How to Build an Email List Using Mailchimp
Mailchimp is one of the most popular email marketing platforms, ideal for beginners and businesses looking to grow their email audience. Here’s how to do it effectively.
1. Set Up Your Mailchimp Account
Steps:
- Go to Mailchimp and sign up for an account.
- Choose a plan: Free (up to 500 contacts) or paid for advanced features.
- Complete your profile with business details and branding info (logo, colors, website link).
- Verify your domain to ensure emails land in inboxes.
Pro Tip: Use a professional email domain (not Gmail or Yahoo) for higher deliverability.
2. Define Your Audience
Key Actions:
- Create an audience/list in Mailchimp.
- Add fields for subscriber data: name, email, location, interests.
- Segment based on interest, behavior, or source for targeted campaigns.
Example:
Segment a fashion list by “Men’s Clothing” vs. “Women’s Clothing” to send relevant emails.
3. Create Signup Forms
Mailchimp allows multiple ways to capture emails:
Types of Forms:
- Embedded Forms: Add directly to your website
- Popup Forms: Appears on page load or scroll
- Landing Pages: Standalone page designed to capture leads
- Social Media Forms: Integrate with Facebook or Instagram
Best Practices:
- Keep forms short (name + email is enough)
- Offer an incentive (lead magnet, discount, free guide)
- Make it mobile-friendly
4. Use Lead Magnets
A lead magnet increases opt-in rates:
- Ebooks or guides
- Discount codes or free trials
- Webinars or exclusive videos
- Checklists or templates
Example:
“Sign up and get a free 7-day meal plan”
Tip: Mailchimp allows automated delivery of lead magnets after signup.
5. Design a Welcome Email
Steps in Mailchimp:
- Go to Automations → Customer Journeys
- Set trigger: “When someone subscribes to your list”
- Create a personalized welcome email
- Include:
- Greeting with name
- Brief intro to brand
- Incentive or lead magnet link
- CTA: “Explore Now” or “Shop Now”
Tip: Keep it visually consistent with your brand.
6. Promote Your Signup Form
- Add forms to high-traffic pages
- Use social media posts linking to landing pages
- Include CTAs in blog posts, emails, and YouTube videos
- Consider paid ads to drive traffic to landing pages
7. Segment Your Audience
Segmentation helps send relevant content and increases conversions:
- By behavior: Clicks, opens, purchase history
- By demographics: Location, age, gender
- By engagement: Active vs. inactive subscribers
Example: Send “new product launch” emails only to those who opened previous campaigns.
8. Automate Your Email Campaigns
Mailchimp automation saves time and increases engagement:
- Welcome emails
- Birthday or anniversary emails
- Cart abandonment emails
- Re-engagement campaigns
Automation = more targeted communication + higher conversions.
9. Test and Optimize
Metrics to Track:
- Open rates: Are subject lines effective?
- Click-through rates (CTR): Are CTAs engaging?
- Subscriber growth: Is your list expanding?
- Conversion rate: Are your emails generating revenue?
Tip: Use A/B testing for subject lines, content layout, and CTA buttons.
10. Maintain List Health
- Remove inactive subscribers periodically
- Avoid buying email lists (low engagement + spam risk)
- Keep content valuable and consistent to reduce unsubscribes
Summary Checklist
| Step | Best Practice |
|---|---|
| Account Setup | Use professional domain, verify email, brand profile |
| Define Audience | Add custom fields, segment by interest/behavior |
| Signup Forms | Keep short, mobile-friendly, offer incentive |
| Lead Magnets | Offer ebooks, discounts, guides, or templates |
| Welcome Emails | Personalize, brand-consistent, include CTA |
| Promote Forms | Website, landing pages, social media, ads |
| Segment | Behavior, demographics, engagement |
| Automate | Welcome series, cart recovery, re-engagement |
| Test & Optimize | Track open rates, CTR, conversions; A/B test |
| Maintain List Health | Remove inactive users, consistent value, no purchased lists |
Key Takeaway:
Building an email list in Mailchimp isn’t just about collecting emails—it’s about creating a targeted, engaged audience, providing value, and using automation to nurture leads, which sets the stage for higher conversions and revenue.
Here’s a case-study-driven guide on building an email list using Mailchimp, with real-world examples, strategies, and commentary on what made these campaigns successful.
How to Build an Email List Using Mailchimp
Case Studies & Commentary
1. Brooklinen – Using Pop-Up Forms with Incentives
Case Study
- Strategy: Pop-up signup forms on homepage and product pages
- Incentive: 10% off first order for new subscribers
- Mailchimp Feature Used: Embedded forms with automated welcome email
Results:
- Conversion rate of 5–7% on pop-up forms
- Immediate engagement through welcome email offering discount
Commentary
“Brooklinen combined incentive with timing—pop-up triggered when a user was about to leave, capturing emails at the right moment. Using Mailchimp’s automated workflow ensured the discount reached subscribers instantly.”
