Mailchimp landing pages are standalone web pages you build in Mailchimp's drag-and-drop builder and publish at a unique URL, and they're free to every Mailchimp user, so you can build as many as you need. Each page is tied to one audience, and if it has a signup form, new subscribers join that audience with up to 5 tags.
Here's what surprises people. A published page is live but unindexed, so nobody sees it until you share the link. That's fine for a campaign page, but it won't help you get found on Google. And the audience is locked the moment you publish: you can't switch it afterwards, so pick it carefully.
What's free and what needs a paid plan
| Feature | Plan needed, as of October 2026 |
|---|---|
| Building and publishing landing pages | All plans, including Free |
| Editing the last part of the URL | All plans |
| A verified email domain inside the mailchi.mp URL | Paid plans |
| Publishing on your own connected domain | A paid Websites plan |
| Styling the Mailchimp badge | All plans |
| Turning the Mailchimp badge off | A paid Marketing plan |
| Adding tags to a landing page | Your user level must be Manager or higher |
The badge is the bit people notice. Free plan users have to keep Mailchimp's badge at the bottom of their landing pages. It carries the Mailchimp logo and a Report Abuse link to Mailchimp's Abuse Desk, and that link can't be edited. On any plan you can choose between two badge styles in the editor, under the Style tab, then Mailchimp Badge.
How a Mailchimp landing page URL is built
Mailchimp hosts every page on its own servers at an address in three parts: mailchi.mp, then an identifier, then a landing page subject. The identifier is unique to the audience behind the page, and the subject is the part you choose.
On the Free plan, the identifier is a random string generated when you publish, so you get something like mailchi.mp/65346a1f4def/free-fern-giveaway. On a paid plan you can swap that for one of your verified email domains, so it reads mailchi.mp/pottedplanter/free-fern-giveaway instead.
Any account can connect a domain or subdomain bought elsewhere, which replaces the mailchi.mp part altogether: pottedplanter.com/end-of-summer-sale, or plants.pottedplanter.com/end-of-summer-sale. Publishing a landing page on that connected domain is what needs the paid Websites plan. You can preview the URL in the builder, but it won't work until you publish.
Mailchimp's URL advice is sensible: match the URL to what the page offers, aim for about 50 to 60 characters in total, use whole words, and drop stop words like and or the where it doesn't hurt readability. Only use domain names and trademarks you're allowed to; Mailchimp says it may suspend or terminate accounts after a complaint.
What you can't put on a landing page
- iframes and custom HTML. If you were planning to paste in a booking widget or embed code, it won't work here.
- Merge tags. They pull individual contact data, so they can't be used on a public page.
- A different audience after publishing. Change it before you click Publish or not at all.
Also worth knowing: the builder won't stop you publishing the template's default content, so Mailchimp strongly recommends previewing the page and reviewing your settings first.
How to build one, step by step
- Click Create, then Landing Page. Type a name (only you see it), choose the audience and click Begin.
- Pick a template. The basic ones are Grow Your List, with a Signup Form block, and Promote Products, with a Product block. Themed templates come with sample images and text you replace.
- Customise the content blocks, click Preview, then Save & Close.
- Edit the page title, which shows in visitors' browser tabs, and the favicon.
- Click Edit URL and choose a Mailchimp domain or a custom one.
- Under Audience and tags, confirm the audience and add up to 5 tags.
- Under Settings & tracking, accept the additional terms once, then tick Track with Mailchimp, the Meta Pixel or Google Analytics.
- Click Publish.
Basic templates include a logo slot that pulls in your default brand logo automatically, and every template is mobile-responsive. You can add a Signup Form or Product block to any layout, whichever template you start from. If you'd like layout ideas before you open the builder, browse these templates to start from.
Tracking and the notification bar
Track with Mailchimp counts unique visitors and, if there's a signup form, how many became subscribers, which Mailchimp calls conversions. Switch it on and the notification bar is enabled by default, showing first-time visitors that you use cookies. The opt-out link isn't on by default: you have to tick Include an opt out of Mailchimp tracking link yourself, and it only covers Mailchimp's tracking, not Google or Facebook. Once a visitor closes the bar, it won't come back for up to a year.
Getting traffic to it
You'll find the URL on the confirmation page straight after publishing, on the Campaigns page, or in the URL section of the editor. Link it from a Button block in an email, post it to Facebook or X from inside Mailchimp, add it to your Instagram profile, or run retargeting ads to people who've visited. Anyone who signs up can be tagged and segmented by signup source, ready for an automated welcome email.
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Unpublish it, don't delete it
Unpublished and deleted landing pages both show a 404 page not found message to anyone who visits. The difference is the data: deleting a page wipes its reporting too. Mailchimp's advice is to unpublish and keep the campaign so you can still see its numbers, and I'd do the same.
My verdict on Mailchimp landing pages
If you already use Mailchimp, its landing pages are the quickest free way to put a signup form or a single offer online, tag everyone who joins and send them a welcome email. Where they fall short is anything that needs embedded code, or a page you want Google to find. For that, compare the builders worth moving to if you outgrow it.
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Frequently asked questions
Are Mailchimp landing pages free?
Yes. Landing pages are free to all Mailchimp users, so you can build as many as you need. Removing the Mailchimp badge or publishing on your own domain needs a paid plan.
Can I use my own domain for a Mailchimp landing page?
Any account can connect a domain, but publishing a landing page on a connected custom domain requires a paid Websites plan.
Can I add custom HTML to a Mailchimp landing page?
No. iframes and custom HTML can't be used in Mailchimp landing pages, and neither can merge tags.
Do Mailchimp landing pages show up on Google?
After you publish, the page is live but unindexed, so no one sees it until you share the link.
How many tags can a Mailchimp landing page add?
Up to 5 tags for every contact who subscribes through the page's signup form.
Can I change the audience after publishing?
No. The audience can be changed only before you publish.
