An Email List is an Important Business Asset
Lesson 3 from: Email Marketing for CraftersAbby Glassenberg
An Email List is an Important Business Asset
Lesson 3 from: Email Marketing for CraftersAbby Glassenberg
Lesson Info
3. An Email List is an Important Business Asset
Lessons
Email Marketing for Crafters Intro
03:19 2Why Does Email Work?
11:51 3An Email List is an Important Business Asset
09:23 4Software is the Solution
21:33 5My Newsletter Story
14:45 6Advertising is Annoying
07:12 7Your Email is a Gift
04:05 8Market Research
11:35Identify Your Why
14:18 10Give, Give, Take: Make a Value Exchange
03:29 11Exploring Content Type
24:36 12Case Study #1: Abby Glassenberg Design
25:09 13Make It Exclusive
02:58 14Accuracy is Key
03:26 15Templates & Branding
07:07 16Think About Length
06:40 17Subject Lines
08:41 18Call to Action & the P.S
04:07 19Write Back, Okay?
19:24 20Case Study #2: Ann Wood
25:25 21Autoresponders
05:28 22Build Your List & Keep It Lean
41:36 23Case Study #3: Indiesew
06:43 24Game Plan for the Holidays
06:05Lesson Info
An Email List is an Important Business Asset
An email list is your businesses most important asset I truly feel like that right a business is not a business if you don't have customers and even if it is if you're right now all you have is a blogger let's say because I started with a blogged I didn't start with a business that started with a plug but if you have a blogger bloggers a public journal by virtue of making a public you're saying I want people to read it and if you want people to read it you need people you need people to follow you to click on it and to read it on dso you need a list you need some way to reach those people directly and the people who share their email addresses with you those people trust you because you know, putting your email address in that little box means that they're saying to you I'm interested I want to know what's happening with your business I want to hear from you send me something so I can kind of keep up with what you're doing they're your most devoted fans that's how I think of them when ...
I think of my email subscribers I think of them as my most devoted fans they're my best fans so my job once now that I have their email addresses is to maintain that devotion to nurture that relationship with those people even when they're not buying anything right because nobody is going to buy something from your tea shop every week nobody that's not gonna happen no matter how much they like your earrings there not we're going to buy a pair every week so when we were when we started off we were talking about well, what do you send them every week if you they're not going to buy something from you every week and that's really what we're going to focus on today because you do need to send them something right? If you only send them something because you're having a sale and your sail is twice a year so you send them something you know, christmas in july and then black friday, right? You have not nurtured those relationships you've done really nothing to nurture those relationships and guess what? People are more likely to unsubscribe because not because they've you know oh good she only e mails me so for infrequently it's fantastic no it's the opposite right? She e mailed me so infrequently I forgot her she wass you know what is this about? Just wants to push her thing to me and I don't mean you haven't even heard from her and forever right? So it's sort of the opposite of what you think it's a little bit counterintuitive there and so your job is really to nurture them even when they're not buying so I want to start from the very beginning when we talk about what une male newsletter is like, what is it we're talking about here? So it at its very fundamental on email newsletter is an email message that you are writing and sending to a list of people who have signed up to get it that's all it is, it is nothing more complicated than that. It is so simple you write an email and you send it to the people who said yeah, send its may you know, we have all done this like you organize, you know, a soccer team for your children or something like that? You send an email to all of the other parents on the list because they've asked to be part of the list, you've done it before, but this is just on a bigger scale and it's for your business that's all an email newsletter is it's not complicated and it's really not hard to put together and doesn't have to be time consuming either once you have the right system in place to get it going and you feel good about it. One of the things that I think a lot of people struggle with in the beginning is the difference between une email newsletter, which is what we just talked about an email, your writing people and rsst email okay, so are assessed to email what is that rsst email is when people put their name in the box on your website. What they're signing up to get is an email that automatically sent every time you write a new block post and that email contained your whole block post so let's, say it's a monday morning I update my block with a tutorial about how to sew ears on your stuffed animal. I do pictures or write it up by publishing my blogged automatically if I have ours est email set up that whole