How To Use Mailchimp for Email Marketing in 5 Easy Steps
Elizabeth Kraus has more than a decade of first-hand experience building and growing a boutique digital marketing agency and double that in small and mid-size business marketing management. She provides expert answers to marketing questions related to branding, content marketing, web development, email, social media, and SEO.
It’s easy to learn how to use Mailchimp to create and deploy email marketing and advertising campaigns, newsletters, and lead generation web forms. First, sign up for a free account. Next, import or build your audience and then create, design, and send your email marketing campaign. Once sent, analyze performance data to make future email marketing campaigns more effective.
1. Sign Up for a Mailchimp Account
To learn how to use Mailchimp for email marketing, first go to Mailchimp’s homepage and sign up for an account. Plans range from free―with no credit card required―to $299 plus per month. To sign up for a free account, provide an email address and create a username and password. Mailchimp will send a verification email and the process of setting up a Mailchimp account will be complete when you click to verify your account through the email you provided.
This is what the Mailchimp signup page looks like. (Source: Mailchimp)
With Mailchimp’s free plan, you can send up to 10,000 emails per month and create one audience (aka contact list) with up to 2,000 contacts. The free plan includes access to many features, including single-step automation, the intuitive email editor, and basic reports. However, to schedule emails to be sent at a specific time, set up multistep automation, or access its library of more than 100 premade templates requires an upgrade to a paid plan.
After verifying your account, you’ll be asked to complete your profile by adding some personal details and your business’ website. Adding your website and phone number are optional, but all United States-based businesses must add a street or post office (P.O.) box address.
Mailchimp also asks a few questions about your business, such as how many contacts you have and what type of business you run. Finally, you can also opt in to receive emails from Mailchimp that will help you learn more about the software.
Did you know? Business marketing emails must provide a physical address per the CAN-SPAM Act of 2003. Per the Federal Trade Commission (FTC), it must be a street address or a P.O. box registered through the US Postal Service. Emails must also be identified as advertisements and provide a clear way to unsubscribe or opt out. Mailchimp makes compliance easy by automatically including the required information in the footer of every email.
2. Add Contacts to Grow Your Audience
Before learning how to use Mailchimp to send drip campaigns or email blasts, let’s review the process of building an “Audience,” which is what Mailchimp calls contact lists. There are three basic ways to do build an audience on Mailchimp: importing a contact list, adding contacts manually, or adding contacts automatically as they’re generated from online web forms.
If you have a lot of contacts, manually entering records is time-consuming and tedious. However, if you have a comma-separated values (CSV) file, you can quickly and easily upload your contacts and automatically populate your Mailchimp audience. Creating a CSV file is easy with Excel or Google Sheets software.
In Google Sheets, create a file with your contacts’ information. This can be only email addresses or several columns. Download the sheet to your device as a CSV file and it’s ready for upload to Mailchimp. In Excel, create the same type of file, but instead of saving it as the default .xlsx extension, choose “CSV (comma delimited) (*.csv)” from the drop-down menu.
Our Mailchimp tutorial covers five different ways to add contacts to your audience. Select your preferred method from the dropdown options below:
How to Import Contacts to Mailchimp
To import a contact list into Mailchimp, click on “Audience” in the left-hand menu to access the dropdowns, then choose “Audience Dashboard.” Next, click on the “Add Your Contacts” button, and on the next screen, click the radio button to “Upload a file.” Browse to the location on your device where your CSV file was saved and select it, then click on “Continue to Organize.”
Add your contacts to a Mailchimp Audience by importing a .csv file
Mailchimp option to import from another app, upload a file, or copy and paste contacts to import your Audience
As you navigate through the following screens, you will have the ability to set the status (default is “Subscribed”) or add tags to further segment your audience for targeted emails. If your CSV file contains columns that don’t match up to the default audience list fields in Mailchimp, you’ll have the opportunity to create new audience fields when importing your list.
Create new audience fields from your contact list columns when importing an Audience into Mailchimp
Complete the process by clicking on “Finalize Import: and “Complete Import” on the next screen. Mailchimp will notify you when your list has been fully imported. Depending on the size of your list, this may take a few minutes.
How to Manually Add Contacts to Mailchimp
Alternatively, you can enter contact records individually, one at a time, or manually copy and paste data from a spreadsheet. When copying and pasting contacts there is a specific format you need to follow to make sure it shows up properly in Mailchimp.
The order your data needs to be in is email address, first name, last name, address, and other information. However, the only required element for any contact list entry is an email address.
An example of what it looks like when you copy and paste contacts into Mailchimp
How to Use Mailchimp Web Forms to Add Contacts
You can also create web forms in Mailchimp and embed them on your website or link to them from your website or social media accounts to grow your audience. For example, you can add a simple sign-up form to the footer of your website or create a pop-up form and connect your site to have it automatically pop-up for site visitors. When a form is completed, the data is automatically added to your Mailchimp Audience.
