It’s below freezing here in Williamsburg, and we’re all keeping warm with crackling hot fires and steaming mugs of coffee.

But how about keeping your email lists warm?

During holidays, vacations, and new projects, it’s easy for small businesses and solo-preneurs to skip a weekly email blast or two. In fact, staying regular with the email can be a mighty challenge – even for copywriters.

Most of the time, it’s easy to jump back into the habit.

But what if you’ve experienced a major life transition or illness?  And what do you do when you’ve completely reinvented your business? You may have left your emails unwritten for several months – or even years.

How do you get back in touch with your readers, tell them what’s new, or promote that new product you’ve been working on?

It’s the awkward moment when you have to say, “Remember me?” but you’re not quite sure how to start.

Never fear.  You’re not alone.  And you can restart the conversation.

Let’s look at how to reconnect with your list …

so you can rekindle old relationships …

and avoid reputation damage with unnecessary SPAM reports.

Follow These 5 Winter Tips for Warming up an Ice-Cold Email List

1 – Re-introduce Yourself

Think about how you might greet an old classmate at a cocktail party.  You’re balancing a glass of white wine in one hand and you’ve just finished off a canapé.  You catch a glimpse of an old acquaintance standing smack in the middle of an open three … but it’s been a few years.  Wasn’t she blonde?

Fortunately, she’s wearing a name tag.  Darn. You left yours on the chair with your coat.  So instead of walking up and hoping she’ll remember you, why not make things easy for everyone by introducing yourself right away?

Even if she’s a teacher or the friend who remembered every name during sorority rush …  you’re going to help her out.  You might also remind her about the volunteer project you did together junior year and ask her if she’s still involved in related work.

The same approach works for email.  Begin your message by reminding readers of your name, the name of your business, and how you met.  

2 – Tell Them Why They Haven’t Heard from You in Awhile

Perhaps you’ve been working on a new product and haven’t had a spare moment to think about email (hire a copywriter!). You may have changed direction and your old messages don’t fit your new brand.  Or maybe your schedule was packed to the brim because of new family responsibilities.

Let your readers know what you’ve been up to.  It’s OK to get transparent here.  Be positive and move ahead.

3 – Give Them a Choice

You’ll want to avoid sending emails to those who no longer want them.  If your messages are labeled spam, your sender reputation could suffer.

If you’re re-engaging readers in a business that hasn’t changed significantly, keep it simple with two choices such as:

• We’re excited to announce [the opening of our new pet hypnosis business] and are thrilled to share this new opportunity with you. To get the first access to all the [free downloads and life-altering courses], you won’t have to do a thing.  Simply check your inbox every two weeks for the latest of my [handy tips and tricks].
• If your interests have changed or you no longer want to receive emails from us, you can unsubscribe here, and we’ll still be friends.

Does your business now serve more than one main group or interest? Ask your subscribers to self-segregate.  For example:

Interested in tips for compelling copy and soaring response rates?  Choose an option below:

• I’m a business owner or entrepreneur looking for writing support to sell an online course, membership program, or software
• I’m a business owner, entrepreneur, or blogger and want to improve own copywriting
• I’m not interested in making more money with high-conversion copy.  Please take me off your list.

4 – Give Them Something They Can Use

Show your subscribers how useful you can be …

What will they miss if they stop getting emails?  And how you can make their lives much, much easier with your emails?

Delight readers who stay on your list with a link to free resource, or a time-saving download that’s related to one of your offers.

5 – Deepen the Connection Over the Next Few Emails – Then Offer Your New Product or Service

Continue to give value, invite readers into your social media conversations, and introduce them to your offers.

Do your subscribers want to learn French in 90 days, get certified as SEO experts, or learn to write their own sales pages in 30 days?  Consider offering one or more of the following to warm them up to your products and services:

• Checklists
• Blog posts
• Mini-courses
• Ebooks
• Webinars
• Early enrollment discounts
• Trial memberships
• Workshops
• Webinars

Remember, one of the few things we can be certain of is CHANGE!  

No matter what has happened …

• Reinvention of your business or offer
• Joyful chaos
• Grief
• A move across the world
• A speaking tour
• Or needing more support for weekly business operations

… you can start sending emails again … renew friendships … and begin new conversations.  It’s easier than you think, and it can lead you to a bigger, better business than you’ve ever had before.

Need help with your email?  Contact me at judy@judyolbrych.com