If you're in marketing or sales, you're probably familiar with Mailchimp. Mailchimp is one of the most popular email marketing and marketing automation softwares, which helps you manage and communicate with your clients, customers, and prospects.
Keeping track of who's receiving, reading, and clicking on links in your emails is useful as this lets you see which campaigns are working well and which could be improved. Now, you can take this analysis a step further by pulling Mailchimp data into Syft to visualize, analyze, and report on.
Let's explore how you can connect your Mailchimp account and what this will empower you to do.
How does this work? 🧐
If you're new to Connections, don't fret. They're easy to add to your Syft account and give you lots of actionable insights. To get started, simply click on Connections under the Configure section of the left menu bar. From there, click on "Connect data" and scroll down to Mailchimp.
Once you've connected your Mailchimp account, Syft will generate a Totals tab displaying various audience and campaign metrics from Mailchimp.
What data will you see? 👀
Syft imports multiple data points from Mailchimp that help you to see active audience members, i.e. people who are reading your emails and interacting with them, and campaign metrics such as click rates, open rates, and bounce rates. The available fields include the following:
Active audience metrics 👯
Audience: Unique opens: This is the number of unique subscribers who opened at least one email in your audience.
NB 🚨: Unique opens are not the same as total opens. Total opens count every instance an email is opened, even if it's by the same person multiple times. For example, if someone opens the email seven times, all seven are counted. Unique opens, on the other hand, only count one open per recipient, regardless of how many times they open it.
Focusing on unique email opens provides you with a more accurate and insightful view of email campaign engagement than traditional open rates. Because it narrows the focus to unique opens, this data point gives you a more realistic measure of your audience's engagement, which can help you better understand which campaigns resonate with your audience as well as pinpointing potential issues with the deliverability of your mail.
Plus, knowing how many unique opens you have can help you to segment your audience based on their level of engagement so that you can more effectively target campaigns at particular customer groups.
Audience: Unique recipient clicks: This relates to the number of unique subscribers who clicked on a link in any campaign email sent to your audience. Unique recipient clicks functions similarly to unique opens, except that this metric focuses on customers who click on a link within your email (not considering whether they clicked the same link multiple times).
Pro Tip 💡: It can be handy to look at unique opens and unique clicks in conjunction as unique totals. This metrics will clearly show how many subscribers engaged with your email - either through opening it or clicking on a link.
Audience: New subscribers: This refers to total number of new people who subscribed to your email list during the reporting period. Keeping tabs on your new subscribers can help you to see if a certain campaign was particularly successful in drawing people in. For example, perhaps your monthly newsletter is really appealing and is garnering you a lot of new subscribers. You may then want to investigate what is working so well with this particular campaign.
Audience: Unsubscribes: This is the number of people who have unsubscribed from your audience during the reporting period, essentially the converse of new subscribers. This metrics helps you to determine which campaigns were not so successful and should, perhaps, be avoided in future.
Campaign metrics
Campaigns: Unique opens: The number of unique recipients who opened the campaign email.
Campaigns: Unique recipient clicks: The number of unique subscribers who clicked on any link in a specific campaign email.
Campaigns: Click rate: The percentage of recipients who clicked at least one tracked link in the campaign email.
Pro Tip 💡: The formula for your click rate is: Unique Clicks ÷ Delivered Emails
Campaigns: Open rate: The percentage of recipients who opened the campaign email. This metric is a useful one for obvious reasons - if no one is opening your emails, your message is not getting out there. So, how can you act on a poor open rate? Here are a few suggestions:
Try create a more compelling subject line tailored to your audience's interests or needs
Segment your audience more specifically
Look at how many emails you're sending. If you're sending emails to the same audience every week, this may be too often for them, meaning your emails may be getting relegating to the spam folder
Pro Tip 💡: The formula for the open rate is: Unique Opens ÷ Delivered Emails)
Campaigns: Emails sent: The total number of emails sent as part of the campaign (including to segmented audiences, automation, etc.).
Campaigns: Email hard bounces: Emails that were returned as permanently undeliverable (e.g., invalid address). These recipients are usually removed from future sends.
Campaigns: Email soft bounces: Emails that bounced for temporary reasons (e.g., mailbox full, server issue, etc.). Mailchimp retries these a few times before giving up.
Campaigns: Bounce Rate: The percentage of total emails sent that resulted in a bounce (hard or soft).
Pro Tip 💡: The formula for bounce rate is: Bounced emails ÷ Emails Sent)
If you're wondering why your active audience unique opens and unique clicks are the same as the campaign metrics for each month, this behavior is expected, unless you have deleted certain audiences or contacts.
Note 📝: Audience refers to your active audience. In other words, if you have deleted any contacts, they will be removed from your audience list.
Take your Mailchimp data to the next level 🚀
Once you've connected your Mailchimp account, you can begin narrowing in on the data that's most important to you. Here are a few ways you can utilize this data in Syft:
Dashboards: visualize marketing information from Mailchimp alongside accounting information
KPIs: analyze your marketing data alongside other key metrics
Ledgers: build complex tables across both financial and non-financial information, including email data
KPI Scorecards: add campaign or audience data as criteria in KPI scorecards
Forecasting: plan for future scenarios with email marketing data
Budgeting: include audience and campaign data in budgets
What's more, you can compile all these reports, graphs, and analytics in a collaborative Live View report that updates in real-time. Or, if you prefer, you can include this data in an Excel, Word, or PDF report pack, which you can share with stakeholders, team members, investors or clients.
Closing thoughts 💭
By connecting your Mailchimp data to Syft, you can gain deeper insights into your email marketing information and analyze it alongside your accounting and e-commerce data to get the full picture of your business performance. So, if you use Mailchimp, why not connect it to Syft to see what you can learn from this data?