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
- Before you can create a campaign in Mailchimp, you'll need an audience. To learn more about audience creation, read Getting Started With Your Audience.
- If you don't have any contacts yet, create and share a signup form to build your audience.
- Connect an online store to sync products and customer data, to tailor your campaigns to the right people and sell more stuff. To learn more, read How to use Mailchimp with E-Commerce.
- If you need help creating and designing a certain type of campaign, you can search our guides and tutorials for additional resources.
- Some campaign types have features available to accounts on paid plans. For example, A/B testing and email scheduling are available for all paid plans. To find out what features are included in each plan, check out our pricing page. To change your plan type, visit the plans page in your account.
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, and more.
Here are the different types of campaigns you can create in Mailchimp.
There are four main types of email campaigns in Mailchimp.
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.
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. Test up to eight different versions with a Multivariate Campaign, included with the Standard plan or higher.
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.
We can help you buy and run ads on Google’s Ad Display Network. 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.
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.
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 X (formerly Twitter) when you send an email campaign.
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.
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.
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.
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.