A deliverable comparing two strong email marketing providers, and then making a recommendation.

1. Alan’s Email Service
Provider
Anna Marie Hanna

2. Background
● Alan’s Deli is known for its fresh, locally sourced, beautiful breakfast/lunch
items in an upscale yet informal dining setting.
● Along with our meals, we are known for providing great catering services,
specialty cakes and desserts, and wedding cakes.
● We currently have a email database of 200,000 names, and need to start
marketing specifically to each of our 10 locations specifically by segmenting
our contact list.
● Our three target audiences are: lunch goers, brides, previous customers of
specialty cakes/VIP members
● I have conducted research on both MailChimp and Constant Contact to
decide which is the best email service provider that will aid in the
segmentation of our target audiences, and ultimately show Alan’s brand in
the most professional light.

3. Objectives
● Alan’s would like to stay in touch with their customers via email.
○ Menu Specials of the day / Place order online
○ Reminder about catering options for 10+ people
○ Send special emails targeting brides with offers for wine/cake tasting parties • Invite VIPs
to “best customer events”
○ Offers to cater office Christmas parties, summer picnics, etc.
● These emails need to be SEGMENTED
○ Sending emails out twice weekly to the lunch crowd
○ Segment brides based on wedding month, and send about 12 emails per campaign
○ Send a special email to people who have purchased specialty cakes or desserts before
reminding them that their special occasion is coming and Alan’s is ready to help celebrate

4. ● More than 12 million people and businesses around the world use
Mailchimp.
● Their features and integrations allow you to send marketing emails,
automated messages, and targeted campaigns.
● They are currently the world’s leading email marketing platform, and send
more than a billion emails a day.
● They create accessible technology for small businesses, creating
innovative products that empower their customers to grow.

5. Mission: To empower small businesses and nonprofits to grow customer relationships and succeed.
Timeline:
● Began in 1995 in Massachusetts.
● By 2005, they had surpassed 50,000 customers.
● The next three years saw more new offices (San Francisco, UK) and powerful new products like
Social Campaigns, SaveLocal, and SinglePlatform.
● In 2014, they unveiled a powerful new interface designed to be the all in one marketing
solution.
● In 2016, Constant Contact was acquired by Endurance International Group—a deal that
brought together two long-standing, successful Massachusetts companies to create a
Boston-based public company of significant scale—and one absolutely passionate about
helping small businesses succeed.
● Today, Constant Contact operates as an Endurance business unit—the largest in its portfolio of
brands.

6. SEGMENTATION
Mailchimp:
● Lunch Goer: can send a targeted event
invitation to subscribers inside a particular
radius around any point on the globe.
● Bride: can segment by date added to send new
subscribers a welcome email and information
about events
● VIP member: send to subscribers who have
purchased items from your store to announce
new products or updates, and can email their
most engaged subscribers about special offers
and events.
**Can also save segments for growing lists.
Constant Contact:
● Lunch Goer: group people with similar contact
details (zip code, state, etc)
● Bride: adding a tag to a contact allows you to
record important insights that help you know
the customer better
● VIP Member: save contacts into lists based on
how they interacted with your email

7. Segmentation Winner: MAILCHIMP
Mailchimp is the clear winner in this department due to its large range of
options for segmenting. This is exactly what Alan’s needs when deciding the
marketing strategy for their emails. Mailchimp not only allows Alan’s to
segment their specific target audiences, but takes a step further with their
feature of saving segments. You can create an auto-updated segment based
on specific criteria, and Mailchimp updates it whenever you want to send.
Constant Contact can segment contact lists based on location, tags, and email
reports, but Mailchimp goes beyond these simple segments and segments on
a more personalized level, which is what Alan’s needs.

