MailChimp is one of the most popular business apps in the world right now because it can offer automated email sequences to drive sales and conversions. Many people aren’t using the tool properly, and they don’t understand how it works or how to leverage it to its full advantage. Fortunately, this guide is here to help. We look at some tactics you can use to boost conversions and make the most of the tool.
Deploy value-first sequences
You’ll want to start by deploying what’s become known in the industry as value-first sequences instead of trying to get somebody to convert or deploying the hard sell. Instead, you’re offering them some sort of value up front.
- The first email will provide them with the promised lead magnet (for example, a free resource template or a discount code).
- The second email should be pure educational value, telling them more about what you offer and what you do.
- A few days later, you might send a third email with some social proof about how customers have benefited from using your service.
- In the fourth email, you may provide a benefit-driven call to action with a link to your product.
Don’t try to be too pushy in these emails, otherwise you’ll put people off.
Segment by intent behavior
Another pro tip is to segment your emails by intent and behavior. The emails you send should reflect the type of customer you’re dealing with.
For example, let’s say you have a highly engaged customer who opens your last five emails and clicks the link in all of them. In this situation, you might pitch them new offers, premium services, or early-bird products.
Now contrast that with someone who added items to their cart but abandoned their purchase. For these customers, you might trigger automated reminders and provide them with incentives to complete their checkout, such as discount codes.
Create a sense of urgency
Creating a sense of urgency is also something you can use in your email sequences, especially in MailChimp. For example, you could use an add-on like Sendtric to add countdown timers to your email content. These remind customers how long they have to take advantage of specific deals that you mention.
You can also use widgets to tell customers how much of a particular item you have left in stock. For example, you could tell them you only have 20 places left at your upcoming event, or 30 robot vacuums available at the discounted price before the price goes up.
Write benefit-driven, scannable copy
Finally, it’s critical to write benefit-driven, scannable copy. Most people, I’m sorry to say, aren’t reading your emails in full. Instead, they’re just asking themselves, “What’s in it for me?” With this in mind, you want to provide them with benefit-driven writing that tells them how they can benefit emotionally and in terms of their time if they decide to buy your products. Make sure you highlight or bold the really important text so skimmers will pay attention to it.
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