How To Build An Email List From Scratch: 7 Simple Steps For Handmade Sellers
Feeling overwhelmed by the thought of building an email list for your handmade business?
Maybe you're thinking, “Who even wants my emails? Isn’t social media enough?”
And the idea of adding another thing to your to-do list? Makes you want to run the other way.
But here’s the truth: email marketing still outperforms social media when it comes to turning fans into customers.
Studies show email converts up to 6x better than social channels.
And best of all—it’s yours. No algorithms. No limits.
This guide keeps it simple. Clear, doable steps to grow your email list from scratch.
Ready to cut through the noise and connect with real people who love what you make?
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I remember when my Pinterest views tanked overnight.
One moment, I was getting thousands of monthly visitors — then, poof, they were gone. That main traffic source I’d built my business around? Gone overnight.
It hit me hard. Relying on just one platform was like building a sandcastle at low tide — beautiful for a moment, but doomed to wash away.
That’s when I realized: I needed something different. Something I actually owned. Something that wouldn’t disappear because of an algorithm change or a random shutdown.
That “something” turned out to be an email list — a direct line to the people who cared about my work without a middleman.
If you’re ready to build that kind of connections the next section will show you how to get started.
1: Why Your Creative Business Needs an Email List (More Than Social Media)
I think a lot of makers fall into the same trap — posting to Instagram like it's a full-time job, hoping the algorithm will finally notice them.
You spend hours staging photos, tweaking captions, chasing likes. And then… crickets.
Social media is loud. Distracting. And it often feels like shouting into a void where the rules keep changing.
But your email list?
That’s quiet power.
That’s your inner circle.
When you’re learning how to build an email list from scratch, it’s easy to wonder why it even matters.
Isn’t social media more fun? Isn’t Etsy enough?
I hear those questions all the time. But I believe your email list is the single most underrated business tool you can own — especially as a handmade or creative business owner.
Here’s why.
1. Email Converts Better Than Social Media. Period.
Have you’ve ever announced a shop update on Instagram and got zero sales?
I think most people assume their followers are seeing their content. But less than 10% of your audience even gets shown your posts — and that’s if the algorithm’s feeling generous.
Email is different.
When you send a message, it lands. Right in someone’s inbox.
That means if you’re launching a new product, you’re far more likely to get clicks — and sales — from your list than your latest Reel.
Counterintuitive, right?
We’re told to chase engagement. But I think building connection is what really drives business.
And email is built for that.
2. You Get Visibility You Can Count On
Your email list is steady. Reliable. When someone signs up, they want to hear from you.
You’re not fighting to get in front of them — you’re already there.
And I think that kind of visibility changes the way you show up in your business.
You stop creating content just to “feed the feed” and start sharing from a place of purpose.
Because you know someone’s actually listening.
3. It’s the Only Audience You Truly Own
You don’t own your followers on Instagram, Pinterest, Etsy, or anywhere else. Those platforms can — and sometimes do — shut down accounts without warning. I've seen it happen. Shops suspended. Audiences wiped.
Entire communities gone overnight.
But your email list? That’s yours.
No one can take it away. I believe that’s one of the most empowering shifts you can make in your business — moving from rented platforms to assets you control.
Think of it like this: your social feed is a rented market stall.
Your email list? That’s your own studio with the lights on and your name on the door.
4. It’s Free to Get Started (and Low-Maintenance to Grow)
If the idea of starting an email list sounds complicated, I promise it’s simpler than you think. All you need is a way to collect emails, a platform to send them from, and the willingness to share your story.
I think the barrier is often fear of doing it wrong. But perfection isn’t the goal — connection is.
And unlike social media, where posts disappear in hours, emails stick. They get saved. Reopened. Re-read.
And they grow with you. Slowly. Steadily. Organically.
The Bigger Picture: A Tool for Freedom
To me, email isn’t just marketing — it’s a form of creative freedom.
It gives you space to tell your story in your own voice, without character limits or filters.
It lets you launch on your own terms. And over time, it becomes a little ecosystem of support and sales that runs quietly in the background, even while you're making, packing, or resting.
