There is a simple Mailchimp mistake I often see made. You’ve probably seen it yourself if you get emails from contacts who use Mailchimp for their email blasts.
You see their email in your inbox, and instead of an abstraction summary after the main subject the valuable space is taken up with the words “Use this area to offer a short preview of your email’s content.” This is an area that if used properly could boost your open rates, but too often the text is not replaced with something meaningful. It’s a wasted opportunity and it makes you look less professional.
But how do you stop this from happening? It’s an easy thing to do, but is often missed. Here’s how to fix it.
When you are in your email template, look at the header.
You will see the offending text showing in the top left corner. Click on the text and then click on the pencil-like icon that appears.
In the editing box that appears, edit the text to become something relevant to your email. Use it well. As it is likely that at least some of the text will appear in the addressee’s email list, write something that will be likely to increase your opening rate. For example, if it’s a newsletter, perhaps include a quick summary of the articles contained in the newsletter. For example, a travel agency might have something like “In this newsletter: Summer travel warning | Win $5000 | Cheap Europe flights.”
If it’s a one topic email, include a short summary in a similar fashion.
When your email is ready to go, always send a test copy to yourself before you unleash it into the wild. Most of the time you will pick up something you hadn’t noticed before. Even if you have used a template many times before, never assume things will be right to go. As a double-check, send a copy to a colleague as well. Two sets of eyes are always better than one.
You will look more professional when you expect to make more than one Mailchimp mistake and take steps to trap them as part of your marketing routine.