Style Guide Series #1: Writing Like Mailchimp – Friendly, Helpful, and Fun

When it comes to brand voice, Mailchimp is one of the clearest, most recognisable examples. Their copy feels like a smart, approachable friend who is always there to help, without feeling robotic or pushy.

As someone who's worked with Mailchimp as a platform and a brand reference, I admire how seamlessly their personality is integrated into even the most technical spaces. In this post, I'm breaking down what makes their voice work - and how I'd adapt it across different types of content.

A strong brand voice builds trust, guides the audience, and makes complex ideas feel simple, and Mailchimp masters that balance.

The Basics of Mailchimp's Voice

Mailchimp's content style guide lays it out perfectly.

They describe their tone as plainspoken, genuine, and often informal. They don't try to be overly clever - they aim to be clear, kind, and human. This tool helps people navigate an overwhelming world of email marketing.

Their writing goals and principles consist of five key areas they aim to tick off with every piece of content they publish:

• Empower - Mailchimp uses language that informs their readers and encourages them to make the most of their products.

• Respect - Mailchimp treats their readers with the respect they deserve - they do this by putting themselves in the readers' shoes and not patronising them. They aim to be considerate and inclusive, and they don't market to people; they communicate with them.

• Educate - They tell readers precisely what they need to know, not just what Mailchimp wants to say. They also provide readers with opportunities to learn more - as a an expert, they understand that their readers don't have access to everything they know. Therefore, they use this to educate their readers and build trust.

• Guide - They think of themselves as a tour guide for their readers - from leading them through educational materials to a task within their Mailchimp app, they are friendly and helpful throughout all their communications.

• Speak Truth - Mailchimp understands their place in other people's lives; therefore, they avoid dramatic storytelling and grand claims and focus only on their reading strengths.

Copy in the Wild - Real Mailchimp Examples

Let's look at a few snippets from Mailchimp's content:

Why it works:

• It's short and punchy - easy to read and remember

• The word "unforgettable " adds emotions and aspiration without being vague.

• It focuses on the result the user wants, not the tool itself.

• There's no hard sell - it feels like encouragement.

Why it works:

• "Get down to business" uses a familiar phrase that adds energy and urgency.

• It's motivating without being aggressive - a soft nudge rather than a shove.

• This line respects the reader's time and goals: it's action-oriented and grounded in ROI.

• There's zero fluff; every word earns its place.

Why it works:

• Crystal clear value proposition - you instantly know what Mailchimp is and who it's for.

• "All-in-one" appeals to busy users who want convenience.

• "For small businesses" signals that the tool is approachable and tailored, not enterprise-exclusive.

• Even though it's a bit more functional, it still fits the brand's accessible, no-nonsense tone.

How I'd Adapt Mailchimp's Style for Social Media, PR, and Blog Content

When adapting a brand's voice across platforms, my go-to strategy is to create one strong piece of content, often a blog post or a PR piece. From there, I tailor the tone, structure, and format to suit social media, emails, or news releases, while maintaining the core voice of the brand.

For Mailchimp's style, which is friendly, empowering, and clear, the adaptation needs to keep the human-first approach intact while adjusting to the expectations of each platform.

Here's how I would do it:

Social Media Adaptation

Why does this fit Mailchimp?

• Tone: It's casual and encouraging, and uses direct address ("you"), just like Mailchimp's best social content.

• Pacing: Short, fast and playful, making it ideal for social users who are quickly scrolling.

• Emotion: "Don't panic" immediately empathises with beginner's fears, while "steal our formula" adds a mischievous, helpful vibe.

Adapting Strategy:

Starting from a longer blog post about email marketing, I would pull key value points and rework them into short, applicable points. The language stays positive and empowering to match Mailchimp's core voice.

PR Adaptation

Why does this fit Mailchimp?

• Tone: It's professional but warm, avoiding the stiff, corporate jargon typical of many press releases.

• Structure: Lead with the value to the user first for ease and accessibility, not just focusing on the technical features.

• Truthful: Staying away from overblown claims and focusing on real, tangible benefits, just like Mailchimp's value of "Speaking Truth."

Adapting Strategy:

Using a blog post or internal communication as the foundation, I would strip the message down to its essentials while preserving Mailchimp's human approach, ensuring the PR piece stays newsworthy but accessible.

Blog Content Adaptation

Why does this fit Mailchimp?

• Tone: Honest, understanding and motivational. The piece opens with a common pain point and immediately offers hope.

• Voice: Lightly conversational without overly casual, matching Mailchimp's "friendly expert" position.

• Guidance: This blog post makes the reader feel supported throughout the article, which matches one of Mailchimp's core writing principles, just like a helpful guide.

Adapting Strategy:

The starting point could be a PR announcement or a new feature release. I'd expand it into a blog post that educates users, provides actionable tips, and maintains a welcoming, non-intimidating tone.

Why Starting From One Core Piece Works

Building content this way ensures the brand voice stays cohesive across different platforms. It also allows me to:

• Maintain messaging consistency while tailoring tone and length.

• Focus on the audience's needs at each touchpoint. For example, content can be made more casual for social media, formal for PR, and educational for blog posts.

• Repurpose efficiently without losing personality.

For a brand like Mailchimp, whose strength lies in feeling consistently human on every platform, this strategy ensures every piece of content, no matter where it's being published, feels like it's coming from the same team and brand.

Key Takeaways: What Makes Mailchimp's Voice Effective?

• Plainspoken with a Human Tone: Clear, friendly, and always puts the readers first.

• Empowerment over sales: Mailchimp encourages its users instead of hard-selling them.

• Consistency across platforms: Whether it's a blog, social post, or press release, the core stays approachable and trustworthy.

• Audience-centred approach: Every content is crafted with the user's mindset, fears, and goals.

• Trust over hype: They focus on real strengths without exaggerating claims, which builds long-term trust.

By studying and adapting voices like Mailchimp's, I ensure my copywriting isn't just technically correct but resonates with readers, strategically aligned, and ready to fit seamlessly across multiple platforms.

Sources

• Mailchimp Content Style Guide: Official reference for Mailchimp's voice, tone, and writing principles.

• Mailchimp Website: Examples of live website copy analysed in this post.

• Mailchimp Blog: Used for observing blog tone and structure.

• All examples and analyses are based on publicly available content for educational purposes.