January 2018
How to do email marketing with Mailchimp ? Here is the case of Lazzari Spa.
Lazzari Spa is one of those Italian mechanical workshops that export their products all over the world, supporting the industrial Made in Italy abroad.
Export consultant Alberto Scanziani asked us to support the company in creating a lead generation campaign abroad, using email marketing .
database construction
Regardless of the platform you use (in this case Mailchimp ), the heart of any effective email marketing strategy is having a profiled database of contacts who know you in some way and are interested in what you have to say.
In this case, the database was built with the support of the export consultant who defined, identified and contacted the list of possible leads.
give value to the potential customer
A second strategic element that is often underestimated in the creation of email campaigns is the lack of informational value of the communication, which must not be a sales pitch in any case, at least not initially .
For this reason, in the case of the Lazzari project, the sending of a specific case study was defined, downloadable in PDF by the lead, who in this way demonstrates to be "warm" and ready for further investigation.
This aspect is fundamental because then the marketing action returns into the hands of the company (in this case the export consultant) to re-work and contact those who opened the email , but above all those who clicked on the case study .
why use Mailchimp
The choice to use Mailchimp as a sending platform is based on the following aspects:
The platform is free up to 2000 contacts in the list, as long as you leave the Mailchimp logo in the footer of the email
Sending emails from Mailchimp eliminates the possibility of having your domain blacklisted and no longer having all your business emails delivered.
Mailchimp offers many ready-to-use HTML templates
Emails are optimized for mobile reading
You have access to campaign statistics and the email list of those who have shown interest
Results
We cannot disclose the commercial results of the campaign, however the email marketing project gave excellent results in terms of opening rate ( 42% of emails sent , not bad!) and clicks ( 16% of recipients clicked , which is even better).
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