A successful one-time launch is something to celebrate, especially in a co-production. It’s proof that your partnership works, the offer resonates, and the market sees real value in your course. But after the cart closes and the sales slow down, one question becomes critical: What’s next?
For many co-producers, the next step is turning that launch into an evergreen funnel—a system that sells your course on autopilot, generating leads and revenue consistently, without relying on fixed launch dates. Evergreen funnels allow your digital product to continue generating income while you focus on scaling, supporting students, or even creating your next offer.
In this article, you’ll learn step-by-step how to transform a one-time launch into a profitable evergreen funnel in a co-production context. We’ll explore key elements like funnel structure, automation, traffic strategy, and partnership alignment to help you build a sustainable revenue stream together.
Why Evergreen Funnels Are a Smart Move for Co-Producers
A one-time launch often involves:
- Intense planning
- Live webinars or challenges
- Scarcity-based promotions
- Cart open/close periods
- Burnout risk for both partners
While they can deliver big revenue in a short time, they’re not always repeatable at scale.
Evergreen funnels, on the other hand:
- Sell 24/7
- Reduce the need for constant content creation
- Create predictable income
- Allow for better data testing and optimization
- Free up time for growth and support
As a co-producer, transitioning to evergreen also helps you create recurring value from your work, and strengthens the long-term sustainability of the partnership.
Step 1: Review the Launch Data Before Automating
Before building an evergreen version, you must analyze the performance of your initial launch.
Review:
- Conversion rate: Total leads vs. total buyers
- Funnel drop-off points (opt-in > sales page > checkout)
- Ad performance (CPL, ROAS)
- Email open and click rates
- Webinar attendance and retention
- Student satisfaction and refund requests
Look for what worked and what didn’t.
- Which emails converted the most?
- Did the webinar lead to sales?
- Was the deadline effective?
These insights will guide which assets to keep, tweak, or eliminate in the evergreen version.
Step 2: Define the Evergreen Funnel Format
There are multiple ways to structure an evergreen funnel. Choose one that matches your audience, offer, and co-production resources.
Most Common Evergreen Models:
1. Automated Webinar Funnel
- Visitor signs up for a pre-recorded webinar (with specific times or instant access)
- Webinar includes pitch and urgency
- Cart is open for a limited time after viewing
2. Deadline Funnel + Email Sequence
- Lead opts in for a free resource
- Receives a timed email sequence (3–10 days)
- Uses Deadline Funnel to create real-time urgency (e.g., $100 discount ends in 48 hours)
3. Application Funnel
- Used for high-ticket or mentorship offers
- Lead fills out an application after watching a video
- Personalized follow-up or call booking
Choose based on course price, sales format, and content delivery style.
Example:
- Under $297: Email + discount funnel
- $297–$997: Evergreen webinar funnel
- $997+: Application funnel with lead nurturing
Step 3: Organize Funnel Assets and Automations
Now it’s time to build the funnel infrastructure. This will vary depending on the tools you use (Kajabi, Hotmart, ThriveCart, ClickFunnels, etc.), but the core components are universal.
Funnel Elements:
- Opt-in page (for webinar or lead magnet)
- Thank you page with next steps
- Email sequence (value + urgency + testimonials + CTA)
- Sales page (same as launch or adapted version)
- Checkout page (with countdown timers or payment plans)
- Post-purchase onboarding sequence
Automation Tools:
- Email platform (ActiveCampaign, ConvertKit, MailerLite)
- Deadline Funnel for urgency timers
- CRM/Tag system for behavior tracking
- Zapier for integrations between platforms
Make sure every step is tested for:
- Deliverability
- Timer accuracy
- Mobile responsiveness
- Redirects after time expires
Step 4: Repurpose Launch Assets for Evergreen
You don’t need to start from scratch. Repurpose the most effective elements from your one-time launch.
Repurpose:
- Webinar content → Evergreen version with tweaks
- Best-performing emails → Rewritten for automation
- Testimonials → Added to emails and sales page
- FAQs from live launch → Answered in funnel or follow-up
- Objections from DMs or comments → Turned into pre-framing content
You can even segment your email list to test different versions of the funnel before making it public.
Step 5: Set Up Traffic Channels
An evergreen funnel without traffic is just a website. Decide how you’ll drive consistent leads into your funnel.
Paid Traffic:
- Facebook and Instagram Ads (top of funnel)
- YouTube Ads (for webinar-based funnels)
- Google Ads (keyword intent for evergreen products)
Start small to test audiences and creatives. Measure cost per lead (CPL) and return on ad spend (ROAS).
Organic Traffic:
- Blog posts optimized for SEO
- YouTube videos with funnel CTAs
- Instagram Reels with story links
- Podcast guest spots promoting the lead magnet or training
Email List:
Don’t forget your existing audience. Segment your list and introduce the evergreen offer with a fresh angle—not just a copy-paste of your launch pitch.
Step 6: Align With Your Co-Production Partner
In a co-production, you’re not alone. You must align with your partner on how the evergreen funnel will work.
Discuss:
- Revenue share terms (same as launch or adjusted?)
- Who manages traffic and budget?
- Who handles tech, updates, and support?
- How often will you review performance?
- Will the expert need to create new content regularly?
Put these agreements in writing. Even better, create a simple operating agreement or add-on to your original co-production contract.
This protects the partnership and ensures smooth operation long-term.
Step 7: Launch the Evergreen Funnel Internally First
Before going live to cold traffic, test the funnel with warm leads:
- Send to your email list
- Share in your student community or group
- Run a small ad campaign with a $5–10 daily budget
- Ask for feedback on clarity, usability, and perceived value
Track key metrics:
- Email open and click rates
- Webinar watch time
- Sales conversion rate
- Cart abandonment rate
This internal launch allows for real-time fixes before investing heavily in traffic.
Step 8: Monitor and Optimize Continuously
An evergreen funnel is not a “set it and forget it” system. It needs regular monitoring and updates.
Track Weekly:
- Traffic volume
- Opt-in rate
- Sales conversion rate
- Cost per lead (if using paid ads)
- Revenue per subscriber (RPS)
- Refund requests or complaints
Optimize:
- Replace low-converting headlines or CTAs
- Shorten or reformat webinars
- Test different price points or payment options
- Add urgency elements or social proof
- Retarget abandoned carts or viewers
Set a monthly review meeting with your co-producer partner to analyze data, discuss insights, and set optimization goals.
Step 9: Scale With Confidence
Once the funnel is validated, start scaling gradually.
- Increase ad spend on best-performing audiences
- Expand to other platforms (YouTube, TikTok, Pinterest)
- Test affiliate promotions using the same evergreen assets
- Build a waitlist for future course versions or upgrades
You may also want to create tiered offers, such as:
- Self-paced version (evergreen)
- VIP version with coaching (limited launch)
- Add-on services (e.g., templates, 1:1 sessions)
This lets you continue monetizing the funnel while creating value and segmentation.
Final Thoughts: From Flash Sale to Foundation
Turning a one-time launch into an evergreen funnel is one of the smartest moves a co-production team can make. It transforms a flash of revenue into a foundation of predictable income and scalable impact.
It allows you to focus on refining, rather than rebuilding. It gives your students access to transformation year-round. And it lets your partnership mature into something that delivers value long after the initial hype fades.
Start small. Build it strategically. And watch as your co-production becomes a sustainable, evergreen brand.