Setting Up Mailchimp Email Marketing & Automation: Made Easy 101

on Automation, CRM Automation, Data Automation, Email Analytics, Mailchimp, Marketing, Marketing Analytics, Marketing Automation, Tutorials • August 11th, 2021 • Write for Hevo

Email Marketing is an effective and intelligent way for businesses to run worldwide promotions without stressing their Marketing teams, Budgets, and Resources. Despite the rise of Social Media Marketing, Emails are still an effective method of promoting Business, retaining existing Customers, retargeting abandoned Carts, and acquiring new Customers. Email marketing offers an average Return On Investment (ROI) of 122%, which is higher than other Digital Marketing Channels.

Emails are easier to collect because 60% of customers like to sign up for an Email List for Promotional Offers. Mailchimp Email Marketing and Automation platform allow companies to fulfill all of their Email correspondence requirements with Customers, Stakeholders, and Affiliates. It is a web-based application that also offers logistic resources like List Management, Template Creation, Automation, Segmentation, Integrations, etc. 

This article will introduce you to Mailchimp and Email Automation. You will understand the benefits of Mailchimp Email Marketing and Automation. Moreover, you will explore various types of Mailchimp Automations and also understand the steps to step up Mailchimp Email Marketing Automation. So, read along to find more about Mailchimp and how it helps Automate the Email Marketing Workflow. 

Table of Contents

Introduction to Mailchimp

Mailchimp Logo
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Mailchimp is an Email Marketing and Automation platform that helps Businesses and Marketers to stay in touch with their target audience. It’s an all-in-one Marketing tool that allows you to create custom Email Templates, nurture Subscribers, Automate your entire Marketing Campaigns, and manage your Mailing List. 

Mailchimp combines unbeatable user-friendly features, reliability, and scalability at a valuable price. It also offers Analytical features so you can effectively plan your Email and Social Marketing Campaigns.

To explore more about Mailchimp, visit here.

Benefits of MailChimp

Now, let’s discuss some benefits of Mailchimp.

1) Free Plan

Pricing Plan
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Mailchimp is Free to use for up to 2,000 Email Subscribers. The basic Free Plan is perfect for startups, individuals, and newcomers starting that Email Marketing Journey. The Free Plan allows you to send up to 10,000 Emails for Free each month. 

2) Feature Rich

Mailchimp is packed with unbeatable features like Landing Pages, ready-to-use Campaign Templates, Email Designer, Marketing Automation, Organic Social Media Postings, personalized Product Recommendations, and Post Scheduling. 

3) Insightful Reporting and Analytics

Insightful Reporting and Analytics in Mailchimp
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Segmentation and Automation are two of the most valuable and outstanding features of Mailchimp Email Marketing Automation. You can enhance these features with advanced Audience insights from your Analytics tool by integrating it with Mailchimp. It also has an at-a-glance Dashboard where you can monitor Metrics that play a crucial role in determining the future of your brand’s Digital Marketing. 

Some features included in the Mailchimp Dashboard are real-time Campaign Performance Analytics, interactive Data Visualization, ROI tracking across all channels, and Click Map. These Metrics are an invaluable asset for growing your Subscribers and Customer base.

Introduction to Email Automation

Mailchimp Email Marketing Automation
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Email Automation empowers Marketers and Brands to send action- or time-triggered Emails to their Subscribers without any manual input. You can send personalized messages based on specific actions that your Customers take or don’t take. Some common examples are welcome Emails when a Customer signs up for your Mailing List, sending similar product recommendations after Customer purchases from your site, or sending a reminder about an abandoned Cart. 

Connecting your Website Analytics with an Email Marketing platform will help you in targeting Subscribers based on their Preferences, Behavior, and previous Sales. 

Benefits of Email Automation

In this part, you will explore some of the benefits of Email Automation.

1) Nurture Leads to Make them More Receptive

Connecting with potential Leads right after they interact with the platform can cause more harm than good. Chances are, your contact is not ready to talk to your Sales Team directly after they download a free how-to guide from your website. 

An Email workflow will nurture your potential Leads. It will help you to follow up with helpful information and resources about their interests. If potential Leads find your content engaging and relevant, you can approach them further down the line with information about your product or services. 

2) Increase Brand Awareness

You will find more consistent and professional-looking results when using an Email Automation tool that does the heavy lifting. Email Automation makes your business organized and responsive to your Customers’ interaction with your online store or website. 

Email Automation also allows your contacts to receive relevant Emails and helpful advice at the right time, naturally creating awareness and understanding of your Brand and its values. Building Brand Awareness in your Subscribers also ensures that they will be interested in offers that your Sales Team has to offer when they get in touch with them. 

