You’ve probably landed on this page because you have your own small handmade business, and you’re wondering how on earth to get complete strangers to buy your handmade products. (Am I right?) Maybe you’ve even heard that one of the best ways to market your products is by using email marketing for handmade businesses.. (Spoiler: It totally is!!)

Whether you’re a candle maker, a fibre artist, a designer or a ceramicist, email marketing is one of the best ways to market your handmade business.

And I get it, ’email marketing’ itself seems like a ‘bro marketing’ term, and it might seem a teeny bit intimidating to try and get started with email marketing as a handmade business when you prefer the creative side of life rather than the admin.. But here’s the thing – it doesn’t have to be intimidating, complicated or overwhelming.

Let’s cover all there is to know about getting started with email marketing for handmade businesses, so that I can show you how simple it is to get started, and how much easier it can make your marketing.

This guide is going to walk you through the absolute basics of email marketing for handmade businesses: what email marketing is, why it matters, and the exact steps you need to take to start your first list.

Let’s dive in, shall we? 👇🏼

What Is Email Marketing?

Email marketing, put simply, is a way of keeping in touch with your people. When someone joins your list, they’re saying, “hey, I like what you’re doing and I want to hear from you more often!”. Having an email marketing strategy isn’t complicated or overly ‘techy’, though. Rather, it’s a direct line of communication between you and the people who care about your work. Instead of relying on algorithms or hoping your post gets seen, your words go straight to their inbox, ready for them whenever they have a moment to open it up and have a read through.

Examples of Email Marketing

Think of it just like any other way you show up online – i.e. posting a reel on Instagram, uploading a YouTube video, or sharing something on TikTok. The only difference is that with email, you actually own the space. Nobody can take away your list or change the rules on you, or shift the algorithm overnight. Whether you’re running a huge brand or a small handmade business, email marketing gives you the chance to show up and connect with your people.

And honestly, it works because we all experience it ourselves. Everybody has an email account, and most of us happily subscribe to brands we love. For me, it’s Mango for clothing and Dune for shoes – they send me at least five emails a week, and I genuinely enjoy them; it doesn’t annoy me one bit. Why? Because I already love their products, so those emails feel like a little roundup of inspiration landing right in my inbox. They’re ready for me to read when I’m ready to make a purchase! It’s not about being pushy; it’s about staying connected.

The Real Magic of Email Marketing for Handmade Businesses

At it’s core, that’s really the heart of email marketing: connection. It’s not just blasting out promotions every day of the week. Instead, it’s more about building trust, sharing stories, starting conversations, and creating real relationships with your audience. When people feel seen, supported, or inspired by what you share? Well, the sales naturally follow 😉

And that’s exactly what’s possible for you too, friend. Email marketing for handmade businesses isn’t about complicated strategies or big budgets, though. It’s about showing up consistently in your customers’ inboxes so that they feel connected to you. Imagine your customers lighting up when your email lands in their inbox 🥹. (And it will light up – because they’ll want to hear from you, they’ll look forward to your updates, and over time, they’ll grow into loyal fans who buy from you again and again.)

That’s the real magic of email marketing for handmade businesses.

Email Marketing for Handmade Businesses – Why Do Handmade Businesses Need Email Marketing?

If you’re a maker, you probably already know the familiar hustle.. Listing your products on Etsy, trying to keep up with Instagram posts multiple times a week, and making stock and packing up your stall for weekend craft fairs. Don’t get me wrong, all of those are great ways to get eyes on your work – but the downside? None of them are things you actually own. Etsy can change its fees overnight (and it has before), Instagram’s algorithm might bury your posts (and it is currently, unless that’s just me!), and markets are seasonal and weather-dependent. That’s a lot of uncertainty when you’re trying to build a stable handmade business. And with uncertainty also comes stress, frustration, overwhelm and a whole lot of imposter syndrome.

Why Email Changes Everything

That’s exactly where email marketing comes in. With email, you have a direct, reliable line of communication to your customers. No middleman, no algorithm to fight against, no questioning about whether they’ll see your latest product or piece of art. When someone joins your list, it means they’ve digitally raised their hand and said, “I want to hear from you again”. That’s so darn powerful!

Did you know that as little as 3.5% of your social media followers actually see your posts?!😳 Instead, email marketing gives you the chance to:

• Show up in their inbox regularly,
• To build a real connection, and
• Turn one-time buyers into repeat customers who come back again and again.

