Kelsey Kovich

Digital Equity Copy

Founder

BORISMTAX INC

Marketing Operations

Stable.work

Operations

Freelance BDR

GroupHEALTH Benefit Solutions

New Business Development

Wurth Canada Limited

Outside Sales Representative

Vino Volo

Wine Associate

👑I help accounting and tax firms sign and retain high quality clients through proven lead nurturing strategies | Founder & Copywriter @ Digital Equity Copy

5 years ago I was skeptical…

Just getting my feet wet as a copywriter, trying to figure out what direction to go in…

SEO. Sales pages. Even explored direct mail.

But it wasn't until I heard this in a YouTube video:

“On average email generates $36 for every $1 spent.”

Huh? Emails? Really?

Those AnNoYiNg notifications that constantly pop up on your phone?

I thought there's absolutely no way.

Right?

But being the competitive person I am,

I decided to buy this course she was promoting on email marketing…

Just to prove her wrong and that it's all a load of bs…

So I took this 5-day email course.

Along the way implemented everything I learnt. Exactly how they taught it. Just so I could come back and say with full confidence:

“I applied EVERYTHING you taught and I didn't get the same results!!!!”

And guess what? I was right. I didn't get the same results. 

They were better.

What a surprise that was considering I thought it was all a bunch of bologna.

It's not that I didn't like email marketing.

I was tired of the bland-pointless-overly-promotional-garbage that landed in my inbox.

And I'm sure you are too.

That's why I set out to seriously shake up the way cybersecurity companies generate leads through email.

No more fluffy nonsense. No more 'send and pray'. No more spammy garbage.

Instead:

A laser-focused strategy. Written by a real copywriter. Who leverages your customer's problems, data, story-based content, and buyer psychology.

So if you're skeptical, I get it.

But since then, I've driven $760k+ in revenue through email for my clients.

So if you:

→ Want to close more deals. Bigger ones. Consistently.
→ Want to make more money, and take your biz to the next level.
→ Want the right clients not only find you but want to work with you.

DM me „EMAIL" to get started.

I'm Canadian.

9 months ago I packed my life and moved to Bangkok.

What I've experienced has left me stunned and forever changed how I think about life and work. 

Here are 7 brutal truths about Thai vs Western culture:

1. The time philosophy: 

In the West, we're slaves to schedules. In Bangkok, "Thai time" rules - everyone might be late because of traffic, but there's a beautiful acceptance of it. The stress melts away when you realize: you get there when you get there.

2. Work culture paradox: 

While the west is caught in the pressure cooker of hustle culture, Thai businesses are built on ”Sanuk” (fun). And let me tell you, these people know how to HUSTLE. But their energy is the most welcoming I’ve ever experienced (and it’s disrespectfully contagious).  

3. Living in 3024:

Bangkok feels like stepping into the future. Need food at 3AM? Delivered. Craving world-class street food? There's a Michelin-starred vendor on the corner. The convenience here makes Western cities feel like they’re playing catch up. 

4. Community over everything: 

Back in Canada, a flat tire means watching countless cars zoom past. In Thailand, help arrives before you can even think to ask. Everyone is happy to help no matter who you are. 

5. Infrastructure quirks: 

Like bum guns instead of toilet paper or the matrix of electricity wires came a huuuge shock but it’s just quirks that make Thailand, Thailand. 

6. Traffic tango: 

What looks like chaos to Western eyes is actually a complex dance of mutual trust and understanding on Bangkok's streets. Motorcycles weave through traffic with a grace that defies physics, all held together by an unspoken code of mutual trust.

7. Overall respect: 

This might be Bangkok's most beautiful trait: universal respect. Even in traffic (where Western cities breed rage), you'll witness the gentle bow of thanks between drivers.

There’s a reason why it’s called the “Bangkok Effect” - it transforms everyone who comes here. 

You can't understand it until you experience it.

Sitting on lukewarm subscribers? Want to turn them into a predictable pipeline? read this profile

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With 5000+ subscribers on your list:

5% might be ready to buy. 

(That’s being generous)

But don’t expect the remaining 95% to stick around if you're hitting them with a firehose of “schedule a call or else” emails. 

The 95% is the Pandora’s box of revenue for your business.

And if you want to tap onto that, you gotta EARN trust with 15-20 educational touch points. 

(At minimum!!!!!)

I personally love creating educational content that converts like it's nobody's business.

I don't love watching good leads slip through the cracks because companies are out here playing the "click my link" game before earning trust.

Are you relying purely on promotional emails?

