Using the Mailchimp Product Guide for Partners

The Mailchimp Product Guide is a powerful tool to help guide your conversations with customers. This compact and easy-to-navigate document provides instant access to detailed descriptions and how-to information for the latest product functionality. Whether presenting to an audience of 1 or 10,000, partners will find the Product Guide a foundational tool for demonstrating the many ways Mailchimp provides real solutions to common business challenges and help customers grow their businesses.

REMEMBER: All features/functions of Mailchimp as described in the Product Guide will vary by the customer's plan level. Be clear in your customer conversations which functions apply to their level.

Now, let's take a closer look at what the Mailchimp Product Guide can do for you and your customers, beginning with the Table of Contents...

As shown in the image above, there are 6 sections to the Product Guide, one for each of the 5 key Mailchimp functional areas and an additional Appendix section. Each entry in the Table of Contents is a hyperlink. Clicking any one of them will take you directly to the related section or page containing links to related resources including definitions of technical terms, functional insights, 'how-to' details, and many practical tips that will help you sell.

Let's look at each of the sections individually to see what useful information they provide...

01 - Audience Management...

Mailchimp is all about communicating with customers. Our users know that business success depends on engaging the right customers using the right messaging and at the right time.

Mailchimp's Audience Management tools enable users to analyze customer demographics and buying behaviors and translate that information into predictive data for creating targeted campaigns that produce real results.

The links on this page access the details of each of these Audience Management functions, constantly updated to reflect the latest functional enhancements.  So, the Product Guide won't become outdated, because the links take you to the very latest product information available for the following topics:

• Audience Management - Walks you thru the basics of defining and segmenting your audience.
• Contact profiles - Provide an in-depth view of each person in your audience—simple, powerful, and accessible from any device.
• Pre-Built Segments - Learn how to use automatically generated audience segments based on contact information or activity.
• Advanced Segmentation - Learn how to create complex audience segments that combine 'and' and 'or' logic in a single segment, and then use it to target email content to specific sets of contacts.
• Meta Custom Audiences - Learn to use special actions to add or remove Mailchimp contacts to or from a Meta (formerly Facebook) Custom Audience in your Meta Business account.

02 - Integrations...

Many Mailchimp customers subscribe to other business tools and services for promoting their businesses. Two of the most common are Shopify and Wix.

Shopify - A subscription based platform that offers a full suite of business management tools, such as product sourcing, sales and inventory tracking, payment processing, shipping, customer accounts, marketing and reporting.

Wix - A powerful AI-enhanced website builder equipped with a suite of business tools that can help customers build anything from a personal blog to a complex hub for their online business. Features include e-business marketing tools, as well as scheduling and branding tools.

If your client subscribes to either of these, the Integrations section explains the benefits of linking Mailchimp to those services along with how-to tips.

The links on the Integrations page provide:

• How to use the customer's Shopify data to send personalized campaigns that drive customer loyalty and repeat sales
• How to use the customer's Wix account to analyze sales performance and gain actionable insights for creating an informed marketing strategy

03 - Content Creation...

The Content Creation section includes 3 pages as shown above. Together, the topics and related links in this 3-page section include:

• Email Builder - How to use stylish email templates, mix and match content blocks, and customize your emails with your own images, text, and branding.
• Intuit Assist - This powerful tool uses generative AI to streamline many manual processes including designing emails.
• Content Generator & Creative Assistant - This tool collects colors, fonts, images, and logos from your Mailchimp website or landing page. Then it uses them to complete your brand kit and creates multiple design options for use with email messaging and more.
• Content Optimizer - A new feature of Email Builder that gives additional design guidance with analysis based on industry best practices.
• AB/MV Testing - Performing an A/B test allows you to change a variable in your email and send out both versions to see which “wins.” Multivariate takes it further, by allowing you to test multiple combinations of variables.
• Product Recommendations & Dynamic Content - Learn how to use our special Product Recommendation content blocks and display personalized recommendations, best sellers, or new product arrivals.

04 - Automations...

Customers need solutions that streamline their business activities. Mailchimp's AI enhancements covered in this section can do just that!

IMPORTANT PARTNER NOTE: This section includes topics related to Artificial Intelligence (AI) functions in Mailchimp. Partners are well-advised to evaluate their customers' general understanding of AI and tailor their presentation of this evolving technology and it's integration with Mailchimp accordingly. Demonstrating how this new technology saves time and increases business efficiencies for Mailchimp users can be a powerful selling tool. Get to know the many AI resources linked in this section to be better prepared to answer your customers' AI-related questions.

Automations topics and related links include the following:

• How to use the Customer Journey Builder that has proven to generate over 7x more orders for users with connected stores compared with simple bulk emails.
• Explore 24 Customer Journey Builder starting points and corresponding Pre-Built Journeys—including 12 specific to Shopify.
• How to use SMS to target specific segments of your audience with highly-personalized messages.
• How to integrate SMS into your existing marketing to facilitate a seamless and cohesive customer experience.
• Links to Additional SMS Resources:
  • SMS Feature One Sheet
  • About SMS Marketing Credits
  • Set Up Your SMS Marketing Program
  • Create and Send an SMS Marketing Message
  • Import SMS Marketing Contacts to Mailchimp
  • Create and Promote an SMS Marketing Signup Form

05 - Analytics and Reporting...

Here you'll find links to detailed descriptions and how-to's for Mailchimp's full suite of engagement and revenue metrics tools that explain:

• How to build, export, edit, and review Custom Reports using the data most valuable to the customer

• How to track trends for specific campaigns and audience growth

• How to build Dashboards & Visualizations to filter and assess campaign performance

• How to use AI modeling to compare and optimize customer campaigns with industry peers

• AB/Multivariate testing - Learn how to use MC's integrated tools for comparing email messaging designs to maximize customer engagement and sales.

06 - Appendix / Learn More...

The Appendix / Learn more page provides a large collection of links to quickly access a variety of valuable learning resources organized by topic or asset type. These include:

• SMS Links
• Partner Specific SMS Resources
• White Papers
• Intuit Assist
• Mailchimp Academy
• Email Builder
• Email Automation
• Analytics
• Automation

Encourage your customers to explore each of these links to expand their scope of knowledge and skills in using Mailchimp's customer-tested tools that are proven to grow their businesses.

Remember: While the Mailchimp Product Guide is updated yearly, the links provided in each section are updated as needed to reflect the latest functional enhancements. That means the Product Guide itself won't easily become outdated, since the links will always take you to the very latest product information available.

Yes, Mailchimp Product Guide is a compact, portable and powerful presentation tool for use in your customer conversations. Explore all of the links it provides to the latest product information, functional explanations, and how-to tips that demonstrate that Mailchimp provides real business solutions for your customers.