handmade business

Why All Makers Need to Have an Email List

All is a strong word, but I really mean it. ALL makers need to have an email list. Last week we talked about email marketing for your handmade shop. And this week we're going to go a bit further into the topic. Why do I think all makers need a list? Let me tell you.

But first, if you haven't downloaded this nifty guide that'll show you how to design your emails with a checklist included click below:

If you're new here, you should know that I'm very big into List Building. So much that I even created a course about it!

I'm so passionate about list building that I've spent the majority of this year talking about it! I want everyone to be building their lists, but I have a soft spot for the handmade/makers/creatives out there. 

I know several creative business owners and I purchase from them as much as I can. With all of the purchases I've made in in the past couple of years I've received 1. Yes 1. Email from a handmade business owner. It just baffles me. 

I purchased multiple things through this shop because of her email marketing. She let me know when she was having sales, surprise discounts for her list only, and she had a blog I could follow.

This type of marketing really put a face behind the business. I felt like I was personally connected to her and I found myself wanting to support her. 

And that's what we all really want right? Support.

You don't have to drown yourself in work and promoting yourself on social media. You can just simply get started and go slow. No need to overwhelm yourself!

Think about your audience and your customers. What kind of information could you provide via email that they would gobble up? In last weeks blog post we talked about marketing and promoting your products, but this week I want you to think about providing value. If you have a blog then you will probably be good at this already. If you don't then think of your email list as your blog audience. Let's say you had an organic skincare line and you want to plan out 4 emails for the next month. Here are some topic ideas:

  1. 10 Ways to Get Super Soft Skin This Summer
  2. How to Protect Your Skin from Sunburn this Summer
  3. 5 Ways to Use Coconut Oil That You've Never Hear of Before
  4. Should You Change Your Skincare Routine Each Season?

I'm not deliberately shoving product in their face. I'm offering value with these posts/emails in hopes that I can build the know/like/trust factor with my readers. 

It's perfectly okay to link up your shop or products in the email, you just don't need to be salesy. 

I recommend sending 2-4 of these each month and keep the day and duration consistent as well. 

Also, don't worry if you don't have all the answers! You can link to other articles that you found helpful and point them in that direction too!  

Email Marketing for Handmade Shops

There are so many handmade shops online. The surprising part about their marketing plan is the majority of them do not do any type of email marketing. They simply rely on social media, new customers, and crossing their fingers on the repeat customer part. They are totally missing out.

I know the biggest reason why handmade business owners shy away from email marketing is time. I totally get it. They're busy creating products, packing them up, shipping, and everything else that comes with it. 

Imagine what your business could do with some email marketing?

Here's a scenario for you:

You start building your list by offering 10% off on their next purchase.

People give you their email address in exchange for 10% off.

They get an email with the special code and BAM they're on your list. (This is just one great way to build your list there are a ton more).

Your list continues to grow and grow.

Now it's time to think about marketing to these lovely people, whether they're customers yet or not.

Create a marketing plan that sends an email out once a week to your list. Your emails can be featuring one product or a collection of products that you are trying to sell at that time. 

The subscribers on your list start to really take notice. They see you so sporadically on social media that they're surprised and happy to hear from you. 

They start to look forward to your weekly emails, open every single one, and then the best thing happens...


So to accomplish this, you would just need to plan 4 emails per month. 4!  How many social media posts do you create a month? Way more than that right? 

Making your emails can be super simple too. Choose a look that reflects your branding, be consistent, and make sure you choose an email service provider that's easy for you to start with if this is new to you. I recommend starting with MailChimp. 

MailChimp has many great templates that you can use to design your emails. You can also use PhotoShop or Canva. I've used them all for myself and for clients. I would say my favorite, like usual, is Canva

What if you're not creative on the computer? No worries! I created a guidebook for you to get inspired and pick a look! So, be sure to download that and start creating and marketing! You will NOT regret it! 

When you get your email list started let me know so I can sign up and check it out!

How to Earn Extra Income With Your Handmade Business

Owning a handmade businesses can come along with a lot of struggles. Like, not getting enough sales and lack of visibility.

They can also run into "good problems" such as:

  • more demand than supply
  • lack of time to create their product
  • fear of taking a break from their shop (whether it's for a vacation or personal time) and losing income

These are all highly stressful situations if your business is just a one person team. Everything piles on top of you and you're the only one that can dig you out. Not fun.

So, what do you do when you just want a break or you would love to have some passive income that you could count on? You think bigger and deeper. Here's how.

First, get in the right mindset. I talk about this all of the time, but EVERYTHING starts with mindset. Write down your why. 


