Mailchimp Email Automations Certification: building better customer journeys

Nova Connects’ latest qualifications update includes the Mailchimp Academy Email Automations Certification. It reflects continued investment in the knowledge behind the campaigns and customer journeys we build.

Mailchimp describes this certification as training in email automation best practices, with a final assessment. For a business, the practical opportunity is to plan helpful messages around a customer’s next step, instead of relying entirely on individual promotional sends.

Give every automation a clear purpose

Before building a flow, decide what should start it, who should receive it and when the conversation should end. A welcome journey, for example, might introduce a brand after someone signs up and guide them towards a relevant service or product.

The aim is to make the experience useful and consistent. Sending more messages is only worthwhile when each message earns its place in the journey.

Three journeys worth considering

A welcome sequence. Introduce the business, explain what subscribers can expect and offer a clear next step. A local venue could share its location and booking link, while a service business could introduce its approach and most useful resources.

A follow-up after an enquiry. Where the integration and permissions support it, timely follow-up can help people understand what happens next. The message should match the enquiry and stop when it is no longer relevant.

A customer return journey. A considered follow-up can share useful advice, introduce a relevant next purchase or invite a customer to return. The timing should fit the product or service, rather than a generic schedule.

Check the connections before switching it on

Automation depends on the information available. Before launch, we recommend checking the signup source, audience fields, integration behaviour and the events used to trigger messages. Test the journey with controlled contacts and confirm that links, delays and exit rules behave as intended.

Available features depend on the Mailchimp plan, integrations and data setup. The right scope should be agreed before a flow is designed, so the proposed journey can actually be delivered.

Review the customer experience and the result

A flow needs attention after launch. We recommend reviewing engagement, customer feedback and the commercial action the journey was designed to support. If people stop engaging at a particular step, review the message, timing and relevance before adding another email.

Our certification is part of the foundation for that work. It supports a thoughtful approach to implementation and improvement, with results assessed against each client’s circumstances.

Explore our Awards & certifications, or contact Nova Connects to discuss an email automation plan for your business.

Training reference: Mailchimp Academy Email Automations Certification.