Mar 1, 2016

Increasing Revenue Through Personalization and Social Media


Last month, we discussed building on 2015’s success with the help of automation, data analysis, thorough testing, and more. This month, we’re going to cover a few of the tools and techniques that’ll help your business increase revenue. We’ll start with personalization and social media.

Personalize your email

Sending impersonal, irrelevant messages is a surefire way to encourage your subscribers to tune out. Luckily, there’s an easy fix. By personalizing your messaging, you’ll be able to add a touch of humanity and make your emails feel less generic. It could be as simple as adding the recipient’s name to the subject line or body of your message. Or, you could customize the entire message based on a subscriber’s location, interests, or purchase history. Here are some tips:

  • Use merge tags:  Merge tags are a great way to enter personalized, dynamic content into your campaigns and automation workflows. Every field in your MailChimp list has a corresponding merge tag you can use in your campaign to pull in data directly from your list. Add a customer’s first name to the email or pull in a unique URL or coupon code that’ve you generated for each subscriber. Want to take things a step further? Use conditional merge tag blocks to include dynamic content into your campaign, using IF, ELSE, and ELSEIF logic. They let you show different blocks of content or promote different products to subscribers based on their interests, age, location, gender, or any other information you’ve collected from them.
  • Segment your list: Your list contains a lot of important information about your customers, and our segmentation tools help you use that data to increase the relevancy of your email campaigns. Experiment with different techniques and segments until you find the right combinations for your business. Try segmenting by signup date and targeting new subscribers with an onboarding series powered by our automation features, which can lead to increased purchase activity. Or, segment by a customer’s email engagement, website activity, or purchase history to advertise new items you know they’ll love. Want to target with even greater precision? MailChimp Pro’s Advanced Segmentation tools let you create nested, complex segments that use ANY and ALL logic within a single segment.

Make the most of social media

Social media is a great place to keep your business and products fresh in your customers’ minds. Everyone sees promoted tweets on their Twitter feeds or ads as they’re checking Facebook, so why not use these mediums to your advantage? MailChimp makes it easy to share your latest campaigns or recruit new subscribers on Facebook and Twitter, but there are other ways that our integrations can benefit e-commerce businesses.

  • Twitter Tailored Audiences: Twitter can be an effective—and affordable—place to promote your business, product, or service. Tailored Audiences will allow you to export any list or segment with more than 5,000 subscribers directly to Twitter, so you can target your subscribers with promoted content. Create and target a segment of customers who have recently made a purchase from your store. Promote a new product to Twitter users across your entire list. It’s a quick way to reach an audience who’s already familiar with your business while making it easy for folks to retweet the ad, sharing your brand with their followers.
  • Facebook Custom Audiences: Facebook has more than one billion active daily users, so it can be a great place to reach and advertise to your customers. Their Custom Audiences feature is especially helpful, because it’s available to any business that advertises on Facebook and allows you to target your MailChimp subscribers with Facebook ads. It’ll sync directly with the lists in your MailChimp account so you can target one specific list or all of your subscribers, and can be a great way to drive sales with your existing customers outside of the inbox.

This is a lot of information to process, so we’ll give you some time to start putting it to work. Check back next week when we discuss more ways to grow your revenue, including cart abandonment messages and offering incentives to your customers.