Want to optimize your efforts? Run tests.
Want to collect data you can leverage down the road? Run tests.
Running A/B tests can be a lynchpin for a strong email strategy. After all, ideas are only as good as their ability to deliver, and you can determine that more easily by setting up tests.
Constant Contact only offers A/B testing for subject lines. While helpful, it severely limits what you’re able to measure.
Mailchimp, on the other hand, has a robust set of choices for seeing what works best for your campaigns. You can run A/B tests for send times, “from” names, content and subject lines. It also lets you set criteria for the winning campaign, depending on what metric you want to focus on.
Having a Premium plan activates the multivariate campaign feature, which lets you choose from the variables mentioned above and then run campaigns for each combination, to a max of eight. This level of detail helps you see which changes have the smallest or greatest impact on campaign performance.
Setting up multivariate testing in Mailchimp.
Best Choice: With so many options and the powerful addition of multivariate testing, Mailchimp is the clear winner here.
4. Marketing Tools
Time for a peek under the hood at the engine powering your efforts. Both Mailchimp and Constant Contact have tools that go beyond the scope of email marketing, but which also go hand-in-hand to enhance your marketing. Here’s a quick rundown.
Both products let you:
- Track web activity (with Mailchimp, your online store needs to be connected)
- Create personalized and dynamic content
- Build landing pages
- Conduct A/B tests
- Integrate multiple apps (more on that shortly)
Best Choice: As we saw a moment ago, however, Mailchimp goes much further on the A/B testing front. It also lets you create postcards. For those reasons, we’ve given it the advantage in the marketing feature realm.
5. Contact Management
Contact management is a core element of CRM software. What this boils down to in the email marketing world is audience segmentation. If you have a database of any decent size, you’ll want this ability because it enables you to manage and organize your contacts effectively and efficiently.
So, how do our competitors measure up?
Mailchimp provides audience and contact segmentation, using subscriber information to filter your audience according to various criteria. You can choose from up to five conditions to tell the software which bucket to place contacts in. These can be either positive or negative relationships, giving you more flexibility. You can select from a wide range of segments, including signup source, location, subscription status, campaign activity and more.
A breakdown of audience data in Mailchimp.
For example, if you want to build an audience based on engagement, you could use the contact rating to specify contacts that have a certain star rating.
Constant Contact also provides extensive contact segmentation, ranging from click habits and behavior to contact details and Shopify activity. One nice feature is its link segmentation. When activated, it places every subscriber who clicked on a link into an even more targeted list.
The contact management feature in Constant Contact.
In addition, “and/or” conditions provide even greater leverage for hitting that sweet spot with your targeting. Say you’re running a regional promo and want to notify a group about a weekend sale. You could segment the list based on location and then add another layer of criteria specifying the subset of subscribers who engaged with other emails in the sequence.
Best Choice: Both platforms have a lot to offer, but Mailchimp edges out the victory because of its more extensive list of segmentation choices.
Compare Pricing for Marketing Automation Software Leaders