How To Set Up Drip Campaign In Mailchimp

How To Set Up Drip Campaign In Mailchimp


How To Set Up Drip Campaign In Mailchimp: Setting up a drip campaign in Mailchimp can be a game-changer for your email marketing efforts. Drip campaigns, also known as automated email sequences, allow you to send targeted and timely messages to your subscribers, nurturing them through the customer journey with relevant content and offers. Whether you’re looking to onboard new subscribers, re-engage dormant customers, or promote a product launch, Mailchimp’s drip campaign feature empowers you to do so efficiently and effectively.

In this comprehensive guide, we will walk you through the process of setting up a drip campaign in Mailchimp, from start to finish. You’ll discover how to create engaging email content, segment your audience for precise targeting, and schedule your emails for optimal delivery times. By the end of this tutorial, you’ll have a well-structured drip campaign in place that can help you achieve your marketing goals.

No prior experience is required to follow along. Whether you’re a seasoned email marketer or just getting started, our step-by-step instructions and tips will ensure you can harness the full potential of Mailchimp’s drip campaign functionality. Get ready to unlock the power of automated email marketing and watch your engagement rates and conversions soar.

How To Set Up Drip Campaign In Mailchimp

Can you do a drip campaign in Mailchimp?

While it’s sending the right message, at the right time, to just the right audience, you can be focused on other business priorities. You can use Mailchimp marketing automation software to set up an effective drip campaign. See how Mailchimp’s free marketing automation tools compare to the competition.

Yes, you can create drip campaigns in Mailchimp using its automation features. Mailchimp offers a range of automation options that allow you to send a series of targeted and scheduled emails to subscribers based on their behavior or triggers. Here’s how you can set up a drip campaign in Mailchimp:

Log in to Mailchimp: Sign in to your Mailchimp account.

Create a New Automation: Click on the “Automate” tab in the top menu and then select “Email” from the dropdown menu.

Choose a Trigger: Mailchimp offers various triggers, such as “Subscriber Joins List” or “Date-Based,” to initiate your drip campaign. Select the trigger that aligns with your campaign’s goal.

Set Up the Workflow: Design your drip campaign workflow by adding emails and defining the time intervals between them. You can customize the content, subject lines, and send times for each email in the series.

Segment Your Audience: You can further segment your audience based on specific criteria to ensure the right subscribers receive your drip campaign.

Test and Activate: Before activating your drip campaign, thoroughly test it to ensure everything works as intended. Once you’re satisfied, activate the automation.

Monitor and Analyze: Mailchimp provides analytics to track the performance of your drip campaign, including open rates, click-through rates, and conversions. Use these insights to refine your strategy.

Mailchimp’s automation features make it convenient to set up and manage drip campaigns. Whether you’re nurturing leads, welcoming new subscribers, or delivering a series of educational content, Mailchimp’s automation tools allow you to engage with your audience in a timely and personalized manner.

How do I set up a drip campaign?

Identify your audience and triggers.

The first and most important step of a drip campaign is to identify the target customers who should receive the emails. You need to segment your audience and decide which triggers and groups you will use to reach them.

Setting up a drip campaign involves creating a series of automated, scheduled email or message sequences to nurture leads, engage with your audience, or deliver valuable content over time. Here’s a simplified guide on how to set up a drip campaign:

Define Your Goals: Clearly understand your campaign’s objectives. Are you aiming to convert leads, onboard new customers, or educate your audience? Define your goals to tailor your drip campaign accordingly.

Segment Your Audience: Divide your audience into specific segments based on their interests, behaviors, or demographics. This allows you to send relevant content to each group.

Select a Drip Campaign Tool: Choose an email marketing or marketing automation platform like Mailchimp, HubSpot, or ConvertKit, which offers drip campaign functionality.

Create Content: Develop a series of well-crafted emails or messages. These should align with your campaign goals and resonate with your audience. Plan the sequence and timing for each message.

Set Up Automation: Use your chosen tool to create the drip campaign sequence. Set triggers for each email, such as a specific time interval or user action (e.g., signing up for your newsletter).

Personalize Messages: Whenever possible, personalize emails with the recipient’s name and other relevant information to increase engagement.

Test and Optimize: Before launching your campaign, test it thoroughly to ensure it flows smoothly. Monitor open rates, click-through rates, and conversions to make necessary adjustments.

