Systems & Operations Archives | Posmay Media

Category Archives for "Systems & Operations"

Creating an Effective Path to Purchase Online Marketing Funnel

An online marketing funnel is an automated system, which when setup correctly once and managed, will operate 24/7 creating new leads and generating sales for your business.

1. What is a funnel?

The purchase funnel, or purchasing funnel, is a consumer focused marketing model which illustrates the theoretical customer journey towards the purchase of a product or service.

According to the original model, the stages of the funnel are: Awareness, Opinion, Consideration, Preference & Purchase. However not all funnel models use these exact stages and descriptions.

Each funnel is made up of different sections representing a unique stage of the userʼs journey.

The funnel becomes narrower as you move further along or down, as more and more individuals naturally loose interest and drop off.

The original marketing funnel — path to purchase model.

2. Path To Purchase Customer Stages

When creating an online marketing funnel, we can define the potential customer stages as follows:

1. Visitor: Unaware of your brand, services or products
2. Reader: Interested and consuming your content
3. Email Subscriber: Has taken action to opt in and provide you with their email address
4. Customer: Someone who has purchased a product or service from you

Two additional stages that can be added are:

5. Repeat Customer: Someone who has purchased multiple products or services from you
6. Brand Ambassador: Someone actively recommending your brand, products and/or services

An email funnel would include stages 1 - 3 and a sales funnel would include stages 1 - 4.

For now we will ignore stages 5 and 6 to keep things simple.

The online marketing funnel — path to purchase model.

3. Funnel Stages: Top, Middle, Bottom and Outer

Top of the funnel represents the stage where visitors are just getting introduced to your brand. Theyʼve just become aware of what you do and what you offer.

Middle of the funnel represents the stage where subscribers, that are aware of your brand and are on your list, are engaged with your content (emails, blog posts, videos, etc.) but have not made any purchases yet.

Bottom of the funnel represents the stage where your customer becomes a buyer by purchasing your product or service.

Outer funnel refers to anything outside of your funnel. Deciding if youʼve got a market/product fit or if your ideal customer avatar has been accurately defined are both outer funnel questions.

4. Marketing Funnel Terminology Explained

A lead magnet is something of value that is offered in exchange for the visitors email address. This asset is usually a digital item like a video or PDF, but can also be a free discovery call or a physical item.

A landing page or squeeze page is a page specifically designed to get a visitor to opt in (provide their email address) or buy a product.

A sales page is a page specifically designed to sell a product or service.

A email marketing service provider is online software as a service (SaaS) platform used to create your email list and send out email broadcasts and autoresponders.

An autoresponder is an email broadcast that is sent out automatically based on some other trigger or action.

Double opt in refers to a process where the email subscriber needs to take to actions to confirm their subscription to your email list.

Single opt in refers to a process where the subscriber needs to only take a single action to add themselves to your email list.

A tripwire offer is a low priced item offered to a subscriber right after theyʼve subscribed. The idea is to get the potential customer, while they are warm, to commit to a small purchase turning them from a subscriber into a customer. Itʼs easier to sell an additional product or service to an existing customer compared to aquiring a new customer.

A lead is an individual who has provided contact information, which signals a potential future sales opportunity.

A prospect is a qualified and interested individual who engaged in two-way interaction with you and thus demonstrated that they are preparing to make a purchase decision.

An up-sell is an an additional offer that is made to a user that has just committed to making a purchase. If for example a user has purchased a course, you can offer them an up-sell of purchasing the accompanying pack of templates.

5. Planning & Mapping Out Your Funnel

Before creating and building your funnel, it's useful and recommended to plan and map it out in advance. You can keep it super simple and draw it on the back of a napkin or a notepad or you can use funnel planning software such as Geru (The Ultimate Funnel-Planning, Profit-Prediction & Simulation Tool) to create a map of your funnel.

Here is an example of what a simple opt-in funnel map would look like in Geru.

6. Creating A Simple Email Funnel

The simplest email funnel is made up of the following stages:

1. An opt in landing page offering the visitor a lead magnet in exchange for their email address.

2. The process of being added to your list, which happens in the back-end straight after the user has clicked the subscribe button. For this to work, your landing page needs to be integrated with your email service provider.

3. A thank you page which the user is directed to after theyʼve successfully been subscribed to your list.

4. Lead magnet delivery - the promised item of value can either be delivered on the thank you page or in a link inside an autoresponder email, which is triggered by the subscription process.