If so, I guarantee you'll get more rev out of your email subscribers if you have an evergreen newsletter as part of your strategy 👀

P.S. photo creds to my NZ bestie Daniel Candy

Honestly f*ck classic grammar rules. 

I love starting my sentences with “and”, “because”, “but”.

Your email list is growing but your revenue isn't?

Here's what I wish I knew when I first started out building B2B email funnels:

- Traffic isn't your problem. Most businesses obsess over list size when they should focus on nurturing the subscribers they already have.

- Your welcome sequence matters more than you think. Those first 5-7 days determine if they'll stick around or ghost you forever.

- Stop sending "updates." Nobody subscribed to hear about your company news. They want solutions to their problems.

- The money's in segmentation. One message doesn't fit all 5000 subscribers. Break them into groups based on behavior and interests.

- Most people need 15-20 touchpoints before they buy. Your "buy now" email after day 3 isn't going to cut it.

- Subject lines matter less than sender reputation. Focus on delivering consistent value and they'll open regardless of what you write.

- Educational content converts better than promotional. Teach something valuable in every email, even when you're selling.

- The BEST strategy is a mixture of value (newsletters), direct and indirect emails.

- The secret sauce to more rev from your list IS sending more emails.

What would you add?

One email funnel hack is simply adding a survey after your opt-in.

You don’t need to complicate it with a boat load of questions - Just 2.

It’s dumb simple. So effective. Yet so many are missing out on this huge opportunity.

Here…

You can steal the key questions I implement for my clients:

1/ Ask them where they are on their journey
2/ Ask what type of content they actually want from you

The result?

You'll know exactly who's entering your funnel & what content they're after.

No more shooting in the dark.
No more rolling the dice on engagement.

This is THE simplest way to personalize your content from day 1.

(and it makes converting subscribers into $$$ much easier & quicker).

Most of your subscriber don’t care about you.

We tend to have an exaggerated sense of how invested others are into what we do as a company. 

So we flood inboxes with:

- Company updates
- Latest features
- Technical specs
- Product launches

This is called email-sender's delusion & it's costing you $$$.

The truth is, people care very little about WHAT you do as a company. (sounds harsh I know)

Think about the last time you we’re super invested in a company and couldn’t wait for their latest company or product update email…

Chances are you had a really think about it.

That’s how most people are.

No one really cares.

Most people are focused on their own problems and searching for ways to solve them. 

So stop sending newsletters yapping about YOUR company. 

Instead follow this evergreen newsletter format:

1. Here’s a problem you have
2. Here’s why you have it
3. Here’s what to do instead

This is how you focus on what actually moves the revenue needle:

Solving. Their. Problems.

There are only 2 types of newsletters that actually work:

1/ Curation Newsletters (Timely Industry Updates) 

→ Short, snackable updates 
→ Value from curation 
→ Works in fast-moving industries

These are MOST B2B newsletters. 

But here's the painful truth most won't tell you:

Curated newsletters suck at making money.

Why?

Because you're competing on speed, not value.

When everyone's sharing the same industry news... you become replaceable.

Just another voice in an overcrowded room.

But …

2/ Educational Newsletters (Eduletter)

→ Long-form, educational content 
→ Timeless value that builds authority 
→ Works in ANY industry

When you focus on education over information you:

→ Nurture prospects at scale
→ Respect that 95% of your audience isn't ready to buy
→ Build an evergreen content library you can repurpose

The best part?

You're not playing in the same sandbox as everyone else.

While they're sprinting to share breaking news,

You're building an asset that grows forever.

P.S.

Think about it - would you rather get another "industry update" to your inbox...

Or actually learn about a solution to a problem you have?

"Getting leads through email funnels takes months to see results" is BS. 

Unless you're starting from absolute zero with no website traffic, the odds are NOT stacked against you. 

If you aren’t flooding your sales calendars, you need to lean into what your data is whispering to you: 

- 50-70% opt-in rate but not enough subscribers? Turn up the tap on traffic.

- >30% open rate? Time to take a look at your subject lines and/or email content.

- 50%+ open rates but no calls? Test your call to actions.

(Just to spill some of my trade secrets) 

Email only takes forever when you're NOT leaning into what your data is desperately trying to tell you.

Let's clear something up: 

Getting traffic to your website and converting that traffic are NOT the same thing.

(& most businesses are leaving serious $$$ on the table because of this)

Whether you're investing in SEO or pumping money into ads, you need to understand the distinction between the two. Otherwise, you risk burning through your budget with noOoOoOothing to show for it.

