This week, learn how to use Eventbrite’s email marketing tools to sell more event tickets.
In this week’s blog, we will explain how to add a Facebook Pixel to your Wix website in 5 easy steps.
In this week’s Momentum Monday blog, we will walk you through how to set up an automated marketing campaign using MailChimp.
Have you ever used MailChimp for email campaigns for your business?
MailChimp is an email marketing platform that allows you to manage and talk to your customers, clients, and fans.
Businesses of all sizes use MailChimp – on average, the platform sends over a billion emails every day.
Today, we will be walking you through how to create an automated email marketing campaign with MailChimp. The goal for this marketing campaign is to drive people to subscribe to a new email journey that will entice them to buy a product or service.
However, you can also use MailChimp email campaigns to drive repeat customers, create new incentives, and much more.
This is a long one – so let’s dive right in!
Read more below to learn how to import leads into MailChimp, structure your MailChimp email settings, and create and design an automated email campaign.
Before moving on with anything, you first need to determine what the goal of this marketing campaign is.
For this example, we want to target new leads. What a “lead” is will vary by business and industry. However, for our business, Phone Repair Philly, this will be new customers who are in need of a phone, tablet, laptop, or computer repair.
Our campaign will entice them to purchase the service, reassure them on the prices, and explain the overall operation.
If you are a first-time MailChimp user, you will need to create a new MailChimp account.
Need more guidance for creating a MailChimp account? MailChimp created a guide for Getting Started with MailChimp.
If you already use MailChimp – fantastic! Access MailChimp at mailchimp.com
For this example, we will also be using Google and Facebook ads to collect the contact information of potential leads. If you also want to collect lead information this way, be sure to have the login information for those platforms handy.
If you do not currently use Google or Facebook for your business, feel free to create those accounts as well or simply skip that step of your marketing campaign.
Returning users who navigate to “Audience” in the top toolbar will find a list of existing email lists. If you are a new user, you will see none.
Returning users will already have a MailChimp list you want to use for your campaign, feel free to select it. If you are a new user, you will have to create a brand new audience to market to.
This is where the Facebook and Google ad option comes in.
Currently, Phone Repair Philly is running Facebook and Instagram lead form ads. These ads collect the contact information of any potential client. Lead form ads allow people interested in your business to fill out and submit a form directly on the social media platform. The forms for these ads include automatically populated fields for name, email, and phone number.
So, these dynamic ads focus on getting new, potential customers. We want to use the leads that come from this ad campaign as our new leads for our MailChimp automated email marketing campaign.
If you are doing the same thing, there are a few easy ways to integrate Facebook and MailChimp so that all leads go into MailChimp directly.
At Momentum Digital, we are currently using a platform called Zapier. Zapier is a 3rd party tool that allows you to automate and integrate a lot of different tools and strategies with each other.
In our case, Zapier takes all of the Facebook lead form responses and places them into a Google Sheet. (side note – want to learn more about Zapier? Leave a comment below and we will write an upcoming blog about it!)
Having all new leads populate into a Google Sheet makes it easy to upload the entire list to MailChimp to create a new audience or add to an existing audience list.
To add new leads to an existing MailChimp list, first, find which list you’d like to add to from your current lists.
If you have no lists, you will have to create a new audience.
Once you have selected/created the desired list, there are a few different ways to add a new subscriber to your list.
The first way is by adding them manually. For this option, click on the little person icon with the “+” symbol on the right-hand side (seen below).
This will reveal an “Add Subscriber” menu where you can manually insert all of their information.
The second way is by uploading a list of contacts. If you have a file containing your contacts, like we do, you can upload it all at once to MailChimp.
You can do so by navigating to your audience lists, and, instead of clicking on the little person icon with the “+” symbol (seen below), click on the name of the desired list, highlighted in blue.
From here, select “Add Contacts” from the toolbar.
A dropdown menu will appear. Select “Import Contacts” to upload your list.
