Whoops.…You created a new product.…You gave it a sexy name.…You went all-out in search of publicity.…You offered cool opt-ins and attracted fantastic new subscribers.…You waited two weeks for the excitement to die down and to get yourself in order, and now you\u2019re ready to email your list for the first time.This is a common scenario…usually followed by a BIG mistake.What do most people do in your situation? They jump right into an email funnel with their brand-new opt-ins. Makes sense, right? After all, they gave you their email address. They want to hear from you.Not so fast, though. These people gave you their email address one week, two weeks, maybe even three or four weeks ago. Do they even remember signing up? Probably not. If you start sending subscribers sales emails after a few weeks of radio silence, they won\u2019t even remember who you are.You won\u2019t get sales — all you\u2019ll get is a pile of unsubscribes.There\u2019s nothing more annoying that getting an email and having NO clue who sent it, why you\u2019re getting it and why they\u2019re bugging you. It\u2019s the same thing as being cold-called by a telemarketer. You\u2019re a thousand times more likely to get a hang-up than close a sale.There\u2019s only one way to communicate with your cold list. You have to warm it up.Just like you need to thaw a frozen turkey before you can really start cooking, you need to warm your list before you can really start selling.Warming your list means reconnecting with your list. If you\u2019ve had a period of no communication, whether it\u2019s two weeks or six months, you have to go through a warming process before you can get back into the swing of normal communication.After all, you wouldn\u2019t jump into the middle of a conversation at a cocktail party and say \u201cHey, buy my product!\u201d You\u2019d get nothing but blank stares, and people would stop inviting you to parties altogether.5 Foolproof Steps to Warming Your ListStart thinking tropical islands, sunny summer days, and hot coffee…because it\u2019s time to get warm.Step 1 – Reintroduction EmailFirst, you\u2019re going to send an email to your list to introduce yourself.You might think your subscribers know who you are — after all, didn\u2019t they recently opt in to hear from you? — but you can\u2019t make that assumption. Chances are, they don\u2019t remember you.Have you ever met up with a group of people, only to realize there\u2019s someone in the group you\u2019ve only met once? For the life of you, you can\u2019t remember their name. Everyone assumes you know each other, and you feel too awkward to introduce yourself and risk looking silly. So you carry on like you remember them, all the while feeling self-conscious.What a sense of relief you\u2019d feel if that person walked up to you right when you arrived and said, \u201cHi, I\u2019m Jordan. I think we met once before, but I wanted to re-introduce myself.\u201dProblem solved!That\u2019s exactly what you\u2019ll do in your first email. Be personable, be welcoming, and be informative. Remind subscribers exactly who you are, why they signed up for your emails in the first place, and your mission or goal.It might sound something like this:\u201cHi, I\u2019m Keith, the founder of Perfect Goatee. You\u2019re receiving this email because you recently signed up to find out more about growing the Perfect Goatee of your own. Over the next few weeks, I\u2019ll be sending you some helpful information about goatees: how to grow them, how to groom them, and some fun facts about famous facial hair throughout history. I look forward to getting to know you — and your goatee!\u201dDon\u2019t worry about apologizing for neglecting your list. Just jump in and act like everything\u2019s fine.Step 2 – Provide ValueDid you notice that the paragraph above didn\u2019t involve any selling? That\u2019s because you need to re-establish your relationship before you start asking your list to buy things.Would you buy a gallon of milk from a guy on the street who walked up to you and said \u201cHey, buy this milk!\u201d?Or would you rather buy milk from your neighborhood grocery store, where the employees greet you by name, you have a store loyalty card, and you\u2019ve happily shopped without incident for the last few years?No one feels comfortable buying something from a total stranger. Who knows what you might get?So instead of selling, it\u2019s time to give back to your list. Win them over by giving them something valuable for free.What should you give away for free? Think PDFs, helpful tips, insightful advice — whatever you have to offer that your subscribers will find relevant and interesting. As long as you\u2019re not asking your list to DO anything in return, pretty much any applicable content is okay.But don\u2019t sell. At this stage, you shouldn\u2019t even ask them to visit your blog. That\u2019s asking your list to do something for you, and you haven\u2019t built a strong enough relationship to make that request that yet.Instead of sending readers to your blog, copy the content of a blog post right into the body of your email. Make it as easy as possible for your readers to receive your value.In your quest to provide value, be careful of giving your subscribers too much to read at one time. 2,000 words of content in an email isn\u2019t helpful, it\u2019s annoying. And, just like telling your subscribers to buy your product or visit your blog, plopping a gigantic email in their inbox is like asking them a favor.Instead, keep things brief. Your content should fill up a single computer screen, or a screen and a half. Don\u2019t ask your readers to scroll down forever and ever, only to find your email never ends.Step 3 – Get ExcitedIt\u2019s important for your list to feel your passion throughout your warming emails. They\u2019ll get excited if you\u2019re excited!A few ways to do this:Explain why you started this project. What problems were you seeing around you, or experiencing yourself, that made you come up with the idea for your product? Why is this your personal mission?Share personal anecdotes that are relevant to your readers and show that you feel their pain. This shows that you\u2019re not just a robot sending them emails. It humanizes you and fosters a deeper connection. Your subscribers will think: \u201cHey, this guy gets me.