[03] Bring Your Email List Back To Life – Email Growth Society

[03] Bring Your Email List Back To Life

CWEG 03 | Email List

 

There are likely leads and customers sitting in your database just waiting to be reached out to. But, it's important to use the right tactics to reactivate this list. In the episode I offer 6 options to wake that list - and start emails them regularly. Listen now.

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Bring Your Email List Back To Life

One thing I definitely wanted to bring up, so you are aware, we are going to be our first bonus episode, which is May ’21 Email Ideas. That is one that will help you get ahead of your May email calendar. There are a ton of cool ways to get people's attention in May. Also, we will be offering an email intensive to help business owners of startups and small businesses get their email programs started. I’m excited about this. This is a live five-week course that will cover email goal setting all the way through setting up some lifecycle programs and email campaigns. When you walk away from it, you will have some of the foundational elements set, so you can leverage your list or your email channel.

CWEG 03 | Email List

 

This episode is a great one to capture some tactics to wake up that email list. First things first, I want you to go ahead and try to segment your database into customers and leads ahead of trying any of these methods. It will be a good read to see how these two groups respond. Ideally, there are two situations here, and we have talked about it before.

Firstly, you have been collecting leads for a while. You have Facebook ads going on. You may have been at a live trade show. You may have even purchased a list. Regardless, you have had leads sitting in the database for some time now. That's the constant in both scenarios. Scenario A is that you may have emailed them before. You might have an abandoned cart flow going on, then you may have kept them up to date with a special promo here and there. The other scenario is you may never have emailed them. About 30% of clients that we work with collect the leads and do more of a one-to-one follow-up afterward but they don't have a formal program started.

Regardless of your situation, here are some ideas on how to resurrect or reactivate that list. First, you can send a one-off reintroduction email. What is it? This is a quick, “Hello. It has been a while,” message that you can send out to both leads and customers who have been sitting with little email communication from you. You will want to inform them of what you have been up to and condition them to what is coming. An example here is, “We are going to be sending you some great educational tips and tricks, and look out for promotions.”

Work with the best of your list so your response rate is higher.

You will also want to showcase some of your fan favorites with maybe some testimonials weaved in. If you have launched anything new like a referral or loyalty program, let them know that, too. Why does this work? It covers all of the things, so it's a great way to set expectations ahead of moving into a more consistent email cadence. When should you use this? I recommend using this approach if you have not emailed your list for a year or more, and also if you have a mishmash of leads in your lists that you have collected over the years across different sources.

The reintroduction email was a good one. If all else fails, and after I go through all the ideas, the reintroduction email is a winner. Next, you can send an email with an email content survey attached. This is a good way to start with your recipients in a way in which they can get a say. You would create a friendly intro, something like, “We've got great tips, tricks, and promos coming soon but we want to hear from you first.”

You then drive them to a survey in which you ask things like, “What type of content topics are you interested in? How often would you like to hear from us?” You could even weave in your products and say, “Let us know some of your favorite products.” This allows you to collect some data and formulate a sending strategy. You then would go ahead and deploy this email, and hopefully, you get your data back.

This works because this is a list buy-and-play. There are few occasions when recipients don't want to give their input. This is the perfect way of allowing them to give that feedback while saying, “I expect to see us in your inbox more frequently.” You should totally use this if your list was previously engaged or you know them to be engaged.

For example, you’ve got the names from a brick-and-mortar location or you spoke to these folks who are live at an event. The email with the content survey is a super amazing buy-and-play where you are getting them to engage and give you that feedback to close the loop and create your send strategy going forward based on that data.

CWEG 03 | Email List

 

Another option, you can simply segment and move out, you are disengaged. What is this? Run a report on your last email set. If you have your leads and customers segmented, you will want to do this for each group. First, you will create a list of those that have opened at least 50% of your emails in the past year. If you have sent two emails total, the requirement would be that they would have to have opened one email. If you have sent twenty emails, the requirement would be they would have had to have opened ten. You would call this list engaged leads or customers, and then make sure you repeat it for both groups, and then send your first email out to the engaged groups.

This works because this is a list hygiene play. You will be working with the best of your list, which means your response rate will be higher. You might want to use this if you have a campaign that you need to kick off. For instance, I have a few clients who want to introduce and go with Allergy Awareness Month. That's how they want to get out there. That's campaign-driven. It's important that we ensure that the audience is engaged, so we are getting the response that we need. This will be the best way to get the most out of your efforts if you are focused on getting a campaign out of the door.

