Recently, Mailchimp introduced some changes and updates to the platform, aimed at the many ecommerce brands and companies that use the platform for marketing and other business activities. Many of these changes focus on automations, unifying data, important integrations, and more.
Mailchimp Rolling Out Ecommerce-Focused Update
Mailchimp announced the update in a recent blog post, and claims that these changes represent one of the company’s biggest updates ever, and it’s aimed at improving things for ecommerce customers.
In a press release about the update, the company says that the new capabilities seek to directly address many issues that are common amongst ecommerce companies, such as a lack of time, limited marketing expertise, fragmented data, and more.
Here’s a brief breakdown of some of the many ecommerce-focused changes in the update.
Highlights for Ecommerce Brands
First, the update brings many changes to SMS marketing, such as expanding coverage across Europe, enhanced transactional messaging, unique discount codes in SMS automation, and instant opt-in forms for compliance.
Next, the new Mailchimp Site Tracking Pixel captures things like page views, product views, and purchases if you connect it to your store, which can help improve your marketing strategy, while also keeping all of your data in the same place, as opposed to it being spread out across different platforms or applications.
The update also introduces a host of new automation,s ranging from Shopify automations, to automations that trigger SMS campaigns, and many others. Finally, it also brings AI-powered predictive insights that help you instantly act on customer behavior signals with the right messaging.
I think this is a particularly important addition, as this feature helps you identify customers most likely to buy on your store, and target them with the right message or deal at the right time to help them convert.
Other Improvements for Ecommerce Brands
But in addition to these main highlights, the post also outlines several other ecommerce improvements in the update, including:
- A Mailchimp app in ChatGPT, which helps brands plan campaigns, create briefs, analyze data, and more. While it can’t actually create the plans for you, it can provide useful advice and insights about what you can do.
- An in-app editor for updating and changing transactional emails.
- A new marketing dashboard, which adds features like email automations and marketing conversions.
- Expanded email and SMS templates to use.
- Back-in-stock popups, which allow your customers to be notified when their favorite items are no longer sold out.
- Integrations with review platforms that let you sync both review and reviewer data, either for post-review marketing or for building better segments.
As you can see, Mailchimp has made an effort to improve the company’s offering for ecommerce sellers. These new features have the potential to help ecommerce brands using the platform boost their marketing efforts, access and use more data, and drive more sales.
Specifically, I believe the Site Tracking Pixel and its ability to centralize important customer data, while also helping brands learn more about the ways people use their site, could be a big hit amongst ecommerce companies seeking to understand more about their customers.
