Here is one of my favorite types of posts – a real experiment results! Let’s start from the very beginning…
Every 3 months or so, I will go through my newsletter list and, using the great Aweber segmenting possibilities, see who has been on my list for more than 3 months but hasn’t opened any emails in the last 3 months (makes sense?).
Then I would just select all those people and delete them from my list. Why? Because if you haven’t opened any of my emails in 3 months (and that would be anywhere from 12 to 24 emails, about one or two a week) you are simply not interested in my content.
I don’t blame anyone that unsubscribes from my list, we are simply not a good match and I understand that. However, a few days ago, I decided to run a little experiment on that segment of the list.
I picked the 4 days emailing sequence I learned about from a marketer called Kern (thanks Kimberly for introducing me to him). It consists of making a sale (discount) on your product and sending emails every day for 4 days as an offer. Internet marketing classic :)
The sale I ran was on my basic (starters) coaching package that I don’t sell openly, but offer when people contact me and want affordable coaching. The sale was 50% off.
Now, how did I decide to offer this. I idealized the following situation: I guessed that the reason people haven’t opened the emails for 3 months was because they were stuck. I mean, I try to help people make money online. So I guess those are the ones that subscribe. If they don’t open the emails, I am thinking they got stuck along the way.
What better to offer those that don’t know what next, than a quick coaching session.
So I set up a quick sales page (on the right), using the amazing Premise plugin, simply listing the discount, what you get, 2 bonuses and links to the shopping cart. It is as simple as it can be.
Then I set up the emails. The whole logic behind the mailing sequence is to pretty much send a list of things included in the sale and remind people how much time they have to buy it.
Main goal of the emailing was to get un-openers to open the emails or unsubscribe, I even added a reminder at the beginning of the emails:
“Note: If you do not wish to receive any emails, there is an
unsubscribe link at the bottom of this email.”
My favorite result?
I finally got some of those people to open the emails! After 3 months of not opening any emails from my newsletter, I had about 17% from the segment open the emails (any of the 4 emails).
My guess – the subject lines. The subject lines in the emailing sequence example are all tested by numerous marketers and proven as working.
My least favorite?
I still didn’t get some of those people to open emails. So at the end, I just removed them from the list, as I would originally do with those who don’t open my emails.
What is the point of removing people? Why not keep sending them emails until they open one? Well, first, they are obviously not interested in your content. Second, those people cost money. Every time I skip a step in Aweber, I pay more for my lists. So keeping the people who aren’t interested off the list is better in the long run.
Third, but for me the most important, I am a DO-er. If you are not opening the emails and using the information sent to you, you are probably the type that sits there hoping to make money online one day. I want to work with those like me. People who take action.
I even got hate mail, lol. One of the subscribers opened only the 4th email (according to my stats), and replied to it twice!
“I have to literately LAUGH OUT LOUD !! That was the hardest sale email that I have ever received from anybody about your coaching program and I went to your blog and you said you don’t do that !! Wish you had somewhere were I could comment !! DAMN !!”
Note: there is a commenting section on this blog, I have a Facebook fan page, Google+ profile… there are plenty of places to comment.
Also, I like this part – “the hardest sale email” because it means I didn’t mess it up editing the original email. The 4 day emailing sequence is generally created for sales, I just edited it to suit my “ideal subscriber/customer” and the situation I was using it for.
I just don’t accept an offer like this, when I *really* don’t know you. Yeah, I am subscribed and read your emails, but when you send something like this. I call bull shit.
See ya ! Now to unsubscribe !!”
Of course you don’t know me, you haven’t opened ANY of my emails for 3 months :) “I am subscribed and read your emails” – this is simply not true. You never even open them, let alone read them.
What is the main thing here, for all of us? If you simply sit on dozens of emails from a list you subscribed to, you are wasting your inbox space. Take action. Read them or clean your newsletter subscriptions list by unsubscribing from all of those you don’t read!
I did reply to this person:
“Not sure where you read I don’t sell coaching, but glad to hear feedback from you.
Thanks for taking the time to reply.
I am glad you took the time to unsubscribe, I did notice you don’t open any of the emails sent from my blog, and this is the first one
you have opened in almost 2. 5 months.
It just means we are not a good fit :)
Appreciate having the opportunity to have you on my list even though you somehow missed the fact that I am a marketer and make money online, lol”
I am sharing all this with you because there are a lot of great lessons to learn from this experiment:
- 4 day emailing sequence – works.
- Those “old” but tested email subject lines – work.
- Offering targeted discounts or services to certain groups of subscribers – works.
- You need to clean your list often not to pay for those who never open your emails.
- Some people will write you emails that don’t have much to do with facts.
- “Hate mail” means you are doing something right, because it takes a lot of stirred up emotions to get someone to reply to your newsletter, and do it more than once.
- You need to reply and be nice about it.
- Be more clear about your services because I kinda don’t understand the part “…I went to your blog and you said you don’t do that…” because I do sell coaching services, and much more.
- Don’t subscribe to a bunch of lists if you are not reading those emails.
- Take action! Take action! Take action!
Every success comes from work. It would be better to subscribe to a handful of useful newsletters and take action from the information they send you, than keep flooding your inbox with unneeded emails you will never read.
Your turn: do you clean your newsletter list and do you take action?