2 of the Best Email Newsletters I've Ever Created (includes free samples)
The Kate Show | Episode 68
"I spilled wine on her white sofa...and she laughed."
That was the subject line of one of my most successful email newsletters. My customers used it to introduce their clients to the wonderful joys of Crypton Fabric, resulting in custom furniture and re-upholstery projects. Open rates went through the roof anytime the email was sent - and it didn't matter or big or small their mailing list was. Two years later, that newsletter is still one of the most popular in the Vault. (Vault is my online marketing platform for home pros.) Today, I am sharing this newsletter and several other highly effective ones with you, and I'm deconstructing each one to help you understand why they continue to be excellent revenue drivers.
After this episode, you'll want to implement these tips in your own business marketing, and I have no doubt you'll do so successfully. Be sure to subscribe to The Kate Show podcast on iTunes / Google Play.
Listen to the Episode
The Traits of a Successful Email Newsletter
The fastest way to make your email marketing plan fall flat is to only contact your list when you have a sale, to bombard them with your travel journal and family updates, and to make your newsletters long and sporadic, at best. Conversely, successful email marketing - meaning the kind that brings you new clients and projects - is concise, consistent, and careful.
Each newsletter should contain the following:
A subject line that tells a story (as seen in the one above), asks a question, provides a "how to" or indicates a list (3 Ways to Brighten Your Kitchen...).
3-4 high quality images
No more than 400 words
Your head shot and brief bio
A call-to-action that tells readers what to do after reading your newsletter (Book a Consult Here, e.g.)
I've created hundreds of newsletters that fit these parameters, but two in particular have been performing at such high and consistent levels for YEARS that I just have to give them a moment in the spotlight, allowing us all to glean what we can from them.
Email #1: The Story
Topic: Crypton Fabric
Subject: "I spilled wine on her white sofa...and she laughed."
Why this newsletter works:
The language is conversational and addresses the concerns any homeowner would have when investing in new furniture or re-upholstery, from color and pattern choices to durability.
The text further ascribes Cryton's benefits to real life situations, such as kids, pets, and coffee spills. This helps the reader envision and truly feel the relief that comes with knowing they can literally "wipe off" their upholstery instead of bemoaning a permanent stain.
The newsletter as a whole presents a need for Crypton without saying, "Buy now!" or "Spring sale on stain-resistant upholstery fabric!" Neither of those tactics would have worked. Readers need a story, something to give the service or product relevant context. From that, they realize their own need for it.
Honestly, there is no one more willing to invest than a customer who just came to her own realizations. No amount of suave sales talk can even come close to such a result, one that becomes a belief and a need more than just a want or desire.
Email #2: The Emotion & Empathy
Topic: Color palettes
Subject: "Is your home making you moody?"
Why this newsletter works:
The tone is both emphatic and empathetic, explaining the science of color while illustrating its impact on our daily moods in real life situations (do you notice a trend here?).
The text justifies the emotional needs of your readers. They may have been told to just "be happy" in their home. This newsletter proves happiness is impacted by our surroundings, in particular, color. If you can get your foot in the door with a color consultation, you'll likely book other projects with them as well. However, it only took one "need" to get you through the door.
Ultimately, this newsletter is selling color consultations, but color consults aren't even mentioned until the very end. Instead,the majority of the newsletter focuses on your ideal client, the person who is struggling, and brings meaning to their situation.
Regardless of the service or product you want to sell in a newsletter, never ever directly sell it as though your newsletter is a billboard or infomercial. Whether your ideal client is budget minded or loves to spend money on new homes / home improvement, each one is motivated by emotion more than by a "good deal."
Use my newsletters for your own interior design, home staging, or workroom business: www.socialitevault.com