MailChimp to Marketing Automation Success

Optimised a list of 20K contacts through segmentation and tracking...

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For those of you who think that MailChimp is a marketing automation tool, think again!

Goal: To clean up clients list of 20,000 contacts to get better engagement.

Our Process

We migrated our client’s contact list of 20,000 contacts over to our marketing automation software to get better tracking information. Once moved over we began tracking the individuals on the list. The information we gathered was what pages they visit, what products they view, when do they exit the site, landing page and so on. Based on this new data provided by our marketing automation platform, we were able to plan different customer journey’s online through website and emails.

We even improved our client’s cart abandonment process. Previously they used the standard message from WooCommerce that went to users. But now they have fully personalised, targeted messages going to users who leave the checkout without buying. Our personalised cart abandonment emails even nurture customers through a whole series of messages and re-marketing through advertising on Facebook and Google. This keeps our client at the top of mind when the customer is ready to buy.

Thanks to our marketing automation tool we were able to create a sales funnel, which takes prospects from awareness of the brand to buying customers. We were able to create automated processes that support the sales funnel, as well as see where current contacts are in the sales funnel. This is essential, as it is important to have leads that ready to make a purchase.  

Imagine the situation where your sales team is trying to contact a lead that has been passed to them by the marketing team. They are struggling, as the lead won’t answer the phone (landline or mobile) and is not answering emails either. We know it’s a busy time of year leading up to Christmas, but we don’t want them to go cold.

Marketing automation to the rescue! With marketing automation, we know the lead is interested in our services. So, we can create a lead nurturing funnel which is an automated set of messages (email or text messages) sent to lead, eventually encouraging them to take action. This action could mean calling the company, emailing or making a purchase.

Marketing automation not only keeps our credibility (avoid looking like a pest). It also means the right content is being delivered at the right time to contacts. This keeps leads warm, helping both marketing and sales teams. And not to mention the time saved by automating repetitive tasks, such as sending newsletters to contacts, welcome emails etc.

The Results

Now we are able to track when individual contacts are on the website and what they are interested in (very useful information for creating personalised content). Our client has been able to successfully automate process such as dealing with cart abandonment and nurturing new customers to encourage them to buy again. The change from MailChimp to our marketing automation tool has improved both online sales and engagement.

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