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Mailchimp: Gain new leads from chat

Ola Górska
10 min read
updated: Mar 6, 2024

Connect Mailchimp with LiveChat to harness the lead-generating power of live chat. Let your customers subscribe to your campaigns and newsletters while they fill out the pre-chat survey, automatically add customers to Mailchimp Audiences from chat and view their Mailchimp profiles in the LiveChat Agent app.

This integration lets you:

  • add new contacts to your Mailchimp audience during chats
  • use data from chat interactions for targeted campaigns
  • view Mailchimp subscriptions alongside conversations
  • have multiple mailing lists separated by groups
  • display automated chat invitations with the option to subscribe
  • send a subscription form in chat
  • create LiveChat tickets from newsletter replies
  • create customer journeys based on chat events

InstallationLink icon

To install the Mailchimp integration navigate to the LiveChat Marketplace.

1
Select Install.
2
Select Connect with Mailchimp.
3
Log in to your Mailchimp account or create a new one.
4
Select Allow to connect LiveChat with Mailchimp.
5
Next, from the drop-down menu select the group to which you want to assign a Mailchimp audience. This option is only available when you have more than one group set up in LiveChat.
6
From the dropdown menu select the first audience you want to connect with LiveChat. You will be able to add more audiences and update the preferred one later. Then select Complete integration.
If you have two websites with two separate email lists, you can use the Groups feature in LiveChat to link each page to a separate audience.
If you have two websites with two separate email lists, you can use the Groups feature in LiveChat to link each page to a separate audience.

The Mailchimp integration is now installed. The subscription form for the Mailchimp audience you selected has been added to the pre-chat survey for the LiveChat Group you selected. You can edit your audiences as well as the pre-chat survey. For step-by-step instructions, see the next section: Settings.

SettingsLink icon

In this section we go through editing your settings:

  • Adding and deleting audiences
  • Updating connected audiences
  • Pre-chat survey configuration
  • Email channel configuration

To adjust LiveChat settings for Mailchimp, go to Settings>Integrations & apps>Mailchimp

To adjust LiveChat settings for Mailchimp, go to Settings>Integrations & apps>Mailchimp

Add or delete audiencesLink icon

LiveChat needs to be connected to at least one Mailchimp audience for the integration to work. You can add more audiences in the integration settings, you can also delete audiences.

Add more audiencesLink icon

Once Mailchimp and LiveChat are connected, you can add as many audiences as you like to each group on your license. All you need to do is:

1
Go to Settings>Integrations & apps>Mailchimp.
2
Pick more audiences from the drop-down menu.
3
Select Connect.

Delete audiencesLink icon

To delete audiences simply click on the bin icon next to the audience you wish to delete.

To delete audiences simply click on the bin icon next to the audience you wish to delete.

Make sure you are not deleting the audience connected to your subscription form in the pre-chat survey. To learn how to edit the audiences connected to the pre-chat survey, see the section below.

LiveChat requires at least one Mailchimp audience to be connected for the integration to work. If you delete an audience linked with the pre-chat survey, make sure to select a different audience in its place.
LiveChat requires at least one Mailchimp audience to be connected for the integration to work. If you delete an audience linked with the pre-chat survey, make sure to select a different audience in its place.

Update connected audience in pre-chat surveyLink icon

To edit the audience in the subscription form of the pre-chat survey:

1
Go to Settings>Integrations & apps>Mailchimp.
2
Select the Pre-chat survey tile to open the options.
3
From the drop-down menu, select which audience should be included in the pre-chat survey.
4
Select Save.

Now your customers will be able to subscribe to the audience you selected when they fill out the pre-chat survey.

Customize your pre-chat surveyLink icon

The beauty of the Mailchimp integration is that your customers can subscribe to your newsletters and campaigns while they fill out the pre-chat survey before they start a chat. The opt-in to subscribe is automatically added to your pre-chat survey when you connect Mailchimp with LiveChat. You can edit it in Settings>Chat surveys & forms>Pre-chat survey.

Edit the pre-chat survey in Settings>Chat surveys & forms>Pre-chat survey.

1
From the drop-down menu select the group for which you want to edit the pre-chat survey (this option is available when you have more than one group set up on your license).
2
You can edit the welcome message as well as the opt-in message. The changes will be visible in the preview on the right.
3
Optionally, mark the email field as required to make sure all customers provide their email address.
4
To finalize, select Save changes.

Repeat for other groups you have connected with Mailchimp.

Send signup form in chatLink icon

When you see the customer hasn’t subscribed in the pre-chat survey, or the campaign with the signup form was not triggered, or there is a specific audience for which you prefer to qualify the leads first (e.g. VIP), send the signup form directly in chat.

Here’s how to edit the signup form your agents will be able to send in chat:

1
Go to Settings>Integrations & apps>Mailchimp.
2
Select the Signup form tile to open the options.
3
If you want to add more audiences, select Add audience.
4
From the drop-down menu, select which audience should be included in the signup form. Then enter the name that will be displayed to the customers.
5
Select Add.

Your agents will now be able to send the signup form in chat. All they have to do is click on the Mailchimp icon in the details section and select Send signup form.

