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 checklist. In our case, this meant deleting a full 40% of subscribers from our checklist.
Within the earlier weblog submit (and accompanying video), we defined the why behind pruning your e-mail checklist. The quick model is that it makes monetary sense, by decreasing the price of sustaining a big checklist, and it may well assist enhance your e-mail sending authority.
In the long term, trimming your e-mail checklist goes to be useful as nicely. 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 submit I will stroll you thru how you can create one in ConvertKit.
Belief However Confirm: How one can Make Positive Folks Are “Chilly” Subscribers
Earlier than you go forward and delete a bunch of subscribers, it’s essential to be certain that 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 illustration, 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 delicate kick within the pants—of what they’re lacking out on.
So right this moment we’re going to cowl how you can arrange a reengagement e-mail sequence that provides chilly subscribers a possibility to reengage together with your content material.
On this submit, we’ll undergo all the automations we now have 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 gives simply the precise stage of element on the method.
She shares a more in-depth have 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 may ship a collection 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 checklist if they are saying they wish to keep.
We’ll cowl the method of really deleting your chilly subscribers within the third submit on this collection. For now, let’s go over the 4 steps above in a bit extra element!
Step 1: Establish Your Chilly Subscribers
You first must assemble the checklist of seemingly chilly subscribers that you simply wish to run via the automation.
Listed below are the steps to do this in ConvertKit.
- Go to the Subscribers tab and create a brand new phase.
- Beneath “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 phase—we’ll come again to it in a 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 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 known as “E mail Upkeep: Chilly Checklist Pruning” that, after 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 Checklist 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 alternative ways to strategy 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 means—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 checklist.
In the event that they’re nonetheless not serious about staying after seeing the very best of what we now 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 doable.
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.
Take a look at Mindy’s video to get a sneak peek on the emails. And if you’d like the complete 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 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 gives a bunch of free downloads (our greatest lead magnets).
- E mail 3 affords 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 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 checklist. 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 “E mail Upkeep: Keep on Checklist.” If the reader clicks any of the hyperlinks within the 4 emails, this tag might be added to their profile and so they’ll be faraway from the sequence. Chilly now 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 Checklist” tag.
That’s the fundamental strategy to constructing your reengagement e-mail sequence! Mindy’s video will stroll you thru all the things it’s essential 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 exhausting to get these folks in your e-mail checklist, 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 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 possibly can add to your account.
Simply go to smartpassiveincome.com/chilly to seize all of that without charge.
Within the subsequent and closing weblog submit on this collection, we’ll go over the outcomes of the reengagement e-mail sequence and how you can delete the chilly subscribers left after you’ve run everybody via the sequence.