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 submit (and accompanying video), we defined the why behind pruning your e mail listing. The quick model is that it makes monetary sense, by lowering the price of sustaining a big listing, and it might assist enhance your e mail sending authority.
In the long term, trimming your e mail listing goes to be helpful as properly. By deleting subscribers who haven’t engaged along 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 submit I am going to stroll you thru methods to create one in ConvertKit.
Belief However Confirm: How you can Make Positive Individuals Are “Chilly” Subscribers
Earlier than you go forward and delete a bunch of subscribers, you could be sure that these persons are really not partaking along with your content material. Why? As a result of your e mail service supplier isn’t foolproof, and it could not be capable of inform with absolute certainty.
As an illustration, any individual may very well be opening and studying each e mail you ship, however that info won’t be making its method again into your e mail service supplier (ESP). And a few subscribers who aren’t studying your emails might 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 methods to arrange a reengagement e mail sequence that provides chilly subscribers a possibility to reengage along with your content material.
On this submit, we’ll undergo all the automations we’ve 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 submit, then watching Mindy’s video on the subject, which offers simply the precise degree of element on the method.
She shares a more in-depth 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 might be a chilly subscriber.
- Arrange an automation that can ship a sequence of emails to those subscribers asking in the event that they nonetheless wish to be subscribed.
- Write the emails in your reengagement sequence.
- Create a second automation that retains folks in your listing if they are saying they wish to keep.
We’ll cowl the method of truly deleting your chilly subscribers within the third submit on this sequence. For now, let’s go over the 4 steps above in a little bit extra element!
Step 1: Establish Your Chilly Subscribers
You first must assemble the listing of doubtless chilly subscribers that you simply wish 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 a little bit 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 shall be kicked off when a tag is added. We created a tag known as “E mail Upkeep: Chilly Listing Pruning” that, after 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 known as “E mail Upkeep: Chilly Listing Pruning Full.”
These are the subscribers who make it all over 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 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 might do it that method—however we selected to not.
As a substitute, we crafted our reengagement sequence to share a ton of worth and present folks what they’ll be lacking out on in the event that they go away our listing.
In the event that they’re nonetheless not focused on staying after seeing the perfect of what we’ve to supply, then we all know they’re not a superb 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 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 if you’d like the total 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 sources 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 provides 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 method 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 shall 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 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 “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 every part you could arrange and publish all 4 emails and push your sequence dwell.
Get the Actual 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 folks 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 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/chilly to seize all of that for free of charge.
Within the subsequent and remaining weblog submit on this sequence, we’ll go over the outcomes of the reengagement e mail sequence and methods to delete the chilly subscribers left after you’ve run everybody by means of the sequence.