Why Mailchimp? Part 2

Nowadays, you need an ESP (email service provider) for any advanced marketing strategy. Mailchimp is a good choice. WP beginner, for example, says that using a third-party provider for email management is indispensable. It is because many other solutions will mark your emails as spam. Said differently, spam is a given when you don’t use an email marketing software such as Mailchimp. Therefore, it is well worth the cost. 

Mailchimp advantages or why you should use it 

What are some of the Mailchimp advantages? For one, it is one of the most popular email automation tool providers in the market.  

Second, its freemium plan includes up to 2,000 subscribers and a maximum of 10,000 emails a month. Alternatively, you can also choose a pay-as-you-go option. Check their pricing plans https://mailchimp.com/pricing/marketing/ & decide what works for you. Invest some time now, rather than pay for your mistakes later. 

Another advantage of Mailchimp is that almost all features are available on the freemium plan. You can also consult the pricing plans via Email tool tester: https://www.emailtooltester.com/en/reviews/mailchimp/pricing/. 

The third outstanding advantage of Mailchimp is reporting. Other advantages are simple to use landing pages, good email templates (though some sources say they are becoming obsolete), and an intuitive email designer tool.  

Mailchimp advantages: 

  • Comprehensive freemium plan 
  • Easy to create landing pages 
  • Good quality email templates  
  • Intuitive email designer 

As you can see, there are quite some features that make Mailchimp a great choice. But what are the downsides? 

Disadvantages of Mailchimp or why choose a different ESP provider 

First of all, Mailchimp and any other email marketing services incur additional and (mostly) recurring costs (in form of a subscription).

Additionally, they are sometimes confusing. Mailchimp itself is a bit notorious for having a pricing scheme that is hard to understand. It also has limited automation tools, like for email chain of events, and it can become too simplistic for advanced email marketers and companies.  

Another downside is that using Mailchimp requires you to be very organized with lists. I discuss lists in the article Avoid common Mailchimp problems. For the price you pay, Mailchimp should include a structure that is easier to follow.

Moreover, the menus in Mailchimp are confusing. This was apparent when I tried to figure out what Mailchimp does in the first part of this article.  

To finish it off, deliverability is acceptable, and some emails land in the folder promotions in gmail. For serious businesses, an “acceptable” level of deliverability is unacceptable.

Final remarks:

Finally, it is not surprising that many people search for tutorials on how to use Mailchimp. It seems that the platform itself isn’t very intuitive and that it requires quite a bit of patience and care when dealing with the pricing schemes for example. All in all, although other sources point towards Mailchimp as a good solution I am not convinced yet. More research would be necessary.


Why Mailchimp? Part 1

While investigating Mailchimp, I read that the company never paid out benefits from profit to its employees. Said differently, they were never a profit-sharing company. This made me feel a bit blah about them since I recently found out that profit sharing is actually quite common in some countries such as France.

Mailchimp was sold to software company Intuit Inc. for a cool 12 billion dollars in the fall of 2021. We can therefore say that the two founders, Ben Chestnut and Dan Kurzius, have done very well for themselves. Indeed, they are now extra rich. Or quite possibly filthy rich if you prefer. I guess you could say they deserved it because Ben and Dan really believed in their vision and this product. Indeed, they’ve been involved with the company since the start and never took any venture capital investments.

What is Mailchimp?

Taking a look at their website, Mailchimp is…

This image has an empty alt attribute; its file name is not-sure-where-to-start-mailchimp.png
Is Mailchimp the right choice for you?


At first glance, it is not really clear what they do. Since I used it in the past, I’ll share my opinion.

It is (or it used to be) an online tool to send emails in bulk, mainly newsletters. It feels recent when they also added the option to create simple web pages with sign-ups. A web page that has signup is a simple page with one goal: make people sign up for something and leave their email. This information is then stored on the Mailchimp platform.

