Updating a classic Mail Chimp red heart Agencies link graphic Updating a classic ISSUE 03 The newest collection of ice creams from Jeni's Splendid Ice Creams, American Licks, is another great example how the brand combines commerce with storytelling. graphic In the previous emails in this series, we’ve shared how Jeni’s has link used email marketing to build its national fan base and link tell authentic stories dot American Licks pays homage to classic flavors that other artisanal ice cream makers have left for dead cherries jubilee, orange sherbet, and pralines and cream, just to name a few. Jeni’s versions of these classic flavors are even better than the originals. This is partly due to Jeni’s culinary genius, but it doesn’t hurt that ice cream technology has come a long way since the 1950s. Email marketing has also come a long way in the past decade, breathing new life into a medium that some said would be on life support by now. There are a few different email marketing software services on the market, but Jeni’s flavor of choice is Mail Chimp. graphic Unlabeled graphic To get missing image descriptions, open the context menu. graphic Fun can be the difference between an email getting opened or not. graphic There are several reasons Jeni’s Experience Leader Ryan Morgan chose to partner with Mail Chimp, but the big one was how it easy it is to use especially its drag and drop design tool. We don’t have any coders on staff, he says. The drag and drop tool lets us piece together great email templates that are optimized for mobile inboxes. Moreover, the platform provides plenty of opportunities for fun. From animated GI Fs in the email body to emojis in the subject line, Jeni’s team can create email experiences that match the delightfulness of their products. For example, the subject line of the email announcing the American Licks release featured American flag and tongue emojis. We are in the ice cream business, so what we do should be fun, Morgan says. Fun can be the difference between an email getting opened or not. graphic graphic Speaking of fun If you’re a true blue marketer, you probably actually enjoy A slash B testing and data analysis. And you’re in good company with Ryan and his team. When they first partnered with Mail Chimp a few years ago, the chance to A slash B test content had my team salivating, he says. Morgan and his team A slash B test different messages to find out which approach to content gets the best responses. For example, they recently tested 2 different emails introducing a new PB and J sundae. One email was direct in its approach. The other was more playful. Being able to test out different approaches and seeing the results in reports that’s a powerful thing, Morgan says. Jeni’s also uses Mail Chimp to segment their email lists by geography, sign up date, and purchase behavior. They can monitor their list’s health to make sure email addresses are valid and active. They can create a new list of inactive users and create campaigns designed to re engage them. And because Mail Chimp integrates easily with Google Analytics, Morgan and his team gain important insights into customer acquisition trends, drilling down into the value of each individual click. Morgan says the most important thing is to take email marketing seriously. When everybody freaked out about social media a few years ago, email fell out of vogue with some marketers, he says. But today people are reading email more than ever, and it’s going to take something major to change that. graphic graphic UP NEXT 04 In our next issue, we'll hear from Vancouver Island based freelancer link Paul Jarvis, who has written link for Huffington Post, Newsweek, Lifehacker, Business Insider, and now our very own agency link newsletter. Paul will detail how he uses Mail Chimp's automation features to build up and filter new link leads and get new business and how you can do the same. graphic KEEP READING link Sign up for Jeni's email list link 60806ee 5 e 404 4dc 3 956c 9d 8589… link graphic graphic KEEP STARTED link Sign up for Paul Jarvis' Sunday Dispatch link 60806ee 5 e 404 4dc 3 956c 9d 8589… link graphic graphic Copyright 2001 2016 Mail Chimp registered , All Rights Reserved. 675 Ponce De Leon Ave NE bullet Suite 5000 bullet Atlanta, GA 30308 USA link star percent 7CDEFAULT:ARCHIVE percent 7C star link View this email in your browser. link Contact Us link Terms of Use link Privacy Policy link Unsubscribe