This is the second in our series of blog posts where we’ll take you along with us as we detail the process of cleaning our email list. In our case, this meant deleting a full 40% of subscribers from our list.
In the previous blog post (and accompanying video), we explained the why behind pruning your email list. The short version is that it makes financial sense, by reducing the cost of maintaining a large list, and it can help boost your email sending authority.
In the long run, trimming your email list is going to be beneficial as well. By deleting subscribers who have not engaged with your content in the last six months or more, you end up with a more engaged audience.
You do that with a reengagement email sequence, and in this post I’ll walk you through how to create one in ConvertKit.
Trust But Verify: How to Make Sure People Are “Cold” Subscribers
Before you go ahead and delete a bunch of subscribers, you need to make sure these people are truly not engaging with your content. Why? Because your email service provider isn’t foolproof, and it may not be able to tell with absolute certainty.
For instance, somebody could be opening and reading every email you send, but that information might not be making its way back into your email service provider (ESP). And some subscribers who aren’t reading your emails could just use a reminder—a gentle kick in the pants—of what they’re missing out on.
So today we’re going to cover how to set up a reengagement email sequence that gives cold subscribers an opportunity to reengage with your content.
In this post, we’ll go through all of the automations we have set up to do this in our ESP of choice, ConvertKit.
Creating a reengagement sequence can feel complicated, even overwhelming. I highly recommend reading the high-level overview in this post, then watching Mindy’s video on the topic, which provides just the right level of detail on the process.
She shares a closer look at the email copy and automations we use for this sequence.
Here are the high-level steps of the process.
Identify everyone who may be a cold subscriber.
Set up an automation that will send a series of emails to these subscribers asking if they still want to be subscribed.
Write the emails in your reengagement sequence.
Create a second automation that keeps people on your list if they say they want to stay.
We’ll cover the process of actually deleting your cold subscribers in the third post in this series. For now, let’s go over the four steps above in a little more detail!
Step 1: Identify Your Cold Subscribers
You first need to assemble the list of likely cold subscribers that you want to run through the automation.
Here are the steps to do that in ConvertKit.
Go to the Subscribers tab and create a new segment.
Under “Select your subscribers,” set “Matching any/all/none of the following” to “any” and click “Add a filter.”
Select “Engagement score,” set the minimums stars to 1 and maximum stars to 3, and click “Add Filter.”
Selecting subscribers between 1 and 3 stars lets us capture people who are less engaged in our email content.
Once you click Add Filter, you’ll see the number of subscribers who fit those criteria.
Hit Save on your new segment—we’ll come back to it in a little bit!
Step 2: Set Up an Automation to Run Your Reengagement Email Sequence
This is where we set up our automation.
Click on Automate at the top of the ConvertKit window and create a new automation that will be kicked off when a tag is added. We created a tag called “Email Maintenance: Cold List Pruning” that, when we add it to a subscriber, will enter them in our automation.
It’s a pretty simple automation, with just a couple of steps:
The first step is an email sequence. Everyone who completes that sequence will get a tag added to their profile called “Email Maintenance: Cold List Pruning Complete.”
These are the subscribers who make it all the way through the sequence without opting out—which means they’re truly cold.
Let’s dig into the emails in that sequence!
Step 3: Write the Emails in Your Reengagement Sequence
Our sequence is four emails sent over the course of two weeks.
There are different ways to approach building it. One strategy looks something like this:
Email 1: “Hey! We’re going to unsubscribe you in 2 weeks.”
Email 2: “Hey! We’re going to unsubscribe you in 10 weeks.”
Email 3: “Hey! We’re going to unsubscribe you in 1 week.”
Email 4: “Hey! We’re going to unsubscribe you in 1 day.”
You could do it that way—but we chose not to.
Instead, we crafted our reengagement sequence to share a ton of value and show people what they’ll be missing out on if they leave our list.
If they’re still not interested in staying after seeing the best of what we have to offer, then we know they’re not a good fit for us.
That’s why we decided to make the first three emails in our sequence as compelling as possible.
And if the reader doesn’t take action and decide to stay after reading those three emails, then it’s best that we part ways.
Check out Mindy’s video to get a sneak peek at the emails. And if you want the full copy of all the emails in the sequence, go to smartpassiveincome.com/cold, where you can download them. You’ll also get access to the automation we used to drop into your own ConvertKit account, and links to resources for more reading on pruning cold subscribers.
In a nutshell, here’s what those emails look like:
Email 1 invites them to a free audience-building event.
Email 2 provides a bunch of free downloads (our best lead magnets).
Email 3 offers access to a free course.
Email 4 tells them they’ll be deleted tomorrow if they don’t take action.
