Why Did Mailchimp Decide to Get Less User Friendly?
Posted by Bob Warfield on December 5, 2013
Mailchimp is the third email service I tried for my boostrapped company, CNCCookbook. I generally like the service because it makes the email chores easier. When you’re a bootstrapper with limited resources (heh, I’m a one man SaaS company), that’s important.
Did Mojo Jojo take out the original chimp and start implementing plans for world domination?
I ask because lately, Mailchimp seems to be losing its way in the making things easier department.
There’s been at least four changes made fairly recently that all bug me. I’m sure they were all done to try to reduce Mailchimp’s costs–costs for database activity or cost for Customer Service. But they’re making my experience the worse for the wear and making Mailchimp seem more like the big faceless services and less like, well, Mailchimp.
Here’s what they did.
Made it harder to search
I love the idea of a simple search type in without recourse to complicated database query UI’s that only thinly veil the SQL underneath. Mailchimp used to have a search box on every page. Type something in and it searched everywhere and quickly found every object in Mailchimp that related to the search.
I use search a LOT when I am tracking down various Customer Service issues. Turns out which lists they’ve subscribed to is important for my business. Bravo for making that so easy, Mailchimp!
Unfortunately, they’ve now buried that particular map with the treasure. To search requires the following:
– Go to the “Lists” list.
– Pick a list.
– Click the magnifier icon.
– Now we finally see a search UI. But, no joy yet, by default it only searches the current list. I have to perform another manual step to make it search “Everything” which is not the default as it used to be.
DOH! That’s less friendly, Mailchimp, and I have to do it constantly every day.
Made it harder to export list extracts
I export my mailing lists to CSV files frequently. Sometimes it’s for backups, sometimes it is so I can re-import them for various purposes. Don’t ask me why, but Mailchimp, why didn’t you make it easy to add any new names in one list to another? Especially since it’s more money for you because you charge on list size. Yeah, I know you prefer me to do that another way, like I said, don’t ask me why I like this way.
Used to be I could just click an icon and zippity-doo-dah it would shoot down to the bottom as a download in Chrome. Nice!
But wait, that’s no longer possible. Instead it gets sent to some queue, and a message pops up telling me they’ll email me the darned thing. Don’t call us, we’ll call you. I just love when businesses tell me that. It’s never really for my convenience, is it?
Unfortunately, it gets worse. The extracts show up zipped–hate that, now I have to perform another step to get at the data. Come on guys, these files are a meg and a half in size. Was it really worth saving those few microcents to make me spend that extra time?
Inside the zip file I will find my csv, and it will be named something like, “members_export_5eb7a8c2b4.csv. Okay guys, are there really some propellor-headed beanies at your end that are going to make my life better by doing something with that whole hexadecimal 5eb7 blah-blah-blah number? No? I didn’t think so. These files used to be called something like, “members_GWEdit_Trial_Nov_2_2013.csv”. OMG, you mean I can actually glean some valuable information from my file name? Was there really an important reason to quit letting me glean that valuable information? Because it sure did result in a lot less user friendly file name.
Made it hard to get support and I have no idea how to give you my help
This one right here was the deal breaker that got me to write this post. So I’m logged into Mailchimp and encounter these things and decide it’s time I made my voice heard. I wanted to let the nice people at Mailchimp (well, I assume they’re nice since they have that nice chimp mascot and send me notes that are worded all cutesy and even used to give me a neat chimp link to entertain me every so often) know about all of this. Because you know, I’m sure it’s just an oversight and if they could hear me and understand what they had done to me, they’d fix it.
Of course you can see where this is going. There’s no sign of a support link anywhere in the online web-based Mailchimp app UI that I can see. I think that’s a cardinal sin. When you’re a web company with a web app, your web presence should be providing your tribe a seamless experience from learning about your company to buying your product to using your product to getting help with your product. That doesn’t happen here.
Instead, I have to get out of the app and go to the Mailchimp main web site to find a “Support” link. You go there and you’ve got one option: Enter a question. They tell you:
We encourage you to search our knowledge base for answers, but if you don’t see what you’re looking for, you’ll find links to contact our support team after you search.
