Simple way to save marketing budget & time with Meiro & Mailchimp
1. Benefits of Meiro & Mailchimp paired together
Precise targeting
One of the strong points of Meiro Business Explorer is that Meiro identity resolution algorithms stitch the data from various data sources. In this way Meiro holds far more information about customers than probably any other tool. In this way the segmented audience is more precise, therefore campaigns reach more likely the right people.
Merging Meiro with Maikchimp can increase open rate by 200%, and click rate by 400 % (we checked this out).
Measure your success
In Meiro it is possible to see each individual customer profile and timeline of customers actions.
Send a campaign, then see the customer profiles of people who opened it and see if they actioned further.
In this simple way you can see if the campaign you send resulted in desired activity and check if your campaign efforts worked out.
Check the results & follow up
Segment customers that opened your campaign, purchased after that, send them promo code or other reward.
Segment customers who opened campaigns, opened shopping cards, but quitted, resend them personalised messages.
Segment audience that opened your Mailchimp campaign and activated it in other channels e.g. Facebook Ads, Google Ads and more.
2. How to do it
Know your objectives well
Set clear goals, what are you trying to achieve?
Draw a simple customer journey and think what ideally would be a result of your Mailchimp campaign.
Think of who is your target audience.
Personalize your audience
Based on the above objectives segment the right audience.
For example:
To promote content targeted for retail audiences, segment customers that have read similar articles already, that you know are categorised as retailers, that are submitted to your newsletter and given contact details.
To promote general content, define which customers may be interested and widen your audience (e.g. marketers, publishers, advertisers), perhaps the ones that clicked already on content of similar type, who subscribed to the newsletter.
Exclude
Think if you do not need to exclude anybody from your campaign e.g. competitors or customers you know would not like this content (e.g. non technical customers for quite techy content).
Follow up with customers that reacted to your newsletter
Segment customers that clicked on your article and send a follow up on the next step (offer demo call, or support of other kinds).
Segment customers that opened the newsletter you sent and see their customer profiles, check if there was any interesting pattern in actions following the newsletter. See if goals you set were achieved.
3. Practical example
Imagine you schedule a webinar that you wish to promote through the Mailchimp campaign. Let's say your campaign is designed for other marketers, but this is a webinar only for the audience that attended your previous webinars.
Segment your audience: marketers that already attended previous webinars. Probably you would like to exclude contacts that seem from competitors, or customers that did not behave well on a previous webinar.
Export segment to Maichimp and send a campaign.
Follow up with all customers that clicked on the campaign but did not sign up. Segment customers that received the campaign, clicked on the campaign but did not sign up.
Check out customer profiles of customers that attended the webinar and see if desired next action was done e.g. demo scheduled, purchase or contact with the sales team or customer service (whichever of those were your objective).