Secret Technique: Increase The Email Opening Rate Of A COLD List by 300%!

“Is it feasible to warm up an email list that is cold? And what is the best way to do this?”

I got an email asking this question to me. And here’s my answer:

“Yes. Admitting the error and recharging the list with contents of value. It uses a technique called the owner’s email. ”

If I remember correctly, it was Érico Rocha, from Launching Formula, who cited this technique in some of its contents.

Every time I applied it, it worked out really well. Let me explain it to you. It can be a perfect way for you to reactivate/start communication with your clients.

Let’s take a real-life example: Ricardo Gui, who I know personally.

He owns Cactus do Brasil, a company that has been selling jewellery equipment for more than 15 years.

He gathered all the customer emails he had. More than 7000.

Cold list.

The first re-entry email is below:

Title: E-mail of the owner of Cactus do Brasil

Hello, this is Ricardo Gui, founder of Cactus do Brasil, all right?

Although we have been supplying machines and tools in the jewelry business since 1999, you are not accustomed to receiving my emails …

… but this will change from TODAY!

I realized that I was not helping you the way I can, after all I have a lot of experience and valuable information to share with you, all with a great goal:

Make your work MORE EASY PRODUCTIVE AND PROFIT!

From now on I will share all this with you, who have already bought products from Cactus or at least already talked to us.

At least once a week I will send you an email with useful information for the entire jeweler industry, and my newest PASSION: 3D PRINTING.

Hugs and see you soon,

Ricardo Gui
099 9 9999-99 (WhatsApp)
cactusdobrasil.com

PS: At the end of each message you always have the option to unsubscribe if you think my tips are not being valuable.

PPS: While the next message does not arrive … answer this email or send me whatsapp telling you the questions. I’ll be happy to answer you.

This was in August / September 2016. He kept sending new emails with text and video content.

And then he reheated this content and created the blog voce.cactusdobrasil.com.br that was initiated with several posts, exactly the same that he had sent by email.

Take out their notepad and note down that it did not start with a blog or YouTube channel. It began by re-establishing a communication with the customer via email.

No offers for about 2 months, and still, it made some good sales.

Did you like the technique “the owner’s email”?

Conquering a new customer costs 5 or 6 times more than maintaining an existing customer.

I see a lot of people sweating and spending INSANE amount of money to get new clients. But heck! They do not do any systematic tracking of old clients.

LET’S SEE ANOTHER EXAMPLE?

3 friends of mine created a course company, called Saggio Cursos, to offer engineering courses for students at our University.

Some courses went well and others did not. Well, as it would happen, they called me to take the Marketing part of the Saggio Courses.

To begin with, it’s my personal experience that we should focus on the relationship with the list. I realized that they were using the list anyway, pushing products, without even trying to create a relationship with this audience.

They used a new list, and it was a fiasco. Even E-goi blocked the account after sending these emails.

A mere 11% opening rate!

And then I thought about how I could use these same lists but with another footprint and generating value for the subscribers.

I took that Owner’s Email pattern used by Ricardo da Cactus do Brasil and I re-modelled it for my purpose. I used their partner company to send the emails.

The result: since 2014, people had been registering in events, lectures, courses and workshops the partner company as well as subscribing for Saggio Courses. I thought of sweepstakes of 2 exchanges to generate value for the staff and start to have a closer relationship. (The name is the email needed to be someone else, of course.)

The following is the text sent to subscribers:

Subject: You deserve a gift!

Hello, here is XYZ president of XYZ Consulting, all right?

Although we have been promoting entrepreneurship in Fumec since 2014 and training students for the job market, you are not accustomed to receiving my e-mails …

… but this will change from TODAY!

I realized that I was not helping you the way I can, after all I have experience and valuable information to share with you, all with a great goal:

Make your academic life more productive!

From now on I will share all this with you, who have already participated in some of our events and projects.

At least once a week I will send you an email with useful information about entrepreneurship, junior company movement, technological area, innovations, engineering in brazil and abroad, training courses …

To start WELL this our relationship, I have a novelty for you!

XYZ has partnered with Saggio Cursos and has got 2 scholarships to be presented.

1 bag for Excel Course – Analysis, Display and Data Manipulation

1 bag for the Oratory Course – Mastering the Art of Speaking in Public

We will raffle those 2 scholarships for you that have always been part of our activities.

To participate in the draw, just click on this link -> [blank]

Hugs and see you soon,

XYZ

(99) 9.9999-9999 (WhatsApp)

https://www.facebook.com/xyz

PS: At the end of each message you always have the option to unsubscribe if you think my tips are not being valuable.

PPS: While the next message does not arrive … answer this email or send me whatsapp telling you the questions. I’ll be happy to answer you.

PPPS: If you can not access the link above, click here you will be redirected >>>

Here is the result of the campaign, after 2 days:

With the same list, I increased from 11% to 40% opening rate, an increase of a whopping 300 PERCENT!

This email redirected people to the draw link, so I was able to put a tag on who actually participated in the draw and had an interest in the courses, letting me pre-optimize for the upcoming courses.

Here’s a little stat for you:

Of the 95 people who clicked on the link, 86 registered for the draw. Not bad, right ?!

Ahh, In addition to having a great opening rate, I started getting messages in our email about the initiative to share information with students. Lovely interaction!

Just an experience and a cool handy technique in case of need.

And hey! If you decide to use the “owner’s email,” then post your comment below by telling us what the result was.

And if you have other strategies for maintaining the relationship with your customers and continuing to sell to them, share with us!

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