If you’re already using MailChimp, then you know that marketing automation is an indispensable tool for executing on your B2B marketing strategy. But the majority of B2B marketers still feel that they’re not using the technology to its full potential. In this presentation, MailChimp Client Success Managers Abby Trott and Jocelyn Hardy reveal various hacks for improving your email marketing results using MailChimp.

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Abby Trott
Client Success
Manager, MailChimp
@abbytrott
MARKETING AUTOMATION HACKS:
MAILCHIMP
Jocelyn Hardy
Client Success
Manager, MailChimp
@jocelynhardy
Jason Hoffman
Customer Success Specialist,
Uberflip
@jason_hoffman

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Join in on
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar ☺)

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STICK AROUND FOR
A DEMO

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Meet the Expert
Street Cred:
5 years at MailChimp
As a Client Success Manager, I act as
the liaison between MailChimp and
our clients. It's my responsibility to see
that those clients are maximizing the
value of the products and services
MailChimp provides.
Abby Trott
MailChimp

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Meet the Expert
Street Cred:
6 Years at MailChimp
Also a Client Success Manager
I work directly with MailChimp
clients on a day to day basis
providing strategic guidance to help
them meet their email marketing
goals.
Jocelyn Hardy
MailChimp

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Let’s get hacking

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About Automation
Automation workflows use triggers to send an email or a series of emails to
specific subscribers on a list. A trigger can be an open or click in one of your
campaigns, a subscription to your list, or an action that's combined with one of
MailChimp’s other features.
In this presentation, we're going to be working with three examples:
1. Product Recommendations based on Ecommerce activity
2. A win-back series to automate your list engagement goals
3. An educational series to inform your customers about your features and
products

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About Automation
Workflow Types
● List Activity
● API
● Campaign Activity
● Integration
● Date Based
● Ecommerce

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Hack #1- Product Recommendations
Save time - use a pre-built ecommerce workflow
Triggered based on purchase events and buying behavior

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Hack #1- Product Recommendations
Use the ability to add
emails to a workflow to
follow up with product
recommendations after
your subscribers make a
purchase.
Trigger the next email
based on engagement to
reward subscribers who
are interested in
receiving more
information about your
products and/or features.
Screenshot here

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Hack #2 - Win-back
Workflow
Bring back lost or inactive
customers -
Create a segment of
subscribers who have no
buying activity or
engagement
Consider using MailChimp’s
member rating tool to easily
find inactive subscribers
Export Segment
Screenshot here

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Hack #2 - Win-back Workflow
List Activity > Join List Group
This workflow will be
triggered when you import
your inactive subscribers/
customers to a specific group
within your list

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Hack #2 - Win-back Workflow
Create a series of emails triggered
based on inactivity
Inactives are sent two emails before a
“Goodbye” email is sent
Inspiration: http://reallygoodemails.
com/retention/

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Hack #2 - Win-back Workflow
Use the unsubscribe from list post sending list action to automatically
remove subscribers who never open an email in this series
Add subscribers to your selected
list group to trigger the workflow
when you’re ready

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Hack #3 - Educational Series
Use the Educate Subscribers pre-built workflow
Triggered based on list activity

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Hack #3 -
Education Series
Add as many emails to your
series as needed
The timeframe between each
email is 7 days
You can also use post send
actions to update the status of
your subscribers once they
have completed the series
Additional info
Screenshot here

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Hack #3 - Educational Series
Due to the number of emails in the
series, use Automation merge tags to
let the subscriber know what to
expect next.
Give subscribers the option to opt out
of the series but continue to stay on
your mailing list.
Raw Merge Tags in Unsent Email
Rendered Merge Tags in Live Email

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Example

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MailChimp Guide: Working with Automation
http://mailchimp.com/resources/guides/working-with-automation/
About Automation
http://eepurl.com/bDcHw9
Create an Automation Workflow
http://eepurl.com/bCsiDr
About Automation Workflow Types
Resources

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QUESTION TIME!
Abby Trott
Client Success Manager, MailChimp
@abbytrott
hub.uberflip.com
Jocelyn Hardy
Client Success Manager, MailChimp
@jocelynhardy
Jason Hoffman
Customer Success Specialist, Uberflip
@jason_hoffman

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