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

Merge Tags

Merge Tags is one of my favorite simple yet powerful functions built into the Mailchimp platform. It makes all of your data more useful. It’s a text-based identifier for account information and audience field content such as First name or Email address.

It’s powerful because you can use these placeholders to make your bulk marketing emails a little more personal and special for your contacts. You can also use them, and you’ll see them appear by default, in the footers of campaign templates to pull in account information to keep all your emails and content compliant with laws such as CAN-SPAM, as we noted in an earlier chapter.

More recent trends identified by Mailchimp show that contacts are 29% more likely to open personalized emails and those emails drive six times more transactions than generic ones.

The more specific emails are, the more engagement they will drive over time.

Additionally, as you add merge tags, you can also choose to...