mailchimp

Switching to Mailchimp Reasons and next steps : 

Switching to Mailchimp Reasons and next steps 2010

Switching to Mailchimp: 

Switching to Mailchimp Why Mailchimp: Cheaper – 420 euros per year as opposed to 2,350 euros (2009) and 3,400 euros (2008) with TMG Greater control over our email campaigns, easier to focus on target groups within list Better management of list to avoid spam traps Outstanding analytics, allowing great measurement of campaigns’ effectiveness Potential to incorporate other comms initiatives Great social media tie-ins

Communication Tools 2010: 

Communication Tools 2010 What is Mailchimp A web-based email marketing tool, used by many of today’s top companies Mailchimp’s Clients

Communication Tools 2010: 

Communication Tools 2010 What can Mailchimp do? Superb tracking – clickthroughs, bounces, complaints, industry benchmarking, advice

Communication Tools 2010: 

Communication Tools 2010 What can Mailchimp do?

Communication Tools 2010: 

Communication Tools 2010 What can Mailchimp do?

Communication Tools 2010: 

Communication Tools 2010 Next Steps Set up monthly account Validate template design (confirm with ASC) Trial run using Mailchimp’s checking service Go live!

Slide 8: 

What is Mailchimp A web-based email marketing tool, used by many of today’s top companies

Communication Tools 2010: 

Communication Tools 2010 Why Mailchimp: Cheaper option that allows greater control over email campaigns Superb analytics, great tracking of campaign effectiveness - clickthroughs, bounces, complaints, industry benchmarking, advice

Communication Tools 2010: 

Communication Tools 2010 Mailchimp: Challenges and next steps Getting from what we have to what we need

Communication Tools 2010: 

Communication Tools 2010 Mailchimp: What we have Ad hoc, haphazard, not thought-out list (not well segmented) Badly out-of-date list (TMG have not been cleaning it) Top-heavy list Need more middle managers and other deciders Journalists Internal stakeholders An un-opted-in list (many don’t know they’ve been included)

Communication Tools 2010: 

Communication Tools 2010 Mailchimp Beta (463 recipients): Results 20% bounces 66% unopened 4 unsubscribes Learnings List is very old Email marketing is never 100% accurate People are ‘open’ to our messages Global findings MC very successful, firewalls, et Reporting very accurate Effective tool for us at this stage

Communication Tools 2010: 

Communication Tools 2010 Mailchimp: What we want Major clean up, optimise current list Smart, sophisticately segmented list to optimise targetting Radically grow list middle managers, influencers/deciders, journalists Global opted-in list of people who ‘welcome’ our messages

Communication Tools 2010: 

Communication Tools 2010 Mailchimp: How to do it Phase 1 Clean up existing list (we will dip below 1,000) Send opt-in email, gain extra info (see example) Reclassify segments (Michelle’s input needed) Brief managers on collecting database prospects (avoid spam) Opted-in to clearly defined list Initiative to grow list (middle managers and other deciders) embed purl link on new website to grow list Link to crm (testing) to keep track of what is said and to whom Phase 2

Mailchimp report Successes and learnings : 

Mailchimp report Successes and learnings 2010

Switching to Mailchimp: 

Switching to Mailchimp Why Mailchimp (recap): Switch to Mailchimp in April (23 campaigns this) Cheaper – 420 euros per year 3,400 euros (2008) with TMG Better list management, spamming, maintenance Greater control over our email campaigns, easier to focus on target groups within list Outstanding analytics, measurement of campaigns Potential to incorporate other comms initiatives Great social media tie-ins

Switching to Mailchimp: 

Switching to Mailchimp Better list management, spamming, maintenance: Flashlist is now clean -> Mailchimp detected dormant addresses that TMG were not cleaning out. -> We went from 1,500 names to 1,100 Flashlist is now fully SPAM compliant -> We send opt-in mail -> It’s easier to unsubscribe

Switching to Mailchimp: 

Switching to Mailchimp What works, what doesn’t Highest performing Eurosport.com iPad app Launch June Thursday 371 opens 16.88% success Worst campaign Eurosport 2 expands global distribution with Israel launch 131 opens 9.17% success Total campaigns 23

Switching to Mailchimp: 

Switching to Mailchimp What works, what doesn’t Always communicate on Group/Network -> ESP 2 and country specific down 10% on average Optimum days ->Tues, Wed, Thurs We have a strong and loyal following ->unsubs 33, 1abuse complaint in 23 campaigns

Switching to Mailchimp: 

Switching to Mailchimp What works, what doesn’t >> KEY FINDINGS Sponsorship (clients) flashmails perform badly on average ->Nissan and Sharp 40% down MAIN TARGET GROUPS – Agency and Direct clients (Example: Sky Race Flashmail) 50 Agency out of 330 (5.2% success) – industry average 17.8 25 Direct clients out of 280 (9% success ) – industry average 17.8 >>> We are not effectively reaching clients!

Switching to Mailchimp: 

Switching to Mailchimp What works, what doesn’t >> RECOMMENDATION -> Develop new tool (newsletter?) to target clients directly -> Work with Sales to optimise tool -> Build specific client listing (work with clients to do so) -> Now opt-in mails to introduce tool and segment -> Flashmail sign-up embedded onb SMNR + FB -> Possibility of country roll-out