Discover actionable tips to improve your email list and revive a dead one in this solo episode with Rachel. Learn how to audit subscribers, refine inbound flows, and create sustainable strategies to turn crickets into conversions. Ideal for marketers facing low engagement.

Key Takeaways:

-Audit Your Subscribers: Understand who is on your list, how they got there, and what they are interested in.

-Narrow In on Your Inbound Flows: Examine all the ways that a new subscriber can get onto your email list and ensure these entry points align with your target audience.

-Create a Manageable Strategy: Develop a strategy that fits into your business life habits and aligns with your capacity.

Summary of Resources:

-Listen to Season 2 Episode 5: Intentional Visibility: How to attract new clients & grow brand awareness in 2024

Reviving a dead email list is not easy, but with a thoughtful approach and a little bit of patience, you can turn those crickets into conversions. If you found these tips helpful, come say hey and hang out with Rachel over on Instagram or drop into the TikTok or YouTube page that we have built for this podcast. If you have another idea of what you want a solo episode on, feel free to share that with us. Until next time, we are rooting for you!

Connect With Us:

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Rachel's Website

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Work with Us 1:1

Rachel's Services

Jess's Services

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Learn with Us

Get Jess's Sustainable Success Systems Starter Kit, a Notion Business Management Systems that takes your business from overwhelmed to organized with 4 foundational workflows. <<Learn More Here>>

Diagnose Common Launch Problems and Fix Them Fast! Get the Launch Cure Guide : https://www.thelaunchcollaborative.com/launch-cure

Get Rachel's Guide to a High-Converting Email list to learn 4 shifts to elevate your emails & embrace sustainability in your marketing. <<Get it Here>>

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Hang Out & Say Hi!

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Rachel: 00:00:00

Hello and welcome back to another episode of the

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Deeply Rooted Business Podcast.

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I'm your host, Rachel, and I'm

doing a solo episode today.

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We're going to be talking about email

marketing, something that I'm sure a

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lot of you guys can deeply relate to,

and that is when you send an email to

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your list, sometimes you hear crickets.

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So if you've ever sent an email campaign,

really, really excited to hit send, or

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maybe I'm the only one that's excited.

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But you really only get crickets and

silence in return, this is your episode.

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So if that sounds

familiar, you're not alone.

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This is something that I work with,

with my clients, with prospects, and

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everybody hands on to make sure that

we can really break down some of

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these gaps in your email strategy.

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So I want to use this episode to

really unpack this issue together

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and Give you a few remedies, because

you know that's how Jess and I like

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to do it, so that you can find some

actionable solutions from this episode.

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So, there is a few types of

dead email lists that might

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be existing in your space.

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one, I would call this

one the Frankenstein list.

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You've kind of mixed and mashed a few

subscriber lists together, you've done a

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few giveaways in your past, your business

has pivoted a few times, or simply, you've

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taken, a bunch of clients that you've

worked with previously that maybe you no

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longer offer those services, and that's

kind of this, smorgasbord of email lists.

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And what's happening right now

is that your email engagement

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is probably very low.

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You're not really sure what you want

to send them or you really don't know

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what they want to be buying right now.

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So the Frankenstein list is definitely

one of those where I think a lot of that

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cleanup is necessary to really hone in

on your email list or email strategy

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The second type of list is the jump the

gun a little too soon on advertising.

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maybe you have ran ads a bit too

early without really having a solid

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foundation or a validated strategy.

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With your email list and so this is

probably left you with low engagement

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one because colder audiences and that's

what ads are is their colder audiences,

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they typically convert of significantly

lower than warmer, more organic audiences.

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So these people don't

really know who you are.

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And if your list is more

primed for people who.

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engage with you on social,

understand what your values are.

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You're really, introducing someone

who's, like, doesn't have a lot of

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that background into your space.

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So, essentially, they see an

ad, they click, they sign up.

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Can they lack that initial connection

that really draws you through?

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The third type of list that we're going

to talk about today is the ghosted list.

