Book Image

Marketing Automation with Mailchimp

By : Margarita J. Caraballo
Book Image

Marketing Automation with Mailchimp

By: Margarita J. Caraballo

Overview of this book

Are you looking for an all-in-one comprehensive guide to implementing Mailchimp channels and automation for your business? Then Marketing Automation with Mailchimp can be your go-to guide. You’ll start by learning common terms used in the Mailchimp environment, as well as about account setup and audience management for businesses. After that, you’ll find out how to set up channels, where you’ll actively interact with your contacts and begin to add new ones. Additionally, you’ll gain an understanding of how to set up a consistent marketing presence in the form of emails and websites and the benefits of determining a brand identity. You’ll also explore advanced Mailchimp features to optimize platform utilization using analytics, reporting, A/B and multivariate testing, the customer journey builder, and the Mailchimp e-commerce store. Toward the end, you’ll discover some important shopping, payment, and CRM integrations that can be connected to your Mailchimp platform for custom business needs. With this book, you’ll gain insights into real-world use cases to implement a marketing strategy to extend your existing work. By the end of this book, you’ll be well-equipped to implement Mailchimp marketing automation seamlessly into your business to grow your customer base and revenue.
Table of Contents (25 chapters)
Part 1:Introduction to Mailchimp
Part 2:Getting Set Up
Part 3:Basic Channels
Part 4:Refine and Automate
Part 5:Get Smarter and Connect

Why experiment with engagement?

The core benefit of experimenting is to better understand your audience. By ensuring you understand why your audience engages with you, you can be sure that you are designing content in your various channels that actually appeals to them. It’s also key if you have lingering concerns about your stats in your reporting, such as opens and clicks.

Keep in mind, you will always see a variance in your stats. This is completely normal. Some businesses have a peak season around the winter holidays, for example. So, they should expect that outside of that season, the open and click rates should be a little lower. Even non-profit organizations have peak seasons, such as around Giving Tuesday and typically closest to their largest events. That being said, experimentation can be a really useful tool for determining how you can drive the best possible engagement for the different seasons that are relevant to your organization.

As we touched on in the...