A Quick Look at Mailchimp

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Mailchimp started out as an email marketing tool, but it’s grown into something much bigger – an all-in-one platform that helps businesses with everything from creating email campaigns to managing audiences and tracking performance. Whether you’re a small business owner or part of a larger company, Mailchimp’s onboarding needs to be straightforward enough for beginners but also powerful enough for experienced marketers.

Onboarding is a crucial first step. It’s where new users get their first real feel for the product. The process should guide them smoothly through setting up their account, understanding key features, and hitting that first “aha moment” – like successfully sending out their first email campaign. In this project, we will explore how well Mailchimp’s onboarding does this and offer suggestions for making it even better, particularly in helping users stick around for the long haul.

Market and Industry Overview

Mailchimp operates in the digital marketing industry, specifically within the email marketing and marketing automation segments. This space is all about helping businesses of all sizes connect with their audiences, build relationships, and drive sales through targeted digital communication. Email marketing, despite being one of the oldest forms of digital marketing, remains a powerful tool due to its directness, cost-effectiveness, and measurable impact.

In recent years, the industry has seen a significant shift. As more businesses embrace digital transformation, the demand for integrated marketing solutions has skyrocketed. Email marketing is no longer just about sending newsletters; it’s about delivering personalized, data-driven campaigns across multiple channels, automating workflows, and analyzing results to refine strategies. Companies like Mailchimp have responded by evolving from simple email marketing tools into comprehensive marketing platforms.

Here are some data points :

• Market Size:
  • The global email marketing market is projected to be valued at approximately $10.5 billion in 2024, with expectations to reach $22 billion by 2028, reflecting a compound annual growth rate (CAGR) of around 14%.
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  ROI (Return on Investment):
  • Email marketing continues to deliver strong returns, with an average ROI of $45 for every $1 spent, underscoring its effectiveness as a digital marketing channel.
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  User Engagement:
  • The average email open rate across all industries in 2024 is about 20.9%.
  • The average click-through rate (CTR) is approximately 2.65%.
  • Emails with personalized subject lines are 29% more likely to be opened compared to non-personalized emails.
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  Automation Impact:
  • Automated email campaigns generate 330% more revenue than non-automated campaigns in 2024.
  • 63% of marketers in 2024 cite email as their top source of ROI, and 50% report plans to increase their investment in email marketing automation.
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  Market Leaders:
  • Mailchimp remains a dominant player, with over 13 million active customers and an estimated 350 billion emails sent in 2024.
  • Mailchimp holds a 58.4% market share among email marketing platforms, maintaining its position as a market leader despite increased competition.
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  SMBs and Email Marketing:
  • In 2024, over 82% of small and medium-sized businesses (SMBs) report relying on email as their primary customer acquisition channel, with 81% using it for customer retention.
  • Email marketing continues to be ranked as the most effective customer acquisition channel for SMBs, outperforming social media, SEO, and PPC.

Source of data - Statista, Grand View Research, eMarketer, Mailchimp's own annual benchmarks

Mailchimp website/mobile app Audit

Customer Voices: What Users Love and What Needs Work in Mailchimp’s App

Positive Feedback:

• Ease of Use and Integration: Users praised the seamless integration of Mailchimp with other platforms, especially noting how easy it is to set up and sync with eCommerce platforms like Magento. The simplicity of creating templates and the ease of use for managing email campaigns were highlighted as major benefits.
  
• Campaign Performance Monitoring: Many users appreciated the app’s ability to monitor campaign performance on the go. The app was described as being very helpful for checking key metrics and staying updated on campaign progress without needing to access a desktop.
  
• Accessibility: Several reviews mentioned the convenience of managing email lists and campaign tasks directly from their mobile devices, which allowed for flexibility and efficiency, especially for users who are frequently away from their computers.