Careful with pricing

Next, there is pricing. Honestly, I find it confusing. Numbers are not my strengths per se, so I definitely must remain attentive when studying them. There is a free and a paid version and the subscription scheme is based on the number of subscribers you have. Attention though! There is a specific way in which they count your subscribers.

Study their pricing scheme so you don’t get extra bills. Nowadays they also have something called The Legacy Plan so make sure you are certain about what you need and how much it is going to cost you.

It’s not just Mailchimp, most online platforms have started calculating prices “tailored” to you, solutions which are generally just something they set up (I would assume) to hit their financial goals. An advantage of this technique is also that it makes it easier to hide pricing from the competition.

Other questions and details on what Mailchimp is & isn’t, why it could benefit you, and in which case I wouldn’t recommend it, will come up in the next article, Is Mailchimp the right choice for you? Part 2.

Sources: https://economictimes.indiatimes.com/small-biz/entrepreneurship/investors-predicted-mailchimps-demise-it-sold-for-12-billion/articleshow/86358507.cms

Before using Mailchimp this is what you need to know

Nowadays, we are used to googling just about anything. From instructions for machines and tools to historical dates we can’t seem to retain to definitions of words we don’t understand. It comes as no surprise then that starting to use Mailchimp comes with its own set of searches. In this article, I will present some of the topics that you need to know about before starting to use this tool. 

Mailchimp – an email marketing software 

When you first come in contact with the name Mailchimp, you may not be familiar with it as a tool. You may know it as just one of the options and softwares for email marketing. Indeed, some searches related to Mailchimp are: “email marketing”, “email marketing software”, “email marketing services” and “mailchimp alternatives”. We can conclude that Mailchimp falls under the umbrella of what people perceive as an email marketing tool (software or service). Because they search for alternatives too, it means there are other softwares that fall under this category.

First contact and logging in 

Moving on, starting to use Mailchimp comes with searches such as:  

  • “Login” 
  • “Sign in” 
  • “Mailchimp pricing” 
  • “Support and help” 
  • “Contact Mailchimp”. 

The first two serve as an indication to the company that the log in/sign in link should be as visible as possible. This way, they decrease the friction for (potential) users who also search for information related to pricing. Mailchimp is somewhat notorious for its complicated pricing system. Internet users also search for support, help and contact which may indicate that people want to be accompanied. 

The search for Mailchimp tutorials  

Next up, tutorials and learning about the platform itself is a topic people are interested in. Below is an overview of some searches related to self-learning, mainly focusing on tutorials and instructions. People want to learn and are willing to invest in it. The difference between the searches points to a difference in preference of support materials they want to find. Some want a pdf, some video and others make sure to point out the year 2021 to have the most updated version of the tutorial possible. 

Before using Mailchimp people search for tutorials
Google searches regarding Mailchimp tutorials

Final remarks: people want instructions and people want to be supported when they start using Mailchimp. It surprised me to see that so many people actively look for tutorials. This means they are willing to put in time and energy to learn about the tool before using it. On the other hand, people who want to try it out, may search for sign up, get in the platform and try things out. If the process isn’t sufficiently intuitive, they may search for “how to create campaign mailchimp”. 

Besides knowing things this article talks about, it is beneficial to be aware of the common problems you can run into when you start using Mailchimp. Check them out!

Avoid common Mailchimp problems

Do you have problems when using Mailchimp? I certainly experienced some, from its steep learning curve to more specific issues such as emails going to the spam folder. I did a little Google research to see what kind of problems internet searchers run into. In this article, I will be describing a few of the common Mailchimp problems people have and how to avoid them.

Mailchimp problem °1: too many lists 


The best amount of lists to use in Mailchimp is 1. It avoids the duplication of contacts (subscribers) and with it, extra costs because the subscription is set up so that you pay for each subscriber on each list. Therefore, one subscriber that is included on two lists counts as two subscribers, at least in terms of subscription costs. In essence, you will pay for 1 subscriber twice which doesn’t make sense. Instead, create just 1 but well segmented list (source: organic web) 

Additionally, once a subscriber unsubscribes from your emails, you are not allowed to send them any more emails. This means that you have to remove them manually from all lists where this subscriber exists unless you want to pay a fine. If you send them another mail, you are infringing the law about spam and you may get a big fine. Its amount depends on the country and each has its own institutions and definition of what spam is. In general, follow the principle of “unwanted” mail that I described in my post about Mailchimp emails going to spam.