3) Better Personalization for Prospects

Marketers can personalize Email workflows with contact information, allowing them to greet Customers with their names rather than a standard greeting such as ‘Hi, there.’ This allows you to get personal in Email Automation, strengthening your relationship with the prospect. Personalization is a great strategy that is incredibly beneficial in inbound Marketing. Adding a personal touch in communication with potential prospects also increases the open and click-through rates of Emails. 

4) Reduce Costs

With Email Automation and smart Analytics, you don’t need a large team making cold calls to Customers every day. Advanced reporting of Email Marketing Campaigns can help you segment people engaging and responding to your Campaigns. This way, your team will approach Customers who are aware of your Brand and Products. 

5) Enhanced Targeting and Segmentation 

Automation allows you to segment your audience into groups or lists based on their behavior patterns, attributes, and previous engagement with the Emails. Rather than sending a standard follow-up Email, you can segment Subscribers into groups like people with less and more open through and click through rates. This allows you to implement an advanced workflow based on gauging different Subscribers’ interests and purchase potential. 

6) Carefully Planned Email Strategy

Rather than sending occasional Emails to your Subscriber, an Email workflow allows you to carefully design Emails and plan Email frequency. With Email Automation, your Customers will be automatically integrated into your workflow as soon as they perform any Triggers you track. Also, once you have a design and strategy in place, their behavior and actions will tell your workflow what messages to send them without any additional manual demands from your team. 

7) Improve your Customer Retention Rate

It’s cost-effective to sell to a Customer who has previously engaged with your Brand rather than convert a new one. Email Automation allows you to stay in touch with Subscribers that have shown interest but haven’t taken any action or made a purchase. You can deliver relevant resources and valuable information in their Email to avoid going too long without hearing from you. A great way is to introduce a similar product from their last purchase or abandoned Cart and give them an exclusive deal or discount code. This way, it’s more likely to not end in spam or trash.  

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Introduction to Mailchimp Email Marketing Classic Automation

Unlike a regular Email Campaign that sends to your Subscribers when you choose, Mailchimp Email Marketing Classic Automation allows you to automatically send Emails to specific Subscribers/Contacts whenever they meet a pre-set Trigger criteria. 

Mailchimp Email Marketing Classic Automation helps Marketers streamline communication once they set a clear path from the sign-up to conversion for their Subscribers. Depending on a business model, Marketers can send Birthdays or Anniversary Discounts along with sales and deals during holidays every year. Switching regular Email Campaigns to Automation helps Marketers to increase their Return On Investment (ROI). 

Mailchimp Email Marketing Classic Automation Types

Mailchimp Automation Email
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While creating a new Mailchimp Email Marketing Classic Automation Campaign, you will see the following Automation categories:

1) Featured

The first option is the Feature Mailchimp Email Marketing Classic Automation tab that highlights recommended Automation based on details of your account from each category.

2) Tags

You can Tag your Subscribed contacts and create a Mailchimp Email Marketing Automation based on Tagged Connections. For example, you can use the Trigger whenever a new Tag is added to a contact. By default, there is one day delay after the contact is Tagged. 

3) Subscriber Activity

Subscriber Activity Automation can streamline communication between you and your Subscribers. This Mailchimp Email Marketing Automation makes it simple to send a welcome Email as soon as they sign up to sending follow-up Emails based on their activity. 

You can set Triggers for the welcome messages, onboarding series with 4 to 5 Emails sent one day after the other, and an education series. Another Mailchimp Email Marketing Classic Automation under Subscriber’s activity is responding to their Updates or Requests to change a field value in their data. The 3 Triggers are Added to a Group, Removed from a Group, and List Field Change. 

4) E-Commerce

Companies that connect their E-Commerce website or store with Mailchimp Email Marketing Automation can target new Customers and re-engage repeat Customers with personalized Messages or Discounts. You can also use the Mailchimp Email Marketing platform for sending Shopping Confirmations, Store-Branded Receipts, and more. 

E-Commerce Automation helps you to recover abandoned Carts by encouraging Customers with Discount codes. You can also send follow-up Emails for specific products and categories. There is also an option to reward your returning Customers with early sale access or special coupons. 

5) Date Based

Date-Based Mailchimp Email Marketing Automation helps Marketers to engage and connect with their Subscribers on special occasions like their Birthdays, Anniversaries, and Holidays throughout the year. 

6) Custom

If the pre-built Automation doesn’t fit your needs, the Mailchimp Email Marketing platform allows you to create Custom Email Series that works best with your company. Marketers can enhance Custom Automation with API 3.0 and other integrations. 

