You have a solid understanding of your target market and you’re seeing some success with your advertising efforts. But how do you move from where you are now to really engaging your customers and taking your business to the next level?

One key to helping with long-term brand success lies in cultivating a deep understanding of your audience. You need to know how to give them what they want, when they want it. This can be a challenge, especially if you have a diverse, dispersed or evolving audience – and chances are, you’re short on time.

Mailchimp’s data-driven tools can help you take the guesswork out of your marketing strategy, giving you detailed insights into how your audience engages with your campaigns.

Start with the Customer Journey Builder tool, which lets you create a personalized journey for each subscriber according to their interests or actions. You can build journeys that send reminders to users who’ve abandoned their shopping carts, or give a first-time website visitor a discount code for their next purchase. You can automate birthday emails, nurture new subscribers, and create custom journeys for VIP customers.

The Audience Segmentation tool breaks down your audience into groups, so you’re sending the right content to the right people. This might look like segmenting your email list by location, age or gender. Or, segmenting by interests, behaviours, or custom data like purchase history. There’s no limit to the number of segments you can make, and you can always update them as your customers’ behaviours change. Segments can also be synced with other business tools, like your CRM or ads platform, for even more personalized targeting. See up to 88% more revenue by targeting your most valuable customers with predicted segments. We’ll tell you which customers are more likely to purchase again and spend more over time.

Once you have your audience segment selected, and you’ve decided where along the customer journey you’re reaching them, A/B Testing helps you test different versions of your content to find out what those customers want to see. Test out different subject lines, calls-to-action or even email delivery time. Further, Mailchimp’s Content Optimizer benchmarks your email content against best practices in your industry from millions of top performing campaigns and offers data-driven suggestions to improve your results. You’ll get data-backed suggestions on how to improve your results, plus personalized insights on how to refine your layouts, copy, and imagery in future emails.

Mailchimp is the #1 email marketing and automation brand.* Mailchimp can help you gain insights into your audience and what they want from your business. The more you know about your customers, the more effectively you can market to them, to help turn one-time buyers into lifelong fans.

Advertising feature produced by Globe Content Studio with Mailchimp. The Globe’s editorial department was not involved.