30 mei 2019 Marketing 5 min

Grow Faster With Direct Mailing - Part 2: How To Use MailChimp?

Andy Greenwood

The basics of MailChimp

Grow Faster with Direct Mailing is a nine-part series about how an event organiser can use Direct Mailing to get more out of their ticket sales. In this part you'll read about the basics of MailChimp.

In the previous blog, we wrote about the handy tools you can use when it comes to setting up your Direct Mailing campaign. One of those tools is MailChimp - the most commonly used Direct Mailing software. In this blog, we’re going to dive deeper into the basics of MailChimp.

The terms in MailChimp

  1. First, you will need to create an account in MailChimp, which we have done already.

  2. Once you’ve created an account, you will be led through several steps - such as the preferences of your account and creating your first campaign. If you already know how you would like your campaign and mailing lists to look, go right ahead! If you are still unsure, you can come back to this later.

  3. If you skip these steps, you will be redirected to the MailChimp Dashboard. The Dashboard is the central space from which you have an overview of your campaigns and its results. On this page, you’ll see five terms at the top of the Dashboard.

MailChimp Dashboard


These are, simply put, the actual emails and landing pages you send your visitors are.


The templates which you can use to set up a mail. You can pick from MailChimp’s database or create a template yourself.


The recipients of your emails. Instead of restricting yourself to a list of ‘Ticket buyers’, spread your visitors into smaller mailing lists. By segmenting your mailing lists, you can ensure more conversions, as you are sending emails to a more relevant group of visitors and they will be more likely to click.


The results of your sent emails. Using this information, you can further optimise your emails.

File Manager:

You can add your own files from Giphy, Instagram, or upload files directly from your computer. You can use these files in different mailing lists.

Now you know the terms, what’s the next step? Create a mailing list!

The next step is to make a mailing list, which you can find under the header ‘Audience’. Creating a list is pretty easy; just click on ‘Create Audience’ to start putting a new list together.


Next, you can start to shape your mailing list. Give the list a clear and distinct name, so you know which list to use when.

After this, you will be able to set your preferences, such as adding a double opt-in and a GDPR-friendly mailing list. Later in this blog series, we’ll spend more time going into the use of opt-ins. Once you are satisfied, click on save.


Mailing list? Check! The next step is to create a template.

The template is the design of your mailing list. It's crucial to make sure that your design seamlessly matches your branding. If you are throwing a frivolous party, there is no point in adopting a business-like design. Likewise, if you are organising a seminar, it would not be wise to have an email full of trumpets and balloons.

As you can see, there are two options when you click on the ‘Templates’ header: You can create a template or use one of MailChimp’s ones. Your choice here depends on your personal preference.


For the purposes of this blog, we’ll use one of MailChimp’s templates, specifically the ‘Member Welcome’ template. If you click on any of the templates, they will load in a window with the ‘Content’ and ‘Design’ options on the right.


Under the ‘Design’ header, you will be able to edit the colour and font of your text. The ‘Content’ header is a different matter altogether; here you can add all sorts of different content which can help contribute to a successful Direct Mailing campaign (such as the link to your ticket shop!). You can add extra content by dragging and dropping them in the template.

One final note on the use of MailChimp: Campaigns

We will go through more of the many possibilities that MailChimp has to offer later in this blog series, but for now, we would like to have a look at Campaigns as we feel it belongs to the basics.

  1. Click on the header ‘Campaigns’ and then click on ‘Create Campaign’.

  2. Next, you will see an overview of the different types of campaigns you can create. For now, we’ll choose an Email campaign.

  1. You can start to give your campaign shape by adding recipients, the sender (you), and a subject line. Selecting a good subject line is of crucial importance, as such we’ll go into this in more detail in our next blog: The power of subject lines.

Good luck setting up MailChimp! If you run into any problems or would like to learn more tips and tricks, feel free to contact us via

Author image

Andy Greenwood

Content Marketeer

Once took a peek behind the scenes at events and never wanted to leave again. Has a serious passion for music and plays guitar in his band.