DIGITAL MARKETING LOVE KUSH ACET

UNIT 1
Introduction to Digital Marketing & Website and Blog Development

( Introduction to Digital Marketing and its Significance; Traditional Marketing Vs Digital Marketing;
Digital Marketing Process; The contemporary digital revolution, digital transformation framework.
Types of websites, Keywords, Understanding Domain and Webhosting, )

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The massive penetration of digital technology is pushing communications to an advanced level,

resulting in the creation of virtuous data systems to transform the way we make, sell and buy. The
Internet fast emerged from a modest research network to a robust commercial infrastructure with an
exponentially growing number of user base. Consequently, novel business functionalities such as E-
Commerce and Digital Marketing are redefining the way businesses reach and interact with
customers.

The emergence of mobile technology and the growing accessibility and affordability of Internet-
based devices such as tablet-PCs and smartphones with huge storage capacities, fast computing
capabilities and data transmission speeds is further pushing the popularity of this concept.

Digital Marketing allows businesses to reinvent their marketing strategies to better connect with
target customers and to stay relevant in the customer’s perspective. In the process, businesses
leverage the technology-enabled tools such as emails, blogs and social media to expand the reach of
their offerings.

It is penetrating deeper into the worldwide market, driven largely by innovations such as Internet of
Things (IOT), extensive data integration and Big Data technologies. Businesses now realize the
importance of customer behavior information and usage data to draft new marketing strategies.
Furthermore, this has reinvented the advertising approaches to providing more focused and accurate
messages to customers.

It provides considerable cost benefits to businesses in terms of affordability. Unlike the conventional
marketing media such as a print or television, using digital media such as social media or an email
can convey the message to a greater number of audiences at just a fraction of the cost. Another
significant advantage of it is the ease of tracking and monitoring results through customer response
patterns.

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Digital marketing vs. traditional marketing

The main difference between digital and traditional marketing is the medium through which an audience encounters
a marketing message. While traditional marketing uses traditional media like magazines and newspapers, digital
marketing uses digital media, such as social media or websites.

Of course traditional marketing doesn’t mean it’s old fashioned.

Traditional marketing still plays an important role in people’s lives with
the ever growing need to step out of the digital world.
The immersive experience of an impactful TV commercial and the
tactile nature of a copy of Rolling Stone magazine are as important
today as they were 20 years ago because of their lasting effects on your
memory. Subconsciously you attach yourself to their brand
emotionally, meaning they will stay at the top of your mind.

In the same token, digital marketing is just as important as traditional if

not even more so. Digital marketing uses every touch point of your
daily use of the internet to reach you.Tempting holiday Instagram ad
via Sky Scanner If you are google searching holiday ideas for your next
weekend getaway, the chances are that soon after you will see a tailored
sponsored ad from Sky Scanner.

Using the internet for several hours each day is a

normal part of most people’s day to day life.
Digital marketing just uses this to its advantage
by cleverly weaving in marketing
communications into every digital channel.

Traditional marketing: pros and cons

With the rise of social media, traditional marketing is often undervalued by marketers. However, traditional
marketing still very much has a place in a consumer’s day to day life. If you have the budget to share your
campaigns in magazines and prime time TV, your money could
be well spent. Newspaper traditional marketing illustration
by gOrangeTraditional marketing channels include:
 Outdoor (Billboards, bus/taxi wraps, posters etc)
 Broadcasting (TV, Radio etc)
 Print (Magazines, newspapers etc)
 Direct Mail (catalogues etc)
 Telemarketing (Phone, text message)
 Window display and signs
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The
Pros And Cons Of Traditional Marketing

Pros:

Impactful and easy to understand

A visually bold billboard or a striking TV commercial is a normal part of most people’s day to day lives.
They’re easy to digest and often entertaining.
Printed marketing materials are more permanent
If you have an advert in an issue of The New York Times it will be there until the magazine is recycled.
Which is great if the consumer is an avid collector.
More memorable
Seeing something in real life rather than on your phone is more likely to be remembered. The anticipation
of the new Super-Bowl ads or a beautiful and impressive window display is more likely to stay in your
mind than an instagram ad you’ll probably scroll past in seconds.