Email Opt-In Example

You can find an example of a simple email opt-in funnel at the bottom of this post where you'll find an opt in form that lets you subscribe to my weekly email newsletter.

Using that form you can opt into my email list and get my weekly newsletter. Try it if you’re interested to see how it works.

7. Creating A Simple Tripwire Sales Funnel

The above email funnel can easily be upgraded into a simple sales funnel by adding one additional step.

1. Tripwire Offer: On the thank you page you can offer the new subscriber a tripwire offer. This could be a discounted ebook, a $1 membership trial, a half price consulting call or any other low priced digital product.

2. Transaction Process: If the subscriber purchases, then the transaction needs to be facilitated by a merchant gateway. A service provider that lets you accept payment via credit cards, PayPal and/or Apple Pay.

3. Purchase Thank You Page: After purchasing the product, the buyer needs to be redirected to a thank you page.

4. Product or service delivery: After the purchase, the product or service needs to be delivered. This can be done on the thank you page or the buyer can be redirected to a page to create an account on your membership site.

8. Avoid Complex Funnels

As you can imagine itʼs easy to develop and add any number of additional steps to create highly complex funnels. Itʼs important to keep things simple and effective, especially if you are just getting started.

9. Step By Step Funnel Setup

Letʼs now walk through the steps of developing your own funnel.

1. Creating A Valuable Lead Magnet - a free resource the user gets access to after opting in.

The best lead magnets are items of high perceived value that can provide the visitor with a quick win. Examples could include a PDF checklist, a video explaining a useful process or a template that will simplify a process and save time.

For this example I recommend creating a simple PDF guide or checklist using Google Docs or Dropbox Paper. Simply create a new document, type up your document and export it as a PDF.

2. Setting Up An Opt In Landing Page - this is the page that youʼll direct traffic to in order to collect email addresses.

The best opt in pages are simple, concise and specific in terms of whatʼs being offered. Avoid spending too much time on the design and focus on the copy, making it a no-brainer for the visitor to opt in. Explain exactly what the customer will get and how it will benefit them.

There are various tools and apps that you can use to create landing pages. Most email marketing providers have built in landing page tools, like ConvertKit.

For building landing pages in WordPress, I use and highly recommend Thrive Architect and Thrive Leads which are premium WordPress plugins that let you create landing pages and opt in forms. If you have a self hosted WordPress website, then this would be a great option. 

If you are however just getting started or donʼt have a self hosted WordPress site, then stick to what you have. Iʼd start by taking a look at what built in functionality your email marketing provider offers. If you donʼt have an email marketing provider, then Iʼd highly recommend ConvertKit.

New to ConvertKit?

Sign up for your forever free ConvertKit account to manage up to 1000 subscribers, get unlimited landing pages, email broadcasts and subscriber tagging.

Get everything you need to get started on the right foot to implementing your online marketing funnels and integrating them with an effective email marketing strategy.

Some of the other landing page tools and apps include LeadPages, ClickFunnels, UnBounce, etc. If you have an active account with any of these, then use whatever you have access to.

3. Landing Page & Email Provider Integration

This is a crucial step in order to make sure that you subscribers email address gets added to your list.

The exact details and complexity of this step depends on what tools and apps you are using.

If you are setting up your landing page using your email providerʼs built in functionality, then this step wonʼt be a problem, however if you’d like to host your landing page on your website, then you need to make sure your page integrates with your website. Most apps generally have built in integrations that are (fairly) simple to setup, but if you’re just getting started then I don’t recommend this option. I’d just stick with ConvertKit.

4. Setting Up A Thank You Page

After adding your new subscriber to your list they somehow need to be shown a confirmation or thank you message. Again depending on what tools youʼre using, there are different ways of doing this. You can redirect your subscriber to a new thank you page URL or you can simply display a message on the existing page.

5. Lead Magnet Delivery

One step not to forget is giving your new subscriber what youʼve promised them - your lead magnet. Depending on what tools you are using this can be done in various ways. You can add a download link or embed your video on your thank you page, which gives them immediate access. Or you can send them a link to the lead magnet in the first email they receive, which can be setup as an auto responder confirmation email.

10. Progress Over Perfection

When setting up your funnel make sure to focus on progress over perfection. Get something that works online as soon as possible and then make improvements over time.

11. Watch Over My Shoulder

Interested in a step by step course about how to create online marketing funnels for your business? Leave a comment below and let me know what type of business you're in.

