mailchimp v. constant contact case study
TRANSCRIPT
MAILCHIMP &CONSTANT CONTACT
BY: LAURA HAILEY
Contents
▷ Company Overview………………………3▷ Target Market Overview…………………4▷ Email Marketing Objectives…………...…5▷ Email Marketing Targets…………………6▷ Email Marketing Goals……………………7▷ Needs in a Platform.……………………..10▷ Platform Comparison…………....………11▷ Results by Category……………....……...16▷ Recommendation.……………………......18▷ Winner & Meeting Our Goals….……….19
“▷ Breakfast & Lunch▷ Bakery ▷ Strong reputation for quality, reliability,
and friendliness
Alan’s Deli, Bakery, & Confectionary
3
Target Market Overview
Brides
Alan’s bakery specializes in custom wedding cakes that match the bride and groom’s vision.
Celebrations
Alan’s bakery is one of the best in Atlanta. Whenever there is an opportunity to celebrate, we can provide the treats.
Breakfast/Lunch Crowd
Alan’s restaurant serves 10 locations with an upscale yet informal dining experience.
Office Events
Alan’s can meet any office catering need,from a light breakfast, boxed lunches, or an onsite chef.
4
Email Marketing Objectives
Menu of the day options
Catering services
To stay in touch with consumers and remind them about:
How to place orders online
Bridal tastings
VIP invites
Special catering offers
5
Email Marketing Targets
PreviousLunch
CustomersBrides
PreviousBakery
Customers
6
Email Marketing GoalsBrides
▷ Segment bridal mailing list by month of wedding
▷ Target each segment with a 12 email campaign
▷ Highlight bridal tasting events and bakery
7
Email Marketing Goals
▷ Utilize 200k emails collected at locations
▷ Target each email twice per week▷ Highlight menu options, online
ordering, and catering services▷ Send invites to VIP events
PreviousLunch
Customers
8
Email Marketing Goals
▷ Utilize previous bakery customer emails
▷ Send reminders about their specific upcoming special day
▷ Highlight bakery menu options
PreviousBakery
Customers
9
Email Marketing Platform
Segmentation
Robust analytics
Given our goals and objectives the following features are of utmost importance:
Easy-to-use interface
Affordable
Customizable templates
10
Both platforms contain the general features needed to complete our objectives.
Let’s dive deeper to explore the depth of these features and pricing...
Constant Contact MailChimp
Customizable Templates Yes Yes
Segmentation Yes Yes
Easy to Use Interface Yes Yes
Robust Analytics Yes Yes
General Features by Platform
11
Constant Contact MailChimp
Open Rate Yes Yes
Click Rate Yes Yes
Bounce Rate Yes Yes
Unsubscribe Rate Yes Yes
Opens by Location Yes
Revenue Report Yes Yes
List Growth Rate Yes
Click Maps Yes
Email Domain Performance
Yes
Industry Benchmark Comparison
Yes
Analytics Capabilities by Platform
12
Pricing and Customer Service
Mail Chimp
Constant Contact
▷ $895/month
▷ Support Available by phone, email, or local workshops
▷ $700-875/month
▷ Support Available by website/online communication and tutorials
13
Ease of Use/Template Comparison
Mail Chimp
Constant Contact
“Mailchimp is a breeze to use and has got a
much better and modern design
interface”
--Prafull Sharma
“Although not quite as easy as Mailchimp’s interface. Constant
Contact’s user interface is pretty easy to use”
--Get Buyers Guides
14
Segmentation Comparison
Mail Chimp
Constant Contact
Can trigger emails depending on the
unique characteristics of each customer, all
managed through the CRM system.
Can segment emails depending on how
subscribers interacted with a survey or other
characteristics.
15
Overall Results by Category
Templates and Ease of Use:
A compilation of online reviews indicates a positive third party perspective of Mailchimp’s templates and ease of use compared to Constant Contact. These customizable templates will allow us to stay consistent with Alan’s branding and save time when preparing email campaigns.
Segmentation:
Mailchimp and Constant Contact both have capabilities for segmentation. Mailchimp has a more robust customer relationship management system that will come in handy while communicating with our three segments: brides, previous customers of the bakery, and previous restaurant customers.
16
Overall Results by Category
Analytics:
After reviewing an in depth comparison of each platform’s analytic capabilities (shown on slide 12) Mailchimp is distinguished as the platform with the most robust analytic capabilities. Click maps, domain performance statistic, and competitive analysis and benchmarking will help Alan’s excel in email marketing.
Pricing:
Mailchimp and Constant Contact both have similar pricing for their services. Mailchimp is the slightly more affordable option, presenting savings each month to increase our bottom line.
Customer Service:
According to reviews and general customer service parameters, Constant Contact has more readily available help to platform users. Constant Contact offers phone support and in person workshops, wheras Mailchimp only provides oline assistance.
17
Recommendation: MailChimp
Based on analysis through the perspective our our business objectives and goals, MailChimp is my recommendation as the platform we utilize for email marketing.
Mailchimp stands out in the areas of analytics, pricing, templates, ease of use, and segmentation.
I believe this platform will help us accomplish our goals--the next slides expands on mailchimps capabilities through the lens of Alan’s business goals.
18
MailChimp & Meeting Our Goals
Mailchimp app integration feature
will allow us to handle event booking and
registration straight from email for bridal
tastings and VIP customer events.
Mailchimp’s easy to use template will allow us to stay in
brand while highlighting menu options and online ordering via email
campaigns.
Mailchimps revenue and click map
tracking combined with other robust
analytics will help us monitor and improve campaigns to produce
more revenue and brand awareness.
Mailchimp’s automation and
segmentation services will allow us
to reach previous bakery customers to remind them about
our services for their personal celebrations.
19
