With Mailchimp Interest and Interest Categories allow you to segment your contacts based on both system-identified and self-identified preferences and interests for the contact. Using interests can allow you to highly target messaging for just those users who have previous expressed interest in a specific preference or interest, making your marketing efforts much more successful.
TRYTN will create Interests and Interest Categories automatically for you when you connect your Mailchimp account, and will keep them in sync when changes are made. Within TRYTN, the following mapping occurs:
- Attribute Groups become Interest Categories within Mailchimp
- Attributes, when attached to an Attribute Group, become Interests within Mailchimp, attached to the given Interest Category previously created
When a customer buys a product in TRYTN that has one or more attributes attached to it, and those attributes are assigned an attribute group, those attributes become attached as interests in your contact when the purchase is made.
Example
Consider you offer two walking tours: an adults-only winery tour and a family-friendly parks tour. You have assigned "Adults Only" attribute to the winery walking tour and "Family Friendly" attribute to the parks tour. Both attributes belong to the "Age Group" attribute group (these attributes and attribute group are created in your TRYTN account by default.) When a customer purchases the winery tour they will be assigned as having interest in the "Age Group: Adults Only" Interest Category/Interest. You can then send this user a personalized email offering a promotion to a new adults only tour instead of a family friendly tour, which this customer has not (yet) expressed interest in.
For more information about Mailchimp Interests and Interest Categories see the following resources: