Email marketing in action. A case study in using something more advanced than MailChimp
I've been a heavy user of MailChimp for many years. And as a tutor and examiner for the CIM's digital qualifications I can see that I am not alone. The majority of my students seem to have experience of the platform and only the very larger brands seem to regularly be using anything else like a fully integrated CRM system for email.
MailChimp has some awesome features. And for companies with small mailing lists and limited resources or technical expertise, it's an excellent first choice for regular emailing.
But it has some severe limitations. You can't really do much personalisation. Sure you can put a first name in and you can use Autoresponders to send specific emails in response to a trigger but they are complex to set up and lack the sophistication of a more specialised marketing automation…
