# Peculiar Cargo — Email Marketing Strategy

**Business:** Peculiar Cargo (peculiarcargo.com) — one-of-a-kind handmade oddities. Each piece unique, sells out fast. New items arrive regularly.

**Current state:** No email list. Astro static site. Etsy handles sales.

**Goal:** Build list from zero. Use for (1) new arrival notifications before social media, (2) brand storytelling, (3) driving Etsy sales. "First dibs on new oddities" is the key hook.

---

## 1. List Building Strategy

### Website Capture (Primary)
- Embed a MailerLite signup form on the homepage, below the fold
- Headline: "Get First Dibs on New Oddities"
- Subtext: "New pieces surface often and sell fast. Join the list — you'll see them before anyone else."
- Button: "I Want In"
- Add form to gallery page as well
- Consider a lightweight popup (exit-intent) after 30 seconds

### Social Media Lead Gen
- Instagram bio link → Linktree with email signup as first option
- Instagram Story with "Sign Up" sticker link once per week
- TikTok bio link → same Linktree
- Weekly Story: "New pieces dropping this week — email subscribers see them first" + link sticker
- Pinterest: profile link → website with form

### Etsy Post-Purchase
- **Etsy policy:** Cannot add buyers to marketing list without explicit opt-in
- Include a packaging insert card with every order:
  ```
  Thank you for adopting a peculiar thing.
  
  Each piece I make is one of a kind — and they go fast.
  Join the list to see new oddities before anyone else.
  
  [QR Code → signup page]
  
  peculiarcargo.com/subscribe
  ```
- Print on cardstock, include with every order
- Also mention in Etsy listing descriptions: "Follow @peculiarcargo or join the email list for first dibs on new pieces"

### In-Person Events / Expos
- QR code on table display: "Scan for first dibs on new oddities"
- Business cards with QR code
- Mini specimen giveaway for first 10 signups at each event

---

## 2. Recommended Email Platform

### Comparison

| Feature | MailerLite | ConvertKit (Kit) | Brevo |
|---------|-----------|------------------|-------|
| Free plan | 1K subs, 12K emails/mo | 10K subs (limited features) | 300 emails/day |
| Embedded forms | Yes, HTML embed works on static sites | Yes, but heavier JS | Yes |
| Automation (free) | Up to 1K subs | Limited | Yes |
| Templates | Good, visual editor | Basic | Good |
| Ease of use | Excellent | Good | Good |
| Astro compatibility | ✅ Perfect (simple HTML embed) | ✅ Works | ✅ Works |
| E-commerce features | Basic | Good (Shopify-focused) | Good |
| Price after free tier | $10/mo (1-2.5K) | $25/mo (1K+) | €9/mo |

### Recommendation: MailerLite

**Why:**
- Best free plan for a business starting from zero (1K subscribers, 12K emails/month)
- Simple HTML embed works perfectly on Astro static sites — no JavaScript framework needed
- Visual email builder is excellent for aesthetic emails
- Automation available on free plan (welcome sequence, new arrival notifications)
- Affordable growth path ($10/mo is manageable for a small handmade business)
- Good template library that can be customized to Peculiar Cargo's dark aesthetic

**When to switch:** If the list grows past 5K and e-commerce integration becomes critical, evaluate ConvertKit or Klaviyo.

---

## 3. Welcome Sequence (5 Emails)

| Email # | Timing | Subject Line | Content Focus | CTA | Exit If |
|---------|--------|-------------|---------------|-----|---------|
| 1 | Immediately | "Welcome to the cabinet 🦴" | Welcome + brand story. "You're now on the list for first dibs on new oddities." Show 3 featured pieces. Set expectations: what they'll get, how often. | "Browse the gallery" → website | Unsubscribe |
| 2 | Day 2 | "What's a cabinet of curiosities, anyway?" | Educational + storytelling. Brief history of the cabinet of curiosities, Victorian naturalists, and why Peculiar Cargo exists. Include 1-2 photos. | "Follow on Instagram" → @peculiarcargo | Unsubscribe |
| 3 | Day 4 | "How I make a shadow frame (in 4 steps)" | Behind-the-scenes process. Show the work: pinning, framing, finishing. Build appreciation for craft. 3-4 images or a GIF. | "See more on TikTok" → TikTok profile | Unsubscribe |
| 4 | Day 7 | "These sold last week — here's what's coming" | Scarcity + anticipation. Show recently sold pieces (FOMO for missing them) + tease upcoming arrivals. "Next drop: [date hint]. Subscribers see it first." | "Shop current pieces" → Etsy | Unsubscribe / Converts (buys) |
| 5 | Day 10 | "What's the strangest thing in your collection?" | Community + engagement. Ask a question, invite replies. Feature a customer's collection photo if available. Build two-way relationship. | "Reply to this email" | Unsubscribe |

