Turn emails into revenue.

The Ask.

Mailchimp, a renowned email marketing and automation platform, faced the challenge of retaining high-value customers who were considering switching to competitors offering a more mid-market-oriented web experience.

The Challenge.

How could we effectively showcase Mailchimp's robust tools and features to attract advanced marketers and business leaders?

My Solution.

Through extensive research, rigorous testing, and in-depth competitive analysis, my team and I made a critical discovery: we found that webpages focused on 'Solutions,' rather than individual features, yielded higher conversion rates.

Armed with this insight, we embarked on a months-long journey to organize Mailchimp's top-performing features into 14 distinct solution categories, each addressing a unique advanced marketing need. For each category, we crafted entirely new webpages.

In my role, I spearheaded the content discovery process, created narrative structures, and crafted compelling copy for each of these pages. My collaboration with Product Marketing, Design, and our Marketing stakeholders ensured that every page presented a persuasive argument. Each marketing challenge had to be precisely defined, and the solution had to be clearly articulated. Above all, it was an exercise in effective storytelling.

Upon launching the new pages, we saw a remarkable surge in the intent to purchase rate and an impressive increase in activation rate. These outstanding outcomes underscored the power of a well-crafted narrative in captivating advanced marketers.