Cons:

More difficult to measure campaigns

There are ways to measure traditional marketing campaigns such as brand trackers but they are nowhere
near as in depth or intelligent as the tools available for digital marketing.
Often expensive
If you’re a brand in its infancy chances are you don’t have the funds for a 4 page spread in Vogue. Many
forms of traditional marketing will set you back a considerable amount.
No direct interaction with the consumer
Unlike social media marketing, you’re more or less in the dark about your audience’s reaction to your
marketing efforts.

Digital marketing: pros and cons

However impactful traditional marketing is, we can’t forget that we are well and truly living in the internet
age.
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Digital consumer illustration by HenryLim

According to ClickZ, “Internet users now make up
57% of the global population. On average, people
spend 6 hours and 42 minutes online each day. By
2021, a projected 73% of all ecommerce sales will
come from mobile.”
That’s a mind-bogglingly huge amount of time and
opportunity to do some clever digital marketing.
Digital marketing channels include:
 Social media (Facebook, Instagram etc)
 Website
 Content marketing
 Affiliate marketing
 Inbound marketing
 Email marketing
 PPC (pay per click
 SEM (Search engine marketing)

The pros and cons of digital marketing

Pros:

More options for engagement

Through channels such as social media you can physically see what your audience think of your brand
and marketing efforts. If your marketing has been shared, liked and had plenty of positive comments, you
know you’re doing something right.
Easy to measure your campaigns
On the flipside to traditional marketing, the specifics of digital marketing tracking is exceptionally in depth.
This makes your learnings extremely clear for your next round of marketing efforts.
Makes clever targeting possible
If you have the tools to specifically target a 29 year old female writer who loves Lizzo and drinking
Guinness then surely you can also create perfectly tailored content?

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Cons:

Digital ads can be deemed as annoying

Think about the moment you’re scrolling through your Facebook homepage and all you want to do is see
what your old school friends are up to these days. Then you get the dreaded sponsored ad for something
related to an embarrassing ailment you googled the night before. It’s sure to make you actively dislike the
very brand doing the clever targeting.
Less permanent
Digital marketing efforts like Google ads, banners, promo emails or social media ads can have a fleeting,
temporary character. They’re intangible and can easily be ignored. If your target audience keeps scrolling
or clicks to the next page your ad will be gone from their screen.
Constantly evolves
To get the most out of your digital marketing efforts there is a lot to learn. Each channel usually requires
its own specialist, from search engine marketing to social media, each channel requires a pro to get the
best bang for your buck. However, a grass-roots social media marketing strategy is a great place to start.
Have a look at our digital marketing strategy guide for some inspiration.
Digital Marketing Process
following are the 5 steps of the Digital Marketing Process:
1- Research: At this stage, you Research about business, target customers, product/service, competition.
2- Create: At this stage, you create your digital marketing goals, digital marketing strategy, digital
marketing plan & primary digital identities (website/blog/ app).
3 – Promote: At this stage, you start promoting your primary digital identities through various digital
marketing channels like search engines, display networks, e-commerce portals, social media, emails,
messaging & affiliate programs.
4 – Analyze: At this stage, you look the various analytics including the most important analytics i.e
Website / Blog / App analytics & compare them with your goals. You also understand where changes
must be made in order to bridge the gap between goals & actuals.
5- Optimize: At this stage, based on analysis & observations, you start making changes (fine-tuning). The
changes could be in your primary digital identities or digital marketing channels. Changes are also
referred to as content & design of your identities & promotional communication.

