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brand Mailchimp
tagline Turn emails into revenue
category Business SaaS
website https://mailchimp.com

Information Architecture — Mailchimp

Overview

Mailchimp is an email marketing and automation platform that has expanded into a full marketing suite. The IA is organized around Audiences (contact lists), Campaigns (emails, ads, social posts, landing pages), and Automations (triggered email journeys). The drag-and-drop email builder and template gallery remain the core experience, while analytics track opens, clicks, and revenue attribution.

Site Map

mailchimp.com
├── Home (Dashboard)
│   ├── Campaign Performance Summary
│   ├── Audience Growth
│   └── Revenue Attribution
├── Campaigns
│   ├── All Campaigns
│   ├── Email Campaigns
│   │   ├── Regular
│   │   ├── A/B Test
│   │   └── Multivariate
│   ├── Automations (Customer Journeys)
│   │   ├── Pre-built Journeys
│   │   └── Custom Journey Builder
│   ├── Landing Pages
│   ├── Signup Forms
│   ├── Social Posts
│   ├── Ads (Facebook, Instagram, Google)
│   └── Postcards
├── Audience
│   ├── All Contacts
│   ├── Segments
│   ├── Tags
│   ├── Groups
│   ├── Signup Forms
│   ├── Dashboard (audience stats)
│   └── Surveys
├── Content
│   ├── My Files (images, assets)
│   ├── Creative Assistant (AI design)
│   └── Content Studio
├── Analytics
│   ├── Email Performance
│   ├── Audience Analytics
│   ├── Revenue Reports
│   ├── Comparative Reports
│   └── Campaign Benchmarks
├── Integrations
│   ├── E-commerce (Shopify, WooCommerce)
│   ├── CRM
│   └── API
├── Website
│   ├── Website Builder
│   ├── Domains
│   └── Stores (e-commerce)
├── Settings
│   ├── Account
│   ├── Billing
│   ├── Users
│   ├── Verified Domains
│   └── API Keys
└── Marketing Site
    ├── Products
    ├── Pricing
    ├── Resources
    └── Templates

Navigation Model

  • Left sidebar: Home, Campaigns, Automations, Audience, Content, Analytics, Website, Integrations
  • Campaign builder: Step flow — Select type → Audience → Design (drag-and-drop editor) → Preview & Test → Send/Schedule
  • Audience view: Table with search/filter; segments and tags in sub-nav
  • Journey builder: Visual flowchart — starting point → conditions → actions → branches
  • Top bar: Account dropdown, search, create button (+), help

Content Model

Entity Key Attributes Relationships
Audience name, contacts count, signup forms → Contacts, Segments, Tags, Groups
Contact email, name, status (subscribed/unsubscribed/cleaned), merge fields → Audience, Tags, Segments
Segment name, filter conditions (AND/OR) → Contacts (dynamic)
Tag name → Contacts (many-to-many)
Campaign (Email) subject, from, content, audience/segment, status (draft/sent/scheduled) → Audience, Report
Customer Journey name, starting point, steps (conditions/actions), status → Audience, Contacts
Template name, HTML/drag-and-drop layout → Campaigns
Landing Page title, URL, form, template → Audience
Report opens, clicks, bounces, unsubscribes, revenue → Campaign
Automation trigger (signup/purchase/date/etc.), emails sequence → Audience

User Flows

Send an Email Campaign

Campaigns → + Create → Email → Select Audience/Segment → Design email (drag-and-drop) → Add subject & preview text → Test send → Schedule or Send Now

Build a Customer Journey

Automations → + Create Journey → Choose starting point (e.g., "Signed up") → Add delay → Add email → Add if/else condition → Add another email → Activate

Grow Audience

Audience → Signup Forms → Customize embedded form or pop-up → Copy embed code → Place on website → New signups flow into audience → Auto-tagged

Analyze Campaign Performance

Analytics → Select campaign → View opens, clicks, click map (heatmap on email), revenue → Compare against industry benchmarks → Export report

