Are you an Etsy seller looking to take your business to new heights? One of the most powerful tools in your marketing arsenal is email. By collecting email addresses from your Etsy customers and leads, you can build a community of engaged fans, drive repeat sales, and grow your shop revenue – all at an incredible return on investment.
Consider these statistics:
• Email marketing has an average ROI of $36 for every $1 spent (DMA, 2019)
• 60% of consumers say they‘ve made a purchase as a result of a marketing email in the last 12 months (Convince & Convert, 2020)
• Ecommerce customers who purchase products through email spend 138% more than those who don‘t receive email offers (Convince & Convert, 2019)
• Email subscribers are 3x more likely to share your content on social media (QuickSprout, 2019)
In other words, email marketing is a necessity for any Etsy seller who is serious about growing their business. But building an email list on Etsy comes with a unique challenge: Etsy‘s platform doesn‘t share customer email addresses with sellers. So how can you get around this hurdle to start collecting emails from your shop visitors and customers?
In this comprehensive guide, we‘ll walk you step-by-step through how to create an email list building system for your Etsy shop. We‘ll cover:
• Why building an email list is crucial for your Etsy shop‘s long-term success
• How to set up an email opt-in form that converts visitors into subscribers
• 4 places to promote your email opt-in form on Etsy for maximum exposure
• Email marketing strategies to turn subscribers into repeat customers and raving fans
• Bonus tips to grow your Etsy email list even faster
Whether you‘re a new or established Etsy seller, this guide will give you the tools and knowledge you need to harness the power of email marketing. Let‘s dive in!
Why Building an Email List is Crucial for Etsy Shop Success
Before we get into the nitty-gritty tactics of collecting emails, let‘s talk about why having your own email list is so important for your Etsy business:
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Email gives you a direct line to your audience. With email, you‘re not at the mercy of social media algorithms or Etsy‘s search rankings. You can communicate with your subscribers whenever you want, strengthening your customer relationships and staying top of mind.
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Email generates significant revenue. As the statistics above show, email drives serious sales for ecommerce businesses. By regularly promoting your products to your email list, you can increase your shop revenue without relying solely on one-time Etsy purchases.
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Email helps you build a brand beyond Etsy. To create a thriving, sustainable business, you need a strong brand that can exist outside of any one platform. An email list gives you a way to stay connected with customers even if they don‘t always buy through Etsy.
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Email is cost-effective. Unlike social media ads or other paid marketing channels, email is highly affordable, with many email marketing services offering free plans up to a certain number of subscribers. Once you build an engaged email list, you can continue generating sales without significant ongoing costs.
In short, if you want to build a successful Etsy shop that generates consistent income and growth, email marketing is non-negotiable. So let‘s talk about how to start collecting emails the right way.
Step 1: Create an Irresistible Opt-In Offer
The first step in building your Etsy email list is creating an enticing opt-in form that motivates visitors to hand over their email address. But here‘s the thing: simply saying "Sign up for our newsletter" isn‘t going to cut it. To get people to subscribe, you need to offer a valuable incentive, also known as a lead magnet.
Your lead magnet could be:
• A discount code for their first purchase
• A free shipping coupon
• An exclusive piece of content (like an ebook, pattern, tutorial, etc.)
• Early access to new product launches
• Entry into a contest or giveaway
The key is to offer something that your target audience wants and that aligns with your products. For example:
• If you sell handmade skincare products, you could offer a free guide on "10 Natural Ways to Get Glowing Skin"
• If you sell printable wedding invitations, you could offer a discount code for 25% off their purchase
• If you sell knitting patterns, you could offer a free beginner-friendly pattern exclusively for email subscribers
Once you‘ve chosen your opt-in incentive, it‘s time to create your sign-up form. For this, you‘ll need to choose an email marketing service that allows you to create forms and manage your email campaigns. Some of the most popular options for small businesses include:
• Mailchimp
• Convertkit
• Flodesk
• Constant Contact
• Klaviyo
Look for an email marketing tool that is user-friendly, allows you to easily design opt-in forms and customize branding, and offers robust features like automated email sequences, segmentation, and integrations with Etsy or ecommerce platforms.