So if you're wondering how to build an email list from scratch, start with this belief:
You're not bothering people.
You're inviting them in.
And you don’t need 10,000 followers — you just need 10 true fans.
2: What You Need to Start (Without Overthinking It)
When you’re just starting out, it’s easy to spiral.
What platform should I use?
Do I need a freebie?
How will I know what to write?
And do I really have time for another system?
Focus on just the essential ingredients. Just a few solid tools — and the confidence to press “send.”
Here’s what I think you need to get started:
1. A Simple Email Marketing Platform (That Works for You)
This is the “home” for your list. It’s where people’s names and emails live, and where you’ll create and send messages.
I think the key here is choosing something simple.
Something designed for people who don’t want to spend three hours learning how to build a form.
A few solid options (you can find a detailed breakdown of these platforms here):
Moosend – clean, visual, and built for creators. This platform gives you landing pages, automations, and subscriber tagging — all without the mess.
GetResponse – beautiful design templates, flat-rate pricing, and an intuitive drag-and-drop editor. Great if you’re visual and want your emails to feel “on-brand.”
Aweber – solid free tier, simple automations, and very beginner-friendly.
And then there’s Mailchimp. It’s popular, sure. But I think it’s gotten way too pricey for what you actually get. Once you’ve got a few subscribers and automations running, that “free plan” disappears fast—and suddenly you're paying more than you bargained for. If you’re building your list from scratch, there are more budget-friendly options that won’t hit you with surprise upgrades.
Your only real goal at this stage? Pick a platform where you can:
Create a form or landing page
Store your subscribers
Send a broadcast (or a few)
That’s it. Don’t get stuck in comparison mode. Just choose one and move forward.
2. A Place for People to Sign Up (So They Actually Can)
This can be as simple as a landing page. Or an embedded form on your website.
Or a pop-up that says: Hey! Want 10% off your first order?
What matters isn’t the format — it’s the why.
Why should someone join your list?
What’s in it for them?
If your form just says “Sign up for updates,” people will scroll past. I think vague offers kill momentum.
But if it says, “Get early access to new collections and exclusive behind-the-scenes,” that creates curiosity.
You can use:
A standalone landing page (most platforms have these built-in)
A form embedded in your website (think: footer, sidebar, or homepage)
A pop-up that appears after a few seconds or on exit
If you don’t have a website yet, that’s okay. Use your platform’s landing page tool. Moosend and GetResponse both let you share a branded sign-up link — no coding needed.
3. Something (Small) to Say
Your first few emails don’t need to be long, fancy, or even super polished. You’re just saying hello. You’re introducing your creative world and letting people know what to expect.
If you can write a short caption for Instagram, you can write a welcome email.
You might say:
Thanks so much for signing up! I’m [name], and I run a [type of shop]. I’ll pop into your inbox once or twice a month with early access to new drops and maybe the occasional behind-the-scenes story.
Or: Just a quick hello and a little thank-you. I’ve got a special something coming your way next week — keep an eye out!
You’re not writing a novel — you’re just opening the conversation.
What matters most is getting started.
⯈Optional (But Helpful): A Reason for Them to Join
Some people call this a lead magnet. Others call it a freebie. I like to think of it as a “yes bridge” — something that helps turn a curious browser into a subscriber.
This could be:
10% off their first order
A downloadable mini pattern
A quick video tutorial or printable guide
A colour inspiration chart for makers
A free shipping code
You don’t need a lead magnet to start, but I believe it helps — especially if you’re not selling yet. It gives people a reason to say yes now, not “maybe later.”
If you're not ready to make one, start with a benefit-based offer like:
Join my inner circle for early access + handmade stories straight from the studio.
Start small. Tweak it later.
It’s better to have a basic form and start growing, than to wait until everything’s perfect.
Need help creating your lead magnet? I offer a done-for-you lead magnet service—so you can keep focusing on what you do best: creating. Check it out here.
📬 Grab the Free Email
List Setup Checklist
Want more control and connection with your customers?
This free checklist shows you exactly how to start your email list the simple way—step by step.
