Mailchimp’s New Holiday Tools for Retailers
▼ Summary
– Intuit Mailchimp launched new tools to help retailers better target customers during the holiday season and beyond.
– The features include improved Shopify integration, advanced segmentation, ecommerce analytics, global SMS capabilities, and updated email templates.
– These tools enable retailers to run high-performing omnichannel campaigns and measure the revenue impact of various touchpoints.
– Enhanced Shopify integration provides deeper behavioral insights, single-use discount codes, and better audience segmentation.
– Global SMS features allow sending personalized messages across multiple countries and show how SMS can significantly increase ROI.
Intuit Mailchimp has rolled out a suite of new features specifically designed to help retailers maximize their marketing impact during the busy holiday season and throughout the year. These enhancements focus on delivering more sophisticated segmentation, deeper analytics, and expanded omnichannel capabilities, empowering businesses of all sizes to connect with customers more effectively and drive measurable revenue growth.
The platform’s evolution from a basic email tool into a full-scale marketing solution is evident in these updates. Retailers can now leverage improved Shopify integration, which provides richer behavioral data and new automation triggers. These include tracking actions like product views, initiated checkouts, page visits, and search terms. Additionally, the integration now supports single-use Shopify discount codes, a feature that helps reduce unauthorized code sharing while enabling personalized promotions at a large scale. Enhanced data compatibility also allows for audience segmentation based on a wider array of customer behaviors and browsing activities.
For businesses looking to expand their reach, Mailchimp now offers global SMS marketing with multi-audience control. Retailers can manage and send text campaigns to customers in the United States, United Kingdom, Australia, and Europe all from one centralized account. The multi-audience function lets marketers dispatch tailored messages to distinct customer groups without switching between different platforms. A unified performance dashboard provides a clear view of how SMS and email efforts combine to influence results, alongside data-informed suggestions aimed at increasing conversion rates. Early adoption has shown impressive returns, with some users reporting a dramatic increase in ROI shortly after launching their first SMS campaigns.
Strengthening post-purchase communication, Mailchimp Transactional SMS (previously called Mandrill) allows retailers to send timely, one-to-one text updates about orders, helping to build stronger customer relationships at every stage of the buying journey.
On the analytics front, new dashboards deliver real-time insights across email, SMS, revenue attribution, and in-store behavior. Marketers can quickly assess campaign ROI and make faster optimizations. Upgraded audience analytics improve how contact sources and performance are tracked, thanks to a refreshed user interface and growth monitoring tools. A new conversion insights feature offers complete visibility into the sales funnel, including detailed user behavior data to help increase conversions. Furthermore, an integration with the Blotout API enables cookieless tracking, restoring crucial visibility across the entire customer journey.
Finally, to help retailers prepare for the holiday rush, Mailchimp has introduced a collection of seasonal email templates and pre-built automation flows. These resources allow businesses to launch professionally designed, on-brand campaigns in minutes, ensuring they can engage customers effectively during the critical holiday shopping period.
(Source: MarTech)
