You Can Start Your Email List Now (Even If You Don’t Know What to Say Yet)

If you’ve been putting off starting your email list because you’re not sure what to write, I want to tell you something important:

You don’t have to have it all figured out to begin.

You can start growing your list today—even if you don’t know what you’re going to send tomorrow.

In fact, most handmade business owners (especially those of us who aren’t marketers by trade) feel this way. You're not alone. The good news? You’re in the perfect position to start exactly where you are.

Let’s break it down.

Why Your Email List Matters (Even More Than Social Media)

You probably already post your work on Instagram, TikTok, or Pinterest. That’s great! But here’s the thing:

You don’t own your audience there.

The algorithm changes. Your post might get buried. Your shop link may not even be seen.

With email, you have a direct line to someone who chose to hear from you. You don’t have to shout into the void or pray the algorithm smiles on you today.

Your email list is your most valuable marketing asset. And the best time to start it? Before you feel ready.

What If I Don’t Know What to Send?

That’s totally normal.

You don’t have to start by writing weekly newsletters or setting up a full sales funnel. Here’s what you need to begin:

1. One simple reason for people to join

This could be:

• A discount on their first order

• A free shipping code

• A downloadable care guide for your handmade product

• A “behind-the-scenes” studio peek

• A checklist or tutorial related to your craft

You just need something that says:
“Here’s why joining my list is worth it.”

2. One short email that says “hello”

When someone signs up, send a quick welcome message. Think of it like a handwritten thank-you note tucked into a package.

Your email might say:

• Who you are and what you make

• What they can expect (occasional updates, early access, special offers)

• A link to your shop or a piece you’re proud of

That’s it. It doesn’t need to be fancy—just friendly and real.

3. Permission to evolve

You don’t need to have your full content plan mapped out. Start collecting emails now, and let the content grow with you.

You’ll learn what your audience responds to.
You’ll build confidence each time you hit “send.”
And when you do have a sale, a new product, or a story to share—you’ll already have a list of people who want to hear about it.

A Few Email Ideas (To Keep in Your Back Pocket)

When you're ready to write, here are some easy ideas that handmade business owners can use:

• A behind-the-scenes look at your creative process

• The story behind a new product

• A seasonal gift guide featuring your work

• Customer reviews or testimonials

• A tutorial, tip, or care instructions

• A note about what inspires your designs

Remember: you’re not trying to be a “newsletter expert.” You’re just sharing your work with people who care.

You’re More Ready Than You Think

There’s this idea that you have to wait until everything’s polished and perfect before you can start growing your list. But perfection isn’t what builds connection—personality does.

You already have something worth sharing: your craft, your story, your passion.

All that’s left is to invite people in.

Ready to Start?

Here’s your ultra-simple checklist:

• Create a sign-up form on your website (or use a platform like Flodesk, MailerLite, or Kit)

• Add one reason to join (freebie, discount, early access)

• Write a short welcome email

• Put the sign-up link in your Instagram bio, Etsy shop, or product packaging

• Start collecting subscribers—even if it's just one at a time

Need ideas for a good freebie? Grab this free list of 25 Freebie Ideas for Creative Businesses.

You don’t have to know it all. You just have to start.