If you own a small business (or any business, really), you need an email list. In fact, if you're even THINKING about starting a small business, you need an email list. What would you do if your social media accounts disappeared tomorrow? Would you be able to contact your customers? If the answer is no, let's talk about why you need to start an email list today.
If your business started or grew on a social media platform, you might think you're in the right place, that your customers are there, and everything is safe.
I know people who have lost access to their social media accounts and others who have had their Etsy shops shut down unexpectedly.
For some, thanks to social media algorithms, followers aren't seeing new content. These are all frustrating situations, and things you don't have to worry about with an email list.
Why Do You Need an Email List for Your Small Business?
I know that the idea of starting an email list can feel overwhelming and maybe even unnecessary. I promise it is easier than you think, and it is necessary.
Why Isn't Social Media Enough?
It's important to remember that you do not own your social media accounts. No matter what platform you use, there is risk. The social media platform can close and take your account with it. Your social media account could get hacked or shut down. At any moment, you could try to log into your account and find that you no longer have access.
If any of those things happen and you don't have an email list, you've lost the ability to reach your customers.
Don't get me wrong, social media is absolutely important for small handmade businesses. They can be great for marketing and promotion. It just can't be the only way you're reaching your audience.
Another issue with social media is that the algorithm controls the content and who sees it. You can have thousands or hundreds of thousands of followers, and your content may only be seen by a tiny fraction of your followers.
Algorithms change constantly; email does not.
How Does Having an Email List Help?
You own your email list. You can change email platforms and take your list with you. When you send an email to someone who has signed up to receive emails from you, those emails go to their inbox.
They can open them immediately or later when they have more time. You can connect with your customers whenever you want.
Still need convincing? Email is one of the highest-converting marketing channels you can have.
Email List Benefits
- Get Repeat Customers: Repeat customers are the best customers. If you can get a customer who has purchased from you before on your email list, you're more likely to make a future sale.
- Improve Product Launches: People on your email list are your biggest fans. They're excited to see what you have coming up, and sharing upcoming product launches with your email list can improve your product launch.
- Announce Discounts and Sales: Think about Black Friday, holiday shopping, Mother's Day, or other sales you may run. If your email list knows about the sale, they can be ready when the sale begins or when a new line launches.
- Build Stronger Customer Relationships: When you send emails, you can open up to your customers. Share more about your story, give customers a look behind the curtain, and share what you're up to outside of the business. You can decide how much to share and know your customers will actually receive the information.
- Increase Revenue: Signing up to be on an email list is an action. It's something a customer chooses to do. This is why I call them the biggest fans. A small email list filled with people who want to hear from you is far more likely to purchase than a large social media following.
Top Email Myths
Whenever I talk about email, I get many of the same responses. I'm going to bust some of the most common email myths I have heard.
- I Don't Have Enough Subscribers. Let's think about who is on your email list. Remember, I said the people on your email list are your biggest fans. Imagine the 20 people on your email list as 20 customers in a physical store who are excited to see what you have to offer. Those 20 email subscribers look a lot more impressive now, don't they? These are the people ready to make a purchase. I'd rather have 20 engaged email subscribers than 500 random followers who may have never made a purchase.
- People Hate Marketing Emails. This may not feel like a myth if you hate opening your email inbox. But I want you to think for a minute about why you hate checking email. Do you receive a lot of unwanted emails? Do you feel like you're receiving emails you never signed up for? Have you found it difficult to unsubscribe from unwanted emails? If you're following all email rules and anti-spam acts, including a clear and simple way to unsubscribe, you can feel confident that the people on your email list want to hear from you. Don't email just so you can say you sent an email. Make sure you're providing value with your email. That value doesn't have to be a coupon, sale, or freebie. It can be telling more about yourself and building trust, answering questions they may have, or giving them ideas for things they may want to do themselves.
- It's too hard to start an email list Starting an email list is easier than ever with some of the email platforms available now. I recommend the platform, Kit. It is easy to start, free for up to 10,000 subscribers, and it has the ability to grow with you as your email list grows.
How Do I Start an Email List?
First, choose an email marketing platform. I recommend Kit, but if you've been recommended a different option, you can try that. Remember, you can move your email list if/when needed.
Next, create a sign-up form. You need a way to get people on your list, and they need to sign up for you. You don't want to just add people you know to your list. Make sure you're collecting email addresses the right way.
Step three: give them a reason to subscribe. This step is optional but can be helpful. You can offer a discount code, early access to launches, free guides, free printables, cheat sheets, or VIP customer updates. Choose one or all options and invite people to join.
Step four, and this step is not optional, is to promote your sign-up link everywhere. Add it to your social media, put it on your website, add it to shipped packages, etc.
If you have a Shopify store, you can connect your Shopify store to your email platform, and everyone who purchases from you can be added to your email list if they opt in.
Don't forget in-person events. You can have a QR code where people can easily sign up on their own, or simply have a paper and pen where people can write down their email address.
Finally, send emails consistently. You don't need to send emails every day, but you'll want to create a schedule that you can stick to. Maybe in the beginning that is a monthly newsletter that includes what is going on in your shop.
As your business grows, you can always increase the number of emails you send; you just want to make sure you can stick to the schedule you set. Start small, set a schedule, and email consistently.
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What Emails Should I Send?
Whether you have five email subscribers or five hundred thousand, here are a few ideas for what you could send to your email list.
- Monthly Newsletter: A monthly newsletter can include behind-the-scenes content, new product announcements, upcoming/ongoing sales, where you're going to be (if you're attending craft fairs, online events, or other places your subscribers may be), or even work-in-progress updates.
- Exciting Updates: If your community knows you've been working on something big, share how that's going with them. With permission, you can even share stories your customers have shared with you. The goal is to build real relationships with your customers.
- New Content: If you have new videos or tutorials releasing, send those to your email list. Don't just rely on social media for promoting them. I get more people viewing my new video tutorials from my email list than I ever get from sharing on social media.
- First Looks: Because my email list includes my biggest fans, I like to make sure they're always the first to know when something is coming. I always send an email to let them know about upcoming camps, new merch, or other things I'm involved with that I think will be exciting or beneficial to them.
- Sales/Freebies/Discount Codes: While every email doesn't need to include sales, freebies, or discount codes, your customers will likely find value in them. It's okay to send any of these as a thank-you for being on my email list type of perk.
Are You Ready to Start Your Email List?
Remember, ask yourself: if social media disappeared tomorrow, do you have a way to connect with your customers?
That is the beauty of an email list and why I think every small handmade business should have one.
Social media is a great way for new customers to find you, but it can also be easy to lose you. The algorithm is in control of social media. You are in control of your email list.
If you don't have an email list, set a date right now for when you're going to start one. Put it on the calendar and keep that date with yourself.
It's easier than you think, and I promise, you won't be sad that you did it.
If you've made it this far and email still feels overwhelming to you, join my Email Marketing for Creatives course. Within the course, I'll walk you through the entire process step by step. From creating an account in Kit to sending that first email.
I hope I've made you feel excited about starting an email list and all that it can do for you with your customer relationships. If you have any questions, leave them in the comments, and I'll be happy to answer them for you.