In short, it’s an email the receiver does not find valuable. But get yourself familiarized with how it is defined to avoid any unwanted situations or costs. 

Problem °2: Mailchimp servers are down

If you find your account isn’t working or emails aren’t sending, you may want to bookmark the following link: the Twitter account of Mailchimp’s server problems. On it, you will find updates with server problems that can cause technical difficulties. It is definitely a useful resource when you’ve spent some time worrying that the problem is you. Well, sometimes it’s them 😊. 

Mailchimp problem °3: you didn’t customize things  

Signup forms, the sender’s name, and a professional email account are just some of the things that people don’t set up when they start using the tool. However, it will serve you well to set these things up before you hit the ground running.  

I recommend you follow Monica Hemingway’s advice on the topic, specifically topics 2 through 5.

A quick resume: 

  • Welcome your subscribers personally a.k.a. customize your confirmation/welcome email 

Just like welcoming someone to your home, greet a new subscriber with warmth and your (company’s) personality. It feels nicer and looks good for your brand. 

A perfect example of this is Headspace:

  • Make the sender a personalized persona from the company 

If a customer is used to communicating with actual people at the company, it’s nice to have that “person” sending newsletters. Therefore, it’s not mailchimp@contact… but Susan from Mailchimp that appears as the sender.

Mailchimp problem °4: lacking credibility 

  • Use a professional email address 

No gmail, aol, yahoo or hotmail endings, the domain should be your company’s. Ideally, you’ll have a website to match the email domain name to add on credibility even before the person starts receiving information from you.  

It’s something I’d put in the “lacking common sense” category but on second thought, it may not be first nature to think of that for everyone. So, keep this in mind for whenever you have the option and obtain a professional email address and send your emails from there.  

Extra tips:

  • Do not use text inside image blocks (it messes up how the emails previews)  
  • Do not use too much text (less is more) 

Good luck with your Mailchimp endeavors!

Mailchimp problem: emails go to the spam folder

One problem that can arise while using Mailchimp is that some emails end up in the spam filter. If we take a look at what people search for on Google for this topic, we can see a variety of phrases that describe the same problem: emails go to the spam folder.  

In the screenshot above, you can see the different ways in which people search for the subject of emails going to spam.  

These phrases show the intent of the researcher; (s)he wants to know how to prepare or better yet, avoid the problem of emails going to the junk folder, by doing a “mailchimp spam test” for example. 

Other searches are related to tools used (such as Outlook). 

Searches related to the phrase “mailchimp spam”

We also get a whole lot of similar searches for this, so it seems like it’s a common problem to have.  

What is spam? 

First, what can we do when we have this incredibly annoying situation where our emails fall into the junkfolder? Indeed, around 21% of legitimate emails arrive in the spam folder.  

Different practices have been put in place to satisfy the user (person receiving the email) and reduce inbox irrelevance. Both providers, sellers, and other businesses need to be following this issue up close.  

Simply put, spam is any mail that makes you click the delete button while thinking:  

  • I never subscribed to emails from this person 
  • This email is fake  
  • I am not interested 

On the sender’s side, it also has to be an email that he sent to a lot of people at once (in bulk).  

There are increasingly stricter laws being imposed on spam as well as factors that influence the possibility of an email being flagged as junk.  

Getting flagged 

Different servers treat the same email differently (by their own rules).  

If your IP address has ever been flagged, it could affect its deliverability in the future. Something you can do to improve the situation is use metadata – address emails with the recipient’s name and not their email address. You can do this by using merge tags and asking your subscribers to add your email address to their safe sender list.  

Another tip is to verify your domain/authenticate your domain.  