Next, you can set up a 4 to 5 email nurture series to highlight the value props of the brand. This is one of my favorites because all brands have uniques. This method of reactivating a cold list by showcasing these uniques over a series of emails is a smart way. You would pick your topics and develop your content. I love to keep the header banner look and feel similar across a series, so you are conditioning your recipients to know the content journey that they are a part of. You would then drip these emails over some time in, let's say, 15 to 30 days.

This is simply a series you are going to build. You are going to leverage automation, and then you are going to let people move through the flow. This works because people sometimes need to see what resonates with them. By showcasing a variety of topics, we can start to get something for everyone. For example, if you are a protein powder company, you might focus content on your simple ingredients for clean eating, food allergies or sensitivities, ease of convenience, and being able to eat healthy on the go. Also, the way that protein powder helps your fitness routine, etc. While one recipient may not have food allergies, they might be super busy and struggling to eat well because of it. That is what's in it for them.

That is the play here. It's a what's-in-it-for-me. The content is engaging and they will find what resonates with them. This is a great option if you have time to develop a good content series. If you have the time, I always recommend this option. You can even marry this up with a reintroduction email to kick it off, and then progress through this drip series, the reintroduction email as a primer. Moving into this value prop series is a good pair. That would be a bonus. This one does need some time. Make sure that you take some time, look at your uniques, and develop some facts, research, what's-in-it-for-me backed content to live in those emails. It's important.

Another option, you can send an email with an SMS opt-in. Sometimes, we like to take the opportunity to expand our communication capabilities. Believe it or not, when you have a list that is getting cold, this is the perfect time to do so. What you will want to do is create an email saying something like, “We've got a new way to be in touch. For great deals and savings, provide your phone number. Bonus, we will send you a unique one-time code for X percent off of a product of your choice.”

You have to be ready to get something going on a consistent basis.

From here, you can set a flow that will send out their SMS special code and move these folks into a list. This is a buy-and-play, which is why it works. These recipients are telling you that, A) They are interested in hearing from you via SMS and they opened your email. B) That they are interested probably in you sending them that code. That means that they are ready probably to buy something or be interested so the intent’s a little bit higher.

Does this mean that you only can send this group SMS from here on out? No way. It’s a way of getting them turned back on so you can be seen. That's what we want to do at the end of the day. When should you use this? If you are set up for SMS marketing and have sent some emails in the past, even if it's sporadically, this might be a nice way to change stuff up. I don't recommend going right out of the gate with an SMS opt-in if you haven't done any email in the past. Email should come first as the foundation. We layer in SMS after that. This is only for those guys out there that have done some email in the past.

Last but not least, it’s probably one of my favorites. You can send an email-preferences email. I saved this one for the end for a reason. The preference center. Many people think of this merely as a way for users to subscribe and unsubscribe from different email channels, and communication preferences but it has so much more opportunity. Think about it. If we have preference centers that are set up to help us collect key information for segmentation, why wouldn't we want to know more about our recipients?

Think of a few topics that you can add to your preference center. For example, if you are a clothing retailer, then you might want to have them indicate their sizes, shirts, pants, etc. You may also like to know their favorite colors, location and birthday. All these things can be put into a preference center and once this is done, you send out an email saying something like, “Create your insert brand experience. Update your profile to get exclusive discounts unique to you.”

This works because this is a total experience play. It gives the we are-trying-to-make-a-personalized-experience-for-you vibe tenfold. While this is one that takes some time to set up, it's totally worth it. If you have a preference center that's native to your email marketing tool and it's easily customizable, I would definitely recommend doing this one.

There is no doubt that one of these suggestions will wake up the list and allow you the runway to get back at it with a formal comms program. One caution, you have to be ready to get something going on a consistent basis once you try one of these reactivation ideas. Remember, it can be one promo per month or simply a newsletter. It doesn't have to be an aggressive 6, 7, 8-emails-a month type of strategy. Something that has value and you can get it out the door consistently is all we need to do. As always, email me with any questions at Conversations@EmailGrowthSociety.com. Happy to help as always, and until next time, happy emailing.

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