Schedule and Launch: Set the start date for your campaign and let it run automatically. Ensure that subscribers can opt out or adjust their preferences at any time.

Track and Analyze: Continuously monitor campaign performance. Use analytics to assess the effectiveness of your messages and make improvements as needed.

Iterate and Refine: Based on the data and feedback, refine your drip campaign. Experiment with different content, timing, and segmentation strategies to optimize results.

Drip campaigns can be used for various purposes, including lead nurturing, onboarding, customer retention, and more. Tailor your approach to match your specific objectives and the needs of your audience. Successful drip campaigns engage recipients at the right time with relevant content, ultimately driving desired actions or conversions.

Is drip better than Mailchimp?

If you’re choosing between Drip vs Mailchimp, the key thing to know is that each service caters to different business needs. Mailchimp is great for startups and bloggers, while Drip is better for ecommerce or businesses with an established customer base.

“Drip” and “Mailchimp” are not necessarily direct competitors; rather, they serve different purposes within the realm of marketing and email automation. Whether one is better than the other depends on your specific needs and goals:


Automation Focus: Drip is primarily designed for advanced email marketing automation and customer relationship management (CRM). It excels in creating complex, behavior-triggered workflows.

E-commerce Integration: Drip is often favored by e-commerce businesses because of its robust e-commerce integrations, allowing for personalized product recommendations and shopping cart abandonment emails.

Segmentation: Drip offers sophisticated segmentation options, enabling you to target highly specific audience groups based on user behavior and preferences.

Pricing: Drip’s pricing tends to be higher than Mailchimp’s, making it a more suitable choice for businesses with larger budgets or those prioritizing advanced automation.


User-Friendly: Mailchimp is known for its user-friendly interface, making it accessible to beginners. It’s an excellent choice for small to medium-sized businesses.

Email Marketing: Mailchimp is primarily an email marketing platform that also offers automation features. It’s ideal for businesses looking to send regular newsletters and manage subscriber lists.

Free Plan: Mailchimp offers a free plan for users with a limited number of subscribers and basic email marketing needs.

Templates and Content Creation: It provides an array of templates and content creation tools, simplifying email design.

The choice between Drip and Mailchimp depends on your business’s specific requirements. If you need advanced automation, complex workflows, and sophisticated segmentation, Drip might be the better choice. However, if you’re looking for a user-friendly platform with a focus on email marketing, Mailchimp could be a more suitable option. Assess your goals, budget, and technical requirements before making a decision, and consider trying out both platforms with their respective free trials to determine which one aligns best with your needs.

Is Drip email marketing free?

They offer a 30-day free trial after which you can choose a paid plan. To use drip campaigns, you will have to choose the Plus Plan or above. The least price for Plus Plan is $49/mo for up to 1000 subscribers and 5 workflows.

Drip, an email marketing automation platform, does not offer a free plan. It primarily caters to businesses and marketers who are looking for advanced email marketing automation features. While Drip doesn’t have a free tier, it does provide a 14-day free trial that allows you to explore its features and capabilities before committing to a paid plan.

The pricing for Drip is typically based on the number of contacts or subscribers you have on your list, as well as the features you require. Pricing can vary depending on your specific needs and the size of your audience. Drip’s paid plans often start at a higher price point compared to some other email marketing platforms, reflecting its focus on advanced automation and CRM capabilities.

While Drip’s pricing may not be suitable for individuals or small businesses with limited budgets, it can be an excellent choice for businesses looking to implement sophisticated email marketing automation, behavior-triggered workflows, and personalized customer journeys.

It’s essential to carefully evaluate your email marketing needs and budget when considering Drip or any other email marketing platform. While a free plan may not be available, the investment in an advanced automation tool like Drip can yield significant returns in terms of improved engagement, conversion rates, and customer relationships.

How To Set Up Drip Campaign In Mailchimp

What are the key steps to initiate a drip campaign in Mailchimp?

Initiating a drip campaign in Mailchimp involves several key steps:

Log In to Your Mailchimp Account: Start by logging in to your Mailchimp account. If you don’t have one, you’ll need to sign up for an account.

Create or Select Your Audience: Your audience consists of the subscribers who will receive your drip campaign emails. You can create a new audience or select an existing one.

Set Up Automation: In Mailchimp, drip campaigns are created using the Automation feature. Go to the “Automations” tab and click “Create” to begin setting up your drip campaign.