The contemporary digital revolution

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The development and advancement of digital technologies started with one fundamental idea: The Internet.
Here is a brief timeline of how the Digital Revolution progressed:

 1947-1979 - The transistor, which was introduced in 1947, paved the way for the development of advanced
digital computers. The government, military and other organizations made use of computer systems during
the 1950s and 1960s. This research eventually led to the creation of the World Wide Web.
 1980s - The computer became a familiar machine and by the end of the decade, being able to use one
became a necessity for many jobs. The first cellphone was also introduced during this decade.

 1990s - By 1992, the World Wide Web had been introduced, and by 1996 the Internet became a normal
part of most business operations. By the late 1990s, the Internet became a part of everyday life for almost
half of the American population.

 2000s - By this decade, the Digital Revolution had begun to spread all over the developing world; mobile
phones were commonly seen, the number of Internet users continued to grow, and the television started to
transition from using analog to digital signals.

 2010 and beyond - By this decade, Internet makes up more than 25 percent of the world's population.
Mobile communication has also become very important, as nearly 70 percent of the world's population
owns a mobile phone. The connection between Internet websites and mobile gadgets has become a standard
in communication. It is predicted that by 2015, the innovation of tablet computers will far surpass personal
computers with the use of the Internet and the promise of cloud computing services. This will allow users
to consume media and use business applications on their mobile devices, applications that would would
otherwise be too much for such devices to handle

Types of Websites
 There are more than just twelve different types of websites in the world, we’ve picked the most common
categories to give you a general idea.
The most common types of websites are:

1. Blog
2. Corporate
3. Ecommerce
4. Portfolio
5. Brochure
6. Crowdfunding
7. News or magazine
8. Social media
9. TV or video streaming
10. Educational
11. Portal

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12. Wiki or community forum

Blog
You’ve likely come across blogs in your browsing experience, but for those who aren’t familiar, they’re online
journals or informational pages that are regularly updated. 
Typically managed by an individual or a small group, a blog can cover any topic – whether it’s travel tips, financial
advice, or doughnut reviews. While they’re often written in an informal or conversational style, professional
blogging has gone on to become an extremely popular method of making money online.

2. Corporate
Less than two-thirds (64%) of small businesses have a website. That’s an astonishingly low figure, given how
important an online presence is for a company’s credibility. And luckily for you, this means you can  build a website
to give your business the competitive edge.
You may not sell directly through a corporate website, but you can use these sites to provide information about
your business, and to let potential clients or customers know how they can get in touch with you. 

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3. Ecommerce
An ecommerce site, otherwise known as an online store, allows you to take online payments for products or
services. Stores can function as standalone websites, or be combined with a blog or corporate website.
For example, a purely corporate website without ecommerce functionality can still indirectly encourage users to
purchase something, but cannot accept any payments.

4. Portfolio
Just like a physical portfolio, these types of websites are used to display and promote examples of previous work.
Primarily used by those in the creative industry, a portfolio website can be used like a CV, demonstrating your skills
in order to impress clients, customers, or future employers.

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5. Brochure
Brochure websites are like digital business cards. Mainly used by small businesses, these types of websites are
used to advertise services, and to display contact information, with just a few pages.
For example, a small plumbing company would build a brochure website with a homepage to display contact
information, an ‘about us’ page describing the company, and maybe a few photos of their work. 

6. Crowdfunding
Crowdfunding is the practice of funding a project or venture by raising small amounts of money from lots of
different people. These types of websites are becoming a go-to resource for new startups. 
In the past, the only way to fund a new business venture was to seek large investments from only a few people
(think Dragon’s Den). But these days, you can create a crowdfunding site with ease – you’ll just need to create a
pitch video for your project, and then set a target amount and deadline. 

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Internet users who believe in what you’re working on will pledge an amount of money to your cause. You can also
offer incentives in exchange for donations, such as discounted products or VIP experiences. 

7. News or magazine
News and magazine websites need little explanation. The primary purpose of a news website is to keep its readers
up to date on current affairs, whereas online magazines will focus more on entertainment.

