Knitting pattern designer turned business mentor Jessica (Snickerdoodle Knits, Full Circle Entrepreneurship) has spent the last several years helping creative entrepreneurs move beyond the overwhelm of hustle culture to create businesses they truly love. Through her membership program, the Pattern Design Circle, she provides the tools, strategy, and support that knit and crochet designers need to market with clarity and stay connected to the joy of creating.
Here, Jessica shares her best advice for building email lists and funnels—a marketing approach that feels more natural than social media and creates deeper connections with your audience. Her insights will help you design a system that works for you, instead of working harder to keep up with social media algorithms.
It’s no secret a lot of pattern designers rely on social media to market and sell their patterns. The problem is, you pour hours into creating content, only to have a fraction of your followers actually see it. Or worse—you wake up one morning to find your account hacked, locked, or gone.
That’s the problem with relying on social media: It’s “rented property.” You don’t own the space, and it can disappear without warning.
Your email list, on the other hand, is yours. It’s stable, sustainable, and one of the easiest ways to connect directly with your audience. Research shows you’ll make more sales from your email subscribers than from your social followers, because:
- Email lands directly in their inbox (no algorithm games).
- Subscribers choose to hear from you, which means they already trust you.
- Emails consistently convert higher than social media.
So, if you’ve been waiting for a sign to finally start your email list, this is it. In this post, I will walk you through it step by step so it doesn’t feel overwhelming.
Choosing the Right Email Platform
I’ve tested a couple platforms over the years (I started on Mailchimp because it was free, then switched to Flodesk when I wanted more features and a smoother experience). The truth is: There’s no single “perfect” platform. It’s about what fits your business and comfort level right now.
Here’s a breakdown of the most common options:
ActiveCampaign
- A powerhouse for advanced users
- Robust segmentation and automation options
- Excellent analytics for tracking conversions
Beehiiv
- A newer platform built around newsletters
- Clean, modern templates
- Monetization features built in
Flodesk
- Optimized for beautiful emails with stunning templates
- User-friendly, even if you’re not tech-savvy
- My personal favorite for design and ease of use
Kit (formerly ConvertKit)
- Built for creators with powerful automation tools
- Industry standard, commonly viewed as “the best”
- Free plan for up to 10,000 subscribers
Mailchimp
- The “starter” platform for many small businesses
- Free version available, though limited
- Can feel a bit clunky
MailerLite
- Affordable and beginner-friendly
- Clean interface, great for smaller lists
- Popular among designers seeking simplicity
I use and love Flodesk and recommend it to anyone and everyone. In fact, I even have an affiliate link if you’d like a free trial (and get 50% off your first year).
That said, if you are just starting your business—with no consistent income yet—I recommend starting with Kit’s free plan.
Getting Subscribers on Your Email List
The key to growing your email list (including social media followers) is giving people a clear reason to join. Time and time again I see small businesses post on their website and social media: “Join my email list for updates!”
That’s great for your super loyal fans, but for the average follower, it’s not enough incentive. And it’s definitely not enough for someone who’s just stumbled across your website.
Here are three ways you can create perceived value in your email list:
Exclusive Offers
- Early access to new pattern releases
- Limited-time discounts for subscribers
- VIP perks like bundle deals or seasonal promos
Exclusive Content
- Tutorials or guides not shared elsewhere
- Behind-the-scenes updates
- Styling inspiration or seasonal lookbooks
Lead Magnets
- Free patterns
- Guides, checklists, or workbooks
- Tutorials or mini-courses
If you haven’t heard of a lead magnet (also known as a freebie or opt-in offer), think of it as a gift you offer in exchange for someone’s email address. The best lead magnets are:
- Valuable: Solve a real problem for your ideal customer
- Actionable: Help them achieve a win
- Quick to use: Easy to consume in 10 minutes or less
Specific ideas: a yarn substitution guide, a mini-course on making garments that fit, or a “5 Knitting Tools I Can’t Live Without” checklist
Personally, I recommend a lead magnet as your incentive, because the value is clear and specific, and they can use it right away.
Building Your First Email Funnel
Now what happens after someone subscribes? That’s where an email funnel is super helpful. An email funnel is a short series of automated emails that welcomes new subscribers, introduces them to you, and builds a connection that leads naturally into a purchase. This lets subscribers get to know you and your business before they start to receive your regular emails.