And with the average open rates of e-commerce emails being 42%+, the chances of being seen and heard by your people is way more likely.

For handmade businesses, email marketing creates stability. It’s a way for you to stop relying on chance encounters at a craft fair or a one-off viral post. Instead, you can start building a customer base that truly belongs to you. It’s not about sending endless sales pitches and feeling spammy. No, it’s about nurturing relationships, sharing the stories behind your work, and creating the kind of trust that makes someone excited to buy from you whenever you launch something new.

Why Social Media Alone Isn’t Enough for Handmade Businesses

Social Media is Rented Land

Here’s the thing about social media: as much as we all love it and rely on it, it’s not really ours. When you post on Instagram, TikTok, or Facebook, you’re essentially building your business on borrowed land. While this means your followers feel like your community, in reality? They belong to the platform. Instagram could change its algorithm tomorrow (again 🙃), shut down your account, or simply decide to show your posts to fewer people, and there’s absolutely nothing you can do about it.

On the other hand, email is owned land. Your subscriber list is yours – names and email addresses that you control and can take with you, no matter what platform trends come and go. If Instagram or TikTok disappeared tomorrow, you’d still be able to connect with your people through email. That’s why building an email list is such a powerful foundation for handmade businesses. Social media has its’ place for sure, and is fantastic for discovery, growth and visibility with new audiences. But here’s the real truth: email is where you create the real stability and lasting relationships that truly matter.

The Social Media Outage of 2021 👀

Whilst we’re on the topic – do you remember that time Meta’s platforms (i.e. Facebook, Instagram, and WhatsApp) went down and the whole world totally panicked?🫣 Yeah, that one! On October 4, 2021, the services were offline for like half a day due to a major mishap. It was a global outage that completely stumped everyone!

While everyone was stuck staring at error screens and hoping Instagram would come back up, I was in my inbox. Sending emails to my customers, nurturing connections, even making a surprising number of sales that day! It’s the perfect example of what I’ve been saying all along: social platforms are borrowed land. When they go dark (and they can, at any point), your email list is still there; safe and reliable.

Yes, social media does have its’ place in the marketing strategy of any handmade business, but it shouldn’t be the only strategy. Email marketing for handmade businesses is arguably even more important.

The Biggest Benefits of Email Marketing for Handmade Businesses

So what can email marketing actually do for you as a handmade business owner? In short: a lot. Here are some of the biggest benefits:

1. Repeat Sales Without the Constant Hustle

It’s so much easier to sell to someone who already knows and loves your work, rather than to constantly chase brand-new customers. Plus, as well as being easier, it’s also cheaper.. But that’s a whole other blog post!🤭

Your email list is full of people who’ve either bought from you before, or are interested enough to hand over their email address to you. In marketing, means they are already ‘warm leads’. Therefore, a simple reminder of a new product or seasonal collection can be all it takes to spark another purchase. Before you know it, you have a loyal, repeat customer.

2. Space for Stronger Storytelling + Connection

Social media can feel super rushed, with a 15-second reel here, a short caption there, a 24-hour story over there. But with email, you have space to tell a bigger, wider story. This could be the inspiration from your latest collection, or a peek at your process, or even the real behind-the-scenes of being a maker. That kind of storytelling builds the ‘like know and trust’ factor, i.e. human trust and connection. And that is what makes your subscribers feel like they’re part of your journey, not just spectators or bystanders.

3. Less Reliance on Algorithms

Instead of crossing your fingers that Instagram might finally show your post to more than a tiny fraction of your followers, your email lands directly in their inbox. It’s steady, reliable, and far less stressful than trying to beat the algorithm every single day.

The Lasting Power of Email Marketing for Handmade Businesses..

When you put all of that together:

• More repeat customers,
• Deeper storytelling and more emotional connection, and
• Freedom from unpredictable algorithms

Email marketing becomes one of the most powerful tools that handmade businesses can use to grow a sustainable business that lasts.

