Episode 67: Mailing List and Email Marketing Best Practices with Heather Solos from Feedblitz

Stacey Trock is the owner of FreshStitches. After a technical failure during our interview at The National NeedleArts Association summer show in June, we talked over Skype about the success of her kit club and why she is switching to digital subscriptions. We also discussed how and why she's diversified her income and her perspective on pacing her business growth, customer service, social media, and more. About Stacey Trock Stacey Trock, the owner of FreshStitches, recently relocated to Los Angeles with her husband and daughter. Stacey started her business in 2008 selling crochet amigurumi patterns as PDFs and has since expanded her business and diversified her income. She is the author of Cuddly Crochet, Crocheted Softies, and Modern Baby Crochet. She is a nationally recognized knitting teacher (and she explains why in the interview), as well as a crochet instructor of Craftsy/Bluprint classes. She also teaches business classes from time to time. She blogs and sells crochet and craft kits and craft eyes through her website.  She designs crochet and knitting patterns. And, she recently transitioned her kit club to a digital ami club. You can find Stacey on FreshStitches and follow her on Etsy, Facebook, Instagram (as @staceytrock and @amiclub), Pinterest, Ravelry, Twitter, and YouTube.   About the Episode This episode was inspired by a question Delisa Carnegie, the yarn dyer behind Apocalypse Friday, asked in the Creative Yarn Entrepreneurs Facebook group. Delisa wanted to hear from someone who had a subscription club, and since Stacey's club was the most successful one I knew about, I reached out to her. (Since the original request for an interview in the spring, Stacey has actually ended her kit club. You can read more about that and watch the video where she explains this to her audience here. Her new digital Ami Club is opening soon.) Stacey shared her perspectives on several important business topics in this interview, including: How and why she diversified her business from exclusively selling PDF amigurumi patterns in 2008 to starting an educational blog, selling individual kits, a her kit club (which has now transformed into the digital Ami Club), selling craft eyes and other supplies, writing books, teaching, and launching a yarn line; Managing a club, starting with understanding your customers, determining your price (and cost), deciding between prepaid and month-to-month subscriptions, being strategic about supply orders, technology for managing payments, inventory, packaging, shipping, and more; Her DIY approach to running her business, how she thinks about scaling, and deciding when and if to bring in contractors and employees to help; Her business philosophy, including her focus on flexibility, customer service, time management, organization, and social media; and Mindset, including speaking your business fantasies into reality. Stacey also answers questions from Delisa at Apocalypse Friday, Angie Doherty at Hooked by Angel, Carmen Nuland at A Simple Homestead, Angela Plunkett at Little Monkeys Design, and Anita Bose Natarajan from NitaB&NishaN. Listen to the podcast for more discussion from me and Stacey.  If you enjoyed this episode The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in November, 2016. Be aware that content may be outdated. If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

Kim Russo is the yarn dyer behind Kim Dyes Yarn. We met at The National NeedleArts Association summer show in June, and later I spent some time talking to Kim, who shared how her business has transformed over the past 10 years, how she transitioned her fully online business to one that includes face-to-face elements, and her approach to time management. About Kim Russo Kim Russo, owner of Kim Dyes Yarn, lives in Virginia. She is obsessed with gorgeous colors, the way colors look when mixed and matched with each other, and how to achieve the next great idea in her head. She is a life long learner and her work reflects her continuing determination to keep learning about dyeing and color and fibers. Kim also loves baking, cooking, her family, and the Gilmore Girls.    Kim Dyes Yarn uses a variety of dyeing techniques on quality yarns and spinning fibers including gradient dyes, semisolids, variegated yarns, and mini skeins sets.    You can also follow Kim on Facebook and Instagram.   About the Episode In this episode, I chat with Kim about her business and we cover many topics including: How she started in business 10 years ago as a maker of wool soakers (diaper covers), selling her items online as Sit on Knit.  How she approached naming her current business. How she used a combination of photography, clear policies, and customer service to build her brand online. How she transitioned from an entirely online business model to one that includes selling yarn at fiber festivals and other events. Why she decided to "put her big girl panties on" to overcome her shyness at events. How she developed and uses online relationships to find business collaborators and to get advice when needed. Kim also closes the interview by sharing some words of wisdom for shy creative business owners. Listen to the podcast for more discussion from me and Kim.   If you enjoyed this episode The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in October, 2016. Be aware that content may be outdated. If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

