The next logical step was to have her followers sign up for her email list. After setting up Mailchimp, Disruptivos recommended Pedrita activate a pop-up signup form on her website to siphon users’ email addresses into a handy database. Yes, some consider pop-ups a nuisance, the team admits, but it’s a system that works. Especially if you’re witty with the message, and, of course, never occupy the entire screen on a mobile device.
Because Pedrita’s audience is eager to hear about her next move, the team decided to entice subscribers with deals or news of special events.
After setting up the pop-up, the number of people in Pedrita’s list jumped from 850 to a whopping 16,500.
In addition to the pop-up tactic, the Disruptivos team also made use of Mailchimp’s landing pages feature to build up Pedrita’s audience prior to the launch of new products. Through organic posts on Facebook and Instagram, they drove her customers to special registration pages to build excitement and encourage signups.
The final leap: a campaign calendar
Now that they had an audience on a platform with a database, they could proceed to the second step: the illustrator’s email marketing strategy. To define that strategy, Disruptivos had to determine the different campaigns they’d need to send during the next few months. They took a large array of aspects into consideration, such as the type of audience, seasonality, various festivities, releases, promotions, and blog posts, to name a few.
First, the team rolled out automations, including a welcome series and abandoned cart, which helped introduce new subscribers to Pedrita—and remind them what they left behind in their shopping cart to recapture sales and generate more revenue. Just moments after sending the first email, “Five minutes later we were already selling,” Javier says.
One of their most successful campaigns, however, came out of last year’s Black Friday sale. Using social media to advertise that something huge was going to happen, fans had to subscribe to the Pedrita newsletter, which boosted registration before the big day.