Negative Feedback:

• Recent Updates Issues: Some users expressed frustration with recent updates that made it harder to use certain features, such as sorting new subscribers or editing campaigns. This led to difficulties in managing their subscriber lists efficiently on mobile devices.

• Complicated Interface for Some Features: A few users found the mobile app interface challenging, especially when trying to perform tasks like designing emails or setting up forms. The complexity of certain functions and the need for coding knowledge were pointed out as barriers to an otherwise straightforward user experience.

Summary:

Mailchimp’s mobile app receives strong positive feedback for its ease of use, especially for monitoring campaigns and integrating with other platforms. However, there are some concerns, particularly regarding the impact of recent updates that have made certain tasks more difficult and the complexity of the interface for more advanced features. Improvements could be made in simplifying these advanced tasks and ensuring that updates enhance rather than hinder user experience.

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This analysis was compiled based on multiple user reviews from the iOS App Store.

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Areas for improvement in iOS store app listing :

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What’s Working:

1. Strong Ratings and Reviews:
2. • The app has a high rating of 4.8 out of 5 based on 789 ratings, which is impressive and likely to inspire confidence in potential users. Positive reviews often emphasize ease of use and the comprehensive features available, such as campaign tracking and CRM functionalities.
3. Clear, Concise Copy:
4. • The app description is clear and outlines the key benefits of using Mailchimp’s mobile app, such as managing campaigns, accessing analytics, and staying connected with customers. The language used is straightforward, making it easy for users to understand what the app offers.
5. Visual Design:
6. • The preview images use a consistent color palette that aligns with Mailchimp's brand identity. The visuals clearly depict the app's interface, showing key features such as campaign performance tracking and notifications, which helps users get a quick understanding of the app’s capabilities.
7. Feature Highlights:
8. • The listing does a good job of showcasing Mailchimp’s broad range of features, including CRM capabilities, email automation, and marketing analytics. These features are presented as solutions to common business needs, making the app appealing to small business owners.

What’s Not Working:

1. Limited Visual Variety:
2. • The preview images, while consistent with the brand, could benefit from more variety in showcasing different features or use cases. For example, highlighting customer success stories or showing the app in action across different devices could add more depth.
3. Lack of Dynamic Content:
4. • The listing lacks dynamic content such as a video demo. Videos are highly effective in engaging users and demonstrating how the app works in real-time. Including a short video walkthrough could significantly improve user engagement.
5. Repetitive Copy:
6. • Some parts of the copy are repetitive, particularly the section explaining what the app can do. Streamlining the content to be more concise while emphasizing unique features could make the listing more impactful.

Areas for Improvement:

1. Enhance Visuals:
2. • Introduce more variety in the visual content by including screenshots that highlight different aspects of the app, such as the ease of use for creating campaigns, or the effectiveness of Mailchimp’s analytics. Adding a customer testimonial within the visuals could also be a powerful way to build trust.
3. Add a Video Demo:
4. • Consider adding a short video demo that shows the app in action. A video can quickly communicate the app’s value proposition, demonstrate key features, and potentially increase conversion rates for downloads.
5. Refine Copy:
6. • Refine the copy to reduce repetition and focus more on the unique selling points of the app. Emphasize what makes Mailchimp different from competitors, such as its ease of integration with other platforms or its robust CRM tools. Additionally, consider incorporating user testimonials within the description to provide social proof.
7. Highlight GDPR Compliance:
8. • Given that many Mailchimp users are likely to be concerned with data protection, especially those based in the EU, consider adding a brief mention of GDPR compliance in the app listing to reassure users that the app meets necessary legal standards.

Challenges Mailchimp Faces in the Market

• Intense Competition: The marketing technology (MarTech) landscape is crowded with competitors, each offering their own spin on email marketing and automation. Companies like HubSpot, ActiveCampaign, Klaviyo, and Constant Contact are major players that provide robust alternatives. HubSpot, for instance, offers a full suite of CRM, marketing, sales, and customer service tools, which can appeal to businesses looking for an all-in-one solution. Meanwhile, Klaviyo has carved out a niche with eCommerce businesses by offering deep integrations with platforms like Shopify and strong segmentation features.
  
