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Email Marketing | Analytics | Mailchimp

How to Set Up Automations and Create a Customer Journey Map in Mailchimp

Mailchimp Customer Journey Map is a convenient tool that makes your communication strategy more transparent. In this article, we'll explain how to set up Mailchimp automations and create automated customer journey maps.

How to Set Up Mailchimp Customer Journey Maps

1. Create a new Mailchimp automation

New automations can be created either via the Create option or the Automations option. As for now, they can be created in the tab Create → Email → Automated.
Instruction: How to Set Up Automations in Mailchimp
New automations can be found at Automation → Customer Journey, but not in the Campaigns tab where they used to be. There, an automation can be created through the Create button in the top right corner.
Aside from that, the logic of interactions with the automations remained the same. The general menu allows you to launch, stop, edit, copy, or delete Mailchimp automations.

    2. Create a Customer Journey Map

    Click Create and set a name for the automation.
    First of all, we should choose the Entry Point — the main trigger which will launch the automation. It can be:
    • the subscriber gets into the list;
    • the subscriber gets a tag;
    • the subscriber`s additional field is changed;
    • special date;
    • purchase.
    All in all, Mailchimp offers six categories with about five items in each. As the new features are in the beta stage, many options are not yet available. They will be added as the service develops.

    3. Set the Audience Activity

    Let's go through all of the entry points offered by the platform.
    1. Tag added
    The subscriber gets a particular tag. Tags are often used to highlight subscribers within one list. For example, ordinary subscribers and customers. As soon as a person buys something, they get a tag and can receive personalised automated emails.
    2. Sign up
    A person has subscribed to the list. With the help of this entry point, a welcome series can be created.
    3. Audience field changes
    We send emails if a person has changes in additional fields. There is quite a number of scenarios where this entry point can be used. The number is limited only by the ideas of a marketing expert: the subscriber may get a certain number of points, to fill in the survey, to do some action on the website, etc.
    4. Joins audience group
    We send emails if a person enters a group inside the subscription list.
    5. Leaves audience group
    We send emails if a person leaves a group.

    4. Set the Date & Special Events

    1. Sign-up date
    The series is launched depending on the subscription date. You can congratulate people on being with you for some particular period of time, for instance, half a year or a year.
    2. Birthday
    We congratulate a subscriber on their birthday. It is important that we can not only send an email on the birth date but also build emails relative to this date. For example, we can give a present beforehand to enable a person to treat themselves and choose a present for the important date.
    3. Specific date
    Any special date.
    4. Recurring date
    Potentially this is a very interesting thing: it is easier to congratulate a subscriber with an important date which is repeated annually. It can be, for instance, a professional holiday. We had a similar task when we worked with "Live!" charitable foundation. Several years ago, when Mailchimp did not have many functions, the Birthday field was used for this. An important date was put there and the sequence was built in relevance to it. Now, as we can see, there are two fields for it: with recurring and specific dates.

    5. Add Ecommerce Activity

    This automation works if you have an integration with your online store. At present, only one item is available here, so most of the options are better implemented via the the old automation.
    1. Buys any product
    You can express gratitude for the subscription or cross-sales if it is appropriate.
    2. Abandoned Carts
    It is probably the most popular series for ecommerce. In Mailchimp, everything is very complicated with abandoned carts. If you are satisfied with a block editor, you can send abandoned cards directly through Mailchimp. However, if you want to use HTML, then Mandrill must be used. That is why it's interesting whether the new automation will make it possible to use not only a block editor but also HTML with the opportunity to add dynamic content with products.
    3. Buys a specific product
    An automated email sequence works only for the users who bought a specific product.
    4. Doesn't buy a product
    Automation for those who haven't bought anything. The main goal is to motivate a person for the purchase.
    5. Buys from a product category
    Bought a product from a particular category. It is possible to mark the basic categories in your store and to develop sequences for them.
    6. Time since last purchase
    The series is supposed to get the user back to make a purchase if they haven't bought anything for a long time.

    6. Add Marketing Activity

    This automation is what MC used to lack. As it has appeared, it will really push the platform forward as far as segmentation and automated sequences go.

    7. Api & Integrations

    Emails that are sent via Mailchimp API requests are usually triggered emails.

    Each automation may have several starting points which launch an automation.
    It is possible to add additional conditions to starting points to segment the users.

    How to Create an Automated Email Sequence in Mailchimp

    When you choose a series for activation after a person has subscribed, you can also add the contacts to import. This feature was available in the old version of Mailchimp automations as well.
    The block on the left shows the rules and actions that can be added to the sequence:

    If / Else Rule in Mailchimp

    This is the rule that is checked before sending an email.

    We create rules for the segment and can choose two types of communication: for the ones who meet the conditions and for those who don't.

    Wait Rule in Mailchimp

    This rule means waiting for some action from a subscriber: for instance, a purchase or addition of a tag. For now, not many options are available, but in the future, this feature will be developed. For instance, Mailchimp will add an opportunity to choose people according to the following criteria:

    • a user bought a specific product;
    • a user bought nothing;
    • birthday;
    • X days since the last purchase;
    • a user received and opened a particular email.

    Delay Rule in Mailchimp

    You can set the delay before any action.

    Send Email

    It sends an automated email.

    Add or Remove Tags

    This action means adding or removing tags. This is very convenient if you want to segment the subscribers in accordance with their actions in your automated series.

    In the bottom left corner, there is a Journey settings tab. Here you can set a name for the automation and add additional conditions. For instance, the automation may be activated each time the user goes through the entry point.

    The Future of Customer Journey Map in Mailchimp

    Customer Journey Maps in Mailchimp give us more opportunities. For now, most of the functions have not been added yet, so the further development of the services depend on how quickly Mailchimp specialists will be able to do it. There are cases when ESPs add some features but pull back the final release for a long time. It could be years before we see the implementation of every promised feature for customer journey maps. On the other hand, Mailchimp develops very quickly and adds new updates, so they will probably avoid repeating mistakes of their colleagues from other platforms.
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