Mobile Marketing Magazine caught up with Intuit Mailchimp’s Head of EMEA, Jim Rudall at the email marketing company’s 2024 From Here to There conference in London to discuss the three cornerstones of its marketing strategy, AI, email marketing and SMS, which was “quietly rolled out” in the UK earlier this week. 

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Q: Let’s delve into Mailchimp’s marketing strategy. How does that align with the broader vision of Intuit?

“One of the reasons Intuit acquired Mailchimp is their shared mission of empowering prosperity. Mailchimp has had 20 years of growth, enabling small businesses and entrepreneurs to communicate and engage with their customers, driving revenue and making more money.

“This synergy with Intuit’s purpose is about empowering prosperous growth. Over the past few years, we’ve been able to deliver this capability and expertise to larger businesses as well, while still maintaining our focus on small and growing businesses globally.”

Q: What trends have you seen in the past few years in the mobile marketing space across the markets here?

“Since 2020, with Covid and lockdowns, there’s been a complete shift in consumer behaviour. We’ve done extensive research to understand how consumers engage with brands, retailers, and merchants across different channels, especially with email at the core.

“The power dynamic between brands and consumers has evolved. Consumers now have almost unlimited choices and are in control. Brands have had to respond by building trust with consumers, which is critical for engagement and transactions.

“This trust is built through transparency and a value exchange where consumers are willing to share their information if they know how it will be used and if it results in a personalised and relevant experience.”

Q: Recently, Intuit Mailchimp CEO Rania Succar said the company is an ‘AI-driven platform’, could you elaborate on this?

“Absolutely. Intuit declared AI as a key strategy five years ago, recognising it as the most important disruptive technology. We’ve been pioneering AI, building and developing tools for the last five years, positioning us at the forefront of AI-driven marketing platforms.

“Within Mailchimp, AI helps small businesses and entrepreneurs with no marketing expertise to create campaigns, analyse customers, and run segmentation efficiently. For larger organisations, AI removes manual processes, enhancing marketers’ capabilities and creativity, and allowing them to focus on understanding their customers and delivering great messages at scale.”

Q: It was announced that SMS for the UK was ‘quietly’ rolled out earlier this week. Could you tell me more about that?

“SMS is a crucial communication channel, and we’re excited to bring this capability to our customers. It complements email, providing another relevant way to drive personalised communications.

“Our product teams have tested it with several customers in beta mode, gathering insights into their strategies for deploying SMS campaigns. Customers are excited about this new capability, whether they’ve been using SMS through a different platform or are new to it. We’re empowering customers by offering everything in one platform and helping them adopt and utilise it effectively.”

Q: How does Mailchimp address privacy concerns such as GDPR in its non-monetary efforts?

“We take GDPR and data privacy very seriously, ensuring compliance and focusing on data privacy as a business. Despite the emphasis on data privacy, consumers are still willing to share their information if they know how it will be used and if there’s a clear value exchange.

“This transparency between brands and consumers is crucial, and we maintain a strong commitment to doing the right thing.”

Q: What strategies is Mailchimp using to increase customer engagement and retention on the mobile platform?

“Businesses that excel in engagement have a deep understanding of their customers and the value they provide. They understand why customers engage with them, the attachment to their brand story, and the problems they solve.

“With this understanding, they can deploy strategies that resonate across all channels, including mobile. Knowing where and how to show up for customers is essential, and mobile is one of the most important channels for engagement.”

Q: Mailchimp wants to be seen as an AI-driven expert platform. How do you differentiate yourselves from competitors?

“We declared AI as a leading-edge strategy five years ago, giving us a head start in the market with extensive R&D. Our mission of empowering prosperity focuses intensely on our customers, fostering a culture of customer obsession.

“This deep connection with our customers and understanding of their challenges feeds directly into our product development and strategy. This customer-centric approach distinguishes Intuit Mailchimp from the competition.”

Q: Finally, on a personal level, what excites you about the future of mobile marketing?

“As a consumer and a nerd, I’m excited about innovation and technology. I spend a lot of time on my phone, and I’m thrilled about how technology, especially AI, can enhance engagement and make everything better.

“The potential of AI to change lives at individual, community, and global levels is fascinating. The power of AI in education and other sectors also excites me, showcasing the transformative potential of technology.”