### Welcome Sequence Design Notes
- Use a dark/warm email template (dark background, cream text) to match brand aesthetic
- Keep emails short: 150-250 words max
- Always include 1-2 high-quality product photos
- Plain-text feel over heavy design — personal, not corporate
- Subject lines should feel like they're from a person, not a brand

---

## 4. New Arrival Notification Template

### Subject Line Options (A/B test these)
1. "New oddities just surfaced 🦋"
2. "Just finished: [piece name] — only one exists"
3. "[Piece name] is live — subscribers get first dibs"
4. "Something strange just landed in the shop"
5. "New this week: [piece name]"

### Email Structure
```
[Dark header with Peculiar Cargo wordmark]

[Product photo — hero shot, dramatic lighting]

[Piece name]
[One-sentence story about the piece]
[Price] · [Only 1 available]

[2-3 sentence description — the specimen's story, 
what makes it special, how it was made]

[CTA button: "Claim it on Etsy →"]

[P.S. — "This is the only one. Once it's gone, it's gone."]

[Footer: unsubscribe, physical address, social links]
```

### Urgency Cues
- "Only 1 available" — stated clearly, not buried
- "Subscribers see this before social media" — reinforces the value of being on the list
- "Once it's gone, it's gone" — finality, no restocks
- Send at a consistent time (e.g., Tuesday 10 AM) so subscribers learn to watch for it
- Don't over-send — 1-2 new arrival emails per week max, only when there are genuinely new pieces

---

## 5. Monthly Newsletter Template

### "The Curio Cabinet" — Monthly Newsletter

**Subject line format:** "The Curio Cabinet — [Month] Edition"

**Structure:**
```
[Dark header: "The Curio Cabinet" + month/year]

## What Surfaced This Month
[3-4 thumbnail photos of pieces listed this month]
[Brief one-liner for each, with link to Etsy if still available]

## From the Workbench
[1-2 paragraphs about what the owner is working on right now]
[Behind-the-scenes photo]

## Oddity of the Month
[Deep-dive on one specimen — its biology, history, or sourcing story]
[200-300 words + 1-2 photos]

## From the Community
[Feature a customer photo, a favorite comment, or a Reddit thread]
[Social proof + community feeling]

## What's Coming
[Tease next month's pieces or upcoming events/expos]
[1-2 sentences, no specifics — anticipation]

[CTA: "Follow on Instagram/TikTok for daily updates"]
[CTA: "Shop available pieces on Etsy"]

[Footer: unsubscribe, address, social links]
```

**Cadence:** First Tuesday of every month, 10 AM
**Length:** 400-600 words total
**Tone:** Personal, literary, slightly mysterious — like a letter from a Victorian naturalist

---

## 6. Segmentation Plan

### Segments

| Segment | Definition | What They Get |
|---------|-----------|---------------|
| **New Subscribers** | Joined < 14 days ago | Welcome sequence only (no promotional emails until sequence completes) |
| **Active Browsers** | Opened/clicked in last 90 days, no purchase | New arrival notifications + monthly newsletter |
| **Buyers** | Have made at least 1 Etsy purchase (tracked via manual tag or post-purchase survey) | New arrival notifications + monthly newsletter + "Collector's Circle" benefits after 3 purchases |
| **VIP Collectors** | 3+ purchases | 24hr early access to new arrivals before general list + exclusive pieces not listed publicly |
| **Inactive** | No opens in 90 days | Win-back email at Day 90, removed at Day 180 if no engagement |

### Attributes to Track in MailerLite
- `signup_source` (website, social, expo, packaging insert)
- `first_purchase_date`
- `purchase_count`
- `last_purchase_date`
- `engagement_tier` (new, active, vip, inactive)

### How to Track Purchases
Since Etsy doesn't share buyer emails automatically:
1. Post-purchase survey: add a question in the packaging insert card: "Already on the list? Reply to any email and let me know what you bought — I'll tag you as a VIP."
2. Manual process: when someone mentions a purchase via email/social, tag them
3. Eventually: integrate Etsy + MailerLite via Zapier/Make if volume justifies it

---

## 7. 90-Day Email Calendar

| Week | Email Type | Segment | Goal | Notes |
|------|-----------|---------|------|-------|
| 1 | Welcome #1-3 | New subscribers | Onboarding + brand intro | Sequence sends automatically |
| 2 | Welcome #4-5 | New subscribers | Show craft + build community | Sequence continues |
| 3 | New Arrival | All active (likely few at this point) | First "real" email — announce a new piece | Only send if genuinely new piece exists |
| 4 | New Arrival | All active | Second drop announcement | Start establishing the pattern |
| 5 | Monthly Newsletter #1 | All active | First "Curio Cabinet" newsletter | Keep it short — list is small, make it personal |
| 6 | New Arrival | All active | Drop announcement | |
| 7 | New Arrival | All active | Drop announcement | |
| 8 | Monthly Newsletter #2 | All active | Second newsletter | Feature a customer if possible |
| 9 | New Arrival | All active | Drop announcement | |
| 10 | "Oddity of the Week" | All active | Deep-dive on one specimen | Test if standalone educational email gets engagement |
| 11 | New Arrival | All active | Drop announcement | |
| 12 | Monthly Newsletter #3 | All active | Third newsletter + 90-day review | Include a "What do you want to see more of?" survey |
| 13 | Win-back check | Inactive (if any) | Re-engage anyone who hasn't opened | "Still want first dibs?" email |

