🔊 Mailchimp is starting to look like an enterprise marketing tool

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Plus, positivity trends on Pinterest.

Sep 23, 2020

Good morning Marketer, are you a Mailchimp customer?

If so, we’ve got news for you. Yesterday, Mailchimp released a new suite of AI-based tools aimed at giving small businesses access to the same capabilities used by larger and enterprise-level competitors.

New tools include a ‘Creative Assistant’ designed to automate content creation, a new dynamic recommendations feature (which offers personalized product recommendations based on customer performance data), and a new customer journey builder.

Mailchimp describes the new release as “nothing short of enterprise level marketing automation.” We asked Chief Product Officer John Foreman whether Mailchimp customers had reached a stage of digital maturity which would allow them to drive value from these kinds of tools.

“You would think small business would mean small amounts of data and low marketing sophistication,” said Foreman, “but that’s really evolved as more and more business owners grew up as digital natives. They’ve got digital marketing in their blood.”

Mailchimp integrates with eCommerce solutions such as Magento and Shopify, as well as website tools like WordPress. It also syncs with integration aggregators like Zapier, and has an open API.

Keep scrolling for more news, including a look at one of the latest Pinterest search trends.

Taylor Peterson,
Deputy Editor

A pivot with a purpose

“Like every brand, we made incredible adjustments in real-time. Programs were cut, programs were pushed, programs were moved to next year,” said Heidi Cooley, head of global marketing at Crocs.

But amidst that disruption the company made purpose a priority and launched an initiative to outfit front-line healthcare workers who needed their footwear.

“A global team initiated a commitment around giving tens of thousands of pairs a day to healthcare heroes, and we gave away over 45 days 860,000 pairs of crocs valued at over $40 million.”

Learn more. Check out “The Download”, brought to you by Microsoft Advertising.

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Social Shorts

Pinterest’s positivity angle

As social media feeds reflect angst, fear and divisiveness of an election season happening amid a global pandemic, climate crises and social unrest, Pinterest is highlighting the “positive context” of its platform — which isn’t monetizing political content. The company says searches for terms like “spread positivity,” “positive habits,” and “positive mindset” have been surging in recent months. “People are seeking more positivity than ever,” the company says.

Why we care. Pinterest’s positivity pitch could resonate with marketers concerned about brand safety and brand suitability on other platforms (yes, Facebook and YouTube) – particularly this election cycle. Pinterest now claims more than 400 million monthly active users.

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