What this book covers
Chapter 1, Welcome to Marketing with Mailchimp, introduces some of the terminology and language conventions used throughout the Mailchimp platform and some common user types.
Chapter 2, Basics of Account Management and Audiences, explores some valuable account settings you should consider updating early in your marketing journey, as well as how the audience feature plays a central role within your Mailchimp account.
Chapter 3, Importing and Combining Audiences, establishes a foundational understanding of audiences and how to structure your data for an import, and then execute on that import.
Chapter 4, Understanding the Difference Between Groups, Tags, and Segments, discusses the nuanced differences between groups, tags, and segments and how they can be used throughout the platform.
Chapter 5, Strategies and Tools for Managing Inactive Contacts, examines the different strategies to define what “inactive” means in the context of a business, and how those models relate to maintaining a strategy for targeted marketing.
Chapter 6, Setting Up and Customizing Various Form Types, demonstrates how to actively interact with your first channel and your contacts for the first time, as well as how to aggregate new ones.
Chapter 7, Establishing Your Brand with Content Studio, delves into how to establish your brand and its assets within your Mailchimp account, and how to bring images and other assets into an app and utilize them.
Chapter 8, Outreach Marketing with Templates and Campaigns, covers the two basic channels and how to set the tone for your marketing and outreach to your contacts.
Chapter 9, Setting Up Your Marketing Presence with Websites, explores how to set up a consistent marketing presence in the form of websites and the benefits of determining a brand identity.
Chapter 10, Understanding Reports and Analytics, expands on the analytic options and even offers some pro features to leverage comparative reports.
Chapter 11, Implementing A/B Testing and Multivariate Testing, delves specifically into the advanced marketing features available to gather additional data about your contacts/subscribers, helping you to determine what best engages them.
Chapter 12, Strategies for Automating Using the Customer Journey Builder, examines the marketing and product strategies to automate more outreach to your audience. This chapter covers the types of workflows and scenarios that can be automated within the Mailchimp platform and how to set up an ecosystem.
Chapter 13, Setting Up a Mailchimp E-Commerce Store, reviews how the platform can support the marketing needs of brick-and-mortar businesses or businesses with a physical inventory. This includes businesses with no online store and those who have an e-commerce platform but are looking to expand the reach of an existing solution.
Chapter 14, E-Commerce Integrations, explores the benefits of integrating your external commerce platforms, assuming that you leverage an existing platform to sell products, and the benefits to marketing initiatives if you do.
Chapter 15, Form and Survey Integrations, examines some of the more popular integrations for forms and surveys that can be connected to your Mailchimp account to elevate your forms.
Chapter 16, CRM and Connectivity Integrations, looks at some of the common/popular integrations to connect Mailchimp with another CRM or leverage a connectivity application. This chapter is of particular benefit for service-based businesses and agencies.
Chapter 17, Use Cases and Real-World Examples, delves into some of the real-life applications and common uses for a marketing platform. Each section focuses on some top scenarios where an application is used and then how to leverage a marketing strategy to build on your existing work.