### Sending Cadence Summary
- **New arrival emails:** 1-2 per week (only when new pieces exist — don't send if nothing's new)
- **Monthly newsletter:** 1st Tuesday of every month
- **Welcome sequence:** Automated, sends to every new subscriber
- **Special campaigns:** Mystery drops, expo announcements, seasonal (Halloween) — as needed
- **Total:** ~6-8 emails/month for active subscribers

---

## 8. Technical Implementation

### Embedding MailerLite Form on Astro Static Site

1. **Create the form in MailerLite:**
   - Log in → Forms → Create embedded form
   - Design: dark background, cream/white text, minimalist
   - Fields: Email only (minimize friction)
   - Success message: "Welcome to the cabinet. Watch your inbox."

2. **Get the embed code:**
   - MailerLite → Forms → your form → "Embed" → "HTML embed code"
   - Copy the HTML snippet

3. **Add to Astro site:**
   ```astro
   ---
   // In your Astro page component (e.g., src/pages/index.astro)
   ---
   
   <section class="signup">
     <h2>Get First Dibs on New Oddities</h2>
     <p>New pieces surface often and sell fast. Join the list.</p>
     
     <!-- Paste MailerLite embed code here -->
     <div class="ml-embedded" data-form="YOUR_FORM_ID">
       <!-- MailerLite form HTML -->
     </div>
   </section>
   ```

4. **Alternative — pure HTML form (lighter, no JS):**
   ```html
   <form action="https://assets.mailerlite.com/jsonp/YOUR_ACCOUNT_ID/forms/YOUR_FORM_ID/submissions"
         method="post"
         target="_blank">
     <input type="email" name="fields[email]" placeholder="your@email.com" required />
     <button type="submit">I Want In</button>
   </form>
   ```
   This works without JavaScript — perfect for Astro static sites.

### DNS Records for Deliverability

If using a custom sender domain (e.g., mail.peculiarcargo.com):

| Record Type | Purpose | Example |
|-------------|---------|---------|
| SPF | Authorizes MailerLite to send from your domain | `v=spf1 include:_spf.mlsend.com ~all` |
| DKIM | Signs emails cryptographically | MailerLite provides the record — add as TXT |
| DMARC | Policy for failed authentication | `v=DMARC1; p=none; rua=mailto:you@peculiarcargo.com` |
| MX (subdomain) | For bounce handling | MailerLite provides — add to sending subdomain |

**Steps:**
1. In MailerLite → Settings → Domains → Add domain
2. Enter peculiarcargo.com (or a subdomain like mail.peculiarcargo.com)
3. MailerLite generates SPF, DKIM, and DMARC records
4. Add these to your DNS (wherever your domain is managed)
5. Verify in MailerLite (usually takes 5-30 minutes for DNS propagation)

### Deliverability Basics
- **Start with MailerLite's shared domain** if you don't want to configure DNS immediately — emails send from a MailerLite domain. Less professional but works.
- **Move to custom domain** as soon as possible — emails from your domain land in inbox more reliably
- **Never buy email lists** — this destroys deliverability instantly
- **Use double opt-in** — MailerLite supports this; ensures every subscriber is real
- **Monitor bounce rate** — keep below 1%; MailerLite auto-handles hard bounces
- **Monitor complaint rate** — keep below 0.10%; if above 0.30%, stop sending and investigate
- **Don't over-send** — 6-8 emails/month is plenty for this audience; more = unsubscribes

---

## Success Metrics

| Metric | 30-Day Target | 60-Day Target | 90-Day Target |
|--------|:---:|:---:|:---:|
| Subscribers | 50 | 150 | 350 |
| Open rate (directional) | 40%+ | 45%+ | 50%+ |
| CTR | 2%+ | 3%+ | 5%+ |
| Unsubscribe rate | < 1% | < 0.5% | < 0.3% |
| New arrival email → Etsy clicks | 20%+ | 25%+ | 30%+ |
| Buyer conversion from email | Baseline | 5% | 8% |

---

*Strategy based on Email Marketing Strategist specialist framework. Post-Apple MPP: focus on CTR and CTOR, not open rates. Every campaign targets a specific segment with exit conditions.*