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It’s Time to Test Your Send Time

03.10.2021 by Elizabeth // 1 Comment

I accidentally sent my client’s newsletter out Friday at 6 PM instead of at 6 AM. I immediately apologized and they were very gracious which is nice (and perks of having a long established relationship). However, on Monday I went to check it out and re-send the newsletter (which is something I highly recommend) to those who hadn’t opened it and…

It was the best open rate they’ve had in months…

I was SHOCKED – 6pm on a Friday night? I’m in sweats with takeout and red wine in hand binging something. Evidently not everyone is on my routine and schedule. And THAT is the point. Don’t send your newsletter when YOU want to read it – send it when THEY want to read it. Which you can only figure out by TESTING.

If your open rate is lower than you’d like (remember, I say anything over 20% is a good open rate!) then I suggest 4-5 days later re-sending it to those who didn’t open the initial newsletter. You don’t have to change anything about it except the send date AND time. Test it out – if 6am didn’t work well, try lunch time (I love 11:45 FYI…) If you think a weekend might be good –  test it out!

Think about your audience and your target market. If you’re B2B then weekdays make a lot of sense (except for in my example when evidently Friday night is a WILD time to get email.) If you’re B2C then let’s look at the weekend – I have a client who has amazing 6am Saturday open rates.

If the pandemic has taught us anything this year, it’s that everything has changed. What worked a year ago might not work now. If most of your audience is WFH with kids at home? think that through – maybe lunch time isn’t great, maybe end of the day is better, maybe early morning before things get going is the right fit. What works for your competition might not work right for you. Your list is YOUR list, each and every one of them. Make sure you are paying attention to what works for them.

Categories // Lessons Learned, Newsletter

February Pop Culture Round Up

02.26.2021 by Elizabeth // Leave a Comment

Snow, rain and ice all made for a lot of indoor time in February which means a lot of pop culture was consumed. I’m continuing my quest to increase my Goodreads goal this year by listening to audiobooks, and I’m still tracking what TV I’m watching. Here’s a few things I’ve enjoyed this month…

Reading

You can keep track of what I’m reading if you’re on Goodreads. I listened to You’ll Never Believe What Happened to Lacey by Amber Ruffin (who I LOVE) and her sister Lacey Lamar. When the Black Lives Movement was beginning to better be amplified in the summer, Amber Ruffin each night on Late Night with Seth Meyers told a crazy story about an interaction she (a black woman) had with the cops. Every story was CRAZY and easily could have ended worse than it did. Evidently in her family, her sister has the craziest (and most horrific) stories. And this is that book. I loved listening to it because Amber makes me laugh and her sister’s commentary was excellent. The stories make you sad and angry and cringe and pissed and laugh and mad at what a racist country we are.

I am ALMOST finished with The Three Body Problem which is a book I may not have read if I really knew it was the first in a trilogy (insert face palm emoji here). It’s about an alien invasion and a group of scientists in China (it’s translated from Chinese) and there’s a lot of science that once I realized I could skim over the details, made it a bit easier. I picked it up based on a recommendation on a podcast and after learning that it’s the next HBO Series that the Game of Thrones creators are going to tackle. So, I think in the long run it’ll be worth it to have at least read the first one, but I am curious how they are going to handle ALLLL the world building and Chinese history.

I am currently listening to Ali Wong’s Dear Girls which is hilarious. I’ve decided that comedian memoirs is my audiobook genre of choice, so heads up! The next book I’ll read is the Hillsboro Reads book for 2021 – In the Country We Love. I’ve heard great things and all programs and events are online if you’d like to read & join in the festivities!

Listening

If you’re a movie fan, my friends just started a new podcast called Dodge Movie Podcast where Christi & Mike Dodge (see, the name makes sense now!) film nerds and film makers jump on and gush about some of their favorite films. They also give you a heads up so you can watch the movie if you haven’t before, or rewatch it if it’s been a while. I hadn’t realized how long it’s been since I watched Sleepless in Seattle!

The usual podcasts are still in heavy rotation, with more audiobooks taking up air time. The new Foo Fighters album Medicine at Midnight continues to be as perfect as they are – and since watching the Britney Spears doc, she’s been making the rotation again when I need a pick me up (it’s great kitchen cleanup music!)

Watching

I had needed a good mindless (that’s the wrong word) show, something that was sweet and funny and I didn’t have to think too hard while watching it. I mean, I shouldn’t have Parks & Rec and Schitt’s Creek on a CONSTANT loop. When someone recommended Younger I checked it out and it was ADORABLE. I binged all 6 seasons in just a couple of weeks, and am excited to learn there’s a final 7th season that’s been filmed…can’t wait to see how things end up. It checked a lot of boxes for me.

SNL has been on a streak lately and I am here for it! Obviously the Dan Levy episode was THE BEST, but the cold open this past week – Oops, You Did it Again with host Britney Spears, was EXCELLENT. I forced my husband to watch Framing Britney Spears and it was fascinating. To realize all the things going on (the rise of paparazzi, boy bands, sexualization of young women, the list goes on) that she happened to hit at that time. You don’t have to be a fan of her or her music, this is a cautionary tale more people need to hear.

I remember when the Heavens Gate cult jumped on that spaceship behind Hale Bopp in the 90’s. I happened to be at the Oregon coast that weekend and remember seeing the comet and making smart ass comments about it with friends. So of COURSE I’ve finally watched the Heaven’s Gate documentary series on HBOMax. Actually I watched all 4 episodes in a day, because of course I did. Too many documentary series go on too long, but this one was perfect. (side note – I need a whole long ass season for Britney  Spears!) If you like a good cult story, and/or remember the Heaven’s Gate cult, you should check it out. There was a lot more about Oregon in it than I remembered!

You can keep tabs on what I’m watching as I attempt to document it this year right here. As always, if you have recommendations I’d love to hear them! Please share in the comments!

Categories // Pop Culture

Do I Need a Free Download or “Opt In”?

02.10.2021 by Elizabeth // Leave a Comment

Short answer: YES

Longer answer: Yes, and you’re probably over thinking it

Having a welcome email when someone subscribes to your list is a great idea. You want to make sure they know what they’re in for! I always recommend to clients that we have a free download or opt in for their website.

But WHAT is your free thing?

Here’s 5 popular ideas that I see work well for clients:

  • A PDF download with a top 10 (or so) list
  • A worksheet or handout you use when you speak or start working with a client
  • A resource guide
  • Best Practices for how to work with you/your industry (I like this one)
  • A video you have saved privately on Vimeo just for people who subscribe

This doesn’t have to be something crazy and over the top, I promise. However, you should give people something for giving you their email address. As we know, email is the best currency in growing your business, so let’s reward them!

How many emails should I send?

For some clients, a simple welcome email thanking them for subscribing and giving them the download is all you need. One and done, not a lot to worry about! Let them know they’re going to hear from you on a regular basis (right?!) and that they can unsubscribe if it’s not their jam.

For other clients, we want to wine and dine and explain a few things along the way. This may be a weekly check in over the course of a month, or a few drip reminders to “watch the video” or “fill out the worksheet” kind of a thing.

Either way, automation is a great way to get people to connect with you from the beginning. I loved this newsletter with some excellent ideas I received recently.

If you have questions about setting up a download on your site, let’s setup time to chat and get this off your to do list!

Categories // Newsletter

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Yellow Dog Consulting is a sales and marketing firm located in Hillsboro, Oregon with clients around the world. We work with small business owners who love what they do, but the sales and marketing part of their job sucks their will to live.

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