Masterclass Opt-In + Open-Cart Emails for KT Merry’s The Merry Method

Masterclass opt-in page and 8-email open-cart sequence for KT Merry’s The Merry Method, a digital course launched through a free Portfolio Masterclass. The opt-in page converted at 30.6%, bringing in 1,524 registrants from 4,984 views.

The Challenge

The Merry Method was a digital course for photographers, launched through a free Portfolio Masterclass. That put two jobs on the copy: get photographers to register for the masterclass, then turn registrants into enrollments once the cart opened.

The Approach

The opt-in page led with a promise tied to the masterclass topic, “Build a Portfolio That Creates Demand For Your Work and Finally Sets You Apart From the Crowd,” and a button that read “OOH, I NEED THAT!”

The 8-email open-cart sequence opened on a story: KT suspended over a sixth-floor railing, held up by nothing but Chad’s arms. The story landed the course’s point that stunning images don’t happen by accident. Subject lines were split-tested; the open-cart email paired “this doesn’t happen by accident, %FIRSTNAME%” against “hanging over the 6th floor balcony was part of the plan.”

The Result

1,524 photographers registered for the masterclass, and 72 enrolled in The Merry Method, 4.97% of registrants. The open-cart email was the launch’s top email by clicks, with a 15.5% CTR.

The Work