Connecting to Your Customers
The Essentials of Regular Email Newsletters for Makers in Business
As a maker in business, your craft is more than just what you create – it’s about building relationships with your customers and creating a loyal community around your brand.
One of the most powerful tools to help you do this is through regular email newsletters.
When executed well, email newsletters allow you to stay top of mind, share exciting updates, and build lasting connections.
Here’s a breakdown of the essentials for crafting email newsletters that inform and engage your customers.
1. Sharing Updates and New Products
Your customers want to know what’s new – a fresh batch of jewellery, a new season’s fashion collection, or a new design you’ve been working on. Regular email newsletters are the perfect platform to keep them in the loop. By highlighting new products, collections, or any changes in your offerings, you create a sense of anticipation.
For example, local jewellery maker Sarah & Sebastian regularly sends out newsletters that showcase their latest pieces, behind-the-scenes creation processes, and design stories. This keeps customers excited about their latest releases while also giving them an insider look into the brand’s creative world. Check out Sarah & Sebastian’s newsletter.
2. Promoting Upcoming Events
If you’re planning to showcase your work at an event, market, or gallery exhibition, an email newsletter is the perfect way to notify your customers. Include event details, dates, times, and any special offers for those attending. This creates a sense of exclusivity for your loyal subscribers, encouraging them to visit you in person.
For instance, The Design Files, an Australian website that showcases local design talent, often sends out newsletters that promote events, exhibitions, and workshops happening in Melbourne and beyond. By highlighting events where their community can engage with makers, they strengthen connections with their audience. Check out The Design Files newsletter.
3. Offering Special Discounts and Exclusive Offers
Offering special discounts, exclusive sales, or early access to new collections is a great way to reward your subscribers for their loyalty. Crafting a personalised offer based on previous purchases can also make your customers feel valued and special.
For example, Confetti Rebels, a woman-owned Sydney-based apparel label, often sends exclusive discount codes to their email subscribers, which not only encourages purchases but also nurtures a sense of belonging. They’ve made their customers feel like they’re part of a VIP club by offering exclusive previews and offers through email. Check out Confetti Rebels for ideas (and awesome tees).
Further reading: Really great email marketing examples from the Australian creative community
4. Personalisation is Key
While sending bulk emails can be tempting, personalisation is the way to go when it comes to building deeper connections with your customers. Tailor your email content to each individual based on their previous purchases or interests. A personalised subject line or message can make a big difference in open rates and engagement.
A great example of personalisation is Fi of Peach, who offers business and finance strategy coaching for purpose-led business owners. They’ve mastered the art of personalising their newsletters, with simple but effective name first name merge fields in places that catch your attention and keep you engaged. This type of attention to detail builds loyalty and shows that you care. Check out the Peach offering here.
Listen now: From Scroll to Cart – Renee talks about a less than optimal abandoned cart experience and why getting it right matters in S1E2 of the Make Good Thinngs Happen Podcast.
5. Making Your Customers Feel Valued
Email newsletters are a fantastic way to make your customers feel appreciated. Whether it’s a heartfelt thank you, a note about how much you value their support, or a behind-the-scenes peek into your process, small gestures go a long way.
Take Betsy Blonde, for example. Known for her stunning jewellery pieces, Jackie Lord often includes personal stories, updates, and heartfelt thanks in her newsletters. Her emails feel personal and authentic, and this has contributed to a strong connection with her loyal customers. Check out the Betsy Blonde newsletter.
Member-Only Maker Session: Templates for e-News — Watch now
6. Engaging Your Customers with Storytelling
Makers often have rich stories behind their products – whether it’s a collection inspired by nature, a special technique you’ve mastered, or a collaboration with another artist. Sharing these stories through your newsletter allows customers to connect with your brand on a deeper level. It’s not just about what you make; it’s about why you make it.
For example, simétrie, a Melbourne based label who meticulously crafts everyday art bags, often shares the stories behind their collections, the inspiration for each piece, and the sustainable practices they follow. This creates an emotional connection and draws customers into their narrative. Check out simétrie’s collection here.
7. Keeping It Consistent, But Not Overwhelming
The key to a successful email newsletter is consistency. Send emails at regular intervals, whether it’s monthly or bi-weekly, so that your customers know when to expect them. However, don’t overwhelm your customers with too many emails. It’s all about finding the right balance between staying top of mind and not bombarding their inboxes.
How many is too many? This Maker Session: Demystifying Data covers how you can use open rates to determine your email sending sweet spot. Members of Make Good Things Happen can watch now.
A well-crafted email newsletter can work wonders for your business.
By keeping your customers in the loop with updates, new products, exclusive offers, and personal stories, you’ll not only keep them informed but also foster a strong, loyal community around your work.
With personalisation, creative storytelling, and a focus on making your customers feel valued, your newsletters will be something your subscribers look forward to opening.
Further learning…
Member-Only Downloadable: Web Image Uploads Checklist
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