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Paid AdvertisingTop 49 Advertising Books to Be a Modern Don DraperNothing beats creativity in advertising. If you work in the field (or want to unleash its power to grow your business) you know just how important it is to be connected with the best ideas in the industry.
When Google fails to deliver answers and social media makes the noise grow louder, the best place to turn to are... books on advertising. They may not all provide blueprint-like, step-by-step instructions into hacking consumer culture and driving Public Relations stints that conquer public memory. But the best books on advertising fuel ideas, creative thinking, and actionable advice on how to take your ideas from concept to practical strategy.
Want to know which books can do this for you? Keep reading and find out more.
The best advertising books that are actually worth your time
Ogilvy on Advertising, David Ogilvy
About the author: David Ogilvy, a renowned figure in advertising, founded Ogilvy & Mather and is celebrated for his impactful contributions to the field. To many in the field, he is considered one of the fathers of advertising – a reputation he came by honestly, as he was one of the greats on Madison Avenue.
Key lessons from the book:
Effective advertising hinges on thorough research and a deep understanding of the target audienceSimplicity and clarity in advertising are essential, and the focus should be on highlighting the product's benefitsThe importance of persuasive copywriting and the creation of compelling, memorable advertisements is emphasized
Confessions of an Advertising Man, David Ogilvy
(More) about the author: David Ogilvy was a trailblazer in the advertising industry, known for his impeccable taste and strategic approach to campaigns. Despite all the changes in the advertising industry, his lessons are as relevant today as when he first laid them down on paper.
Key lessons from the book:
Emphasizes the importance of professionalism, integrity, and honesty in advertising practicesDiscusses the principles of effective marketing and the role of brand image in building trustProvides practical advice on creating and managing successful advertising campaigns
Everybody Writes, Ann Handley
About the author: Ann Handley is a renowned marketing expert, keynote speaker, and best-selling author. She is well-known for her expertise in content creation and storytelling. In addition to her work as a Chief Content Officer at MarketingProfs, Handley has also co-founded ClickZ and is a regular contributor to various publications. "Everybody Writes" is not a book on advertising, but it can help anyone working in the industry write better and nail the perfect message for their industry.
Key lessons from the book:
Emphasizes the importance of quality writing in creating effective marketing content that connects with audiencesDiscusses the role of empathy and understanding your target audience in crafting compelling and valuable contentEncourages marketers to embrace their unique voice and story to stand out in a crowded digital landscape
The Copywriter’s Handbook: A Step-by-Step Guide to Writing Copy That Sells, Robert W. Bly
About the author: Robert W. Bly is a respected copywriter and marketing consultant, with over 30 years of experience in the field. He's mostly known for his books on copywriting, but he has also written about other topics like science and science fiction.
Key lessons from the book:
Breaks down the process of persuasive copywriting into manageable steps, making it accessible for beginnersEmphasizes the importance of understanding the target audience and tailoring the message accordinglyProvides numerous tips and techniques for effective headline writing, creating compelling calls to action, and improving overall writing skills
How Brands Grow, Byron Sharp
About the author: Byron Sharp is a respected marketing scientist and an expert on brand growth. He has held various academic positions, including Professor of Marketing Science at the University of South Australia. His research and publications have challenged traditional marketing beliefs and sparked debates in the industry. While "How Brands Grow" may not be a book about advertising per se, it can be an insightful guide for everyone working in advertising.
Key lessons from the book:
Explores fundamental principles of brand growth, based on extensive data analysis and behavioral scienceDiscusses the importance of reaching a wide audience, rather than targeting niche markets, to achieve long-term successEncourages marketers to focus on expanding their customer base by increasing market penetration, rather than solely relying on loyalty from customers
Hey, Whipple, Squeeze This: The Classic Guide to Creating Great Ads, Luke Sullivan and Edward Boches
About the authors: Luke Sullivan and Edward Boches, advertising professionals, provide valuable insights into creating impactful advertisements. "Hey, Whipple. Squeeze This" is considered a truly classic guide on how memorable ads are created.
Key lessons from the book:
Creativity and innovation in successful campaigns, highlighting the need for fresh and engaging ideasStorytelling and emotional connections in ads are powerful tools to resonate with the audienceDiscusses the challenges and opportunities within the ever-evolving advertising industry
Advertising Concept Book: Think Now, Design Later, Pete Barry
About the author: Pete Barry is an experienced advertising professional who delves into the process of developing advertising concepts. His "Advertising Concept Book" is an insightful guide on how to come up with great ideas and turn them into effective campaigns.
Key lessons from the book:
This book encourages the creation of idea-driven advertising concepts that capture attention and engage the audienceA structured approach to conceptualizing and designing effective advertisements is essential, and ideas are more important than aestheticsCreative thinking and innovation lie at the basis of great advertising
The Copy Book, D&AD
About the book: "The Copy Book" is a compilation of work from various advertising professionals, showcasing diverse copywriting styles and approaches. This compendium of knowledge is a classic guide for anyone looking for a solid guide to copywriting and advertising in general.
Key lessons from the book:
Provides a wide array of examples of copywriting styles and techniques from leading experts in the field, offering inspiration for aspiring copywritersDemonstrates the power of words in creating effective and memorable advertising, highlighting the role of creativity in effective copywritingOffers insight into different innovative strategies in copywriting, showcasing how creativity can drive successful ad campaigns
The Art of Client Service: The Classic Guide, Updated for Today’s Marketers and Advertisers, Robert Solomon
About the author: Robert Solomon is a veteran advertising professional, and his book is considered the definitive guide to building successful client relationships. His "The Art of Client Service" book is an insightful guide on how to build meaningful relationships with your customers.
Key lessons from the book:
Emphasizes the crucial role of building and maintaining strong client relationships as a foundation for advertising successDiscusses the significance of client service in the context of advertising agencies and the ever-evolving marketing industryProvides practical advice for navigating the unique challenges of the advertising field and delivering exceptional client service
Join or Die: Digital Advertising in the Age of Automation, Patrick Gilbert
About the author: Patrick Gilbert is an industry expert in digital advertising, with a deep understanding of automation's impact on marketing. His "Join or Die" book is a comprehensive guide on how the advertising paradigm shifts in the digital age. So if you want to run search, display, social media ads, or any other type of digital ads, you should definitely read this book.
Key lessons from the book:
Automation is transforming digital advertising, making it crucial for marketers to adapt to new technologies and data-driven approachesSuccessful digital advertising in the automated age requires a balance between automated processes and human creativity and strategyMarketers must harness automation to personalize and target their campaigns effectively while staying ahead of industry changes
Play Bigger: How Pirates, Dreamers, and Innovators Create and Dominate Markets, Al Ramadan, Dave Peterson, Christopher Lochhead, Kevin Maney
About the authors: Al Ramadan, Dave Peterson, Christopher Lochhead, and Kevin Maney are renowned strategists and business leaders. Collectively known as "The Play Bigger Advisors," they have been instrumental in shaping the Silicon Valley entrepreneurial landscape and have advised many successful companies.
Key lessons from the book:
Challenges traditional marketing approaches and encourages businesses to think big, come up with new, practical strategies, and create new categories rather than compete in existing onesDiscusses the importance of creating a strong brand narrative that resonates with customers and differentiates brands from competitorsEncourages companies to focus on creating iconic products or services that solve real problems for customers
Scientific Advertising, Claude Hopkins
About the author: Claude Hopkins was a pioneer in advertising, known for bringing forward the scientific approach to advertising. He wrote "Scientific Advertising" in 1923, one of the first and most popular books on advertising. Although it's been a century since this book was published, it's still considered one of the most insightful books on human behavior and how advertisers can build creative briefs that nail the best angle – a great skill for upping your social media marketing game!
Key lessons from the book:
Advertising should be based on measurable data and results, not guesswork or subjective judgmentDirect response advertising, which elicits an immediate response from the audience, is a powerful and effective advertising strategyCreating persuasive advertising that focuses on your potential customers' needs and benefits can lead to higher success rates
The Boron Letters, Gary C. Halbert and Bond Halbert
About the author: Gary C. Halbert, through a series of personal letters, imparts valuable marketing and copywriting lessons. The Borom Letters is not what most modern readers would consider an advertising book – it's more like a conversation with a mentor. This is precisely what makes this a classic in the world of advertising.
Key lessons from the book:
Building and maintaining strong relationships with potential customers is paramount, as trust and loyalty from customers drive long-term successEffective copywriting involves understanding and addressing the customer's desires, fears, and problemsStorytelling, empathy, and engaging content are essential elements in creating compelling and persuasive marketing materials
Truth, Lies, and Advertising: The Art of Account Planning, Jon Steel
About the author: Jon Steel explores the world of account planning, drawing from his experience in the advertising business. He has the unique ability to explain complex concepts in a simple and clear manner.
Key lessons from the book:
Highlights the importance of account planning as a discipline that uncovers consumer insights and shapes effective and innovative strategiesDiscusses the art of storytelling and the role of emotional connections in creating memorable advertising campaignsEmphasizes the need for truth and authenticity in advertising, as well as the ethical aspects of the profession
Positioning: The Battle for Your Mind, Al Ries and Jack Trout
About the authors: Al Ries and Jack Trout are two of the most renowned thinkers in marketing and advertising. Al Rise has written several bestselling books on advertising and marketing, while Jack Trout has written extensively about positioning and strategic marketing. "Positioning" is not an advertising book per se, but it can help pretty much anyone in the advertising business, from strategists to copywriters.
Key lessons from the book:
Introduces the concept of positioning as a strategy to establish a unique and compelling brand image in consumers' mindsEmphasizes the power of simplicity and focus in crafting memorable and effective marketing messagesDiscusses the importance of consistency and differentiation in positioning to gain a competitive advantage
Need a copywriter who can take your positioning and turn it into copy that speaks to your audience? Contact Mayple and hire a vetted ad copywriter for your business. We'll match you with the best one in less than 72 hours.
Buyology: Truth and Lies About Why We Buy, Martin Lindstrom
About the author: Martin Lindstrom is a brand consultant and author. "Buyology" is a pioneering book that explores the psychology of consumer buying, backed up by thorough research. Whether you write email marketing or social media marketing copy or run Google Ads, Buyology should be on your list.
Key lessons from the book:
Delves into the neurological factors that influence consumer buying decisions and how these insights can be leveraged in advertisingDiscusses the impact of branding, product placement, and sensory experiences on consumer preferencesEmphasizes the need for marketers to understand the subconscious aspects of consumer behavior to create more effective advertising campaigns
Blue Ocean Strategy, Renée Mauborgne and W. Chan Kim
About the authors: Renée Mauborgne is a professor of strategy at INSEAD (a business school based in France,) and W. Chan Kim is the director of the INSEAD Blue Ocean Strategy Institute. In "Blue Ocean Strategy," they explain how companies should focus on new markets to gain a competitive advantage.
Key lessons from the book:
Explains how to create uncontested market spaces by creating new demand and redefining industry boundariesUse the four actions framework – eliminate, reduce, raise, and create – to differentiate productsProvides insights on how to develop unique value propositions that allow companies to stand out from the competition
Reality in Advertising, Rosser Reeves
About the author: Rosser Reeves is a prominent figure in advertising with experience in both agencies and the television industry. In "Reality in Advertising," he shares his thoughts and practical advice on how to craft effective advertising campaigns.
Key lessons from the book:
Introduces the concept of the Unique Selling Proposition (USP) and the importance of conveying a clear and unique message to consumersAdvocates for the use of repetition and simple, compelling advertising messages to create brand recognition and drive salesEmphasizes the need for measurable results in advertising and the role of testing and tracking to assess campaign effectiveness
Made to Stick: Why Some Ideas Survive and Others Die, Chip Heath
About the author: Chip Heath is a professor of organizational behavior at Stanford University. "Made to Stick" is a book about communication and how to make ideas memorable. It is particularly useful for anyone involved in the creation of advertising content.
Key lessons from the book:
Introduces the SUCCESs framework (Simple, Unexpected, Concrete, Credible, Emotional, Stories) for crafting memorable and persuasive messagesDiscusses the importance of simplicity and surprise in creating messages that stick with audiencesProvides practical advice on how to make ideas more engaging and memorable, which is applicable to advertising and communication
Damn Good Advice (For People with Talent!): How to Unleash Your Creative Potential by America’s Master Communicator, George Lois
About the author: George Lois is a prominent communicator and advertising icon who shares his insights on creativity and communication. He has worked on some of the most iconic advertising campaigns in history, such as the “I want my MTV” campaign.
Key lessons from the book:
Encourages creative individuals to embrace their unique talents and think differently to stand out in advertising and communicationStresses the importance of passion, risk-taking, and boldness in creative endeavorsOffers practical advice on generating innovative ideas and executing creative projects effectively
The Paradox of Choice: Why More Is Less, Barry Schwartz
About the author: Barry Schwartz is a professor of psychology at Swarthmore College. In "The Paradox of Choice," he explains why having too many choices can actually be detrimental. This book is important for marketers and advertisers who must understand the impact of having too many options on consumer behavior.
Key lessons from the book:
Discusses how an abundance of choices can lead to decision paralysis and reduced satisfaction with the choices madeEmphasizes the value of simplicity and reducing the number of choices to enhance decision-making and overall happinessHighlights the role of advertising and marketing in presenting choices effectively and helping consumers make decisions
Building a StoryBrand, Donald Miller
About the author: Donald Miller is an author, public speaker, and business owner. He owns StoryBrand, a successful marketing company.
Key lessons from the book:
Emphasizes the importance of clarity and simplicity in marketing messages to communicate with customers effectivelyProvides a practical guide on using the power of storytelling to create a clear and compelling brand message that resonates with customersEncourages marketers to focus on the customer's journey and address their needs, rather than solely promoting products or services
The Tipping Point: How Little Things Can Make a Big Difference, Malcolm Gladwell
About the author: Malcolm Gladwell is a bestselling author and journalist. In his insightful book, "The Tipping Point," he explains how seemingly small changes can cause a big impact. This book is important for marketers and advertisers who need to understand the power of small events in driving change.
Key lessons from the book:
Explores the concept of the "tipping point" and how small actions or factors can lead to significant social change or trendsDiscusses the role of connectors, mavens, and salespeople in influencing the spread of ideas and productsEmphasizes the significance of understanding the factors that drive the adoption of trends in advertising and marketing
Breakthrough Advertising, Eugene M. Schwartz
About the author: Eugene M. Schwartz is a renowned advertising copywriter and strategist who shares his insights on creating effective advertisements. "Breakthrough Advertising" is one of his most famous works, and one of the best, most comprehensive guides to copywriting.
Key lessons from the book:
Discusses the importance of understanding and addressing the prospect's state of awareness in advertising copyBreakthrough Advertising advocates for the use of "stage" theory to guide the creation of compelling marketing messages that resonate with the audienceEmphasizes the role of copywriting in capturing attention and driving action in advertising
Contagious: Why Things Catch On, Jonah Berger
About the author: Jonah Berger is a marketing professor at the Wharton School of the University of Pennsylvania. His core body of work explores the factors that make ideas and products contagious. "Contagious" is an insightful guide into how to make exciting ideas spread. It delves into the theory of what makes ideas "stick," and provides also actionable step-by-step instructions on how to do it for your own projects.
Key lessons from the book:
Introduces the STEPPS framework (Social Currency, Triggers, Emotion, Public, Practical Value, Stories) for understanding why things go viralDiscusses the role of word-of-mouth, social influence, and storytelling in the spread of ideas and productsProvides insights into creating content and campaigns that are more likely to be shared and adopted by the public in modern life
The Adweek Copywriting Handbook, Joseph Sugarman
About the author: Joseph Sugarman, an expert in direct response marketing, provides guidance on the art of copywriting. His "Adweek Copywriting Handbook" is one of the most practical guides to copywriting.
Key lessons from the book:
Emphasizes the importance of clear and persuasive copywriting to drive sales and conversions in advertisingDiscusses the principles of effective direct-response advertising, including crafting compelling headlines and offersOffers practical tips and techniques for writing copy that captures attention, builds trust, and motivates readers to take action
The Art of Writing Advertising: Conversations with Masters of the Craft, David Ogilvy, William Bernbach, Leo Burnett, Rosser Reeves, and George Gribbin, Denis Higgins
About the author: Denis Higgins is an advertising writer and creative director who interviews legendary figures in the field of advertising. If you are looking to read just one insightful book on advertising, as soon as possible, pick up this comprehensive guide. It's filled with Madison Avenue-worthy wisdom about human behavior, how advertising works, and how to use modern life to fuel your messages.
Key lessons from the book:
Offers a unique opportunity to learn from legendary advertising figures and their creative processesHighlights the creative and strategic thinking of advertising pioneers, shedding light on their successesProvides valuable lessons on the art of writing advertising from industry visionaries
100 Leo's, Leo Burnett
About the author: Leo Burnett is an advertising guru, renowned for his creative and innovative campaigns. He founded global advertising agency Leo Burnett Worldwide, which has created iconic ads for several well-known brands.
