Chart of the day:How can latency be applied to other sectors to understand engagement and to design lifecycle communications?

I don’t see latency talked or written about much, so I was interested to see this new research from Monetate that shows average latency between purchases. So, what is latency in marketing? I think latency is best defined in the context of the customer lifecycle, that is:

“Latency is the average time it takes between different lifecycle events for different groups or cohorts of customers”.

In this research, to measure engagement, Monetate looked at how frequently customers began a new session within a set time period, specifically the number of sessions and the number of days it took for a customer to complete a purchase.

For first-time customers, the baseline latency from the first visit is an average of 25 days and 3.5 sessions to complete a purchase. … Read more


Chart of the Day:How do micro-influencers and mega-influencers compare in Instagramengagement rates

When you think of Influencer Marketing, names like Kim Kardashian and Kylie Jenner are the first to pop up. Renowned celebrities or mega-influencers, with millions of followers, are often set as the benchmark of Influencer Marketing. However, you can be spending big budgets on a large reach and still get very little ROI.

A recent report on Instagram Influencer Rates, carried out by, shows us that influencers with smaller followings tend to have higher engagement rates than those of mega-influencers. Brands are now increasingly looking for micro-influencers, with a steady following and niche focus, to share their brand messages.

Instagram influencer average engagement rates

Micro-influencers have a close-knit fan base, making their content more personalized, authentic and engaging for their followers. Looking at the top and bottom bars, the report also highlights that influencers with fewer than 2,000 followers have … Read more


As we enter the final countdown to Black Friday and Cyber Monday, you’re probably putting the finishing touches on your marketing plan.

People come ready to buy on Black Friday and Cyber Monday, and they do most of their shopping online. In 2016, consumers spent $3.39 billion online on Cyber Monday, making it the biggest shopping day in the history of U.S. e-commerce. Is your store ready for that kind of traffic?

In our last post, we talked about how you can use MailChimp to attract an audience for your holiday marketing. This week, we’ll cover how to use that audience to make more sales and get more repeat business during the holidays.

Enhance your campaigns to sell more stuff

Now that you have your audience, it’s time to focus on creating campaigns that help you make a sale with every send. When you turn on marketing automations-like Read more


If there’s one thing CROs could use more of, it’s psychology.

I’m all for testing crazy ideas. It’s how some of the most counterintuitive and surprising discoveries are made.

But we still need to build our landing pages on a solid foundation, and since it’s human behavior that our landing pages are attempting to influence, psychology is central to that foundation.

There’s no shortage of articles about psychology marketing out there, but I wanted to share three powerful ideas that I don’t think get enough attention in these discussions.

Let’s take a look.

1. Single Option Aversion

You’ve probably heard of the paradox of choice, the theory that if you are presented with too many options, you are less likely to make a decision. Well, it turns out that most experiments attempting to replicate that effect don’t actually find it. The effect may be real, but it seems to … Read more


Chart of the Day: Multiple purchase history customers have higher add-to-cart and conversion rate than single purchase history customers.

This is really not that shocking – returning loyal customers (8.55%) have a higher a conversion rate because of their previous experience with the brand.

A new shopper to an ecommerce site will have questions they want answering first:

  • Is this product reliable?
  • Is this the cheapest price?
  • Can I find a similar product elsewhere with better reviews?
  • How much is P&P?

Among others, it is also possible that first-time customers to your site are more wary about buying your product without social proof, or persuasivecopy.

Returning customers are returning because they like your product, would recommend it and are happy with the quality and customer service – more new shoppers need to be converted into returning customers.


  • Source:Monetate
  • Sample size:2.5 million eccomerce sessions during Q1 2017
  • Recommended resource:
Read more


Here at MailChimp, we’ve been working hard to make sure our hometown of Atlanta is better, weirder, and more human. We also invest heavily in our employees, especially when it comes to being able to embrace and share their personal interests in the workplace.

Our Employee Engagement Specialist Ashley Wilson sums it up like so: MailChimp allows people to bring their full self to work.

I’m one of those people. I started in customer support nearly 3 years ago and have since transitioned to the Technical Content team. And for the last few years, I’ve also been involved in Atlanta’s literary community, hosting writing workshops and helping curate events like The Letters Festival, a 3-day event that featured panels and readings from independent and small-press authors.

Keeping MailChimp’s values in mind, I wanted to figure out a way to support the writing community in Atlanta and share how Read more


Chart of the Day: Adobe Consumer Email Survey Report 2017

We are all guilty of it

As email marketers, we don’t like to admit it, but we all do it at one point or another. We will annoy our customers. This is, unfortunately, part and parcel of email marketing, my little email geeks. You can’t please all the people all of the time.

What do we do that annoys them?

So what annoys our clients? What are their pet peeves?

What annoys customers about email?

In our chart, we can see the main irk is getting emailed too often at 47%. This is no surprise. But what are the others? Let’s look at the other top 3.

  1. 32% are annoyed by too wordy/poorly written emails.

This is a really good point. Long worded emails are boring and no one reads them. We need to write for emails, not an essay. Make your copy work for … Read more


Last Tuesday, we announced in an email to our customers that MailChimp is adding single opt-in as an option for email lists, and making it the default setting in new and existing lists starting October 31.

However, we’ve made an important change for MailChimp users located in the European Union: If your primary contact address is in the EU, your existing forms will remain double opt-in. You can change your lists to single opt-in on the Signup Preferences page at any time. After November 3, you’ll also be able to make that change in each list’s settings.

We made this decision after receiving a lot of feedback from EU customers who told us that single opt-in does not align with their business needs in light of the upcoming GDPR and other local requirements. We heard you, and we’re sorry that we caused confusion. Customers located in the EU will receive … Read more


Chart of the Day:How does your site compare to these benchmarks?

Website performance, as perceived by the download speed for pages by users, has become more important with the increased adoption of smartphones which typically have lower bandwidth connections than desktops. This research from Google on the impact of page load time shows why speed matters!

Recent research by Google has shown that the recommended average user perception of acceptable download time to page load is two seconds, while for the average European website it is around eight seconds.

Google and others have much guidance on how to improve site download speed, yet achieving fast download speeds has become more challenging with the widespread adoption of responsive website design (RWD), which adds to the page weight of HTML and Javascript code for a page since both desktop and mobile rendering instructions need to be provided. The multiple calls to … Read more


We’ve talked about search and social snippets before. A rich snippet is what you see below your search listing enriched with rating stars, author information, a thumbnail, etc scraped from the linked page.

For video listings, Google often shows:

  • The video thumbnail (which implies it’s a video)
  • The date the video was published
  • The author of the video

That image is probably going to attract visitors as well as increase the page engagement, as the listing often provides additional information like duration, and a description of the video (so the visitor will be well-prepared to watching the video when clicking-through).

video rich snippet

Your mission is to optimize your rich snippets, and so get a better control over your video search result listing.

Here are a few tips to do just that.

Upload To YouTube

Youtube videos rank well! Surprised? Me neither

You can also use other video hosting platforms (Vimeo comes to … Read more