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

A glance at Mailchimp’s journey

Mailchimp, like many startups, started its life as a side hustle for its founders Ben Chestnut and Dan Kurzius. Ben and Dan operated a web design agency called Rocket Science Group and repeatedly noted that their smaller and mid-sized clients in particular mentioned their need for email marketing services. So, over time, on the side, they built the first Mailchimp email marketing service for small businesses.

Both Ben and Dan had parents who ran and operated their own small businesses throughout their childhoods and so they saw first-hand how difficult it could be for entrepreneurs to compete with better-equipped or larger competitors. This drove them to what ultimately became the mission of Mailchimp – to empower the underdog. In 2007, Rocket Science Group ultimately ended its agency work and turned all its efforts to developing Mailchimp into something specifically designed to provide small and medium-sized businesses with an email marketing tool as their initial entry point into marketing and staying in touch with their audiences.

Over the next decade, the needs of marketers steadily increased and became more complex. As the market pivoted more heavily toward diverse types of digital marketing, this drove Mailchimp to add more channels to be able to continue to equip the businesses that grew with them with what they needed to stay competitive. Of course, not only was this a benefit to long-time Mailchimp customers but it also ensured over time that Mailchimp stayed an ideal platform for new folks to start and grow with.

Over 20 years, this specific focus on small and medium-sized businesses and the commitment to the success of its users really propelled Mailchimp from being a bootstrapped, quirky, obscure, small email marketing platform into being a globally recognizable brand that does so much more. It kept much of what made it quirky and scrappy but certainly made its way to the front of the pack. This brings us to the current-day Mailchimp marketing platform.

Now that we have had a look at Mailchimp’s journey, let’s walk through a quick overview of the online marketing universe and then define some general terms and specific terms used in Mailchimp.