Everything You Need To Know About Best Practices For Mailchimp

Everything You Need To Know About Best Practices For Mailchimp

When it comes to digital marketing, it’s easy to overlook the oldest marketing method out there: email. It’s not a shining star, like Adwords, or a novelty, like social media. As far as the internet is concerned, email has been around forever. According to Campaign Monitor, B2C marketers who leverage email automation have seen conversion rates as high as 50%.

That means, despite its age, email marketing is still a darling and can be a powerful tool to have in your digital marketing arsenal.

And when it comes to email marketing, there is no name bigger than Mailchimp. After being named Inc.’s Company of the Year for 2017, Mailchimp is a stand out when it comes to email marketing and automation for businesses of all sizes. And here at Lunar Logic, it’s one of our favorite tools for introducing businesses to email marketing.

In this blog post, we’re going to cover everything you need to know about Mailchimp: how to use it well, how to write emails that get opened and convert your customers, and how to keep track of everything.

Getting Started

Getting started on Mailchimp is easy, mainly because Mailchimp has a huge Knowledge Base dedicated just to the subject. You can check out all of their resources here. When it comes to getting started, here are our tips:

Have a plan: When it comes to getting started on Mailchimp, having a plan is paramount. When it comes to having a plan, start with having a single goal you want to achieve. Do you want to grow your email list? Do you want to increase engagement with your existing clients? Your plan should revolve around that goal.

Have your lists ready: If you have an existing list of users, clients, or customers, or those interested in your product, you should prepare those lists for how you want them when you upload them to Mailchimp for the first time. That means, having columns in your spreadsheet that defines segmentation (such as customer versus prospect, or location, etc.), so those categories are created in Mailchimp.

List Best Practices

When it comes to best practices for your lists, here is our one big recommendation: ensure that you have permission to email everyone. Using lists where you have not had permission to email them can increase your bounce rate, as well as get you marked as spam; Mailchimp will not email to lists that look “bad” and will potentially jeopardize their email servers. (To learn more about these best practices, click here.)

As well, here are a few notes to ensure the health of your lists:

  • Send out an email to a list you’re unsure of to ask them to opt-in. Click here for more information about that.

  • Always include an unsubscribe link in plain view in your email. While this might seem counterproductive, it is fair practice to ensure anyone who doesn’t want to receive an email from you is able to unsubscribe quickly and easily.

  • Make sure sign ups know what they are agreeing to you. If you ever plan to include 3rd-party marketing (such as an email about a product you love or from a company you support), include that in the subscription box. As well, if you plan to send monthly newsletters, but then decide to send sales emails, make sure they understand when they sign up that they may receive other communications from you.

Focus on Content

When it comes to writing content for your emails, it can feel overwhelming. What makes people open an email? How can you plan the right content?

  • First things first, before sending an emails, have a plan. What kind of emails are you going to be sending? Emails promoting sales and specials? Newsletters? A combination of both? Sit down and write when you want emails sent, such as a rule that promotion emails need to be sent 12 hours before the sale begins, then a second email at the start of the sale, and a third email when the promotion is about to end.

  • How do you want your content to look? In the next section, we will cover templates, but gather emails that you like from your inbox and use those to inform how much content you need to write, what graphics you need to create, and more.

Tips for Templates

Templates can be tricky. It’s tempting to use a pre-built template, but when it comes to your brand’s identity, it isn’t a good idea. Thankfully, Mailchimp’s template system is relatively simple to use and they have a great article on getting started. (For all their info about templates, click here.)

When it comes to templates, here’s our advice.

  • Less is more. Just like with any branding, the less variety, the better. When email first emerged, stationary that reflected the season was incredibly popular—but today, these themes look dated and cluttered. As we mentioned, pay attention to the emails you receive in your inbox: what do you like? What are you drawn to? What methods do they use to get you to click?

  • The content matters. Sometimes, emails are visually-based and sometimes, they are text-based. Both can be effective, but it depends on the message, the subject line, and your intention. A promotion might require a visual email, whereas a newsletter about your involvement with a charity would be text-based.

  • Resist clutter. Again, pay attention to the emails you receive and that you like. Are they clean? Straightforward? We like emails that stick to a neutral color scheme, but are still branded; that includes a small number of photos when appropriate; and are written in a way that seems like they are from a friend.


Well, do you feel ready to start with Mailchimp? Starting an email marketing plan can be overwhelming and stressful—but can be extremely beneficial in the long run. A good email marketing plan can ensure that your existing client base remains engaged with you and your product for the foreseeable future, or makes a new purchase. If you would like help with your email marketing plan, don’t hesitate to send us a note here.
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