Migrating from Mailchimp to Drip

Hi there, my name is David and I hate email marketing. (Well that is until recently).
 
For those who don’t know (aka everyone except my friends and family), I run a small outdoor consumer apparel e-commerce brand (aka we sell mega cool mountain branded stuff like hats and stickers) called Rainier Watch (henceforth RW). RW is a little side hustle of sorts that I run out of our spare bedroom, in my spare time. The name of the game in ecommerce has long been emails. And it hasn’t changed even as Facebook takes over the world with Instagram while we all perpetually scroll while in quarantine.
 
I’ve known for years that all the small business ‘how-to articles’ and experts say I need to invading users of my website with a thousand pop-ups, games, and freebies in order to drive newsletter signups. Being the stubborn firstborn that I am, I promptly ignored all that advice and probably lost out on millions (by millions I mean hundreds) of dollars in sales. My thought was as a web developer and general user of the internet, I don’t want my website to have features that I hate to see when browsing (like newsletter pop-ups). So I kept a tiny email signup in the website footer and rarely sent emails. As such my little business with yearly sales revenues of $10-$20k has had, until recently, a small email list of under 300. In addition to avoiding the dark patterns of newsletter signups, I didn’t particularly enjoy writing emails and or using the email platform I was on (MailChimp). So I didn’t really want to spend time cultivating a list for something I didn’t like. Well as you might have guessed, my opinion on this has changed and that sentiment has flipped on its head. 
 
To back up a step, when I started my little ecommerce venture, I grabbed Mailchimp as an email software platform. It was free, it seemed good enough, and that's what all the blogs said to use. Although it was fine, I’m like Hamilton, and the perfectionist in me is never “quite satisfied” (you are welcome for that earworm). So for several years, I’ve had my eye on this other email platform, called Drip. Drip has a beautiful UI and tasty branding. And I’m a sucker for both those things. I think I originally found it because it was a small startup founded by some indie makers in my home state of Minnesota. (Since then they were purchased by the same parent company as Leadpages, and has been flying solo since Leadpages was sold in January 2020.)
 
Okay, let’s rewind to several months ago when I became a “long time listener, first-time caller” for Drip because they just launched an integration with the ecommerce platform that I use for Rainier Watch, WooCommerce. I jumped on board with this integration and I quickly scampered to add it to my site. Because you can create an account to test things without paying, I did that and poked around the dashboard. It was beautiful. 
 
 
Then I added the Drip JavaScript snippet to begin tracking users and all of sudden my account was costing me $50 a month. (Oops, I didn’t realize this would happen after adding the JavaScript tracker). Then before I knew it, two months had gone by without me doing anyways. Massive shoutout to Drip customer service who has credited me for those 2 months where I didn’t use Drip! But suddenly my schedule opened up last month and I took off my water wings to flounder around in the deep end. Oh and even better Drip had changed the pricing model a bit reducing my monthly cost to $20. Way more affordable for my little side hustle! There was much rejoicing! 


The Migration Process

This was easy. Well maybe too easy, there’s part of me that second guesses that I did everything correctly from a legal standpoint. But basically, I followed one of their articles and exported my people from Mailchimp and then imported them into Drip. I set up tags to match the tags from Mailchimp and then made sure to turn off all the MC emails. I also updated all the forms on my website to point to Drip. 
 

The Deep End

Spoiler alert. I love the deep end. And as far as deep ends go, let's say I’m not even in the high dive area yet. More like carefully flirting with the rope of the end of the kiddy pool. But using Drip is joyful, the interface is beautiful and oh boy those hover states! I often spend 30% of my time in Drip just hovering and un-hovering on buttons and cards. 
 
 
Besides the super-serious reasons like hover states and tasty UI, I love how easy they make email marketing. 
 
Here’s a quick list of what Drip does super well:
  • Automatic workflows are really easy to understand and edit. Because they are visual I feel like most folks can figure them out pretty quickly.
  • Pre-built workflows are amazing and allow you to hit the ground running. I took full advantage of this and highly recommend them! 
  • The depth in the Workflows is really impressive with how many integrations and features you can do.
  • Their visual email editor hits a great sweet spot of easy to use without over complicating things or being too advanced. I think Mailchimp’s is more advanced in terms of customization but I prefer Drip’s because of this sweet spot! 
  • Split testing is everywhere. If I was better at marketing I’d split test everything(I know by disclosing I’m not split testing all the marketers reading this are about to throw their device across the room).
  • The documentation and education sections are really fantastic. Drip has released a lot of great video content that helps explain the platform and I feel like I’ve just scratched the surface of the MyDrip platform.
  • Related to the documentation and education, Drip also hosted a regular webinar about ecommerce marketing this summer. I soaked up lots of knowledge from these and then last summer they invited me on as a guest and did a breakdown on Rainier Watch’s customer journey. It was super fun. Catch the replay here!  
  • Again, I drool over the dashboard; the User Interface in Drip makes it so fun and easy to use! 
 

Automated Workflows

So a few weeks ago I sat down and built some automated workflows because my goal with marketing has always been a hands-off, automated approach. Like I said earlier I started with the pre-built workflows which saved me oodles of time. Here are the email workflows(and their pre-built templates) I’ve set up which I hope are helpful for you. 

 

Workflows Updates

After running my workflows for 2ish months, I definitely found the most success with the welcome series I built. If it’s your first time doing email marketing, I’d recommend starting with the Welcome series and Cart Abandonment emails. Of course, all businesses and markets are different so definitely test things for your business! 
 
Here are the revenues from my little mini-business in the last month or two: 
  • Welcome series: $400
  • Abandoned Cart: $350
  • Browse Abandonment: Under $100
  • Post Purchase follow up emails: Under $100
What workflows are you using? I’d love to get your suggestions!
 

Conclusion

I used to hate doing email marketing and now I enjoy it! So that’s a big win for Drip and I’m a very happy customer. I love Drip for email marketing and I think you will too! If you found this helpful and want to take Drip for a day test drive, sign up with this link and try Drip for a 14-day free trial

Tweet me your questions or comments. Thanks so much! https://twitter.com/austriker27
 
This blog post was written by David Lindahl, a Drip customer who is a frontend UI developer by day and runs RainierWatch.com by night. Peruse the full post on his site.