A variety of Mailchimp signup forms make it easy for you to grow your Audience online
How to Use Mailchimp Integrations to Add Contacts
There are more than 250 Mailchimp integrations available, some of which allow contact import and syncing with other software apps your business may use. Examples of integrations include customer relationship management (CRM) software, third-party ecommerce platforms like Shopify, Stripe, and Square, social media, billing and accounting software, and more.
Integrations make Mailchimp even more useful because you can sync customer, purchase, and financial data between Mailchimp and other programs you may already use. Mailchimp tutorials include instructions on how to connect various apps, such as Quickbooks, Shopify, Woocommerce, Squarespace, or Zapier. When customers buy something or sign up for special offers, these integrations ensure they are automatically added to your Mailchimp audience.
A great example of how to use Mailchimp integrations to build your audience is by integrating Squarespace. If you use Squarespace to build a website and online store, the integration enables you to set up automatic emails confirming purchases with customers. You can also use purchase data for your email campaigns to segment your audience based on their purchase history.
Integrating other apps with Mailchimp extends the functionality of the marketing platform
How to Use Mailchimp Web Forms to Add Contacts Automatically
There’s a lot you can do to generate leads using Mailchimp, including adding web-based and social media signup forms that automatically send data directly to Mailchimp. You can use web forms to collect email addresses from your website, Mailchimp landing pages, and online advertising efforts–which also makes it easy to see where leads are coming from. It’s easy as Mailchimp guides you through the process.
Mailchimp walks you through each step of creating a landing page (Source: Mailchimp)
Choose a template to begin designing a sign-up landing page on Mailchimp. Some templates have preset design elements and others have just a blank layout, so you can choose what works best for your needs. Be sure to swap out any pre-existing text or images with your own material.
The drag-and-drop editor is easy to use. Make changes by simply clicking in the box you want to edit or dragging a new element into the design, or update Style elements to change things like fonts, font sizing, headlines, and colors.
A screenshot of the landing page layout templates from which you can choose (Source: Mailchimp)
3. Create an Email Campaign in Mailchimp
Now that you have contacts imported as an audience, it’s time to create your first email marketing campaign. Choose “Create an email” or click on “Email” and then choose “Campaigns” from the drop-down menu on the left side of the screen. Select “Regular email” from the three options or “Email” from the left-hand menu:
Screenshot of the process to start creating an email design in Mailchimp.
Edit the Name of the Email
Click on “Edit” under the “Untitled” campaign name at the left-top of the next screen to name your campaign so you can easily find it again in the future. This name is only seen by you, so it can be anything you want.
One way to make it easy to quickly identify campaigns to check results or replicate a past campaign is to use a naming convention. Your naming convention might be date-based or by type of email, such as “monthly newsletter” or “new customer offer,” or by the product line―whatever works best for your business.
Choose an Audience and Personalizations
In the “To” box, choose the audience you want to email. If you’re using the free version, you’ll only have one audience available. At this point, you can also decide whether to send your email with or without automated personalization.
To add personalization, check the box to “Personalize the ‘To’ field.” This automatically adds audience list fields, such as a contact’s first name, last name, both first and last name, or a custom option, like “Miami House Hunters” to each email as they’re sent. You can also use merge tags to display dynamic content, such as the date, promo codes, subscriber count, and social media handles:
An example of the different ways you can personalize Mailchimp emails.
Complete the ‘From’ Section
In the “From” section, add your name or your business’s name and the business email address you want to use. These elements will be seen by your subscribers, letting them know who the email is from.
Many businesses create a special email address for this, such as “updates@mybusinessname.com” rather than using an individual email address as subscribers will be able to reply to the email directly. This also enables you to direct replies to a shared inbox or an email that forwards to someone responsible to monitor any replies and respond accordingly.
Make sure you use a professional email address when sending email marketing campaigns as it offers far more credibility. For example, if a subscriber receives an email from a business that looks like “businessname@hotmail.com” or “businessname@gmail.com,” they may mark it as spam or worry that it’s a phishing attempt.
Add a Subject Line
Next, add a subject line that describes the content of the email in a few words. It should be enticing so subscribers open your email. Mailchimp offers tips on subject line best practices, such as the best length, number of emojis to use, and ideal number of characters. Then add your preview text, which is the text that appears in a user’s inbox following a subject line or below it:
Mailchimp offers tips to help you write an effective subject line.
Pro tip: Do you want to know if your subject line is working well? Upgrade from Mailchimp’s free plan to the $9.99 per month Essentials plan to unlock the A/B testing feature. You’ll be able to test subject lines, graphics, and content to see which emails get higher open and click-through rates, so you can be more successful with each email campaign.
4. Design Your Email
Now it’s time to design your email and add content. Mailchimp currently gives you two different ways to design an email—to use the classic builder or try the new builder as a beta user. If you’re just starting out, you might want to opt for the new builder since it’s likely to become the standard in the future.
The differences between the new and standard builder are mostly how you’ll edit each element. The classic builder lets you drag and drop blocks to the layout and then edit the content of blocks on the right-hand side of the page. The new editor lets you add a new element by clicking on the plus sign where you want to add it, choosing the element and type you want to add, and then editing directly in the block:
Select whether to use the Classic or New Builder to edit your email design in Mailchimp.
