We’ve all heard of the person who never misses a deadline, creates content 52 weeks a year and doesn’t struggle with time efficiency. If that’s you, then you can skip this lesson. The rest of us will talk about how to breathe life into an email list if you’ve let it go cold – in other words, if you haven’t emailed them in weeks, months, or even years.
Stop beating yourself up
First of all – it’s OK. Maybe you aren’t one of those perfect people. Do they even exist anyway? Every business owner has strengths and weaknesses and every single one struggles with time management and productivity in whatever way that may appear.
You’ve got something to start with
If you’re reading this, the chances are you already have a mailing list. Your audience knows who you are. Once upon a time, you’ve offered them something of value and created good rapport. So now, the task is to pick up where you left off!
The 5‑part series
A series is a good place to start breathing life into your cold mailing list. Why? Because something labeled “Message 4 in Concept Designs’ Awesome New Series” will make them realise there’s something worth paying attention to.
Here’s a framework you can use:
- Find a problem
A great way to start off your series is with a call to action. Involve your audience with your product by asking them what problems they are struggling with. Your social media networks are a great place to start asking.
- Answer the 5 stand-out questions
Do you see the trend? Once you’ve collected a pile of interesting problems, it’s your turn to be the hero your customers need! You’ll answer 5 of their problems in your 5‑part series. Because you’re getting the word out about your list, make sure you include links to earlier questions and answers for those readers who may not have looked at that content.
Don’t worry about unsubscribes
If it has been a while since you mailed your list, the truth is some of your subscribers will have forgotten who you are. So naturally, there will be a small spike in unsubscribes. To help manage this, write a note like the one below at the very beginning of your first three or four messages when breathing life into your cold mailing list:
Not sure why you’re getting this message? You subscribed to (name of your newsletter) on [insert date here, if your email provider allows for this]. If you don’t want to receive it anymore, click the link at the bottom of this email to unsubscribe.
After the first three or four messages, place this message at the bottom of your email message instead of the top. Some people will unsubscribe, simply because they’ve moved on. This is perfectly normal. If they’ve moved on, so should you!
Have fun with your mailing list! Know your audience and use the questions they have to keep creating content.
