Mailchimp
PROJECT
CR3 Announcement
TOOLS
Figma, Photoshop
DURATION
2 months
year
2023
Project Context
At the time, the Mailchimp App had recently been released in FR, GE, IT, PT and DE. Countries predominantly speaking these languages accounted for approximately 15% of Mailchimp revenue and cover ~270K paid and free active users. From the research, current users in these countries were using the platform in English despite a preference for their native language.
Primary Goal
To drive awareness of the app being fully translated in 5 new languages in order to increase product usage by, and thereby retention of, customers in regions where the app is now available in their local language (including Spanish, Portuguese, French, Italian and German).
How Success was Measured
Success was measured by comparing metrics for users who engage with Mailchimp in their native language against those who engage with Mailchimp in English, across the following metrics: Conversion Rates, Payoff Rates, and Retention Rates.
Deliverables
- 1x CR3 (Company Release #3) Announcement Email
- 2x In-Product Walkthrough Tooltip
Results
- New users from Spain were much more likely (avg. 26% lift) to open a translated onboarding email. Despite an English app, translated onboarding emails had a positive impact on Spanish-speakers.
- Since launching translated onboarding emails, there was a positive impact to Spanish users’ feature usage which saw a 24% lift (key indicator for customer retention)
©2024
