Customize Campaign URLs

Sharing links to your sent campaigns is a great way to promote your content and get the most out of your email marketing. Now you can customize your shareable campaign URLs so people know where they're headed when they click your link.

In this article, you'll learn how to customize the URLs for your campaigns.

Before You Start

Here are some things to know before you begin this process.

  • Make sure you’re familiar with campaign pages.
  • All users can customize their campaign URLs. Paid users can also include their their verified domain.
  • We generate your campaign URLs when you send your campaign. You can preview the URL in the Campaign Builder, but it won't be activated until you send.
  • Sent campaign URLs can be edited, but only twice.

About Campaign URLs

Campaign URLs link directly to your hosted campaign page. A campaign page is the browser-based version of a sent campaign. Parts of the campaign URL for a sent campaign are customizable.

All campaign URLs include the domain mailchi.mp, and a URL path that's split into two parts. The first is an identifier unique to your list, and the second points to a specific sent campaign. The second part of the campaign URL defaults to your email subject line.

Here's the anatomy of a campaign URL:

mailchi.mp/identifier/email-subject

Your customization options depend on your account type.

Free Accounts

For free accounts, the identifier part of the campaign URL is an alpha-numeric string that's randomly generated when the campaign is sent. This can't be customized unless you upgrade to a paid account.

All MailChimp users can customize the email subject line part of their campaign page URLs, regardless of their account type, on the Setup step of the Campaign Builder. By default, we'll use the subject line for your email for this part of the URL.
Here's an example of what a campaign URL could look like for a free account:

mailchi.mp/65346a1f4def/campus-housing-raffle

Paid Accounts

In addition to the subject line part of the URL, paid users can customize campaign URLs with a verified domain. This helps promote your brand and make your URLs more recognizable to your audience when you share them online. By default, URLs include the verified domain from the list's From email address.  

Customizing your URLs with a verified domain is done on a per-list basis. You'll be prompted to do this when you create a new list, or you can update the URLs for an existing list in the list settings or on the Setup step of the Campaign Builder.

Here's an example of what a campaign URL that includes a verified domain might look like:

mailchi.mp/hathaway/campus-housing-raffle

Stay Compliant with Campaign URLs

According to our Terms of Use and Copyright and Trademark Policy, you must be authorized to use any domain names, trademarks, or copyrights you include in your URLs. If we receive a complaint that you're using a domain name or other intellectual property that you don't have the right to use, we will investigate the complaint and may suspend or terminate your account for violating our policies.

Terms of Use

Copyright and Trademark Policy

Best Practices for Campaign URLs

The main benefit of customizable campaign URLs is to make them more recognizable to your audience. Here are a few tips on crafting effective URLs to help you get the most out of this feature:

  • Match URLs to campaign content
    Your URL should tell your audience where they're going when they click your link, so it's usually a good idea to customize your URL with the subject line of your email, or the main header of your campaign.
  • Shorter is usually better
    We tend to digest information quickly online, so effective URLs tend to be about 50-60 characters total. If your URL is much longer than that, think about how you could rewrite it. Focus on your keywords and vital information.
  • Make it readable
    You've probably seen unreadable URLs. They have long strings of numbers and special characters and don't tell you much about where the link will take you. When you customize your URL, use complete words, and avoid seemingly meaningless numbers and symbols.
  • Skip stop words
    You might want to shorten and simplify your URL by removing stop words like "and" or "the." These words usually aren't vital to readers' comprehension of the URL, but you should take readability and length into consideration when deciding whether you should remove them.

Add a Verified Domain to Campaign URLs

We’ll ask you to customize your campaign URLs with a verified domain when you create a new list in your account.

To update the campaign URLs for an existing list, follow these steps.

  1. Navigate to the Lists page.
  2. Click the drop-down menu next to the list you want to work with, and choose Settings.
    List drop-down menu with cursor on Settings.
  3. Click List name & defaults.
  4. Click the  Campaign URL settings drop-down menu and choose the verified domain you want to use.
    Campaign page settings example drop-down menu.
  5. Click Save List And Campaign Defaults.
    Cursor on Save List And Campaign Defaults button.

All set! Now when you send to your list, your shareable campaign URLs will include your verified domain name.

Customize Campaign URLs

By default, the campaign URLs include your campaign subject line, but you can customize this part of the URL to be whatever you'd like.

There are two ways to customize the subject line part of a campaign URL:

From the Campaign Builder

To customize the campaign URL from the Campaign Builder, follow these steps.

  1. Navigate to the Setup step of the Campaign Builder.
  2. Under  Campaign URL, click Edit.
    Link to edit the campaign URL on the Setup step.
  3. In the pop-up modal, edit the email subject line part of the campaign URL.
    If you’re a paid user, you can also choose from your verified domains to update the campaign URLs for every campaign you send to your list.
  4. Click Save.
    Editing modal for campaign URLs on the Setup step.
  5. Continue through the Campaign Builder.

All set! Now your recipients will see your customized URL when they view your campaign in a web browser.

The Campaigns Page 

If you've already sent your campaign, you can customize the subject line portion of the existing campaign URL from the Campaigns page in your account. Don't worry, this won't affect campaign statistics or link functionality if you've already shared the original campaign URL. Anyone who clicks the old URL will be redirected to your new, customized URL.

Please note that you'll only be able to update these URLs for campaigns sent after the feature rollout date: April 3, 2017.

To customize the subject line portion of a sent campaign URL, follow these steps.

  1. Navigate to the Campaigns page.
  2. Click the name of the sent campaign you want to work with.
  3. Click the Details tab.
  4. Click Edit next to the Campaign URL.
    Cursor on Edit button.
  5. Type the new URL in the field, and click Save.

Awesome job! Now your new campaign URL is active and ready for you to share around the web.

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