👉 Get the checklist here and start building a shop that grows with you.
3: How to Collect Emails at Markets, Fairs, and Craft Shows
There’s a kind of magic that happens at a market stall.
I think craft fairs are a perfect place to start building your email list.
Most makers focus on sales, not sign-ups. But not everyone who loves your work will buy on the spot. That doesn’t mean they’re not your people.
⯈Why Craft Shows Are Email Goldmines
People are already stopping by, chatting, flipping through your work, there’s way less resistance to signing up. They’ve seen you. That’s half the trust built right there.
Plus, many shoppers go home and think, “I wish I’d bought that…” Give them a way to stay in touch.
⯈How to Set Up a Sign-Up at Your Stall
You don’t need a huge display or a tech setup. You just need a visible, friendly invitation.
Here are three tried-and-true ways to collect emails in person:
1. Paper Sign-Up Sheet (Low Tech, Still Works)
Yes, really. A clipboard, a clean sign-up sheet, and a pen. That’s it.
But don’t just label it “Join my mailing list” — give people a reason.
Use wording like:
Want 10% off your next order? Pop your name here.
Get first dibs on restocks + subscriber-only sales.
Join my creative circle — I share stories, sneak peeks, and secret sales.
Leave the clipboard somewhere visible, ideally near checkout or where people linger.
💡 Tip: Bring a weighted clipboard and waterproof pen. Outside markets get breezy!
2. Tablet or Phone Form (Slick + Instant)
If you’ve got Wi-Fi or mobile data, you can use a tablet or phone with a form open — either your Moosend/GetResponse landing page or a Google Form.
Display it on a stand, and let people type in their name and email on the spot.
The entries go straight into your email system, so there’s no data entry later.
💡 Tip: Use a clean, bold heading like: Get 10% Off — Join Here
Keep the form short (first name + email) and test it before the event to make sure it loads quickly.
3. QR Code to a Landing Page (No Device Needed)
Want to keep it fully contactless? Print a QR code that links directly to your sign-up page.
Stick it on a small sign next to your products or checkout.
Shoppers scan it with their phone, fill out the form, and they’re in.
This works especially well when you pair it with something tangible:
Scan to get your free pattern.
Want this bookmark design as a phone wallpaper? Scan to download.
Join the list, and I’ll send you 10% off tonight.
You’re turning a scan into an experience — and that’s memorable.
⯈Incentives That Work (And Don’t Cost You Much)
I think a lot of makers hesitate to ask for emails because they feel like they need to give something huge in return.
You really don’t.
Here are a few small but mighty incentive ideas:
A small discount or freebie (like 10% off or a printable)
Entry into a giveaway (win a product or bundle)
Early access to restocks or seasonal drops
An exclusive pattern or tip sheet if you’re a pattern seller or DIY brand
The goal isn’t to bribe — it’s to invite. To give people a little extra reason to stay connected beyond the stall.
⯈What to Say (So It Feels Natural and Not Salesy)
How you ask can either feel awkward or authentic.
Here’s how to make it feel more like a conversation than a pitch:
If you want first dibs when I restock that one — I can pop you on my email list. I only send updates once or twice a month.
I do a little behind-the-scenes newsletter for people who like to see the process — want to be on it?
You’ll get a discount code for next time if you pop your name on the list!
⯈After the Market: Follow Through Fast
Within 48 hours of the event, send a casual email. Thank them for stopping by. Remind them what they signed up for.
Offer a small bonus if you promised one.
That email turns a one-time interaction into a relationship.
Example:
Subject: So lovely to meet you yesterday 💛
Body: Thanks so much for visiting my stall at the market! It means the world. As promised, here’s 10% off your next order. I’ll be in touch soon with a few new things I’ve been working on.
I believe email built in person has something special behind it — a memory. A voice. A face. That’s not just a lead. That’s the beginning of trust.
4: Add Email Sign-Up Opportunities to Everything
Building an email list from scratch doesn’t have to be slow — but it does need to be intentional.
Every place your business shows up is a chance to invite someone in.
Here’s how to turn your everyday touchpoints into list-building gold.