When the customer clicks the Subscribe button, the signup form will open in the chat widget.

Use automatic subscription invitesLink icon

The signup form can also be displayed as a campaign, an automatic invitation to sign up. Mailchimp integration grants you access to the dedicated campaign template for that purpose.

In order to set up the signup campaign:

1
Navigate to the Manage apps settings section -> Select Mailchimp.
2
Add audience to your signup form. If you already have an audience assigned, you can proceed.
3
Select Create campaign.
4
Select either a Recurring or a One-time section.
5
Select Sign up for a newsletter campaign.
6
Edit the campaign. Change picture and texts to fit your website style. See this tutorial to learn more about editing campaigns.
7
Select Next: set conditions to proceed.
8
Select conditions which should apply to display the subscription invitation to a visitor. You can find more about the conditions here.
9
Save to finalize the setup.
Make sure to have an audience assigned before creating the signup campaign. Otherwise, it won’t work properly, and will only confuse your visitors.
Make sure to have an audience assigned before creating the signup campaign. Otherwise, it won’t work properly, and will only confuse your visitors.

You can use the templates to A/B test your invitations to subscribe: experiment with different colors of the action button, different images, or different conditions. See which version converts best.

Campaigns can be used for so much more. Apart from building your lead base, they can be used to generate leads, automate targeted marketing, guide customers around your website, schedule appointments, or announce new features on your website.

To learn more about campaigns, see this article.

Turn newsletter replies into LiveChat ticketsLink icon

You can use LiveChat to handle the replies to your newsletter and campaign emails. All you need to do is forward them to LiveChat, and they’ll become LiveChat tickets.

To forward newsletter replies to LiveChat:

1
Go to Settings>Integrations & apps>Mailchimp.
2
Select Email channel.
3
Copy the email provided.
4
Update your Reply to email address in your Mailchimp campaign with the ticket address.

Now, when your customer replies to your newsletter or campaign email, a ticket will be created in LiveChat.

UsageLink icon

View the customer’s Mailchimp details in LiveChatLink icon

While the customer is chatting with you, you’ll be able to see the Mailchimp audiences they are subscribed to in the LiveChat Agent app. Select the tile to see more details, such as the audiences this contact is subscribed to as well as their Mailchimp rating.

### View the customer’s Mailchimp details in the LiveChat Agent app: chats view.

If they unsubscribed from any of your newsletters or campaigns, you can see which ones and the reason they unsubscribed, if they provided it. You can also go to their profile in Mailchimp from here.

Filter contacts by data from LiveChatLink icon

Enhance subscriber profile information for marketers using Mailchimp as a marketing CRM.

Once customers subscribe to your newsletters or campaigns, they’ll be added to your Mailchimp Audiences. When you view an Audience in Mailchimp, you’ll be able to see which customers have subscribed via LiveChat. This will allow you to:

  • Monitor LiveChat conversion
  • Create dedicated campaigns for customers who subscribed via LiveChat

When you view individual contacts, you’ll be able to see LiveChat events assigned to particular customers - “Finished chat” and “Chat Tagged”. Use these events to build event-triggered automations!

LiveChat events in the Mailchimp contact view.

Build event-triggered automationsLink icon

The integration with LiveChat enables you to create behavior-based automations in Mailchimp. This means that the moment your chat with the customer ends, or gets tagged, their journey with you can begin!

To enable event-triggered automation, go to Settings>Integrations & apps>Mailchimp and switch the toggle.

The Customer Journey Builder in Mailchimp has a pre-built LiveChat trigger. When you set this trigger in a customer journey, the customer is added to the journey once their chat ends or gets tagged. This way you can follow up with customers who came to chat with your team, send them a survey or a special offer.

When you integrate LiveChat with Mailchimp, a new starting point is added to your Mailchimp Customer Journey Builder. 

Building automations based on LiveChat data is very straightforward. All you need to do is go to your Mailchimp account>Automations>Customer Journey Builder, choose Start from scratch, then New starting point>Integration and API, and choose the LiveChat event there. Mailchimp will present you with an option to use “Chat finished” and “Chat tagged” as a starting point for your customer journeys.

Setup steps for chat finished eventLink icon

1
First stop - your Mailchimp account. Log in using your credentials.
2
Select Automations from the left-hand column.
3
Select Build from scratch.
4
Fill in the name of your new automation. We recommend the name LiveChat to separate this journey from any other you may run. Select Start Building to proceed.
5
Select Choose A Starting Point.
6
Proceed to API & Integrations.
7
Select Chat finished.
8
Select Save Starting Point.

From here on out, your finished LiveChat chats will automatically trigger this email journey. Now let’s see how we can trigger emails once chats get tagged.

Setup steps for chat tagged eventLink icon

The setup steps for the chat tagged event are very similar to chat finished event steps. You can follow the same steps up until step five and then continue with the instructions below:

1
Instead of selecting Chat finished starting point, select Event API.
2
Select chat_Tagged from the dropdown list.
3
Select Save Starting Point to finish the setup.

It’s done! Now check the example emails that you could send out to your audience.

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