12. Get Implementation Help

Need hands on help setting up your funnel? Contact us today so we can schedule a strategy call to better understand your desired outcome.

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12 Best Digital Tools, Apps & Platforms for Working Remotely

The year 2020 did not quite turn out as expected. The COVID pandemic has and continues to cause massive disruption. One thing we all got familiar with is the term “social distancing”, which should really be referred to as “physical distancing”. 

With these new distancing requirements and lockdown regulations came the need to (if possible) work remotely. For most of us working remotely means working from home. 

Working in the area of digital marketing, web development and online project management, I started working remotely (mostly from home) back in 2008, when I started Posmay Media.

Working remotely has always been my normal and it’s something I’m grateful I’m comfortable with. With working remotely came the need to understand and master the tools and platforms that are commonly used by remote contractors, remote businesses and remote teams. 

In this post I share 12 tools and platforms that I use and recommend for working remotely. I'll update this post regularly, so make sure to subscribe to my newsletter to stay updated.

Zoom — Audio/Video Calls, Online Meetings & Communication

Since the outbreak of the COVID-19 pandemic, Zoom has become an app that most people know about. Zoom is an online app used for online video calls and meetings and might become the backbone of virtual face-to-face communication within your business. 

Zoom can be used for 1-on-1 meetings, group meetings and even for webinars. Using the apps settings you can disable video and mute audio, you can share a specific screen or window with your meeting participants and you can record a meeting into the cloud or onto your local hard drive.

Meetings can be scheduled in advance and participants can join by clicking a unique meeting link or typing in a unique meeting ID. You can also protect an online call by using a password that participants need to enter in order to join a call. 

Zoom offers free and paid accounts. A free plan lets you have unlimited 1-on-1 calls with no limitation on features. For calls with 3 participants or more, you will be limited to 45min. 

Paying to upgrade your Zoom account gives you access to additional features like unlimited group calls, recording your calls into the cloud and hosting webinars.

Ready to try Zoom?

Sign up for a forever free plan to get unlimited 1-on-1 video/audio calls and unlimited group calls up to 45min each. Zoom can be used on Mac, PC, iOS, iPad OS & Android.

Skype — Audio/Video Calls, Online Meetings & Communication

Similar to Zoom, Skype is the original teleconferencing cloud app that was purchased by Microsoft in 2011 for $8.5 Billion. Skype offers very similar features to Zoom and if you prefer Skype, then Skype can supplement or completely replace the need for Zoom. 

Skype can also be used for 1-on-1 meetings and group meetings, but does not offer webinar functionality. Skype also lets you share your screen, but you can only share your entire screen, not just a specific window. Skype does let you record your call in the cloud. With a free Skype plan you can have unlimited 1-on-1 and group calls with no feature limitations.  

If needed, Skype also lets you create a virtual local phone number that redirects telephone calls to your Skype account. This can be very useful if you want to give customers the opportunity to reach you by phoning a local landline. And if you need to make frequent international phone calls, Skype makes this affordable by letting you purchase Skype credits. With Skype credits you can phone international land lines and mobile phones from your Skype app.

Ready to try Skype?

Sign up for a forever free plan to get unlimited 1-on-1 video/audio calls and unlimited group calls. You pay to get a virtual local phone number and you can top-up with Skype credits to call local and international landlines and mobile numbers.

World Time Buddy — Scheduling Across Different Time Zones

This is a very useful little web app that lets you identify an overlapping period of time depending on the availability of team members or clients in different time zones. 

Assuming James is in Cape Town, Ann is in Bangkok, Jake is in New York and Julie is in Berlin, this app will easily and quickly let you create a visual of when the best time overlap would be for all 4 of you to jump on a call together. See screenshot example below.

The free plan lets you overlap 4 timezones. If you need to add more, then you’ll need to upgrade to a paid plan. World Time Buddy is also available as iOS and Android mobile apps.

Ready to try World Time Buddy?

I use this app multiple times a month and the free version gives me everything I need. Give it a try, the free web version can be used without signing up or creating an account.

Slack — Online Text, Audio & Video Communication

Slack has been around since 2009 and has become synonymous with online team communication and collaboration. In order to eliminate back and forth emailing, Slack lets you keep all team communication in one single app. Slack can be used via a desktop app, a web app or mobile app. 

