Friends, Stella’s got a bee in her bonnet. And it’s making her crazier than a cat on a hot tin roof.
If she had a nickel for every business owner she’s met who has a website, but DOESN’T send a newsletter regularly, she’d be even richer.
Here’s what you don’t know about me: I’ve been doing recon on you. I’ve been opting in to your lists, and watching what you send me.
And I seriously love you, but…just who do you think you are? Taking a girl’s email digits and never bothering to ring her bell again…
I mean, honestly! The world doesn’t need one more person with an opt-in box on her website that’s a road to nowhere. If you go to great lengths to build a website—and I’ve seen the lengths many of you go to, to get THAT done—you cannot stop there.
The way Stella sees it, a website with an opt-in box is a commitment. A marriage, of sorts. A vow between you and the person who trusts you with her email addy.
That you’re actually going to take care of her. Tell her things that will make her life better. Give her “can’t find this anywhere else” value. And actually delight, entertain and inspire her in the process.
If you’ve got a “lights on, nobody’s home” opt-in box on YOUR website, here’s the fix:
1) Send out a rock star newsletter once a week or twice a month (starting with a 150-word apology and inquiry about what your readers are avoiding-like you’ve been avoiding your newsletter—that you can help with)
2) Take that puppy down.
Anything else is playing fast and loose with email marketing.
You’re being one of THOSE people. You know, THOSE people? The ones who don’t follow through on their commitments. The ones who think they can win only with shortcuts. The ones who hide behind overwhelm, being “busy” or all those other excuses that drive us both bananas.
My dears, the time has come, to step up. People are tired of the runaround. If you’re going to play the online marketing game, be a class act.
Don’t shortcut the building of relationships. Don’t try to fool yourself into thinking there are quick bucks to be made out there that feel good to make. Take a different path. Do the work. Commit to being a light in the darkness. And follow through on sending that light out into the world on a regular basis (say, 2-4 times a month). Stella will see you on the path.
Mighty thanks to Gabriele Nastro flickr photostream of the road.
Posted September 19, 2011 at 3:26 pm | Permalink
Uh, guilty as charged.
Thanks for the tough love, and the push to get my newsletter out with regularity. I have created the sign-up box, now time to honor the commitment.
What email marketing program do you recommend for your opt-in?
Posted September 19, 2011 at 7:02 pm | Permalink
Yes! And, if you’re really taking care of your clients, why wouldn’t you send them the information they asked for?
Posted September 21, 2011 at 6:22 pm | Permalink
Bridget,
Yahoo! Welcome to the Regular Newsletter Writers club. We use one shopping cart, but it’s a bit spendier than most. Eventually, when there are products, customers and subscribers will all be hosted in the same place. I know a lot of folks like the templated services-Constant Contact, Emma, Mail Chimp… it’s all about what you intend to do. Best of luck!
/Stella
Posted September 21, 2011 at 6:24 pm | Permalink
Erin,
Hallelujah, Sista’! One must have good manners online as well as off.
/Stel
Posted September 28, 2011 at 3:36 pm | Permalink
…and you’re depriving your lovely tribe of your gifts and services! The world needs you! Thanks, Stella. As always, you show up in the written word with much needed candor
Posted September 28, 2011 at 6:53 pm | Permalink
I don’t actually have any subscribers yet, so I need to promote my sign up list also, but want to start sending weekly newsletters out to people who I have added to my mailing list.