Since its launch late last year, MailChimp Pro has been empowering users to grow their business and optimize their email marketing. It does that through powerful, data-driven features that were once only available to large enterprises or organizations with in-house data science teams at their disposal. (We’re into democratization like that.) Keeping with that mindset, we’re excited to announce Predicted Demographics, a brand new Pro feature that’s going to help e-commerce businesses personalize their marketing even further.
(November 2016 update: Predicted demographics is now available to Paid account holders who have connected their store, in addition to Pro users.)
Segmenting by gender and age range
Predicted Demographics analyzes the email addresses on your list, allowing you to segment by gender and age range. This information will appear in several different locations within your MailChimp Pro account: campaign reports, the list overview, and subscriber profiles. When you combine this kind of personalization with Pro’s Advanced Segmentation, you can better send to your list, increasing ROI and engagement in the process.
In your campaign reports, you’ll find a breakdown of campaign performance by both demographics—gender and age range—so you can quickly determine if there’s a particular portion of your audience that engages more with a specific type of content. Maybe you’ll discover that your weekly newsletter frequently engages more women than men. Or, you might find that subscribers that are 30-35 years old tend to respond better when you promote a certain type of product. From there, you can make smart adjustments to your future messaging and better serve your customers.
Implementing personalization with Google Ads
Demographic breakdowns for lists and campaigns are valuable for businesses, but we think that having the option to create advanced segments with this information is pretty exciting, too. If you’re an online retailer that sells apparel for both men and women, for instance, you can send campaigns that specifically target the 2 genders individually. Chances are, that’ll result in more clicks (and purchases) than a generic campaign sent to your entire list.
We’ve also implemented the same gender and age range categories used by Google Ads, so you can you use what you’ve learned about your MailChimp audience to better allot your advertising budget. Do your MailChimp reports show that your largest (and most engaged) group of customers are women between the ages of 25-34? That’s who you should advertise to if you want to focus on your core audience. Or, who you should not advertise to if you’re looking to grow a different part of your customer base.
Odds and ends
This week’s release also contains a few other noteworthy items that will be available for all MailChimp users.
- This release includes several important API 3.0 updates, including webhook support, new e-commerce endpoints, and the ability to add list members to static segments directly through the API.
- Domain verification has been added to the onboarding dashboard.
- We’ve made a few updates to campaign archive pages: campaigns in the Past Issues list can now be filtered, winning A/B and Multivariate campaigns (with the exception of "send time" tests) can now be viewed on the archives home page, and folder archive code can now be added to secure https websites.
If you’re not a MailChimp Pro customer, or perhaps simply not familiar with all its powerful features, now is a great time to check out everything that MailChimp Pro can do. We’ve got a lot of exciting new things in the works, and we can’t wait to share them with you. As always, we’re looking forward to your feedback.