The Importance of Email Marketing
Although notorious for filling up our inboxes, email marketing still remains one of the most effective sources of generating business. According to a McKinsey & Company study, email marketing is up to 40 times more effective than social media. People who join your mailing list are essentially giving you the keys to their inbox, and want to hear more about what you have to offer. Be careful, however, as this can be easily revoked and you can quickly find yourself on their spam list.
Generating an Email List
Depending on the type of services you provide, the level of difficulty will vary for getting people to sign up for your email list. For brands, it may be a little easier because subscribers will likely sign up to learn about new products or offerings. For design professionals, it may take a bit more effort as you need to offer a value proposition that is worth giving up an email address.
Using Emails to Keep Subscribers in the Know
While you may not want to send email communications often, it is certainly a great way to keep your subscribers in the know. Brands can benefit from listing new products or collections to generate interest from subscribers. Even just a sneak peek of upcoming products can help to build anticipation and get people talking about what’s to come. If you’re opening a new showroom, including this in an email is a great way to get the word out to an audience who is invested in your success. Designers may benefit by sending informational emails to alert subscribers of future events you are participating in or any upcoming collaborations with fellow designers or brands.
Promoting Your Products
Depending on the size of your inventory, you may want to use your email marketing to promote some of your products. While the luxury design industry isn’t exactly known for discount pricing, there are certainly other reasons to send out a product email. Get creative with your advertising by grouping products together that may be appealing for certain buyers. Some examples include: ready-to-ship items, glass side tables, must haves this season, etc.
Targeting Your Subscribers
Most email providers allow you to segment lists depending on different variables. For example, let’s say you are a designer who will be speaking at an upcoming conference in New York City. You can segment your list to send to subscribers in the NYC area while making sure people outside the area don’t take your emails as spam or uninteresting since they do not pertain to them. Depending on your email provider, brands may find segmenting by interests beneficial for their email sends. If your email provider allows it, you may also be able to generate re-engagement emails – which will input content based on the user’s previous searches. You may have seen emails that say “are you still interested in these products” or “you may also like these products.” This can be very effective in getting subscribers to convert into buyers.
Final Thoughts
Email marketing is a powerful tool when used correctly. Through Dering Hall’s daily eNewsletter, our 180,000 subscribers are exposed to the finest luxury brands and top design professionals in addition to the latest products and inspiration stories. If you would like to learn more about inclusion in the Dering Hall newsletter, please reach out to your Dering Hall account manager to learn about our ad placements, editorial features and more.