Why You Need MailChimp for Your New Business
All businesses have one primary function: to sell something. In order to make sales, your potential customers need to know your business exists and what value it brings. (That’s why we marketers have jobs!) And marketing is so much easier when you already have warm leads to sell to, which is why email marketing is so important.
But there are roughly a zillion options out there for softwares you can use to manage your email automations. So which one do you choose? MailChimp is my suggestion, and it’s not just because they sent me new socks. (True story.)
You need something affordable
When you are first starting up, you’re going to have a lot of expenses. Forgive me, but I don’t think email marketing software should be one of them. Unless you already have a strong list (which you likely won’t), there’s no reason to spend your precious marketing budget on software for sending emails.
MailChimp is incredibly valuable to new founders because it’s got all the functionality you need—the ability to capture email addresses, send emails, and create automations—and it’s free until you hit 2,000 subscribers. This gives you a chance to grow your email list, thus making it profitable for your business, before you need to actually invest in software to maintain it.
You really don’t need it to be fancy
We used to call them “email newsletters” back in the day. Now, email marketing software can do so much more, from automations to segmentation…. And the idea of actually sending a newsletter via email is a bit antiquated.
According to a case study done by Hubspot, HTML templates resulted in 25% lower open rates than plain text emails. (Source)
The funny thing is that when polled, people said they preferred HTML or emails with images in them…. But apparently they don’t open them!
Now you can certainly put images into your emails if you so choose. MailChimp won’t prevent you from creating and sending the newsletter template of your dreams. However, less is always more when it comes to emails, as even though people understand that the emails are automated, the messages they get in their inbox are still perceived as a private interaction. And so, they’re looking for a more personal connection over something that’s highly branded or over designed.
You don’t need a learning curve
Again, when you’re just starting up, there are tons of things that need your attention. The last thing you want on your plate is a software with a high learning curve. (I’m looking at you, Infusionsoft.)
MailChimp has all the functionality you need, but it’s pretty easy to use. You’re not going to need special training or outside support to manage it. You got this.
MailChimp was one of the very first email marketing softwares on the scene, so it’s been around for awhile. This means that it’s an industry leader and other softwares that have come later have created integrations so you can easily use both things together.
This means that there’s usually no work arounds when you’re trying to get MailChimp to play nice with other software you use. I highly suggest startups invest in a Squarespace site and in Leadpages…. Both of which are a simple username and password away from connecting fully to MailChimp, making your marketing efforts much more smooth.
Hitting your first 2,000 subscribers is going to be a challenge, make no mistake. This is why I don’t love the idea of paying for email marketing software straight out of the gate. MailChimp will grow with you and it’s going to have everything you truly need to make your digital marketing efforts a success. Forget the fancier options! MailChimp integrates with just about everything under the sun, so you can use it with the other programs you’re using to market your business.
Meet the Author: Shauna Armitage
Shauna is a Marketing Director or Fractional CMO helping early-stage startups scale with effective strategies, creative solutions, and unparalleled integrity by making the most of small budgets for maximum impact.
As a vocal advocate for women in business, Shauna is on a mission to redefine what it looks like to be a working woman and to support other women doing the same. She spends her free time traveling with her husband and four kids while drinking Coca-Colas. Connect with her on Instagram at @shauna.armitage.