Okay, I’ve been there and done that. In fact I think my old Helpstream company was one of the first to offer that approach in our Customer Service system. BUT…
What if I don’t have a question? What if I want to give feedback?
Just for fun, I typed in “What if I want to give feedback?” No joy. The #1 hit is “How do I know if I’m writing a good subject line?” Hang on guys, let’s talk about, “How do I know if my users are having a good user experience?”
If you strike out on the question, you get an “Email Us” button. This takes you to a blank form where you get to submit your trouble ticket. Isn’t it a bummer that it didn’t stick my question or search words into the subject line? Could’ve saved me a bit of typing there.
So, I have to fill out this big form. And since the time of whoever reads the form is more valuable than my time, I have to pass the IQ test by filling out a captcha. Doesn’t that make me feel like a valued customer? Well, no, actually, not at all. So, I go try to remember exactly what email and user name I use with these guys, and then it comes to me:
If they would let me click a support button when I was in the app, I would be an authenticated user and they would not need for me to give them my name, email, Mailchimp username, or captcha. Wouldn’t that be nice?
Now in fairness, I can’t do that for my own product, but I’m a one-man show here. I would like to do better, and maybe with an API to my provider, User Voice, I could do it the way I am describing. I am confident an organization the size of Mailchimp could figure it out though. It just feels too much like they’ve reached that stage of Evil Corpocracy and Growth where they want to actively discourage Customer Service because some bean counter decided it was a cost center instead of the road to winning the hearts and minds of customers.
Hey, all I wanted to do was give a little feedback fer cryin’ out loud!
Here’s what I have in my little one man SaaS company app to help customers while they’re in the app:
BTW, after I had filed 2 support tickets I finally noticed there was a feedback link low and to the right on the page. You can’t see it until you’re presented with the form, at which point your inclination is to fill out the form.
I keep my emails simple. Part of my company’s persona is that we’re not all about the marketing spam–we are about providing high quality content for free. Hence, I don’t use overly slick HTML email templates. Yeah, maybe I could improve conversions, but they rock compared to everyone else I talk to, so sue me.
The latest Mailchimp UI for creating a mailing has just gone template wild. There’s jillions of them buried many levels deep, some accessed with large text, some with small. Turns out I don’t want to look at “My Templates” (I never designed any), “Email Designer” (I still don’t want to design one!), “Predesigned” (it’s a zoo, frickin’ sharks with lasers on their heads in there! Plus, it leds with a buncha mobile stuff because “Android” starts with “A” or something–I don’t want email to send to mobile devices, thank you!), I don’t want to code my own (if I’m not going to design one I am SURE not gonna code one!), I don’t want to import one (in case I forgot, I DON’T HAVE ANY TEMPLATES!!!), hey wait, what’s absolutely the last thing in the list and in the smallest type with the most unsexyist icon possible?
Classic Templates! OK, I think this is what I want. Scroll. Scroll. Scroll. There, “basic” is what I have always used. Did I mention I don’t want to be too slick or spammy?
How about looking in yer lil primate database and seeing that this is the only template I ever use? Could you make use of that information to maybe give me a choice of templates I have used in the past? Would that be a cool thing to have right up front?
I know history lists are kinda avant-garde and they’re for leading edge products like (cough) Microsoft Office, but they can save me time and would’ve saved me time here. Are you guys really betting your users want to see your fancy new templates first before they see what they’ve been using for years? Well maybe, but just know that’s the bet you’ve made with this new UI. BTW, you can actually instrument your app to see how many people are wandering aimlessly through all those darned templates before they get to one they want to use. I know my little one man SaaS company does stuff like that. Might be a good idea, Elon Musk does it with frickin’ cars for Heaven’s sake!
Does Mailchimp have a lousy UX? Certainly not!
But they’re starting to do some things that are less than optimal. I write this piece slightly tongue-in-cheek because I want to pass along some feedback to Mailchimp and I want to give other software startups and UX Designers some notions about how to do a better job on some of these things. I hope I’ve helped all parties. I’m pretty sure no chimps were harmed in the writing of this piece and I hope none will be harmed by the reading either.