Turn emails into revenue.
The Ask.
Mailchimp was seeing friction with high-value customers. Advanced marketers and growing businesses were exploring competitors whose web experiences felt more tailored to mid-market needs.
The question wasn’t whether Mailchimp had the functionality. It was whether we were presenting it the right way.
The Challenge.
How do you reposition a widely known email marketing platform as a sophisticated growth engine—without alienating its core audience?
Our existing web experience emphasized individual features. But advanced buyers don’t purchase features… they purchase outcomes.
The Insight.
Through research, A/B testing, and competitive analysis, we uncovered a pivotal finding:
Pages organized around solutions—not standalone tools—converted at significantly higher rates.
Advanced marketers weren’t asking, “What does this feature do?”
They were asking, “Can this solve my retention problem? My attribution gap? My cross-channel complexity?”
The structure of the story had to change.
My Solution.
We reorganized Mailchimp’s highest-performing capabilities into 14 solution-based categories, each centered around a distinct advanced marketing need.
Instead of listing functionality, each page:
Defined a clear business challenge
Positioned Mailchimp as the strategic answer
Showed how multiple tools worked together to drive outcomes
In my role, I:
Led content discovery and narrative development
Built persuasive page architectures grounded in buyer psychology
Partnered closely with Product Marketing, Design, and Marketing stakeholders to ensure alignment between story and substance
Wrote the complete copy suite for each solution page
Every page had to do more than inform; it had to reframe perception.
My Impact.
After launch, the new solution pages drove:
A significant lift in purchase intent
Increased activation rates among advanced users
More importantly, we shifted the narrative from “email platform” to “growth platform.”
By organizing the product around outcomes instead of features, we met advanced marketers where they think: at the strategic level.
