MailChimp Automation is a free feature. Imagine having a marketing system which reacts automatically to customer behaviour. This is possible via MailChimp. MailChimp Automation (MA) combines the segmenting and scheduling tools. You can create event-based emails which are triggered by subscriber behaviour. This technology is known as ‘marketing automation’. If it is used intelligently and with discretion, it can attract customers, build your brand and generate sales. If it is overused, you may annoy customers and lose business.
Within MA, you can create workflows and triggers which enable you to send a single email (‘Welcome to our newsletter list’) or a series of emails (‘Here is the first part of the course that you requested.’)
An event could be, for example, a new subscription to your list. Or it could be a click within one of your campaigns. MC has included a number of workflows within the Automation section, in order to get you started. Alternatively, you can create your own customised workflows, if you wish.
Automation enables you to create a sequence of campaigns which can be sent over a period of time, i.e. daily or once a week for X weeks. They can be designed and tested within the MC email designer and tracked via Reports.
MC Automation enables you to engage with subscribers in helpful and creative ways. Automation delivers a personalised service based on what subscribers choose to do.
Customers go on a journey. They move from awareness to brand recognition, followed by trial purchase and then repeat purchase. Automation can help potential customers to understand your brand, what is different about it and why they should buy from you – as they are receiving information which is appropriate to the stage that they have reached on their buying journey.
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Nigel Temple offers MailChimp training.