Behind The Scenes :: The Unmistakable Effect Website, Shop + Mailing List
For this post I wanted to show a decent amount of 'behind the scenes' things from The Unmistakable Effect — for all of the digital things, including the website, the shop, and the mailing list + emails. I haven't included EVERY single detail here because lets be honest, that'd get boring as fuck, so I've just focused on things that have worked for me and things I get asked about on the reg.
ENJOY FAM! And if you have any questions hit me in the comments and I'll do my best to get back to you, or include your Q in a future behind the scenes post.
Thing #1 :: The Blog
The Blog is a fresh new addition to the TUE website that I’m pretty stoked on! Part of my game plan for the magazine switching over to quarterly digital (from monthly digital) was having a lot more free digital content to help people get a vibe for the magazine and also to just keep putting out fresh new shit. So obvi the blog was born.
I wanted the Blog to be a mix of both my own content (like this, and just stories and experiences from me) and content from contributors and pieces that have been in past issues of the magazine. If you landed on this post first and you wanna check out some other posts, jump over here to see the full blog.
Thing #2 :: The fresh Welcome page
Over on my personal website (freshbysian.com) I have a link in the main menu to ‘Magazine’, so this 'fresh Welcome' page is where that link goes. I’ve seen a few other people do something similar to this rather than just linking straight to the homepage there’s more of a custom welcome page to let people know WTF is going on.
If I just linked people to the main homepage of TUE from my own personal website and they had no prior knowledge that I run TUE, it’d take them a while to figure it out, or they’d have to click around at least once to see what the magazine was all about… So it makes sense to me to just create a ‘Welcome’ page with a photo of my mug + a brief intro on the mag, right? This way its also SUPER easy to track and see how much traffic is coming from my own site. This page also has the highest conversions for the email sign up in the footer, of any other page on the TUE website.
So if you run multiple websites or Brands I’d def recommend doing something like this, or at least testing it out.
Thing #3 :: The Shop
Right now the ‘Shop’ has everything running through an app called SendOwl, that I use to deliver all of my digital products. (With the exception of the print version of Issue 12, which is another story). Although the website is set up in Squarespace and I could use Squarespace commerce, I’ve been using SendOwl for a few years now and I just can’t bring myself to use anything else. It’s VERY simple but also SUPER powerful and there’s a lot of cool shit you can do with it. They’re also always making updates and adjusting to new software which is awesome.
So here’s how it goes down ::
- All digital issues are setup within SendOwl as a single product.
- Under each issue, it’s linked to the corresponding ‘Form’ in ConvertKit which then adds the customer to my email list system so I can keep in touch with them.
- So when someone buys an issue, SendOwl automatically sends them their download, and adds them to the ‘Form’ selected under that same product.
- Then for any bundles, such as the Full-Shebang Bundle which includes every past digital issue of the magazine, all I have to do is create a new ‘Bundle’ product, select all of the single issues, set the pricing, currency, and corresponding ConvertKit form I’ve created, and BAM, she’s done. So there’s no re-uploading for these bundles, I just select what products I want to include and it’s done.
Other random side notes on shop stuff ::
- All payments go through PayPal, which makes it pretty easy to track. My accountant/bookkeeper has access to view all of my PayPal transactions so they can go through and write off PayPal fees an expense and do whatever else they need to do.
- Also, on PayPal — I empty my account once a week at the very least. To date I've had mostly good experiences with PayPal, but I also don't fully trust it leaving money in there.
- SendOwl and PayPal together make it pretty easy to do refunds, which is handy. I haven’t had to refund many people thankfully, but for example I recently had to refund people who had brought the yearly subscription to TUE when I decided to end the monthly digital issues, so even though I only did partial refunds on these transactions, it’s all still tracked in SendOwl which is awesome for when I do any reports.
Part 1 :: Weekly Emails
I try not to get too engrossed in the ‘stats’ of it all, but I do try to create a mix of content between what people ask me, and shit I actually really want to write about for myself.
I also regularly (by that I mean every 6 months or so) ‘clean out’ this main email list and delete subscribers that are no longer opening my emails, and this helps keep the ‘quality’ of my list high. If I didn’t do this, my list would probably be at least twice the size, but the open rates and click rates would be MUCH lower and overall interactions would go down.
If you wanna see my process for actually writing all of the content and scheduling my weekly emails, check out this post. Some of the goals have changed for me now, but all of the 'how to' shit + the overall process is pretty much the same!
Part 2 :: The Intro Series
Right now I have an intro email series set up for when new people sign up to The Unmistakable Effect. I initially set this up before I started sending out weekly emails so I might need to adjust it a little, but so far the response for the series has been pretty rad and the open rates for the emails are still sitting pretty high. The whole point of the series is just to welcome people to TUE and give them a feel for what it’s all about, and also to ask them to be a part of it.
Here’s the basics ::
- Theres currently 5 emails in the series.
- They’re a mix of past content from the magazine, and also a couple emails asking people to send in their own stories or questions to be featured.
- The open rates at the moment range from 66% to 40%.
- The emails are set to only send once a week, on Thursday - Sunday, because my weekly emails always go out on a Tuesday, so I wanna make sure I’m not slamming people with emails multiple days in a row.
The Tools Round-Up
To host the website
For ma email list
For all digital product sales
To automate tasks where possible
So yah, I hope you dug this post! If you have any questions or things you wanna know hit me in the comments and I'll do my best to answer ya, or include it in a future BTS post.
ps. Some of the links here are affiliate links. 👊