Dedri Uys is the crochet designer, blogger, author, and teacher behind LookAtWhatIMade. I spent some time talking to Dedri and she was incredibly open and generous in sharing how she is able to work a full time job, be a devoted wife and mother, and still find energy and inspiration for her crochet business. About Dedri Uys Dedri Uys is the crochet blogger, designer and teacher behind LookAtWhatIMade.  She is best known as the designer of Sophie's Universe, a stunning continuous square crochet blanket pattern available as a free, 18-part crochet-a-long. She is the author of Amamani Puzzle Balls and the coordinator/author of Big Hook Rag Crochet. Dedri is also a Scheepjes blogger and recently returned from her native South Africa, where she taught several crochet classes as part of a tour organized by BeInspired.Love. Dedri "believes that crochet is more than just a craft. It is a lifesaving panacea, a necessary creative outlet, a calming tool and a rewarding passion." Dedri lives in London with her husband, 3 sons, and a cat. Four days a week, she's a radiotherapist at Charing Cross Hospital. You can also follow Dedri on Facebook | Instagram | Pinterest | Ravelry | Twitter About the Episode In this episode, I chat with Dedri about her business and we cover many topics including: How she started, grew, and diversified her business. The benefits and challenges of growing organically, including how she manages looking back on past projects that may not be "perfect." How teaching keeps her energized, even though she was initially nervous about it. Working full time in addition to being a crochet designer, and her suggestions for time management, involving others in your business, organization, and caring for your loved ones. Building the self-confidence to learn to say no to new opportunities to avoid burnout, stay inspired, and find more time for family, inspired by the C.J. Langenhoven's quote, "Yes is like credit. No is like cash." Learning to be vulnerable and the difference between guilt and shame from Brené Brown. (Dedri especially recommends this interview with Brené on Chase Jarvis Live: Authenticity and Bravery in a Digital World.") Dedri also closes the show with 3 things she wishes she knew when she started her business. Listen to the podcast for more discussion from me and Dedri. If you enjoyed this episode The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in September, 2016. Be aware that content may be outdated. If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

Jennifer Dickerson is the crochet and knitting designer, blogger, author, and YouTuber behind Fiber Flux. I had the chance to chat with Jennifer about how she got started with video and grew her YouTube channel to over 125,000 followers in less than two years. In this interview, she shares her practical tips for working with video, building a YouTube channel, time management, working for free, and monetizing your blog and videos.  About Jennifer Dickerson Jennifer Dickerson is the crochet and knitting designer, blogger, and YouTuber behind Fiber Flux. In addition to her blog, she launched the Fiber Flux YouTube channel about two years ago and has grown to 125,626 followers as of this writing. Jennifer is the author of Mini Flower Loom Crafts and has another book forthcoming. You can also follow Jennifer on Facebook | Instagram | Pinterest | Ravelry | Twitter About the interview In this episode, I interview Jennifer about getting started with video and growing a YouTube channel, but we also chatted about other aspects of her creative business. Some of the topics we discussed about video included: Jennifer's practical tips for getting started in video. Start by recording your back catalog so you don't have deadline pressure. Use simple tools. Her recommendations are to use artificial lighting from a kit with a "natural light" bulb, a camera that has both automatic and manual options (should you decide to experiment with settings), and a tripod. She uses the YouTube Editor to edit her videos within the interface. Remember that you don't need to film in sequence. Jennifer credits Celina Lane from Simply Collectible Crochet for reminding her that she can film the process in any order and then edit later. Focus on transitions. You don't necessarily need to film an entire process, but remember to share a transition before moving on to the next step (e.g., "Continue to repeat this step until the end of the row and I'll meet you there.")  Jennifer's suggestions for growing your YouTube channel. Use the Creator Academy, YouTube's free resource for creators. Release videos on a consistent schedule so your audience returns to your channel often. Start each video quickly with a strong opening and link between videos on your channel to encourage viewer retention.  Make the opening of your channel an "event." Remember to promote the channel itself, not just embedded videos on your other online properties. Ask viewers to subscribe. Remember that your YouTube followers may be different than your audience on other platforms. We also talked about other aspects of Jennifer's business, including how Jennifer... Monetizes her blog and channel, Approaches her editorial calendar and time management, especially when working on larger projects (like a book), Decides if and when to work for free, Has become a published author, along with suggestions for other aspiring authors.  Listen to the podcast for more discussion from me and Jennifer.   If you enjoyed this episode The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in August, 2016. Be aware that content may be outdated. If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

