Campaign benchmarking

Boosting user confidence and email campaign engagement with industry and audience insights

Problem

Through voice of customer survey results, we learned that campaign benchmarking features were the number 3 request from marketers

Approach

Build a foundational MVP that provides industry benchmarking data for customers within a key industry

Impact

Statistically significant feature adoption and boost in email campaign sends post-MVP launch

Role

Senior Product Designer

Tasks

UI/Visual design, interaction design, user research, prototyping

Concept testing

We started with a hypothesis and some quick concept testing rounds to make sure we were on the right track

Predicted demographics

We leveraged a feature we shipped earlier in the year as one of the key ingredients.
This allowed us to surface key insights about the users' audience when showing the campaign benchmark

Business vertical

We used machine learning to analyze content across thousands of campaigns to effectively predict the customers’ business vertical and find benchmarking data to compare against.

A screenshot of Email Campaign Benchmarking feature with the business Industry highlighted

Data visualization

Several iterations of data visualization were explored to represent the benchmarking data. I worked with our design systems team and data scientists to narrow down the optimal presentation.

Recommendations & celebrations

We enhanced our feature with a recommendation system that provided guidance based on the results of the campaign. For instance, if the campaign remains unopened, our recommendation would be to re-send to those un-opened contacts. When the campaign performed above industry averages, we celebrate with a welcome message.

A screenshot of Mailchimp's Audience Dashboard UI lowered in opacity with the Smart Recommendation highlighted

Empty states

We didn't want empty states to be a blocker for customers to start seeing benchmarking data.
A quick feature summary and a clear call to action gives users a clear path to access.

The final product