Why You Need To Clean Your List

I love having a clean email list.

With 2018 right around the corner I’d love to share a little bit of info with you on…

Why You Need To Clean Your List

When you start your business every new subscriber brings you joy as it should. You publish an email campaign and you can’t WAIT to see how many people open your emails. You check your number of subscribers on a DAILY if not hourly basis.

  • You start cranking out great content and sending out weekly emails.
  • You join the best ever list building challenge so you can figure out how to get even more subscribers.
  • You make a goal of the number of new subscribers you’d like to have by a certain date.

All great results that will get you results.

But, let’s fast forward to two or three years down the road.

The business you have now doesn’t look anything like the one you started out with – or you’re still doing the same thing, but you’re doing it very differently from the way you did two or three years ago.

*Sheepishly raises hand.

I found myself in exactly this situation about six to nine months ago. I had made a big shift towards working 1-on-1 with site design clients and away from teaching DIY site design courses.

My list was a blend of two totally different audiences.

I needed a way to know who still wanted to hear from me since my business had shifted so much over time.

Sidenote!

Another way to approach cleaning your list is to do it on a regular routine basis. That’s the beauty of using CRM email marketing tools like Infusionsoft, Ontraport, Active Campaign, or ConvertKit – they make it easy for you to send out this nifty thing called a re-engagement campaign!

Re-engagement campaigns are a topic for another blog post because today I want to stick with the why versus the how but a re-engagement campaign is designed to find the people on your list that are opening up emails that you send them.

What is cleaning your list?

It’s the process of taking people that aren’t opening up your emails and removing them from your list. This keeps you from paying for subscribers that aren’t opening your emails and it keeps your list tight and right. It’s filled with only the people that want to hear from you.

The side effect of having a clean list?

You get clean subscriber numbers.

OK -> also another topic for another post I’m on a roll here, but here’s a little intel on clean numbers.

I like to know how many people will buy something from me BEFORE I create it. It takes lots of time to build a course or run a membership and before you create something you need to know how many people are going to be interested in buying it from you.

Having a clean list gives you clean numbers that you can use to better predict sales revenue.

Here are some clean and not so clean numbers!

Let’s say you want to sell a course on how to knit big chunky scarves with size 50 knitting needles.

You’d like to price your course at $47.

You look at your number of subscribers on your not so clean list and you have 10,000 people on it.

I go with conservative sales numbers because I like to be pleasantly surprised when I sell more than expected.

10,000 x 1% that buy = 100 people

100 x $47 = $4700

If it takes you 10 hours to put together your course on knitting you will make $470 an hour and you’ve got this great course on knitting big chunky scarves that you can sell over and over again.

$4700 is nothing to sneeze at for selling your first course on knitting chunky scarves!

But, those are your not so clean numbers and they skew your real results. It’s like looking at your list through rose-colored big list glasses!

What if in reality, only 25% of your subscribers are actually opening your emails?

What if your clean numbers are…

2500 subscribers?

And you didn’t do the math on that number of people because you only saw the BIG enchilada 10K number of people on your list when you did your math!

YIKES!

2500 clean subscribers x 1% that buy = 25 a very different number from 100.

2500 x $49 = $1225 in sales.

There’s a big gap in the money between launching your course on knitting big chunky scarves to your not so clean list versus your clean list numbers.

This gap is what I call the great creation divide.

I get more excited about a course that I estimate to bring home $5K at launch time. If it’s going to bring in $1225 -> as a site designer I might choose to work with a client for $5K and build a website instead of creating that course!

It’s a more profitable use of my time if I need short-term money like $5K a month or two from now.

The great creation divide is the spot where you could pivot in a different direction based on having a clearer idea of what the big picture looks like…

Without those rose-colored not so clean list numbers.

This helps you see if what you are about to create will be worth the time it takes you to make it BEFORE you create it.

Do this once every 90 days so you can re-evaluate that great course idea about how to knit chunky scarves because it might be the perfect fit for your audience once the clean numbers are where they need to be at to make it profitable for you to create it.

That’s exactly why you need to clean your list.

Extra special side effect -> you’ll also spend less on your email system if you have fewer subscribers too!

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