Cold Subscriber Re-Engagement

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  • Hello and welcome. We have a very important topic to discuss in this video. What we think we know for sure is you're of course, very excited to grow your email list, to grow your leads, to therefore grow your business. That is what we're all here to do, but. As we have spoken about on our journey in the list, launching lab, collecting email addresses is awesome.
  • Building our lists, building our tribe is, uh, the, I dunno, one of the most rewarding and fun things to do. And it's also obviously very rewarding and great for your business. However, We are all about consciousness building and a reminder what consciousness building is, is it's the concept that we know.
  • And we understand that for example, a hundred people that care and are engaged and are looking forward to our content. And what we have to share is more valuable. Then a thousand people or 10,000 people or whatever that are just not engaged, that just don't necessarily care with what you have to share.
  • It all comes down to an engaged email list. It's way more important than the size, the size of your email list. It just is irrelevant. All that matters is that they're engaged. We want to build a big list, of course, but we want that list to be sustainable. And again, everybody to be engaged. So as your email list grows, a reality that sets in is some people just sort of fall off.
  • They change their mind, um, and they become what we call cold subscribers and with cold subscribers. It's not just something that we, um, you know, we don't just delete them from our account. That's kind of a waste because perhaps people don't want to be removed or, um, maybe there's some technical thing that they, uh, our email service provider is just simply not reporting that they're opening emails.
  • Um, but. Because of all that, we, again, we do want to identify these cold subscribers, but we don't want to just remove them from our list. What we want to do is we want to first try and re-engage them. And if that re-engagement campaign doesn't work, that re-engagement sequence, then we are going to be, um, I know not excitedly removing them from our list, but truthfully.
  • As odd as it might sound, uh, purging your list is a really important part of creating a thriving email list and a thriving online business. So we can't be afraid to, um, cut the cord if you will. So we have a few great resources for you. First of all, we do have a cold subscriber re-engagement sequence template for you.
  • And if you're wondering, you can read a little bit more about. Um, uh, cold subscribers and, and the actual, how we quantify them as cold or qualify someone as a cold subscriber. It actually is in alignment with what convert kit does automatically. That's why we, another reason why we like convert kit, um, but you can, uh, create this re-engagement campaign with any email service provider that does automations.
  • So. How we define a cold subscriber is any subscriber who hasn't opened or clicked or clicked an email in 90 days. Okay. And if that subscriber has not been on the list for 90 days, less than 90 days, then a cold subscriber is defined by someone who hasn't opened or clicked an email in 30 days. Okay. And if you do use convert kit, the great thing is, is it identifies cold subscribers for you and then allows you to initiate these re-engagement campaigns.
  • Pretty easily, and this is not, um, a set in stone thing, but you could probably consider, depending on the size of your list, uh, is probably the biggest, um, differentiator of how often you want to initiate a cold subscriber, our re-engagement sequence. But if your list is growing and, um, you're probably.
  • More in the thousands of people probably. Um, you might want to be doing a purge as often as every month you might want to do. Um, if you're smaller, maybe every two, three months would be okay. Every 90 days obviously might be a good idea. There's no exact science. I try and do it yeah. About once a month.
  • But I don't always stick to that. Sometimes it's two months, sometimes it's 45 days, et cetera. But. As I was saying, one thing that is really cool is, well, two things. First of all, we do have a three email re-engagement sequence. Um, they're not long emails as you can see, but we think that they're a good starting point to try and re-engage people.
  • And again, if they don't engage with these emails, then we are going to set up an automation that effectively just removes them from our list. And, um, again, just one more thing with why it's important to have people leave your list. If they're not engaging with the content, is that, uh, reflects on your sender reputation?
  • It's something we've talked a lot about with lists lunching lab. It's very important thing. And I'm basically at a high level. If you're sending an email and not many people are opening it. You start to build a reputation that your emails are not of high quality, basically. So that is why we actually benefit from purging.
  • Um, Our email lists. So we do have an automation that you can, um, automagically import into your convert kit account if you do use it. So that's cool. And that is what I'm going to be primarily showing you how to set up and work with. But again, if you do not use convert kit that's okay. Um, I'm sure many, uh, or I know any real email service provider that lets you do a sequence, you know, a set of emails and that's effectively what these are.
  • And, um, what ConvertKit allows you to do is just. Automatically if they don't click a link. So again, in these engagement emails, there's a place that says, you know, click here if you want to stay on the list. So they have to click that link. Uh, one of the links, there's three emails obviously, and they have to click one of these links in order to be kind of removed from this react engagement campaign to be recategorized as an engaged person.
  • And again, with convert kit. That is all automated. So that is great. And that is what I'm going to show you how to set up now. So once again, convert kit really is making our life easier. Um, this is, again, if you've been following along with other things I can share. And automation with you almost like a recipe, and you can add it straight to your account, and it'll basically copy over all of the settings and, and, and really basically automatically set it up for you.
  • So that is really powerful for me. It's nice. But I imagine for you as well, it is. So what I'm going to do, and again, this little to do this is, uh, first of all, it's in the Google doc. Um, Here. Um, but also it will be linked directly in, in the learning portal below this video. So I'm just going to walk you through the automation just so you can kind of grasp what's happening and it all begins by first tagging people.
