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EDMs are not just about sending promotional or marketing emails enmasse en masse to potential buyers. Data sent to MailChimp can be segmented for meaningful marketing purposes, and then used in targeted campaigns. For instance, past purchases from sales orders can identify behavioral traits to build customer subgroups, e.g., interest in specific product types. high spend customers, specific locations, etc. Data from the synced Product master list and sales orders can be analysed, and marketing emails with specific products for particular customer subgroups created. More relevant content encourages brand loyalty and helps conversion rates. And this also means less wastage of your email send limits. Promotion rules, e.g., send marketing emails only to opted-in users, are also synced to ensure customer preferences are respected and email addresses are validcodes can also be synced with Mailchimp Promotion Rules .
For more about what you can do with EDMs on the MailChimp side, see: MailChimp.
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