You can create different channels within your team’s Slack account and grouping conversations within threads is a great way to keep your channels and conversations organised. You can tag people in messages, so that your message shows up in their latest threads feed and you can integrate Slack with many other apps including Zapier, Asana, Dropbox and Google Apps.

You can start with a free account, but depending on how many team members you have and how many messages your team will be sending, you may need to upgrade to a premium account.

A feature that was not always part of Slack, but that has in the mean time been added is in-app audio and video calls. Using this feature in Slack users can host calls right within the app, which can at times be very useful.

Slack also makes it simple to share files within threads. This is great for sharing all types of media files, assuming they are not too large. For larger files I prefer hosting them on Dropbox and sharing a Dropbox link.

If you drowning in back and forth emails between team members, then give Slack a try. It will quite possibly revolutionise your online team communication.

Ready to try Slack?

The free plan lets you use majority of the features and is ideal for a small team. You can upgrade if and when you need additional premium features. 

GMail (as part of Google’s GSuite) — Email Mailboxes

This one might be obvious, but I’ll include it anyway. Email is a tried and trusted format for online communication mostly when dealing with customers, prospects and possibly team members.  I’ve personally found that the more email I can eliminate, the more time I save and the more effectively I work, however there is definitely a place for email. 

Having a reliable email service provider is key in making sure that your mailboxes function as intended. I generally use and recommend using GMail, which is part of Google’s GSuite. For $5 per user per month, you can access all Google’s premium business tools including GMail, Google Docs, Google Drive, Google Calendar, Admin Security and Administration Controls and 24/7 Support. GSuite’s GMail also lets you setup your email addresses using your own domain. 

Using Google’s free GMail can be fine if you’re just getting started or if you need a non-business or personal email address, however if you’re setting up mailboxes for a business, then I highly recommend paying for Google’s GSuite package, mostly because you can setup your emails @yourdomain.com and you have the Admin Security and Administration Controls, which you can use to manage all your team members accounts.

Google Docs, Sheets & Slides (as part of Google’s GSuite)

Like GMail, Google Docs, Google Sheets and Google Slides can be used as part of a free Google account, but they are also part of the Google’s GSuite app collection. 

Google Docs, Google Sheets and Google Slides are great for planning and collaborating on written documents, spreadsheets, and slide decks in real time. It’s easy to create a new Google Doc, Google Sheet or Google Slides deck and share it either with your entire organisation or with individual team members or anyone else (assuming they have a Google account).

Google Docs let you use a feature called “Suggested Edits”. While in this mode, you can edit the document and it automatically adds in the suggested changes without in fact editing the document. This makes it very simple for another team member to review and approve or disapprove the suggested changes.

Another feature that is very useful is the commenting feature in Google Docs. If and when needed you can highlight a section of the document and add a comment for someone else on your team. This is a great way of communicating and discussing a document right within the document. 

One other great use case for Google Docs, Google Sheets or Google Slides is creating a view only template that other team members or anyone else you share the link with can access and easily duplicate, which lets them make their own copy to use. When someone makes a copy of a Google Doc, Google Sheet or Google Slide deck then that new Doc, Sheet or Slide deck is saved to their own Google Drive.

Google Drive is the virtual storage unit that holds all your Google Docs, Google Sheets and Google Slides.

​Google Calendar (as part of Google’s GSuite) — Event Scheduling

Google Calendar is one of many options when it comes to digital calendars, but it’s my preferred option, as it integrates well with most calendar apps including the Apple Calendar apps on my Mac and iPhone, as well as a calendar app I use called Fantastical. 

Google Calendar lets you create various different calendars and the best feature is the ability to send and receive event invites, which participants can easily RSVP to. 

I personally use Google Calendar with my native calendar app on my Macbook. For that to work it’s important to configure Google Calendar within Account settings on the Macbook. Once that has been setup correctly, then the calendar will remain in sync, assuming you have a reliable internet connection.

To schedule a new event, I create the new event in my calendar app on my Mac and I can easily add other participants in the “Add Invitees” field. The thing to keep in mind when adding invitees, is to add the email address the other participants use with their Google Calendar (assuming they are using Google Calendar). If they don’t use Google Calendar, then this feature does not work. 

Assuming my invitees are also using Google Calendar, I can send out invites to them automatically by adding their email addresses to the event in my calendar. The invitees will then see the event show up in their calendars and they will also get a notification email. From within their calendar they can then RSVP by selecting either “Attending”, “Not Attending” or “Maybe Attending”. This status will then show up within my calendar, which is a great way for me to see who will be attending and who can’t make it.

