Evaluate Email List for Cause of Death
At the end of last year I talked about: ‘Why it’s important to clean your email list regularly.’
Once you have cleaned your email list you properly found that you had at least a few dead leads.
Now, your subscribers were probably not dead on arrival. As the list owner, it’s imperative that you evaluate what’s causing the drop-off in interest, so you can fix the problem.
Causes of Decreased Email Engagement include:
- Silence: You left them hungry for content by not sending emails.
- All SELL but NO Value: You sent out nothing but promotional emails and didn’t create value for your audience.
- Missing the Mark: Your content didn’t resonate with your audience.
- Overwhelm: Your subscribers get too many messages and yours didn’t stand out.
What You Want To Do Is…
Get your subscribers to tell you what they want, what they really, really want!
Whether you missed the mark during your initial email campaign, or you’re re-engaging after a long absence, it’s important to understand what your audience does want.
It’s not hard just ask them…
Send an email asking your subscribers why they signed up, and what kinds of information, content, and insights you can offer that will make them stick around.
If you want to test specific hypotheses, use a survey.
Or offer personalized 15-minute consultations to 10 people in exchange for them letting you interview them for five minutes.
Conduct research on what your audience wants and what your competitors aren’t providing to find the sweet spot for your message and content.
This will keep you on the right track!
Assess what’s gone wrong, engage to find out how you can provide value, and finally take a data-driven approach to relaunch your email list with a new email campaign or follow up.
By engaging smartly with your list can turn your email into a highly profitable customer channel for the long run.
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