1. Your Website Should Be Collecting Emails 24/7
Think of your website as your digital stall. It should welcome people, show off your work, and say clearly, “Stick around. There’s more where that came from.”
You just need a few strategic spots to add your form or link:
Homepage banner or intro: A short invitation like “Want 10% off your first order? Join the list.” Works wonders.
Footer: People scroll there when they’re done browsing — it’s a natural pause point.
Product pages: If something’s out of stock, offer to notify them when it’s back. Boom — email collected.
About page: Add a line like: Want a peek behind the scenes? I share the real stuff in my newsletter.
Does the idea of setting up your email system make you want to run away? I offer a Done-For-You Email Setup — I’ll get all of this in place for you, so you can skip the struggle and get straight to growing.
2. Your Link in Bio: Make It Do More Than Just Point to Etsy
You’re already sending people to your bio — from posts, from Reels, from stories.
But are you sending them to your email list?
Instead of just linking to your Etsy or your shop homepage, include a link to a sign-up page with a compelling reason to join.
Even one click a day adds up.
3. Etsy Customers: Don’t Let Them Disappear After the Sale
Etsy doesn’t let you automatically add customers to your email list — but that doesn’t mean you can’t invite them.
Here’s how to do it ethically and effectively:
In your thank-you message after purchase:
I share exclusive discounts + behind-the-scenes peeks with my email list. Want to join? Here's the link.
In your packaging insert:
A small card that says:Loved your order? I share early access to new drops + freebies by email. Join the creative crew here [QR code or link].
People who already bought from you have said yes once — they’ll likely say it again.
4. Your Pinterest Pins, Blog Posts, and Tutorials
If you’re already creating content — pinning, blogging, sharing tips — don’t let that attention go to waste.
Add a sign-up link within the content, like:
Want a printable version of this guide? Grab it here free.
Add a short CTA at the end of a post:
Psst... my best stuff goes out by email. Sign up here and get the checklist I use to build my list — step by step.
If you blog (or plan to), I highly recommend creating a dedicated opt-in offer that relates to what people just read.
6. Every Interaction is a Chance to Invite
When someone sends you a message, DMs you a photo of them using your product, or leaves a Etsy review — that’s not the end of the road. That’s a relationship. And with just one gentle nudge, it can deepen.
Try something like:
I’m so glad you loved it! I share sneak peeks and subscriber-only sales by email — want the link?
You’re not selling — you’re sharing. And when it’s genuine, it feels good on both sides.
And if setting all this up feels overwhelming, that’s exactly why I created:
✅ My free checklist: How to Set Up an Email List for Handmade Businesses
✨ Or the full Done-For-You Email Setup, where I get it done for you — forms, automations, even the first email.
5: What to Say on Your Sign-Up Forms
You’d think asking someone for their email would be simple, right?
I believe the words you use on your sign-up form can make or break whether someone decides to join your list.
People don’t want more emails — they want something they care about. So your form needs to speak to that feeling, that benefit, that tiny spark of curiosity that makes them say, “Okay, I’m in.”
1. Lead with a Clear Benefit
Instead of “Sign up for my newsletter,” say something that answers the question: What’s in it for me?
Try phrases like:
Get 10% off your first order + exclusive handmade tips.
Be the first to see new collections and get subscriber-only discounts.
Join my creative circle for behind-the-scenes stories and freebies.
Want a free pattern? Sign up and I’ll send it straight to your inbox.
The goal is to be specific and appealing.
What will people actually get?
Why should they trust you enough to hand over their email?
2. Keep It Short and Sweet
No one wants to fill out a long form. I believe asking for just a first name and email is enough to start.
If you ask for too much upfront, it feels like a chore. Keep the form simple, the button clear, and the copy friendly.
For example:
Button text: Yes, send me the free pattern!
Or: Count me in!
Or: Send my discount
Even the button text is an invitation, not an order.
3. Reassure People About Privacy
People want to feel safe. Let them know you won’t spam or sell their info.
Add a quick line under the form such as:
No spam, ever. Unsubscribe anytime.
Your info stays safe with me.
