Beyond the Send Button

Most associations use Mailchimp. But many are only scratching the surface of what it can do.

You send the email. Check the open rate. Maybe click through the report for a minute. Then it’s on to the next project. Meanwhile, lists get messier, reporting gets harder to interpret, and email management starts feeling more reactive than strategic.

In this Just-in-Time Learning session, Lauren Jones from the Minnesota Society of CPAs (MNCPA) shares how her team uses Mailchimp in a real association environment — including the organizational systems, reporting habits, workflows, and setup decisions that help make email marketing more manageable and more effective over time.

This is not a deep technical training or developer session. It’s a practical conversation about how one association approaches email communication while balancing limited time, multiple audiences, and everyday operational realities.

Lauren will share what’s working for her team, the lessons they’ve learned along the way, and practical resources participants can adapt for their own organizations.

You’ll leave with real examples, downloadable templates, and ideas you can put into practice right away.

What You’ll Take Away

• How one association organizes audiences and manages data inside Mailchimp
• Naming conventions that make reporting and workflows easier to manage
• What Lauren actually reviews after sending an email — and what she ignores
• Real examples of email management processes and internal workflow decisions
• Practical ideas to make Mailchimp feel more organized, consistent, and useful

Downloadable resources including:

• segmentation request form
• naming convention guide
• AMS sync field list

Who Should Attend

• Marketing and communications professionals managing email programs
• Membership and engagement leaders
• Small teams wearing multiple hats
• Anyone looking for more clarity and consistency in how they use Mailchimp

Session Format

• 90-minute virtual session featuring practical insights, real-world examples, audience discussion, and immediately applicable takeaways.
  
  

About the Presenter

Lauren Jones is a marketing professional with 15+ years of experience creating strategic digital campaigns that connect organizations with their audiences. As Marketing Manager at the Minnesota Society of CPAs (MNCPA), she leads integrated marketing efforts across email, web, and digital channels — with a strong focus on building effective email campaigns, improving user experience, and using data to drive better results.

She brings a practical, real-world perspective to using Mailchimp more effectively within associations.

Learn more about Lauren and connect on LinkedIN