8. Social media

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We all know Facebook and Twitter, but social media sites can take many other forms. These sites are usually created
to let people share thoughts, images or ideas, or simply connect with other people in relation to a certain topic.
Social media sites are also increasingly becoming the go-to destination for people to read up on the news. 

9. TV or video streaming
Netflix, along with similar sites like NowTV, have revolutionised the way the world watches television. These video
streaming sites have seen their popularity soar in recent years, with catch-up sites like BBC iPlayer and All 4
representing more traditional examples of this particular website theme.

10. Educational
Educational websites are also quite self explanatory. These websites are designed to display information on certain
topics, either using interactive games or engaging designs to keep the user hooked.

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11. Portal
Portals are primarily used for internal purposes within businesses, schools, or institutions. These websites often
involve a login process, allowing students to access the school website, or granting employees access to their emails,
alerts, and files all in one place.

12. Wiki or community forum 

A wiki website allows people to collaborate online and write content together. The most popular example is
Wikipedia itself, which allows anyone to amend, add to, and assess the content of each article.

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Domain name
We’ll start by looking at the definition of a domain name. Every website is identified by a unique series of numbers
called an IP address. This numeric set is what your computer uses to connect to the server where the website data
lives.

Numbers are great for a computer, but it's easier for hedgehogs (and people) to use words they can remember. The
words used to identify a website are known as the domain or URL, and like the IP address, they're unique to each
website. Think of it as a mobile phone: you want to call your mother, so you simply click on your contact "Mom"
and your phone dials your mother's phone number. Domains are connected to IP addresses in much the same way

The parts of a domain

Now you know how to define a domain name, let’s get in a bit deeper. Website domains, like most brilliant ideas,
work on more than one level. They include both a top-level domain (TLD) and a second-level domain (SLD). And,
like brilliant ideas, they also center around a single point—or in this case, a dot.

While the TLD is essential for a website domain to function, it's also less exciting than the second-level domain.
Which is probably why it’s sometimes referred to as the “parent” domain?
The exciting thing about domains is that you can choose almost any name you want as your SLD. And sure, you can
go with .com for your TLD, but who doesn't want a cool "parent"? Options like .club, .store, even .pizza are just a
few ways you can boost your TLD game.
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Web hosting
Web hosting is an online service that enables you to publish your website or web application on the Internet.
When you sign up for a web hosting service, you basically rent some space on a physical server where you
can store all the files and data necessary for your website to work properly.
A server is a physical computer that runs without any interruption so that your website is available all the
time for anyone who wants to see it. Your web host is responsible for keeping that server up and running,
protecting it from malicious attacks, and transferring your content — such as text, images, files, etc. — from
the server to your visitors’ browsers.
When you decide to start a new website, you need to find a web hosting provider that will supply you with
that server space. Your web host stores all your files, assets, and databases on the server. Whenever someone
types your domain name into the address bar of their browser, your host transfers all the files necessary to
serve that request.
Therefore, you need to choose a hosting plan that best fits your needs. In fact, it works similarly to housing
rentals — you have to pay the rent regularly in order to keep the server running continuously.

UNIT 2

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SEO& Email-Marketing: Introduction to SEO; SEO Keyword Planner Tools; On Page SEO Techniques:
Indexing and Key Word Placement, Content Planning & Optimization, Display Advertising, Various SEO
Plug-in, Off –Page SEO Techniques; Email Marketing- Introduction and Significance, campaigns using
Mail Chimp; Email Marketing Strategy and Monitoring.

