I was asked to sell my art in a gift shop recently and in preparation for this milestone I have a branding headache. My table is covered with tag ideas, print outs, labels, notes, and generally a mess. Do I want to add my etsy address? What colors do I want? Do I want to add my name or stick to my shop name? And how will I package my magnets, lamps, and other decor that I will be adding in the future? How much space do I give for the store's inventory number and price?
Forget about this self-declared mess (not!) while wrapping gifts, I have a mountainous mess in the dining room, the craft room, and the garage. Both my dad and my husband told me that I need a dedicated workshop in the backyard somewhere.
These are things I have learned during this process:
1. stick to what feels right for your "brand"/name/art/vision
2. make the tags/packaging something you will want to look at for a length of time
3. make sure others can read the pertinent information
4. do you want to tell a story with the description
5. think about pricing before someone comes knocking at your door!!!
6. will the tags/packaging flow from one product to another
QUESTION: What have you learned about packaging (either from your own shop or as a customer)?
I told you why you need to build an email list. Now we will discuss how to actually grow that list so that it makes a difference.
The first thing I look at is how the placement of my signup form and its appearance affects conversion (getting my readers to sign up).
my sign up with a free creative e-guide--testing what works best
Then, I use the statistics in my mailchimp account to determine if my titles, setup, and links are 'working.' In my case, I want to know that people are opening up the email and if they are reading the material. The fact that I get emails from subscribers lets me know that the newsletters are being read but I need to know the other details. I still want to know that my email list opens and clicks at a higher percentage than the average.
This is what I have learned and want to pass on to you.
Have your signup form on your site. People are more likely to subscribe if they only have to click one time for the enter button--don't send us somewhere else for the sign up form and make us leave your site! You could miss the chance for the reader to fall in love with more content.
Keep it simple. We have to earn the trust of people subscribing so ask for their email address only. If you need it, ask for their first name. People are distrustful of the internet at times and the information it stores so why make them cringe as they subscribe?
I added the arrow and words. Sometimes people like knowing they are joining a big group.
Be visible. It does no good to have a form if we can't see it. Most sites with large subscribers or where their list is important have it above the fold line. And if we have to scroll down to get past your header, your header is too big. The point of your blog ought to be about your content and call to action. This would be a great place for a sign up form.
Use your words carefully. Pay attention to the words people use on their subscribe buttons, especially on those with large email lists. We ask you to join, sign up now, and get free updates; a subscription typically costs money so try a different word besides 'subscribe' and see if that helps with conversion.
Stick to your message. On my sign up blurb and on a separate link up page for those coming from my shop, I let people know what they are getting with these type of words: once a week, challenges, tips, encouragement, creativity, promotion, a free ebook---if I start sending out emails on how to do math equations I would not be surprised if people unsubscribed in droves.
an example of a sign up form I found online
Those of you that have been on my email list for awhile know that I recently changed the look of my newsletters. This is a test and I am looking if adding the pictures and the different sections helps with click-through and what comments I get from subscribers. This is all part of delivering content in a way that can still have impact and be relevant to those that took the time to join in the first place!
When I lost my domain and site at the end of May I was devastated. I had lost more than content and followers; I had lost all of the long hours it took to get to the point where I was with my site.
Thankfully, I had an email list.
I was able to contact my email list and let them know what was happening and reassure them that I was sticking around.
I received emails from concerned readers offering support when I normally offer up the encouragement and it made all the difference. Starting an email list gave me an ounce of movement that I was not really starting all over with a blog because I had a group of subscribers already.
When I read interviews from publishers and executives looking to the small business owner they do not ask about page views; they ask if you have an email list.
If you subscribe to blogs in your google reader or you bookmark your favorite sites then you know that the list can be very long and daunting to go through. It is easy to forget why you feel in love with a site in the first place and if you don't see it in the feed then you miss posts.
But when someone gives you their trust by clicking on that subscribe button they are saying they want more of what you have to offer. Your email readers are saying that they are willing to let you come into valuable real estate--their email inbox.
I received an email from a woman I have never been in contact in any way. She sent me an email after reading my newsletter that I had just sent out. This happens each week I send out a newsletter. The fact that my readers take the time to email me and share something still touches me deeply especially when they have not left comments on my blog.
An email list gives me a platform to connect with others that want to be encouraged and promoted for living their purpose.
Things to consider:
* How often will you send out updates? Don't spam or send them too often or too infrequently. If you send them out too often you run the risk of being deleted for seeming pushy. If you send them out too infrequently then you run the risk of the readers not remembering who you are.
* Have a point. What is the reason why we need to subscribe to your newsletter? My email newsletters are for encouraging tidbits, news, and promotion (not just for me but of others).
* Will you interact? I am on a list where we are asked to email our questions and comments. And they get answered. And he has over 20,000 subscribers. They may get answered in a blog post or in response that has been formatted to tackle that particular question but that is what I want--interaction. If you don't want people to email you asking you about the photo you used or what something means because you have answered it elsewhere or you think it is a silly question then do NOT start an email list. An email list is about personal interaction.
Starting an email list is easy. Have you signed up for mine? After you have confirmed your sign-up, you receive a welcome email with a link to download a FREE ebook on The Creative's Guide to living with purpose. After that you will receive updates 3-4 times per month and I like to promote my readers.
How to Build Your List
1. Pick a service provider. I use MailChimp but you can also use Aweber. Some people think they have to use Aweber because popular bloggers use it but if you are just starting out and want something easy to manage and free, go with mailchimp.
2. Create your opt-in form and page. Don't make it ugly. At least use the form the service providers provides for you.
3. Give something away for free. I offer an ebook. Some offer a tutorial or a coupon. With so many more starting email lists you need a carrot that makes your sign-up worth it.
QUESTION: Do you have an email list?
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About Erika
Every one has a story and each story needs to be told. I help creatives tell their stories and live with purpose. I live in Texas with my husband, two kids, and two outside cats that adopted me (I am allergic to cats). Follow me on facebook.
