How to Build an Email List at Craft Fairs: 10 Proven Strategies for Vendors
You spent weeks preparing inventory, drove hours to the venue, and set up a beautiful booth. Customers loved your products. But when the fair ends, those customers walk away — and most will never find you again.
Unless you captured their email address.
An email list is the single most valuable asset a craft fair vendor can build. Unlike social media followers (where algorithms decide who sees your posts), email gives you direct access to people who already love your work. And the data backs this up: email marketing generates an average return of $36 for every $1 spent, according to Litmus.
Whether you sell candles (check out WickSuite for candle business management), jewelry, pottery, or woodwork, these 10 strategies will help you build a customer email list that turns one-time craft fair buyers into lifelong fans.
Why Every Craft Fair Vendor Needs an Email List
Before we dive into tactics, let's talk about why this matters so much:
- You own it. Instagram could change its algorithm tomorrow. Etsy could raise fees. But your email list belongs to you.
- Higher conversion rates. Email converts at 3-5x the rate of social media for small businesses.
- Repeat sales between fairs. Launch new products, announce restocks, or run flash sales — all without paying for a booth.
- Fair announcements. Tell your fans which craft fairs you'll be at next so they can find you again.
- Lower customer acquisition cost. It's 5-7x cheaper to retain a customer than acquire a new one.
If you're doing multiple craft fairs per season, an email list compounds your results dramatically. Each fair adds subscribers who buy from you year-round.
1. Use a Simple Sign-Up Sheet (It Still Works)
Don't overthink it. A clipboard with a sign-up sheet at your checkout area is still one of the most effective methods.
What to include on your sheet:
- First name
- Email address
- What they purchased (optional — helps you segment later)
Why it works: People are already at your booth, already interested. The friction is almost zero — they just write their name and email.
Pro tip: Put the sign-up sheet where customers naturally pause — next to the payment area or where bags are packed. Add a small sign that says "Join our list for 10% off your next order!"
2. Offer a Discount Incentive
The most proven tactic in email marketing: give something to get something.
Examples that work at craft fairs:
- "Sign up for 10% off your next online order"
- "Join our email list for early access to new scents/designs"
- "Subscribe and get free shipping on your first online order"
Print these offers on small cards and hand them out with every purchase. Include a QR code that links directly to your sign-up form.
Important: Make sure your incentive is something you can actually deliver. If you offer 10% off, have your online store set up to accept discount codes.
3. Create a QR Code Sign-Up
Physical sign-up sheets have a weakness: you have to manually type in every email later (and hope you can read everyone's handwriting).
QR codes solve this. Create a simple sign-up form on Mailchimp, ConvertKit, or even Google Forms, then generate a QR code that links directly to it.
Display your QR code:
- On a small stand at your table
- On your business cards
- On a poster or banner
- On the back of receipts
Pro tip: Test your QR code before the fair! Make sure it works on both iPhone and Android, and that the sign-up page loads quickly on mobile.
4. Run a Giveaway or Raffle
Nothing draws a crowd like the word "free."
How to run a craft fair giveaway:
- Choose a prize (one of your products — $20-50 value works great)
- Set up a fishbowl or entry box at your booth
- Have entry slips that collect name and email
- Add a checkbox: "Yes, I'd like to receive updates and offers" (this is your opt-in)
- Draw the winner at the end of the fair and email all entrants
Why this is powerful: Even people who don't buy anything will give you their email for a chance to win. You now have a warm lead you can nurture into a customer.
Bonus: Announce the giveaway on social media before the fair to drive more traffic to your booth. If you're attending a fair this weekend, promote it a few days in advance.
5. Collect Emails at Checkout
This is the highest-conversion moment. The customer just decided to buy from you — they clearly like your products.
How to ask naturally:
- "Can I get your email to send you a receipt?"
- "Want me to add you to our list? We announce new products and which fairs we'll be at next."
- "We send a monthly email with exclusive offers — want in?"
If you use Square, Shopify POS, or another payment system, most have built-in options to collect customer emails at checkout. Use them!
6. Offer Exclusive "Fair-Only" Content
Give people a reason to subscribe that they can't get anywhere else.
