In the previous chapter, we set up your "Automations" - the emails that run in the background while you sleep.
But to truly maximize your revenue, you need to be an active participant in your marketing. You need to send Broadcasts. A Broadcast (often called a "Newsletter" or "Campaign") is a one-time email sent to your entire list (or a specific segment) at a specific time. This is how you generate spikes in traffic and cash flow.
In this chapter, we will master the three most profitable types of broadcasts for Etsy sellers: The Product Launch, The Holiday Event, and The Black Friday Sale.
Type 1: The Product Launch (New Arrivals)
As an active seller, you should be consistently adding fresh products and designs to your shop. Email is the single best way to announce these drops. Unlike the Etsy algorithm, which might show your new listing to followers, the chance of your customers seeing your launch through emails is much higher.
Using GIF in Emails
A standard Etsy notification just shows a static thumbnail. Your email can do more.
- Use GIFs/Motion: You can't embed full video in most emails, but you can use GIFs. Use a tool like Canva to create a 3-second GIF showing your product in action (e.g., a dress flowing, a journal opening, a gemstone sparkling). This movement catches the eye and increases click-through rates to your shop.
- Tell the Story: Use the email to explain the inspiration behind the collection. Was it inspired by a specific season? A trip you took? A customer request?
The "Launch" Formula
Don't just send one email. Build anticipation. Here is a 3-email sequence you can use:
- The Tease (24 Hours Before): "Something new is coming tomorrow... Keep your eyes on your inbox! 👀"
- The Drop (Launch Time): "It's Here! Shop the new Spring Collection." (Include your GIF here).
- The Follow-Up (48 Hours Later): "Our favorites are selling fast!" (Highlight the best-sellers from the drop, or highlight the items that are already sold out to create urgency).
Strategy Note: Do not discount new products immediately. Your loyal fans are often willing to pay full price to be the first to own something. Save discounts for older inventory or special occasions.
Type 2: The Holiday & Event Strategy
Etsy is a gift-giving platform. Your email marketing calendar should align with the major retail holidays: Valentine's Day, Mother's Day, Halloween, and Christmas.
The "Gift Guide" Email
Instead of just saying "Buy my stuff for Mother's Day", be helpful. Create a curated Gift Guide.
- Subject Line: "5 Unique Gift Ideas for Mom (That arrive in time!)"
- Content: Group your products by "persona."
- For the Plant Lover: (Link to your planters)
- For the Minimalist: (Link to your simple jewelry)
- For the Homebody: (Link to your candles)
This positions your products as solutions to their gift-giving stress.
The "Cut-Off Date" Email
This is a powerful urgency driver that is strictly informational.
- Subject Line: "⚠️ Final Day for Christmas Delivery"
- Content: "Order by midnight tonight to ensure your gifts are under the tree by Dec 25th".
- Why it works: It’s helpful service, but it creates a massive "Fear Of Missing Out" (FOMO) that drives sales without needing a coupon code.
Type 3: Black Friday & Cyber Monday (The Big One)
Black Friday is the Super Bowl of e-commerce. You cannot afford to be passive here. However, the landscape has changed. "Black Friday" is no longer just Friday. It is often "Black November." Major retailers start sales early, capturing customer wallets before Black Friday even arrives.
Your Black Friday Game Plan
- Start Early: Do not wait until Friday. Start your sale on the Monday or Tuesday of that week at the latest.
- The Offer: This should be your best offer of the year. If you usually give 10% off, offer 20-25% off.
- Make it Loud: Use phrases like "Our Biggest Sale of the Year" and "Won't be discounted like this until next Black Friday".
- The "VIP Access" Email:
- Send an email to your list 24 hours before the sale goes public on Etsy.
- Subject: "Early Access: Shop the Black Friday Sale before everyone else".
- Why: This rewards your subscribers and makes them feel special. It also secures sales before your competitors launch their emails.
A Warning on Discount Frequency:
If you run a 20% off sale every single month, your customers will learn to never pay full price. They will wait you out. Keep sales rare (Black Friday, Summer Clearance, Anniversary) so they retain their power.
How Often Should You Email
How often should you email?
- Minimum: Once a month (to keep the list "warm")
- Ideal: Once a week or bi-weekly
Mix it up. If you sent a "Sales" email last week, send an "Educational/Behind the Scenes" email this week. Sending sales email after sales email could make your email marketing less effective in the long run.
By combining your Automated Flows with these strategic Broadcasts, you create a marketing ecosystem that brings in consistent sales year-round.
But how do you know if any of this is actually working? Are people opening? Are they clicking? In the final chapter, we will learn how to read the data.