8. PRICE
Mailchimp:
● Pricing Plans:
○ Forever Free
○ Monthly
○ Pay as you go
Constant Contact:
● Pricing Plans:
○ Free for 60 days
○ Monthly
○ 15% off for prepay a year in advance
Subscribers Emails/month Monthly Cost
185,001-
200,000
2,400,000 $875.00
Subscribers Emails/month Monthly Cost
150,001-
200,000
Unlimited $895.00

9. Price Winner: MAILCHIMP
It’s pretty straightforward, Mailchimp is $20 cheaper than Constant Contact
for the large amount of subscribers Alan’s has. However, since the price
difference is relatively small it’s hard to say that we should choose Mailchimp
over Constant Contact solely based on these numbers. If Alan’s was a smaller
business, the obvious cheaper option would be Mailchimp because of its
“Forever Free” benefit, but unfortunately Alan’s does not fall into this small
range.

10. REPORTING
Mailchimp:
● Track your performance
● Interactive graphs
○ How many emails were delivered, how
many people opened your email, what
percentage clicked, and more
● Monitor trends
● Subscriber activity reports
○ Real time reports of subscriber’s
activities; social reports to analyze about
many people your email reached
● Revenue reports
● Opens by location
● Bounces
● Unsubscribes
● Industry comparison
● VIP and printable reports
● Email domain preference
● Click maps
○ Learn from subscribers’ habits
● A/B Testing
Constant Contact:
● Engagement report
○ Measure how your audience is engaging
with your campaigns
● Revenue report
● Contact growth report
● Mobile open rate
● Track your marketing on-the-go
○ The Constant Contact app makes it easy
to check reports no matter where you
are

11. Reporting Winner: MAILCHIMP
Mailchimp has all the materials and more that will contribute to the effective
analysis of our marketing efforts. Mailchimp’s reports are easily accessible,
easy to follow, and provide advantageous feedback through especially the
interactive graphs and “click maps”. Another beneficial feature Mailchimp has
that Constant Contact is missing is A/B Testing. Testing will be so important
for us to see which campaign is most efficient in providing content to our
target audiences. Unfortunately, Constant Contact only has the bare
minimum of what we are looking for when it comes to measuring our
marketing efforts effectively.

12. Interface Accessibility
Mailchimp:
● Predesigned templates to choose from
● Easily drag, drop, replicate, and reorder
images and content blocks to design
your template
● Built-in photo editing
● Collaboration
● Code your template
● Test and preview for mobile
● Optimized for mobile
Constant Contact:
● Drag-and-drop feature makes it easy
● Lots of options to help find the perfect
format for message
● Mobile-friendly
● Automatically promotes your emails on
Facebook, Twitter, and more
● Customize any template to look like your
brand

13. Interface Winner: Constant Contact
This was the hardest winner to choose, but keeping Alan’s brand in mind I
think Constant Contact has the wider array for customization control. Both
Constant Contact and Mailchimp have a countless amount of predesigned
templates to choose from, but in long run Constant Contact allows for greater
freedom for changes. We want Alan’s to still uphold its professional brand
image, and with Constant Contact we have the freedom to withstand this
image without having to adjust to a predesign. Constant Contact also has
easy step by step instructions on how to create your perfect template.

14. CUSTOMER SERVICE
Mailchimp:
● Self-service support through their
glossary of terms and Knowledge Base
● Paying customers can use the chat and
email support services that are available
only during the week
Constant Contact:
● Phone, chat, and email support offered
during weekdays, on weekends there is
email support
● On their site they have helpful resources
such as: community forum, recorded
video tutorials, and local seminars and
email marketing boot camp classes
● Additional training and support services
are available for additional purchase

15. Customer Service Winner: Constant Contact
This is where Constant Contact dominates Mailchimp. They have three points
of contact for questions, whereas Mailchimp only has two and are not used
regularly. Constant Contact provides plentiful resources on their website, as
well. I was instantly enthused about this company after watching only one out
of the large amount of their instructional videos. With all of these resources, it
creates a sense of trustworthiness and responsibleness for Constant Contact.
This would be extremely helpful to have this support when first creating Alan’s
email marketing strategy.

