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The renowned email marketing platform further expands the range of services offered. One of Mailchimp’s latest features is the ability to create Remarketing (or Retargeting) campaigns on the Google Display Network.
It is now possible to link your website to the Mailchimp account to create ads that will be displayed on the Google Display Network to users who have already visited the website.
Seeing the ad increases the likelihood of the user returning to the site to complete a purchase.
Who can use Remarketing with Mailchimp?
Remarketing campaigns can be created by all users. Mailchimp provides a guided process to integrate online stores based on Shopify, Magento, Prestashop, Bigcommerce, and Woocommerce. The remaining types of platforms can be integrated using code snippets available to users.
Since audience segments for remarketing require a minimum of 100 users for ads to be displayed, it is advisable to use remarketing only if the website receives at least 100 visitors per month.
Integrated campaigns in Mailchimp
For some time now, Mailchimp has offered the ability to create campaigns on Facebook and Instagram as well. The introduction of remarketing on Google has made the service even more comprehensive.
It is evident that the platform’s focus is shifting from email marketing to integrated communication. As reiterated by the Mailchimp team, now, within a single tool, we can find everything we need to create integrated campaigns:
- through newsletters, Facebook ads, or Instagram ads, users will visit our site;
- the remarketing campaign activated with Mailchimp will show ads featuring our products to users as they browse the Google Display Network;
- by seeing the ads, users will be encouraged to return to our site and make a purchase;
- once the purchase is completed, users can receive a pre-set automatic email offering a discount or suggesting future items to buy.
In this way, Mailchimp not only allows us to manage newsletters effectively but also to seize the opportunities offered by integrated communication and create synergy between different media using a single platform.
Some aspects to develop
While simplifying the management of various campaigns, Mailchimp’s gradual opening to areas beyond email marketing still presents some limitations and aspects to develop.
For instance, while reports include many metrics useful for measuring the performance of a campaign (such as clicks, impressions, CPC, and conversions), at the same time, an analysis of the sites where the ads have been published is not permitted. Additionally, we have control over a very limited number of settings, and the number of products that can be used for retargeting is limited to 5.
We must, therefore, wait and see if Mailchimp will decide to introduce further features essential for most advanced advertisers. In the meantime, this tool can be extremely useful for those who are less experienced and do not have the time or need to meticulously control every single aspect of their campaigns.
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