Digital Nomad Skills. Start + Grow Your Email List. It's your most important business tool. | Aerie North | Skillshare

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Digital Nomad Skills. Start + Grow Your Email List. It's your most important business tool.

teacher avatar Aerie North, Designer + Maker ♦ Art Gallery Education

Watch this class and thousands more

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Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Watch this class and thousands more

Get unlimited access to every class
Taught by industry leaders & working professionals
Topics include illustration, design, photography, and more

Lessons in This Class

6 Lessons (31m)
    • 1. Introduction

    • 2. Lesson 1: What is an email list + why should you have one

    • 3. Lesson 2: Building your email list with ideal clients

    • 4. Lesson 3: Where to start + Case Study

    • 5. BONUS Lesson: Case study of successful email list launch

    • 6. BONUS Lesson: Should you offer a freebie for emails?

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About This Class

Digital Nomads are the new economy.  
Nomads are travellers, and of course digital means online / internet.
To work and travel as a Digital Nomad, you need creative and business skills.
This class is one tool to help you on your journey to work as you travel, or travel as you work.
Please enjoy, and stay in touch.


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In a recent conversation in Neil Shearing’s Skillshare Mastermind Facebook group, participants were discussing changes in teaching platforms. I mentioned that secondary platforms changing their business strategies reinforces the importance of having your own email list.

I received several private messages from group members asking me to:

  • Explain email lists
  • Why you need one
  • How I employ my list
  • How to get people to join an email list
  • Where to set started

This class answers those questions by discussing:

  • High sales conversion of an email list.
  • Where to get quality people on your list
  • Walking you through my email list strategy

Lesson 1: What is an email list + why you need one.
Lesson 2:  Where to find quality people for your email list.
Lesson 3: Where to start your email list + Case Study: Walk through my email list strategy.
BONUS LESSON: Solid Evidence of a successful email list launch
BONUS LESSON: Should you offer FREEBIES for emails?