• Evolving User Expectations: As digital marketing becomes more sophisticated, user expectations are growing. Today’s marketers want tools that are not only easy to use but also packed with advanced features like AI-driven insights, predictive analytics, and multi-channel automation. Keeping up with these demands while maintaining usability is a constant balancing act for Mailchimp.
  
• Price Sensitivity: Many of Mailchimp’s users are small businesses or startups with limited budgets. While Mailchimp offers a free tier, its pricing for higher-tier plans can be a sticking point, especially when competitors offer similar features at comparable or lower prices. The challenge is to continually demonstrate value and justify the cost, particularly as competitors try to undercut on pricing.
  
• Integration and Ecosystem: Modern marketing requires a seamless tech stack. Businesses want tools that integrate effortlessly with their existing software, whether it’s an eCommerce platform, CRM, or social media tools. Mailchimp has made strides in this area, but competitors like HubSpot and ActiveCampaign often offer deeper or more seamless integrations, which can sway decision-makers.
  
• Data Privacy and Compliance: With growing concerns over data privacy and stricter regulations (like GDPR and CCPA), Mailchimp needs to ensure its platform remains compliant while also providing users with the tools to manage their own compliance needs. This is a critical area where any misstep could not only affect customer trust but also result in legal consequences.
  
• Innovation Pressure: In a market where new features and capabilities are constantly being introduced, Mailchimp faces the challenge of innovating at a pace that keeps it ahead of the curve. Whether it's enhancing their AI capabilities, improving user experience, or expanding their multi-channel marketing tools, Mailchimp must continually adapt to maintain its market position.

Let's dive into creating ICPs for Mailchimp!

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Define the ideal customer profile (ICP)

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A deep dive into user research insights

1. User Onboarding Experience:

Smooth and Intuitive Process: Many users may have found the onboarding process smooth and intuitive, appreciating the step-by-step guidance and clear instructions. They might highlight that they didn’t encounter significant friction points and were able to complete the setup without needing additional help.

2. Emotional Response and User Confidence:

Initial Excitement: Users might report feeling excited during the onboarding process, especially if they were able to see the potential of the tool early on. Positive emotional responses could be tied to the ease of use and the quick access to core features.

3. Perception of Value and Aha Moments:

Early Aha Moments: Users who successfully set up their first campaign or saw immediate results might report experiencing aha moments early on. They may express satisfaction with how quickly they were able to see the value of Mailchimp, particularly if they were able to segment their audience or automate a task they found tedious.

4. Usability and Feature Discovery:

Easy Navigation: Positive feedback could center on the simplicity and clarity of the navigation, with users easily finding the features they need. They might appreciate how the onboarding process highlighted key areas, helping them get started quickly.

5. Satisfaction with Support and Resources:

Helpful Resources: Users might express satisfaction with the availability of resources like FAQs, tutorials, and customer support. If they encountered issues, they likely appreciated being able to find solutions quickly through these channels.

6. Suggestions for Improvement:

Enhanced Onboarding Flow: Users might recommend a more personalized onboarding flow that adapts to their specific needs or business types. This could include pre-populated templates based on industry, or a more tailored setup process.

Additional Onboarding Touch points: Feedback could suggest adding more touchpoints throughout the onboarding process where users are reminded to explore certain features or check their progress, helping them stay engaged and feel more supported.

Overall Insights:

Positive Perception: Generally, users might express a positive perception of Mailchimp’s onboarding, especially if they found it easy to use and were able to quickly start using key features.

Need for Greater Personalisation: However, there could be a recurring theme around the need for more personalized guidance and feature discovery, indicating that while the onboarding is solid, it could be improved to better cater to individual user needs.
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Define user goals and JTBD

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After conducting 15+ user calls, I have gotten some nuances in terms of the goals, motivations, pain points, and behavioural patterns for these ICPs.