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this is where you've done the hard

work, you've set up a freebie,

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you've gotten people to opt in,

but you didn't really give them

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the follow up that they deserved.

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So the welcome sequence, the

consistent newsletters, all of that.

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And you know what?

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Life happens.

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We get busy.

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It's okay.

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Whichever list you have currently in

your email platform, whether it's the

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Frankenstein, the jump the gun on the ads

too soon, or the ghosted list, there are

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remedies that are easy to fix in order for

you to to Get your list into a healthy,

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highly engaged, one that's going to

actually do something for your business.

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Because that is something that I

will say has to happen, is that it

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must align with a business goal.

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Gone are the days where we send

just to send, where it's just

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a checklist on our to do list.

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That's the marketing calendar to do list.

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And kind of saying, Oh,

well, I had to post today.

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I had to send an email today.

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No, no, no, no.

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We are taking back that control and

saying, I'm sending this email because

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it serves a very specific purpose.

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So we're going to go into this and

while there isn't really super, super

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quick fix for this other than deleting

your entire list and starting from

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scratch, but when it comes to navigating

through a little thing called FOMO,

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we're going to walk through a few

remedies to fix this your problem,

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whichever dead email list you have.

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first step is how do we breathe

life back into our email list?

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We are going to, in step

one, audit our subscribers.

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this works for the Frankenstein list

all the way down to the ghosted list.

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We really want to understand

who is on our list.

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And understanding how they

got there and all of that.

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If you're dealing with the Frankenstein

list and you really can't quite figure

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out how they got there, I challenge

you to simply just ask them, create

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a resource email, ask them to segment

themselves into two to three little

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categories in a fun resource email.

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And it'll give you a better understanding

as to where people are at in your email

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list, whether they're just there for

the tips or if they actually have a

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problem that you can be the solution to.

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Really understanding that is crucial.

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This really does set you up for a

little bit of understanding in their

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interests in how you can develop content

moving forward, or an email strategy

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moving forward that talks to the

people who already exist on your list

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while you grow and attract new people.

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So, step one, audit your subscribers.

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Really figure out who is on your list,

who's currently engaging, and where

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they kind of fall in that bucket.

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Step two is narrowing in

on your inbound flows.

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So examining all of the ways that a new

subscriber can get onto your email list.

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So any single entry point into your list

is what I want you to be looking at.

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We want to make sure that those

entry points are aligned with

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exactly who you want to speak to.

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This means Reassessing your freebies,

whether that means making them more

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specific, really making sure that you're

being a little bit more critical about

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who you're participating in giveaways

with, because giveaways are the first

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way to kill an email list because they

didn't naturally want to be on your list.

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They wanted something, whether that

was entry into the giveaway, and that

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sometimes create a little bit of a

bridge with low engagement when you just

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fill your list with people like that.

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So whichever giveaway you're doing,

make sure it's your exact audience.

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Make sure you have a welcome sequence

that is, Set to bring them in, and

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then the people that don't participate,

I always say, See ya, we don't want

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you here anyways, kind of thing.

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and by participate, I mean open the

emails, open the welcome emails,

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click to engage, all of that stuff.

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so reassessing your freebies, reassessing

the entries into your list, any opt ins

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that you might have, or pathways that

you're dropping people into your list,

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Step one is to audit the crap out of

those, make sure they are as specific

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as possible so that you are filtering

out anybody who is really not aligned,

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and you're calling in people who will

only serve the purpose of your list.

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Step three is creating a manageable

strategy, There's a reason why we

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ghosted our email list, or there's a

reason why our email list fell dead.

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And maybe that's just because we didn't

know what we were doing, or they didn't

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have a strategy that was quite manageable.

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But really understanding that if it's

not manageable, it's not sustainable.

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So if it does not fit into your

business life habits, then most likely

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it's going to end up back into the

ghosted state, it's going to end up

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back into the unengaged kind of thing.

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I know that the word strategy

can be super stressful.

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So let's think of it

as a framework instead.

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Thanks a lot.

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First thing we want to do is

align it with our capacity.

