🟨 Mailchimp: Email is Dead. Long Live Spam!
But my inbox begs to differ...
Hey there!
Every other Wednesday, I share a Marketing Campaign example to help you get fresh ideas and actionable insights to sell more and grow your business.
So you think email is dead because of instant messaging, video calls, and other communication tools? Mailchimp wants you to think again.
Over four billion people use email around the world, and most people prefer email over other ways of communicating. Also, 95% of marketers think email marketing gives great returns on investment.
Mailchimp created the “Email is Dead” campaign, a free, interactive exhibition that explores how email does more than just help us talk to each other. It showed how email influences our jobs, relationships, cultures, and economies.
Email is Dead is an immersive experience that sparked conversations about the future of communication. It told the story of email, from when it was created in the 1970s while looking ahead to its future in the 2070s when it will celebrate its centenary.
The exhibition opened at London’s Design Museum and captured a full spectrum of emotions and sensations that email brings out in us.
There was a photo booth where visitors could take pictures of themselves in strange and exciting places. These photos were sent as postcards. It reminded us that while email is important for work, many people use it to keep in touch with loved ones.
The exhibition also featured fun sensory stuff such as the scent of emails wafting through the air and a soundtrack softly playing in the background.
The campaign showcased inventions that might solve email problems like never-ending inboxes and the urge to send emails you might regret later. Visitors could make their mark on email history by sending themselves an "email time capsule" and taking a test to discover their email personality.
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Email is Dead is an example of an Experiential Marketing Campaign.
The exhibition had over 25,000 visitors and recorded 16,000 email sign-ups. The campaign generated 83 million earned media impressions and 75% brand consideration in the UK.
🍉 Action Points
Create interactive and engaging experiences - The "Email is Dead" campaign by Mailchimp used an interactive and immersive exhibition to engage the audience. Create experiential marketing campaigns that engage users and offer informative content about your product or service.
Leverage storytelling to connect with your audience - The exhibition told the story of email from its inception in the 1970s to its potential future in the 2070s. Use storytelling to create a compelling narrative around your brand or product. Share customer stories, testimonials, or personal anecdotes that resonate with your audience's emotions.
Improve engagement with multisensory elements - The campaign captured the emotional experiences associated with email, such as staying in touch with loved ones and the nostalgic feel of postcards. Infuse your marketing campaigns sensory elements. This could be through visual storytelling, interactive installations, or even scents and sounds that evoke certain feelings related to your brand.
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P.P.S. Reply to this mail with your feedback or any campaign you would like to be featured in the newsletter.