Ideas for exclusive content:
- Behind-the-scenes of your making process
- First look at new products before they hit your store
- "Vendor diary" stories from craft fairs you attend
- Seasonal product previews
- Subscriber-only sales (flash sales between fairs)
When you frame your email list as an insider community rather than a marketing channel, people are more eager to join.
7. Use a Tablet or iPad for Digital Sign-Ups
If you have a tablet, set it up with your email sign-up form and let customers type in their own information.
Advantages over paper:
- No handwriting interpretation needed
- Emails go directly into your marketing platform
- Looks more professional
- Can show your website or Instagram while they sign up
Set it up right:
- Use kiosk mode so people can't navigate away
- Keep the form simple (name + email only)
- Have it plugged in — battery dies fast at outdoor fairs
- Position it so you can see the screen (prevents accidental sign-ups or blank entries)
8. Add a Sign-Up Link to Everything
Your email list should be accessible from every customer touchpoint:
- Business cards — Add a QR code or short URL
- Product tags/labels — "Love this? Get 10% off your next order at [link]"
- Packaging — Insert a card in every bag
- Social media bios — Link to your sign-up form
- Your website — Pop-up or embedded form on every page
- Receipts — Digital or printed
The more places you put it, the more sign-ups you get. It's a numbers game.
9. Follow Up Within 48 Hours
This isn't a collection strategy — it's what makes all the other strategies work.
Send your first email within 48 hours of the fair. This is when customers still remember you. Wait a week and you're already fading from memory.
Your first email should:
- Thank them for visiting your booth
- Remind them what you sell (include a photo)
- Deliver the promised incentive (discount code, freebie, etc.)
- Link to your online store
- Tell them when your next fair is (link to your fair schedule)
Keep it short. Three to five sentences plus a clear call to action. Nobody wants to read a novel from someone they just met.
10. Respect the List (So People Stay Subscribed)
Building the list is only half the battle. Keeping subscribers engaged is the other half.
Email frequency guidelines for craft vendors:
- Monthly minimum — Less than once a month and people forget who you are
- Weekly maximum — More than once a week and people unsubscribe
- Sweet spot: 2-4 emails per month
What to send:
- New product announcements
- Upcoming craft fair schedule
- Behind-the-scenes content
- Seasonal promotions
- Customer stories or testimonials
- Restock alerts
What NOT to send:
- Daily emails (you're a craft vendor, not a news outlet)
- Pure sales pitches with no value
- Emails with no clear purpose
Always include an unsubscribe link. It's legally required (CAN-SPAM Act) and it's the right thing to do.
Tools to Get Started
You don't need expensive software to build an email list. Here are beginner-friendly options:
| Tool | Free Tier | Best For |
|---|---|---|
| Mailchimp | Up to 500 contacts | Beginners, nice templates |
| MailerLite | Up to 1,000 contacts | Simple automation |
| ConvertKit | Up to 1,000 contacts | Creators and makers |
| Google Forms | Unlimited | Zero-budget start |
Start with whichever feels easiest. You can always migrate later as your list grows.
How Big Should Your List Be?
Don't worry about hitting some magic number. Here's what different list sizes can do for a craft vendor:
- 50 subscribers: Enough to announce your next fair and get a few familiar faces to show up
- 250 subscribers: You can run a flash sale between fairs and make real money
- 1,000 subscribers: You have a genuine direct-to-consumer channel — fairs become one sales channel, not your only one
- 5,000+ subscribers: You could potentially sustain your business without craft fairs at all
Every subscriber started as one person at one booth. Start collecting emails at your next craft fair and let the list compound over time.
Start Building Your List This Weekend
Here's your action plan:
- Today: Set up a free Mailchimp or MailerLite account
- Before your next fair: Create a sign-up form and generate a QR code
- At the fair: Put the QR code on display, have a sign-up sheet as backup, and ask every buyer
- Within 48 hours: Send your first welcome email
- Ongoing: Email your list 2-4 times per month
The best time to start building an email list was at your first craft fair. The second best time is your next one.
Find upcoming craft fairs near you on TheCraftMap — we list thousands of fairs across all 50 states with dates, booth fees, and application deadlines so you never miss an opportunity.
Looking for more vendor tips? Check out our guides on pricing your products, booth display ideas, and how much you can make at craft fairs.