Growing your email list with content upgrades
One of the best ways to grow your email list is with a content upgrade. ConvertKit users like Katie at Wellness Mama have used this strategy to exponentially grow their list, and it's really easy to do! I’ll take you through the process step-by-step and show you how to do this entirely through ConvertKit. No need to have any additional software like LeadPages, SumoMe, Instapage, or Rapidology.
In This Article
Create a Content Upgrade
Make it simple for your first upgrade. Go into Google Analytics and find the post with the most traffic. Copy that URL. Done. That’s your first content upgrade. If you scratch your head and ask,
“Why would I create an opt-in for a post that already exists on my blog?”
It’s a fair question, but the truth is that people are not diligently searching through your archives for the best posts. You need to guide them there! A popular post has already done the heavy lifting for you by proving its worth. Allow it to continue doing so.
The next level of content upgrade is to create a complimentary bonus to the post. That could be a checklist, a resource guide, a chapter of your book, or bonus audio content from an interview.
Let's get that set
Create a Form in ConvertKit
Choose the Form option in ConvertKit and write your headline. To keep it simple, simply use the headline of your popular post as the attention-grabber for the Form. Remember, allow the content that has already proven itself valuable in doing the hard work.
Now, go to the settings tab to deliver the upgrade. If you are using the popular post method, click “Redirect to another page” upon subscription, and paste the url in so the reader immediately goes to the post.
Another option is to click the Incentive Email tab, and if you’re giving away a PDF download (or other file), simply upload the file to the Incentive Email that people get in their inbox when they sign up. You'll need to first check the box for Send Incentive Email. ✅
You may also know this as the Confirmation Email. This is the email that sends as soon as someone subscribes to your Form.
By default your form will be set to double opt-in, which lowers the barrier to entry for new subscribers. However, subscribers who click to confirm and receive their incentive are far more successful at staying with you for the long haul!
Sending your subscribers a double opt-in (Incentive Email) is really beneficial. This two-step process creates a list that is both confirmed and engaged, which will lead to long-term list growth, and sustainability.
After checking the option to send an incentive email, you can edit the email by selecting Edit Email Contents:
Note: Clicking the X at the top right will close the incentive email editor will both save the contents and close the editor.
You can also check the box to ✅ Auto-confirm new subscribers. This option will still send the Incentive Email so subscribers can download their incentive, but it will no longer require that they click the button to confirm their subscription.
Be sure to set where the the button in the Incentive Email will send subscribers, whether they will get sent to a specific URL, or they'll get an uploaded file to download.
Style Your Form & Choose Display Options
In the styles menu you’ll see the current form template you’re using as well as an option to change it.
Depending on the form template you’re using, you’ll also see other main style options such as background color, border radius, and background image.
You also have the option to add custom CSS in the style settings area.
Note: These options will change as you click on different parts of your form such as the fields, subscribe button, and even the “Powered by ConvertKit link”. To return to the main style settings of your form, click the magic wand again at any time.
Embed Your Form on Your Website
You’ll place the form on your site the same as any other. The only exception is the modal popup that I referenced above, just follow the instructions. You can paste the js code, raw html, or use the Wordpress plugin option.
Note for LeadPages users: If you are already using the Lead Magnet delivery options they provide, you do not need to replicate that option in ConvertKit. Just follow our standard LeadPages integration tips to make sure the email subscribers are sent to the right place!
You can learn more on Embedding Forms here.