The #1 Marketing Strategy Most Craft Club Owners Overlook


When we started our kids crafting club a few years ago, we started from SCRATCH.

We had NO social media following.

We had NO email list.

We spent countless hours putting everything together, creating social media pages, planning crafts, taking photos, creating beautiful marketing material and posting everything on social media.

But after pouring so much energy and love into our launch, we heard this…

It was a HORRIBLE experience. 

Of course we started doubting ourselves...

Was there something WRONG with our product? 

Why didn't EVERYONE want to buy it? 

Was it us?? Why don’t they like us?! 😭😭

Long story short:

There was NOTHING wrong with our product.

The issue was with our MARKETING STRATEGY! 

There is one simple, proven marketing strategy that almost all crafting club owners overlook.

In today’s episode, we talk about how you can use this strategy to build loyalty and trust in your business and grow your kids crafting club.

We really wish someone gave us this advice when we started out.

We hope you can learn from our mistake, and use this strategy to grow your crafting club quickly!

Watch the video or read the written version below:


Today we’re going to talk about how to grow your kids crafting club with email marketing.

You may be thinking:

"Why email marketing? Isn't a website or social media enough to promote my classes or kits?"

The short answer is NO.


When we first launched our kids crafting club, we spent countless hours posting everything on social media.

But you know what happened? After ALL our effort and love poured into it, we got very little response...

Only our mom (yes, we’re sisters, did you know?) and only a few friends ended up liking our posts on social media and we only got a few sales.

It was a horrible experience.

Can you relate with this, I know it really hurts!


The thing is: there was NOTHING wrong with our product, the issue was with our marketing strategy. 

Here’s the big mistake we made:

We relied too heavily on social media for marketing.

We thought sending email was ‘old school’ and dead and that Facebook and Insta was the way to go. 

As creative entrepreneurs, most of us are addicted to shiny new marketing tools and social media tactics.

We love new strategies and often wind up making things waaay more complicated (and overwhelming) than we need to.

But here’s what we now know:

Emails have a higher conversion rate (meaning a % of people who read them end up buying your products) and a better engagement rate (people actually clicking links on your email) than social media posts.

So email marketing is THE number one marketing tactic you should set up for your kids crafting club.

What is an Email List?

As simple as it sounds, an email list is a collection of all the people who have opted in to receive emails from you. 

After opting in, you can then use email to send out anything from your latest promotions, to newsletters, to exclusive offers, and everything in between.

If you’re not convinced about email yet, let me give you some more fun facts:

  1. Nearly EVERYONE has an email address. Anyone surfing the interwebs these days has an email address. It’s just how it is.. 

  2. People DO read emails. There are nearly 4 billion daily email users and

  3. More than 50% of people check their personal email account more than 10 times a day.

Sure, people spend a lot of time on social media too. But did you know that only a very small percentage of your social media followers will actually end up seeing your posts?

That is unless you put money behind it of course. That’s just how the social media algorithms work and how they make money.

If you’re just starting out, you don’t want to be paying for every single post, that’s just not good business sense.

While social media is a necessary part of marketing your club, by itself it’s just not enough.

  1. Not everyone is on social media,

  2. Social media platforms come and go and

  3. According to studies, email is 40 times more effective at acquiring new customers than Facebook or Twitter.

Here's the thing about emails: Everyone will receive the emails you send. They might read it, or they might not...

Everyone is a much higher number than the small percentage of people who follow you on social media that will see your posts.

So if I can give you one piece of advice in your journey to creating and growing your kids crafting club, it’s this:

Start building your email list TODAY!

Building an email list is more than just collecting names, we’re talking about growing relationships with people who are interested in you and what you have to offer.

If you are looking for confidence in growing your business, focus on building your email list.

As our business grew locally, we knew we needed to reach people beyond our local area to scale the business, especially since we launched online classes and craft kits. The only way to broaden our reach was to start building an email list.

And here’s what happened: the moment we shifted our focus to building our email list, our business took off!

So whether you are just starting out or if you are already running your own kids crafting club: start building your email list from the get go.

Building an email list will help you create an audience so that when you launch your kits or classes, you have a customer base and someone to launch and sell it to… an audience that you’ve got total control over.

If you have an email list, you’ll be completely untouched by the outside decisions that social media platforms make that you have no control over.

You have complete control over your email list.

Build your list of ideal customers who are interested in what you do and use it to send out anything from your latest blog, promotions, new class schedules, new craft box releases, newsletters, repurpose your Facebook lives, exclusive offers, and everything in between.

So to wrap up, let’s do a quick recap of why email marketing is so important.

  • Email marketing is THE number one marketing tactic you should set up for your kids crafting club.
  • You have control over your email list, you don’t have control over social media
  • Emails have higher conversion and engagement rates than social media
  • No one is born with an email list, everyone starts from scratch. The sooner you start the better.

Now, I’d love to hear from you. 

Do you have a simple marketing strategy that works?

Let us know in the comments.

Until next time, cheers!


P.S. Want to start and grow your very own kids crafting club (Online, In-person or with Craft Kits)? 

Join the waiting list to be the first to know when enrolment to the Creative Crafting Club Membership opens again.


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