Once “Import Contacts” is selected, you will be taken to a new page that will ask you how you will be importing the new contacts. This will vary depending on how your business collects its data.
For this example, we have our list of contacts is on our Google Drive, so we are choosing the “Integrated service” option and selecting “Google Drive.”
After you create your list, make sure that the list’s settings are properly structured.
To do this navigate back to your “Audience” tab. Click on the desired list and select “View Contacts” – located on the left-hand side. This time, select the “Settings” option in the top toolbar.
After selecting Settings, a drop-down menu will appear. From this menu, select the first option – “Audience name and defaults.”
From here, you can change things such as:
Here, you can name or rename your list.
This allows you to enable a few different options:
In this section, you can select a default name, email address, and email subject line for every email that will be sent to this specific list.
Once someone has subscribed to your email list, you can choose to:
After you have updated your these options, navigate back to settings and select “Audience fields and *|MERGE|* tags.”
In this section, you can add or remove sections to your audience list such as email, first name, last name, address, and more.
In the case of this example, we will be using Google, our Website, and Social Media.
We have already created our social media campaigns and have set up in a way to track our leads and their contact information.
Looking to learn how to do this? No worries! We have past Momentum Monday blogs on how to Create a Facebook Lead Form Ad and how to Increase Your Google Adwords experience for the next time you run Google Ads!
For tracking, as we mentioned before, we use Zapier. This way, we determine how leads are tracked and how we are notified about a new lead. In our case, our process is…
This is very detailed and can be personalized according to your business (if you are using Zapier, that is). If you are not, there are other ways you can set up this process manually as needed.
Let’s move on to actually creating the email campaign.
On MailChimp’s top toolbar, navigate to “Campaigns.”
Once in Campaigns, select the “Create Campaign” button.
A pop-up will then appear asking which type of campaign you would like to create. For this select “Email” as we are creating an email campaign.
Next, you will be taken to another window with all of MailChimp’s email campaign options – Regular, Automated, Plain Text, or A/B Test.
For our case, we want to create an automated email marketing campaign, so we will be selecting “Automated.”
In an automated email campaign, there are different campaign options including “say “happy birthday”,” “share blog updates” and “enable order notifications. “
All of these automated campaigns are potentially great options depending on your individual business and marketing goals. For the sake of this example, we will be selecting “Welcome new subscribers.”
From there, another window will populate with options of how you can welcome new subscribers. For this campaign, we will be selecting “Onboarding Series,” but there is also the option to send a single email or to create an education email series.
Once “Onboarding Series” is selected, MailChimp will ask you to name your email campaign and select the list you would like to send the emails to.
Select “Begin” to start customizing your email campaign!
Once the campaign is created, select “Edit Settings” – located under the campaign’s name – to edit the details of your workflow.
From here, MailChimp will give you the option to edit everything from the email workflow’s name to personalizing the “To” field of the email.
The settings page also allows you to enable in-depth tracking (for things like Google or E-commerce platforms) depending on you or your client’s business goals.
The MailChimp “Welcome new subscribers – Onboarding series” automatically populates an initial welcome email plus 4 additional follow-up emails.
To design an email, simply select the “Design email” button on the right-hand side of the email in the email list.
Once inserted, select the blue “Next” button in the bottom right-hand corner to move on to actually designing the email.
For creating your email, you can work off of a populated layout, themes from MailChimp, a saved template, a past campaign, or you can code your own email.
For our case, we will be building our email off of a saved template we have already created. If you are starting fresh, you can base the email off of a preloaded layout or a theme from MailChimp to save yourself some time.
Once a theme, layout, or past email template is selected, play around with what is already populated on the email. You can also add other things to the email, such as additional text, photos, videos, or social follow buttons, with a simple drag. Select and drag the desired feature from the right-hand side into the email where you want it to be placed.
A photo of all of the email content options can be found below.
