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Email Marketing 101

Think of email as your workshop’s front door — it’s where casual browsers turn into loyal customers. Social media gets attention, but your email list builds relationships, repeat sales, and trust. In this 101, we’ll cover the basics every pen maker needs to know to start using email like a pro.

Build an email list for Pen Turners

Build  an Email List

Selling pens online without an email list is like carving a gorgeous pen… and forgetting the ink cartridge. You can admire it all day, but it won’t write.

Your email list is the ink that keeps your business flowing. It’s the one thing you own (no algorithms, no middlemen, no “oops, my account got flagged”). Whether you’re talking to 20 subscribers or 2,000, every person on your list has raised their hand to say: “Yes, I want to hear from you.”

This page is your jumping-off point — a quick tour of where and how to build your list, with links to in-depth guides packed with scripts, contests, and real-world tips.

Three Smart Ways to Build Your Email List ✨

There are dozens of ways to gather emails, but three stand out as the easiest and most effective for pen makers:

  • At Art Shows & Markets — Booth visitors are already interested in your work, so don’t let them walk away without an invitation. Simple pitches, small incentives, or even fun contests can turn casual browsers into subscribers.

  • On Your Website — Think of your site as your digital booth. Newsletter signups, account creation, and playful pop-ups are ways to capture interest even when you’re not standing there in person.

  • Through Social Media — Likes are great, but they don’t pay the bills. Tease behind-the-scenes content, offer early access to new pens, and make your followers feel special by giving your email list the perks.

👉 I’ve written a full guide on each of these methods — with scripts, examples, and ready-to-use ideas. Check it the full guide to collecting email addresses.:

 

Lead and Customer Email Management

Managing your pen business without some kind of system is like trying to refill a fountain pen without a converter — messy, frustrating, and guaranteed to waste ink. That’s where CRM (Customer Relationship Management) tools come in. This post breaks down the options for pen makers who want to keep track of customers, emails, and sales without drowning in spreadsheets. Whether you’re running things solo from your workshop or juggling orders from multiple platforms, a CRM can help you:

Keep all your customer info in one place.

Track who bought what (and who might be ready for a refill).

Automate follow-ups so you don’t ghost your best buyers.

 

👉 In this guide, we’ll look at practical, pen-maker-friendly CRM options — no jargon, no overwhelming tech talk, just tools you can actually use to grow your business.

 Manage Your Emails.

 

Email Marketing For Pen Turners
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Email Platforms for Pen Makers

Choosing the right email platform isn’t just tech talk — it’s the difference between your pen shop looking polished or getting lost in spam. Gmail and spreadsheets won’t cut it once you’re selling seriously. An email marketing platform keeps your customer list organized, makes your messages look professional, and ensures they actually get delivered.

 

For pen makers, that means more refill reminders, more launch-day sales, and more repeat buyers. Whether you’re just starting with Mailchimp’s free plan, growing into ConvertKit or Flodesk, or tapping Shopify/Wix email for convenience, the key is this: pick a platform and start now. Even a tiny list of 50 people on the right system is more powerful than 5,000 followers you can’t reach.

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The key is simple: pick a platform and start now. Even a small list of 50 subscribers on the right system is more powerful than 5,000 social followers you can’t reliably reach.

 Want the full breakdown (with costs, comparisons, and real pen-maker scenarios)?
Read the complete guide here: Best Email Marketing Platforms for Pen Makers →

Writing Sales Emails for Pen Makers

Writing the perfect sales email isn’t just about hitting “send” — it’s about writing like a maker, not a marketer. A generic message won’t move anyone to click, but a story-driven email can turn curiosity into connection (and connection into sales).

For pen makers, that means crafting emails that feel as intentional as your work — words that capture the texture, story, and spirit behind every pen you turn. Whether you’re launching a new collection, restocking a bestseller, or simply staying in touch with collectors, your emails should sound like you.

✨ Want to learn how?
Read the full guide: Write It Like You Mean It — The Maker’s Guide to Sales Emails That Sell with Heart →

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Parts of a Sales Email for pen turners
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