What is your main reason for expanding your reach and making more sales at a passive income level?

What would you do with this extra exposure and money?


Think hard on these two questions and write down your answers. Seriously. Write them down. 

These are important to address first and foremost because you're telling your brain (and the Universe if you wanna get woo-woo with me) that you're ready for this growth and you know exactly what you will do when it happens.

Now you need to identify who and why this passive income product will be marketed too.  Will your passive income customers be the same as your handmade product customers or will they be from a completely different chunk of people?

Here's an example. Let's say you create organic skincare products. Your target customers are people who care about the environment, are conscious about what they put on their face, are women ages 20-35, and who love and believe in the power of essential oils.

You really could go a couple of routes with this. If you're going to continue to target your handmade product audience then think of what would ENHANCE their experience with you.

  • What would make their lives easier?
  • What could you create, that could be passive, that they would just have to have?
  • What else are they interested in?

Imagine they're shopping in a boutique.

  • What kinds of questions are they thinking to themselves?
  • What kinds of questions are they asking the sales associate?
  • What are they debating?

You could also start targeting a completely new audience. What if your business expertise was so valued that beginners would love to know how you started and how you run it?  Think of the people that come to you and ask you questions about how you did this and how you did that? Don't you wish there was an easier way to answer the same question all of the time?

I created a super awesome e-book for you that will give you a TON of examples of how you can earn extra income with your handmade business. And I promise you, these will not take up a bunch of time or cost a ton of money to do. You can definitely do all of them for free for sure. Passive income products just take time up front, require maintenance over time, and that's about it. No need to restock, worry about inventory, shipping, or taking time off.

Do you see where I'm going here? I'm taking you out of your cute, little handmade box and I'm showing you how to stand out so your life is easier and you can GROW. That's my main purpose and passion over here! You don't just have to do one thing if you don't want to. We're women, we're basically superheros. 



Sell on Etsy with Smart SEO

When you hear SEO (search engine optimization), do you get a little nervous and intimidated? Does it seem too complicated to even attempt to implement? There are so many articles out there and some gurus just make it way too complicated. It does not have to be. That's why I'm going to be very specific and explain how to optimize your Etsy listings.

If you want your product to show up on the first page of Etsy, then there are some things you need to be doing. And you know what? They don’t cost a thing. 

Sell on Etsy with Smart SEO

Let’s start with tagging. Do you know how important smart tagging is? Well, it’s super, duper important. Your title tag, image alt tag, and h1 (item title) are what Etsy uses to pull your item into the search area. So, you don’t want to be too creative and crazy by using the language that YOU are using when it comes to descriptions. It sounds weird, but what you need to do is go into the minds of your dream shopper and use those keywords. 

Create and Craft

Your product description’s are also very important to get you up there. It’s important to be obvious and descriptive. So, if you sell dream catchers, don’t just put “dream catcher” in your description section. Be more obvious and pinpoint exactly what it is. Think of every single detail you could possible put in there. Use every singe scenario or search your dream shopper could be using. 

If you are totally stumped on what keywords to use or even investigate, Etsy actually helps you out here. Go to your search bar and start to type in your keyword and Etsy will start populating it’s most searched for words.

For example, if I search boho dream catcher the top item in the search area is using these keywords:

Brown Turquoise Stone Car Mirror Dream Catcher, Boho Car Decor, Boho Dreamcatcher, Mini Dreamcatcher, Small Dream Catcher

In order to get to the top, you need to be researching and analyzing what the top sellers are doing. There’s no harm in it. It's just necessary. Unless you're happy hanging out on the bottom of the pile...

Want to take it a step further? I like the sound of that too. Use the Google Keyword Planner to help you pick the best keywords to use so you're not only popping up first in Etsy, but in Google too. Doesn't that sound awesome? Once you have these keywords or phrases pick 3-5 of them and use them exactly where I told you. 

Write about all the possible uses for the product, the measurements, the special materials used, and the unique methods or techniques that only you use. 

And because I love you I created a handy, dandy checklist you should be copying and implementing every time you post a new listing in Etsy.

  • Juice up your title with your top keyword (first word  should be your big keyword)
  • Upload 5 images for each listing with keywords on each image (this multiplies your changes X5!)
  • Your description should start out with your top keyword. Try to use it in a sentence as best as you can.
  • Put all of your links at the the bottom of your description.    For example: testimonials, terms and agreements, your website, other related products, etc.
  • List your materials in overview
  • Share on Google plus, pin it in Pinterest, Facebook (I have a fabulous article on how to sell on here too) it, post in Instagram, and Tweet that baby.