Phoebe of Girl Gang Craft on using email funnels to scale your creative business

As a multi-passionate entrepreneur with a growing community in-person and online, Phoebe Sherman of Girl Gang Craft has mastered the art of using email marketing funnels to connect the two. 

Phoebe believes growing and serving your email list is paramount to running a successful creative business. Email marketing has increased Girl Gang Craft’s revenue and impact while giving her an outlet to tie all of her offerings together. 

Discover how Phoebe uses email funnels in her business to nurture each connection she makes, whether in-person or online, into paying customers. 

Watch the video to learn how Phoebe grows her email list at craft fairs, plus her top tips for nurturing new subscribers beyond the event until that first sale.

For extra guidance on how to ensure your creative business thrives at craft fairs, grab Girl Gang Craft’s free craft fair ebook.

Phoebe Sherman is the founder, designer, and podcast host at Girl Gang Craft—a fem-forward community for creatives. What began as an apparel project designed to advocate for women’s rights has since grown into a multifaceted community of small business owners and feminists.

Now, seven years since its inception, Girl Gang Craft’s core focus spans three main areas:

Phoebe is an Adobe ambassador and has worked with brands such as Planoly, Flodesk, Sweetgreen, and Topochico. She has spoken at Adobe Max, Planoly Presents, and UC Berkeley and lives in Salem, MA. You can follow along with her journey at @girlgangcraft and @phoebesherman.

As Girl Gang Craft grew, Phoebe scoured the internet for marketing tools that could scale with it. She knew that building her audience in a rented space, like Instagram, wasn’t the answer. Instead, she focused her business growth strategy on email marketing and signed up for Flodesk.

Flodesk has become Girl Gang Craft’s go-to for community-building, selling products, and engaging with customers. Phoebe’s team has successfully created a high-converting growth engine by implementing numerous Flodesk workflows into their strategy that run on autopilot. By leveraging freebies and dynamic workflow logic, Girl Gang Craft’s subscribers consistently receive emails that feel relevant and personal while introducing their evergreen products—and driving major sales! 

Phoebe is a fierce believer in the power of email marketing and Flodesk’s ability to help small businesses scale. After using the platform for years, she created an online course to teach business owners how to grow their email list and make sales with Flodesk.

If you haven’t used email marketing in your business before, start by sending out an email once a week. If you’re unsure what to say, consider sharing some “behind-the-scenes” content about what you’ve been working on lately. You can also use the opportunity to tie your offerings to a theme or story. 

Ideally, you’ll want to give your audience something of value in exchange for their contact information. If your business involves in-person events like mine, you can also offer discount codes or raffles in exchange for attendees’ email addresses.

You don’t need to have an advanced workflow setup to make sales. Start by creating a simple welcome email sequence with a few emails that nurture your subscribers as soon as they enter your list. Later into the email sequence, you can introduce one of your evergreen product or service offerings after you’ve begun to familiarize your audience with your brand and build that trust.