Join Brad Batesole for an in-depth discussion in this video Setting up automated campaigns in mailchimp, part of Marketing Tips Weekly.
- Hi, and welcome to another episode of "Weekly Marketing Tips." I'm Brad Batesole, and this week I'd like to talk about setting up an automated campaign in MailChimp. Automation is a powerful component to email marketing. It allows you to distribute certain emails based on predetermined criteria. For example, you might use this feature to send a series of emails to a new user. Here, you could provide an email every day, or every other day, with some helpful tips on how to use your site, or an overview of your site's key features.
You might also integrate automation with your E-commerce site. Maybe you'll send special care instructions and product recommendations based on a user's previous purchases from your store. You can even reward your top spenders and gather feedback on everyone's shopping experience. You may even decide to send a time campaign. Maybe 10 days, 20 days, or 30 days after a purchase. If you're using MailChimp, I highly recommend you tap into automation. I won't be covering all of its capabilities, but for this week's tip, we'll be setting up an onboarding email campaign so you can learn the fundamentals.
Now I should point out automation is a paid feature of MailChimp. So if you're on the free plan, you'll need to upgrade to tap into this capability. Now they have a prepaid plan for $9, which is a great value to get access to these automation tools. So to do get started, log into your MailChimp account, and visit your dashboard. From here, we need to visit the automation page, and we'll do that by choosing "Automation" from the upper navigation. Now the way that automation works is by creating a workflow. And a workflow's going to dictate the rules that trigger the emails.
So workflow might say, "Once someone subscribes, "send them email number one. "Wait four days; send them email number two." You can also do other fancy things with workflows, like segment your lists. So let's get started by choosing "Create Automation Workflow" in the upper right-hand corner. And if this is your first time, MailChimp will give you this little pointer helping you find the button. Now the first thing we need to do is select a list that the workflow will be based on. In this case, I've already setup a list called "New Subscribers," so I'll choose that from the drop-down, but pick whichever one makes sense for you.
Next, we need to select a workflow. And what's great about MailChimp is they've already created some templates for us. So we can scroll through and read the various options and select the one that makes sense to us. Now you'll notice some are grayed out, and they're going to tell you why that is through the option at the bottom of that description. So in order to do a one-time event, it indicates that we need to have a date field, or a birthday field. Here down below to do specific product purchases, we need to have the eCommerce360 plugin.
If you select any of these options, MailChimp will show you more about what you need to do to get those configured. Now in this instance, we're going to talk about doing a series of emails. In this case, I'm going to do a "Educate subscribers" option. The second one here in the middle. This'll send a series of emails, like a starting guide, when subscribers join our list. So to choose that, I'll choose "Select." Now first thing's first. We need to setup the workflow. So we'll give the workflow a name. In this case I'll call it "Onboarding New Subscribers." We can configure the "From name," the "From email address," just as you would any of your other campaigns.
You can also review the other options to configure exactly what you'd like to happen in the emails that we're going to be sending. From here, I'll choose "Next" in the lower right-hand corner. It's here that we'll begin to configure our triggers. And a trigger works so that when a condition is met, it will issue the email. So the first thing that happens is when people subscribe to the list: "New Subscribers." And that's automatically going to happen. So as soon as someone subscribes, they're going to receive this workflow.
But we can also trigger the workflow when we import people. So if you're adding subscribers manually, you might want to trigger the workflow. You can also choose to "Add segmentation conditions," and this is if you're using segments. In this case we're not, so I'm going to deselect that option. You can also choose to send the first email immediately. So if you have subscribers, and you'd like to send an email right now, you can enable that option, and it'll start right away. Next, you can choose what days emails should be sent.
So if for example, you don't want emails on the weekend, you can disable those. And if you do that, the automation triggers are going to wait until the next day, depending on how they're configured. Now choose this "Learn more" option in the exclamation point prompt to understand if there are any certain rules that you've got configured which might negate an email going out. So if we have, for example, "As soon as possible" set for the email send, then it's going to send them as soon as possible, which if it was Saturday, would be Monday.
We can choose from the drop-down if we want to send at specific times, or between particular times. I'm going to choose "As soon as possible." And then we'll choose "Next." Now here's where the workflow begins to happen. So we need to add our emails to this workflow, and MailChimp recommends that we start with five emails. So I'll choose the "Add 5 Emails" option. So after I click "Add 5 Emails," what happens is we're going to see the workflow schedule, and let's rewind real quick so we can understand what's happening.
So we setup a trigger that when someone subscribes, or is imported to the list of new subscribers, we're going to then send five emails. And if I scroll down, it's currently setup to seven days after the workflow is triggered, send email one. And then it says seven days after the last email is sent, so the one previous, it's going to send "Automation Email #2." And then seven days after that email, it'll send "Email #3." Now the reason we're sending a delay, of say seven days after, is because these automation emails can arrive at any time for your new subscribers.
If you want to change the delay, choose the "Change delay" option, and then pick the days. So in this case, I might say, wait three days. And if I wanted, I could choose "Apply to all," and choose "Save." Now it's going to say, "3 days after workflow is triggered, "3 days after last email is sent," and so on and so forth. From here, you'll need to design each of these emails. And you can do that by choosing the "Design Email" option, and then following through the email prompts, just as you would with any of your previous campaigns.
So I'm actually just going to hit the back option, because I'm not going to be configuring each of these emails in this video. Once you're done, you can choose "Next" in the bottom right-hand corner. And view all of the confirmations. In this case it's going to say, "Hey there's a problem. "You haven't really setup any emails yet." And we know that. And then once you're ready, you can choose "Start Workflow." Now I can't actually start the workflow until I create the emails, but you'll go ahead and do that on your own. And then once you're ready, you'll use "Start Workflow." And from there, as soon as someone subscribes to your new list, they'll get all of your triggered emails.
If you have content that is the same regardless, in other words, not a newsletter with new information, I highly recommend you setup some automated campaigns to keep new subscribers and even existing subscribers informed about your product or service. Thanks for checking in this week. As always, I'd love to hear from you. So if you have a question you'd like to see answered, send it to me via email@example.com. And you might just see it in a future episode.
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