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Marketing Automation Hacks: MailChimp

Uberflip
Uberflip

If you’re already using MailChimp, then you know that Marketing Automation is an indispensable tool for executing on your inbound marketing strategy. But the majority of marketers still feel that they’re not using the technology to its full potential. In this presentation, MailChimp expert Allyson Van Houten reveals various hacks for getting better results out of your MailChimp software.

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@uberflip#MAHacks
MARKETING AUTOMATION HACKS:
Allyson Van Houten
Product Marketing Lead,
MailChimp
@avanhouten
Hana Abaza
VP Marketing, Uberflip
@hanaabaza
Ariana Hargrave
Head of Client Relations,
MailChimp
@uberflip#MAHacks
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
@uberflip#MAHacks
Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)
@uberflip#MAHacks
MEET THE EXPERT
Allyson Van Houten
MailChimp
Street Cred:
•  These are real hacks used by MailChimp customers
•  I work directly with our customers and product team
on our automation features
@uberflip#MAHacks
MEET THE EXPERT
Ariana Hargrave
MailChimp
Street Cred:
Leads MailChimp's Client Relations team which provides str
ategic guidance to customers with unique sending needs as
well as creative email solutions
@uberflip#MAHacks
LET’S GET HACKING!

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Marketing Automation Hacks: MailChimp