Takeaway: Pop-ups + incentives + automation = rapid list growth.
2. Skillshare – Landing Pages for Free Trial Offers
Case Study
- Strategy: Dedicated landing pages promoting free trial
- Mailchimp Feature Used: Landing page creation + automated email sequence for new subscribers
- Approach:
- Collect email for free trial access
- Follow-up emails guide users to start courses and highlight premium membership
Results:
- High-quality leads due to opt-in for free trial
- Increased trial-to-paid conversion rates via nurturing sequence
Commentary
“Skillshare leveraged Mailchimp landing pages to capture targeted leads. By pairing lead magnet with automation, they not only grew their list but also moved users down the funnel efficiently.”
Takeaway: Use lead magnets or free trials with landing pages to attract engaged subscribers.
3. Canva – Social Media Signups
Case Study
- Strategy: Embedded signup forms promoted through Facebook and Instagram ads
- Incentive: Free design templates and resources
- Mailchimp Feature Used: Audience segmentation to deliver templates automatically
Results:
- Significant email list growth within weeks
- High engagement due to relevant, valuable content
Commentary
“Canva used Mailchimp’s segmentation to deliver relevant resources automatically. Social media traffic funneled directly into email, showing how cross-channel promotion can rapidly expand a list.”
Takeaway: Cross-promote signup forms on social media and deliver immediate value to new subscribers.
4. Pat Flynn (Smart Passive Income) – Content Upgrades
Case Study
- Strategy: Content upgrades on blog posts (e.g., downloadable guides, templates)
- Mailchimp Feature Used: Signup forms + automated delivery of upgrades via email
- Approach:
- Provide high-value resource in exchange for email
- Segment audience based on topic interest (podcasting, blogging, business)
Results:
- Increased email opt-ins by 20–30%
- High-quality leads with strong interest in relevant content
Commentary
“Pat Flynn’s method emphasizes value-first approach. The content upgrade is so relevant that visitors are motivated to subscribe immediately, and automation ensures delivery without manual work.”
Takeaway: Content upgrades + automation = high-quality, engaged list.
5. HelloFresh – Referral Program for List Growth
Case Study
- Strategy: Encourage existing subscribers to refer friends via Mailchimp emails
- Incentive: Discounts for both referrer and referred
- Mailchimp Feature Used: Email automation sequences to track referrals
Results:
- Viral growth in subscriber base
- Referral emails had higher open and click rates than standard campaigns
Commentary
“HelloFresh leveraged social proof and incentives to grow their list. Mailchimp automation made it easy to track referrals and reward participants.”
Takeaway: Referral programs amplify list growth while maintaining engagement.
6. TheSkimm – Segmenting By Interest
Case Study
- Strategy: Segment new subscribers based on signup source (website, app, events)
- Mailchimp Feature Used: Tags and segments
- Approach:
- Deliver tailored content to match subscriber interest
- Increase relevance and engagement from first email
Results:
- Higher open and click-through rates
- Reduced unsubscribes due to targeted messaging
Commentary
“Segmentation ensures your emails are relevant from the start. TheSkimm’s list grows not just in size, but in quality.”
Takeaway: Segment early to improve engagement and long-term retention.
Key Lessons from Case Studies
- Incentives Drive Signups: Discounts, free resources, or trials boost opt-in rates.
- Automation is Essential: Mailchimp automations save time and nurture leads automatically.
- Segment from the Start: Targeted content improves engagement and reduces unsubscribes.
- Cross-Channel Promotion Works: Website pop-ups, landing pages, and social media amplify growth.
- Referral & Viral Strategies: Incentivizing sharing expands your list organically.
- Value-First Approach: Offer relevant content to ensure subscribers stay engaged.
Summary Table
| Brand | Strategy | Mailchimp Feature | Key Result |
|---|---|---|---|
| Brooklinen | Pop-up with discount | Embedded form + automation | 5–7% pop-up conversion |
| Skillshare | Landing page free trial | Landing page + automation | High-quality engaged leads |
| Canva | Social media signups | Audience segmentation | Rapid list growth |
| Pat Flynn | Content upgrades | Signup forms + automated delivery | +20–30% opt-ins |
| HelloFresh | Referral program | Automation sequences | Viral subscriber growth |
| TheSkimm | Interest segmentation | Tags & segments | Higher open/click rates |