  • And I'll show you how to do that as cold subscribers. So this doesn't start automatically. What happens is. Convert kit automatically identifies cold subscribers. So if I go to my subscribers tab and this is just my, um, our demo account, so I don't have any cold subscribers, but what you would do is in this button, you can see there's all these options and what you want to look for is cold subscribers.
  • Now, again, I don't have any, but what would happen is they would all be listed here. And then, so I just have to switch away from code subscribers. You wouldn't do this, you would stick with this, but just because I don't have, um, any cold subscribers I have to just switch to confirmed. But again, it just so it's clear.
  • I just have to do this because in my demo account, I don't have any cold subscribers. So you stay here, um, to see if you have cold subscribers, but I just have to switch here. So that we have actual list of people and what you would do again, right here, your yours would say cold subscribers. Um, you would click this button to select all of them.
  • Note that, uh, you would select all on the page on like the visible page. If you have a bunch of pages and then there'll be a button to select, like truly all of them, not just the ones on the visible page. And then once you did that, all of the cold subscribers have a check Mark next to them. What you would do is you'd click the Cole, uh, bulk actions, and then you would add a tag.
  • And then you would take these people, the cold subscriber re-engagement and this will be automatically added to your account. So it'll be there. Um, when you add the automation to your account, it kind of all comes with it. So that's pretty cool. So that's what you would do. You would click save and then that would trigger and begin the automation again, just one more time.
  • For clarity, I had to switch to confirm subscribers because in our demo account, we only have three people and none of them are cold, but you would be staying here. And there'd be a list. If there is any here, you would click this box. Make sure you're selecting all, not just the page. There's a little button.
  • That'll show up. If there's more beyond the single page and then you'll bulk action and tag those people. Um, the, let me just be sure what it's called.
  • Tag the cold subscriber. Re-engagement so that's what we Mark the tag. And that's what initiates the automation. So back to the automation
  • and in the middle, and I'll show you what it looks like to actually add this to your account. So again, you can see here, what we start our automation off with is an event. When a subscriber is tagged that cold subscriber. Re-engagement right. Makes sense. So that's what starts this process. So as soon as somebody is tagged that.
  • We initiate this, uh, sequence. So if I click here, you can see, I have an action set up to add a subscriber to a sequence, the cold subscriber re-engagement sequence. Again, the sequence will be added to your account automatically when you add the automation. So, very cool. And to get into it, to make edits and changes, because you will want to do that.
  • You just click it and you can see it kind of opens in a slide over and that continuation of the. Automation is over here, but this is now the automation you can see. I have three emails. These are these three emails in the goo in the Google doc. So again, if you're not using convert kit, it's still the same content is available to you.
  • Just how you set it up, uh, is up to you and your email service provider. Okay. So again, on this first email is sequence. It is starting after a day, so it will be the day after you actually tag them. Uh, as a cold subscriber. So just know that you could change this if you want it to, um, you, if you set it to zero days, it would send as soon as it was tagged, um, which you might want to do.
  • But I have it set to one day. Uh, you can see the copy here and then there's two additional emails. You see this one is three days after the last email. And the third email is. Four days after this email. Right? So they're one after the other. And again, all of this copy, you can edit and change and just like a normal convert kit broadcast.
  • And, um, again, the copies here too, if you prefer to work in Google doc and copy it over whatever you want to do, but one thing I do need to draw your attention to. Is again to exit this re-engagement campaign. We're adding some copy and some reasons why they want to stick around and they do have to click a button in order to stick around.
  • And what we do with this is with this link, what we do is we use a great convert kit feature and you can tag subscribers who click this link. So. What we do is we tag the people that click this link as not cold subscribers. And what that does is it, uh, eventually takes them out of being a, um, A, you know, in the re-engagement campaign and just makes them back to a normal subscriber.
  • So I'll show you how to do that. Um, because we just need one additional rule to set up after, but you do have to actually have a link to send people to. So we actually had have a webpage dedicated to this. So you will have to figure out some page that you want to send people to, because they do actually have to click a link.
  • Um, and this is what ours is. It's just a normal, generic one we use for all of these sorts of automations. It just gives them a confirmation that their preferences have updated. So maybe you want to make a page. Um, Uh, on your site, that's just playing like this. You can say ours is very plain. Um, are, you might want to make a landing page and sort of hack it together with a convert kit as a preference, change a link.
  • But regardless of what you do, you do have to actually send them to a link and then this tag will be applied to anybody that clicks it. And that's how we judge, uh, if someone. Is taking that action that say, no, I do want to stay on your email list. And again, there's this link in all three of these emails and they all do the exact same thing and they all go to the exact same page.
  • And they're all the most important thing is that add the tag of not cold subscriber and that triggers what's called a rule inside of a convert kit automation. So I'll show you that. Um, and again, the third email, same thing, click here. If you want to stick around. So that's the sequence itself. Again, you can get in here and edit and obviously change your link or else you'll be sending it to ours.
