If you're using Mailchimp and want to send smarter follow-up emails—like nudging someone who clicked but didn't buy, or thanking folks who actually did—good news: it's doable, but not always straightforward. This guide cuts through the noise and shows you how to use Mailchimp Journeys to trigger emails based on what your users actually do, not just when they sign up.
Whether you run a small shop, manage newsletters, or just want to stop sending “Did you forget something?” to people who never even opened your first email, this is for you.
Why Bother With Behavior-Based Triggers?
Let’s be honest: most email automation is lazy. “Wait 3 days, then send email.” Trouble is, your subscribers don’t all move at the same speed. Some people need a nudge right away, others are just browsing. Sending the same follow-up to everyone is a quick way to get ignored—or worse, get marked as spam.
Triggering emails based on what users actually do (or don’t do) helps you:
- Avoid pestering people who already took action
- Catch folks who are interested, but need a push
- Send more relevant, less annoying emails
Mailchimp Journeys lets you set this up, but you need to know where to click and what actually works.
Step 1: Understand What Mailchimp Journeys Can—and Can’t—Do
First, a reality check. Mailchimp Journeys is solid for basic automation, but it’s not as flexible as some dedicated tools. Here’s what you can actually trigger off of:
- Email activity (opened, clicked, didn’t open, didn’t click)
- Signup forms (joined list, updated profile)
- E-commerce events (purchased, abandoned cart) — but only if you connect your store
- Date-based triggers (birthdays, anniversaries, custom fields)
What you can’t easily do:
- Trigger off super-granular site behavior (unless you’re deep into integrations)
- Use “AND/OR” logic for complex branching (Mailchimp’s logic is basic)
- React in real-time (there’s often a delay of a few minutes to hours)
If you need heavy-duty behavioral automation (like “visited product page X twice but didn’t buy”), you’ll want to look elsewhere. For most small businesses, though, Mailchimp’s built-in triggers are enough.
Step 2: Map Out Your “Behavior” and the Follow-Up You Actually Need
Don’t just jump in and start dragging blocks. Take five minutes and write down:
- What specific user action matters? (e.g., clicked a link, made a purchase, ignored an email)
- What do you want to do in response? (send a reminder, deliver a discount, say thanks)
- What’s the timing? (immediately, after a day, after a week?)
Example scenarios: - Clicked but didn’t buy: Send a coupon code two days later. - Didn’t open welcome email: Resend with a different subject after 3 days. - Bought product: Send a review request 7 days post-purchase.
Keep it simple. One or two behaviors is plenty to start. Overcomplicating things will just make troubleshooting a nightmare.
Step 3: Set Up Your Mailchimp Journey
Here’s how to actually build this in Mailchimp:
3.1. Go to Customer Journeys
- In your Mailchimp account, find “Automations” in the left menu, then pick “Customer Journeys.”
- Click “Create Journey.”
3.2. Choose a Starting Point (Trigger)
This is where you pick the behavior you want to watch for. Here are some common ones:
- Joins audience – for onboarding/welcome flows
- Opens/clicks campaign – for follow-ups based on engagement
- Purchases something – for post-purchase sequences (if e-commerce is connected)
- Abandons cart – for cart recovery emails
Pick the one that matches your goal.
Pro Tip:
If your trigger is campaign-based (like “clicked a link”), you’ll need to select the specific campaign. You can’t just say “clicked any email”—Mailchimp isn’t that flexible.
3.3. Add Journey Points Based on Behavior
After your trigger, you can add “If/Else” branches. This is where the magic happens:
- Click the plus (+) button after your trigger step.
- Choose “If/Else.”
- Pick the condition you care about. For example:
- “Clicked campaign” → choose the exact link
- “Did not open campaign” → select your email
Mailchimp will split your users based on this. You can now send different emails down each path.
What works:
- Simple checks like “clicked/didn’t click,” “opened/didn’t open,” and basic purchase activity.
What doesn’t:
- Multi-step logic (like “clicked AND purchased”) or custom scoring. If you need that, you’ll have to get creative with tags or look for another tool.
3.4. Add Your Follow-Up Emails
For each branch, drag in the “Send Email” action.
- Write a subject line that matches the user’s context. (Don’t send a “Still thinking it over?” email to someone who already bought.)
- Keep your copy short and helpful.
- Set delays if needed (e.g., “Wait 2 days, then send”).
You can add as many steps as you need, but don’t overdo it. Most people won’t appreciate five reminders.
3.5. Optional: Use Tags for More Control
If you want to get a bit fancier, you can use “Add Tag” and “Remove Tag” actions in your Journey. For example:
- Tag users who clicked but didn’t buy.
- Later, build a segment that targets these tags for special offers.
It’s a workaround, but it can help if Mailchimp’s built-in branching isn’t enough.
Step 4: Test Your Journey (Don’t Skip This)
Mailchimp Journeys don’t always behave like you expect. Before you send anything live:
- Use test email addresses (your own, a coworker’s, etc.).
- Go through the behavior you’re targeting (click links, ignore emails, etc.).
- Check what emails you actually get, and when.
Watch for: - Incorrect emails (e.g., getting a “reminder” after already converting) - Delays (Mailchimp sometimes lags) - Users getting stuck and never receiving the next step
You’ll catch a lot of weirdness this way. Fix it before the real people see it.
Step 5: Launch, Watch, and Adjust
Once you’re happy with your tests, turn your Journey on.
But don’t walk away. For the first couple of runs:
- Keep an eye on your Mailchimp reports (opens, clicks, unsubscribes)
- Watch for user complaints or odd patterns (like everyone getting stuck at a certain step)
- Adjust your timing or content if needed
Mailchimp isn’t perfect. Sometimes a behavior trigger won’t fire for everyone, or people will fall through the cracks. That’s normal—just keep it simple and iterate.
What to Ignore (For Now)
- Super-fancy branching: Unless you’re a pro or have a massive list, you don’t need “if they opened AND clicked AND didn’t buy” logic. Mailchimp can’t do it natively anyway.
- Overly aggressive reminders: If someone ignores two emails, a third won’t win them over. Move on.
- Integrations you don’t actually use: Don’t connect your store, CRM, or site tracking unless you need it. More moving parts, more to break.
A Few Honest Tips
- Mailchimp Journeys are “good enough” for most small businesses. If you need crazy logic or instant triggers, you’ll get frustrated. But for basic follow-ups, it works.
- Start with one trigger and one follow-up. Nail that, then add more.
- Don’t overcomplicate. The best automations are the ones you can actually explain to someone else in one sentence.
- Double-check your emails. There’s nothing worse than sending a “We miss you!” to someone who just bought.
Wrapping Up: Keep It Simple, Keep Improving
Setting up behavior-based follow-ups in Mailchimp Journeys isn’t rocket science, but it’s easy to overthink. Stick to clear triggers, keep your messages relevant, and test everything before you go live. The best results come from steady tweaks, not from building a monster automation on day one.
Start small, watch what happens, and adjust as you go. Your users—and your sanity—will thank you.