I have a customer that sells pharmacy related products online. They don’t sell prescription medicines but all the other things that pharmacies sell (personal hygiene products, fragrances, vitamins and so on). They asked me to help them increase sales using email marketing (specifically Mailchimp).
Getting sales data from Shopify to Mailchimp
The online pharmacy uses Shopify as their eCommerce platform which means a simple integration with Mailchimp. In just a short amount of time your product and customer data (including sales) will be synchronised from Shopify to Mailchimp. The integration between Shopify and Mailchimp is mature and very reliable.
Once the integration between the clients Shopify online store and Mailchimp were complete it was a matter of understanding how customer satisfaction and sales could be boosted with email marketing.
Getting more sales from Mailchimp
There are two categories of email marketing that work very well for online sellers with thousands of products; once-off promotional email campaigns (e.g. weekly ‘specials’ promotions) and Automated campaigns.
Weekly Campaigns
Regular email campaigns are effective and in Mailchimp it’s possible to track the revenue generated from a campaign. Because the Automated campaigns (as discussed below) are targeted and well segmented, the regular campaigns are more general in nature; the weekly campaign typically advertise various specials from multiple product categories.
The weekly campaigns take a bit of time to setup and the results have been good. The ROI has been way higher than what the client expected.
Automated Campaigns
The Automated Campaign (also called ongoing and drip-marketing) results have been nothing short of spectacular. Various ongoing campaigns run such as abandoned cart campaigns, first-time customer campaigns and lapsed customer campaigns. By far the most successful has been the product category ongoing campaigns; for example five months after a person has purchased a six-pack of razor blades they are sent a reminder to repurchase.
Customers often don’t repeat purchase purely because the seller hasn’t made it very simple to repurchase. By sending an email reminder to a previous buyer with a button where they may easily repeat purchase works very well!
Mailchimp is easy to use and can really boost your sales. Learn to use Mailchimp and get better results.
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