Imagine you came up with an amazing idea for a new yarn colorway, collection, or pattern. Then you spend weeks bringing that idea to life, spending hours on designing, photography, and packaging. Finally, you launch your idea on social media… and only 3% of your followers see it.
Can you relate to this scenario?
Unfortunately, many fiber artists and indie dyers can relate because social media is unpredictable. This is why it’s crucial to have an email list for your yarn business.
If you have been putting this task on the backburner, you are missing out on developing a deeper relationship with your customers that can translate into sales. Today, I’m going to briefly cover why email lists still matter for yarn businesses and hopefully get you inspired to start that email list this year.
You Don’t Own Social Media… But You Do Own Your Email List
You don’t have to have a business to know that the world of social media is constantly changing. Whether it’s an existing platform updating its algorithm, an old platform shutting down, or a new platform debuting, something is always changing.
This can be extremely frustrating for three reasons.
- You have no control over the social media changes.
- You end up being affected by those changes in ways that you didn’t expect (like losing followers or losing visibility in the algorithm).
- You most likely have to learn new skills or pivot your social media plan to adapt to these changes.
To think about it another way, some experts have referred to social media platforms as being “rented land.” This means that you are building your business on something you don’t own and that can be taken away at any moment.
This is why an email list is important!
Unlike social media, where you don’t own anything and are always thinking about the next change, with your email list, you do own it. This means you have more control, have a direct line to your followers’ inboxes, and can share whatever you want. Plus, and this might be the best part, no algorithm is deciding your visibility.
Why Email Works Especially Well for Yarn Businesses
When it comes to yarn businesses, an email list works especially well because you can share all aspects of your business more intimately and can build a meaningful relationship with your followers.
For example, below is just a brief overview of how you could use your email list to grow your business and build brand trust with your followers.
Product/Product Launches:
- Announce new colorways, limited-edition drops, restocks, seasonal collections, etc.
- Announce early access to email subscribers and VIP subscribers.
- Show the evolution of a product from it’s orginal idea to the final product.
Developing Brand Trust:
- Share personal stories, behind-the-scenes videos, inspiration, etc.
- Connect with your audience through storytelling about your brand, products, or life.
- Support and share other small businesses that you love or work with.
Long-term Relationship Building:
- Share projects you are working on throughout the year.
- Share projects made by your followers using your products.
- Ask for customer feedback.
As you can see, an email list can easily be crafted for your yarn business, whether you are an indie dyer, pattern designer, or both!
What Happens Without an Email List
Now, you may be thinking that you still don’t need an email list because it’s “too much work” or you don’t see the value in it.
However, by not having an email list, you are missing opportunities to promote launches, your products, and your overall brand. Plus, you are creating an atmosphere of burnout for yourself because you will be more dependent on social media and ads to promote your business.
Overall, having an email (compared to social media) gives you more freedom and options.
Real Benefits of Building an Email List
Besides building a relationship with your audience, there are so many other benefits to having an email list! Below are just a few to consider.
- It’s free to start.
- Less marketing stress because you send an email once a week or twice a month.
- You can reach out to all your customers at once.
- You can educate your audience more easily (and in more detail) about your products, services, and what’s happening in your business.
- You can share content from other platforms in your newsletter, like from YouTube, Pinterest, Ravelry, or Patron.
- More clicks because email lists have a higher conversion rate than social media.
- More repeat purchases, since you are keeping up a consistent dialogue with your customers.
If you are consistent with your email list, all of these benefits will definitely add up over time and help you with growing your yarn business!
How to Start Growing Your List Today
If you have finally been convinced to start an email list, you might be wondering where to start.
The first thing I would do is research the best email management system (MailChimp, Kit, Klaviyo, Flodesk, etc.) for your business and your budget. Then, after signing up, I would do the following:
- Create a freebie offer to encourage customers to sign up. – This freebie could be a pattern, discount, or early access to a new collection.
- Add a signup form to your website.
- Add a signup form to your link in bio.
- Share your signup on social media.
- Collect email addresses at markets/events, if you do them.
After you do those five things, I would then be consistent with your emails and send them out around the same time every month. You could start with two emails a month and then add more if needed. Or you could just send out one big email a month. Either way, you can test things out to see what works best for you!
Final Thoughts & Words of Encouragement
As some final words of encouragement, I would start small with your email list. Don’t feel like you need to reinvent the wheel or need to send an email out every week. I keep that schedule because I serve other indie yarn businesses that are promoting what’s new, but I tailor emails about my own offerings to what feels important to share at the time, or what I’m excited about.
I would love to hear your thoughts on this topic! Share your experiences and tips about having an email list in the comments below.
