Mastering Audience Management in Mailchimp

Mastering Audience Management in Mailchimp

Effective audience management is crucial for the success of your email marketing campaigns. With Mailchimp, you have robust tools at your disposal to import and manage contacts, segment audiences for targeted campaigns, and create and manage groups and tags. This blog will guide you through these essential aspects of Mailchimp’s audience management capabilities, helping you optimise your email marketing efforts.

Importing and Managing Contacts

The first step in audience management is importing your contacts into Mailchimp. Here’s how to do it:

  1. Importing Contacts:
    • From a File: Mailchimp supports CSV, TXT, and Excel files. Ensure your file is formatted correctly with columns for email addresses and any other relevant information (e.g., first name, last name).
    • From Other Services: Mailchimp integrates with numerous platforms, such as Shopify, WooCommerce, and Salesforce. Use these integrations to import contacts directly from your e-commerce or CRM platforms.
  2. Adding Contacts Manually:
    • Navigate to the Audience tab and click on “Add a Subscriber.” Fill in the required fields, such as email address, name, and any other custom fields you’ve set up.
  3. Managing Contacts:
    • Edit Contact Information: Update contact details as needed by clicking on the contact’s name in your audience list.
    • Remove Contacts: Clean your list by removing inactive or unengaged contacts. This helps maintain a healthy email list and improves deliverability rates.

Segmenting Audiences for Targeted Campaigns

Segmenting your audience allows you to create more personalised and relevant email campaigns. Mailchimp’s segmentation tools enable you to divide your audience based on various criteria:

  1. Basic Segmentation:
    • Demographics: Segment contacts by age, gender, or location.
    • Engagement: Target contacts based on their interaction with your previous emails, such as opens and clicks.
  2. Advanced Segmentation:
    • Purchase Behaviour: Segment contacts based on their purchasing history, such as frequent buyers or customers who haven’t purchased in a while.
    • Custom Fields: Use custom fields (e.g., interests, preferences) to create highly specific segments.
  3. Creating Segments:
    • Navigate to the Audience tab and select “Segments.” Click on “Create Segment” and choose the criteria for your segment. Mailchimp allows you to combine multiple conditions using “and/or” logic to refine your segments further.

Creating and Managing Groups and Tags

Groups and tags are powerful tools in Mailchimp for organising your contacts and creating more targeted campaigns.

  1. Groups:
    • Purpose: Groups are useful for organising contacts based on their preferences or behaviours. For example, you might create groups for different product categories, subscription levels, or event attendees.
    • Creating Groups: In the Audience tab, click on “Manage Audience” and select “Groups.” Click “Create Groups,” name your group, and add the relevant options.
    • Managing Groups: Assign contacts to groups manually or through import. You can also allow subscribers to choose their own groups via sign-up forms.
  2. Tags:
    • Purpose: Tags are labels you assign to contacts to help identify and categorise them. Tags are more flexible than groups and can be used for more granular organisation.
    • Creating Tags: Click on a contact’s name in your audience list and use the “Add Tag” option to create a new tag or assign an existing one.
    • Managing Tags: Use tags to filter contacts and create targeted campaigns. You can also apply tags during the import process by including a column for tags in your file.

Best Practices for Audience Management

  1. Regularly Clean Your List:
    • Remove inactive contacts to improve your open and click rates. This also helps avoid spam complaints and maintains a healthy sender reputation.
  2. Use Double Opt-In:
    • Implement double opt-in for new subscribers to ensure they genuinely want to receive your emails. This reduces the risk of spam complaints and improves engagement rates.
  3. Personalise Your Campaigns:
    • Use merge tags to personalise emails with the recipient’s name, purchase history, or other relevant information. Personalised emails often see higher engagement rates.
  4. Monitor Engagement:
    • Regularly review your email campaign reports to understand how your audience interacts with your emails. Use this data to refine your segmentation and targeting strategies.


