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Email Marketing for Crafters

Lesson 16 of 24

Think About Length

Abby Glassenberg

Email Marketing for Crafters

Abby Glassenberg

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Lesson Info

16. Think About Length


  Class Trailer
Now Playing
2 Why Does Email Work? Duration:11:51
4 Software is the Solution Duration:21:33
5 My Newsletter Story Duration:14:45
6 Advertising is Annoying Duration:07:12
7 Your Email is a Gift Duration:04:05
8 Market Research Duration:11:35
9 Identify Your Why Duration:14:18
11 Exploring Content Type Duration:24:36
13 Make It Exclusive Duration:02:58
14 Accuracy is Key Duration:03:26
15 Templates & Branding Duration:07:07
16 Think About Length Duration:06:40
17 Subject Lines Duration:08:41
18 Call to Action & the P.S Duration:04:07
19 Write Back, Okay? Duration:19:24
20 Case Study #2: Ann Wood Duration:25:25
21 Autoresponders Duration:05:28
22 Build Your List & Keep It Lean Duration:41:36
23 Case Study #3: Indiesew Duration:06:43
24 Game Plan for the Holidays Duration:06:05

Lesson Info

Think About Length

I think a little bit about lanes, how long it should it be and this is really going to be a personal decision for you regarding what you like the most, you know? I think shorts batter some people think longs better you're going to have to sort of see what you think so it's basically, how much content do you feel like people can handle before they're going to sort of close email and deleted? Ah, and you have to see what you think on your own so that's a personal preference, I think, but I like short um ok, this is a question somebody had asked earlier about frequent see and consistency and timing when is the best on time? I think it was. So, um, most people who sign up for your email newsletter are not ready to buy the first time they get an email from you. They're just not ready. People have to see things a lot of times before they're really ready before they're comfortable before they know you, so that consistency is really, really important, so I think frequency let's talk about freq...

uency for a minute um I like weekly I know we please a lot, so I think if you send once a month it's not enough just to tell you about my personal opinion, I really don't think once a month is enough I know a lot of people feel like once a month is all they can handle and if that's all truly all you can handle them that's good that's better than nothing but I don't think once a month is enough I think e think if you could do twice a month that's pretty good and I think if you can do once a week it's better um I really dio I think that once month is just too infrequent build rail traffic and real relationships with people. So, um that's my personal opinion about frequency I think it's better to be to be weekly and consistency you know, if you can do it on the same day really a good idea if you can do it on the same time on the same day that's even better and you can schedule three male champ so you can see I like I wanted to go out and you can write it on a monday and schedule it for thursday at five and it will go out on thursday at five um so you don't have to sit there and hit send the moment that you want to send you can schedule that and on dh then timing like when are you going to send this whole lot of research about fen time um and sort of optimizing that for your particular audience and I do think you can focus on that if you want tio, but I think when you're a one person business and it's just you what's, the most important thing with timing is what fits with your schedule with your life that's the most important thing, because if you don't find that, then you are going to be able to stick with it. So why do I send my not on wednesdays at ten? Um here's. Why? Because I run on mondays, tuesdays, thursdays and fridays because my kids are in school, so I couldn't go running. I don't run on one face because my kids have a half day in our public school system everyone's they said their home at noon so great for working parents, but their home at noon and so I don't have time to run if I run, then I can't work, so I'll have to work during that half day period. S o I have time right after drop off at home, so I send it out a ten because I dropped them off. I'm home at nine and between nine and ten, if there's things about the newsletter that aren't finished tweaks, I'm not done. I want to make sure it looks good or whatever I usually write in tuesday's, but I have that hour. To fix it and finish it, sometimes I changed my mind, like in the middle of the night, I'm like a wash and want to fix it and change it, so I have that hour between nine and ten to fix it, and then it goes out of ten. So that's, why send it on wednesdays at ten? There is no other reason that that it basically fits into my life, right? I know that I can consistently do it then. That's the reason really reason on dh there's a lot of factors mean, you can think about I get a lot of email newsletter on friday I don't know why I get, like five that come on friday, so you can think like maybe friday's is in a good day because a lot of other people in my niece son on friday, um, some people feel like don't send on sunday because it's people's weekends off, people feel like sunday is a great day because no one setting on sunday, so it'll just be me. I mean, you can kind of figure it out, but I really think for sustainability it's more about your lifestyle, looking at your week and figuring out ok, I always have time thursday night, so that's tonight, you know, whatever, it's gonna bay so are there any sort of questions about consistency or timing or feelings concerns about that kind of thing how you're going to fit this thin I definitely think you got to schedule it you got to take out your calendar when I first started the newsletter took on my calendar and I wrote a newsletter newsletter newsletter on everyone's in tuesday I wrote right newsletter right newsletter right newsletter every tuesday so that it was on the to do list yeah because you got to make time for it have a question from online let us know if you have any in here so this very much ties back to your theme of email being a gift but people are so wondering maybe they weren't with us all day why did you choose once a week I feel like I'm bothering people sending once a week could you just get on that built thing again yeah I mean I think that you know I do think you can actually get more un subscribes when you sent in frequently than when you send frequently I really do I feel like sending infrequently people just forget who you are they forget why they're on the list they don't develop that personal relationship I mean I think twice a month it's good I think he could do it twice a month but you just the other side of the coin is you're losing out on a lot of sales in a lot of traffic by not doing it. So if you're including something valuable and fun and interesting that people are going to enjoy, you don't have to feel guilty, sending it remember they double opt it in and they can always unsubscribe on dh. You know, I think you're missing out, you're missing out on web traffic, you're missing out on sales, and you're missing out on a relationship building that you could have had if you had decided tio send more often, so go for it. Don't be afraid, don't be ashamed, you got good stuff, share it. These are the people who you want who wanted so share it with them. Yeah, definitely thank you women. It yeah, that that thing keeps coming up until we started. Yeah, so it would keep me in the drug. I think that's a lot of people's by that fear are absolutely well what I fear. Yeah, that you're bothering people, but you're not. Don't worry.

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.


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.