What’s wrong with Mailchimp templates
First, two definitions:
- Template: this is the pro-forma that may be used in Mailchimp to enable consistency (and speed of creation) when creating a campaign.
- Campaign: This is the email message that is sent.
Used in the traditional way, a Mailchimp template would be formatted then each campaign would be created using the template. The problem with this workflow is that it is very confusing for most people. Two common issues are:
- People create the campaign as a template and then can’t figure out why they are unable to send their campaign (which is actually a new template rather than a campaign).
- A Mailchimp user will send themselves a test from a template. The subject line includes various unwanted characters and the merge tags don’t populate. If the person had sent a test from a campaign then these issues wouldn’t be present.
Forget Mailchimp Templates
My advice is to ignore the Templates menu items in Mailchimp. The best workflow to ensure consistency of branding and improvements in speed is:
- Create a campaign using a basic Mailchimp template (i.e. don’t create a template first).
- For future campaigns merely replicate the campaign you created in the step above.
Truly, pretend that the Templates menu item in Mailchimp is forbidden. Replicate past campaigns to be far more effective!
Yes, plagiarism saves time replicating saves time.