How to Create a Bakery Email List (And What to Send)
You just delivered a beautiful custom cake. The customer loved it, paid you, and left happy. But here's the question: Will they remember you when they need another cake in 6 months?
Probably not—unless you stay in touch. And the best way to stay in touch? Email.
Social media is great, but algorithms hide your posts. Instagram shows your content to only 10-20% of your followers. But email? Every subscriber sees your message in their inbox. That's why email marketing has an average ROI of $42 for every $1 spent—the highest of any marketing channel.
In this guide, I'll show you exactly how to build an email list for your bakery from scratch—even if you have zero subscribers today. You'll learn which free tools to use, how to get customers to sign up, what to send them, and how to turn subscribers into repeat customers. By the end, you'll have a complete email marketing system that brings in orders on autopilot.
Table of Contents
- Why Your Bakery Needs an Email List
- Best Free Email Marketing Platforms for Bakers
- Lead Magnet Ideas to Grow Your List
- Where to Add Email Signup Forms
- Your Welcome Email Sequence
- What to Send Your Subscribers (Email Ideas)
- How Often to Email Your List
- Email Templates You Can Copy
- 10 Ways to Grow Your Email List Fast
- 5 Email Marketing Mistakes to Avoid
- Frequently Asked Questions
Why Your Bakery Needs an Email List
"I already have Instagram and Facebook. Why do I need email?" Here's why:
You Own Your List
Instagram can delete your account tomorrow. Email subscribers are YOURS forever. No algorithm, no platform changes.
100% Reach
Every subscriber sees your email. Instagram shows your posts to only 10-20% of followers. Email = guaranteed visibility.
Higher Conversion
Email subscribers are 3x more likely to buy than social media followers. They opted in—they WANT to hear from you.
Direct Communication
Land directly in their inbox. No scrolling, no distractions. Your message gets their full attention.
Real Example: Maria's Cookie Business
Maria had 2,000 Instagram followers but struggled to get consistent orders. She started building an email list and sent a monthly newsletter with her availability and specials.
Result: Her repeat customer rate jumped from 15% to 45%. Why? Because email reminded past customers she existed. They forgot about her on Instagram, but her monthly email kept her top-of-mind.
Within 6 months, 60% of her orders came from email subscribers—even though her list was only 150 people.
💡 Key Stat:
Email marketing has an average ROI of $42 for every $1 spent. That's 4,200% return. No other marketing channel comes close.
Best Free Email Marketing Platforms for Bakers
You need an email marketing platform to manage your list, send emails, and track results. Here are the best free options for small bakeries:
🏆 Mailchimp (Most Popular)
Free Plan: Up to 500 contacts, 1,000 emails/month
✅ Pros:
- • Most user-friendly interface
- • Beautiful email templates
- • Drag-and-drop builder
- • Great analytics
- • Integrates with everything
❌ Cons:
- • Limited free plan (500 contacts)
- • Expensive once you grow
- • Can be overwhelming for beginners
Best for: Beginners who want the easiest platform and have under 500 subscribers
🏆 MailerLite (Best Value)
Free Plan: Up to 1,000 contacts, 12,000 emails/month
✅ Pros:
- • Generous free plan (1,000 contacts)
- • Simple, clean interface
- • Great automation features
- • Affordable paid plans
- • Landing page builder included
❌ Cons:
- • Fewer templates than Mailchimp
- • Less well-known
- • Fewer integrations
Best for: Growing bakeries who want more contacts for free and plan to scale
🏆 Sender (Most Generous Free Plan)
Free Plan: Up to 2,500 contacts, 15,000 emails/month
✅ Pros:
- • Largest free plan (2,500 contacts!)
- • Easy to use
- • Good automation
- • SMS marketing included
- • Very affordable paid plans
❌ Cons:
- • Fewer templates
- • Less advanced features
- • Smaller user community
Best for: Bakers who want the most contacts for free and don't need fancy features
🏆 ConvertKit (Best for Creators)
Free Plan: Up to 1,000 contacts, unlimited emails
✅ Pros:
- • Unlimited emails (no monthly limit)
- • Powerful automation
- • Tag-based segmentation
- • Landing pages included
- • Creator-focused features
❌ Cons:
- • Plain email templates
- • Steeper learning curve
- • More expensive paid plans
Best for: Bakers who want advanced segmentation and automation (wedding vs birthday customers)
My Recommendation
Start with MailerLite. Here's why:
- • Free up to 1,000 contacts (plenty for most home bakers)
- • Simple enough for beginners
- • Powerful enough to grow with you
- • Affordable when you outgrow the free plan ($10/month for 1,001-2,500 contacts)
Lead Magnet Ideas to Grow Your List
A lead magnet is something valuable you offer in exchange for an email address. People won't just hand over their email—you need to give them a reason. Here are the best lead magnets for bakeries:
1. Discount Code (Most Effective)
Offer: "Get 10% off your first order when you join our email list!"
