific portions of your list using MailChimp's

powerful segmenting options.

Links

The Links tab gives you a better idea of how well each tracked URL performed in the campaign. You'll find a

list of the tracked URLs from your campaign and the number of total and unique clicks for each one. If you're

viewing the report for a Regular, RSS, Automation, or A/B Testing Campaign, we also populate a click map to

give you a visual representation of how each link performed.

Social

The Social tab reveals who liked your campaign on Facebook, a list of the top influencers and referrers for

the campaign, and a map of clicks from across the globe. Before we can add Facebook stats to your

campaign reports, you need to integrate your account with Facebook.

E-commerce reports

The E-Commerce tab provides a breakdown of each subscriber's purchases, so you can quickly identify which

customers make a purchase and what they buy after they open your campaign. If your campaign includes

products from multiple connected stores, you can filter the purchase data by each store.

Conversations

The Conversations tab shows reply to your campaign when conversation tracking is

enabled. Conversation tracking offers more flexibility than a standard reply-to email address, and

allows other account users to receive email notifications when a subscriber replies to your campaign.

Analytics360

The Analytics360 tab displays Analytics 360 data when applicable, and integration statistics from

services like Eventbrite or SurveyMonkey. We also show a breakdown of the top email domains for your

subscribers under the Email domain performance chart.

Inbox Preview, A/B Testing, and Time Warp

These results are available from the report Overview if you've used those features for your campaign.

Just click the headings to see the results for those in your campaign report.

Integration with external system like B2B

Import Options

After you or your developer code your template's HTML, you can import the template with one of these

methods.

Paste in HTML

Import HTML or ZIP File

Paste in HTML

To create a template by pasting in your own HTML, follow these steps.

1. Navigate to the Templates page.

2. Click Create Template.

3. On the Code your own tab, select Paste in code.

4. On the Edit Code screen, replace or edit the example code, and click Save in the editing pane.

After the file is imported, you'll find it on the Templates page and on the Templates step of the

Campaign Builder in the Code your own tab.

Import HTML or ZIP File

To create a template by importing a ZIP or HTML file from your computer, follow these steps.

1. Navigate to the Templates page.

2. Click Create Template.

3. On the Code your own tab, select Import HTML or Import ZIP.

4. Click Browse and choose your HTML or ZIP file.

5. Name your template, and click Upload.

After the file is uploaded, you'll find it on the Templates page and on the Templates step of the

Campaign Builder. Review our ZIP troubleshooting tips if your ZIP file won't upload correctly.

Customize Your Template

After you import, you can make changes to template design on the Edit Code pane instead of importing

a new template. In this pane you can also add files or images from the Content Manager to your

template.

If you code your template with MailChimp's Template Language, you can tweak your design in the Edit

Design pane.

Subscribe & Unsubscribe

Subscriber activity reports

Dig even deeper with Subscriber Activity Reports, which give you a real-time report for every subscriber’s email activities: when they opened, what they clicked, and when they came back for more. You can even generate a list of people who didn’t open, and send them a modified campaign.

View MailChimp’s social reports to analyze stats about how many people your email reached, and on what channels.

Unsubscribes

Find out who unsubscribed from your list, and we'll keep track of them, so you can’t accidentally add them to your list later.

Advance features provided by Mail Chimp

1. Keep all email subscribers in one list with no duplicates

MailChimp might be set up to create separate lists, but that doesn’t mean you can’t keep all your subscribers in one. Paul Jarvis talks here about how simple it is with proper list management (which is something you have to worry about with ANY tool) By setting up tracking fields (we’ll get to those in a minute), and knowing what you’re doing, you can keep all contacts in one list, and use segments, automations, and groups to split it up for different campaigns. And if, for some reason, you need more than one list or prefer setting up your systems that way, Zapier can help manage duplicates. Honestly, it’s not hard at all to manage subscribers to that you never ever pay for a duplicate subscriber in MailChimp. The claim otherwise is stupid.

2. Track opt-in source for each subscriber

Sometimes you might want to segment a campaign or automation based on where someone signed up for your list. For example, when I wrote about Pinterest custom share links, I emailed people who signed up from this post, since I mentioned them in that post as well. Using hidden merge fields – which are MailChimp’s version of tags, you can track the page or external source that people converted from. Then use that field to segment campaigns or trigger automations. It all works the same way that subscriber tagging would anywhere else, and is just as easy – once you know it’s there.

