MTML: Using email campaigns to launch and promote projects
This past summer, I was introduced to MailChimp – a powerful and easy-to-use tool that helps users create sleek email campaigns.
To date, I have used MailChimp on several occasions to inform folks in the adult literacy and language program communities about Metro Toronto Movement for Literacy’s (MTML’s) research project in which we explore the pathways and needs of literacy learners with ongoing English language needs.
Explore MailChimp – easy email newsletters to learn more about this tool.
I have used the tool to announce the launch of the project’s blog, and to put out a call for focus group participants.
MailChimp has allowed me to create polished email campaigns that incorporate the “Meeting at the LBS/ESL Intersections” identifying logo and aspects of the Weblog colour scheme, so that those receiving the email campaign can easily recognize that this new piece of email in their inbox is linked to the project.
MailChimp offers easy-to-use features that make it possible to create attractive email campaigns and customized recipient lists. No knowledge of html code is required!
As you design your campaign, you can choose from a number of templates with numerous colour schemes and formats. Pop-up previews allow you to view the email as the recipients would see it.
Step-by-step instructions and video tutorials make it easy to learn and to navigate all of MailChimp’s features. I found the subject line testing feature helpful in helping me choose a subject line that would motivate recipients to open the email.
Once the email campaign is sent, you can check on the effectiveness of your campaign via summary reports that track the number of times your email campaign has been opened, the number of clicks with respect to links in your email message, and much more.
I am especially pleased by how much MailChimp has allowed me to extend the reach of our project by instantly posting the email campaign to our project’s Twitter and Facebook presence and to RSS feeds!
Olga Herrmann is a Project Manager/Researcher at Metro Toronto Movement for Literacy (MTML).
