As I write this, the Etsy community has collectively had its four highest sales days in history, all in a row. Congratulations to the community for this success: what an awesome start to the peak holiday season! We are expecting more people to visit Etsy than ever before and we have never been better prepared to welcome the surge of holiday shoppers. Over the past few months, we’ve taken a much deeper look at what brings people to Etsy and how we can keep them coming back. I wanted to share some of that information with you, as well as how we are using what we’ve learned to make Etsy sellers more successful, particularly with our email and mobile products.
We know that Etsy sellers work incredibly hard promoting their shops, and we have been putting features in place to help make that easier, like the Facebook and Twitter shop integration we recently rolled out. Bringing buyers to Etsy is a team effort, and sellers and Etsy Admin are all part of that team.
This team mentality has always been part of the spirit of the Etsy community. In the early days of Etsy, sellers formed local “street teams” to help each other spread the collective word about their shops. There are now thousands of teams around the world, meeting in real life and using Etsy Teams to organize and help one another. In the Teams Forums, sellers give pricing advice, shop critiques, and general encouragement. In the Etsy community, as with life in general, when people band together, the bonds of community grow stronger.
Giving sellers the tools to collaborate and promote their own shops is important, and we know we need to do our part. For a long time, sellers have been asking Etsy to do more marketing, and we have been carefully studying the most effective ways to help bring buyers to Etsy. To put it simply, results from email far eclipse nearly any other form of marketing we have tried. Aside from Google and Facebook, the number one way people find their way to Etsy is via newsletters from us, like Etsy Finds, Gifts, Weddings, Dudes, and Fashion emails. People who come to Etsy via these emails spend twice as much time exploring Etsy as other visitors.
Knowing what we do about the power of email, this holiday season we are sending customized emails to Etsy members who have not recently made a purchase, with the intention to bring them back to Etsy. The goal of these emails is really simple: to encourage members who haven’t been to Etsy in a while to come back and shop for the holidays. If we bring them back for the holidays, we think they will come back in the future and visit many more shops in the process. In fact, our data shows that shoppers spend twice as much on second purchases as they do on their first — so bringing them back is key!
These emails will have different types of content, depending on a member’s last purchase or general interests. All together, these emails will feature tens of thousands of items from sellers throughout the Etsy marketplace, including the member’s most recent purchase, for those who have bought from an Etsy seller before. Encouraging folks to come back to Etsy this holiday season is good for the community and the marketplace. We’re looking forward to welcoming back old friends to Etsy and reintroducing them to the many amazing and beautiful things in Etsy shops.
Our new marketing efforts go beyond email. This holiday season will also be the year of shopping on mobile devices, and Etsy will be in the thick of it. We recently released Etsy’s official app for the iPhone (the iPhone is by far the most popular platform for visitors to Etsy). Since the beginning of 2011, traffic to Etsy on mobile devices has doubled, and overall sales on mobile devices have doubled, too. If you don’t have an iPhone and are an Android user (and I am, personally), be sure to check out the mobile website, where we’ve optimized the key pages for purchasing. Whether downloading the Etsy iPhone app or accessing our mobile website, on-the-go shoppers will be able to buy from Etsy sellers anywhere this holiday season.
I hope our work with email and mobile products will bring more success to more Etsy sellers than ever before this holiday season. Here’s to your success!