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Dripping Success—Mailchimp Drip Campaigns Unleashed

By: Luella Delano
Updated: March 6, 2024
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Your wish has come true: Mailchimp drip campaigns can automate some of your most time-consuming marketing tasks.

Have you ever received a birthday greeting from an online store? That email was part of a drip campaign. Same if you’ve ever added items to your cart without purchasing them and received a subsequent email reminding you to complete your purchase.

The term “drip campaign” comes from the idea of nurturing leads. In business, drip campaigns nurture leads by providing relevant information, building a relationship, and guiding them to a purchase. Drip emails save you time and are effective for these reasons:

  • They’re already written and will be sent automatically.
  • They follow a schedule based on your strategy or the audience’s behaviors.
  • They’re timed to match important moments of interaction.

Now, let’s take a look at some of the finer points of using Mailchimp drip campaigns.

Mailchimp Drip Campaigns Defined

A drip campaign refers to an ongoing email campaign that sends messages automatically to your audience over time based on what they do. This helps businesses talk to their audience personally around important events.

For example, drip emails can start when someone does one of the following trigger behaviors:

  • Orders something
  • Comes to your event
  • Signs up for a webcast
  • Requests a report or white paper
  • Leaves items in a cart
  • Talks with customer service
  • Doesn’t order for a while

The “drip” in Mailchimp drip campaigns means you send a few emails gradually and regularly—say, two or five emails—so you can talk about something without bombarding your audience. For each campaign, such as an abandoned cart series, you write emails once and then let the system personalize and send them for you. After you set it up, your drip campaigns run on their own.

Other terms for drip marketing include (but aren’t limited to) lifecycle emails, autoresponders, automated campaigns, and email marketing automation.

Mailchimp drip campaigns can significantly boost revenue for businesses. Tailored campaigns can lead to larger purchases from customers over time. Studies show that emails influence purchase decisions for 59% of people. Additionally, according to 80% of entrepreneurs, consistent email marketing helps retain customers.

Ways to Use Mailchimp Drip Campaigns

Drip campaigns send targeted messages to people at the right time. Automated emails like welcome messages, birthday wishes, and order notifications help your business run smoothly, freeing you up for other tasks.

Further, automated drip campaigns make it easy to reach the right person without manual work. Whether based on dates or user actions, there are many drip campaign examples that can fit your business.

Drip emails can also help guide potential customers through your sales process. They include welcome emails, onboarding sequences, lead nurturing, abandoned cart notifications, and new product suggestions. Overall, drip campaigns are versatile tools to boost engagement at every step of the customer journey.

Date-Based Mailchimp Drip Campaigns

Use date-based automations to engage with your audience on days that matter to them.

If your business offers subscription-based offerings (like memberships, newsletters, or farm deliveries), use drip campaigns to remind customers about renewals. Highlight your value and benefits, and showcase upcoming offers.

Make a point of getting to know your audience and recording key dates in their lives. Send emails on birthdays, purchase anniversaries, or other relevant events. It reinforces your brand and may prompt new purchases.

Audience Relationship Messages

Welcome Emails. Welcome campaigns are common email sequences in both business-to-business (B2B) and business-to-consumer (B2C) settings. They involve sending a series of emails when a new client signs up or subscribes. These emails share information about your company and resources over time. A good welcome email should introduce clients to your company and show its value. They help build relationships with leads or clients through a series of emails. Statistics show welcome emails are a hit, with an 82% open rate compared to the 21% average for regular emails.

Follow-Up Emails for Education and Onboarding. Connect with people who talk to your customer service or sales team. Encourage them to take more actions, like signing up for emailed invoices. Although these seem like small tasks, each time you make the customer’s life easier, the more trust you’re building in the relationship.

Lead Nurture Emails. These aptly-named emails are strategically designed to maintain the warmth and nurture of leads while encouraging ongoing interaction with your company. This series is typically triggered when a lead actively clicks through to your website but doesn’t complete the sales funnel. This scenario might involve actions such as downloading a resource, like a whitepaper or case study, without progressing to a sales conversation. It’s particularly applicable to low-touch or self-serve leads and customers.

Value-Add Emails. The purpose of value-add emails goes beyond mere acknowledgment—they serve as a vital conduit for providing clients with essential information to facilitate decision-making. These emails not only recognize their engagement but also offer actionable steps for consideration, effectively guiding them through the intricacies of the sales funnel.

