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How to Create an Effective Mailchimp Drip Campaign with Landing Pages and Templates

Mailchimp drip campaign

Turning leads into buyers online is a subtle art. The hard sell doesn’t work in the information age where trust is central to winning prospects’ loyalty. You can build that trust by providing relevant and informative content in all your communications. A lead-nurturing bulk email marketing campaign is one tried-and-true way of drawing prospects in and inspiring them to turn into customers.

For those who don’t already have extensive experience with email marketing, Mailchimp is the go-to solution for not only startups, but many established businesses as well. Mailchimp offers a user-friendly, yet powerful web based email marketing software with a shallow learning curve, making it one of the most popular professional digital marketing tools, especially in the world of startups.

Here’s a down-and-dirty guide of best practices and a collection of Mailchimp drip campaign examples to inspire your next bulk email marketing campaign.

Effective Mailchimp drip campaigns follow the 4-1-1 rule

Effective Mailchimp drip campaigns follow the 4-1-1 rule

The most important thing to remember about the emails in your Mailchimp drip campaign is that they must be helpful to your audience.

Think about what they might want to receive in their inbox: great suggestions, new ideas, interesting perspectives. Those things are likely quite different from what you might be inclined to send, such as “buy now!” promotional communications.

To make sure your Mailchimp drip campaign maintains a good ratio of informative and useful to promotional and self-serving content, follow the 4-1-1 rule. According to this guidance, each set of six emails should include four educational, informative, or inspiring emails; one “soft sell” kind of email, such as an invitation to an event; and one “hard sell,” such as an invitation to sign up for a special offer.

A detailed Mailchimp drip campaign example following the 4-1-1 rule can be found here.

Choose your content and design your lead nurturing emails

email marketing campaign

The emails in your Mailchimp drip campaign should be designed to direct potential customers to your website, so it’s best to base each one on an underlying piece of your content that you can link back to. Choosing appropriate content and designing your lead nurturing emails is imperative for an effective email marketing campaign.

Creating content for your Mailchimp drip campaign

If your site has a blog, chances are you already have a lot of good content to share. Think about which pieces will be most relevant to your audience; how-to’s and best practices are always useful, as are listicles or success stories that offer surprising insights.

It’s important that the emails feel conversational and personal, even if every prospect is getting the same one. They should be sent from an individual’s account and read as if a friend is popping their head round the door to say hi.

James Scherer, head of inbound marketing at Wishpond, recommends the following formula for your first five emails:

  1. Introduce yourself and offer a simple but relevant resource

  2. Share a business insight you’ve discovered to cultivate a feeling of trust

  3. Offer a resource that brings real value to your prospect’s business

  4. Send a first-person anecdote, such as a story of a mistake and what you learned

  5. Provide an in-depth piece of content that describes how your product can help address the prospect’s pain point

The final email is a hard sell. Though don’t make it too “hard” — it’s better for this to be a special offer, such as a free trial or sign-up discount, rather than a demand that readers make an annual commitment.

Free Mailchimp templates vs. premium templates

Mailchimp is extremely popular for bulk email marketing campaigns, greatly due to the simplicity of designing and starting a drip campaign. Mailchimp offers a variety of unique email design templates for every kind of email you’ll want to include in your drip campaign. Your drip campaign can utilize templates for welcome emails, downloads, product releases, sale promotions and a whole lot more.

These drip campaign example templates are perfect for the 4-1-1 rule outlined above. While the example templates provided by Mailchimp are enough for most, there are plenty of other resources for free professional template designs you can take advantage of in your next bulk email marketing campaign. These 31 free Mailchimp email templates are great examples for building your next drip campaign on a budget, or if you want to get really serious, you might want to consider paying for a premium library of Mailchimp templates.

Create your Mailchimp landing pages

Mailchimp landing pages

An email drip campaign is sparked by a prospect’s action — usually inputting an email address into a landing page on your site in order to obtain a free resource like an e-book or webinar, also called a lead magnet or call to action (CTA).

Gearing up to create a Mailchimp landing page? It’s a good idea to work backwards, creating that landing page only after you’ve designed the emails that will flow from leads’ engagement with it. This way you can be sure your email campaign is ready to go by the time you publish your landing page, as well as maintain SEO best practices.