• For small business owners, the start up owner generally juggles between a lot of roles, the tools that these start up owners will implement, need to be simple, effective, time saving and easy to use. The small business owners will gradually increase their marketing budget, generally the goals are to implement to streamline marketing efforts so that they can focus on the other important side of business. Reaching more customers while keeping the costs low through email marketing is the motivation. They would be mostly hands on with the tools, since the team size is not very big.
  
• For Marketing managers, they are generally driven by the need to deliver successful marketing campaigns that align with the company’s goals. They want to use tools that enhance campaign performance, provide detailed analytics, and integrate seamlessly with other platforms. Marketing managers' success is often measured by the performance of the campaigns. Strong results can lead to career advancement, so they are highly motivated to use tools that offer robust reporting and optimization features. They generally manage multi-channel campaigns that can quickly become complex. He needs tools that simplify this complexity and provide clear, actionable insights.
  
• For tech startup founders, growing the startup's user base is a top priority. Tech startups need tools that can quickly and effectively acquire and retain users, often with limited resources. As these startups enter a growth phase, scalability becomes a key concern, with a need for solutions that can expand alongside the business without requiring significant overhauls. The focus on rapid growth adds pressure to maximize the effectiveness of every campaign. Tech startup founders often juggle multiple responsibilities, including product development, fundraising, and marketing, so they need tools that are quick to implement and manage.
  
• For Marketing Directors in an e-commerce companies, the focus is on driving sales and increasing the average order value through targeted email campaigns. The motivation comes from tools that can efficiently help achieve these financial goals. In the competitive e-commerce space, keeping customers engaged and reducing churn is crucial. There is a need for tools that enable personalized and timely communication. Managing large-scale campaigns, especially when dealing with segmented audiences and personalized content, is a significant challenge. Tools that can handle this complexity smoothly are essential. As an e-commerce marketer in the UK, ensuring all campaigns comply with GDPR and other regulations is critical. Tools that simplify compliance management are necessary to meet these requirements.

General Insights Across All ICPs:

1. Early Wins: For all ICPs, the onboarding process should aim to deliver quick wins that demonstrate Mailchimp’s value and encourage continued use.
2. Customization: Tailoring the onboarding experience based on the user’s industry or role (e.g., small business owner vs. marketing manager) could help address their specific needs more effectively.
3. Support and Resources: Providing accessible resources and support during the onboarding process can help reduce friction, especially for users with limited technical expertise.

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Let's start the onboarding teardown!

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We’re focusing on the mobile app onboarding for Mailchimp because a large number of their users prefer handling their tasks on mobile devices. In fact, about 40% of Mailchimp users access the platform via mobile, leveraging the convenience and accessibility of managing campaigns on the go. Data Source - (DMR,ZipDo).

By concentrating on the mobile experience, I aim to understand how Mailchimp prioritizes features and the user experience in this increasingly critical mobile-first context. This approach allows us to assess the effectiveness of the mobile onboarding process in meeting user needs and driving engagement, ensuring that Mailchimp caters effectively to both mobile and desktop users.

Here are some key reasons why the focus is on Mailchimp's mobile app:

1. Mobile-First Users:

• Many users prefer using mobile devices for their daily tasks, including managing email campaigns. By analyzing the mobile app onboarding, you are catering to a significant segment of users who rely on mobile devices.
• Mobile apps are often designed to be more streamlined and user-friendly compared to web apps, which can reveal unique insights into how Mailchimp prioritizes features and user experience for mobile users.

2. Consistency Across Platforms:

• By analyzing the mobile app, I can also assess how consistent the experience is across Mailchimp's mobile and web platforms. Understanding the similarities and differences in onboarding between the mobile app and the web app can provide valuable insights into the user experience design and feature prioritization.

