I'm new to online strategy and email campaigns and looking for some tips. Feel free to ridicule any ignorance I reveal. I'm not even certain I'm posting in the ideal sub.
Present situation
We have a small business. It's a local martial arts and self defense gym. Main income is from memberships for the ongoing classes and from single-day seminars that are open to non-members. Now we are in the process of creating email courses that anyone can purchase online.
We don't have any automation set up at the moment, but we're planning for growth so we want to approach this in a strategic way. Things are pretty old school at the moment, and I see tons of potential for cleaning up the system. Currently, our lead magnet on the website is a savings coupon for membership (soon to be changed to a free trial membership). After people enter their info, the coupon loads right on the website and they can download it. We get notified, then manually reach out to them, then hopefully they become members.
It looks really easy for MailChimp to take over this process (automatically add them to the List and send welcome email with their coupon). This would be great if all we offered was memberships, but this offer and the resulting emails we collect only speaks to one potential group of customers (people who think they want to be members). We'll have to change the offer to something else, like a free ebook or free short intro course, and hopefully we can reach all our potential audiences with one offer.
Rambling Question(s)
Getting to my question, I need to implement automation that allows us to send targeted campaigns to several different groups. And I am getting confused/overwhelmed. Does Mailchimp (or other) have the ability to log all of the following types of customers so we can send them different campaigns?
- Locals who inquire about seminars vs locals who actually attend a seminar
- Locals who inquire about membership vs locals who actually become members
- Locals who are potential students for the online courses vs locals who buy the course
- Non-locals who are potential students for the online courses vs non-locals who buy the course
The way I see it, there are different opportunities/campaigns for each of the above audiences. How do I capture these different categories in an automated way? It's feeling really complicated in my head.
Is it as simple as offering a free gift with checkboxes on the opt-in form that allow website visitors to select what they want to hear more about? And if they go on to purchase something, we could then send occasional emails offering them our other services?
It also seems like we'd need all memberships and purchases to go through the website in order for our email list to note who became a member, or who purchased a seminar/course. Does that sound right? Otherwise we'll be manually tracking when an inquiry converts to a member, and so on?
Related Question
We don't have MailChimp integrated yet, but we have a list of past website contacts, plus ~700 other email addresses from past seminars. Once I have those emails imported into the email management system, what would you recommend:
- Do I need to send all these people a "Please opt-in/please confirm your subscription" email?
- Or do I just start sending emails (judiciously) and trust that they will unsubscribe if they want to?
Thank you in advance if you can point me in the right direction with one or several of these questions.
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