Small businesses have a new tool for improving their email campaigns: Mailchimp’s Content Optimizer.
The product, which was unveiled on Tuesday, allows SMBs to compare their content against email best practices based on billions of marketing data sets on the Mailchimp platform. And email may only be the beginning.
The announcement follows the news that Intuit is acquiring Mailchimp for $12 billion.
This is the first application resulting from Mailchimp’s own acquisition of Inspector 6 in 2020. The AI supplied by Inspector 6 allows Mailchimp make recommendations by looking at best practices rules, benchmark analyses, predictive models, brand consistency, and compliance with brand standards.
Specifically, Content Optimizer finds ways to improve an email campaign’s readability, typography, and CTA by looking at best practices rules, benchmark analyses, predictive models, brand consistency, and compliance with brand standards, Mailchimp says.
SMBs often say they lack the time, expertise and tools to create top-notch content, and are unable to analyze it, Mailchimp says.
The product has been in beta, but is now rolling out worldwide in English at launch for Standard and Premium users. Full availability will soon be available, the company says.
Mailchimp claims Content Optimizer will help small businesses and entrepreneurs achieve the level of intelligence usually reserved for enterprise-level companies.
“Most platforms provide some level of reporting to show what happened with a campaign, but marketers of all skill levels want to know why it happened and what they can do to improve their email performance in the future,” states John Wolf, principal product manager, Smart Content at Mailchimp.
Wolf adds that “the initial release of Content Optimizer is focused on email, but we plan to roll it out to additional channels in the future.”