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Email marketing remains one of the most cost-effective tools for marketing your business and brand.
It allows you to connect to your customers through creative storytelling, selling products and sharing news. If you own a strong list of active customers this adds value to your business, which is the advantage over social media tools (if Instagram were to close business tomorrow, you could lose your followers and their potential custom).
To create an email list:
ASK! When people visit your studio and buy from you, chances are they would like to hear about upcoming offers and new collections of work. Take their details for your list. (NOTE: there are strict opt in laws for GDPR. Make yourself aware of these and follow accordingly when collecting people’s data).
Create a pop-up or sign-up form on your website. When people visit and like what they see they then have the option to keep in touch. Often brands offer incentives for this, such as free shipping on the first order or 10% off. By offering these sign-up codes, you can also measure which strategy works the most effectively.
Drive sign ups through your social media. If your Instagram has 3k followers but your list is dwindling at 30 subscribers, use this resource. Be sure to regularly mention and share you sign up form across your social channels.
Already got a list? Keep adding to it!
Create compelling content regularly. Consistency is key – use your providers scheduling tool so you can create your mailouts in advance. Avoid just selling products, try and provide a personal touch that demonstrates your creativity. Sending seasonal gifts such as Christmas ‘cards’ with extras (such as a download/discount code) will also help to keep members subscribed.
Run a competition to win a piece of your work. This is a great incentive for customers that already like your work to sign up. Additionally, this can be a great way to increase social media engagement. (Make sure you state your location T&C’s clearly, such as ‘only open to residents in the UK’).
Use your providers ‘share links’. People often forward emails that have compelling storytelling or useful information. Make this easy for them and include your providers ‘share’ buttons.
Use clear call to actions with ordering. Make it easy for people to ‘opt in’.
Further links:
https://ec.europa.eu/commission/priorities/justice-and-fundamental-rights/data-protection/2018-reform-eu-data-protection-rules_en
Guidance on GDPR
https://mailchimp.com/
Mailchimp is a great list building tool that is FREE for fewer than 2,000 subscribers.