URL / Route Structure

us{dc}.admin.mailchimp.com/                              # Dashboard
us{dc}.admin.mailchimp.com/campaigns/                     # All campaigns
us{dc}.admin.mailchimp.com/campaigns/edit?id={id}         # Campaign editor
us{dc}.admin.mailchimp.com/customer-journey/              # Customer journeys
us{dc}.admin.mailchimp.com/lists/members/?id={audience_id} # Audience contacts
us{dc}.admin.mailchimp.com/lists/segments?id={audience_id} # Segments
us{dc}.admin.mailchimp.com/reports/                       # Reports
us{dc}.admin.mailchimp.com/landing-pages/                 # Landing pages
{audience_slug}.mailchimpsites.com/                       # Published landing page
us{dc}.admin.mailchimp.com/account/                       # Account settings
us{dc}.admin.mailchimp.com/account/billing/                # Billing
us{dc}.admin.mailchimp.com/account/users/                  # Users management
us{dc}.admin.mailchimp.com/audience/                       # Audience dashboard
us{dc}.admin.mailchimp.com/audience/contacts/              # All contacts
us{dc}.admin.mailchimp.com/lists/signup-forms/             # Signup forms
us{dc}.admin.mailchimp.com/content/                        # Content studio
us{dc}.admin.mailchimp.com/integrations/                   # Integrations
us{dc}.admin.mailchimp.com/website/                        # Website builder
us{dc}.admin.mailchimp.com/automations/                    # Automations
mailchimp.com/pricing/                                     # Pricing page

Search & Filter

  • Contact search: Search by email, name; filter by tag, segment, signup date, campaign activity, e-commerce data
  • Campaign search: Search by name, filter by type, status (sent/draft/scheduled), date range
  • Segment builder: Multi-condition filter (contact info, campaign activity, e-commerce, tags) with AND/OR
  • Report filtering: By date range, campaign, audience
  • Content search: Search uploaded files and templates by name

Responsive Behavior

Breakpoint Behavior
Desktop (1024px+) Full admin with sidebar navigation and drag-and-drop email editor
Tablet (768–1023px) Responsive admin; email editor functional but optimized for larger screens
Mobile app (iOS/Android) View reports, manage audience, send campaigns; limited email design
Email rendering Email preview/testing across 40+ clients (desktop, mobile, web)

Access Control

Role Capabilities
Owner Full account control, billing, all audiences and campaigns
Admin Manage users, all audiences, all campaigns, reports
Manager Create/send campaigns, manage audiences, view reports
Author Create campaigns (cannot send), manage content
Viewer Read-only access to reports and campaigns
API Key Programmatic access with full or limited scope

Automation Triggers

Trigger Example Use Case
Signup Welcome email series for new subscribers
Purchase Post-purchase follow-up and cross-sell
Abandoned cart Remind shoppers to complete checkout
Date-based Birthday or anniversary campaigns
Tag applied Segment-specific drip sequences
API event Custom triggers from application events

Email Builder Components

  • Content blocks: Text, image, button, divider, social links, video, product
  • Layout blocks: 1-column, 2-column, 3-column, full-width
  • Dynamic content: Show/hide blocks based on audience segment or merge tag
  • Code editor: Direct HTML/CSS editing for custom designs
  • Template library: 100+ pre-designed templates by category
  • A/B testing: Subject line, sender name, content, send time variants
  • Preview: Desktop, mobile, and dark mode previews; inbox rendering test

Deliverability & Compliance

  • SPF/DKIM/DMARC: Domain authentication required for sending
  • Engagement tracking: Opens, clicks, bounces, unsubscribes per campaign
  • List hygiene: Automatic cleaning of hard bounces and repeated soft bounces
  • CAN-SPAM compliance: Unsubscribe link mandatory in all campaigns
  • GDPR tools: Consent tracking, data export, right to deletion
  • Abuse prevention: Send rate limits, content scanning, account review for high complaint rates
  • Deliverability score: Inbox placement prediction before sending

Key Metrics Dashboard

Metric Description
Open Rate % of delivered emails opened (affected by Apple MPP)
Click Rate % of delivered emails with at least one click
Bounce Rate % hard + soft bounces relative to sends
Unsubscribe Rate % unsubscribes per campaign
Revenue Attribution Revenue tracked via e-commerce integration
List Growth Rate New subscribers minus unsubscribes over time

Integration Ecosystem

Category Integrations
E-commerce Shopify, WooCommerce, Magento, BigCommerce, Squarespace
CRM Salesforce, HubSpot, Zoho, Pipedrive
Social Facebook, Instagram, Twitter, LinkedIn
Analytics Google Analytics, Facebook Pixel
Forms Typeform, Gravity Forms, WordPress
Productivity Zapier, Make, Slack, Microsoft 365
Development REST API, Webhooks, OAuth 2.0