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Constant Contact Vs. MailChimp Case Study

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My recommendation for which email marketing platform best suits the needs of Alan's Bakery. In this case study I independently conducted research on each platform through the perspective lens of our client to provide a recommendation tailored to their overarching marketing objectives and tactics.

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Constant Contact Vs. MailChimp Case Study

  1. 1. E M A I L S E R V I C E R E C O M M E N D A T I O N M A S O N M A Y E S D R . O S B O N M A R K 4 6 5 0 Alan’s
  2. 2. TABLE OF CONTENTS • Background……………………………………………………………………………………………………… 3 • Business Objectives…………………………………………………………………………………………….... 4 • Target Audience………………………………………………………………………………………………...... 5 • Approach……………………………………………………………………………………………………......... 6 • Analysis………………………………………………………………………………………………………........ 7 – Segmentation – Reporting – Ease of Use – Price Comparison – Support • Recommendation....................................................................................................................................................................... 13 • Sources......................................................................................................................................................................................... 15 2
  3. 3. BACKGROUND Alan’s is a popular delicatessen, bakery, and confectionery with ten locations serving the Metro Atlanta area. predominantly located near the large office buildings of Downtown and the affluent northern suburbs.The upscale yet informal dining experience features extravagant breakfast and lunch items comprised of fresh, locally sourced ingredients. In addition to the retail breakfast and lunch crowd, Alan’s catering services include office meeting breakfasts, boxed lunches, and a staffed chef available to prepare hot meals on site. Furthermore, Alan’s is renowned as one of the top bakeries in Atlanta, producing the most sought after wedding cakes for brides-to-be. 3
  4. 4. BUSINESS OBJECTIVES Alan’s main business objective through digital marketing is to increase sales by encouraging repeat business, following the 80/20 principle of marketing (80% of your business comes from 20% of your customers).We have decided the most effective way to encourage repeat business is through the establishment of an email program that enables Alan’s to stay in touch with their customers.We currently have an email database of 200,000 names that have been collected in fishbowls and are separated by location; in addition, we will be purchasing a mailing list of local brides’ email addresses from the annual Great Bridal Expo.The purpose of this report is to analyze the two best offerings for Alan’s: MailChimp and Constant Contact.The following criteria will be used to judge the two email service providers: segmentation, price, reporting, ease of use, and customer service and support. Based on this evaluation, we will make a recommendation to Alan’s. 4
  5. 5. TARGET AUDIENCE Alan’s target audience is: • Business professionals • Companies with catering needs • Brides-to-be • Affluent families of the Metro Atlanta area 5
  6. 6. APPROACHThe use of an email service provider will be used to: • Display the menu specials of the day • Place orders online • Send reminders about catering options for 10+ people • Send special emails targeting brides with offers for wine/cake tasting parties • InviteVIPs to “best customer events” • Offers to cater office Christmas parties, summer picnics, etc. Alan’s will use the following segmentation methods to accomplish this approach: • Send emails twice weekly to the lunch crowd • Segment brides based on wedding month and send about 12 emails per campaign (one email per month) • Send a special email each month to people who have purchased specialty cakes or desserts before reminding them that the anniversary of their special day is coming and that Alan’s is ready to help them celebrate. 6
  7. 7. VS. ANALYSIS 7
  8. 8. SEGMENTATION Criteria MailChimp Constant Contact Segmentation • Subscribers can join groups when they sign up for emails • Profiles provide information about each user, making segmentation easier • Segmentation based on geographic location • Segmentation based on event date • Segmentation based on customer status • Discover similar subscribers based off of past segments Customizable tagging allows for easy segmentation based on: • Location • Target audience sub-type • Event • Event month • Customer status • Actions customers took in response to emails Analysis:While the tagging feature of Constant Contact allows for more in-depth customization of segments than MailChimp, it is in excess of what Alan’s truly requires. Furthermore, the tagging process of Constant Contact is very time consuming, mandating the creation of tags for each customer. MailChimp, in contrast allows you to quickly group consumers into segments and save those segments to quickly add new consumers. The segmentation features of MailChimp align more with the approach we have outlined for Alan’s to accomplish their business objective. 8
