Complete Digital Marketing Course Notes, 4/6/18: Email Marketing Part 1

It’s now day four of the Complete Digital Marketing Course, and I am beginning to learn all about email marketing! Today we focused on the importance of list building, s well as how to set up your list in Mailchimp and install a sign up “sheet” plugin on your website.  We also delved a bit into Google Analytics and how to use it as a way to track an important email metric. Here are my notes:

Why List Building is So Important

  • Email is proven time and time again to be the most trackable and scalable way to market your services.
  • It also yields the highest conversion rate out of many different types of advertisements.
  • “As well as effectively driving traffic & sales, an email list protects your business. You’ll still be able to promote your business even if your search rankings or social media reach diminish due to an algorithm change.” -Daragh Walsh
  • Out of all of the channels I tested as a marketer, email continually outperforms most of them” – Neil Patel.

How to Integrate Mailchimp with WordPress

  1. Set up an email for your website by logging in to your hosting service and follow the chain of command: Mailbox > Add New Mailbox > Type in Name @ > Add
  2. Then sign up for Mailchimp. This is a pretty straightforward process.
  3. Create your list with Mailchimp by going to “Create List”. Fill in details, and import your email subscriber list.
  4. Now, you’ll want to add your sign up sheet as a widget on your website: Widgets > Text > Paste Text Into Content Box

The text you’ll want to be pasting into the box will be code found on Mailchimp and looks similar as seen below:

Screen Shot 2018-04-06 at 11.35.09 PM.png

To find this text, follow Lists > Your List > Signup Forms > Embedded Forms 

How to Track Emails With Google Analytics

Google Analytics is going to track a very important metric: (Site) Visitor to Subscriber Count Ratio.

Mailchimp already tracks subscriber count, but the former metric is so much more helpful as it shows if you need to improve how you’re presenting your email sign up list to site visitors!

To start with Analytics, follow below:

  1. Set up a subscriber “Thank You” page. This is where new subscribers will be redirected when they sign up for your email marketing. On your WordPress Dashboard, follow Pages > New Page > “Thank You” in custom url > Fill in Content box with a friendly message.
  2. You’ll then want the new thank you page to be set as the correct page in Mailchimp (otherwise they’ll direct subscribers to their page). Simply add the URL of your thank you page in the box seen below:Screen Shot 2018-04-06 at 11.42.59 PMTo get to this page, go Lists > Your List > General Forms > Sign Up Forms > Confirmation Page
  3. Next, you’ll want to add a new goal in Google Analytics. Add a destination goal, name it, and put the url of your “thank you” page as the destination to be tracked.Screen Shot 2018-04-06 at 11.44.37 PM

And you are now finished!

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