3 Reasons to Connect Your App and Create Tags in Mailchimp

How connecting your other platforms with Mailchimp API 3.0 will help you save time, learn more about your audience, and increase relevance.

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Posted by Brandon

• 6 min read

Mailchimp’s all-in-one Marketing Platform inherently provides you with a lot of valuable information and insights about your contacts that you can use to inform your marketing. But we know that for some folks, there’s more to the story. If you use other platforms to help you run your business (or you’ve got an app of your own), connecting with the Mailchimp API 3.0 will make it easy to turn all of the contact data stored within them into actionable insights that benefit your marketing, too.

In just a few simple steps, your developer can use our API 3.0 to connect your custom app—or any of your other platforms—directly to Mailchimp. Once connected, you'll have the power to collect insights from those sources and automatically turn them into tags within our Marketing CRM. Not only will it allow you to organize your contacts in the same way across each of your platforms, but it will also help you create a smarter, more sophisticated marketing strategy.

In this article, you’ll see how Mailchimp customers like Roadie, BoxLock, and UrbanSitter are using API 3.0 and tags to save time, learn more about their audience, and increase the relevance of their marketing.

Reason #1: Save valuable time

When you connect your other platforms with the Mailchimp API, you’ll be able to automatically pull any information you’d like into Mailchimp’s Marketing CRM and tag all of your contacts in ways that are unique to your business. By infusing additional data into your contact profiles with tags, you can get hyper-personalized with your marketing messages and easily scale up as you grow. Not only will you save a ton of time, but it’ll be easier to preserve the valuable insights you’ve collected—and the organizational structure you’ve established—across all of the tools that you use to power your business.

For example, Mailchimp customer Roadie is a delivery service that connects senders and drivers through their mobile app. They use tags to create and send personalized, automated messages to their drivers and the people or businesses who use their services.

“Rather than manually uploading or inputting audience data, we're using the Mailchimp API to bring in user information that we can go act on,” says Content Manager Jamie Gottlieb. “The Mailchimp API has been crucial in being able for us to scale that as a company.”

"Rather than manually uploading or inputting audience data, we’re using the Mailchimp API to bring in user information that we can go act on."

- Jamie Gottlieb, Roadie

Reason #2: Get a complete view of your customers

The more information that you have about your customers and the ways they interact with you, the more personalized and effective your marketing can be. In fact, according to an Infosys study, 86% of consumers say that personalization has an impact on what they purchase, with 25% of consumers saying that personalization “significantly influences” what they buy.

Many businesses—especially ones that have an app—have access to a bunch of data that can provide important insights into the preferences of customers. For instance, you might know:

  • Which pricing tier or service plan each customer has selected
  • Personal details, like relationship status or general interests, that customers have provided when setting up a profile on your dating app
  • Preferences that customers have indicated on-site or in-app, like when they want to be reminded to schedule a pick-up from your ride-share service

When you connect with our API, all of that data can be pulled into Mailchimp, recorded as a tag, and used to send targeted marketing campaigns to your customers. In fact, any information that you see and track in a connected app can be pulled into Mailchimp and used as a tag for your contacts.

For example, BoxLock, a company that developed a smart padlock to help keep deliveries safe and secure, uses tags to help them track customer satisfaction and organize people based on where they are in the customer journey.

As Mike Glass, the company’s Co-Founder and Head of Growth, told us, “We use tags to help rank customers and let us understand which customers are very happy and also which ones are not. So we can take action if customers are not necessarily happy with us or kind of in the middle.”

“We also use the Mailchimp API to organize our audience with tags based on where they are in the customer journey,” Glass continues, “so based on the tag, the customer's receiving an automated email with the appropriate communication based on the phase that they're in.”

No matter your specific use case, collecting and organizing all of your available customer data via the API empowers you to better understand your customers and make data-driven decisions to market even smarter.

Reason #3: Make your messaging more relevant—automatically

Once you’ve brought all of your customer data into Mailchimp and organized it in a way that makes sense for your business, you can use our automation tools to trigger an email as soon as you apply a tag to a customer.

Daisy Downs, Co-Founder and VP of Marketing at UrbanSitter, told us how her business uses tags, the API, and automation to keep their data updated and their messaging relevant.

“We're using Mailchimp automation to welcome, onboard, educate, convert, and win back our customers at a variety of different stages in their life cycle," explained Downs. "And we use the API to make sure that that data is constantly being updated. So if someone changes their email address, for example, it automatically changes on our end as well.”

With all of your customer data and insights right at your fingertips, you’re able to be strategic about how you interact with your audience. And since you can automatically import, tag, and trigger emails based on any in-app information you have available, the possibilities are endless.

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It’s easy to get started

Connecting with the Mailchimp API and setting it up to automatically tag contacts based on in-app activity is a small lift for your developer, but it’ll pay big dividends for the overall customer experience. Just ask Roadie’s Jamie Gottlieb.

“As a startup, we need tools that help us be nimble, flexible, and scrappy while also being strategic,” Gottlieb explains. “So for us, the combination of simply designing an email and then reacting to our users' needs in real-time makes it really easy for us to send messages to the right people at the right time. The Mailchimp API has been crucial in meeting our customers where they are, giving them the right content and the right context and ultimately helping us scale our business nationwide.”

When you’re ready to start turning even more of your data into actionable insights, just talk to your developer. Share our API documentation with them, then ask what information your app collects and what you’ll be able to pull into Mailchimp to use in your marketing. Before you know it, you’ll be seamlessly combining data across your platforms to get a comprehensive view of your contacts and target them with hyper-personalized, relevant marketing campaigns.

Talk to your developer about pulling insights from your app into Mailchimp.

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