"Mailchimp is also delivering a degree of sophistication to its retail customers, who understand the importance of analytics and conversations, even if they lack the resources of larger competitors. "Ecommerce generally, even when they are a smaller business, they highly optimize for how they think about revenue and conversion rates," Diana Williams, vice president, product management, at Intuit Mailchimp, told MarTech. "The deeper customer understanding is critical for them to optimize their business.""
"The new features include an improved Shopify integration, more precise segmentation tools, advanced ecommerce analytics, global and multi-audience SMS capabilities and a refreshed email template library. As part of Mailchimp's evolution from an email marketing tool into a more comprehensive marketing platform, the new features will enable retailers to deliver high-performing omnichannel campaigns and demonstrate the revenue impact of various touchpoints."
Mailchimp released new tools for retailers to improve customer targeting and campaign performance across channels. New capabilities include an improved Shopify integration with behavioral triggers (product views, checkout started, page views, search terms) and support for single-use Shopify discount codes to reduce sharing and personalize offers at scale. Enhanced segmentation and advanced e-commerce analytics enable audience slicing by behaviors, statuses, and browse activity and allow measurement of revenue impact from touchpoints. Global SMS sending across U.S., U.K., Australia and Europe with multi-audience control enables personalized messaging without switching accounts. A refreshed email template library and unified platform support omnichannel execution for smaller retailers.
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