Missinglettr Curate Review: Will it Supercharge Your Shares? (2020)

Content curation tools are supposed to make a time-sucking process a lot faster. In this Missinglettr Curate (formerly Postbox) review, we’ll look in detail at the features in Curate and analyze the results.

Can Curate really get more eyeballs on your content? And is there anything truly worth sharing in return?

Missinglettr Curate: What, Who, and Why

Curate (formerly Postbox) is a product from the creators of Missinglettr, a drip-feed tool for social sharing. Curate is designed to help you get more shares while also offering suggestions on content that you can schedule on your own channels.

The idea is simple: you submit your own posts to a library of content. Then, all Curate users can dip in and choose others’ posts to share.

I bought Curate from Appsumo for a discounted price, initially feeling pretty unsure about whether it would add value. It costs $59 per code, with the ability to stack. The main benefit of stacking is to add workspaces so you can have a set of social channels and feeds for each site you manage.

Missinglettr Postbox Review of Appsumo pricing

Here’s the TL;DR. If you’re here to see if the Appsumo deal is worth buying, the answer is yes.

There is a pretty cool hidden feature in Curate that’s barely mentioned on Appsumo at all: you get drip-feed campaigns for your own content. And that’s barely mentioned. Why? I’m not sure. But it adds a ton of value to a deal that already looks pretty good.

More on that in a second.

Getting Started with Missinglettr Curate

The Curate interface is appealing, although the UX is sometimes a bit clunky.

That’s to be expected with Appsumo deals; there are definitely quirks that you’ll encounter when you get started with a new piece of software. So I won’t focus on that too much here. If you can get over the slight annoyances and extra clicks, there’s nothing to be too upset about.

Interface overview: Missinglettr Appsumo Review

There are 2 things you can do with Curate if you look at it as a completely standalone product.

You can:

  1. Add your own content to the Curate library for others to reshare
  2. Work through the Curate library and share others’ content on your own social channels.

Features in Missinglettr Postbox

Let’s look at those in turn.

1. How to Add Content to the Curate Library

To start adding your own content for resharing in Curate, you click Promote My Content at the top-left.

You’ll then want to click the Create New Post link (which is far too small, but hey – once you know where it is, it’s OK.)

You can then choose to use an existing piece of content from a drip campaign, or add something new.

Hold on – did you just say Drip campaign?? More on that in a sec.

Now you can compose the social media update that will accompany the shares from other users. So essentially, they’ll tweet out the default text you add here, unless they make the effort to review and change it (which is a little time-consuming).

Composing the update is easy since you can work on all of your channels in 1 post, or write each one separately if you prefer that.

Now, there are definitely pros and cons to having the content creator write the social media post:

  • On the one hand, I can see why Missinglettr decided to put the composition in the hands of the content creator; they know the piece better than anyone else, and it removes friction when sharing.
  • But on the flipside, when you come to resharing someone else’s content, the descriptions can sometimes be… well, awful. Or non-existent.

So while the onus is on the person posting the content to write a decent update. Not everyone does.

Pro tip: Tag yourself in the Twitter version of each update. That way, you’ll see the post in your mentions when someone shares it, which gives you a good idea of whether Curate is working for you.

Before moving on, it’s worth mentioning here that the text editor here is a complete pain in the neck. It continually deletes letters you’ve typed in and mixes letters up.

Disabling Grammarly helped a little with this. But even after that, on one post it took me 7 attempts to type the letter ‘o’ because it kept disappearing.

(Early adopters: take a deep breath!)

Moving on, once your post is done you can add categories. Here’s another small niggle: you’re limited to 3 tags here, but different versions of the same category are counted separately (Blog vs blog for example).

So you can easily wind up wasting one of your 3 precious tags by listing your content under the capitalized and lowercase versions of the same tag.

Onwards and upwards. Once your updates are done, you can add an image and the post goes into the library for others to share.

2. How to Share Content From the Curate Library

Let’s look at the other side of the coin now: sharing content from other people in Curate.

