/ Article

6 Key Email Marketing Tips for Interior Designers

Email continues to be one of the most profitable digital marketing channels available for 2019, so it’s no wonder so many interior designers are looking to create email marketing strategies for their own design firms.

Over the past 3 years we’ve had the great privilege to manage hundreds of email marketing campaigns and have sent over 1 million individual emails in that time, with several campaigns reaching an ROI of over 4000%.

In the spirit of passing on our learnings, here are 6 key tips to help your interior design business flourish in the world of email marketing.

1: Set clear goals for your campaigns

Pensive entrepreneur looking at chart
Rear view of pensive entrepreneur looking at chart of business strategy hanging on wall in front of him

The first step to any successful email marketing campaign is to clearly define your primary goal.

Unlike websites or SEO, email marketing is a “quick touch” type of engagement that performs best when it includes a single primary offer with one primary goal.

The primary goal may be getting users to signup for a demo, read a blog post, complete a lead generation form, or any other action you’d like them to take after reading the email.

With only 15 – 20 seconds to get your reader’s attention, you must explain your offer and the desired next step as clearly as possible.

2: Write a compelling headline

An edgy newsletter headline by IDS Vancouver evotes a response from one of our clients

After you have defined your campaign goal and created an offer, it’s time to focus on arguably the single most important part of an email – the headline (also called a subject line).

This is where most people fail to spend enough time and effort. They rush through the headline and in-turn, create uncompelling copy.

Tips for creating an engaging headline:

• Use question words such as: why, what, how, when.
• Use numbers whenever applicable.
• Use wording and language specific to the reader.
• Use trigger words such as: easy, free, powerful, exclusive, (or in the case above, well thought out expletives)

Example: “How to Make a Room Feel Bigger in 5 Easy Steps”

The above headline combines trigger words with a specific problem you are solving for the reader, making your reader much more likely to continue reading more. When in doubt about your headline – test, test, test.

Even if you’re not a wordsmith, most email platforms allow you to create A/B tests easily – so you really have no excuse for poor headlines.

3: Write engaging preview text

Example of preview text within the Gmail desktop broswer

Once you have the perfect headline written, the next step is to write the preview text. Similar to the headline, we use the preview text to encourage the user to open the email.

Here you may want to summarize what information they will find in the email.

Alternatively you can use preview text to pique the reader’s curiosity or give a friendly introduction, without delving in to exactly what’s inside yet.

Preview text tips: Include relevant keywords that interest your readers and test, test, test.

Engagement tip: Including the reader’s name in the preview text will generally boost your open rates.

4: Create a clear call to action

Example Call to Action (CTA) from a Kirei USA email newsletter

Within each email you should have preferably one clear and concise “Call to Action” that tells the reader what step you want them to take next.

This Call to Action may be copy asking users to signup for a demo, read your blog, schedule a consultation, – whatever action you would like them to take after they read the email.

An example of a Call to Action:

“Looking to maximize the space of your small home? Get in touch with an interior design rep today for your free design consultation.
[Get in Touch With a Rep button]”

Having a clear and specific CTA will drastically help improve your email click through rates.

Design tip: Use contrasting colors for your CTA button to make sure it clearly stands out.

5: Get creative with your images (or GIFs)

Creative use of text overlays and project images in this Klein USA newsletter

Long gone are the days of boring, plain text email marketing for interior designers. Modern email browsers now allow you to display your brand in a wide variety of creative ways that were once unavailable to email.

With images and GIFs, you can create engaging emails that are not only great to read, but are visually stunning as well.

Some tips for email images: Use high quality images for newer devices, try using GIFs to create movement, and set your Alt attributes just in case the user has images disabled.

Don’t be afraid to get creative here and send some tests to yourself to see how it looks. You’d be surprised how far a little creativity can go with email images and graphics.

6: Use Sequences & Workflows

Businesswoman planning business strategy
Close-up of young businesswoman sitting at her workplace in front of laptop computer and examining business strategy on digital tablet at office

Once you’ve got the perfect campaign ready to go, you can automate these new campaigns through sequences and workflows.

For example, say you have someone sign up for a consultation with one of your reps.

You could have an email workflow running that automatically sends the reader the details and time of their meeting after they sign up for a design consultation.

Or maybe you want to automatically send some educational info that will be helpful for the reader before their consultation meeting.

Perhaps you already booked them as a client and you are nurturing them by delivering valuable resources over the life of their project.

All of these, and many other options, are possible with automated email workflows.

That’s all for today, we hope you got some insight into email marketing for interior designers. If you have any questions about marketing in general, or would like to talk to a marketing rep about email marketing services for your design firm, feel free to get in touch.

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Nathan is a Bizop co-founder and marketing director who specializes in marketing consultation, creative strategy, and web project direction.

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