How to Revive a Stale Email List

February 17, 2020  

I first started in digital marketing in 2010. Over the past 9 years, I have built an email list well over 25,000 people. But marketing and email delivery are changing how we interact with our clients via email.

If you’re using any of the big email providers like Infusionsoft, ActiveCampaign, MailChimp, or ConvertKit; you’ve likely seen discussions about decreased email deliverability. Or you’ve heard about people who are frustrated by the amount of bounces, spam complaints, or unopens in their email list.

Although I believe that your email list is one of the most valuable assets in your business, it’s only an asset of true value if you’re keeping it warm! What do I mean by that? Let’s do an exercise:

  • Log Into your email provider account.
  • How many people opted into your email list over two years ago?
  • Are you still emailing these people on a regular basis – giving them content that they find valuable, or did you email them for a week after they opted in – trying to sell them something, then after they didn’t buy, you stopped emailing them ever again?
  • If you emailed them a new offer tomorrow, would they remember who you were?
  • Would they feel that you understood them and were truly trying to help them, or would they feel like you just spammed them with a new offer?
  • Are they opening your emails?

Email deliverability is based on the percentage of people who open your emails, who unsubscribe from your emails, who mark your emails as spam, and the email accounts that are “dead” – with no one being active in that email account. So, if you’re NOT engaging with your list, providing them with valuable content that they want to open and read, then your list starts to become less valuable each and every day!

Over the past couple of years, with GDPR, I have been pruning my list – deleting contacts and trying to re-engage old contacts. My list has gone from over 25,000 to just over 10,000. But in a time when email deliverability is getting harder, I’m starting to see better open rates, better interaction, and better sales! Much of that is because I have taken the time to start creating more content like this – and sharing it with my audience! By sending valuable FREE content, when I launch a new offer, my audience is automatically more likely to open and interact with my emails.

So here’s some tips for YOU to re-engage a dying audience.

  • Start creating great free content that your audience will find helpful.
  • Send emails on a regular basis. If you don’t email someone for six months and then start emailing them during a launch, they are not used to seeing your name in their inbox, and then during a launch, when you blow up their inbox, they’re VERY likely to unsubscribe and report you as spam!
  • In the footer of your emails in, remind people who you are, what you offer, and why they are on your list. If they do unsubscribe, they’ll be less likely to report you as spam.
  • Download your email list and upload them to Facebook and Instagram and run some brand awareness ads to them reminding them who you are and what you do!
  • Run a re-engagement campaign – sending valuable free information to people who haven’t been opening your emails and encouraging them to click on links and show their email provider that your emails are valuable to them.
  • Send a “Nine Word Email” (a concept from marketing genius Dean Jackson) to ask them a question and get them to email you back. If you want the deets on this one – click here for a quick checklist on what to do in your nine word email to get the best results!

If you’re looking to truly build a six or seven-figure business online, your email list is SO important. But it isn’t just about the size – it’s about the interaction. So pull out your calendar and mark in some time this week to spend re-engaging your email list. You won’t be sorry!

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