Summary

In this chapter, we reviewed all the campaign reporting features and how they could be leveraged to better understand your audience members. We went over some of the basic definitions of what you can find in the reports and what stats were available to you. More importantly, though, we talked a bit about how you could actually leverage that information over time and think of your reporting data as part of an overall story –similar to how we’re thinking of your marketing as a journey as well. Data helps you paint a story about your audience and how they engage with you. Then we dug a bit deeper into some advanced features of Mailchimp’s platform that help to do some of the heavy lifting for you, such as reviewing the common variables inside your campaign (CTAs, for example). We also looked at how to automate the comparison of campaigns.

Next, in the same vein of experimenting with content to drive engagement, we’ll be looking at some campaign experimentation...