In this article, you'll learn some best practices for building your Mailchimp email campaigns.
Test email content
Before you send a campaign, be sure to test your content so you don't send emails with missing data or broken links. Mailchimp's preview and test tools help make sure your images load properly and that all the hyperlinks and buttons in your campaign work.
It's considered best practice to send a few test emails to yourself, to ensure everything works and looks the way you want. Try out Mailchimp's Inbox Preview feature to see what your email will look like across different email clients and devices.
Manage click and open rate tracking
Open and click tracking is enabled by default and can help you maximize the benefits of your campaign reports. You can, where permitted by applicable law, leave this enabled to see how your subscribers engage with your campaign content.
Tracking gives you an idea of the kinds of content your subscribers respond to, which can inform future campaign decisions. Be sure to manage these settings in the Campaign Builder when you create your campaign, because you won't be able to make changes to that campaign's settings after you send.
Avoid spammy content
As an email marketer, you want to send campaigns that entice subscribers to engage with your brand. Keep your content relevant and consistent with your brand and use your subject line to tell your subscribers what's in your email.
Spam filters look for certain types of content, so avoid using all capital letters, too many exclamation points, and gimmicky words or phrases.
Build a clean audience
If you've been collecting email addresses for a while, but haven't sent email to your subscribers yet, it's best to send a quick reminder campaign to make sure they still want to receive emails from you. Even if you've collected addresses through an opt-in form on your website, we recommend you confirm their interest before you send your first campaign.
You must provide an unsubscribe link in every campaign. All our templates include a customizable unsubscribe link. If you remove the unsubscribe link, we'll add it to the bottom of your campaign when you send. This helps you remain in compliance with the law.
Avoid excess code
Typically, CSS is placed in HTML <head> tags, but most email clients strip the <head> and <body> tags out of your email's HTML. If you use CSS, be sure that it is inline with your HTML.
Your link URLs and image files are an exception to the excess code rule. When you code your own template, be sure to include absolute paths, the full URLs, that link back to your server for image sources and click-through URLs.