When Norah, Nash and I started creating adult coloring books, I quickly realized that having great products wasn’t enough—I needed to reach the right audience. That’s where email marketing came in. I chose Mailchimp for its automation features and user-friendly interface, and through trial and error, I learned how to create email campaigns that drive engagement and sales. Here’s what I’ve learned about using email marketing effectively.

1. Building a Quality Email List

The first step was building my subscriber list. I added sign-up forms on my website and landing pages, offering a free sample page from my coloring books as a lead magnet. I also promoted the sign-up link on social media. The key was focusing on quality over quantity—people who genuinely wanted updates on my books.

2. Segmenting for Better Engagement

I quickly learned that not all subscribers are the same. Using Mailchimp’s segmentation tools, I grouped my audience based on their behavior:

• New Subscribers: Sent a welcome email with a free download.
• Previous Buyers: Notified about new releases and special offers.
• Inactives: Targeted with re-engagement campaigns.

This personalization significantly increased my open rates and sales.

3. Crafting Strong Automations

Automations are where Mailchimp really shines. I built automated workflows, including:

• Welcome Series: A 3-email sequence introducing my books, sharing my story, and offering a discount.
• Abandoned Cart Reminders: Nudged potential customers to complete their purchase.
• Post-Purchase Follow-Ups: Asked for reviews and offered cross-sells for my other books.

4. Writing Emails That Convert

I focused on crafting compelling subject lines that sparked curiosity, such as:

• “Unwind with Your Free Coloring Page!”
• “New Coloring Book Alert: 20% Off for Subscribers Only!”

Inside, I kept emails short, visually appealing, and packed with value. I included sneak peeks of my books, customer testimonials, and limited-time offers.

5. Testing and Analyzing Results

Mailchimp’s reporting tools became my best friend. I ran A/B tests on subject lines and email content, learning what worked best. For example:

• Short subject lines performed better than long ones.
• Emails with a personal story had higher engagement.

By tracking open rates, click-through rates, and conversions, I continuously improved my campaigns.

6. Staying Consistent but Not Spammy

I found a sweet spot for sending emails: twice a month. This kept my audience engaged without overwhelming them. I also ensured that every email offered value—whether a discount, a free coloring page, or an interesting behind-the-scenes story.

The Results So Far

Although sales haven’t taken off yet, I’m encouraged by growing interest in our coloring books. The emails are getting opened, and people are engaging with our content. Only time will tell, but it’s exciting to implement new digital marketing strategies and witness their impact. With persistence, I’m confident success will follow.

Final Thoughts

This journey with email marketing has been rewarding. It’s a learning experience, but with the right tools and dedication, it’s a powerful way to build a community and grow a business. If you’re a creator, artist, or author, I encourage you to dive into email marketing—it’s worth it.he Results So Far