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This should be sustainable

for at least three months.

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So as you're building that marketing

habit, really understanding that

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this has to be something that you're

comfortable doing for three months

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minimum to get into the groove of things,

and then it typically becomes easier.

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So, if you don't have a great

understanding about your capacity,

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Jess and I recorded a fabulous episode

about that that I would 100 percent

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recommend going back and listening to.

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It is so great.

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We've received a lot of feedback about

just honoring specific capacity levels.

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So, first thing is that it

should align with your capacity.

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You should be able to do

it for a couple of months.

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And then, ultimately is that it needs to

drive to a very specific business goal.

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So one of the things that I see with

people is that they tend to get very,

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very casting wide nets, I would say,

when it comes to their email list,

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they want to attract every single

person that they could possibly help.

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When in most cases, you

can't quite really deliver.

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an email that would speak to

all of the various people.

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So if you think back to any episode that

we've talked about the awareness strategy,

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where people come in at different levels

of awareness, and you have an offer suite

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or a customer journey, that also serves

them at various levels of awareness.

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So I'll use my ideal client as an example.

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in the ideal client for an email marketing

strategy, I could have someone that has

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absolutely never started an email list.

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doesn't quite understand the value of it.

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And then I can have someone who started

the email list, has somebody sending

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out emails for themselves, they see

the value in it, but really it's just

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not fine tuned and it's not converting.

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Those are two very, very different people.

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And if I'm trying to speak to them

all in one space, chances are the

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message is not actually going to hit.

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If I said, I actually want my email list

to only speak to the people who have

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zero email lists and the people who I

know I can get from step zero to step

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two, which is maybe thinking about how

to get their email list working for them.

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And then I'll talk to the other people

in another email or in another segment.

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The easiest way to do this is to make

your lead magnets more aligned towards

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that one person, to make your welcome

sequence speak to that one person,

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and to make sure that however you're

driving people to get to your email

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list, But you're using that criteria

that's saying, I only want this person.

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I can serve everybody, but right

now, my email strategy is focused on

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talking to this particular person.

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So they're segmented correctly, they

get into your list, and then you

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have a little bit more confidence

when you're creating your message or

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your email, newsletters, because you

know exactly who you're speaking to.

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Recap, it should align with your capacity.

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It should be sustainable for at

least three months as it builds

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into your marketing habits.

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And it needs to serve

a very specific goal.

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If you think about a framework,

that is the most important thing

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that you can be hitting on.

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I don't want you to get

overwhelmed in automations or

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tagging or anything like that.

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Like just simply keep it.

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I can do it.

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It can be done for a couple

months and it's going to help

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me reach X business goal.

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And then when it comes down

to it, consistency is really

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the most important thing.

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Part of your framework slash strategy.

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So whether you decide to send a weekly

newsletter or a monthly roundup or

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whatever it is, just make it sure that

it's something that you can actually

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commit to make sure that you're delivering

more value over more emails, because

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at the end of the day, there are a

lot of people out there in the email

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space that will shout into the void

that you need to send more emails, more

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emails, You'll never get that from me.

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So, just making sure that whichever

you're bringing into your to do list,

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you can do it with intention and

really make sure that it fits into

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an intentional overall ecosystem that

you're doing with your marketing.

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So I hope this episode was helpful.

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There's solo episode.

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If you like more of these, Jess is going

to record some too from the operation

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side of things, but reviving a dead

email list is not easy, but with a

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thoughtful approach and just a little

bit of patience and reframing of some

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things, you can really engage and eat

like an easy, low hanging fruit audience.

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And turn those crickets into

conversions, because after all,

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the goal is to provide value.

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And deliver and build relationships,

it's not just to get the

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biggest list possible, right?

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So, if you found these tips helpful,

come say hey and hang out with

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me over on Instagram or drop into

the TikToker YouTube page that

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we have built for this podcast.

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I appreciate you tuning in.

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If you have another idea of what

you want to solo episode on, feel

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free to share that with, but until

next time we are rooting for you.