Common Myths About Email Marketing (and Why They’re Wrong)

When I talk about email marketing with fellow creatives and handmade business owners, the same worries always pop up. But, that’s all they are – worries. Let’s bust a few of the biggest myths together 👇🏼

Myth 1: “I Have a Handmade Business – Email Marketing Is Way Too ‘Techy’ for Me”

You don’t need to be a tech wizard to understand and use email marketing. Trust me – I would know, I’m pretty amateur when it comes to tech! Yet, email marketing has developed to be the biggest parcel of my marketing. Not to mention, most platforms are designed with beginners in mind – think drag-and-drop editors, pre-made templates, and step-by-step guidance. If you can post on Instagram, you can definitely send an email!

Myth 2: “I Don’t Have Time for Email Marketing”

Ooft, this one gets to me 🤭. I might be a bit controversial in saying this, so bare with me here. Writing 1 email arguably take even less time than one high-quality social media post. Your emails don’t have to be long or complicated. Sometimes, a short personal story, a behind-the-scenes peek at what you’re creating, or a product update is all it takes. Plus, once you set up a few simple automations (like a welcome email, for example), they work for you in the background so that you can get back to creating!

Sound like a win-win? Well yup, it really is!

Myth 3: “It Will Feel Spammy”

The truth? Your subscribers chose to hear from you. They literally gave you their name and email address and specifically asked you to send emails to their inbox! As long as you focus on providing value (such as sharing stories, inspiration, or helpful tips) instead of just constant sales pitches, your emails will feel like a welcome note from a friend, not spam.

Once you let go of these myths, you’ll see email marketing for what it really is. It’s one of the simplest and most effective tools you can use to grow your handmade business. It doesn’t need to be complicated or time-consuming, because all it’s really about is showing up in your customers’ inboxes with authenticity and consistency. And the best part? The more you practice, the easier (and more fun!) it becomes.

When Should You Start an Email List?

The truth? If you haven’t started your email list yet, the best time to start is right now.

You should begin growing your list as early as possible – even if you don’t have handmade products to sell yet, and even if your following is tiny. Waiting until you “feel ready” only delays the results you could already be building. An email list grows little by little over time, so the sooner you start, the stronger your foundation will be when you are ready to sell.

Why Waiting To Start an Email List is Actually Holding You Back

Many creatives put off email marketing because they think they need a huge audience or a full product range first. But that’s actually far from the truth. Starting small is actually an advantage. With a tiny list, you can experiment, find your voice, and practice writing emails in a super low-pressure way. You can test, tweak, and refine your writing style without taking thousands of people along for the ride.

By the time you launch a product, you won’t be starting from zero. You’ll already have people who know, like, and trust you – and who are excited to buy from you!

“What If I Already Have a Big Audience, But No Email List?”

If you’ve been running your handmade business for a while and already have a decent following on social media, it’s still not too late to start your list. In fact, theoretically, you’re in an even better position. You already have people who are interested in you and your business. Now, it’s time to invite them to join your list so you can connect with them directly!

As I mentioned above, the best time for you to start email marketing is right now. The sooner you get started, the more you’re able to nurture the audience you’ve already worked so hard to build.

And remember: it’s never too late to start. Whether you have ten followers or ten thousand, your email list will grow as long as you give people the chance to join. Email marketing will become one of the most valuable assets in your handmade business.

What You Actually Need to Begin (Spoiler: Not Much!)

One of the biggest things that holds handmade business owners back from starting email marketing is the idea that you need loads of tech, fancy funnels, or a whole library of products before you can even begin. But that just ain’t true, friend! You only need a few simple things to get going.

1. An Email Marketing Platform

This is the bare-minimum tool you’ll use to actually collect email addresses and send your emails. There are plenty of beginner-friendly options out there (like Flodesk!), and most of them have free or low-cost plans to get you started.

2. A Simple Sign-Up Form

This is the little box where people can pop in their name and email to join your list. AKA, the way you get actual names on your list! Most platforms have ready-made templates that allow you to create one in minutes. You can embed the form on your website, link it in your bio, or even share it directly.

3. Somewhere to Share It

An email list only grows if people know it exists! Share your form wherever your audience already hangs out. That could be on Instagram, Pinterest, TikTok, at craft fairs, or even printing on your packaging. The key is simply letting people know you have an email list and inviting them to join.

That’s it, friend! You don’t need a huge audience, a complicated strategy, or months of prep work. Just these three simple steps to start building an asset that will serve your handmade business for years to come.

