CASE STUDY - EMAIL AUTOMATION + SYSTEMS
As the business grew, the backend needed to be organised
Alex had already built a strong foundation in the CME writing space - with a podcast, free community, paid offers, email marketing, and a Thinkific course supporting her audience.
But as the business expanded, the systems behind it had evolved organically over time.
Forms had been added in different places. Automations were layered on as needed. Subscriber journeys worked, but not always together.
The backend still worked, but it no longer felt streamlined, connected, or easy to manage.
The Outcome
A more connected backend system with smoother automations, cleaner onboarding flows, and less manual work required behind the scenes.
Tools Used
Kit, Thinkific, Squarespace, Carrd, Circle
Industry
CME Writing
THE SITUATION
Growth had created complexity behind the scenes
Over time, the backend had become more reactive than intentional.
Different tools were handling different parts of the customer journey, which created friction behind the scenes:
Subscriber journeys weren’t fully aligned across platforms
Automations had been added over time without a unified structure
Launches still relied on unnecessary manual setup
The transition between purchase, onboarding, and course access could be smoother
Forms and landing pages had been built at different stages and no longer felt consistent.
The systems still functioned, but they no longer reflected the level the business had grown into.
THE PROBLEM
The systems worked, but not as one connected experience
This is common in growing online businesses.
As offers, automations, and platforms expand, systems often become harder to manage simply because they were built gradually over time.
The challenge wasn’t rebuilding everything from scratch.
It was creating cleaner connections between platforms so the business could run more cohesively and with less manual intervention behind the scenes.
THE APPROACH
Simplify the backend and automate the handoffs
The focus wasn’t adding more tools - it was improving how the existing systems worked together.
Every automation and subscriber flow was reviewed through the lens of:
“Does this reduce friction and create a smoother experience behind the scenes?”
The work included:
Auditing existing automations and subscriber flows
Updating forms and embedded opt-ins across the website
Building a reusable pre-launch automation system
Creating and refining Zapier integrations between platforms
Connecting Thinkific purchases to onboarding emails inside Kit
Replacing disconnected pages with a more cohesive Squarespace setup
The goal wasn’t simply automation.
It was creating a backend system that felt easier to manage, easier to scale, and more connected overall.
THE SYSTEM
A more connected experience - from opt-in to enrolment
Subscriber Entry & Lead Capture
Squarespace + Kit
Forms and opt-ins across the website were updated and standardised to create a more consistent subscriber experience across the business.
This included embedded forms, modal opt-ins, and improved entry points connected directly to Kit.
1
Automation & Subscriber Flows
Kit + Zapier
Subscriber journeys and backend automations were reviewed and refined to improve how subscribers, data, and actions moved between platforms
Zapier workflows were updated to reduce manual work and support cleaner automation handoffs throughout the business.
2
Pre-Launch Automation System
Kit
A reusable pre-launch sequence was built so future launches could run with significantly less manual setup.
Link triggers, rules and automations were used to streamline the system and track the metrics.
This transformed launches into a more repeatable operational system.
3
Purchase → Onboarding Experience
Thinkific + Kit
When a course purchase was made through Thinkific, automations triggered onboarding emails directly through Kit.
This created a smoother transition from purchase to welcome experience without requiring manual intervention behind the scenes.
4
WHAT I HANDLED
Backend systems and automation implementation
Automation audit and backend cleanup
Zapier integrations and workflow management
Kit subscriber flow setup
Thinkific onboarding automations
Form rebuild and embedded opt-ins
Pre-launch automation systems
Landing page rebuild (Carrd → Squarespace)
Cleanup and archiving of outdated backend assets
SOP documentation and Loom walkthroughs
THE RESULT
A backend designed to support growth more cleanly
The final setup created:
Cleaner automation flows between platforms
Smoother onboarding from purchase → email → course access
Reduced manual setup behind launches
Better visibility across subscriber journeys
A more cohesive backend across the business
Systems that better support future growth and scaling
Instead of manually patching systems together, Alex now had a backend designed to work more cohesively behind the scenes.
READY TO STREAMLINE YOUR MARKETING SYSTEMS?
Let’s build systems that support where your business is going
If your backend feels overly manual, disconnected, or harder to manage than it should be, it’s usually a sign the business has outgrown its original setup.
Book a free 30-minute strategy call and we’ll look at what’s happening behind the scenes, where friction exists, and how to simplify it moving forward.