← Growth In Reverse: Newsletter & Email Growth
Growth In Reverse: Newsletter & Email Growth
This 1 Change Doubled Katelyn's Digital Product Sales
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Welcome back to the Growth in Reverse podcast. Today I'm going to share with you how Caitlin Burgoyne was able to grow her digital product sales by 30% in just 90 days and over time actually doubled her digital product sales with just a few small tweaks to her welcome sequence. This episode actually comes from the 30 days of growth private podcast feed. If you don't know what that is, 30 days of growth is where every day I'm sharing one growth or optimization tip you can use for for your newsletter. This one is about monetization, but some of the other ones are about improving your emails, improving your deliverability, and some ways to actually grow your email list. And these are all coming from 30 different creators who have done this themselves. If that sounds interesting, you can go to 30 Days of Growth Co to sign up. And if you share it with just one person, you get access to the entire private podcast feed. That's 30 episodes published over the course of 30 days. So I hope you enjoy it. Let me know what you think. Chanelthinreverse or tag me on Instagram, LinkedIn, wherever you are on social media. Welcome back to the 30 days of growth. Today is day two and we're talking about the welcome sequence that doubled her revenue how asking one question at signup doubled product sales in just 90 days. So think about the last newsletter you signed up for. You probably got a generic welcome email, maybe a quick pitch, and then you were just dropped into the regular newsletter cadence just like everybody else. Well, Caitlin Burgoyne thinks that's a huge missed opportunity. And after seeing what she's done, I think she's right. Caitlyn runs why we Buy a newsletter about buyer psychology with about 63,000 subscribers, and she's on a mission to hit $2 million in revenue, while in her words, getting lazier. The biggest growth lover so far, a personalized welcome sequence that's asking new subscribers what they need help with and then just giving them exactly that. So here's how Caitlin does it. First, she asks new subscribers about their pain points. At signup, when someone joins, they're asked what they're struggling with. It's a quick one question survey that helps Caitlyn sort people into groups based on what they actually need help with. Now, I put a screenshot in here, but essentially it's a poll she puts inside of her newsletter that it says, what's your number one marketing challenge Right now? There are only three answers. First, identifying best fit buyers. Second, boosting conversions, and third, fixing my messaging. So once people Click on that and choose an answer. She then built targeted welcome sequences for each group. Instead of a generic welcome flow, Caitlin created different sequences based on pain points people shared. Each one is built around that specific problem and leads naturally into the product that solves it. She compared this to walking into a stranger's house. On the podcast episode she did with me and Dylan, she said, imagine you're greeted with a drink at the door and there's this beautiful spread put out for you, and you feel valued. I feel the same way about the welcome sequence for a newsletter. I love that she's just trying to help people feel welcome in her home. So next, these sequences sell without being pushy. Caitlyn says she actually hates sales. Her approach to this is to let the marketing do the selling for her. The welcome sequences softly introduce her products in context. So by the time someone actually hits the sales page, they already know the brand and they're already interested. But are you ready for the gold of this? This is like the section where the teacher's like, all right, ready, take notes. Are you listening? Okay, so she actually layers in segmented flash sales. What does that mean? After people get the welcome sequence, Caitlin splits her subscriber into thirds. So each segment of subscribers gets a different flash sale for a different product on a rotating basis. So there's always an offer running, but no one person feels like they're being sold to all the time. So every quarter or every four or five months, she will show another product sale, a flash sale, to that segment, but not the other people. New subscribers get routed into the most relevant offer based on what they said at sign up. And, and anyone in an active welcome sequence is excluded from these flash sales. So the experiences don't overlap. Essentially in the beginning, she's showing them their most relevant product because they're more likely to buy that one. But after that, they get segmented every five or so months into a different flash sale. So each segment thinks that this is like everyone's getting the same thing, but in reality they're just getting it based on when they signed up. This has helped her steady her income over time, so she's not going through the boom and bust cycles of launching. I love this. I didn't explain all that in the written thing. So thanks for sharing the newsletter with one person cuz you're on the podcast and you got that extra little tidbit. Okay, so why does this work? Well, she's meeting people where they are, someone just told you the biggest challenge, and then they get an email Sequence addressing the exact thing. They're going to pay way more attention to that than someone just sending a one size fits all campaign. Second, it builds trust early. Instead of pitching right away. Caitlin creates what she calls a wow worthy impression that goodwill carries forward into everything else so that they trust her more. Whether it's during a product launch, a flash sale, or just her regular newsletter, they're going to listen. And those segmented flash sales use real urgency without burning out the whole audience. And because she's not blasting sales on social media, her public content stays focused on value. I actually think this is one of the most underrated pieces of this because. Because she's not just constantly talking about sale, sale, sale on social media, she's able to keep the messaging focused around her newsletter content. Okay, the results, we already talked about it a little bit, but digital product sales jumped 30% within three months of launching personalized email sequences and overall digital product sales have now doubled. And she has happier readers who feel like she's speaking directly to them. And that cannot be understated. Okay, so this sounds complex. How can you implement this? Well, first, add a question in your signup flow that asks a pain point. What is your most pressing pain point? At this point, there should be maybe three answers. I think that's a good number. Just keep it simple. Just one multiple choice question about what they're struggling with. If you're using Kit, they have a polls feature and it will let you tag specific people based on their answer so that you can segment them accordingly. Then build a welcome sequence for each of those three, three to five emails that address their specific problem and naturally lead into a relevant product or offer. And I went way down the rabbit hole with this. This is another thing I didn't put in the written version, but she actually, I think two of them actually get the same sequence. So this might just be two sequences, but two of the answers are pretty similar and those people need similar things. So I think she just uses two. Love that. Keep it simple. All right. Third, exclude people in active welcome sequences from other promotions so you're not getting some messy sales sequence everywhere. Make sure that each person is only seeing one sales message. Once you have enough subscribers, try doing these segmented flash sales and splitting your list into groups. I think this is a little bit more advanced and complex. You'll have to think through the strategy behind it. But I do think this is a gold piece of advice for anyone who has product sales. Digital product sales like this. And fifth, analyze iterate, change things up, see which sequences lead to the most sales. Maybe there's some different messaging you can incorporate and just keep iterating tools for this Kit for email sequences Segmentation Automation Second is a survey form at signup. Caitlin uses Kit polls for this, which integrate nicely within people's subscriber records. You can also use a tool like tally forms or Beehive has surveys too. The automation and segmentation should be there in Beehive at this point. They're getting better with it, but Kit has always been ahead in that respect. Your welcome sequence is the first real conversation you have with a new subscriber. Caitlin treats it like a first impression worth making and it's become the biggest driver of revenue in her business. You can follow Caitlin over on LinkedIn or check out our newsletter at Learn why we buy. Com. And also since you shared this with at least one person because you're on the private podcast feed, thank you. I just want to reiterate that thank you, thank you, thank you. If you keep sharing with people after 10 referrals, I will shout you out in the Growth and Reverse newsletter, which goes out to 40,000 subscribers and and you might get your own email subscribers from that. After 25 referrals, I'll send you a 5 minute speed audit where I record a 5 minute video sharing ideas for growth and optimizations for your newsletter. For Context, I charge 799 for those full audits and this is a taste of that for free. 50 referrals will jump on a call and we'll dig into your newsletter and what you're struggling with to help you get unstuck. You can find your unique referral link in any of the emails you're getting during this 30 days. And thank you in advance for sharing. I appreciate you. See you tomorrow.