Email marketing is an effective way to build up a loyal customer base which will come back again and again in the future.
Many sellers on Etsy don’t take advantage of this. Basically leaving money on the table.
This guide will walk you through exactly how you can set the process up, let it run by itself, and have customers return to your store.
What Is Email Marketing?
Email marketing is a powerful marketing tool that involves sending emails to customers (actual customers and potential customers) with these purposes:
- Building customer relationships
- Build brand awareness
- Promoting products/services
- Turn shoppers into customers
- Increasing long-term profits
With all the different marketing tactics nowadays, email remains one of the most useful and profitable. Let’s look at why your Etsy shop needs it:
Benefits Of Email Marketing
Targeted Communication To Your Customers
Especially in your case, you know the emails will be sent to customers who are interested in your products. You can target your message to speak directly to them.
High Return To Investment
Litmus says email marketing has a return on investment (ROI) of 38:1, which means for $1 invested, business on average gets $38 back. We will learn how to maximize that.
You Own Your Email List
Even in case that your Etsy shop gets in any trouble, you still own your email subscriber list. Having those contacts could mean make-or-break if you need to start something new.
Are You Allowed To Email Etsy Customers?
Although you are not allowed to add customers' emails directly to your email list (as that would violate Etsy rules and can risk your shop being closed down), you can encourage them to sign up in two main ways - direct messages on Etsy and automatic receipt message in their order receipt.
Creating A Lead Magnet
As a Etsy seller, we can create something valuable that your customers can’t resist, so that they are willing to exchange their email with that valuable thing.
And that thing is called a lead magnet, which is a marketing tool that is used to generate more email subscribers.
Features Of A Good Lead Magnet
- Valuable
- Relevant to the person receiving it
- Improving that person’s life
- Easy to consume and can be received quickly
We need to think about what your customers actually want, and custom make a lead magnet for them in order to build your subscriber list effectively.
It could be a VIP coupon code that makes them feel special, or a product guide that helps them makes the best use of their purchase. Remember to keep in mind how you can benefit your customers when making the lead magnet.
Sign Up To A Email Marketing Service
The main things to look for in an email marketing service are good functionality, reasonable pricing and good deliverability. I suggest testing out their free trial and see how the interface work and whether it’s easy to use.
Services like ConvertKit and Mailchimp are popular choices for Etsy sellers.
Sending Lead Magnet To Customers Who Subscribe
Now that people can sign up to your email list, let’s deliver our promise of the lead magnet to them when they sign up.
In cases like a coupon code, free shipping code, giveaway, or other lead magnets that is text based, you only need to include it in the automatic message to subscribers when they sign up.
But if you have a lead magnet that is a file like in PDF format, then you need to attach it with the automatic message. Most email marketing services let you do that, but if that is not possible, you can attach the file to your Google Drive and send them the download link instead:
- On the left, click “New” and “File Upload”
- Choose your file to attach
- Right click on your file in Google drive and choose “Get Link”
- At the bottom of the pop up, change from “restricted” to “Anyone with the link”
- Copy the link and paste it in your email message
Writing Email Subject Lines That Customers Will Click
Use Emojis
Emojis are fun and lighthearted. And most importantly, eye-catching. Open your email inbox now and look at all the promotional emails you have. Do the ones with emojis pop out to you?
Use Urgency If Needed
If you run the sale only for 3 days, say it in the subject line “3 Days Left!”, “Ending Soon”. Don’t use it for every email though, you don’t want to be the “seller that cried wolf”.
Keep It Short
Short subject lines are easier to read than long ones. And most shops use long subject lines. Using a short one will make yours pop.
Make It A Question
Sometimes asking a question will make customers more curious and click. “Do you know that this new material is 3 times softer?”, “Fun fact, do you know diamond is the hardest gemstone on Earth?”, etc.
Sending Sales Emails & New Products Emails
Email marketing is a great way to announce new products and promotions to your customers throughout the year. This is especially important during holiday sales periods like Black Friday and Christmas.
When launching new products, create an email that include the followings:
- Photos of the new products
- Selling points/benefits of them (What's special/What's the difference compared to your other products?)
- Link to your Etsy shop
For sales and promotional emails, it's a good idea to emphasise a sense of urgency for the sales. For example, you can put "20% Discount Ending In 3 Days". Also be sure to make it obvious what you want the customers to do and avoid any distractions. If you want them to click the link to your Etsy shop, don't include all your social media links to distract them.
What's Next
To take your email marketing to the next level, check out the in-depth email marketing course inside GYC Etsy Academy 2.0. You'll learn how to create effective campaigns that drive sales and build customer loyalty. Plus, use our email templates to build an automated system that keeps customers coming back. Sign up for GYC Etsy Academy 2.0 today and access Email Marketing For Etsy Sellers