Effective audience management in Mailchimp is the cornerstone of successful email marketing. By importing and managing your contacts efficiently, segmenting your audience for targeted campaigns, and creating and managing groups and tags, you can ensure your emails reach the right people with the right message at the right time. Implement these strategies to optimise your email marketing efforts and drive better results for your business. Happy emailing!

If you need help or would prefer someone did this for you, then please reach out to me here.

How to Use Mailchimp’s Automation Tools to Save Time and Increase Efficiency

How to Use Mailchimp’s Automation Tools to Save Time and Increase Efficiency

How to Use Mailchimp’s Automation Tools to Save Time and Increase Efficiency

Mailchimp offers a suite of automation tools designed to streamline your marketing efforts, save time, and enhance the effectiveness of your campaigns. Let’s look at how you can leverage Mailchimp’s automation tools to automate repetitive tasks and create more personalised customer journeys.

Understanding Mailchimp Automation

Mailchimp’s automation features allow you to set up emails that send themselves based on specific triggers and conditions. This can include everything from welcome emails and birthday offers to follow-ups based on customer behaviour. By automating these processes, you can ensure timely and relevant communication with your subscribers without lifting a finger for each email sent.

Setting Up an Automated Welcome Series

A welcome email series is one of the most effective uses of automation. Here’s how you can set it up:

Trigger: Set the trigger to send the first email when a new subscriber joins your list.
Timing: Schedule subsequent emails a few days apart. Consider the subscriber’s journey—what information would they benefit from next?
Content: Tailor the content to introduce your brand, provide valuable information, and include a call to action. For example, the first email could introduce your brand, the second could highlight key products, and the third could offer a discount.

Automating Based on Customer Behaviour

Behavioural triggers are incredibly powerful, enabling you to send emails based on how subscribers interact with your website and emails. Here are a few ways to use this feature:

Page Visits: Send a targeted email when a subscriber visits a specific page, like a product page or a blog post.
Purchase Behaviour: Follow up on purchases with care instructions, related products, or a thank you note.
Email Engagement: Trigger emails based on whether a subscriber opens an email or clicks a link.

Using Customer Journeys to Create Personalised Experiences

Mailchimp’s Customer Journeys tool allows you to create a flowchart of emails that respond to more nuanced subscriber behaviours and preferences. Here’s how you can utilise it:

Map Out the Journey: Start with a common subscriber action, like signing up or making a purchase. From there, create different paths based on how subscribers might respond to your emails.
Add Conditions: Use if/then conditions to create branches in the journey. For example, if a subscriber clicks on a link to a product, the next email could provide more detailed information about that product.
Test and Optimise: Always test your customer journeys to see what works best and refine them over time.

Automating for Special Occasions

Use Mailchimp to automatically send birthday greetings, anniversaries, or seasonal promotions. This will delight your audience and encourage engagement without ongoing effort from your team.

Set Date-Based Triggers: Configure campaigns to fire off on specific dates tied to individual subscriber data.
Personalise Offers: Include special offers or exclusive content as part of these emails to increase the impact.

Efficiency Tips

Segment Your List: Automation works best when combined with segmentation. Tailor your automated emails to specific segments to increase relevance and engagement.
Monitor and Adjust: Keep an eye on the performance of your automated emails. Experiment with different triggers, timing, and content to see what yields the best results.

Mailchimp’s automation tools can transform how you engage with your subscribers, saving you time while improving the effectiveness of your campaigns. By setting up thoughtful, automated email sequences that respond to and anticipate subscriber needs, you can create a more personalised and efficient email marketing strategy. Start exploring these features to free yourself from routine tasks and focus more on strategic activities.

The Top 10 Mailchimp Features You Aren’t Using But Should

The Top 10 Mailchimp Features You Aren’t Using But Should

Mailchimp is a great resource for small businesses wanting to step into email marketing. While many users stick to the basic functionalities of creating and sending emails, Mailchimp offers a suite of advanced features that can significantly enhance your marketing strategy. Here’s a look at ten lesser-known Mailchimp features that you might not be using, but definitely should consider.

