When sending email campaigns to your audience, the data collected in your email reports can help you decide how to create and design future marketing content. Mailchimp's Content Optimizer gives additional guidance with analysis based on industry best practices. Access this feature in your email campaign reports before sending your next email.
In this article, we'll go over how to view the Content Optimizer and what it can do to help you send better email.
Before you start
- Access to the Content Optimizer's detailed analysis requires a Standard Marketing plan or higher. To find out what features are included in each plan, check out our pricing page.
- Make sure you're familiar with the different types of data that an email report can contain. To learn more, check out About Email Campaign Reports.
How it works
When you send an email campaign to your audience, we'll generate a live report based on the activity of your subscribed contacts. You can see information granularly like click tracking and performance, e-commerce tracking for connected online stores, bounces, unsubscribes, and more.
Mailchimp’s Content Optimizer will also review your sent email and give you feedback on your design and content. The analysis includes insights on word count, use of external links, images, and more. The information is available in your email campaign report, in the Content Optimizer section.
View the Content Optimizer
To view the Content Optimizer for an email campaign, follow these steps.
- Click the Campaigns icon.
- Click Reports.
- If you have more than one audience, click the Current audience drop-down and choose the one you want to work with.
- Find the email you want to work with and click View Report.
- Click the Content Optimizer tab.
Read on to learn what you'll find in the Content Optimizer.
About the Content Optimizer analysis
When you open the Content Optimizer in your campaign report, you'll see your email campaign's name along with a set of industry best practices. The analysis shows you the number of best practices that your email met and a total for each category.
Here's an overview of what you'll find in your Content Optimizer analysis for each best practice:
Reviews how easy it is to skim your email for understanding. We'll count how many words are in your email and the estimated time it takes to read. When you keep your sentences under 25 words, the content of your email under 200 words, and use smaller words, you'll have a higher skimmability score.
Links & CTAs
Assesses the links and calls to action (CTAs) included in your email campaign. Adding CTAs and links within the email that connect to web content or your social media can result in a higher Links and CTAs score. We'll also show you how many links, social links, and CTAs you included in your email.
Text & Visuals
Analyzes the use of images and headings to create visual interest for your audience. If you include headings, but keep them short, and also use subheadings that have a limited word count, you'll increase your score in this category. You'll also see how many images you used as well as your average heading and subheading lengths.
Checks the consistency of your font sizes and text styles. To make a professional, easy to read email, the fonts you use can go a long way. The optimizer will review the size ratio of your headers and subheaders and how consistent the paragraph text is in the body of your email campaign. We'll also average the size of your headers and subheaders and paragraph text for your review.