Old leads from Planswell - Update · Client Acquisition Academy

Old leads from Planswell - Update

I'm not sure if this will be useful to anyone but I thought I'd document it to the group in case it can help.

I subscribed to Planswell about 4 years ago for 3-4 months then was forced by my dealer to unsubscribe. I received 40 leads over those 3-4 months.

6 weeks ago, on Ermos and Andy's suggestion, I paid $99 to Planswell for a legacy subscription of some sort for 30 day access to these 4-year old leads.

I admit, I am not great at cold calls and didn't want to call 4-year old leads. So I created an email campaign of sorts through MailChimp to contact these leads. My thought for the campaign was to reintroduce Planswell and myself, and then provide weekly emails outlining steps to create a financial plan for themselves.

Of the 40 old leads, I had notes that said 6 were adamant 4 years ago to take them of my list. So I was left with 34. Of these 34, old notes showed that I was able to engage with 8 of them 4 years ago but not close.

I divided them into 2 groups in MailChimp - 8 in my "engaged" group and 26 in my "not engaged". I sent the exact same weekly emails to both groups.

The weekly email format was as follows:

Week 1 - reintroduce Planswell and myself. I sent them links to their old Planswell plans they created and a Loom video on how to use the Planswell app. Engaged group - 33% open, 0 clicks, 3 unsubscribes. Not engaged - 46.4% open, 0% clicks, 3 unsubscribes.

Week 2 - topic was determine cash flow/budget. I sent them a video blog on cash flow planning, and links to a cash flow planning worksheet and blog on my website. Engaged group - 24% open, 0 clicks, 1 unsubscribe. Not engaged - 46.4% open, 0% clicks, 0 unsubscribe

Week 3 - topic was goal setting. I sent them links to blog and goal worksheet and checklist on my website. Engaged group - 24% open, 0 clicks, 1 unsubscribe. Not engaged - 41.7% open, 0% clicks, 2

unsubscribe

Week 4 - Combined groups into 1 - 21 not engaged + 3 engaged = 24

Topic was inflation, future costs - Sent link to blog on my website and 3rd party calculators. 81% open, 0% clicks, 0 unsubscribe.

Week 5 - Topic was risk profiling - Sent link to blog and IPQ on my website. 46% open, 4% click, 0 unsubscribe

Just sent week 6 - Topic was investments and accounts. Too early for data.

I have 24 leads I didn't have 6 weeks ago and I paid $99 for them. My plan is to send 2 more emails in this series (Tax, Tips and insights), connect with them on socials and add them to my monthly newsletter list. I know this is a passive approach but it was one I am comfortable with, given the age of the leads.

Not sure if this helps anyone...

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