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Email marketing is a form of direct marketing to your customers. Jump straight into their inbox to broadcast your message. Send a personalised email out to your database of recipients to advertise a promotion, gain brand awareness, gauge interest in your products, and much more. At Digilite, we perform A/B testing, prepare mail template designs, generate content, and follow up.


Automated emails deliver information to your customers right when they need it, in a way that’s efficient for you and your team. Send a series of emails to introduce your new customers to your company, share product recommendations based on the purchase history of your customers, wish your subscribers a happy birthday, and more.

We can create and track trigger-based emails that automatically send to your subscribers. Workflows are available in all paid MailChimp accounts. You can upgrade your account to a monthly or pay as you go plan in your account settings.

With Mailchimp’s marketing automation tools, we can send the right message to the right people at the right time.

The basics

Workflow use triggers to send an email or a series of emails to specific subscribers on a list. A trigger can be an open or click in one of your campaigns, a subscription to your list, or an action that’s combined with one of MailChimp’s other features. Every email in a workflow can have its own unique trigger.

A regular campaign sends to your subscribers at the time you choose. With an Automation workflow, emails are sent automatically to specific subscribers as they meet your trigger and sending criteria.

Trigger ideas

  1. When a subscriber signs up for your list: Welcome new subscribers with a single email—or a series—to help them get to know your company or organization. Tell them what they can expect in future newsletters, send a special coupon, or give them tips on how they can take advantage of everything you have to offer.
  2. When you have a series of emails: Maybe you have educational content, like an online course, that needs to be sent out on a regular basis over a period of time. Break that information into a series of steps that can be sent over days, weeks, or months.
  3. When you need to send an email once a year: This might be for a subscriber’s birthday or an anniversary. Set the workflow to send annually, and we’ll take care of the rest.
  4. Following up on website or app activity: When a subscriber navigates to a specific link on your site from a newsletter, automatically send them follow-up information using Goal. Help them make a purchase decision, thank them for downloading your latest song, or send a survey about their experience on your website.
  5. When you want to thank your best customers or most loyal fans: The customers who purchase from you on a regular basis are important to your business, so let them know they’re valued. Send a simple thank you, invite them to a special VIP program, or offer a discount.
  6. Follow up after a purchase: Send additional product recommendations or product care tips based on what your customers have purchased.
  7. When you want to get feedback: Use a survey to make your customers feel valued and get important feedback about their shopping experience on your site.
  8. When you want to create a win-back campaign: Develop a series of win- back emails to encourage inactive subscribers to re-engage, and utilize post- sending actions to automatically perform a specific list action on subscribers after they receive the final email in the series. This could be used to update one of their merge fields, move those subscribers to a different interest group, or to remove them from your list completely.
  9. When you want to send abandoned cart messages: Once you connect your store to MailChimp, you can easily follow up with customers who navigate away from their online shopping cart without completing their purchase. Send an email (or series of emails) to remind them what they’ve left behind and encourage them to return to your store.

What is the trigger?

The trigger is the catalyst that starts an Automation workflow and prompts all subsequent emails in the workflow to send to the appropriate subscribers. Every email in your workflow can have its own unique, independent trigger.

For example, if you want to send a follow-up email to every user that clicked a link in your last campaign, that click would be your trigger. Inactions can also trigger.

Maybe the subscriber opened a campaign, but didn’t click anything—that can be set as a triggering event, too. Or, you could add a customer to an Automation series after they join your list, send the next message after they open the previous email, the next after they make a purchase, and so on.

Email Marketing Strategies

Email Marketing Strategies

Workflow options

E-commerce and Retail workflows

E-commerce workflows are triggered by a subscriber’s buying behavior. To use these workflows, you need to set up MailChimp’s e-commerce features in your account, so we can track your subscribers’ activity.

Education workflows

Education workflows are triggered by various events and student activity. Educators who want to inform and engage students can use these preset workflows.

List Activity workflows

List activity workflows are triggered by subscribers signing up or being added to a list, and can be sent immediately after the triggering action occurs.

Integration workflows

Integration workflows are triggered by actions taken within an integration, like Goal or API 3.0.

Date Based workflows

Date Based workflows are triggered by a list field date, like a birthday or the date a subscriber was added to your list. To trigger a Date Based workflow, you must have subscriber information saved within a Date or Birthday field on your list.

Software workflows

Software workflows are triggered by various events and subscriber activity. Use these workflows to promote new products and features.

Nonprofit workflows

Nonprofit workflows can be triggered by a variety of events and list fields to suit your business needs. Use these preset workflows to inform and engage your donors.

Music workflows

Music workflows can be triggered by a variety of events and list fields to suit your business needs. Use these preset workflows to promote new music, events, and engage with fans.

Custom workflows

If none of the workflow options above quite fit your needs, consider customizing a workflow to help you target subscribers. These flexible workflows allow you to create an automated series of emails based on a combination of different triggers.

Keep in mind that depending on your use-case, certain list fields, e-commerce data, Goal integration, campaign reporting data, or the Mandrill add-on may be required.