I respect your inbox and only send good stuff.
It’s small, but it builds trust.
5. Add a Visual Hook if You Can
If your email platform lets you, add a small image or graphic — maybe a sneak peek of your freebie or a photo of your work.
People respond to visuals. It makes the offer feel real and tangible, not just words on a screen.
6. Test and Tweak
You don’t have to get it perfect on the first try. I believe the key is starting, watching what works, and tweaking over time.
And if you want it done for you, with expert copywriting and design that fits your brand, check out my Done-For-You Email Setup Service. I handle the tech, the forms, and even your first few emails — so you can focus on making.
6: Do You Need a Freebie? Lead Magnet Basics
When you’re figuring out how to build an email list from scratch, one of the first questions is: Do I have to give away something free?
A freebie isn’t a magical trick. It’s just a friendly way to say, Thanks for trusting me! Here’s something useful in return.
⯈What Exactly Is a Lead Magnet?
Think of a lead magnet as a “yes bridge.” It’s that little gift you offer to help someone cross the fence from visitor to subscriber.
It could be anything that your audience would find valuable — something small, simple, and relevant to your creative business.
⯈Simple Lead Magnet Ideas That Work for Handmade and Creative Businesses
You don’t need a massive ebook or a high-tech course. I think simple beats fancy every time.
Here are some ideas that are easy to create and your people will actually want:
A free pattern or mini project
A 10% off coupon for their next order
A quick tutorial video showing a technique
A colour palette or material guide for your craft
A checklist or cheat sheet that simplifies a common challenge
A behind-the-scenes peek or studio tour PDF
If you’re stuck on what to create, remember: your freebie should solve a tiny problem or delight your audience. It’s not a whole course — just a helpful nudge.
⯈How a Lead Magnet Helps You Build Your List
A freebie does two big things:
It gives people a clear reason to say “yes.”
Instead of just “join my list,” you say, “Join my list and get this awesome freebie.” It’s easier to say yes when you get something right away.It shows your style and value immediately.
If someone downloads your pattern or guide, they get a taste of what you offer. It builds trust and excitement.
⯈How to Deliver Your Freebie Without Stress
Once someone signs up, your email platform can automatically send them their freebie.
Most platforms have simple automation features — just upload your file and set the welcome email to include the download link.
7: What to Email Your Subscribers Once They Join
So, you’ve got your first subscribers. Now what?
This is where a lot of makers freeze — wondering what to say without sounding salesy or boring.
Your subscribers want to feel like they’re part of something real. Like they’re hearing from a friend who gets their love of handmade stuff.
1. Start With a Warm Welcome
Your first email sets the tone. Think of it like opening the door and saying, “Hey, thanks for coming in!”
Keep it short and friendly. Let them know what they can expect from your emails. And if you offered a freebie, remind them where to find it.
Example ideas:
Hi! I’m so glad you’re here. Here’s your free pattern — can’t wait to see what you make!
Welcome to my creative corner! I’ll be popping in once or twice a month with new projects, sneak peeks, and some fun surprises.
2. Share Your Story and Your Passion
People connect with stories, not just products. Sharing why you make what you make creates trust and warmth.
You might tell them how you started your creative business. Or what inspires you on a rainy day in your studio.
Keep it real. This isn’t a resume; it’s a chat over coffee.
3. Mix in Value With Every Email
Your subscribers want to feel like they’re getting something useful, whether it’s a tip, a behind-the-scenes look, or a quick tutorial.
For example:
Here’s how I choose the perfect yarn for cosy hats.
A quick trick to keep your stitches even — saved me so much frustration!
Sneak peek at my latest design — launching next week!
4. Invite Engagement
Ask questions. Encourage replies. When people respond, it builds a two-way conversation that turns subscribers into fans.
Try something like:
What’s your biggest challenge with [your craft]? Hit reply and let me know — I read every message.
Which colours do you love to work with? Reply with your favourite?
5. Gradually Introduce Your Products or Services
You don’t have to sell in every email, but over time, sharing what you offer feels natural when you’ve built a relationship.
I think of it like this: first, you make friends; then, you offer your products.
