Simple Strategies to Cultivate Loyal Customers and Drive Sales for Your Handmade Business
As a handmade seller, building a strong and engaged email list is one of the most powerful tools for growing your business. But how do you actually start growing that list? And why is email such a game-changer for handmade businesses?
Your email list is like a direct line to your most loyal customers. Unlike social media, where algorithms can change and posts can be missed, your emails go straight to your subscribers. It's personal, it’s direct, and it’s effective. If you're wondering how to grow your email list and turn subscribers into loyal customers, this post is for you.
Imagine having a list of subscribers who love your products and are excited to hear from you – and who are ready to buy every time you launch something new!
Tip 1: Offer a Freebie That Speaks to Your Audience
The best way to get someone to subscribe to your list is to give them something valuable in return. Whether it's a digital download, a discount, or exclusive access to new products, your freebie should align with what your audience cares about. For handmade sellers, this could be something like a coupon for a first purchase, a DIY guide related to your products, or a behind-the-scenes look at your creative process.
Real-World Example: A handmade soap maker grew her email list by offering a free PDF with tips on "How to Choose the Right Soap for Your Skin Type." She provided valuable information that aligned with her product, which helped her attract subscribers who were genuinely interested in what she was selling. Not only did this grow her list, but it also converted many of those subscribers into customers.
Tip: Think about what your ideal customer would find irresistible and offer it as a freebie in exchange for their email.
Tip 2: Create a Simple and Engaging Signup Form
Your signup form should be easy to find and quick to fill out. A good rule of thumb is to keep it short and sweet—asking for a first name and email is usually all you need. You can place signup forms in multiple places on your website: the homepage, in blog posts, and at checkout. If you sell on platforms like Etsy, mention your email list in your product descriptions and link to the signup page.
Real-World Example: A jewelry designer added a simple signup form with a headline that said, "Get 15% Off Your First Order + Be the First to Know About New Designs!" She placed it on her homepage and saw a significant increase in email signups, especially from new visitors to her site.
Tip: Make sure your signup form is visually appealing and includes a clear incentive, like a discount or freebie, to encourage people to subscribe.
Tip 3: Leverage Social Media to Promote Your Email List
You don’t have to rely solely on your website to grow your email list. Social media is a fantastic place to promote it! Share the value of your newsletter by talking about what your subscribers get, whether it’s exclusive discounts, early access to new products, or special behind-the-scenes content. Link your signup form in your bio and regularly mention it in your posts or stories.
Real-World Example: A candle maker used Instagram Stories to showcase her newsletter content—such as sneak peeks of new seasonal scents and subscriber-only flash sales. She encouraged followers to swipe up and subscribe for access. This method helped her grow her list by almost 30% in just a few months -- which is huge.
Tip: Get creative with social media by highlighting the perks of being on your email list, and make sure to regularly remind your audience to sign up.
Tip 4: Use Pop-Ups Strategically
Pop-ups can be an excellent way to capture the attention of website visitors and convert them into email subscribers. However, the key is to use them wisely. Rather than bombarding visitors as soon as they land on your site, consider a timed pop-up that appears after they’ve been browsing for a few seconds, or when they’re about to leave the page. Your pop-up should offer a compelling reason to sign up—whether it's a discount, freebie, or exclusive content.
Real-World Example: A ceramic artist used an exit-intent pop-up offering 15% off for first-time customers. When visitors were about to leave the site, the pop-up would appear, encouraging them to subscribe for the discount. This strategy converted a significant number of visitors into email subscribers and future customers.
Tip: Test different types of pop-ups and timings to see what works best for your audience. Just be sure to offer something enticing.
Tip 5: Encourage Signups at Craft Fairs & Markets
If you sell your handmade products at local craft fairs or markets, don’t miss the opportunity to grow your email list in person. Keep a signup sheet or tablet at your booth and encourage customers to subscribe in exchange for a small discount or entry into a giveaway. This is a great way to stay connected with customers who might not purchase that day but are interested in hearing more from you.
Real-World Example: A handmade soap maker kept a sign up sheet at her booth & a QR code sign offering customers a chance to win a gift set. Many visitors who weren’t ready to buy on the spot subscribed, and several of them later made purchases after receiving her follow-up emails.
Tip: Make it easy for people to sign up at your booth by offering a giveaway or special promotion for those who join your email list.
Tip 6: Keep Your Subscribers Engaged
Once you’ve grown your email list, it’s essential to keep your subscribers engaged with consistent and valuable content. Send out regular newsletters featuring new products, exclusive offers, behind-the-scenes content, and stories that connect with your audience. The more personal and engaging your emails are, the more likely subscribers will become loyal customers.
Real-World Example: A potter kept her audience engaged by sending monthly newsletters with personal stories about her creative process, studio tour, behind the scenes peeks, packing orders, new product releases, and sprinkled those with subscriber-only discounts. Her open rates were consistently high, and many subscribers responded to her emails, creating a loyal community of repeat buyers.
Tip: Plan your email content ahead of time and send consistent newsletters that make your subscribers feel valued and excited to stay on your list.
Building your email list isn’t just about growing numbers—it’s about creating a loyal community that loves your products and wants to support your handmade business.
Question:
What’s the next step you can take to grow your email list and build stronger relationships with your customers?
By taking small, consistent actions and focusing on offering value to your audience, you can build a thriving email list that will help you grow your handmade business in the long run.
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