yes, this is counter-intuitive. Many might say I am losing revenue. But I have never seen a case where I deleted a lot of these leads and income went down, except for a minor blip that immediately recovered. You see, if I mistakenly take someone off the list, and they want to be there, they find a way back on.
And rarely are buyers in this basket of deleted leads.
To give you more insight, read this note I sent to my customer service manager:
I have just purged a lot of old leads who only click about less than 5% of all emails received –
but when I delete them, the links in their saved emails will no longer work –
so if someone is deleted, and says the links aren’t working, they only thing they can do is resubscribe –
if they bought a product, you can (of course) give them the access link for that product
if they just want to get onto the list again, please give them this page
and tell them they can subscribe at the end of the article:
Please DO NOT give them the direct link to the squeeze page
The reason is that I do not want anyone to rejoin the list without
re-remembering exactly what my core premise is and why they want to be
on the list.
These are people who have been
under-responders, and therefore kill my email deliverability, and if
they just resubscribe and don’t really know why they are there, they
will again be un-responsive and a drag on the system 🙂
Hopefully this gives you meaningful insider details into one of my operational tactics (again, not what probably most im-ers do, nor is this necessarily advised for everyone. You see, because of the volume of referrals and internet exposure I have, if someone is still a viable candidate for my training, they are likely to be exposed to me again in the next 30 days anyhow, whether by a referral, by finding one of my articles online, coming across a video, an ad, etc. and then re-subscribing easily.
And when they begin receiving emails again, fresh in their mind, just re-subscribing after feeling a sense of loss after not receiving my emails for some time, they are more responsive.
Again, this isn’t an exhortation to make a change in your own marketing, but rather an opportunity to stop and think, what IS my email strategy and why?
To your success,
P.S. By the way, if you want more insight and depth into this issue, and some ideas for using more complex ways of dealing with these non-responsive leads, check out this article:
So if just deleting the leads is abhorrent to you, you can do some of the things mentioned in that article. Note: I still prefer the way I do it 🙂 nice and clean and non-ambiguous, and it doesn’t require me to do lots of additional steps to get to a very similar result that prospect self-filtering (prospects self-recognizing they aren’t getting emails and wanting to get back on my list) would achieve.