Choosing Your First Email Marketing Platform

Picking your first email platform can feel a little overwhelming. There are so many options out there, all promising different features, and all with different pricing models. But here’s the good news: you don’t need the fanciest or most expensive email marketing tool to get started. And actually? I wouldn’t recommend that anyway! As a beginner, the main things to look for are ease of use, aligned design options, and cost.

What to Look For as a Beginner to Email Marketing

• Ease of use → A platform that feels intuitive and simple to navigate. You shouldn’t need a tech degree to send your first email! I’m not tech-y at all, and my biggest worry was not being able to work with a difficult platform, or spending too much time trying to figure it out. The good news is that there are many platforms that are super beginner friendly!

• Design → Beautiful, easy-to-edit templates that let you stay on brand without hours of fiddling! Email marketing doesn’t need to be boring black and white emails, they can be fun, colourful and they can match the same vibe as the rest of your business. There’s so many ways to make your emails fun, and certain email marketing platforms make it easier to do so than others!

• Cost → Start small. Some email marketing platforms can be really expensive, and unless you’re creating complicated funnels and need high-level segmenting + targeting, you just don’t need it when you’re starting out! Many platforms have free or low-cost starter plans that give you everything you need until your list grows. It’s best to start small and simple and get familiar with email marketing first.

Popular Email Marketing Platforms for Handmade Businesses + Creatives:

• Flodesk → Known for its gorgeous, design-led templates and simple pricing structure. (It’s one flat fee for unlimited subscribers – although this is due to change in November 2025!💔). I love Flodesk for beginners as it’s super inexpensive and so beginner-friendly. If you sign up via this link, you’ll also get 50% off for your first year – that’s only $19/month!
• ConvertKit, now known as ‘Kit’ → A little more “techy”, but good for automations and segmenting once you’re ready to level up. This platform is also more tailored to digital product sellers as opposed to product + e-commerce businesses.
• Active Campaign → A slightly less budget-friendly option that is perfect for much more advanced funnels, automation and segmentation. It also integrates with Shopify, which makes e-commerce segmentation + automations a breeze. The Starter Plan is a generous, low-cost plan on the platform, which could be a good option to begin with. If you plan to go all-in on your email marketing in the future, you won’t need to switch platforms.
• Klaviyo → This is arguably one of the better email marketing platforms if you have an online store with Shopify. It integrates seamlessly with Shopify, which can seriously level-up your email marketing game in the future. (You know, when you’re ready to create funnels + evergreen systems!). It is one of the more expensive platforms out there, but if you have the budget to start with it, I’d definitely consider it as a strong contender.

The truth? There’s no one-size-fits-all platform. The platform you choose all depends on your budget, your email marketing goals, and what feels comfortable for you. The key is to pick one and start. You can always switch later (I did!), but getting going now is what will actually move your business forward.

How to Create Your First Email Opt In Form

Your email list can’t grow without a way for people to actually join it! That is where an email opt in (or signup) form comes in. An opt in form is simply a little box (usually embedded on your website, or linked from your bio on social media) where people can pop in their details to subscribe to your email list.

An opt in is basically the digital equivalent of having a clipboard on your craft fair stall. It’s a way of potential customers writing down their info in return from hearing from you via email. It’s a simple way to say “yes please, keep me in the loop!”

What information do I need to collect in an email opt in form?

All you really need is a first name and email address. That’s it. Asking for too much information upfront (like last names, addresses, or preferences) creates friction, and can scare people off before they even hit “submit.” I always advise that joining your email list should be super quick and easy. By keeping it simple, you’re removing the overwhelm and making it a no brainer for them to opt in!

Whilst an email address is technically the only ‘essential’ information you need from someone to send emails, collecting a first name is helpful because it lets you personalise your emails later (like, “Hey, Emma” instead of “Hey, friend”). Using personalisation in this way always feels warmer, more personal and more nurturing, which is kinda why we use email marketing in the first place.🤭

Designing Your Email Opt In Form

The design of your form matters more than you might think! A generic “subscribe” box inside a black and white form can be super easy to ignore. On the other hand, a warm, inviting form that matches your brand colours and overall brand vibes stands out way more, and makes people more inclined to sign up!

