My list is how I generate almost all my revenue, and mostly, it’s because I have a secret weapon: Mailchimp’s ecommerce360. Mailchimp conversion tracking gives me a whole lot of information about subscribers, not just what they purchased, but how much they spent, what campaign or automation they bought from and what other products they’ve purchased from me. I use this information to be much smarter with who I target with emails.
What is Mailchimp ecommerce360?
Mailchimp ecommerce360 is a way within Mailchimp to measure the ROI of your email marketing campaigns by passing information between your email campaigns and your website.
Most businesses don’t use mailing lists simply because it’s fun, they want to turn a profit from their list. That’s why most businesses—and even freelancers/consultants—use Mailchimp ecommerce 360 to connect sales to Mailchimp, so they can track the effectiveness of every newsletter and automation they send.
Mailchimp’s ecommerce 360 is a way to connect your online store to your mailing list. Luckily Mailchimp conversion tracking comes with some built in integrations for software like Shopify, WOOCommerce, Magento, BigCommerce and several other platforms. And if there isn’t an integration that exists already, there are options to use their ecommerce API or third-party software to connect Stripe directly to Mailchimp (using Fixtail, for example).
Why would you want Mailchimp conversion tracking data attached to subscribers?
To be an even smarter and more efficient email marketer of course. Targeted emails get opened more. They get the clicked on more. They generate 58% more revenue, on average. The more you know about your subscribers, the more you can target specific ones with the right email, at the right time.
Here’s what you can do in Mailchimp when you have ecommerce 360 data available:
- Backfill all previous sales to your subscribers.
- See which subscribers have purchased and segment those who haven’t. This means you can send targeted campaigns to non-buyers (and not bug the folk who’ve already purchased).
- See who’s bought one of your products, but not another. This means you can send those people a cross-sell email (people who’ve bought once are more likely to buy again from you).
- Create FaceBook ads in Mailchimp that target lookalike lists to you buyers or specifically target non-buyers.
- Really, the sky is the limit with how you can use this data to increase revenue from your mailing list.
The benefits of Mailchimp’s conversion tracking for ecommerce open up so much in terms of segmenting and personalization, which leads to generating even more revenue from your list. The more you can know about your subscribers, the better you can market to them.
What I use to connect to Mailchimp ecommerce360
One of the biggest problems I found with Mailchimp was that unless you used Shopify, WooCommerce or Magento, it was hard to add Mailchimp’s ecommerce360 data to subscribers on your list. I mostly sell courses that don’t use any of those three platforms. So I hired a programmer to write custom code for me to do attach this information to buyers on my list (which cost thousands of dollars, but still turned into a great return on investment.)
After seeing how supremely useful having ecommerce data was to building revenue, I figured I should release it as software anyone would use and benefit from too. Without knowing how to program or spending thousands on hiring your own developer too.
This is where software like Fixtail comes in — it automatically adds Stripe sales data to your list, quickly and easily.
Mailchimp ecommerce360 is the most powerful and most under-used feature that Mailchimp has—because it’s not enough to have a list of subscribers, you’ve also got to know more about them and what they’ve bought (or not bought yet). That way you can measure how well campaigns and automations fare, and also not continue to sell to people who’ve already purchased.
Using the Mailchimp conversion tracking that’s part of their ecommerce360 suite allows you to do just that—so you know who bought what, and from which campaign or automation.