  9. 9. REPORTING Criteria MailChimp Constant Contact Reporting • Interactive graphs • Automated A/B testing • Multivariate campaigns • Click tracking map • Engagement reports and trends (opens, clickthrough rates, bounce rate, unsubscribes) • Revenue reports • Opens by location and device • Bounces (which emails bounced and why) • Industry comparison • Google Analytics compatible • Engagement reports and trends (sends, opens, clicks, bounce rate, unsubscribes) • Revenue reports • Industry comparison reports • Interactive graphs • Compare campaigns (up to 5) • Device tracking (mobile vs. desktop opens) • Click tracking heat map • Google Analytics compatible Analysis: While MailChimp and Constant Contact offer very similar reporting tools, MailChimp’s are far more user friendly, detailed, and allow for more customization based on your key performance indicators. MailChimp offers a huge advantage over Constant Contact by offering automated A/B testing. MailChimp also features multivariate campaigns, enabling you to test changes of multiple variables at once, thus providing key insights to help you optimize your email marketing. Furthermore, MailChimp offers in-depth instructions for the different tools as well as how to link the service with a Google Analytics account. 9
  10. 10. EASE OF USE Criteria MailChimp Constant Contact Design/Ease of use • Multi-user accounts • Customizable predesigned templates • Drag and drop editor • Built-in photo editing tools • Collaborate with your team by posting comments and sending test emails with each other • Test and preview your campaign on your own mobile device • File manager • Variety of integration with other platforms • Mobile app • Event marketing • Multi-user accounts • Customizable predesigned templates • Mobile email template design • ‘Design & Build Inquiry’ that allows a professional to design your email template for you • Drag and drop editor • ‘Email Campaign Optimizer’ allows you to submit your email to be evaluated by Constant Contact and receive suggestions on how to improve • File manager • Built-in photo editing tools • Limited integration with other platforms • Mobile app Analysis: Although both MailChimp and Constant Contact allow for customization of the predesigned templates, Constant Contact’s templates are typically more ready-to-use. MailChimp, however, offers a huge competitive advantage in its integration offerings and its test and preview features. 10
  11. 11. PRICE COMPARISON Criteria MailChimp Constant Contact Price $875.00/Month $895.00/Month Analysis: MailChimp is $20 less than Constant Contact per month, thus giving MailChimp the advantage in price. 11
  12. 12. SUPPORTCriteria MailChimp Constant Contact Customer Service/Support • Knowledge base • Video tutorials/how-tos • Chat support • Email support • Phone support • Email support • Chat support Analysis: Constant Contact offers far better customer support than MailChimp.Although the knowledge base and videos are helpful, MailChimp lacks a sense of personal contact without the option to call for support. 12
  13. 13. RECOMMENDATION To accomplish Alan’s business objectives,Alan’s should choose MailChimp as an email marketing service provider. Although Constant Contact has an advantage in customer support, MailChimp has the advantage in every other category. For ease of use, the design features of the templates come down to personal preference, but MailChimp offers huge advantages over Constant Contact with its integration abilities as well as its preview and testing features. Furthermore, MailChimp’s segmentation features are more aligned with Alan’s email marketing approach and are more efficient. MailChimp also provides more user friendly reporting tools and automated split testing, which I believe to be the greatest advantage.To top it all off, MailChimp is $20 less per month! 13
  14. 14. MAILCHIMP TAKES THE CAKE 14
  15. 15. SOURCES 15 • http://blog.capterra.com/mailchimp-vs-constant-contact/ • https://www.constantcontact.com/features/email-tracking-software • http://knowledgebase.constantcontact.com/articles/KnowledgeBase/5562-reporting-for-an-email-campaign • https://mailchimp.com/features/segmentation-and-groups/ • https://mailchimp.com/features/reports/ • https://www.mailmunch.co/blog/mailchimp-vs-constant-contact/

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