Ever driven a car without ever checking on the fuel gauge or getting the engine tuned?

Thought not…

So it’s frustrating when we see that some users are doing just that…

… with their Mailchimp account.

You see, just like how a car needs regular maintenance to perform optimally and avoid breakdowns, your Mailchimp account requires regular checking to ensure it’s running smoothly and driving your email marketing efforts in the right direction.

Auditing your account can help reveal problems such as outdated email lists, unengaged subscribers, or ineffective campaigns..

…Because at the end of the day, you don’t want your email marketing efforts to suffer due to neglected account management.

By taking the time to audit your Mailchimp account, you’re basically pulling over to refuel, check the tires, and assess the overall performance.

An audit enables you to zoom out and see the bigger picture. It helps you identify areas where you can optimise, refine, and streamline your email campaigns.

Moreover, regular audits ensure you’re leveraging the latest tools, features, and best practices offered by Mailchimp, maximising your potential for success.

So, don’t let your Mailchimp account run on autopilot. Keep reading to find out how you can take the driver’s seat by conducting a thorough audit to keep your email marketing strategy finely tuned.

Over the years of working on Mailchimp Accounts, we’ve identified the areas you should be checking regularly that can have the biggest impact when it comes to being good at Mailchimp.

1. Account Set Up

   Is your account set up helping you succeed?
   Think of this part like checking the administrative aspects of your car, such as insurance and registration.
   Ask yourself these questions…

   1. Are your MailChimp account settings fully reviewed?
   2. Is your billing information up to date?
   3. Are you on the correct plan?
   4. Is your account properly configured with accurate contact information and relevant preferences?

2. Campaign Performance

   You can also analyse the success of your email campaigns, identify trends, and optimise your strategies based on past performance.
   Taking the time to review your performance over time will give you more value then just a campaign by campaign approach.

   1. Do you analyse all your metrics?
   2. Do you track your performance over time?
   3. How are your unsubscribe rates? Your Bounce rates?

3. Data Structure

   Is your account data structured for success?
   Just as the structure of a car impacts its stability and functionality, the structure of your MailChimp account, including audience management and segmentation, is crucial for successful email marketing.
   Simply put if your data is not organised and sorted in the right way,you can cause yourself serious issues with Mailchimp.
   You need to ensure relevant content is reaching the correct audience by auditing your subscriber list.

   1. Is your list clean?
   2. Are you paying for contacts that are either dead or duplicated?
   3. Do you have more than one audience?
   4. Are you using groups and tags effectively?
   5. Do you have segments in place?

4. Data Capture

   How effective are you at getting (the right) data into Mailchimp?
   This involves evaluating how much data is being captured and whether it is being done the right way.
   This is also a good time to check the data collected from sign-up forms and lead magnets..

   1. How much data is being captured ?
   2. Are you using relevant merge tags?
   3. Do you have the correct information in the audience fields?
   4. Do you understand the paths your customers are already on?can you see where improvements can be made?

5. Automations & Customer Journeys

   How are you using automated campaigns & customer journeys?
   Just as various types of roads and routes offer different driving experiences, auditing your automations and customer journeys in MailChimp involves assessing their effectiveness and variety.
   You’ll also need to review your automated workflows for copy, timeliness and customer engagement.

   1. Do you have any automations in place?
   2. Are automations used effectively and are there a variety of types?
   3. Are you taking advantage of targeted triggers?

6. Deliverability

   How good are you at getting into the inbox?
   Doing a deliverability check through MailChimp increases trust and lowers the chances of emails ending up in spam..

   1. Have you authenticated and verified your sending domain with MailChimp?
   2. Are you checking for disengaged and removing them from your list?

7. Openability

   How good are you at getting your emails opened?
   Working on getting the email opened is like making sure your car’s headlights are functioning well for visibility. How visible are you in a crowded inbox?

   1. Are your subject lines effective?
   2. Are you using preview text effectively?
   3. Do you have a good sender name?

8. Readability

   How good are you at getting your emails read and driving action?
   Just like how you would consider the design and content of a car’s interior for an enjoyable ride, you need to be evaluating your email design and content.
   You can review the visual aesthetics, layout, and branding consistency of your emails, as well as the quality and relevance of the content.
   This ensures that your emails are visually appealing, easy to read, and provide value to your subscribers.

9. Clickability

   Are you making sure that your emails are easy to click and take action from?

   1. Are your buttons big and easy to see?
   2. Are you designing with Mobile in mind?

10. Are you using the DORC framework?

    Utilising the DORC (Deliverability, Openability, Readability, and Clickability) framework can greatly enhance the performance of your email campaigns.
    The DORC framework focuses on optimising key aspects of your emails to achieve higher engagement rates, click-through rates, and conversion rates.
    Read more about the DORC Framework here

Final Thoughts

By incorporating these checklist items and best practices into your MailChimp account audit, you can gain a comprehensive view of your email marketing strategy, optimise your campaigns, and ultimately drive better results for your business.

Don’t fancy carrying out an audit yourself?
Want a more in-depth audit?

Sometimes it’s better to ask the experts. We’ve seen what works and doesn’t with Mailchimp, and can help you get the most out of your account with a Mailchimp Medical.

When we carry out a Chimp Medical, we look at what we believe are the 10 key elements of a Mailchimp account and rate yours against the best practices we’ve seen, showing you where you’re doing a great job… or where there is room for improvement.

Let us take the guesswork out for you with tried and tested recommendations designed to put you on the path to success.

The Chimp Medical is, without doubt, the ultimate way to learn how effective you are with your email marketing & Mailchimp and guaranteed to make your Mailchimp better.

Over 30 pages of insights, advice, tips and guidance – directly relevant to your own Mailchimp Account.

Find out more and book your Chimp Medical today with a Certified Mailchimp Expert.