#1 Advanced Segmentation

Segmentation allows you to divide your audience based on specific criteria, but advanced segmentation takes this further by enabling the combination of multiple conditions. This means you can target extremely specific groups of contacts, leading to highly personalised campaigns and improved engagement.

#2 Multivariate Testing

While A/B testing is common, multivariate testing lets you test multiple variables at once. This feature can reveal how different elements of your email interact with each other and impact subscriber behaviour, allowing for more comprehensive optimisations.

#3 Behavioural Targeting

Mailchimp’s behavioural targeting tools enable you to send automated emails based on user activity. For instance, you can set up emails that trigger when a subscriber visits a specific page on your website, adding a layer of personalisation that can boost conversion rates.

#4 Dynamic Content

Dynamic content allows you to change parts of your email based on who will be receiving it. You can customize messages based on user’s past behaviour, demographics, or other data points, ensuring that the content is relevant to each individual recipient.

#5 Predicted Demographics

Using artificial intelligence, Mailchimp can predict the demographic categories of your subscribers. This insight helps in crafting campaigns that resonate more effectively with different segments, improving overall engagement.

#6 Send Time Optimization

Mailchimp can predict the optimal time to send emails to your subscribers, ensuring that your messages arrive when they are most likely to be opened. This feature maximises the potential for your emails to be seen and acted upon.

#7 Social Post Scheduling

Beyond email, Mailchimp offers features to unify your marketing across channels. Social post scheduling allows you to manage social media content, schedule posts, and track engagement directly from the Mailchimp platform.

#8 Landing Pages

Create custom landing pages within Mailchimp to support your email campaigns. This is particularly useful for promotions and events, providing a seamless experience from email to web that can improve conversion rates.

#9 Integration with E-commerce Tools

Mailchimp integrates seamlessly with many e-commerce platforms. This integration enables features like abandoned cart emails, product recommendations, and sales reporting directly within your email dashboard.

#10 Customer Journeys

This feature allows you to design and automate complex user paths based on how subscribers interact with your emails. You can set up multiple branches that trigger different actions, delivering a tailor-made experience for each path a subscriber might take.

While Mailchimp is commonly used for its basic functionalities, leveraging these advanced features can dramatically improve your email marketing efforts. By tapping into the full potential of what Mailchimp offers, you can create more effective, personalised, and engaging email campaigns that better meet the needs of your audience and drive your business forward. Whether you’re looking to enhance personalisation, optimise send times, or integrate across multiple channels, these top features are worth exploring.

New Email Marketing Changes for Google and Yahoo Starting 1st February 2024

New Email Marketing Changes for Google and Yahoo Starting 1st February 2024

Starting from 1st February 2024, Google and Yahoo will implement new regulations affecting how bulk emails are managed. These changes aim to reduce spam and improve email security and deliverability.

Key Changes:

  1. Bulk Email Threshold:
    • The new regulations specifically target senders of bulk emails, defined as those sending to 5,000 or more recipients.
  2. Spam Management:
    • Senders are required to keep spam complaints below 0.3% to ensure their emails are not flagged as spam.
  3. Email List Hygiene:
    • Only active email addresses should be targeted. Inactive email addresses need to be regularly cleaned from your lists.
  4. Sender Domain Requirements:
    • Emails must be sent from the sender’s own domain (not generic email addresses like Gmail) to enhance sender reputation and improve email branding.

Required Actions:

  1. One-Click Unsubscribe:
    • Include an easy-to-find unsubscribe link in emails, allowing recipients to opt-out effortlessly.
  2. Monitor Spam Rate:
    • Use tools (e.g., Google Postmaster) to monitor and maintain spam complaints below the 0.3% threshold.
  3. Clean Email Lists:
    • Regularly check and remove inactive email addresses to maintain list health and compliance.
  4. Authenticate Sending Domain:
    • Implement SPF, DKIM, and DMARC records for your domain to verify your emails and prevent spoofing. This is crucial for ensuring your emails reach the inbox.


