Combining audiences

Finally, let’s talk about why using a primary audience is generally a better experience over time.

The first short-term benefit is the obvious monetary angle. Marketing platforms and CRMs tend to charge based on utilization and they tend to define that utilization by contact number and feature access. Within Mailchimp specifically, there are different packages depending on the features you’re interested in, but within those tiers, the price goes up depending on the number of contacts you have in your audiences.

As noted before, each audience within Mailchimp is viewed as being completely separate from one another. This means if you have Audience A and Audience B and the [email protected] email address is a contact subscribed to both lists, then that email address would count as two contacts for your billing.

Now, arguably, the monetary benefits would be applicable in the short term and long term, since those cost savings would carry over...