Introduction to SEO
SEO refers to the process of making a website more visible on a search engine’s results page. To clarify, a great
SEO strategy will put a company’s website at the top of the list on a Google search page, therefore increasing the
likelihood that people will visit the site. Search engines strive to provide the most relevant results for a person
conducting a search, so that when a person runs an internet search for “cupcakes,” the first thing to appear isn’t a
cookie shop, but a bakery that specializes in cupcakes as well as a definition of the dessert. In other words, SEO
helps to make a search relevant to the user and can be critical in driving traffic to your site.
Search engines work by searching the Internet to find text that meets certain criteria. This text is known as keywords
and refers to the most important theme(s) of the website, company, or product. Scouring the online world to find
keywords are why, as in the example above, a search for “cupcakes” yields a result of multiple pages about
cupcakes, not cookies. Other important things that a search engine uses to rank a website include titles, headings,
and links that make up the content of a website’s pages. Search engines also employ search engine indexing to find,
digest, and store the content of a website. A search engine index refers to the set of data that’s used to base a final
search result on.

SEO Keyword Planner Tools

On Page SEO Techniques

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On-page SEO is a method to optimize your webpages adhering to google guidelines to get better rankings on search
engines. This in turn will draw more quality web traffic your way and help you get the conversion you so desire, be
it letting people know about your business/brand, having them sign up for email updates, enticing them into buying
your products/services, etc.

Indexing and Key Word Placement

Proper keyword placement is when keywords are placed strategically throughout the content of your website so
that the search engines can properly index your site for those relevant keywords. Also, it entices searchers to visit
your page and visitors to stay on your page.

When keyword placement is done right, you are able to rank better for your chosen keywords in the SERPs.
Choosing the right keywords and putting them in the right places is a necessary element of SEO. This brings
people with relevant search queries to your site. Remember, though: it’s the content that makes a visitor stay.

In other words, checking your keyword indexing allows you to verify which words your product will be
shown as a result for a specific keyword.

Content Planning & Optimization

Website Content Optimization is the major factor for on-page optimization. We all know that Content is the king. A
well-mannered written and effective webpage content enhance the first click user for any business. webpage content
optimization is a process to boost your content and to arrange your content in such a way where it can reach the
huge possible target audience. It includes knowing your audience for content planning that enrolling relevant
keywords and adding associated link defining title tag.

Content optimization techniques include:

 Researching and adding relevant keywords and key phrases: Ensuring that you include the keywords
that people will likely use to search for your products and services gives search engines the information they
need to make your content rank higher for those terms. That way, when people search for information about
your topic, they’ll be more likely to click on your content.
 Adding metadata: Specific bits of info like title tags and meta descriptions help guide search engines as
they crawl your content, allowing them to classify and rank your content properly.
 Including links to authoritative sources: This practice can broaden your audience’s grasp of your topic
and give your content more clout, both with search engines and your audience.
 Writing better headlines: Creating catchy headlines that include your main keyword and increase your
audience’s interest will help attract the right people – and search engines — to your content.
 Adding subtitles and bullet points: Using keyword-rich subtitles, headings and subheadings not only
helps search engines properly index and rank your content, but they can also make content more scannable,
allowing your audience to digest information more quickly, a major plus in today’s time-stressed world.

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 Embedding more visuals: Using visuals, infographics, and videos to break up the text helps to retain your
readers’ attention. Labeling visual aids properly with metadata allows search engines to “see” this content,
raising your visibility in search results.

Display Advertising

Definition of Online Display Advertising

Display advertising (banner advertising) is a form of advertising that conveys a commercial message visually using
text, logos, animations, videos, photographs, or other graphics. Display advertisers frequently target users with
particular traits to increase the ads’ effect.

A new world with an increasingly connected consumer

According to studies & research, as of 2012, there are 17.5 million active internet users in Malaysia. The top
activities conducted by users online are reading or sending email, using a search engine to find stuff and of course
interacting with communities with shared interests on social networks such as Facebook or twitter.

This represents an enormous opportunity for companies to reach out to a technologically savvy audience who is
continuously interacting with the world wide web for various interests.

How do advertisers know who to target?

In order to uniquely identify anonymous users, online advertisers today tend to make use of cookies, which are
unique identifiers of specific computers, to decide which ADs to serve to a particular consumer. Cookies can track
whether a user left a page without buying anything, so the advertiser can later retarget the user with ADs from the
site the user visited.

