I always like to start the weekend by admonishing experts for second-guessing customers. This weekend shall be no different. LOL Read on to see what at least one old expert has learned over the years.
Here’s one good reason for establishing the “headwaters” of this newsletter process in Airtable -
The data in the newsletter is useful for many outbound (and possibly inbound) content processes and there is a collaboration effort required to fabricate, edit, approve, polish and reuse the content.
We cannot underestimate the vast benefits of establishing content and meta-data about content in a manner that allows the organization to leverage digital asset value. Even if we don’t fully understand the opportunities for other adjacent use cases, we can envision the likelihood that at some point in the not-too-distant future, additional requirements will emerge.
Let’s explore a second reason. MailChimp certainly enables users to create content workflows that are seemingly unending – however…
Imagine a scenario where other Airtable data is being gathered and used to guide these timed and ordered marketing messages.
Such a case would then require the customer to learn two APIs - Airtable and MailChimp.
Okay, I’m feeling innovative today - let’s explore one more reason.
Imagine embedded Airtable form links in the content serving as a call-to-action.
Each form response could easily be crafted to push performance analytics right into the same table where content (or content fragments) are created and managed.
Oh dang - just thought of another one! I’m Outta’ Control! (as Regis Philbin would say - actually, he never said this; Dana Carvey did and Regis had to get a release to use that phrase for his autobiography)
What if you created a collection of keywords for each content item and used those for SEO purposes in each web instance of the newsletter (MailChimp supports this) and then you traced the responses based on keywords.
Now your “content” management platform has become a database of useful analytics for targeted campaigns. Databases are best for data, and Airtable has the ability to be both a content development platform and a market analytics platform.
I don’t have any specific recommendations for integrating Airtable with MailChimp, but I suspect IntegroMat and Zapier might be helpful for at least prototyping a process without code or cost per-se.