Email Marketing for Artists and Handmade Businesses

Introduction

• Speaker: Presentation featuring Holly Merch, an expert in e-commerce and email marketing.
• Topic: Beginner steps to get started with email marketing.
• Platform Spotlight: Clavio for e-commerce email marketing integrated with Shopify.

Key Steps to Start Email Marketing

1. Start Collecting Emails:
   • Vital first step in building an email list.
   • Common regret among business owners for not starting sooner.
2. Select a Platform:
   • Choose one that feels easiest and that you will use.
   • Recommendation: Clavio, especially for e-commerce-focused businesses using Shopify.
   • Flexibility to choose any platform that you are comfortable with.

Setting Up in Your Chosen Platform

• Email Collection:
  • Can start with simple methods like collecting emails at craft shows using pen and paper.
• Using Automations:
  • Set up essential automations like:
    • Welcome Series:
      • Series of emails introducing subscribers to the business.
      • Spaced out to avoid overwhelming subscribers.
    • Browse Abandonment:
      • Friendly nudge for visitors who browsed the site.
    • Abandoned Cart:
      • Reminders for potential customers who didn’t complete purchases.

Integration Benefits

• Shopify and Clavio:
  • Seamless data sharing, ensuring targeted communication.

Strategies for Email Campaigns

• Campaigns vs. Automations:
  • Campaigns are one-off, time-sensitive emails.
• Consistency in Sending:
  • Establish a regular schedule (weekly, monthly, quarterly).
  • Consistency keeps the business top of mind.
• Campaign Tips:
  • Use templates to streamline campaign creation.
  • Avoid long gaps between campaigns to prevent unsubscriptions or being marked as spam.

Conclusion

• Experimentation:
  • Use different methods to gather emails, like traditional pen and paper, which may yield better results than digital methods at events.
• Flexibility and Simplicity:
  • Choose methods and tools that best suit your business and comfort level.
• Further Learning:
  • Additional resources and examples are available for deeper understanding.