Mailchimp helps SMBs optimize email campaigns

Mailchimp, the marketing platform which serves primarily small businesses, has announced new functionality to help optimize email campaigns. Content Optimizer will recommend specific improvements to email campaigns based on an AI-driven comparison of the content with best content practices gleaned from Mailchimp’s billions of marketing data-sets.

Inspector 6. The launch represents the first leveraging of Mailchimp’s acquisition of AI platform Inspector 6 in July of this year. Inspector 6’s offering analyzes brand content and makes optimization recommendations. It provides text and visual analytics and can now draw insights from Mailchimp’s extensive data.

Content Optimizer will make recommendations relating to readability, typography, CTA placements and compliance with brand standards.

Why we care. Content is king, as the saying goes, and no less so for SMBs competing in the digital experience economy where email remains an important channel. The difficulty SMBs face, of course, is being able to make a sufficient investment in content creation and optimization, either lacking in-house knowhow and tools or reluctant to spend on agency support.

Content Optimizer represents Mailchimp’s latest attempt to level the playing field between small and larger businesses by providing affordable automation of an important marketing process. Note: Intuit last month announced it would acquire Mailchimp for $12 billion.