If you send electronic messages of a commercial nature (aka e-flash, e-shot, eDM, e-news), you need a broadcasting platform. There is so much to remember with regards do’s and don’ts, I personally wouldn’t recommend any other method.

Mail Chimp is one of many email broadcasting platforms of course. Here are some pros and cons of Mail Chimp, through my eyes.

Best Bits in Bullets

  • Mail Chimp is free and easy to sign up to and free to broadcast to a database of less than 2000 customers. Brilliant.
  • Mail Chimp takes the pain out of thinking hard about many essential requirements as detailed in the Unsolicited Electronic Message Act 2007 – top of mind:  details of sender, easy and immediate unsubscribe function.
  • Mail Chimp makes the sign-up process easy including a verification email pinged back to the new sign-up to ensure they are human (thus avoiding spam bots).
  • Mail Chimp cleans your database as campaigns are broadcast.
  • Mail Chimp campaigns can be tested, re-tested and pre-scheduled.
  • Mail Chimp is measurable — the best bit! You can track open rates, popular links and a range of easy to understand analytics to report back to the business. Yes, ROI is measurable. Yip yip.

Digging Deeper

  • Mail Chimp is free to a certain extent but will be branded Mail Chimp (unless you upgrade to a Pro Account).
  • If you have a database of more than 2000 you can purchase online credits to pay for the broadcast. You may choose to pay per campaign (as you go) or if it’s more cost effective you can opt for a monthly ‘unlimited campaign’ broadcast. It’s not a lot of budget in the scheme of things.

When the Chimp gets Hairy

  • As tempting as free Mail Chimp templates are (yes they are HTML based) they are not fool proof by any means. So, if your business prides itself on quality email communication, you’ll seriously need to think about hand-coded HTMLs. Why? Mail Chimp themselves cannot guarantee a quality delivery to Microsoft Outlook email accounts — yes, probably the most popular account of them all. They ‘break’. You can read more about what ‘broken’ means here.

  • One of the best ways to sabotage your content is to not tie it to your goals. Know why you’re creating content.
    Ellen Gomes

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