Use these 3 tools and 4 techniques to save time keeping up with digital marketing developments

Five years ago (how time flies) Dave Chaffey wrote about taming the social media fire hose. With so many tweets and Facebook and LinkedIn updates sent every minute hoping to impart advice, even if we narrow that down to Digital marketing advice it is still a never-ending hurricane of content, advice and views. How do you make sense of it all?

In a previous post on the issue staying up-to-date on social media we advised using tools like Hootsuite combined with Twitter lists, which bring channels together and allow for easier social media listening. This is all well and good for social, but what about the general vast amount of digital marketing advice posted every day? How do we digest it and take actionable steps from it? That’s what we’ll look at in … Read more



A lot goes on at MailChimp that people outside the company never get to see-the product roadmaps, the strategy meetings, the hundreds of thousands of support chats, and of course the instant messenger discussions about Chance the Rapper, Freddie trades, and design news.

And every year, our annual report showcases the best of the previous 12 months, from our philanthropy and awards to our coffee consumption and infrastructure improvements.

A little teaser: Civil rights movement leader Rep. John Lewis and his co-author, Andrew Aydin, spoke at Coffee Hour about their graphic novel, March (and then went on to win the National Book Award). Each new support hire spent 240 hours in training to learn how to best serve our customers. Oh, and we sent 1.5 billion emails on Black Friday-a new record for us.

Join us in celebrating our milestones of 2016. We’re already hard at work on another … Read more


Chart of the Day: What is the best day to send your emails

In the chart below we look at B2B customers engagement with marketing emails they have been sent. It shows a spike on Mondays with 4.70% higher open rate than the industry average and then it slowly drops through the week. However, click-to-opens increases from Thursday through till Saturday.

What is the best day to send your emails


These results are surprising as this is for the B2B sector and generally the working day is from Monday – Friday. In the past, we have been told by blogs, papers and trends not to send on Mondays or weekends. But working hours are changing, due to Bring Your Own Device (BYOD) and mobile working. Our clients are being offered a more flexible working day, so this changes all previous trends or assumptions and will most definitely have an effect on engagement results.

I’m not suggesting changing your … Read more


Like a lot of businesses, we love unleashing a good GIF on Twitter and Facebook. They’re engaging, and can be a fun way to stand out in a crowded social media feed. (They’re great in emails, too!)

GIFs are also a good way to humanize your business online. Yes, MailChimp’s social media presence speaks with one voice, but lots of people-yes, actual people!-work behind the scenes to reply to comments and questions across several platforms. When we get a funny or kind comment, we try to respond whenever possible, even if it’s just with a Like.

GIFs make those responses quick and easy. When we respond to a complimentary tweet with a silly animation, we’re smiling and we like to think the person on the other end might be, too. Nailing those kinds of online interactions feels great.

Earlier this year, we made our first official GIF policy … Read more


Chart of the day: Just over half (56%) of European ads reached their desired age group of 25 to 54.

Nielsen investigated how many ads have reached their desired audience finding that ads aren’t always reaching the desired audience. Yesterday we reported on the US figures, and today we are covering the results for Ads in Europe (UK, France, Germany, Italy).

In a world where targeting is everything, it doesn’t mean ads are getting in front of the right customers every time. 

Data: June 2016. Mobile insights are provided for directional purposes only. 

Key findings from the Nilsen study and the chart indicated above include:

  • 56% of ads were correctly served to 25-54 year olds and amongst those 40% were accurately shown to males compared to 34% for females.
  • 27% of ads were accurately displayed to 25-34 year olds.
  • When it comes to industry 57% are accurately entertainment and financial
Read more


Chart of the day: Online campaigns precisely targeted at a certain demographic often miss the mark.

Digital advertising is sold on the basis of targeting. Whilst everyone watching the super bowl or the X factor gets shown the same TV ad regardless of their age, gender or interests, digital ads can be hyper-targeted to just be seen by the exact demographic you know is most interested in your product. Or rather that’s how it works in theory. In practice, the results are often very different. Recent research by Nielson found for certain groups, such as males in the 18-24 age range, only 17% of targeted ads were actually reaching the intended demographic. The rest were being seen by people the advertiser did not intend to target.

This reveals a big flaw in targeted advertising, as across the board about half of views are coming from people the advertiser wasn’t … Read more


Social media world is always changing. We see new platforms emerge and go on a monthly basis. I am personally always sad to see platforms go because I realize there are teams and hard work behind each project but life is life. It never stops!

Here are the three we saw go in 2016:



Blab used to be the best Google Hangout on Air alternative out there. Sleek, simple and engaging, this one was the most unfortunate to go. It used to be a great tool for brands to engage with influencers, create video content and participate in other video meetups to build connections.

Citing low content quality and bad engagement as the main reasons of the closure, Blab discontinued its live video meeting feature on August 12. The official announcement of Blab changing can be found on Medium:

The struggle with Livestreaming –  is that we need

Read more


Chart of the Day: How does your advertising budget break down compare to the average?

As we start the new year many marketers will have already been negotiating their advertising budgets for the coming year. Once approved the next major hurdle is to decide how to split that budget across the multitude of channels that are available. Search, Display, Facebook, Instagram, Snapchat, Twitter, Pinterest the is seemingly never ending, So how do you decide?

Today’s chart of the day highlights that marketers like to hedge their bets when it comes to their marketing budgets, which is a good strategy, as it’s risky to have “all your eggs in one basket”.

As shown in the chart below the highest proportion of the budget is reserved for traditional advertising which makes sense when you consider the costs associated with Radio, Print & TV advertising. Now if we combine Social and Display you … Read more



In November, we unveiled a new MailChimp account dashboard that brings more data to the surface, making it easier to view a snapshot of your marketing performance, identify trends, and track your progress over time. Today, we’re excited to introduce the completely redesigned MailChimp Mobile, a faster and more convenient way to access your data when you’re on the go. Now your e-commerce performance, audience growth, and campaign engagement can be seen at a glance right when you open the MailChimp Mobile app, which is available for iOS and Android devices. Let’s take a closer look at what’s new.

Keeping tabs

The MailChimp Mobile dashboard consists of a series of tabs to help you quickly navigate the app and find exactly what you’re looking for. Much like its desktop counterpart, the mobile dashboard has Overview and Activity tabs to organize your metrics into single views, making it easy … Read more


Chart of the Day: A conversion funnel example from the loans sector

A different format of chart for today, showing analysis and modelling for digital marketing rather than statistics on adoption or benchmarks.

The recommended Smart Insights approach for creating achievable marketing plans is centred on creating realistic forecasts of leads, sales and revenue in the year ahead based on conversion-funnel model spreadsheets with the contribution of different channels shown in this digital marketing planning spreadsheet.

This example shows how in some types of business, like the financial services sector, it’s important to take into account multichannel behaviour as the decision will be influenced by different channels such as web-phone-branch and the customer journey will involve switching between them.

Customer Journey analysis example

This is a useful visualisation that adds more detail to a ROPO analysis by breaking out different channels in each vertical bar and then colour coding each channel … Read more