How I onboard my new email subscribers in Kit (formerly ConvertKit)

In my business, I have several entry points through which email subscribers can arrive on my list - most commonly via a 'lead magnet'.

If you're unfamiliar with the term 'lead magnet', essentially, it's something of value you can give your would-be subscribers as an incentive to join your email list in exchange for their name and email address - e.g. "The Email Marketer's Starter Guide" downloadable PDF document is one of mine.

Each entry point has its associated assets, including the 'thing' they asked for (e.g. PDF, mini-course, video series, etc.) and an accompanying email sequence.

Step #1: I provide the 'thing' they asked for and thank them.

The first thing a subscriber gets from me (when I say "me", I am, of course, talking about 'Kit', the email marketing platform I use) is the thing they asked for - e.g. the free guide.

In that email, I'll say something like the example below where a subscriber has requested one of my freebies (a desktop tour of Kit);

In this email, I'm not trying to sell them something and I'm not confusing the initial engagement with any unnecessary complications - I just want them to get the thing they requested, i.e. the desktop tour.

Step #2: I try to capture zero-party data.

Once I've given them what they asked for, and normally after a day or two, I'll then ask a question, the answer to which will help me drip-feed the most relevant content in my future emails to them.

Below is an example of one such question, posed using Kit's in-mail feature, the 'poll' element.

Whichever response the subscriber provides will dictate the content they get in future emails. Any subscriber who doesn't choose an option will eventually drop into a generic email sequence focused on helping them with email marketing in general and with 'Kit' (formerly ConvertKit) specifically.

Step #3: I get back to the job at hand.

Having collected data about their main challenge, I then revert to the problem of the moment, i.e. the one they showed up with.

Over the next few days (and sometimes longer, depending on what the lead magnet is), I send them emails to support and complement the 'thing' I shared via the lead magnet.

Continuing with the starter guide example, I then drip-feed a further 5 emails over the next week, each diving a bit deeper into various sub-topics of email marketing.

By the time this sequence ends, the subscriber probably knows more about the subject than most of their sector peers and a great foundation for moving on to the next level of learning.

Step #4: I set the scene and their expectations

Once I've given the subscriber what they originally came for, i.e. the lead magnet, I then send an email to frame who I am, what I do for others, and what they can expect as a subscriber to my list.

This isn't a long or drawn-out sequence, just a brief update to kick off what I hope will become a long-standing relationship.

Again, I'm not selling anything using tough sales techniques; I'm merely letting them know that they're in the right place and that I'll be sharing more helpful content with them in the coming weeks and months.

Step #5: It's time to use the zero-party data I collected

I then move the subscriber into the most relevant email sequence based on their response to whichever question I asked them (back in step #2 above).

This is easily achieved using Kit's visual automations, with a 'conditional' statement that filters them into the appropriate sequence.

As you can see, on the right-hand side of this flow diagram, any subscriber who chooses not to respond to my zero-part data collection request (in other words, they didn't answer the question I asked them) will receive a more generic email sequence.

Step #6: Finally, I move the subscriber into my 'live' content

Once the new subscriber has been through the initial email sequences, I automatically place them into the segment to receive my 'live' content like my weekly newsletter, 'The Thursday Bulletin'.

Over time, I continue to ask questions to help me better segment my subscribers, meaning they get an optimised experience on my email list - something I'm always striving to improve.

I know it can be burdensome sometimes, taking time to respond to questions, but it's the only way of collecting accurate subscriber data (IMHO).

?? Summary

So, there you have it - my onboarding flow for new subscribers. There are a million ways to configure your email marketing system, but hopefully, by sharing mine, you'll get some ideas about how to design yours.

John Bellingham Kit Approved Expert and email marketing strategist for aspirational small business owners.

If we haven't already done so, let's connect on LinkedIn.

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