When buying anything, there are normally two things going through your mind:
1. How will this help me?
2. How much will it set me back?
You sign up to Mailchimp – it asks you what plan you want to sign up for.
There are four plans to choose from, each with a dizzy array of different features.
All you want to know is what do I need – what’s the best price for the maximum help?
First up, I will almost always suggest the Standard plan (which starts at $14.99 for 500 contacts and then goes up incrementally) – it’s the only plan that lets you use automations with more than one email.
But let’s dive in and have a look at all the features and which ones work for you.
Speaking of Mailchimp features, I’m launching a new course, Chimp Hero, with eight weeks of content, from strategy to sending, focussing on making email working harder for you and getting the best results from e-commerce.
If you sell things on your site or want to – and use emails to help you, sign up at chimphero.com.
You first want to work out what you want to do with Mailchimp. And how many people you’ve currently (and might have in the future).
If all you want to do is send newsletters, the free plan is a good starting block.
But like with anything, you get what you pay for.
You’ll often hear email ROI being around 40x, meaning for every pound you spend, you get £40 in sales.
That’s broadly accurate in my experience but if you don’t spend anything: 40 x £0 = £0.
You don’t get any of the features that actually help you make money from email marketing, so the free plan is suitable for hobbyists, charities and those not really looking to make money from their emails.
The next step up is using the pre-built templates. The free plan has the basic templates, but if you’re looking for something a bit jazzier, the Essentials plan might be for you.
You can also run A/B tests, which is sending two different versions of an email to see which one performs better.
Essentials also gives you access to Mailchimp email support, lets you remove the Mailchimp logo from footers and lets you add two others to your account (and you can create three audiences – or lists).
It’s $9.99 a month but you still can’t use automations to send more than one email, like in a welcome or post purchase sequence.
Best if you’re getting started and you want to look the part – getting rid of the Mailchimp logos and pre built templates.
There’s always an idea in pricing that you should offer three tiers and most people pick the middle one.
That’s pretty much what’s happening here. Mailchimp has rammed all the good stuff into the middle plan.
With Standard, you’ve now got access to all the stuff above, as well as scheduling social posts, retargeting adverts, advanced analytics and insights.
The two great features which is why I always recommend Standard are Dynamic Content blocks and Multi-Step Automations.
Dynamic Content makes it easy to show different content to different readers. You can use the older coding method on all plans, but it’s limited and you have to know how to logic code.
Dynamic Content blocks makes it easy, and takes away all the uncertainty that logic coding (if, else, endif) brings.
Next is multi-step automations or basically: any automation with more that one email.
Nurture sequences where you send readers on an automation journey can now be done and you can take advantage of purchase likelihood and lookalike audience finder.
Basically Standard is the plan for you if you’re serious about making email work hard and make a return on your investment.
The only limitations are you can’t do multi-variate testing and you’re capped at 100k contacts.
At $299, you might wonder what on earth warrants this price tag?
Unlimited contacts (limit, the price goes up with the # of contacts), unlimited audiences – or lists, and multivariate testing and comparative reports.
If you’re pulling in at least £10k/month through your website, this might be for you.
Still confused? Email me at firstname.lastname@example.org and I’m always happy to have a quick chat about which plan is best for you.
If you’re not sure, try two months of Standard for free when you sign up with my Mailchimp link: http://eepurl.com/g1kSV1