Suppose you’re an interior designer looking to grow your business with new marketing channels. You might think about creating content for social media or running ads. However, we’re here to tell you that you’ll miss out on serious returns if you don’t consider email marketing.

It’s commonly accepted that email marketing has an average ROI of $36 for every $1 you spend. That’s more than the majority of marketing channels. For comparison, Google estimates its ad ROI at 8:1, meaning running ads on its platform rewards you approximately $8 for every $1 spent. And while the best marketing strategies use a variety of channels, email marketing can get you the best bang for your buck.

This article will cover all the basics of email marketing so you can use its transformative power to grow your interior design business.

Let’s dive in!

Harnessing the Power of Email Marketing

Before we delve into the specifics, let’s understand what email marketing is and why it’s such a potent tool.

What is Email Marketing?

Email marketing is a personal, customizable, and highly effective way to communicate directly with your clients. In its simplest form, it consists of sending any type of email to a list of contacts you have collected to convert them into loyal customers.

Email marketing tactics range from sending individual emails to hyper-targeted contacts to automated email sequences to large lists. Your email marketing strategy can include sales-focused emails that get customers to buy a product or service, or value-driven emails like newsletters.

But remember, it’s not just about sending out emails. It’s about sending the right emails. That’s why defining your email marketing strategy is so important.

Some businesses decide that newsletters are the best solution for their audience (that’s what we do with our Digital Blueprint Newsletter). In contrast, other companies might find sales emails more effective. It all depends on your goals.

The Benefits of Email Marketing for Interior Designers

Email marketing allows you to:

• Establish conversations with past clients, existing clients, and potential clients.
• Share behind-the-scenes content that illustrates how your design process helps clients update their spaces.
• Communicate your brand identity and style by sharing visual emails with graphics and pictures.
• Keep your prospects informed and engaged until they are ready to hire you.
• Promote new services or offers.

Building a Subscriber List By Collecting Emails

Building a subscriber list is the first step to a successful email marketing journey. And while more extensive lists are generally touted as better, small lists can also deliver value for your business.

The simplest way to start is by adding a subscription form to your website. You should add the form to the footer section and activate a delayed pop-up form for people who spend significant time on your website.

Once those basics are set, you can promote your email list on social media. Just remember that most people won’t give you their email address just because. Instead, you must provide something valuable in exchange, like a freebie. This way, they’ll feel like giving you their email is a small price compared to the value they will receive in return.

Whether it’s a downloadable design guide, a discount on your services, or exclusive access to your latest designs, your freebies should offer tangible value. And following best practices for email collection can help you position your business as an authority in your field.

 

 

Using Segmentation to Deliver Personalized Content

As your list grows, you will collect emails from different groups. Some of your subscribers might be potential clients, while others might be fellow designers looking for inspiration. Segmenting your audience allows you to tailor your emails to each group, making your communications more relevant and effective.

Common segmentation groups include:

• Interest: some people in your list might be interested in general tips for home decoration, while others might want to learn more about bedroom decoration.
• Engagement: You can divide your list into those who engage with your emails constantly and those who do so sporadically.
• Demographics: your list might include moms, single professionals, high-income earners, etc. If you know that different demographics search for different solutions, you can use this information to segment your list.
• Location: If your work focuses on a specific state or region, you’ll want to ensure separate lists based on location. This way, you can send people in your region-specific sales or offers that they can benefit from.

Once your audience is segmented, you can add a personalized touch to your emails.

Personalization is a powerful tool in email marketing. It’s about understanding your subscribers’ needs and preferences and tailoring your content accordingly.

For instance, if a subscriber has shown interest in modern interior design, you can send them emails featuring your modern design projects, tips for achieving a modern aesthetic, and the latest trends in modern design.

Maintaining Brand Consistency

Consistency is paramount in any form of marketing, and email marketing is no exception. Your emails should echo your brand’s personality, aesthetics, and values. Use high-quality images, choose fonts and colors that reflect your brand, and make sure your emails look good on all devices.

Tips For Designing On-Brand Emails

As an interior designer, aesthetics are your forte. This should be reflected in your emails as well. Your emails should be visually appealing and easy to read and navigate.

Every element, from the color scheme and fonts to the tone of your writing, should align with your brand. This makes your emails more recognizable and fortifies your brand identity.

How To Nail Your Email Marketing Content

Content is the lifeblood of email marketing. We suggest sharing design tips, industry news, and behind-the-scenes glimpses into your design process. The more valuable your content, the more likely your subscribers will open your emails, engage with your content, and ultimately hire you for their interior design needs.

Here are four tips that will help you create engaging, informative, and valuable content:

Tip 1: Create a Content Calendar

Consistency is vital in email marketing. Creating a content calendar can help you plan your emails in advance, ensuring you send out regular, consistent communications. Your content calendar should include what you’ll send, when you’ll send it, and who you’ll send it to.

Tip 2: Write Compelling Subject Lines

The subject line is the first thing your subscribers see when they receive your email. A compelling subject line can distinguish between your email being opened or ignored. Keep your subject lines short, intriguing, and relevant to the content of the email.

Tip 3: Craft a Warm Welcome Sequence

When a new subscriber joins your email list, it’s your golden opportunity to make a lasting first impression. A welcome sequence is a series of emails that warmly introduce your business, highlight your work, and set the tone for future communications.

Your first email should express gratitude to the subscriber for joining your list, introduce yourself, and give them a glimpse of what to expect from your emails.

After setting the stage with the first email, it’s time to deepen the connection with your new subscriber.

Tip 4: Build Trust with Follow-Up Emails

Your subsequent emails should foster a relationship with your new subscriber. Share your journey, your design philosophy, and some of your standout work. Remember, these emails are not about hard selling. They’re about building trust and establishing a connection.

Besides welcome sequences and follow-up emails, consider other types of email marketing campaigns like newsletters, re-engagement campaigns, and product features.

 

 

Monitoring Email Performance

It’s essential to keep track of your email marketing performance. You should consistently monitor your open, click-through, and conversion rates. Most email marketing software has analytics and reporting features that cover the basics. This data will provide insights into what’s working and what’s not, allowing you to refine your strategy for better results.

If you’re still determining which email marketing platform is the best option for you, we suggest reading our unbiased marketing software reviews. There is a whole section dedicated to email marketing tools.

Mastering Email Marketing for Interior Design Success

Email marketing is a powerful tool for interior designers. It lets you connect with your clients, showcase your work, and build a strong brand identity. But remember, email marketing is just one part of a holistic marketing plan. There are several more marketing strategies that can help you grow your interior design business.

While email marketing can be complex and time-consuming, it’s one of the best ways to establish meaningful dialogue with your clients, provide real value, and stay true to your brand. And if you ever need a trusted partner to help you get your email marketing strategy going, don’t hesitate to contact us.

So, what are you waiting for? Start building your email marketing strategy today and watch your interior design business flourish!