Here’s a simple funnel outline:
- Welcome Email: Deliver your freebie, introduce yourself, and set expectations.
- Your Story & Values: Share why you design, what lights you up, how your work serves them, and what sets you apart from other designers.
- Serve & Educate: Offer a helpful tip or resource—something they can use right away.
- Invitation to Purchase: Introduce one of your products in a way that feels like a natural next step, showing you “get” them.
The goal isn’t to be pushy. It’s to help subscribers get to know you, your brand, and the value you offer.
Other Types of Email Funnels to Try
Your introductory funnel doesn’t have to be your own funnel. Down the road, you might choose to incorporate other funnels like these:
Re-Engagement Funnel
Sometimes subscribers go quiet. This funnel gives them a reason to open your emails again. It could be a reminder of what they’ll miss, a special piece of content, or a “do you still want to hear from me?” message. At the end, you either re-spark their interest or lovingly let them go (aka, unsubscribe them).
Launch Funnel
Perfect for a new pattern or collection release, a launch funnel builds excitement, tells the story behind your design(s), and leads to the big release. It’s like rolling out the red carpet for your new pattern.
Seasonal Funnel
Think cozy fall knits, holiday gift guides, or summer lace projects. Seasonal funnels let you tie your products to what your audience is already thinking about, making your emails feel fresh and timely.
Busting the Big Myth: “Email Is Complicated”
This is why a lot of small businesses freeze and procrastinate starting their email list: “Email feels so overwhelming! What do I even talk about?!”
But here’s the secret: In a lot of ways, it’s simpler than social media. You don’t have to fight algorithms, chase trends, or curate a perfect grid. Writing an email is like writing a letter to a friend: You show up, share something useful or inspiring, and connect directly.
And unlike social media, you don’t need to post every day. Starting off, I recommend emailing twice a month to stay top of mind without burning yourself out, and work toward weekly emails.
What Content to Share With Your Email List
When it comes to content, it really just comes back to your brand and marketing basics: Build the like/know/trust factor, speak directly to your ideal customer’s wants and needs, showcase your unique selling point, and guide subscribers through their customer journey.
That means:
- Show your personality, quirks, and love for what you create.
- Share sneak peeks, behind-the-scenes, and your inspiration.
- Deliver consistent value so they see you as a go-to resource.
- Think about their knit or crochet journey, and tailor your content to move them forward.
Content ideas:
- Tutorials or quick how-tos
- Styling tips or outfits for finished projects
- Seasonal inspiration
- Stories from your design process
Yes, you can (and should) sell in your emails; but when you’re also providing inspiration, education, and connection, selling feels natural instead of pushy.
Email Best Practices and Pro Tips
- Download your subscriber list periodically, just in case something happens to your email service provider.
- Enable double opt-ins to comply with international laws and reduce spam signups.
- Clean your list every 90 days with a re-engagement funnel to keep it healthy.
- Stay on top of recent tech changes:
- AI-generated previews: Some inboxes show an AI summary of your email. Don’t dilly-dally getting to the point of your email, or the summary might miss the point.
- Easy unsubscribes: Unsubscribing is easier than ever, so give people a reason to stay. Provide consistent value.
- Keep out of the Promotions tab: Encourage engagement or ask readers to move your emails to their main inbox.
- AI-generated previews: Some inboxes show an AI summary of your email. Don’t dilly-dally getting to the point of your email, or the summary might miss the point.
Creating a Repeatable Email Strategy for Your Business
A platform is great, but the real magic comes from having a system for your emails. That means planning ahead instead of scrambling each week.
- Plan your content by season or quarter: Tie your emails to launches, events, or seasonal themes.
- Batch your ideas: Jot down stories, tutorials, and promotions all at once, then spread them out.
- Mix value & selling: Both are equally important!
- Stay consistent: It builds trust.
With a system in place, email stops feeling like another chore; it becomes a reliable, sustainable way to grow your business.
You’re Ready! Build Your Email List with Confidence
Email doesn’t have to be scary or complicated. Start small: Pick a platform, create a simple lead magnet, and set up a short welcome funnel. From there, you can layer in more as you feel comfortable.
Remember, your email list is the one marketing asset you own. Nurture it, serve your subscribers well, and it will continue to support your business for years to come.
If you’d like additional help building your pattern design business—from email lists and lead magnets to additional revenue streams and upleveling your designs—Jessica hosts the Pattern Design Circle for designers just like you.
