Email Marketing with Mailchimp: A Starter Guide for SMEs
July, 2025 | Mailchimp, Email Marketing, Marketing Automation, Contact List Building, Welcome Series, Audience Segmentation, Email Design, Subject Lines, Campaign Scheduling, Email Metrics, SMS Marketing, Customer JourneyEmail marketing is still one of the most powerful tools in your marketing toolbox — especially for small and mid-sized businesses. Whether you're just starting out or looking to streamline how you reach and nurture your audience, Mailchimp is one of the most beginner-friendly platforms in the market.
In this guide, we’ll walk through everything you need to know to start building customer relationships and driving conversions using Mailchimp. Here’s what we’ll cover:
Why email marketing still matters
Why Mailchimp?
Building your contact list
Getting started with segmentation
Designing high-converting emails
Subject lines & content strategy
Scheduling campaigns like a pro
Understanding key performance metrics
When and how to use SMS
What customer journeys are — and how to automate them
Let’s break it down 👇
Why Email Marketing Still Works
Email is more than just a tool for sending newsletters — it's a direct line to your customers.
Unlike social media, where your visibility depends on ever-changing algorithms, email lands right in someone’s inbox. It gives you control, personalization, and the ability to build long-term relationships.
Here’s why it works:
Direct access: You don’t have to fight to be seen — you’re already in the inbox.
Cost-effective: Email consistently delivers one of the highest returns on investment in digital marketing.
Personalization & segmentation: Easily tailor messages to specific groups within your audience.
Trust & loyalty: Nurture leads over time and keep your brand top-of-mind.
Drives conversions: Well-crafted emails can drive real business results, from clicks to purchases.
Why Mailchimp?
Mailchimp makes it easier for non-technical teams to do everything from building a list to setting up complex automation. It’s:
User-friendly (drag-and-drop editors!)
Integrated with tools you probably already use
Scalable — whether you’re sending one email a week or building automated flows
Designed for both email and SMS marketing
Step 1: Building Your Contact List
Before you send anything, you need an audience. Here are some easy ways to start:
Import existing contacts from your customer database or CRM.
Add signup forms to your website or landing pages.
Use Mailchimp’s built-in landing page builder to create custom opt-in experiences.
Promote through social channels with links to join your list.
Integrate with third-party tools (like booking systems or checkout pages) that let you collect opt-ins.
✅ Important: Always make sure people opt in. That means explicit permission — not just collecting emails because someone made a purchase.
Best Practices:
Keep your list clean and updated
Send a welcome email (or series) as soon as someone signs up
Don’t wait too long to reach out — people forget fast!
Step 2: Set Up a Welcome Series
First impressions matter. A welcome email or a 3–5 email welcome series is a great way to introduce your brand, set expectations, and even prompt that first conversion.
Here’s why it matters:
The sooner you reach out, the more likely your audience will remember opting in.
It’s an opportunity to build trust, share your story, and guide them toward action.
Welcome emails have some of the highest open and click rates — don’t waste them!
Step 3: Start Segmenting Your Audience
Segmentation simply means dividing your audience into smaller groups based on shared characteristics, so you can send more relevant content.
Benefits of segmentation:
Improved engagement (opens, clicks)
More personalized experiences
Higher conversion rates and satisfaction
Common segmentation criteria in Mailchimp:
Demographics (age, location)
Purchase history
Email engagement (opens, clicks, activity)
Stated interests or preferences
Even basic segmentation — like separating new subscribers from returning customers — can make a huge difference.
Step 4: Design Emails That Look Great Everywhere
A well-designed email doesn’t just look nice — it makes your content easier to read and your message clearer.
Design tips:
Use Mailchimp’s customizable templates to stay on-brand
Ensure brand consistency with your fonts, colors, and logo
Stick with mobile-friendly layouts — more than half of emails are read on phones
Mix images and text for better readability (don’t rely on images alone!)
Make headings and CTAs clear and prominent
Test in dark mode if possible
Step 5: Write Subject Lines That Get Opened
A great subject line can make or break your campaign.
Best practices:
Keep it short and punchy
Use urgency, curiosity, or benefit-driven language
Add personalization (like names) using merge tags
✉️ Tips:
Test emojis — but don’t overdo them
Run A/B tests to see which lines perform best
Align the subject with the content inside
Step 6: Create Content That Converts
Once you’ve got people to open your email, keep them engaged.
Strong content strategy includes:
A compelling headline or opening sentence
Short paragraphs and bullet points (make it scannable)
High-quality visuals (but don’t overload!)
One clear call-to-action (CTA)
Personalization wherever possible
🎯 Try to tell a story, not just sell a product. Give your readers a reason to click.
Step 7: Schedule Your Campaigns Smartly
Timing matters more than most people realize.
Timing tips:
Consider your audience’s time zone and habits
Use Mailchimp’s send-time optimization feature
Test different days and times — not everything has to go out in the morning
Plan around holidays and events, but think broader than sales
📆 Pro tip: Create a monthly or quarterly email calendar. Mix promotions with value-driven content (like tips, resources, or success stories).
Step 8: Track the Right Metrics
Understanding how your emails perform helps you improve over time.
Key metrics to monitor:
Open Rate
Click-Through Rate (CTR)
Conversion Rate
Bounce Rate (keep this low)
Unsubscribe Rate
How to improve:
A/B test different elements (subject lines, content, CTAs)
Clean your list regularly
Use insights from your data to make smart, informed changes
What About SMS?
Adding SMS to your marketing mix can help you reach people with time-sensitive or urgent messages — think event reminders, flash sales, or delivery updates.
Channel Best For
Email Long-form content, newsletters, storytelling, and visual campaigns
SMS Quick updates, reminders, time-sensitive CTAs
⚖️ Don’t send the same message on both platforms. Tailor your content to the channel and purpose.
Fun tip: A/B test SMS vs. MMS — sometimes simple texts perform better and cost less than multimedia messages.
Step 9: Build Customer Journey Flows
This is where things get fun — and automated.
Customer journeys help you guide users from the moment they sign up all the way to becoming loyal, repeat buyers. Think of it as building a relationship over time, not just sending random one-off emails. Start simple, then grow.
Automated flows help you guide customers through your funnel — with the right message, at the right time, on the right channel.
Why customer journeys matter:
Create a seamless experience
Improve loyalty and retention
Get more purchases, more often
Consistent branding across email, SMS, and more
Key steps in setting up your flow:
Journey Mapping
Define the relationship you want with your customer. (important first step)Write the Emails / Messages
Don’t wait until build-out to write the content.Journey Buildout
This is where you set triggers, delays, and conditions. (don’t jump here first)Launch
Analyze & Adjust
Use performance data to iterate.
💡 Flows can be simple (welcome series) or complex (abandoned cart + post-purchase + win-back), depending on your needs.
Final Thoughts
Start small, think long-term.
If you're feeling overwhelmed, don't worry — the key is to start small and stay consistent. Mailchimp gives you all the tools you need to grow your audience, nurture relationships, and drive real results — whether through email, SMS, or automation.