Most platforms (whether it’s Flodesk, ConvertKit, MailerLite, etc.) make this super easy with drag-and-drop templates you can customise in minutes. Stick with your brand colours, use a friendly headline (like, “Join my list for tips + inspiration”), and avoid boring button text if you can. Instead of “Submit,” you could try something like “Yes, I’m in!” or “Send me the goodies!” – whatever feels on-brand. These small tweaks make the form feel more human and less corporate, and encourage people to trust you.

Where to Share Your Opt In Form

Here’s where most creatives slip up: they create a form but then don’t actually share it (🤭). Your audience can’t sign up for something they never see! So the key here is to make your form impossible to miss:

• Add it to your homepage and footer on your website.
• Drop it in the sidebar of your blog (if you have one!).
• Share the link in your Instagram bio, Etsy shop announcement, and Pinterest pins.
• Print a QR code on your craft fair flyers, packaging, or thank-you cards.

The more places your form pops up, the more opportunities people have to opt in to it. You want it to feel natural and like the ‘obvious next step’ – not for it to be hidden away in a corner of your website where nobody is going to find it!

Where to Share Your Opt In Form/Link (Even Without a Website)

That leads us nicely into this section, and if I’m honest, friend, now comes the fun part! Getting your opt in form in front of people is way easier than you think. And here’s the best news: you don’t need a website to start growing your list. There are so many creative ways to share your link and invite people to hear more about your business.

Social Media That You Already Use

Your opt in form link belongs everywhere your audience already hangs out. Pop it in your Instagram bio with a clear call to action like “Join my XYZ newsletter!” or “Sign up for free XYZ tips + updates!” or “Pop your email in here for the latest product news and surprise sales!”. Share it in your Instagram stories, TikTok videos, in the captions of your social posts, the top of your Facebook page. You can even use ManyChat to automate the whole delivery process for you! Anywhere people are scrolling through your work is a perfect opportunity to say, “Want more? Join my list.”

Inside Your Customer Experience

If someone has already bought from you, they’re the perfect person to invite onto your email list. They’re already interested in your art and products, and they will definitely want to hear from you again. By adding your link to Etsy thank-you notes, Shopify confirmation emails, or the packaging inserts you slip into each order, you’re encouraging more people to opt in and keep hearing from you.

You can also print a QR code onto your business cards, packaging tags, inside the cardboard mailing boxes or create stickers that takes them straight to your form to opt in. That way, the excitement of receiving their handmade product flows right into staying connected with you long-term! (It’s a win for you and for them!)

In-Person Events and Craft Fairs

This one is a biggie, and it’s an opportunity that I always see missed. Markets and craft fairs are a brilliant way to grow your email list because you’re already face-to-face with people who love your work. Instead of just handing out a card and hoping they’ll remember to dig it out of their pocket later and check out your website, try displaying a small sign with a QR code instead. Or even just a small clipboard with a place for them to write their details, so that you can manually add them to your list later.

It can be a simple sign that says “Want more handmade inspiration? Scan here to join my list and get exclusive updates + discounts!” You could even run a small giveaway or bonus pattern for anyone who signs up at your stall – turning browsers into future customers with one simple step. There are soooo many ways to use this to your advantage, once you’re willing to get a little bit creative with how you can get people onto your email list.

What to Write in Your Very First Email

When you’re a handmade business that’s brand new to email marketing, hitting “send” on your first email can feel sooo scary. But, it doesn’t have to be. Your very first message to your subscribers is just about starting the relationship on the right foot – keeping it warm, simple, personable and genuine.

Here’s what to include:

Start With a Warm Thank You + Intro to You/Your Handmade Business

Begin by thanking your subscriber for joining your list – they’ve chosen to hear from you, and that’s a big deal! Keep it friendly and personal: “Hi, I’m Sophie, the maker behind [brand], and I’m so happy you’re here.” with a lil photo of yourself.. See, that’s not so scary, right?!

This first welcome email is your chance to introduce yourself and share a tiny glimpse of your story (not your whole life history though, just a line or two!). Let them know what you create and why you’re passionate about it. Perhaps you can share what made you decide to start your business, or how you got to where you are today.

Think of it like meeting someone at a craft fair or market – you wouldn’t launch into an immediate sales pitch, you’d smile, thank them, and say a little about yourself first!

Set Clear Expectations (and Make It Exciting)

Next, tell them what they can expect from being on your email list. How often will you email? What kind of content will they get? Is it tips, behind-the-scenes, product launches, or special offers? This helps build trust and prevents a bunch of unsubscribes later.