3. Build & run Facebook ads targeting your subscribers

This feature is a new one, and it’s an amazing and unique one. Did you know you can create and manage Facebook and Instagram ad campaigns right from MailChimp, using all of your email marketing and subscriber data for targeting.

You can’t do this with any similar email marketing tool right now. So rock on MailChimp, rock on. For no extra fees or anything, you can create and manage a campaign using their simple builder:

4. Use a variety of email formats

One thing I see people complain about with MailChimp is that you have to spend hours tweaking the design of a heavily formatted template. But…they’ve seen the options, right? You really don’t – you can easily send a plain text email. Their form and email designers are awesome. But here’s the thing: you don’t have to use every single feature of them. You can easily send a plain and simple email. I have a variety of email templates – they’re all extremely simple and took mere minutes to drag-and-drop into place. And I did that once, when I first set up my account. It doesn’t need to be a whole big thing. Nothing crazy that’s actually going to trigger spam filters, which is more about the image-to-text ratio than number of images, anyway. If a newsletter is taking you ages to put together, that might be a sign you need to rethink your template anyway. People act like MailChimp is forcing them, against their will, to use a 7-column template with 8 borders and 1,000 images. Or like it’s not even possible to send a basic email. Ugh, what? A big thing I like about MailChimp is this kind of flexibility – you can go plain and simple, or vibrant and visual. It’s what you make it. You don’t have to choose between one or the other.

5. Tag subscribers and track behavior with UTM codes

In MailChimp, merge fields, segments, and groups can all be used to tag subscribers based on their behavior, activity, etc. It’s completely possible to get a full view of how audience members interact with your email, tracking them each step of the way and personalizing your email marketing accordingly. That’s right kids, tagging in MailChimp is real and it’s spectacular! Merge fields can track which page of your website a user signed up on, which stage of the marketing funnel the subscriber is in (subscriber only, lead, paying customer, etc.), which products customers have bought or are interested in, etc. Hell, you can even target MailChimp subscribers based on UTM tracking info, for example, to send a campaign to users to opted in through a Facebook post. That’s some intense ish that took me way longer to figure out in the other tools I’ve used.

6. Create full automated sales funnels

MailChimp’s automation is a lot more than welcome emails. And there are templates to get you started if you’re new to building workflows. You can start off with subscriber to yourself and your list. Then move them into a sales workflow that pitches a product related to the content upgrade they opted in through. Based on whether the stage merge field changes, then move them into one of several nurturing workflows based on whether or not they’ve converted. I love, love, love that automation’s available on ALL MailChimp pricing plans now, too. There’s basic automation in the free forever and growing business plans (what most of us have), and there’s now a MailChimp Pro plan with even more advanced automation and segmentation.

7. Track leads and paying customers

Want to create an onboarding series for new customers, then add them to your main newsletter list once it’s done? Totally possible. One of the areas where MailChimp’s still much stronger than other email marketing tools in its “tier” is with ecommerce integrations. You would use tags to separate onboarded customers from those still going through the new customer automation. Then when creating newsletters and other campaigns, you could create segments or groups that exclude new customers from the mailing.

8. Re-engage stale subscribers

You do pay for MailChimp based on the number of subscribers, just like Convert Kit and other ESPs, so you only want to send emails to people who really want them. Re-engagement campaigns let you identify subscribers who aren’t opening your emails, and try again to get their attention. You can either use this to resend an important email campaign, or to identify inactive subscribers to remove from your list. You can create a segment of people who haven’t opened recent emails, and send them one more email – usually something fun to get their attention. When I managed the marketing automation at eZanga, I

wrote one with a Top Gun-themed email about “losing that loving feeling” that was a hit. Once you’ve sent this “last chance,” you can remove anyone who didn’t engage with it.

9. Use conditional merge tags to personalize your content

This is a feature that I just found out about and have gone buck wild over already. Did you know you can customize merge tags beyond the overused “FNAME?” (Seriously, you wouldn’t say my name every other sentence IRL so don’t do it in emails) For example, you can have a section of your MailChimp template for a CTA that pitches one product if someone’s not a paying customer of it, but shows an alternative pitch for something else for people who have already purchased it.

10. Test timing, subjects, and content

You know what sucks? Having to pay extra for A/B testing. No marketing tool should be making it harder to run experiments – they should be encouraging constant testing and showing users the best way around it. In MailChimp, you can A/B test the impact of open rates on subject lines or of the day of week on conversion rate, and see which copy within your email can lead to better click-through rates.