Still: Email? In an era of Instagram stories and Snapchat
flters and Facebook ads, Inc.’s 2017 Company of the Year is
focused on email?
It is. And for a good reason. “It’s not the shiny new thing, but
more the steady thing that actually works,” says Neeru Paharia,
who was on the founding team of Creative Commons, which
developed standards for internet publication, and is now an
assistant professor of marketing at Georgetown’s McDonough
School of Business. Maybe that’s why small businesses still
allocate about 10 percent of their
marketing budgets to direct market-
ing, including email, according to
Forrester, which estimates that U.S.
business spent $2.8 billion on email
marketing in 2017.
“It is a little surprising that in
the age of all this other communication media, email marketing is still
a big player,” Paharia continues, but
for many startups, “email marketing
and content marketing are a bit
more afordable and have a bit more
return on investment” than things
like Facebook ads and Google paid
Speaking of: Through a series
of ambitious partnerships with Facebook and Google, plus
an array of new products, MailChimp hopes to become the
answer to all of your business’s marketing needs.
You may think all of this expansion and recognition would
make its CEO happy, given that the company spent its frst
several years trying not to go out of business. But Chestnut
isn’t wired that way. He’d rather focus on the next headache.
“We’re misfts. I’ve always been out of place wherever
I lived. And you just kind of have to embrace that,” he says.
email. “It’s not
the shiny new
thing,” says an
expert, “but more
the steady thing
and chief customer
ofcer (and lapsed DJ
and avid skateboarder)