What are the Most Underrated or Unused Features in Mailchimp?

8 Mailchimp experts answer the question, "What are the Most Underrated or Unused Features in Mailchimp?"

Are you using Mailchimp to its fullest ability? 8 Mailchimp experts answer the question, “What are the Most Underrated or Unused Features in Mailchimp?”The number one thing I hear from clients and potential clients is they don’t think they’re using all the features and getting the best results from their Mailchimp account. 

Feel like you don’t know what Mailchimp can do?

(After all it is a BIG website with lots of places to click. And if you’re not confident in your knowledge you may think you’ll break something.) Have no fear! I’ve asked 8 of my fellow Mailchimp partners and friends what they think the most underused or underrated feature is and they came up with some good ones!

Unused Features in Mailchimp

Preview text

In my opinion, the most unused feature in Mailchimp is preview text, (the text that shows up next to the subject line in an email inbox.) Not everyone uses it and it’s so valuable for getting an email open and read. You don’t have much space in the subject line to entice your readers to open, so using the preview text to grab readers’ attention is imperative.

Learn more at: https://mailchimp.com/help/edit-your-emails-subject-preview-text-from-name-or-from-email-address

Amy Hall
Email Marketing Strategist and Certified Mailchimp Partner


Split testing is a big one that comes to mind. If you really want to learn what’s going on, then start split testing your emails. Don’t get too hung up on creating a plan from day one, first put your ear to the ground and learn, see what’s going on, then use the data from your Mailchimp reports to form the basis of your plan, or else it’s just guesswork.

Learn more at: https://mailchimp.com/features/ab-testing

Doug Dennison CEO & Co-founder MailNinja


All the Email Automations features are so poorly known and used, even by professionals and agencies; it’s true that the old Automations builder had its limits, but many of them can be overcome with a good knowledge of programming logic and Automations Merge Tags. Oh, the Merge Tags as well, people barely use the most simple ones 😀

Learn more at: https://mailchimp.com/help/automation

Alessandra Farabegoli Digital Strategist, Co-Founder Digital Update and Freelancecamp Italia


The segmentation tools. They’re powerful. And, not used as often as they should be to send targeted messages to engage or re-engage customers.

Learn more at: https://mailchimp.com/help/getting-started-with-segments

Glenn Edley Director & Email Strategist Spike

Data Management

Based on the multiple email audits I do each month I’ve found very few users manage data properly. Many users could increase their email relevance by using tags and segments and then using that information to create more personalized messaging.

Learn more at: https://mailchimp.com/resources/manage-your-audience

Adam Q. Holden-Bache Director of Email Marketing Enventys Partners

Underrated Features in Mailchimp

Conditional Merge Fields

Conditional merge fields change the content for your receivers without building a new campaign. It’s an ”if this, then that” logical. It’s very powerful, but you have to do some searching to know it exists. I will save you the trouble: https://mailchimp.com/help/use-conditional-merge-tag-blocks/. Good luck with this feature!

Nick Beuzekamp CEO and Founder Online Marketing Bonaire

The Expert Directory

The Expert Directory has been around for over 5 years, and yet only in the updates this year has Mailchimp brought that feature front and center for its users.

The ability to work with someone that specializes in the software AND has a keen understanding of the industry is a powerhouse of opportunity for an organization.

Anyone can claim to have expertise with a piece of software, but Mailchimp goes a step further, with a deep dive into the work of the expert, as well as very challenging certification tests that ensure that the knowledge is both tactical and strategic.

Their team is very involved with their partners and experts, ensuring that their customers have top quality resources to turn to for improving their results.

Learn more at: https://mailchimp.com/experts

MaryAnn Pfeiffer Digital Marketing Strategist 108 Degrees Digital Marketing

Social posts

Scheduling social posts via Mailchimp is SO easy and works great. You can post to Twitter, Facebook and LinkedIn without ever leaving your Mailchimp account.

Learn more at: https://mailchimp.com/features/organic-social-posting

Emily Ryan Co-Founder and Email Strategist Westfield Creative

In conclusion, I hope you’ve found the tips from these Mailchimp Experts valuable. And most of all I hope you’ll use the underrated or unused features in Mailchimp.

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