Why it works: Immediate value. Customers see the discount and think, "I'm ordering anyway, might as well save 10%."
Example: "Join our VIP list and get 10% off your next dozen cookies. Plus, be the first to know about new flavors and specials!"
2. VIP Early Access
Offer: "Join our VIP list for early access to limited-edition flavors and holiday specials."
Why it works: Creates exclusivity. If you sell out quickly, customers want to be first in line.
Example: "VIP members get first dibs on our Valentine's Day collection—usually sold out in 48 hours!"
3. Free Recipe or Guide
Offer: "Get my secret chocolate chip cookie recipe (the one everyone asks for!)"
Why it works: Provides value without costing you anything. Builds trust and positions you as an expert.
Ideas: Cookie decorating guide, cake storage tips, gluten-free baking substitutions, party planning checklist
4. Monthly Giveaway Entry
Offer: "Join our list and be entered to win a free dozen cupcakes every month!"
Why it works: Everyone loves free stuff. Low cost for you (one dozen/month), high perceived value.
Tip: Announce the winner in your newsletter to show it's real and keep people engaged.
5. Birthday Club
Offer: "Join our Birthday Club and get a free cupcake on your birthday!"
Why it works: Personal and memorable. Customers love birthday perks, and it brings them back annually.
Bonus: Collect birthdays and send automated birthday emails with the offer. Easy repeat business.
💡 Pro Tip:
Start with a 10% discount code. It's the easiest to implement and converts the best. Once you have 100+ subscribers, test other lead magnets to see what your audience prefers.
Where to Add Email Signup Forms
You've got a lead magnet. Now you need to make it easy for people to sign up. Here's where to add signup forms:
1. Instagram Bio Link
Your Instagram bio link is prime real estate. Use a tool like Linktree or Beacons to create a landing page with:
- • "Join VIP List (Get 10% Off)" button
- • Order form link
- • Menu/pricing link
- • Contact info
Make the email signup the FIRST button. Most people who visit your bio are interested—capture them immediately.
2. Facebook Page
Add a signup form to your Facebook page:
- • Pin a post with your lead magnet offer
- • Add signup link to "About" section
- • Include in Facebook Stories regularly
- • Post in local community groups (with permission)
3. With Every Order (Physical Card)
Include a small card with every order:
📧 Join Our VIP List!
Get 10% off your next order + be the first to know about new flavors and specials.
Text VIP to [your number] or visit [yourwebsite.com/vip]
Cost: Print 250 cards on Vistaprint for $10-15. Include one with every order.
4. Your Website (If You Have One)
Add signup forms in multiple places:
- • Pop-up when someone visits (offer 10% off)
- • Footer of every page
- • Dedicated "/join" or "/vip" landing page
- • After someone views your menu/pricing
5. In-Person Events
At farmers markets, pop-ups, or craft fairs:
- • Have a tablet or clipboard for signups
- • Offer a free sample for signing up
- • QR code on your table that links to signup form
- • Verbally ask every customer: "Want to join our VIP list for 10% off?"
The #1 Rule: Make It Visible
Don't hide your signup form. Put it everywhere. Mention it in every Instagram caption, every Facebook post, every customer interaction. The more you promote it, the faster your list grows.
Your Welcome Email Sequence
When someone joins your list, send them a welcome email immediately. This is your first impression—make it count.
Welcome Email Template
Subject: Welcome to [Your Bakery Name]! Here's Your 10% Off Code 🎉
Hi [First Name]!
Welcome to the [Your Bakery Name] VIP list! I'm so excited to have you here.
Here's your 10% off code: VIP10
Use it on your next order—no minimum, no expiration. Just mention the code when you order!
What you can expect from me:
- • Weekly availability updates (so you know when I'm taking orders)
- • New flavor announcements
- • Exclusive VIP-only specials
- • Behind-the-scenes peeks at what I'm baking
I send emails 2-3 times per month—just enough to keep you in the loop without overwhelming your inbox.
Ready to order? [Link to order form]
Thanks for joining! Can't wait to bake for you.
[Your Name]
[Your Bakery Name]
Pro Tip: Set this up as an automated email in your email platform. Every new subscriber gets it automatically.
What to Include in Your Welcome Email
- • Deliver your lead magnet (discount code, free recipe, etc.)
- • Set expectations (how often you'll email)
- • Tell them what to expect (new flavors, specials, availability)
- • Make it personal (use their first name, sign with yours)
- • Include a call-to-action (link to order, follow on Instagram, etc.)
