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Email Marketing, Business & Monkeys

Target Emails by Purchase Activity

November 2nd, 2009 | by Ben

You can now segment your MailChimp lists based on purchase activity (product purchase, amount spent, or product category):

segment-by-ecomm360

Segment your list based on customer purchase activity

There are several different ways you can use this new segmentation feature…

Segment by Products Purchased in the Past

You can send an email to people who’ve purchased a particular product from your store:

segment-by-product

Segment by “Big Spenders”

And like I mentioned here, you can now search for segments under the “Lists” area of MailChimp, too.

So maybe you want a list of all the subscribers who’ve spent more than some amount:

spent-total-of

you can download that list of “big spenders” and make a new list, or do some kind of external research on them in your own database:

download-to-excel

Segment by Amount Spent on a Single Order:

Generate a list of people who’ve spent more than some amount on a single order

spent-on-one-order

Combine Segment Criteria

Or, you might combine segment-by-engagement and send to your most loyal customers who spent good money with you recently:

most-loyal

Add ZIP Code Proximity

If you collect address information, you can even add ZIP code proximity to your segmentation criteria:

Activating Ecommerce Tracking in MailChimp

To make all this work, you need to have our ecommerce360 plugin installed (Magento, Zencart, osCommerce, and Prestashop versions available).

Drupal user? There’s talk of a Drupal/Ubercart plugin here.

After you’ve got your plugin installed, whenever you send a campaign, open up the “advanced tracking options:”

advanced-tracking-options-dingding

Then check the box for e-commerce tracking:

advanced-tracking-options

We’ll automatically tag all your product links with tracking code, and the rest is magic.

Email Marketing ROI Reports

But wait, there’s more! In addition to all the great segmentation options, you should activate our Analytics360 tool to get these handy ROI reports for each of your MailChimp campaigns:

roi-report2

We basically calculate how much money the email campaign cost, and compare it to how much money your campaign made.

You can totally print this report out and leave it on your manager’s desk with a little sticky note that says, “why I deserve a raise.“

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Posted in Emarketing, Business, MailChimp News, MailChimp Upgrade, Using MailChimp | 5 Comments »

5 Comments

    • Kevin says:

      Be nice to see the purchase activty for Clickbank products.

      For example most CB products have free reports they give away to increase their opt-in subscribers.

      Those that opt-in our sent the promised report and then information about the product for sale from time to time.

      It would be nice to have those who buy your CB product automatically get assigned to your list for those who bought your product and have those that are still Free Report subscribers continue to get info on the product.

      Looking forward to more comments.

      Reply to this comment
    • AJ ElChaar says:

      Hi,

      We are predominantly a brick-and-mortar retail business. Less than 0.5% (half of a percent) of our sales are made online. Nonetheless, email marketing is becoming a valuable means of communication to drive in-store sales. We keep detailed track of our customers’ purchases and have an extensive customer record that includes mailing addresses for customers who opt to receive notice of sales and events. Is there any way we can incorporate purchase history and geographical information into our email segmentation without importing a different list each time?

      Sincerely,

      AJ

      Reply to this comment
    • Sally says:

      Targeting by purchase activity is a great feature.

      I am transiting from another email service to Mail Chimp for a client and have some purchase data. Is there any way to use the existing data I am going to import with the email addresses — by having custom fields or making them interest groups?

      Thanks.

      Reply to this comment
    • Kate says:

      Is there a way of doing this if we’re using a different ecommerce platform? e.g. via the API?

      If we performed the segmentation in our own database, is there a way of sending that segment through to Mailchimp without having to create a whole new list every time?

      Reply to this comment
      • Jesse says:

        Yes, though with several caveats. Currently this data is available for people using one of our Ecommerce360 plugins:
        http://www.mailchimp.com/plugins/e-commerce-360/

        There’s a run-down at the bottom of that page for folks wanting to create their own using the API.

        We’re also working on some ways to allow people to dump their order history into us for use with this.

        If you don’t want to do any of that, then you’ll have to use normal segmentation using merge tags. Using that method, you’d simply update existing subscribers with a specific merge value related to the segment you’ve created externally, either using a manual upload/import or using the API.

        Reply to this comment

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