Your Website and Emails Should Work Like Netflix
We helped one of our clients increase their conversions by 265%. If you’re a coach, consultant, or creator with an email list and something to sell, this is what’s possible when you stop broadcasting and start personalizing.
Their conversion rate went from 24% on an ad campaign… to nearly 89%. That’s not a typo.
Personalized marketing, if done right, is always better than personalized marketing. One-size-fits-all doesn’t work anymore. And in the age of AI, it matters even more.
People don’t want generic experiences.
You Already Know What This Feels Like
You log into Netflix. Amazon. Disney+. Your grocery store app. And you see: Because you bought this, you might like this. Or Recommended for you based on your taste profile.
We expect that now. Smart algorithms in the background, figuring out what we should buy, consume, or enjoy.
These are inherently good things, when used properly.
So here’s the question: what if your website and your email newsletter could do that?
Before, you couldn’t. It was reserved for enterprise-level companies with billion-dollar budgets. But we can do that stuff now. And that’s exactly what I do for coaches, consultants, and creators with email lists ranging from 2,000 to 500,000+.
What This Actually Looks Like in Practice
If you have products, services, or offers to sell, and a content library, testimonials, or resources that could be used properly… then when someone visits your site, it should be personalize for them.
When someone joins your newsletter, they should only be seeing relevant emails and relevant offers.
If they already bought your course, they shouldn’t keep seeing that pitch. Instead, maybe they should be recommended your coaching, your mentorship, or your community. If you’re a cookbook author with a cooking blog and a whole bunch of different classes, and someone is gluten-free… we probably shouldn’t show them recipes with gluten.
If they’ve purchased your membership, we shouldn’t be pitching them. We should be showing them adjacent offers that augment their experience.
Your website should act like Netflix. It should recognise who they are. Because they bought this. Because they’re a client. Because they’re a returning visitor. And it should personalize what they see.
Our Secret Weapons
There are three things we use to build this for clients.
1. A smart email platform that supports Liquid templating.
Kit (formerly ConvertKit) is our preferred platform for creators and smaller lists, up to around 100,000 subscribers. Once you get into enterprise territory, tools like HubSpot come into play. But as long as the platform supports Liquid, we’re good.
2. RightMessage.
This is the personalization layer for your website. We’re a RightMessage certified preferred vendor. There are only two in the world, and we’re one of them.
That’s my internal methodology. It’s the underlying system that talks to RightMessage, talks to Kit, talks to your website, syncs it all together so we can send personalized emails and personalized your website at the same time. It’s the thing that makes it all work as one.
A Real Client Example: Spark Discipleship
Let me show you what this looks like in practice.
Spark Discipleship has a blog, a website, and a range of offerings. They serve Christian married couples, engaged couples, couples going through a rough patch, and donors who want to support the mission. Lots of different segments. Lots of potential for conflicting messaging.
If you’re engaged and planning your wedding, you should see content and offers relevant to that. If you’re going through a hard time in your marriage, you probably shouldn’t be seeing happy, engaged-couple content. And if you want to donate, you should see everything related to that pathway.
We helped them increase conversions by 265% on their ad campaigns.
What we built: instead of sending traffic from different ad campaigns to different duplicate landing pages… we sent it all to one page. RightMessage knew which ad the visitor came from, personalized the content for that segment, and ran it automatically.
The result? Opt-in rates of 23-33% on their forms. Click-throughs to offers, courses, and donation pages all up. And richer data on every visitor, because of the surveys and quizzes we embedded in the flow.
If you’re curious what this could look like for your business, you can learn more about how we work at bradhussey.ca/hire.
What the Survey Looks Like
On the front end, it’s dead simple. A visitor sees: What brings you here today?
They answer a few short questions. We’re newly married, no kids, busy careers, drifting a bit. And from those answers, we know exactly what to show them next.
The back end maps every answer combination to a segment, a welcome sequence, a personalized recommendation. So the next thing they see isn’t generic. It’s: Based on what you shared, here’s what we recommend.
And if someone else says they’re a seasoned couple who wants to give back? They see a completely different path. Different emails. Different offers. Different CTAs.
That’s the Creator Engine doing its thing.
The Real Point
Think about your own business.
What are your audience segments? Who do you serve? If you met them in person, what would you ask them to figure out where they’re at? And then where would you send them?
Hey, you’re a beginner – go here. Hey, you’re advanced – go here. Hey, you already bought that – here’s what’s next. Hey, you’ve visited the contact page three times and haven’t reached out – let’s fix that.
All of that data is already there. Most people just aren’t collecting it.
In a world where AI-generated content is everywhere, and everything feels a bit… disconnected… the personal connection matters more than ever. When you meet your readers where they are, when your website and your emails speak to them like you actually know them, that’s what cuts through.
One-size-fits-all broadcasts don’t work. One-size-fits-all welcome sequences don’t work. One-size-fits-all pitches definitely don’t work.
Your website should not look the same for everyone.
And the good news is: it doesn’t have to.
Frequently Asked Questions
What does it mean to personalize your email marketing?
It means different subscribers see different content based on who they are, what they’ve told you, and what they’ve done. Not just their first name in the subject line. Actual different emails, different offers, different recommendations, based on their situation.
How is this different from regular email marketing?
Most email marketing is one broadcast to everyone on your list. Personalised email marketing uses segmentation and behavioural data to send the right message to the right person automatically. The result is higher open rates, better conversions, and a list that actually feels like it knows you.
What tools do you need to personalize email marketing?
You need an email platform that supports Liquid templating (Kit is our preference for most creators and coaches) and a personalization layer for your website. We use RightMessage for that. We’re one of two certified preferred RightMessage implementation vendors in the world.
Can you personalize a website too, not just email?
Yes, and this is where most people leave a lot on the table
When your website and your email list are connected, the experience compounds. Someone answers a survey in your newsletter, and the next time they visit your site it already knows who they are and shows them the right offer. That’s what we build.
Who is Authority Engines for?
Coaches, consultants, and creators doing $250K+ annually who have an email list and want it to actually work for them. If you’re sending the same thing to everyone, we can change that.
Want This for Your Business?
We do this for a small number of clients at a time. If you want to see whether it makes sense for your business, bradhussey.ca/hire is where to start.