Please join me in class  by clicking ENROLL


Meet Your Teacher

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Aerie North

Designer + Maker ♦ Art Gallery Education


Award winning artist, maker + teacher.
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1. Introduction: Hello and welcome. In a recent conversation in Neelesh Airings Skill Share Mastermind, Facebook group participants were discussing changes in teaching platforms. I mentioned that secondary platforms changing their business strategies reinforces the importance of having your own email list. I received several private messages from group members asking me to explain email lists Why you need one. How I employ my list, how to get people to join your email list and wary to get started. This class answers those questions by discussing the high sales conversion of having an email list. Where to get quality people for your list and I'll walk you through my email list strategy and lesson one. We'll talk about what an email list is and why you need one and lesson to. We'll talk about where to find quality people for your list and unless and three will discuss where to get started and for a case study, I'll walk you through my email ist strategy. Please join me in class by clicking and roll, and if you like this class, please give it a thumbs up 2. Lesson 1: What is an email list + why should you have one: Hello and welcome back to class. An email list is where your most loyal clients want to be. These are the people who trusted you enough to give you their email addresses. These are the people who liked you enough to seriously consider buying your product or service and want to be updated on a regular basis through emails. These are the people who got to know you well enough to want to learn more about you and your business. Email lists generates some of the highest conversion rates for small business owners. 10% of businesses have an average of 11% conversion rates. That means the top 10% of small business owners will sell, on average, 11% of the number of people on their list. The overall average is between one and 7%. That means if you have 1000 loyal people on your email list, you're likely to generate 10 to 110 sales from sending them an email about your business. Of course, there are fluid factors such as the quality of your emails, the frequency and sending them and being sure that you have quality people on your list. These are the things that are going to affect your conversion rate and will make the difference if you're going to be in that top 10% of small businesses that can convert 11% into sales or if you're going to be between the one and 7% conversion rate. The bottom line is, if you don't have an email list, you are leaving money on the table. In the next lesson, we're gonna talk about where to find quality people for your email list, the loyal people that want to know about your products and services. 3. Lesson 2: Building your email list with ideal clients: Hello and welcome back to class. In this lesson, we're gonna talk about those quality people that you want on your email list. Now, another name for quality people is your ideal customer. Ah, lot of people will create these detail avatars of their ideal customer. And then once you have that, once you know exactly who is ideal to buy your products or services, then you go to where they are. What social media platforms do they use? That's where you want to be. For me, the best explain quality people for my list, I'll talk about my ideal customer. So here's an example I wanted to use. I make this hat for me to sell this hat on a retail basis. I have to church $300 for it. That includes my labor, the material cost, any incidentals that I need to add to it profit and overhead. Then I get my wholesale cost of $150 then multiply that by two to get my retail cost of $300. I know you're probably wondering how many hats did this woman cell? I actually sold a few of these hats, but not a ton of thumb. I wouldn't have sold thousands of them at this type of price, but I managed to go to where my ideal customer WAAS are built. Relationships. Those relationships turned into trust, and the trust turned into my ideal customer wanting to do business with me. So to sell a $300 hat, my ideal customer would frequent a lot of high end boutiques on Facebook and Instagram. She wouldn't be on Twitter or linked in, and she does go on Pinterest. But as a solo preneurs, I have to choose which social media platforms that I want to spend my time on, where my ideal customer is. And in the case of this hat, Facebook and Instagram high end boutique websites is where my ideal customers. I also looked at Indy shot Instagram accounts. I would friend them. I would go through the Instagram to see what their customers were saying and what their customers liked and engage in conversation. Through there, I didn't make any sales through there. I was building relationships in places where my ideal customer waas For this hat, I went to one of a kind shot platforms, boho shops and minimalist shops. Occasionally I would go into a Facebook group or a boho, an indie group on Facebook and Instagram to talk about this type of product that I have. But I often find people saying things like That's too expensive or here's a picture of the hat that I could make. And that's understandable because those crow, shea and knitting Facebook groups or boho and indie groups weren't where my ideal customer goes my ideal customer to sell a $300 hat. I was in high end shops on Facebook and Instagram, so that's where I went, because I really like my Croce in knitting Facebook group buddies and my boho indie group buddies. I did want to provide something for them that didn't cost $300 but I knew that they still like this hat. So I wrote the pattern with lots of pictures, and I sold it for $5 online. I sold hundreds of these patterns online because I went to where my ideal customer waas I couldn't put a $5 crow shape pattern on high end boutique Facebook groups or instagram. Those people don't want to crow Shea the hat they want to buy the hot and $300 is within their budget. In Micro Shea Facebook groups, a $5 product was in their budget, so I