3. Increasing Mobile Usage:

• The trend toward mobile usage is growing, especially for business applications. Analyzing the mobile onboarding process is relevant and timely, as more businesses and individuals are managing their operations on the go.

4. Comprehensive Analysis:

• While the onboarding processes on mobile and web may have some differences, focusing on one aspect - like the mobile app - allows me to dive deeper into the specific user journey, pain points, and opportunities for improvement. This can lead to more actionable recommendations.

5. Mailchimp's Market Position:

• Mailchimp's position as a versatile email marketing tool means it needs to cater to a diverse audience, including those who prefer mobile. By focusing on the mobile app, I will be evaluating a critical component of Mailchimp's offering.
  
  

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Analysing the screen with below questions :

• Does this page/screen help get my job done?
• What part of the onboarding experience is giving me that aha moment?
• How am I feeling while being on boarded for this product?
• What screens would you change/add and why?

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Now, some observations for copywriting through out the onboarding tear down.

• Consistency: Ensure that the tone remains consistent throughout all the screens. While friendly, it should also align with Mailchimp's overall brand voice - professional yet approachable.
• Progress Indicators: The progress bar is helpful, but we can consider adding brief text that reinforces the current step (e.g., "Step 3 of 6") to give users a clear sense of where they are in the process and how much is left to complete.
• Reassurance of Security: At key steps where sensitive information is entered (e.g., email, password, phone number), continue to reassure users that their data is safe and secure. This can help ease any anxiety related to privacy and data security.

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How's Mailchimp's onboarding is different than the competitors :

Mailchimp's primary competitors in the email marketing space include platforms like GetResponse, Omnisend, Klaviyo, MailerLite, Campaign Monitor, AWeber, and Moosend. Each of these platforms offers various features that differentiate them from Mailchimp, particularly in terms of onboarding processes.

How These Differ from Mailchimp:

• Mailchimp's onboarding process is comprehensive but can feel more generalized compared to some of its competitors. While Mailchimp provides a good balance of ease of use and powerful features, it may not cater as specifically to certain industries (e.g., e-commerce) as Klaviyo or Omnisend do. The onboarding is designed to be approachable for users from a wide range of industries, but this also means it might not dive as deeply into industry-specific tools and integrations as some competitors.
• User Experience: Mailchimp’s onboarding is user-friendly and focused on helping users quickly understand and utilize the platform's core features. However, platforms like Omnisend and Klaviyo might offer a more specialized onboarding experience tailored to e-commerce, which could deliver faster 'aha' moments for users in that sector.
• Automation and Personalization: While Mailchimp does offer robust automation, platforms like Klaviyo and GetResponse might offer more advanced options in this area during onboarding, particularly for users interested in detailed customer segmentation and automation based on customer behaviors.
  

Exploring activation metrics for Mailchimp

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Here's the link for the above whimsical - https://whimsical.com/activation-metrics-KSCkkm4RaRAkU8KP1WBGte

When crafting activation metrics for Mailchimp, especially in the B2B space, we need to delve deeply into the specific actions that signify a user has moved from merely exploring the platform to actively integrating it into their workflow. These actions should reflect meaningful engagement that is likely to lead to long-term retention. Below is an in-depth analysis of potential activation metrics for both small and large businesses, along with the rationale behind each.

First, let's go through customer journey and see where the users encounter 'Aha' moments.

Aha moments throughout customer journey

As users journey through Mailchimp's iOS app, they experience several "Aha" moments - key points where the app's value and usability shine through. These moments range from the ease of onboarding and the satisfaction of sending their first campaign to the insights gained from detailed analytics and the power of automation. Each interaction is designed to enhance user engagement and foster a deeper connection with the platform, driving both immediate satisfaction and long-term retention. The graph below maps these pivotal moments against the timeline, highlighting how user delight intensifies as they unlock more of the app's capabilities.

