The Folding Lady is a well-known home organisation brand with more 4 million followers on TikTok and over 650k on Instagram. She got in touch because she wanted to improve the quality and consistency of her Mailchimp email templates, make better use of the platform, and give her team the confidence to create stronger newsletter campaigns in-house.

What started as a practical Mailchimp training project quickly developed into a wider email marketing strategy session. After reviewing the account, we explored new ways email could support the brand commercially, including affiliate campaigns, regular deal-led newsletters, audience segmentation and improved subscriber journeys.

The client already had a strong brand and a highly engaged audience, but the Mailchimp setup was not being used to its full potential.

The main goals were to:

Improve the look and consistency of Mailchimp templates Make campaigns feel more on-brand and engaging Train the client and her team on how to use Mailchimp confidently Create a better structure for newsletter campaigns Use segmentation more effectively Explore ways to generate more revenue from email marketing Connect a new WordPress signup page and form to Mailchimp

I began with an in-person review of the existing Mailchimp account, which turned into a broader strategy session around how the brand could use email marketing more effectively.

One of the key ideas we developed was a new affiliate newsletter campaign, designed to share the best deals and product recommendations with subscribers on a regular basis. This gave the brand a clear way to turn its audience and content expertise into an additional revenue stream.

To support this, I created a new page and signup form on the WordPress website, connected it to Mailchimp, and used it to create a dedicated audience segment for the affiliate newsletter. I also set up an automated welcome email so new subscribers received an immediate branded introduction after signing up.

In a follow-up training session, I visited the client and her team to walk them through how to edit and improve their templates, how to structure newsletter content, and how to follow best practice when sending regular campaigns.

We also covered how to make campaigns more engaging using GIFs, how to create correctly sized email images in Canva, how to improve layout spacing, and how to make better use of Mailchimp’s segmentation tools.

Mailchimp account review and strategy session Improved Mailchimp template guidance Affiliate newsletter strategy New WordPress signup page and form Mailchimp form integration New Mailchimp segment for affiliate newsletter subscribers Automated welcome email In-person Mailchimp training for the client and her team Best practice guidance for newsletter campaigns Canva image sizing guidance for email templates Advice on using GIFs and more engaging visual content Segmentation and layout guidance

The Folding Lady and her team came away with a clearer email marketing strategy, stronger templates, and more confidence using Mailchimp day to day.

The project helped turn Mailchimp from a basic newsletter tool into a more strategic marketing channel, with improved brand consistency, a dedicated affiliate newsletter funnel, clearer audience segmentation, and a more structured approach to regular campaign creation.

The team also gained practical skills they could continue using themselves, including editing templates, improving email layouts, creating better campaign visuals and building more engaging newsletters.