How to Use the Campaigns in Mailchimp?

Navigate to the Campaign listing page by clicking the link at the upper left top

corner of the screen. As described earlier:

A Campaign can best be defined as the entire process of configuring, designing and sending an eBlast.

The Campaign page is designed to list Campaigns that are classified as Recent, Ongoing, Draft and Completed campaigns. Note the menu on the left that defines these different categories of Campaigns. This menu can be used to easily display your Campaigns according to their categories.

Note once you do have Campaigns listed, each Campaign will include the Name, Recipient List used, Date Sent, Status, and Open and Click percentages. Notice the gray View Report button on each row appears once the respective campaign is hovered over. This drop down allows you to View Email, Rename, Replicate or Social Share.

To create a new Campaign, click the Create Campaign button at the top right of the page.


The top most title of the Campaign page is the Name of the Campaign followed by a Switch Report Drop down that allows the user to navigate between Campaigns and displays the respective Campaign results info.

Followed by the Campaign menu that breaks down the Overview, Activity, Links, Social, Ecommerce, Conversations and Analytics360 for each Campaign, the number of recipients is display. In MailChimp, just like the number before “recipient(s)” all blue formatted links are clickable. You’ll notice them throughout the reports and other pages. These links will allow you to drill down into the content deeper. For instance this will allow you to view all recipients of this Campaign.

The high level configurations include the List with Segment if applicable, Subject, Delivery Date along with a View Email, Download, Print and Share options.

For Ecommerce dependent Email Campaigns notice the breakdown of

  • Orders
  • Average Order Revenue and Total Revenue.

This guide will not cover the Ecommerce Conversion Tracking. For more information on Ecommerce Conversion Tracking visit

Opens vs Clicks

Below this you’ll notice a side-by-side section comparing Opens to Clicks starting with Open, List Average, and Industry Average rates. This is one of the most important sections on the report because it will allow you to review Industry rate comparisons and Cross Campaign comparisons base of the various Campaigns sent using similar or different recipient list.

opens vs clicks in mailchimp

Below this header rate info, you’ll notice a section that breaks down the

  • Opens (unique), 
  • Clicks (unique), 
  • Bounces, and 
  • Unsubscribes.

This area that follows displays another side-by-side comparison on the left side of successful deliveries with a count and rate, Total Opens, Last Opens, and Forwards. The comparison section to the right includes Clicks Per Unique Opens, Total Clicks, Last Click, and Abuse Reports. Note the Opens and Clicks in this section are not unique and may display one user opening the eBlasts multiple times. It also may display one user clicking a link multiple times.

The next section is titled 24-hour Performance which entails a chart that shows the 24-hour Performance of the Campaign using Opens and Clicks against a timeline. This chart could be used to show the most advantageous times to send out particular eBlasts to certain Recipient Lists, or Groups/Segments of the Recipient Lists.

H-Impact Tip: As a rule of thumb and from our experiences it is better to send emails out in the early morning during the early part of the week. Mondays and Tuesdays seem to work the best, before 7:00 am.

Top Links Clicked

As you already know emails that are sent often come with clickable links. These clickable links may come in the form of images or HTML buttons. Without a doubt, one the main purposes of sending emails using an Email Marketing platform is to encourage users to click on the links to get to the content you are marketing. MailChimp provides a quick preview of the Top Links Clicked with the ability to drill down further, if the number of links exceeds the 5 links displayed in the quick preview.

Subscribers With Most Opens

Another important statistic once emails are sent is trying to identify which recipients opened the content. MailChimp provides a quick preview of the Subscribers with the Most Opens with the ability to drill down further if the number of links exceeds the 5 users displayed in the quick preview.

Social Performance

MailChimp also provides a quick preview section that can assist users with eBlasts that integrate with Social Media. As you will see MailChimp allows users the ability to easily synchronize Email Campaigns with various Social Media Platforms.

Top Locations by Opens

MailChimp provides a map that is interactive that allows you to click on a country and drill down to state or province with real-time counts of how many emails were opened in that state or province. As you can imagine, this can be helpful if you have you contacts in your Recipient List defined by state/province or region. This can allow Email Marketing Specialists to send emails to particular locations based on Corporate Sales Initiatives and Market Expansion Initiatives.

Recommendation: MailChimp Alternative

If you don’t like MailChimp, no worries. There are many other email marketing automation tools you can choose.  Due to the many options available on the market, they are quite challenging to compare. 

ActiveCampaign is used by many online marketers as an autoresponder.

ActiveCampaign is the platform I use for my online business.

Founded in 2003, ActiveCampaign is a marketing automation company. Its marketing automation software allows businesses to stay in touch with their customers.

With over a decade of experience, it offers business owners a powerful email marketing platform and CRM platform, allowing them to easily control email marketing.

I have reviewed ActiveCampaign in detail. You may want to read my ActiveCampaign review before deciding to use it.

The Groundhogg email marketing service might be the better choice for WordPress users looking for a cheap email marketing tool. It will be more technical to use Groundhogg. 

Within the Groundhogg dashboard, you can manage your CRM, Emails, and Marketing Automation. Everything is under your control.

Unlike SaaS, Groundhogg offers a low-cost CRM platform and an email marketing platform. You can read my Groundhogg review to determine if it is for you.

Additionally, I found a tool that lets you send videos by email along with a powerful email automation tool. Videos can be inserted into clients’ emails in just one click, increasing traffic, conversions, and sales. There is no GIF here, but a video.

Developers of Email Videos Pro claim that the software increases engagement tenfold and profitability tenfold. I reviewed Email Videos Pro to help you decide if it is right for you. Read my Email Videos Pro review here.

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