I use MailChimp a lot. For the various blogs I manage I use its RSS-to-email feature, allowing readers to subscribe to blog updates via email. For my work with The Navigators I send out progress updates to donors. The former is automated and can come across as impersonal. The latter is custom and thus can be time consuming to put together. Neither of these use cases feels anything like a typical social media experience, one that’s quick, easy, and personal.
MailChimp seems to be trying to address this tension with an app called MailChimp Snap. Take a picture with your iPhone and in just a couple of quick taps you’ve sent that picture to your email list. You can choose a photo from your camera roll or your Instagram account too, showing that MailChimp isn’t trying to make its new app your primary photo taking tool.
I like the concept and the app UI is beautiful. But I’m trying to decide if my email lists would want to receive a single photo with a quick caption in their inbox. Do I want to turn email subscribers into Instagram followers by another name? I plan to try it at least once but I admit I’m a little skeptical as to whether it will become a staple to my email marketing strategy.