Email Marketing Workshop: School House Craft

The workshop portion of Getting Crafty with Email Marketing as presented at School House Craft 2012.

Transcript

1. Workshop: Creating A Vision For Your Email Marketing
2. Develop Your Brand Voice
4. List 3-4 top personality traits that are also reflected in your brand
5. Expand each adjective with 2-3 complimentary words
7. Mission: What do you/your brand give to your customers & fans?
8. What value do you want to add to your customer’s lives?
9. What sets your brand apart from your competitors?
10. Vision: Where do you want to go? How can your customers and fans help you get there?
11. Now you’re ready to create your email marketing vision
12. Outline Content Types
13. Based on your brand voice, what kind of content could you (or do you already) create for your audience?
14. How-to? Behind-the-scenes info on store items? Sharing info & content from crafty friends? What have you been up to the past month? What events have you attended? Where are you going to be next month? Content you found interesting or helpful? New products in your store? New stores carrying your product?
15. Make a list of all the types of content you create currently or could create based on your brand voice and what you do regularly
16. Next: Determine Your Initial Sending Frequency
17. How often could you realistically send a newsletter?
18. Now: Create A Schedule For Yourself
19. Day 1: Outline Your Content
20. Look at your content list: Pick 2-4 types of content to include in your newsletter.
22. Day 2: Write Your Content & Gather All Images Enlist one or two people to help you proofread your newsletter
23. Write summaries or lead-ins for content you want to link to. Write any new content you plan to create. Gather product images for any products you want to include and any other images. Create or gather lead image or header.
24. Day 3: Create Your Newsletter & Send A Test To Your Proofers
25. Day 4: Gather Edits & Make Revisions. Schedule Your Newsletter To Be Sent
26. Day 6 (24 hours after you send your campaign): Review your reports and make a note of something new to try with the following issue
27. Schedule Your Next 4-6 Months Of Newsletters
28. Schedule Your Send Date Around Key Events Take a look at your calendar for the next few months. What events or happenings are coming up that you want to be sure to promote via your newsletter? Plan to send at least a few days before those events. Count backwards from your target send date to schedule each step of creating your newsletter.
30. Thank You! Amy Ellis @amy_e_ellis amyeellis.com