Further, comply with opt-in methods. You must have permission from your subscribers that they have opted-in to your audience – that they subscribed actively and knowingly. Add a signup form to your wordpress site or landing page and give your potential subscribers a proper way to opt-in. 

A technical verification you can use is a tool called Mail-tester.com which checks the spamminess of your emails. It gives you a score from 1-10 and gives you an idea of how well or poorly you are doing.  

Verify that your domains don’t turn up in spam databases and check the complaint report inside of Mailchimp for more insight on what went wrong.  

Hopefully, this post gave you some ideas and tips on how to start tackling the spam problem when sending emails via Mailchimp. Oh, and of course, do not write spammy emails (sales sales sales mails)! 


If you want to avoid your emails falling into spam, try these:

  1. use metadata
  2. ask your subscribers to add your email address to their safe sender list  
  3. verify (authenticate) your domain
  4. add a signup form to your website
  5. test the spamminess with Mail-tester.com
  6. search for domain in spam databases
  7. check the complaint report in Mailchimp


Mailchimp tutorial Part 2

Welcome, welcome !

Today, it will be a pretty straight forward post of to do and having done list. The last two days have come and gone and even if I’m at home, I’ve been busy ! Applying to jobs, cooking, figuring out which type of coding I’ll have to learn to run this blog, discovering what is a domain and how it’s different from hosting and how in any case all these things cost money. I’ve downloaded gimp to start learning how to edit photos and create cool thumbnails for youtube, I was at a presentation of how a company should run a youtube channel to make money (tubereach was presenting). I’ve realised that yes, for every question that I have, I go to youtube and it is in fact very clear to me why it is the second search engine in the world (right after google) and why “help” videos will explode in 2018. Help videos are how to videos or tutorials. I’ve in fact youtube-ed (is this gonna become a word ?) how to cook an egg to make it soft boiled (I failed but the video of how to was there) and how to use this (apparently awesome) computer that I have, specifically the application iMovies for cropping, trimming, cutting and yes, uploading to youtube.

I would say, I’ve done some stuff and I therefore prepared for you Mailchimp tutorial Part 2 : How to send a Campaign (just click on the title and you will be transported to youtubeland) with sweat and tears (or cold sweat, I’m slightly cold this morning); and no tears, more like frustration (so much to learn in such a short time and make it till the deadline, make itttt) and here we are.

I’m glad you are here and I am glad I am here.

There is still SO MUCH to learn ! I will definitely continue with my Mailchimp tutorial sessions – be tuned in for that every Thursday (we got about half of the “workout” done) and I’ll let you know anyways ! Next up, I will be re-defining what to do with this section here – the Thursday section dedicated to Mailchimping. As I’m not currently using Mailchimp on a daily basis, I’m not learning, and how can I share if there’s nothing that I have learnt ? Therefore, I have a few ways to go and I will for shizzy (for sure) think it over during the next few weeks so that 1. this section stays cause I ❤️ Mailchimp and 2. I  learn the max and share with you max as well. Awesome, awesome.

I leave you with :

Colored Freddie, the mascot of my beloved Mailchimp e-mail marketing automation tool (who is winking at me - and you; so cheeky!)

cute Freddie – Mailchimp’s mascot.

Until next time, be good, safe and healthy (there is a bug going around and I heard it’s called influenza) ! Oh yeah, and don’t forget to check, comment and like (yes, do it all) my  supa cool Mailchimp tutorial Part 2 : How to send a Campaign. See ya 👋 !

A (not so) comprehensive side-to-side comparison of visme and venngage lead magnets

Let me tell you a thing or two about the lead magnets of visme and vennvage. How do they compare ? Which one is worth downloading and giving your e-mail ?

This post is destined to compare side by side positive and negative sides of visme’s and venngage’s free book or lead magnet. Their respective names are :

  • A Non-Designer s Guide to Creating Memorable Visual Slides (by Visme)
  • Social-Media-Venngage (by Venngage)

Get them here and here.

