Welcome to Episode #3 of Business of Craft
On this episode, we’ll delve into email marketing with Abby Glassenberg, of While She Naps. Abby shares her formula to achieve 50% open rates and elaborates on her unique journalistic style. We also learn a few of her productivity secrets, including keeping a Pocket in her pocket.
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Abby’s origin story of her brand:
- [2:15] After a stint as a teacher, Abby had her first daughter and became curious about being a craft blogger.
- [4:18] In the early days ‘While She Naps’ was really just an online journal. Abby posted every day but it was humble in the beginning.
- [5:00] Abby says you can start small without having a grand vision. “Back then, there was only small–there was no expectation of a blog being anything bigger.“
- [5:37] Abby Pursued things she was interested in and document them is still the same idea of what I do today. “The essence, which is to follow my curiosity… is the same as it was from the start.”
- [6:46] “When you start doing something like your job…people start hiring you and paying you.“
- [7:08] “It’s a flexible job. I can nap and jog and have flexibility in my work.”
- [8:23] Abby talks about making e-newsletters an effective tool for your marketing program.
- [9:54] Abby did a lot of experimenting with her newsletter. She mixed up sending times and content.
- [10:36] Abby’s current formula is a small block of content is a photo and text that links to the blog. The second segment features links. That’s the heart of the newsletters. The best of business, sewing and small business from the week.
- [11:42] Abby: “My PS often gets more clicks than anything else in the newsletter”
How Abby chooses content that is provocative and not controversial:
- [14:03] Abby has certain topics she likes: Fair pay, social justice and contracts and feminism. “I see craft as a microcosm for the whole world.”
- [15:14] “If I can, I push large corporations to treat people more fairly because of what I’m exposing.”
- [16:39] Abby says It’s really important to share both sides of a story but also showing what’s fair.
- [17:19] I don’t do normal things so as a result, I have more time to be on Linked In or Facebook for example. “I haven’t seen a movie in over 11 years!”
- [17:54] Abby has a lot of connections, and sources and she cultivates sources so people trust her.
- [19:26] The substance of the post is different from the substance of the comments. Those are two different things. Comments can flare up and become really angry.
- [20:29] I leave comments up that are very critical of me. It’s important for people to see those comments and think, “where do I fall?”
Craft Industry Alliance
- [22:30] Origin story of CIA
- [24:30] Abby and her partner Kristin spent a year forming the association. They have 1200 members now. The fee is $60 per year to join.
- [25:10] The newsletter has 3 articles and resources. Membership includes webinars, the forums, and meet-ups. Encompasses all types of crafters, makers, and craft business owners.
- [26:23] Most members are more established. Some are very large. Everyone is there to increase profitability.
- [28:10] Abby elaborates on generosity marketing. She elaborates on the Give Give Take Concept.
- [28:35] “Nobody is going to buy something from your Etsy shop every single week.”
- [29:20] “I think of my newsletter as a handcrafted present. I’m making it for my favorite fans and subscribers and giving it to them every single week.”
- [30:05] Readers will have a sense of reciprocity when they trust you. They feel like they’re part of what you’re building.
Abby’s Productivity Tips:
- [32:47] “I have a lot of internal rules and I try to stick to them. When you’re your own boss you have to set the rules for yourself.”
- [34:09] Abby keeps running to-do list she writes every day. She keeps everything out on her desk.
- [35:05] Abby will multitask with her iPhone throughout the day.
- [36:10] “I love what I do and would do it no matter what. It turned into a job by accident”
- [36:48] “When the thing you make becomes the thing that makes you money, it changes it. That is still hard.”
- [37:30] Abby tries to do projects that do not align with her product line is a great way to create a distinction between work and pleasure projects.
- [39:32] Abby use the Pocket app. It saves articles for later and operates offline. She also uses the LinkedIn app.
Abby’s other wish list activities:
- [43:50] Cooking! Abby likes to collect interesting ingredients and experiences.
- [45:10] If I learn to knit, I won’t work. Once I start, I have to finish the whole project.
Selected Links from the Episode:
- Craft Industry Alliance
- Pocket App
- Abby’s post, “Should God Be a Marketing Tool?”
- Connect with Abby