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

What are inactive contacts?

There are some intrinsic benefits to defining what an inactive contact is in the context of your business or organization. As we learned in the previous chapter, segmenting is a powerful tool and can be leveraged with inactive contacts. In some cases, you might choose to create a custom campaign specifically for people who are subscribed to your audience but maybe haven’t opened or clicked on a campaign in a specific period of time. This can be over 3 months, over 6 months, and so on – you can experiment!

Alternatively, once you’ve attempted to re-engage this subset of your subscribers, you might determine that keeping them in your audience as subscribed just might not make sense for your business. Email, in particular, demands that we walk a fine line between reaching out to our audience and making sure that we’re not perceived as “spammy.” Mailchimp does quite a lot of work to make sure that it’s compliant...