What Makes Good Email Marketing? A Guide for Handmade Business Owners

Ever pour your heart into a beautiful email newsletter, only to hear…crickets? You’re not alone. For craft business owners, navigating the world of email marketing can feel overwhelming. 

We spend hours crafting the perfect message, but it ends up buried in a digital abyss. But I am a HUGE champion of email marketing for small businesses. I truly believe it is the best source of sales for you! 

So, let’s dissect what might be ailing your email endeavors and turn you into a conversion champion.

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.

Good email marketing is a long-term game, not a quick fix. Just like that meticulously hand-stitched quilt you’re working on, building a loyal subscriber base takes time and dedication.

But with the right strategy, your emails can blossom into a powerful tool to nurture leads, convert fans, and ultimately, boost your sales.

What Makes Good Email Marketing?

Here’s how to diagnose what might be ailing your email marketing efforts:

Open Rate Slump?

A low open rate is like that awkward moment when you set up a gorgeous booth at a craft fair, but nobody notices your amazing creations. Yikes!

Here are some culprits:

• Snooze-worthy Subject Lines: Your subject line is your email’s first impression. Make it catchy, intriguing, and relevant to your audience. Avoid spammy tactics like ALL CAPS or excessive exclamation points! You can use a tool such as the Email Subject Line Analyzer, and hopefully you’ll see an increase in open rates.

• Mysterious Sender Name: Don’t be “Company Name” or worse, a random string of letters. Use a clear sender name that your subscribers recognize and trust, like “[Your Name] from [Your Shop Name]”. You can set this information in your Email Service Provider’s settings.

• Inbox Overload: People are bombarded with emails daily. Segment your list to send targeted emails relevant to their interests. Nobody wants to wade through a newsletter about macrame plant hangers if they only care about your knitted scarves! Most service providers will have ways to segment your list if they connect to your website. And if you’re adding people from in-person shows, don’t be afraid to ask them what products / information they would like to see.

Click-Through Woes?

So, people are opening your emails, but they’re not clicking on your calls to action (CTAs). Here’s why that CTA might be a dud:

• Missing in Action CTAs: Don’t be shy! Tell people what you want them to do, whether it’s visiting your website, checking out a new product line, or using a special discount code. Make your CTAs clear, concise, and visually appealing with a contrasting button.

• Bland Button Text: “Click Here” is boring. Use action verbs that entice the reader, like “Shop Now,” “Learn More,” or “Get Your Coupon.”

• Broken Links: Double-check, triple-check! A broken link screams amateur hour and destroys trust.

Elusive Engagement?

Even with opens and clicks, your emails might feel like you’re speaking to an empty room. Here’s how to breathe life into them and get your followers engaged:

• One-Way Street Syndrome: Stop talking AT your audience, start talking with them. Ask questions, encourage replies, and run contests or polls to boost engagement.

• Content Catastrophe: People crave valuable content. Offer DIY tutorials, behind-the-scenes peeks at your creative process, or inspirational stories.

• Design Disaster: A cluttered, text-heavy email is a recipe for boredom. Use visuals, break up your text with clear headings, and keep your design mobile-friendly.

Bonus Tip: Embrace the Data to Achieve Good Email Marketing

Open those email analytics reports! They’re a treasure trove of information. See which subject lines get the most clicks, what content resonates best, and when your subscribers are most engaged. Use this data to refine your strategy and make your emails even more effective.

Remember, You’re Not Alone!

Building an effective email marketing strategy takes practice, but the rewards are well worth it. Here are some additional resources to help you on your crafting and marketing journey:

• Free Email Marketing Platforms: Several free platforms exist like Mailchimp or ConvertKit, perfect for getting started.

• Email Marketing Courses: Invest in an online course or workshop to learn the finer points of email marketing. (FYI, this is something I go into detail about in the Marketing School for Makers! The last live class is starting in June, click here for more details.)

• Handmade Business Communities: Join online forums or Facebook groups to connect with other craft business owners and share strategies.

What Makes Good Email Marketing? A Guide for Handmade Business Owners

With a little detective work, strategic tweaks, and a dash of creativity, you can transform your email marketing from a dusty relic to a powerful sales weapon. Now go forth, craft your masterpiece emails, and watch your subscriber base, engagement, and sales blossom!

---

The Business School for Makers

Do what you love. Make money doing it! That’s the dream, right? But first, you need to get set up in a way that turns your hobby into a legit business. 

The Business School for Makers is your one-stop-shop for getting your craft business up, running, and making money.

Get all the details about the course here: The Business School for Makers. Let’s get you set up the right way (without the side of stress!).