Earlier this year, Mailchimp changed its pricing plan. Managing your mailing list just got much more important, not least because you may start paying more for your account with them.
|Pricing Plan||Old Plan||New Plan|
|Data Records||No. of users||Price||Data Records||No. of users||Price|
|Free||Up to 2000 subscribers||£0||Up to 2000 contacts||1||£0|
|Monthly||Up to 52,000 subscribers|
|Essentials||500 to 50,000||3||from £7.95 per month|
|Standard||500 to 100,000||5||from £11.93 per month|
|Premium||10,000 to 200,000||unlimited||from £237.99 per month|
|Pay As You Go||Unlimited||you bought credits||Unlimited||You buy credits|
Why you need to monitor your data count
One of the biggest changes that impact the pricing of Mailchimp is the change from subscribers to contacts. It used to be that only subscribers counted towards your pricing. It didn’t matter how many data records you had within your account, or how many lists. It was only the number of subscribers that counted.
This has now changed, so that all data records are counted (minus archived, cleaned and deleted records). Add up subscribed, non-subscribed and unsubscribed to see how much you are going to be paying. If you’re approaching the limit of a Free account (2000), just a small number of unsubscribed contacts could mean you have to start paying. If just 20% of your list is unsubscribed, you have a monthly bill of £23.87 (Essential plan, up to 2,500 contacts). Bearing in mind that, once they unsubscribe, very few people come back, you need to clean out your data regularly.
Lists & Audiences
One of the biggest issues with Mailchimp until recently was the Lists function. This allowed you to build as many lists as you wanted. The problem was that a single person could often end up in multiple lists. When someone unsubscribed, they only stopped getting emails from that particular list – not every list they were in. With GDPR now firmly in place (and not going anywhere, even if Brexit happens), sending people emails after they have unsubscribed is a big no-no and likely to get you into all sorts of trouble.
The changes make managing your mailing list so much easier, without having to complicate matters with multiple lists.
Segments, Groups & Tags
In the last section we discussed Lists and how they can be a problem, particularly for GDPR purposes. Having just one audience and then making use of segments, groups and tags help you avoid this problem.
Designed to be contact-facing, Groups allow to gather contacts with the same attributes. Perhaps they have all bought specific categories of products or have attended specific events. Contacts can choose which groups they want to be in. Perhaps they wish to receive information about particular services, for example.
Individual contacts can be in multiple groups and, if they unsubscribe, their data stays in the group, but they will never receive any emails sent to subscribed members of the group.
Segments allow you to create groups of contacts based on multiple criteria, whereas groups are single criteria-based. Perhaps you have sent out a number of emails and want to send a further campaign to contacts who have clicked on a link in any of those emails. You can build an ANY segment to look at up to five different email campaigns. Alternatively, if you wanted to create a group of contacts who opened all of them, you can use an ALL segment.
Tags are just for you, to help organise your contacts. You create tags and then attach them to contacts in a way that helps you to categorise them the way you want them categorised. Mailchimp has a number of ways they automatically tag contacts to help you manage and engage with your audience. Geographical tags, engagement level tags and Import date tags are all automatic. Of course, your tags can be as detailed or as light-handed as you want them to be. Perhaps you want to tag contacts in your sales pipeline so you can communicate accordingly with them?
You can then use these tags to group contacts for campaigns. After all, the more personalised the email you send, the more likely it is to be opened and engaged with. That is, after all, what you want to happen.
Having lots of people in your audiences is a great thing, if they want to be there and you control what you send to them. You will get higher open rate percentages and higher clickthrough rates. As a marketer, you want to be able to show the boss (even if that is you, as well) high levels of engagement. The more people are engaging with your email marketing, the more they are likely to be doing what you want them to do – usually buying your products/services. So why would you keep data in your audiences who don’t want to be there?
The changes Mailchimp has made do mean that you need to manage your data more proactively in order to control the costs of your email marketing. However, the changes they have made also make it far easier for you to control the data. You can make it more appropriate to the contact and more personalised as you collect and use data. From there you will get better results from your marketing. Of course, if managing your mailing list is proving to be difficult, SME Needs is a Mailchimp Partner and we are more than happy to help you get the best results from your email marketing
We hope this helps