Design an Email in the Classic Builder
If you choose to design with the classic builder, simply choose a layout you like to get started or choose a theme you like. The drag-and-drop builder is easy to use. To edit text or images, you have to click the box, which opens an editable section to the right of your email.
An example of the layouts you can choose using the Classic Mailchimp builder
Premade templates with design elements are available in Mailchimp’s Classic Builder
Edit text and images in each block on the right side of the editor with the Classic Builder
Design an Email in the New Builder Interface
In Mailchimp’s New Builder email editor, you’ll still be able to choose from pre-built templates, but they are simpler and include less design. If you upgrade to a paid plan, however, you’ll have access to many more templates.
New features have been added, such as an undo and redo option, and you can edit blocks directly by clicking on them. To add a new photo, text block, or another design element, just click on the plus sign above or below another block and choose what you want to add, and then just edit on the page.
A look at Mailchimp’s New Builder email editor, which has a more modern and minimalist user interface
Adding a design block requires you to click on a plus sign in the New Builder
Design Resources for Email Campaigns
Regardless of which design editor you use, you will be adding your own images, logo, text, and other elements to the email. If you need inspiration or a source for creating banner images for your email, try Canva. There are hundreds of free, pre-made images to choose from, and you can easily create your own banner with images and text in its intuitive design editor.
Even with Mailchimp’s intuitive, design-friendly interface, getting your email marketing campaign to look just right can be a challenge. Save time by hiring a freelance pro from Fiverr that specializes in Mailchimp email and template design, campaign automation, or managing email marketing activities from beginning to end.
5. Send Your Email Marketing Campaign
Once you’re satisfied with your marketing campaign’s to and from fields, subject line, and email design, it’s time to send your email campaign. Do a double-check to make sure all the links in your email are correct, such as aren’t broken, and then choose to either send or schedule your campaign. You’ll find the button to send at the top right of your email campaign in Mailchimp.
Keep in mind that if you want to schedule your email to be sent at a specific time, you’ll have to upgrade to a paid plan. The benefit of scheduling email campaigns in advance is that you can create one or multiple campaigns at once and schedule them to be sent at the best times to reach your audience, based on your audience’s time zone, for holidays or special events, and more:
Mailchimp’s paid plan subscribers can schedule emails to be sent at a particular time and day
Choosing the best time to send an email comes down to knowing your audience. For example, if you sell products online to people who tend to work Monday to Friday from 8 a.m. to 5 p.m., GetResponse data shows early hours as the best time to send. Emails sent at 4 a.m. get the highest open rates while emails sent at 6 a.m. enjoy the highest click-through rates.
Frequently Asked Questions (FAQs)
How can I use Mailchimp for free?
Simply sign up for an account to start using Mailchimp for free. The plan stays free forever, as long as you don’t go over the limit of contacts or emails per month. You can design business emails and newsletter campaigns, set up single-step automation, and create signup landing pages for your website for lead generation.
The free plan gives you a good opportunity to familiarize yourself with the dashboard and the basics of how to use Mailchimp before upgrading to a paid plan. Paid plans start at $9.99 per month. They include more features to improve the effectiveness of your email marketing campaigns, such as A/B split testing, the Customer Journey Builder, and more than 100 premade email and landing page templates.
Does Mailchimp use my email address?
With Mailchimp, the email address you provide in the “From” field is displayed as the sender to email recipients. If you use a nonbusiness email address ending in Hotmail, Yahoo, or a personal Gmail account, delivery rates may suffer. Email service providers have policies in place to prevent potential email scams and spam which can unintentionally affect legitimate deliveries.
Mailchimp can help by using its own domain to send your emails if you aren’t using a business email or some other private domain. However, using your own professional email address is best. If you need a low-cost option for business email, check out our guide to using Gmail for Business.
What is the best alternative to Mailchimp?
Mailchimp competitors include platforms like Sendinblue, ActiveCampaign, and Constant Contact. If you have a customer relationship management (CRM) platform, it may even have native tools for sending bulk emails; alternatively, you can also streamline your email marketing through Mailchimp CRM integrations. You can also find helpful email tools for marketing to use alongside Mailchimp to find email addresses, set up meetings, and manage your email marketing efforts.
Bottom Line
Mailchimp tops our list of the best email marketing platforms. It’s free to use until your audience goes more than 2,000 contacts and includes powerful features not often found in free tools. The process of how to use Mailchimp for email marketing is simple and you can set up your account, import contacts, create, design, and send an email in a short period of time. Sign up for a free account to get started today.
You Might Also Like…
- Check out these email marketing statistics for inspiration and ideas about how to power up your campaigns.
- If you’re sending marketing and sales emails individually, rather than via a platform like Mailchimp, make sure you add a professional email signature.
- Email marketing is a highly effective marketing strategy but combining it with Google advertising can boost your sales even more.
- Looking for customer relationship management software that integrates with Mailchimp? Read our guide on the best CRMs for Mailchimp users.
