marketing automation hacks: mailchimp
TRANSCRIPT
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MARKETING AUTOMATION HACKS:
Allyson Van Houten Product Marketing Lead, MailChimp @avanhouten
Hana Abaza VP Marketing, Uberflip @hanaabaza
Ariana Hargrave Head of Client Relations, MailChimp
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WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
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MEET THE EXPERT
Allyson Van Houten
MailChimp
Street Cred:
• These are real hacks used by MailChimp customers
• I work directly with our customers and product team
on our automation features
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MEET THE EXPERT
Ariana Hargrave
MailChimp
Street Cred:
Leads MailChimp's Client Relations team which provides str
ategic guidance to customers with unique sending needs as
well as creative email solutions
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Hack #1: Product Recommendations
• Follow up with additional product recommendations after your subscribers
make a purchase
• Create high level recommendations for product categories, or create
individual recommendations using predictive data services like AgilOne
and Ometria
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• Use MailChimp’s merge fields to upload image files and product links to every
subscriber on your list
• You can upload different recommendations into the merge fields at any point
Hack #1: Product Recommendations
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• Select MailChimp’s “Any Product
Purchased” workflow to get started
• You can choose to send immediately
following a purchase, or create segments
for subscribers who have not
purchased recently.
Hack #1: Product Recommendations
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• Using MailChimp’s drag-and-drop editor, build your em
ail using html blocks to hold the image and link
merge tags you set up for the recommended products
• Here’s what the code will look like:
Hack #1: Product Recommendations
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Hack #2: Self-paced courses
• Create an automation series where your subscribers receive the next email
as they complete each task
• This allows users to self-pace through any education course, keeping them from
getting emails that are ahead of their individual progress
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• Use MailChimp’s Goal integration to track completion of each activity
• Each step in the course should have it’s own Goal, that is how you will trigger each
new email in the course
• P.S. You can use Goal to follow up an any number of activities on your site, including
watching videos, clicking on specific links, and more.
Hack #2: Self-paced courses
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• Once each Goal is set up, choose the “Website Activity” workflow to get started
• Then, set up the link that will trigger the next step in the series
• Repeat this process for each step in your course
Hack #2: Self-paced courses
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• As you review subscriber's progress, if you see people dropping between lessons
add in reminder emails
• For the reminder emails, set up “did not click” segmentation criteria during the
trigger configuration step of your workflow set up
Hack #2: Self-paced courses
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Hack #3: Follow up by sign up source
• Create different automation workflows based on where subscribers sign up
• Customize the content from wherever they’re signing up on your website
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• You’ll begin with MailChimp’s built in signup forms, and use the
Embed Form option
• Create your form with fields for all the information you’d like to collect
• Add in a hidden field to your form for “Signup Source, and create a
merge tag label for the field
• Next you’ll need to modify the value and input type of the hidden field
you created in the embed code
• Step-by-step instructions here:
http://kb.mailchimp.com/lists/signup-forms/add-code-to-get-location-information-from-signup-forms
Hack #3: Follow up by sign up source
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• The name and id values need to match exactly the values you defines
for the hidden field in the Form Builder.
Hack #3: Follow up by sign up source
• At the end of the code for your submit button, add the following code
before the </div> tag
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• In the quotation marks for the value attribute, type in the form location.
For example, if you embed this form on a blog your might input
“value=“blog”
• For each page you want to track, duplicate the embed code and alter the in
put value to match where the form will be placed.
Hack #3: Follow up by sign up source
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• Start with the “Welcome Series” workflow
• Choose “Signup Source” segmentation criteria
• Define the sign up source based on the hidden field you created in your embed forms
Hack #3: Follow up by sign up source
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Hack #4 Event Follow up using Eventbrite
• Automatically send messages to users before, or following, an event
• Ask attendees to share on their social platforms or have them to sign up for text alerts
leading up to the event
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• First, make sure you have MailChimp Sync for Evenbrite set up
• This integration is free, and allows you to sync as many events to your
MailChimp list as you’d like
• MailChimp Sync pulls in e-commerce data in addition to subscriber name a
nd email address, which enables automation workflows for events
Hack #4 Event Follow up using Eventbrite
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• Start with the “Specific Product Purchased” workflow
• When configuring the workflow trigger, your event name will show up
as a product in the “Subscribers buy” drop down
Hack #4 Event Follow up using Eventbrite
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RESOURCES
Working with Automation: http://mailchimp.com/resources/guides/working-with-automation
MailChimp Blog: https://blog.mailchimp.com/tag/automation
Getting Started with Goal: http://kb.mailchimp.com/integrations/other-integrations/integrate-goal-with-mailchimp
Send a Simple Poll or Survey to Subscribers: http://eepurl.com/iDBs
Stay Compliant with CASL: http://eepurl.com/XxwXH
Eventbrite Synch: https://blog.mailchimp.com/announcing-mailchimp-sync-for-eventbrite/
MainChimp E-Commerce Integrations: https://connect.mailchimp.com/collections/e-commerce
Add and Track Videos with Wistia: http://eepurl.com/bhrMbf
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