No Opt In Trend Coming Your Way?

July 22, 2009 by · Leave a Comment
Filed under: No Opt In Trend 

One of the most fundamental business strategies for online marketers is to build an opt in list.

The offer normally follows this sequence: You offer something of perceived value to a customer. For example, a money-making report, a sample template, free PLR article. They give you their email first — this sequence is important — then you send them the freebie.

Having a huge list can literally be a money-making machine, if you do some simple math.

Let’s say you found a $47 affiliate offer on Clickbank where you can make $20 each time someone buys the product through you.

And imagine you have a list of 10,000 people with a low 2% response rate. That means each time you send out an offer to your list 2% of them will buy the product you are promoting. By the way, many marketers claim much higher response rates — often in the 10%+ range. For this exercise let’s be ultra-conservative and stick with our 2%.

You send out an email promoting this new Clickbank product and get 2% x 10000 = 200 purchases. And at $20 profit per purchase that’s an easy $4,000 — just for sending out an email.

No product development, no customer support. No wonder so many people want to build up a list! The bigger the list, the more money you make.

However, as with so many things internet we start to see the abuses.

I’ve seen many, many BIG NAME marketers become list-builders rather than customer-builders.

Some will offer cheap, borderline useless money-making “reports” as bait to lure unsuspecting newbies — and old-bies — into giving up their email address. To them, you are just a number to be added to their sales pool. The more in the pool, the more chance they’ll have to squeeze some money off of you.

Over time, my belief is that if more marketers continue to focus on list-building rather than on customer-building then we’ll start to see more people who are less willing to give up their email addresses for the ubiquitous free money-making report.

The offering won’t be “Give me your email address first, then I’ll give you my free report.”

Instead, we’ll need to switch the order to “I’ll give you my free report first. Then if you like it you can buy my product or sign up for more information.”

Now within your free report you can / should certainly have links to your other products. That’s fine. It’s the giving up the freebie to the customer to try before they give you their email address that I feel will be the more preferred order for customers.

There are mutual benefits to this change in order, though.

For the potential customer, he gets a true free sample before having to give up any information. There is growing concerns about giving up any personal information, even if it turns out to be an email address that you intend to throw away later.

From the marketer’s perspective, this puts more emphasis on providing a truly good sample to impress customers right from the start. No more low quality bait reports.

Overall, I feel this change in the opt in order can build a better level of trust between the marketer and the customer which leads to a better and more profitable long term relationship.