Mastering Email Collection at Pop-Ups: Best Practices for Handmade Sellers
- Cheri Tracy
- Feb 24
- 5 min read
How to Grow Your Email List at Events with Smart, Effective Strategies
Today I'm popping the champagne as I celebrate my 600th blog post—not too shabby for just six months of relentless work and 35+ years of experience in owning several handmade brands, ecommerce and boutiques. I have been grinding, working my ass off and without a breather. I love what I do.
I’m incredibly fortunate to collaborate with some of the most amazing bath, body, and candle brands, along with the coolest gourmet food companies on the planet. Every day, I get to work with clients who are as passionate as I am about growing their businesses.
Speaking of daily wins, let’s talk about the lowest hanging fruit in your marketing toolbox: email. I chat about it with clients every single day. It’s something everyone can implement and double down on, no matter your niche.
In all my years of business, one thing has never wavered—my unwavering commitment to email marketing. I've been doing it since the late 1990s. Trends have come and gone, and while some declared that email marketing was dead, I never bought into that narrative. I’ve always believed—and continue to invest a significant chunk of my time in email marketing—because, in my humble opinion, it delivers the best ROI. Hands down.
Every day, we nurture our email list, always striving to welcome new subscribers. Email is the most direct and effective way to grow our audience and connect with our community. So, if you’re looking for a marketing strategy that’s both accessible and incredibly impactful, email is where it’s at! Building an email list is one of the most valuable ways to connect with potential customers, especially for handmade sellers. A pop-up event is no different. It's a golden opportunity to capture interest right when people are excited about your products.
But how do you collect emails effectively without turning off potential subscribers? This morning, one of my consulting clients asked just that during a strategy call—and I thought, "Hey, why not share this gold nugget with you guys?"
Let’s take a look at what I've done and some practical, field-tested strategies to help you make the most of your next event.
Q: I have a huge event coming up this weekend. What is the best way to capture emails for an email list? I don’t want to miss this opportunity.
A: Great question! With high foot traffic and an engaged audience, pop-ups are ideal for building your email list. Here’s how to approach it with both simplicity and strategy.
Offer an Incentive that Makes Sense
People are more likely to give their email if they see value in it, but you want that value to align with your brand, not just be a freebie grab. Instead of offering a generic prize, try a giveaway that directly connects to your products, like a $150 gift card or a small discount on purchases at the event (e.g., $5 off with a minimum purchase just above your average order value). These offers attract serious buyers rather than casual browsers.
Set Up a QR Code for Easy Entry
Keep it simple. Designate a clear spot in your booth with a QR code that leads directly to a sign-up form. All customers need to do is scan, enter their first name and email, and—voilà!—they’re in. If you have an SMS list, you can make the phone number optional. Avoid too many fields; you want this to be quick and convenient.
Avoid “Freebies for Emails” if Possible
Personally, I’m not a fan of giveaways that trade emails for a random freebie. Often, these subscribers aren’t genuinely interested in your brand and are simply after the giveaway. Instead, by offering an incentive tied to a purchase or a brand experience, you attract people who are more aligned with your products and values.
Keep the Sign-Up Process Simple and Streamlined
A QR code is great, but ensure there’s also a clear, well-designed sign at your booth that explains the offer in one sentence. For example, “Sign up for a chance to win a $150 gift card or get $5 off your purchase today!” Make the process as quick and inviting as possible.
Q: I’ve collected emails at past events, but I’m guilty of not following up. What’s the best way to make sure these emails aren’t just sitting in my list?
A: That’s such an important question, and you’re not alone! Collecting emails is only half the battle. To make them worthwhile, you need to start engaging with these new contacts right away. Here’s what to keep in mind:
Have a Flow Set Up Beforehand
Don’t wait until after the event to figure out how to use your new email list! Set up an automated welcome flow ahead of time, designed specifically for these event sign-ups. This series should introduce your brand, tell your story, and share what makes your handmade products special. The key is to nurture interest immediately.
Segment Your Event Subscribers
Create a separate segment in your email platform for these pop-up subscribers. This way, you can tailor messages specifically to them and track the performance of this group versus others. A pop-up sign-up is different from an online sign-up, so their engagement patterns and interests may vary. Treating them as a unique group allows you to learn and adapt more effectively.
Duplicate Your Website Welcome Series (and Adjust)
If you already have a welcome series for website subscribers, duplicate it and tweak it for this segment. You may find that pop-up event subscribers respond differently to emails than website visitors. Test subject lines, engagement incentives, and timing to see what resonates. Expect your metrics to vary, and use that data to improve future pop-up events.
Consistency Is Key
Whatever you do, don’t let your new contacts fall through the cracks. Keep a steady schedule of outreach, starting with an immediate welcome email, followed by consistent check-ins. Whether it’s product announcements, restocks, or event invites, your goal is to stay top-of-mind without overwhelming their inboxes.
Q: How can I make the sign-up experience engaging so people actually want to give their email?
A: Great question! Engaging people on the spot takes a little creativity. Here’s how to make the email collection experience feel exciting and valuable.
Highlight the Value Clearly
Let people know exactly why signing up is beneficial to them. Will they receive exclusive event discounts, first dibs on limited releases, or behind-the-scenes insights? Spell it out! Make sure it’s visible on signage, and if possible, have your booth staff mention the perks.
Create a Visual Attraction
People love visuals, so if you’re doing a giveaway, display a sample of the item prominently or have signage with a high-quality image. If it’s a gift card, showcase your products so they can see what they might win or buy with their discount. Make your incentive feel tangible and appealing.
Make It Interactive
Add a fun, interactive element. You could have a spin-the-wheel game where they scan to enter, or even create a “mini-survey” style form that’s quick and interesting, like asking them to choose their favorite type of product (e.g., “Are you a candle lover or a skincare enthusiast?”). This adds a personal touch and makes sign-up feel less transactional.
Encourage Your Team to Engage
Sometimes people just need a little encouragement to sign up! Train your booth team to mention the giveaway or discount during checkout or while chatting with visitors. A friendly nudge can be all it takes to spark interest.
Final Thoughts: Capture and Connect
A pop-up event is an incredible opportunity to grow your email list, but it’s important to go into it with a strategy. By offering the right incentive, keeping the process simple, and following up consistently, you’ll build a valuable email list filled with people who genuinely care about your brand. And remember, the true magic happens when you continue nurturing those relationships long after the event ends.
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