That is the second in our sequence of weblog posts the place we’ll take you together with us as we element the method of cleansing our e mail listing. In our case, this meant deleting a full 40% of subscribers from our listing.
Within the earlier weblog put up (and accompanying video), we defined the why behind pruning your e mail listing. The quick model is that it makes monetary sense, by decreasing the price of sustaining a big listing, and it might probably assist increase your e mail sending authority.
In the long term, trimming your e mail listing goes to be helpful as effectively. By deleting subscribers who haven’t engaged together with your content material within the final six months or extra, you find yourself with a extra engaged viewers.
You try this with a reengagement e mail sequence, and on this put up I am going to stroll you thru create one in ConvertKit.
Belief However Confirm: The best way to Make Certain Individuals Are “Chilly” Subscribers
Earlier than you go forward and delete a bunch of subscribers, it’s good to ensure these individuals are actually not participating together with your content material. Why? As a result of your e mail service supplier isn’t foolproof, and it could not be capable to inform with absolute certainty.
As an example, any person might be opening and studying each e mail you ship, however that data may not be making its approach again into your e mail service supplier (ESP). And a few subscribers who aren’t studying your emails may simply use a reminder—a mild kick within the pants—of what they’re lacking out on.
So immediately we’re going to cowl arrange a reengagement e mail sequence that offers chilly subscribers a possibility to reengage together with your content material.
On this put up, we’ll undergo all the automations now we have arrange to do that in our ESP of alternative, ConvertKit.
Making a reengagement sequence can really feel sophisticated, even overwhelming. I extremely suggest studying the high-level overview on this put up, then watching Mindy’s video on the subject, which supplies simply the fitting stage of element on the method.
She shares a better take a look at the e-mail copy and automations we use for this sequence.
Listed here are the high-level steps of the method.
- Determine everybody who could be a chilly subscriber.
- Arrange an automation that can ship a sequence of emails to those subscribers asking in the event that they nonetheless need to be subscribed.
- Write the emails in your reengagement sequence.
- Create a second automation that retains individuals in your listing if they are saying they need to keep.
We’ll cowl the method of really deleting your chilly subscribers within the third put up on this sequence. For now, let’s go over the 4 steps above in a bit of extra element!
Step 1: Determine Your Chilly Subscribers
You first have to assemble the listing of probably chilly subscribers that you just need to run by way of the automation.
Listed here are the steps to try this in ConvertKit.
- Go to the Subscribers tab and create a brand new section.
- Underneath “Choose your subscribers,” set “Matching any/all/not one of the following” to “any” and click on “Add a filter.”
- Choose “Engagement rating,” set the minimums stars to 1 and most stars to three, and click on “Add Filter.”
Choosing subscribers between 1 and three stars lets us seize people who find themselves much less engaged in our e mail content material.
When you click on Add Filter, you’ll see the variety of subscribers who match these standards.
Hit Save in your new section—we’ll come again to it in a bit of bit!
Step 2: Set Up an Automation to Run Your Reengagement E-mail Sequence
That is the place we arrange our automation.
Click on on Automate on the high of the ConvertKit window and create a brand new automation that might be kicked off when a tag is added. We created a tag known as “E-mail Upkeep: Chilly Listing Pruning” that, once we add it to a subscriber, will enter them in our automation.
It’s a reasonably easy automation, with simply a few steps:
Step one is an e mail sequence. Everybody who completes that sequence will get a tag added to their profile known as “E-mail Upkeep: Chilly Listing Pruning Full.”
These are the subscribers who make it all through the sequence with out opting out—which implies they’re actually chilly.
Let’s dig into the emails in that sequence!
Step 3: Write the Emails in Your Reengagement Sequence
Our sequence is 4 emails despatched over the course of two weeks.
There are other ways to strategy constructing it. One technique seems one thing like this:
- E-mail 1: “Hey! We’re going to unsubscribe you in 2 weeks.”
- E-mail 2: “Hey! We’re going to unsubscribe you in 10 weeks.”
- E-mail 3: “Hey! We’re going to unsubscribe you in 1 week.”
- E-mail 4: “Hey! We’re going to unsubscribe you in 1 day.”
You may do it that approach—however we selected to not.
As an alternative, we crafted our reengagement sequence to share a ton of worth and present individuals what they’ll be lacking out on in the event that they depart our listing.
In the event that they’re nonetheless not thinking about staying after seeing the perfect of what now we have to supply, then we all know they’re not an excellent match for us.
That’s why we determined to make the primary three emails in our sequence as compelling as attainable.
And if the reader doesn’t take motion and determine to remain after studying these three emails, then it’s finest that we half methods.
Take a look at Mindy’s video to get a sneak peek on the emails. And if you would like the total copy of all of the emails within the sequence, go to smartpassiveincome.com/chilly, the place you possibly can obtain them. You’ll additionally get entry to the automation we used to drop into your personal ConvertKit account, and hyperlinks to assets for extra studying on pruning chilly subscribers.
In a nutshell, right here’s what these emails appear like:
- E-mail 1 invitations them to a free audience-building occasion.
- E-mail 2 supplies a bunch of free downloads (our greatest lead magnets).
- E-mail 3 gives entry to a free course.
- E-mail 4 tells them they’ll be deleted tomorrow in the event that they don’t take motion.
Every e mail supplies a approach for the subscriber to remain subscribed. For the primary three emails, it’s by registering for the occasion, downloading one of many lead magnets, or signing up for the course.
Every e mail has a button that when clicked, retains the subscriber on our listing. Let’s go over how we set that up.
Step 4: Create a Second Automation That Retains Individuals on Your Listing
Subsequent, we created a ConvertKit tag known as “E-mail Upkeep: Keep on Listing.” If the reader clicks any of the hyperlinks within the 4 emails, this tag might be added to their profile they usually’ll be faraway from the sequence. Chilly now not!
We do that with a second automation that removes the individual from the sequence when the tag is added.
Whenever you arrange the hyperlink in every e mail, click on “Tag subscribers who click on this hyperlink” and choose the “E-mail Upkeep: Keep on Listing” tag.
That’s the essential strategy to constructing your reengagement e mail sequence! Mindy’s video will stroll you thru every thing it’s good to arrange and publish all 4 emails and push your sequence reside.
Get the Precise Emails We Use to Reengage Chilly Subscribers
We all know that this course of can really feel scary and counterintuitive. You labored laborious to get these individuals in your e mail listing, and now you are simply going to delete them?
That’s why we have put collectively an e mail sequence as a companion to those weblog posts and movies that offers you extra details about what goes into your reengagement e mail sequence. We provide the copy we use within the 4 emails to edit and use as you see match, in addition to hyperlinks to ConvertKit automations you possibly can add to your account.
Simply go to smartpassiveincome.com/chilly to seize all of that for gratis.
Within the subsequent and closing weblog put up on this sequence, we’ll go over the outcomes of the reengagement e mail sequence and delete the chilly subscribers left after you’ve run everybody by way of the sequence.