As advertisers collect data across multiple external websites about a user’s online activity, they can then combine
this information to create a picture of the user’s interests to deliver even more targeted advertising. This aggregation
of data is called behavioral targeting. Advertisers can also target their audience by using contextual and semantic
advertising to deliver display ADs related to the content of the web page where the ADs appear. Retargeting,

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behavioral targeting, and contextual advertising all are designed to increase an advertiser’s return on investment, or
ROI, over untargeted ads.

As advertising needs become more sophisticated, display ADs can also be personalized based on a user’s geography
through geotargeting. Basic information such as a user’s IP address can indicate a user’s rough location with a
limited degree of accuracy. This information can be supplemented further through the use of a phone’s GPS or the
location of nearby mobile towers to have a clearer indication of the user’s current position for a mind boggling array
of advertising possibilities.

What is used to measure the success of Display Marketing?

If your organization intends to activate Display Advertising, it is important to understand some key metrics that you
will encounter throughout your engagement process such as Reach, Clickthrough rates, Bounce rates, Conversion
rates and of course return on Investment in order to have a better picture of the performance of your Online Display
Marketing activities.

Reach
Reach for online advertisements are defined by the number of people who can potentially view your advertisement
online. Typically this will be represented by the number of visitors that visit the advertisement network you are
planning to use.

Clickthrough Rate (CTR)

Typically, when we talk about online marketing, a clickthrough rate refers to the likelihood of a user clicking on
your online initiative. This is generally used as a benchmark by advertising agencies to gauge how well an
advertisement or a campaign is received by the audience.

Bounce Rate (BCR)

Bounce rate is the percentage of visits that go only to one page before exiting the site.

When a user bounces on a page that was advertised by a display advertisement, it indicates that the user was
intrigued enough to click on the advertisement, but when they visited your site, they found that what they saw on the
advertised page is not relevant to them.

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There are a number of factors that contribute to your bounce rate. For example, visitors might leave your site from
the entrance page if there are site design or usability issues. Alternatively, visitors might also leave the site after
viewing a single page if they were not able to find what they were expecting.

Conversion Rate (CVR)

The conversion rate basically tells you what percentage of the people clicking through an AD ended up completing
an action or a goal that the advertiser desired. This could be anything from a purchase made online, a registration for
a newsletter or even a request for more information.

Return on Investment (ROI)

When brands embark on display marketing, there is always a cost involved together with a goal to be achieved.
Return on investment in layman’s tries to quantify how much value is obtained for every ringgit spent.

In its simplest form, imagine an advertisement that will run for a month before Valentine’s that you are using to
drive traffic from search engines to market flowers throughout Malaysia.

If the cost of the campaign was RM 10,000.00 and the sales generated by the campaign was RM 50,000.00, this
means that for every RM 1 spent, the brand earned RM 5 back.

Various SEO Plug-in

 OptinMonster – Get More Email Subscribers with the most popular conversion optimization plugin for
WordPress.
 WPForms – #1 drag & drop online form builder for WordPress.
 MonsterInsights – See the Stats that Matter and Grow Your Business with Confidence. Best Google
Analytics Plugin for WordPress.
 SeedProd – Create beautiful landing pages with our powerful drag & drop landing page builder.
 WP Mail SMTP – Improve email deliverability for your contact form with the most popular SMTP plugin
for WordPress.
 RafflePress – Best WordPress giveaway and contest plugin.
 Smash Balloon – #1 social feeds plugin for WordPress.

Off –Page SEO Techniques

What is email marketing?

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Email marketing is a powerful marketing channel, a form of direct marketing as well as digital
marketing, that uses email to promote your business’s products or services. It can help make
your customers aware of your latest items or offers by integrating it into your marketing
automation efforts. It can also play a pivotal role in your marketing strategy with lead generation,
brand awareness, building relationships or keeping customers engaged between purchases
through different types of marketing emails

Advantages of email marketing.