  • 1. @uberflip#MAHacks MARKETING AUTOMATION HACKS: Allyson Van Houten Product Marketing Lead, MailChimp @avanhouten Hana Abaza VP Marketing, Uberflip @hanaabaza Ariana Hargrave Head of Client Relations, MailChimp
  • 2. @uberflip#MAHacks WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
  • 3. @uberflip#MAHacks Join in on WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
  • 4. @uberflip#MAHacks MEET THE EXPERT Allyson Van Houten MailChimp Street Cred: •  These are real hacks used by MailChimp customers •  I work directly with our customers and product team on our automation features
  • 5. @uberflip#MAHacks MEET THE EXPERT Ariana Hargrave MailChimp Street Cred: Leads MailChimp's Client Relations team which provides str ategic guidance to customers with unique sending needs as well as creative email solutions
  • 7. @uberflip#MAHacks Hack #1: Product Recommendations •  Follow up with additional product recommendations after your subscribers make a purchase •  Create high level recommendations for product categories, or create individual recommendations using predictive data services like AgilOne and Ometria
  • 8. @uberflip#MAHacks •  Use MailChimp’s merge fields to upload image files and product links to every subscriber on your list •  You can upload different recommendations into the merge fields at any point Hack #1: Product Recommendations
  • 9. @uberflip#MAHacks •  Select MailChimp’s “Any Product Purchased” workflow to get started •  You can choose to send immediately following a purchase, or create segments for subscribers who have not purchased recently. Hack #1: Product Recommendations
  • 10. @uberflip#MAHacks •  Using MailChimp’s drag-and-drop editor, build your em ail using html blocks to hold the image and link merge tags you set up for the recommended products •  Here’s what the code will look like: Hack #1: Product Recommendations
  • 11. @uberflip#MAHacks Hack #2: Self-paced courses •  Create an automation series where your subscribers receive the next email as they complete each task •  This allows users to self-pace through any education course, keeping them from getting emails that are ahead of their individual progress
  • 12. @uberflip#MAHacks •  Use MailChimp’s Goal integration to track completion of each activity •  Each step in the course should have it’s own Goal, that is how you will trigger each new email in the course •  P.S. You can use Goal to follow up an any number of activities on your site, including watching videos, clicking on specific links, and more. Hack #2: Self-paced courses
  • 13. @uberflip#MAHacks •  Once each Goal is set up, choose the “Website Activity” workflow to get started •  Then, set up the link that will trigger the next step in the series •  Repeat this process for each step in your course Hack #2: Self-paced courses
  • 14. @uberflip#MAHacks •  As you review subscriber's progress, if you see people dropping between lessons add in reminder emails •  For the reminder emails, set up “did not click” segmentation criteria during the trigger configuration step of your workflow set up Hack #2: Self-paced courses
  • 15. @uberflip#MAHacks Hack #3: Follow up by sign up source •  Create different automation workflows based on where subscribers sign up •  Customize the content from wherever they’re signing up on your website
  • 16. @uberflip#MAHacks •  You’ll begin with MailChimp’s built in signup forms, and use the Embed Form option •  Create your form with fields for all the information you’d like to collect •  Add in a hidden field to your form for “Signup Source, and create a merge tag label for the field •  Next you’ll need to modify the value and input type of the hidden field you created in the embed code •  Step-by-step instructions here: http://kb.mailchimp.com/lists/signup-forms/add-code-to-get-location-information-from-signup-forms Hack #3: Follow up by sign up source
  • 17. @uberflip#MAHacks •  The name and id values need to match exactly the values you defines for the hidden field in the Form Builder. Hack #3: Follow up by sign up source •  At the end of the code for your submit button, add the following code before the </div> tag
  • 18. @uberflip#MAHacks •  In the quotation marks for the value attribute, type in the form location. For example, if you embed this form on a blog your might input “value=“blog” •  For each page you want to track, duplicate the embed code and alter the in put value to match where the form will be placed. Hack #3: Follow up by sign up source
  • 19. @uberflip#MAHacks •  Start with the “Welcome Series” workflow •  Choose “Signup Source” segmentation criteria •  Define the sign up source based on the hidden field you created in your embed forms Hack #3: Follow up by sign up source
  • 20. @uberflip#MAHacks Hack #4 Event Follow up using Eventbrite •  Automatically send messages to users before, or following, an event •  Ask attendees to share on their social platforms or have them to sign up for text alerts leading up to the event
  • 21. @uberflip#MAHacks •  First, make sure you have MailChimp Sync for Evenbrite set up •  This integration is free, and allows you to sync as many events to your MailChimp list as you’d like •  MailChimp Sync pulls in e-commerce data in addition to subscriber name a nd email address, which enables automation workflows for events Hack #4 Event Follow up using Eventbrite
  • 22. @uberflip#MAHacks •  Start with the “Specific Product Purchased” workflow •  When configuring the workflow trigger, your event name will show up as a product in the “Subscribers buy” drop down Hack #4 Event Follow up using Eventbrite
  • 23. @uberflip#MAHacks RESOURCES Working with Automation: http://mailchimp.com/resources/guides/working-with-automation MailChimp Blog: https://blog.mailchimp.com/tag/automation Getting Started with Goal: http://kb.mailchimp.com/integrations/other-integrations/integrate-goal-with-mailchimp Send a Simple Poll or Survey to Subscribers: http://eepurl.com/iDBs Stay Compliant with CASL: http://eepurl.com/XxwXH Eventbrite Synch: https://blog.mailchimp.com/announcing-mailchimp-sync-for-eventbrite/ MainChimp E-Commerce Integrations: https://connect.mailchimp.com/collections/e-commerce Add and Track Videos with Wistia: http://eepurl.com/bhrMbf
  • 25. @uberflip#MAHacks We put the ability to manage and leverage the content experience in the marketer’s hands. UBERFLIP PUTS MARKETERS IN CONTROL
  • 26. @uberflip#MAHacks Connect your content: To a beautiful, optimized front-end experience that is: With built-in tools to: RESPONSIVEDISCOVERABLE SOCIAL CONVERT, CONNECT AND UNDERSTAND LEADS ORGANIZED PERSONALIZED HOW IT WORKS
  • 27. @uberflip#MAHacks •  Auto update •  Smart filters •  Scheduling •  Content score •  Uberflip metrics •  Marketing Automation •  Create CTAs •  Gate Content •  Marketing Automation •  Aggregate •  Curate •  Personalize Manage Content Generate Leads Automate Process Deliver Insights
  • 28. @uberflip#MAHacks Resource Center Blog Upgrade Content Library Sales Enablement UBERFLIP USE CASES
  • 29. @uberflip#MAHacks Supercharge Your Content •  Sync Contacts •  Progressive Profiling •  Track Buyer Journey •  Trigger Campaigns •  Gate Premium Content •  Enhance Lead Scoring
  • 31. @uberflip#MAHacks QUESTION TIME! Allyson Van Houten Product Marketing Lead, MailChimp @avanhouten Hana Abaza VP Marketing, Uberflip @hanaabaza hub.uberflip.com Ariana Hargrave Head of Client Relations, MailChimp