Page 41 - Overthrow_Black&WhiteVersion

What do customers tell you about their perceptions of the Mailchimp brand?
I love that they feel like there are real people behind the brand. The perception of those people may be wild-eyed and slightly crazy, but at least customers don’t see us as a bunch of robots or faceless technology. That pays dividends because it starts a conversation that never ends.
Our customers also tell us they really appreciate those special moments within the applications that acknowledge how stressful marketing can be – things like the high-five when a campaign is sent, the big red button and the sweaty finger. We acknowledge the emotional journey and provide a lean-back moment of fun to celebrate the completion of the task.
How would you describe Mailchimp’s media behaviour?
I’m in the enviable position of being the media. An email is media and we act as a network, which people return to time and again. So, whether it’s the Mailchimp application, paid media or earned media, I think of it as one. For example, small businesses always start with what’s available
for free, whether that is organic social media
or a basic Mailchimp account.
When you’re ready to pay for media, you can upgrade and buy Facebook advertising, Instagram advertising or Google retargeting from within our
40 Real & Human