The Biggest Email Marketing Mistakes You’re Probably Making (And How to Fix Them)

Boost Your Handmade Business with These Simple Email Marketing Tweaks

Email marketing is one of the most powerful tools for handmade sellers. It’s a direct line to your customers—people who love handmade goods and want to hear from you! But even the best intentions can lead to common email mistakes that keep your messages from resonating. Here’s a rundown of the biggest email marketing mistakes handmade sellers make and how to fix them for better engagement, more clicks, and increased sales.

Mistake #1: Sending Inconsistent Emails (Or None at All!)

For handmade sellers, consistency is key to staying top of mind. Sending emails sporadically or only when you have a big sale can lead customers to forget about you. They may even lose interest or unsubscribe if they feel disconnected.

How to Fix It: Develop a schedule that works for you and your subscribers. If weekly emails feel overwhelming, try starting with bi-weekly or monthly newsletters. Just make sure your emails are regular, even if they’re spaced out. Consistent emails keep your brand in front of your audience and remind them of what makes your products unique.

Pro Tip: Plan your email topics a month in advance. Create a rough calendar to stay on track, and focus on mixing content—product features, behind-the-scenes peeks, and customer stories.

Mistake #2: Not Knowing Your Audience

One of the most common email marketing mistakes is sending generic messages that don’t connect with your audience. Handmade buyers value unique, personal touches, so getting specific about their interests and preferences is critical.

How to Fix It: Take time to learn about your customers’ preferences, what they love about handmade products, and how they use your items. Segment your email list based on their interests and buying behavior. For example, if some subscribers love your hand-poured candles, while others prefer your handmade jewelry, create segments and tailor your emails accordingly.

Pro Tip: Send out a quick survey or ask your social media followers what they want to see in your emails. When you understand your audience, you’ll be able to craft messages that feel personal and resonate more.

Mistake #3: Focusing Too Much on Sales (And Not Enough on Connection)

Email marketing is not just a tool for promoting sales. If every email is a pitch, it can feel overly sales-focused and push customers away. Handmade buyers are looking for a story, a connection to the product and maker. It’s part of what makes handmade so special!

How to Fix It: Balance your promotional emails with value-driven content. Share behind-the-scenes stories, showcase customer testimonials, or tell the story of how your products are made. Give your audience a reason to open your emails beyond discounts or offers—they want to feel connected to the person behind the product.

Example: Include a short story about what inspired a particular product or give a glimpse into your creative process. Letting your customers see the passion and effort you put into each piece can build a strong connection.

Mistake #4: Ignoring Welcome and Follow-Up Emails

When someone subscribes to your email list, they’re showing interest in your brand. Sending a single welcome email (or none at all) is a missed opportunity to start building a relationship right away.

How to Fix It: Create a simple welcome email flow to greet new subscribers and introduce them to your brand. In your first email, welcome them warmly and give a brief background on your business. Follow up with a second email sharing bestsellers or popular products, and finish with a gentle nudge for them to take a look at your store or engage on social media.

Pro Tip: Set up abandoned cart emails to remind customers about products they left in their cart. This small follow-up can significantly boost sales by nudging those who may have forgotten to complete their purchase.

Mistake #5: Neglecting Mobile Optimization

With so many people checking emails on their phones, a mobile-friendly design is essential. Small fonts, crowded layouts, and images that don’t load correctly can make it hard for customers to engage with your content.

How to Fix It: Make sure your email platform offers mobile-friendly templates, or use simple design principles. Keep text brief, images optimized for mobile, and buttons large enough to tap easily. Testing your emails on mobile before sending them out can help you catch any formatting issues.

Pro Tip: Most email platforms, like Mailchimp and Klaviyo, offer a preview mode for mobile. Use it! Double-check that everything looks clear and readable.

Mistake #6: Skipping the Personal Touch

Handmade sellers have a unique advantage: each piece is crafted with care, often with a story behind it. But if your emails feel impersonal, they won’t reflect that handmade spirit. Generic subject lines, robotic language, and lack of personality can make your emails feel disconnected from your brand.

How to Fix It: Add a personal touch! Use your subscribers’ first names, keep the tone conversational, and let your personality shine through. Handmade is personal, and your emails should feel that way too. Avoid overly formal language and speak as you would to a friend.

Example: Use a subject line like “A Little Handmade Love, Just for You!” instead of “New Product Alert.” Small changes make your emails more inviting and reflective of your brand’s authenticity.

Mistake #7: Ignoring Analytics and Feedback

If you’re not tracking your email performance, you’re missing out on valuable insights. Analytics show what’s working and what isn’t, so you can adjust your approach to better meet your audience’s needs.

How to Fix It: Check your email platform’s analytics for key metrics like open rates, click-through rates, and conversions. If an email performs well, analyze why—was it the subject line, the images, or the timing? For emails with low engagement, consider revising your approach. Experimenting with small changes like subject lines, CTAs, and layout can make a big difference.

Pro Tip: If you notice your open rates are low, try different subject lines or send times. With handmade, there’s room to test fun, engaging subjects like “A Cozy Treat Inside!” or “Handcrafted Just for You.”

Mistake #8: Not Providing a Clear Call-to-Action (CTA)

If your emails don’t have a clear, inviting CTA, subscribers might not know what action to take next. Whether it’s exploring a product, checking out a sale, or learning more about your brand, your emails need a CTA that directs readers.

How to Fix It: Keep your CTAs simple and specific. Instead of a vague “Learn More,” try “Shop Our Fall Collection” or “See Our Customer Favorites.” Make it clear, friendly, and easy to find—either as a button or bold text link.

Pro Tip: For newsletters, try offering two CTAs: one for new arrivals or bestsellers and another for engaging content, like a blog post or story. This lets your audience choose what interests them most.

Mistake #9: Forgetting to Show Appreciation

Your subscribers joined your list because they’re interested in what you do. Showing genuine appreciation goes a long way in building loyalty and making customers feel valued.

How to Fix It: Add a thank-you message or customer appreciation email to your sequence. Let subscribers know how much you value their support, and consider offering a small discount or perk for their first purchase as a gesture of gratitude. Regularly highlight customer stories, reviews, or even photos they’ve shared with your products.

Example: Send an email saying, “Thanks for Being Part of Our Handmade Community!” Include a small perk, like a 10% discount on their next order or free shipping, to show your gratitude.

Wrapping It Up

Avoiding these common email marketing mistakes will help you connect with your audience, build loyalty, and increase sales—all while staying true to your brand’s handmade essence. Remember, email marketing is about building relationships, not just making sales. Take the time to know your audience, add personal touches, and stay consistent, and you’ll see the rewards in stronger customer engagement and sales.