Ready to try GSuite?

At $5 per month per user your team members get access to all GSuite Apps and you get Admin Security and Administration Controls, as well as 24/7 Support.

Dropbox — Cloud File Storage, Sharing & Collaboration

Dropbox has been around since 2007 and is without a doubt my favourite cloud storage app when it comes to sharing and collaborating on media files. Email files back and forth or using free media sharing platforms can work, but usually ends up becoming frustrating and does not end up being the best long term solution for a remote team.

You can setup Dropbox with sync to your local machine, you can share folders and files with other team members and by using a feature called selective sync, lets you select the folders that you don’t want to sync to your local device, which is crucial when working larger files and helps with not filling up the storage on your desktop or laptop.

Another great feature is that you can create a publicly accessible link if you’d like to let anybody with the specific link download a specific file in your Dropbox. This is useful, because the user accessing the file via this option does not need to have a Dropbox account.

Ready to try Dropbox?

Dropbox offers a Basic forever free plan, which gives you 2GB of cloud storage. The next plan up costs $9.99 per month and gives you 2TB of cloud storage. 

1Password — Secure Password Management

1Password claims to be “The world’s most-loved password manager” and I strongly agree with that claim. I certainly love this app and highly recommend it to anybody that wants to safely manage all their passwords and sensitive information in one secure digital vault.

The way this app works is that you save all your passwords and sensitive information in the 1Password app and you use one single master password to access your 1Password app. This means you only need to remember a single password, which protects all your other passwords. It is of course paramount that you use a strong master password and that you keep that safely in your head.

I’ve been using 1Password since 2011 and have never tried any other password managers, because this app is without a doubt the best option. They combine great app design with the utmost attention to keeping your sensitive information secure. 

1Password has apps for MacOS, Windows, iOS, iPad OS, Android & even Apple’s WatchOS. And on top of that they offer browser extensions that let you easily and securely automatically populate your username and passwords into login forms to speed up the login process without compromising your security. I use the 1Password browser extension every single day and it has saved me thousands of hours. 

1Password offers a free trial for all their accounts. When paid annually their paid plans starts at just $2.99 per month for an individual, $4.99 per month for a family, $3.99 per month per user for a remote team and $7.99 per month per user for their more advanced business team plan. This is a small price to pay to get access to all 1Password apps, as well as secure cloud syncing and backups. 

Having all my passwords in 1Password gives me peace of mind knowing that my sensitive information is encrypted and safely backed up.

I highly recommend using 1Password to safely save, manage and backup your passwords. Give it a try and trust me, you won’t regret this.

Ready to try 1Password?

1Password offers a free trial on all their accounts. When paid annually their plans starts at just $2.99 per month for an individual. This is a small price to pay for security and peace of mind.

Help Scout — Online Customer Support Help Desk

If providing customer support via email and live chat is part of your business, then Help Scout is a great help desk platform to use by yourself or as a team. 

Help Scout lets you manage and respond to all your support emails from one centralised virtual help desk. You can configure your support email address to forward all emails into your Help Scout Mailbox from which you or any of your team members can respond to them.

Managing and replying to all your support emails from a centralised system can be advantageous in many ways. In Help Scout you can mark support tickets as active or closed, you can tag them with custom tags, leave internal notes and assign them to specific team members. It’s ideal for keeping everything organised and having multiple team members answering support tickets.  

Help Scout also lets you create saved replies within your mailbox, which is a great way of creating template email replies which get used over and over again. With a click of a button you can search and find the saved reply you’d like to use and have it automatically populate into your response to the customer.    

Another great feature that Help Scout offers is the option of creating a Knowledge Base site, which they call a Docs site. On this separate site you can easily create, categorise, manage and publicly share answers to frequently asked questions or create support articles that you can reference to whenever you reply to a support ticket.

Ready to try Help Scout?

Help Scout plans range from $10, $20 and $30 per month per user depending on which plan you sign up for and how many features you require. They also offer a 14 day free trial.

Asana — Project & Task Management 

Whether you need to keep track of projects and tasks for yourself or for an entire team, Asana is a great solution. Asana is a full featured online project and task management application. 

In Asana you can create projects, break those projects down into sections and then add tasks and sub tasks. You can then add a due date to each task and assign it to a specific team member within the app. If needed, you can also use Asana for internal communication when discussing projects and tasks. 

