The Crunch: MailChimp has made a name for itself in the email marketing world in large part because it’s…different. From the brand’s clever yet straightforward business tips to its streamlined templates and catchy designs, MailChimp sets itself apart by helping its clients engage with their customers on a truly human level. With more than 12 million users worldwide, the company has the features and functionality to back up its mission: provide a platform for businesses to engage customers with dynamic marketing emails and targeted campaigns.
Most businesses know how complex marketing campaigns can become. Prospective customers need to be identified. Messaging need to be personalized. And results need to be analyzed to fine tune future interactions.
According to BusinessZone, email marketing provides the best ROI when compared with other digital channels. In fact, email can be up to 300% more effective than social media when it comes to conversions. But dedicating the resources needed to effectively run an email marketing campaign can seem daunting and overwhelming.
It’s exactly this sense of overload MailChimp helps alleviate. For over 15 years, MailChimp has helped businesses engage customers with personalized and measurable email marketing campaigns.
MailChimp tracks consumer encounters with brands and customizes the messages based on those interactions. Once the emails go out, marketers can track results using MailChimp’s analytic tools. This, coupled with product recommendation and cart abandonment tools, positions MailChimp as a solution businesses can use to convert sales and boost revenue.
A Customizable Email Marketing Platform to Streamline Customer Interactions & Measure Performance
At the root of every email is a single reader, and MailChimp never loses sight of this. It’s one thing to get a potential customer to subscribe to a newsletter, but keeping them engaged and convincing them to convert into more sales is another story.
And that’s where MailChimp’s highly customizable platform comes in. No two customers are alike, and the best way businesses can reach them is by determining how they arrived on a business’ touchpoint and why the brand appeals to them.
“The route your subscribers take to join your list can help you understand how to better communicate with them in the feature,” said MailChimp blogger Brandon, “not to mention give you an idea of where you might want to focus your advertising efforts going forward.”
By using MailChimp’s tracking, personalization, and measurement tools to dig deeper into customer data, businesses can improve engagement and brand loyalty. MailChimp allows businesses to tailor emails to different audiences according to source (because Facebook and Twitter users are not the same), interest, and background letting companies advertise products organically and directly.
Track How Consumers Interact With Your Brand
Custom tracking is key, and MailChimp provides a multitude of ways to help do it. Customer interests and click-through rates aren’t guessing games, and MailChimp can supply this data by helping businesses examine previous campaigns.
Depending on need, users can enable click tracking to see which links appeal most in a weekly newsletter or employ open tracking to see how far a campaign’s reach extends. Third-party tracking can also be enabled by platforms like Google Analytics, Click Tale, Salesforce, and Highrise.
Personalize Messages Across Customer Touchpoints
MailChimp gives businesses a chance to strike up real conversations with their customers by personalizing messaging for specific audiences. The platform’s personalization tools use information on customer demographics and behavioral patterns gained from tracking to create customized messages targeted to customer need.
Through simple fixes, such as adding the recipient’s name or a targeted subject line, businesses can bring a touch of humanity to e-commerce. That’s MailChimp goal — to help businesses be approachable, friendly, and, above all, make meaningful connections to their customers.
Measure Results and Refocus Campaigns with the Reporting Tool
Once a business has identified its audience, what they like, and have started talking to them in a personal way, future campaigns can be formulated using data from MailChimp’s reporting tool. The reports allow users to measure the results of each email and judge successes and areas of deficiency. Users can then refocus marketing strategies according to audience response.
The reports are specific and can track e-commerce information, like a full breakdown of a subscriber’s purchases, or how links perform at the top of an email versus the bottom. The social influencers that are driving traffic back to the campaign through write-ups or press releases can also be measured and analyzed.
Product Recommendation Tool Puts the Right Goods in Front of the Right Customers
A B2C article tells us that 80% of shoppers want retailers to send product recommendations based on purchase history. That’s why it’s so important to put the right products in front of customers at the right time.
MailChimp’s product recommendation tool lets small- and mid-sized businesses target their audiences in ways that were once available only to the big guys like Amazon. In fact, as a MarTech Advisor article notes, 35% of Amazon’s sales are generated by product recommendations. That’s a big chunk of change businesses can generate by taking advantage of MailChimp’s tool.
By analyzing customer purchase history, MailChimp helps companies suggest items it knows customers will love. The suggestions are data-driven and work to seamlessly predict buying patterns. This means the products potential customers find in their inboxes will be relevant to their wants. This is another, deeper form of personalization that really works wonders for conversion rates.
Recover Abandoned Carts, Engage Inactive Customers, and Show Appreciation for Loyal Shoppers
Recovering abandoned shopping carts is one of the biggest challenges for e-commerce businesses, as only 31% of shoppers who’ve added products to a cart will convert. MailChimp’s cart recovery feature gives businesses the power to send friendly, personal emails that remind customers they left something behind.
The platform goes a step farther by combining its cart abandonment tool with personalized product recommendations. If customers aren’t coming back to recover shopping carts, an automated email will be sent suggesting other products.
Brandon noted that incentives go a long way toward getting a customer to revisit a shopping cart.
“It might seem counter-intuitive to offer discounts or freebies to make money,” he wrote. “But consider the big picture. When your customers use coupons or discounts, they’re still spending money on your products. Plus, you’re building brand loyalty.”
Some of the incentives offered when recovering abandoned carts include coupons, loyalty programs, and rewards for patronage.
MailChimp’s Innovative Solutions Continue to Shape How Businesses Interact with Customers
Since 2001, MailChimp’s email marketing solutions have helped businesses of all sizes reach targeted audiences to help convert sales and grow. Slate magazine is one example of a large company that took advantage of MailChimp’s services to manage 11 newsletters, allowing the company to gauge which headlines were most popular. That information could then be employed to engage and expand its readership.
DODOcase, a small company that produces cases and accessories for iPads, Kindles, and smartphones, also used MailChimp’s marketing solutions. In just three years using the service, DODOcase tripled in size. While DODOcase was already employing social media to promote products and grow contact lists, MailChimp’s email marketing strategy boosted these efforts by a wide margin.
As snapshots into the efficacy of MailChimp’s services, these case studies highlight the ROI businesses can experience with successful email marketing. With solutions to ease the process, MailChimp takes the complexity and intimidation out of crafting and fine tuning campaigns.