For example:
By the way, I’ve just launched a new pattern — here’s a little preview.
If you love my tutorials, you might enjoy my complete kit, designed to help you get started.
6. Keep It Consistent, But Don’t Overwhelm
Once or twice a month is enough to stay on their radar and build trust.
Keep it simple and authentic.
If you want to skip the guesswork, my Done-For-You Email Setup Service can write and schedule your first few emails for you, so you start strong without the overwhelm.
8: Mistakes to Avoid When Building Your Email List
Starting an email list feels exciting, but I think it’s easy to stumble if you don’t watch out for some common traps. These mistakes can slow your progress — without you realizing it.
Here are the top pitfalls to avoid when you’re learning how to build an email list from scratch for your handmade or creative business.
1. Waiting Until Everything Is Perfect
The biggest mistake? Waiting.
It’s tempting to think you need the perfect website, a killer lead magnet, and fancy email sequences before you start.
I believe that’s a trap. Waiting means lost time and missed connections.
Start with a simple sign-up form, a clear offer, and your authentic voice. You can tweak and improve as you go.
2. Asking for Too Much Information Upfront
Lengthy forms asking for phone numbers, birthdays, or detailed info can scare people off.
Keep it simple: just a name and email.
The easier you make it to say yes, the more people will.
3. Not Giving People a Reason to Join
A vague “sign up for updates” won’t cut it.
People want to know what’s in it for them — a free pattern, a discount, or exclusive sneak peeks.
Use clear, compelling language on your sign-up forms.
4. Neglecting to Follow Up Quickly
Ignoring your new subscribers after they sign up is step two to lose them.
Send a warm welcome email within 24–48 hours. Remind them what they signed up for, and deliver any promised freebies.
That connection builds trust and opens the door to future sales.
5. Emailing Too Often or Not Often Enough
There’s a balance between being present and being annoying.
I think once or twice a month is a sweet spot for handmade businesses. Enough to build relationship, but not so much that people unsubscribe.
6. Forgetting to Make Emails Personal
People subscribe because they want to hear from you — not a robot or a faceless brand.
Write your emails like you’re talking to a friend. Use “I” and “you,” share stories, and be real.
7. Not Tracking or Learning From Results
Ignoring your open rates and click rates means missing chances to improve.
Start simple: which subject lines get opened? Which links get clicked?
Use that info to tweak your approach over time.
You’ve Got This: Your Email List Is Waiting
Building an email list from scratch might feel like a big leap — but every journey starts with one simple step.
I believe in the power of your creativity and the magic that happens when you connect with people who truly get what you make.
Your email list isn’t just a tool.
It’s your tribe, your voice, your secret weapon in a noisy world.
So take a breath, trust yourself, and start small.
Invite people in, share your story, and watch how those quiet connections grow into loyal fans and steady sales.
Remember, this is your journey. No rush. No pressure.
Just steady, authentic growth — one email at a time.
You’ve got everything you need to build something amazing.
Now, go make it happen.
What’s Next?
You don’t need to be everywhere or perfect right now. The key is to start simple and be consistent with what feels right for you and your creative business.
✨ Choose one email platform that feels manageable—not overwhelming—and take that first small step. Write your welcome email. Share a freebie or checklist to invite people in. Build that bridge from social media to email at your own pace.
📥 To make this even easier, download my free Email List Setup Checklist—it breaks down exactly what you need to do so you can set up your list without stress or confusion.
💬 Not sure which platform or approach fits your style? Drop a comment below or send me a message. I’m here to help you find a simple system that respects your energy and supports your sales.
🧵 If the tech side feels daunting, my Done-For-You Email Setup Service is designed specifically for handmade sellers who want to grow their list and make sales while focusing on their craft.
📌 Pin this post so you can come back anytime you’re ready to take the next step with email marketing.
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Tired of chasing followers and fighting algorithms? If you’re a creative or handmade business owner wondering how to build an email list from scratch, this guide breaks it down step by step. Discover a sustainable way to connect with your audience—so you’re not relying on Pinterest traffic or social media reach that could vanish overnight.