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MailChimp Glossary and How to Use Each Feature

Updated: Apr 29

MailChimp, one of the leading email marketing platforms, offers a wide range of features designed to enhance your email marketing campaigns. Understanding these features and knowing how to use them effectively is key to maximizing your outreach and engagement. This guide will walk you through a glossary of essential MailChimp terms and features, explaining how each one can be utilized for your marketing success.


The foundation of any email marketing campaign is your audience, formerly known as your list in MailChimp.

  • Importance: Your audience includes the email addresses and other relevant information about the people you will be sending emails to.

  • Best Practices: Regularly update and segment your audience to ensure targeted and relevant communications.


In MailChimp, a campaign is any distributed message, whether it’s an email, ad, or other forms of communication.

  • Types of Campaigns: Email campaigns, landing pages, social media ads.

  • Usage: Use different campaign types to reach your audience through various channels.


Templates are pre-designed layouts that you can use to create your email content.

  • Customization: MailChimp offers a range of customizable templates to suit different types of messages and branding styles.

  • Advantage: Templates save time and ensure consistency in your email designs.


Segmentation involves dividing your audience into groups based on specific criteria like behavior, preferences, or demographics.

  • Application: Use segmentation to send more personalized and relevant emails to different parts of your audience.

  • Benefit: Improved engagement rates and better campaign performance.


Automation in MailChimp allows you to send out emails automatically based on triggers and schedules you set.

  • Types of Automated Emails: Welcome emails, birthday emails, purchase follow-ups.

  • Significance: Automation helps maintain regular contact with your audience without manual effort for each email.


MailChimp’s reporting feature provides insights into how your campaigns are performing.

  • Key Metrics: Open rates, click rates, unsubscribe rates.

  • Utility: Use these insights to adjust and improve future campaign strategies.

A/B Testing

Also known as split testing, A/B testing in MailChimp lets you compare different versions of your emails to see which performs better.

  • Method: Test different subject lines, content, or send times.

  • Purpose: To optimize your email campaigns for higher engagement.


MailChimp offers integrations with various other platforms and services, enhancing its functionality.

  • Examples: Integration with CRM systems, e-commerce platforms, or social media tools.

  • Benefit: Streamlines your workflow and enhances the capabilities of your email marketing campaigns.

Understanding the plethora of features MailChimp offers is crucial to effectively managing your email marketing efforts. From audience segmentation to automation and reporting, each feature plays a vital role in crafting successful campaigns. Utilize these features to their full potential to create more impactful, engaging, and successful email marketing strategies for your business.

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