Once your email looks how you want it to look, select the blue “Save and continue” button at the bottom of the page.
This will bring you back to the email journey list page. As you will see, Mailchimp will populate the trigger, the sending schedule, any filters, and any additional post-send actions.
With these, you have the option to edit or customize each depending on your audience and your campaign. To edit, simply select the blue “edit” or “add” button next to the option on the list.
After your initial email is designed and you have the hang of how to navigate editing your MailChimp email, move on to editing and customizing the rest of the emails in your onboarding journey.
Once everything looks the way you would like it to and is set up to send properly, send yourself a test to ensure that the emails are delivering how you would like them to.
To test the campaign/email, select the email from the list of your emails for the campaign. Once selected, navigate to the black, top toolbar. On the right-hand side, you will see an option for “Preview and Test.”
From here, a drop-down menu will appear with different options for you to test your email. We will be selecting “Send a test email” to see how the email will appear in our customer’s inbox.
Another pop-up window will appear. Here, enter the email you would like to send a test email to and select “Send Test” to send a test email to that email’s inbox.
MailChimp will let you know that the email is on the way to your inbox.
Once the email arrives, check that all of the links are working and that the email loads quickly. If your email does not display the images automatically, it could mean that you have to compress the images in the email to ensure that they are not too large to send correctly.
Once your emails are set up and designed properly, you are ready to turn on your campaign.
Select the blue “Next” button in the bottom right-hand corner. Confirm that all of the audience, tracking, and email information is correct one last time before turning on the campaign automation.
Once everything is good to go, hit “Start Sending” in the bottom right-hand corner to turn on your automated email marketing campaign.
This will automatically start running and sending emails to all leads on the list you selected.
Once your campaign is turned on, your job is not over.
It is important to update your list daily by adding new leads to it. It may also be appropriate to edit the content or design of the emails once they are launched.
You can also add new emails to the automated journey you have created to keep in contact with your leads for a longer period of time.
If you follow all of these steps – your automated email campaign will always be updated and correct!
If you’ve made it this far – thank you for reading! We hope that you are ready to start running automated email campaigns using MailChimp.
Have you ever used MailChimp before? Do you have any tips and trick you would like to share? Leave your comments, questions, and suggestions in the comments below!
Until next Monday!
In this week’s blog, learn how to get free Facebook page likes from past Facebook Ad engagements in 2 minutes or less!
Learn something new this week with this in-depth blog on how to create a conversion remarketing campaign with Instagram Swipe Up Stories!
Happy Momentum Monday!
Are you using Instagram? More specifically – Instagram stories?
Most likely, you are.
In fact, 400 million users utilize Instagram stories daily! Yup – you read that right.
Why not take advantage of the Instagram Story platform with conversion remarketing ads!
Conversion Remarketing allows your business to advertise to those who have already interacted with your business in some way. This means that the audience is already familiar with your business, thus increasing the chances of them converting into a customer.
In terms of Instagram Swipe Up ads specifically, these ads will appear between the stories of those that your audience already watches. From there, they will be able to swipe up to be redirected to the desired video/post/landing page to take the action that you want them to take.
Sounds great, doesn’t it? Why not try it out for your business!
Read below for a step-by-step guide to creating a conversion remarketing campaign with Instagram Swipe Up Stories.
I know – we are talking about Instagram and telling you to log into Facebook.
If you didn’t know, Instagram is actually owned by Facebook. So, in order to run an Instagram ad, it needs to be created through the Facebook platform.
This platform can be accessed at business.facebook.com
From this dashboard, navigate through the business ad accounts. If you manage multiple business’ social media, scroll until you find your desired business. If you are doing this for your own business, select your business’ name.
Once the business is selected, click on “Ads Manager” in the upper left-hand corner.
Select “Custom Conversions” from this menu.
From here, you will find several great insights including…
Data Sources contains information about offline event sales, custom conversions, catalogs, and more! In our opinion, one of the most important things that this dashboard tracks is pixels.
