Loelle's LookBook
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Mailchimp Subscribers to Contacts

Problem & Opportunity

This past May, Mailchimp released a new pricing model and continued its pursuit towards being more than just email, but also a home for users’ entire audience. On web, a “Contact” now refers to any person on a list, regardless of subscription status.

“Contact” on mobile only reflected subscribed contacts, so we’ve updated its use and made clear the power of Mailchimp beyond email subscribers. In addition, we’ll refer to the specific contacts who are receiving an email campaign as “Recipients.”

Discover

Goals, research and methodology.

Goals, Antigoals and Methods

Goals

  • Prioritize showing user's entire audience as “Contacts,” rather than Subscribers alone

  • Refer to "Contacts" when generically talking about a person in the audience

  • "Subscriber" is reserved for email marketing permissions of the contact, while "Recipients" is referring to the specific contacts who are receiving an email campaign

Antigoals

  • Muddying the user’s understanding that Subscribers is a subset of Contacts

  • Confusing the user with terms likes “non-subscribers” etc.

Methods

  • Leveraging our partners and their research: Audience Management Team

Measuring Success

  • Drive engagement with Contact pages (tracking Sort and Filter)

  • Long term: drive comprehension (and engagement) of Mailchimp’s greater marketing platform capabilities

 

The Research

Audience Overview Testing (60 min remote Interviews with 3 Users; Oct. 2018)

Key takeaways:

  • There is ambiguity around numbers and terminology specifically total number of subscribers vs. total number of contacts

  • What does “Not Subscribed” mean?

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Audience Manager Beta User Feedback Report (Nov. 2018-on)

Not sure what difference is between contact and subscriber. I searched for it in Help but couldn't see any helpful result. I am assuming that contacts will include unsubscribed and cleaned?? (Usabilla feedback)

I don’t understand how you can have a contact that is not subscribed. You either subscribe or you’re not in our list.

 
 

Define

Insights and how we applied them.

 
 

The Research Revealed

  • Our terminology is unclear

    • Contacts vs. Subscribers?

    • What are the contacts that aren’t subscribed?

    • What can I do with them?

  • Numbers are useful, but not always enough

User Needs and Requirements

As a Mailchimp customer who uses my mobile device to manage my full audience, I want to be able to understand the nuances between all the types of contacts I interact with, so that I can begin to learn how to reach them best. I want to be able to see:

  • The relationship between Contacts and Subscribers

  • The nuances between the various contact types

 
 
 

Design/Content

Artifacts and Solutions

Full Audit

Content Strategy and Engineering (iOS and Android) completed a full audit of our mobile app to find usages of Recipient, Contact, Subscriber and People. We found:

  • Many of these instances could be fixed broadly in the code, but the Homepage and Audience Overview needed reworking

  • Sometimes the Subscriber count was actually referring to All Contacts; accuracy and consistency is key with our new pricing model

First Pass: Just add Subscribed!

At first pass, it seemed we could simply add “All Contacts” into the mix and our users would get it… but as we referenced back to our research, this was not enough to communicate the relationship between Subscribers and Contacts.

 
BEFORE:  Homepage (E-commerce) highlights only Subscribers at high level

BEFORE: Homepage (E-commerce) highlights only Subscribers at high level

Homepage:  Added Contacts, but relationship isn’t totally clear and the grid of stats driven by the API becomes awkward.

Homepage: Added Contacts, but relationship isn’t totally clear and the grid of stats driven by the API becomes awkward.

Tool Tip:  When tapping on Contacts, a Tool Tip helps explain the difference. This unfortunately relies on the user’s discoverability.

Tool Tip: When tapping on Contacts, a Tool Tip helps explain the difference. This unfortunately relies on the user’s discoverability.

Audience Overview:  Added Contacts with tip, but again, the relationship is not clear. In addition, the Tool Tip creates a tappable field over an existing one.

Audience Overview: Added Contacts with tip, but again, the relationship is not clear. In addition, the Tool Tip creates a tappable field over an existing one.

 
 

What about viewing your Subscribers?

When tapping into Subscribers on the Audience Overview, iOS offers no way to parse between types of people in one’s Audience. We leave the user in the dark in terms of all their other Contacts.

Android, on the other hand, leaves out Subscribed entirely in its tabbed approach. Both platforms are not only lacking parity, and they are further attributing to confusion for our users around their Audience.

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Final Design

Through various iterations, I landed on a horizontal format of X Subscribed of X Contacts, which aligns closely with Web. In addition, I proposed building out detailed Contact Pages, which provide context to our users via a numeric count and description. Finally, Search, Filter and Sort functionality allows our users to dive more deeply into the various Contact types, which complements our Contact Profile effort.

 
Homepage:  Highlighting Subscribers as a subset of Contacts. Adopting horizontal layout to accommodate Revenue (E-comm customers).

Homepage: Highlighting Subscribers as a subset of Contacts. Adopting horizontal layout to accommodate Revenue (E-comm customers).

Audience Overview:  Highlighting Subscribers as a subset of Contacts

Audience Overview: Highlighting Subscribers as a subset of Contacts

Contact Pages:  Designed new Contact pages that detail type, count and explanation, for deeper context. User will also be able to filter to other Contact types. Search has been repositioned to illustrate user is searching all contacts, not within a certain type.

Contact Pages: Designed new Contact pages that detail type, count and explanation, for deeper context. User will also be able to filter to other Contact types. Search has been repositioned to illustrate user is searching all contacts, not within a certain type.

Filtering  by contact type. Indentations give visual cues as to the relationship between types.

Filtering by contact type. Indentations give visual cues as to the relationship between types.

 

Deliver

Getting it built

Phase 1: MVP

  • This sprint, we prioritized introducing X Subscribed of X Contacts on the Homepage and Audience Overview. Building out Contact pages, however, are completely new to both Android and iOS and will come with the next sprint cycle

  • For now, we’ve updated the Android Contact page tab to accurately read “Subscribed” instead of “Contacts”

Phase 2: Added Functionality

  • Building out Contact pages

  • Improved search functionality

The Future

  • Testing to see if users want additional sorting capabilities

  • Adding count to contact filtering

  • Homepage and Audience Overview redesign