#117: Why I Cut Almost ½ My Email List (don’t make this mistake)

We’ve all heard “the money is in the list”, right?

Well I made a BIG mistake with my email list recently.

You see, I removed almost half of the people from it a couple weeks ago.

Yep, you read that right — I cut almost HALF.

That wasn’t my mistake, though.  

Removing people from my email list was completely intentional.  I wanted to get people off there who weren’t engaged in my emails.

We identified those on my list who hadn’t engaged in any of my emails (opened/clicked) in the last 90 days.

And this is where I made the big mistake and where I want to make sure you don’t make the same mistake I did…

On Today’s Show You’ll Learn:

  • How we ran this group through a re-engagement email sequence — 4 emails over 2 weeks — offering them free content to see if they would again engage with my emails.  Within these emails we were looking to segment people into one of three groups.
  • When I added up the non-engagers + opt-outs + hard-bounces, it was a lot of people.
  • Starting a new year is the perfect time to clean your list — especially if you’re making the same mistake I did by not having done it in a long time.
  • And a lot more…

Get the Re-engagement Emails by clicking the image below:

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2 Responses to #117: Why I Cut Almost ½ My Email List (don’t make this mistake)

  1. Hi Rick, just catching up on my podcast listening and heard your show on email lists.

    Had to laugh at the honest way you were surprised (and upset) over this issue, which is pretty old.

    Different vendors have different pricing strategies. Most email centric vendors charged per XXX contacts, meaning that you have to manage your lists carefully as their is no incentive for them to remove contacts. Plus, there are reasons some vendors may want to keep certain contacts. In your case, because Infusionsoft is a bit of marketing automation/email and a bit of CRM it complicates a bit.

    I use a marketing automation platform I deliberately chose because it charged per ‘active’ contact and not the size of my list. (Act-On) I have no intention of reaching out to all my list all the time but I want to store them and have them in sub-lists. In my case we are a B2B vendor with sales cycles of many months and where we can nurture a contact for a long time before they become active. They may come to my website or respond to a Google or Facebook Ad for example. If you use a separate CRM, you could set it up to house all the contacts and only transfer over to your email/automation platform those contacts you want to market to that month. But as Infusionsoft is doing both that isn’t possible.

    So your process is right it is just that depending on what platform you choose it may not be as essential as it in cases where you are buying by the pound, so to speak.

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