Automation is a marketing trick that can seem like magic, but just like anything, there is a very simple recipe you can follow to make it happen. Automation reduces the amount of work that you have to do in order to reach out to every new lead, and it helps to create an instant connection to your brand, because you are immediately reaching back.

One of the most valuable things you can do is offer compelling content that provides insane value. We do this with our How to Make Your Business Smarter guide, and by following these simple steps, you can do the same thing we do!

You can easily create an autoresponder email that delivers a free download in MailChimp without having to upgrade to a paid account.

You need:

  1. A MailChimp account
  2. 10 Minutes of free time
  3. A graphics program (not mandatory)

You will also need to ensure the form you are collecting data from is integrated with MailChimp. In our case we used an Unbounce landing page. You can find it here. It integrates easily with MailChimp and enables you to add registrant records to a specific MailChimp List.

Step 1: Create a list. In this case I have named it NorthIQ Marketing Planbook Starter Kit which is the name of the download.

Step 2: The next thing we are going to do it click on the name of the list and select Signup forms from the menu.

On the signup forms page, select “General Forms”


Step 3: There is a dropdown menu. You’re going to select Opt-in confirmation email. This will send an autoresponder email confirming the registrant would like to join your list.

This is known as a double opt-in. I like it because it ensures people know they are joining your list.


Step 4:Next, select “Opt-In Confirmation Email” This is where you will design your confirmation email and set the from and subject line. It contains a link to confirm the subscription to your mail list.

It should mention why they are getting this email. You can make it look however you like. I find text emails work wonderfully but if you want to get fancy you can create a more visually appealing email.


Step 5: You’ll now need to create a subscription thank you page. This page will appear after the user clicks the confirmation above. Select Confirmation thank you page from the dropdown.


Step 6: You’ll need to design the page now. It might just say “Thank you for subscribing. Your download will be sent to your inbox now.” I find simple works best. 


Step 7: The next thing you will do, and this is extremely important, you’ll select Final welcome email from the dropdown. Click the Send a final welcome email box. It should look like below.


Step 8: You’ll need to edit the email and include a link to your download. Ours looks like this.


Step 9: You should probably test it now by completing your initial form. That’s it, you’re done!

You can use this process any time you want to use a downloadable piece of content to generate leads, to educate your audience or whatever other use you might have.

You can download the NorthIQ Marketing Planbook now if you want help with building your digital marketing strategy.

The NorthIQ Smarter Business Guide

The NorthIQ Smarter Business Guide