Set up your first channel and effectively expand your outreach and customer base with Mailchimp to deliver scalable business outcomes
Key Features
• Learn audience management strategies to make informed decisions for your marketing channels
• Employ practical use cases for your custom business needs to implement basic and pro Mailchimp features
• Customize Mailchimp using powerful integrations to deliver top-notch user experience
Book Description
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.
What you will learn
• Understand specific account-level settings, their purpose, and account management
• Explore strategies and tools for managing inactive contacts for target marketing
• Integrate Mailchimp for easy customization with a low-code options for customization
• Establish a strong marketing presence with email and websites and leverage it for e-commerce and services
• Discover advanced reporting and analytics by turning audience information into relevant growth metrics
• Automate your marketing workflows using the Mailchimp customer journey builder
Who this book is for
This book is for marketing professionals or small-to-midsize business entrepreneurs looking to start a marketing journey through powerful marketing automation. To get the best from this book, you must be familiar with using web apps and have an understanding of content design. This book will help anyone who is looking to start a marketing career and wants to take hands-on ownership of building marketing and outreach strategies for the business.
Author(s): Margarita J. Caraballo
Edition: 1
Publisher: Packt Publishing
Year: 2023
Language: English
Commentary: Publisher's PDF
Pages: 304
City: Birmingham, UK
Tags: Marketing; Best Practices; Automation; Mailchimp
Cover
Title Page
Copyright and Credits
Contributors
About the reviewer
Table of Contents
Preface
Part 1:Introduction to Mailchimp
Chapter 1: Welcome to Marketing with Mailchimp
A glance at Mailchimp’s journey
Understanding and using online marketing with Mailchimp
Mailchimp-specific terms
Channels
Campaigns
Classic Automations
Customer Journey Builder
Common utilizations
Digital content creators
Brick and mortar
Service providers
Mensa marketers
E-commerce marketers
Creating an account
Summary
Further reading
Part 2:Getting Set Up
Chapter 2: Basics of Account Management and Audiences
Account management and setting an industry
Details
Help us improve your stats
Default Email Builder
Email from Mailchimp
Manage automatic replies
Setting up an audience
Why is it important to know about different contact statuses?
Information you need to make your first list
The purpose behind using a central versus various list
Summary
Further reading
Chapter 3: Importing and Combining Audiences
Merge Tags
Put this tag in your content
Default merge tag value
How to import a list
Combining audiences
How to combine audiences
The Combine Audiences tool
Exporting and importing
Summary
Further reading
Chapter 4: Understanding the Difference between Groups, Tags, and Segments
How targeting can lead to higher engagement
What are groups and tags?
Groups
Tags
Importing to groups or tags
Segmenting tools
Basics of segmenting logic
Summary
Further reading
Chapter 5: Strategies and Tools for Managing Inactive Contacts
What are inactive contacts?
How to develop our own definition
To unsubscribe or archive? That is the question
When do I delete?
Summary
Further reading
Part 3:Basic Channels
Chapter 6: Setting Up and Customizing Various Form Types
Why are forms necessary?
Hosted forms
Navigating to the hosted form builder
Categories of hosted forms you can edit
Creating a form on a landing page
Embedded and pop-up forms
Embedded forms
Pop-up forms
Summary
Further reading
Chapter 7: Establishing Your Brand with the Content Studio
What is the Content Studio?
Individual features and channels nested under Content Studio
Creative Assistant
My Files
Products
Giphy
Instagram
My Logo
Summary
Further reading
Chapter 8: Outreach Marketing with Templates and Campaigns
Templates and how to start them
What is a Template?
Template Editor
Choosing a template
Using the Campaign Editor
Campaign scheduling
Types of emails to pair with targeted segments
Summary
Further reading
Chapter 9: Setting Up Your Marketing Presence with Websites
What is a domain?
An additional entry point and sign-up portal
Personalizing your domain settings
Improving deliverability
Having an authentic appearance
Where do I get one and what if I have one?
Making a website
Editing settings
Summary
Further reading
Part 4:Refine and Automate
Chapter 10: Understanding Reports and Analytics
Technical requirements
The types of information that are accessible in Mailchimp’s reporting
Why opens and clicks?
General stats overview
Click performance interface
Predicted Demographics interface
How you can use and interpret these reports
Expanded/advanced reporting features
Comparative Reports
Summary
Further reading
Chapter 11: Implementing A/B and Multivariate Testing
Why experiment with engagement?
Multivariate options and what elements you can experiment with
How do you take information from the results to better understand your audience?
Summary
Further reading
Chapter 12: Strategies for Automating Using the Customer Journey Builder
Technical requirements
The basics of automation and events
Types of automation, journeys, and their logic
Common use cases and recipes
Audience/contact activity
E-commerce activity
Date-based events and data
Marketing channel activity
Integration and API events
Setting up a Classic Automation or Customer Journey Builder
Summary
Further reading
Chapter 13: Setting Up a Mailchimp E-Commerce Store
Technical requirements
What is a commerce feature?
Setting up a Mailchimp store
The expansion of a contact dataset to include commerce/purchasing data
Setting up automations specific to e-commerce
Summary
Further reading
Part 5:Get Smarter and Connect
Chapter 14: E-Commerce Integrations
Technical requirements
Featured commerce integrations
Movement of information between these platforms
How to expand your marketing efforts with your commerce data
Summary
Further reading
Chapter 15: Form and Survey Integrations
Technical requirements
Using form and survey integrations to build your audience
How to find the right integration and connect it
Summary
Further reading
Chapter 16: CRM and Connectivity Integrations
Technical requirements
Popular CRM and connectivity integrations and why to connect them
What the various integration paths are and how to find and use them
Browsing for integrations
Sample integration walk-throughs
Zapier integration
Understanding where data is present when syncing is initiated and associated advanced features
Summary
Further reading
Chapter 17: Use Cases and Real-World Examples
Starting a business or online presence
Type of business
Background of the business
Next goals and vision for growth
Ideal Mailchimp usage for this business
From bricks and mortar to a digital presence
Type of business
Background of the business
Next goals and vision for growth
Ideal Mailchimp usage for this business
Service-based business model
Type of business
Background of the business
Next goals and vision for growth
Ideal Mailchimp usage for this business
Summary
Index
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