To do this, you’ll want to click Engage With My Audience at the top left.

You can see here that I have some suggestions lined up. These are based on the categories, languages, and tags I told Curate to filter on when I created my account. You can change these at any time.

The interface here is easy to use:

  • Click the link to view the post
  • Click Share to add it to your sharing calendar
  • Click the thumbs down icon to remove it from the list.

Here’s a zoomed in picture of the list view so you can see those options in the list.

If you use services like Feedly, dlvr.it, or Buffer to curate content, this will all look pretty familiar so far. It would be better if the list were quite a bit longer than 10 items, though. That would make it really easy to pick out the best posts.

So… you’ll have to work through the 10 posts you’re presented with on this screen before you can see any more. So you’ll essentially want to share or reject each item line by line. If you ignore a post, it just hangs around until you take action one way or the other.

Remember how you have to type in your own social media post for each link? To see it, you can click the dropdown and then Preview Post.

Previewing a post adds 3 clicks to the sharing process, which is too many. But you can get around this by always working with the top row, where the post preview is shown by default. As you share or dismiss those top 3 posts, the others move up to replace them, giving you a better view of the content.

This is a good system overall, with 2 big flaws:

  • There needs to be a way to change the text in the social media post. I’ve rejected good posts with missing or grammatically incorrect social media content. The first post I published had a social post written in the first person. It made it sound like “I” was making a personal recommendation for something, so I had to take it down. [Fair play, Curate team, you’re fast! An edit feature was added the day after this review was posted]
  • These posts should go into a drip campaign. If you’re spending a lot of time wading through content, you should at least get the option to post it twice, maybe a week or so apart. This is an option that dlvr.it offers and Curate doesn’t. It means that the content library has a pretty short shelf life.

OK, so let’s move on. Sharing is all well and good, but is the actual content on Curate worth sharing?

What’s the Content Quality Like on Missinglettr Curate?

Most of us want to carefully curate the content we share so we aren’t just funneling our social media channels full of spam.

Disclaimer: I’m super picky about the quality of content, so I might be more critical than most people on this point.

But I’d say, overall, yes, the quality is reasonable.

At first, I was bummed about some of the posts that Curate was showing me in my curation list. (The first article I clicked on was ‘remote working tips’, and one of the tips was to wear shoes. Huh? This did not bode well.)

But you can block sites or publishers that repeatedly serve up thin content. Once you start doing this, the better quality posts start to rise to the top.

And the cool thing about blocking ‘sites’ means you can block the domain entirely from appearing. So, for example, if you don’t want to share self-promotional YouTube videos, you can block YouTube as a ‘site’ and take them all out of your feed.

Additionally, on the point of quality, it’s not just about the content itself. Some posts return 404s or redirect loops, and some publishers throw up a lot of self promotional crap. I even spotted a few Facebook links. So it’s super important to check every post before you line it up.

How Much Content is There on Missinglettr Curate?

After quality, it makes sense to talk about quantity.

Curate is a young platform in this respect, and it shows.

I worked through my queue of posts over about 24 hours. I’d say I probably reviewed maybe 300-500 before I ran out.

You’ll see on the left that I have 5 categories and 13 tags set up, which should give me a fairly broad scope of content to share. I was surprised that I saw this screen so soon.

I also run an online plastic free store called Smug. It’s more in the eco/ environmentally friendly niche. And to be honest, I’m lucky if I find a post a day worth sharing.

While the library is reasonably small, Curate could get around this allowing content to be dripped, as I mentioned before. This would give every post 2 shares, extending its lifespan. Edit: Curate has now opened up the library for search which partially gets around this problem.

Hopefully, more users (and therefore posts) will come in time, but just be aware that niche topics or languages might not yield many – if any – results.

Hidden Gold in Curate: Drip Feed Campaigns

OK, so here’s the biggie that I’ve been building up to in this Missinglettr Curate review.

Let’s talk drip-feed campaigns.

