Email marketing; no it's not a dirty word. In fact, it's still the best way to really get a message out, connect with your best advocates and grow your business or mission. At Fervor, we love helping clients use cool tools to grow their business or mission and make more impact. It's our thing. That's why we love MailChimp and the purpose for our 101 class is to help you grow your your impact.

1. #MAILCHIMP101
Twitter: @createfervor Web: createfervor.com
FOUNDATIONS FOR EMAIL
MARKETING

2. WHAT WE WILL COVER
Why Email Marketing w/ MailChimp
5 Foundations of Email Marketing
Strategic Plan: Audience, Goals and
Calendar
Bonus Tips: How to Avoid Rookie
Mistakes
MailChimp: Lists, Forms, Templates and
Campaigns

3. FERVOR IS FOR GOOD.
Fervor is more than just marketing, we make an
impact by helping those who are out to do big
things. We believe in doing things that matter.

5. Email Marketing entails
sending one message to many
people—dozens, hundreds,
or even thousands of people,
with their permission.
- Fervor Marketing (Adapted from MailChimp)

6. WHY EMAIL MATTERS
Sources: Experian, DMA, MailChimp, Forrester and Radicati Group
$113B
$44.25
44%
64%
For every $1 spent on email marketing the average
return was $44.25 on that investment.
Over 40% of email recipients made at least one
purchase last year based on a promotional email.
Of decision-makers open emails on their mobile device.
Over 3.6 Billion email accounts registered in 2013 and
growing by 10% per year.3.6B
Amount of yearly revenue from email in 2013.

7. 5 FOUNDATIONS of EMAIL MARKETING
Define your audience.
Describe in detail your ideal clients and their needs. 1
2
3
4
5
ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2013
Create your content plan.
What are you going to say to these ideal clients and why.
Determine frequency and goals.
A 30-day communications plan is key to maintaining great relationships.
Design and deploy well.
Manage one list, use forms to grow and templates to ensure campaigns are efficient.
Measure results.
Review what happened each month and key in on metrics for growth.

8. Ideal Client Profile: Fervor

9. 5 FOUNDATIONS of EMAIL MARKETING
Create your content plan.
What are you going to say to these ideal clients and why.
Determine frequency and goals.
A 30-day communications plan is key to maintaining great relationships.
Design and deploy well.
Manage one list, use forms to grow and templates to ensure campaigns are efficient.
Measure results.
Review what happened each month and key in on metrics for growth.
1
2
3
4
5
ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2013
Define your audience.
Describe in detail your ideal clients and their needs.

10. Define your audience.
Describe in detail your ideal clients.
Define your email communication goals.
What are you going to say to these ideal clients and why?
@createfervor | createfervor.com | hello@createfervor.com
Create your 30-day communication plan.
A plan is key to maintaining relationships.

11. 5 FOUNDATIONS of EMAIL MARKETING
1
2
3
4
5
ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2013
Create your content plan.
What are you going to say to these ideal clients and why.
Determine frequency and goals.
A 30-day communications plan is key to maintaining great relationships.
Design and deploy well.
Manage one list, use forms to grow and templates to ensure campaigns are efficient.
Measure results.
Review what happened each month and key in on metrics for growth.
Define your audience.
Describe in detail your ideal clients and their needs.

12. Minimum of ONE email per
month. No more than daily.
Share something:
• Inspiring
• About others
• Informative
• Educational
• Engaging
• Industry Insights

13. 5 FOUNDATIONS of EMAIL MARKETING
1
2
3
4
5
ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2013
Create your content plan.
What are you going to say to these ideal clients and why.
Determine frequency and goals.
A 30-day communications plan is key to maintaining great relationships.
Design and deploy well.
Manage one list, use forms to grow and templates to ensure campaigns are efficient.
Measure results.
Review what happened each month and key in on metrics for growth
Define your audience.
Describe in detail your ideal clients and their needs.

14. 5 FOUNDATIONS of EMAIL MARKETING
1
2
3
4
5
ⓒ FINAO Enterprises LLC DBA Fervor Marketing 2013
Create your content plan.
What are you going to say to these ideal clients and why.
Determine frequency and goals.
A 30-day communications plan is key to maintaining great relationships.
Design and deploy well.
Manage one list, use forms to grow and templates to ensure campaigns are efficient.
Measure results.
Review what happened each month and key in on metrics for growth.
Define your audience.
Describe in detail your ideal clients and their needs.

15. Measure results at least ONCE
per month. Your review should
include:
• Web Traffic from
Google Analytics
• Email Reports from
MailChimp
• Social Media
Engagement Report
• Overall calls or other
Key factors
• Engaging
• Industry Insights

16. Definitions
Sources: Experian, DMA, MailChimp, Forrester and Radicati Group
Clicks
Can-Spam
Double Opt-In
Unsubscribes
Created in 2003, this act sets forth the basic legal principles that
differentiate legal and illegal commercial email.
Opt-in requirement where a subscriber must click a
confirmation link in a follow-up email after they submit
their information through a signup form.
Subscribers who leave your email list.
Bounces are undeliverable addresses to an inbox. When
an e-mail bounces, it is classified as either a soft or a hard
bounce.
Bounces
When a tracked link is clicked in the campaign, this tracking info
redirects the subscriber through MailChimp servers before
sending them to the intended web address

17. Definitions
Sources: Experian, DMA, MailChimp, Forrester and Radicati Group
Permission
Campaign
An email you send to your list. Each bulk email that is sent to the
list is considered a separate campaign.
Agreement from a subscriber that indicates they've consented
to receive email communications from you. MailChimp
documents proof of this agreement when they join your list
through a double opt-in signup form.

18. #MAILCHIMP101
Twitter: @createfervor Web: createfervor.com
FOUNDATIONS FOR EMAIL
MARKETING

22. #MAILCHIMP101
Twitter: @createfervor Web: createfervor.com
FOUNDATIONS FOR EMAIL
MARKETING