\u201dTell your readers what you\u2019ve been up to. If you\u2019re speaking at a conference, or you just had a phone call with a customer who told you a really cool story about their experience using your product, go ahead and share it.Express genuine emotion. If you\u2019re thrilled to share some great advice, or if you\u2019re enthusiastic about a news story that relates to your product topic, let your readers know. Adding your own emotional reaction on top of the content you send will make it have a stronger impact.Be careful about letting your emotion sweep you away into promising things you can\u2019t deliver. It\u2019s easy to get charged up and say \u201cstay tuned tomorrow for 1,000 great tips about growing your goatee!\u201d But if you can\u2019t deliver, don\u2019t make the promise.Step 4 – Heat Things UpContinue the warming process with a few more emails that follow the first three steps:Reintroduce YourselfProvide ValueGet ExcitedYou might feel the need to overcompensate — to bombard your list with communication to make up for your period of silence. Don\u2019t do it! Over-emailing can lead to a whole separate issue called Subscriber Burnout, or List Fatigue.Instead, you\u2019ll send approximately 2 emails a week over the course of two weeks. By the time your list is fully heated, you\u2019ll have sent a grand total of 4-5 emails.During these two weeks, you may notice some unsubscribes. Do not be alarmed! This is perfectly normal. The percentage of unsubscribes that you\u2019ll get during a warming process is FAR lower than the percentage of unsubscribes you\u2019ll get if you start selling to your list while they\u2019re still cold.It\u2019s like a freezing cold pool on a hot day. Most people will want to ease into the water slowly instead of being thrown right into the deep end.Step 5 – Business as usualCongrats. Now your list is back to normal, at the same place it was when your subscribers first signed up a few weeks (or months) ago.Once you reach Step 5 and your list is warm, you can begin your educational or marketing campaign.And don\u2019t let your list go cold again!3 other times you\u2019ll need to warm your listWe\u2019ve been focusing on a neglected list that\u2019s gone cold before you\u2019ve ever started emailing, but there are other times you\u2019ll need to warm up your readers.Are you launching a new product?Let\u2019s say your business sells shoes, and now you\u2019re going to start selling purses, too.Your list is full of shoe-lovers, not necessarily purse-lovers, and you need to warm them up to the idea that you now sell another product.By following a two-week warming regiment, you can introduce the idea of purses. You\u2019ll talk about how passionate you are about them, share some helpful information about them, and generally get your list excited about the idea.After that, you can start actively selling your new product.Are you an affiliate campaign junkie?Do you frequently let your list go cold, then warm it up halfway with a couple of emails? Then, do you launch right into an affiliate program?If you\u2019ve done this more than once, you might be an affiliate campaign junkie.When you bombard your list with affiliate messaging without taking the time to cultivate a real connection, you\u2019ll lose your list\u2019s trust. They\u2019ll get annoyed quickly. And once you\u2019ve done this once or twice, they\u2019ll stop responding to you.Instead of letting your list go cold and warming it up just for affiliate promotions, try keeping your list warm all the time. Then, when it\u2019s time to talk affiliates, you can seamlessly add that content to your regular emails without annoying your subscribers.The key is to establish a relationship, maintain that relationship, and only then try to sell.Do you have a Chronic Cold List?If you get too busy to send emails, have trouble coming up with email content, or can\u2019t remember the last time you sent an email, you might have a Chronic Cold List.Don\u2019t feel bad. This is a common problem, and it usually stems from you trying to do too much and putting your email communication on the back burner.The best thing you can do to cure Chronic Cold List is to establish an editorial calendar, sometimes called a content calendar. It\u2019s a chart where you can plan and track all of the emails, blog posts, and other content that you are going to release in the next three months.Editorial calendars are easy to make and are total life-savers. You can use an Excel spreadsheet, a Google calendar, or even some WordPress plugins to help you stay organized and plot your content.When you\u2019re organized, you\u2019ll be able to get a better view of the big picture. With a better view of the big picture, you\u2019ll be able to see where there are holes in your email strategy. Then, you can plan ahead, creating terrific content well in advance.You won\u2019t have to scramble to get an email out the door, or wake up one day and realize that you haven\u2019t emailed your list in six months.Looking at the big picture is the key to preventing your list from going cold.Success in email marketing isn\u2019t about the size of your list. It\u2019s about the ENGAGEMENT of your list. What\u2019s the use of having 1 million subscribers if they\u2019ve all gone cold? Better to have 500 subscribers who are on fire with passion for your product.Let\u2019s put this into perspective. Do you plan to launch a product in 2015?If the answer\u2019s yes, you should start planning to warm your list right now. Reinvigorate their enthusiasm and get them ready — now — for your latest and greatest product offering.It takes time and patience to rebuild a trusting relationship with your subscribers, and if you want a successful launch, you\u2019ll need them on your side well before it\u2019s time to sell.How are you planning to warm your list?