Key lessons from the book:
Emphasizes the importance of staying true to a brand's core values and communicating those values through storytelling in marketing campaignsDiscusses the power of emotion in creating memorable and impactful advertisements that resonate with consumersEncourages marketers to think outside the box and take risks to create bold and engaging campaigns that capture audience attention
The Halo Effect, Phil Rosenzweig
About the author: Phil Rosenzweig is a well-renowned professor at IMD Business School in Switzerland, specializing in business strategy and managerial thinking.
Key lessons from the book:
Explores the tendency to make sweeping judgments about companies and their success based on limited information, and its implications for advertisingDiscusses the importance of critical thinking and avoiding the trap of overgeneralization when evaluating business strategiesEmphasizes the need for a balanced and nuanced view of success factors in advertising and marketing for successful campaigns
Zag, Marty Neumeier
About the author: Marty Neumeier is a respected thought leader in the field of branding and design strategy. He is the Director of CEO Branding at Liquid Agency and co-founder and partner at Level-C, a five-tier program meant to certify branding experts.
Key lessons from the book:
Emphasizes the importance of differentiation and creating a unique brand positioning in the marketDiscusses the role of simplicity and clarity in conveying a brand's message and valueProvides insights on how to stand out in a crowded marketplace and capture the audience's attention
ReWork, Jason Fried and David H. Hansson
About the authors: Jason Fried and David H. Hansson are recognized for their innovative approach to business. Jason Fried is the co-founder and CEO of Basecamp, a popular project management tool. His forward-thinking and unique perspective on work culture has positioned him as a thought leader in the tech industry. David H. Hansson is the creator of Ruby on Rails, a popular web application framework. Known for his role as Basecamp's CTO, he is also a best-selling author and a Le Mans class-winning racing driver.
Key lessons from the book:
Challenges traditional work practices and advocates for a more efficient and productive approach to workDiscusses the benefits of staying small, staying focused, and keeping things simple in businessEmphasizes the importance of creativity, prioritization, and a results-oriented mindset in advertising and marketing
Engage: The Complete Guide for Brands and Businesses to Succeed, Brian Solis
About the author: Brian Solis is an eminent digital analyst, futurist, and bestselling author. He's known for his deep understanding of disruptive technology and its impact on business and society. Solis has been instrumental in identifying and exploring key trends in the digital world.
Key lessons from the book:
Discusses the changing dynamics of consumer-brand relationships in the digital era and the need for authentic engagementEmphasizes the significance of empathy and listening to customers to create meaningful connections in American advertising and marketingProvides a framework for brands to navigate the complexities of the digital landscape and succeed in building lasting relationships
Perfect Pitch: The Art of Selling Ideas, Jon Steel
About the author: Jon Steel is a veteran advertising executive and a preeminent figure in the world of communication strategy. Best known for his contribution as a planner to some of the most successful campaigns in advertising history, Steel is also well-noted for his extraordinary skills in persuasive communication.
Key lessons from the book:
Offers a comprehensive guide to crafting persuasive pitches that resonate with decision-makers and clientsDiscusses the importance of storytelling, emotional connection, and preparation in delivering successful pitchesProvides practical tips and innovative strategies for mastering the art of selling ideas and winning support
Influence, The Psychology of Persuasion, Robert B. Cialdini
About the author: Robert B. Cialdini is a renowned psychologist and researcher, famously recognized for his work in the field of persuasion, compliance, and negotiation. Currently, he is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University.
Key lessons from the book:
This classic book identifies six key principles of influence, including reciprocity, commitment, and social proof, and how they can be applied in advertising and marketingDiscusses the power of understanding and leveraging human psychology to create persuasive campaignsEmphasizes ethical considerations when using persuasive techniques in advertising and marketing
Alchemy, The Surprising Power of Ideas that Don’t Make Sense, Rory Sutherland
About the author: Rory Sutherland is a high-profile figure in the world of advertising and marketing, known for his innovative perspectives. He is the Vice Chairman of Ogilvy Group, a globally renowned advertising agency. His expertise lies in applying behavioral economics and irrational thinking to marketing strategies.
Key lessons from the book:
Challenges conventional wisdom by highlighting the value of irrational and counterintuitive approaches in advertisingDiscusses the psychological and emotional factors that influence consumer choices and preferencesEncourages marketers to embrace creativity and unconventional thinking to unlock the potential of unexpected and nonsensical ideas
Predatory Thinking, A Masterclass in Outthinking the Competition, Dave Trott
About the author: Dave Trott is an English copywriter who trained in both London and New York. He is considered an advertising guru, as the creative mind for successful campaigns for the likes of Pepsi, Toshiba, and Cadbury Eggs.
Key lessons from the book:
Advocates for a mindset of "predatory thinking," which involves seeking creative solutions and unconventional approaches to problemsDiscusses the importance of simplicity, clarity, and effectiveness in communication to gain a competitive edgeProvides practical examples and stories of how predatory thinking can lead to innovative and successful advertising strategies
A Technique for Producing Ideas, James Webb Young
About the author: James Webb Young was a highly influential advertising executive known for his innovative approach to idea generation. He played a pivotal role in shaping the modern advertising industry with his unique insights and methodologies.
Key lessons from the book:
Introduces a five-step process for idea generation, emphasizing the importance of gathering information and incubationDiscusses the need to connect existing ideas and information to form new and innovative solutionsProvides a structured approach to cultivating creativity and generating ideas for advertising and marketing campaigns
Why Does the Pedlar Sing, Paul Feldwick
About the author: Paul Feldwick is a seasoned professional in the advertising world, celebrated for his creative approach to marketing strategy. With his extensive practical experience and unique insights, Feldwick's work primarily focuses on harnessing the power of creativity and storytelling in building compelling advertising campaigns.
Key lessons from the book:
Explores the history of advertising and the evolving role of creativity within the industryDiscusses the tension between creative expression and advertising effectiveness and how to strike a balanceOffers a nuanced perspective on creativity, challenges common assumptions, and provides a deeper understanding of the creative process in advertising
The Case for Creativity, James Hurman
About the author: James Hurman is a renowned thought leader in the field of creative marketing and advertising. His work primarily focuses on demonstrating the correlation between creativity and commercial success. Hurman's influential ideas and methodologies have shaped the way businesses understand and leverage creativity in their marketing strategies.
Key lessons from the book:
Presents compelling evidence and case studies demonstrating the positive correlation between creative advertising and business resultsDiscusses the value of creative thinking and problem-solving as a competitive advantage in advertisingEncourages marketers and advertisers to prioritize creativity as a driver of business growth
Creativity, Inc.: Overcoming the Unseen Forces That Stand in the Way of True Inspiration, Ed Catmull
About the author: Ed Catmull, a computer scientist and a pioneer in the field of computer graphics, is best known for co-founding Pixar Animation Studios. He also served as the president of Pixar and Walt Disney Animation Studios. Throughout his career, Catmull has been instrumental in driving the innovation of computer graphics used in film and other media.
Key lessons from the book:
Discusses the importance of creating a culture that encourages and sustains creativity within companies and teamsEmphasizes the role of collaboration, feedback, and risk-taking in the creative processProvides practical advice for leaders and creative professionals to overcome challenges and inspire innovation in advertising and beyond
Anatomy of Humbug: How to Think Differently About Advertising, Paul Feldwick
(More) about the author: Paul Feldwick is a distinguished veteran in the advertising industry, renowned for his innovative thinking and creative strategies. His work emphasizes the understanding of different perspectives to enhance the effectiveness of advertising.
Key lessons from the book:
Challenges common advertising myths and exposes the limitations of traditional approachesAdvocates for a more nuanced understanding of advertising's role in influencing consumer behaviorEncourages critical thinking and a willingness to question established advertising practices
On Creativity, by Isaac Asimov
About the author: Isaac Asimov was a prolific writer, best known for his science fiction works, including the iconic "Foundation" series and "I, Robot." However, his intellectual curiosity spanned beyond just fiction, leading him to pen several essays on a variety of subjects, including creativity. His unique insights into the creative process have provided valuable lessons for individuals across different professions.
Key lessons from the essay:
Delves into the creative process and the conditions that foster innovative thinkingDiscusses the importance of curiosity, knowledge, and interdisciplinary connections in sparking creativityOffers insights that can be applied to advertising, emphasizing the value of continuous learning and exploring diverse fields of knowledge
This Is Marketing: You Can’t Be Seen Until You Learn to See, Seth Godin
About the author: Seth Godin is a highly respected marketing pioneer, author, entrepreneur, and public speaker. With his forward-thinking ideas, he has reshaped the understanding of marketing in the modern digital landscape. Godin is particularly renowned for his emphasis on "permission marketing" and creating meaningful and impactful content that resonates with audiences.
Key lessons from the book:
Defines the "permission marketing" concept and emphasizes the significance of empathy and understanding the needs and desires of the audience in modern marketingAdvocates for niche marketing and building communities of loyal customersEncourages marketers to focus on serving and engaging with their target audience, rather than simply selling products or services
The Long Tail: Why the Future of Business Is Selling Less of More, Chris Anderson
About the author: Chris Anderson, a well-regarded thought leader, is best recognized for his groundbreaking work on digital trends and their influence on contemporary business and economics. Formerly the editor-in-chief at "Wired" magazine, Anderson's keen insights have shaped our understanding of the digital era's impact on business strategies.
Key lessons from the book:
Discusses the shift from traditional retail and mass marketing to niche markets and online distributionHighlights the value of catering to diverse and specialized customer interests to succeed in the digital eraEncourages businesses to leverage the potential of the long tail to offer a wide range of products or services to a global audience
All Marketers Are Liars, Seth Godin
(More) about the author: Seth Godin is a distinguished marketing expert, author, and entrepreneur. He is renowned for his innovative and thought-provoking ideas that have significantly influenced modern marketing practices. In addition to his writing, Godin is a sought-after public speaker who challenges conventional marketing wisdom and inspires audiences to think differently.
Key lessons from the book:
Emphasizes the power of storytelling and the role of authentic narratives in marketing and advertising.Discusses the concept that consumers seek stories that align with their beliefs and values.Encourages marketers to embrace the art of storytelling and create meaningful connections with their target audience.
Frenemies, Ken Auletta
About the author: Auletta is an established journalist and media critic, whose work delves into the ever-evolving landscape of advertising, technology, and consumer behavior.
Key lessons from the book:
Explores the challenges and dynamics of the changing advertising landscape, including the impact of technology and digital platformsDiscusses the complex relationships and collaborations between marketers, agencies, and media companiesOffers insights into the evolving roles and strategies required to navigate the frenetic world of advertising and media
15 Questions About Native Advertising, Massimo Moruzzi
About the author: Massimo Moruzzi is an insightful author and commentator on advertising and digital marketing. Known for his thought-provoking approach, he critically examines current trends and practices in the industry. Among his many contributions, he is particularly recognized for raising important and challenging questions about the concept and application of native advertising.
Key lessons from the book:
Explores the concept of native advertising and its implications for advertising ethics and transparencyDiscusses the challenges of distinguishing between editorial content and sponsored advertising in the digital realmEncourages a deeper understanding of native advertising's impact on consumer trust and the need for ethical practices
Storynomics: Story-Driven Marketing in the Post-Advertising World, Robert McKee
About the author: Robert McKee is a famous author and educator, highly celebrated for his expertise in storytelling and creative writing. His teachings have gained international acclaim, influencing many writers, filmmakers, and marketing professionals. McKee's unique understanding of narrative structures and their potential in marketing has made him a sought-after figure in both the literary and business worlds.
Key lessons from the book:
Emphasizes the role of compelling narratives in capturing and retaining audience attention in a post-advertising eraDiscusses the principles of storytelling and how they can be applied to marketing campaignsEncourages marketers to shift from traditional advertising to storytelling as a more effective way to engage customers
The 1-Page Marketing Plan, Allan Dib
About the author: Allan Dib is a marketing consultant and entrepreneur who has built multiple successful businesses. He is known for his practical and straightforward approach to marketing, helping businesses of all sizes achieve their growth goals. Although this is not a book on advertising, in "1-Page Marketing Plan," Allan Dib aims to help businesses create comprehensive, yet uncomplicated marketing plans.
Key lessons from the book:
Encourages businesses to develop a comprehensive and concise one-page marketing plan that outlines objectives, target market, messaging, and tacticsDiscusses the importance of understanding customer needs and creating value propositions that resonate with themEmphasizes the power of implementing and testing various marketing strategies to find what works best for each business
Growth Hacker Marketing, Ryan Holiday
About the author: Ryan Holiday is an acclaimed writer and marketing strategist, well-known for his innovative approach to growth hacking. He has worked with many successful startups and established his reputation as a leading figure in contemporary marketing trends. Holiday's insights into the application of growth hacking principles in marketing have been transformative for many businesses.
Key lessons from the book:
Explores the principles of growth hacking, which involve data-driven experimentation and rapid iterationDiscusses the importance of a "growth hacker" mindset, where marketing and product development are intertwinedEncourages marketers to adopt agile and innovative approaches to fuel business growth in the digital age
Read more, write better: Create ads that make an impact
Although relatively new in the grand scheme of things, the world of advertising is a bustling hub for exciting ideas, innovative strategies, and indispensable lessons on human behavior, buyer psychology, and building businesses that stick to the collective memory.
It doesn't matter if you're a Creative Director with dozens of campaigns under your belt, a new intern in a local Public Relations or advertising agency, an advertising manager or social media marketing manager in a SaaS, or a fresh business owner looking for ways to bring your business into the limelight. If you are attracted to advertising in any way, the books on advertising in this list will help you master consumer culture psychology, writing that sells, and creativity in advertising (and beyond).
Reading books on advertising is about more than merely collecting tips and tricks. It's a cross-industry, multi-generational, a-geographical way of communicating the best ideas possible.
And if you're looking for a pro to help you turn all these guides to advertising into modern life-inspired ads that engage and sell, don't hesitate to contact Mayple. We only work with vetted advertising agencies, and we can match you with the right one for your business in less than three days!
Social Media MarketingThe Top Disruptive Marketing Influencers in the UKThe future is coming
The guy who went from 'nobody' to #1 marketing influencer in 15 months, the woman that teaches the world about the role of AI in marketing, Europe’s SEO guru, the content queen who was featured in every leading publication you can think of, the man that turned himself into a brand, and others!
In this must-read article, 12 key marketing superheroes will share their views about new and coming trends and changes in the UK’s marketing industry and how marketing will be managed in 2025. You will learn about these unique individuals and will discover the skills and expertise that has led them to be followed by thousands of people online and listened to at some of the industry’s largest events and in major publications.
We call these influencers disruptive because each one of these rockstars tells their unique story in a way that engages people and changes businesses for the best. They are disruptive not because they swim against the stream (though some of them certainly do!), but because of the fact that, in this crazy digital world, they have found ways of touching upon businesses’ real pain points and therefore became more relevant than any groundbreaking technology or tool.
And, if that weren’t enough, they are disruptive because they became our friends, transcending the bounds of technology to engage with us, members of a crazy hybrid species, people who are entranced with technology, yet deeply human-centered. We aren't an agency, nor are we a platform. we are neither and both and… and we are Mayple. No, not the syrup. But yes, just as sweet.
So here is our rundown of the UK’s most disruptive influencers, circa 2019.
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Email Marketing21 Best Email Marketing Tools to use in 2024 [Free & Paid]Email tools are a pain to deal with. How many times you’ve deleted an email accidentally and had to redo the whole campaign202? It can be so frustrating. Marketing teams literally spend weeks choosing the best email software to use.
So, whether you’re a B2B company or an eCommerce brand, which tool is best for your use case? Ask any Klaviyo agency and they will tell you to use Klaviyo, but what’s really best for your business? (Read more on e-commerce email marketing agencies).
In this guide, we break down what email tools are, the different functions they serve, and help you pick the right one to use. Ready to save weeks of your team’s time?
Let’s dive in.
What is email marketing software?
An email marketing tool is any software or platform that helps you create, send, and track email campaigns.
It simplifies the process of designing emails, managing subscriber lists, analyzing campaign performance, etc. So, it's a great way for business owners like you to promote products, services, or information to a targeted audience via email.
Email platforms often have well-designed email templates and analytics dashboards that help focus on specific key metrics like open rates and click-through rates.
They should also have email automation, segmentation, and personalization features.
What to look for in an email marketing tool
Choosing the right email marketing tool will depend on the specific needs of your business, the size of your email list, your budget, and the features you need for your email marketing campaigns.
Here are the core criteria you can look at when evaluating email marketing tools:
Ease of use: Your email marketing software should be user-friendly with an intuitive interface. Time spent struggling with a tool is time taken away from core business activities.Cost: Consider both the immediate costs and potential long-term costs as your subscriber list or feature needs grow.Scalability: Make sure the software can cater to your needs as your business grows. Frequent platform switches can be disruptive and costly.Integrations: Check for compatibility with other tools you use, like CRM systems, eCommerce platforms, and social media integrations. This can help to streamline workflows, maintain data consistency, and lead to more upsells and faster deals.Segmentation features: Robust segmentation capabilities are essential for targeting different industries, company sizes, or stages in the buying cycle.Personalization and automation: Personalized content can significantly enhance engagement. Look for tools that allow automated email workflows based on user behaviors or specified triggers.Analytics and reporting: Comprehensive insights into open rates, click-through rates, bounce rates, and more can guide strategy and improve campaigns over time.Deliverability: Make sure the tool has a good reputation for getting emails into recipients' inboxes and not spam folders.Templates and design: Access to well-designed, mobile-responsive templates can save time and ensure your emails look professional.Customer support and community: A responsive support team and a vibrant user community can be invaluable, especially when you run into challenges or need tips.
