Marketing Automation with Mailchimp: Expert tips, techniques, and best practices for scaling marketing strategies and ROI for your business

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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