As an active seller, you should be thinking about new products consistently. Whether it’s a new line of products, limited edition or new colours, an email is a great way to tell your loyal customers about the news.
An advantage of email for launching new products is that you can provide more relevant and interesting information than just the Etsy photos and description.
Think about adding animation to your email of your product in action. However, videos are too big for emails, and you don’t want them to click away to Youtube instead of your shop. So turn your short video into a gif. I use this website. Make sure it’s a short video (about 2-3 seconds) highlighting the most important part of the product, like how a dress flows, how the gemstone sparkles, etc.
Pairing a product launch with a discount can make it more effective. It doesn’t need to be a big email; a 15% discount or a free shipping weekend will work just fine.
One important thing to keep in mind is to NOT give discounts too often. Imagine you have new products every month, and you give a 15% discount every time you send out an email. Do you think your customers will buy in full price anymore? Probably not. Running sales too frequently will cut into your profit. Only do it once in a while.
Holidays or celebrations are great times to send your customers emails. Easter, Halloween, Christmas, St Patrick’s Day. They can be opportunities to keep your brand in the minds of your customers.
For holidays like Halloween and easter, it’s a good idea to create themed products in advance and send a product launch email. New products also keep your Etsy shop fresh.
For events like Mother’s Day, a gift guide email works well as many of your customers are planning to shop for gifts. Make sure to mention that your products are gift ready and show a photo of the packaging if you have one.
Guess which time it is to run your biggest sale of the year and send out your best email announcing this?
Black Friday (and Cyber Monday)
Email marketing should be a big focus in your marketing strategies on Black Friday. An effective email campaign can drive an insane amount of sales.
This sale should be the best and biggest sale of the year. About a 20-30% discount is usually good to go (given that usually you only give 10-15%). And make sure to highlight that in the email: “Our biggest sale of the year”.
As all retailers are starting their Black Friday sale earlier and earlier. And you can too. I suggest starting it from the previous weekend or the Monday of the same week.
For more details of my Black Friday email sequence, read this chapter of Etsy Holiday Promotion Guide. I've put subject line inspirations and email content outline there so you can quickly draft your holiday emails!