That is the second in our collection 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 quick model is that it makes monetary sense, by lowering the price of sustaining a big record, and it will possibly assist increase your e-mail sending authority.
In the long term, trimming your e-mail record goes to be useful 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 will stroll you thru create one in ConvertKit.
Belief However Confirm: Tips on how to Make Certain Folks Are “Chilly” Subscribers
Earlier than you go forward and delete a bunch of subscribers, it’s essential make sure that these individuals are really not partaking 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.
For example, any person could possibly be opening and studying each e-mail you ship, however that data won’t be making its means again into your e-mail service supplier (ESP). And a few subscribers who aren’t studying your emails might simply use a reminder—a mild kick within the pants—of what they’re lacking out on.
So as we speak 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 the entire automations we’ve got 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 gives 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 here are the high-level steps of the method.
- Determine everybody who might be a chilly subscriber.
- Arrange an automation that can ship a collection 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 collection. For now, let’s go over the 4 steps above in a bit extra element!
Step 1: Determine Your Chilly Subscribers
You first must assemble the record of possible chilly subscribers that you simply need to run via the automation.
Listed here are the steps to do this in ConvertKit.
- Go to the Subscribers tab and create a brand new section.
- Below “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 a bit bit!
Step 2: Set Up an Automation to Run Your Reengagement Electronic 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 can be kicked off when a tag is added. We created a tag known as “Electronic mail Upkeep: Chilly Checklist 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 “Electronic mail Upkeep: Chilly Checklist Pruning Full.”
These are the subscribers who make it right 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 alternative ways to method constructing it. One technique seems one thing like this:
- Electronic mail 1: “Hey! We’re going to unsubscribe you in 2 weeks.”
- Electronic mail 2: “Hey! We’re going to unsubscribe you in 10 weeks.”
- Electronic mail 3: “Hey! We’re going to unsubscribe you in 1 week.”
- Electronic mail 4: “Hey! We’re going to unsubscribe you in 1 day.”
You might do it that means—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 concerned about staying after seeing the most effective of what we’ve got 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 potential.
And if the reader doesn’t take motion and resolve to remain after studying these three emails, then it’s greatest that we half methods.
Try Mindy’s video to get a sneak peek on the emails. And in order for you the total copy of all of the emails within the sequence, go to smartpassiveincome.com/chilly, the place you’ll be able to obtain them. You’ll additionally get entry to the automation we used to drop into your personal ConvertKit account, and hyperlinks to sources for extra studying on pruning chilly subscribers.
In a nutshell, right here’s what these emails appear like:
- Electronic mail 1 invitations them to a free audience-building occasion.
- Electronic mail 2 gives a bunch of free downloads (our greatest lead magnets).
- Electronic mail 3 presents entry to a free course.
- Electronic mail 4 tells them they’ll be deleted tomorrow in the event that they don’t take motion.
Every e-mail gives a means 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 Folks on Your Checklist
Subsequent, we created a ConvertKit tag known as “Electronic mail Upkeep: Keep on Checklist.” If the reader clicks any of the hyperlinks within the 4 emails, this tag can 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.
While you arrange the hyperlink in every e-mail, click on “Tag subscribers who click on this hyperlink” and choose the “Electronic mail Upkeep: Keep on Checklist” tag.
That’s the essential method to constructing your reengagement e-mail sequence! Mindy’s video will stroll you thru every thing it’s essential 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 record, and now you are simply going to delete them?
That’s why we have put collectively an e-mail collection 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’ll be able to add to your account.
Simply go to smartpassiveincome.com/cold to seize all of that without charge.
Within the subsequent and ultimate weblog put up on this collection, we’ll go over the outcomes of the reengagement e-mail sequence and delete the chilly subscribers left after you’ve run everybody via the sequence.