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 2024

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 they weren’t asking me to be on their list at all!

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:

1. It's still the best return on your investment. For every $1 you spend on email marketing, you get back $36-$44 (Source: Campaign Monitor)

2. 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.

3. Well-done email marketing builds trust.

4. You own the list - there is no algorithm to beat.

5. You stay top of mind - they can remember you.

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 it 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 read. 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)

I know - you don’t have time.
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:

1. 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 an ESP (email service provider) called Flodesk. 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.

2. 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.

3. 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.

4. 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.
  
  

  Grab the new (May 2024) guide to setting up your newsletter on Flodesk.
  Just click below.

And if we don’t chat but you decide to start a newsletter, let me know - I would love to be on your list!