MailChimp Email Campaign Procedure

Objective: To establish a standardized process for creating, managing, and sending email campaigns via the [email protected] Mailchimp account, ensuring list hygiene, consistent branding, and reliable delivery.

Scope: This procedure applies to all team members who access and use the New Objective Mailchimp workspace for audience management or campaign activities.

Access And Workspace Selection:

To begin using Mailchimp for email campaigns under the domain [email protected], start by visiting https://mailchimp.com and clicking "Log In" at the top right.

Use the designated team login credentials associated with your organization's Mailchimp account. Mailchimp may send a verification code to the admin inbox for security if you're logging in for the first time on a device.

Once inside, make sure you are in the correct workspace associated with New Objective and that you have access to the audience list and campaign tools.

Contact Lists:

Before creating or sending any campaigns, it's important to ensure your contact list is up to date. Go to the Audience tab, then All Contacts, where you can view, edit, tag, and import subscriber data.

If you're importing a list from Google Sheets, first export the sheet as a .csv file by opening the Google Sheet, clicking File > Download > Comma-separated values (.csv).

In Mailchimp, click Import Contacts, select the CSV file, and follow the prompts to match your column headers with Mailchimp fields (e.g., email, first name, company, tags).

Be sure to check the box confirming permission to email these contacts, as Mailchimp only allows opt-in subscribers.

If you're adding individual contacts (such as a new lead from a networking event or website inquiry), click Add Contact, fill in their details manually, and add relevant tags.

Tags:

Tags are essential for segmentation and should be used consistently. For [email protected], some useful tag categories might include: "Active Clients," "Research Leads," "HUPO Prospects," "Newsletter – Monthly," and "Webinar Attendees."

Tags allow you to target very specific groups when creating campaigns and automate email sequences if desired.

You can manage and create tags under the Audience > Tags section.

Creating Campaigns:

Once your contacts are ready, you can create a campaign.

Go to Campaigns in the left navigation and click Create > Email > Regular Email.

Give the campaign a clear, versioned title like "May 2025 New Product Announcement – v1" so it can be tracked internally.

The setup flow will prompt you to choose recipients; here, you can select your full list or narrow it down by tags (e.g., only people tagged with "Active Clients" or "Prospects – 2025").

Next, configure the sender name and email. Enter New Objective as the name and [email protected] as the sender email.

You'll then be directed to the email designer, where you can start with a saved branded template (recommended for consistency) or select a new layout.

Drag and drop content blocks to add headers, text, images, buttons, or dividers.

Start with your logo at the top, followed by an engaging hero image or product photo, and then use text blocks to explain your message.

Buttons And PDF Linking:

To add a button that links to a PDF, drag in the Button block and enter your CTA text, such as "Download PDF" or "View Product Specs."

Then click Link > File, and either upload a new PDF or select one from the Content Studio.

Mailchimp will host the file and automatically generate a downloadable link.

You can also use regular text links if needed, but buttons have a much higher click-through rate.

Sending Campaigns:

To ensure your email looks perfect, click Preview > Enter Preview Mode and check both desktop and mobile layouts.

Then click Send a Test Email, enter your internal test group (e.g., [email protected], [email protected]), and review for formatting errors, typos, or broken links.

Also test the PDF button and any other linked files.

Once you receive feedback and everything is confirmed, go back into the email and make necessary edits.