Paul Teague. MailChimp Unboxed: Set-Up Your Account Correctly, Add New Subscribers, and Use the Best Email Marketing Techniques! Manchester, UK: Clixeo Publishing.
Review by Stephen W. Hiemstra
Nearly all marketing books advise independent authors to develop an email mailing list of readers who enjoy your books and raise the likelihood of repeat sales. The implication is that you have a well-defined audience eager to subscribe to your mailing list and that you understand marketing to them well-enough to write catchy newsletters that appeal to them. Unfortunately, audience information is illusive and the tools to reach them are often poorly documented for right-brained, creative types, as would describe most authors.
Why Invest in a Book about MailChimp?
In my case, I have been using MailChimp for about four years, but never really got comfortable that I knew exactly how to use it effectively. The online documentation is thorough and well-written for middle-of-the-day use, but in the wee hours of the night when I typically wrote my monthly newsletter it appeared almost incomprehensible. In this context, I welcomed Paul Teague’s how-to book, MailChimp Unboxed when it appeared earlier this year.
Teague introduces his objectives with these words:
“I have written this book because I want to show you why email marketing is so powerful and I also want to demonstrate how you can get started immediately, using only free tools.” (4)
Teague’s audience is the small business operator and his zero-to-sixty metric starts with no knowledge and ends up with explaining targeted Facebook ad composition. The focus, of course, is on becoming familiar with MailChimp as an email and customer-relationship-management (CRM) platform (3-4), although Teague clearly has experience working with a wide range of alternative email marketing tools.
Although I have been managing an email list for over a decade, email had not been invented when I attended my last marketing class in the early 1980s. Teague’s explanation of basic concepts proved helpful for me. The motivation for email marketing arises through “repeat sales, cross-sells, and upsells” (6), which is quite different from keeping in touch with an author through a newsletter focused on what’s been happening lately. Spam is unrequested and unstoppable email, while “proper email marketing is always permission-based.”(7)
In some sense, email marketing is all about the life-cycle of participants in a database list who share common interests. How do you find and motivate people to subscribe, open, and click on your emails rather than unsubscribe from the list or report your emails as spam? (7-9) Emails “bounce” when they cannot be delivered because of incorrect or old addresses, full mailboxes, technical problems, or are blocked (9).
Once Teague reviewed the basics of email marketing, he began walking through the MailChimp sign up process and performing basic functions. As with any how-to computer book, I found it helpful to sit in front of the computer and walk along with him to make sure that the easy stuff was really easy for me. I always find this arrangement challenging because every time Teague taught me a new trick I wanted to run and play with it.
An example of this problem occurred last night. Having reviewed how to set up welcome-to-my-list and unsubscribe-from-my-list, I found myself implementing this framework for a men’s group mailing list that I maintain. I used to warn people that “itis easier to get on than to get off my list”, but not anymore! I sent an email to list members inviting them to invite men to subscribe or unsubscribe, as they see fit.
Who is Paul Teague?
Paul Teague is an author and web-designer living in Manchester, UK. He writes online that he has “worked as a waiter, a shopkeeper, a primary school teacher, a disc jockey and a radio journalist and broadcaster for the BBC.” He wrote his first book at the age of nine.
Paul Teague’s MailChimp Unboxed is a helpful book on how-to start with and utilize MailChimp for email marketing. He limits his discussion to features available in the free version of MailChimp with the small business operator in mind as his target reader. He generally avoids delving into the integration of MailChimp with other email tools used by professional marketers. Teague writes clearly and uses screen shots to illustrate his points.
Teague Gives MailChimp a Spin
Other ways to engage online:
Author site: http://www.StephenWHiemstra.net, Publisher site: http://www.T2Pneuma.com.
Newsletter at: http://bit.ly/2zRkNMJ