Tori McElwain
My previous blog post discussed the importance of building an email list for quilting and crafting workshop instructors. Your email list is a powerful tool for connecting with your audience, but what you send in those emails matters just as much. Today, I'll explore crafting effective email content to nurture your community and boost your crafting business.
What Is an Email List?
Before diving into the content, let's recap. An email list is a collection of the email addresses of your potential customers or learners, individuals who genuinely want to engage with your content, creations, and offers. They opt-in, choosing to join your email list because they value what you provide.
The Value of an Engaged Email List
To reiterate, the value of your email list lies in its open rate, or how many people open your email (which often surpasses views on a single social media post). However, for this to hold true, your email list must consist of interested recipients; otherwise, the value of your email list diminishes.
To Jump Start Your Email List Create Events or Challenges
Consider running events or challenges like quilt-alongs or craft-alongs. These structured activities, facilitated through email, allow your audience to learn and create together, which is ideal for patterns or basic techniques. It helps build community and a habit of opening your emails! It also helps the back end. Your open rate improves, your unsubscribe rate will diminish, and the inbox host (like Google, Yahoo, Hotmail, etc.) favors your emails! In addition, events or challenges improve your trust and authority with your recipients. So, it's a win - win - win all the way around!
Do you need help with setting up a Quilt Along? I’ve got a Podcast Episode for that!
Exclusive Content and Headlines
Share exclusive content in your newsletters and promote it on social media. This approach keeps your audience engaged. For example, share a post that hints at a big release for a new pattern, share exclusive deals or bundles with your email list, and make everything you offer available first for email subscribers.
ProTip for Your Subject Line: Don't call it a "Newsletter." We are in a hobby industry and many of our ideal clients are not interested in a newsletter that talks about a company - however, hearing from their favorite quilting instructor? A favorite pattern designer? Their crafting BFF? They're definitely interested in that! Instead of using "Newsletter" in your subject line, use a question that is answered in the email or list the subjects or most exciting parts of your newsletter in your subject line.
Engaging Your Audience for Success
Now, let's explore the key elements of crafting effective email content:
1. Value-Driven Content:
Your emails should offer value to your subscribers. This can include tips, tutorials, crafting inspiration, or information related to your workshops. My favorite way is to create core content or content that can outlast today in a long format (like YouTube Tutorials, a Podcast, or a blog post) and share a summary in my emails. This allows you to give value without overwhelming yourself, your schedule, and your audience.
2. Personalization:
Personalize your emails by addressing your subscribers by their first names. It makes your emails feel more personal and engaging. Also, write like you know them. Write like you’re talking to a singular person - not a large crowd. To your reader, it’s just you and them in their inbox, not you and 1,583 subscribers.
3. Storytelling:
Craft compelling stories that resonate with your audience. Share your journey as a crafting instructor, success stories from your students, or the story behind a particular crafting project. Share stories to share tips, tricks, or lessons learned.
4. Visuals:
Incorporate images and visuals to make your emails visually appealing. Showcase your crafting projects, patterns, or workshop materials. Cutting tables can be engaging, and intriguing, and can show your process in action. See more about picture-perfect quilts here:
5. Clear Call to Action (CTA):
Every email should have a clear CTA. Whether it's encouraging subscribers to enroll in your workshop, purchase a crafting kit, or engage in a challenge, make the action you want them to take explicit. Have fun with it! Write like the little voice inside their head - not a computer. Trade “Sign up Here” for “I’m ready to start learning!”
6. Consistency:
Maintain a consistent email schedule. Whether it's weekly, bi-weekly, or monthly, let your subscribers know when to expect your emails. It builds trust and authority.
7. Engagement:
Encourage interaction by asking questions, conducting surveys, or hosting Q&A sessions in your emails. AND answer back or share the results. It’ll raise engagement and they will feel more like a true community. Engaged subscribers are more likely to become loyal customers.
With these strategies in place, you can craft engaging and effective email content that not only keeps your community connected but also drives the success of your quilting and crafting workshops. Your email list is a powerful tool; use it wisely to build trust and authority in the crafting world.
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