Feb 23, 2011

Stats: Grow Your Subscriber Lists Faster with Facebook

A few months ago, we launched our MailChimp Facebook app. It lets you embed your MailChimp signup form on your Facebook Page. We had a hunch our app might help customers grow their subscriber lists, because Facebook is where a lot of them are talking to their customers. Well, thanks to the enormous data-crunching power of our Email Genome Project (insert mad scientist laugh), we’ve got some numbers to show just how much Facebook can help you grow your list…

  • First, we studied 1,285,139 lists from users who never installed the MailChimp Facebook App. Their average month-to-month list growth was 12.92%

Next, we looked at people who DID install the MailChimp Facebook App, and checked their average list growth* BEFORE and AFTER installing the app.

  • Before these people installed our app on Facebook, their average list growth was 13.60%
  • After this group installed our app on Facebook, their average list growth rose to 14.13%

We think it’s interesting that the people who eventually installed the Facebook app still started with a higher list growth average than those who never did. FTR, I want to say it’s because those "socially" people are generally trying harder (hence their willingness to setup a Facebook Page, install a Facebook app, etc). Joe, the engineer who ran all these numbers, told me that’s probably a stretch. Given my poor mathematistics skills, I defer to him. :-)

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* A little background: The 1.2 million lists is current only up to 1/15/2011 (we’re still assembling more data from our different data centers). We started by looking at over 30,000 lists that had been setup with our Facebook App, then scrapped any list that was way too small, had virtually zero growth, or that had mass imports (which would skew things tremendously). For example, a list that went from 2 members to 50,000 members overnight would’ve been excluded from this study (and probably sent over to Omnivore). We eventually whittled the data set down to about 11,000 lists that appeared to be growing more "organically" and produced more measurable results, and that had enough history to measure before and after numbers.