When designing your opt-in form, make sure to:
• Use a clear, benefit-driven headline that highlights your lead magnet
• Include an attention-grabbing image or mockup of your lead magnet
• Keep the form fields simple – just ask for a first name and email address
• Use contrasting colors for your call-to-action button, with copy like "Send My Coupon" or "Get the Guide"
• Add a disclaimer about your privacy policy and how often you‘ll be emailing
For example, here‘s a well-designed opt-in form from Etsy seller The Flourish Market, offering 10% off the subscriber‘s first order:
Once your irresistible opt-in form is ready to go, it‘s time to put it in front of your ideal Etsy customers. That brings us to step 2.
Step 2: Link Your Opt-In Form in Your Etsy Shop
Your Etsy shop is often the first place potential customers will encounter your brand, so it‘s crucial to promote your email opt-in offer here for maximum visibility. There are 4 key places in your Etsy shop to link to your opt-in form:
1. In Your Shop Announcement
Your shop announcement appears at the top of your shop homepage, so it‘s one of the first things visitors see. Use this prime real estate to highlight your email opt-in offer and lead magnet.
For example: "Want 10% off your first order? Click below to subscribe and get your discount code!"
To add your opt-in link to your shop announcement:
- In your Etsy Shop Manager, click "Settings" then "Info & Appearance"
- Scroll down to the "Shop Announcement" section
- Write a brief, compelling message to promote joining your email list
- Highlight your call-to-action text and click the link icon to hyperlink your opt-in form URL
- Click "Save" at the bottom of the page
Here‘s an example of a shop announcement promoting an email discount code:
2. In Your Shop Welcome Message
Right below your shop announcement, you can greet visitors with a brief welcome message. This is another great spot to call attention to your email opt-in offer.
To add a welcome message:
- Go to Shop Manager > Settings > Info & Appearance
- Click on "Members"
- Check the box next to "Show a welcome message on your shop home"
- Enter a brief, friendly greeting and reiterate your email sign up offer
- Click "Save"
3. In a Shop Update
Shop updates appear on the left side of your shop homepage, and are designed for sharing news, promotions, or featured items. You can use a shop update to call attention to your email opt-in offer and encourage signups.
To add a Shop Update:
- In Shop Manager, go to Marketing > Updates
- Click "New update"
- Enter a catchy title related to your email offer, like "Join our VIP list for an exclusive coupon!"
- Write a brief description of the incentive for joining your email list
- Add an image to capture attention
- Paste in your opt-in form link
- Click "Post Update"
Here‘s an example of an eye-catching shop update promoting an email newsletter:
4. In Your Product Descriptions
Finally, make sure to weave in a mention of your email opt-in offer within your product descriptions. After shoppers have read about how amazing your product is, invite them to sign up for future discounts and updates.
For example:
"Get 20% off your next order when you join our email list! Click below to sign up now and get your coupon code."
To add an opt-in link to your product description:
- Go to Shop Manager > Listings
- Click on the listing you want to edit
- Scroll down to the product description area
- Write a line to promote your email list, and highlight the text
- Click the link icon and paste your opt-in form URL
- Click "Save"
Here‘s a product description from The Content Planner that includes an email opt-in call to action at the end:
Step 3: Design an Eye-Catching Promotional Banner
While you can‘t include clickable links in your Etsy banner, you can still use this visual space to promote your email offer and direct people to sign up through your shop announcements or updates.
To create an on-brand email opt-in banner for your shop:
- Choose a high-quality background image that reflects your products and brand style
- Use a contrasting text color that pops against the background
- Write a short, snappy call-to-action to join your email list
- Include a benefit for signing up, like getting a coupon or free content
- Add your opt-in URL in plain text
You can easily design a professional banner for free using tools like Canva. Aim to create an attention-grabbing message that will make visitors excited to join your list.
