HOW TO SET UP MAILCHIMP SOCIAL CARDS

Find below how to set up Mailchimp’s social cards. Optimise the sharing of your Mailchimp campaigns by having the best social cards.

Brought to you by Mau, a Senior MailChimp Marketing Specialist at eDigital.

WHAT ARE MAILCHIMP SOCIAL CARDS?

MailChimp Social Cards is a free functionality that allows you to choose the exact image, title and description to display when someone shares your email via social media platforms such as Facebook, Twitter, Pinterest or Linkedin.

WHY YOUR EMAIL CAMPAIGNS SHOULD USE MAILCHIMP SOCIAL CARDS?

A visually engaging Mailchimp social card image and text will increase the chances of people paying attention to your e-newsletter when a recipient decides to share it on her social networks. If your KPI is to generate more views for your e-newsletter including the web version of it, this is a great tool for it. Use this function when you want to handpick the exact image and text you want to be featured when an e-newsletter recipient wants to share your e-newsletter via social media.

WHAT TO CONSIDER WHEN SETTING UP MAILCHIMP SOCIAL CARDS

Things to consider…

  • IMAGE SIZE. The image needs to be at least 450 pixels wide for Mailchimp to show when people share the e-newsletter via social media. If it is not at least 450 pixels wide, MailChimp will not show any featured image with the social card.
  • SOCIAL CARD TITLE. You can add as much text in the title field, however, each social media platform will display a limited amount of characters depending on whether is a desktop or the app version.
  • SOCIAL CARD DESCRIPTION You can add as much text in the description field (in our test we added 1000 characters), However, each social media platform will display a limited amount of characters depending on whether is desktop or the app version. You might need to use Facebook’s Open Graph Debugger Facebook to get it refreshed.
  • NOT HAVING SOCIAL CARDS If you do not enable social cards, Mailchimp will use information from the set-up step to auto-populate. So better if you enable social cards and handpick you image, title and description you want when your email recipients decide to share your amazing email!
  • ONLY WORK ON NEW CAMPAIGNS (NOT ON REPLICATED ONES) Social Cards will not work with replicated campaigns, so if you want to use an old campaign, you need to save it as a template first and then enable your social cards from it.
  • ENABLE SOCIAL CARDS BEFORE TESTING. Wait until you enable your social cards to test a campaign, if you do not, your social cards on your testing email will not work.

BEST MAILCHIMP’S SOCIAL CARDS SPECS

  • Image: 450 pixels
  • Title: up to 53 characters
  • Description: up to 35 characters
  • Email subject line: up to 57 characters

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SETTING UP MAILCHIMP SOCIAL MEDIA CARDS

We tested Mailchimp’s social cards with different titles and description lengths (different numbers or text characters)

We run four different tests with different lengths for:

  • Email Subject Line
  • From Name
  • Social Media Title
  • Social Card Description

The idea was to find out how the different social media platforms will display or will not display the information given on Mailchimp social media cards. The table with the results can be seen below…

mail chimp social cards test optimal characters how to eDigital

Mailchimp social cards test optimal characters – how to

HOW MAILCHIMP SOCIAL CARDS WILL DISPLAY WHEN PEOPLE SHARE YOUR EMAIL VIA FACEBOOK

ON DESKTOP

  • Social Card image: will display
  • Social Card Title: will display up to 100 characters
  • Social Card Description: will display up to 40 characters

ON FB APP

  • Social Card image: will display
  • Social Card Title: will display up to 74 characters
  • Social Card Description: this will display up to 40 characters however did not display on our tests 2 and 3 when we had it as 500 characters so you might want to keep it short.

HOW MAILCHIMP SOCIAL CARDS WILL DISPLAY WHEN PEOPLE SHARE YOUR EMAIL VIA TWITTER

ON DESKTOP

  • Social Card image: will display
  • Social Card Title: will display up to 62 characters
  • Social Card Description: will display up to 131 characters

ON TWITTER APP

  • Social Card image: will display
  • Social Card Title: will display up to 53 characters
  • Social Card Description: will display up to 131 characters however did not display on the Twitter app.

HOW MAILCHIMP SOCIAL CARDS WILL DISPLAY WHEN PEOPLE SHARE YOUR EMAIL VIA PINTEREST?

You will get the same results for both desktops and the Pinterest app.

  • Social Card image: will display
  • Social Card Title: will display up to 100 characters in our test – that was the max we tested but it seems it could display far more. You might want to test this if your social card title is longer than 100 characters.
  • Social Card Description: will display up to 300 characters – that was the max we tested but it seems it could display far more. You might want to test this if your social card description is longer than 300 characters.

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HOW MAILCHIMP SOCIAL CARDS WILL DISPLAY WHEN PEOPLE SHARE YOUR EMAIL VIA LINKEDIN

On desktop:

  • Social Card image: will display
  • Social Card Title: will not display. Instead, it will display your “email subject line”. In our test, it managed to display up to 86 characters.
  • Social Card Description: will display up to 35 characters.

On the LinkedIn app:

  • Social Card image: will display
  • Social Card Title: will not display. Instead, it will display your “email subject line”. In our test, it managed to display up to 86 characters.
  • Social Card Description: will NOT display.

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SOCIAL CARD INFO STILL NOT DISPLAYING CORRECTLY – WHAT TO DO 

Sometimes you might wonder why your featured social card image and text do not render well. Facebook and Twitter sometimes display old Social Card images and text if you sent a replicated campaign, or if you sent a test email before you enabled Social Cards.

To get social card images and text to render well, you might need to refresh Facebook and Twitter so it shows the right information. Please find below instructions on how to refresh Facebook and Twitter.

Refresh a Featured Image and Text on Twitter

  1. Navigate to the Campaigns page and click the name of the sent campaign.
  2. Click the Details tab and copy the campaign’s archive link.
  3. Log in to Twitter, then navigate to Twitter’s Card Validator
  4. Paste your archive link in the Card URL
  5. Click Preview Card to refresh the link between Twitter and your campaign.

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Refresh a Featured Image and Text on Facebook

  1. Navigate to the Campaigns page and click the name of the sent campaign.
  2. Click the Details tab and copy the campaign’s archive link.
  3. Log in to Facebook, then navigate to Facebook’s Open Graph Debugger
  4. Paste your archive link in the field provided.
  5. Click Debug.
  6. Click Fetch New Scrape Information to refresh the link between Facebook and your campaign.

Learn more about Mail Chimp social cards here.

NOTE: By Aug 2017 there is no way to edit social cards once your email has been sent to recipients.

NEXT

  • Contact us today for Social Media training or social media strategy workshops. We offer sessions in any main city in Australia inc: Sydney, Melbourne, Brisbane and other cities.
  • Check out our top social media tools list.

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APPENDIX

Testing dummy data in case you want to test too…

SOCIAL CARD TITLE 100 CHARACTERS

This is the social card title (35)-234567810-234567810-234567810-234567810-234567810-234567810-2345

SOCIAL CARD DESCRIPTION 500 CHARACTERS

This is the social card description (40)-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810-234567810

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CONCLUSION

Social cards in Mailchimp are an important tool to enhance the visibility, branding, and engagement of your Mailchimp email campaigns, especially when you or email recipients want to share them on social media.

Customising these social cards allows you to present your content in a compelling and consistent manner across different platforms, driving more traffic and engagement to your email campaign, app or website.

eDigital can help you conceptualise, plan, develop, run and optimise successful Mailchimp marketing campaigns that generate leads and sales for your brand.

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HOW TO SET UP MAILCHIMP’S SOCIAL CARDS

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