Each project can be viewed as a list, as a Kanban board, a timeline or calendar. Each view has it’s own benefits. I especially enjoy using the timeline to plan out projects and their corresponding milestones. 

When managing multiple team members in Asana, each team member has their own task list showing them a list of all tasks that have been assigned to them. This list can be sorted by due date and you can choose to show all tasks, completed tasks or incomplete tasks. When a task or sub-task has been completed, then it can be marked as completed. When tasks run over their due date, then that due date shows up in red. 

Asana includes many other features like adding file attachments to tasks and projects, an advanced search feature to list only tasks based on specific search criteria and using reports to better understand how your team is performing. 

Asana is great for planning, managing and completing projects on time in a easy to use online app.

Ready to try Asana?

Asana offers a forever free plan that gives you access to their essential features and gives you the opportunity to see if this app is worth adding to your workflow.

Airtable — Online Databases, Forms & Data Management

Airtable is a relational cloud based database app. It’s like a spreadsheet with super powers. 

In Airtable you can create tables made up any selection of customisable fields. Some of the many field types that you can select from include single text, long text, single select, multiple select, number, date, checkbox, file attachment, URL, currency, percentage, or duration.

You can also create formula fields that let you create a customised formula to display whatever you need. This could be a calculation, a string of text or an if statement.  

Within a table you can then create different views of your data. Each view can be setup differently and any given table can have as many views as you need. In one view you could for example filter down and only display records that have a specific value or selection in a specified field or you could filter down and only display records that have a value that is greater than 100 in a specific numeric field. The options are endless for how you can capture, manage and view your data within this app. 

Airtable also lets you create a customised forms that let users submit data directly into your database. If for example you are accepting applications, you could embed an Airtable form on your site and have users submit their application straight into your database. From there you can create a Kanban view and using the status field, you can drag records from one application stage to the next, and then you can create a gallery view showing your short list of applicants.

You can use Airtable for internal systems like a custom CRM system, manage a sales process, capture and process orders or setup a content publishing calendar. Using this app, you can create whatever you need if there is not an existing solution out there or if you don’t want to invest in more expensive premium software.

This easy to use and powerful cloud based application is a great solution for online databases.

Ready to try Airtable?

Airtable offers a forever free plan that gives you access to their essential features and gives you the opportunity to see if this app is worth adding to your workflow.

In Conclusion

There are a ton of apps, tools and platforms out there that can help us achieve many different outcomes. Before signing up for anything new, make sure that you have a genuine need and that you and your team will learn how to best use that app.

In one of my other blog posts "The Truth About Tools, Apps, Courses And Marketing Software" I explain that it's important having the right tool to help you achieve your desired outcome, but the tool itself won't do the work for you. You and your team still need the know-how and system to effectively integrate a new tool into your existing workflow to be able to use it efficiently.

Thanks for reading! If you enjoyed this post, please consider sharing it. If you have any feedback or questions feel free to leave a comment below. I'll do my best to get back to you.

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The Truth About Tools, Apps, Courses And Marketing Software

In this article the term tool can also refer to an app, a product, a course or a software-as-a-service (SaaS) platform.

Using the right tool for the task is an essential part of creating a desired outcome. And having the right tool makes all the difference from wanting to achieve an outcome and actually making it a reality.

The tool itself will not achieve the desired outcome alone. The combination of the best tools and the know-how and skill of using those tools will result in achieving your desired outcome.

This applies to everything in life. A great example would be golf. You can spend thousands of dollars buying the best golf clubs money can buy, but without mastering your technique (i.e. your swing) and knowing how to best use these golf clubs, you won't become a better or pro golfer.

For centuries marketers have advertised products by linking them to a desired outcome, which tends to work really well ... this could be a desired emotion, behaviour, lifestyle or feeling. 

For example the commercial for the Apple Watch Series 2 (see video below) includes footage of swimming, surfing and other appealing outdoor activities. The ad showcases a desired lifestyle that many want to experience, however the Apple Watch itself will not help you swim or surf more often, it merely offers features like tracking your strokes, playing music or displaying the time.

To experience an active lifestyle the user needs motivation and discipline to get out and live an active life. Adding an Apple Watch may enhance that experience. The watch might motivate you to move more, but it won't move for you.

