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Search the FT Search. World Show more World. Their branding grew naturally out of the fun experiences they were already delivering to customers. For starters, MailChimp was a pioneer in the world of witty and informal product copy. Getting ready to send out an email campaign? Instead of making email marketing feel like a chore, MailChimp managed to make the experience fun. And that experience they delivered — not their primate mascot — is really what set their brand apart.
One of my favorite examples of how MailChimp has codified the language they use comes from their content style guide. Get too informal, and customers start viewing you as unprofessional. But for MailChimp, walking that line, and striking that perfect balance between fun and professional, paid off.
As a result of their brand-building efforts, MailChimp was able to change the way people felt about email marketing software. The experience MailChimp delivered was warm and friendly, as if their customers were trusted friends — not entries in a CRM. In order to grow, MailChimp needed a strategy for getting potential customers to see, first-hand, what being a MailChimp customer would feel like.
Now, I could summarize the reasons why MailChimp made that decision, but considering their announcement post was just a few-hundred-words long, you might as well read it yourself:. Ultimately, the MailChimp team had the benefit of being able to study all of this data they had amassed presumably since they launched in And the conclusion that they came to was that offering a free forever version of MailChimp was the best strategy for driving growth. When a friend took him there for the first time, and he got to try all of the free samples, he was hooked.
That, in a nutshell, was my inspiration and motivation in offering the freemium program at MailChimp. And I want the entire world to experience that fun. Free users could then put those credits toward MailChimp services like inbox inspections or even future bills if they decided to upgrade. We do this in a number of ways—through leadership development programs, learning resources, and enriching experiences both in and out of the office.
With these resources, we work to establish a foundation of consistency and equity to build on so we can continue to adapt, experiment, embrace failure, and create value. Our Mailchimp Speaker Series is a cornerstone of our company culture, and has been an ever-evolving employee program for the last decade. Since day 1, we've used this as an opportunity to challenge and inspire our employees by inviting people in who are creative, interesting, and thought provoking.
We believe in the power of creativity to help people sharpen their talents and build the critical life skills to help them thrive. We know that social entrepreneurs are poised to make some of the most exciting changes in our community. And we know that local organizations deserve the same investment and celebration that they give to our neighbors who need it most.
Mailchimp has long recognized the importance of these issues, and we thoughtfully build programs to help the organizations driving big change. Big change starts inside our own company, too.
We connect employees with our investments through programs like Launchpad , our partnership with Clayton State University, and Mailchimp Community College , which equips those employees with the tools to think deeply about fostering equity and inspiring positive change in Atlanta.
All businesses start small, but Mailchimp's marketing tools give you the power to do big things.
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