Activation Metrics - Small Businesses - User segment 1

1. Sending the First Email Campaign within the First 7 Days

• Hypothesis: For small businesses, quick wins are crucial. These users often have limited time and resources and are looking for immediate results. If they send their first email campaign within the first week, it suggests they’ve quickly grasped the basic functionality and see immediate value. This action implies they’ve moved beyond the learning curve and are already deriving value from the platform, making them more likely to return to use it again.

• Underlying Assumptions:
• • The user has identified a clear objective or need that Mailchimp can fulfill (e.g., promoting a new product or engaging customers).
  • The simplicity and efficiency of Mailchimp's onboarding process enable rapid action, reducing time to value.

2. Creating a Basic Contact List of at Least 50 Subscribers within the First 3 Days

• Hypothesis: A small business often operates with a limited but highly targeted audience. Creating a contact list of at least 50 subscribers indicates that the user is ready to engage with their audience. This metric reflects a critical step in the email marketing process - without a contact list, no campaigns can be sent. Achieving this within the first few days shows intent to use Mailchimp as a regular communication tool.

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• Underlying Assumptions:
• • The user already has an existing customer base or audience that they can easily import or gather into Mailchimp.
  • The platform’s contact import or creation process is straightforward enough to be accomplished quickly, even by users who may not be tech-savvy.

3. Setting Up a Simple Automation (e.g., Welcome Email) within the First 14 Days

• Hypothesis: Automation is a key feature that drives long-term engagement because it allows users to set up ongoing, automated processes that work in the background. For small businesses, setting up a simple automation, such as a welcome email series, within the first two weeks demonstrates that they’re planning to use Mailchimp not just for one-off campaigns but as part of an ongoing strategy. This indicates a deeper commitment to the platform and an understanding of its value proposition.

• Underlying Assumptions:
• • The user recognizes the long-term benefits of automation, such as saving time and maintaining consistent communication.
  • Mailchimp’s onboarding materials or tutorials effectively communicate the benefits of automation and make it easy to set up.

4. Achieving a 20% Open Rate on the First Campaign within the First Month

• Hypothesis: A successful first campaign, measured by an open rate of at least 20%, indicates that the user not only understands how to use Mailchimp but is also engaging their audience effectively. This success can be a powerful motivator for continued use. It reflects the quality of their email content and the relevance of their audience, both of which are crucial for ongoing success with email marketing.

• Underlying Assumptions:
• • The user has a good understanding of their audience and creates content that resonates with them.
  • Mailchimp’s tools for optimizing campaigns (e.g., subject line testers, send time optimization) are effectively used by the user.

5. Connecting an E-commerce Platform within the First 7 Days

• Hypothesis: Many small businesses use email marketing to drive sales. Connecting an e-commerce platform, such as Shopify or WooCommerce, to Mailchimp within the first week shows that the user is integrating their marketing efforts directly with their sales channels. This integration often leads to more sophisticated email campaigns (e.g., product recommendations, abandoned cart emails), which can significantly increase the likelihood of long-term retention.

• Underlying Assumptions:
• • The user has an e-commerce presence and understands the importance of integrating marketing with sales.
  • Mailchimp’s integration process with e-commerce platforms is seamless and well-documented.

Activation Metric and it's impact

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Activation Metric - Large Businesses - User segment 2

1. Creating and Saving a Branded Template within the First 7 Days

• Hypothesis: Large businesses typically have established brand guidelines and are keen on maintaining brand consistency across all channels. Creating and saving a branded email template within the first week indicates that the user is serious about integrating Mailchimp into their broader marketing strategy. This action is not just about functionality but about aligning with brand identity, which is crucial for large businesses that prioritize brand consistency.

• Underlying Assumptions:
• • The user has clear brand guidelines and sees value in creating a template that aligns with these standards.
  • Mailchimp’s design tools are flexible and powerful enough to meet the complex branding needs of large organizations.

