Use this simple guide to learn how to create, send, and track an awesome email newsletter, and build and maintain a responsive and engaged audience. If you have any questions at all, email us at support@madmimi.com!

1. How-To Guide:
Email Marketing

2. Is Email Marketing Right For You? Consider These Facts:
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Ø More than one in five people worldwide use email. That's about 1.9 billion
people.
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Ø For every $1 spent, $44.25 is the average return on email marketing
investment. (Experian)
!
This guide will help you complete your first email marketing campaign from start
to finish. We’ll cover:
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Ø Content: Design your first email newsletter from scratch
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Ø Contacts & Sending: Upload your email list and send out your mailing.
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Ø Analytics: Track your email and understand the results of your campaign.
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Ø Maintenance & Growth: How to continue your email marketing regularly.
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If you need help with any topic along the way, send us an email. Our ebook also
works as a great companion guide, covering each topic in more detail.
Getting Started - An Overview

3. What You’ll Need:
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Ø Banner or logo - 590px wide, any length you want, but 200px works!
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Ø Text & Images - Draft text on a single topic like an upcoming sale and find
a few images to compliment your words. If you can’t think of anything,
just use placeholder text for now.
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Adding Content:
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Ø Sign in to Mad Mimi and click compose
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Ø Upload all images and drag the banner
over to your email
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Ø You’ll use a combination of “modules” to
place the rest of your images and text in
your email:
Email Marketing
Content - Creating Your Email

4. Ø Click any module and it appears in your email. Fill it with matching content.
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Ø Keep adding modules until you’ve added
all of your text and images.
!
Designing Your Theme
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Ø The theme is your email’s style. The
color of your backgrounds, borders, and
your font styles, sizes, and colors.
Email Marketing
Content - Creating Your Email
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Ø Click the Theme tab (next to the image tab) to find all
theme options. You can use a pre-designed theme, or
customize your own.
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Ø Once you’re happy with your email content and styles,
click save. We’ll return to the email content in a
moment. Now it’s time to focus on your email list!

5. What Is An Opt-In List And Why Does It Matter?
!
Ø Opt-in or permission-based email marketing means your contacts
gave you permission to email them. That means you specifically.
Purchased lists are always no good!
!
Ø Your email list should also be up-to-date. That means all contacts signed
up in the past 18 months, or you’ve been in touch with them in the past
18 months and have consistently removed bounces and unsubscribes.
!
These Guidelines Keep Your Emails Out Of The Spam Folder
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Ø In order for your emails to arrive to the inbox, it’s important that you
follow the rules above.
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Ø If contacts don’t recognize you, they'll mark your emails as spam.
!
Ø If your list contains "spam traps" or old email addresses that haven't
been accessed in years, ISP's also send your emails to the spam folder.
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Ø There are no second chances, so you need to be aware from the start.
Email Marketing
Contacts - Opt-In Email Marketing

6. Email Marketing
Contacts - Adding Your Email List
Uploading Your Opt-In List:
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Ø Click on the Audience tab in Mad Mimi
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Ø Select the Add contacts button on the top right
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Ø Paste in your contacts, or upload a .csv file and
click “Add Contacts”.
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Ø If contacts are stored in more than one place,
repeat the process until all groups are imported.
!
Ø To keep each list separate, click “Add to list”, then
“A New List” for each import.
Always Use Headers
!
“Headers” label your data so it’s easy to
read. They’re found in the top row of a
spreadsheet or csv. Make sure your file
has headers before importing!

7. !
!
!
Selecting Lists For Your Mailing:
!
Email Marketing
Sending - Selecting And Excluding Contacts
Ø Review the lists and contacts in your
audience area. If everything looks good,
you’re ready to send!
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Ø Click the Dashboard tab and select the send button.
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Ø A menu of all available lists will appear.
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Ø Click the check mark next to all lists you want to include
in your mailing.
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Ø Click the exclude button to prevent contacts in a list from
receiving your mailing.
!

8. Subject Title And From Address:
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Ø Click the details tab and fill in your from name and email. This is who your
readers see the email sending “from”.
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Ø Use a human email address. It helps readers recognize you, helps your
email delivery, and gives readers the option to ask questions!
!
Ø Add your subject line. The best subject lines concisely describe the email’s
content and avoid excessive punctuation.
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Ø Review your subject title and list selections on the right. When you’re ready,
click send!
v
Sending - Adding Your Subject Title And Sending Your Email

9. Email Marketing Stats:
Email Marketing
Analytics - Understanding The Basics
Ø Now that your email is sent, it’s time to track how
each contact received your mailing.
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Ø The big 3 stats that best indicate the success of
your email campaign are:
1. Views
! Contacts that viewed your email. Aim for a view rate between
10%-25%, that’s the average for email marketing.
!
2. Clicks
! Contacts that clicked a link in your email. This total is typically
smaller than your view rate. Always place links visibly in your email
to drive traffic to your website!
!
3. Opt Outs
! Contacts that unsubscribed. It’s normal for your list to lose
subscribers over time (you’re gaining new contacts too), however, if
you see above 0.5% in unsubscribes, review your list and content.
!

10. Ø Stats like Bounces and Abuse Rates matter, but Mad Mimi helps manage those
contacts automatically.
!
Clean Your List Based On Reader Behavior:
Email Marketing
Maintenance - Using Stats To Keep A Healthy Email List
Ø Add all contacts that view an email during a certain time frame, like 6 months,
into one big list. Offer these regular readers special rewards, or promotions.
!
Ø Add all contacts that did not view an email during that time frame to a second
list. Send a special email asking these contacts to re-opt in.
!
Ø Try to get their attention and if that doesn't work, remove these email addresses
from your list. A contact that hasn’t viewed an email in 6 months probably isn't
interested in the next email either.

11. Ø The best way to grow your email list is with a sign up form, or webform, on
your website.
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Creating A Sign Up Form:
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Ø In Mad Mimi, click the Webform link
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Ø Click Add a Webform
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Ø Select fields to include in the form
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Ø Link it to a list in your audience, then click save.
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Ø Click Embed and copy and paste your code of
choice on your website.
Email Marketing
Growth - Email Sign Up Form

12. Ø Congrats, you now understand the basics of email marketing!
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We’ve Covered How To:
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Ø Create, send, and track emails.
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Ø Grow and maintain your email list
!
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How To Continue On Your Own:
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Ø Work with what you’ve got - Use your first email as a template. Clone
the email, then simply update the existing format with new content.
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Ø Maintain a schedule - Pick a regular interval for sending (like monthly)
then stick with it.
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Ø Give yourself room to change everything - The more emails you send,
the more you’ll understand what works best for your business and your
customers. Use the knowledge to evolve your email marketing strategy!
Email Marketing
Maintenance - Sending Emails Regularly When You Don’t Have Much Time

13. !Ø Mad Mimi is an email marketing application that makes it simple and enjoyable
to create beautiful HTML email newsletters. Our easy-to-use platform helps you
create, send, and track your email campaigns, all from within the same
intuitive interface.
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Ø We publish more in-depth content regularly on our blog, check it out!
!
Ø If you ever have any feedback, want more information about any topic, or want
to share your thoughts on email marketing in general, email us at:
support@madmimi.com.
Email Marketing
Mad Mimi Email Newsletters