Email platforms have a wide range of features and the challenge is knowing which feature you need the most. Let’s go into more detail on the each of the main features your email marketing tool should have.
Drag-and-drop user interface
It's not 2005 anymore. Every email marketing platform you use has to have a drag-and-drop editor. I remember when Mailchimp finally launched theirs a few years ago.
Segmentation
Not every person on your list should receive the same email. Your email marketing campaigns should be sent to specific customer segments. Most email marketing tools have advanced segmentation features that let you segment your audience based on their purchase history, interests, demographics, and their behavior on the site.
Personalization
Personalization goes beyond putting the customer's first name in the body of the email. Customers want to have a truly personalized experience with the brand, regardless of the marketing channel they use to interact on. So, advanced personalization includes:
Dynamically displaying the specific products the user browsed or added to their shopping cart.Customizing the loyalty or rewards program information for each subscriberChanging the images and the copy of the email based on user data
Automation
Marketing email automation is one of the most important and powerful features you should look for in an email tool. Automation means setting up email campaigns and email marketing flows that go out automatically based on customer behavior. Some email marketing tools can let you automate entire customer journeys using multiple channels like email, SMS, chatbots, and push notifications.
A/B Testing
A/B testing is one of the most important features in any email marketing campaign. The best way to improve your conversion rates is to test your subject lines, preview text, and the design and body of your emails. Studies show that 58% of successful email marketing programs are more likely to A/B test their emails at least once a year.
SMS marketing
One of the best ways to boost your email marketing efforts is to connect new channels and the most powerful one is SMS. Just look at these stats:
The average click-through rates of text messages are 19.3%34% of people read their text messages within five minutes of receiving them96% of marketers using text messages said they helped them drive revenue.
You can significantly boost your engagement and email revenue by combining emails with text messages in your customer journeys.
Chatbots
Chatbots are another great channel you should combine with email marketing. Some (not all) email tools have integrations with chat tools. For B2B, you could combine your email campaigns with targeted chat messages on your site chat.
Ecommerce brands should combine email campaigns with messages on Facebook Messenger, WhatsApp, and other channels their users may be using. It works really well with abandoned cart emails and retargeting campaigns.
Reports and analytics
Every good email marketer lives and breathes their analytics reports. They would actually bury their hand in the sand for a week if they could and just read reports.
Analyzing everyone one of your email campaigns is super crucial for the success of the entire channel. You should check the unsubscribe rate of each campaign to make sure that you are not sending too many emails and the deliverability rates of your emails to make sure they're not landing in the spam folders (which an email deliverability consultant can help you with).
You should check your site bounce rate to make sure that your email traffic is not clicking on an email and then leaving (what's called message match).
Best email marketing tools to use in 2024
Here are the best email tools to use, in no particular order. We tried to be as unbiased as possible, enjoy!
Mailchimp
Mailchimp has been one of the most popular email marketing tools for a long time because it was one of the only tools that had a free plan. It's perfect for B2B and small businesses, although it doesn't have some of the advanced features of tools like Constant Contact or Campaign Monitor.
One challenge that Mailchimp experts seek to alleviate is that it’s not built for eCommerce. It doesn't have the core features you would need to use like automation, and eCommerce tracking, and it makes it really difficult to set up abandonment email flows. It also lacks some of the built-in integrations you would need for an eCommerce brand.
Overall, it's a great solution for email marketers that are starting out, or just beginning to build their email strategy.
Key features:
Customer journey builderSent time optimizationBehavioral targetingCustom templatesDynamic contentSignup forms + opt-in formsMailchimp surveysMailchimp website builder
Pricing:
Starts at $9.92/month and offers a free tier with basic features.
Brevo (formerly Sendinblue)
Brevo is an all-in-one platform for all of your email marketing needs and it includes a variety of other channels as well. It helps with email marketing, SMS, Facebook Messenger, and chat, and even has a built-in CRM. It's really like an email marketing tool and a customer service platform rolled into one.
Key features:
Email & SMS personalizationMobile-friendly drag-and-drop email editorMarketing automationEmail personalizationLanding page builderLive chatSales CRMFacebook ads integrationHeat map reporting
Pricing:
Brevo has a free plan for up to 300 emails per day, which allows you to send emails to unlimited contacts. Their paid plan starts at $25 per month and includes up to 20k emails per month.
Omnisend
Omnisend is an email platform that's geared towards eCommerce businesses. It has pre-built eCommerce workflows, cart abandonment emails, and automation splits that help business owners set everything up in minutes. It also has a lot of the popup features like regular popups, wheel of fortune popups, and sign-up boxes, so you wouldn't need to use a separate popup tool.
Key features:
Email + SMS + Push notificationsFacebook custom audiencesMarketing automationPre-built eCommerce workflowsEmail A/B testingAdvanced segmentation
Pricing:
Omnisend has a free plan for up to 250 contacts and their paid plans start at $16 per month and go up depending on your number of contacts. All plans include unlimited web push notifications.
Hubspot
Hubspot has a free email marketing plan that lets you set up popups and email capture forms and send out email campaigns to your audience. It's a tool that's built for B2B companies and has all the features you need to get started. The best part is that you could upgrade to the rest of the Hubspot suite, such as the sales and marketing hub, and use additional features as your business grows.
Hubspot has a great customer relationship management (CRM) feature that lets you retain customer data and re-market your customers with the right campaigns. It can also be used by your sales and customer service team, all within the same platform.
Key features:
Email automationForm automationLanding pagesLive chatDynamic personalizationABM tools
Pricing:
Hubspot Email Marketing has a free plan + paid plans start around $600 per month depending on the size of your contact list and the features you need.
Drip
Drip is an email marketing automation platform that's built for eCommerce. It has a bunch of pre-built workflows like a welcome series, abandoned cart campaigns, post-purchase, win-back series, and birthday emails. And there's a feature that lets you set these up with one click.
Drip has a really advanced drag-and-drop email builder that lets you add product attributes (like price) with just one click. You click on the dollar sign icon and the price gets displayed on every product in the email.
Their analytics features let you see a lead score and the lifetime value for each subscriber on your mailing list.
Key features:
Powerful automation featuresCreate email flows and drip campaigns in a few clicksPre-designed templatesAdvanced audience segmentationNative integration with over 100+ eCommerce tools and platforms
Pricing:
Paid plan starts at $39 per month for up to 2,500 email contacts. They also offer a 14-day free trial.
ConvertKit
ConverKit is an all-in-one marketing platform that's built for creators, small B2B businesses, and eCommerce brands. It lets you build landing pages and sign-up forms and then create email marketing campaigns and automatic follow-up emails to target those leads that signed up.
Key features:
Email drip campaignsLanding pagesSign-up formsBeautiful customizable email templatesBasic segmentation features
Pricing:
ConvertKit has a free plan for up to 300 subscribers and unlimited emails. Paid plans start at a monthly price of $15 (vs $9/mo on the annual plan).
Email Octopus
Email Octopus is a great alternative to Mailchimp. It's considerably cheaper and has all the same features (minus the SMS marketing). You can use it to set up basic email workflows for transactional emails, send email newsletters, promotions for loyal customers, and much more. It also has a great dashboard you could use to monitor campaign performance.
Key features:
Basic email automationEmail campaigns and flowsEmail segmentationCustom reports
Pricing:
The free plan includes up to 2,500 subscribers and 10,000 emails per month. The paid plan starts at $8 per month and goes up from there.
Aweber
Aweber is a great choice for business owners that are looking for something more advanced than Mailchimp. It's way better for eCommerce businesses as it has direct integrations with Shopify, Paypal, and Etsy (which Mailchimp doesn't). It also has Canva integrated into the email editor so it's much easier to create your own designs (if you're into that kind of thing).
It also has web push notifications so if you're planning to include other channels in your email marketing strategy then this is the tool for you. The drawback is it doesn't have SMS, but you could integrate an external tool like Burst SMS and get those same features.
Key features:
Landing page builderEmail automationEcommerce pagesWeb push notifications
Pricing:
AWeber has a free for up to 300 subscribers and 3,000 emails per month. The paid plan starts at $19.99 per month for 500 subscribers and unlimited email lists and email sends.
Klaviyo
Klavyio is by far the most popular email marketing software for eCommerce brands. It has the full range of features you would need to go full speed with email marketing.
With Klaviyo marketing, you could literally automate all of your email marketing flows, segment your audience, connect it all to your SMS channel and create powerful omnichannel campaigns. It's not just a tool to use to make great-looking emails, it's a real eCommerce powerhouse -- especially since starting to use Klaviyo for Shopify is a matter of a couple of clicks.
Key features:
Advanced automation featuresList segmentationBuilt-in forms and popupsAutomated A/B testingPersonalized product recommendationsMulti-channel attributionSeamless integration with eCommerce platforms
Pricing:
Klaviyo has a free plan for up to 250 subscribers, paid plans start at $20 per month for up to 500 subscribers and go up from there.
Not sure if Klaviyo’s the best option for you -- or if Drip might work better? Here’s a Drip vs Klaviyo comparison to help you decide.
Constant Contact
Constant Contact is another popular email marketing service but it stands out from the pack. It's an email marketing tool by day and a social media scheduler by night.
It can help you create, schedule, and analyze the performance of your social media posts. It also has an automated Google Ads tool that lets you improve your targeting and create lookalike audiences.
It's interesting to note that Constant Contact recently developed a robust CRM platform that helps you with lead scoring, opportunity management, sales automation, tracking, and analysis. They offer it for $449 per month, which is cheaper than Hubspot so if you need a built-in CRM inside your email tool then give it a try.
Key features:
Customer list growth toolsSocial media schedulerReal-time reportingBuilt-in CRMLanding pagesMarketing automation toolsA/B testing
Pricing:
ConstantContact starts at $9.99 per month for the basic plan and $45 per month for its advanced plan.
Moosend
Moosend is a cheaper alternative to Constant Contact and it is much more focused on email marketing (rather than social media or sales). It has better landing page features, countdown timers, spam testing, custom reports, and localization.
Key features:
A/B and split testingWeather-based personalizationAdvanced landing page builderAI-engine for product recommendationsGoogle Analytics trackingCustom reporting
Pricing:
Moosend starts at $9 per month and has a 30-day free trial, but no free option.
EngageBay
EngageBay is a great Hubspot alternative. It has powerful features for your sales team - a built-in CRM, live chat, help desk, contact and deal management, as well as the standard features for your marketing team.
Ultimately, it has way more than a regular email marketing tool. It has social media scheduling, SMS marketing, push notifications, and advanced segmentation. It's built for growing B2B businesses.
Key features:
Landing page builderWeb popupsEmail sequencesSMS marketing
Pricing:
EngageBay has a free plan for up to 500 contacts. Paid plans start at $14.99 per month.
GetResponse
GetResponse is another great tool to use. It's a Mailchimp alternative as it also has a site builder and a free-forever plan. So you could literally connect your domain, built a site, and power up your email marketing campaigns all in one place.
Key features:
Website builderA/B testingDrag-and-drop editorLive chatPush notificationsList segmentation
Pricing:
GetResponse has a free plan + paid plans start at $19 per month.
ActiveCampaign
ActiveCampaign is a really powerful email software for both B2B and eCommerce brands. It has a really intuitive drag-and-drop interface, advanced personalization features, and more integrations than any other tool I've seen (880+ apps). It's also known to maximize your email performance with its extensive deliverability protection.
Key features:
Drag-and-drop builderAdvanced personalizationCustom email flowsA/B testing
Pricing:
ActiveCampaign starts at $15 per month.
MailerLite
MailerLite is a more affordable option for smaller businesses. It has a lower cost than any other email marketing tool + site builder combination. It even allows you to build your own eCommerce store and create marketing emails from scratch. It also has a paid newsletter subscription and digital products feature for B2B businesses and content creators.
Key features:
Email segmentationPopupsFacebook custom audiencesSite builderEmail automations
Pricing:
MailerLite has a free plan for up to 1,000 subscribers and 12,000 monthly emails. The paid plan starts at $10 per month and offers unlimited monthly emails.
Keap
Keap (formerly known as Infusionsoft) is a powerhouse for the modern entrepreneur. It's really geared to that solopreneur running multiple parts of their business. It has great marketing and sales tools particularly email marketing, SMS, appointment setting, and automatic reminders. It also offers a CRM, an eCommerce integration and payments.
Key features:
Automated lead captureSMS marketingLanding pagesAppointment setting
Pricing:
Keap starts at $169 per month and goes up from there.
MailJet
Mailjet is built for both marketing and dev teams. It has many features you find with other tools but also an open email API developers could use to send high volumes of emails and customize everything. It also has a deliverability service that helps you get your delivery rate up.
Key features:
Advanced role and permissions managementTeam collaboration toolsEmail templates
Pricing:
Free plan for up to 6k emails per month. Paid plans start at $15/mo.
SendPulse
SendPulse is for the email marketer that wants to use multiple channels in a strategic way. This tool has it all - email, WhatsApp chatbots, Instagram chatbots, Facebook Messenger, push notifications, and SMS.
Key features:
Email automationAudience segmentation and tagsSubscription formsWhatsapp + Instagram chatbots
Pricing:
SendPulse has a free plan that includes up to 500 subscribers and the paid plans start at $8 per month.
Freshworks CRM
Freshworks is a B2B tool that has a robust email marketing feature, a CRM, and various multi-channel features. It’s much heavier on the sales features and should best be used for sales teams that want to communicate with leads and customers through multiple channels at once.
Key features:
Multichannel engagement (email, SMS, WhatsApp)WorkflowsCustom reports & dashboards
Pricing:
Freshworks has a free plan for up to 100 marketing contacts and the paid plans start at $15 per month.
Campaign Monitor
Campaign Monitor is a super robust tool for eCommerce brands. I would put it as number 2 after Klaviyo. It helps you set up your transactional emails and send emails in bulk.
One feature that I've never seen anywhere else is Campaign Monitor's Link Review tool. It checks all the links in your email and then alerts you if one of them are broken. Other than that, it has the same feature as Klaviyo but it's way cheaper (closer to Constant Contact's pricing).
Key features:
Drag-and-drop builderEmail segmentationMobile optimizationA/B testingReal-time reporting and analytics
Pricing:
Campaign Monitor starts at $9 per month.
Need help with your Campaign Monitor setup? Work with one of our top Campaign Monitor freelancers.
SalesForce
No list would be complete without SalesForce. SalesForce is the premier CRM tool for sales teams. It has all the features you would need to manage your pipeline, email your contacts, and close deals. It also has all the integrations you would need to connect it to the rest of your tech stack.
Key features:
Customer journey builderSMS marketingAds optimization
Pricing:
Plans start at $1,000 per month with a 30-day free trial.
SendGrid
SendGrid is an email marketing solution that’s built for large companies and enterprise-level brands. It's like an advanced email tool for developers. It gives you the ability to custom design all of your emails, connect it to their API, and automate all of your email marketing campaigns. We use it for our product emails (what you would call transactional emails) and it works super smoothly.
Key features:
Email automationAdvanced analyticsAPI integrationDedicated IPEmail validation
Pricing:
SendGrid has a free plan that includes up to 100 emails per day. Paid plans start at $19.95 per month.
Why does email marketing matter?
Email marketing has one of the highest returns on investment of any marketing channel. Studies show that for every $1 you spend on email marketing you could get $36 in revenue. Email marketing takes all of your leads from ads, social media, organic search, etc., and converts them to paying customers.
What does email marketing software cost?
On average, a mid-size business can expect to spend between $0-$1000 per month on email marketing if they manage it themselves. It depends on the platform and the number of contacts they have. If they work with an agency it could cost them $300-$500.
Does CRM software include email marketing?
Most CRM software has basic email marketing features but not the entire suite of email marketing automation, flow creation, and analytics and reporting that email tools offer. A good tool combines customer relationship management (CRM) software and email marketing software. So it collects data on your contacts and helps you send more relevant and effective communications.
How to choose the best email marketing software platform
Ok, so you have a giant list of email service providers. Which one do you pick? Here is a step-by-step process to help you choose the right tool.
Pick your goals
First, determine what type of emails you want to send. Will you be sending transactional emails? Promotional emails? A weekly newsletter? Once you know what type of marketing emails you’ll be sending then you can pick out the features you need.
Oh, and by the way, if you want to send engaging Thank You emails that build relationships, take a look at our list of quick and effective Thank You email examples!
Pick must-have features
What are the basic features you need to send out your email campaigns? Are you looking for an email provider that has built-in email automation tools? Are you looking to automate a series of emails? Would you be designing emails from scratch or do you need to have a library of templates to use?
Match features to goals
Now it’s time to match the features of your email tool to your goals. Compare the features and see if they match your goals. How many email addresses would you start with? Does it have a month-to-month plan? What’s the actual price that you are willing to pay?
Create a plan
Make an outline of the exact features that you’ll be using and how you will want to execute your email marketing plan.
