Here on the Mailchimp Partnerships team we believe in bringing your A-game, helping out wherever you’re needed, and the importance of having the best snacks in the office in order to create cross-functional goodwill.
We also believe the holidays often bring out the best in our agency Partners. We see beautiful email designs, social ads with impressive ROI, sophisticated e-commerce setups, and great content every day. We realize September is only halfway over, and it may seem early, but we see especially high email volume during the holidays. It’s the most wonderful time of the year to drive sales, and now is the time to start planning.
We spoke with 2 Mailchimp experts who have seen it all about their tips for making the most of the Mailchimp marketing platform this holiday season. We talked about everything from feature updates you might have missed to the tips we hear most often from successful agencies. (To see everything we’ve released this year, check out What’s New.)
Our experts: Jocelyn Hardy, Marketing Associate, who specializes in Partner education Simone Shahdadi, Product Marketing Associate, who focuses on promoting Mailchimp’s e-commerce features
Be clear about your goals. “The most successful marketing campaigns have clear, actionable goals set from the start,” Jocelyn says. “Are your clients looking to acquire new customers, re-engage with the ones they already have, or drive revenue? By defining what’s most important, you can help them focus on the right combination of strategies and tactics to have a successful holiday season.”
“We recommend different ways to use our features based on what customers are trying to accomplish,” Simone says. “For example, for growing an audience, we recommend using Mailchimp to run a Facebook Ad to drive people to the site, and add a branded pop-up form to the site to capture their email address. If you have extra time, add a welcome automation to the mix to immediately welcome your new subscribers.”
Get into your data. “Use your reports to really dig into who your audience is,” Jocelyn says. “Look at your predicted demographics, subscriber purchase history, and their engagement.” These reports can give you a baseline for setting metrics with your clients on what success looks like for each of your goals—and can help guide your content creation and specific tactics.
You may also find a few surprises as to what it is your client’s audience actually responds to. “Look for trends in your list in purchase activity and how your contacts engage with you,” Simone says. “And then you can either lean in to those trends or try to encourage more of what it is you want. For example, if you’re finding a majority of your audience has never made a purchase, you could either decide to focus on those who have made a purchase in the past or focus on winning over those new customers.”
Take the time to turn reports into a story. If you’re not doing this already, creating a narrative with data can give you a boost with your clients. It might even lead to more work now or down the line. Adds Jocelyn, “We often hear from customers that they don’t really understand what’s important when they’re looking at reports. Is it the click-through rate they should care about? The open rate? The agencies who take the time to interpret that data for them, rather than just sending numbers, really make the most of that relationship. Train your clients on what results really look like.”