Fragmented tools and data gaps make holiday campaigns harder to connect across channels. Mailchimp wants to help.
Intuit Mailchimp released new tools to help retailers better target and reach customers for the upcoming holiday season and beyond.
The new features include an improved Shopify integration, more precise segmentation tools, advanced ecommerce analytics, global and multi-audience SMS capabilities and a refreshed email template library.
As part of Mailchimp’s evolution from an email marketing tool into a more comprehensive marketing platform, the new features will enable retailers to deliver high-performing omnichannel campaigns and demonstrate the revenue impact of various touchpoints.
Mailchimp is also delivering a degree of sophistication to its retail customers, who understand the importance of analytics and conversations, even if they lack the resources of larger competitors.
“Ecommerce generally, even when they are a smaller business, they highly optimize for how they think about revenue and conversion rates,” Diana Williams, vice president, product management, at Intuit Mailchimp, told MarTech. “The deeper customer understanding is critical for them to optimize their business.”
Improved Shopify integration
Mailchimp’s updated Shopify integration delivers deeper behavioral insights and new triggers — like product views, checkout started, page views and search terms.
Mailchimp also now supports single-use Shopify discount codes, which minimize code sharing and enable personalization of offers at scale.
Improved Shopify data compatibility lets retailers segment audiences by more behaviors, statuses and browse activity.
Global SMS with multi-audience control
Retailers that want to reach customers in the U.S., U.K., Australia and Europe can now send SMS campaigns across multiple countries from a single Mailchimp account.
Multi-audience capabilities let Mailchimp users send personalized messages to different customer segments without needing to toggle between tools. A new unified performance dashboard helps marketers see how SMS and email work together to drive results and offers data-backed recommendations that ultimately drive higher conversion.
“We’re seeing some of the Mailchimp customers, when they adopt SMS, they’re seeing up to 16.5 times the increase in ROI, as soon as they start launching their first SMS campaign and using that as a channel,” Williams said.
Mailchimp Transactional (formerly known as Mandrill) SMS helps retailers strengthen customer relationships by delivering critical, timely, one-to-one text updates about their purchases at every step.
Advanced reporting and insights
Mailchimp also announced new dashboards to surface real-time trends across email, SMS, revenue attribution and store behavior, helping marketers measure campaign ROI and optimize faster.
Audience analytics will help customers better identify contact sources and source performance with improved UI and growth tracking. A new conversion insights tool will provide Mailchimp users with complete visibility into their sales funnel, including data on user behavior, to help boost conversions. A new Blotout API integration offers cookieless tracking and helps restore visibility across the funnel.
Holiday-ready email templates and journeys
Mailchimp is also introducing seasonal templates and automation flow templates to help retailers build on-brand campaigns in minutes — just in time for the holiday shopping season.
The post Mailchimp delivers new toys for retailers ahead of the holidays appeared first on MarTech.
About the author
Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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