Why MailChimp is better than Microsoft

Word.Renee’ LeBouef

Communications G.A.

What’s the deal here?Past: Issues

● As of July 2012, weekly newsletter disseminated via email by attaching a Word document

● 13. PAGES. LONG. Entirely too dense and text-heavy for on-the-go college students and young professionals

● No aesthetic elements or visual aids ● Attention spans are getting shorter and shorter

(think of Vine’s recent explosion)● Focus group results: “Honestly, I get so many

emails every day that I just delete your newsletter before I even open it.”

● Other issues:○ Too much info on community partners’

happenings - WE must be the focus.○ Random features that aren’t static or

memorable - “recipe of the week” one week, “crafting tip” the next? No thanks.

http://visual.ly/mailchimp-2012

InsightNewsletter as an email attachment = one extra step your audience has to take. Align this communication element with the need for instant gratification while simultaneously incorporating visual aids - including links to further info, allowing text to be condensed and consolidated for maximum impact.

I’m here to save the day.Solution

● Convert to an established marketing email service provider, giving us the opportunity to track valuable analytics such as unsubscriber frequency and click rates

● Allows for easy content creation and offers 24/7 chat assistance (which has been utilized often, trust me.)

● Why MailChimp○ Inexpensive, flexible and adaptable

for tablets and mobile devices

Learn. Grow. Improve. (#1)January 2013: 789 subscribersMailChimp FREE for up to 2,000 subscribers

Up to 2,150 subscribers one month into using new platform

(result of tabling displays, rigorous personal selling and new collaborations with various groups across campus - oh, and people taking notice of MailChimp.)

Stats: Spring 2013

Stats: Summer 2013

Learn. Grow. Improve. (#2)

● Optimal dissemination time:between 10:30-11:30 a.m.

● Click Rates: the more time students have on their hands, the more they’ll explore. (shocking.)

What Works. What Doesn’t.Do it.

● One main focus at top of campaign - feature most prominent + enticing event for that week● Separation of opportunities: volunteer + internship offerings on right-hand side, all upcoming

events in the middle● Calendar format: provides simple “weekly outlook” to plan around one’s schedule● LINKS, LINKS, LINKS. Condensing text so a quick scan is all students need to get the gist of

what’s being told. EVERY WORD COUNTS. They can click provided links to learn more.

What Works. What Doesn’t.Don’t do it.

● Inclusion of events more than two weeks off: students forget.

● Community partners’ content not 100% relevant to our mission - if it doesn’t directly advance sustainability on campus or in the Columbia community, leave it out.

○ Often times, community partners will send content for inclusion that just doesn’t make the cut. Learn to make quick judgment calls regarding whether our audience will respond to something exactly as we intended.

Oops.

Popular FeaturesRecyclable content provides excellent economies of scope across several social mediums● Pinterest Promo● Staff Summer Plans Spotlight, linking

to Jux/Facebook

To my successor: KEEP TRUCKIN’.

● Use those analytics. There’s no better way to optimize our reach.

● Spend some quality time with Google to dabble in HTML and coding. I’ve only hit the tip of the iceberg in terms of what we can do with this.

● Continue to experiment with interactive features that foster two-way communication - explore new ideas for weekly features. Always.

Currently at 2,584 subscribers with an average open rate of 608 (23%)