One of the reasons I almost passed Curate by was because of the Appsumo reviews saying that Missinglettr was not part of the deal. So many people were talking about Missinglettr and Curate working great together, and it seemed a little rough not to include access for both.

And in the blurb for the Curate deal, it said Missinglettr wasn’t included.

Here’s the weird thing: it is, to a point.

You won’t see the word ‘drip’ mentioned anywhere in the Appsumo description for Curate, but there it is: Drip Campaigns.

Missinglettr Postbox drip campaigns review

And if you look at the comments on the Appsumo deal, it’s only really mentioned in passing.

This is a missed opportunity.

So here’s what I understand of this drip feed feature. When you buy Curate on the lifetime deal, you essentially get the same access to Missinglettr as a ‘free’ account.

And yep, this feature is awesome. It easily doubles the value of the Curate Appsumo deal and should be better explained.

Here’s how it works.

The drip feature automatically picks up new blog posts from your RSS feed and lets you schedule updates for 12 months. Each update can have its own text, image, and so on.

It’s a ‘set and forget’ feature, which is great. Once it’s scheduled, your posts will go live over the course of a year.

Missinglettr drip campaign in Postbox

I really like the idea of composing 12 unique updates and letting them run automatically over time.

Now let’s talk downsides briefly, because there is 1 thing here that needs to be changed.

The drip campaign screen is that it only pulls in your most recent posts. And if you delete those, the list doesn’t get replenished with older ones.

Got a great post from last month to drip? There is no way to do it (as far as I can see), other than republishing your blog with a newer date to get it back to the top of your RSS feed.

Setting aside that limitation, let’s look at the good stuff.

It’s important not to ignore the setup screens, particularly the Hashtags and Quotes.

See the red box I’ve placed on the image? The app will try to auto-generate hashtags and quotes. This is a super handy feature and works well. Of course, not all of the suggestions are suitable, and cleaning these up right at the start saves a lot of manual editing later.

Here’s another important thing, and something that makes Curate a lot more compelling than it would otherwise be: adding drip feed campaigns makes it a lot easier to add posts to the library.

If you set a post up in the drip feed tab first and develop some nice wording there, you can then reuse a drip posts as a Curate library post without writing it all again. So for the most efficient use of Curate, it makes sense to do things in that order.

In fact, it would make even more sense if adding a post to Curate was all done in 1 workflow:

  • Set up the content and hashtags
  • Add the drip campaign for your own social channels
  • Add it to the library
  • Let other people add it as a drip on their channels as well.

This would be more joined up. Maybe it’ll happen down the line.

Did Missinglettr Curate Result in More Traffic?

Update: 23rd November. I’ve been using the platform for about a month and have been super impressed. I have seen a marked increase in traffic, and the Curate platform is definitely promoting my content well.

I really wanted to come back to this Missinglettr Curate review and let everyone know how effective it has been.

There are 3 things you need to do to make sure curate works for you:

  • Promote your best quality content. People won’t share your stuff if you throw up 300-word articles, links to your LinkedIn group, mailing list subscription forms, or the same article spammed 15 times in different categories.
  • Write a decent social media description. Put a bit of effort into writing a compelling intro. Nobody wants to sit and rewrite the social post for every piece of content they post.
  • Get your categories right. Classify your content carefully so it reaches the right people.

Be warned: all the people hitting your page to skim the content is probably going to affect your bounce rate. I think that’s probably worth the risk.

Missinglettr Curate Review: Is it Worth the Money?

When I initially bought Curate (which was then called Missinglettr Postbox), I had been on the fence for a few days, and I very nearly didn’t purchase it at all.

I’m glad I did, and I actually went back to upgrade my purchase later by stacking more Appsumo codes. In fact, I’ve now got more codes than sites because I love it so much.

This is why I’d recommend Curate to content creators:

  • Being able to promote content in a new way is awesome
  • Easy ways to find good content to reshare is also awesome
  • I’m getting more hits, although the jury is still out on the quality of traffic (we’ll see how it goes)
  • There’s thin content on there, but banning low-quality sites helps a lot in finding the good stuff
  • The drip-feed campaigns, which are barely advertised in the blurb, make this a much more powerful tool than the Appsumo description would have you believe.

