How To Turn Your Dead Email List Into a Goldmine

0:00if you want to print money out of thin air with your email list then this video is for you I talk to at least 5 to 10 7 and8 figure e-commerce brand owners every single week and one of the most asked questions I have is hey I have a ton of email profiles but I don't know what to do with all of them should I just send an email to all of them to try to get them back how do I get these people to actually buy and that's what I'm going to be addressing in this video so let's just get into it okay so Reviving your dead email profiles if you

0:24have a ton profiles that you don't know what to do with then this is for you blueprint to winning unengaged emails back and engaging them as brand activists and active buyers so let's get into it there's some information on me if you want this dock it will be in the description for you join my newsletter it's free you'll get a 75 page guide on email marketing when you sign up but people are unengaged for a reason there's a reason that they're unengaged okay you messed up already don't think that you can get them all back you messed up already admit it by not actively sending to your list and

0:50keeping them engaged you've lost engagement and that is your flaw number one so if you're hoping I could give you a magic trick that automatically gets everybody back turns them into raving fans I'm sorry you already messed up we're just going to try to recover as much as we can from your major mess up in dealing with these lists I found that only around 20% is or so will come back the remaining are gone forever if you have 50,000 email profiles then you might be able to get like 10,000 of them to come back engaged but the rest are just gone forever and you're never going

1:17to get them back sorry I hate to be the bearer of bad news so don't lose sleep over these subscribers who aren't interested anymore it's okay it's more harmful to spend so much time and effort try to get these people back when so few will if you're sending to these unengaged people often you're continuing to send to them and worry about them you're going to hurt your deliverability and impact your ability to land in the main inbox cuz if you're sending to people who don't care about your brand aren't opening your emails then you're just going to hurt your deliverability because Gmail is going to see that not a

1:41lot of people are opening your emails and then you're going to you're going to end up in the spam folder so people are unengaged for a reason don't expect to get all of them back so these these next few minutes is going to be if you already actively send emails you're already sending like two to three emails a week ideally you're sending at least semi regularly maybe like once a week um and you have an Engaged part of your life but you have like a ton of extra profiles that are unengaged and you don't know what to do with them this is what's for you if you've never sent an

2:06email before and you just have a ton of uh profiles then skip ahead for a few minutes and I'm going to have stuff for that but this if you already actively send emails you have like 50,000 people who are unaged that they want to get back so do not do not do not just blast an email to your unengaged profiles no inbox providers monitor open rates and engagement rates and spikes and sending and all this stuff they they monitor that stuff and you don't want to get flagged for being spammy they use this data to determine if you were spammy or reputable so if less than like 50% of

2:33people that you send emails to actually open your emails less than that so say you get 30% opens you look spammy and increase the rate at which you land in the spam fold which we do not want and having three out of 10 people who receive your email actually open that's not a lot of people if you think about it and so um that's not a good look in the ads of like Google so if you send an email blast to thousands of people who aren't actively engaging with your emails you're going to get terrible engagement numbers you will raise red flags in the eyes of inbox providers so

2:58you have to be very very very very careful do not just blast an email to your unengaged profiles okay you have to be very strategic this is what I recommend only send to your engag list for 95% of sense so say you have a 90-day engaged email list depends on your brand but typically that's what I recommend have a 90-day engaged list meaning anybody who's open an email in the past 90 days um and that's just like your base sending don't send to anybody else if somebody hasn't open an email in 90 days we're not going to bother sending to them cuz they probably already forgot about us maybe they

3:25switched to email addresses I don't know we don't want to send to these people who aren't engaged because they're going to hurt our deliverability so 95% of sends we're just sending to the 90-day engage list not even worrying about everybody else and if you aren't in that group My Philosophy is I don't want to be sending emails to people who don't care about my brand and just continue to hurt my reputation in inbox placement rate cuz they're not going to open my emails why am I going to keep sending to them so consistently and hurt my reputation so we typically send like three to four emails per week to this

3:53segment the 90-day engage list bringing value uh to generate Revenue consistently the other 5% one out of 20 emails what do we do we don't just send to just the unengaged people all at once no that is going to hurt our our spam rate is going to spike in terms of like in our open rate is going to just massively dip just send to the whole newsletter anybody who's open an email at least once overall time that's what I like to do if somebody's never open an email I'm not going to bother cuz it's probably a fake email but for the other 5% once a month let's just send an email to the

4:20whole list this way we're getting those extra people involved but we're still getting engagement from our engaged people so instead of just being the 90-day engag we're sending to the whole entire list all at at the same time so that our engagement rates don't absolutely plummet we're still getting the 90-day engaged people who are receiving that email and are engaging with it so that's literally all that you need to do send to your whole list for 5% of sent don't separate up the emails and blast them all to unengaged profiles just add them to your regular email we just want to add them every so often to

4:47a regular campaign to try to re-engage them some people will come back and that's great so 90-day engage list plus the unengaged list equals the whole list send to the whole list if unengaged list members open the email they're autom going to join the 90day engag segment which automatically is tracking when somebody opens an email and they're just going to start receiving your consistent emails they're sending three times a week awesome perfect that's exactly what we want they're just automatically added back to our pool of regular uh campaigns it is a good idea to send like the biggest and most important emails to the whole list when you are the 5% of sends

5:18that you are doing to the whole list don't make it a random blog email make it one of the important ones like a sale announcement or a new product drop or something like that um something major um try to prioritize those ones for when you send to the whole list just send regular emails don't try to do some crazy unengaged member like are you still interested yada y if I received an email from someone and they ask me am I still am I still interested it's automatically going to be like no so we just want to send to them make them forget that they un that they aren't

5:46engaged make it seem like normal like they've been subscribed to us and they're just now seeing us in the inbox cuz they haven't seen the other stuff pretend like you've been sending them consistently don't make a big deal out of starting to send them more emails just add them onto an important sale a new product email if they open it cool they're back in the engage list we're sending them more cont if they don't they'll catch us on the next one the next month that we send to the full list so that's literally it for if you have people if you have a ton of unengaged

6:12people just once a month send the whole list don't over complicate it keep it as simple as possible nice and simple okay make that a regular part of your strategy and then this next part of the video is for if you've never sent emails before or are like very very low volume like maybe you send an email like once a year for like Christmas or a couple times a year and you have like 100,000 profiles you're like what the heck do I do with all these profiles I want to start sending consistently or I want to make some money out of these people this is what we're doing so you have to warm

6:37up your IP and your domain so you can't just step onto the scene take a fresh email address and send to 50,000 people all at once you're going to get marked to spam very fast if you're just fresh thrown onto the street send to a ton of people you're spam you have to build up a reputation with inbox providers you have to slowly ramp up content so that you can land in the inbox when you send 50,000 to 50,000 people all at once so we have to slowly ramp things up ramp volume up over time so what do we do we start small start with sending to 200

7:04people from the list then we open it to 400 then 800 Etc you just keep either doubling or increasing by 50% is um that's really all it takes it's just slowly warming things up monitor your open rates try to stay above 40 to 50% but really the only thing that these inbox providers are looking for that they're most looking for when you're warming up is and by warming up it's just you starting to send emails um they just want to see consistency and they want want to see volume so you need to be consistent and you need to start sending volume you're going to start off

7:33with bad open rates it's okay stick to the plan open the list up double it increase by 50% every single time and make sure to keep sending to the people who do open your prior emails so if 50 people from the 200 here open the email we're going to add them we're just going to make sure that they they receive the next set of emails cuz they're going to continue to open and boost your reputation so that's kind of like the concept of warming up a new IP in sending domain um which if you have a new sending domain it's a new IP if you're just switching to clavio you're

8:02switching like um email service providers um anytime you switch providers it's a new IP so if you're going from MailChimp to clavo clavio to send Lane you have to warm things up because it's a new IP even if it's the same domain okay so this is the process for warming up a new IP sending domain First Step get high engagement flows live that we know people are going to open with the warm-up process is all about building our reputation by getting engagement so let's get live the flows that we know people are going to these flows will just over time they're going to be sending emails for us

8:33automatically we're not sending a ton of emails at once that's not how flows work flows are the automated emails that Fire based on a customer's action such as somebody um abandons cart and so it's going to be slow build up so this ensures engagement in steady sending means a gradual warm-up so we want to get these high engagement flows live as soon as we can and then two we need to locate our segments that we think have a high likelihood of Engagement if you haven't been sending emails you likely don't have good engagement data um um so you want to do this at you want to do

9:02this in this applies the no engagement data it applies to uh the example I'm going to show later in the video um but High likelihood of Engagement so people who have like placed an order recently they probably are more likely to engage um anybody who opened an email on like your other platform whatever it may be if somebody's been active on site we want to use that so find these segments and start sending three to four times per week to these small list and do the ramp of period that I was talking about slowly start opening up your list this is the whole process so step one a

9:30little bit more in depth set live your high engagement flows so people are going to engage with welcome emails browse abandoned emails card abandon post purchase emails the emails that people were active on your site and they did something especially like postp purchase someone just bought from you they're very likely to open an email from you right after they buy abandoned C somebody was just on your site 30 minutes later you send them a message they're probably going to click that someone views a product somebody just signs up to your email list we want to get these built out ASAP and set these live so that we can

10:01we want to get these built out and set live ASAP so that we can be um be getting this Enga these engagement numbers um it's just going to boost our reputation plus flows are triggered randomly as people enter the flow um and it's just low volume we're not blasting a ton of emails at once it's slow a person abandoned card at 2 p.m. another at 3:40 whatever it may be um so these are the main flows that you want to set live um get these and get these going so that you can start slowly boosting your engagement while that's going on we need to locate our segments that we think are

10:33the highest likelihood of Engagement cuz we want to start sending to the people who are the highest engaging so if you had sent one email in the past you can include past open and click data to predict is this person um engaged have they engaged before some other things that you can track like placed order how many placed orders the recency of the placed order did somebody buy within two months has somebody bought five times overall time and they're likely to open our emails somebody's viewed a product had been active on site whatever it may be these are like some starting points for we did this process recently for a

11:01brand took them from 0 to 31k a month these were like some of the segment definitions that we were looking at um after we got things going like opened email at least once over all time versus 30 days warm-up list clicked email over all time um and they were added recently to the email list in the last 3 365 days um they placed an order and they've opened an email so a little bit even more engaged place order in the last x amount of days whatever we had to do to find get at least some gauge on the engagement um so you can see this is

11:30what like we kind of did here and started off at like 1,300 people in this warming up list of clicked email at least once and they uh subscribed within the last 365 days started off sending to like 200 people from this and then we 400 600 and then we got to this number and then we moved on to like um something like one of these whatever it may be so find your segments that you think are the highest likelihood of Engagement and then start sending your campaigns and opening the list so using the data from the prior step just start sending first to 200 or 400 people warm

11:59up open up by 50% to 100% every single time 800,00 Etc and slowly increase as you go and just once you get to like 1,500 to 2,000 people then send to that group a couple times establish who's cons continuing to open your emails and then start opening up again but really don't over complicate it these are just like guidelines slowly ramp things up you're going to be fine trust me um and use clavio gradual send over several hours feature to slowly send the email to users over four to six hours which you can find here once you go to send an email inside of clavio you can see

12:32schedule or send now and change the type to gradual send over a few hours and what this will do is rather than sending say it's going to a th000 people rather than sending to a th000 people at once if we're sending to 20% of the list once per hour then it'll send to 200 people 1 hour then it'll send to the next 200 people an hour later the next 200 an hour later and y y y so slowly warm things up and use cio's gradual send feature how often do you want to send send three emails per week three per week we need volume to boost our

12:59reputation a lot of people think like oh if I have bad reputation then we can't send that often no these inbox providers are looking for volume they're looking for consistency they're looking for reputable senders people who will send so we need to boost our reputation as fast as possible by doing that so don't overthink your email content give them good valuable content like how to use this product tips for XYZ product features product facts social proof like this testimonial this testim whatever it may be three times per week here's a training on high engaging email campaigns I have another video on this which you can find in the description

13:30just non- discount email campaigns um that you can send there's tons of ideas here and of course this doesn't want to load but this is right here the number one e-commerce email marketing strategy that uses zero zero discounts this is 60 Pages gives you a ton of ideas um so these are the types of emails that we want to send three times per week and just look at this full warm-up process example that we went through and look at like this whole process like warm-up process that we went through for this client so we took them from they were on another platform we brought them to

14:01clavio we had no engagement data and we were like okay fresh domain fresh IP what do we do first we got live the flows we followed this exact plan we got live the flows we started to get some decent engagement there starting to slowly warm up our reputation and then you can see we are using like this specific segment someone has placed order and they've opened email at least once over all time then we took a segment of that list and we sent and look at 139 recipients 20% open rates 1% click rates these are just regular tips emails social proof things like that and then we open it up a little bit

14:31potential purchasers VIP customers open it up a little bit still got 20% opens 260 people now slowly you can see kind of the content the segments we were using you can see things slowly start to rise 730 55 clicks 26 clicks and then a th000 people here we're still staying at 20% opens but now we've kind of established who are the people opening our emails from the small segment so we continue to send to them we continue to warm things up and look at the dates May 4th 2nd April 29th 27th see 21 people 2100 people and then 2,800 4,900 now we're getting like 37% opens we're

15:04working things up 4,900 okay now we're at 5,000 8,000 6,000 6,000 5,000 look at the open rates now we have a solid list we have over 10,000 people that we're actively sending to and getting 67 6,000 opens right here 57% and at that point it's just about consistently slowly continuing to raise the list 90-day engage plus 90day engage opened all time a specific contact list that we uploaded and now we've got 15 ,000 people opening that and you can see the revenue 1400 396 214 1300 and we ended up doing 31 Grand in the first month with flows so this is just like a perfect represent

15:39representation to show you how simple it is don't over complicate it just continue follow the plan slowly ramp things up prove that you send a volume to these inbox providers and you'll slowly build up a reputation so read this Doc and watch this video below for more info on this account so it's $31,000 43% of revenue from email so 7% increase in total store Revenue uh during this time in this ramp up period um so I'll have it in the description taking a fresh clavo account um go watch it it gives you a little bit more information so follow the process stick to the plan don't over complicate it

16:12seems overwhelming but it's really really simple slowly ramp up content focus on your already engaged profiles every so often send to your whole list that's really all that we want to do so that's it for this one thanks for reading watching um I hope you got some value from it join my free daily newsletter actionable tips Yad y y tons of good stuff there 75 page Gad on email marketing when you sign up but again thank you so much for watching hope you got some value from it and I will see you in the next one