MailChimp Voice & Tone

Ladies and gentlemen, this one's the classic. The genre-defining guide by MailChimp's consistently amazing content team has informed every single style guide written since—no question. Required reading for anyone interested in branding.

From the guide

Encourage and support users

Before you write for MailChimp, it’s important to think about our readers. Though our voice doesn’t change much, our tone adapts to our users’ feelings. This guide will show you how that works.

SUCCESS MESSAGE

USER

Finished this week’s campaign! Now I can enjoy the weekend.

USER'S FEELINGS

Relief

Pride

Joy

Anticipation

TIPS

Pat these users on the back for getting a campaign out the door.

They’re probably feeling happy and relieved—use casual language that encourages those feelings.

Feel free to be funny.

MAILCHIMP

Fine piece of work! You deserve a raise.

Read more of MailChimp's seminal voice and tone guide