If your email list feels like it’s gathering dust and you’re struggling to turn subscribers into paying clients, you’re not alone. Many small business owners find themselves sitting on an underutilized goldmine—an engaged email list that just needs a clear strategy to activate.
That was exactly the situation one of my clients found herself in. As a seasoned consultant, she had a small but loyal email list, incredible offers, and glowing testimonials. But her sales were inconsistent, and her email list was sitting idle.
In just a few weeks, we turned things around with one simple yet strategic move: sending a carefully designed survey to her email list. The result? $25,000 in new sales—closed in just three weeks.
Here’s how we helped her re-engage her subscribers to turn her quiet list into paying clients so she could generate Inbox Income.
OUR THREE-STEP APPROACH
When we set out to revive her list, we knew engagement alone wouldn’t be enough. We needed to generate results, so we created a plan designed to build momentum, deepen her audience’s trust, and start two-way conversations to grow those relationships, which in turn lead to sales.
Here’s how we did it:
STEP 1: Designing a Strategic, Conversation-Starting Survey
We started with the heart of the strategy—a survey. While most surveys are designed to collect data, we took it a step further — our goal was to start a conversation with her audience while simultaneously getting actionable insights.
Instead of generic questions, we focused on:
- Identifying the top challenges her audience was facing.
- Pinpointing which of her services resonated most with their needs.
- Highlighting opportunities for new offers or upsells.
The survey was designed to be quick and painless—just five questions, all highly relevant. At the end of the survey, we included a crucial question that doubled as a soft pitch:
“Would you like to learn more about how I can help with [specific challenge]? If yes, please leave your preferred contact information below.”
This final question turned the survey into a lead-generation tool, allowing interested prospects to self-identify and open the door for follow-up conversations.
STEP 2: Launching a Personalized Email Campaign
Once the survey was ready, we created a personalized email campaign to send it out to her list with three emails:
- The Announcement Email: This introduced the survey and explained why their feedback mattered. It emphasized the value of participating in the survey:
“I want to hear from you! This short survey will help me understand your needs and create resources tailored to your goals.” - The Reminder Emails: A second and third email gently reminded subscribers to participate, reinforcing the client’s commitment to solving their specific challenges.
While we always want to improve open and click through rates, that wasn’t our primary focus here. We made sure each email had messaging designed to re-engage her list by showing genuine care for their input and a desire to help.
STEP 3: Individualized Follow-Up to Meet Client Needs
As with many things, the magic happens after laying the groundwork. Our client’s real transformation happened after the responses started coming in:
- Clear Patterns Emerged: Many subscribers shared similar challenges, giving us clear direction for messaging.
- Prospective Buyers Identified Themselves: A significant number of respondents expressed interest in specific services but hadn’t acted yet.
From there, the fortune was in the follow-up. Instead of letting this goldmine of data die on the proverbial vine, we took action quickly.
We used what we learned to craft personalized follow-up emails that:
- Addressed the exact challenges subscribers mentioned in the survey
- Highlighted how her services could solve those problems
- Invited them to discuss the options with her
Because we knew exactly what individuals were looking for, we were able to connect with them personally with the specific solutions they needed. This tailored approach works so much better than sending blanket sales emails out and hoping someone bit.
For example:
“You mentioned [specific challenge] in the survey—I’d love to help you solve that. Here’s how my [specific offer] can get you there.”
Unsurprisingly, that targeted outreach worked, leading to:
- 12% of emails turning into sales calls
- 25% of sales calls closing
- $25,000 in new revenue.
WHY OUR STRATEGY WORKED
This approach generated sales, and just as importantly, it revitalized her list and positioned her as a trusted resource for her audience. Here’s what made it so effective:
- It Was Relevant: By addressing the exact challenges her audience shared, her offers felt tailored and irresistible to them.
- It Re-engaged Her Subscribers: The survey reminded her audience of the value she could provide, creating new momentum.
- It Built Trust: The personalized follow-ups made her audience feel seen, heard, and supported.
- It Sparked Conversations: By inviting her audience to connect 1:1 through email and through sales calls, they felt supported in their decisions and built a genuine relationship with her.
Ready to turn your email list into a revenue generator in 2025?
This is just one of the strategies we can work on together in my Email Marketing Makeover Intensive. Whether you need help designing a survey, refining your offers, or creating client-generating content, we’ll tailor the process to your business’s unique needs.
Here’s what you’ll gain:
- An email revenue roadmap session to map out your goals for the next 90 days.
- Three strategic email marketing sessions to refine your strategy, create compelling messaging, optimize your emails, and prime your campaigns for success.
- Curated resources & templates to make writing your emails easier than ever.
- Copy coaching with Shannon to get direct feedback, edits, and suggestions to take your copy from good to great.
You can read more about the Email Marketing Makeover Intensive here, and if you’re ready, make your purchase right from the page
Want to talk through it first? Schedule a quick call to see if this program is the right fit for you.
