Do You Try to Email Your Way to Results?

Show Notes

• If you have a list that is cold, old, or unresponsive that you want to reactivate, you will need to spend some money to make money.
• Take your email and phone number list and upload it to Facebook’s custom audience feature.
• Once you know the interest of your list, you will know how to market to those people and what message to put in front of them.
• Use Facebook custom audiences to warm up your old email list by putting content in front of those people.
• Make sure your old contacts know who you are and why they should be paying attention to you.
• Then send emails to try to get them to take action.
• After the warm up period, then turn up your Facebook ads and ask for some kind of action. You will then reactivate your old list.
• If you have good demographic information about your list, then use Syncsumo to tailor the message to them.
• You will usually want a group of at least 300 to make Facebook ads effective.
• Remember, first push content marketing and initiate a warm-up period before you ask people to take action.
• Spend resources and time to get your old list reactivated instead of just sending them emails.

Transcription of Episode

[00:00:00] Old, unresponsive, or cold, it doesn't matter if you got a bad list. It's a bad list, and it can be very frustrating, especially if you spend a lot of time and effort getting a list of prospective customers put together. Too many, when they face this kind of situation and they have to reactivate that list, they want to use email and just email the heck out of their way to results. I got to tell you, save your time, save your effort. Don't do it. If you have a list that's cold, old, or unresponsive that you want to reactivate, you're going to have to spend some money to make money. And if the math of your business is good, then you'll be able to afford to do it.

Here's what I would do. I would take my list, hopefully I have emails, and hopefully I have phone numbers. Phone numbers more than emails, and hopefully not just landlines, but actual cell phones because that's gold. I would take that list and I would upload it into Facebook's custom audience feature. Once you've got that list up in the Facebook's [00:01:00] custom audience, then you're going to be able to start doing something with them, which is going to lead to reactivation. If you know the interest of this list initially, then you're going to know how to Market to them, which means you're going to know what message to put in front of them. And I would use Facebook custom audiences to start putting my ads back in front of them to warm them up that way.

It doesn't mean I would not email this list if I had permission to do so, but I would do it only after warming them up with some Facebook ads and making sure that they're aware of who I am, that I exist, and why they should be paying attention to me. Once I've done those things, then I'll start sending them some emails, trying to get them to take some sort of action. Also, I turn up my ads after I've done a warmup period, meaning putting just content in front of them, then I'll warm them up and start asking for some sort of action. At that point, I can start reactivating this list.

If I have good demographic data in conjunction with this list, then I would use a tool like SyncSumo to sync segments based on the data I have so I can target them even better with messages. [00:02:00] If I knew that they had different interest levels or they had different levels of interaction with my company in the past, I would take that into consideration and change up my messaging to be more tailored to their specific situation. The more tailored you can be, the better.

The one caveat, if you're using Facebook ads, it's got to have at least about 300 people to be able to start getting your ads delivered to them in an effective way. I know that you can drop it down to as low as like 30 eventually, but I'm looking for groups that are bigger than that if I'm trying to reactivate an old unresponsive list. Now again, my approach is initially to push content marketing because I want to start capturing their hearts and their minds before I start asking them to take action.

Once they start interacting, then I push them to a call to action or after, like I said, a warm up period push them to a call to action as well. Once I start identifying call to action responders, then I can move to do more with them so I can start emailing, calling, texting, direct mailing as well.

[00:03:00] That's kind of the basic way that I would go about reactivating a list. If you have an old, unresponsive, or cold list that you're trying to reactivate, don't email the heck out of them. Start showing them some love, spend a little bit of money to get your message in front of them, and then start working them through other medias.

If you do this, I guarantee you're going to have a better result than if you just try an email your way to results. This is Ryan Chapman with Fix Your Funnel. Keep moving forward.