Skip to main content
All CollectionsMailchimp IntegrationMailchimp Integration Tips & Tricks
How do Mailchimp campaigns, audiences, tags, and message templates work
How do Mailchimp campaigns, audiences, tags, and message templates work

Understanding how Mailchimp works.

Timothy Barnes avatar
Written by Timothy Barnes
Updated over a week ago

Mailchimp is one of the most popular email campaign management tools out there. It is simple to use and makes it easy to send newsletters, promotions, and general marketing messages to your tribe. However, understanding any new program can be challenging, so here are the important things you need to know about Mailchimp.


A campaign in Mailchimp is a planned series of messages that you send to a segment of your customers. It gets assigned to an Audience. For instance, if you have a list of people who want to upgrade their piano, you might create a 'Pianos for sale' campaign that sends pictures of pianos you are helping clients sell to other clients looking to upgrade their old piano.


Audiences are groups of customers, usually segmented by company, department, or product line. For piano service companies you likely only need one audience in Mailchimp segmented by tags.


In Mailchimp a contact is a person with a unique email address or phone number. Contacts live in audiences and receive tags to help segment smaller groups of contacts within an audience. In Gazelle, a client holds contacts (usually a primary contact and secondary contacts related to the client). Gazelle pushes the default primary contact to Mailchimp when you sync. There is NOT a way in Mailchimp to relate two contacts together.


Tags segment an audience into smaller groups so you can target the right message to the right customers. You can send a campaign to a group of contacts in your audience who share the same tag, or you can send it to everyone in your audience.

Message Templates

Message templates are part of a campaign in Mailchimp. Your campaign will send message template(s) to a contact in an audience. Mailchimp has a variety of prebuilt message templates that are designed to engage your audience in a variety of ways from newsletters, to promotions, to general marketing messages you want to send to your tribe.

Did this answer your question?