The EUX Digital team attended the Mailchimp Skills Builder Workshop hosted by Intuit Mailchimp in Sydney’s CBD. The event brought together marketers, creators, and digital strategists from across Australia to deep-dive into the future of email, SMS, and marketing automation. As a Mailchimp Certified Partner, EUX Digital joined the session to enhance how we design data-driven customer journeys that convert.
Human-Centred Automation: Beyond Email
The session showcased how Mailchimp’s automation flows now enable seamless integration between email and SMS, creating unified customer experiences. From personalised welcome journeys to loyalty-based messaging, the focus was clear, marketing should feel conversational, not mechanical.
At EUX Digital, we believe automation succeeds only when it aligns with behaviour-based intent. For example, by implementing branching logic and incomplete-action recovery, businesses can recover potential lost sales from abandoned carts or unfinished bookings while maintaining brand tone and customer trust.
Data-Driven Segmentation: Reaching the Right People
A recurring theme of the workshop was precision in audience segmentation. Mailchimp experts emphasised the power of using tags, groups, and preference centres to allow subscribers to self-select the type of content they want to receive.
This approach doesn’t just reduce unsubscribe rates, it strengthens loyalty by giving customers a sense of control. EUX Digital applies the same principle across our client campaigns, building segmented funnels that deliver the right message to the right audience at the perfect time.
Polite Timing and Quiet Hours
Timing remains one of the most underrated aspects of communication. Mailchimp introduced its Quiet Hours feature, which automatically restricts SMS sends between 8 pm – 12 pm in Australia. This ensures respect for customer downtime while preserving high deliverability and engagement rates.
For marketers, this means smarter scheduling, not just more messages. Our team recommends A/B testing different send windows to identify the optimal engagement periods specific to each audience segment.
Creative Personalisation: The New Standard
Personalisation no longer means simply addressing a user by name. The workshop’s “Email Like a Pro” session highlighted dynamic content insertion, smart triggers, and A/B testing as essential tools for brands that want to scale while staying authentic.
At EUX Digital, we integrate these learnings to craft emotionally resonant content, using data insights to personalise not just what we send, but when and why we send it, ensuring every message aligns with intent, drives engagement, and strengthens long-term customer loyalty.
The Takeaway: Connection Over Communication
Mailchimp’s four-pillar framework, Reach the Right People, Get Delivered, Test Everything, and Automate Smartly, reminds us that marketing technology is only as strong as the strategy behind it.
The insights gained from the Mailchimp Skills Builder Workshop reaffirmed how vital adaptability is in today’s digital landscape. The session demonstrated that marketing success no longer depends solely on tools, but on how those tools are strategically connected to customer intent. By merging automation, data intelligence, and personalised communication, businesses can move beyond campaigns that simply inform to experiences that inspire action. The EUX Digital team left the workshop with renewed focus on helping clients transform their Mailchimp environments into growth engines that balance technology with human creativity, because the future of digital marketing isn’t just about sending messages, it’s about building meaningful, measurable, and memorable relationships.
For EUX Digital, these insights reinforce our ongoing commitment to human-focused automation: campaigns that feel natural, helpful, and designed for real people, not just metrics.
Mailchimp Skills Builder: In Partnership with Mailchimp
The Mailchimp Skills Builder Workshop also reinforced the importance of continuous learning in mastering evolving marketing automation tools. At EUX Digital, we see every workshop and partnership as an opportunity to refine our expertise, test emerging strategies, and translate insights into measurable results for our clients. By actively applying the frameworks shared during the Mailchimp Skills Builder sessions, we ensure our campaigns stay innovative, compliant, and performance-driven, bridging the gap between creativity and technology. These events empower our team to stay ahead of digital trends while keeping our strategies rooted in what matters most: authentic customer engagement and sustainable brand growth.
As a Mailchimp Certified Partner, EUX Digital continues to harness the platform’s evolving capabilities to deliver better results for our clients. Whether it’s optimising conversion through multichannel automation or re-engaging subscribers with data-driven content, our team is dedicated to turning every touchpoint into a growth opportunity.
