How we Revitalized a 2-Year Cold E-mail List for an SLP Course Creator
We helped her achieve a 184% increase in webinar signups & a paid-off car 🚗
The Challenge
Katie had created an exceptional Medicare billing course for SLPs, but she hadn't sent an email to her list for TWO YEARS.
"I knew I had valuable content but was struggling to effectively communicate it. My once-a-year webinar strategy wasn't creating the consistent engagement I needed," Katie explained.
Previous Launch Performance
  • 120 webinar signups
  • Her goal: Make enough to pay off her car without destroying her list integrity
The Solution
We implemented a three-phase approach:
Phase 1: The Warming Sequence
A transparent three-email sequence that acknowledged the long absence, provided self-segmentation opportunities, a short survey, and hinted at a future sale coming soon.
This approach helped rebuild trust with subscribers who hadn't heard from Katie in nearly two years while opening the invitation to hear their thoughts and remove themselves from her email list if they no longer needed her resources.
Phase 2: Smart Segmentation
We divided her audience into three distinct groups to ensure messaging relevance and improve engagement rates.
Current Practice Owners
SLPs who already owned their own practice and needed Medicare billing expertise
Future Practice Owners
SLPs planning to start their own practice in the near future
Medical SLPs only
Medical SLPs with no interest in private practice who are only there for medical SLP resources
Phase 3: Strategic Launch Framework
Voice-of-Customer (VoC) Research
Gathering insights directly from SLPs about their Medicare billing challenges
Value-Building Content
Creating targeted content that addressed specific pain points for each segment based on survey results and VoC research
8-Email Launch Sequence
Carefully crafted emails that built anticipation and demonstrated the course value
The Results: Before and After
Before Our Work
  • 120 webinar signups in previous launch
  • Dormant list for 2 years
  • No segmentation strategy
  • Concerns about list health
After Our Work
  • Cleaned up her list (removed 224 contacts through re-engagement sequence and self-segmentation)
  • 219 webinar signups within 24 hours of launching
  • 184% increase in webinar signups overall
  • 12.4% improvement in email open rates
  • 9.9% total conversion rate
  • 0 unsubscribes after warming/self-segmentation emails
  • Sales goal achieved (enough to pay off her car!)
  • Preserved list health and sender reputation
Most importantly, Katie now has a repeatable system she can use for future launches!
Key Performance Metrics
184%
Signup Increase
Overall webinar registration growth
219
24-Hour Signups
Registrations within first day
12.4%
Open Rate Boost
Improvement in email engagement
9.9%
Total Conversion Rate
6.2% from the live webinar; 3.7% from the emails.
In Katie's Words
"Working with Lauren transformed my business from having a dormant email list to creating engaging sequences that actually converted. She didn't just blast generic content – she crafted messages that genuinely resonated with my audience while staying true to my voice. Not only did I hit my 'scary' sales goal, but I made enough to pay off my car!"