Collect Those Email Addresses

found on pinterestWe are quickly approaching the height of holiday craft fair season. You’ve tweaked your booth display so passersby can’t help but be drawn in. Your new packaging will be the envy of all the other vendors. You’ve even got new business cards and promotional postcards so that even those that don’t buy will have something to take away.

But there’s one important detail that often gets overlooked... collecting emails.

Why are emails so important? Because someone who takes the time to write down their email address is exactly the kind of contact you want to have, even if they didn’t buy anything. By writing down their email they are saying they want to hear from you. They want to know where you’re selling, when you have new products and when you run a sale. They like what you do and are inviting you to keep them up to date. 

However what many people do is collect those emails and never use them. Or only send out one or two blasts when a big show or two is coming up.

This customer who’s stopped into your booth has invited you to contact them, so do it!

Send out newsletters that keep these interested fans up to date on new projects, new retail accounts, or simply share how things are going with your business and what you’ve been up to. Not every email needs to be a promotion and it certainly doesn't need to be long. Remind them that you’re still out there making amazing things that would be the perfect birthday, graduation, wedding, baby shower, "I love you", etc. gift. Remind them of how awesome you are once a month, once a week or somewhere in between.

Then take it beyond the simple update and show announcement, let these fans know how much you value them by giving them something extra. This can a discount or early preview of a sale or it can be an exclusive behind the scenes peek at your process or the offer to come visit your studio. Ask yourself what your ideal customer would be most excited by and try to give it to them. This is great incentive for others to sign up for your mailing list.

All you need to begin collecting emails, if you haven’t started already, is a simple journal to set out next to your business cards or even just a few pieces of paper with your logo at the top. Make sure you have a pen handy and mention the list to anyone who shows interest in your product.

Once you’ve gathered a few emails use a service like MailChimp to manage your list and send out professional looking emails. No one has to know if you only have 5 emails to start, there will be more if you keep writing interesting newsletters.

Another nice touch is to send a thank you to all your new signups. You can do this by setting up an automated email that goes out to all new addresses or you can do it in bulk after a big event.

Email is still one of the best ways to communicate and engage with your customers, both potential and current, and it's one of the easiest too.

I'd love to hear what you like about sending out newsletters or what's kept you from doing it so far.