why is it important for marketing? • How does Mailchimp think about customer and marketing insights? • How do customer and marketing insights help optimize marketing? • How do should marketers measure results and define success? 3 Key Concepts & Questions
acquisition costs as much as 50% • Lifts revenues by 5-15% • Increases the efficiency of marketing spend by 10-30% Irrelevant content generates 83% lower response rates in the average marketing campaign. Lack of personalization and trust cost businesses $756 billion last year. (on the flipside)
1,000 consumers aged 18-64: 80% say they are more likely to do business with a company if it offers personalized experiences. 90% claim they find personalization appealing. More than half of consumers even say they’re willing to hand over their personal information, so long as you use it to benefit them.
Get better results with a marketing CRM. Sign Up Now Tag and segment your audience to create personalized marketing. That’s what. Sign Up Now You got your 1,000th customer! Now what? Freshtix, A Mailchimp customer
to our database is incredibly important because it keeps our data up to date, relevant, and accurate so that when we're emailing parents, we are doing so at the right point in their life cycle.” And when pairing this data with automations, the company saw a 260% increase in their conversion rate attributable to the expanded welcome series.
marketing challenges? Generating traffic and leads Providing the ROI of our marketing activities Securing enough budget Identifying the right technologies for our needs Managing our website Targeting content for an international audience Training our team Hiring top talent 63% 40% 28% 26% 26% 21% 19% 16%
the audience • Iterate on top performing ads / campaigns • Build .com to reflect our sources of traffic • Better understand which channels drive engagement • Focus time, money, resources
lot of humans (88 and counting to be exact)! Ad and Site Performance In-house team and agencies (PhD and 3Q) Product Engagement Product Insights and Marketing Analytics Email-Specific Data Three full-time expert email marketers
to understand what they’re doing well, what they’re not doing well, and guide decisions so they can improve performance. Competitive Benchmarking (in progress)
sophisticated insights for small businesses, so their marketing can work harder for them, and they have confidence they’re doing the right thing. We surface insights so the next best action is clear and compelling.
using what you know about your audience to craft messages and experiences that are highly relevant to them 2. Integrating brand marketing with product marketing moves audiences through the funnel more effectively than doing only one or the other. 3. It’s critical to consider how personalization can enhance the entire customer journey from first touch to website sign-up to in-app experience. 4. Insights are key to optimizing marketing, driving better targeting and improving marketing performance. 5. Building great insights is challenging–and the space is rapidly evolving – for small and large businesses alike.
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