Etsy is the premiere online marketplace for artists and connoisseurs of original, handmade, and vintage goods.
According to a blog by Etsy CEO Chad Dickerson, in 2013, the site, which has been profitable since 2009, celebrated its most successful year ever. Around the world, there were sales of $1.35 billion. In total, the 40 million sellers on the site have listed more than 25 million items.
The site is killing it in the e-commerce space, and it’s not just because they provide niche goods. Etsy knows how and where to connect with its audience, which has resulted in an effective and successful content marketing strategy.
Let’s take a look at how Etsy utilizes content marketing to drive sales and increase membership around the globe.
Do the Work for Your Audience
Newsletters are a big aspect of Etsy’s overall strategy. These daily and weekly emails are full of visuals, easily digestible, and contain links to different products. The emails highlight trends, inviting their customers to become trendsetters themselves.
Under Etsy subscriptions on their website, there are 19 different newsletters to choose from including finds, weddings, fashion, gifts, and dudes, all for a general audience of shoppers. For the sellers, they provide information on teams to join, events to go to, and tips on how to earn a living on the site. International customers and sellers in France, the United Kingdom, New Zealand, Australia, and Germany have their own dedicated newsletters as well.
Thanks to these newsletters, customers and sellers don’t have to work as hard. Sellers can click on an email and learn how to highlight their products, gain revenue, and network with their peers. Customers can see what’s hot right now and purchase accordingly, as well as find inspiration with new products that could be used for different events. Instead of going to the store, they are able to open their email, follow a link, and make a purchase.
