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MailChimp Email Marketing System Gets a Makeover

MailChimp is one of the top email marketing solutions, and it recently got a big makeover—new interface, new functionality, new reports—to improve user experience (UX).

I used to find MailChimp hard to use, but I’m really impressed with the “new Mailchimp,” as they’re calling it. I can create email campaigns in minutes and send to targeted email addresses.

Let me run through some of my favorite new features.

Drag-and-Drop Editor

This has to be my favorite feature. Previously, you could either code your own newsletter from scratch, or use one of MailChimp’s pre-designed templates that didn’t allow for much customization (beyond adding text and images).

MailChimp Drag and Drop Email Marketing

The drag-and-drop editor, on the other hand, is completely flexible and allows users to create custom emails quickly. Users can add images, insert text boxes, and include social sharing buttons. The system arranges the items as you insert them, so you see exactly how the email will look.

Mobile Campaign Management

The new MailChimp platform allows me to manage campaigns from wherever I am via desktop, tablet, and smartphone. There are iOS and Android versions of the MailChimp app, and the browser-based system is optimized for mobile. Personally, I prefer the app so I don’t have to navigate to the website and login each time.


In the old MailChimp, edits to campaigns had to be communicated in person, via email, or otherwise outside of MailChimp. But now, each campaign has a “comments” section that ties into email. This means I can send a test email to a client, she can respond right in the email, and the comments will be stored in the MailChimp campaign.

Responsive Design

MailChimp’s default email width, which is also the maximum width, is 600px. However, every email is automatically optimized for tablets and smartphones, which is becoming more and more important as the number of tablets and smartphones continues to rise.

MailChimp Responsive Email Marketing
All the functionality is retained on mobile, but the email is visually resized to fit the reader’s screen. Emails optimized for mobile devices are more likely to be read and show higher click-through rates (exact numbers are still being researched, but the trend is there).

Tip: Make sure the content you’re linking to in your emails is optimized for mobile devices. The improvements in MailChimp will allow us to create even better performing email marketing campaigns.

Do you use MailChimp for your email marketing? What do you think of the redesign and improved functionality?

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