This is where the magic happens.
If Chapter 4 was about getting people to the door, this chapter is about inviting them in and making them stay.
Email Automation (often called a "Flow" or "Funnel") is a series of emails sent automatically based on a trigger. You write these emails once, set the time delays, and they run automatically in the background without you actively sending emails. This is how you make sales while you sleep, ship orders, or spend time with your family.
For a successful Etsy business, you don't need complex web-like diagrams. You only need two core sequences:
- The Welcome Flow: To convert new shoppers into first-time buyers.
- The Post-Purchase Flow: To turn one-time buyers into loyal, repeat customers.
Here are the templates for the 2 email automation sequences:
Sequence 1: The "Welcome Flow" (For Shoppers)
Target Audience: People who signed up via a popup or link (e.g. "10% off") but haven't bought yet.
Primary Goal: Build trust and secure that first order.
Email 1: The Delivery
- Timing: Immediately (0 minutes delay).
- The Gist: Deliver on your promise instantly. Do not try to "sell" here. The aim is to give them what they signed up for.
- Content:
- Warm welcome.
- The Coupon Code or Link to the Freebie (Lead Magnet).
- A clear button: "Shop Now" or "Download Here."
- Pro Tip: This email will have your highest open rate ever. Keep it short and sweet.
Email 2: The Introduction (Brand Story)
- Timing: 1-2 Days later
- The Gist: Why should they buy from you instead of Amazon? What sets you apart from big brands?
- Content:
- Introduce yourself (the maker).
- Share your "Why". What is your vision?
- Show a "Behind the Scenes" photo of your workspace.
Email 3: The Educator (Product Benefits)
- Timing: 2 Days after Email 2
- The Gist: Shift from "who you are" to "how you help them".
- Content:
- Highlight the unique benefits of your product (e.g. "Why we use soy wax," "How our jewelry is hypoallergenic").
- Show versatility (e.g. "3 Ways to Style this Scarf").
- Address common objections (quality, sizing, shipping).
- Include a few photos of your bestsellers at the bottom.
Email 4: The Nudge (Hard Sell)
- Timing: 3 Days after Email 3
- The Gist: Create urgency to close the sale.
- Content:
- Remind them of the discount code from Email 1 (in case they forgot).
- Highlight a "Customer Favourite" item.
- Call to Action: "Your 10% off code is waiting for you!" and a button that leads them to your Etsy shop.
Sequence 2: The "Post-Purchase Flow" (For Customers)
Target Audience: People who just bought an item and opted-in (via your QR code or thank you link).
Primary Goal: Build long-term relationship, increase Lifetime Value (LTV) and get 5-star reviews.
Email 1: The "Thank You" & Value Add
- Timing: Immediately after signup.
- The Gist: Reassurance and Appreciation.
- Content:
- "Thank you so much for supporting my small business!"
- Deliver the specific Lead Magnet for customers (e.g. The Product Care Guide).
- Do NOT sell here. They just spent money. Let them breathe.
Email 2: The Educational Follow-Up
- Timing: 3-5 Days later (Adjust based on your shipping times - Aim to send them when their package arrives).
- The Gist: Help them enjoy their purchase and have the best experience.
- Content:
- Reiterate care instructions (e.g. washing instructions, how to frame the print) in order to improve the experience with your product.
- This positions you as an expert and reduces the chance of a customer complaining that the item "didn't last."
Email 3: The "Check-In" (Review Request)
- Timing: 3-4 Days After Email 2
- The Gist: Customer service check + Social Proof.
- Content:
- Double check: "Has your order arrived safe and sound?"
- Offer help: "If there are any issues, please reply to this email directly and I'll be happy to help!" (This catches negative feedback before it hits Etsy).
- The Ask: "If you love it, I would mean the world if you could leave a positive review for me on Etsy. It helps small handmade businesses so so much."
- Bonus: Encourage them to upload a photo to Etsy. Photo reviews are gold for conversion rates.
Email 4: The "Bounce Back" Offer
- Timing: 15-30 Days later
- The Gist: Bring them back for a second purchase.
- Content:
- According to data, customers who buy a second time are likely to stay loyal for years.
- Offer a "VIP Returning Customer" discount.
- Strategy: Percentage discounts work best here. Don't make it complicated. "As our VIP, take 15% off your next order as a thank you".
Summary
By setting up these two automation sequences, you make sure that your new lead is nurtured and every new customer is appreciated - all without you typing a single word or sending any email manually.
But what about when you launch a new product or want to run a holiday sale? That requires a different type of email called a "Broadcast". Let's look at how to send sales and product launch emails in the next chapter.