Why cold email lists fail

- It's not obvious why having cold subscribers, which are basically unengaged readers, on your list is bad for business. The logic you might hear from a boss or someone else who really cares about how big the email list is, just because they didn't open the last 10 emails doesn't mean they won't open the next email, and we should send out our message to every possible person. And the default position in business is to keep every subscriber on the list, but there are actually some downsides to emailing a cold list and counterintuitively removing cold subscribers from your list means that more emails will go to people who might actually open the email, click the link, and buy the product. Let me show you why that is because you may have to convince yourself or a boss why you should do this. Let's first talk about delivery. Delivery means an email was in fact delivered to the recipient, but it doesn't say where it was delivered. Delivering an email to the inbox is highly valuable. Delivering an email to the spam folder is almost useless. Getting an email to an inbox instead of the spam folder is called deliverability. This course will focus on deliverability because getting emails to the inbox is more important than sending more emails. Email service providers all have their own AI powered systems that analyze emails to determine if they're spam. While none of these systems are disclosed, email marketers have discovered some of the more common signals that can put an email into spam. The signal we're going to focus on for this course is your sender reputation and each mailbox software tracks your sender reputation based on the actions they see their users take. It may be obvious that marking an email as spam is bad for your sender reputation, but also deleting an email without opening, opting out and leaving email unread are negative signals. After all, if someone sees the email and doesn't bother to open it, then it's probably not that important to the user. And if one user doesn't find it important enough to open, then others also probably won't find it important enough. That's why mailbox software moves emails to the spam folder because they're trying to help their users. But of course, there are customers who actually want to hear from you, who don't see your email because it ended up in their spam folder. The solution for improving your deliverability is to be more discerning. Send emails to people who likely want to read them. If you can identify which users probably won't open your emails, remove them from your list. And instead of 10 positive signals and 10 negative signals, now you have 10 positive signals and two negative signals. That means more emails get delivered to the inbox and more people will see your message, click the link and buy your product. In the next video, we'll dive into the difference between a cold email list and cold subscribers and how that will affect your re-engagement campaign.