Email has long been an accepted method of nurturing leads, based on the principle that keeping your company and product top of mind will eventually persuade the prospect to make a buying decision. What’s less widely-realized is MailChimp’s various automation and customization options. Implement these 8 tools in your next campaign to raise the bar and get a stronger performance result than you’ve achieved before.

1. Create Personalized Emails with Conditional Merge Tag Blocks

Conditional merge tag blocks have the capability of delivering highly personalized content to subscribers. To use this feature, you'll need to create multiple versions of your content. These different versions of messaging will then be shown to the subscribers who match the criteria of your pre-determined tags. Options are pretty much unlimited as you can send custom, tailored content to subscribers based on location, language, purchase history, age, and more. Keep in mind that conditional merge tag blocks can tricky to implement in a campaign, therefore it is extremely important to test your campaigns to ensure content is populating correctly.

2. Build Segmented Lists

Your list contains a lot of information about your subscribers, why not filter this information into segments. MailChimp offers to opportunity to send highly targeted campaigns to segments such as:

  • Subscribers in a specific geographical location
  • Contacts that subscribed from a common source
  • Expenditure history
  • Open/Click history on campaigns

If this is in response to offline advertising, it’s a powerful way to combine inbound and traditional marketing to generate warm leads. Keep in mind that segmenting options will vary based on the list field data you've collected.

Are you a MailChimp Pro member? Advanced targeting tools like Social Profiles has the capability of segmenting contacts based what websites they visit and the social media platforms they use. Not only will you gain additional insights that might not already be in your current list data (like age and gender), but you can also quickly determine who your most loyal subscribers are.

3. Make Double Opt-In Do Double Duty

When users sign up for a email newsletter, most double opt-in campaigns send a confirmation email right off. That’s a wasted email, in many respects. Why not let it do double duty by combining it with your first communication? Think of these emails as your opportunity to onboard new subscribers and introduce them to your company. With MailChimp, you have the ability to add branded design and custom text to your form, enable a welcome email with a coupon or special offer for new subscribers, and you can even create your own custom landing page on your website welcoming new subscribers. These first interactions with subscribers should provide them a fresh perspective of what’s ahead.

4. Create Order Notifications

If you have connected your online store to your MailChimp account, you can set up any combination of notifications to keep your customer up to date on the progress of his or her purchase. Branded confirmation emails can be sent for order invoices, refunds, or cancellations. You can also setup up an abandoned cart email that reminds users when they leave items in their shopping cart or even recommend certain products, which in turn encourages repeat purchases. Your customer might welcome getting a notification particularly if the item is almost out of stock or if the price drops, and better yet, these reminders will assist in moving these customers through the buyer’s journey.

5. Give Slow Openers a Second Chance

Picture this: You’ve sent out an awesome email campaign and you just know the recipients are going to love it, and everyone is going to want to cash in on it. Alas, your timing was not ideal, and you just realized you sent it at the beginning of Thanksgiving week and fewer than 20% of your mailing list opened it. Chances are that when they return to work a week later they’ll skim read the headings and delete all except time-critical emails from the boss.

Give them a second chance to see your hot new offer by re-sending the campaign only to those who didn’t open it. That way, you reduce the risk of antagonizing anyone who has seen it, which is an occupational hazard of sending anything twice.This isn’t something you should do more than one time per campaign, or you’ll start seeing an increase in unsubscribes, but it’s worth doing in certain circumstances.

6. Request Feedback

It’s easy to forget customers once they have made a purchase, and not all businesses are good at getting feedback from clients. Integrated with SurveyMonkey, the survey merge tag helps gauge subscriber opinion about a topic, helping you to to discover what content is most relatable and compelling to them. Remember, you are asking a favor from your subscribers to partake in your poll, so be courteous and make sure you can entice them to answer.

Polls and surveys ultimately help your company connect with your subscribers, while fostering a trust and interest in your brand. Start by asking subscribers what topics they like reading about most. From these responses, you can create new segmented lists and send content related to their interests. For example, if you own a home remodeler business and a subscriber indicated that he or she likes reading about interior design, focus on sending content related to this topic rather than wasting their time on construction tips.

7. Social Advertising Integration

MailChimp has the capability of linking to your social advertising campaigns on Facebook and Instagram. Essentially this integration allows you to target Facebook and Instagram users who are also on your subscription list. If these social platforms can match the email address in your list with the user accounts in their database, you can ensure your promotions are being seen by the people most interested in your product or service — your email subscribers. Additionally, you also have the ability to target people who are similar to your subscribers or create custom segments with demographics and interest keywords that define your audience.

Video by MailChimp

8. Manage Replies with Conversations

MailChimp’s Conversations tool allows you to view subscribers’ replies to your campaigns all in one place. Once conversation tracking is enabled on a campaign, MailChimp saves any replies to a campaign in your report and in the subscriber’s account. This is a great option especially for smaller businesses who don’t necessarily need an advanced CRM system and can store all email campaign communication in one central location. If you have a team managing your email correspondence, MailChimp’s Conversations tool offers more flexibility as it allows other account users to receive email notifications when a subscriber replies to your campaign. Assuring there is no double-duty, if a team member wants to take over the conversation, they can turn off notifications for other members.

Email marketing can be a key growth driver if done correctly. In addition to the tools listed in this article, MailChimp has a multitude of other advanced features to deploy in your campaigns. By making use of the options available, it's possible to enhance the performance significantly while minimizing the amount of work that has to be done manually. We’re big fans of MailChimp at August Ash and use this platform not only for ourselves, but for many of our clients. Have any burning questions? We’d love to hear from you.