Running a membership website is rewarding, but it can be a lot to manage—especially when it comes to keeping your members engaged and organized. That’s where Mailchimp’s automated workflows come in. Think of them as your behind-the-scenes assistant, handling communication so you can focus on growing your community.
Let’s explore how Mailchimp automation works and how you can use it to streamline tasks like welcoming new members, managing cancellations, and sending renewal reminders.
What Are Mailchimp Automation Workflows?
Mailchimp’s automated workflows are like pre-programmed email sequences that respond to specific triggers. For example, when a new member signs up, an automated workflow can send a series of emails to welcome them and show them the ropes.
The best part? It all happens automatically. No more manually sending emails or keeping track of everyone’s status. Mailchimp ensures your members get the right message at the right time, making your life a lot easier.
Why Automation Matters for Membership Websites
Membership websites thrive on connection, but managing communication can be time-consuming. Automation lets you handle these tasks effortlessly:
- Welcome new members with personalized emails.
- Gently nudge members to renew their subscriptions.
- Remove canceled members from your mailing list without awkward manual updates.
With workflows in place, you can focus less on logistics and more on creating an amazing experience for your members.
How Membership Websites Can Use Mailchimp Automation Workflows
Here are five ways you can use Mailchimp’s automation features to make your membership website run more smoothly:
1. Roll Out the Welcome Mat
First impressions count, and a thoughtful welcome series can set the tone for your members’ entire experience.
How it works:
- Trigger: A new member joins your site.
- What happens next:
- Email 1: A warm welcome with an overview of your community and resources.
- Email 2 (a few days later): Tips on getting the most out of their membership.
- Email 3 (a week later): An invitation to an upcoming event or feature spotlight.
This series helps members feel at home and excited about their decision to join.
2. Handle Cancellations Smoothly
Cancellations are part of running a membership site, but they don’t have to create extra work. Mailchimp can automatically unsubscribe members who cancel, keeping your mailing list up-to-date and avoiding awkward follow-ups.
How it works:
- Trigger: Your membership platform (via an integration like Zapier) notifies Mailchimp of a cancellation.
- What happens next:
- The member is automatically unsubscribed or moved to an inactive list.
- If the unsubscribed member has been moved to another list, you can send a polite goodbye email thanking them for their time and inviting them back anytime. (List members have to be “subscribed” to received list emails.)
3. Send Friendly Renewal Reminders
Keeping members engaged is key to reducing churn. A well-timed reminder can make all the difference when it’s time for them to renew.
How it works:
- Trigger: A member’s subscription is about to expire.
- What happens next:
- 30 days before expiration: Send a friendly nudge with a renewal link.
- 15 days before expiration: Highlight the value of their membership and what they’ll miss out on if they don’t renew.
- 5 days before expiration: Create urgency with a final reminder—perhaps offering a special discount.
This automated workflow ensures your members don’t miss their renewal window, helping you maintain a steady membership base. This functionality is available on some membership platforms, including SubHub, but you can enhance it using Mailchimp.
4. Encourage Upgrades to Premium Tiers
If your site offers multiple membership levels, automation is perfect for nudging members to upgrade.
How it works:
- Trigger: A member hits a milestone, like six months of active membership, or frequently engages with your content.
- What happens next:
- Send an email showcasing premium-tier benefits.
- Include testimonials from happy premium members.
- Offer a limited-time upgrade discount to create a sense of urgency.
This approach makes upgrading feel like an opportunity rather than a hard sell.
5. Keep Members in the Loop About Events
Hosting a webinar, meetup, or virtual event? Use Mailchimp to make sure everyone stays informed and excited.
How it works:
- Trigger: A member registers for your event.
- What happens next:
- Email 1: Send a confirmation email with event details and a calendar link.
- Email 2 (3 days before the event): Share a quick reminder to keep it top-of-mind.
- Email 3 (1 hour before the event): Send a final reminder with the login link or instructions.
With automated reminders, your members are far less likely to forget or miss the event.
Getting Started with Mailchimp Automation Workflows
Here’s how to set up your workflows:
- Connect Your Membership Platform: Tools like Zapier make it easy to sync data between your membership site and Mailchimp.
- Use Tags and Segments to categorize your lists: Organize your email list by categories like active members, inactive members, or premium-tier subscribers with the Segments feature.
- Optionally, you can use the tagging feature to tag certain members of your lists, then segment the tagged group.
- Design Your Emails: Use Mailchimp’s intuitive drag-and-drop editor to set up the list or segment you want to mail to, and create a polished, on-brand email sequence.
- Test Before Launching: Run a few test workflows to ensure everything works as expected.
The Bottom Line
Mailchimp automation is a game-changer for membership websites. It helps you build strong, meaningful connections with your members while saving time and simplifying operations. From welcoming new members to managing cancellations and renewals, automation keeps your community running smoothly.
Some membership platforms, including SubHub, are integrated with Mailchimp, making these types of workflows a breeze to set up. If you’re on a platform that isn’t directly integrated with Mailchimp, you can most likely use Zapier to create the connection and set up your triggers and actions.
Ready to level up your membership site? Open a free SubHub trial and dive into Mailchimp’s automated workflows.
