Shopify Retail Tour - Mailchimp Email Marketing
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Email marketing, optimization, personalization, etc
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Shopify Retail Tour - Mailchimp Email Marketing
- 2. Who am I?
- 3. Purpose ● Reach your customers more effectively ● Learn from your data ● Increase revenue in a quick and easy way
- 4. What are your business goals? ● Drive revenue ● Build brand awareness ● Customer retention ● Repeat purchases
- 5. What we’ll cover ● Getting started with email ● Connecting your store ● Personalization ● Optimization ● Automation
- 7. What to focus on ● Build your list ● Writing and design for email ● Know your audience
- 8. Build your list: ● Social media ● Collect at events ● Signup forms at checkout ● Pop up signup forms
- 9. Writing and designing for email: ● Start with editorial calendar ● Use clear and concise language ● Have clear call to actions ● Repurpose content ● Images as content ● Make sure your design is responsive
- 10. Knowing your audience: ● Target your message ● Test to learn ● Review your reports on a regular basis ● Connect your services
- 12. Why is connecting important? ● Data, data, data! ● Connect your marketing activities to sales ● Target your messaging
- 13. Personalization Tailor campaigns to ensure that each customer receives relevant content.
- 14. Why is personalization important? The more a customer feels like you’re sending content that’s relevant to them, the more likely they are to make a purchase.
- 15. Personalization tactics ● Customize campaign content ● Send product recommendations based on sales history ● Use data like purchase history, location, and engagement to target your campaigns
- 16. Optimization Making your emails the best they can be through data-based decisions.
- 17. Why is optimization important? ● Different devices and inboxes/software ● Provide content ● Drive more activity ● Better understand your customers
- 18. Optimization tactics ● A/B testing/multivariate testing ● Test your emails with tools like Inbox Preview ● Send emails in the timezones of all your users ● Send at the best average time of day for the subscribers on your list
- 19. Automation Create emails to automatically send to customers or subscribers.
- 20. Why is automation important? ● Generate more revenue ● Allow more time for other marketing tactics
- 21. Automation tactics ● Onboarding emails ● Abandoned cart recovery ● Purchase follow-ups ● Best customers tool
- 22. Conclusion Bring it all together
- 23. Next steps ● Start with small experiments ● Tie back to business goals ● Always do something
- 24. Resources More tools to help you sell more stuff.
- 25. What’s In Store mailchimp.com/whats-in-store Connect Your Store mailchimp.com/connect-your-store Our marketing blog blog.mailchimp.com Free Skillshare courses skillshare.com/mailchimp
Hinweis der Redaktion
- ALLY
- $43 ROI Customers interact with email more consistently than with social media platforms.
- I’m not here to tell you ...
- P-rex Merge tags Segmentation
- The more you know about your customers, the more you can make that experience highly personal for them. For example, if you know people are buying shirts more than shoes, you can target them with a follow-up campaign or special offer.
- Predictive demographics Predict the gender and age range of your customers so you can create advanced segments based on that data. Data + Advanced Segmentation = Increased Engagement! (Using Predictive Demographics) After a subscriber has purchased, send automated campaigns with product recommendation merge tags to sell more stuff. Send emails to subscribers based on signup date, engagement and purchase history, location, and more. Then, send content that relates to them. (Using segmentation)
- Data, data, data
- If you have lifestyle shots and standard product photos you may want to test and see what your audience responds most to. If you sell socks, will people purchase mroe socks seeing them on a person, or will they make more purchases seeing the socks laid out across a seamless backgroun? Or do your subscriber interact with your campaigns when they receive in the morning, or in the evening? Or do they interact more when they see their name in the subject line?
- A/B testing (Multi-variate with Pro) Inbox previews Timewarp Send time optimization
- Liberate your resources. Creating marketing content is difficult and time-consuming.
- Over 30 pre-built automation recipes. Create custom automation recipes using any available data and automation triggers.
- TOM
- Getting overwhelmed by data! Start small, and don’t run too many tests or experiments at once. Make sure what you are optimizing for ties back to the goals you’re working to accomplish with your email program. Don’t get so nervous about “all the things” that you do nothing at all. Start by testing 1 of these tactics, and build from there.