What to Send Your Subscribers (Email Ideas)
"I don't know what to email them!" This is the #1 concern I hear. Here are 12 email ideas you can send right now:
1. Availability Updates
"Taking orders for next week! Order by Friday for Saturday pickup."
2. New Product Launches
"New flavor alert: Salted caramel cupcakes are here! Limited time only."
3. VIP-Only Specials
"VIP exclusive: Buy 2 dozen, get 1 dozen free. This week only!"
4. Holiday Pre-Orders
"Valentine's Day pre-orders open! Order by Feb 10 to guarantee your spot."
5. Customer Spotlights
"Check out this amazing birthday cake I made for Sarah! [Include photo]"
6. Behind-the-Scenes
"Here's what I'm baking this week + a sneak peek at a new flavor!"
7. Recipe Shares
"My secret to perfect buttercream (the one everyone asks about!)"
8. Event Announcements
"Find me at the Farmers Market this Saturday! Free samples for VIPs."
9. Last-Minute Availability
"I have 3 spots left for this weekend! First come, first served."
10. Customer Reviews
"Look what customers are saying! [Share testimonials + photos]"
11. Seasonal Offerings
"Fall flavors are here! Pumpkin spice, apple cider, and maple pecan."
12. Monthly Giveaway
"This month's giveaway winner is... [Name]! Next month could be you!"
💡 The 80/20 Rule:
80% valuable content (availability, new flavors, behind-the-scenes), 20% promotional (buy now, limited time offers). Don't just sell—provide value and build relationships.
How Often to Email Your List
"How often should I email without annoying people?" Here's the truth: You can't please everyone. Some people want daily emails, others want monthly. Here's what works for most bakeries:
Recommended Email Frequency
✅ Starting Out (0-100 subscribers)
2-4 emails per month (weekly or bi-weekly). Focus on availability updates and new products. Keep it simple.
✅ Growing (100-500 subscribers)
4-8 emails per month (1-2x per week). Mix availability, specials, behind-the-scenes, and customer spotlights.
✅ Established (500+ subscribers)
8-12 emails per month (2-3x per week). Segment your list (wedding customers vs birthday customers) and send targeted emails.
When to Email More Often
- • Holiday seasons: Email 2-3x per week during Valentine's, Easter, Thanksgiving, Christmas
- • Wedding season: May-October, email wedding customers weekly with cake ideas
- • Last-minute availability: If you have unexpected openings, email immediately
- • New product launches: Build hype with 2-3 emails (teaser, launch, last chance)
The Unsubscribe Test
Worried about unsubscribes? Here's the reality: 1-2% unsubscribe rate is normal and healthy.
If someone unsubscribes, they weren't going to buy anyway. Better to have 100 engaged subscribers than 500 who ignore your emails. Quality over quantity.
Email Templates You Can Copy
Here are 3 copy-and-paste email templates you can use right now:
Template 1: Weekly Availability Email
Subject: Taking Orders for [Date]! 🍰
Hi [First Name]!
I'm taking orders for [next week/this weekend]! Here's what's available:
Available Products:
- • Custom cakes (6", 8", 10")
- • Cupcakes (minimum 1 dozen)
- • Cookies (minimum 2 dozen)
This Week's Special: [Seasonal flavor or discount]
Order Deadline: [Day, Date] by [Time]
Pickup: [Day, Date] between [Time Range]
Ready to order? Reply to this email or text me at [Your Number]!
[Your Name]
Template 2: New Flavor Announcement
Subject: New Flavor Alert: [Flavor Name]! 🎉
Hi [First Name]!
I've been testing a new flavor and it's FINALLY ready to share with you...
[Flavor Name]!
[Brief description: e.g., "Rich chocolate cake with salted caramel buttercream and a drizzle of caramel sauce. It's the perfect balance of sweet and salty!"]
Available for a limited time only!
Order by [Date] for [Pickup Date]. This flavor sells out fast, so don't wait!
[Link to order or reply to this email]
Can't wait for you to try it!
[Your Name]
Template 3: VIP Exclusive Offer
Subject: VIP Only: [Special Offer] 🌟
Hi [First Name]!
You're on my VIP list, which means you get first access to this special offer...
[Offer Details]
Examples:
- • Buy 2 dozen, get 1 dozen free
- • 20% off all orders over $50
- • Free upgrade to premium frosting
VIP-only offer expires [Date]!
This offer is ONLY for my email subscribers—not available anywhere else.
Ready to order? [Link or contact info]
Thanks for being a VIP!
[Your Name]
💡 Pro Tip:
Save these templates in your email platform as drafts. When you need to send an email, just customize the details and hit send. Makes email marketing 10x faster.
10 Ways to Grow Your Email List Fast
You've set up your email platform and created your lead magnet. Now let's grow that list:
1. Ask Every Customer
When someone orders, ask: "Want to join my VIP list for 10% off your next order?" 80% will say yes.
