Getting Started with Campaigns

Mailchimp is an all-in-one marketing platform that helps you share emails, ads, and other messages with your audience. We call these messages "campaigns." When you create a campaign in Mailchimp, we give you lots of flexible settings and design options, as well as builder tools that walk you through every step of the process.

In this article, you'll learn the basics of campaigns in Mailchimp.

Things to Know


Any distributed content, that's created and measured in Mailchimp, including regular emails, automations, landing pages, and ads.

A place for you to collect and manage your contacts in Mailchimp.

Someone whose email is stored in your account. A contact's email marketing status determines what kind of content you can share with them. Statuses include subscribed, unsubscribed, non-subscribed, cleaned, and archived.

Choose a Campaign Type

We've got campaigns for all of your business goals. You'll find options to send an email to all of the subscribed contacts in your audience, target repeat customers, find new people on Facebook, and more.

Here are the different types of campaigns you can create in Mailchimp.

Email campaigns

There are four main types of email campaigns in Mailchimp.

  • Regular
    This is the most common type of campaign. Design and customize your content, and choose whether to send immediately or schedule your campaign for later.

  • Plain-text
    The simplest form of mass email you can send. These campaigns contain only text and have no formatting options.

  • A/B testing
    Send more than one version of the same campaign and see which one comes out on top. Test subject lines, From names, content, and send times. If you're a Mailchimp Pro user, you'll have the option to test up to eight different versions with a Multivariate campaign.
  • Automated
    Automated emails send when triggered by a specific date, event, or contact's activity. You can create a custom automation from scratch, or use one of our many pre-built automation campaigns.

Best Practices for Email Marketing

Build a Plain-Text Campaign

Create an A/B Testing Campaign

About Automation

Ad campaigns

We can help you buy and run ads on Google’s Ad Display Network, Facebook, and Instagram. Target your Mailchimp contacts, people similar to your Mailchimp contacts, people whose interests align with your brand, or people who visited your landing page or website.

Getting Started with Facebook Ad Campaigns

Getting Started with Facebook and Instagram Ads


Create a printed postcard campaign that recipients can hold in their hands. Reach the contacts in your audience, or brand-new people who are similar to your contacts. If you’ve connected your store to Mailchimp, you can set up an abandoned cart postcard that automatically sends to people who browse your items without making a purchase.

About Postcards

Create a One-Time Send Postcard

Social Posts

Create a social post to reach your social media followers with Mailchimp. To combine your marketing efforts, you can auto-post to Instagram, Facebook, and Twitter when you send an email campaign.

Create a Social Post

Auto-Post to Instagram

Auto-Post to Facebook

Connect or Disconnect Twitter

Landing Pages

Create standalone webpages to collect email addresses or promote a product or service. Design a landing page in your account, then share the URL on the web or in another Mailchimp campaign.

About Landing Pages

Create a Campaign

The way you build your campaign depends on which type of campaign you choose. Each campaign type has a specific set of steps you'll follow to target your audience, add tracking options, design your content, and make other changes.

Create a Regular Email Campaign

Design a Campaign in Mailchimp

Create a Landing Page

Create an Automation

Create a Social Post

About Campaign Templates

Templates are the HTML files that serve as the starting point for any email campaign. The template you use determines the layout of your images and text.

We have a lot of predesigned templates for you to choose from, so if you aren't an HTML whiz, you'll still be able to create and send great-looking email campaigns. Drag-and-drop templates make the process even easier.

If you are an experienced coder, you can also edit our templates, code your own, or create an editable template with our Template Language.

Types of Templates

Create a Template With the Template Builder

Getting Started With Mailchimp's Template Language

View Campaign Reports

After you send or publish a campaign, you can monitor its performance in your campaign report. These reports include important metrics such as email opens and clicks, ad impressions, and social post shares. If you connect your store, you'll also be able to see purchase details.

About Email Campaign Reports

About Automation Reports

Landing Page Reports

Facebook Ad Reports

About Social Post Reports

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