Connect your online store to MailChimp to learn more about your customers and increase your return on investment. Our e-commerce features capture detailed purchase data from your customers that you can use to create personalized campaigns and automations.
In this article, you’ll learn how to use MailChimp to support your online store.
Things to Know
You can use an integration or the API to connect your online store or platform to MailChimp.
After you connect your store, turn on link tracking in each e-commerce campaign to measure associated subscriber purchases.
All accounts have access to free e-commerce features like product recommendations, abandoned cart messages, purchase-based automations, and sales reports. Paid accounts have additional features like predicted demographics. To learn more, read About MailChimp Pricing Plans.
Connect Your Store
To use our powerful e-commerce features, you'll first need to connect your online store or platform to your MailChimp account, which you can do with an integration.
Use an E-Commerce Integration
An integration is an add-on that connects an outside site or service to MailChimp. Our Integrations Directory lists options for stores and e-commerce platforms that support our features. Most integrations are free, and you generally don’t need any programming knowledge or advanced computer skills to set them up.
Here are a few common examples of e-commerce platforms that integrate with MailChimp. Click the links to see your options and integration setup instructions, or browse our Integrations Directory.
After you connect your e-commerce integration to MailChimp, turn on e-commerce link tracking on the Setup step of the Campaign Builder to measure customer purchases each time you send a campaign.
Create a Custom Integration with the API
If none of the options in the Integrations Directory work for you, you can create a custom integration with MailChimp’s API. This is an advanced feature and is recommended for users familiar with custom coding. Contact your developer, or hire a MailChimp Expert if you need assistance.
Take a look at MailChimp’s API documentation for more information.
Turn on E-Commerce Link Tracking
After you connect your store to MailChimp, turn on e-commerce link tracking for a campaign or automations to track purchases.
To turn on e-commerce link tracking for a campaign, follow these steps.
Navigate to the Setup step of the Campaign Builder.
In the Tracking section, check the box next to E-commerce link tracking.
When tracking is turned on, we’ll automatically add two tags to each URL in your campaign that tell us when subscribers make a purchase from a certain campaign.
mc_cid is the internal MailChimp-generated ID for the specific campaign.
mc_eid is the unique, MailChimp-generated ID for each subscriber.
After your campaign is sent, we’ll track these link tags and add them as a site cookie that passes purchase information back to MailChimp. The results appear in your MailChimp reports and subscriber profiles.
How To Use E-Commerce Features in MailChimp
After your MailChimp account is connected to your store, there’s a lot you can accomplish with the data you collect.
Use E-Commerce Segments
Use segments to view and target subscribers who made specific purchases at your store, like everyone who ordered a certain product, or spent more than $100.
Use A/B or Multivariate Testing on Your Campaigns
Use A/B Testing to find out what subscribers prefer, and enhance the performance of your campaigns. Test different offers like coupons or free shipping deals, or multiple content variations and calls to action. For example, you may want to test to see if subscribers prefer a link to your store's landing page, or to a specific product page.
With MailChimp Pro, you can use a Multivariate Campaign to test up to eight variations of a single campaign.
Send Targeted Campaigns or Automations
Insert a Product content block in your campaign to promote your best-selling items, or use automation to send your customers a series of emails to encourage them to make another purchase. You can even add data-driven product recommendations to your campaign and use our Content Manager to quickly include product images in your email marketing.
Use Predicted Demographics
Use our pre-built demographic segments to quickly target your subscribers based on their age and gender. Or, create custom multi-part segments that combine demographic data with location, purchase activity, and more.
Advertise on Facebook
You can also buy ads through MailChimp. Try a Facebook ad campaign to boost revenue and sell more stuff. Take advantage of Facebook’s huge audience to reach your best customers, similar audiences, and people who like your products but don’t subscribe to your email.
After you send your tracked e-commerce campaigns, you can view subscriber purchase data, like items purchased and total money spent, in subscriber profiles and in your campaign reports.
Different integrations support different e-commerce features.
Newer e-commerce features, like product recommendations, Predicted Demographics, and customer re-engagement automations, are only available for users who have API 3.0 e-commerce data in their account. This includes data from MailChimp for Shopify, MailChimp for Magento, MailChimp for BigCommerce, MailChimp for WooCommerce, and custom API 3.0 integrations.
Check out e-commerce newsletters from other MailChimp users.
Read our blog to see how other e-commerce customers are making email work for them.