The document discusses how marketers can use data and insights to create effective marketing strategies. It emphasizes the importance of data-driven personalization and using customer insights to optimize marketing. Marketers are encouraged to measure results and define success, integrate multichannel campaigns, and understand audiences in order to personalize messaging and experiences. The document also explains how Mailchimp provides features to help customers unlock insights capabilities and democratize sophisticated analytics for small businesses.
3. Proprietary & Confidential 2019
● What is data-driven personalization and 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
5. Proprietary & Confidential 2019
The right people
Targeting
The right message
Personalization
The right place(s)
Channels
5
How do you enable this at scale?
The 3 pillars of Great Marketing
8. Proprietary & Confidential 2019
McKinsey research
shows personalization
● Reduces 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)
9. Proprietary & Confidential 2019
According to an Epsilon
survey of 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.
13. Proprietary & Confidential 2019
Campaigns using 4 + digital
channels outperform those
using single / dual channel
campaigns by 300%.
14. Proprietary & Confidential 2019
Palmer to add
Placeholder for funnel
flow from OOH > video
> social ad > display ad >
website
15. Proprietary & Confidential 2019
Learn More
You’re ready to grow. Now what? Run integrated campaigns across
channels to boost performance by 300%. That’s what.
Get 3x the ROI
with multi-channel marketing
16. Proprietary & Confidential 2019
Sign Up Now Sign Up Now
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
17. Proprietary & Confidential 2018
User Story:
UrbanSitter
“That hook back 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.
19. Proprietary & Confidential 2019 19
What are a company’s top 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%
22. Proprietary & Confidential 2019
Optimizing Marketing with Insights
● Know 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
23. ⭐ Winner! ⭐
“You’ve already got what you need to start” Framing
Unique Impressions: 2.7M
Unique Clicks: 4,493
CTR: 0.166% (23%▲ avg)
“Easy to start” Framing
Unique Impressions: 2.7M
Unique Clicks: 3,866
CTR: 0.143% (11%▲ avg)
CRM Targeting A CRM Targeting B
@Brooke Hatfield
2019 Login Tests
24. Proprietary & Confidential 2019
This is hard! It takes a 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
32. Proprietary & Confidential 2019 32
Providing novice marketers with context 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)
34. Proprietary & Confidential 2018
Where are
we going? We’re democratizing 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.
36. Proprietary & Confidential 2019
Key Takeaways
1. “Better marketing” means 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.