May 17, 2016

Introducing Customer Re-Engagement Campaigns

Last week, we released an update that we think will have a big impact for online sellers. It includes a new preset Automation workflow in the E-commerce/Retail category, additional e-commerce data within campaign reports, new e-commerce API 3.0 endpoints, and more. E-commerce! Let’s take a look.

Create customer re-engagement campaigns

Attracting new customers is key, but it’s also important to keep your current customers engaged. Our newest preset Automation workflow, Customer Re-Engagement, can help you do just that.

Once you’ve connected your store to your MailChimp account, you can create an Automation series that targets customers who haven’t made a purchase over a specific period of time. By default, this win-back workflow will be set to trigger and send when folks haven’t made a purchase within the past 30, 60, and 90 days, but as with all of our workflows, you can add or remove emails, customize the triggers, and change the delay.

Online sellers can use this workflow to give lapsed customers a little extra nudge to return to their store. For example, you might decide to send customers a quick email 30 days after their last purchase to promote the newest arrivals in your store. If a customer remains inactive, you could send an email with a time-sensitive coupon code, encouraging them to complete another purchase. Then, in the final email of the series, you could give them the option to update their subscription preferences, or use the post-sending actions to automatically remove them from a group, segment, or your list.

Do more with Automation

The customer re-engagement workflow joins our robust collection of Automation features, including a number of other useful preset workflows designed specifically for e-commerce users:

  • Post-purchase follow-up: Specific Product lets you to reach out to customers who have purchased a specific product from your store. Send care instructions for a new piece of clothing or ask for feedback and gauge a customer’s satisfaction level with their purchase.
  • Post-purchase follow-up: Category makes it easy to target customers who have purchased an item from a specific vendor in your shop. This workflow could be used to promote other similar products that might interest your customers. If a customer has purchased a few bags of your most popular coffee beans, you might send a follow-up email to suggest a new coffee grinder or pour-over kettle.
  • Post-purchase follow-up: Any Product is a great way to contact customers who have purchased any item from your store. Thank them for their purchase, offer a limited-time offer to encourage repeat business, or let them know what new products have arrived.
  • Best Customers allows businesses to show gratitude to their biggest spenders or most loyal patrons. Reward them with a special offer, coupon, or download. Or just send a quick, personal note to show your appreciation.

Of course, you’re not limited to just these options. Our Automation workflows are flexible, so you have the power to mix and match any way you’d like.

Odds and ends

In addition to all of the normal bug fixes and behind-the-scenes improvements, our latest release also includes the following updates:

  • Reports have been updated to include several new e-commerce stats. Now, when you send to a MailChimp list that’s associated with an API 3.0-connected store, the Reports > Overview page will include Total orders, Average order total, and Total revenue. Additionally, the eCommerce360 tab of the reports now boasts a brand new drop-down menu with two options: Order History and Product Activity. Order History is where you’ll find all the information you’re used to seeing on the eCommerce360 tab, while Product Activity displays useful information about the products ordered through that particular campaign.
  • We’ve made a couple of small adjustments to our Automation interface. Thumbnail icons will now indicate whether a workflow consists of a single email or multiple emails. The started and last edited times for each Automation series can now be found directly on the Automation page. We’ve also added a trend percentage, so you can compare the past day’s performance of your Automation workflow against its historical average.
  • We’ve added a handful of new e-commerce endpoints to API 3.0, including total_orders, total_spent, total_revenue, and more.
  • Twitter Lead Generation cards can now be created directly within MailChimp, so it’s easier than ever to collect new subscribers directly from your Twitter timeline.

That’s all for now, but we’ll have another update ready for you soon. In the meantime, we’ll be listening closely to your feedback.