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Marketing Automation Hacks 2016: MailChimp


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If you’re already using MailChimp, then you know that marketing automation is an indispensable tool for executing on your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential.

In this presentation, MailChimp Client Success Managers Abby Trott and Jocelyn Hardy reveal various hacks for improving your email marketing results using MailChimp.

Published in: Marketing
  • Mailchimp is awesome. I recommend two other tools 1. (a Gmail plugin for friendly follow-up emails) 2. Rapportive. An email verification tool.
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Marketing Automation Hacks 2016: MailChimp

  1. 1. @uberflip#MAHacks Abby Trott Client Success Manager, MailChimp @abbytrott MARKETING AUTOMATION HACKS: MAILCHIMP Jocelyn Hardy Client Success Manager, MailChimp @jocelynhardy Jason Hoffman Customer Success Specialist, Uberflip @jason_hoffman
  2. 2. @uberflip#MAHacks Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar ☺)
  3. 3. @uberflip#MAHacks STICK AROUND FOR A DEMO
  4. 4. @uberflip#MAHacks Meet the Expert Street Cred: 5 years at MailChimp As a Client Success Manager, I act as the liaison between MailChimp and our clients. It's my responsibility to see that those clients are maximizing the value of the products and services MailChimp provides. Abby Trott MailChimp
  5. 5. @uberflip#MAHacks Meet the Expert Street Cred: 6 Years at MailChimp Also a Client Success Manager I work directly with MailChimp clients on a day to day basis providing strategic guidance to help them meet their email marketing goals. Jocelyn Hardy MailChimp
  6. 6. @uberflip#MAHacks Let’s get hacking
  7. 7. @uberflip#MAHacks About Automation Automation workflows use triggers to send an email or a series of emails to specific subscribers on a list. A trigger can be an open or click in one of your campaigns, a subscription to your list, or an action that's combined with one of MailChimp’s other features. In this presentation, we're going to be working with three examples: 1. Product Recommendations based on Ecommerce activity 2. A win-back series to automate your list engagement goals 3. An educational series to inform your customers about your features and products
  8. 8. @uberflip#MAHacks About Automation Workflow Types ● List Activity ● API ● Campaign Activity ● Integration ● Date Based ● Ecommerce
  9. 9. @uberflip#MAHacks Hack #1- Product Recommendations Save time - use a pre-built ecommerce workflow Triggered based on purchase events and buying behavior
  10. 10. @uberflip#MAHacks Hack #1- Product Recommendations Use the ability to add emails to a workflow to follow up with product recommendations after your subscribers make a purchase. Trigger the next email based on engagement to reward subscribers who are interested in receiving more information about your products and/or features. Screenshot here
  11. 11. @uberflip#MAHacks Hack #2 - Win-back Workflow Bring back lost or inactive customers - Create a segment of subscribers who have no buying activity or engagement Consider using MailChimp’s member rating tool to easily find inactive subscribers Export Segment Screenshot here
  12. 12. @uberflip#MAHacks Hack #2 - Win-back Workflow List Activity > Join List Group This workflow will be triggered when you import your inactive subscribers/ customers to a specific group within your list
  13. 13. @uberflip#MAHacks Hack #2 - Win-back Workflow Create a series of emails triggered based on inactivity Inactives are sent two emails before a “Goodbye” email is sent Inspiration: http://reallygoodemails. com/retention/
  14. 14. @uberflip#MAHacks Hack #2 - Win-back Workflow Use the unsubscribe from list post sending list action to automatically remove subscribers who never open an email in this series Add subscribers to your selected list group to trigger the workflow when you’re ready
  15. 15. @uberflip#MAHacks Hack #3 - Educational Series Use the Educate Subscribers pre-built workflow Triggered based on list activity
  16. 16. @uberflip#MAHacks Hack #3 - Education Series Add as many emails to your series as needed The timeframe between each email is 7 days You can also use post send actions to update the status of your subscribers once they have completed the series Additional info Screenshot here
  17. 17. @uberflip#MAHacks Hack #3 - Educational Series Due to the number of emails in the series, use Automation merge tags to let the subscriber know what to expect next. Give subscribers the option to opt out of the series but continue to stay on your mailing list. Raw Merge Tags in Unsent Email Rendered Merge Tags in Live Email
  18. 18. @uberflip#MAHacks Example
  19. 19. @uberflip#MAHacks MailChimp Guide: Working with Automation About Automation Create an Automation Workflow About Automation Workflow Types Resources
  20. 20. @uberflip#MAHacks QUESTION TIME! Abby Trott Client Success Manager, MailChimp @abbytrott Jocelyn Hardy Client Success Manager, MailChimp @jocelynhardy Jason Hoffman Customer Success Specialist, Uberflip @jason_hoffman
  21. 21. FindouthowBookerdecreasedtheir costperleadby71% withcontent. READCASESTUDY