Imagine if you knew your customers and subscribers, better. If that email address was also a first and last name, birthdate, location, language – even a habit predictor that lets you know when your subscriber is most likely to read their emails.
Could this knowledge help you to create more personalised content for your audience? Content that engages them and further deepens your relationship with them – helping to drive your business growth?
Of course it would.
In this modern world where our inboxes are full of people wanting our business, what stands out, is personalisation!
Whenever you send an email to your list your goal should be to put the right message or product suggestion in front of the right person at the right time. This type of personalised content is referred to as Dynamic Content. And as a Mailchimp for Maropost Commerce Cloud (Neto) user you have these advanced personalisation tools available to help you get the right content in front of the right person.
What is Dynamic Content?
Personalised emails are referred to as dynamic content – content that will change based on the data you’ve collected from your subscribers. If you add your subscriber’s names to your automated emails you’re using dynamic content. Personalising blocks of an email based on your subscriber’s interests or habits is another more advanced form of dynamic content.
Dynamic content is proven to drive higher conversion results when it’s created intentionally with your customer in mind. When putting together your marketing strategy adding dynamic content to your emails should be a priority.
If you’re not sure what that content should be or what information you should be collecting from your subscribers we’re here to help. Creating dynamic content and strategic email marketing plans is what we love to do for our customers.
To make it easier for you to put your dynamic content in front of your subscribers, Mailchimp have created a number of tools which you can use to personalise the emails you’re sending to your list. Starting with, Merge Tags.
Merge tags are something that we use to gather data on an individual level. Other names for merge tags are personalisation fields or personalisation tags. These tags are used to insert unique user data from your mailing list into emails.
For example, a MailChimp user who’d like to insert their subscriber’s first name into their email would use the merge tag *|FNAME|* to insert their subscriber’s first name into an email.
But you can get so much more personal than this.
*|MC_LANGUAGE|* displays the language code for a particular subscriber. For example, if your subscriber’s language is set to English, the merge tag output will display the code en. You would use this merge tag to show conditional content based on subscribers’ language settings.
You can use predictive demographics to deepen your understanding of who your customers are. Mailchimp can help you to collect information about your subscriber’s age, gender and their shopping habits and more. And, not only can you use this information to create more tailored content for different demographics, you can use the Mailchimp lookalike audience finder to reach new subscribers who behave like your most engaged customers.
Send Time Optimisation: When is the best time to send an email?
The time when your subscriber is most likely to read it and that’s what you can discover with this tool!
We love this personalisation tool as it takes the guesswork out of timing your emails by sending them to each subscriber at the time they’re most likely to engage with it. You can also personalise emails by timezone.
By having your Maropost Commerce Cloud (Neto) store connected to Mailchimp you can offer every customer a more personalised shopping experience.
You’re able to target shoppers who’ve purchased specific products with related products, new shoppers with your best-sellers and returning customers with special offers. And all of this can happen within the one email with the use of conditional merge tags that help you to control who sees what content. Genius!
Mailchimp’s personalised product recommendations feature uses individual contact purchase data from your Maropost Commerce Cloud (Neto) store to put relevant product information into the emails you send your customers. This is a great way to increase revenue and encourage your buyers to keep buying from your store. This feature is also excellent example of ‘dynamic content’. And if your subscriber hasn’t ‘shopped’ with you before, Mailchimp will put your Best Sellers into the product recommendation block.
Automatically Apply a Discount with a Link
You can create a custom discount code and link to it via a button in your emails. This means the discount you’re offering will be applied automatically at the checkout without the customer needing to enter any coupon codes. Discounts are a great way to reward your subscribers and give them an incentive to go from your email straight to the checkout. To further personalise the experience use the lightbox popup feature in your Maropost Commerce Cloud (Neto) store to add a popup message welcoming your email subscriber to your store.
Moving from sending the same generic email to every customer on your list to sending more tailored emails takes some strategic planning and implementation, but the rewards for your Ecommerce business are worth it. And, Mailchimp makes it easy for you with the in-built personalisation tools we’ve highlighted.