Choose Automation Type: Select the type of automation that suits your campaign. For drip campaigns, you’ll typically choose “Email” or “Email Series.”

Configure Trigger: Define the trigger that will start your drip campaign. This could be when a subscriber joins your audience, makes a purchase, or takes another specific action.

Design Your Emails: Create the series of emails that will be sent in your drip campaign. You can customize the content, layout, and design of each email. Ensure that the emails are engaging and relevant to your audience.

Set Email Timing: Specify the intervals at which each email in the series will be sent. Drip campaigns usually involve sending emails over a period of time, such as every few days or weeks.

Test and Review: Before activating your drip campaign, thoroughly test each email to ensure they display correctly and contain no errors. Review the entire sequence to confirm it aligns with your goals.

Activate Your Drip Campaign: Once you’re satisfied with your setup, activate the drip campaign. It will automatically send emails to subscribers based on the trigger and timing you defined.

Monitor and Optimize: Regularly monitor the performance of your drip campaign. Pay attention to open rates, click-through rates, and conversions. Use this data to make improvements and optimize your campaign for better results.

By following these key steps, you can successfully initiate a drip campaign in Mailchimp to engage and nurture your email subscribers over time.

How can I effectively segment my email list for a Mailchimp drip campaign?

Segmenting your email list effectively is crucial for the success of your Mailchimp drip campaign. Here are steps to help you do just that:

Understand Your Goals:

Before segmenting, define the specific goals of your drip campaign. Are you trying to re-engage inactive subscribers, onboard new customers, or promote a particular product/service? Understanding your goals will guide your segmentation strategy.

Collect Relevant Data:

Gather data about your subscribers that is relevant to your campaign goals. This could include information like purchase history, location, engagement history (open and click rates), and preferences.

Use Mailchimp Tags and Custom Fields:

Mailchimp provides tools like tags and custom fields to help you categorize and segment your audience effectively. Tags can be used to label subscribers with specific attributes or behaviors, while custom fields allow you to store additional information about each subscriber.

Segment Based on Demographics:

Segmenting by demographics such as age, gender, location, and job title can help you send personalized content that resonates with different audience groups.

Segment by Behavior:

Consider segmenting based on how subscribers have interacted with your emails in the past. For example, you can create segments for active subscribers, those who haven’t opened emails in a while, or those who have made purchases.

Segment by Interests and Preferences:

Use data on subscribers’ preferences, interests, and past interactions to send them content that matches their preferences. This can lead to higher engagement and conversion rates.

Combine Multiple Criteria:

You can create highly targeted segments by combining multiple criteria. For example, you could create a segment for “Male subscribers in California who have made a purchase in the last six months.”

Regularly Update Segments:

Keep your segments up-to-date by regularly adding new subscribers and removing those who no longer fit the criteria. This ensures that your campaigns remain relevant.

Test and Refine:

As you send your drip campaign emails, monitor the performance of each segment. Analyze open rates, click-through rates, and conversions for different segments. Use this data to refine your segmentation strategy over time.

Personalize Content:

Finally, tailor the content of your drip campaign emails to each segment. Personalization can significantly improve engagement and conversion rates.

By effectively segmenting your email list in Mailchimp, you can deliver more targeted and relevant content to your subscribers, increasing the success of your drip campaigns and ultimately achieving your marketing goals.

What types of content work best in a Mailchimp drip campaign for nurturing leads?

Nurturing leads through a Mailchimp drip campaign requires delivering valuable and engaging content that guides prospects through the customer journey. Here are some types of content that work well for nurturing leads:

Welcome Emails:

Start your drip campaign with a warm welcome email. Introduce your brand, set expectations, and provide a clear call to action (CTA), such as inviting subscribers to explore your website or join your community.

Educational Content:

Share informative and educational content that addresses common pain points or questions your leads may have. This could include blog posts, how-to guides, tutorials, and ebooks. Position yourself as a helpful resource.

Product or Service Highlights:

Showcase your products or services in a way that highlights their benefits and solutions they offer. Provide case studies, testimonials, and use cases to demonstrate value.

Exclusive Offers and Discounts:

Encourage leads to take action by offering exclusive discounts or promotions. Limited-time offers can create a sense of urgency and drive conversions.

Customer Success Stories:

Share success stories of previous customers who have achieved positive results with your products or services. These stories can build trust and credibility.