Start with the free plan
Don’t go for the premium plans right away, especially if you’re sending less than 1,000 emails per month. Start with the free plan and see if you like the interface, if the automation features are easy to use, and if the tool brings you value. You can always upgrade it once you like it.
Looking for a Klaviyo specialist or email marketing consultant to help you get the ball rolling and make the most of this tool’s capabilities? Contact Mayple today and we’ll match you with a vetted expert.
Email MarketingHow to Use Mailchimp Popups in 9 Easy Steps: Grow + Convert!"Wait! Don't leave! Get 10% off on your first order!"
You've probably seen this message on at least one website before – maybe you even felt compelled to click on it.
The Mailchimp popup form builder is user-friendly and offers a generous amount of features, too. Used correctly, these popup forms can be a key element in your email marketing strategy that captures attention and leads, pops up at just the right time, and helps you feed into your branding.
How to create effective Mailchimp popups that turn website visitors into an email audience?
Here's your A to Z guide.
What is a popup sign-up form?
A popup sign-up form is a quick and easy way to capture subscribers for your list. Once installed on your website, a popup will appear to visitors according to-predetermined triggers, such as page visits, mouse movements, or time spent on the page.
Mailchimp popup forms are an efficient way to capture more email addresses – and the best of all is that building a Mailchimp form is extremely easy.
How to create a Mailchimp popup form
Here is a step-by-step process for setting up your own Mailchimp form.
1. Click Audience, then select Signup forms.
If you have multiple audiences, choose the desired one from the Current Audience drop-down.
2. Choose the Subscriber popup form.
3. Customize your popup form
Click on Style to customize fonts, font colors, and font size for your form.
Click on Layout to select one of the popup designs. All layouts will appear as a banner on mobile devices.
Click on Settings to control the appearance of the pop-up form on your site.
Overlay opacity: Adjust the slider to darken your website when the subscription form appears.Display: Choose the time delay before the popup appears.Show Mailchimp Badge: Toggle to add or remove the referral badge.Position: Select whether the popup slides from the bottom right or appears in the middle of the page.
4. Customize your form fields:
If you want to add an image to your popup form, hover over the image placeholder in your layout and click Set Image.
When you want to add a field to your form, click the plus (+) icon.
If you want to edit a form field, just click and type.
If you need to change your Audience or Label, you can do so in the editing menu.
Toggle on the Required slider to make a field mandatory.If you need to add Helper text for a field, toggle on the Description slider and add your text in the box that will appear on screen.Reorder form fields using the arrow icons.
5. Click on the Subscribe button to customize the style:
Highlight the button text to change it as needed.
Use the style bar to adjust the button's Alignment, Button Color, Hover Color, and Font Color.
6. If you want to preview your form, click on the Preview button.
If you want to check the form on different devices, switch between the mobile and desktop icons.
7. Publish or Unpublish Your Form
If you have finished customizing your form, click Save & Publish to connect the pop-up form to your site.
To publish on multiple sites or disable the pop-up form on specific sites, click the Edit link, toggle the slider, and choose the desired sites.
8. Publish with Code
If you haven't connected your site through Mailchimp's Integrations page, click Connect Site.
You also have the option to grab the popup code and paste it into your website's header:
Follow the link to the integrations page and connect your siteEnter your website URL, click Get Started, and generate a popup code snippetPaste this code between the <head> tags on your websiteReturn to the pop-up form builder and publishRemoving the code will remove the pop-up form from your site
9. Edit the Form
After adding the pop-up signup form to your site, follow these steps to make changes:
Navigate to the pop-up form editorClick any design option to make your changesClick Save & Publish to update the popup form on your website automatically
Pro tip! Want to make sure your Mailchimp popup forms are perfect? Contact us and we’ll connect you with a Mailchimp expert for your industry in a matter of days!
Best practices for Mailchimp popup forms
There's more to creating a successful popup form than the technicalities – it's also about understanding your audience and knowing how to craft the best message that appeals to them.
Here are some best practices for creating effective popup forms:
Target visitors with personalized messages
Use demographic data such as location or user device type to customize the pop-up for each visitor. Doing this will increase the relevance of your message and make it more personal for each user.
Keep the design simple and in line with your brand
Make sure that your popup form is easy to read, with a clean and minimalistic design. This will help visitors find what they need quickly and without distraction.
Ensure, as well, your Mailchimp popup form design is aligned with your brand. Fortunately, Mailchimp's form builder allows for plenty of customization, so you can change a variety of elements in your popup form to make it look great on your website.
Keep the form short and concise
You may have a lot of questions, but your audience doesn't have a lot of time. That means you should keep the number of fields in your form to a minimum. Ideally, you don't want to add more than three fields on a form, but keeping it shorter than that is even better. You can request the user's name and email address only, for example.
Enable reCAPTCHA
reCAPTCHA is a security measure that helps protect your form from spammers and malicious bots. It's an easy way to deter unwanted submissions while ensuring genuine submissions get processed accurately.
Combine with SMS
Add a phone number field to collect phone numbers and send automatic SMS campaigns through Mailchimp. You can use them for personalized promotions or transactional texts across various touchpoints along the customer journey. You can also combine them with a Mailchimp drip campaign to boost engagement.
Stay clear and relevant
Be sure to keep your message clear and relevant. Avoid overloading the user with text or images, as this can be distracting and cause them to lose interest in signing up.
Include a call-to-action
Make sure you include an actionable call-to-action that is clear and compelling. Your copy should be succinct and direct, but also attention-grabbing.
Offer an incentive to sign up
Offering a special deal or discount is a great way to entice visitors to sign up for your list. People love freebies, so make sure you include something valuable to them in exchange for their email address.
Examples of incentives include:
Discount couponsFree shipping couponsProduct giveawayFreebie (e.g. a free eBook or report)
Choose between opt-in and double opt-in
Picking the right type of opt-in can make a big difference when it comes to the success of your campaigns. With opt-in, users will be added to your list after clicking on the subscribe button, while a double opt-in involves sending them an email confirmation before joining. Take your goals and audience into account when choosing between these two options.
For instance, single opt-ins might be the way to go if you're looking to build a larger list. However, if your goal is to protect the quality of your list and ensure that people have opted in willingly, double-opt-in may be a better choice.
Make it mobile-friendly
Ensure that your popup form looks and works great on all devices, as this is essential for providing a good user experience. Since most people use their mobile phones to browse the web, optimize your pop-up for smaller screens so that it can be easily accessed and read by visitors.
Preview & test your form
Before publishing your form, make sure to preview it and test it out on different devices. This will help you identify any issues or errors that could prevent visitors from signing up successfully.
Describe the benefits of subscribing
Show your visitors why your list is worth signing up for, and what they will get out of it. Will they receive exclusive discounts? Regular updates on new products or services? Being clear about the value that subscribers will receive can help increase sign-ups.
Use power words
Power words make people more likely to take action, as they usually tap into your audience's pain points, fears, and desires. Examples of power words include
"Secret""Guaranteed""Proven""Hurry""Free"
Add a confirmation message
Confirming you got your audience's email address and that their reward is on its way makes people feel valued and appreciated. A confirmation message can also be an opportunity to add additional content and links, such as introducing more products they might be interested in purchasing.
Add a countdown timer
Adding a countdown timer on your form adds urgency to your offer, making your audience more likely to be afraid of missing out.
Make sure your audience knows exactly what steps to take when signing up for your newsletter. Include clear instructions and a link to any additional resources they may need, such as a privacy policy or terms & conditions page.
Use attractive visuals
Adding visuals to your popup form can help make it more attractive and inviting for subscribers. Visuals are also great for making complex messages easier to digest. Add images, GIFs, or even videos to your pop-up forms to capture the attention of visitors if that's aligned with your brand.
Choose the right popup trigger
When your popup appears on screen is just as important as how it looks. Mailchimp allows you to choose from a variety of popup triggers, such as:
On landingOn exitAfter a number of pagesOn scrollOn click
Which one you pick for your Mailchimp popup depends on your audience and goals. For example, if you want to encourage people to subscribe before leaving your page, an exit-intent popup is probably the best option.
However, if you'd like for people to "know" you a bit more before you extend an invitation for your email list, you might want to trigger the popup to appear after a certain number of pages.
Define your audience segments
Defining different audience segments you want to target with your business is important for a number of reasons – most of which pertain to designing personalized experiences and improving conversion rates.
The same stands true for subscriber pop-ups too. When you have well-defined audience segments, you can design popup campaigns that speak to people. Some of the criteria you could use for defining these segments include your audience's
InterestsCountryLanguageGenderRelationship with your company (e.g. are they new or returning customers?)
Target your popup form to different segments
Now that you have your segments ready, you can create separate popup forms for each one. This will allow you to target your audience in a more personalized way and even offer exclusive deals or benefits to different sets of people.
For example, if you have an international audience, consider creating different pop-up forms that cater specifically to customers from different countries. This will help them feel like they are being acknowledged and appreciated.
Here are some popup segmentations you could use:
New vs returning visitorsWebsite pagesGeolocationDevice used
Include all new sign-ups in a drip welcome sequence
Including all new subscribers in a drip welcome sequence can be an effective way to nurture leads, increase engagement, promote your business, and make it more likely people want to stay in your email list.
And the best part of it is that Mailchimp is one of the best email marketing tools on the market, so connecting your popups and your email strategy is easier than ever.
A well-crafted welcome email flow should introduce your brand to new subscribers, provide them with valuable content, and encourage them to take action. For example, your popup campaign could include an automated email with a discount code as an incentive.
Likewise, you could design different welcome email marketing campaigns for each target audience according to your popup campaign segmentation.
This way, someone who is a recurring visitor on your website would receive a different email sequence than someone who, say, was a first-time buyer. Or someone who is from France could receive a different series of emails than someone from the United States.
If you want to create different welcome email campaigns, remember to first delete the default welcome email Mailchimp has pre-set for you.
The more you segment your audience (and work with your segments), the more custom and personal your entire messaging will be. Not only will this pay off in terms of branding and relationship building, but it will increase your click-through and conversion rates, and it stands a very good chance to boost your customer lifetime value too.
Don’t have enough time to dedicate to building a conversion-oriented, effective email strategy based on personalized emails? Hire an email marketing consultant vetted by Mayple and get the ball rolling in a matter of days!
Mailchimp pop-ups: an invitation for further discussions
People say they dislike popups – but what they really dislike is the dishonest, disruptive, or intrusive ones.
If your popup is honest, relevant, and helpful, with an invitation to build a relationship (not an email list!), it could be just the thing to get people to join your email list and become paying customers.
Mailchimp's popup campaigns are one of the most popular ways to invite people into a conversation. With plenty of options(like setting triggers, custom designs, and targeting options available, it's easy to create an engaging and effective popup.
Social Media Marketing41 Social Media Books to Win at Social Media in 2024If modern marketing were an exploration project, social media marketing would be the new frontier – untamed, fascinating, and ever-evolving.
While content marketing pre-existed the internet, email marketing is a direct mailing offshoot, and PPC is tightly connected to advertising, social media is completely unique. At no time in human history have brands been able to interact directly and publicly with their audience. Social media channels make it possible: you publish your social media content and get almost instant feedback from your potential customers and followers.
Successful companies use social channels to drive audience engagement, facilitating two-way communication that connects with their audience and builds genuine customer trust.
Social media growth takes more than a few tips and tricks, though, because it's fickle and always evolving. That's why having a solid foundation of social media for business is essential when you need to embrace new channels, strategies, and algorithms.
That’s why good social media managers and business owners need to understand social media marketing strategies beyond channel-specific tactics. And that's precisely why reading social media marketing books are essential to not just "viral marketing" but sustainable growth.
Not sure where to start with your social strategy? Here are some excellent books to dive into to fuel your social media success and turn your brand into a social content creator machine that attracts, connects, and converts mere scrollers into loyal customers.
Marketing, copywriting, and branding
Social media is tightly connected to marketing, copywriting, and branding concepts. Before you deep dive into how to use social media platforms for your brand, you might want to learn more about the fundamentals. Doing so helps you understand how social media works in the larger marketing context, craft messages that resonate with your audience, and build a strong brand presence online.
Here are some of the best books to help you with that:
Influencer: Building Your Personal Brand in the Age of Social Media, Brittany Hennessy
About the author: Brittany Hennessy is a social media influencer with a marketing background and extensive experience in the field. She has worked with several big-name brands, helping them leverage influencer marketing to expand their reach and engage with their target audience. In this book, she shares her insights and provides practical strategies to build a strong personal brand on social media.
Book summary: "Influencer" guides readers on cultivating an authentic online presence and mastering influencer marketing.
Key insights:
Authenticity is the foundation of a strong online presence.Successful influencer marketing involves understanding and connecting with your audience.Collaborations with brands can be a rewarding aspect of influencer marketing.
Everybody Writes, Ann Handley
About the author: Ann Handley is a renowned content marketing expert and a best-selling author. She is Chief Content Officer of MarketingProfs, a training and education company offering online classes, live events, and other resources for marketers. Her insights have been instrumental in shaping how businesses approach content marketing today.
Book summary: "Everybody Writes" emphasizes that writing is a fundamental skill for the digital age, providing practical guidance.
Key insights:
Writing is a skill that can be honed by everyone.High-quality content is pivotal in effective online marketing.Crafted content can enhance engagement and sharing.
Confident Digital Content, Adam Waters
About the author: Adam Waters is an expert in digital marketing and content creation. He has worked with various clients across different industries, helping them to create compelling digital content that resonates with their target audience. In this book, he shares his knowledge and experience on how to produce effective digital content.
Book summary: "Confident Digital Content" encourages the creation of content that resonates with the audience.
Key insights:
Content should connect with the target audience on a deep level.High-quality content is crucial for online visibility.Confidence in the digital space leads to effective content creation.
They Ask, You Answer, Marcus Sheridan
About the author: Marcus Sheridan is a sales and marketing expert focusing on inbound marketing. He is also a renowned speaker and author who has helped numerous businesses transform their marketing strategies to be more customer-centric and effective.
Book summary: "They Ask, You Answer" promotes the idea of answering customer questions through content marketing.
Key insights:
Addressing customer questions and concerns through content builds trust.Content serves as a powerful tool for connecting with and educating the audience.Building trust through content can lead to increased sales and loyalty.
Platform: Get Noticed in a Noisy World, Michael Hyatt
About the author: Michael Hyatt is a highly respected thought leader in the field of digital entrepreneurship, known for his strategic insights and practical advice. He has a wealth of experience in leadership, business development, and online marketing which he generously shares through his books and speaking engagements.
Book summary: "Platform" provides a roadmap for establishing an online platform and gaining visibility.
Key insights:
Creating a platform is essential for amplifying your ideas and expertise.Visibility in the digital landscape is crucial for success.Strategies for online presence can be learned and applied effectively.
Become a Content Brand, Chris Carter
About the author: Chris Carter specializes in content marketing and branding. He is a seasoned strategist, who has assisted numerous businesses in amplifying their brand message through compelling and relevant content.
Book summary: "Become a Content Brand" underlines the importance of content in brand-building.
Key insights:
Content plays a vital role in defining and promoting your brand identity.Content should resonate with the target audience and support the brand's values.Using content effectively can strengthen your brand presence.
Content Marketing, Gavin Turner
About the author: Gavin Turner is a highly respected authority in the field of content marketing, with extensive experience and a deep understanding of effective strategies for engaging and captivating audiences. His expertise has been honed through years of successful campaigns and a passion for staying ahead of the ever-evolving digital landscape. Gavin's innovative approach and commitment to delivering valuable and impactful content have earned him recognition as a thought leader in the industry.
Book summary: "Content Marketing" provides an in-depth understanding of content marketing principles and practices.
Key insights:
Content marketing involves creating, distributing, and measuring content effectively.High-quality content is the foundation of successful digital marketing.Understanding content marketing principles is essential for success.
This Is Marketing, Seth Godin
About the author: Seth Godin, a renowned marketing thought leader, is widely recognized for his groundbreaking contributions to the field. He is particularly known for inventing the revolutionary concept of "permission marketing," which has transformed the way businesses engage with their audiences. With his exceptional insights and innovative ideas, Seth Godin continues to inspire marketers and entrepreneurs around the globe.
Book summary: "This Is Marketing" advocates for a customer-focused and authentic approach to marketing.
Key insights:
Modern marketing is about connecting authentically with your audience.Building trust and empathy with customers are central to effective marketing.Successful marketing is grounded in creating meaning and resonance.
What Customers Crave, Nicholas J. Webb
About the author: Nicholas J. Webb is a renowned customer experience expert with a wealth of knowledge and expertise in helping businesses create exceptional customer journeys. With years of experience in the field, he has worked with numerous companies, both large and small, to optimize their customer experience strategies and drive business growth.
Book summary: "What Customers Crave" focuses on understanding and fulfilling customer desires.
Key insights:
Delivering what customers genuinely want and need is the key to success.Exceptional customer experiences are rooted in understanding and exceeding expectations.Aligning products and services with customer desires drives satisfaction and loyalty.
Building a StoryBrand, Donald Miller
About the author: Donald Miller is a highly acclaimed bestselling author known for his captivating storytelling and unique insights into the power of narrative. With his compelling writing style and thought-provoking ideas, he has garnered a dedicated following of readers who eagerly await his every release. In addition to his writing success, Donald Miller also serves as the visionary CEO of StoryBrand, a company that helps businesses effectively communicate their brand story to connect with their audience on a deeper level.
