Please note that since I originally wrote this post ConvertKit has undergone a number of updates. Information accurate at the time of writing, may not currently be accurate.
ConvertKit describe themselves as having the power of Infusionsoft, but being easier to use than MailChimp. While this may not be 100% accurate (it is important to appreciate they target bloggers, not marketers), they do provide the opportunity for some powerful email marketing automation.
Behavioural Dynamic Response sequences are amongst the most popular email automations. You can use them at almost anytime as a sort of “mini-launch” or promotion to boost sales.
In this post, I will discuss how to set up these automations within ConvertKit.
Featured Download: I have put together an illustrated step-by-step guide on setting up Behavioural Dynamic Response Sequences in ConvertKit. Click here to download it.
While no email provider system is perfect, where ConvertKit lags a bit is the workflow around automation. Sure if you come from MailChimp it’s great. However, if you come from ActiveCampaign or Infusionsoft, it will feel disjointed and clunky.
As I teach some basic automation and variations of Behavioural Dynamic Response sequences in my Email Captivation course, it is important that any email system I use can handle these things.
Issues arise from the fact that there is no IF/ELSE option or visual automation builder, and automation and sequences are not integrated they way they should be. When you compare this to ActiveCampaign or Drip you will see the difference.
While this lack of functionality is not a critical flaw, it does make things a little more complicated and slower to set up than it needs to be.
Let’s use this example:
We want someone to click a link to begin a sequence of emails
We want to apply a tag
We want to then send them a series of 3 emails in 3 days
We want to then remove the tag and remove them from the automation/sequence.
In ActiveCampaign that is one automation. In ConvertKit it is a sequence plus 3 automations.
The sequence is the 3 emails that you want to send.
A link trigger to begin the above sequence when clicked
An automation to add the tag when the above sequence commences
An automation to removed the tag and unsubscribe from the sequence once the sequence is completed.
So even on the most simple of automations, everything takes just a bit longer. Keep that in mind with the video below.
So What Is a Behavioural Dynamic Response Sequence?
While the concept is nothing new, the term Behavioural Dynamic Response was coined by Frank Kern. It essentially boils down to getting the right message in front of the person at the right time.
The Most Basic Example
In the video below I set up the most basic example of a BDR sequence for a hypothetical golf blog that sells a video course on putting.
Step 1: The prospect raises their hand by clicking a link I send that directs them to a blog post about putting. We can assume they have an interest in learning more about putting.
Step 2: This triggers a BDR Sequence automation which begins by sending them to a piece of content with very high value and a soft sell. Usually, this will be a video but could be a written piece.
Step 3: Now things get “dynamic”. IF the subscriber clicked and watched the video, they begin a new sequence sending them to a second video. If not, they get another 2 follow-up emails promoting the first video until they watch it.
This repeats itself until either they watch all 3 videos (or however many are in the sequence), buy the product you are selling or get all three emails about one particular video without clicking a link.
The content pieces are designed to be high value and soft selling. You want the subscriber to think that even if they don’t buy they are getting epic content and the sell could literally be as soft as “And if you liked this video, this is what I’ve got”.
This is not a launch sequence.
No fake scarcity, no high-pressure tactics to manipulate the subscriber. We don’t manipulate the message or the time. It is simply a technique to target the right person with the right message at the right time.
Anyway, here is the video of how to set it up in ConvertKit.