Mailchimp is an email marketing platform for small businesses,
with a companion app designed to allow users to manage their contacts and
emails from their mobile devices. While the app's team understands several facets
In the field of marketing, mobile marketing requires a different set of tools and knowledge
– especially it requires the App Store
Optimization . In this week's App Store Spotlight we take a look
Mailchimp and see if the ASO is up to the task.
In the Apple App Store, Mailchimp is the top app below
searching for the 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.” The ranking gets lower for
terms such as "marketing" (# 1
Creatives : Mailchimp uses five screenshots, designed
to give an overview of the app. Each one uses exclamation text at the top
image to provide information such as "Follow your social performance" and "resubmit
to non-openers. “The font used for the exclamation text is simple and does not
integrate keywords so users need to stop and read carefully to get the idea.
Since the app can accommodate up to five screens, it can
Start with one that calls out the purpose of Mailchimp before you start using and
characteristics. This will help quickly convey why users should download the app and
what it can offer them. Some of the text is also on the longer page, such as
"Use saved templates to create e-mail messages," which can be condensed too quickly
The screens themselves do not visually engage
the terms of color or device placement, but they still show exactly what is
on the app relative to the request text. Since it is an app designed for
business email and social media marketing, it's okay to just present the app
in a simple way if the content is clear and important.
While the five screens display important information
about the app, Mailchimp still has room for five more. Uses add-ons
Screenshots can provide more information about the various features to be taken
additional benefits of using the app. Leaving the screenshots leaves it
potential opportunities to tell users more about the app, including not only
features, but use cases, benefits and so on.
Title / Subtitle : The app's title, "Mailchimp," uses
nine characters of 30 title spaces provide. With this extra room,
it may include additional information such as the "email marketing app" you can target
more keywords and provides additional information about the app to users. The
Names alone can leave potential users unaware of the brand.
The subtitle, "Marketing for Small Businesses," clears this
up while using all 30 characters assigned by the App Store. The keyword-heavy
subtitle provides information the title does not do, while helping important goals
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 you scroll down the page.
The following paragraph is a bit longer and can be added
broken into two shorter lines. This will make it easier for users to read
while browsing a small mobile device.
Instead of features, the description sets three
bullet points about things users can do with the app. This can be expanded
into a complete feature set, which can tell users everything the app allows
them to do. As it is now, it gives a brief overview without giving
details or important features.
In the Google Play Store, Mailchimp is the top app for the name, as well as # 4 for "marketing app." The ranking then goes to # 14 for "business text," # 16 for "small business" and # 17 for "corporate email. "It ranks # 47 for" advertise your business "and # 121 for" social media marketing, "allowing keyword rankings to grow.
Creatives : Mailchimp uses the same screens on
Google Play Store as it does in the iOS App Store. As the Play Store allows
for eight screens, it has room for another three
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 that is direct and unclear but visually pure.
Description / Metadata : Google Play title, "Mailchimp
– Marketing Platform for Small Businesses ”uses the title spaces to provide information
about the app. This helps the app index for these terms as users are presented
with an explanation of the purpose of the app.
The description is also the same in both stores. As with
iOS, it can expand its three-point feature list to a more in-depth feature
kits that provide more information about the app. This can help tell users what
they can get from Mailchimp and encourage them to convert.
In addition, the Google Play description should be written
focusing on keywords. While it begins by describing it as a “marketing
app, "most likes start with phrases like" Get to know the audience "and
"Mailchimp & # 39; s Mobile App," which does not use keywords. If it should start
from each line with a relevant keyword, it can help index those terms.
A feature set would also help. Use the lists
Calling out keyword-focused features can provide additional information
users while targeting and indexing additional terms.
Email marketing and mobile marketing are very different
challenges. Mailchimp provides excellent management tools for email marketing
campaigns, though mobile marketing can be improved with the App Store
Best practices for optimization. By designing more engaging creative sets, optimize
the description for each store and add more keywords to the title for
iOS, it could get in touch with more users and better reach its audience.