Email Marketing Do’s and Don’ts for Designers

By Tobi Fairley

With so many ways to contact your clients these days, it’s hard to decide which is best. Though Facebook, Twitter, and good old fashioned print advertising are all good options, you can reach your clients easily and effectively using email. Here are my Dos and Don’ts for using your inbox to get results for your business:

· Don’t make your blog too sales-y which can turn off hard-earned followers. Instead have your readers opt in for an email newsletter or regular email updates. Then you can feel free to give them your best sales pitch because they signed up for it.

· Do use “smart” software so you can customize your marketing efforts depending on your audience. There are several great Customer Relationship Management programs, or CRM programs, that can keep you from sending blanket emails to your whole list, but rather targeting emails for clients particular needs and interests. Nothing bothers people more than getting an impersonal mass email that doesn’t really apply to them and just clogs up their inbox.

· Don’t fizzle out on your efforts. It takes 7 to 10 contacts before a person actually makes a purchase. This means that consistency is key when using email marketing to make a sale. Don’t shy away just because you think you haven’t heard from prospective clients, they just may not have made up their mind yet and a gentle reminder may spur them into action.

· Do use testimonials for credibility. If you’ve had some really happy clients then be sure to spread the word. Hearing from those who have loved your services in the past, gives others the confidence to pull the trigger. Include these great testimonials in your emails, but be sure to get permission from your client to use their quotes.

· Do emphasize the positive. I always say if you don’t toot your own horn, then who will? When you are published, win awards, or experience other successes, be sure to use email to let people know about it. People love hiring those that they know are already successful, it feels less risky and people love being a part of something great!

· Don’t be selfish. Use email to give something for nothing. If you are always only asking your clients and potential clients for something, then they will hate to see you coming. It is imperative that you give away free and truly valuable advice to those on your email list and ask for nothing in return. Everyone loves to get something for nothing and you will be amazed at how it makes people feel indebted to you. They will then be interested in giving back to you when they are ready to start a project.

· Don’t expect people to read your mind. Or your email for that matter if you aren’t clear and concise in asking for what you want. What is the purpose of your email? What action do you want people to take? Be direct and tell potential clients what you are looking for and how they can take advantage of your current offer.

· Do solve people’s problems, and they will come back for more. What makes you worth your weight in gold? Making people’s lives easier, simpler, and less stressful does. Use your email marketing to give clients answers to their problems, tips on products and services that would improve their quality of life, referrals for other professionals they may have a need for. Also, keep in mind that you can sell ads in your email newsletters, so you might even get paid a bit for being a good steward.

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Tobi Fairley is a nationally-acclaimed interior designer based in Little Rock, Arkansas. Named by Traditional Home Magazine as one of the Top 20 Young designers in America in 2009, Tobi’s work has graced the cover of House Beautiful and been published in Traditional Home, Southern Living, and At Home in Arkansas numerous times. Tobi recently launched her own fabric line and will release several other products lines in 2012. Her DIY design service InBox Interiors and her Design Camps have been wildly successful. Tobi recently launched Tobi Fairley and Associates, a consulting group dedicated to helping firms with the business of design. She also blogs at Tobi's Blog.