MailChimp Rolls Out Spring Product Updates

MailChimp expanded its email marketing platform on Wednesday with new feature upgrades that aim to help SMB retailers develop designer-level email campaigns.

MailChimp will be rolling out three new features over the next week: an expanded content manager, campaign URL customization, and new intent-based email templates.

The upgraded content manager helps MailChimp customers organize creative campaign assets and resources, such as uploaded files or edited product images, thus making it easier for marketers to navigate past content for repurposing purposes in future ads. 

The content manager integrates with connected ecommerce storefronts so marketers can easily access product images when creating email messages, ad campaigns, or order notifications. MailChimp is compatible with Shopify, BigCommerce, WooCommerce or Magento storefronts, as well as any connected store using the company’s API v3.0 

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MailChimp’s content manager has also been integrated with Giphy, a search engine for animated GIF files, and MailChimp marketers can search Giphy directly through MailChimp to insert animated videos into email messages.

A majority of marketers plan to innovate their email marketing this year by incorporating a greater range of dynamic elements into campaigns, such as GIFs, according to a recent report by Adestra and eConsultancy. Fifty-two percent of 1,200 brand and agency marketers polled for the study asserted they planned to leverage dynamic content in 2017.

MailChimp already has a wide consortium of email templates for beginning marketers to use as a jumping-off point when creating email campaigns, but the company has now introduced exampled of intent-based email campaigns for the first time. MailChimp’s email template section has also been upgraded with a new user-interface.

Finally, MailChimp will be rolling out campaign URL customization to both paid and free account users. Every time an email is created in MailChimp, the company creates a browser-friendly version -- or campaign page -- that can be shared across channels for brand consistency. Now, users can customize those campaign pages with unique URL addresses.

MailChimp has been ramping up its email marketing services after the company decided to transition away from its transactional email service, Mandrill, last year. MailChimp introduced Order Notifications to its platform last month, as well as launching Facebook Ad Campaigns at the beginning of the calendar year.

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