Building a brand with Mailchimp
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Transcript of Building a brand with Mailchimp
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Building a Brand
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- MailChimp’s background- Our marketing evolution- How we craft and use email - Brands that are email rockstars- Free tools of the trade
What we’ll explore today:
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The Rocket Science Group
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MailChimp- RSG clients requested email marketing - MailChimp built as an app they could use- Originally designed for programmers- Users bought credits, paid with checks- Upload a list of recipients, paste in HTML- Bon voyage!
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Tough Decisions
What is the future of the Rocket Science Group?
Web design/consulting or MailChimp?
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A Dedicated App
- MailChimp team gets focused- Bring in devs and UI designer- Focus on single core product- Build easy, powerful app folks want to use
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Blossoming Brand- Originally wanted to remove the monkey- Freddie gets a makeover- Introduce Freemium Plan: 500 → 3,000
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Swag Strategy
- Think of swag as a gift rather than a promo- By giving users quality swag, we could
convey the quality of the app- Give folks things they’ll want and be delighted in vs “here’s some stuff”- Reward users for engaging and ask them
for help to improve the app...
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APIE Awards:Awesome Performance In Email
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Traditional Marketing
- Begin to sponsor events- Focused on design and content events- Don’t push MailChimp on people- Built trust with attendees- Still maintain philosophy and will be silent
sponsors to help be supportive of events
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Billboards
Designed for existing users. Winking Freddie for folks that know him.
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MailChimp’s Emails“The only way to figure out what works for your list is to keep testing.”
-Bradley Gula
- Simple and clear doesn’t have to come at the expense
of comprehensive content- Always experiment with content, design, language,
and images→ use images from website for consistency
- Switch up the creation process with voice & tone- DoSomething’s 20 subject lines per email
- Use click map in reporting to see where folks respond- Success judged in different ways
- If new feature, maybe look at opens?- If specific segment, maybe clicks best?- What’s driving the engagement or
unsubscribe?
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MailChimp’s Email Philosophy
“I think the overriding philosophy I follow is to ‘be human.’ With each email, we’re asking people to commit to a measure of their time, and we try to be respectful of that.”
- Fabio Carneiro, MailChimp Email Designer
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Design Within Constraints
- Know what you can and cannot do within email and various email clients- Design for the lowest common denominator- Experiment to learn how each email client handles emails- Create email accounts with Yahoo, Gmail, Hotmail,
and Outlook
- Create test list with them, send throwaway campaigns to test new features
- Think outside the box: videos → gifs
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Animation & Video
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Design For Distraction
- Emails are designed to be easily used and usable regardless of the email client- Should NOT have a disruptive impact on a
subscriber’s workflow or life- Keep it short and sweet
- Use links to drive traffic to your site for more info- List metrics help you know which clients people use
- Desktop vs Mobile?
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Design With A Purpose
- Can’t please all your subscribers with a massive,all-inclusive, generic email
- Segment your audience and build emails accordingly- Know who you’re sending to and why you’re sending- Relevant content lets your subscribers know you care
- Spotify music recommendation emails- Irrelevant content is a huge turn off for subscribers
- Think iOS vs Android app updates- Concert ticket emails
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Really Good Email
- Use your inbox as a research tool- “I pay attention to how the emails are designed and
built, and what sort of content each message carries.” - Fabio
- Sign up for lists of companies, people, or brands youadmire
- Look at what works well for some but poorly for others- What reactions do you have as the reader of an email?
- “What works for one customer might be disastrous for another. The only way to figure
out what works for your list is to keep testing.” - Brad
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Cards Against Humanity“CAH is at it’s strongest when we can point to hypocrisies and absurdities in the culture around us, while also obviously being apart of that culture.”
- Max Temkin, Founder
- Extend brand’s humor into emails, rewarding subscribers with email only content
- Philosophy: only send when you have something to say
- 15 sent within 3 years, 75% open rate- “If your job is to write emails, you should always be
fighting to send fewer things and make sure each email you send is so incredible that it’s a rare treat to hear from you.” - Max
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CAH’s Black Friday Sale
- Never believed in cutting
the price of the game- How do you separate
yourself from other emails?- Poke fun at Black Friday - Language within image- Campaign went viral for
being so ridiculous
- Increased seasonal sales considerably
“Your entire life changes, starting today.”
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Robocat- Only send a few times a year- Want to reward folks for their time and
subscription- “When we send a message to someone, we are essentially asking them for a bit of their time, a bit of their privacy. It’s important that our readers are rewarded for that investment.” - Robocat
- Used negative appstore review to launch their most successful Kickstarter campaign
to date: $35,000 Goal with $336,018 Pledged
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ElevationLab
- Design Apple iPhone docks and iMac stands- Send sparingly, test frequently-
- Design Apple iPhone docks and iMac stands- Use imagery to
displayquality and design of their products
- Send sparingly, test frequently
- Several iterations of each email to whittle down content
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Always Be Experimenting
“There’s a lot of room for experimentation in the development, design, and content arenas, and that’s my advice to anyone starting out:
always experiment.Develop the emails using different techniques, be open to departure from your established design language, and play with the voice and tone of your emails.”
-Fabio Carneiro, MailChimp Email Designer
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Reduce Irrelevance:Send Relevant, Concise Content
“But, in general, if we have to think too hard about if something should be included, it’ll probably fit better in a future email to a better audience.”
-Bradley Gula, MailChimp’s Email Dude
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Be Human
“I think the overriding philosophy I follow is to ‘be human.’ With each email, we’re asking people to commit to a measure of their time, and we try to be respectful of that.”
- Fabio Carneiro, MailChimp Email Designer
“Email marketing is your chance to connect with your customers in a human way. Be human!”
- Ben Chestnut, MailChimp CEO
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Resources
Email Designwww.reallygoodemail.cominspiration.mailchimp.com
Website Designwix.com/sample/website
Additional Helparena.wix.com
experts.mailchimp.com
Free Toolswww.wix.com
www.mailchimp.comwww.canva.comwww.pixlr.com
www.image-maps.com