Why Interior Designers Should Have An Email Newsletter
Every entrepreneur should have an email list, and for the interior design industry, it’s an easy win.
Updated: May 2020
Recently, I did an audit of the websites of just about every designer I know (and I’ve worked with hundreds, so that took the better part of a day.).
I was shocked - 85% of the websites I looked at had no opt-in (a freebie that you offer as a way to capture an email address). Now, does this mean the designer didn’t have a newsletter at all? Not necessarily, but if you aren’t capturing the names and email addresses of those who are already checking you out, you are missing one of your greatest marketing opportunities.
Here are some reasons why an email newsletter should be a part of your marketing plan. Let’s look at the black & white facts first:
Your future clients are using it. With Millennials, 74% favor email as their preferred means of communication.
It's still the best return on your investment. For every $1 you spend on email marketing you get back $44 (Source: Campaign Monitor)
You must build relationships with your customers and once they invite you into their inbox, that relationship has started, even if they haven’t (yet) hired you.
Well-done email marketing builds trust.
And during this time of working from home, an email list is a fantastic way to reach out in a caring, authentic way.
Here’s another bit of real information. Those followers you have on Instagram? That’s great, but they could disappear in a second. You don’t think so? Do you remember a couple of years ago when Facebook changed their algorithm and several small businesses had to close their doors and start over? Your email list is the only list you own.
And, you’re talking to a captive audience who has given you permission to email them.
They have practically invited you into their inbox.
Now, you may say that you already get too many newsletters and no one reads them anyway. Okay - stop and think about it for a minute. Do you get any newsletters that you read? Why? What is is about them that causes you to stop and hit open?
Chances are, you have a level of trust with those companies or people whose emails you open. You know it will be interesting or helpful or maybe inspirational. Find the common denominators in the emails that you like, and start there.
Want to see what one of my newsletters looks like? Click here (in a real newsletter, it would have the recipient’s first name)
Need a few more reasons to start a newsletter? Try these:
You have so much content - you’ll never lack for things to write about.
You need to build these relationships.
It keeps you top-of-mind. Or at least, middle of mind.
It helps define your brand and strengthens brand awareness.
This is another fantastic opportunity for Brand Consistency. (read more about that here)
I know - you don’t have time (but you may have more right now).
You don’t know what to say.
You don’t know how to get started.
Here are a couple of suggestions to get you going with your newsletter:
Make it beautiful - you are in a visual industry. Not everyone agrees this is important, but I tried several different platforms - MailChimp, ConvertKit, and a couple of others. And, I just couldn’t make them pretty without a ridiculous amount of work. The best solution I have found is a new ESP (email service provider) called Flodesk. It is in Beta, so some of the bells and whistles are still being built, but for most interior designers, you don’t need that many bells and whistles - you just need to start talking with your prospective clients. I have a Flodesk 50% off code that gives you a monthly fee of $19 vs $38. This $19 price will only last for a year, but that is still a great savings; and, you will have a chance to see your ROI. At the very least, you will have a 30-day free trial.
Decide how often you will send your newsletter. I think monthly is the minimum. I’ve found that weekly or bi-weekly work really well. You don’t want to bug your readers but you don’t want them to see your name in their inbox and wonder who you are. This is one reason why consistency is so important.
Provide real value. Give them tips on hanging art, or show your own inspiration. The idea is that you are giving them little, weekly gifts to remind them of your style, your talents, and what you do.
Have only one CTA (call to action). Decide what you want people to do when they receive your email. Click over to your website? Read an article about you that was recently published? Download a free guide? Respond back to you? Make it easy so that they know what to do next.
But Kimberly, what would I talk about?
This is what I find fascinating. Now, I struggle every week with what to talk about - but my service is branding and marketing. Designers can talk fabrics, views, how to hang art, shopping, spaces, behind-the-scenes - you have so much content without having to even research! I think the same thing applies to newsletters as applies to blogs. Either: Entertain, Educate or Inspire. And, it doesn’t have to be the same thing every time. Here are a few content ideas:
How to __________
Where you find your inspiration
Promote your blog posts
Behind the Scenes
Trends
Before and After
Your Design Crush
etc.
Still on the fence about a newsletter as a designer? Still wondering if you really have the resources and the time? Wondering if it’s even worth it? Want to know more about Flodesk?
Schedule a complimentary consult call and let’s chat about it!
