How to Create a New Audience in Mailchimp

Mailchimp allows its users the flexibility to do many things, including creating new audiences. While it’s not the best to have multiple audiences (more on that later), some people find it useful for their marketing plans. 

Our job is to help you with the steps you need to start a new audience in Mailchimp. We will also help you understand the things you need to know before beginning the process. Without further ado, let’s get started. 

Steps to Create a New Audience in Mailchimp 

By default, you should already have an audience when you signed up with Mailchimp. To create more audiences, follow the steps below. Note that Mailchimp free plan allows only one audience. So, the following steps won’t work for you if you’re on the free plan.

Step 1: Navigate to your dashboard and click Audience on the left side of your screen. This dropdown will reveal other options. 

Step 2: Click Audience Dashboard. On the next page, click the Current Audience dropdown and select View Audiences. 

Step 3: Click on Create Audience. Fill in the required details on the following page. You will have to provide the following information:

  • The audience name
  • Default FROM address
  • Default FROM name
  • Type in a reminder message for people who signed up to your list

Review the above information and confirm they’re correct before proceeding. 

Step 4: Locate the Form Settings section and choose the opt-in method. The opt-in method determines whether or not people who subscribe to your list have to confirm their subscription.

If you check the box next to Double Opt-in new subscribers will receive a confirmation email that requires further action. However, if you leave it unchecked, subscribers will instantly be added to your list; no confirmation is required. 

Step 5: Finally, enter the email address where you would like to receive notifications concerning your new audience. 

After this, Save. That’s it; you now have a new Mailchimp audience. But it doesn’t end there. You should know other things to ensure you manage your audience right. Keep reading to learn more. 

How to Manage Your New Mailchimp Audience

The next hurdle is managing your audience and understanding the following terms/tools and how to use them will help you. 


Recall that Mailchimp automatically gives you an audience when you create an account? That’s true. And when you create a new one, you now have two different audiences. 

You should know that these audiences are independent of each other. That is, think of them like two separate entities. If you have the same contact in these two audiences, Mailchimp sees two contacts, not one. So, multiple audiences that include duplicate contacts will increase your total contact number. 

And that’s why it’s better to have a single audience and manage it with Mailchimp’s organization tools (still to come). 


Tags are labels you give to a group of contacts to help organize them better. Tags can be anything from what contacts signed up for to demographics and other details that bind a group together. 

Tags make it easy to create campaigns specifically for a portion of your audience, not everyone in the audience. If you understand and use tags correctly, you might not need to have multiple audiences. 


Segments are like tags, only a little different. Segments are advanced filters that help you sort your contacts’ data using Mailchimps’s resources. You can filter data according to sign-up source, location, subscription date, campaign activity, etc. 

You can use this sorted data to customize your email campaigns to suit these sets of people to achieve your marketing goals. Again, you don’t need to create multiple audiences if you deploy segments correctly. 

Should You Create a New Audience? Benefits of a Single Audience 

Let’s look at the subject of new audiences from another angle, shall we? Since you have decided to create a new audience, you should understand the impact of your action and consider a better alternative. In this case, there is a better option. 

The alternative is to stick with a single audience, which Mailchimp created for you. There are benefits to maintaining this audience instead of creating more. See the reasons below.

Targeting and Marketing is More Effective With One Audience 

Using multiple audiences in your account can confuse and ruin your experience unless you’re a pro. On the flip side, one audience ensures you only get to focus on one thing. 

Also, it is easier to use the tools built for effective audience management, targeting, and marketing. That is the tags and segments. It would be best to consider sticking with one audience and using these tools to help your campaigns. 

Send Emails to Everyone With Ease

You can easily send general emails with one audience, and you won’t have to replicate content to send to particular audiences. All you need to do is select the default audience, design your mail, and Send. 

Better Understanding of Your Contacts 

Again, it’s easier to get a sense of the people on your list if they are all in one audience. You can monitor and track behavioral patterns in relation to your campaigns using tags, segments, and groups. 

The information you get from learning about your audience will help you improve your overall marketing strategy. Of course, you can do the same with multiple audiences, but it can be overwhelming, especially if you’re a newbie. 

Helps Store and Manage Data

In marketing, even email marketing, data is vital. It’s easier to parse your contact data with a single audience. With multiple audiences, you have to be extra careful not to overlook or miss contacts. 

And finally, a single audience helps you maintain your contact data as your business grows. This is a no-brainer, and one view of everything you have is always easier to manage than multiple views. 

Last Words

You can create a new audience in Mailchimp using the steps provided in this guide. You should, however, consider the disadvantages of doing so. You might be better off using the default audience in Mailchimp and tags, segments, and groupings to organize better and manage your contacts. 

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