5 min read

How To Treat Your Email Subscribers As Individuals

BCC Newsletter | Issue 079
How To Treat Your Email Subscribers As Individuals
Photo by Hannah Busing / Unsplash



Two creators now have shown me how they interact with new clients, first Jay Clouse, now Daphne Gomez.

I was going about it all wrong - I had created seven - SEVEN - revenue streams or products that I could sell to a new audience member, before ever knowing if it was something they wanted.

What's worse, is I was presenting them to each subscriber just a few days after they joined my list.

Here's everything! Have fun picking out which one you want!

Over the last two weeks, I've overhauled my entire journey for new subscribers, from what they are presented with when they visit my site, to how I find out what their needs are before or as they sign up, and how I present my different offers to them.

Today, I'll show you what I did and how you can do the same so that you can be more effective in serving your audience as they enter your world. In the next few minutes you'll learn how to:

  • create new lead magnets
  • add Right Message to segment and deliver timely, personal recommendations
  • test the process

Your list is more than just numbers, right? These are people. People who trust you enough to say, I want your content in my inbox. People who want to be treated like the individuals they are. 
~ Brennan Dunn, founder of Right Message

Step 1 - Create new lead magnets

Over the last month, I realized I was treating all new subscribers the same way.

Welcome to my site > join the newsletter > get my welcome sequence > buy whatever you want

It's easy to see why I was only getting 1-2 sales per month, even though I am now adding 40+ new subscribers per week.

That's a horrible conversion rate, less than 1%.

So, I looked at my audience and thought about who they are, what their desires, needs, goals, and jobs to be done are.

That gave me some new insight. I identified two needs, three phases, and three time periods that would serve me as I created new content in the form of lead magnets.


  • Audience growth
  • Increased revenue

Phases (thanks to reading Mastery by Robert Greene):

  • Discovery
  • Apprenticeship
  • Mastery

How Quickly They Want Results:

  • Now
  • Soon
  • This year

From that new context, I decided to create two new lead magnets - one on audience growth, one on ways to increase your revenue - and three new landing pages.

Now I just needed a way to send the right people to the right place...

( you can see this all in action here! )

Step 2 - Add a quiz or survey tool

The obvious answer was to use a quiz/survey tool that has the ability to give different results based on answers to questions.

I've used tools like Typeform in the past, and Daphne mentioned she uses Samcart, but I wanted something that would also keep the answers "attached" to the person taking the quiz.

Enter: RightMessage 

I was able to snag a lifetime access account when Brennan announced it a few weeks ago. The great thing about Right Message (which may apply to other tools I mentioned, I haven't checked) is that you can update the info on a subscribers account inside ConvertKit based on the answers they give.

It looks like this:

video preview

Now, anytime a new or current subscriber subscribes, instead of the thank you page they get sent to a survey, which thendirects them to a landing page based on their needs and their timeline.

I'm only using the "phase" data for future segmenting and offers.

Curious to see the new landing pages after the survey? You can check it out here:

(Button: Learn How To Grow Your Creative Business →)

Step 3 - Test the process

I got my first survey set up in about two hours, and on Saturday sent out an email to my entire list to test it out.

Scary, I know, but a) it was my birthday, and b) I was anxious to see what happened.

I used both Daphne and Jay's recommendation to use a linear offer strategy, where a lead magnet leads to an offer to buy my book ($20) which then leads to an offer to buy the right thing for that person at that time, whether that's a course, joining the society of independent creators community, or coaching/consulting.

Looks like these creative craftsmen (and women) know a thing or two about how to generate results in their business.

One important note - you may have noticed over the last year I've leaned into the fact that I have a small audience and not-remarkable revenue from this part of my business.

It's important to go through the journey step by step, rather than trying to skip to the end.

As I mentioned before, Mastery by Robert Greene talks about this in depth, and so I've consciously gone back to the discovery and apprentice phases in this area of my life, even though I've reached and am forever pursuing mastery when it comes to other areas of my life.

There's a lesson in there for all of us...


PS - If you're ready to get a head start on growing your business in 2023, let's hop on a call to discuss. During my 60-minute strategy calls, you get clarity on where you are, where you want to go, and how to get there. Find a time here.


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The 10k Creator (Episode 7) w/ Daphne Gomez - Grow Community and Revenue
Listen now 

I was recently introduced to Rob Bell's content lately, thanks to Carl Richards .

Start with Everything is Spiritual , then follow it up with An Introduction to Joy .

My wife was crying through the first one, and we laughed and smiled through both. Rob is a unique talent and the format is part spoken word, part presentation, part standup comedy routine. Simply brilliant.


If you're reading this, and are able to create videos like this one from Tim Ferriss , I'd love to chat with you. Hit reply and let me know!


Do you have your own newsletter? Check out the Sparkloop Partner Program . I've been impressed with how many new subscribers have come in from other creators recommending my newsletter. You can set your own price on what you'd pay per subscriber (I set mine at $3) and limit the payout per month. It was an experiment that's proven successful in growing my list.

The links above may include affiliate links, which means I get a percentage of each sale which helps support this newsletter.