What can I really do when connecting Magento with MailChimp?

MailChimp, one of the most popular Email Marketing Softwares (EMS) out there, can help us do just that! It is intuitive, user-friendly, and it gives us easy options for designing and customizing templates. It is also very useful when managing databases and email campaigns that we can measure thoroughly.

Magento
Jun 23

What can I really do when connecting Magento with MailChimp?

June 23, 2017

For those of you who have taken the smart decision to choose Magento as eCommerce platform, you know this was not an easy decision. Magento is the core of the online business, but once installed, we need to connect and integrate many other tools that will allow us to execute an efficient marketing strategy and improve the user experience. Being able to communicate with our customers, or potential customers, will not only make our audience feel taken care of, but it is also a necessary to build rapport. MailChimp, one of the most popular Email Marketing Softwares (EMS) out there, can help us do just that! It is intuitive, user-friendly, and it gives us easy options for designing and customizing templates. It is also very useful when managing databases and email campaigns that we can measure thoroughly. If you already knew MailChimp, then we are here to let you know that this blog post is meant to help you understand how far you can go with the Magento-MailChimp connection. Creating some real expectations, and helping you organize your database to help you connect with your current and potential customers. Now, connecting MailChimp with Magento is just an amazing experience that will take your online business to a whole new level by giving your beautiful eCommerce site a customer service boost by allowing you to keep your databases and newsletters organized and synchronized, and because we know that integrating Magento can be a daunting task we are offering this content to save you some time. So, in order to successfully connect Magento and MailChimp, and getting the most out of that, the first step is to understand the types of information and attributes that Magento can send to MailChimp. Basically, this depends on the kind of subscription that the user accomplishes in the website before submitting their information. The more information we’ve got on the contact, the more information we will be able to pass on to MailChimp. But how much information are we talking about? Well, this varies on the type of subscription. On this post, we will cover the main 4:

1. Subscription to the newsletter

Subscribing to a newsletter is one of the most basic submissions a user can do on a website, either on a form or a pop-up menu. Normally, not too much information is gathered, so there is a minimal amount of information that can be passed to MailChimp from Magento. Some of the fields that can be synched are:

  • Email address of the user
  • Website in which the user registered (this can be useful in case you have multiple websites on the same Magento platform, for example: a store for the USA and a separate store for Canada).
  • -Store View (this is especially important if you have more than one language available on the website. The user could have seen the store in English or French).

2. Subscription via account creation:

This refers to these users that create an account on the website before placing an order. Since this type of subscriber will give us more information for his/her account, this gives us the opportunity to send more information over to our MailChimp database:

  • Email address of the user
  • First name
  • Website in which the user registered
  • Store View

The good news is that by adding a module like Amasty Advanced Customer Segments, we can learn additional information about the user that will allow us to create new attributes based on user behavior. This information can be sent to MailChimp so that our database segments can be more specifically created.

3. Subscription via Order Placement (WITH account creation)

The best case scenario we can have when getting new customers is having the user create an account when they are purchasing for the first time. This means the sales cycle was short (not too much lead nurturing needed), and that he/she engaged so much with the website that they are registering because they may be interested in coming back for more (and very open, even expecting, to receive notifications, newsletters, and emails from you).

  • Email address
  • First name
  • Last name
  • Website in which the user registered
  • Store View
  • Customer group
  • Any other customer information contained in the user’s account.

Also, when eCommerce tracking is enabled, this will allow us to send details about the order to Mailchimp as well.

4. Subscription via Order Placement (WITHOUT account creation)

A user that places an order without creating an account will generally not leave us too much information to work with. Normally, the attributes we will be able to send to MailChimp are the following:

  • Email address
  • Website in which the user registered
  • Store View

In case eCommerce tracking is enabled, just as before, we may also send the order information to MailChimp.

Now that we have all this info in MailChimp, what should we do?

Now that we have a database created and well structured in Mailchimp, we can create an email campaign, but before we do, it is important to understand the information we have available to effectively target out campaigns.

By the way, here is a screenshot on the merge fields from Magento to MailChimp, just in case you were wondering 🙂

By using these merges, we can now segment our database. This is extremely important because we cannot treat all contacts the same way. This is why MailChimp offers pre-built eCommerce segments that we can use. Some of them are:

  • Potential Customers: Subscribers who haven’t purchased from our store yet.
  • Recent Customers.. Customers who have purchased in the last 3o days
  • First-time Customers: Customers who recently made their first purchase.
  • Repeat Customers: Customers who have placed at least two orders from our store.
  • Lapsed Customers: Customers who haven’t purchased in the last eight months.

Additionally, MailChimp will allow us to create our own segments based on different criteria, such as:

  • Category or Vendor purchased
  • Total number of orders
  • Average number of products per order
  • Total number of products ordered
  • Past purchases
  • Purchase date
  • Total number of orders
  • Average amount spent per order
  • Amount spent on a single order
  • Total amount spent
  • Store ordered from

And of course, we can combine any of those segmenting criteria to create a segment group of subscribers.

Remember that a better segmenting and targeting will lead to more effective communications, which translates to better pre and post customer service, thus higher revenue. How does that sound?

Gabriel Mongeau
Gabriel Mongeau
An accomplished multi-lingual entrepreneur, certified Magento solutions consultant, certified AWS solutions architect, developer and data science enthusiast. A great communicator knowledgeable in strategic planning, project management, ecommerce and b2b sales at local and international level. I enjoy using my skills to bring efficiency to business operations commerciales. LinkedIN Profile

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