How to Use Email Marketing to Build a Relationship with Your Audience



Photo from Stock That Rocks

Did you know that nearly 205 billion emails are sent every day?

Email marketing is an amazing way to build relationships with your target audience. While the rise of social media has changed the way brands communicate with their customers, email continues to be one of the most effective ways to market your biz. There are so many benefits to being able to land right in your customer’s inbox!

While the fundamentals of email have stayed the same, the past few years have brought challenges for email marketers. Nowadays, email is typically only used for work purposes, which means it’s harder than ever to cut through the noise and build relationships with your audience. However, companies who go the extra mile and use email marketing to build relationships benefit from increased brand loyalty, higher open rates, and more conversions!

Here at Bloguettes, we know the value of having a good email marketing strategy. So, for our 2018 Workshop, we’re bringing in email expert Melissa Metcalf! Melissa is the Senior Marketing Manager of Brand Content for MailChimp, a service that provides marketing automation for e-commerce businesses. We can’t wait to have her at The Workshop and learn all of her tips and tricks!

Keep reading to get to know Melissa and get a sneak peek at what she’ll be teaching at The Workshop:

Tell us a little bit about your background and how you got to where you are today!

When I was in graduate school, I landed an internship with a PR firm in New York called G&S Communications. It was there that I discovered how to apply my writing skills to a business setting. Soon after earning my Master’s degree in English, I landed my first marketing job as a copywriter for a small health and beauty company. I learned a ton about marketing communications, and soon transitioned into fashion marketing as a Content Editor for Alternative Apparel, where I realized I wanted to expand my horizons beyond writing.

I began developing integrated marketing campaigns, and getting involved in photo and video production to round out my skill set. I held five different roles there and wore dozens of hats to make sure I was learning as much about marketing as I could.

After six years, I had finally worked my way up to Director of Marketing, which was an exciting challenge and a goal of mine. I spent a few more years in the fashion industry, and then welcomed a new adventure when I moved into the tech space with MailChimp. My brand marketing experience and communication background has paved the way for my current role as Sr. Marketing Manager of Brand Content for MailChimp, where I work to develop brand content strategies designed to educate and empower our customers.



What is email marketing and who is it for?

Email marketing is a great way to build customer relationships and drive revenue. Whether you need to sell your products, share some big news, or tell a story, email marketing is for anyone who wants to share a message with an engaged audience.

MailChimp helps millions of customers—from community organizations to Fortune 100 companies—find their audience, engage their customers, and build their brand. We send a lot of email– more than 1B emails per day– but it’s desired, read, and targeted. It powers real businesses and serves genuine desires of customers to hear from these companies.

"Whether you need to sell your products, share some big news, or tell a story, email marketing is for anyone who wants to share a message with an engaged audience."

How should a business get started with email marketing?

The best place to start is with your audience. The foundation of great email marketing is a clean, up-to-date list of engaged contacts and customers who have given you permission to send them email campaigns.

Your list is full of contacts who want to hear from your brand. Where else are you able to reach such an engaged audience? So, make it count. Once you know your audience, you can be more intentional and personal with your email marketing communications.

What are 5 things that successful email marketing strategies have in common?

  1. 1

    Intentional – You have something to say

  2. 2

    Valuable – Does your audience want to hear from you and will they find value in this email?

  3. 3

    Personal – Are you connecting with customers through personal narratives?

  4. 4

    Actionable – Is there a clear call to action?

  5. 5

    Measurable – How will you measure success?

Where can small business owners who run their own email campaigns become educated about email marketing best practices and learn how to use Mailchimp to its fullest?

MailChimp has tons of resources and provides insight and guidance to help users send better email. Our Knowledge Base includes tutorials, reference articles, videos, and more to guide small business owners through MailChimp’s different features. We also frequently update our blog with posts on topics like e-commerce tips, engagement, integrations, and customer case studies. And, our guides and research sections provide thorough, thoughtful looks at different angles of the marketing industry.

Our What’s in Store newsletter series in particular is something that I’m extremely passionate about. MailChimp has more than 16 million customers, and each of them has a unique story. Through What’s in Store we build an even deeper connection with our customers and delve into their stories to learn more about each company’s experiences—both good and bad. We love passing along the tips, tricks, and advice they’ve picked up along the way, so our customers can use these learnings to improve their own e-commerce stores.

What are some common mistakes businesses make when it comes to email marketing?

There are a lot of opportunities for businesses to take their email marketing to the next level.
I really believe in injecting personal narrative into your marketing communications, and one way to do that is through automations. Automations may seem impersonal, but they are an unbelievably effective way to connect with customers. A perfectly-timed welcome email, product recommendations or abandoned cart email can go a long way in building loyalty among your customers. In fact, MailChimp users using abandoned cart automations earn an average of $619 more than regular emails.

Even if you’re a pro, there’s always room to do better. Another opportunity for businesses to be better email marketers is to take advantage of data. MailChimp users have access to a wealth of email analytics to see how well they’re connecting with customers or if their messages are falling flat giving users insight that drives revenue. Leverage this data to tweak subject lines or sending times, to better segment your list or try an automation to increase engagement.



What is the value of growing your email list? Why should businesses and bloggers care?

Your email marketing will generate the highest return on investment (ROI) when you take the time to build and maintain an engaged subscriber list. And, growing your list allows you to better target customers based on behavior, preferences, and previous sales.

A great way to grow your list is by adding a pop-up signup form to your website to help you connect with the people who visit your website. MailChimp’s Form Builder is an easy way to quickly design a pop-up form and customize it with a special offer or discount so you can grow your audience and boost your sales.

What can our attendees expect to learn from your Workshop?

Attendees will learn the value of connecting with customers through personal narratives in email and marketing content. There’s a transactional side to customers, but it’s important to remember there’s also an emotional side.

Connecting through personal content–putting a face to a name, or telling a story in the first-person–can help foster that emotional connection which leads to repeat business. We’ll cover specific marketing tactics and best practices which can help create an emotional connection with customers and positively impact your business.

"There’s a transactional side to customers, but it’s important to remember there’s also an emotional side."

When you’re not busy working at Mailchimp, what can we find you doing?

Exploring all that Atlanta has to offer! My career took me to Los Angeles for several years, so I was thrilled to move back to my homebase in ATL when I began working with MailChimp. The city has so much to offer, from the amazing eateries to the fun nightlife to the myriad festivals and events. I’m proud to call Atlanta my home and love discovering new things here. At MailChimp, we even created our own City Guide to help new hires get settled into the city!

Want to attend Melissa’s session at The Workshop? Be sure to grab your ticket now!