And the cons? Setting aside the UX niggles, the main downsides of Curate so far are:

  • Some of the social media posts that other people type in are junk. That’s inevitable, but it could be filtered out better.
  • I’d like to be able to scan through more than 10 results at once. Edit: you can now search for posts, so this is essentially fixed.
  • The workflow between drip-feed and library campaigns could be combined for those who want to use both
  • It would be nice if we could add past posts to a drip-feed campaign, and not just the most recent ones in the RSS feed.

All in all, this Missinglettr Curate review felt like an important one to write because there is more here than meets the eye. It represents a real bargain.

I think lots of small businesses and bloggers will get a lot out of it.

If you’re into productivity and sharing tools, or you’re a solopreneur who’s stretched too thin, there’s definitely value in Curate – especially while it’s available as a lifetime deal. Don’t forget to check out our Black Friday deals for bloggers if you’re looking for more tools like this.

Let me know what you think of Curate below, and tell me if you’re getting any good quality traffic.

5 thoughts on “Missinglettr Curate Review: Will it Supercharge Your Shares? (2020)

  1. Hey Claire – Ben here from Missinglettr. Thanks so much for the incredible writeup. Love the level of detail you’ve gone into here. Just a quick heads up on one update we recently rolled out, you can now edit posts from other people before you share them 🙂

    1. Hi Ben. You’re most welcome. I bought 2 codes I didn’t need just because I like it so much 🙂 really pleased to have caught this deal, it’s made a huge difference to my sites already.

  2. Hi Claire, first, I really appreciate your thoroughness and honesty. I am one of those solopreneurs who loves to create content but hates marketing and analyzing stuff. Something to help us be more efficient looks like it has a huge learning curve. I don’t understand everything you said. I understand the concept of drip as in teaching.

    Basically, I’m asking if you think this is worthwhile and accessible for creatives who simply want a better way of getting our work into the world. But as someone immersed in tech for longer than I care to admit, this makes me wanna cry. Why can’t these apps be written in and discussed in plain English?

    Is there really a large enough market out there for people who understand all this that the rest of us are worth ignoring? I’ve been burned by too many “cool efficiency” apps that I’m so reluctant to spend aka waste more time on things that have poor ROI. Like not being able to find worthwhile post to share. I can find plenty of good info to share without having to dredge through drek.

    Do you think a person like I would benefit or get frustrated? Of course I won’t hold your feet to fire if I disagree. I just am SO tired of “agency” geeks who go crazy over every app while I spin my wheels and waste both time and money.

    Thank you in advance. Stay well!

    1. Hi Jenny. Thanks for your comment. Honestly, I think the quality of content that’s available is very dependent on your niche. I would say I’m sharing about 1 in 15 posts, or thereabouts. But I’m extremely picky – more so than most people.
      You can sign up for a free trial and give it a go. I would suggest connecting your RSS feed and sharing a post to the pool of content first. Then set your categories and see if you can see anything worth sharing.

      AppSumo also offers a 60-day refund without any hassle, so you really can try it out without any risk. It’s a one-click refund, with no waiting around for someone to approve it. And there are no ongoing charges after you purchase Curate, unless you want to upgrade to a different plan (which I don’t think you’d need to).

      I’ve just updated the review because the options in Curate have improved a lot since my initial post was published. You can now search for things to share (so it’s not quite as limiting as only being able to share things that were recently added to the pool).

      I know what you mean about usability, and I’ve bought and refunded a lot of deals like this in the past. On the whole, Missinglettr Curate has been more or less bug-free for me, and I think it has quite a logical interface. I certainly didn’t feel like I was stuck in a dashboard without any idea what to do, which can be the case sometimes with these products!

  3. Thank you for your honesty, Claire. Now I won’t spend a minute thinking about this app, and spend my money on another useless, time-consuming piece of software.

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