  • Compliance with these new rules is essential for maintaining the deliverability of your email marketing campaigns.
  • Even though the threshold is set for bulk emails to 5,000 or more recipients, it’s recommended that all senders, regardless of list size, adhere to these guidelines to avoid potential issues.

By following these guidelines, you can ensure your email marketing efforts remain effective and compliant with the new Google and Yahoo regulations. This not only helps in reducing spam but also in building trust with your audience through responsible email marketing practices.

How your business can grow its returns with email marketing

How your business can grow its returns with email marketing

Email marketing gives you immediate access to your audience by allowing you to send your content directly to their inboxes, which can lead to increased conversions and brand loyalty.

According to research email marketing has the highest return on investment than any other form of digital marketing.

Here are some best practices for using email marketing in your business:

The first step is to build a list.

You can’t market to anyone if you don’t have their contact information, and the best way to do that is by building an email list.

You want to develop an offering of some form that entices your target market to subscribe to your list. For example; a retail store may offer a discount on their first purchase, and service-based business might offer something that showcases their expertise and gives their audience a sample of how their services will benefit them. Give a solution to the most common problem your target market may have.

Send emails with personalized content that engages your readers.

Personalised content

  • is more effective,
  • helps build a relationship with customers, and
  • helps you stand out from competitors.

Personalised emails are more likely to be read and acted upon by your customers, which can increase customer satisfaction levels if used appropriately.

Automate where possible

When someone signs up to your mailing list, create an automation where you welcome them and introduce your business and services in more detail so they can get to know you.

Some kinds of automation you can also add that have great ROI (return on investment) are

Anniversary or birthday emails – make your audience feel special. Sending a birthday or anniversary email is a wonderful way to make a customer feel special. You can add an incentive for them to buy products as part of their birthday wishes, for example: when they spend $50, they will receive a birthday gift valued at $30.

Abandon Cart or Recovery emails – often people can get distracted on a website and forget to finish their purchases, a simple email saying you held their items for them can see purchases completed.

Some interesting statistics on abandoned cart emails by Moosend

  • A staggering average of 69% of online carts are being abandoned by users 
  • 45% of cart abandonment emails are opened; 21% of all are clicked on, while 50% of the users clicked purchase. 
  • Shipping-related reasons contribute to over 60% of carts being abandoned. 
  • Setting up an automated cart abandonment email is a great way to lower your cart abandonment rates.
  • Offer free shipping to really boost the conversion of your cart abandonment emails.

Perhaps incorporating free shipping more regularly in your marketing offers could be a great conversion for your business, obviously, you would have set guidelines around this such as minimum spend amount, or limited time offer. 


Send out a regular newsletter is important, this can be weekly, fortnightly or monthly. Consistency is key. Your target market has given you permission to be able to email them, so don’t allow this opportunity to be missed. Life gets busy, so being consistent is a gentle way of reminding your audience you are still there if they need you!


Make sure your content is valuable to your audience. It’s a privilege that they’ve allowed you to email them directly, so treat them with that same respect. Where possible throughout your content, don’t be afraid to insert their first name.  

When creating your newsletter, create the value of sharing your content and showcasing your expertise.  

Whilst we have AI here to help you along, only YOU can make it a personal experience for your audience. 

Need Help?

If you’re feeling overwhelmed by the whole process, then feel free to reach out to me for assistance. Creating opt-in, automations, funnels and newsletters is one of my specialities.

Some wise words for you

David Newman says “Email has an ability many channels don’t: creating valuable, personal touches—at scale.”

Ramsay Leimenstoll says “A small list that wants exactly what you’re offering is better than a bigger list that isn’t committed.”

Ann Handley says “Make the customer the hero of your story”

Karl Murray says “Focus on growing your list all the time as newer subscribers are more engaged, adding to healthier open rates and ROI.”