A gym membership is another great example. Every year thousands of ambitious individuals invest in a gym membership, but fail to regularly go to the gym. The membership will give you access to the best equipment and environment, but it won't work out for you.

In his book The War of Art, Steven Pressfield calls the force that holds you back from achieving your goals and dreams "the resistance". To make things happen, you need to overcome the resistance. And a shiny new tool, app, platform or membership won't do the work for you and won't overcome the resistance on your behalf — that will be up to you.

Another thing to keep in mind is that having access to the tool itself won't help you know how to best use it. More importantly than having access to the right tool is having the know how and experience of how to use it to get the desired results.

Another example, that may be more applicable to online marketing and business, is email marketing platforms. Many eager business owners purchase access to one of many available email marketing apps (like ConvertKit) paying every month, but they struggle to or outright fail to make use of them. 

Don't make the common mistake of buying a new product, app, service or course with the subconscious belief that the the purchase alone will solve your problem.

Make sure to actually use whatever it is you have purchased and gain the knowledge and guidance you need to succeed.

Key Takeaways

  • Identify and use the most effective tool to achieve your desired outcome.
  • Understand that the tool itself won't create your desired outcome.
  • Adding more tools to your toolbox alone won't make you or your team more effective.
  • You (or a team member) will need to have the know-how, skills and time to effectively use the tool.
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    15 ConvertKit Email Marketing Tips

    In this post I’ll be sharing 15 of my best recommendations. These are tips, tricks, best practices and strategies that you can apply to your email marketing using ConvertKit. So let’s get started.

    New to ConvertKit?

    Sign up for your forever free ConvertKit account to manage up to 1000 subscribers, get unlimited landing pages, email broadcasts and subscriber tagging.

    Get everything you need to get started on the right foot to implementing an effective email marketing strategy.

    1. Remember that your subscribers are people just like you and me

    Whether you send them down a funnel of opt ins and thank you pages, with up sells or whether you send them a broadcast email. Always remember that you are speaking with a person with dreams, hopes and challenges. Write to them accordingly.

    2. Respect Your Subscribers

    Always remember that by reading any one of your emails your subscriber is taking time to pay attention to what you have to say. Respect that commitment and share value — help them solve their challenge. Also always give them an option to opt out of your sequence or unsubscribe from your list.

    3. Make Use of the Resend to Un-Opens Feature

    ConvertKit has a very powerful feature which is really easy to use. The “Resend To Un-Opens” function, let’s you resend an email broadcast to those subscribers that have not opened your email. When using this, I strongly recommend making some slight changes to the subject and the body of the email. Avoid sending out the exact same email.

    You can find the "Resend to unopens" option on the report page of a Broadcast that's been sent.

    4. Track Your Numbers

    ConvertKit provides a bunch of metrics that we can use to better understand how our emails are performing. 

  • Email Broadcasts:  Recipients, Open Rate, Click Rate, Clicks & Unsubscribes 
  • Sequences: Subscribers, Open Rate, Click Rate & Unsubscribes 
  • Forms: Visitors, Subscribers & Conversions
  • Track these numbers. They will give you the insight to understand what’s working and what isn’t working. What’s resonating with your subscribers and what they don’t care much about.

    You can stats for your email broadcasts on the All Broadcasts page.

    5. Get To Know Your Subscribers Using Tags

    Every time we send our subscribers an email we have an opportunity to learn something about them and tag them accordingly. But the thing is, we need to build this into our emails.

    Whenever you include a link in an email, make sure to tag the user if they click this link. Don’t overdo this, but tags are there to add additional information about each one of your subscribers. 

    Make use of tags to better understand each subscriber.

    You can view and edit your tags on the right sidebar on your Subscribers page.

    6. Use A Descriptive Tag Naming Scheme

    When setting up your tags in your account use some naming convention that makes sense and document the process so you can share it with your team or with whoever needs to understand it.

    You might use LM: Descriptive Name, Purchased: Name of Product, AS: Name of Sequence, etc. 

    Just keep it standard and keep a record of these names in your own internal documentation.

    7. Use Trigger Links To Save Time & Avoid Errors

    When including a link in an email you can either set this up in the email or you can create a trigger link as a Rule under Automations. If you’ll be using this same exact link and associated tag in multiple emails, then set this up as a Trigger Link under Rules. 

    It will save you time in applying this inside of emails and you’ll avoid making mistakes. Also if the link changes, you’ll be able to change it in one location and it will automatically update in all emails where you’ve made use of that specific trigger link. 

