• Improve Email Delivery

Don’t you wish there was a ‘how-to’ manual that would tell you the exact steps to take to keep your email subscribers actively engaged with your weekly emails?

I mean, you put in a lot of hard work to get them to subscribe and then it seems like many of them fall off of the ‘active’ status list in just a few months.

Sure, you have your die-hard loyal subscribers. The ones that open every email you send and of course WE LOVE those subscribers. #truelove💗

But it would also be a dream come true to find a way to entice everyone else on your list to consistently open your emails.

Well, my friend, that day is here because this week on The Wellness Business Podcast we’re sharing our strategy to Improve Email Delivery Rates with a 4-Week Re-engagement Campaign.

Many of the listeners of the podcast have been building their wellness businesses for years which means that they’ve also been building their email list.

If you’ve been at it for a while, you may have noticed that as your email list grows, your open and click-through rates go down. That’s completely normal as your list gets bigger.

I was experiencing the same thing, so a couple of years ago I went through a major list clean-up. Anyone who hadn’t opened an email in the most recent 4 months was sent two separate emails asking them if they wanted to stay on my list. If they didn’t reply or decided to leave they were removed from my list. Anyone who clicked the link indicating they wanted to stay was reactivated and continued on without skipping a beat.

It felt great to get my list cleaned up and that definitely improved my open and click-through rates, but I wanted to take it one step further by creating a 4-week re-engagement campaign to reinvigorate everyone that stayed on my list.

This week, we’re sharing my exact step-by-step strategy so you can model it and make it your own for higher email engagement rates.

FOUR PHASES TO IMPROVING EMAIL DELIVERY RATES 

Phase 1 – How email delivery works and how to train your subscribers to click links to improve open rates



There is a fine line between giving enough information in your emails to make them valuable and interesting to your subscribers vs. giving it all away so there is no need for them to click the link, (the link being whatever call to action you are sharing with them in that particular email).

That means that you need to be strategic when deciding what to include in your email. Over time, your subscribers will become familiar with your style and be conditioned, or trained, to click the link to learn more. That’s your overall goal. When they love your content, they’ll always be curious to see what’s included in your most recent email.

As we shared earlier, each time someone opens your email and clicks the link inside it’s sending information out into the internet that says your content is desirable and interesting. That establishes credibility for you with the email delivery services and that’s a good thing.

Phase 2 – What a re-engagement campaign is and how it works

A re-engagement campaign is a series of emails delivered over a number of days, or weeks, with the express purpose of getting your subscribers to engage, (specifically clicking a link). You’re ultimately training them that your content is valuable and clicking a link is beneficial to them.

When I did this for my list, I drafted 4 emails that were sent over the course of a month on 4 consecutive Saturdays. Each email was broken down into a specific category and each email included four free pieces of free content.

My categories were:

Client Attraction
, Client Conversion
, Revenue Generation, and 
Business Setup

I also sent one announcement email before the re-engagement campaign began letting my list know what was coming and when to keep an eye out for it. The announcement email was designed to build excitement for what was coming.

Phase 3 – The “How”

1) Choose content for each week (4 weeks in total)

Feel free to use pdfs, checklists, resource lists, livestreams, blogs, podcast episodes, etc. Basically, any content that can be accessed by a single click. I included 4 resources in each email that included previous livestream trainings, workbooks, guides, checklists, etc. 


2) Write delivery emails

The emails are pretty basic as the main goal is to spotlight the content and links that you’re sharing. Draft a brief introduction of that week’s topic and then list the resources that you’re sharing with the appropriate clickable links. I also included a graphic in each email that listed the four resources I was including.


3) Tease what’s coming the following week

As you wrap up each email be sure to share what they can expect the following week. In essence, you’re teasing what is coming next as a way of piquing their interest and getting them excited for the following week.


4) CTA for each email

The call to action for each email is to instruct them to click a link, or multiple links, to gain access to the information you’re sharing.

Phase 4 – Review analytics (specifically click through rate vs. open rate)

Tracking your data is the only way to know if something is working. My recommendation is to establish a baseline by documenting the click through rates and for the most recent 4 emails that you sent prior to the campaign. Prior to the IOS14 update a few years ago, we also tracked open rates but the reliability of that information within your email management system is not accurate so now we rely strictly on click through rates as our main metric.

Back in 2021, when Apple released its Apple Mail Privacy Protection, it made it impossible to get accurate open rates. Basically, Apple Mail now ‘pre-fetches’ content in emails, which downloads whether the email is opened or not. This means everyone using Apple software will show a 100% open rate, even if they don’t open the email! So, this means your reporting will show a higher number of opens that are actually happening that’s why a click through rate is our metric of choice.

As you send the re-engagement emails, document the click through rates for each of the five campaign emails.

Next, analyze the data. To confirm that you have re-engaged your audience be sure to track the 5 emails that you sent after the campaign ends. Meaning you document the click through rates for each email.

We did some research on industry standards and in an article from Smart Insights they report that an average click through rate across all industries is 1.4%.

In the health and wellness space the average click through rate is 1%.

In an article posted January 23, 2024, by Dripify.com they reported that the average click through rate across all industries is 2.3% with Campaign Source being their resource.

As you can tell, there is a range even within what the experts are reporting so it’s always a great idea to track your own data.

So, now it’s time to look at your results. Has there been an improvement? Have you seen an uptick in click through rates?

WHAT YOU CAN EXPECT IN THIS EPISODE

In this episode of The Wellness Business Podcast you’ll discover:

  • A 4-phase re-engagement strategy that can be implemented over a four-week period that your email subscribers will find irresistible
  • Why running this rinse-&-repeat campaign two times per year will be instrumental in improving your delivery and engagement rates for the entire 12-month period
  • Practical guidance on implementing a re-engagement campaign of your own to revitalize subscriber engagement
  • Actionable tips for tracking and analyzing key metrics to measure the success of the re-engagement campaign

Once you run this campaign the first time you will be able to rinse & repeat it very easily with minor tweaks. Our recommendation is to run a re-engagement campaign two times per year.


WANT ME TO HELP YOU BUILD YOUR BUSINESS? 

That’s right! You and me, on a Zoom call, for an entire hour working on your wellness business. If you’re tired of going it alone, or have a hurdle you can’t seem to get over, then a coaching Power-Hour with yours truly may be exactly what you need. 🎉

Why a Power-Hour with me?

Well… to overcome whatever challenge that is holding you back from reaching your business goals.

This year I’ve helped coaches overcome the following obstacles…

  • Refine her niche to a marketable ideal client that’s actually searching for help and has money to invest
  • Define her program offers, (including raising her prices to an appropriate level based on her experience)
  • Build out a profitable and congruent funnel that attracts her dream clients
  • Plan a 90-day marketing plan, (including social media, promos & list-building)
  • Email list clean up and plan for attracting the ‘right’ subscribers interested in joining her programs vs. a more general health crowd that is just looking for free information.

On your call we’ll strategize and you’ll walk away with a step-by-step implementation plan for quick results.

If you want to grab your spot so we can make a custom plan specifically for your business
JUST CLICK HERE.

Enter Coupon Code: 100SPECIAL to receive $100 off.

Links/Resources mentioned on the show:

Links to resources:

Wellness Business Accelerator

Karen’s Facebook Group

Karen’s Instagram

Kathleen’s Facebook Group

Kathleen’s Instagram

The Wellness Business Podcast Facebook Page