Each email provides a way for the subscriber to stay subscribed. For the first three emails, it’s by registering for the event, downloading one of the lead magnets, or signing up for the course.
Each email has a button that when clicked, keeps the subscriber on our list. Let’s go over how we set that up.
Step 4: Create a Second Automation That Keeps People on Your List
Next, we created a ConvertKit tag called “Email Maintenance: Stay on List.” If the reader clicks any of the links in the four emails, this tag will be added to their profile and they’ll be removed from the sequence. Cold no longer!
We do this with a second automation that removes the person from the sequence when the tag is added.
When you set up the link in each email, click “Tag subscribers who click this link” and select the “Email Maintenance: Stay on List” tag.
That’s the basic approach to building your reengagement email sequence! Mindy’s video will walk you through everything you need to set up and publish all four emails and push your sequence live.
Get the Exact Emails We Use to Reengage Cold Subscribers
We know that this process can feel scary and counterintuitive. You worked hard to get these people on your email list, and now you’re just going to delete them?
That’s why we’ve put together an email series as a companion to these blog posts and videos that gives you more information about what goes into your reengagement email sequence. We give you the copy we use in the four emails to edit and use as you see fit, as well as links to ConvertKit automations you can add to your account.
Elon Musk said Sunday he “somewhat agonized” over the font designs for his companies Tesla and SpaceX.
The billionaire businessman added he “loves fonts” and has tweaked the logos over the years.
He revealed the SpaceX logo also holds a hidden meaning, representing a rocket’s arc to orbit.
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In a series of Sunday tweets, Elon Musk said he “somewhat agonized” over his choice of fonts for his businesses and revealed a hidden meaning behind the SpaceX logo.
Responding to a tweet about serif and sans-serif fonts, the billionaire businessman took a break from posting cryptic memes and discussing politics to say he loves fonts and put significant consideration into how his companies are presented to consumers.
“I somewhat agonized over the Tesla & SpaceX font design (love fonts tbh),” Musk tweeted. “There are some similarities, particularly use of negative space. We’ve made many little tweaks over the years.”
The Tesla logo — a T-shaped design with a custom, sans-serif font spelling out the brand name — is meant to resemble a cross-section of an electric motor. The SpaceX logo, written in a similar font with an extended X, references the reusable rockets made by the company.
“The swoop of the X is meant to represent the rocket’s arc to orbit,” Musk tweeted.
Other business logos have also held hidden messages: Baskin Robbins, a chain that sells 31 flavors of ice cream, has a secret ’31’ hidden in the letters of its logo. Likewise, Amazon’s arrow logo is meant to represent a smile, while the circular ‘B’ logo for Beats by Dre represents a person wearing the popular headphones.
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The internet has revolutionized the business world and changed how we conduct business. Any business that aims to increase its visibility and boost profit needs to pay much attention to top ranking factors, including local SEO — which introduces the topic of the local search algorithm.
Local SEO is one of the top practices that help boost a business’s visibility and generates more sales.
However, achieving better local SEO rankings is not a walk in the park, especially due to increased competition. To appear higher on local results, businesses and marketers need to understand how the local search algorithm works.
Knowing this helps guide the steps for improving rankings in the local pack.
The competition gets stiffer as more businesses open and optimize for local searching. Besides, Google is updating its algorithm consistently, meaning only businesses that can keep up with these updates can appear at the top of local search results.
Luckily, you have come to this post as this article looks at everything you need to know about Google’s local search algorithm and what you can do to get that top spot in the local pack.
Understanding the local search algorithm
Google aims to provide the best results that match a specific local search query. It constantly updates the local search algorithm to determine which business to rank on top of local search results.
Ideally, Google wants to provide local content that is relevant and valuable to users. As with search engine optimization, keyword stuffing cannot give you that top spot in local search results.
SEO specialists and marketers should consider Google’s local search algorithm updates and make the necessary changes to rank higher. Failure to consider these updates means losing your local search presence, resulting in fewer leads and conversions.
Local algorithms check the Google My Business (GMB) listings to determine where to rank a business in local search rankings.
Ideally, Google’s local algorithm ranks businesses with information that matches a searcher’s query. And the higher a business ranks in local search results, the more chances a potential customer will click on it.
This post looks at the three major pillars that determine local search results to better understand the local search algorithm: proximity, prominence and relevance.
Of course, other factors make up Google’s local search algorithm, but since we cannot identify all of them, we’ll focus on the most crucial ones in this post.
By understanding these pillars, marketers can better position themselves for local search success.
Proximity is one of the major ranking factors when it comes to local search. That means the distance between a business and a searcher is a ranking factor in local search.
