How to use Mailchimp’s newest free feature email marketing automation for your ecommerce business

Earlier this month, Mailchimp announced that they will be taking email marketing automation off of their list of paid features (priced at $29/mo.) making it completely free to all Mailchimp users. For the few of you that don’t know, Mailchimp is an email marketing service that allows businesses or marketers to build a list of subscribers and send out email newsletters among many other things. As the company has grown, they have rolled out a rolodex of features that will improve their customers’ email marketing campaigns. The feature we are talking about today is marketing automation which allows marketers to automate marketing actions such as follow-up or drip campaigns. If used properly, marketing automation is a powerful tool that can boost sales exponentially for your ecommerce business. By the end of this article, you will know how to implement this free tool into your marketing strategy.

Why should I use Marketing Automation?

There are two reasons you should consider using marketing automation: time and money. As with anything, there is a bit of a learning curve when you first begin using the tool. The time you spend learning how to use it is well worth it in the end. You will get the time back and some because it will allow you to create drip campaigns that can be used on-going or follow-up emails that are sent out automatically once a action is taken. This is known as a trigger. Marketing automation can be used to increase sales through proper follow-up or drip campaigns. In this case, you don’t even have to invest money upfront so your ROI is based on time. As with anything great, it will take a bit of time (especially if you have a small email list) to see results, but sticking the course will lead to results that you really can’t create any other way.

Getting Started

The purpose of this blog post is to walk you through the steps of setting up a Mailchimp account and marketing automation. This is a dummy account that I set-up for the very purpose of this blog post. Follow the steps below in order to get started with Mailchimp’s marketing automation tool.

Step 1: Sign-up for Mailchimp

Setting up an account is simple. Just follow the instructions as you see in the image above.

Step 2: Confirmation Email/ Confirm you’re human

After signing up for an account, you will receive a confirmation email. Click the link in the email and confirm you’re a human.

Step 3: Set-up Account

Once you have confirmed you are a human, you will be asked to fill in the rest of your account’s information.

Step 4: Create a List

Now that your account is set-up, the first thing you need to do is create a list. A list is simply where the groups of emails that subscribe for your newsletter, downloadable content, etc. is stored.

Step 5: Connect Website

In order to set-up automations, you will need to connect your website. Click on the get started button then follow the steps.

Step 6: Explore Automations/Choose Automations

Finally, it is time to explore and choose automations. I recommend giving every ecommerce automation a consideration. Choose the ones that will offer the highest upside based on your business goals.

Step 7: Create Automation Content

As I mentioned before, this is a dummy account, however the picture above is a glimpse of what an automation will look like. At this point, you will need to create your automation content. In future blog posts, we will discuss marketing automation strategy and content. My advice for now is to do some research and test triggers. Don’t be afraid to fail. You will find the triggers that work best for your business over time.

Step 8: View Automation Reporting

The most important step in all of this is to look at your reporting. Reporting is what will help you get the most out of this tool. Mailchimp offers free reporting that will help you to test different triggers and measure your results for each marketing automation campaign. In future posts, I will share case studies and statistics of email marketing automation emails that I have sent in order to show you recent successes and failures.

In Conclusion

I hope that this article helped you to better understand email marketing automation and will inspire you to use the newest free feature from Mailchimp. I am currently using the service and am loving it. I will be updating you on my experiences and would love for you to do the same.

Visit Mailchimp to get started!

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