4 Ways ETL Can Make Mailchimp Data Go Further
Emma Kessinger
August 06th , 2020
These days, digital marketing is a must. But we’re not all expert programmers, and smaller companies don’t have entire staffs devoted to advertising, design, and IT.
For its user-friendly design and variety of tools, Mailchimp has been gaining popularity with businesses of all sizes over the last decade. Mailchimp is a marketing platform that’s best known for its email marketing services, but users gain access to so much more.
Mailchimp helps business owners develop, design, and deliver content across multiple channels: social media, landing pages, postcards, and just about any other platform they might use to connect with their customers.
While Mailchimp has its own data reports companies can access, integrating Mailchimp with ETLrobot can give business owners a leg up. They can get a closer look at data like:
- Email subscribers
- Email opens
- Email clicks
- Unsubscribe rates
- Audience demographics
- Clickstreams
- Downloads
What further analysis can ETL make possible? By extracting, transforming, and loading Mailchimp data into your data warehouse, you can:
1. Learn what your audience loves.
Just like how we all have our favorite foods or love that one Netflix show, we all respond to marketing campaigns a little differently. Checking email marketing data against your other channels can give you a holistic view of what your audience wants. Otherwise, you might assume your email subscribers are representative of all your customers. Think about:
Topic
Do your social media, email, and online audiences react the same way to the same topic? Find out. Compare engagement signals, such as clicks, across the platforms. Divide by the number of users to get an average engagement score.
Colors
Different colors say different things: Blue expresses calm, for example, while red is a color of passion. But you won’t know which to choose for your brand until you know how users across channels react to them.
Tone
Some content says “I care about you,” while other marketing materials say “let’s have fun” or “be careful.” The tone that customers respond best to might vary by the channel you choose.
2. A/B test everything.
A/B testing lets you understand which iteration performs better with your audience. Mailchimp is a great tool for A/B testing because it makes it easy to segment your audience and send each group a slightly different message.
The key is to vary only one element. For example, maybe you want to test what kind of subject line resonates with your audience in an email message. You can design an email with the exact same text, headline, and visuals with one subject line that says “Buy One Get One Free” and another that says “Check Out this Special Deal.”
One subject line is a promotion and the other is a call to action. You can utilize an ETL process to export your data so you can track and compare the results of each across opens, clicks, and more. The average open rate for all industries is 21.33%, according to Mailchimp, so be sure you’re beating that benchmark.
3. Find your most cost-effective channels.
There’s a lot of dispute in the marketing world about which channel is the most cost-effective. The truth is, it varies by company and audience.
For example, maybe your customers respond well when you send out coupons by mail. When you send the same ones out via email, the response is much more muted.
You may be right that print mailers win you more customers. The trouble is, they’re also probably more expensive than email marketing. If you were to invest the same amount in email, would you acquire those customers more efficiently? Using an ETL tool to get all your data in the same place is the only way to find out.
4. Make forms and outreach seamless.
Mailchimp makes it easy to create customizable signup forms. But once someone fills out that form, where does the data go? Into Mailchimp.
With an ETL tool, you can automatically transfer and prepare that data for your marketing and account teams. By removing duplicates and storing all that data in a central hub, ETLrobot makes it easy for everyone to access the data.
That way, the sales team can reach out without worrying about miscommunications or online user limitations. If it’s an internal email about benefits, the HR team can see right in a spreadsheet who’s seen the message and who hasn’t.
Mailchimp makes digital marketing easy, and ETLrobot makes managing Mailchimp even easier. Bringing all that data into one data warehouse is the first step to cutting your marketing costs and boosting your revenue.
