Who should receive your email newsletter? If your answer is "anyone and everyone who has ever ordered from my Etsy shop," stand down. Etsy considers that behavior spamful, and it's against their House Rules. The right answer is, "anyone who has added their name to my email list and has consented to receive newsletters." (This doesn't mean you should convo all your past customers to see whether they want a seat on your bandwagon, however. That's a violation of Etsy's House Rules, too.)
Here are three ways to build your mailing list without honking off Etsy:- Include a link to sign up for your newsletter in the About section of your shop page.
- Include a link to sign up for your newsletter in your shop announcement.
- Include a link to sign up for your newsletter in the "thank you" message you send to a buyer when she buys something in your shop.
Make it a point to send your newsletters on a regular — but not overwhelming — basis, like biweekly, monthly, or quarterly. If you're planning a sale or launching a new product line, you can pepper in a few extra missives.