Creating a Mailchimp welcome series and onboarding sequence involves setting up automated emails that engage new subscribers, introduce your brand, and guide them through their customer journey. Mailchimp provides tools for both simple welcome emails and multi-step onboarding series, with options for free and paid accounts. A well-structured series can significantly boost engagement, with brands like Ban.do reporting a 51% revenue increase by expanding from a single welcome email to a three-email series ^[2]. The process includes designing emails, setting triggers, and testing campaigns—whether through the desktop platform or mobile app.

Key takeaways from the sources:

• Welcome emails have higher open rates (e.g., Ban.do’s 38.6%) and are critical for first impressions ^[2]
• Paid Mailchimp accounts unlock advanced automation features like Customer Journeys ^[3]
• Onboarding series typically include 4-6 emails sent over several days, focusing on education and relationship-building ^[5]
• Personalized onboarding consultations are available for Standard/Premium plan users ^[6]

Setting Up a Welcome Series and Onboarding in Mailchimp

Creating a Welcome Email Series

A welcome email series introduces new subscribers to your brand and sets expectations for future communication. Mailchimp’s automation tools allow you to design single welcome emails or multi-part sequences, with options for both free and paid accounts. The process begins by selecting an automation type, customizing triggers, and designing email content.

For free accounts, the setup is straightforward but limited to basic automation:

• Navigate to the Automations tab in Mailchimp and select "Welcome new subscribers" ^[1]
• Name your campaign, choose the target audience, and design the email using Mailchimp’s drag-and-drop editor ^[3]
• Test the automation by subscribing with a unique email address to verify delivery and rendering ^[1]

Paid accounts gain access to Customer Journeys, a more advanced tool for creating multi-step sequences:

• Start by selecting "Customer Journeys" from the Automations menu, which allows for branching logic based on subscriber actions ^[3]
• Design a series of emails with varying delays (e.g., Day 1, Day 3, Day 7) to nurture subscribers over time ^[2]
• Use personalization tags (e.g., |FNAME|) to address subscribers by name and tailor content ^[4]

Ban.do’s three-email welcome series serves as a proven model:

• Email 1: Sent immediately with a discount code to encourage first purchases ^[2]
• Email 2: Delivered 2-3 days later, focusing on social media engagement (e.g., "Follow us on Instagram") ^[2]
• Email 3: Targets non-purchasers with a reminder coupon, sent 5-7 days after signup ^[2]

This approach achieved a 51% revenue increase compared to a single welcome email, with an average 38.6% open rate ^[2].

Mobile users can also set up welcome emails via the Mailchimp app:

• Open the Audience tab, tap "Send automated welcome emails", and follow prompts to draft and activate the campaign ^[9]
• Note that mobile-setup welcome emails only trigger for subscribers signing up via Mailchimp forms, not imported contacts ^[9]

Designing an Effective Onboarding Sequence

Onboarding emails differ from welcome emails by focusing on long-term engagement and education rather than immediate promotions. A typical onboarding series spans 4-6 emails sent over 7-14 days, designed to familiarize subscribers with your brand’s value and offerings ^[5]. Mailchimp’s tools support this through automated triggers, personalized content, and performance tracking.

Key elements of a successful onboarding sequence:

• Logical progression: Start with a warm welcome, followed by educational content, and end with a soft sales pitch if appropriate ^[5]
• Personalization: Use subscriber data (e.g., name, location, past purchases) to tailor messages ^[4]
• Clear calls-to-action (CTAs): Each email should guide subscribers toward a specific action, such as watching a tutorial or exploring a product catalog ^[4]
• Mobile optimization: Over 50% of emails are opened on mobile devices, so design for smaller screens ^[4]

Steps to create an onboarding series in Mailchimp:

1. Access Automations: From the Mailchimp dashboard, click "Create" > "Email" > "Automated" ^[5]
2. Select "Welcome new subscribers": This serves as the foundation for your series ^[1]
3. Add multiple emails: Use the "Add Email" button to extend the sequence, setting delays between sends (e.g., 1 day, 3 days, 1 week) ^[7]
4. Design each email: Focus on a specific goal per email, such as: - Email 1: Introduce your brand story and mission ^[8] - Email 2: Share a customer success story or testimonial ^[5] - Email 3: Provide a how-to guide or tutorial video ^[4] - Email 4: Offer a limited-time discount or free resource ^[2]
5. Set triggers: Configure emails to send based on subscriber actions (e.g., opening a previous email or clicking a link) ^[7]

Common mistakes to avoid:

• Overwhelming subscribers: Sending too many emails too quickly can lead to unsubscribes; aim for 2-3 emails per week max ^[4]
• Lack of testing: Always preview emails on desktop and mobile, and test links before activation ^[1]
• Ignoring metrics: Track open rates, click-through rates, and conversions to refine future campaigns ^[4]

For Standard or Premium plan users, Mailchimp offers personalized onboarding consultations:

• Standard Plan: One 60-minute 1:1 session with an onboarding specialist within the first 90 days ^[6]
• Premium Plan: Up to four consultations, available in English, Spanish, or Portuguese ^[6]
• Prepare by listing your marketing goals and questions to maximize the session’s value ^[6]