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

Setting up a Classic Automation or Customer Journey Builder

As noted at the beginning of this chapter, whether you have access to both Classic Automation or Customer Journeys will largely depend on the age of your account and whether you have attempted to build a Classic Automation in the past. That being said, there are some practical advantages to leveraging Customer Journeys even if you have access to Classic Automations. The main one is that you’ll have access to what is generally referred to as branching logic.

Branching logic is where you can set actions for two different occurrences. It’s also commonly referred to as an if/else rule. Whatever you call it, it’s a conditional statement that accounts for whether something is true or not true and then takes two different actions depending on the outcome: true or false. If we were to put an example together in a statement, it might look something like this:

If Person A does open Campaign X, then they will...