How To Create An Automated Email Marketing Campaign on Mailchimp

Many argue that email marketing has lost its edge and is no longer a viable marketing channel. However, we beg to differ. In today's post, we provide you with a bigger guide to email marketing.

Aidan Brotherhood
May 31, 2021


Are you a beginner at email marketing? Did you just open up a Mailchimp account? Are you looking for another marketing channel to connect with your audience?

Whatever the case, this post will provide you with everything you need to know about creating your first campaign on Mailchimp, and thankfully, it isn't as complex as you might think.

Many question the effectiveness of email marketing these days, but it's still a growing market, with email users predicted to grow to 4.3 billion by 2023.

It's not going away anytime soon, so don't let anyone cloud your judgement on its usefulness.

In the video above, I go into considerably more detail on Mailchimp's platform and the different things you need to know to get yourself set up, but if you're just looking for some basic steps to follow to get started, then keep reading.

If you get to the end of this article and still need help, feel free to email me directly at, and between my team and me, we'd be happy to help you out.

What is Mailchimp?

MailChimp is a beginner-friendly email marketing software that allows users to collect and store leads, create beautifully designed emails, and launch granular email drip sequences.

Since its release, the software has grown from just an email marketing provider to an all-in-one marketing suite, allowing users to build websites and manage their social media accounts.

Why Should You use Mailchimp?

If you're a newbie to email marketing, MailChimp is a perfect place to start. The software is super easy to use, and you don't need to have a technical background to utilise some of the more advanced features it has to offer.

The 3 Panels You Need To Focus On

While Mailchimp considers itself a full-suite marketing software, I'd only recommend using this platform for email marketing.

Of course, if you're on a budget or looking to keep everything in one place, then this might be just the thing for you.

However, there are much better tools on the market for website design and social media management that you should consider, like Webflow or Hootsuite.

The only three panels on the platform you'll need to worry about to create your first campaign are the Audience, Campaigns, and Automations panels.

The Audience Panel

The audience panel is where you can manage your contacts and study your performance, and that's pretty much it. The only other thing you're likely to use this panel for is creating tags, which brings me to my next point.

To do any effective email marketing on MailChimp, you'll want to make use of tags.

Why Should I Use Tags For My Contacts on Mailchimp

Tags allow you to filter your audience and are super important if you want to send more targeted emails to your contacts.

For instance, people might be signing up to your email list from multiple places. Some people might be signing up for your email newsletter or blog, while others might be signing up for an offer you've been promoting through the likes of Facebook Lead Ads.

Without tags, it's impossible to know who is coming from where, which could be quite a problem.

The Campaigns Panel

There are two ways of creating email campaigns on Mailchimp, 'standard' campaigns or automations.

Standard campaigns are where you send single, unique emails to your audience, such as a newsletter, for instance. This panel is where you can create these kinds of emails, but you probably won't spend a great deal of time here.

The Automations Panel

The automations panel is where the magic happens! This panel is where you can create drip sequences and use some of Mailchimps more advanced features. This panel is also the focus of the following steps.

How To Create an Email Automation Campaign on Mailchimp

The following steps outline what you need to do to create your first email marketing campaign on MailChimp using the automations panel.

While I provide all the information you need below, I recommend following the video tutorial at the top of the page.

The kind of campaign we're creating here is an automation campaign. You might use this kind of campaign if you're promoting an offer and need an automated way of following up with leads.

Step 1: Create A Tag in The Audience Panel

Follow the steps below to create a tag for any new contacts coming into your account.

  1. Got to the Audience Panel
  2. Go to the 'Tags' dropdown
  3. Click 'Create Tag'
  4. Choose a name for your tag that is reflective of the campaign
  5. Click 'Confirm'

And that's it - after doing that, you will have created a tag in your MailChimp account, which we'll use in the following steps.

Step 2: Build an Email Drip Sequence in The Automations Panel

Follow the steps below to create a new email automation campaign.

  1. Go to the automations panel
  2. Click 'Create new customer journey'
  3. Name your automation
  4. Click 'choose starting point'
  5. Click 'tag added'
  6. Select the tag you created in the first step
  7. Click 'save starting point'
  8. On the left-hand side, click 'Send email'
  9. Click the green plus arrow
  10. Click 'Delay' to delay the send of the email
  11. Repeat the process until you're satisfied

You might want to have four or five emails sending under your customer journey, depending on your goals. If you get stuck, I highly recommend referring to the video for more help.

Step 3: Add Content To Your Emails

The last thing you need to do is build your emails. To do this, all you have to is:

  1. Click on the email you want to create
  2. Fill in the 'To & From' Feilds
  3. Add the subject line and preview
  4. Decide on its schedule
  5. Click 'Select Template'
  6. Select the layout that's best for you
  7. Click next
  8. Using the tools on the right hand side, start designing your email
  9. Once you're happy, click 'Save and return to journey'
  10. You can also save this email as a template if you intend to use it again
  11. Repeat this process until all your emails have content

Once you've done this, your campaign will be ready to send, which is excellent! All that's left is to hit continue on the top right of the screen to publish your work.

Some Bonus Tips

Below are some extra tips you should consider when creating this kind of campaign.

Schedule and Delivery tips


How many emails should you create per automation?


Three to five emails per campaign is the sweet spot. You want to send enough emails to clarify whether someone's interest or not, but you also don't want to overwhelm them.


How much time should there be between emails in an automation?


One to three days is the delay we would recommend. You can send the first email after someone signs up immediately. However, you don't want to bombard their inbox with multiple emails per day. Doing that is the best way to make people dislike your brand.

Copywriting Tips

When writing the copy for your emails, there are a few things you should keep in mind that might aid the performance of your campaigns:

  1. Keep it personal, not corporate
  2. Focus on providing
  3. Don’t Lead with the offer past the first email
  4. Keep it short, concise, and punchy
  5. End with an intriguing call to action
  6. Spend time on the subject line and preview text


If you're a beginner, following the steps in this article is a great way to get started with your first campaign. Of course, what we've covered only scrapes the surface of what is possible, but it's a good starting point to begin growing your list.

If you'd like help creating your first email campaign with MailChimp, contact me directly at Likewise, you should also check out email marketing services for more information.

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

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