Webinars and Workshops:

Invite leads to webinars or virtual workshops where you can dive deeper into topics relevant to your industry. Live events also provide opportunities for interaction and engagement.

Email Courses:

Create a series of emails that act as a mini-course, delivering valuable lessons or insights over time. This format encourages leads to stay engaged with your content.

Interactive Content:

Incorporate interactive elements like quizzes, surveys, or assessments to engage leads and gather valuable data about their preferences and needs.

Relevant Industry News:

Share the latest news and updates from your industry to keep leads informed and demonstrate your expertise.

Personalized Recommendations:

Use data from lead interactions to provide personalized product or content recommendations. This can increase relevance and engagement.

FAQs and Troubleshooting:

Anticipate and address common questions and challenges that leads might encounter. Providing solutions and support can build trust and confidence.

The key to a successful drip campaign is to provide consistent value, maintain relevance to the lead’s interests and needs, and guide them toward conversion at their own pace. Tailor your content to your target audience, and continually analyze and optimize your campaign based on engagement data and feedback.

Are there any best practices for optimizing the timing and frequency of drip campaign emails in Mailchimp?

Yes, optimizing the timing and frequency of drip campaign emails in Mailchimp is crucial for achieving the best results. Here are some best practices to consider:

Understand Your Audience:

Segment your audience based on their time zones, preferences, and behavior. This will help you send emails at times when your subscribers are most likely to engage.

Consider Industry Norms:

Research industry-specific benchmarks for email open rates and click-through rates. These benchmarks can provide insights into when your target audience is most active.

Test Different Send Times:

Conduct A/B tests to determine the best send times for your audience. Send the same email at different times and analyze the performance data to identify patterns.

Avoid Overloading Subscribers:

Be mindful of the frequency of your emails. Sending too many emails in a short period can lead to subscriber fatigue and higher unsubscribe rates. Balance your drip campaign schedule.

Set a Consistent Schedule:

Establish a regular sending schedule for your drip campaign. Consistency can help subscribers anticipate your emails and build trust.

Consider Time Zones:

If your audience spans multiple time zones, use Mailchimp’s time zone sending feature to ensure that emails are delivered at an appropriate local time.

Use Behavioral Triggers:

Base the timing of your drip emails on specific actions or behaviors, such as when a subscriber joins your list, completes a purchase, or interacts with a previous email. Tailor the timing to the context of the campaign.

Monitor Engagement Metrics:

Pay close attention to open rates, click-through rates, and conversion rates for each email in your drip campaign. Use this data to refine your timing strategy.

Consider the Buyer’s Journey:

Align the timing of your emails with the stages of the buyer’s journey. For example, early-stage leads may benefit from more frequent educational content, while late-stage leads may respond better to promotional emails.

Test Day of the Week:

Test different days of the week to see when your audience is most responsive. Some industries may find that weekdays work best, while others may have better results on weekends.

Optimize Mobile Responsiveness:

Ensure that your emails are mobile-friendly, as many people check their emails on smartphones. Test how your emails appear on mobile devices to optimize user experience.

Consider Special Occasions:

Tailor your email schedule to holidays, events, or special occasions that are relevant to your audience. Seasonal campaigns can have a significant impact on timing.

The optimal timing and frequency of emails can vary from one audience to another and may evolve over time. Continually test, analyze, and adapt your drip campaign schedule to ensure it remains effective and aligned with your subscribers’ preferences and behaviors.

How To Set Up Drip Campaign In Mailchimp


Setting up a drip campaign in Mailchimp is a powerful strategy for nurturing leads, engaging subscribers, and driving conversions. By following the key steps outlined in this guide, you can create a well-structured and effective drip campaign that guides your audience through the customer journey.

Effective segmentation ensures that your messages resonate with specific audience groups, delivering personalized content that meets their needs and interests. Tailoring your content, timing, and frequency based on data-driven insights and audience behavior helps maximize the impact of your campaign.

To continually monitor and optimize your drip campaign. Analyze engagement metrics, adjust timing and content as needed, and stay attuned to industry trends and best practices. With dedication and strategic refinement, your Mailchimp drip campaign can become a valuable asset for building relationships, driving conversions, and achieving your marketing goals. The power of automation and data-driven decision-making to create meaningful connections with your subscribers, ultimately turning leads into loyal customers and advocates for your brand.