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Mailchimp Email Marketing: A Look At The Tool's Features

June 04, 2021
2 Min Read
Mailchimp Email Marketing: A Look At The Tool's Features

Email marketing is one of the most effective ways to attract, engage and delight customers throughout the buying process. From building and establishing customer relationships to sending the right message at the right time with automation, investing in an email marketing tool will streamline your marketing efforts and generate impressive results.

In this blog, we’re diving deep into the Mailchimp email marketing tool. With its user-friendly interface and low cost, Mailchimp is a popular tool among eCommerce businesses. But is it the right tool for your business needs?

Evaluating The Mailchimp Email Marketing Tool

1. Segmentation

Effective segmentation is a core component of successful marketing. Filter contacts into specific audience groups to target the right messages to the right people, and use groups and tags to further manage your audience.

Grouping individuals with similar interests together makes it easy to target them with a unique email marketing campaign. Groups in Mailchimp function similarly to categories; they are used to create lists based on subscribers’ interests and/or preferences.

Segments differ from groups in that they function like filters, not categories. Tags are highly customizable, which is great for organizing contacts internally. Use Mailchimp email marketing segmentation to tag a group of contacts based on unique criteria; then, target them separately with a campaign tailored to their preferences.

2. Automation

Create a series of emails that send automatically to subscribers when they meet a predetermined criteria, or schedule Mailchimp emails based on subscribers’ time zones. With Mailchimp email marketing automation, use behavior-based and data-based automation to send personalized messages to people who complete a specific interaction or whose data matches a specific trigger. Track open rates to identify inactive subscribers, and send automatic follow-up emails to subscribers who click a link or purchase a product.

Allow subscribers to receive and read updates about your business’s online content with RSS-to-email. RSS feeds are a smart way to keep subscribers updated with latest blog posts, articles and content all in one place.

3. Email Builder

Mailchimp doesn’t require advanced technical skills. The tool is constantly improving designs and making the interface simpler for its customers to use. Simply create the foundation of your email design by choosing from a large selection of pre-designed templates. Add and drop different content blocks to edit the layouts and save your favorite layouts for future email builds. Tweak designs and switch seamlessly between several template designs to find the best fit for your needs.

4. Integrations

Mailchimp’s 53 eCommerce integrations make it a feasible tool for merchants to integrate data. Here’s a look at a notable few of the 53 integrations:

  • BigCommerce
  • WooCommerce
  • Magento
  • ShipStation
  • Stripe
  • Yotpo

Although Mailchimp offers 250 built-in integrations with third-party platforms, it no longer integrates with Shopify. This is an important consideration for merchants running their websites on Shopify because disconnecting a Mailchimp account from a Shopify store can severely disrupt email marketing campaigns. Current Mailchimp customers must now use a third-party integration to integrate with Shopify. Zapier, Automate.io and ShopSync are recommended.


The Mailchimp email marketing tool has shown to be effective for many eCommerce merchants. However, there are a ton of valuable tools out there, and we encourage you to conduct some research and evaluate your options before investing in a tool. Be sure to fully understand your email marketing goals as it will help you evaluate the best tool for your needs.

Not sure if Mailchimp email marketing is the right fit for you?

We often recommend Klaviyo or HubSpot to our clients, since both tools are robust and drive significant results for our mid-market and Enterprise clients. To learn more about Klaviyo vs Mailchimp or to get personalized recommendations specific to your business, get in touch with us through the form below. Our team is happy to help you evaluate your existing email marketing strategy and improve campaign performance.

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About the author
Internal Marketing Manager

Spencer Flaherty is an eCommerce blogger who loves exploring the latest trends and technologies in the industry. From chatbots to virtual reality, they cover it all.

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