Nexternal and Mailchimp Ecommerce360 – Automated Drip Marketing Based on Purchase Behavior

Wednesday, June 18th, 2014
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Nexternal’s enhanced integration with MailChimp’s Ecommerce360 provides game-changing marketing power to all of Nexternal’s merchant clients. Every 10 minutes Nexternal pushes all customer and order data to MailChimp, which then provides the basis for segmenting powerful automated emails to customers based upon what they bought. In addition to creating this automated revenue-driving machine, the pushed sales data also provides merchants with better measures for the success of their campaigns based on actual sales resulting from their campaigns.

Need help envisioning the power of this remarkable functionality?

Imagine that everyone who orders a silver ring from your site, 30 days later, automatically gets an email with silver-care instructions, and a coupon for the sonic jewelry cleaner that you sell.

Or, imagine that everyone who purchases a skirt on your site, 10 days later, automatically gets an email for a few blouses that go with that skirt, and 10 days after that, they automatically get an email with a 20% off coupon for any of those blouses, but only if they haven’t already purchased one of them in the meantime.

Or, let’s say you don’t do promos, say you’re a no-discount wine brand, then imagine that every time someone purchases wine from you, they get an automatic email recommending other wines in your portfolio that they’d probably enjoy, based upon their palate as demonstrated by their purchase.

Or, imagine if you offer a wine, coffee, olive oil or some other club, that an hour after joining the club online, your new club member gets an automated welcome email. Or an hour after someone buys something on your site but doesn’t join the club, they get a special offer enticing them to join the club that day.

And finally, imagine that you can automatically reward your customers every time they reach a certain aggregate spend amount, so, for example, for every $500 they spend, they get a 15% discount off their next order.

Excited? The details are summed up in this short video:

As you set up your automated campaigns, be sure to think through your auto-responder strategy carefully to avoid putting the same customer in too many auto-responder segments at the same time. In other words, you still want to manage your touch points. Although these aren’t entirely predictable in timing or frequency, you should consider these auto-responders a part of your overall marketing strategy.

Also, depending upon the nature of your auto-responders and the nature of your product catalog, be sure to schedule periodic reviews of your automated campaigns to ensure that promoted products are still in stock, emails are still relevant, and that they are getting results! No sense in continuing to send an email that’s not working, when you can replace it with one that might.

Bottom line, this powerful automated marketing is sure to increase your bottom line! Don’t wait to get the order data flowing – with just a few clicks in your Nexternal account you can turn on the faucet. Even if you don’t already use MailChimp, we recommend opening a free account and start getting that order data flowing now, so it’s there when you’re ready to start using this strong revenue driver.

Pamela is a Senior Account Manager at Nexternal and works in the Napa Valley office. She is passionate about helping her clients succeed. With 20 years' experience in the wine industry spearheading business development and marketing for various wineries including her own, plus previous years practicing general business law, Pamela is well qualified to provide the service and guidance to her clients that sets Nexternal apart from other eCommerce providers.