Heather Solos is a director at Feedblitz. I met Heather at the 2016 Snap! conference and we later had a Skype chat about best practices for growing, maintaining, and monetizing your email list.  About Heather Solos and Feedblitz Heather Solos started blogging in 2004 and became a professional blogger in 2006. She joined FeedBlitz, an RSS and email marketing company, in 2012 where she built the customer service team. She’s now a director at Feedblitz and swims in a sea of email, marketing, and best practices. When she comes up for air, she works for Home-Ec101.com, a site that earned her the blogger dream, a book deal in 2011. Heather is raising four kids, a dog, and a hedgehog with her fiancé in the Lowcountry of South Carolina. She runs on spite, caffeine, and wine and recently picked up a crochet hook in an attempt to resist checking her phone in the evenings. She now has more washcloths than dishes. About the interview In this episode, I talk to Heather about her own experiences with email lists as a blogger and what she has seen through her work at Feedblitz. (If you're new to the topic of email marketing, you may want to list to Episode 55: Email Marketing 101: Or, Why and How to Set Up an Email List for Your Creative Business.) Some of the topics we discussed included: Ways to monetize your email list through advertising, sponsorships, digital or physical product sales, and bundles/special offers for subscribers. The email open rate companies will be looking for before sponsoring a list. When to consider opt-in freebies to grow your list. When it's ok to use a more "salesy" approach to your list. Content ideas for autoresponders. How to approach an email list if you don't have your own website but operate out of a marketplace like Craftsy, Etsy, or Ravelry. How to find out the deliverability rate of your email list. What to avoid in your subject line, format, and email text to stay out of spam filters and when to use different email formats. List hygiene and maintenance. Tips for sending emails more regularly. Listen to the podcast for more from Heather about best practices in email marketing for creative businesses. I also share my experience using with the Feedblitz "test drive" and the service.   If you enjoyed this episode The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in July, 2016. Be aware that content may be outdated. If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

I answer questions about teaching crafts and self-publishing as I wrap up the virtual tour for my new book, Make Money Teaching Crochet. About this episode In this episode, I share the edited audio of a Facebook Live event I hosted earlier in the week where I answered questions from listeners about teaching crafts and self-publishing. Thanks to Rosalba Bassora, Novella Bobo from MadebyNovella, Patrice Walker from Yarn Over, Pull Through, Rachel McKinney from 100 Creations, and MG Camacho from Booktalk 'n More for sharing questions beforehand! I reference a lot of different resources, which you can learn more about by following these links: Craft Yarn Council Certified Instructors Program: This certification program is a requirement if you want to teach crochet or knitting at a "big box" store. In the book, I talk about other reasons you may want to consider getting certification, or why it may not be necessary for your specific teaching business. Scrivener: This is the software I used to convert my book to .mobi files for Kindle and .epub files for Kobo. I also used it to organize writing the book because there is a great "corkboard" feature where you can organize what looks like little index cards for notes on your book. Scrivener has a 30 day free trial, but the days aren't consecutive. You only "use up" your free trial on days when you open the software. Kindle Direct Publishing: I used KDP to self-publish my Kindle book and my print-on-demand book.  Kobo Writing Life: I used this to self-publish the .epub version of the book. Canva: I used Canva to create the cover for the ebook using the pre-sized template, my own selections of fonts, and a photo. Fiverr: Bdboss is the Fiverr seller who transformed my ebook cover into a cover for the print book to meet CreateSpace requirements. Gumroad: This is where I sell the direct downloads of my ebook. It also has a great affiliate program that is super easy to set up. If you enjoyed this episode The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in July, 2016. Be aware that content may be outdated. If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

Leslie Albertson is the director of marketing at Mixbook. I had the chance to get to know Mixbook in person at the 2016 Snap! conference and was later introduced to Leslie. We scheduled a Skype interview to talk about the best ways to present your creative business to potential sponsors and collaborators, following up after networking events, and more. About Leslie Albertson and Mixbook Mixbook's mission is to help you share and relive life's most important memories through its custom photo products. As director of marketing, Leslie brings her passion as a storyteller to Mixbook's content, community, and customer retention programs across it's portfolio of brands- Mixbook.com, Montage, and Mosaic Photo Books. Her past roles have included driving strategic partnerships with brands including Samsung, Verizon Wireless, and the NFL.  Mixbook was founded by Inc 30 Under 30 entrepreneurs from UC Berkeley, and has been featured on the Today Show, Good Morning America, TechCrunch, The Verge, Washington Post, New York Times and many other global media outlets. About the interview In this episode, I talk to Leslie about Mixbook's products and brands, networking at in-person events, follow up, and branding your creative business. Some of the topics we discussed included: Tips for approaching brands or potential collaborators at networking events, Identifying which brands would be the best fit for partnership with your business, How to stand out (in a good way) at your next networking event,  Leslie's "rule of 3" for follow up after an event, Becoming comfortable with sharing and pitching ideas, and Ways to use Mixbook products as a portfolio, for packaging, and to brand your business in general. Listen to the podcast for more from Leslie about branding your business and working with brands. I also share my experience using Montage for a portfolio. If you enjoyed this episode The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in June, 2016. Be aware that content may be outdated. If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