  • And then back to the automation again, we just came out of the sequence, right? And then back over here, after the sequence happens, what I have is a seven day delay and this just makes sure there's plenty of time for them to see those emails and have the best opportunity for them to click. And once those seven days elapsed.
  • Again, obviously, if they clicked one of those emails, they're automatically exiting the, um, uh, re-engagement camp, uh, automation, which I'll show you. Uh that's thanks to a rule. Okay. So again, after those seven days, if they haven't done that, if they have not clicked, this is a tag that's just checking. Does the, um, not cold subscriber tag exist, if yes.
  • Um, Basically, what we do is we would just remove all of the tags and make them just a normal, um, subscriber again. So that's, what's happening here. If they clicked one of those emails. Um, if they did not, again, at the end of this, it is to the unsubscribe. And, um, again, it could seem like a bad thing, but, but they didn't click all these emails.
  • Like they're, they're just not an engaged subscriber. So it's time for them to go. And this automation takes care of that. Now I've been talking a lot about the rule that allows people to click. So this rule will not be added to your account automatically as part of the automation, you do actually have to do this, uh, yourself and this rule that was already here.
  • When I got here, that's thanks to what we did in that sequence with this automation. So if we look here, Again, in each of these emails, but we'll just look at this one. You can see on this link, we tag people with that, that creates a rule effectively. So we'll just go back to that rule. I just wanted to show you where that came from.
  • And the one thing we're going to do is when people click this link, the tag is added, not a cold subscriber, but what we're also also going to do. Is unsubscribe somebody from the sequence. Okay. So if we click that, what we're going to do is unsubscribed them from the cold subscriber, a re-engagement campaign.
  • So those are the two steps and then we'll just click save. And then that rule, um, will handle everybody that, uh, starts that automation and ends up. Exiting it by clicking and taking action and showing that they are an engaged person. Okay. So now it's time to, I just want to show you what it looks like, um, to actually have to add the automation to your account.
  • So I'm just going to copy this and I just have to switch accounts.
  • So again, you, this link will just be in either the, um, uh, this document at the top here. It'll it's that link right here. If you click there, um, Right there. Uh, or you can click below if you're in the learning portal and it should be right below this video. So if we go to this, um, link, this is what it does.
  • It extract, uh, describes what it is. And then this automation includes four tags and one sequence that's automated automatically added to your account. And if you're curious, you can just look at this. And this is almost like a preview of what we just went over. So pretty cool. And if I click this button, you'll see how a magic and easy it makes it, it just copies the automation to your account.
  • And once it copies it to your account, what you're going to want to do when you're ready is you do have to make sure it's turned on for it to function. So you just make sure you do that when you're ready, but. If I go back to automations, you can see, I, I, I, um, copied over the automation, but if I look at sequences, you can see a sequence is also added to my account.
  • So that is great. And then the one thing that we will have to do is we will have to look at rules and we will, you will have to add that rule. So probably the smartest thing to start with is to go to your automations, click into your freshly imported cold subscriber automation sequence, and then you want to get into the sequence itself by clicking here.
  • So what you want to do is inside the automation itself, you want to actually go in and make sure that the not cold subscriber, um, Is changed and you want to update the link to yours, and you also want to actually add the tea egg. I'm not a cold subscriber, and you do have to do this and publish the change for each of these three emails and each of the given links.
  • So I'm going to go and do that now to make sure it's done.
  • and published. That's the last one. And then from there, we just have to go back to our automations into our rules and you, we should have this, these three links down here. You can see this is for each of our, um, uh, subs. This is for each of our seek on. Sequence emails. And what we want to do is we want to unsubscribe a user from the sequence of cold, a subscriber.
  • Re-engagement all of that should be available in your account. I'm just going to name this something a little bit easier.
  • So we'll save that rule. And then if we go back to the automation, what we should be able to do is go into the sequence. And here, what we want to do is we want to select this link trigger, not cold subscriber, and that, uh, we'll do that all automatically for us. And we'll publish again.
  • not cold subscriber
  • and that is all you would have to do to add it to your account again, when you're ready to do it, you just want to turn it on. It'll give you a warning. You just, you, but when you're ready, you will turn it on. And then how you engage this again is in your subscribers. Um, what you do is you Mark all of those cold subscribers.
  • Uh, you give, apply the tag by a bulk action. As I showed you at the beginning of this video and it initiates, and it'll automatically initiate all of this actions to take place for you. So that concludes this video of how to make sure to begin to purge your email list whenever it's time to do so.
  • Whenever you started accumulating those cold subscribers, again, this re engagement campaign can oftentimes save many of those, uh, people that were, um, looking to be disengaged, but that's the good news. And. Again, there's really no bad news here. If people do end up following through and completing and going through all of the automation and ending up with that unsubscribe, it's not a bad thing.
  • They were not interested in what you were sharing. And at the end of the day, all we are doing is we're consciously building an email list for people that want to be and hear from us. So nothing bad can happen, but I do understand that, uh, purging your lists can feel, uh, difficult, but I assure you it is worth it in the end.

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