Yellow Dog Consulting

Sales & Marketing Consulting for solo-preneurs.

Your Opt In: An Ethical Bribe

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Norm and ElizabethThe other day I was talking to a friend about her newsletter, she mentioned she’s working on an “ethical bribe.”  I had to laugh, because let’s be honest, that’s EXACTLY what an opt in IS!

Having an opt in on your website is a great way to provide value to your network and invite them to receive something of value from you FOR FREE. In exchange you get that 2nd most valuable piece from them: their email address. Now they’re signed up for your monthly newsletter and you KNOW they want to hear from you because they already downloaded your handy checklist or white paper.

Don’t Know Where to Start?

Neither did I. My business coach and I had been talking for a while about adding an opt in to my website. And then when I started doing more and more newsletters for clients, I created a checklist for clients so I had everything up front instead of asking for 5 different things in 7 different emails. After a while I realized that I could expand that checklist a bit and create it as a free download.

Is it perfect? No. Is it a good start? Yes. Are people downloading it? YUP. People I know? Sometimes! Strangers? YES!

What Else is There to This?

I setup some automation emails. A few days after they download the thing you reach out to them and introduce yourself, or ask them a question or two. Share some blog posts that relate to your download. Offer a 1:1 call with them if they get stuck. In my checklist I suggest they add me to their newsletter list. And at the end of the 4th email if they still haven’t sent one out I suggest they reach out and we setup a time to chat about it.

It’s time for an “ethical bribe” on your website if you don’t have one. And it needs to be really good content that you’re giving away for free. It’s not the farm, but something they can actually use.

Once they see the value in your knowledge when they have the resources, guess who they’re going to call?

My 3 Favorite Newsletter Response Stats

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When you send out your first newsletter it’s pretty awesome, and maybe terrifying.

  • norm digging for a toyYou’ll get a few email responses from folks who are happy to hear from you (hi dad!)
  • You’ll get a few people who unsubscribe because they hate you aren’t in a place where they need your information and that’s OK – you want readers who want to hear from you!
  • You’ll probably get a few bounced emails – be careful, Mailchimp isn’t a huge fan if you get a bunch of these!
  • You’ll get people who are ready to hire you because they forgot you offered your amazing services and they’re ready to buy!
  • You’ll get people wanting to pitch you their service because they don’t have a newsletter and aren’t great at reading buying signals

Whatever it is, about a week after your first newsletter goes out these are the 3 newsletter response stats you should check out:

  1. Your Open Rate – just how many people are interested in reading your content? Remember – anything over 20% is good (yes, 70%-80% of the people you send to aren’t going to read it!) – if it’s lower then that, pay attention to time of day or frequency you’re sending out your newsletter
  2. Your Unsubscribe Rate – this settles down after the first few regularly scheduled newsletters, but good to keep an eye on it
  3. Website Clicks – it’s helpful to see who’s clicking on what on your website. If you want subscribers to read that whole article, you may find that including it in the newsletter gets a better response than “click here” to finish. BUT if you want them to click and play around on your website, then make sure your content is enticing enough so they do!

Questions? You know who to call.

I Took a Week Off and so Should You

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take a vacationLast week I took the week off. It was awesome. I didn’t do much, an overnight away, pilates, hanging out with Norm, reading, but the #1 goal: Not Working.

Earlier this summer my friend Mary Lou wrote in her newsletter about taking a vacation. It was the kick in the butt I needed to make it happen. I figured out my tasks for August and realized that if everything went as planned, I could take the week off. A whole week. It sounded like a dream, but not a reality. I’ve taken a long weekend here or there, but most of my “vacations” have been over holiday’s where there’s a lot of traveling and family and “busy-ness” and I needed to CHILL. Sure a week on a beach would have been awesome, but it didn’t happen this time. And that’s OK. It will next year (already scheduled!)

Walking away from my inbox and my task list for a week was just what I needed. I’m back to work this week and refreshed, energized and ready to go. And guess what happened while I was gone? Nothing! Clients were fine, newsletters were scheduled and sent out, no one panicked.

It’s time to stop making excuses about why you can’t afford a vacation or you have too much work to do. For your mental health and the health of your business, it’s time to take a break.