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If someone HASN’T engaged with you for a while, send fewer emails, instead of more.
If someone hasn’t engaged with a PRODUCT email, but has clicked on a CONTENT-PIECE, add them to a better, slow-nurture flow.
Let's workshop it
If someone hasn’t engaged with a PRODUCT email, but has clicked on a CONTENT-PIECE, add them to a better, slow-nurture flow.
Let's workshop it
Let’s look at two scenarios for a brand who just received a new subscriber (3-month test):
1. Send two product emails a week for 90 days.
2. Send 1-2 emails a month w/ deep content on community, mission, and product-adjacent topics.
1. Send two product emails a week for 90 days.
2. Send 1-2 emails a month w/ deep content on community, mission, and product-adjacent topics.
For scenario 1:
Let’s pretend someone stayed for the full 90 days.
3 months of this and most people would go “unsubscribe, I’m out” And that’s that.
Your $$ asset (email marketing) just COMPLETELY severed a customer relationship- for no reason.
Let’s pretend someone stayed for the full 90 days.
3 months of this and most people would go “unsubscribe, I’m out” And that’s that.
Your $$ asset (email marketing) just COMPLETELY severed a customer relationship- for no reason.
For scenario 2:
Most customers are going to open that first email, because they still *like* you as a brand.
Then, because you’ve trained them to expect GREAT quality, they’re going to open the next one…. and the next one… aaaaand the next one...
Most customers are going to open that first email, because they still *like* you as a brand.
Then, because you’ve trained them to expect GREAT quality, they’re going to open the next one…. and the next one… aaaaand the next one...
...and now your indispensable asset (email marketing) has just automatically created high brand affinity AND high chance of purchase.
(Not to mention the beginning of a trusting and authentic RELATIONSHIP. Hello, retention, my love.)
(Not to mention the beginning of a trusting and authentic RELATIONSHIP. Hello, retention, my love.)
If someone hasn’t engaged with you for a while, consider them a high-risk for dumping you.
So instead of amping up contact (aka creeping out your crush by sending 8 unanswered texts)... back off email sends, and create highly targeted flows based on their previous actions.
So instead of amping up contact (aka creeping out your crush by sending 8 unanswered texts)... back off email sends, and create highly targeted flows based on their previous actions.
Engagement doesn’t always mean more communication.
It’s not about sending MORE, it’s about sending better content at the right time, that people actually WANT to engage with.
#DTC brands email lists are an incredible asset. So ask yourself, how do we make sure we protect it?
It’s not about sending MORE, it’s about sending better content at the right time, that people actually WANT to engage with.
#DTC brands email lists are an incredible asset. So ask yourself, how do we make sure we protect it?
Remember: Email should be driving somewhere around 30% of your revenue. As you continue to scale, that is going to turn into a multi million dollar asset. 
So you must protect it NOW.
So you must protect it NOW.
Focus on engagement. Personalize the experiences. Protect the relationships that are being built through this power channel. On that note, I’m sorry Bombas, but this relationship has come to an end.
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Subscribers get first access to my deepest breakdowns, pieces of content, and cutest dog pictures.
Also, my best dad jokes and emoji trivia (mhmm it's coming this month).
Subscribe here: https://churnbuster.io/newsletter-signup/
