What were the goals of the campaign?
MDB: Our goals were to delight our customers with the tips and inspire them to take action.
BG: We wanted people to like the tips!
Ack! But what about metrics? How do you track “people liking stuff”?
MM: Metrics_are_important. First, we wanted to surpass last year’s signups. Second, social shares are very important, and we’re tracking how many people use those buttons and engage on social platforms.
How did you use Mailchimp to market the holiday tips site? How could agencies do the same thing for their holiday campaigns?
BG: We started with the people most likely to be interested in holiday tips this year: people who were interested in holiday tips last year.
MM: First we considered sending to a smaller segment, but ultimately we decided the content was relevant to our entire customer base, so we sent it to our entire list
MDB: We also put out a blog post. Our collaborating partners shared on their channels, as well.
What was the most successful marketing channel?
BG: Probably the email, based solely on volume. Over half of signups came from our first email. We wanted to resend to non-openers a week later, based on information from Data Science.
MM: We initially wanted to follow up that soon. Why didn’t we?
BG: We had a lot on our schedule and we didn’t want to overwhelm our users with too much.
How much is “too much”?
BG: We’re working on that.
Because margins for service are always slim, agencies have to be aware of return on investment. That’s particularly true when you are building your own brand as an agency and not working on a client project. A holiday tips campaign takes a lot of work. Was the return worth it for Mailchimp?
MDB: Yes. We think the tips help build the Mailchimp brand and express our point of view on marketing.
BG: By the time we send out the Freddies at the end of the email campaign, we’ve built a lot of brand awareness.
MM: The campaign is definitely something that sets us apart. We want to educate and serve our customers creatively.
BG: Plus, the site is around until 2017. It lasts for at least a quarter of the year, if not longer.
What was your favorite tip?
BG: The one from Freddie and Co., because it shows that we’re still learning and there’s room for us to grow. I also liked Need Supply’s because they make really nice shoes.
MM: I’m partial to the brand section because those were my tips. But it’s important to keep your focus on branding, especially when you refresh your site. You have to speak to your customers in a consistent voice. It’s easy to get caught up in the technical, but branding tips are crucial for any business.
MDB: I like the tips that feature customer examples. We know our users are always interested to find out what works for others, and it’s also exciting for us to see how early adopters of features like abandoned cart, automations and product recommendations, for example, have been successful.