16. Other Features
Mailchimp:
● RSS-to-Email
○ Allows you to publish content once and
send it to your email subscribers without
even thinking about it
● Inbox Preview
● Subscriber Profiles
Constant Contact:
● Online surveys and polls
● Event Marketing
● Coupons

17. Other Features Winner: Constant Contact
Constant Contact provides features that align perfectly for Alan’s demand. For
instance, creating a survey for lunch goers can help us learn more about what
the consumer wants, whether it be finding out what their favorite menu
special is, or when they need the catering services the most. Constant Contact
also provides an event marketing bonus feature, which is a fun easy way to
send out an invite for cake/wine tasting parties for our brides. Finally, the
couponing service allows for Alan’s to market to all target audiences because
everyone is looking for a good discount, even our loyal customers. Mailchimp
offers some unique features as well, but Constant Contact’s are just geared for
enhancing Alan’s growth.

18. Summary
● Segmentation: Mailchimp
○ A more personalized and in-depth approach to reaching our target audiences.
● Price: Mailchimp
○ $20 cheaper per month than Constant Contact
● Reporting: MailChimp
○ Easily accessible with testing features allowing for more effective feedback
● Interface: Constant Contact
○ Easy to create, while still having the freedom to uphold Alan’s professional brand image
● Customer Service: Constant Contact
○ Variety of different resources and points of contact with helpful information and support
● Other features: Constant Contact
○ Provides better suited features for Alan’s needs

19. Final Recommendation
There is a tie with my research analysis, but the final recommendation I
choose for Alan’s is Mailchimp. Mailchimp would be more beneficial than
Constant Contact for the main reason that it would allow for better in-depth
segmentation. Alan’s main goal is to segment their large email database,
while effectively keeping Alan’s image and the ability to analyze reports
efficiently to better understand our target audience’s wants/needs. Mailchimp
allows for this segmentation process to occur, along with their in-depth
reporting system allows for further growth for Alan’s. Constant Contact
contributes some great features, but in the long run Mailchimp is going to
further the growing marketing efforts for Alan’s.

20. Alan’s Email Service
Provider
Anna Marie Hanna

21. Background
● Alan’s Deli is known for its fresh, locally sourced, beautiful breakfast/lunch
items in an upscale yet informal dining setting.
● Along with our meals, we are known for providing great catering services,
specialty cakes and desserts, and wedding cakes.
● We currently have a email database of 200,000 names, and need to start
marketing specifically to each of our 10 locations specifically by segmenting
our contact list.
● Our three target audiences are: lunch goers, brides, previous customers of
specialty cakes/VIP members
● I have conducted research on both MailChimp and Constant Contact to
decide which is the best email service provider that will aid in the
segmentation of our target audiences, and ultimately show Alan’s brand in
the most professional light.

22. Objectives
● Alan’s would like to stay in touch with their customers via email.
○ Menu Specials of the day / Place order online
○ Reminder about catering options for 10+ people
○ Send special emails targeting brides with offers for wine/cake tasting parties • Invite VIPs
to “best customer events”
○ Offers to cater office Christmas parties, summer picnics, etc.
● These emails need to be SEGMENTED
○ Sending emails out twice weekly to the lunch crowd
○ Segment brides based on wedding month, and send about 12 emails per campaign
○ Send a special email to people who have purchased specialty cakes or desserts before
reminding them that their special occasion is coming and Alan’s is ready to help celebrate

23. ● More than 12 million people and businesses around the world use
Mailchimp.
● Their features and integrations allow you to send marketing emails,
automated messages, and targeted campaigns.
● They are currently the world’s leading email marketing platform, and send
more than a billion emails a day.
● They create accessible technology for small businesses, creating
innovative products that empower their customers to grow.

