Setting up customer journeys using e-commerce data

E-commerce data synced from your Stripe account to a Mailchimp store via Data Mapper for Mailchimp can be leveraged to create targeted and automated customer journeys in Mailchimp. These journeys allow you to engage customers based on their purchase behavior, such as when they buy a specific product. Below is an explanation of how to use this data to build effective customer journeys.

How E-commerce Data Enhances Customer Journeys

When Data Mapper syncs e-commerce data, such as products, purchases, and customer details, to your Mailchimp store, this information becomes available for use in Mailchimp’s customer journey builder. You can create automations triggered by specific actions, like purchasing a particular product, to deliver personalized emails, promotions, or follow-ups. This helps you engage customers at key moments, improve retention, and drive repeat purchases.

Key E-commerce Data Available

• Product Purchases: Details about specific products bought, including product names, prices, and purchase dates.

• Customer Information: Synced data such as names, email addresses, and billing details.

• Purchase Events: Actions like completed charges or subscription activations, synced as events (e.g., stripe_charge_succeeded with amount_captured).

Setting Up a Customer Journey Based on a Specific Product Purchase

To create a customer journey triggered when someone buys a specific product:

1. Ensure Data Syncing: Ensure you've created a Mailchimp Store (see more about Creating a Mailchimp store) and that your products have prices that match the currency of your Stripe account (see Sync your Stripe products and subscriptions)

2. Access the Journey Builder: In your Mailchimp account, navigate to the Automations section and select Customer Journeys.

3. Choose a Trigger: Create a new journey and select a trigger related to e-commerce activity. For example:

   • Select the Buys a specific product trigger (or similar, depending on Mailchimp’s options).

   • Specify the exact product from your Mailchimp store that you want to trigger the journey. For instance, if you sell “Product A” in Stripe, it will appear in the Mailchimp store and can be selected as the trigger.

4. Configure the Journey: Add steps to the journey, such as:

   • Send an Email: Thank the customer for their purchase and suggest complementary products.

   • Apply a Tag: Add a tag (e.g., purchased-product-a) to segment customers who bought the specific product.

   • Delay and Follow-Up: Set a delay (e.g., 3 days) and send a follow-up email with a discount code for their next purchase.

5. Activate the Journey: Save and activate the journey. When a customer purchases the specified product in Stripe, Data Mapper syncs the purchase to the Mailchimp store in real time, triggering the journey automatically.

Example Use Case: Product-Specific Journey

Suppose you sell a “Premium Coffee Blend” in your Stripe account, synced to your Mailchimp store. You can create a customer journey that:

• Triggers when a customer purchases the “Premium Coffee Blend.”

• Sends a confirmation email with brewing tips immediately after the purchase.

• Applies a tag (coffee-buyer) to the customer for future segmentation.

• Sends a follow-up email one week later offering a discount on a related product, like a coffee grinder.

This journey engages the customer at key moments, encouraging repeat purchases and building brand loyalty.