Pixels track your business’ website activity via the Facebook Pixel. The Facebook Pixel is a small code that can easily be added to your website for Facebook conversion tracking.
Want to learn more about the Facebook Pixel? Read our previous blog to learn about what a Facebook Pixel is and how to use it.
We also love the Google Chrome plugin Facebook Pixel Helper. This plugin will track the Facebook pixels for your website and will be able to tell you if the Pixel is properly functioning or not. You can download the plugin here!
From this tab, we will create our custom conversion.
To do this, simply click on the blue button that reads “Create Custom Conversion” at the bottom of the page.
For the case of our ad, a custom conversion will be considered anyone who schedules an appointment and lands on the website’s thank you page.
Let’s move on to creating our custom conversions.
Once the blue “Create Custom Conversion” button is selected, a form will populate.
When creating a custom conversion, you will need to set up unique rules that will categorize an action as a conversion.
The first rule will be to identify which URL the conversion page will contain, won’t contain or equal. These options allow you to insert/include/disclude things in the URL that you would like your target audience to end on for your ad to be considered successful.
For this example, we will be using the “contains” option.
Once this is inserted, move on to naming your custom conversion. You will want this to be something memorable and easily identifiable.
There is also an option to add a description to the category if you, your team, or your client requires further information.
Next, select the category of your custom conversion.
This list allows you to categorize the conversion by action, including actions such as add to cart, contact, and find location. For our custom conversion, we will be selecting “schedule” because our end goal is for the person to schedule an appointment with Phone Repair Philly.
Lastly, determine the value of each conversion. This will be unique to your business’ products and services. Entering this value allows you to easily track ROI for your ad campaign.
Select “Create” to create your custom conversion. Once created, you will receive a confirmation pop-up like the one below.
This pop-up allows you to go straight into creating your ad or to leave the pop-up to create the ad later. To move onto creating the ad, select the “Create a Conversion Ad” option under “Next Steps.” To leave the window, select the “Done” button in the bottom right-hand corner.
Before creating the ad, we are going to create the ad campaign.
Navigate back to the Facebook Ads manager dashboard.
Once in Ads Manager, you will see a green “Create” button in the left-hand corner.
Once selected, you will first be asked to determine your marketing objective.
Here, you will select from three major categories: Awareness, Consideration, and Conversion.
Awareness creates interest in your business, products, or services.
Consideration means that you would like potential customers to learn more about your business.
Conversions encourage customers to take the next step and purchase/use your product or services.
For our case, we will be selecting “Traffic” from the consideration column, because we are aiming to send traffic to a landing page for the customer to schedule an appointment with Phone Repair Philly.
Once your category is selected, you will be asked to name your campaign.
As we have mentioned before, you will want this name to be descriptive and easily identifiable. It is also a good idea to add the date that you created the set to the end of the name.
For example, ours will be named “PRP – All Remarketing Sets – IG Swipe Up (5.23)”
From here, there will be two additional campaign options to enable or disable – Create Split Test and Create Budget Optimization.
We tend to always enable the “Create Budget Optimization.” This option allows you to optimize your ad budget across all ad sets. Once enabled, you can insert your daily ad budget max.
If you are doing remarketing, we recommend keeping a smaller ad budget. Of course, this varies with the size of your remarketing data list.
Once complete, select the blue “Continue” button.
After finishing the campaign, you will be redirected to a page for creating your campaign’s ad set.
For Ad Set name, we will be inserting a description of the actual ad set. For example, ours will be “PRP All Video Views.”
Next, select where you would like to drive the traffic to. Here, you have the option of a website, app, messenger, or WhatsApp. For our campaign, we will be driving traffic to a website page.
Next, there are options to enable “Dynamic Creative” or “Offer.” Dynamic Creative means that the ad assets will be changed per audience. Offer means that you can create an exclusive offer for your target audience to drive more conversions.
