How To Win Over A Cold Email List

common email marketing writing mistakes

Last time we mentioned some common email marketing writing mistakes people regularly make.

One was perhaps one of the greatest mistakes of all and that is allowing your list to grow cold.

So today it would be a good opportunity to discuss what can be done to best revive a relationship with such a group of subscribers.

A cold list in this context a “cold” list is one which you have not communicated with for so long that you have allowed your relationship with the people on it to grow cold.

The chances are that if you suddenly start sending out your emails to them again then many of them will have to scratch their heads to work out who you are.

The result – they may think it is spam mail and they will just unsubscribe or report you as spam (or both.)

Others may remember having signed up to your list but decide that having got along just fine for many months without you that they no longer need to hear from you again.

So how would I tackle a list like this.

Well the last thing I would do is wait until I had something to promote to contact them again…that is just adding insult to injury.

Instead I would use my RocketResponder account to try and gently rebuild bridges.

I would send a broadcast email to the entire list and cover the following points:

  • Reintroduce myself
  • Apologise for having ignored them
  • Offer a reason for having failed to do so
  • Tell them I will be in more regular contact from now on…if they still want to hear from me
  • Invite them to unsubscribe if they feel they no longer trust me or no longer want to hear from me.

Keep the email short and don’t make silly excuses for having lost contact. Just be open, honest and up front – remember you are trying to rebuild contact.

Also be aware that some people will take you up on the offer to unsubscribe – it is only to be expected after all. However some will really appreciate your honesty and some who might have unsubscribed may be willing to give you a second chance.

Now you have done the best you can to rebuild bridges, don’t make the same mistake again!

Patrick Griffin

Patrick Griffin has been marketing online for 15 years. He's a serial entrepreneur and an avid email and content marketing enthusiast with a background in publishing and journalism, including a UK Press Award.

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