Mailchimp Email Marketing Classic Automation Triggers

Mailchimp Email Marketing Triggers
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Triggers are actions taken by the Customers that start Mailchimp Email Marketing Classic Automation. For example, Mailchimp will send an Automated Email to your Customers who subscribe or purchase your product. Various preset Automation types come with built-in Triggers. If the preset Automation doesn’t align with your Marketing goals, you can create Custom Automation with your Triggers.

Here are all the preset Trigger options available in Mailchimp that you can choose while creating or editing Classic Automation. 

1) Campaign Activity

The Triggers available are Sent Campaign, Open Campaign, Not Opened Campaign, Click Campaign, Not Click Campaign, and Specific Link in Campaign clicked. These Mailchimp Email Marketing Triggers are for contacts who have already subscribed to your mailing list. 

With these Triggers, you can send Emails to Subscribers who received a specific in the past, who don’t open a particular Campaign, and to Subscribers that click Links in your Emails. 

2) Audience Management

The Audience Management Campaign Triggers are for Subscribers who have recently signed up for your Email List or who have recently changed their data. For example, you can send Emails to Subscribers that have been manually added for Automation. You can also send Emails when a Subscriber joins or leaves an Audience group. 

3) Integrations

When you have custom API Integrations, you can use various advanced Triggers to target Subscribers that meet your criteria. There are two Triggers available under Integrations. The first one is API 3.0 that sends an Email when Subscribers’ Email ID is posted to an API Endpoint. The second Trigger is Event API, which sends an Email when an API Call is posted to the Events Endpoint. The second Trigger is available for premium accounts. 

4) E-Commerce

Mailchimp Email Marketing platform offers a wide range of Integration for E-Commerce stores. If you have used an available Integration for connecting an E-Commerce store or a Custom Integration, the Triggers from E-Commerce Automation will help you target these Customers. 

The Triggers available under E-Commerce are purchasing a specific Product, purchasing a Product from a Category, abandoned Cart, and Email Retargeting. Abandoned Cart and Email Retargeting are excellent Triggers for bringing Customers back to your website. You can also send discount codes as part of abandoned Cart Automation or Email Retargeting Campaigns. 

5) Workflow Activity

The Workflow Activity Triggers are for Subscribers that are already a part of your Mailchimp Email Marketing Classic Automation series. The Triggers available under this option are the previous Email Sent, the previous Email Opened, the previous Email Not Opened, the previous Email Clicked, the previous Email Not Clicked, and the specific Link Clicked in the previous Email. 

As the Trigger names suggest, you can Target Users based on their engagement with your previous Email Campaign. You can group your audience into various sections depending on whether they clicked or opened your previous Emails. 

6) Date Based

You can Trigger Emails for specific Date Fields in your audience data like an Anniversary or a Birthday with Date-Based Automation. Triggers available under Date-Based Automation are recurring Dates, Birthdays, Specific Dates, and list added Dates. 

Steps to Set Up Mailchimp Email Marketing Automation

Now, that you have gained an understanding of Mailchimp Email Marketing Automation, let’s discuss the steps to set up Mailchimp Email Automation. Follow the below steps to set up this Automation:

Step 1: Open Mailchimp Classic Automation

On your Mailchimp Email Marketing Account Dashboard, click the Automations icon as shown below and then click on Classic Automations.

Automations Tab
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Step 2: Choose Mailchimp Email Automation and Template

Find and choose the Mailchimp Email Marketing Automation you want to use. You can either select a pre-set Template or create a Custom one.

Choose a Template
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Step 3: Choose Email Type

Choose a Single Email or Email Series as shown below. Here, you can design your Emails, organize them in your workflow, and decide when to send each Email. It’s helpful if you are creating an Email Series where you can use Triggers to send Emails. 

Choose Email
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Step 4: Start your Mailchimp Email Marketing Automation

Enter a Campaign Name, and click the drop-down menu to choose an Audience. Click Begin, and your Mailchimp Email Marketing Automation will start.

Choose Audience
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Conclusion

In this article, you understood about Mailchimp Email Marketing and Automation. You explored the various benefits of Email Automation. In addition, you learned about the different types of Mailchimp Classic Automation Types and Triggers. Moreover, you understood the steps to set up Mailchimp Email Marketing Automation.

Mailchimp has a wide range of useful features at an affordable rate that can prove to be beneficial for your company. You can set up Mailchimp Email Marketing Automated Campaigns and save yourself time and resources down the road. Mailchimp Email Marketing Automation allows you to delight your customers with personalized messages continuously.

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Share your experience of understanding the Setting Up of Mailchimp Email Marketing Automation in the comments section below!

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