How does Mailchimp work and Why is it the best marketing automation tool?

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How does Mailchimp work

Mailchimp is a marketing automation platform that is used by thousands of marketers worldwide to send over billions of emails to their customers. Mailchimp offers various kinds of features to its customers like sending scheduled emails to their customers and blasting emails to multiple customers at the same time. In this article, we are going to find out how does Mailchimp work. Also how marketers tend to use this platform to get the best return on their investment. First, let’s have a look at the features of the Mailchimp marketing automation platform.

Top Features of Mailchimp

Mailchimp’s Customer Journey

Mailchimp has an amazing feature called that lets you create the path for your customer in advance. And this path is automated as well. It means whenever a customer reaches the checkpoint or attains a particular status then he/she will be advanced to the next step automatically.

Another good feature is you can create multiple starting points for a single customer journey. In addition to this, you can start multiple branches clubbed with unique actions in a customer journey. This functionality is important to deliver the customized and personalized customer experience which came in scarce these days.

What you should know before creating a customer journey

Before creating a customer journey there are a few things that you need to learn, in order to completely understand how does Mailchimp work.

  1. There are too many features within Mailchimp customers’ journey. And they are accessible based on the plan you’ve subscribed to. To learn this, you can check out the Mailchimp pricing and plan page.
  2. The customer journey is like a roadmap with milestones in it. As the customer goes through the roadmap they reach the checkpoint/milestone and it’s intractable as well.
  3. There is a thing called a customer journey map, it is nothing just a visual representation of probable trails customers may take in their journey.
  4. There is also a starting point for every customer. It is the checkpoint from where a customer is entered in the journey.
  5. After the starting point, the next is the journey points. You need to mention them on your map while creating the customer journey. These journey points will decide the entire course of your customer’s journey with your business.
  6. There’s a rule in tandem with every journey point and they determine how the customer will move to the next point and when. Mailchimp prefers to say this as a type of journey point.
  7. There is another type of journey point called actions. It is for the business/system. Actions notify the system about performing a particular task, sending an email, etc.

How does Mailchimp Customer Journey work?

You need to be aware of your marketing goals before creating any customer journey in Mailchimp. Once you learn what you want to achieve, you can put together all elements like starting points, action, and rules in the customer journey map.

After you are done creating the customer journey map, you need to activate it. Now this workflow will apply to those customers who satisfy the scenario of your starting point. Upon reaching the journey points, Mailchimp will do the rest of the work and take action as per the map.

Let’s consider a real-world scenario:-

This customer journey map is for those who have left abandoned carts. Here are the elements explained.

  • Starting point: The starting point or action will trigger when a customer will leave an abandoned cart. After this, they will automatically add to the customer journey workflow.
  • Rule: Rule could be a delay in the time period, per se 1 day.
  • Action: The action will be to send an email stating to complete the pending purchase or an offer email.

Now, you may have got the idea of how does Mailchimp work.

Benefits of Mailchimp

One of the benefits is the automation and it’s in the name as well “Marketing Automation Platform”. Apart from that, there are numerous other advantages as well.

  • Send time optimization: This feature will completely remove the guesswork from the equation. You won’t need to think about whether sending an email in the morning or evening is better. Mailchimp provides the exact time to schedule an email backed by data science technology. You can see this option while scheduling an email.
  • Transactional Email: You may also be familiar with this concept and at the receiving end as well. For example, on losing the password, you click on the forget password link and you instantly get a password receiving email. These types of emails are called transactional emails. It is usually triggered because of the action performed by the customer. Mailchimp also offers other features like analytics, instant delivery, A/B Testing, etc.
  • Integration: Mailchimp works best with other platforms and it’s a fact. You integrate it with eCommerce platforms like Woo Commerce, Magento, Shopify, etc to learn the behavior and engagement of customers. Or you can connect it with your CRM to keep a unified view of customers.

Now, I hope you understand how does Mailchimp works. In this article, we just covered the tip of the iceberg. To learn more about this platform, we recommend you create an account and try some features yourself.

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