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Email Marketing for Crafters

Lesson 8 of 24

Market Research

Abby Glassenberg

Email Marketing for Crafters

Abby Glassenberg

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Lesson Info

8. Market Research

Lesson Info

Market Research

So let's do a little bit of market research talk, so we're going to subscribe to a bunch of email newsletters in the work she one of the downloadable worksheet but you can get from our soup peeing to this creative black class you have a list of ten email newsletters that I like now they're my tastes obviously some of them are sowing related if you don't so you might really not like that but even if you don't so I think they're interesting on lee because these are people who really do send something sometimes in my market research when I was doing it myself I would sign up for email newsletters from my favorite people and nothing would come I mean this two years ago still nothing has come from some of them I signed up and they never sent me anything and I wanted to see what they what they had but they never sent anything so at least this this list of ten people get you started these air ten people who do something every week so you'll get started with that and I also think you can devel...

op your own less to just buy, you know, subscribing to things and sort of thing with out there, so we're going to subscribe to a whole bunch and then there's also in your pocket a way to track like a tracker so way to track you our reaction to the e mails that you're now going to be getting so now you're going to be getting ten in your inbox a part of the research is to track how you feel when you get it, not just the first one, the first one's important, but what about two months from now? Are you like get rid of that one? Or are you like, oh it's the good one on one? What makes you say I'm going to open it or might make you say justly downtime for that thing anymore? So you're tracking your feelings about them are really important and you should take note of the welcome message. Some people have a welcome message in place and we'll talk about how to set that up. It's an auto responder. So you've subscribed and they send you a little welcome hey, thanks for being part of my community that might show you around a little bit here's what to expect you're going to get an email every friday you're going to, you know, here's some free patterns here, some of my favorite block post most popular block post just kind of showing you around look think about the tone of that welcome message was it helpful to you set up some expectations for what to expect, and then I've been new ones come in, think about length, you know are some of them like super long and how does that feel when they're super long I don't love super long myself um and super long could be many things some people send tons of excerpts of tons of different posts I feel like that's a lot because I have to click through everyone some people have said like an essay like a fully written article in the email just for their subscribers that can be nice can sometimes feel too long depends on how you what like what do you like um and you would also think about what it looks like uh you know is it easy to read on your mobile phone? Most people are reading on their smartphone now when they opened an email so you should think about when I read it on my phone is tax like so tiny um if I want to click on a link is the link just one word you know sometimes it's hard to click you don't think that this is one word, but if you make it a whole phrase that's easier to do a finger on there and click I mean these things matter so think about like there's a you know, so I know immediately I can't want email and I swear I think there's no banner and so I never know what's from like I get it in the newsletter and again I'm like who would have to score the bottom to see who it is who what companies that is there a banner like is that joint know right away who it is um you end up liking a lot of photos one photo enough no foot what about the month of no photos? Hot pot has no photos I still love it even the moberly visual person but I love the content so started like think about that frequency you know uh is it too much? Is it not enough? Um all of this stuff is going to be a decision you're going to make for your own business so you need to know it needs the groove with you like what? You like what you prefer um and then you know that the tone of it is it pushy? Is it very sales e is it very like, uh you know by now do you like that? Is that feeling like effective to you like a good clear called action or is that feeling like, you know, cramming it down your throat? Is it not pushing enough? So I also have another email newsletter I get a lot of I got another email newsletter that I get that has no links to this person shop at all, so then offer me now I love that I actually really love that has a really nice editorial the beginning and some length the bottom but their links which other sites and none of them are there's nothing to buy and it's good if you think because I'm like I I love what you're doing and I want to buy your thing at least at some point, but if you never tell me where your thing is, I'm never going to pie it, so you know, you have to sort of think about that tone how pushy do you want to be how failed thinks you want today? And I really do think it's not just about the first one, the first email that guts you or the second because the first one might be a welcome message so first in the second it's really about the third the fifteenth you know, down the road because this is a long haul plan right earlier leading up to holiday sales, but we're not going to start this in november we're going to start this whenever august we're going to start it now we're gonna start it whenever I know we're in it for