2. Importing a Contact List of at Least 1,000 Subscribers within the First 5 Days

• Hypothesis: Large businesses often manage large-scale campaigns with significant reach. Importing a substantial contact list quickly suggests that the user is preparing for high-volume campaigns, indicating serious intent to use Mailchimp for major communication efforts. This metric also reflects a critical step in the email marketing process - without a robust contact list, the potential of the platform cannot be fully realized.

• Underlying Assumptions:
• • The business already has a significant database of contacts ready for import.
  • The process of importing a large contact list is smooth and doesn’t present technical challenges or delays.

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3. Setting Up Advanced Automation (e.g., Abandoned Cart Series) within the First 30 Days

• Hypothesis: Advanced automation is a feature that appeals to large businesses looking to streamline their operations and increase ROI through sophisticated marketing tactics. Setting up an advanced automation sequence, such as an abandoned cart email series, within the first month indicates a deeper understanding of Mailchimp’s capabilities and a strategic approach to email marketing. This action suggests that the user is looking to maximize their investment in the platform by leveraging its full potential.

• Underlying Assumptions:
• • The business is already familiar with advanced marketing tactics and sees value in automation for driving sales.
  • Mailchimp’s automation tools are intuitive enough for large businesses to set up complex workflows without significant barriers.

4. Segmenting their Audience by at Least Three Criteria within the First 14 Days

• Hypothesis: Audience segmentation is crucial for large businesses that manage diverse customer bases. Segmenting their audience by criteria such as behavior, demographics, or purchase history within the first two weeks suggests that the user is preparing to run targeted campaigns, which are typically more effective. This action indicates that the user understands the importance of personalization and is likely to see better results from their email campaigns, which in turn increases the likelihood of continued platform use.

• Underlying Assumptions:
• • The business values personalized marketing and understands its impact on campaign effectiveness.
  • Mailchimp’s segmentation tools are robust and user-friendly, allowing for easy audience division based on multiple criteria.

5. Integrating with a CRM System within the First 30 Days

• Hypothesis: Large businesses often rely on CRM systems to manage customer relationships and data. Integrating Mailchimp with their CRM within the first month suggests that the user is looking to create a seamless flow of data between their marketing and sales processes. This integration is a strong indicator of long-term commitment to Mailchimp, as it implies the platform is becoming an integral part of their overall business operations.

• Underlying Assumptions:
• • The business already uses a CRM system and sees the value in integrating it with their email marketing efforts.
  • Mailchimp’s integration with CRM systems is easy to set up and provides clear benefits in terms of data flow and campaign management.

Activation Metric and it's impact

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Summary

These activation metrics are tailored to the specific needs and behaviors of small and large businesses, reflecting the different ways these groups are likely to use Mailchimp. By focusing on these metrics, we can better understand when a user has transitioned from exploration to meaningful engagement with the platform, which is critical for driving long-term retention.

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Next Steps:

• Testing and Validating Metrics: Once these metrics are defined, the next step is to measure their impact on retention through methods like A/B testing, cohort analysis, and user behavior analytics.
• Personalized Onboarding Strategies: Consider how onboarding can be adjusted to encourage users toward these activation metrics, particularly for those who don’t naturally reach them on their own.

Key metrics to track

Let's take a look at some of the key metrics that need to be tracked to understand effectiveness of onboarding flow.

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Summary

This project has been like guiding a chimp 🦍 through the jungle of Mailchimp’s onboarding and activation process. 🌴 We’ve swung through the branches of user engagement, climbed the trees of retention strategies, and picked the best bananas of data-driven insights to help Mailchimp keep its users happily engaged. 🍌

By optimizing the user journey, we’re not just helping users find their way—we’re making sure they stay and enjoy the ride. With these strategies in hand, Mailchimp is ready to keep its users hanging around and coming back for more! 🐒

Phew!!! This was a lot of fun and work!

Until next time! Thank you!💙

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