We’ve spent the last week rolling out MailChimp Pro, our powerful new feature set for quickly growing businesses with lists of 50,000 or more. But we also made some important updates to our automation features in the latest release.
More than 140,000 of our customers now use MailChimp’s marketing automation features, and since we announced our new workflows and API functionality, we’ve sent an additional 350 million automated messages.
That kind of usage and growth generates a lot of feedback, and many of the most popular requests from users have been for workflow queue management, individual email segmentation, and sending time configuration. Well, you asked, and we’ve delivered. All 3 of those automation features are now available. Let’s take a look at each.
Workflow queue management
Workflow queue management gives you better control over the pace of your automated emails. Think of it as a way to experiment with your automation ideas on the people who will use them the most.
Here’s a fun test: once your workflow is designed and started, add 100 of your most engaged subscribers, and watch their performance. When you see how a small segment of engaged customers reacts to an email, you can make any necessary final adjustments to perfect your workflow recipe. After that, add the remaining subscribers and watch your engagement improve!
We’ve also added 2 new merge tags (*|AUTOMATION:WORKFLOWREMOVEURL|* and *|AUTOMATION:WORKFLOWADDURL|*) which allow subscribers to add and remove themselves from workflows. For instance, try creating a standard email campaign promoting your education series workflows and allow subscribers to control which emails they receive. Previously, if a user wanted to opt out of an automation series, they’d have to unsubscribe from your list, but that’s no longer the case. Everybody wins.
Individual email segmentation and sending times
Now that individual emails can contain segmentation conditions, e-commerce customers can stop sending marketing materials to subscribers who have purchased their product mid-workflow. This feature enables some of the most powerful automation scenarios in MailChimp to date.
There are so many scenarios where this will be useful. Subscribers who finished an online educational course can stop receiving the email series and move on to the next program by using our website tracking integration, Goal. E-commerce customers using eCommerce360 can stop sending to subscribers who purchased from their store. We’re excited to see folks putting this to use, not to mention the creative ways they’ll find to delight their subscribers.
Loose ends and looking forward
There’s one more powerful automation update, but listen closely, because this one can be a little tricky if used improperly. We’ve enabled triggering automation emails on subscribers who didn’t open or didn’t click on the previous email in a series. This is a pretty valuable automation feature, but you’ll want to be careful not to annoy your subscribers, which can lead to abuse reports.
We’re always listening hard and changing fast, so you can look forward to more automation updates in the future. In the meantime, dig into this new functionality! We can’t wait to see what you do with it.