Yes. Mailchimp can send emails automatically when a contact meets a trigger and any configured sending criteria. Use a classic automation for a triggered email or sequence; use a marketing automation flow when you need a broader path with actions such as email, SMS, or tagging. What you can create depends on your account’s plan and eligibility.
How Mailchimp email automation works
A regular campaign is sent when you choose to send it. An automated email starts when a contact takes an action or meets a condition you configure. Mailchimp defines a trigger as “the action that starts a classic automation” in its classic automation trigger documentation.
You choose the event that should start the workflow, set any available timing or sending criteria, and prepare the email content. Depending on the automation and connected data, a workflow can send one message or a series.
What can trigger an automated email?
Mailchimp documents triggers involving audience activity, campaign interactions, dates, and commerce events. Availability can vary by automation type and integration.
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- Audience activity: a contact signs up or an audience change occurs, such as a tag being added.
- Campaign interactions: a contact opens or clicks a campaign.
- Dates: a date in an audience field, such as a birthday, arrives.
- Store activity: a purchase, abandoned cart, or other commerce event occurs. These triggers require relevant connected store data.
- API events: an event from a custom integration starts the automation; Mailchimp identifies event API triggers as available to Premium accounts.
See Mailchimp’s list of classic automation triggers for the available options and their requirements.
Classic automation or a marketing automation flow?
These are different Mailchimp tools. Classic automations center on triggered emails and sequences. Marketing automation flows can combine more kinds of steps and paths, including email, SMS, and tagging actions. The better fit depends on what the contact should receive and what should happen next.
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| Need | Tool to consider | What to check |
|---|---|---|
| A triggered email or email sequence | Classic automation | Classic automation eligibility and, for a series, plan access |
| A broader workflow with multiple actions or paths | Marketing automation flow | Whether the required flow features are available on your plan |
Mailchimp’s overview of marketing automation flows explains flow capabilities and plan-based access. If you convert a classic automation to a flow, Mailchimp archives the original classic automation after the new flow is turned on.
Check your plan before building
Do not assume every account can create every type of workflow. Mailchimp says classic automations are available only to paid accounts that have previously created a classic automation; access to email series varies by plan. Flow features also depend on plan. Confirm what your current account permits in Mailchimp before designing a workflow around a particular trigger or action.
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Mailchimp’s classic automation creation instructions describe the setup process and series availability. Triggers based on commerce activity require connected store data, and API-event triggers have their own plan requirement.
Examples—and why default delays are not recommendations
Mailchimp lists welcome emails, onboarding or education series, purchase follow-ups, abandoned-cart messages, lapsed-customer re-engagement, and birthday or other date-based messages as automation examples. Its documented defaults vary by template:
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- A welcome message may be set for one day after signup, while the first email in a welcome series may be sent immediately.
- A single abandoned-cart email may be set for six hours after abandonment.
- A sample abandoned-cart series may use delays of one hour, one day, and three days.
These are template defaults, not universal timing advice. Check and adjust the trigger and delay in the builder to suit your workflow. Mailchimp describes automation types and examples in its classic automation overview.
Set up a basic automation
- Choose the event. Decide whether the email should follow signup, a tag change, a date, a campaign interaction, or a store event.
- Decide the scope. Choose one email or a sequence, then check that your account can create the type you need.
- Pick the builder. Use a classic automation for a triggered email sequence; consider a marketing automation flow if the workflow needs broader actions or paths.
- Confirm the data and timing. Make sure the audience fields, connected store, or integration needed by the trigger are available. Review the delay and any sending criteria.
- Prepare and review the email. Check the message, audience, trigger, and timing before turning on the automation.
- Monitor it after launch. Mailchimp documents campaign status and open- and click-reporting for classic automations; consult the available reporting in your account.
Will contacts receive the automation more than once?
Generally, recipients receive a classic automation sequence only once. Mailchimp lists exceptions that include date-based automations, abandoned-cart emails, order notifications, and product-retargeting emails. Do not assume a contact can re-enter every workflow; check the rules for the specific automation type in Mailchimp’s classic automation documentation.
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