Let’s go into the comparison right away :

Visme Venngage
  • sources for everything (direct links)
  • different templates to try (direct links)
  • helpful icons to understand you need to click somewhere
  • some good tips
  • before & afters *
  • some information on the target public
  • immaculate consistent design
  • fun feel to it – but not so professional
  • appropriately placed seamless CTAs
  • the post discussing product-centric posts is very clear and is good quality, informative as it should be
  • well organized content
  • well organised content
  • e-book adapted to computer screen (facilitates reading)
  • basic tips on ‘commenting and liking on Insta’ (short for Instagram)
  • mentioned mailchimp (I like Mailchimp)

* before & afters allow you to see the faux pas (what shouldn’t be done) and the difference after you modify the design → general design guidelines were well represented on concrete examples

If you read my previous post, you know which e-book I preferred. By far. However, in order to be as objective as possible, I prepared the table above which includes only positives, only the plus points of each books. I found plenty.

TRasH talK ing the lead magnets of visme and venngage

Now would be the time to trash them. But, as I am in a particular situation in my life, I understand trashing someone will VERY rarely make them feel better and willing to improve. Rather, I will use advice by Brian Tracy, my all time favourite personal development speaker (I will also include one of his best videos in this post that I cannot praise enough). He says, whenever you finish a phone call, write down all you think you did/said well (the advantages above) and give tips on how you could improve for the future. So now I will discuss the overall feel of each e-book as I’ve finished them, as a comparison and what they could have done better. I think I really like reviewing.

I suggest Visme to :

Stay awesome !

I have zero complaints ! I love it !

I suggest Venngage to :

  • optimise (adapt) the e-book to computer screens
  • choose a more professional design and fonts – it felt like a child made/chose them
  • ensure clear background – it is blurry – for a design tool and author who is a designer it is disappointing
  • increase the length of segments, give more information as a total
  • be more careful about the CTA (call-to-action) and where you place it ; trying to sell me something (the business plan of the tool) on the page 10 is way too soon ! Rather explain all that I could potentially be doing, THEN try to sell your tool so I can do all these cool things you just taught me about.
  • be quite careful about the content ; to point out two instances :
  1. extract : “As a social media marketer, what are you supposed to do? How can you possibly compete?” – the main question of the whole document to which the answer given is : “I’ll be honest: I’m not a marketer.” Hum, why ask this question is you are not qualified to answer it?
  2. phrase “Everything comes out from experimenting and testing.” Hum, I’d say this is a VERY general statement. Almost as if it changes nothing if it’s not there.

Similarly, the ending doesn’t speak to me :

“Follow this guide and you will have a stronger presence in social media. Then perhaps someone, on one of their sleepless nights, will find your account and be inspired.” – “perhaps” ? If this guide was written for a perhaps, then I could have also not read it, right ? If you are not sure of the value you are giving, why should I be ?

Through the content, I also noticed mentions of photo sizes in each of the books. It is clearly useful information and it would be even better if it were either a separate downloadable file or an annexe at the end to have all sizes in one place.

As a total, I learnt a BUNCH !

  1. If the design is good, it doesn’t mean the content is good! It can be shitty

Content : base
Design : the yummy spread that makes all calories worth consummating and the base unboring, enhances it.

2. The importance of fonts!

A fun looks comes from a certain font and a more serious or professional from another. I learnt about how to pair them and use them for presentation purposes. As a conclusion, a type of font gives out a vibe.


There you go, all I could think of, I put out. In the past week, I also tried to make an infographic (not as easy as it looks) and applied to work with visme.


A post about the future, patience, expectations, and a Mailchimp surprise

I’m late! A post about the future, patience, expectations, and a Mailchimp surprise.

Late for school, late for work, late for life! Have you ever asked yourself what you should have done by now? All the accolades you should have received, awards, job positions, internships, education, degrees, goals, perfect partner, body, a baby, a house? I know I have. I know I have spent time shaming myself and putting myself down. I am not good enough, I cannot do this, and any other reason to avoid real work. I must be honest though, the reason behind not doing what you know you should be doing may be different for each person. However, putting yourself out there requires courage. It requires courage you may not have, going against your family, yourself and even if you are afraid!