was able to take my $300 hat that appeals to one group of ideal customers. Turn it into a pattern where I was able to make sales for another avatar of ideal customers . And then I eventually made that pattern into a tutorial, the niche group that I was going for. There are 80 HD and 80 D adults that really find it difficult to read a pattern and learn better. Visually, I participate in a lot of special needs groups because of having to special needs Children myself. So I was able to create a class that taught how to do the pattern in a visual manner, and that is another avatar of my ideal customer for this product. I mentioned this before. No trust by people who know you will trust you if you give them cause to, and people will do business with people they trust. So what I do is I authentically participate in social media platforms where my ideal customer visits that word authentically has been tossed around a lot for the last few years . But it's true when you're participating in these social media groups, you want to be who you are because you want these people to like you. And once they like you and know you and develop a trust, then you can start, you know, mentioning your small business, mentioning, you know, things that you sell. You want to softly invite them onto your list and you want to make any potential sales about them, not about you. So in the case of that colorful hot that I crow, she ate, I didn't put a great big banner up there and say by this hat, I would put pictures up of the hat. And if people ask me questions about it, then I would talk about the hat if they were interested in purchasing the hat. We can talk about that. If they were interested in making the hat, I could talk about that. But it was about them. It wasn't about me. So once people authentically got to know who I waas and what my business is, and then develop a trust, I would softly invite them on my list. Ah, lot of Facebook groups were I go don't love when you're very sales e on their their platform. So I would often present my service or product in a way that made it about them and then waited for people to ask me, because these are the people that really want to know where to get it or how to make it. And then once I have them all my list because that's where they want to be. These air now, my fans, these air now, people who like my product or service, they got to know me. They trust me, and now they're on my list because they want to know more. And then when I go ahead and make an email, which I do about once a week or their boats, I use that 80 20 rule. I give away about 80% of my creative information news coloring pages, patterns, checklists, and only 20% of my emails will have the slightest remote indication of a sale. Now, in the next lesson, we're gonna discuss where to start your email list, and I'm gonna walk you through my email list strategy as a case study 4. Lesson 3: Where to start + Case Study: Hello and welcome back to class. In this lesson, I'm going to show you the platform that I use for my email list and walk you through some strategies that I have in place. My email list is on male chimp and to go to mail chimp, you can just sign up for free. Your 1st 2000 emails are free. Therefore, at the moment, I don't really want to go above 2000. I want to keep it free. Someone just log in. Male chip is very user friendly. Creating campaigns means the emails that you'll be sending out. But what I want to go through now is the collection process for the emails. We're gonna go over two lists. I have a few lists on the go, and right now, I want to show you the main one that I use. I'm gonna go to sign up forms. These are the forms that you can create to put on your website or your social media platforms where people can enter their emails and sign up for your newsletter or information, whatever you're gonna send them. The dreaded pop up that nobody seems to like. But I have looked at statistics, and they have the greatest conversion rate. So how I put a pop up on my site is first going over to select the pop up. I already have mind created, so I'm just going to show you what mine says. So here it says, Sign up for free creative products and updates. Your privacy is respected and your email will never be shared. The less information that you ask for, the more likely people will sign up. So by just having one box asking for email addresses, I have better chances for people just to sign up on my list. You can have first names, you can add different fields and then you can change the content. Like I noticed. Here I have a spelling mistake and then settings. That's how large you want your your field. Now, the one thing I really don't like about male chimp is the longest pop up delay that you can get us five seconds. I would prefer it a little longer, or even where the pop up comes up as people are gonna exit my website, but I select five seconds because it's the longest I can, and then I would hit. Publish. So I'm about to save Yes. And now I'm going to view my code here. I have this code where I could copy the whole thing. So control, See? And then I've got that now and I can close this. And now I can go over to my website. I use weebly and very loyal tweed Lee. I don't know why I just I really am. And to get that pop up to show up, I come over to who settings. I believe WordPress and most places air very similar to this. And I come over to my S e o section and I followed my instructions and it said to put my pop up information the code in the header section. So I did and then save and then publish and the cook and the pop up will come up any time somebody visits my website. The second form that I wanted to show you is the general forms. I like general forms because you actually get a u r l. And you can post that into any social media platforms. So if you don't even have a website, you can still send this type of information over social media. So here I'm going to go to general forms. Selected is a sign up form, and here are just created it here. You can build it, design it, and I created it here, and then a u r l was created, so I would copy this. U R L go back over to my weebly and anywhere that I want people to join in on