How to Use Mailchimp: A Beginner's Guide to Your First Newsletter

Mailchimp is one of the best-known email marketing tools, and plenty of small businesses start their first newsletter with it. It does a lot, which can make the first login feel overwhelming. The core idea is simple, though: build a list of people who want to hear from you, then send them something useful. Here's how to get set up the right way from day one, and the mistakes that cause headaches later.

The two things you'll use most

Mailchimp term	What it means
Audience	Your list of contacts and everything you know about them
Campaign	Any message you send, such as an email newsletter

Mailchimp explains that it calls the emails, ads and other messages you share with your audience campaigns. Once you think in audiences and campaigns, the menus make more sense.

Step 1: Set up your audience

When you create an account, Mailchimp sets up an audience for you. Here's the advice that saves you trouble: Mailchimp recommends keeping one primary audience. It also points out that audiences don't share contact data, so the same person in two audiences is treated as two separate contacts. Use one audience and organise people inside it with tags, groups and segments instead.

Step 2: Add contacts the right way

• Add subscribed contacts one at a time.
• Upload contacts from a file.
• Copy and paste from a spreadsheet.
• Sync from other apps, such as your online store.

One firm rule: Mailchimp says it won't allow you to send emails to purchased, rented or third-party lists. Only add people who've agreed to hear from you. Apart from being the rules, it's simply better marketing; people who opted in open and click.

Step 3: Use your signup form

Every Mailchimp audience comes with a signup form you can share on your website, social profiles and link in bio. Mailchimp says you can add interest groups to the form, visible or hidden, so people can tell you what they want to hear about. Start simple: name, email, and perhaps one question about what they'd like to hear about. Every extra field you add means fewer sign-ups, so only ask for what you'll use straight away.

Step 4: Create and send your first campaign

1. Create a new email campaign.
2. Choose who it goes to: your whole audience or a segment.
3. Pick a template and add your logo and colours.
4. Write a clear subject line and a short, useful message.
5. Send yourself a test and check it on your phone.
6. Send it, or schedule it for a good time.

Understand your contact types

Contact type	Meaning
Subscribed	Opted in to receive your marketing
Unsubscribed	Opted in before but later opted out
Non-subscribed	Interacted with your online store but hasn't opted in

Only subscribed contacts should get your marketing emails. Non-subscribed contacts, such as past shoppers who didn't tick the box, are useful for understanding your customers but aren't people you should newsletter.

Target with segments

These let you send the right email to the right people, such as only customers who bought from a certain category, or only people who joined recently. Mailchimp says the segmenting tool supports up to 10 conditions on its Free and Essentials plans, which is plenty for most small businesses starting out.

Keep your list healthy

• Keep an update your preferences link in your emails, as Mailchimp recommends, so people can manage their interests.
• Send consistently, so people remember you.
• Remove or re-engage people who never open.
• Make unsubscribing easy; it protects your reputation.

Connect your online store

If you sell online, syncing your store with Mailchimp lets you see which contacts are customers, and Mailchimp says you can use purchase activity in segments once a store is connected. That opens up useful emails, such as a thank-you to first-time buyers or a nudge to people who bought a while ago.

Double opt-in or single?

When you set up your audience, you can choose whether new subscribers confirm their address by clicking a link in an email first. Double opt-in means a slightly smaller list but cleaner, more engaged contacts. For most small businesses I'd recommend it, because a list of people who really want your emails beats a bigger list of strangers every time.

Write emails people want

The tool matters far less than what you send. Lead with one useful idea, write like you talk, and include one clear call to action, whether that's reading a blog post, booking a call or shopping a new collection. My welcome sequence swipe file gives you ready-made first emails for new subscribers. If you're still choosing a platform, my comparisons of MailerLite vs Mailchimp and Mailchimp vs ConvertKit will help.

My verdict

Keep one main audience, add only people who've opted in, and use your signup form everywhere your customers are. Organise contacts with tags and segments, send yourself a test of every campaign, and focus on writing emails people look forward to. Start with a simple monthly newsletter before you explore automations and fancier features.

Frequently asked questions

How do I start using Mailchimp?

Set up your audience, add opted-in contacts with a signup form or import, then create, test and send a campaign.

How many audiences does a Mailchimp account need?

Mailchimp recommends one primary audience, organised with tags, groups and segments.

Can I upload a bought email list to Mailchimp?

No. Mailchimp says it won't allow sending to purchased, rented or third-party lists.

What is a campaign in Mailchimp?

Mailchimp calls the emails, ads and other messages you send to your audience campaigns.

What is a non-subscribed contact in Mailchimp?

Someone who interacted with your online store but hasn't opted in to marketing.