Transactional Messages

First Purchase Automations. Say thanks and give useful info when someone buys something for the first time. Remind them about product features, provide necessary information (such as shipping details, order confirmation numbers, or receipts), and show they made a good choice.

Product Recommendations. Boost sales by offering enticing deals when a customer is interested in a product or an upgrade. The goal is to urge the customer to buy by giving them tempting incentives. These emails are personalized based on the customer’s actions, using analytics to provide relevant offers. This approach helps address any concerns and lead the customer towards making a purchase.

Abandoned Shopping Carts. Sending emails to people who left items in their carts enables you to take advantage of huge opportunities. Encourage them to come back and buy. Offer suggestions that match their interests, like showing more items from the same designer.

Cancellations and Email Preferences. For people who cancel things like memberships, you can ask for feedback or give them a special offer to come back. You can also check in with them after a few months to see if they’re interested in returning. If a user unsubscribes from your email list, you can ask for their thoughts in a follow-up email.

Upselling & Re-Engagement. Re-engagement campaigns are made for inactive clients who haven’t interacted much with your emails or site. They include attractive incentives and nice graphics to get them interested again. The goal is to give clients good reasons to reconnect with your brand. Similarly, Mailchimp drip campaigns for upselling usually mention new features and upgrades to a better product or service. These details are made to appeal to customers and encourage them to take action. For users who might need more from the product, upsell campaigns might kick in when they’re close to their account limit, showing them more options that are available to them.

Segmentation Messages

Unlike triggered emails, segmentation emails are organized based on groups of clients. Using your marketing automation system, you can segment customers efficiently using different criteria like interests, demographics, or location. Then, set up a segmentation email campaign to send a series of emails to each group with personalized calls to action (CTAs). For example, you could promote a workshop with a CTA to sign up—specifically targeting clients in a certain location—to kick off a segmentation email campaign.

Other examples of segmentation email campaigns include the following:

Customer Profile-Based Drip Campaigns. Customize your welcome campaign differently for small companies and enterprises, acknowledging their unique needs.

Lead Interest-Based Drip Campaigns. Personalize drip campaigns based on a lead’s interests in particular products, services, or features.

Activity-Triggered Drip Emails. Launch drip campaigns based on specific activities to ensure your messages are timely and relevant to your audience’s actions.

Set up Mailchimp Drip Campaigns in Six Steps

  1. Log in to your Mailchimp account.
  2. Go to the “Automate” section and choose the type of automated email you want. Mailchimp offers different options like welcome emails or “Happy Birthday” emails, each with clear explanations.
  3. Select a custom campaign or pick from one of Mailchimp’s many email templates.
  4. Name your campaign and set criteria for your emails, like subject lines, addresses, and delivery times.
  5. Create email content using Mailchimp’s easy editor. Add text, buttons, images, icons, and social sharing buttons to match your brand.
  6. After crafting the content, make more emails in your sequence by following the same steps. Edit your campaign on the main page as needed.

Collecting Data for Mailchimp Drip Campaigns

Your customer data is a crucial influence when determining when and why to start your campaigns. This is important for optimizing any drip campaign. Deciding if a customer is ready for an upgrade or spotting a big client needs accurate insight.

Sending the same drip campaigns to different types of customers may not work well. Yet expanding these operations brings its own challenges.

With good marketing automation, you can set up workflows that automatically start drip campaigns based on high-potential lead traits or actions. Also, segmenting your leads lets you create campaigns that match individual profiles, leading to a more customized and effective approach.

Mailchimp Drip Campaigns—Drops of Profit

Mailchimp drip campaigns are a powerful tool for automating and enhancing your marketing efforts. By using these strategically timed and personalized emails, you can nurture leads, build relationships, and guide your audience towards making a purchase.

With these automated emails, you no longer have to manually send out individual messages based on specific actions from your audience. You can create an entire series of emails ahead of time and let the software do the work for you. This frees up more of your time to focus on other important aspects of your business.

In addition to saving time, Mailchimp drip campaigns also offer a more targeted and personalized approach to communicating with your audience. By tailoring the content and timing of your emails based on specific actions or behaviors from your audience, you can ensure that you’re providing them with relevant and useful information. This can ultimately lead to higher engagement and conversions.

Whether you are looking to onboard new customers, promote a product or service, or simply keep in touch with your audience after important interactions, Mailchimp drip campaigns are an effective way to do so. By setting up these automated email sequences, you can improve communication with your customers while also streamlining your marketing efforts.

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