24. Mission: To empower small businesses and nonprofits to grow customer relationships and succeed.
Timeline:
● Began in 1995 in Massachusetts.
● By 2005, they had surpassed 50,000 customers.
● The next three years saw more new offices (San Francisco, UK) and powerful new products like
Social Campaigns, SaveLocal, and SinglePlatform.
● In 2014, they unveiled a powerful new interface designed to be the all in one marketing
solution.
● In 2016, Constant Contact was acquired by Endurance International Group—a deal that
brought together two long-standing, successful Massachusetts companies to create a
Boston-based public company of significant scale—and one absolutely passionate about
helping small businesses succeed.
● Today, Constant Contact operates as an Endurance business unit—the largest in its portfolio of
brands.

25. SEGMENTATION
Mailchimp:
● Lunch Goer: can send a targeted event
invitation to subscribers inside a particular
radius around any point on the globe.
● Bride: can segment by date added to send new
subscribers a welcome email and information
about events
● VIP member: send to subscribers who have
purchased items from your store to announce
new products or updates, and can email their
most engaged subscribers about special offers
and events.
**Can also save segments for growing lists.
Constant Contact:
● Lunch Goer: group people with similar contact
details (zip code, state, etc)
● Bride: adding a tag to a contact allows you to
record important insights that help you know
the customer better
● VIP Member: save contacts into lists based on
how they interacted with your email

26. Segmentation Winner: MAILCHIMP
Mailchimp is the clear winner in this department due to its large range of
options for segmenting. This is exactly what Alan’s needs when deciding the
marketing strategy for their emails. Mailchimp not only allows Alan’s to
segment their specific target audiences, but takes a step further with their
feature of saving segments. You can create an auto-updated segment based
on specific criteria, and Mailchimp updates it whenever you want to send.
Constant Contact can segment contact lists based on location, tags, and email
reports, but Mailchimp goes beyond these simple segments and segments on
a more personalized level, which is what Alan’s needs.

27. PRICE
Mailchimp:
● Pricing Plans:
○ Forever Free
○ Monthly
○ Pay as you go
Constant Contact:
● Pricing Plans:
○ Free for 60 days
○ Monthly
○ 15% off for prepay a year in advance
Subscribers Emails/month Monthly Cost
185,001-
200,000
2,400,000 $875.00
Subscribers Emails/month Monthly Cost
150,001-
200,000
Unlimited $895.00

28. Price Winner: MAILCHIMP
It’s pretty straightforward, Mailchimp is $20 cheaper than Constant Contact
for the large amount of subscribers Alan’s has. However, since the price
difference is relatively small it’s hard to say that we should choose Mailchimp
over Constant Contact solely based on these numbers. If Alan’s was a smaller
business, the obvious cheaper option would be Mailchimp because of its
“Forever Free” benefit, but unfortunately Alan’s does not fall into this small
range.

29. REPORTING
Mailchimp:
● Track your performance
● Interactive graphs
○ How many emails were delivered, how
many people opened your email, what
percentage clicked, and more
● Monitor trends
● Subscriber activity reports
○ Real time reports of subscriber’s
activities; social reports to analyze about
many people your email reached
● Revenue reports
● Opens by location
● Bounces
● Unsubscribes
● Industry comparison
● VIP and printable reports
● Email domain preference
● Click maps
○ Learn from subscribers’ habits
● A/B Testing
Constant Contact:
● Engagement report
○ Measure how your audience is engaging
with your campaigns
● Revenue report
● Contact growth report
● Mobile open rate
● Track your marketing on-the-go
○ The Constant Contact app makes it easy
to check reports no matter where you
are

30. Reporting Winner: MAILCHIMP
Mailchimp has all the materials and more that will contribute to the effective
analysis of our marketing efforts. Mailchimp’s reports are easily accessible,
easy to follow, and provide advantageous feedback through especially the
interactive graphs and “click maps”. Another beneficial feature Mailchimp has
that Constant Contact is missing is A/B Testing. Testing will be so important
for us to see which campaign is most efficient in providing content to our
target audiences. Unfortunately, Constant Contact only has the bare
minimum of what we are looking for when it comes to measuring our
marketing efforts effectively.

