How MacInnis Marketing Transformed Email Campaigns for an Australian Non-Profit: A MailChimp Case Study

In the fast-paced world of non-profits, maximising resources and ensuring every dollar is well spent is crucial. One such organisation, committed to making a difference, found itself struggling with its email marketing efforts. Enter MacInnis Marketing, with our MailChimp expertise, to turn the tide.

The Challenge

The non-profit organisation approached us with a common set of challenges:

1. High Email Marketing Costs: They were incurring unnecessary costs due to a large number of unsubscribed contacts still in their MailChimp audience.

2. Low Engagement Rates: Their email open and click rates were below industry standards.

3. Inefficient Audience Management: Multiple audiences were being used, leading to segmentation issues and redundant efforts.

The MacInnis Marketing Solution

Upon a detailed audit of their MailChimp account, our founder Danielle MacInnis immediately identified potential savings of $3000 by archiving unsubscribed contacts. This quick fix was just the beginning.

1. Cost Savings Through Archiving

By archiving unsubscribed contacts, we were able to:

? Reduce their subscriber count, thus lowering their monthly MailChimp bill.

? Streamline their email lists, making them more manageable and efficient.

This simple yet effective change freed up resources that could be better allocated towards their mission-driven activities.

2. Training for Success

Understanding the importance of sustainable improvement, Danielle conducted a series of training sessions for the non-profit’s team. These sessions, which were recorded and shared with the entire team, covered:

? Best Practices for Email Marketing: From crafting compelling subject lines to designing engaging content, the sessions equipped the team with the knowledge to boost their email performance.

? Improving Open and Click Rates: By analysing previous campaigns and providing tailored recommendations, we helped the team understand what resonates with their audience.

3. Optimising Audience Management

One of the most significant issues was the use of multiple audiences. This setup was not only confusing but also counterproductive. We assisted the team in consolidating their audiences into a single, well-segmented audience. This change led to:

? Better Targeting: With all contacts in one place, creating targeted campaigns became easier and more effective.

? Simplified Management: The team could now focus on refining their message rather than managing multiple lists.

The Results

The impact of these changes was immediate and significant:

? Cost Savings: The non-profit saved $3000 annually by archiving unsubscribed contacts.

? Improved Engagement: Open and click rates saw a noticeable increase as the team implemented best practices learned during the training sessions.

? Streamlined Processes: Managing a single audience allowed the team to create more targeted and effective campaigns.

Conclusion

At MacInnis Marketing, our goal is to empower organisations to make the most of their marketing efforts. This case study demonstrates how our MailChimp expertise can deliver tangible results, from cost savings to improved engagement. If you’re looking to optimise your email marketing strategy, consider partnering with us. We can help you achieve your goals with tailored solutions and hands-on training.

For more information on how we can assist your organisation, feel free to contact us at danielle@macinnismarketing.com.au.

Tags: #MailChimpExpert #EmailMarketing #NonProfitSuccess #MacInnisMarketing #MarketingStrategy

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