For our case, we will not be enabling these. However, if your business could benefit from these options, feel free to add them to your campaign.
Moving on, it is time to select the campaign audience.
If you have an ad set already created, like we do, select “Use a Saved Audience” to select the desired set. If you do not have one already created and saved, select “Create New” to insert the demographic information of your desired audience.
Next, you will determine your ad placement.
For Placements, there is the option to have your ads display in Automatic Placements or to Edit Placements.
Because we are doing an Instagram Story placement, we will select “Edit Placements.” When selecting this option, you will receive a list of all potential placement options. If you only want Instagram Story ads, deselect every other placement option except “Instagram → Stories.”
This option also allows you to specify your ad by device. The options are: All Mobile Devices, Android Devices Only, iOS Devices Only, and Feature Phones Only.
For our placement, we will be selecting “All Mobile Devices.” Once done, select “Continue.”
First things first, name your ad. If you’ve been paying attention – you should know our advice by now. Our ad name will be “PRP – IG Swipe Up – 5.23.”
Next, move onto “Identity.” This allows you to select the Facebook and Instagram account that you will be running the ad from.
From there, you can select the “Format.” This is the type of ad you would like your audience to see.
Next, for “Media” you can select your ad to be an image or a video ad. In this case, our ad is a video ad. Browse your device to locate the desired ad creative. If you are selecting a video, the video must be less than 15 seconds.
As that is uploading, complete the remaining fields.
The next section is “Links.” Here, select whether you would like to drive traffic to a website or a Facebook Event Page.
Running a Facebook Event? Learn how to create a custom Facebook Audience for Events.
Then, move onto inserting “Text” for your Ad. This text should be engaging, eye-catching, and worded in a way that makes your audience want to click to learn more.
There are two options under this for the ad – the option to edit the story background or the option to add an interactive poll.
Next, paste the URL you would like to send traffic to. Once the URL is inserted, there is an option to build a URL Parameter based off of the URL you have provided.
Next, select a Call To Action and insert a display link.
Once this is done – this process is complete! Select the green “Publish” button in the bottom right-hand corner to complete the campaign.
Depending on your Ad Set, it may be a good idea to create duplicate campaigns that will target different people.
For example, we would like to target 5 main groups – those who have visited our website, those who have interacted with our Facebook page, those who have interacted with our Instagram page, those who have submitted their emails to our business, and those who have viewed any of our business’ videos in the past.
To create a duplicate of the Ad Set, find the one you have just created, wait for it to upload, and click on the name. Several options will appear beneath the name, including “duplicate.”
Once selected, a pop-up will appear. This pop-up is asking you what you will like to duplicate the ad set into.
Select “Existing Campaign” to pull in the information from the Ad Campaign we just created. Select the correct Ad Campaign before hitting the blue “Duplicate” button in the lower right-hand corner.
Once the Ad Campaign is duplicated, the only thing you will want to change per ad set is the target audience. Here, you can either create a new audience or selected a saved audience (like we did earlier).
Save, Complete, and Repeat for all of the ad sets you’d like for your campaign.
In order to review your campaign, select the campaign from your ads manager dashboard. Once selected, hit “edit.”
Once the campaign loads, choose the ad and navigate to “Ad Preview” on the right-hand side.
From here, you will see a small icon that looks like a box and an arrow. If you click on this icon, a pop-up will appear with options for the Ad preview.
You can either share a link to view the ad or preview the ad on your personal device. For this, we will preview on a personal device to ensure that it looks the way we want it to.
This option will send a link via notification directly to the Instagram account. To view it, it is important that you have access to the account that the ad will be running on.
Once you view the ad on your device and confirm that everything looks that way you want it to look – your ad is ready to go!
You have successfully mastered creating a conversion remarketing campaign for Instagram Swipe Up Stories!
We hope you enjoyed this week’s blog! As always – comment below if you have any questions or if you’d just like to say hi!