But, there is a teeny bit of a fine line here. You also don’t want to make it sound corporate or boring. For example, instead of “I’ll send a newsletter every month”, try something like, “Every week, I’ll drop into your inbox with fresh stitching inspiration, behind-the-scenes peeks, and first dibs on new designs!” It makes their subscription feel like something to look forward to, not just another email clogging up their inbox.

Keep It Simple – Don’t Overthink It!

Ahh, my motto for pretty much everything in email marketing! (Who am I kidding, it’s my motto for life, too!!)

Your first email doesn’t need to be long or complicated. In fact, a shorter is often better! A warm thank you, a quick intro, and clear expectations are all you need to start building trust with your subscribers. Remember: you’ll have plenty of time to share your full story and dive into different topics in future emails (hello, full welcome sequence 👀).

For now, though? Focus on making a genuine connection with them – because that’s what will make your subscribers excited to open the next email you send.

How Often Should You Send Emails?

This is hands down one of the questions I get asked the most. And while there’s no single ‘perfect’ answer, here’s the truth: the more consistent you are, the stronger your connection with your audience will be.

Why Consistency Matters More Than Perfection

I hate to be all cliche, but consistency is key. I don’t love the saying much either, but it’s true. When you send emails on a regular basis, your subscribers will start to look forward to your emails. But, this only happens if you show up regularly. Consistently.

It’s no different to a weekly TV show. (At least, back in the day when you could hit pause, rewind or record. You had to watch it when it aired otherwise you’d miss it!) If a new episodes dropped randomly, you’d lose interest and probably forget about it. But when they arrive on schedule, at the same time on the same day of the week, you know when to tune in. It’s the same with email marketing.

Consistency builds trust, keeps you top of mind, and makes your subscribers more likely to open, read, and ultimately buy.

Start Small and Build Up

I always advise to send a weekly newsletter to your email list. Showing up weekly is kinda important for that whole consistency point I just touched on above.

But, if a weekly email feels overwhelming at first (and it probably will when you’re brand new), start with a monthly newsletter instead. That’s enough to get the habit going without the pressure of what on earth do I say every week?! Then, when you’ve got your feet wet and you feel more comfortable, try sprinkling in the occasional extra email in between. This could be a quick tip, a behind-the-scenes update, or a product highlight, or something you’re working on. It could be a flash sale, you could ask for their help with something, or bring them along in your journey.

By starting small and slowly building up your email marketing skills (and confidence), you’ll start to get that ‘muscle memory’ and realise it’s not as hard as it feels at the start, it’s actually more like sending a text to a close friend.

Why Do I Need To Send A Weekly Email?

Weekly emails keep you top of mind without overwhelming your subscribers. It’s frequent enough to build momentum and familiarity, but not so frequent that it feels spammy. And honestly? It’s easier to stay consistent weekly than monthly, because it becomes a natural part of your routine rather than a once-in-a-while scramble.. “Oh darn it, it’s the first of the month again already?!…”

And trust me, it’s really not spammy to send once a week. I don’t know about you, but I’m used to hearing from ‘big’ brands daily, showcasing the exact same collection they were emailing me about last week. I don’t find it annoying, nor do I unsubscribe.. Food for though, friend!

Beginner Mistakes to Avoid With Email Marketing

Nobody gets email marketing perfect from the start – and that’s okay. It’s more than okay, it’s totally normal. But there are a few beginner mistakes that can hold you back if you don’t catch them early.

Here are some of the most common ones I see (and how to avoid them, too!):

Mistake 1: Collecting Emails but Never Sending Anything

This one’s so common – makers set up a signup form, start collecting subscribers, and then… nothing. They either forget to email them, feel like they have nothing to say, or don’t have the time to stick to a consistent email marketing schedule.

The problem with this? By the time you do send an email, your subscribers have forgotten who you are. This then affects your open rates, delivery rates, and it’s kinda difficult to revive a stagnant list in the beginning.

The fix? Even if you’re nervous or don’t know what to say, just start sending. A short monthly update is better than radio silence, and you’ll get more confident with practice!