Book summary: "Building a StoryBrand" offers a framework for crafting brand messages through storytelling.
Key insights:
Effective brand messaging involves telling a compelling story.A clear brand message helps customers understand your value and engage with your brand.Using storytelling can simplify your brand's message and make it more memorable.
The Art of Client Service, Robert Solomon
About the author: Robert Solomon is a seasoned professional with a wealth of experience in the advertising industry. With a proven track record in client service and a deep understanding of consumer behavior, Robert has successfully helped numerous businesses build brands and achieve marketing goals. His expertise spans across various sectors, including digital marketing, traditional advertising, and strategic planning.
Book summary: "The Art of Client Service" provides strategies for delivering exceptional client service in advertising.
Key insights:
Strong client relationships are built on effective communication, problem-solving, and collaboration.Client satisfaction depends on delivering exceptional service and value.The art of client service is about building trust and lasting partnerships.
The End of Marketing, Carlos Gil
About the author: Carlos Gil is a seasoned marketing expert with over a decade of experience in the industry. Throughout his career, he has successfully helped numerous companies craft and execute innovative marketing strategies that drive results. Carlos is renowned for his deep understanding of consumer behavior and his ability to leverage emerging trends to create impactful campaigns.
Book summary: "The End of Marketing" encourages a human-centered and authentic approach to modern marketing.
Key insights:
Authenticity and humanization are the cornerstones of successful modern marketing.Building meaningful connections with the audience is more effective than traditional tactics.Modern marketing strategies prioritize authentic interactions and connections.
Start at the End, Matt Wallaert
About the author: Matt Wallaert is a behavioral scientist and entrepreneur. With a passion for understanding human behavior and applying it to create positive change, Matt has dedicated his career to exploring the intersection of psychology and technology. He's worked on a wide range of projects, from designing interventions to improve financial decision-making to developing innovative solutions for social impact.
Book summary: "Start at the End" provides a behavioral science perspective on achieving goals by understanding human behavior.
Key insights:
Understanding human behavior is essential for setting and achieving meaningful goals.Creating lasting behavior change involves deep insights into human psychology.Scientific approaches to goal setting and achievement are effective and actionable.
The Manifesto on Content Marketing Teams, Xenia Muntean
About the author: Xenia Muntean is a highly experienced content marketing expert with a deep passion for helping brands succeed. With her extensive knowledge and expertise, she has helped numerous businesses achieve their marketing goals. As the founder and CEO of Planable, a leading content collaboration platform, Xenia has revolutionized the way teams create, review, and approve content. Her dedication to innovation and her commitment to excellence make her a trusted authority in the field of content marketing.
Book summary: "The Manifesto on Content Marketing Teams" focuses on improving content marketing team collaboration and efficiency.
Key insights:
Effective teamwork is essential for successful content marketing.Streamlined content planning, creation, and distribution processes are critical for efficiency.Implementing efficient tools and workflows can significantly enhance content marketing efforts.
10x Marketing Formula, Garret Moon
About the author: Garret Moon, a passionate entrepreneur and marketing expert, is a co-founder of CoSchedule (a tool geared at social media marketers and content marketers.) With years of experience in the industry, Garret has helped countless businesses achieve their marketing goals through innovative strategies and cutting-edge technologies. His expertise in content creation, social media marketing, and project management has made him a sought-after thought leader.
Book summary: "10x Marketing Formula" provides a systematic approach to achieving remarkable marketing results.
Key insights:
Success in marketing requires a methodical and strategic approach.The 10x formula encourages marketers to aim for exceptional results.Effective marketing strategies should be data-driven and adaptable.
Pre-Suasion, Robert Cialdini
About the author: Robert Cialdini, a highly esteemed authority in psychology, is widely recognized for his groundbreaking work on the intricate science of persuasion. With decades of experience and numerous accolades to his name, Cialdini's expertise and deep understanding of human behavior have made him a sought-after figure in the realm of influence and persuasion.
Book summary: "Pre-Suasion" explores the concept of influencing decisions before the actual persuasive message.
Key insights:
The timing and framing of a message significantly impact its persuasive power.Successful persuasion involves preparing the recipient's mindset before the main message.Understanding the psychological principles of influence can lead to more effective communication and persuasion.
Social media marketing explained in detail
If you want to learn how social media works (beyond algorithm and audience specificities), you need to read books that help you understand the connection between delight, customer journeys, branding, and the different social channels out there.
These social media marketing books can help:
Likeable Social Media: How to Delight Your Customers, Create an Irresistible Brand, and Be Generally Amazing on Facebook, Dave Kerpen
About the author: Dave Kerpen is a highly respected social media expert with years of experience in the field. As the CEO of Likeable Media, he has successfully led numerous social media campaigns and helped businesses achieve remarkable growth and engagement. With his extensive knowledge and expertise, Dave has become a go-to resource for all things related to social media marketing.
Book summary: "Likeable Social Media" provides strategies for creating a likable brand on social platforms, primarily focusing on Facebook.
Key insights:
Building a brand people genuinely like and connect with on social media is a key marketing goal.The book offers practical examples and advice for enhancing your social media presence.It underscores the value of customer-centric marketing on social platforms like Facebook.
Got questions about your social media strategy? Hire a professional social media consultant vetted by Mayple. Contact us and we'll match you with the right one in less than three days!
Social media ROI, Olivier Blanchard
About the author: Olivier Blanchard is a highly respected professional in the field of social media marketing. With years of experience and a deep understanding of the industry, he has established himself as a thought leader and a go-to resource for businesses seeking to maximize their social media ROI. In addition to his expertise, he is also the author of the renowned book "Social Media ROI," which has become a go-to guide for marketers worldwide.
Book summary: "Social media ROI" is a go-to guide for marketers worldwide, offering social media marketing tips on measuring and maximizing the return on investment in social media marketing efforts.
Key insights:
Measuring the return on investment in social media is essential for businesses.The book provides a framework for evaluating the impact of social media campaigns.Tracking and analyzing data is essential to optimize social media efforts.
The Art of Social Media, Guy Kawasaki and Peg Fitzpatrick
About the authors: Guy Kawasaki is a Silicon Valley marketing executive and author known for his innovative strategies and insights into social media. Peg Fitzpatrick is a renowned social media strategist and speaker, with years of experience in the industry. Together, they bring a wealth of knowledge and expertise to "The Art of Social Media."
Book summary: "The Art of Social Media" is a comprehensive guide to succeeding in the world of social media marketing by building an influential presence on different channels.
Key insights:
Effective social media marketing involves a combination of strategy and creativity.Storytelling and visual content are vital for capturing and engaging the audience.The book offers practical tips for effectively utilizing various social media platforms.
The New Rules of Marketing and PR, David Meerman Scott
About the author: David Meerman Scott is a renowned marketing and PR expert. He has helped numerous companies transform their marketing strategies and achieve remarkable success. With his insightful perspectives and innovative ideas, David continues to inspire and guide professionals around the world.
Book summary: "The New Rules of Marketing and PR" challenges traditional marketing practices and provides insights into modern strategies for success.
Key insights:
Traditional marketing tactics are evolving, and new approaches are necessary for success.An online content marketing strategy and real-time engagement with the audience are central to effective modern marketing.The book emphasizes the importance of adapting to the changing marketing landscape.
The Thank You Economy, Gary Vaynerchuk
About the author: Gary Vaynerchuk is a famous entrepreneur and social media expert with years of experience in the industry. As the founder and CEO of VaynerMedia, he has helped numerous businesses build their brand and connect with consumers on social media. With his no-nonsense approach and proven strategies, Gary is a trusted source for all things related to marketing and branding.
Book summary: "The Thank You Economy" highlights the importance of genuine, human connections in the digital age.
Key insights:
Building relationships and showing gratitude to customers can lead to brand loyalty.Authenticity and responsiveness are key elements of successful digital marketing.The book advocates for treating customers as individuals and prioritizing their needs.
Alone Together, Sherry Turkle
About the author: Sherry Turkle, a distinguished scholar and author, is widely recognized for her profound exploration of the intricate interplay between technology and human relationships. With a wealth of knowledge and expertise, she delves into the multifaceted dimensions of this fascinating subject, shedding light on its profound implications for our modern society. Her groundbreaking research and insightful analysis have garnered widespread acclaim, making her a leading voice in the field.
Book summary: "Alone Together" explores the consequences of our increasing reliance on technology for communication and connection.
Key insights:
Technology can both connect and isolate individuals, leading to a complex relationship with digital interactions.The book raises important questions about the effects of technology on human relationships and emotional experiences.It encourages thoughtful reflection on the role of technology in our lives.
Think Like Zuck, Ekaterina Walter
About the author: Ekaterina Walter, a renowned expert in leadership and innovation, is a highly respected business executive and author. With years of experience in marketing and social media, she offers valuable insights into the strategies and mindset that have made Mark Zuckerberg successful. Her innovative thinking and practical approach have inspired readers to adopt the same principles for their success.
Book summary: "Think Like Zuck" offers lessons on innovation, leadership, and entrepreneurship from the co-founder of Facebook.
Key insights:
Innovation and forward-thinking leadership are fundamental to success in the digital era.The book explores Mark Zuckerberg's principles, emphasizing adaptability and focus on user experience.It encourages readers to embrace a culture of innovation and continuous learning.
A World Gone Social, Ted Coine and Mark Babbit
About the authors: Ted Coine and Mark Babbit are internationally recognized experts in leadership and social business. Ted Coine is known for his social presence and influential insights into leadership and entrepreneurship. Mark Babbit is a successful entrepreneur and industry thought leader, with years of experience in social media marketing. Together, their knowledge and expertise have helped countless businesses harness the power of social media for success.
Book summary: "A World Gone Social" explores the impact of social media on business and leadership.
Key insights:
Social media has transformed business practices and leadership, requiring adaptability and engagement.The book underscores the significance of transparent and authentic leadership in the digital age.It encourages leaders to embrace social business practices and leverage digital tools for success.
Reading the Comments, Joseph M. Reagle, Jr.
About the author: Joseph M. Reagle, Jr. is an acclaimed author and researcher who has a deep interest in diving into the complexities of the culture around online comments. With thorough analysis and meticulous research, Reagle explores the captivating realm of digital discourse, uncovering the ever-changing dynamics, social impact, and psychological phenomena that shape this widespread form of communication.
Book summary: "Reading the Comments" delves into the world of online commenting, exploring the dynamics, culture, and significance of this digital communication.
Key insights:
Online comments reflect the complex interplay of anonymity, self-expression, and community building.Understanding online comment culture provides insights into digital communication and online behavior.The book encourages readers to think critically about the role of comments in the digital landscape.
Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, Gary Vaynerchuk
About the author: Gary Vaynerchuk is a recognized entrepreneur, author, and social media sensation with more than 15 million subscribers across pretty much every social channel there is. This is our second Vaynerchuk book in this list, so that should be quite telling as to just how influential he's been in the social sphere.
Book summary: "Jab, Jab, Jab, Right Hook" offers a strategic approach to telling your brand's story effectively in the competitive social media landscape.
Key insights:
Effective social media storytelling involves a combination of value-driven content and well-timed, impactful messages.The book provides practical examples of how to create content that resonates with the audience.Delivering the right message at the right time is essential to cut through the social media noise.
Hatching Twitter, Nick Bilton
About the author: Nick Bilton is an awesome author and journalist who's super passionate about technology and how it impacts society. As a former technology writer for The New York Times, Nick Bilton published numerous features showcasing technology's effects on our daily lives.
Book summary: "Hatching Twitter" provides an inside look at the tumultuous founding and evolution of the social media giant, Twitter.
Key insights:
The book uncovers the complex interpersonal dynamics, competition, and innovation behind Twitter's creation.The story of Twitter's development highlights the challenges and successes of startups.It offers valuable lessons on leadership, perseverance, and the unpredictability of the tech industry.
Growth marketing and digital marketing
Growth marketing (also known as growth hacking) is a strategy that focuses on rapid and sustainable business growth through experimentation and data-driven marketing techniques. It uses different digital marketing channels to achieve this, including social media, so understanding how it works will help you deliver effective social media campaigns, with maximum impact on the bottom line.
Here are some of the best books you can read in this area:
Digital Marketing Strategy, Simon Kingsnorth
About the author: Simon Kingsnorth is an expert in digital marketing. He has over 15 years of experience in the industry, working with some of the biggest brands in the world. He is also a professor at Cranfield University's School of Management, where he teaches digital marketing and strategy to MBA students.
Book summary: "Digital Marketing Strategy" offers insights into building and executing effective digital marketing strategies.
Key insights:
Successful digital marketing requires a well-defined strategy that aligns with business goals.Strategies should be adaptable to the evolving digital landscape.Data-driven decision-making is crucial in digital marketing.
The BAMF Bible 2019, Josh Fechter
About the author: Josh Fechter is a highly regarded author known for his expertise in growth hacking and marketing strategies. He is known for his experience in building successful digital businesses and helping startups scale their growth.
Book summary: "The BAMF Bible 2019" explores growth hacking techniques and marketing strategies for ambitious professionals.
Key insights:
Growth hacking involves creative and unconventional approaches to marketing and business growth.The book provides practical strategies for achieving rapid growth and success.It emphasizes the value of innovative marketing techniques and constant experimentation.
Growth Hacker Marketing, Ryan Holiday
About the author: Ryan Holiday is an author and marketer known for his expertise in growth hacking. He has worked with companies such as Google, Twitter, and YouTube to help them grow and reach their full potential.
Book summary: "Growth Hacker Marketing" introduces readers to the principles and strategies of growth hacking in the marketing world.
Key insights:
Growth hacking is a data-driven and creative approach to marketing that focuses on rapid growth.The book emphasizes the importance of testing, experimentation, and adaptability in marketing strategies.It encourages marketers to adopt a growth hacker mindset to achieve exponential growth.
The Growth Hacking Book, Parul Agrawal
About the author: Parul Agrawal is an accomplished author and seasoned marketing professional with a deep expertise in growth hacking strategies. With a passion for helping businesses thrive, Parul has successfully implemented innovative marketing campaigns that have propelled companies to new heights.
Book summary: "The Growth Hacking Book" provides an extensive guide to growth hacking strategies and techniques.
Key insights:
Growth hacking encompasses a wide range of strategies, including product development, marketing, and user acquisition.The book offers practical advice and case studies to help businesses achieve rapid growth.It emphasizes the value of creativity and unconventional thinking in growth hacking.
Digital Marketing Growth Hacks, Jamie Turner
About the author: Jamie Turner is a highly experienced digital marketing expert and author, renowned for his expertise driving successful marketing campaigns across various industries. With a proven track record of delivering exceptional results, Jamie has helped numerous businesses achieve their marketing goals and establish a strong online presence.
Book summary: "Digital Marketing Growth Hacks" explores a collection of growth hacking techniques tailored for the digital marketing landscape.
Key insights:
The book presents a variety of practical growth hacking tactics specifically designed for digital marketing.It encourages marketers to think creatively and adopt innovative strategies to achieve growth.The key to success in digital marketing is the ability to adapt and experiment with new approaches.
Ideation, creativity, and the bigger picture
Last, but not least, if you want to do well on social media, you should also dedicate some time to understanding the bigger picture – how social media plays into society, how it's changed the way we interact, and where we go from here. Furthermore, it would also be a good idea to read more about ideation and creativity, as this could help you come up with social media ideas that stand out, delight audiences, and make them feel more connected to your brand.
Here are some of the best books to read on these topics:
The Square and the Tower, Niall Ferguson
About the author: Niall Ferguson is a renowned historian and author. His body of work covers a wide range of topics, from economics and international history to digital networks and social media.
Book summary: "The Square and the Tower" explores the interplay between social networks and hierarchies throughout history and their impact on society.
Key insights:
The book delves into the historical significance of networks and hierarchies in shaping human events.It highlights the influence of informal networks in challenging and reshaping traditional hierarchies.Understanding the dynamics of networks and hierarchies is essential for comprehending historical and contemporary events.
The Gen Z Frequency, Gregg L. Witt and Derek E. Baird
About the authors: Gregg L. Witt, an expert in youth culture and marketing, along with Derek E. Baird, a renowned researcher in the field of Gen Z, provide invaluable insights into the characteristics, behaviors, and preferences of this influential generation. Their expertise sheds light on how Gen Z is reshaping marketing strategies and transforming society as a whole.
Book summary: "The Gen Z Frequency" focuses on understanding and engaging with the Generation Z audience and their unique characteristics.
Key insights:
Gen Z represents a distinct generation with specific preferences and behaviors influencing marketing and business strategies.The book offers strategies for effectively connecting with Gen Z, emphasizing authenticity and social responsibility.Understanding Gen Z's values and aspirations is crucial for organizations seeking to engage this demographic.
The Idea Factory: Bell Labs and the Great Age of American Innovation, Jon Gertner
About the author: Jon Gertner, an amazing author and journalist, dives deep into the captivating history of Bell Labs. In this fascinating exploration, he uncovers the pivotal role this iconic institution played in driving American innovation to new heights. With meticulous research and engaging storytelling, Gertner paints a vivid picture of the groundbreaking discoveries and brilliant minds that shaped our world.
