As you’ve learned in previous issues of What’s in Store, we’ve never opened an online store, let alone run the marketing for one. Similarly, I’ve written all sorts of stuff over the years, from journalism to press releases. I once wrote a story about baseball for a terrible gas station periodical. But until Freddie and Co., I’d never worked on, say, product descriptions for a pair of socks. It’s been a learning experience.
Mailchimp has grown a lot in recent years, and that growth extends to our marketing department. A couple years ago, we would’ve been hard-pressed to pull off a project like Freddie and Co. Now, we’ve got an ever-growing team of designers, social media specialists, marketing managers, writers, and other folks.
A typical Freddie and Co. campaign starts with Meg and Melissa. They decide what we’re writing about, be it a sale or a new collection. Then it goes to one of our writers, Brandon. After that, I edit the email and our design team makes it look great.
Sometimes these campaigns only need a quick paragraph. Other times, they’re a little more involved. To quote the Voice and Tone section of our style guide, “Mailchimp’s tone is usually informal, but it’s always more important to be clear than entertaining.” That’s a good way to describe most Freddie and Co. emails: