If you are a coach with a mailing list, then you know how frustrating it is when you send an email campaign and no one opens it! Here are a few things to take a look at:
You have a Dead List
Often when we begin to send emails, we invite friends and family to Opt-In. It’s only natural for you to want them to know what you are doing these days and it’s an intuitive way to keep them updated… as long as they are reading!
Chances are, they are not. Or, they at least read infrequently. They are really not your priority, though, and you are likely not trying to sell your services to them anyway. We recommend going through your list and culling them if they have not been paying attention!
The same can be done with those on your mailing list who are not opening your messages. Also, be sure to remove any that “bounce,” often caused by invalid addresses. Removing those who are no longer engaging with your material will improve your delivery rates.
A dead list can cause a higher rate of unopened email.
Double Opt-In
Implementing a double opt-in on your email can ensure that those who sign up are really interested in hearing from you. Whether subscribing to your blog, a newsletter or a resource, a double opt-in can prevent internet bots from subscribing and spamming you.
Segment Subscribers
Spend time segmenting your subscribers into groups based on specific criteria. Avoid sending email to everyone when only one segment will find it relevant. Dividing subscribers by your offerings will help you craft future email messages, as well as determine your prospective client’s interest and potential.
Review Metrics
If your email open rates are less than desired, then you may already be reviewing your metrics. Other than open rates, check your click-through rates and see what readers are looking at more deeply. Those may be your hottest prospects!
Stay Compliant
Laws and regulations have been passed in some countries in order to regulate email marketing. In most cases, staying compliant is as simple as ensuring an easy Unsubscribe option. Most platforms offer this automatically. Should anyone indicate they are no longer interested in your email campaigns, remove them immediately.
Timing is Everything
Your clients are creatures of habit and it is likely that they check their email at a similar time every day. In addition, they have things in common with other people who receive email — like, working from 9-5, or a lunch break at noon.
When is your ideal client most likely to read? Schedule your email to land in their mailbox within minutes of them signing in. Otherwise, your message will get lumped in line with all the others they get that day. We use this email posting calendar by Outcome Media to know when to schedule our email deliveries and have found it very helpful.
Re-Engagement Campaigns
Before removing anyone other than duplicates, you may wish to create a re-engagement campaign. Studies show that most who use email campaigns lose 25% of their email list just through attrition. Re-engagement campaigns are usually short, sweet and direct, inviting subscribers to re-engage or unsubscribe. Hubspot has a few examples in this article that you may find helpful.
Maintaining a clean email list is a process you will repeat periodically. Monitoring and updating your list regularly will help you reach the right people at the right time!
Check out The Coach Business Guide, The Path to Launch and Grow Your Coaching Practice, Chapter 23, Grow your Business.
