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Hi! I’m Lucy.
Chardonnay and vintage finds lover, founder of the handmade jewelry brand bel monili *and* your new guide to making your handmade business WORK online.
Yes, I know our halloween and fall decorations are still up, but now is the perfect time to create your holiday email campaigns.
Your unique, handcrafted products make thoughtful gifts, and email marketing is an essential tool to reach your audience. However, there are some do’s and don’ts to keep in mind to make your holiday email campaigns successful.
Let’s go over those now!
Disclosure: some of the links below are affiliate links, meaning, at no additional cost to you, I will earn a commission if you click through and make a purchase.
Segmenting your audience puts your customers into “buckets”, depending on which products they are interested in.
So, you may have a segment of “necklace customers” and other of “earring customers”. However you can get to a specific segment, create tags and add your customers to these buckets.
Segmenting your list allows you to be SO specific when emailing your customers. You can use these segments to tailor messages for each group.
A compelling subject line is your foot in the door. Be creative, and think of ways to pique your subscribers’ curiosity. Using phrases like “Exclusive Holiday Offer” or “Limited-Time Savings” can generate excitement.
Make your subscribers feel special by addressing them by their first names. This means your sign up form should ask them for their first name as well as their email address.
You can personalize your subject line, salutation and add their name wherever it feels natural.
You can also recommend products based on their past purchases or browsing history.
Ensure your emails are mobile-responsive. Most people check their emails on mobile devices, so a seamless mobile experience is a must. Most ESP (email service providers) have a way for you to check how your email will look on mobile.
Emphasize what makes your handmade products stand out. Share the story behind your creations, your commitment to quality, and the personal touch that goes into each item.
During the holidays, most people are shopping for gifts.
So try to show your customers who they have on their list that would love to receive one of your items.
Show off your products with clear, high-quality images. Images speak volumes and can inspire potential customers.
Remember, your photos act as your customers eyes and hands. Show your items up close, in use and from all angles.
For more information on product photography, check out this article:
While it’s important to send timely holiday emails, don’t flood your subscribers’ inboxes. Balance is key.
A well-planned schedule with occasional reminders is more effective.
If you normally email your customers once a week, you can increase that to two times a week during the holidays, but I wouldn’t do any more than that.
Keep your emails concise and to the point. People are busy during the holidays, so your message should be easy to read in a few seconds.
Also, keep your call to action (CTA) to just one action. While you can link to several products in one email, I suggest not also asking the recipient to follow you on Instagram and read your blog all in the same email!
Be cautious with your email content to avoid spam filters. Avoid excessive use of exclamation points, all capital letters, and words like “free” or “guarantee.”
People get tired of being “sold to” a lot, so be sure to break up your promotional emails with other information.
After sending your holiday email campaigns, don’t forget to analyze the results. Pay attention to open rates, click-through rates, and conversion rates. Use this data to refine your future campaigns. Google Analytics is a great way to keep track.
Your handmade business is unique, so your emails should be too. Avoid using generic templates and messages. Personalization and uniqueness are your selling points.
Find your “voice”, and use it! It’s okay to be funny, or thoughtful, very brief or a bit more wordy. You should write as if you were talking to a casual friend. Don’t tell your life story, but don’t be a robot, either!
In the world of handmade businesses, holiday email campaigns can be a game-changer. By following the do’s and avoiding the don’ts, you can create effective email marketing strategies that drive sales and build strong customer relationships.
Remember, holiday email campaigns are a fantastic opportunity to showcase your creativity and passion. Embrace the festive spirit, and let your handmade products shine.
If this your first holiday season, make sure your business is set up for success! I created the Business School for Makers to help you with all that “stuff” that might be confusing or new to you. Everything from claiming your business name to getting ready for taxes is explained for you. Check out the Business School for Makers here!
After running bel monili (my handmade jewelry business) for 10 years, I launched Bloom in 2019 to create a community where handmade business owners could learn, grow, and support each other in this wild venture of small business ownership. Welcome to Bloom!