Mailchimp is an email marketing platform for small businesses,
with a companion app designed to enable users to manage their contacts and
emails from their mobile devices. While the app’s team understands multiple facets
of marketing, mobile marketing requires a different set of tools and knowledge
– specifically, it requires App Store
Optimization. In this week’s App Store Spotlight, we take a look at
Mailchimp and see if its ASO is up to the task.
On the Apple App Store, Mailchimp is the top app under
searches for its name. It also holds the top spot for lower-volume but relevant
terms such as “automation platforms.” The app is #2 for “email marketing” and
#5 for “ecommerce,” as well as #7 for “commerce.” Its rankings get lower for
terms like “marketing” (#12), “advertising” (#17) and “email organizer” (#33).
Creatives: Mailchimp uses five screenshots, designed
to provide an overview of the app. Each one uses callout text at the top of the
image to provide information, such as “Follow your social results” and “resend
to non-openers.” The font used for the callout text is simple and does not
integrate keywords, so users have to stop and read closely to get the idea.
As the app has room for five more screenshots, it could
begin with one calling out the purpose of Mailchimp before going into its uses and
features. This would help quickly convey why users should download the app and
what it can offer to them. Some of the text is also on the longer side, such as
“use saved templates to create your emails,” which could be condensed for quick
The screenshots themselves are not visually engaging in
terms of color usage or device placement, but they still show exactly what is
on the app in relation to the callout text. Since it’s an app designed for
business email and social media marketing, it’s okay to simply present the app
in a straightforward manner if the content is clear and important.
While the five screenshots do present important information
about the app, Mailchimp still has room for five more. Using additional
screenshots can provide more information about the various features to capture
further benefits of using the app. Leaving out screenshots is leaving out
potential opportunities to tell users more about the app, including not just
features but use cases, benefits and so on.
Title/Subtitle: The app’s title, “Mailchimp,” uses
nine characters out of the 30 the title space provides. With this extra room,
it could include additional information like “email marketing app” to target
more keywords and provide additional information about the app to users. The
name alone could leave potential users behind if they’re not aware of the brand.
The subtitle, “Marketing for Small Businesses,” clears this
up while using all 30 characters allotted by the App Store. The keyword-heavy
subtitle provides information the title does not while helping target important
Description: Mailchimp’s description starts off strong, with a short line providing information about the app and its benefits. This is informative and easy to read, even when scrolling down the page.
The following paragraph is a bit longer and could stand to
be broken into two shorter lines. That would make it easier for users to read
while browsing on a small mobile device.
Instead of feature sets, the description includes three
bullet points about things users can do with the app. This could be expanded
into a full feature set, which could tell users about everything the app allows
them to do. As it is now, it provides a brief overview without providing the
details or key features.
On the Google Play Store, Mailchimp is the top app for its name, as well as #4 for “marketing app.” Its rankings then go to #14 for “business text,” #16 for “small business” and #17 for “business email.” It ranks #47 for “advertise your business” and #121 for “social media marketing,” so its keyword rankings have room to grow.
Creatives: Mailchimp uses the same screenshots on the
Google Play Store as it does on the iOS App Store. As the Play Store allows up
to eight screenshots, it has room for three more to provide additional
information to users. Creating engaging screenshots can help improve
conversions. As they are now, the screenshots show a phone on a light green background
with plain text, which is direct and uncluttered but visually plain.
Description/Metadata: The Google Play title, “Mailchimp
– Marketing Platform for Small Businesses” utilizes the title space to provide information
about the app. This helps the app index for those terms, while presenting users
with an explanation of the app’s purpose.
The description is also the same on both stores. As with
iOS, it could expand its three-point feature list into more in-depth feature
sets that provide more information about the app. This can help tell users what
they can get from Mailchimp and encourage them to convert.
Additionally, the Google Play description should be written
with a focus on keywords. While it does begin by describing it as a “marketing
app,” most likes begin with phrases like “Get to know your audience” and
“Mailchimp’s mobile app,” which do not utilize keywords. If it were to start
off each line with a relevant keyword, it could help index for those terms.
A feature set would help for that as well. Using the lists
to call out keyword-focused features can provide additional information to
users while targeting and indexing for additional terms.
Email marketing and mobile marketing are very different
challenges. Mailchimp provides great management tools for email marketing
campaigns, although its mobile marketing could be improved with App Store
Optimization best practices. By designing more engaging creative sets, optimizing
the description for each store and adding additional keywords to the title for
iOS, it could connect with more users and better reach its audience.