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 record. In our case, this meant deleting a full 40% of subscribers from our record.
Within the earlier weblog put up (and accompanying video), we defined the why behind pruning your e mail record. The brief model is that it makes monetary sense, by lowering the price of sustaining a big record, and it might assist increase your e mail sending authority.
In the long term, trimming your e mail record 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 do this with a reengagement e mail sequence, and on this put up I will stroll you thru how one can create one in ConvertKit.
Belief However Confirm: Make Certain Individuals Are “Chilly” Subscribers
Earlier than you go forward and delete a bunch of subscribers, that you must be sure these individuals are really not participating together with your content material. Why? As a result of your e mail service supplier isn’t foolproof, and it might not be capable of inform with absolute certainty.
For example, someone might be opening and studying each e mail you ship, however that info may not be making its manner again into your e mail service supplier (ESP). And a few subscribers who aren’t studying your emails may simply use a reminder—a delicate kick within the pants—of what they’re lacking out on.
So at present we’re going to cowl how one can arrange a reengagement e mail sequence that provides chilly subscribers a possibility to reengage together with your content material.
On this put up, we’ll undergo the entire automations we have now arrange to do that in our ESP of alternative, ConvertKit.
Making a reengagement sequence can really feel sophisticated, even overwhelming. I extremely advocate studying the high-level overview on this put up, then watching Mindy’s video on the subject, which offers simply the proper degree 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 below are the high-level steps of the method.
- Establish 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 record if they are saying they need to keep.
We’ll cowl the method of truly deleting your chilly subscribers within the third put up on this sequence. For now, let’s go over the 4 steps above in slightly extra element!
Step 1: Establish Your Chilly Subscribers
You first have to assemble the record of seemingly chilly subscribers that you just need to run by means of the automation.
Listed below are the steps to do 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.”
Deciding on 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 slightly 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 prime of the ConvertKit window and create a brand new automation that might be kicked off when a tag is added. We created a tag referred to as “E-mail Upkeep: Chilly Listing Pruning” that, once we add it to a subscriber, will enter them in our automation.
It’s a fairly 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 referred to as “E-mail Upkeep: Chilly Listing Pruning Full.”
These are the subscribers who make it all through the sequence with out opting out—which suggests they’re really 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 method constructing it. One technique appears to be like 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 manner—however we selected to not.
As a substitute, 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 go away our record.
In the event that they’re nonetheless not curious about staying after seeing the very best of what we have now to supply, then we all know they’re not a great match for us.
That’s why we determined to make the primary three emails in our sequence as compelling as potential.
And if the reader doesn’t take motion and resolve to remain after studying these three emails, then it’s finest that we half methods.
Try Mindy’s video to get a sneak peek on the emails. And in order for you the complete copy of all of the emails within the sequence, go to smartpassiveincome.com/chilly, the place you may 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 to be:
- E-mail 1 invitations them to a free audience-building occasion.
- E-mail 2 offers a bunch of free downloads (our greatest lead magnets).
- E-mail 3 presents 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 offers a manner 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 record. 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 referred to 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 not!
We do that with a second automation that removes the particular person from the sequence when the tag is added.
Once 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 fundamental method to constructing your reengagement e mail sequence! Mindy’s video will stroll you thru all the pieces that you must 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 arduous to get these individuals in your e mail record, 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 provides 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 may add to your account.
Simply go to smartpassiveincome.com/cold to seize all of that for free of charge.
Within the subsequent and last weblog put up on this sequence, we’ll go over the outcomes of the reengagement e mail sequence and how one can delete the chilly subscribers left after you’ve run everybody by means of the sequence.