    8. Use Sequences & Automations

    What makes ConvertKit so powerful is sequences and automations. 

    In ConvertKit you can setup sequences and automations that will run based on events and triggers. This might be a simple onboarding sequence that you send to subscribers after they’ve signed up or it may be a more complex automation of a purchase funnel.

    9. Broadcasts vs Sequences

    Broadcasts are time specific and sequences are event specific. If you need to send an email at a specific time, send it or schedule it as a broadcast. 

    If the email needs to be sent out after a specific event has happened (for example an opt in, or a purchase), then set it up as a sequence.

    I often see people get confused with these two. Understand them and use them accordingly.

    10. Exclude Subscribers From Irrelevant Emails

    Make sure to exclude subscribers from broadcasts and sequences that are irrelevant to them. The best example is sending a buyer the remaining emails that are inside a sales sequence. As soon as someone becomes a buyer, they should no longer receive emails promoting the product they’ve purchased. 

    You do this by always tagging a subscriber when they make a purchase. This will depend on what system you are using. I’ve used this with SendOwl and WishList Member and it will work with all the other eCommerce integrations that ConvertKit offers.

    Assuming you tag buyers with a purchase tag. Then when setting up a Sequence, you can add that tag to the Exclusions field. That means that any subscriber that is tagged with that tag, won’t receive future emails in that sequence.

    It’s simple enough, but unless it’s setup and configured, buyers might still be getting sales emails, which is what you want to avoid.

    You can exclude subscribers that have been tagged with a specific tag when compiling a new broadcast.

    11. Automations Are Powerful 

    I’ve setup an email course in ConvertKit for a client that takes into account engagement. When a subscriber opts in for the email course, they immediately receive lesson 1, but what happens next depends on their engagement. 

    A: if the user clicks the link in the lesson 1, then they will receive the next lesson 24 hrs later.
    B: if the user does not click the link, then they will only receive the next lesson 72 hrs later.

    The idea is to reward a user for engagement by sending them the next lesson sooner.

    12. Make Use of ConvertKit Integrations

    I’ve used ConvertKit with many other apps including Thrive Leads, SendOwl, WishList Member, and Gravity Forms to just name a few. There are loads of integrations and what you will want to integrate with, will depend on your specific setup. 

    Just keep in mind that the functionality of ConvertKit can be expanded tremendously using integrations.

    13. Cleaning Your List

    Our main aim is obviosuly to build a list, but we want a quality list. A quality list has a high level of engagement, so high open rates and click rates. We don’t want subscribers that have gone cold on us. So, there is a simple way of deleting these subscribers to increase the quality of your list.

    ConvertKit has a page explaining this process, which is fairly straightforward.

    1. Select all your cold subscribers
    2. Tag all your cold subscribers with something like “Cold Subscribers”
    3. Create an automation rule — link to a page that says “Thank You, You’re Still On The List”, and when a subscriber clicks that link, the “Cold Subscribers” tag is removed.
    4. Send A Breakup Email
    5. Re-Send The Email using the “Send to Un-Opens” function
    6. Wait 7 - 14 days
    7. Delete everyone that’s still tagged as a “Cold Subscriber” — these are the people that did not click the link in the email to remain on your list.

    14. Use Segments To Group Subscribers

    Make sure to use the segments feature to group subscribers. This can be very useful when it comes to including or excluding subscribers from future email broadcasts or sequences. 

    Using Segments is a great way of better organizing your subscribers into groups or buckets and it will definitely save you time and avoid any errors.

    You can for example create a segment of subscribers that have been tagged with multiple tags.

    15. Important Things To Remember & Consider…

    … when setting up sequences and automations.

  • A subscriber can online go through a sequence once
  • A subscriber cannot go backwards in an automation or a sequence
  • All automations come to an end, but you can create a loop
  • Subscribers can’t be in multiple branches of an automation
  • Subscribers can be in multiple workflows/automations
  • Keep those in mind when planning and developing your sequences and automations inside of ConvertKit, because I know from my experience that it can get complicated and confusing.

    Bonus Tip

    Keep it simple and build things up over time and enjoy the power and simplicity that ConvertKit offers you. Wishing you all the best for using ConvertKit to manage your email marketing. 

    I am always working on improving and expanding my content so that it provides the most value. Let me know if you found this useful and if you have any other questions — I’m happy to answer.

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