Book summary: "The Idea Factory" delves into the remarkable achievements of Bell Labs and its contributions to technology and innovation.
Key insights:
Bell Labs played a central role in numerous groundbreaking innovations, like the transistor and laser.The book emphasizes the importance of fostering a culture of curiosity, collaboration, and experimentation for innovation.Understanding the historical achievements of Bell Labs provides insights into the possibilities of innovative organizations.
The Tipping Point, Malcolm Gladwell
About the author: Malcolm Gladwell is a bestselling author known for his thought-provoking insights. With a knack for uncovering the hidden patterns and forces that shape our world, Gladwell has become one of the most influential voices in contemporary non-fiction.
Book summary: "The Tipping Point" explores how small actions and events can lead to large-scale societal change.
Key insights:
The book introduces the concept of the "tipping point" and how it can be harnessed for positive change.It highlights the role of connectors, mavens, and salesmen in amplifying the impact of ideas and trends.Understanding the dynamics of tipping points can inform strategies for driving social and cultural transformations.
Made to Stick, Chip Heath and Dan Heath
About the authors: Chip Heath and Dan Heath are renowned authors and experts in communication and marketing. Chip Heath is known for his work in behavioral economics, while Dan Heath is a senior fellow at Duke University's CASE center, specializing in organizational behavior and change.
Book summary: "Made to Stick" explores the principles of crafting messages that are memorable and influential.
Key insights:
The book introduces the "SUCCES" framework for creating sticky messages: Simple, Unexpected, Concrete, Credible, Emotional, and Stories.Effective communication involves making messages relatable and engaging for the audience.Crafting sticky messages is a powerful tool for conveying ideas and driving change.
Chasing the Monster Idea, Stefan Mumaw
About the author: Stefan Mumaw is a creative director and author known for his insights into idea generation. With a background in advertising and design, Mumaw has worked with various companies and organizations to help them unleash their creative potential.
Book summary: "Chasing the Monster Idea" offers a practical guide to fostering creativity and generating innovative ideas.
Key insights:
Creativity can be cultivated through specific practices and mindsets.The book provides techniques and exercises to encourage idea generation and innovation.It emphasizes the value of persistence and exploration in the pursuit of breakthrough ideas.
See You on the Internet, Avery Swartz
About the author: Avery Swartz is a tech expert and successful entrepreneur, widely recognized for her extensive knowledge and expertise in the ever-changing world of technology. With a love for empowering individuals and businesses through digital innovation, Avery has been at the forefront of many groundbreaking projects and initiatives.
Book summary: "See You on the Internet" explores the digital landscape and provides practical advice for navigating and succeeding in the online world.
Key insights:
The book addresses the challenges and opportunities presented by the internet and digital platforms.It offers insights into effective online communication, personal branding, and digital entrepreneurship.Understanding the digital space is crucial for individuals and businesses looking to thrive in the online environment.
The Hidden Psychology of Social Networks, Joe Federer
About the author: Joe Federer explores the psychology behind social networks and digital behavior. He is known for his expertise in social media strategy and marketing, areas in which he has hands-on experience and a proven track record of success.
Book summary: "The Hidden Psychology of Social Networks" delves into the psychological factors that drive user behavior on social platforms.
Key insights:
Social networks are shaped by human psychology, including the need for connection, status, and validation.The book offers insights into user engagement, content sharing, and the impact of social dynamics on digital behavior.Understanding the psychology of social networks can inform strategies for effective social media marketing and engagement.
From likes to insights: supercharge your social media game
Social media holds tremendous power to reach, engage, and influence audiences. It's the ultimate digital channel: ever-growing, fast, interactive, human, and accessible. But there's also complexity in the realm of social media, and mastering the foundations helps you navigate the sometimes stormy waters of algorithm changes, sometimes elusive channels, and perpetually shifting attention.
The books in this guide will provide you with exactly that: the bricks to build a winning social media plan. While reading all of them may not be possible in a short time span, even a handful of these books can shift your mindset and help you understand how social media really works, beyond playbooks and trends.
So, what are you waiting for? Start shuffling through those pages and become the social media guru you were meant to be!
Need help to get your socials rolling? Hire a vetted social media marketing agency. Contact Mayple and let us match you with the best one for your industry, all in a matter of days!
Email Marketing20 Mailchimp A/B Test Ideas to Drive Better Email Marketing ResultsImagine you're in the board room. Your manager's telling you your marketing emails should be more formal, meanwhile, your copywriter argues your target audience needs something more casual.
You can, of course, debate endlessly.
Or you can run an A/B test – also known as a split test or multivariate test. Email split testing allows you to assess your email marketing hypotheses and get data-driven, valuable insights from your actual audience.
The great news? Most email marketing tools allow you to A/B test your campaigns, and Mailchimp makes no exception. They also make it extremely easy to set up, run, and analyze the results of an A/B testing email marketing campaign.
So, how do you run A/B testing campaigns on Mailchimp, and make sure they actually inform your email marketing efforts?
Keep reading and find out more.
A/B testing definitions you should know
A/B testing is like a science experiment. There may be no hazmat suits or safety goggles, but you wouldn't walk blindly into a science experiment without knowing what you're working with. The same applies to multivariate testing.
Knowing the basic ingredients of successful A/B testing will help you make sure your experiments are conducted in a way that's organized and methodical.
So let’s take a look at the components of A/B testing that you should be familiar with:
Variable: In A/B testing, a variable refers to the specific element or aspect of your email that you intend to test. This could range from something as fundamental as the email subject line to more nuanced elements like the color scheme or call-to-action placement.Combination: When you run A/B tests, you create distinct combinations of variables. These are different iterations of your email, each incorporating alterations to the variables you're testing.Test phase: This term denotes the period during which your subscribers are exposed to the various combinations of your email. Getting to this phase is pivotal for collecting relevant data and insights to determine which combination yields the most desirable outcomes.Winning combination: After the test phase, the winning combination emerges as the triumphant iteration. The combination surpasses the others in terms of predefined criteria that signify engagement and success.
Understanding how Mailchimp A/B tests work
Now that you've been introduced to the foundational terminology, let's dive into the inner workings of Mailchimp's A/B testing feature:
Planning the A/B test
Before you set up an A/B test, make sure you define your objective for it. What specific aspect of your email are you seeking to optimize? Whether it's the email subject line, sender name, content, or even the ideal time to send your emails – articulate your goal and build a hypothesis. Doing this will help you pick your Mailchimp A/B split test options correctly.
Selecting your winning criteria
Mailchimp allows you to choose from two main types of winning criteria:
Automatic, which is represented by open rates, click rates, and total revenue (which is related to your conversion rate). If you choose one of these winning criteria, Mailchimp's algorithm will scrutinize the data it collects from your email engagements and show you the winning combination at the end of the testing period.Manual, where you determine the most effective combination, based on the insights provided by the Mailchimp analytics.
Exploring variables you can test in Mailchimp
There are four variables you can choose from in Mailchimp:
The subject line enables you to test things like different phrasing, words, styles, or tones of voice to see what drives more attention in crowded inboxes.The "From" name allows you to see if your recipients are more responsive to emails coming from a person's name, your company name, or your team.The content is your place to experiment. You can use this variable to test content changes, different email templates, different call-to-action buttons, header images, visual elements, links, and so on.The send time, which enables you to see what is the best time to send emails to your recipients. Keep in mind that this option tests specific days and times of day. Make sure to send your combinations to all your recipients at the same time, because your winning combination cannot be sent at a time in the past. Use the data to see when you can send or schedule future campaigns.
Pro tip: You can also contact Mayple and get set up with one of our vetted email marketing agencies with experience in your industry to do all the A/B testing for you!
20 Mailchimp A/B test ideas to drive better email marketing results
Done right, A/B testing can significantly improve your email marketing strategy. However, you must always experiment with combinations that can drive real impact for your business and help you reach your conversion rate goals.
Here are some A/B testing ideas you could try:
Subject line tests
Emotion vs. curiosity: Test a subject line that evokes an emotional response against one that piques curiosity.Short vs. long: Compare a short, concise subject line with a longer, more descriptive one.Personalization vs. generic: Asses a personalized subject line that includes the recipient's name against a more generic subject line.Urgency vs. FOMO: Compare subject lines with a sense of urgency against those that create a fear of missing out (FOMO).Direct vs. indirect: Experiment with a straightforward subject line against a more indirect, intriguing one.
Content tests
Different email layouts: Compare different layouts for your email content to see which of them appeals more to your audience.Storytelling vs. bullet points: Test a storytelling approach in the email content versus a concise list of bullet points.Image-heavy vs. text-heavy: Compare an email with a visually rich email design and images against one that relies more on text.Educational vs. promotional: Experiment with an email that provides valuable educational content against one that is more promotional in nature.CTA button colors: Test different CTA button colors to see if they drive different results, and which option seems more enticing for your audience.
"From" name tests
Personal vs. brand: Test sending emails from a specific individual's name (e.g., CEO) against sending emails from the brand name.Casual vs. formal: Compare a casual-sounding "From" name against a more formal one.Specific vs. generic: Experiment with a "From" name that clearly identifies a department or team against a more generic sender name.Individual vs. group: Compare sending emails from an individual's name against sending emails from a group or team name.Associative vs. official: Test using a "From" name that associates with a recent event or topic against using an official company name.
Send time tests
Morning vs. afternoon: Compare sending emails in the morning against sending them in the afternoon.Weekday vs. weekend: Test sending emails on weekdays versus sending them on weekends.Start of week vs. end of week: Compare sending emails early in the week (Monday/Tuesday) against sending them later in the week (Thursday/Friday).Time zone optimization: Test sending emails at optimized times for different time zones to cater to a broader audience.Consistent vs. varied times: Compare sending emails consistently at the same time each day against varying the send times.
How to run A/B tests in Mailchimp
Here's a quick step-by-step guide on how to create your A/B testing campaigns in Mailchimp.
1. Create an email campaign and choose A/B test from the left-hand menu.
2. Name your campaign, making sure you have a naming convention in order so you can trace back your experiments, campaigns, and changes.
3. Choose your audience. You can send your A/B campaign to your entire contact list or just one contact segment.
4. Choose your winning criteria: click-through rate, open rate, total revenue, or manual.
5. Move to the setup step and create your campaign as you would with a regular one. If you chose "From" name or subject line testing as your variables, this is where you will add your combinations.
6. Choose what you want to track. Mailchimp allows you to choose from:
OpensClicksGoogle Analytics linksClickTale linksGoal trackingSalesforce stats
7. Add your campaign content. If you chose content as your variable, this is where you will add your versions.
8. Confirm the details and send the A/B test campaign.
6 best practices for effective A/B testing
As you embark on your journey of strategic email optimization, remember these indispensable best practices:
Start from a hypothesis
Prioritize formulating a clear hypothesis that you aim to validate through your A/B testing efforts. Skipping this step might seem easier, but it's like leaving home without an actual place to go to; fun, but aimless.
Test ongoing, recurrent emails
You could feel tempted to run your test on a one-off promotional email, like a Mother's Day campaign or your April Fool's one, but doing this will not yield relevant results. Instead, run split tests on recurrent campaigns, like your welcome email, as this will provide insights you can apply in the long run.
Test low-effort, high-impact variables
Direct your testing efforts towards variables that demand minimal effort to change while wielding the potential for substantial impact that helps you reach your conversion goals. For instance, changing a call to action button's color takes three seconds, but it can actually influence your audience's decision to buy.
Only test one variable
To glean accurate insights, restrict your tests to a single variable at a time, ensuring unambiguous attribution of outcomes. Testing multiple variables at the same time will lead to inconclusive results because you won't know what, specifically, drove a change.
Exercise patience with analysis
Allow sufficient time for your subscribers to engage with the variations before drawing conclusive interpretations from the data. Generally, email marketing specialists recommend you wait about a week before you close the test, as this will allow you to collect enough data to make it statistically relevant.
Ensure the relevance of your audience
Audience size can also be extremely relevant for your A/B test results. Email marketers recommend you only start building A/B tests once your email list is at least 5,000 people, because this is the minimum size that can deliver statistically relevant data. However, you can run multivariate tests on a smaller audience too, provided you take the results with a pinch of salt.
Your best source of insight: your contact list
They say "Never build a house on rented land," and that applies to digital marketing too. Social media, SEO, and ads can help you drive traffic and attention. But they're finicky, as they are all manipulated by algorithms you can't control.
A website and a contact list, however, are forever. Once you get your audience's opt-in, no algorithm can send you to the bottom of their inbox. You can control how you get their attention, when, and for what specific purpose.
A/B testing helps you find the right recipe for your business, audience, and the different goals your campaigns have. More so, it can inform your overarching marketing strategy, help you fine-tune your message, and deliver products and services more in tune with what your customers actually want.
Need help to make sure your A/B testing and email marketing
Build the right kind of customer experiences and customer loyalty,Drive valuable insights,And nudge your customers to take actual action?
Contact Mayple and hire a vetted email marketing consultant with experience in your industry to help you in just a matter of days. Get the ball rolling on your A/B testing today!
Email MarketingKlaviyo vs. Mailchimp: Which Tool is Right for You?The most famous debate in marketing circles after “what came first - the chicken or the egg?” is “what’s better - Klaviyo or Mailchimp?”
So why all the fuss?
Well, statistically, email marketing is still one of the best-performing marketing channels. It has been said to bring in $36 for every $1 spent.
But there’s one caveat - you have to use the right tool and set up the right campaigns to convert your subscribers.
So we decided to finally put the debate to rest. No spoiler alerts, you’ll have to read to the end to find who the winner is.
In this post we compare Klaviyo with Mailchimp, look at their pricing, automation & personalization features, email builder tools, and much more.
Let’s dive in.
Pricing comparison
Suppose you don't care about advanced features. You only need the basic features and you’re looking for an email builder that will cover the essentials.
If you compare the pricing of these two platforms you will notice:
Both Klaviyo and Mailchimp have a free planMailchimp's first pricing tier is about $9 less than Klaviyo'sKlaviyo's highest pricing tier (for up to 150,000 contacts) is almost two times more expensive than Mailchimp's
Overall, Mailchimp might look like the better, more financially-savvy alternative. And, as long as you're searching for just basics, it could be a great fit.
Mailchimp’s free plan covers you for up to 500 subscribers and 2,500 email sends but it doesn’t include some of the key features. So, if you need to build advanced email workflows, you'll have to pay extra.
Klaviyo gets more expensive as you grow your email list but it includes way more advanced features.
And all the features are included in every plan.
So, between Klaviyo and Mailchimp, who's got the better pricing?
We'd say it's a tie. Mailchimp wins by a landslide when you look at just the basic features and how they tie into their pricing plans. However, if you need more advanced features for your money, Klaviyo is the better option.
CRM features
A powerful email marketing tool goes beyond just the email basis. It should act as a customer relationship management platform that allows you to:
Create customer segments in your customer baseMap their customer journeyAnd connect your marketing, customer service, and sales teams in the same place
In this respect, Klaviyo is a clear winner here, as it provides advanced segmentation features that enable you to micro-segment your email campaigns down to the smallest detail.
For example, Klaviyo has really useful segmentation templates that you can use to segment your customers based on:
Behavioral criteriaTransactional dataSpecific events (great for eCommerce because Klaviyo connects directly to your Shopify)Your Facebook targeting lists
You can create almost any segment of customers you can think of 💪.
Mailchimp, on the other hand, is a bit lacking in this area.
Sure, it may be user-friendly for someone who's never used an email marketing tool before but the features are very limited. Mailchimp’s eCommerce tracking doesn’t work at all so if you want to sync segments from Shopify or Hubspot you have to use hooks and it becomes a giant mess.
Klaviyo is much better if your goal is to increase revenue, there is so much more you can do with audience segmentation, about 10x what you can do within flows, the actual experience and ease of use are better in Klaviyo, better customer service, also offers SMS! - Jeffrey Lawrence, Email and SMS Marketing Expert
CRM features:
Mailchimp: Basic ❌Klaviyo: Advanced ✔️
Monthly email sends
On the free plan, Mailchimp lets you send 2,500 emails per month (for up to 500 contacts). Klaviyo lets you send 500 emails (for up to 250 contacts.)
On the highest pricing tier (for up to 150,000 contacts), Klaviyo lets you send 1,500,000 emails, while Mailchimp lets you send 2,250,000 emails. The same pattern more or less applies across all pricing plans, so if you need to send a lot of emails, Mailchimp might be your best bet.
Email sends:
Mailchimp: More sends ✔️Klaviyo: Less sends ❌
Email design
Mailchimp prides itself on its easy design interface, and it has recently launched a drag and drop editor which is super easy to use. Their email templates can be quite helpful for startups, B2B businesses, and service brands.
On the other hand, Klaviyo's library of drag-and-drop templates is more extensive and more geared for eCommerce, and each template is more customizable than Mailchimp's. They also have more advanced template customization features like product blocks and the ability to populate products from a feed.
