Summary

In this chapter, we learned how the Mailchimp platform could help you take your experimentation to the next level and how to let it handle the number crunching for you. The whole goal is to empower you to better understand your audience and what helps you drive your business forward in that way. We reviewed some theory and the general reasons we should view our marketing as something worth experimenting with. From there, we walked through all the variables you could choose from, which ones could be combined, which features give you access to these experimental designs, and, most importantly, how to choose variables based on the impact you were looking for.

Finally, and probably most importantly, we learned how to check out these results and interpret them to better inform future experiments and iterate on future email campaigns. In the next chapter, you can bring those lessons into automating your campaigns with Classic Automations and the Customer Journey Builder. That...