Introduction: Scaling Your Business with Personalization Tools

As your business expands, adopting sophisticated marketing strategies becomes crucial to keeping your audience engaged and driving revenue. Relying on outdated tactics like sending a one-size-fits-all email to your entire list limits meaningful engagement and creates what’s called a “clustomer” problem. A “clustomer” is an undifferentiated group of customers receiving identical marketing messages, which occurs when marketers don’t fully segment their audience or personalize their communications. Personalization is the key to addressing this issue. According to a recent Edelman study, 9 in 10 marketers agree that personalization is their most effective strategy.

So, how can you realistically boost sales through better marketing? The answer lies in implementing a data-driven marketing program that features segmentation, personalized customer journeys, and multivariate testing. Mailchimp’s tools can help turn “clustomers” into customers.

In this guide, we’ll explore how Primaria, a fictional sustainable eyewear brand, scales its marketing strategy while staying relevant. You’ll discover how Mailchimp enables businesses like Primaria to automate targeted marketing, leverage advanced analytics, and deliver content to the right audience at the right time with personalization and segmentation tools.

Meet Primaria: Where Style Meets Compassion

Primaria is an eyewear brand that blends fashion with purpose. The company’s founder, Carlos Howard, leads the industry in creating sustainable and stylish sunglasses with a mission to support a brighter future. Committed to giving back, Primaria donates 10% of its proceeds to a charity that funds essential surgeries for visually impaired individuals.

With incredible growth momentum, Carlos and his team (Sam and June) are dedicated to automating processes, enhancing segmentation, increasing revenue, and saving time while staying true to their mission.

The Challenge: Scaling Up with a Personal Touch

As Primaria continues to grow, so do the challenges of managing an expanding business. The team has been sending bulk emails to their loyal customers, but they’ve noticed a drop in engagement. They suspect this is due to treating their audience as a homogenous group instead of addressing them as individuals. The team realizes that this “clustomer” approach is limiting their revenue potential.

To maintain its highly personalized and empathetic interactions at scale, Primaria needs more in-depth data insights, streamlined workflows, and the ability to keep its unique brand touch.

After identifying their key needs, the Primaria team explored solutions to help them automate and personalize their communications. During their research, they found success stories that aligned with their goals. For example:

• MovingWaldo, a Canadian moving company, leveraged automation and A/B testing to engage distinct customer segments, boosting their sales.
• QuyCup, an Italian brand specializing in reusable cups and thermoses, achieved an impressive 850% ROI by integrating Mailchimp’s cross-platform e-commerce data and implementing automated retargeting strategies.

Inspired by these results, Primaria connected with a Mailchimp associate and learned that Mailchimp users can leverage over 50 behavior-based triggers and 10 AI models to achieve their personalization goals.

Unlock strategies to elevate your marketing! Download our guide for insights on turning “clustomers” into engaged customers at scale.

• Introduction
• The Challenge
• The Mailchimp Advantage
• Goal 1-Converting New Customers
• Goal 2-Cross-Selling
• Goal 3-Driving Repeat Sales
• Goal 4-Re-engaging Lost Customers
• In Closing

Number of Pages:

• 26 pages

Pricing: 

• Free