What to Send Your Email List As An Etsy Seller
So, you’ve worked hard to list your best quality photos, write the most converting descriptions, competitively price your items, and overall go above and beyond with your Etsy shop so when people land on your shop there’s no question as to why they shouldn’t purchase from you – but what’s your strategy for those potential customers who are just browsing?
How do you make sure that the people who have no interest in buying at that moment get back to your shop when they’re ready to start buying?
The only way to get these types of customers back and only looking at what you (and only you) have to offer after they’ve left Etsy is through your email list.
An email list is a list of your customers who have told you they want to hear from you via email. They do this by “opting in” via a landing page or form – either on your website or blog, or via a link in your bio, header, or profile that leads to a landing page.
Getting your potential customer’s email is giving you direct access to them whenever you want. They don’t have to be on Etsy to see your shop, they don’t have to be on Pinterest to save your pin, and they don’t have to be on your social media pages to see your latest posts.
You can send an email to them and know 100% that they are going to see it! The ultimately gives you a chance to build a relationship with that browser, and when they are ready to buy, there will be no question as to whose shop they are going to buy from.
Want to know how to collect the emails from your potential customers on Etsy? Check out our Email Marketing Guide!
Here are more reasons why it’s important to start an email list for your Etsy shop:
- Inform subscribers about new blog posts
- Send updates, promotions or coupon codes
- Let subscribers know where else on social media they can find you
- Create a sales funnel for the products you are selling
- Send weekly freebies
There are tons of opportunities in email marketing to help take your Etsy business to the next level! All that’s left is to just get started!
Related Resource: The Complete Email Marketing for Etsy Sellers Guide
What You Should Send Your Email List
Here’s a few things you can send to your email list to nurture them and encourage engagement:
Share Your Struggles and Wins
I think many people get so caught up in marketing their products that they forget there is a human element to their business – which crucial for connecting with your audience!
Don’t get caught up with wanting to appear perfect! This is not relatable at all, and just because you share your struggles doesn’t mean that they view you as less credible or any less of any expert.
The emails that I send that share a story where I didn’t reach a goal or venting about a tough week do far better than my other emails for one simple reason – people like to know they aren’t alone.
Don’t be afraid to show struggles – that means you a real person!
What’s even better? When you overcome those struggles – share your celebration!
The Process You Used to Create an Item
This can be a fun and easy way to send out an email if you’re in a time crunch.
Simply create a 1-2 minute video of you working on a piece and explain what you’re doing, how you did it, or why you follow the steps that you do.
Not only is this giving your audience a little sneak peek behind your business, it’s also useful for those who are creative and want to imitate your project.
I’ve gotten a few people who have expressed their concerns with people knowing how they make an item because they fear instead of purchasing it from them, they will make it themselves instead.
I can’t tell you how to run your business, but in my opinion, you’ll have a few people who will make it instead of buying from you, but you’ll get a lot more people who love the item so much and would rather purchase it instead.
Not everyone has the urge to DIY just to save a buck or two!
Make sure you tell your audience to tag you or use a specific hashtag if they attempt to make your project so you can share it on social media!
Sneak Peeks of In-Progress Work
Are you working on a big project or collection for later in the year?
Get your audience hyped up for the new project launch by posting pictures or sketches of your project here and there without explaining too much of what’s going on.
You’ll have your audience hanging on by the edge of their seats in anticipation!
One time, I mentioned a small project to my email list causally, I honestly didn’t even think they would notice my subtle hint. But, for the next three months, I got at least five emails asking for an update!
People like to stay in the loop! Create excitement for the projects you have coming up.
Sales Notifications or Discount Codes
As I mentioned before, the main focus of your emails should be providing value, so you want to limit these promotional and sales emails to a few times a year.
Create a holiday calendar and strategically plan your promotions and product launches around those times so you aren’t pitching to your email list constantly.
The idea is that your audience will enjoy reading your weekly emails so much that they few times a year that you do ask for them to purchase something from you, they will be much more willing to do so because they already trust you and your business.
Story Behind an Item
Do you have a best seller item?
Write an in-depth story of what inspired you to create this piece of work and what made you come up with the idea.
Did it originally start out as something completely different from the final product? What were the ups and downs that you faced along the way?
This is a great way to also make your item relatable to your audience and prove to them that if they want to solve one of their problems, that this is the item to do it!
For example, I tell the story of how I created my blogging planner a lot – I was trying to stay organized and keep all of my blogging related materials all in one place. I was having a tough time writing random notes on napkins and scrap pieces of paper that I would loose quickly. By creating a blogging planner, I had all of my ideas, brainstorms, finances, email marketing strategies, seo tactics, etc. all in one central location.
By telling this story, for those in my audience who are facing similar problems as I was, they would think to themselves that my blogging planner would be a good solution so they can stay on track like me.
Now, I’m not saying to pitch your product.
In fact, don’t do this! You don’t need to, honestly!
Simply tell your story and let your words do all the talking.
How-To Guide: Share Your Knowledge
How-to guides are by far the most popular for every piece of content you could create: blog posts, emails, social media posts, etc.
People love to figure out how to do something new!
Do you know something your audience might find useful?
It could literally be anything: hanging a wall collage, framing prints, the most effective morning routine that makes your creative work easier, cleaning jewelry – if you know how to do it and it’s useful to your audience, then you should definitely create a how-to guide.
Think about all the little things that you are good at and make a list. Compare it with your target audience and ask yourself which things they might be interested in learning.
Link to a Video, Image, or Playlist That Inspires your Work
Everyone is always trying to find things that will motivate them and inspire them! This is a big reason why quotes are so popular with people.
If you find any form of media that speaks to you, send it to your audience. Chances are they will find it inspirational as well.
How Often to Send Emails
The whole point of an email marketing strategy is to build a relationship with your audience by showing up in their inboxes consistently with valuable and useful content. You should be writing content that allows your audience to not only get to know you as a person but also get to know your business and provide helpful resources and information that they can use.
With that being said, you should not be sending an email to your list every single day. This is overdoing it!
You also don’t want to wait so long to send your audience an email that they completely forget who you are.
My recommendation for people starting off is sending an email once every two weeks until they get comfortable with that schedule and feel like they can increase their frequency. I also recommend to never send more than two emails a week so you don’t annoy your email list.
There is no magic number as to how often to send your emails, so develop a routine that works best with you and your routine.
When you decide on the frequency of how often you want to send emails to your list, write your schedule down in your calendar and stick with it long-term!
Nothing is worse than being excited to sign up for someone’s newsletter and you get a ton of emails up front, but then you never hear back from them again until there’s a sale going on in their shop.
I don’t know about you, but I’m always like…”Uhh, no. Unsubscribe please!”.
Pick a schedule and stick to it!
As I mentioned before, find a rhythm that works best for you so you don’t feel any pressure getting these emails out to your audience.
The last thing you want to do is lose their attention or have them asking where you are!
You now have a pretty good idea of what to send your email list as an Etsy seller!
Take a moment a comment down below your thoughts, concerns, and advice to the community.
- How often do you send emails to your email list?
- What’s an email that always does well with your audience?
- What’s your biggest concern/fear when it comes to sending emails to your email list?
Until next time,