Email marketing can help you build a relationship with your audience while also driving
traffic to your blog, social media, or anywhere else you’d like folks to visit. You can
even segment your emails and target users by demographic so you’re only sending people the
messages they want to see most. Here are some email marketing campaign tips to get started.

Email marketing also allows you to run A/B tests of a subject line or call to action to identify the
best performing message by using email marketing software that can also be configured to easily
send out emails. Check out Mailchimp's email templates to see more of what you can do with
email marketing.

Create an email marketing plan

some best practices want to consider when devising a strategy for your email marketing
Define your audience
No matter what you sell, you need to have a clear idea of who your audience is in order to effectively communicate
with them. This might sound like an easy task—after all, one of your most important jobs as a small business owner
is understanding your brand’s demographic inside and out. But Mailchimp lets you dig a little deeper to
identify segments of people within your audience so you can send them personalized emails that help increase
engagement and generate greater ROI.
As soon as they’re added to your list, subscribers start providing a lot of useful information about their interests
and buying behavior. With our signup forms, you can customize fields to collect everything from age and gender to
interests and subscription preferences. Maybe you have customers who are only interested in receiving emails when
there’s a sale on a specific group of products, or subscribers who would prefer biweekly updates to weekly ones.

Signup sources
If you’re an e-commerce business with your store connected to Mailchimp, knowing where your customers joined
your list can give you a better idea of how to communicate with them and where you might want to focus your
marketing efforts going forward.

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For example, if you see that the majority of your signups are being generated from forms you’ve  shared on
Facebook and Twitter, then you might want to focus on connecting with your customers—and potential customers—
through social media. You can even create segments to target people who joined your list through a specific method,
whether it’s an integration like Facebook, an app like Mailchimp Subscribe, an e-commerce integration, or a hosted
form. And if there’s a specific page on your website you want to track signups from,you can add a hidden field to
your embedded form and place it on multiple pages.

Segments and groups

Once you’ve identified smaller collections of people within your larger audience, you’ll be able to create groups and
segments to send more relevant campaigns to your recipients—and the more relevant the campaign, the better the
results. Groups are an easy way to organize your list into categories so that you only need to maintain a single list in
your account. Let’s say you have an e-commerce store and use your Mailchimp account to communicate with sales
representatives, retail locations that sell some of your products, and customers. The logical step might seem to be
creating separate lists to track these three audiences, but adding them to groups on one list is a similar concept that
can save you money. You can then build segments for these groups and send campaigns that are relevant to them.

Decide what to write

Now that you know who you’re writing to, it’s time to think about your content. What do you want to say to your
audience? You’ll want to send emails with purpose, that really speak to your subscribers, so always keep in mind
what they signed up for. It might be helpful to outline some general content types you can include in your
campaigns, so you can refer to it when designing your emails.

Here’s an example of a content list:

 Upcoming events
 Recaps and photos from previous events

 Popular posts from social media, like Instagram or Facebook

 News coverage

 Details about featured or new products

 Holiday shopping guides

When it’s time for you to send a campaign, you can choose a few pieces of content you’d like to showcase based on
who you’re sending to. Before you start creating content from scratch, think about what you already have that
your customers might find interesting, like a popular Instagram and Facebook post or an article written about your
company.
But you’ll also want to think about content you want to create specifically for your audience or certain segments on
your list, and reward them for caring about what you do. The nursery art company Gingiber, for example, uses pre-
built segments to reward their most engaged subscribers.

Establish your sending frequency and goals

sending an email at least once a month to keep your subscribers engaged, but don’t feel you need to commit to this
immediately. And be sure to look ahead and plan accordingly if you think your sending frequency will change for
special events and holidays—you don’t want to surprise customers if you typically send once a month but suddenly
start sending a stream of emails leading up to a Black Friday sales event .

