Harness the Power of Multichannel Marketing with Lightspeed’s Mailchimp Integration

If you’re a retailer who’s serious about reaching more customers and generating revenue, then you’re probably (hopefully) pursuing a multichannel marketing strategy. 

When it comes to multichannel marketing integrations, the king of the jungle is Mailchimp. With a suite of marketing tools designed to streamline and optimise your marketing, Mailchimp has been assisting retailers for over two decades. 

Plus, Mailchimp also integrates with Lightspeed, meaning retailers can pair Mailchimp’s powerful suite of marketing tools with Lightspeed’s best-in-class POS platform. 

There’s no better feeling than seeing Mailchimp’s monkey hand throwing up a high five after hitting send on an email campaign, so let’s dive into how Mailchimp can boost your marketing: 

• What is Mailchimp?
• What can retailers leverage with Mailchimp?
• How to connect Mailchimp to Lightspeed
• The (many) advantages of multichannel marketing for retailers
• Delivering personalisation through multichannel marketing
• 7 multichannel marketing features you can leverage through Mailchimp

What is Mailchimp?

Mailchimp is designed to automate and streamline your marketing. Even for retailers who don’t know a thing about marketing workflows, A/B testing or automations, Mailchimp is a powerful yet simple tool that gives you more options for capturing the interest of both prospects and existing customers. 

What can retailers leverage with Mailchimp? 

With Mailchimp, you gain access to a suite of tools designed to streamline and automate your marketing efforts across various channels. Here’s how:

1. Email marketing

Mailchimp’s robust email marketing features allow you to create visually stunning campaigns tailored to your audience’s preferences. You can segment your subscriber list based on demographics, purchase history, or engagement levels to deliver highly targeted messages that resonate with each recipient. 

2. Social media integration

Seamlessly integrate your email campaigns with your social media channels to amplify your reach. Share your email content across platforms like Facebook, Instagram, and Twitter (or X if you want to be that person) directly from Mailchimp, ensuring consistent messaging across all channels.  

3. Website engagement

Use Mailchimp’s website engagement tools to capture visitor data and deliver personalised experiences. From pop-up forms to custom landing pages, Mailchimp helps you convert website traffic into loyal customers by delivering relevant content at the right moment.

4. Marketing automation

Leverage Mailchimp’s automation features to streamline your marketing workflows and save time. Set up automated email sequences triggered by specific actions or milestones, such as welcome emails, abandoned cart reminders, or post-purchase follow-ups.

Connecting Lightspeed and Mailchimp in one click

Connecting Mailchimp to your Lightspeed POS is simple, and you can get started right here. 

By integrating Mailchimp’s all-in-one marketing platform with your Lightspeed POS you can: 

• Capture customer data 
• View customer purchase history 
• Build your audience by syncing data like names, email addresses and phone numbers.
• Sync orders, products, promo codes, carts, purchase history and order notifications.

What are the advantages of multichannel marketing for retailers?

Firstly, let’s define what multichannel marketing is and why it matters for retailers: 

By leveraging multiple channels you can connect with customers wherever they are in their buying journey. This expanded reach not only helps you attract new customers but also cultivates stronger relationships with existing ones, leading to increased loyalty and repeat business.

Multichannel marketing isn’t just about casting a wider net; it’s about reaching the right customers at the right time with the right message. 

That means you have to meet your customers on their preferred platforms and provide a seamless experience across all touchpoints. 

This approach is vital because it allows you to expand your reach, build brand consistency, and ultimately drive sales by meeting customers where they are in their purchasing journey. 

Delivering personalisation through multichannel marketing 

One of the key advantages of multichannel marketing is the ability to deliver highly personalised experiences to your customers. With Mailchimp, you can capture and sync customer data from various touchpoints, including website visits, email interactions, and purchase history. 

This comprehensive view of your customers allows you to segment your audience based on their preferences, behaviours, and demographics, enabling you to tailor your marketing messages with precision. 

Whether it’s recommending products based on past purchases or sending targeted promotions to specific customer segments, personalisation is the cornerstone of effective multichannel marketing.

7 multichannel marketing features you can leverage through Mailchimp

1. Reaching customers through multiple marketing channels

It’s what it says on the tin; leveraging multiple marketing channels like email, landing pages, digital ads, and postcards can give you the chance to penetrate your market more effectively.

Let’s drill down on how you can flex multiple channels to get more out of your inbound marketing 👇. 

2. Capturing and syncing customer data 

Personalisation is the name of the game. If you don’t know your customer, then you can never sell to them effectively. Having customer data such as names, email addresses, and phone numbers are the building blocks for an effective multichannel marketing campaign. 

It’s retail 101, but executing on this principle looks much easier on paper. After all, you’re also dealing with staff performance, inventory, sales reporting and much more in your day to day. 

That’s why having accurate customer data is so important; it gives you an edge when it comes to reaching the right customers at the right time in their buying journey. 

3. Creating marketable audiences for targeted campaigns

Your marketable audience–or more simply, your target audience–needs to be defined and segmented based on their needs. After all, what good is all that data if you don’t craft the right message for where they’re at in their buying journey? 

While leveraging Maiclhimp to access multiple marketing channels is fantastic in theory, it won’t be impactful if you’re not using Mailchimp’s sophisticated tools to target specific audience segments within your larger target audience with personalised campaign messages. 

4. Syncing orders, products, promo codes, carts, and purchase history

Syncing your operations is essential to delivering a seamless customer experience. Whether you’re operating a subscription model, driving foot traffic to your store, or a combination of both under a Clicks & Mortar umbrella, ensuring your product and order data is accurate goes a long way to streamline your operations and bolster customer satisfaction. 

5. Automated marketing campaigns

Chances are you don’t have time to manually set, launch and monitor marketing campaigns yourself. That’s where Mailchimp’s seamless marketing automations come in to do the heavy lifting. 

Speaking of heavy lifting, Mailchimp also uses AI for content and design optimization. That means you can put together the best marketing collateral faster than before. 

6. Monitoring and analysing campaign performance

Launching a campaign perfectly tailored to your target audience is all well and good, but what happens next? 

Understanding the ins and outs of how your campaign fared is crucial to determining how to continue marketing to your target audience. Using Mailchimp, you can adjust your marketing budget, to determine what creative works, and drill down on what types of offers your audience likes. 

7. Enhancing ROI through data-driven marketing strategies

👆Put all the above together and you’ve got a recipe for a data-driven marketing strategy. With these tools, you can make more informed decisions when it comes to how to best direct your marketing efforts. That includes: 

• Improving customer engagement with personalised messages.
• Viewing customer purchase history for personalised marketing.
• Customising marketing messages based on sales data. 

Elevate your multichannel marketing with Lightspeed and Mailchimp

Mailchimp provides you with the tools you need to connect with customers across the entire marketing spectrum. By diversifying your approach and leveraging multiple channels, you can maximise your visibility, increase brand awareness, and ultimately drive more sales.

By harnessing these features, you can create cohesive multichannel marketing campaigns that resonate with your audience and drive results. 

Connecting Mailchimp to Lightspeed is easy. Or if you’d like to learn more about how the Lightspeed x Mailchimp combo can help elevate your business, you can watch a demo to learn more.