So there you go, all of this to say that I recognise my one month hiatus. Sometimes life just comes and washes over you like a huge wave. This is not to say I have not been working on other areas during this time but I was not here. I was not here to create and voyage on this journey of blogging with you, my dear readers. I’m sorry because I care about you, all the future you and I care for this blog. To improve my “image” therefore, I rolled out a banging visme e-book review on Tuesday and I am promising to do better for the future.

Future, represented by a calming depiction of nature and a tree, a slight breeze. What will the future bring?
Photo by Johann Siemens on Unsplash


Soooo… I have an extra surprise for you ! The link is here ! Oh, but what is it ? It is… my Mailchimp tutorial session ! I’ve prepared a Mailchimp tutorial after cca. two to four months of experimenting with Mailchimp. It is really for those that want to understand the platform, how it can serve them and operational : how to send a campaign, how to schedule it, design it, how to choose the target audience and more and more. I loved learning about it and I am loving sharing this knowledge with you ! Again, the link to the Tutorial is herrrrre.

Please let me know what you think of it, I wold love to have your feedback (do not hesitate to comment below) and improve my teaching skills as a consequence. Also, I want to showcase how much I’ve learnt and how good I am at it as a result! No shame in being a little self-promotional :). Anyways, it was super cool working on it and I’d do it again, more, for me or for others.

I know this post was not necessarily about Mailchimp all the way but I am really proud of my tutorial :). I put all my best into it. There is great quality and I really believe in it. And so to finish up with coming back to the start – it is not always easy ! To be consistent and just be here.

Cheer up ! It was raining yesterday so it was the perfect time for some cider and fromageee (cheese in French).




#tuesdayinfographics are back ! Visme review Part 2

An exciting Part 2 of the review of the free visme e-book !

Spoiler alert : I don’t give it to you. You’re just going to have to read the whoooole long post. Hold on, I’ll include some photos too.

Welcome back for a special edition (after a hiatus of a full month) of infographics talk! I’ve got today a great dish prepared for you. For your extra insight, I am comparing two lead magnets which are free e-books produced by two infographics making websites, Visme and Venngage.

This is part 2 of my evaluation of the A Non-Designer s Guide to Creating Memorable Visual Slides by Visme. Read part 1 by clicking here. For those wishing to get the e-book right now it is here.

So these were my impressions when I finished the Non-Designer Guide for infographics by visme :

Honestly, there is nothing better than this e-book. It is pure gold, start-to-finish, filled with useful, versatile information on preparing stunning presentations. I cannot praise it enough.

Three Legs of a Stunning Presentation : content, visual design and delivery

Not only is the e-book itself beautifully designed and adapted to a computer screen (big +) but it is also comprehensive and well-organized.  With every interesting topic we get links to additional research or reading. This is what I call quality lead magnet. For those new to the term, lead magnet is a free document that a company or a website offers in exchange for your e-mail address. Nowadays, e-mail addresses are hard to get and are a very valuable, if not the most valuable, piece of information about a potential customer. People do not want to give away their address if they are not a little reassured that the information they are getting is useful.

This slideshow requires JavaScript.

All photos are screenshots from the e-book (which I do not own but highly admire)

In the case of visme, the website itself inspires trust and guarantees – if IBM works with you, then I can also trust you. But I am not a company, I am an individual. So I know that you have something to sell me, every online business has. You give me this free e-book in exchange of my personal information and the hope that after an e-mail marketing campaign I will become and remain your loyal customer. Not all companies are at this point and cannot afford to invest in all channels to effectively communicate with the audience.

Visme is one of the companies that has invested in these tools.

Their e-book reflects professionalism and quality. There was clearly great research done in order to produce the free e-book and time was put into making it.