31. Interface Accessibility
Mailchimp:
● Predesigned templates to choose from
● Easily drag, drop, replicate, and reorder
images and content blocks to design
your template
● Built-in photo editing
● Collaboration
● Code your template
● Test and preview for mobile
● Optimized for mobile
Constant Contact:
● Drag-and-drop feature makes it easy
● Lots of options to help find the perfect
format for message
● Mobile-friendly
● Automatically promotes your emails on
Facebook, Twitter, and more
● Customize any template to look like your
brand

32. Interface Winner: Constant Contact
This was the hardest winner to choose, but keeping Alan’s brand in mind I
think Constant Contact has the wider array for customization control. Both
Constant Contact and Mailchimp have a countless amount of predesigned
templates to choose from, but in long run Constant Contact allows for greater
freedom for changes. We want Alan’s to still uphold its professional brand
image, and with Constant Contact we have the freedom to withstand this
image without having to adjust to a predesign. Constant Contact also has
easy step by step instructions on how to create your perfect template.

33. CUSTOMER SERVICE
Mailchimp:
● Self-service support through their
glossary of terms and Knowledge Base
● Paying customers can use the chat and
email support services that are available
only during the week
Constant Contact:
● Phone, chat, and email support offered
during weekdays, on weekends there is
email support
● On their site they have helpful resources
such as: community forum, recorded
video tutorials, and local seminars and
email marketing boot camp classes
● Additional training and support services
are available for additional purchase

34. Customer Service Winner: Constant Contact
This is where Constant Contact dominates Mailchimp. They have three points
of contact for questions, whereas Mailchimp only has two and are not used
regularly. Constant Contact provides plentiful resources on their website, as
well. I was instantly enthused about this company after watching only one out
of the large amount of their instructional videos. With all of these resources, it
creates a sense of trustworthiness and responsibleness for Constant Contact.
This would be extremely helpful to have this support when first creating Alan’s
email marketing strategy.

35. Other Features
Mailchimp:
● RSS-to-Email
○ Allows you to publish content once and
send it to your email subscribers without
even thinking about it
● Inbox Preview
● Subscriber Profiles
Constant Contact:
● Online surveys and polls
● Event Marketing
● Coupons

36. Other Features Winner: Constant Contact
Constant Contact provides features that align perfectly for Alan’s demand. For
instance, creating a survey for lunch goers can help us learn more about what
the consumer wants, whether it be finding out what their favorite menu
special is, or when they need the catering services the most. Constant Contact
also provides an event marketing bonus feature, which is a fun easy way to
send out an invite for cake/wine tasting parties for our brides. Finally, the
couponing service allows for Alan’s to market to all target audiences because
everyone is looking for a good discount, even our loyal customers. Mailchimp
offers some unique features as well, but Constant Contact’s are just geared for
enhancing Alan’s growth.

37. Summary
● Segmentation: Mailchimp
○ A more personalized and in-depth approach to reaching our target audiences.
● Price: Mailchimp
○ $20 cheaper per month than Constant Contact
● Reporting: MailChimp
○ Easily accessible with testing features allowing for more effective feedback
● Interface: Constant Contact
○ Easy to create, while still having the freedom to uphold Alan’s professional brand image
● Customer Service: Constant Contact
○ Variety of different resources and points of contact with helpful information and support
● Other features: Constant Contact
○ Provides better suited features for Alan’s needs

38. Final Recommendation
There is a tie with my research analysis, but the final recommendation I
choose for Alan’s is Mailchimp. Mailchimp would be more beneficial than
Constant Contact for the main reason that it would allow for better in-depth
segmentation. Alan’s main goal is to segment their large email database,
while effectively keeping Alan’s image and the ability to analyze reports
efficiently to better understand our target audience’s wants/needs. Mailchimp
allows for this segmentation process to occur, along with their in-depth
reporting system allows for further growth for Alan’s. Constant Contact
contributes some great features, but in the long run Mailchimp is going to
further the growing marketing efforts for Alan’s.