block post goes out to my email subscribers ok, that is our theft email a newsletter is not exactly the same because a newsletter is something you're putting together manually so you might send an exert of that block pose maybe a photo with a little bit of tax like a little teaser, and then you also might include other content in that might have a little letter from you might have links system some things from your shop it might have all sorts of other stuff, some pictures of your studio it could have all kinds of things, but you're putting it together piece by piece and sending it out and so it's not automatically going to your email subscribers, so which is better rate? Is there one that's better? Obviously I think having an email newsletter is better but if you're very very busy and you're just getting started and you have a lot of pieces to put together to make a business in the very beginning, rsst email is not a bad way to begin, because at the very least, you're collecting email addresses from people, so at the very least, you're getting a list. What you're sending to that list, I don't think is the optimal thing to send, but at the very least, you're sending something, so if you feeling like completely overwhelmed and like, I just can't get this together right now, but I do intend to get it together later. You can use our, says the email and that's, something you could set up through feed burner, and you can also set it up through male chimp, potentially through some of the other. I'm sure through some of the other software programs I use male champion will talk about software in a little while, but you can set that up and it, you know, it's automated, so it kind of does it for you, but at least you have a list. At some point. When you feeling like you got things under control and you're ready, you can take that list and start to actually send them a real newsletter, but at least you've got something to begin with. Okay, I think kind of questions or worries about rsst male versus newsletters I know that that can be kind of confusing in the beginning like which one's better and that sort of thing yeah, well people have been the challenge we're just saying connie says that's a good distinction to mate I've never thought about what the difference is and you know I was never really sure yeah dresses because it's been there for so long I just right so like I read blog's on are assessed reader I used blawg lovin we might use feed li where you can kind of keep up with blog's and it's like a digest so it pulls in any new posts in the blocks that you subscribe tio and you can go there and read them but not everybody really understand that or uses that or knows about it. And so for some people getting an r s s email is the best way for them to keep up with your block because at least you know they're getting the whole post right in their email. But if you think about it another way is that the best thing you can send them like that's the real rush done so if all of those subscribers let's say you have five hundred of them who put their email address in the low box if they were all in a room and you could give them something is that really the best thing that you could give them? Is that the one thing you would give them is your latest block post? Or could you create something for them? That would be better than that? That would be more than that. So, yes, maybe it would be that block post, but maybe an excerpt of it, and then other things that you could give just to them that would bring them closer to you. That would be interesting, valuable, useful fun. I think there's more you could dio I really d'oh? Yeah, just a quick clarification from circa studios. Who says so? Do you need a blogger for our says toe work? Are those two hand in hand? I don't actually know that if you do, I think you need a site and I think you can have our ss be linked to a particular part of your site. I think it's, typically linked to block because of blogged the great thing about a block is that it's a living part of your site where you're updating and as a journal, and so the implication being that you're then going to be sending these out these new posts where is ah, more static say there's not going to be a lot to send, so
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Ratings and Reviews
Bundle Wade
Abby Glassengber's class is a great tool for beginners. Abby encourages us to focus on the goal of our newsletter, and to incorporate aspects of newsletters we enjoy into our own writing. A particularly useful section of the course was the description of different content types that work well for e-mail marketing. Those of us who dislike "salesy" content are given the revelation that our newsletters are a gift to our most dedicated fans. With this in mind, putting together newsletters becomes a more thoughtful and fun process.
Sally
What a fantastic course! Abby is informative, interesting and she explains both the bigger picture and the specifics to help you get started. I highly recommend this class.
atjgraphics
A down to earth and honest voice. I found this quite relaxing and a really nice class to get rid of those fears of email marketing. I love how the audience can participate and questions have been asked.