The Challenge A large, nonprofit was using MailChimp as their Email Service Provider (ESP) but they had no agency-wide email marketing strategy. They were concerned that their account would be canceled for not adhering to list management protocols. They had multiple users across various departments with varying levels of training on how to build and manage their lists. Some users imported emails into fresh lists for each campaign. Others manually added users to “their” departmental list. Still others added subscribers into a separate departmental list utilizing groups based on that department’s needs. The account grew to house over 50 lists with approximately 15,000 subscribers nearly a third of which were duplicates. This resulted in an inability to track metrics such as open and click rates. Additionally, since the subscription rate for the account is based on the number of subscribers, and they had so many duplicates, they were overpaying each month. They were – rightly –…
Read More
