If you’re a true-blue marketer, you probably actually enjoy A/B testing and data analysis. And you’re in good company with Ryan and his team. When they first partnered with MailChimp a few years ago, the chance to A/B test content “had my team salivating,” he says.

Morgan and his team A/B test different messages to find out which approach to content gets the best responses. For example, they recently tested 2 different emails introducing a new PB&J sundae. One email was direct in its approach. The other was more playful. “Being able to test out different approaches and seeing the results in reports—that’s a powerful thing,” Morgan says.

Jeni’s also uses MailChimp to segment their email lists by geography, sign-up date, and purchase behavior. They can monitor their list’s health to make sure email addresses are valid and active. They can create a new list of inactive users and create campaigns designed to re-engage them. And because MailChimp integrates easily with Google Analytics, Morgan and his team gain important insights into customer acquisition trends, drilling down into the value of each individual click.

Morgan says the most important thing is to take email marketing seriously. “When everybody freaked out about social media a few years ago, email fell out of vogue with some marketers,” he says. “But today people are reading email more than ever, and it’s going to take something major to change that.”