Case Study: Vinylmnky personalizes customer messaging with Mailchimp

How the vinyl subscription service personalizes their messaging with segmentation

Vinylmnky, a monthly vinyl subscription service founded by cousins Nick and Travis Jourdan in Austin, Texas, wanted to bridge the gap between up-and-coming artists and new listeners while building a stronger sense of community with its “Tribe” of subscribers. The company used Mailchimp to help personalize its marketing as it grew a multi-genre audience with different music interests.

Using Mailchimp’s segmentation, merge tags, and A/B testing features, Vinylmnky grouped subscribers by genre preferences and sent more relevant campaigns, such as matching vinyl picks and Spotify playlists. Mailchimp also helped the team create more personal, 1-to-1 messaging with name and social merge tags, improving customer engagement and the overall new-music discovery experience, though no specific numerical results were provided.

Vinylmnky

Travis Jourdan

Vinylmnky