You Ghosted Your Email List - Craft Your Comeback Strategy
Episode 868: Show Notes
Have you ever ghosted your email list and wondered about how to make a comeback? Or if you even could! You're not alone, and I’m here to help. In this episode, I’m diving deep into the art of reengaging an inactive audience authentically and strategically. We’ll talk about why the gap happened, how to assess the situation, and, most importantly, how to craft a comeback plan that feels true to you. I’ll share actionable steps to get your email list going again, from providing genuine value to maintaining consistency.
I know it can be overwhelming, but you’re not in this alone. I’ve heard your stories, and I’m excited to share insights and strategies to help you move forward. Whether it's finding inspiration or knowing how to avoid the pitfalls, we’re covering it all. Ready to turn that ghosted list into a thriving community? Your comeback story starts here – let’s make it happen!
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Evaluate Where You Are At
The first thing you need to do is evaluate where you're at. How long has it been since you last emailed your list? Are we talking a few weeks, months, or years? What was your relationship with your list before the gap? Were you communicating sporadically or on a regular basis? Were you consistent for years and then suddenly stopped? Ask yourself why you stopped emailing. Could it have been prevented or foreseen? Maybe it was health-related or a shift in priorities that took you away. How can you make sure that this time the habit sticks?
Understanding all of this helps determine if it's ethical to continue emailing or if starting over is needed, which, while not ideal, is sometimes necessary. I've had to start over many times, and while it sucks, you carry forward all those previous experiences!
The Risks of Reviving Your Email (And How to Address Them)
Unlike social media – where, theoretically, you go away for years and start posting again – email communication operates within a regulated industry. There are laws and regulations about spam, and mishandling can lead to serious consequences like domain bans or being blacklisted, impacting your ability to reach your audience effectively. So, it's essential to understand these risks upfront and approach them with care.
Now, let's not get bogged down by fear! I'm not suggesting the government will come knocking on your door, but we need to be mindful of the potential fallout. If recipients start marking your emails as spam, it can affect your email deliverability, which is crucial for your communication strategy. That being said, I want you to be excited, I don't want to put fear in your eyes. That's not what this is about. I simply want you to have all of those facts in front of you before you move forward!
Are You Ready to Commit to Email?
If we're serious about crafting a successful comeback strategy, the first step is making a renewed commitment. I'm not suggesting that you need to email people five days a week. Not at all. But can you commit to emailing once a week? Once every other week? Twice a week? If the answer is no, then you may not be ready. But if the answer is a resounding “Yes, I'm ready!” then we need to put something in place that is going to help you keep that habit!
Drawing from my own experience of emailing for over a decade, I've learned the value of support and accountability in maintaining regular communication. Whether it's finding an accountability partner or implementing tools to stay on track, having a structured approach significantly enhances your chances of success. Let's set a realistic schedule that works for you and your audience, keeping your email strategy on track for the long haul!
How to Re-engage Your Audience
One of the critical questions you'll face when reviving your email strategy is whether to acknowledge the gap in communication. This decision will hinge on the length of time since your last email. If it's been a month or less, there's generally no need to mention it – unless the story behind the gap is super compelling and strengthens your connection with your audience!
For longer gaps, it’s a good idea to address the situation, but that doesn’t mean you need to be extra apologetic. Your audience doesn't need an apology for you living your life or pursuing other interests. Instead, share your plan moving forward to re-establish trust and set expectations. This might involve inviting subscribers to re-opt in or running a re-engagement campaign to gauge interest and clean your list of inactive contacts. By transparently communicating your intentions, you empower your audience to decide if they want to continue receiving emails, ensuring your outreach remains relevant and effective.
Crafting Your Comeback
As you begin to revive your email strategy, it's beneficial to plan a structured reengagement campaign. This could involve a series of three to five emails designed to reintroduce yourself and your offerings. Provide a sneak peek into what subscribers can expect from future emails, whether through valuable content, exclusive discounts, or access to unique resources. Creating this sense of exclusivity can significantly boost engagement and anticipation among your audience!
Finding What Works
If you're feeling stiff, and like you don't know what to say or how to put it together, don’t worry! There are plenty of ways to gain inspiration and get started. A great place to begin is to really think about what this will look like on a regular basis. For instance, I knew that I needed consistency in the type of content I was putting out into the world. Right now, I send out a Sunday email which tends to either be story-based or about adding value. This has given me enough structure to stick to the email habit, while also giving me room to play and keep things fresh!
There are plenty of other ways you can structure your emails, though. You can even look to your own inbox for inspiration! What engages you? What format feels natural and compelling? Your preferences often mirror those of your audience. Experiment with ideas and remain flexible; if a particular approach doesn't resonate after a trial period, don’t be afraid to adapt or pivot to maintain authenticity and effectiveness in your communication strategy.
Templates and Resources
If you’re looking for templates or are feeling stuck on aspects of your newsletter, like what your subject line should look like, then check out The Co-op. You’ll find all the resources you need, from my highest-performing email subject lines, to lead magnets, to headlines that convert.
How to Move Forward
We've covered creating a plan, but understanding what works is crucial. When you're re-engaging, pay close attention to your analytics. Look for patterns in open rates, click-throughs, and unsubscribes. If one subject line or email format consistently outperforms others, lean into that. Analyze why it resonates more with your audience; is it the offer, the messaging, or something else?
In those initial emails, you should expect some unsubscribes as part of the re-engagement process, but watch for any alarming spikes that could indicate issues. This isn't meant to scare you but to empower you to re-engage effectively. Share your vision, tell your story, and bring your audience along for the journey! I'm excited to see you create more consistent and valuable content through your email list. After all, it’s a hugely powerful tool for connecting with your community and achieving your goals!
Quote This
I want you to know you're not alone. You're not the only person who's ever ghosted your list
Highlights
Evaluate Where You Are At [0:03:25]
The Risks of Reviving Your Email (And How to Address Them) [0:06:27]
Are You Ready to Commit to Email? [0:08:37]
How to Re-engage Your Audience [0:10:54]
Crafting Your Comeback [0:13:00]
Finding What Works [0:15:35]
Templates and Resources [0:20:34]
How to Move Forward [0:21:33]
OUR HOST:
Abagail Pumphrey
Boss Project on Instagram | Facebook
Abagail Pumphrey, the Co-Founder & CEO of Boss Project, has been a driving force in the creative entrepreneur industry since 2015. With a passion for empowering service-based business owners around the globe, she became internet-famous after the launch of the transformative training, "Trello for Business." This innovative system revitalized the operations of over 10,000 business owners, making a significant impact on the online business landscape.
Under Abagail's leadership, Boss Project has been featured in prestigious publications such as Forbes, Marie Claire, INC, and HuffPost. Her twice-weekly podcast, The Strategy Hour, is a staple in the business community, continuously topping Business and Management Charts on Apple with millions of listeners from around the world.
Abagail's superpower lies in her ability to break down complex concepts into easy-to-implement, duplicatable systems. As an expert in online sales and a data-driven strategist, she has turned a layoff into a 7-figure work-from-home business. Abagail's mission to help more female founders become financially free, without letting their businesses take over their lives, continues to inspire and guide entrepreneurs on their path to success.
Key Topics:
Email Newsletter, Communication, Email Strategy, Email Analytics, Content Planning