my email list . That's not the pop up I would put in that you are else. So here I have a sign of information so I can change the button and everything and there's the link. So when people click on sign up for creative news and updates, they will get this where they can subscribe to the list. So that's the fast and easy way of explaining why an email list is important. Where do you find your ideal customer? And it really is important to start creating an avatar on who your ideal customer is by listing what type of jobs you think they have. Where were they educated? What kind of car does your ideal customer drive? Where do they live? Who are their friends? Where do they shop and then go to where they are, participate in conversations, be yourself, be helpful, build relationships with them. They'll get to know you. They'll get to trust you, and they want to do business with you. And if you do have a website, it's always good to create that pop up. There are other platforms other than male chimp, but right now I like mail chimp because of the free 2000 emails that I can have. I think if you're just going to do one or two things on your website to build your email list, I suggest the pop up and to use that you are l type of form where people can click and join your list. I hope you enjoy this class. It was a pleasure to teach. I hope that you learned something new about starting and growing your email list. If you like this class, please give the thumbs up. And, of course, if you're interested in more of my classes, you can sign up on airy north dot com 5. BONUS Lesson: Case study of successful email list launch: Hello and welcome back in this lesson. We're going to look at my first few male chimp newsletters so that you can see that you can have a big impact with just a few subscribers. In previous lessons, we learned that the people you want on your list are your fans. These are your ideal subscribers. What you don't want on your list are people that are there just because you give away free things. Now I'm not saying not to give away free items. We will be discussing that in the next lesson. What I'm saying is, your ideal customer is there because they want to buy from you. The fact that you might give them a free item every now and again is bonus. That's a gift that you're giving to your mail list, not to the general public. So let's look at my numbers. When I first started this email list, I started with 115 subscribers. These were people that I engaged with on social media platforms, and I did offer them a coloring page from the coloring book that I had just released. The free coloring page was to represent the content of my entire coloring book. My idea was, if they liked the coloring page, they're more likely to purchase the entire book, which many of them did. The open rate for 115 subscribers was 64.3%. That's huge. That means of 150 subscribers. 74 of them opened the email, and 28 of them clicked to get the coloring page. And from those 28 people, I made sales. A few days later, my subscribers were up to 140. This one wasn't a giveaway wasn't a freebie yet. 70 0.7% of the 140 subscribers opened. 99 people out of 140 opened the email, and 47 of them clicked on information on where to buy my book. These are big numbers, considering that I only had 140 subscribers. These are 140 people that want to be on my email list. The next day, I had to more people and a discussion in the email. 102 people opened it, and 35 people collect through to the link of the book. That's just with my 1st 3 newsletters. Let's just look at the next view. Later that same month, I'm building the subscribers slowly. So over the 1st 2 months, I believe this first page just represents Vote two months. I'm slowly building up, but I'm maintaining mostly over 50% 60% Now, this is a really interesting email. This was an email about a free art class that I was giving away, and this has a lower number of opens and a lower number. Very low number number off click throughs. Yet I was offering something free, so free doesn't necessarily convert into click throughs or sales. This is a really good representation of that, and we'll talk about the free offerings in the next lesson. Let's move up a little bit more, and here I'm still maintaining over 50. Sometimes over 60% opens and over 20% of click throughs. So this is May 24th and I started the list on March 13th so I sent 11 emails in a two month period. Right now, I try and send out once a week. I like sending my note on Tuesdays. It's just a really productive day in general for people. So that's the day I send on. Now I start it with 115 people on my email list, and two months later I was at 4 35 so that's pretty good. But what's important is to see that there was a constant and steady growth. The open rate was phenomenal because the people on my list are genuine clients, and the click through rate is really good, except when I offered something for free. So when building your list, take into consideration that it doesn't have to be a very big list, remember, Mail Chimp is only free for your 1st 2000 subscribers, so I rather keep this under 2000 but maintain over 50% opens. And by doing that, I make sure that my ideal client is on my list and they want to be on the list. And the ultimate goal is toe. Have as many open percentage as you can and as many click throughs as you can, and that will generate more sales 6. BONUS Lesson: Should you offer a freebie for emails?: Hello and welcome back in this lesson, we're gonna talk about if you should be offering something free just to get people to sign up for your email list the question of giving away something free or not giving away something free as a little bit more complicated than just saying yes or no, although I will be talking about yes or no suit. But first I want to talk about one of the best freebies that I ever got that made me a loyal customer. I live in Canada and believe it or not, per capita, we drink more coffee than I think, almost anywhere in the world. So when I was at the Cottage Life Show a few years ago, meandering through the booths, I came across the Muskoka Roastery Coffee Company and they were giving out free samples of their