the long haul. This is something you're going to continually do for the life of your business so it's important that the fifteenth email feel as useful and is good and interesting is that first one? So yeah, so are there any other questions coming in we absolutely have questions maybe questions lots of ha's let's see and you kind of just talked about this and let me know raise your hand if you have a question in here which was from jay vigil, I receive some news weathers that the whole content is in the email and others that you need to click the link to go to the newsletter on a person's website, which do you recommend? Well, I think when he means clicking the like you ought to click a link not much it's early to go the whole newsletter but to go to the whole rest of the content after the post or whatever it might be on the person say, um I definitely recommend that that you have to click over the goal here I think for me at least is to drive traffic and then eventually sales to my site so I absolutely don't want to give everything there I want to give some and I want them to come and while they're on my side and reading, they will see links to other things that they might browse through and eventually might buy, so I want them on site for sure and the email is a way to connect and pick their interests and get them on the site it's a good question, did you? Yeah, you don't put a bunch of content in the email that you say I do put content and though that is exclusive but not full faa long things that are going to look like a blurb or something about the essay and then like at the end of it may be dot, dot dot and then a link to write I did two of those from recent block post with the top we're going to look at my newsletter in a little while, but yes, the goal for me and you do need to think about your goal, you know, and that's a big part of this, but the goal for me is to get you on my site where you can then browse other content, browse patterns and e books and other things that I have on offer and eventually purchased them that's the goal? Yeah, you said you do something that's exclusive to the newsletter. Yes, I write a little editorial at the bottom, and I also have a curated list of links the curated list of links, I think is the thing that people think is the biggest bonus they love the most. We'll talk about that, but the idea of an editorial at the bottom so there's some kind of commentary about what I see happening in the industry that week believe it or not, craft has a new cycle on dh I'm in the news cycle, so just looking at what's happening on dh sort of take take on on at a way to think about it a little bit of analysis like two paragraphs on and then there's a little p s as well we'll talk about p s is my favorite part e reported that quick one would you recommend do you personally set up a separate email account just for ease for receiving all of these newsletters that you've signed up for that's a good question and I know I'm gmail and I actually don't use email but I know one female there's like a separate tab for those of you who are gmail users were like thieves newsletters automatically get filtered in andi I've heard good and bad things about that people love it people don't like it I don't have a great system for that all of my stuff comes to my regular I have one email address and everything just comes there and I I'm a big proponent of inbox zero so I have inbox zero every night before I got banged wow, but I I know it's hard for you guys, but I will I will read it and uh or like I put it in a special spot so yeah that's a good question it is a lot you know e mails hard to manage or managing your own inbox that's a whole another class you know that's figuring that out is it's hard. Well, we are going to be talking about productivity in during this craft week here. Yeah, maybe we'll be addressing that. I think we actually have a class here on crete, oblige that's about managing, managing your back. You don't even want to see my anbar, you are go to zero person. I know there's, a lot of you up there. Yeah, that's. Why? I think I would drive me crazy. I can't hand, I can't have already mouth like, obsessive, I get all defined.

Class Description

A good email feels personal and creates a strong connection between you and your readers. Learn how to develop a compelling, personal, and effective email strategy in Email Marketing for Crafters with Abby Glassenberg

Abby is a sewing pattern designer, craft book author, teacher, and writer. In this class, she’ll share what she has learned about creating emails that facilitate genuine connection between you and your readers. You will:

  • Explore the best email software options 
  • Identify content that engages your subscribers
  • Decide how often to send your newsletter and how long it should be 
  • Learn the “give, give, take” approach and how it can work for you 
  • Develop tactics to get people to open your email and act on it 
  • Find out how to grow your list and keep it healthy 

Abby will also guide you through the nuts and bolts of setting up a branded email by teaching you how to customize a template with photos, banners, and graphics. 

Email Marketing for Crafters with Abby Glassenberg will teach you how to use this powerful medium to build relationships, drive sales, and grow your business in a sustainable and authentic way.

Class Materials

Bonus Materials with RSVP

Kick Start Your Profits

Bonus Materials with Purchase

10 Tips Grow Email List Exponentially

Market Research Tracker

Why Do You Subscribe To Publications

Write Enticing Subject Lines

Improve Your Holiday Sales Sketch Note

Ratings and Reviews

Student Work

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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.


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.


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.