How to deliver your lead magnet to your MailChimp subscriber by

How to Deliver Your Lead Magnet to Your MailChimp Subscribers

MailChimp recently announced that they’re making single opt-in the default setting for sign-up forms. For the most part this is great for users and list owners alike. But if you rely on the double opt-in process to deliver your lead magnet freebie, you’ll need to take a few steps to make sure your freebie is landing in subscriber inboxes.

What does switching from double opt-in to single opt-in mean?

As of October 31, 2017, double opt-in will no longer be the default setting for your sign-up forms. This means that when someone submits their email address through your sign-up form, they’ll now be added to your list right away — no more going to their inboxes to confirm their email address. It takes away that extra step that many people find a hassle and sometimes keeps subscribers from completing the process. The fewer steps, hoops and clicks you make the subscriber go through, the better.

But switching to single opt-in also means that new subscribers will no longer be directed to the confirmation thank you page or receive the final welcome email. You know, the one that says something like “You’re in! Welcome to the community. As a thank you, please take our amazing free checklist and templates…” with a link to download your lead magnet. This is also where the “know, like and trust” relationship begins. By talking to your subscriber in your brand voice and giving them something they need, you’re letting them get to know you. So it’s super important that they receive this final email.

So how do I ensure my subscribers receive their lead magnet freebie?

You have two options.

1. The first is to go in and change your settings to double opt-in for all your forms so you can preserve all the emails in the sequence. Log into your account and go to the opt-in status settings page. From there, simply select all the lists for which you want to activate double opt-in.

MailChimp opt-in sign-up form preferences page, How to Deliver Your Lead Magnet to Your MailChimp Subscribers2. The second option is to set up an automation campaign to deliver your lead magnet freebie as soon as someone subscribes. So if you like the idea of making it easy for your subscribers to join your list, this is the way to go. Or if you’re like me and you have multiple lead magnets, you can use automated campaigns to deliver different lead magnets within the same list.

Watch the video below to see how easy it is to set up an automated email campaign to deliver your freebie to your new subscribers. And if you have any questions, please leave me a comment below.


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Tamara Sztainbok

I design and build WordPress websites for purpose-driven businesses. I love nothing more than connecting people who are passionate about what they do with exactly the people who need to know them.


  1. Janine on November 5, 2017 at 2:29 pm

    Great tutorial, Tamara! I’m glad you showed this because I think in Canada our SPAM laws require a double opt-in.

    • Tamara on November 5, 2017 at 2:36 pm

      That’s a great point, Janine. Thanks for bringing it up. I’m not a lawyer, but my understanding is that Canada’s Anti-Spam laws (CASL) don’t require the double opt-in. However, we are required to prove that a subscriber has explicitly opted in to our list. Double opt-in helps provide that proof. But technically, it’s not required by law.

  2. Robin on November 5, 2017 at 2:51 pm

    Hi Tamara, Your tutorial is an awesome resource. Thanks for sharing ?.

    • Tamara on November 6, 2017 at 9:02 pm

      Thanks for checking it out, Robin. I’m glad it was helpful.

  3. Pauline Wiles on August 3, 2018 at 7:01 pm

    So for the case where you have multiple lead magnets, and somebody might submit their email address to receive more than one, how do you deliver each lead magnet, but make sure the person only gets your welcome sequence once?

    It is a case of adding them to a group depending on the individual lead magnet, but then only triggering the welcome sequence when they are *new* to the list as a whole (ie, for the first lead magnet they request)?

    I recently signed up for multiple lead magnets on a site and got deluged by “welcome” emails. It made me realize I’m not sure how I want this to work in my own case.

    Many thanks!

    • Tamara Sztainbok on September 10, 2018 at 7:21 pm

      Good question, Pauline. Yes what you do is assign each lead magnet to a specific group then set up an automation triggered by new additions to the group or list or whatever might be your preference.

      When thinking about how to deal with your lead magnets, be strategic about it. Consider what they’ll accomplish for you and what information they’ll provide to you about your prospects. Do you actually need more than one lead magnet at one time? If you’re offering multiple lead magnets, maybe they target customers at different stages of their journey; in which case sending a brand new welcome sequence might be perfectly warranted. Good for you for thinking about all this from the perspective of the end user, that’s always a good place to start.

  4. Sheryl Robinson on March 5, 2019 at 8:15 pm

    How does the double opt in work? Do we need to set up an automation for the intial opt in or is that something that MailChimp does automatically and then they get our welcome message once they’ve successfully passed the first optin?

    This was an amazing workflow. I appreciate the effort you put into this. Thank you.

    • Tamara Sztainbok on March 6, 2019 at 11:58 am

      That’s how double opt-in works, just as you’ve said. If you have double opt-in turned on, subscribers only get added to your list once they confirm their subscription. Then the automation kicks in after that.Try it out yourself on your own sign-up forms as a test and you’ll get a better idea of how it all flows.

  5. Mona on September 30, 2019 at 5:04 am

    Thank you so much. I would be completely lost without you!

  6. janis hutchinson on June 2, 2020 at 5:04 pm

    In your video on how to create an op-in MailChimp magnet to send out in an email for your freebie, you didn’t say where you have the actual freebie (it could be an ebook or an article). Where would the location be? Where would Mail Chimp find it? BTW, do you have an actual Mail Chimp Guide to offer?

    • Tamara Sztainbok on June 3, 2020 at 8:56 am

      Hi Janis. Good question. You would upload the freebie to your website. In WordPress it would live in the media library. Once you do that, the freebie would have its own URL and that’s what you’d use in MailChimp to create the link to your freebie.

      I’m afraid I don’t have a Mailchimp guide. Mailchimp is constantly making changes and updates; a guide would go out of date quickly. But their help documentation is quite good.

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*I value your privacy. You can learn about how I handle information I collect by viewing my Privacy Notice.