coffee. First, it was the best smelling booth in the entire show, and second, they weren't skimpy, own their samples, and they had very professional and friendly customer service people offering their coffee. So I went into this wonderfully smelling booth, received my free cup of coffee and chatted about coffee and the show, and how much I like coffee, so they made it about me. They have this coffee brand called Muskoka Maple, and it is amazing. Now I'm not normally somebody that would spend $16 on a bag of coffee. But this was remarkable coffee, and they were selling it for $10 a bag at the show, in the form of by three bags for $30. So I bought three bags for $30 by then, given me a sample that made me want to buy by showing me that they want my business by offering me a really great discount on three bags of coffee, they hooked themselves a loyal customer and me. When I ran into that coffee, I found places that either sold it or I ordered coffee from their website, so they got me with a great sample of their product. So we all know that nothing in life is free, I thought, by making it into a pretty font in a nice, soothing color, the fact that nothing in life is free would be a little bit easier to swallow. I just want to go over a few things that I find will work in a freebie and won't work in a freebie. The first thing that I don't like being offered in exchange for my email. The first thing that I can see right through that somebody just wants me to sign it for their email list is when they offer me a tip sheet. This usually comes in the form of, ah, free PdF for free e book or something mildly related to what they want to sell. And it's pretty obvious that lately, marketers have been promoting to get people on your email lists, offered them something free, like a tip sheet or free e book or something along those lines just to get those people on your list. Well, first of all, if people are going on your list just to get that tip sheet, they're only on your list because they want something for free. Once you start asking them for a sale, they'll either never open your emails. Unsubscribed to your list, which is a good thing. You don't want them on your list, or they'll stick around just for the odd freebie. The second thing that is totally transparent. Our webinars, my Facebook feed, is filled with sponsored ads for people offering a free half hour webinar on whatever they're trying to sell. And then if I do spend my 30 minutes, which I did at the beginning until I caught on that this is what was going on. I would spend my 30 minutes in their webinar on Lee to be told at the end, for the rial information, I have to sign up for their 47 or 67 or $97 class. And then in that $97 class, you can get the rial premium information if you sign up for their $997 webinar. So it was just a big ball that was gonna roll on, roll on, roll on, roll to pretty much give you information that you can find anywhere anyway. Now my next. Nope, Our podcasts. I'm 50 50 on podcasts because I really do enjoy listening to a podcast of ah interviewed artist or somebody that I really admire. I like hearing the interview, but if it's a podcast where it's clear that the only reason this person has a podcast is because they're an affiliate marketer, then their podcast is just full of them. promoting other people's stuff, and I'm not getting any value out of their everything. Now let me tell you about some positive free items that you can give away. The first thing is a sample, just like what Muskoka coffee did as they hooked me in by giving me a generous, wonderful sample of their free coffee, which probably cost them pennies. And in return, I've given them hundreds of dollars and among their email list, because they'll give me a coupon for 10% off my next order or even a free ticket to the next conscious life show. So samples are a good idea because you're showing your potential customer. This is what I sell, and I will offer you an exact sample of what you will get when you buy it from me, just like how I would give out occasional pages from my coloring books. These were actual pages from the coloring book. They weren't tip sheets about the coloring book or a lesser form of what they would get in the coloring book. These were coloring sheets that came from the book. If they liked doing that, then they would definitely like the rest of the book, So samples are really good Freebie. The next one is instructions. I buy a lot of wool for my fiber arts, and I really enjoy when something new comes out or some different blend of alpaca and something else comes out. Now they tend to be a little bit on the pricey side, and I might like the look of the wool, but I have no idea what I'm gonna make from it if the company offers free pattern or instructions on what to do exactly with that $30 skein of yarn. And I like the pictures that I see and I want to make the item from the instructions, then they just made a sale. Instructions aren't like a tip sheet. Instructions have a solid value in conjunction with the item that you will be purchasing. And my last item is solid evidence. I couldn't teach you this course about building an email list if I couldn't show you that even a small amount of subscribers on an email list used correctly can give you great results. And so that's what I did. I showed you when I first started my email list, how I made sure that my subscribers were people that were going to stay there like being on the list and felt that they we're getting value from my emails. Solid evidence is what the Muskoka Coffee Company did. They gave me a sample that was solid of evidence. I was going to like that. So now we know that, of course, nothing in life is free. But you can offer samples, instructions and solid evidence to people so that they will want to be on your email list based on the samples, instructions and solid evidence that you've provided for them. So your homework for this lesson is to think of something that is of value. That's not a tip sheet webinar or a podcast that's about you. But give your ideal client a sample instructions or solid evidence that you are providing them with value that they are on your list because they matter