EMAIL INSTALLATION - PERMARESILIENCE
Permaresilience Recovered a 52,000 dead list and started making 27% revenue from that.
Year
2024
Client
Stefano Creatini
Services
Email Marketing
Project
Email List Revival
About Permaresilience
Permaresilience is a beautiful initiative to spread permaculture and homesteading throughout the world. The mission started with Bret James & Now led by Stefano Creatini who is also a seasoned homesteader and real estate investor.
Over the few years, Permaresilience built memberships, courses and other teaching material and gained 180k followers on IG, 160k on Facebook and 60k in Facebook. Permaresilience is based on Colorado, USA and continuing to educate self-sufficiency.
The Problem
They had a major problem. When Bret James was running Permaresilience, he gathered 52k subscribers through ads. They never recieved any emails.
When Stefano Joined Permaresilience after a year, the list was basically dead. They were getting 5% open rate to that list. Almost no clicks and no sales. We had a big problem at hand.
The Goal
The goal was simple. to make it revive the dead list and atleast get 30% open rate and a decent click rate.
The goal was also to remind the subscribers why they joined. Are they still aligned with what they were doing. Although it’s a difficult task, we took the challenge to see what happens.
The Strategy
To make that goal a reality, we needed to do a few things:
- Fix the deliverability. As they were getting 5% open rates, we were certain that we need to work on deliverability. There’s obviously something wrong here.
- Having a proper welcome. Earlier, when they joined, they only used to get 1 confirmation email. We need to have a complete introduction sequences.
- Proper email sendhing schedule. To revive the list, we decided to start small. 1 email a week. then 2-3.
- We had to have a better email capture system. They all came from a weak pop-up which didn’t clearly conveyed what permaresilience does. So we needed to change that as well.
The Execution
The execution took longer than expected. Here’s what happened.
- We found out that their ESP was the culprit. They were using mailjet. And mailjet was actively blocking some emails to get delivered which caused low open rates, It took 2 weeks to talk to the team members to fix that.
- Earlier new subscribers used to receive just 1 welcome email. We setup 8 emails as sequences that delves deep into the permaresilience mission.
- Win-back campaign: For the last time, we sent 4 emails in a row to recover those inactive subscribers asking if they wanna hear more about permaculture strategies or they wanna quit. We got TONS of replies which made the list active again.
- We started sending regular campaigns. 2 emails/week. Those started to generated steady opens and clicks.
- We installed a small quiz in their website to understand where the people are in their journey. That got around 6% completion rate, which in effect made the list-size bigger.
The Result
After 3 months, here’s the results we got:
- The win-back campaign got a record open rate of 39% for the first time. It was stuck in 6-8%.
- We received 1100+ replies asking us not to remove them from the list.
- We resolved the ESP issue and it went back to normal in terms of deliverability.
- The welcome sequence for new users went above 50% open and 2.6% click rate.
- After 3 months of this revamp, Permaresilience started getting 27% of their total revenue from this dead+new subscribers.