Last week I introduced the concept of segmentation not just for those who are interacting with your emails, but to find those who are not. Let's talk today about my plan for those who are not.

I have two goals for this segment that I'll refer to as COLD from here on out.

#1 - Re-engage them - Re-engagement could look like a simple Open metric (my least favourite because it's so unreliable) or a Click metric, or if you're really extra, a Reply metric.

#2 - If they are engaging (Opening) but it's not registering...move them to CLICK!

How do I do this?

Here's my plan:

1. I segment them. Yes, I know. You knew that already, but I had to make this clear.
2. Then I don't send ANY regular emails to them. I should add here, please do not implement this plan close to a release if you can help it. Because during a release week, we do want to send to them, just not mixed in with the rest of the list.
3. Instead of sending a regular email, I send them into a 2-email re-engagement sequence. (Next week, I'll share email one from that sequence so watch your inbox!) These emails are designed for one thing, and one thing only. A CLICK. And not for a free book or similar. Next week, when we take a bit of a segmenting detour, we'll talk about how I get that click.
4. I send them into that re-engagement inside a sequence to make tracking what they do easy. So, set up click tracking and make sure you have a general warm segment up and running.
5. Sometimes, depending on the audience and how much time I have before a release, I’ll send them into a series sequence if they click. I don’t do this often, but once they click, they’re primed again to receive some new content that is sales-oriented because it’s likely they’ve missed a lot of it due to being inside the COLD segment.
6. If they don't engage...well...I remove them. And if you've been here a while, you'll know the long, technical reason for that. If you are new here, I'll work this reasoning into my fall content.

Side note: Segments are alive. So for something like this, you should be collecting generic opens and clicks that are feeding into a segment. It would look something like: Segment A contains anyone who has opened or clicked any campaign. Then as soon as someone inside your re-engagement sequence does one of these two things, bingo, they get yeeted from the COLD segment and pulled into the WARM segment.

Okay, so that's my quick and simple plan for those who get segmented into the Cold Segment. Next week, I'll be sharing that first email from this new sequence so make sure you're watching for it!

Happy Emailing and Segmenting! And keep reading for my next LIVE workshop which is all about PLANNING!

Holly

New LIVE Workshop: August 28, 12:00 pm EST

Over inside my Facebook group I put up a poll for what the topic of my next live workshop should be, and this one blew the rest of my suggestions out of the water.

How To Build A Release Plan For Your Emails

Instead of just throwing up a slide deck and showing you some screenshots, I'm going to live-build a release plan for a fictional upcoming release and cross my fingers my system holds true to my time limit: 45 Minutes!

This will be a simple iteration, so nothing crazy or fancy but perfectly serviceable. Inside this workshop, you will receive:

1. One hour with me where you can ask me questions as I go along or wait for me to finish and ask them then.
2. A recording of the workshop.
3. My Google Sheet download to use afterward.
4. My prep Google doc - this is the work I will be doing beforehand that I will show you inside the live class.
5. Insights into my strategy. I'm going to be showing you a sample of a 6-week strategy and there are reasons for every single thing I do. You'll get them all!

I'm really excited to see you live on the 28th of this month. Learn how to use emails to sell more books on your next release!