We're well into Q4 now and the holidays are just around the corner. And many businesses I work with are gearing up for the final push before they take some downtime at the end of the year.

With that in mind, here are two important lessons I've learned from my client work over the past month.

1) Plan ahead

If you haven't planned your Black Friday promo, get on it!

Not all hope is lost. There's still some runway for you, but get planning sooner rather than later.

If you're planning a Black Friday promo, now is the time to start laying the groundwork for your audience.

Start talking about the topics related to your product. Don't talk about the product directly yet, but focus on the problems your product solves.

Start building an interest list to segment your audience. Survey them asking what problems they're having.

Ask them about their goals in the next year.

Use what you learn to adjust your marketing language and improve your product for the big day.

Also, now is the time to start mapping your workflows and automations for people who are interested in your offers, click through, or abandon cart.

How will you connect to make more sales and help them solve their problems?

If you need a hand thinking through all the moving parts of a Black Friday promo, then let's jump on a quick coaching call to work through it. For the next week, I'm offering 50% off Fix Your Kit Coaching.

2) Keep a clean email list

The number of email subscribers on your list is really a vanity metric.

Of course we all want to see that number go up. It's human nature.

But what happens as your subscriber list grows, but your engagement numbers shrink?

It can start to have some major consequences for your deliverability, and ultimately deliverability is directly related to sales.

One client I worked with this month noticed her subscriber engagement slipping, and with the goals she has for the next year it was time to drop some dead weight.

We developed a plan to re-engage the cold subscribers on her list by enticing them to take action and get access to the tools and live events they signed up for.

If they didn't take action, we knew they were tire-kickers and freebie-seekers who were never going to buy her products.

Not only that, but having this dead weight on her list was costing her thousands per year.

This entire workflow was a careful process though, because we didn't want to tank her overall deliverability rates by sending so many emails to cold subscribers.

After developing a plan just for her audience and working through the entire campaign, we were able to re-engage the right audience and remove over 15k subscribers from her email list.

I know some of you would kill to have a list the size of the people she removed, but remember, more important than list size is having the right people on your list.

If you need a second set of eyes to look at your cold subscribers or want a hand cleaning your list, click here to apply for a complimentary coaching call.​

Here's to finishing the year strong!

Robby

PS - I'm working on planning my content through the end of the year, and I want to make sure that what I'm creating relates to something that you actually need help with.

So would you take 30 seconds to reply to this email with a sentence or two sharing what specifically you're struggling with when it comes to Kit, your email marketing, or your business systems?

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