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Episode 8: Email Marketing For Makers And Creatives

Why you need to consider email marketing if you have an online shop

Email marketing converts at 40% higher than social media marketing. That means you’re 40% more likely – on average – to get a sale from the time, effort, and money you put into it.

You can build a loyal, repeat customer base with email.

AND you cultivate a database and connection with customers that you own – no algorithms or third parties to contend with.

If you’re intrigued about email marketing, make sure you check out The Better Business Collective, where I teach email marketing and provide dozens of template emails for you to send.

And take a look at these resources, too:

A writer’s secret to good marketing content

Not everyone’s a writer. When you’re running your own business, you kind of have to do everything yourself, so writing emails, blogs, social posts, customer emails, product descriptions, etc is likely on your daily to do list.

If you feel like you spend hours working on words, trying to craft something that’s going to engage your audience, convert viewers to buyers, and improve your business, I have a little tip and some suggestions for you today…

Did you know that, back in 2008, I graduated with a degree in Creative Writing?

It’s true. My passion for books and words and finding ways to express thoughts and feelings took me back to my place of birth (Leeds) for a university degree in writing. Since then I’ve been writing as part of my job for about 13 years.

And while part of me still holds a glimmer of hope that one day a novel or a screenplay will emerge, I am beyond happy that writing is something I have done professionally, and use daily in my work (and life).

A writer’s tip: Write the way you speak

We spend our early educational years learning about spellings, words, grammar, and the approved structures of the English language. It’s important. I love a bit of grammar. And don’t even get me started on punctuation.

But when it comes to words that have an impact, you need to write the way you speak.

We don’t need full sentences, perfectly punctuated, with adverbs and formal syntax.

We need you to say it in a way that makes sense to us as we’re scrolling and going about our business.

The way we talk has flow and friendliness, and that can add so much sparkle to your copy.

Here are some things to try:

  • Record yourself talking about something (a product, an experience, your brand) and transcribe what you hear
  • Have a conversation with a friend or fellow business owner, asking each other about what you do – again, record it or take notes on the words and phrases you use
  • Ask a friend (or even a lovely customer) to talk about you, your work, and your business – they could send you a quick voice note that you can use as inspiration for words and phrases you like
  • When you’re checking pieces of writing, like a social post or product description, literally read it out loud to make sure it flows (in your head gets you one star, reading it aloud gets you five!)
  • Listen to good podcasts, audiobooks, and TED talks – you’ll learn about the rhythm of storytelling, and you might even find some words and phrases you like!

Honestly, saying things out loud as you write and create will make your words so much more powerful to your audience! And you’ll start to feel more confident in them, too…

Can’t wait to hear how this goes for you – keep me posted!

Why bother sending a newsletter on Christmas Eve?

You’re not going to be making or dispatching any orders on 24th December, and customers are going to be done with their Christmas shopping. So why would you take the time to send an email to them?

Connection. Loyalty. Authenticity.

Building your brand, your marketing content, and your business isn’t about making the sale every single time.

In fact, taking the time to thank your customers for their support this year and wishing them a Merry Christmas demonstrates that you’re a thoughtful human being behind a lovely creative business.

And it doesn’t have to be long or complicated. It doesn’t need to take you hours or write it or set it up.

Here’s my quick-and-easy Christmas Eve newsletter content checklist:

  • Subject line: Merry Christmas from {brand name}
  • Headline: Thank you for being here
  • Paragraph: Share your thanks for all their support and what it’s meant to you
  • Photo: Include a photo of you in a Santa hat or some key Christmas products
  • Sign off: Wish them a happy new year

Bonus points:

  • Share a couple of fun stats, like how many baubles you’ve made this Christmas (this increases your authority and integrity as a business), and how many mince pies you’ve eaten so far (this makes you relatable as a human!)
  • If you have a free printable colouring page or old blog post they might like to read, link to it

Keep it really simple

I know how things can go. You’ll read this and think “YES, Jenny’s right, I should send a Merry Christmas email, and I’ll create a fully animated stop-motion video for it, and then I’ll link it to some stupendous (but not currently planned or made) January sale and new product launch, and I’ll share a huge list of makers I want to recommend… Ooh, and I could create a whole new freebie too…”

NO.

Just draft and schedule a short and sweet email now using things you already have.

And feel free to let me know how good it feels to schedule something that’s going to have a big impact on your customer love.

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