Set up Email Automation for a Lead Magnet
Last Updated / Reviewed: Jan 10th, 2023
Execution Time: ~5-10 Mins
Goal: Automate the delivery of your lead magnet when someone signs up for it.
Ideal Outcome: Successfully set up an automated email to send a lead magnet to your audience via Mailchimp.
Prerequisites or requirements: You need to have a paid Mailchimp (Essentials, standard or premium) account.
Why this is important: An automated email workflow for delivering a lead magnet saves you time and effort while growing your email list.
Where this is done: Mailchimp.
When this is done: After you’ve created a lead magnet for your audience.
Who does this: Marketing Manager, marketing consultant, or any person responsible for marketing strategy for your business.
Set up email automation for a lead magnet in Mailchimp
- Login to your MailChimp account. If you don’t have a Mailchimp account, sign up for one here.
- Select “Automations” ➞ “Customer Journeys” from the dashboard.
- Click “Create Journey”
- Name this journey and click “Start building”.
Note: Use a naming convention so it’ll be easier to organize and find your automations in the future. An example naming convention will be [business]-[product]-[description] - Click “Choose a starting point”.
- Select “Tag added”.
- Locate the tag for people who’ve downloaded your lead magnet and click “Save Starting point”
Note: This tag has to be the same tag that you set up in your sign up form. If you haven’t created a tag then you may create a new one. Just make sure that you sign up form uses the same tag when visitors subscribed. More info on MailChimp’s official documentation. Create a new tag for people who download your template . - Then, hover to the “+” icon and click “Add a journey point”.
- Click “Send email”.
- Click “edit” right next to the subject line.
- Edit the email subject line and preview text, then click “Save”.
- Next, click “Select a template”.
- You can select any layout you like. For this SOP we’ll choose a basic 1 Column layout.
- Drag an image (your logo) to the email logo placeholder.
If you don’t want to include a logo in your email, hover to the logo placeholder and click on the dustbin icon to delete it. - Click the pencil icon to edit the email.
- Edit the copy of your email. You should be able to preview the email on the left.
- Highlight the call to action and insert a link.
- Paste the URL of the free template (aka lead magnet) and click “Insert”.
- Click “Save & Close”
- Once done, click “Save and return to journey”.
- Once done, click “Continue”.
- Select a reason why you’re using the journey feature and click “Turn on”.
- You’ve now successfully set up the email automation.
