Pen Makers- Here’s How to Build an Email List That Actually Works

Selling pens online without an email list is like trying to sell ink without paper — technically possible, but painfully inefficient. Your email list isn’t just another “marketing thing.” It’s your direct line to the people who already said they like what you make.

Why an Email List is Your Secret Weapon ✨

You don’t need thousands of followers to sell pens — you need a loyal few. A list of 150 people who genuinely care about your craft will outperform 5,000 random IG scrollers any day. Why? Because when your email lands in their inbox, you’re not competing with memes, cat videos, and celebrity gossip. It’s just you, your story, and your pens.

How to Collect Emails at Art Shows

(Without Being Awkward)

Let’s be honest — asking strangers for their email can feel… cringe. But when you frame it as a benefit, not a burden, people say yes. Here’s how to turn booth visitors into subscribers without sounding salesy.

Make it Easy 🖊️

• Have a signup sheet, clipboard, or (even better) a tablet ready.

• Frame it as joining your “Pen Collectors Club” or “VIP Updates” instead of just “mailing list.”

• Always make it quick — no one wants to fill out a novel.

Offer Incentives 🎁

Nobody wants another spammy inbox clutter. But a perk? That changes the game.

• “Get 10% off your next pen when you join today.”

• “Free gift wrapping when you subscribe.”

• “Join now and enter to win a $25 Spin-to-Win prize.” Check out this cheep spin wheel on amazon!

Engage Directly 💬

Don’t just shove a pen and clipboard at them. Chat. Build rapport.

• If someone’s admiring your fountain pens, say: “I send out care tips twice a year — want me to email them to you?”

• If they love video content: “I made a behind-the-scenes video of this pen being turned — want me to send it over?”

• Keep it about their interest, not just your list.

Pitches You Can Use Word-for-Word

Refill Reminder Pitch: “This pen is refillable. If you’d like, I’ll email you a reminder twice a year so you never run dry.”

Video Pitch: “There’s a short video of this pen being made — want me to send you the link?”

Contest Pitch: “We’re running a giveaway today. Sign up with your email so we can contact the winner.”

Boom. Clear, benefit-driven, and natural.

Care & Maintenance Pitch:“I send out quick pen care tips so your pen lasts a lifetime — want me to send them to you?”

New Collection Sneak Peek Pitch:“My email list always gets first dibs on new pens before I list them online — want me to add you?”

Event Reminder Pitch:“I send out invites when I’ll be at the next art fair — so you never miss out. Should I put you on the list?”

Contest Ideas That Pull Emails In

(and Make Your Booth Fun) 🎉

• Guess the Amount: Fill a jar with pen blanks — closest guess wins.

• Trivia: “What year was the fountain pen invented?” (Answer earns a prize entry.)

• Scavenger Hunt: Hide tiny clues in your booth — email required to enter.

• Mystery Pen Trays: Label pens with fun riddles, reveal the answers via email.

• Online Demo Signup: Invite them to a live Zoom pen-making demo.

• Survey + Prize: Quick feedback form on new products, prize drawing for participants.

• Spin-to-Win Wheel: Make it flashy. Every email = a spin, prizes up to $25.

Checklist Before Your Next Show

• Tablet or signup sheet ready

• Incentive planned (discount, gift wrap, contest)

• 1–2 friendly pitches rehearsed

• Contest idea prepped (guess jar, trivia, spin wheel)

• QR code linked to your signup form

• Newsletter signup live on your site

• Giveaway or pop-up ready to collect emails

Bonus: Shortcuts to Grow Your List at Shows

• Work with Show Hosts: Some fairs will sell or share attendee lists. (Always check the rules + quality first.)

• Cross-Promote with Neighbors: Team up with nearby booths — exchange sign-ups for double exposure.

• Post a QR Code: Let people scan and subscribe on their phone without writing anything down.

  
  

Don’t Forget Your Website

Your art booth is powerful, but your website can work for you 24/7. Think of it as your digital booth where people can “stop by” anytime — so give them chances to join your list:

• Newsletter Signup: Add a simple form on your homepage, blog posts, and checkout page. Frame it as “exclusive updates + pen care tips,” not just “subscribe.”

• Account Creation: Encourage shoppers to create an account for order tracking and refills — collecting emails as part of the process.

• Giveaways + Promotions: Host an occasional online giveaway (like “Win a limited-edition pen!”). Entry requires an email.

• Pop-Ups (Done Right): Use a timed pop-up that offers a perk (like free shipping or 10% off). Keep it friendly and fun, not aggressive.

Your site should never be a dead end — every page should have a soft nudge toward your list. Even if someone doesn’t buy today, their email means you can invite them back tomorrow.

Collecting Emails from Etsy Customers (the Right Way) 🛡️

If you sell on Etsy, here’s an important truth: you cannot just grab customer emails from Etsy orders and start sending newsletters. Those emails are for transactions only — like receipts and shipping updates. Trying to use them for marketing is against Etsy’s rules (and could risk your shop).

But you’re not stuck. The key is to invite customers to join your list voluntarily.

• Packaging Inserts 📦 → Add a thank-you card with a QR code or link: “Join my VIP Pen Club for care tips + first access to new pens.”

• Thank-You Notes 📝 → Send a warm Etsy message after a sale and include: “If you’d like pen care tips or early access, here’s my signup link.”

• Shop Banner/About Section 🎨 → Add your signup link or website there so browsers can find it easily.

• Discount for Joining 💸 → Offer a perk: “Sign up for my list and get 10% off your next order.”

• Social Media Funnel 📲 → Direct Etsy customers to follow you on Instagram or Facebook, where you can link to your signup form.

✨ Bottom line: Etsy is your introduction, but your email list is where the relationship grows. The sale happens on Etsy — the loyalty builds in your inbox.

Turn Social Media Followers Into Subscribers

Your Instagram likes and Facebook followers are great, but here’s the truth: those platforms don’t belong to you. One algorithm update and poof — half your audience disappears. That’s why you want to guide people off the scroll and into your inbox.

How? By making it worth their while:

• Tease Exclusive Content: “Want to see the full video of this pen being turned? Subscribe and I’ll send it right to you.”

• Early Access Drops: “My email list gets first dibs on new pens before they hit the shop.”

• Special Discounts: “IG followers get the pics, but my email crew gets the coupons.”

• Behind-the-Scenes Stories: Share a little on social, but promise the juicy details to your subscribers.

✨ Pro Tip: Post a fun graphic or reel once a week with a call-to-action like “Don’t just scroll by — join the VIP pen club. Link in bio.”

Even if just 1% of your followers hop over to your email list each month, that snowballs into a group of superfans who actually see what you send — no algorithm permission slip required.

Bottom line: Your email list doesn’t build itself — you build it, conversation by conversation, click by click. Whether it’s a refill reminder at your booth or a playful giveaway on your site, every email is a door opening to a future sale.

Don’t wait for “someday.” Start now. Even five emails matter — because that’s five people raising their hands and saying: yes, I want to hear from you.

👋 Want more email tips like this, plus marketing tips for handmade sellers?

Join my free email list for weekly inspiration, writing tools, and creative ideas to help you grow your shop.

💬 Need help crafting your content, finding your story, or building a brand voice that sells?Book a free intro call—I work with makers who want to sell more by saying more.

And hey, let’s be pen friends:

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Or just email renaealk@gmail.com if you’ve got a question.