Win-back Sequence for Etsy Sellers Email Guide
Why Win-back Sequence Emails Fail for Etsy Sellers (And How to Fix Them)
An old customer just bought from a competitor. You saw their review, and it stings.
Many Etsy sellers focus heavily on acquiring new customers. They spend time on new listings, SEO, and ads, hoping to catch fresh eyes.
But often, the most valuable customers are the ones who already know and trust your brand, they just need a gentle reminder. A win-back sequence isn't about desperation.
It's about nurturing relationships. It's about reminding past buyers of the unique value you offer, showcasing what's new, and inviting them back into your shop with a compelling reason.
These emails turn forgotten buyers into repeat customers, building a loyal base that supports your shop's long-term growth. The templates below are designed to reignite that spark, bringing dormant customers back to your Etsy shop with messages that feel personal, not pushy.
The Complete 4-Email Win-back Sequence for Etsy Sellers
As an etsy seller, your clients trust your recommendations. This 4-email sequence helps you introduce valuable tools without sounding like a salesperson.
The Remember
Remind them of the value they received
Hi [First Name],
You bought an unique piece from my shop a while ago. I hope it brought you joy, or that it made the perfect gift for someone special.
I often think about the unique pieces that find their way to new homes, and I remember the care I put into each one, just like yours. My goal has always been to create items that spark joy and add a touch of personality to your life.
And I appreciate you being a part of that journey. I've been busy creating new items that I think you'll love just as much.
Take a moment to see what's new in the shop. [Link to your Etsy shop/new arrivals]
Best, [YOUR NAME]
This email triggers nostalgic recall. By reminding the customer of a specific past positive experience, it bypasses initial sales resistance and taps into an existing emotional connection with your brand. The soft call to action encourages exploration without feeling demanding.
The Update
Share what is new since they last engaged
Hi [First Name],
It's been a little while since we last connected, and I wanted to share some exciting news from my studio. Since your last visit, I've been experimenting with new materials and styles, bringing fresh perspectives to my unique creations.
I've also listened to feedback and introduced new customization options for several popular items, making them even more personal. My shop is always evolving, and I believe these additions make it even better.
I think you'll appreciate the fresh collections and expanded options. Come discover what's new and find your next favorite piece. [Link to your New Collections/Bestsellers]
Best, [YOUR NAME]
This email utilizes the principle of novelty and perceived progress. By highlighting new developments, it suggests growth and improvement, creating a reason for the customer to return and see what they've 'missed'. It positions the brand as dynamic and attentive to customer needs.
The Offer
Give a special incentive to return
Hi [First Name],
Because you've been a valued customer in the past, I wanted to extend a special invitation. I truly appreciate your support of my small business, and I'd love to welcome you back.
For a limited time, I'm offering you 20% off your next order, exclusively for my past customers, a small thank you for being a part of my journey. Simply use code WELCOMEBACK20 at checkout to redeem your special discount.
Don't let this unique opportunity pass by. It expires on [DATE]. [Link to your Etsy shop]
Best, [YOUR NAME]
This email uses reciprocity and scarcity. By offering an exclusive incentive, it creates a feeling of obligation and appreciation, making the customer more likely to respond. The time-bound offer adds urgency, prompting immediate action rather than procrastination.
The Final
Last chance before you move on
Hi [First Name],
This is a quick reminder about the special offer I extended to you a few days ago. Your exclusive 20% discount for being a past customer is about to expire.
I truly hoped you would find something you love among my new creations or revisit an old favorite. My goal is always to create unique, high-quality items that bring joy.
If you were considering making a purchase, now is the time to use your code WELCOMEBACK20. This offer will not be available after [DATE/TIME].
I understand if now isn't the right moment, but I wanted to make sure you didn't miss out. [Link to your Etsy shop]
Best, [YOUR NAME]
This email employs the principle of loss aversion and finality. By emphasizing the impending expiration of the offer, it highlights the potential loss of a benefit, which is often a stronger motivator than gaining a benefit. It provides a clear deadline, driving last-minute conversions.
4 Win-back Sequence Mistakes Etsy Sellers Make
| Don't Do This | Do This Instead |
|---|---|
✕ Only focusing on new listings and Etsy SEO for organic traffic. | Actively re-engage past buyers through targeted email campaigns and exclusive offers. |
✕ Treating all past Etsy customers the same, regardless of their purchase history. | Segment your past buyers based on purchase type, value, or last activity to send more relevant win-back messages. |
✕ Not having a clear call to action in re-engagement emails to your shop. | Include a single, compelling call to action that directs customers to a specific product category, new arrivals, or a special offer page within your Etsy shop. |
✕ Only sending promotional emails and never offering value beyond a discount. | Share behind-the-scenes glimpses of your creative process, stories behind your products, or tips related to your niche to build connection and brand loyalty. |
Win-back Sequence Timing Guide for Etsy Sellers
When you send matters as much as what you send.
The Remember
Remind them of the value they received
The Update
Share what is new since they last engaged
The Offer
Give a special incentive to return
The Final
Last chance before you move on
Use after 3-12 months of no activity.
Customize Win-back Sequence for Your Etsy Seller Specialty
Adapt these templates for your specific industry.
Handmade Sellers
- Share photos of your current workbench or studio, showing the care and detail that goes into each piece.
- Highlight the unique story or inspiration behind new handmade collections.
- Offer a limited-time customization option for returning customers on a specific item.
Vintage Sellers
- Showcase 'before and after' photos of a recently restored or cleaned vintage item, emphasizing its new life.
- Share a short story about the history or discovery of a new vintage find.
- Offer a special bundle discount on complementary vintage items for returning buyers.
Digital Download Sellers
- Send a small, exclusive free digital download (like a bonus wallpaper or planner sticker) with your win-back offer.
- Announce a new popular trend or style you've incorporated into your latest digital collections.
- Provide a quick tutorial or inspiration on how to use one of your popular digital products in a new way.
Print-on-Demand Sellers
- Feature mockups of your designs on new product types (e.g., mugs, t-shirts, phone cases) that weren't available before.
- Talk about any improvements in print quality or new eco-friendly sourcing for your products.
- Offer a 'buy one, get one' on specific print-on-demand items for a limited period.
Ready to Save Hours?
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