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Make a schedule
Not everyone has a regular schedule for sending campaigns, but it can be helpful, especially if you need
to collaborate with a team or wear a lot of hats as a small business owner. One way to make sure you’re staying on
track is to create a content calendar to schedule your campaigns, blog posts, social media posts, and more.

Your email marketing schedule will depend on your industry, the types of content you send, and your sending
frequency, but here’s an example of a schedule you might set up for yourself:

Day 1: Jot down content topics, art ideas, and other basic elements for your upcoming campaign.

Day 2: Write out what you’d like to say about each topic and pull any photos or artwork you’d like to use into a
folder.

Day 3: Log in to Mailchimp and create your campaign. Be sure to proofread for any errors and grammar, and send a
few test campaigns to make sure everything is just right.

Day 4: Send your campaign.

Design your emails

Design tips
When designing email campaigns, focus on your message and keep your design straightforward. We suggest laying
out all the elements for your campaign in a hierarchy, putting your most important information or the main takeaway
toward the top so people can quickly scan your email if they’re short on time.
Make your campaigns as easy to read as possible by dividing text into sections, choosing legible fonts within the 14-
16px range that will be rendered across email clients, and adding an obvious call to action. Above all, you want
everything in your campaigns to be clear and to the point.

Code your own templates

Looking to have more control over your email design? You have the option to code your own HTML template and
import it to Mailchimp. We even have our own template language so you can create email templates that are editable
in the template editor or campaign builder, and we recommend making your layouts 600 pixels or 640 pixels wide to
ensure they’re displayed properly across email clients.

Test your campaigns

Once you’ve designed your campaign, your gut instinct will probably be to click ‘Send’
immediately. Resist the temptation. Take it slow. We know you want to get your
message out there, but taking a little time to test your design to make sure it looks good
in as many different email clients and devices as possible will make it much more
effective.
Test in different email clients and ISPs
All email clients are created differently, which means that the campaign you designed in
Mailchimp might look slightly different in your subscribers’ inboxes. There are

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some similarities in how certain email clients render HTML email, but we recommend
testing any email clients that have a strong presence on your list.
Send test emails to friends and coworkers
It sometimes helps to get a second pair of eyes on a campaign before you send it. If you
have any friends or coworkers who can check your email for types and give you some
feedback on the layout, you can send them a test email so they can preview the
campaign directly in their inbox.
Find the best version with A/B Testing campaigns
Not sure which subject line will get the most opens and clicks? Think there might be a certain time of day your
customers are most likely to make a purchase through your campaign? Running an A/B test lets you experiment
with different versions of a campaign to see how the changes you make impact your results.

Choose a variable you want to test—like subject line, from name, content, or send time—then select how you want
the winner to be chosen, and we’ll generate combinations that will send to different sets of subscribers.

A/B testing is also a good way to confirm or rethink a hypothesis you already have. When RetroSupply decided to
run a test to see whether long-form content with images or short-form content with a buy button generated more
sales, they were surprised to find that the former tripled their revenue.
Our data science team has even found that when e-commerce businesses use A/B or multivariate testing with
revenue as their test metric, they typically earn 20% more revenue than they would from a standard campaign.

Email delivery and avoiding spam filters

Mailchimp delivers email pretty darn fast, but there are a number of factors that can impact how
much time it takes for your campaign to be delivered to your list, like the reputation of the
sending server, the campaign’s content, and the receiving servers. As an email service provider,
Mailchimp follows best practices and helps users stay compliant with anti-spam laws so that we
maintain a great sending reputation. But good list management and the content you send also
impact how fast your campaigns get delivered, so it’s important to make sure your content is
compliant with our Terms of Use and consistent with your brand, and that you maintain a healthy
list. These practices can also help keep your campaigns from triggering email spam
filters and firewalls when they reach receiving servers, which transfer your campaigns from
Mailchimp to your recipients’ inboxes.

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