For eCommerce, there's no doubt for me that Klaviyo is the better choice. The data you can get through Klaviyo and use to customize your targeting and automations is far deeper than what you can get with Mailchimp. Since all the data privacy hit, I have found Klaviyo data to often be more accurate than Google Analytics data. In addition, Klaviyo allows for much richer creative options. - Dana Doron, CMO at Towne
If you're looking for a simple drag-and-drop editor then Mailchimp will get the job done. Klaviyo's editor is better for eCommerce brands as it allows you to target your audience with emails that really speak to them.
Email builder:
Mailchimp: Basic ❌Klaviyo: Advanced ✔️
Automation
When we think of email marketing automation we think of the ability to easily create a whole variety of emails including:
transactional emailsEmail sequences or flowsBehavior-based emailsSales emailsPromotional emailsabandoned cart emails
Mailchimp covers a wide range of automations but they are all very basic.
I had problems with Mailchimp's automation. It doesn't add a dynamic cart to the client for example, and that's a big no for me - Limor Gurevich, VP of Marketing at Patricia AI
On the other hand, Klaviyo goes above and beyond. Not only does it allow you to build an email plan and create any type of flow you can imagine, but it enables you to use detailed audience segmentation to deliver the right message at the right time.
For example, it has a direct integration with Shopify which makes it super easy to send abandoned cart emails. In fact, it’s one of the most appreciated features among eCommerce business owners.
MailChimp isn’t built for eCommerce. So while it can do cart abandonment campaigns, it can't do browser abandonment the same way klaviyo does - David Jaeger, Founder of Result Kitchen
Additionally, Klaviyo also:
Has 200+ integrations to various toolsProvides you with pre-built automationsOffers advanced flow options
Yep, Klaviyo wins this round too.
Automation:
Mailchimp: Basic ❌Klaviyo: Advanced ✔️
Personalization
Nobody likes a general email - much less, consumers who are already sick and tired of being targeted and re-targeted every other click.
In this regard, both Mailchimp and Klaviyo offer good personalization options. However, Klaviyo has more advanced features, with flows that can be customized down to the smallest detail.
For example, you can use Klaviyo to personalize a workflow based on the user's interaction with your online store. Ecommerce stores use this to provide their customers with personalized product recommendations and dynamic content suggestions.
This kind of customization is a win-win for everyone: it helps consumers make better buying choices and it helps online businesses drive more CLV and loyalty.
Data analysis and reports
Your ability to segment profiles is based on how smart your platform is, and that’s where Klaviyo really shines.
Klaviyo can help you:
Create better email campaignsBuild more accurate user profilesRun tests on what works and what doesn'tUse your database more profitably
Furthermore, Klaviyo also has predictive analytics features, which you can use to calculate
The customer lifetime value (CLV)How many upcoming purchases you can expectWhich of your customers are likely to spend more in your store
This type of data can be invaluable because it can go beyond basic analytics and provide you with true insight into what to do next to ensure your store's growth. And all of these features are included in Klaviyo’s free plan.
Mailchimp's analytics capabilities are super basic. For example, you’re not able to easily see your metrics for each campaign, and drill down to the individual audience segment. It has the most basic A/B testing and data analysis. But they are working hard to completely transform this part of their product, so stay tuned!
Integrations
Both Klaviyo and Mailchimp are quite well integrated with hundreds of tools and both of them can be connected to other apps via Zapier (and similar software).
However, where Klaviyo takes the lead is their native integration with Shopify - a true asset for eCommerce business owners of all sizes. It lets you connect your store data automatically and create super powerful automations, sequences, and dynamically insert your products into your email campaigns.
If there's something Klaviyo absolutely excels at is pulling data from the CRM you already use, including (but not limited to):
EventbriteMagentoOpencartAnd 220+ other tools.
To top it all off, Klaviyo is also very open to new integration suggestions and developers building their own APIs. So even if there's something that you're missing right now, chances are you will find support and solutions.
Customer support
No matter how advanced you are as an email marketer, you may still find yourself in need of help every now and then. Dedicated customer support, email support, and chat support will then come in handy, no matter how much experience you have in using email automation tools.
Unfortunately, Mailchimp doesn't shine in this aspect. They do have solid documentation, and they do offer 24/7 email and chat support. However, it is worth noting that these will only be available on the paid plans. On the free plan, you will only have access to Customer Service for 30 days.
On the other hand, Klaviyo's email support is available across all pricing tiers. Furthermore, they also offer chat support for paid plan subscriptions (even those starting at $20/ month.)
And the winner is...
Klaviyo, by far.
Klaviyo is a much more robust email marketing tool than Mailchimp.
Klaviyo is built for eCommerce brands so it has all the segmentation and automation features they need to set up email campaigns and flows. It integrates with Shopify stores and lets you send dynamic emails that display the exact products and collections that each user looked at or added to their cart.
That’s probably why there are so many Klaviyo agencies that have built their business around the tool.
Cost-wise, Klaviyo is on the more expensive side, but it also offers quite a lot of features even on its free plan. Mailchimp is cheaper and it also offers you the option to either pay monthly or pay as you go (i.e. buy credits and use them when you need to.)
However, for the lower-tier pricing, Mailchimp offers a lot less than Klaviyo, especially when it comes to automations, native integrations, and advanced analytics.
Mailchimp is a much more basic email tool that’s more suited for non-eCommerce businesses. It has a free plan and is significantly cheaper than Klaviyo. It lets businesses send basic email campaigns and set up basic email automation. Also, Mailchimp's interface can sometimes be quite faulty.
Klaviyo’s top features include:
The most used eCommerce email toolDirect Shopify integrationHas advanced campaigns + flows (and pre-built templates for them.)Advanced segmentation & API
Mailchimp’s top features include:
Lots of email templates and automationsPerfect for small businesses and non-eCommerce brandsMailchimp site builder, landing pages, and Mailchimp surveys.
So overall, Klaviyo is a much more robust tool that is the preferred email marketing tool for eCommerce, while Mailchimp is a great tool if you just want the basic features for a lower cost.
Email MarketingSet Up Mailchimp Drip Campaigns in 7 Easy Steps + ExamplesDrip campaigns are to email marketing what wafers are to gelato: they're more than just support; they're part of the deal.
Running a Mailchimp drip campaign is easier than ever. With built-in automation templates, design templates, and a smart Customer Journey builder, Mailchimp has provided busy business owners and email marketers with access to a conversion machine on autopilot.
How to use Mailchimp to build drip campaigns that nurture your leads and convert them more efficiently than ever before?
Read on and find out.
What is a drip campaign?
A drip campaign is a series of automated, pre-scheduled emails that are sent to targeted segments of your audience based on specific triggers or actions.
Unlike traditional one-time email blasts, drip campaigns are strategically designed to deliver relevant content at the right time, nurturing leads and guiding potential customers through their buying journey.
The term "drip" is actually borrowed from agriculture, where "drip irrigation" slowly delivers water to plants over a period of time. In the world of email marketing, drip campaigns are used to slowly "drip" relevant content and messages into your subscribers' inboxes.
Advantages of a drip campaign
There are many reasons drip campaigns are so popular:
Improved conversions
Research shows that businesses that run email drip campaigns generate 80% more sales at roughly one-third of the cost they'd pay for other types of marketing.
Targeted, relevant, and compelling drip emails bring your audience closer to your brand – and thus more likely to buy from you repeatedly.
Saving time
Once you've set up your drip campaign, it runs automatically, freeing up your time and resources for other essential tasks.
Lead nurturing
Drip campaigns are excellent for nurturing leads and building trust over time by providing valuable information and insights.
Higher engagement rates
Personalized and timely emails are more likely to capture your audience's attention, leading to higher open and click-through rates, especially when they are combined with Mailchimp SMS campaigns. Studies show approximately 72% of people prefer to receive promotional materials via email (compared to less than 20% who prefer seeing them on social media).
Personalization
Think of it this way: when you visit your neighborhood stores, don't you feel better when the staff knows your name?
The same happens in email marketing, as well. Mailchimp drip campaigns enable you to segment and personalize the messages in your email flow so that you make your target audience feel appreciated and valued with each interaction they have with your brand.
Staying top of mind
"Out of sight, out of mind" may not always be true v but when it comes to online marketing, it might just get too close to reality.
Fact: there are a lot of businesses, websites, and social accounts out there. Unless you've already created a very steady base of loyal customers, chances are that people who've only interacted with your brand once or twice will easily forget about you.
And if they don't actively go to your website, you might be completely erased from their memory banks.
Mailchimp drip campaigns are a great way to stay top of mind and remind your audience why they should keep coming back to your website – or even better, buy from you again.
Re-engage potential customers
Drip email campaigns are perfect for eCommerce businesses that want to re-engage customers who have shown interest in the past but haven't made a purchase or have abandoned their shopping carts.
For instance, if someone's visited your site but hasn't made any purchase, sending them a browser abandonment email can bring them back to your website. It can also make them more ready to buy, especially if you incentivize them.
How Mailchimp drip campaigns work
Mailchimp's email marketing tool allows you to create various drip email campaigns with ease.
Essentially, any email series you create can either be pulled from one of the Mailchimp pre-set automations available or created from scratch. In both cases, building an email automation is an intuitive, smooth process.
There are two types of email automation triggers you can choose from:
Date-based automations
Date-based emails are triggered at a specific time, which may be a date in the calendar or a certain amount of time from a trigger moment. Generally, this type of communication tends to be either transactional emails (e.g. confirming subscription) or single email campaigns (e.g. emails celebrating a special event.)
Subscriptions and reorders
Subscriptions and reorders are usually communicated through time-triggered emails when users pay for a subscription. For instance, a streaming service could trigger the same reminder every month, on the same day, so that their users don't forget to make sure there's enough money on their card to pay the subscription.
Likewise, if you can calculate how long it takes for a consumer to finish a product they need recurrently (like laundry detergent or organic dog food), you can trigger an email campaign to send out when the customer is almost done with the product. This way, you will remind them they need a refill, making it a win-win situation for everyone.
Birthdays, anniversaries, and special events
Celebrate your customers' special moments with personalized emails, exclusive discounts, or thoughtful messages to build a strong emotional connection. Some of the types of campaigns you could include here are
Company anniversary emailsHappy birthday emailsMother's Day emailsBlack Friday emailsApril's Fools emailsSt. Patrick’s Day emails
This type of email marketing campaign will loyalize your existing customers, make you more attractive to your potential leads, and strengthen your branding efforts.
Pro tip: don't know when your customers' birthdays are? And don't want to add it to your checkout page? Just send out a Mailchimp survey.
Behavior-based communications
Unlike time-triggered emails, behavior-driven communications are all about specific user actions, such as signing up for a newsletter, buying something, or wandering around your website on particular pages.
Here are some of the most successful types of behavior-driven drip email campaigns you could build:
Welcome series
After a buyer signs up for your emails, initiate a welcome series to introduce your brand, showcase your best content, and set the tone for future communication. This drip sequence doesn't have to be very long. Usually one to three emails are enough to keep the customers engaged and close to your brand, but this does vary by industry.
First purchase
Once a customer makes their first purchase, send a thank-you email, request feedback, and suggest related products to encourage repeat purchases. Sometimes, the first purchase email is the same as the welcome series, depending on the nature of the product you're selling and how you want to structure your drip campaign email.
Product recommendations
Utilize data from past purchases or browsing behavior to send personalized product recommendations, increasing the chances of cross-selling and upselling. These emails can help you sell more, loyalize your customers, and introduce them to new product lines or categories.
Say you run a software as a service business and your pricing plan is split between a standard plan and a couple of premium plans. In this case, you can send drip campaigns to people in the lower-priced, essential plans, to convince them to upgrade to a plan that allows them to add more enterprise users to their account.
Follow-up educational/onboarding emails
For customers who have purchased a complex product or service, a follow-up email series can provide educational content to help them maximize its benefits. Make sure the type of content you send out is relevant to your customers and the specific product they have purchased.
This type of email campaign can be adapted for inactive users too. For instance, if someone signed up for your software but hasn't used it yet, you can create a follow-up educational sequence to engage these people and nudge them to use your product.
Abandoned cart and browser abandonment
Cart abandonment emails remind potential shoppers about the products they've left in their shopping carts. Browser abandonment emails are very similar, but their purpose is to remind people of products or product categories they've looked at on your website.
Both types of emails are based on the user behavior identified on your site. However, before you send abandonment emails, remember to collect potential customers' email addresses. Note: you will likely have to incentivize people to share their addresses via opt-in forms if they haven't bought anything from you yet.
Lead nurturing
According to recent studies, more than 60% of people who show interest in your business aren't ready to buy – but they end up converting after a lead nurturing campaign.
Lead nurturing drip sequences aim to nurture email subscribers who are not customers yet, but have shown interest in the product or service you sell. These emails will guide leads through the sales funnel with carefully crafted content that addresses their pain points and showcases the value of your content.
As a general rule, the emails at the beginning of this type of workflow should be based on informative content that shows you understand your customer's pain points and reasoning. The more you move down the funnel, the emails should include more sales-oriented copywriting that aims to nudge leads to convert.
Pro tip: Want to make sure your email copy is taking leads straight to the checkout? Hire a professional email copywriter vetted by Mayple!
Drip email best practices to remember
Knowing what type of Mailchimp drip campaign to send is the first step to building automation workflows that help you sell (and retain) more customers. Aside from that, here are more tips to keep in mind:
Make sure your messages are targeted
The more you segment your email list, the more targeted and en pointe your communications will be. For example, you can segment your audience based on their preferences, behavior, and demographics to deliver relevant content.
You can also segment your existing customers based on the type of product they bought from you. For example, you will likely send different emails to a premium plan customer vs. a free or standard subscriber.
Keep your email copy crystal clear
Use concise and engaging language that clearly conveys your message and call to action. While it may be tempting to get clever with your copy, the goal is to have your reader understand what you want them to do as soon as they read it.
Keep the buyer journey in mind
Tailor your drip campaign to align with the various stages of the buyer's journey, providing the right information at the right time. For example, someone who is just in the awareness phase will likely need different messages and information than someone who is already in the decision stage.
Don’t send too many emails
While drip campaigns are automated, which makes it extremely easy to schedule and send as many emails as you need. No one likes being spammed, though, and too many emails from you will do just that. Be cautious not to overload your audience, as they will likely unsubscribe.
Keep testing and tweaking
Be sure to monitor the success of your campaigns regularly and adjust accordingly. Multivariate testing lets you compare two versions of the same email, so you can see which one performs better. This will help you optimize your emails in the long run.
Include a CTA
Every email in your drip campaign should have a clear call to action, guiding recipients toward the next step you want them to take. This might seem obvious to you, but neglecting to include a clear CTA is more common than you think, leading to confused readers and lower click-through rates.
Personalize your campaign
Use merge tags and dynamic content to personalize your emails, making your subscribers feel valued and acknowledged. Remember to make this sound honest, rather than intrusive or over-the-top. Too many merge tags might come off as disingenuous.
Make sure all of your data is synced between your email campaigns, your SMS tool, and your website (whether it’s built using Shopify, Wix, or Mailchimp website builder).
How to set up your Mailchimp drip campaign
Setting up your Mailchimp drip campaign is a straightforward process:
Go to Mailchimp Automations
Log in to your Mailchimp dashboard, click on "Automations" in the top menu, and select "Classic Automation" to begin creating a new automation.
Pick the type of automated emails you need
Pick the automation type that aligns with your campaign's goal, such as "Welcome New Subscribers" or "Abandoned Cart." If you want to build your own automation, you can also choose to create a "custom campaign."
Once you pick the type of automated email, you will also have to choose whether you want to send a "single email" or an "email series."
Enter your campaign name
If you run multiple Mailchimp drip campaigns, make sure you create a naming convention everyone on the team knows about. This way, you won't mistake emails or campaigns that you're running.
Adjust your customer journey
Define the start trigger, which is the action that will initiate your drip campaign. Set the time delay between emails to create a well-paced and engaging customer journey.
Choose your email criteria
Customize the content, sender email, subject line, and preview text for each automated email in your sequence. If you have multiple emails in the series, you will have to adjust the settings and the email content for each email.
Publish your drip campaign
Once your emails are sent out, review and test your automated emails to ensure everything looks and works as intended before setting your campaign live.
How to use Mailchimp Customer Journeys
Mailchimp's Customer Journeys allow you to take your marketing to the next level. They function similarly to Classic Automations, but have more advanced options and automated marketing paths. For instance, when you use a Customer Journey automation, you can choose multiple starting points and branches, to fit your customer's behaviors.
Here's how to build a Mailchimp drip campaign using Customer Journeys:
1. Access Customer Journeys
Click the Automations icon and select Overview.Hit the Create Journey button.
2. Name your journey and choose your audience
Enter a Name for your journey, choose your audience and then click on the Start Building button.
3. Add starting points
Click on Choose A Starting Point
Choose a starting point, such as "Signs Up" or other actions that add contacts to the journey.
Customize settings for each starting point.
Optionally, use segmenting conditions to filter your starting point.
Click Save Starting Point.
5. Add journey points
After adding starting points, choose the rules and actions (i.e. journey points) that make up your journey. To do this, start by clicking on the + sign.
Then, click on Add a journey point.
Use a combination of rules and actions to create a unique customer workflow.
6. Activate your journey
When you've finished your Customer Journey, click Continue.