I kick off the virtual book tour for Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students by talking about how teaching has helped to grow my yarn-related business and earn me a stable side income. I also share more information about the book and self-publishing.  About this episode In this episode, I talk about Make Money Teaching Crochet, including... Sharing how I got started teaching crochet and how it has impacted the development of Underground Crafter,  Discussing why I wrote the book and key decisions I made in the self-publishing process, Describing the difference between the different versions of the book, and Providing more details about the virtual book tour. You may also want to check out when I was interviewed by Priscilla on Crocheter's Connection. Follow the virtual tour! Check out the rest of the stops on the tour to read reviews, guest posts, and interviews (and for more chances to win a copy). 6/12: American Crochet 6/13: Crochet Concupiscence 6/14: Moogly  6/15: Yarn Obsession  6/16: Oombawka Design Crochet 6/17: Creative Income Blog  6/18: Underground Crafter 6/19: Kaleidoscope Art&Gifts 6/20: Fiber Flux  6/21: The Stitchin' Mommy  6/22: CGOA Now!  6/23: Same DiNamics Crochet  6/24: Nap Time Creations  6/26: Rhelena's Crochet Blog  6/27: Jessie At Home  6/28: Rebeckah's Treasures  6/29: Crochet Kitten  6/30: Poetry in Yarn  7/1: Ambassador Crochet  7/2: Persia Lou    If you enjoyed this episode The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in June, 2016. Be aware that content may be outdated. If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).

Alexis Middleton is the crochet designer and craft blogger behind Persia Lou. I had the chance to meet her in person at the 2016 Snap! conference and we later scheduled a Skype interview to talk about the panel workshop, Generate and Pitch Ideas Like a Boss. About Alexis Middleton  Alexis is a work-at-home mother of three and a lifelong crafter. She learned to crochet from her great grandmother as a child but put down the hook until a few years ago. She started her blog, Persia Lou, as a place to share her crochet projects and it has since expanded to include other crafts and home decor projects, too.  You can learn more about Alexis by visiting Persia Lou. You can also follow Alexis online on Facebook | Instagram | Pinterest | Ravelry | Twitter | YouTube About the interview In this episode, I talk to Alexis about her panel workshop at Snap!, Generate and Pitch Ideas Like a Boss. (Her co-presenters were Colleen from Lemon Thistle and Sarah from Confetti Sunshine.) Alexis also answers listener questions from Angela at Little Monkeys Designs and Carmen from A Simple Homestead. Some of the topics we discussed included: Ways to organize your inspiration, Whether you should consider working for free or for product, How to ask brands to get paid, Creating a cohesive visual brand across your website, Instagram, and other social networks, Staying focused on your business goals, and Taking time off to refresh creatively. Listen to the podcast for more from Alexis about growing your blog and creative business. If you enjoyed this episode The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in June, 2016. Be aware that content may be outdated. If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).  

Erica Dietz from 5 Little Monsters had been blogging for less than a year when she started working with sponsors. We chatted at the 2016 Snap! conference about blogging, taking risks, how to work with sponsors, and more. About Erica Erica Dietz is the crochet, sewing, embroidery, and craft blogger behind 5 Little Monsters. She shares designs and tutorials on her blog. Erica is also a stay-at-home mom to (you guessed it) 5 children. You can learn more about Erica by visiting 5 Little Monsters. You can also follow her online on Facebook | Instagram | Pinterest | Ravelry | Twitter About the interview In this episode, I talk with Erica about a variety of topics, including the evolution of her business, how she started working with brands and sponsors, her tips for making connections at conferences, stepping out of your comfort zone, and the importance of follow up. She also shares an inspiring call to action at the end!   If you enjoyed this episode The Creative Yarn Entrepreneur Show is no longer broadcasting. Episodes are available as a service to the yarn community. This episode originally aired in May, 2016. Be aware that content may be outdated. If you'd like to chat with other yarn-related business owners, join the Creative Yarn Entrepreneurs Facebook group. Support Marie's work by buying one of her books, Make Money Teaching Crochet: Launch Your Business, Increase Your Side Income, Reach More Students (Amazon | Gumroad) or Design It, Promote It, Sell It: Online Marketing for Your Crochet and Knit Patterns (Amazon | Gumroad).