I see this all the time with cyber security companies. They get excited about hitting 10,000+ monthly website visitors, but they're stuck scratching their heads wondering why those numbers aren't turning into dollars.

So, what's the real difference?

Simply put: Traffic gets attention. Nurturing gets conversions.

Traffic is eyeballs on your offer & website. You might have thousands of visitors, but if you have no way to stay in touch with them they're just another ghost in your Google Analytics.

They come. They go. And you have no idea who they were.

Nurturing, on the other hand, is creating a connection that turns those visitors into paying clients. Capturing their information and leading them through a journey that builds trust over time through valuable education that solves problems they have.

It doesn't mean traffic isn't important, but it's only the first step. The magic happens in the nurturing phase.

I help companies build high-converting email sequences that nurture their leads on autopilot.

Most prospects need 15-20 touch points before they're ready to buy - you can't get that from traffic alone.

And if you're driving traffic without a solid nurturing strategy, you're not just leaving money on the table—you're lining someone else's pockets with $$$ that belongs to you.

So, are you focused on driving traffic or converting it?

Be uncompromising in the value you deliver.

The right newsletter builds an asset that grows your business forever.
The wrong one has subscribers hitting unsubscribe faster than you can say "company update."

The right newsletter makes your target audience think "I can't believe this is free."
The wrong one drowns them in features, protocols, & technical jargon nobody asked for.

The right newsletter has them waiting for your next email.
The wrong one gets lost in spam folders & forgotten inboxes.

You have ONE chance to prove you're worth their attention.

There’s a reason why on average email generates $36 for every $1 spent.

But there’s also a reason why so many struggle to do so.

So be uncompromising with the value you deliver.

Most companies are sitting on mega untapped potential with their email lists.

While others are minting money like crazy.

5000+ subscribers but no one converts.

What do you think the disconnect is?

I believe with every inch of my body that now is the best time for cyber security companies to build, nurture, & convert with their newsletter.

Because it's SO ridiculously easy to stand out.

I'm subscribed to an unhealthy amount of cyber security email lists.

And they ALL sound the same.

Because they’re spitting out the same recycled industry updates. 

I'm not gonna sugar coat it, 

Most don't know what they're doing.

So they “study” what their competitors are doing. 

And end up with an Alibaba knock off templates copy of them.

Here's something to chew on:

When you copy your competitors, you're just another voice in the echo chamber of mediocrity.

The result?

Your newsletter becomes pathetically unoriginal. You collect digital dust. And your prospects?

Are smashing that unsubscribe button.

I'm feeling SPICY today so let me dish it up for you👇

Your target audience doesn't need MORE information in their inbox.

They're already drowning in it.

And usually its the same recycled industry news they've heard 100 freakin-times. 

Want proof?

Remember that finance worker in Hong Kong who paid out $25 mil to a deep fake scam?

EVERY. SINGLE. COMPANY. wrote about it.

All saying the exact same thing:

1/ What happened
2/ How much was lost
3/ Some generic "be careful" advice

Zero actual value.
Zero actionable insights.
Zero reason to keep reading.

(don't believe me? Look at the top 4 results from Google.)

Here's what your newsletter should look like instead:

Here's the problem ($25 mill deep fake scam).
Here's why they have it.
Here's what to do to avoid this.

See the difference?

One approach makes you just another (boring) voice in the crowd.

The other makes you irreplaceable.

This is exactly how you turn readers into revenue.

Because when you solve real problems instead of recycling news...

You become the expert they can't ignore.

“more content = more value" narrative is bleeding your newsletter revenue dry.

You can't convert high-ticket clients with information overload. 

It's like drinking water from a firehose—doesn't matter how thirsty they are if they're choking on it. 

Most businesses are drowning their leads with an overload of multiple topics in a single newsletter—even when they're sharing genuinely valuable insights. 

Your subscribers attention is fragile. Their time is limited. And so is their patients. 

The only B2B newsletters that will survive + rain revenue are the ones who follow the rule of ONE:

1 Person
1 Problem
1 Solution

THIS is how you dial in your newsletter so clear and focused your prospect can't help but take action. 

That’s all for today🫡

If getting leads requires constant manual follow-ups with prospects, something is broken.

Create systems that convert without needing you to chase every lead.

You do this by educating them on the problems they have and how you help solve them. 

The email systems I’ve built with the highest ROI:

1. Solve real audience problems. 
2. Convert bc we nurture with education. 
3. Scale forever with evergreen content. 

Emails that are bias towards action. 
Not sleezy made up “fomo tactics”.

Taplio

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