When a searcher searches for something, Google considers how far the searcher is from the location of the term they use in the search. When a searcher doesn’t specify the location, Google calculates the distance based on the information they have regarding their location.
Ideally, Google aims to provide the most relevant results to a search query. For instance, why would Google provide a list of coffee shops in Los Angeles if the searcher is searching from Colombia?
That would be irrelevant local search results that won’t benefit the searcher.
Unfortunately, while proximity is a major local search pillar, it’s one of the factors that businesses have little control over. After all, you cannot change where your business is located, right?
You can only ensure your business location is as clear as possible, so that it appears for related nearby queries. Here are steps you can take to achieve this:
Claim and verify the Google My Business listing
Ensure local listings are accurate and optimized for local products or services
Get the Google Maps API Key and optimize for your location and routes
Set up your profile correctly (for Service Area Businesses) to avoid violating Google’s guidelines
Users can perform several types of local searches, including:
Users will perform geo-modified searches when they are planning to visit somewhere. For instance, a searcher in Los Angeles planning to visit Toronto, Canada, may search for a “coffee shop in Oakville.” The results will differ from if they searched for “coffee” while physically in Oakville.
To be specific, geo-modified searches are mainly based on relevance and prominence as opposed to proximity when a user searches for something when outside the city included in the search.
Searchers perform this type of search when looking for something around them. For instance, a user in Los Angeles performing a local search for “coffee.”
Ideally, the user only needs to search for something and is shown results based on proximity. They will get the results that are closest to them.
“Near me” searches
“Near me” searches have been so popular in recent years. Although their popularity has significantly declined, users still perform this type of search when looking for something locally.
For instance, some users could add “near me” when searching for a coffee shop, hoping to get the most relevant results near them. As we’ve stated, this trend has lost popularity because when you perform a local search, you are searching for something near you.
It is not necessary to add “near me” to what you’re searching.
Prominence refers to how important Google thinks your business is, which gets factored into the local search algorithm.
In other words, it refers to how well a business stands from the rest in various aspects, including directories, links, reviews, mentions, among other things.
If search engines view your business as trustworthy and credible, they will likely show it on top of related search query results.
The local search algorithm views businesses/brands with a stronger online prominence as credible and trustworthy. Some of the factors that determine prominence include:
A local citation is the mention of a business’s information online. The mention can include the partial or complete name, address, and phone number (NAP) of a local business.
Citations are an excellent way for people to learn about local businesses and impact local search results.
A business with high-quality citations can rank better in local search results, although businesses must continually manage citations to ensure data accuracy.
Backlinks play a crucial role in local business prominence. Gaining relevant backlinks from high-quality sites is an excellent way to build a business’ online reputation.
If you’re trying to outrank your competitors without much success, your backlink profile could be the reason.
In that case, you should check your competitor’s backlinks and compare them with yours. When doing this, pay attention to the number and quality of their backlinks.
As a rule of thumb, aim to have high-quality local backlinks pointing to your site to improve your page’s authority.
Next, you need to pay much attention to reviews to improve local prominence. Many customers look at a business’s online reviews before deciding whether to engage more with the business or not. Besides, many positive online reviews can increase a business’ ranking factors.
Consider this scenario. A potential customer is looking for a pub around Oakville. When they perform a search, they are presented with two results: one with over 100 reviews and another with less than 10 reviews.
Which business do you think the searcher would trust? The one with 100 reviews, obviously.
As with search engines, customers need to trust a business before they decide to do business with it. Similarly, search engines can view online reviews and analyze them to determine a business’s online prominence.
That said, here are strategies you can use to boost your online review signals:
Have a strategy
You won’t have a strong online prominence if your products or services are not of a high standard. So, the first step to having many great reviews is to develop great products and services.
After that, develop a strategy to encourage your happy customers to leave honest but valuable reviews of their experience doing business with you to help boost your online reputation.
Monitor and manage the reviews
Having many reviews is one thing; you need to develop a plan to engage with your customers for better results. Responding to reviews shows people that you care and are genuine about your products and services.
People will avoid businesses that don’t respond to customer reviews (whether positive or negative).
Search engines, too, can tell whether you engage with customer reviews or not and will use the information to determine where to rank on local search results.
When responding to online reviews, pay special attention to negative reviews and how you respond to them. While no business likes getting negative reviews, how you respond to them can positively impact your business — respond positively to turn the negative reviews around.
As earlier stated, Google wants to provide the most relevant results to a local search query. This key ranking factor will determine a business’s position in local search results — how well does a local business match a search query?
Even if your business ticks the above pillars (prominence and proximity), if the content on your page isn’t well structured and doesn’t cover the topics that a searcher is looking for, you won’t appear on top of local search results.