2. Include a Card with Every Order
Physical card with your lead magnet offer. Cost: $10-15 for 250 cards. Conversion rate: 15-25%.
3. Promote in Every Instagram Caption
End every post with: "Join my VIP list for 10% off! Link in bio." Repetition works.
4. Run a Giveaway
"Enter to win a free dozen cupcakes! Join my email list to enter." Can grow your list by 50-100 in one week.
5. Offer Early Access to Sold-Out Items
"Valentine's cupcakes sold out in 2 days last year. Join VIP list for early access this year."
6. Post in Local Facebook Groups
Share your lead magnet in local community groups (with permission). Example: "Free cookie decorating guide for anyone who wants it!"
7. Collect Emails at In-Person Events
Farmers markets, craft fairs, pop-ups. Have a tablet or clipboard. Offer a free sample for signing up.
8. Partner with Complementary Businesses
Wedding planners, party supply stores, coffee shops. Cross-promote each other's email lists.
9. Add to Your Email Signature
Every email you send should have: "P.S. Join my VIP list for 10% off! [Link]"
10. Create a QR Code
QR code that links to your signup form. Put it on business cards, packaging, table tents, flyers.
Realistic Growth Timeline
- • Month 1: 20-50 subscribers (asking customers, Instagram bio)
- • Month 3: 75-150 subscribers (consistent promotion, cards with orders)
- • Month 6: 150-300 subscribers (word-of-mouth, referrals)
- • Month 12: 300-600 subscribers (established system, organic growth)
5 Email Marketing Mistakes to Avoid
Mistake #1: Not Emailing Regularly
You build a list of 100 subscribers... then don't email them for 3 months. When you finally do, they've forgotten who you are and unsubscribe.
Fix: Email at least 2-4 times per month. Consistency is key. Set a schedule and stick to it.
Mistake #2: Only Sending Sales Emails
Every email is "Buy now!" or "Order today!" No value, just selling. Subscribers get annoyed and unsubscribe.
Fix: Follow the 80/20 rule. 80% valuable content (availability, new flavors, behind-the-scenes), 20% promotional.
Mistake #3: No Welcome Email
Someone joins your list and... nothing. No welcome email, no lead magnet delivery. They forget they signed up.
Fix: Set up an automated welcome email that sends immediately. Deliver your lead magnet and set expectations.
Mistake #4: Generic, Boring Subject Lines
Subject: "Newsletter #12" or "Update from [Your Bakery]". Nobody opens these.
Fix: Use specific, benefit-driven subject lines. Examples: "Taking orders for Valentine's Day!" or "New flavor: Salted caramel cupcakes 🧁"
Mistake #5: Not Tracking Results
You send emails but never check open rates, click rates, or which emails drive orders. You're flying blind.
Fix: Check your email platform analytics monthly. See what works and do more of it. Average open rate for bakeries: 20-30%.
Frequently Asked Questions
Q: How much does it cost to start an email list for my bakery?
A: You can start completely free. Tools like Mailchimp (free up to 500 contacts), MailerLite (free up to 1,000 contacts), and Sender (free up to 2,500 contacts) offer generous free plans. You only pay when you grow beyond these limits. Most home bakers stay on free plans for 6-12 months.
Q: How often should I email my bakery customers?
A: Start with 2-4 emails per month (weekly or bi-weekly). This keeps you top-of-mind without overwhelming subscribers. As you grow and segment your list, you can increase to 1-2x per week. During busy seasons (holidays, wedding season), email more frequently—2-3x per week is fine.
Q: What should I send in my bakery newsletter?
A: Mix it up! Send: 1) Weekly availability updates, 2) New product announcements, 3) VIP-only specials, 4) Behind-the-scenes content, 5) Customer spotlights, 6) Seasonal offerings, 7) Holiday pre-orders, and 8) Last-minute availability. Follow the 80/20 rule: 80% valuable content, 20% promotional.
Q: How do I get customers to join my email list?
A: Offer a lead magnet—something valuable in exchange for their email. The most effective: 10% off first order, VIP early access to limited items, free recipe guide, or monthly giveaway entry. Add signup forms to your Instagram bio, Facebook page, website, and include a card with every order. Ask every customer: "Want to join my VIP list for 10% off?"
Q: What's a good email open rate for a bakery?
A: 20-30% is average for small businesses. If you're getting 15-20%, that's okay for starting out. Above 30% is excellent. Focus on writing compelling subject lines and sending valuable content. Your most engaged subscribers (people who order regularly) will have 40-60% open rates.
Ready to Build Your Email List?
You have everything you need to start building your email list today. Pick a platform, create your lead magnet, and start collecting emails. Your future repeat customers are waiting.
No credit card required • Track customers & orders • Free forever
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