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I ran an experiment this past month.
Louis and the team at SparkLoop were kind enough to sponsor this Growth Currency experiment.
The goal was to launch and promote a lead magnet to drive subscriber growth.
I decided to create an email course: The 1KS Roadmap — Free course to getting your first 1,000 newsletter subscribers.
I wanted to create something that would resonate with my newsletter readers — present and future.
And getting them used to seeing “Dylan @ Growth Currency⚡” in their inboxes wasn’t going to hurt, either.
Mostly — I wanted to create a lead magnet that would align seamlessly with my newsletter content.
After all, the whole point of creating a lead magnet is to acquire a new subscriber. If your lead magnet isn’t relevant to your content, you’re doing everyone a disservice.
So here’s how I did it.
I needed a place to gather all of my thoughts, ideas, resources.
Most importantly, I needed a place to create the course outline. I used Notion. Any other word processor would’ve worked. But I just like Notion.
In the Notion doc, I outlined all of my sections for the course. I set up headings for each section and added a few bullet points.
Once all headings and bullet points were added, I began filling in more details.
Notice I didn’t write out the whole course from start to finish? Writing it that way can feel overwhelming, tedious, and never-ending.
Starting with a quick outline helps you gain the momentum needed to complete a project like a 5-day email course. Nicolas Cole calls this “prepping the page”. And it works.
After I finished the Notion doc, I hopped into my ConvertKit account and created a new Email Sequence (you need a paid account in ConvertKit to do this; here’s my affiliate link if you want to sign up and support me).
I added the Intro email, and then the working titles for the 5 email sections of the course.
Since I had the email course written out in Notion, I easily copy and pasted it into the email sequence and made a few formatting tweaks.
Next, I created the landing page in ConvertKit. I picked their Oxford template. I kept it simple with a few brand modifications — and I think it worked!
My landing page converted at over 50%!
I added the title of the email course as the headline, included some body copy, and a ‘Get the Course’ form & button.
This is important: this was a double opt-in form. That means that the subscriber has to check their email and actually confirm their subscription to the email course before entering the sequence. Doing this may keep your subscriber rate a little lower, but it will keep your open rates and click rates (the important engagement metrics) much higher.
With the sequence and landing page complete, I whipped up a ConvertKit email automation. I love automation. This was fun. This was also my first time using automations in ConvertKit.
I set up two automations:
The main difference between these two automations is simple. The new subscribers get the opt-in email to confirm — plus they get a ‘New 1KS Subscriber’ tag.
My existing subscribers clicked a link to get the course. Doing so tagged them with the ‘Existing 1KS Subscriber’ tag.
Rationale: I didn’t want to confuse new subscribers going through the 5-day email sequence with a regular edition of my newsletter. Ideally, they go through the entire course and THEN start receiving the weekly. But… I’m still trying to figure that out (help, ConvertKit!)
It was the right thing to do in theory, but I’m struggling to implement in practice.
Since Twitter is where the bulk of my audience hangs out, I decided to promote the course with a single tweet — and did so using Hypefury (affiliate).
I followed in the footsteps of other pros like Blake Emal who have used this strategy super effectively.
I created a tweet that said:
Then I used Hypefury’s Auto-DM feature (available on their Pro plan) to automatically send a DM to anyone who replied to that tweet with a zap emoji.
Once the tweet was published, I shared it with a few friends and DM chat groups I’m in to increase engagement and reach (thank you, friends!)
So, a quick recap: these were the steps I took to build & launch my email course lead magnet…
STEP 1: Created the Notion Doc (where the course content was built)
STEP 2: Created the Email Sequence (in ConvertKit)
STEP 3: Created the Landing Page (in ConvertKit)
STEP 4: Created the Automation (including Tags & Triggers — in ConvertKit)
STEP 5: Scheduled the Tweet & Auto-DM feature (in Hypefury)
With the campaign live — here’s how the rest of the month shook out.
I wanted to offer my existing subscribers the chance to enroll in the 1KS Roadmap. So I pre-launched it in my Tuesday, May 3rd edition of the newsletter.
About 700 subscribers opened and 98 clicked on the 1KS Roadmap link within the first 24 hours. That’s a 13.6% conversion rate — I think that’s good?
Those who clicked were tagged “1KS Existing Subscriber”.
I published the promo auto-DM tweet the next day (May 4th) through Hypefury.
79 people subscribed within the first 12 hours, and then another 40 the next day.
I knew I’d have to keep reminding people about the course. Particularly those who followed me on Twitter post-launch.
So I queued up a few posts to help promote the course — but probably not enough, as you’ll read in the “What I’d do differently” section below.
At the time of this writing (May 29th):
Not all 216 subscribers can be attributed to the lead magnet experiment.
But given the past 3 months of net new subscribers were: 84 (7.4%), 88 (7.2%), and 140 (10.7%) — the 216 (14.8%) increase in subscribers is nearly double the average of the past few months.
Most importantly, I created a valuable resource I can now leverage, iterate on, and add to going forward.
Overall, this experiment came at a critical time: the Creative Companion Club (affiliate) was wrapping up a lead magnet “Shared Focus Sprint” in April and this was my project for that.
Plus — I had been discussing a partnership with Louis at SparkLoop around a newsletter growth experiment.
The 1KS Roadmap fit the bill for both.
I’m already looking forward to creating my next lead magnet.
I have a few ideas, but would love to hear from you what you’d love to learn.
In the meantime, stay tuned for the Growth Currency June experiment sponsored by SparkLoop! Announcement coming June 7th…
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