For example, check out this promotional banner from Etsy shop Love and Lore Designs:
Once you‘ve designed your banner, upload it to your shop following these steps:
- In Shop Manager, click "Settings" then "Info & Appearance"
- Click "Add a cover photo" under the "Shop Banner" section
- Upload your banner image and adjust the crop if needed
- Click "Save"
Step 4: Leverage Your Wider Web Presence
To give your Etsy email list a boost, make sure to promote your opt-in offer outside of Etsy as well. The more places you share your lead magnet, the faster your email list will grow.
Some effective promotion strategies include:
Social Media Posts and Profile Links
Share your email opt-in form regularly across your social media channels, both in feed posts and in your profile link. Make sure to highlight the value of your lead magnet and the benefits of joining your email list.
Pinterest Pins
Design a vertical Pinterest graphic to promote your lead magnet, and link it to your opt-in form. You can share this in relevant group boards or even invest in Pinterest ads to reach a wider audience.
Blog Posts
If you have a blog related to your Etsy shop niche, write posts that naturally promote your email opt-in offer. For example, you could write a tutorial related to your products, and include a content upgrade that requires an email sign-up to access.
Guest Posts and Partnerships
Look for opportunities to collaborate with bloggers or other Etsy sellers in your niche. You could offer to write a guest post for their blog or social media and include a link back to your email opt-in landing page.
Pop-Ups on Your Website
If you also have a separate website for your business, make sure to include an email opt-in pop-up there as well. Tools like OptinMonster make it easy to create high-converting pop-up forms.
By promoting your irresistible lead magnet in as many relevant places as possible, you‘ll be able to grow your email list much faster than with your Etsy shop alone.
Bonus Email Marketing Tips for Etsy Sellers
Once you‘ve started building your email list, it‘s time to nurture your new subscribers and turn them into customers and repeat buyers. Here are some best practices to keep in mind:
• Send a welcome email immediately. As soon as someone signs up, send them a welcome email that delivers your lead magnet and thanks them for subscribing. Let them know what kind of content they can expect from you and how often you‘ll be emailing.
• Segment your list based on behavior. Use tags and segments to divide your list based on what they signed up for or what actions they take. For example, you could have separate segments for customers vs. leads, or for people interested in different product categories.
• Personalize your emails. Use merge tags to include each subscriber‘s first name in your email subject line and copy. This small touch can significantly boost your open and click-through rates.
• Craft compelling subject lines. Your subject line is the first thing people will see in their inbox, so it needs to be attention-grabbing and benefit-driven. Avoid spam trigger words like "free" or "limited time offer".
• Create mobile-friendly designs. Over 50% of emails are opened on mobile devices, so make sure your emails are mobile-optimized. Use a single column layout, large text, and clear call-to-action buttons.
• A/B test everything. Experiment with different subject lines, content, layouts, and calls-to-action to see what performs best with your audience. Most email marketing tools will allow you to A/B test your campaigns and analyze the results.
• Clean your list regularly. Keep an eye on your email metrics, and remove any subscribers who haven‘t engaged with your emails in a while. It‘s better to have a smaller list of engaged subscribers than a large list of people who never open your emails.
By staying focused on providing value to your email subscribers and building real relationships, your list will become an increasingly valuable asset for your Etsy business over time.
Putting It All Together
Whew, that was a lot of information! Let‘s recap the key steps for collecting emails and growing your Etsy business with email marketing:
- Create an irresistible opt-in offer or lead magnet
- Design a high-converting email sign-up form
- Link to your opt-in form in your Etsy shop announcement, product descriptions, and shop updates
- Promote your opt-in offer on social media, in guest posts, and on your website
- Welcome new subscribers and nurture them with targeted email campaigns
- Regularly clean your email list and A/B test for the best results
With consistency and a focus on serving your audience, email marketing can have a huge impact on your Etsy shop growth. You‘ll be able to drive repeat sales, increase customer loyalty, and build a thriving brand – all without relying on a third-party platform.
So what are you waiting for? Start building your email list today and take control of your Etsy shop‘s future!