Mistake 2: Only Selling, Never Storytelling

If every email is a “buy now”, “shop here”, “flash sale!” push, your list will quickly lose interest. Like, real fast. People didn’t opt in to your list just to be sold to – they want inspiration, behind-the-scenes glimpses of small business life, and stories that make them feel part of your world. They want connection.

One of the most important things about email marketing, especially for handmade businesses and artists, is to focus on sharing value first, and sales second. Whilst it might feel slightly counterintuitive, when your emails feel like a treat to read, the sales happen naturally.

Mistake 3: Over-Designing Your Emails

It’s tempting to make your emails look like a glossy magazine spread, but too much design can actually hurt your deliverability (and overwhelm your subscribers, too). Many email marketing platforms have super fun templates that are image-heavy, and they naturally feel more exciting to send. But, large images take a long time to load, some email providers may not even display images, and non-Google fonts can have the same impact, too.

Simple, text-based emails often perform better – they feel more personal, like a note from a friend. Use design lightly: a logo, your brand colours – a photo or two for sure- but let your words do the heavy lifting!

Avoid these beginner mistakes, and you’ll already be ahead of most handmade businesses and makers who overthink email marketing. Keep it simple, keep it consistent, and focus on connection – that’s where the magic happens!

Your 1-Hour Quick Start Plan (Step-by-Step)

You don’t need days or weeks of prep, or a super fancy freebie. Nor do you need a perfect strategy to start email marketing for your handmade business. You can get the essentials live in about an hour – even without a website!

This is about imperfect action. Pick a simple email service provider and create a simple sign-up form. Share the link where your people are already hanging out, and send a warm first email. By the end, you’ll have a working list, a sharable link, and your first message ready to send – (aka real progress, not more planning or procrastinating!)

Set a 60-minute timer, pop on a playlist, and follow along. If you already have a platform, skip to Step 2. No site yet? Use your platform’s hosted form and share the link (or a QR code) on Instagram, Etsy, packaging inserts, or at markets. Keep it light, done is better than perfect, and you can polish it later!

Step 1: Pick Your Platform (10 minutes)

Choose a beginner-friendly email marketing tool like Flodesk. Don’t overthink it – just pick one that feels simple and affordable so you can get moving. Remember: your first platform doesn’t have to be your forever platform! Create an account and get started!

Step 2: Create a Signup Form (15 minutes)

Add your logo and brand colours to create a brand kit, and use your chosen platform’s templates to build a simple form. Remember, collect only the essentials: first name + email! Add a friendly headline like “Join my list for handmade inspiration + updates” and swap the boring “submit” button for something warmer, like “Yes, I’m in!”

Step 3: Share Your Link (15 minutes)

Take a few minutes to make your form easy to find. Drop the link into your Instagram bio, share it on your stories, add it to your Etsy thank-you notes, and print a QR code for packaging or market stalls. The more places it lives, the faster your list will grow!

Step 4: Write Your First Email (20 minutes)

Keep it simple: thank them for joining, introduce yourself, and set expectations about what’s to come! Think of it as your friendly hello, and definitely not a sales pitch. A few warm sentences are all it takes to start building connection and trust that will last well beyond that first email.

And that’s it – in just one focused hour, you’ll have your first email list set up, ready to grow, and already making your handmade business feel more stable and future-proof.

Where to Go From Here (Next Steps Beyond the Basics)

Well that’s a wrap, friend! You now have everything you need to start email marketing for your handmade business. Now, you know what email marketing is, why it matters for handmade businesses. And on top of that? You have the tools, the form, the first email, and even a plan to stay consistent! 🎉 That’s a huge step most makers never take, so go and give yourself a pat on the back for getting this far!

From here, it’s all about growth. Once you’re comfortable with the basics, you can start experimenting with things like freebies and opt-ins (to attract more sign-ups), simple sequences (to nurture new subscribers automatically), and full-blown automated funnels (to start making passive sales while you sleep). Don’t worry about mastering all of that right now, though. Those strategies are waiting for you when you’re ready.

For now? Focus on showing up regularly, keeping your emails simple, and remembering that connection always comes before perfection. The rest will grow naturally with time!

If you’d love to see email marketing in action (and get extra tips, templates + encouragement straight to your inbox), the best next step is to join my own list.

You’ll not only get a peek at how I run things, but you’ll also have a little weekly reminder to keep going with your own email marketing 💌

👉🏼 Join the Maker Mail Newsletter here!💌