(In last week’s video, I showed you my system how to identify inactive and unengaged subscribers, so be sure to watch that video if you haven’t seen it.)
This month’s theme is all about systems to re-engage a cold email list…
According to industry norms, list churn (people moving off your list over a specific period) cuts down about 25-30% of the average email list every year. That’s a huge chunk of your list! Now, there may be nothing you can do about “voluntary churn” because people change jobs and change or deactivate emails, which may lead to hard bounces and you cannot email them anymore. But there is that list of people who haven’t unsubscribed but they stopped engaging with you. If you don’t identify these people and take action, they can end up costing you money.
In short, if your email marketing platform charges by the number of contacts or number of emails sent, you should be checking to make sure that is a high-quality list. If your list has 30,000 contacts yet 25,000 haven’t engaged with you in over six months, you are WASTING money. I see this all the time. When I meet a client for the first time and do a quick audit of their Infusionsoft application, 9 out of 10 times they haven’t been pruning their list, sometimes for years. In one client’s case, it was close to 75% unengaged subscribers! On one hand he was horrified that he wasn’t keeping up with the back-end administration of his systems and was paying out of pocket for nothing, but on the other hand, I was able to save him about $100/month. 🙂
In today’s video, we look at common causes of decreased email engagement and 3 things you can do today to turn it around.