One of the things that I’ve noticed is that they do not try to promote themselves. The book is clearly destined to me (a non-designer). I am as far of being a designer as possible. And so the e-book really promotes making a great presentation not pushing the product. Only two times in the book do they include a seamless CTA (call to action) which works without coercion. The end is marked by the visme logo (last photo of the slideshow) and that is it. No annoying ad-like lead magnet.

My half-way impression (first CTA) was, I want this. At second CTA I was already convinced. Honestly, no matter what I read after, I highly doubt it is possible to surpass this quality and therefore the indication of how good the tool visme is. I will not withhold the fact that I went on linkedin to check out Payman Taei, the founder. He clicked on my profile and that made me feel cool. Then I realised he just had a baby this year and he is not on the market anymore (lol, joke time over). Anyways, I really admire him and believe he’s created a great company. And I must admit, it was pretty cute to read in one of the newsletters about his baby. It felt so nice that he talked about it as one of his big accomplishments of the year. Really nice.

#amnotpaidbyvisme #willprobablysoonpaythemtocreateawesomeinfographics #goodvalues #professionalism #qualityaboveall #visme

That Mailchimp craze (Episode #3)

From the Ode to Bouncing Around to today…it’s been a week and a great weekend has passed. I’ve been able to do some shopping for gifts. Weekends are nice.

Now back to business. Today’s topic did not come directly to my mind but I want to be consistent and make your Thursdays valuable. And so, I’ve been rehashing it in my mind and I’ve realized that the most valuable information that I can share with you is my own experience. You can tell from the title that learning to use Mailchimp is not necessarily a straight road to knowledge.

A straight road/highway that represents the unrealistic view on the learning curve of Mailchimp.
A straight road to knowledge.

It is more or less a bumpy ride. What I mean to say is that at a moment in time you will believe you “got it”. Soon, you will find something you missed out on. It is the course of life and by reading more you always realise there is something more you could have done. On a personal level, it’s frustrating.

There are highs and lows and there are feelings involved. As soon as you start sending emails to real email addresses, you get nervous. Will they open the email? Will they click on the link I wanted them to? Because it seems that all that matters are the results. How are we performing compared to the industry? Successful businesses and solopreneurs? How am I doing? Do they like me? It is personal as it is professional. Because liking on the personal level translates to client satisfaction.

However, in my opinion, it calls for dissociation. Results are merely feedback on your output. If there is a bad open or click rate, did I do a bad job? No. It just means that you and in this case, me; we, haven’t figured out yet how to do this email marketing thing well. How to propose the right kind of content to the right type of audience at the right time? Deliver the value they want when they want it. There is a huge amount of criteria that is used, researched and tested in order to get to the point that the professionals call the “industry average”.

Beautiful green hills representing the experience of using Mailchimp, email automatisation tool, which often times feels like a bumpy ride.
Using Mailchimp is like a bumpy ride over beautiful green hills ! Photo by Roman Bozhko on Unsplash.

The test and learn phase in never ending and it is uncomfortable. Making endless modifications and tests sucks! Can’t I just have a template and send it over and over again? Unfortunately, the answer is no. We need to tailor our communication to the audience we are addressing, at the time they wish to be addressed, to the type of industry we are in. I wish I had a course that would teach me how to do this. I think I’ve told you before though, I’ve done my research and there are no tutorials that I found more than half useful. My plan is to prepare my own little course. First, I’d like to organise the knowledge I’ve acquired and secondly, I’d like to create a manual for others that are struggling just like me who may find it useful.

I’m starting to finish this post slowly. Maybe this one isn’t as organized as it could’ve been but it actually conveys my point exactly. Learning is chaos.

So…what to learn from all this? From writing (and rewriting) this post I’ve come to the conclusion that this sort of discomfort and change means than you are doing something. You are moving. Maybe you don’t know exactly where you are going but the ride is bumpy because you are moving forward. And that is good.

So believe in yourself, even if it is a bumpy ride!

P.s. Here are two links that I found useful when preparing Campaigns (emails).