Choose a marketing objective to help Mailchimp provide personalized recommendations and reporting.Click Turn On to activate your customer journey.
7. View stats and queue
On the Customer Journey homepage, you can see the number of contacts at different stages of the journey. Some of the key stats will also appear on Tag and Email actions when contacts reach those specific journey points.
If you want to view stats for a journey, you've paused, click on View Data.To look at all the data for an email, click the Report icon.
See the list of contacts at a specific step by clicking on the three vertical dots on the top right side of the box; click on View Contact Queue.
That's it! You've successfully created and activated your Mailchimp Customer Journey. Now, your audience will receive personalized and automated emails based on their interactions, helping you nurture leads and drive conversions.
Measure your success
To gauge the effectiveness of your Mailchimp drip campaign, keep an eye on these key metrics:
Audience growth: Monitor how your subscriber list grows during the course of your drip campaign.Click-through rates: Track how many recipients clicked on links within your emails, indicating engagement and interest.Open rates: Measure the percentage of recipients who opened your emails, showing how compelling your subject lines and content are.Revenue: If your drip campaign is geared toward sales, keep an eye on the revenue generated from the campaign, directly attributing it to your email efforts.
Mailchimp drip campaigns: a goldmine for your team
Drip campaigns are a great solution for pretty much every member of the marketing team, not just for email marketing experts. It offers:
A growth channel for social media, by including social buttons in emailsA distribution channel for content marketers who can include educational and editorial content in the emailsA source of data for PPC advertisers as they can collaborate and learn more about what your audience likes
Mailchimp drip campaigns are easy to build, cover your marketing bases, and deliver the message you need your audience to hear. While many might argue that there are email software options more advanced than this, Mailchimp does a great job at making this feature user-friendly.
Want to make the most out of Mailchimp? Contact us and allow us to match you with the best Mailchimp expert for your niche in a matter of days, so you can start working together ASAP!
Email MarketingHow to Create Mailchimp Newsletters From A to Z (+ Examples)The earliest documentation we have of newsletter subscription dates make to the mid-15th century in Venice. Citizens began signing up to receive regular handwritten letters with the latest news.
About one century later, merchants were using newsletters like these to learn more about the market, taxes, and other business news.
Clearly, newsletters have not only survived but thrived. We don't write them by hand anymore, and we have tools to deliver them automatically – but the essence is the same. Today, a newsletter is both a tool for spreading news and ideas and an email marketing channel to help your business connect with your audience meaningfully.
Consider that 77% of B2B businesses send newsletters, 90% of Americans subscribe to at least one newsletter, and 74% of them get communications from up to 10 businesses.
Given the numbers, you need a newsletter to keep in touch with the people in your email list. And when it comes to email marketing tools, Mailchimp newsletters are, by far, among the easiest and most effective ones to build.
Here's how to leverage Mailchimp newsletters to stand out in busy inboxes and use email marketing to connect with, convert, and loyalize your audience.
What is a newsletter?
A newsletter is a report in print or electronic format, usually containing business news and/or information regarding an industry or niche. These communications are sent to a business or organization's members, customers, employees, or subscribers.
The anatomy of an effective Mailchimp newsletter
Sending a newsletter is easy (you only have to keep reading to find out how!).
Sending a good newsletter people not only open but even look forward to? Also easy, but you need to know some things first:
Have crystal-clear goals and message
Your newsletter isn't just a digital hello. It’s a conversation starter. Defining your objectives and honing your message ensures your content resonates with readers and doesn't get lost in translation.
Having a clear goal with your newsletter also helps you stay consistent. Instead of sending random content, you’ll be able to come up with a content plan that focuses on topics related to what you are trying to achieve, and what your audience is actually interested in reading.
Create an email design that tells a story
Imagine opening a newsletter that looks like a Picasso painting – a tad confusing, right? Your Mailchimp newsletter should be visually inviting, using colors, images, and layout to guide readers seamlessly through the content.
Thankfully, this is quite easy to achieve with Mailchimp newsletters, as they have a lot of email customizable templates you can choose from. You can easily customize them for your business, target audience, and goals.
Content variety that charms
Creating content for your newsletter can be tricky. It has to be useful, compelling, and anything but boring.
The good news is that you don’t need to write a novel with every email. Interesting emails mix different types of content like blog posts, long-form articles, videos, podcasts, customer stories, and even memes!
You can follow patterns for your email layouts, for sure. And you should be consistent, both in terms of design and content. But keep things fresh by mixing the types of content you include in your newsletter to make it more interesting.
Mobile-responsive design
We're in the mobile age, where thumbs do the talking. Statistically, out of 2.6 billion email users, 1.7 billion open their emails on their smartphones. So all your newsletters should be designed to look great on any device, and any email client.
Some of the most important tips to remember when building mobile-friendly email designs include:
The subject line and preheader should be under 50 charactersMake sure your call to action is above the foldDesign with a single-column structure, and avoid using too many imagesOptimize for finger tapping by making all clickable elements large enough
How to create a Mailchimp newsletter
One of the best parts about Mailchimp newsletters is you don't need any technical skills. Once you log into your Mailchimp account and start building the actual newsletter, all you need to do is customize one of the pre-designed templates Mailchimp offers.
Here's a quick step-by-step guide to help you out:
Choosing your newsletter format
Your newsletter format is the sum of its design, layout, and content elements. Some effective newsletter formats include
Spoils of the week: A weekly newsletter that includes promotions and discountsWhat’s new: An update for your customers on what’s new in your businessEvent program: Keeps attendees informed about event details and activitiesProduct updates: An overview of changes and improvements made to your product
Your newsletter format can also stand at the intersection of these examples. For instance, you could create a newsletter with three sections:
A quick product or company update sectionA more extensive section with content relevant to your audience (curated or from your site)A short final section inviting subscribers to a webinar, to download an eBook, or simply to get in touch with you
Why does your newsletter format matter?
Form and function are not opposites; they are complementary. Your newsletter format provides your content with a framework: a model you can (almost) always follow to give your ideas and message a clear, comprehensive, and compelling structure.
In short, some of the main benefits of having a recurrent and cohesive newsletter format include:
Engaging your audience: A familiar format breeds a sense of belonging. When subscribers recognize your style, they’re more likely to settle in and explore your content.Boosting your ROI: An organized format keeps readers navigating longer. The longer they linger, the higher the chances of them interacting with your content or even making purchases.Reducing the unsubscribes: People dislike surprises in their inbox – especially unpleasant ones like format changes. Stick to your chosen format to avoid triggering the dreaded unsubscribe click.Helping you create a recognizable brand identity: Your newsletter format is like a signature. It’s your way of saying, “This is who we are, this is what we have to say.” The more you stick to the same format (and the more unique your format and message are), the more likely it is people will start recognizing your newsletter.
Take a look at Harry Dry's simple, yet effective and attractive newsletter format, for example:
Newsletter elements you need to (at least) consider
Every newsletter is made of different elements, brought together in a specific, usually recurrent format. Essentially, these elements come down to:
The subject line
Your subject line must stand out, grab the attention, and make subscribers click. The challenging part about this is that you're not only competing against very crowded inboxes but against time itself.
Most people can't read all the emails they're subscribed to, so you need to make sure your subject line is genuinely exciting, interesting, and personalized when possible.
Want to make your email newsletters stand out, every time? Hire an email copywriter vetted by Mayple. We only work with the best of the best, and we're ready to match you with the right copywriter for your business in a matter of days!
The preheader
The preheader serves as a teaser to the email's content. It's usually displayed right after the subject line, so it can be a continuation of that sentence or even a punchline of sorts. For example, if your subject line is "We just launched!", the preheader could be “Check out the new ____ feature.”
The featured image
Just like a book cover, your featured image (or headers) should be a visual hook and give readers a sneak peek into the newsletter. Most often, featured images will either be the same across all the newsletter issues or based on an issue's theme or main topic.
The company logo
Instant recognition is key. Your logo is your digital signature, reminding readers of your identity, so make sure you place it in a visible, yet non-intrusive place in your newsletter.
Most often, the company logo appears in the header of the newsletter, but some businesses opt for a more subtle approach and integrate their logo subtly in the background of the email or at the beginning of the first section.
The background
While not the star, a background that complements your content and aligns with your brand’s aesthetics adds an extra layer of professionalism. A simple, white background makes your newsletter look professional, but sometimes a solid-color background or a subtle background image adds an extra touch of color and character.
The headline
Just like the subject line, the headline's main goal is to keep people reading. They've opened your email, they saw the header, but now it's time to draw them in. Craft a headline that’s part magician and part storyteller. It should pique interest and promise something valuable.
The layout
A neat, organized layout is your readers’ tour guide. Keep it simple, intuitive, and aligned with your brand. Also, try to keep it the same across all the newsletters you send. Consistency breeds recognition – readers will start recognizing your newsletter's structure and style, which makes them more likely to open each issue in the future.
The graphics
Humans are visual. We need visual information to effectively digest the text. Spice up the textual feast with graphics like GIFs, memes, and infographics – whatever suits your content and your audience’s taste.
Images, GIFs, audio clips, or videos should also be present throughout the newsletter, just make sure they are optimized for mobile viewing.
And don't forget about the ALT text! It's essential for ensuring that even if people can't see or turn off the graphics in their email clients.
The copy
Your words are the soul of your newsletter. Make them concise, engaging, and brimming with personality. Also, ensure every sentence, paragraph, and section in your newsletter helps you deliver a clear message. No rambling, no fluff, no unnecessary words – just a smooth reading ride that takes your subscribers from A (your subject line and heading) to Z (your call to action).
The call to action (CTA)
Don’t let your readers wander aimlessly. Guide them with a clear, compelling CTA that tells them what to do next. The key to effective CTAs is to make sure they are visible, relevant, and actionable.
Some emails will include two different CTAs, one at the beginning, right above the fold, and another at the end, once the message has been delivered. For instance, if you run a SaaS business that sells to both Enterprise and SMB companies and you haven't segmented your list, you can include a "Let's schedule a call" and a "Subscribe now" button.
This is not necessarily wrong, but it can create confusion for your subscribers and keep them away from taking action – which is, in fact, one of the main reasons you should segment your email list as much as you can.
The footer
This is where you can include contact info, social links, customer reviews, or other forms of social proof, as well as unsubscribe and update email preferences links. Your footer doesn't have to be fancy or well-crafted, but it has to be easy to read and to the point.
Types of Mailchimp newsletters
Mailchimp allows you to create a newsletter in a matter of minutes, and that's largely due to the fact that they have pre-built templates you can just pick up, customize, and use as you please.
Some of the main types of newsletters you can build in Mailchimp include:
Informative/ educational newsletters
This type of newsletter is all about informing readers about industry-related topics. You could present in-depth research, report on exclusive interviews and surveys, or deliver the latest news from your niche.
The main goal of such newsletters is to educate the audience, keep them engaged, and establish yourself as an authority in the industry.
Pro tip: want to run your own survey to engage your audience? Check out Mailchimp's survey feature.
Holiday-themed newsletter
Holiday-themed newsletters are all about specific celebrations like Christmas, Halloween, and Valentine’s Day.
Such newsletters can bring some fun into the mix while reflecting your brand. The sky is the limit when it comes to design and creativity; just make sure you don’t take yourself too seriously in the process.
Very often, these newsletters include some sort of offer, discount, or freebie connected to the event. For instance, if you're sending a Valentine's Day newsletter for a fashion eCommerce email marketing campaign, you could offer a discount voucher for all the pink or red items on your site.
Promotional emails
Got a deal that demands attention? A promotion-driven newsletter hollers it out loud, ensuring no one misses the memo. Most businesses send these out either regularly (e.g., every week, to update shoppers on the latest offers on the website) or on specific days (like Black Friday, Cyber Monday, and Winter Sales).
Community-driven newsletters
Community newsletters shine a spotlight on user-generated content, testimonials, or community members to foster a sense of belonging. They can be used by businesses (especially those with a strong community), governmental or local institutions, membership sites, or non-profit organizations.
Product showcase and updates
If you run a product-driven business (such as a Software as a Service), you can use this type of newsletter to unveil the virtues of a particular product or service with a spotlight that leaves readers itching to learn more.
Also, you can use this newsletter to send updates on feature releases, patches, bug fixes, etc. This way, you can stay connected with your clients even after they’ve purchased from you and increase customer satisfaction, loyalty, and even advocacy.
Monthly digest newsletters
Monthly (or fortnightly or weekly) newsletters act as a regular rendezvous that serves the best from your content kitchen, keeping subscribers informed without overwhelming them.
This type of newsletter is usually a blend of other types of newsletters and it typically includes the most popular blog posts, the latest news from your business, product or service updates, and much more.
Automated email flows
As a general rule, automated email flows are seen as a different category of email marketing communications. They're used to welcome new customers, send drip email sequences to leads, send browse abandonment reminders, or order confirmations.
However, newsletters can include automated email flows, as well. For instance, when someone subscribes to your newsletter, you can include them in an email series that showcases some of the most important pieces of content you've published.
Event-driven newsletters
Hosting an event? Keep attendees in the loop with updates, schedules, and all the nitty-gritty they need. Your event-driven newsletters can also include social proof, sneak peeks, and exclusive offers reserved for attendees.
Internal (employee) newsletters
Newsletters aren't just for the audience outside. Keep your team informed and motivated with an internal newsletter that connects the different departments and keeps everyone in the loop.
Your internal company newsletter can include product updates, stock updates, employee spotlights, organization news, inspiring tips, and much more. You can even use it to promote your company culture and values to attract top talent.
How to build a Mailchimp newsletter step by step
As you'll see in our quick tutorial at the end of this section, building a Mailchimp newsletter is very easy from a technical standpoint. If you want to make the most out of it, however, you should consider the following steps:
Brainstorm themes and ideas
If you want your newsletter to be successful, you need to create a strategy for it (as opposed to “winging it”).
Start by brainstorming the topics you would like to cover. You can use a tool such as AnswerThePublic or Google Trends to identify keywords related to your niche, and then develop content ideas around those topics.
Consider your
Audience – what they like to read and how that taps into your businessCompetition – take note of their newsletters, both in terms of email content and email designIndustry – consider trends or news that might influence your business, your message, and your overall email marketing efforts
Create your campaign in Mailchimp
To create a newsletter in Mailchimp, you will have to:
1. Click on "Create."
2. Go to "Regular" and click on "Design email."
3. Add "To." These are contacts in your email list who've subscribed to your email newsletter with your Mailchimp form, which should go in a specific subscriber list.
4. Add a "From" email address and name.
5. Add an email subject line and preview text.
6. Add a send time.
7. Click on "Design email." At this point, you will be redirected to the email templates page in Mailchimp, from which you can:
Start from scratch, and use the drag-and-drop editor to create your own template.
Use the "Creative Assistant" to create different types of brand-coordinated emails – including, but not limited to newsletters.
Select from one of the wide range of available templates. You can filter them by email purpose, industry, and plan.
8. Customize your Mailchimp newsletter content and design.
9. Test and send. Once you've created your email design and content, remember to send a test newsletter to yourself, and maybe a few people in your team, to check that everything looks good in the major email clients and on different devices. If all is OK, hit the "Send" button – and voila! You have just sent your first Mailchimp newsletter.
Now it's time to analyze the results and think about how you can improve future campaigns.
Consider the privacy and consent requirements
Considering the privacy and consent requirements for any email or newsletter campaign is important. This is a legal requirement according to different sets of regulations applicable to subscribers from other geographical areas (e.g. GDPR for the European Union, CCPA for California, etc.).
You also want to make sure your email marketing practices are ethical and customer-centric. There's no point in sending emails to someone who'll never read them. So even if buying an email address list off of the internet sounds like a great idea, it isn't. Not from a legal standpoint, and not from a business one.
To ensure that you meet basic privacy and consent requirements,
Ensure that all contacts have given their explicit permission to receive your emails, or "opted in."Inform the subscribers about the kind of content they will be receiving in exchange for giving you their email address.Provide an easy way to unsubscribe from your list.Do not set any hidden fees or charges associated with subscribing to your newsletter.Include a physical address for your business in the footer of your email.
Regarding your email subscribers' explicit consent, there are two main types of consent you can ask for:
Double opt-in (for higher conversion rates but lower list size): Require your subscribers to click on a confirmation link after subscribing.Single opt-in (for a larger list of subscribers, but a lower engagement rate): No extra steps are required to confirm the subscription.
Keep consent records
Aside from asking for your subscribers' consent, keeping records of consent is essential in case you need to prove it later. In Mailchimp, this is easy to do when you use the Mailchimp signup forms to collect the subscriber data (and it can be done if you connect your Mailchimp account to other subscription form builders too.)
Mailchimp newsletters: a way to connect, inform, and engage
Email newsletters are a great way to keep your subscribers engaged and informed about your brand and products. With Mailchimp, you have all the tools you need to create beautiful email campaigns that deliver great results.
Remember your newsletters should be about more than just sharing bland information. They should elicit excitement, build bridges that connect you to your audience, and inspire them to take action. Your newsletter isn't a one-way communication channel — it's an opportunity to build relationships with your subscribers.
Looking for a pro to help you nail your email marketing and get the results your business needs? Contact Mayple and let us match you with one of our vetted email marketers!