So let’s say you read this blog article, and you have decided to set up your first email marketing campaign for your Etsy biz. Go you! You’ve set everything up inside Mailchimp, and you are super excited to get your email ready to go. You click “new post” and you stare at the computer screen blankly, trying to figure out what to send.

If you’re like me, then writers block is not a new experience. I completely get how overwhelming and frustrating the process of writing out a catchy email can be. That’s why I rounded up five great topic ideas you can use on your next email that should get those creative juices flowing.


If you’re struggling to come up with topics to write about, check these out!

1. Share a Behind-the-Scenes Look

People love to get the “inside scoop” on pretty much everything. To be part of an elite group or priviliged few is hard wired into our DNA. (Okay maybe not that extreme, but you get my point!) People are following you because they love buying from small businesses. They love the personal touches.

Showing people that you’re a real person, that you have a life outside of the perfect Instagram square picture, is a great way to connect with your fans. They will be pulled into your space, closer into your world, and really relate to whatever it is that you’ve decided to show.

A few ideas for these kinds of emails could include:
  • Pictures of you creating your products
  • Your messy kitchen full of dishes because you were too busy with your biz to clean up after dinner last night
  • Your kiddos playing in the sunshine
  • Orders packaged up and ready to go
  • You getting your hair done, grabbing your favorite drink, or watching a movie and talking about self care.

As long as these kinds of marketing emails have a small refernce to your biz, or your products, they can be a very effective tool to show people who you are, and build that know, like, and trust factor that you’re shooting for.

2. Create a Narrative (Tell a Story!)

You got into this handmade business for a reason. There was something that happened in your life (or maybe a string of somethings) that set you on the path towards your dreams.

What better way to let people into your business than to give them the story of how it happened? Talk about the thing that drives you the most, or maybe your favorite product to create. How did those early days of your business happen with your work/life balance? What sacrifices did you have to make to get where you are? All of these could be ideas that you share with your fans.

3. Start an Email Series

This idea could be a really cool way to take your story one step further. Everyone loves a cliff hanger, and want the story to find an ending. Take your super long story and break it up into several emails, spreading them out over a couple of weeks.

This will keep your readers engaged, and subtly but effectively, making them super happy when your emails pop up in their inbox. They will be anxious to hear from you, and won’t hesitate to click on through to read what you have to say.

4. Share Blog Recaps w/Snippets

Does your business have a blog attached to it? Is this something that you update frequently and have amazing content? (Well of course you do, you’re awesome!)

Then sharing an email with your fans whenever a new blog post is published would be a great idea to bring them in. Include some of your great topic sentences, or include a few of the pictures that you have on your post to get their interest piqued. Encourage them to click through to read the rest of the post by showing off some of your great ideas in the email.

5. Resource Roundup

If you’re a handmade seller then you know that your process is a closely guarded secret. What you can do is share some of the resources and tools that you incorporate in your business with your fans.

Are you a crocheter? Maybe you do a roundup of your favorite patterns or designers. Do you make beautiful cards and stationary and you love watching YouTube videos about them? How about jewelry makers? What techniques fascinate you, or are you thinking of breaking into a new style? Do a roundup of your favorite creators and share with your peeps!

You’re trying to give value in any way that you can, instead of constantly selling to them. Think about it. Do you open an email if all it contains is sales pitches all the time? Then why would your readers?

Whatever you decide to send them, keep these questions in mind as you’re writing:

  • How will an mail benefit your audience? (What value does it have?)
  • How will this email funnel people back to your shop, or social media?
  • How can you put your own spin on it?

I hope this list has helped jump-start your creative process, and that you’re furiously making lists of things you can send out to your fans. Let me know in the comments what kinds of ideas you have come up with! I’d love to hear about them.

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