Here are factors that businesses should consider to create a relevant listing:
Local page signals
Local listing categories and attributes
Social posts and responses to online reviews
Local listing signals and categories
A business GMB listing and category can impact its relevance score for local searches. As such, complete your business profile carefully and continually add quality content to the web page to ensure it is relevant for proximity searches.
More specifically, ensure that all information on all listing pages, including Yelp, Bing, and Google, is complete and accurate. Aside from these factors, here are two crucial features you should pay attention to:
Selecting the right categories for your local business listing is among the crucial factors for ranking locally. With over 4000 GMB categories, you want to choose categories that best describe your business — ensure they are relevant and specific.
Here are guidelines to follow when selecting a category:
Describe your business as opposed to your services
Be specific to minimize competition
Reduce the number of GMB categories to describe your business better
Without a proper description, users won’t know what your business is about. This section is about adding an introduction to your business so that customers and search engines can know more about your business.
However, don’t use this section for marketing your business. Just give users and search engines descriptive info that can help determine whether your business matches their needs.
Local page signals
Another way a business can improve its standing in the local search algorithm is by optimizing web pages for specific keywords. For multi-location businesses, it’s essential to have separate, localized pages for each location, with relevant information and contact details for customers to reach you.
Performing competitor research is advisable to determine what terms or keywords to use for a specific query. Here are top on-page signals to consider when trying to gain relevance for a given topic:
Keyword research — Before creating local content, you need to find keywords that matter to your business. Perform keyword research to determine highly relevant keywords with high intent. When finding relevant terms to use in your content, base your research on the customer perspective; think about what they search for and the type of content they are looking for.
Create local content — After finding the right keywords, it’s time to create your content. Google values the quality of content more than the length of the content, so keep this in mind when creating content. Another crucial thing to pay attention to is localizing the content. For example, you can create content on local news and events or use your city’s name within your content.
The goal is to create a connection between what’s happening in your local area and your business. Also, use pictures with your specific geolocation to increase your content relevance.
Creating quality and relevant content is only the start. You need to optimize your content for on-page signals so local search algorithms can discover and rank them better. Here’s how you can optimize your local content for on-page signals:
Meta descriptions — Include keywords in your meta descriptions to encourage searchers to click through and increase visibility
Title tags — Title tags are some of the factors that search engines use to determine where to rank content. Incorporating keywords naturally in your title tags can help boost local rankings
Image tags — Another way to improve local rankings is by including relevant keywords in your image tags. Including geotags also comes with an added advantage
Headings — Users and Google value pages with clear structures. Consider creating headings within your content to capture readers’ attention and encourage them to read on. However, ensure your heading tags describe the content that comes after them well. Also, include keywords in your heading tags to help search engines understand them and their importance.
Off-page local signals
Gaining high-quality backlinks is a great way to boost credibility and trust. Backlinks refer to external links from another website to your site. Aim to have more high-quality backlinks to boost your website authority.
Ideally, having many quality backlinks shows search engines that your website or page is credible and trustworthy, which boosts the chances of ranking it higher in search engine results.
Guest posting is one of the best examples of link-building strategies you can use. Finding great guest posting opportunities provides an excellent opportunity to share your content to a new but relevant audience, which helps boost your website authority.
Another strategy you can use is to create longer and better content than what is already available on the web. When your content is high quality and relevant, it will be easier to get high-quality backlinks.
Review and social signals
Online reviews can also help boost relevance for your local business. Aim to get as many positive reviews from your happy customers as possible.
Remember, when customers perform a local search, they get not only the relevant businesses but also reviews related to the search. The more positive reviews a business has, the higher chances a potential customer will do business with them.
Closing thoughts on the local search algorithm
Ranking on top of local search results can seem daunting, but it shouldn’t when you know the vital things to focus on. As you have seen above, the local algorithm is based on three pillars: relevance, proximity, and prominence.
Of course, other factors determine local search rankings depending on your industry and competition.
Ah, email. Why did you send my friend’s birthday party invite to my spam folder? Why do you make it so easy to archive an email when I don’t even know what that means? Why are you … blue now … Gmail?
Email is a necessary evil. So whenever I hear about startups looking to innovate on the decades-old communication tech, I’m instantly intrigued considering the huge number of potential areas of improvement. Plus, talk about a large TAM!
Startups have taken note. Boomerang launched its email productivity software in 2010, and since its 2014 launch, Superhuman has raised $108 million to help users get through their inbox faster. Trying to build a better email mousetrap isn’t exactly a novel concept, but it could be big business.
I recently received pitches from two new upstarts, both of which launched their email innovations in the last year, that really piqued my interest. Let’s meet them.