After working in the office furniture industry for over 5 years I found email was one of the most effective way to keep key audiences informed, engaged and entertained. Somewhere along the line email may have gotten a bad rap, but the numbers don’t lie. Email outperforms social media engagement 3 to 1 and delivers an ROI of $38 for every dollar spent when compared to other forms of advertising.
The trick is to send no more than once a month and to an audience who is already acquainted with your brand. Here are 6 proven ways office furniture businesses can leverage the power of email.
It’s more affordable and way more profitable to keep the clients you have than it is to acquire new leads. In the case of office furniture, keeping the A&D community, brokers and project managers engaged on a regular basis will net you more referrals, more leads, more RFP opportunities and more brand authority.
In an industry where businesses often turn to other dealers or rep groups for office furniture, it’s important to stay top of mind. Being the incumbent office furniture provider does not make you immune to change. Email gives businesses an opportunity to not only stay in touch, but to share your expertise, knowledge and resources with clients. It builds trust which leads to loyalty.
The industry loves a good product shot. Whether it’s fresh off the floor from NeoCon or a beautiful client installation, innovative new product photography is always a head turner.
With manufactures introducing new products or innovations all the time, email allows you to send product alerts to your clients, the A&D community, project managers and interior designers. Pretty soon you will be known as the best place to learn about exciting new products. With email you can include image galleries, animations, links and downloads to products you represent.
After reviewing hundreds of email activity reports from numerous office furniture clients I’ve discovered project photos and case studies are quite popular among key audiences. As new projects come on board you would obviously add the best shots to your website, but how do you let your audiences know about them?
Email makes a great platform for announcing the installation of a new project. Include several stunning photos, a snippet of the project description a link to project page on your website and you’re good to go. Don’t just assume people are visiting your site to see the latest project. You need to let them know.
In the office furniture industry, the team or the about page is one of the most popular pages on a client’s website. We’re naturally curious about who we’re working with, for obvious reasons. Seeing smiling faces at BBQ’s and ballgames humanizes the experience.
Email is a great medium for sharing a company’s story. There is so much happening inside an office that isn’t actually work. From office pranks to babies to bowling trophies, the workplace is filled with interesting stories that your audiences will relate to.
The office furniture industry loves to mingle. From networking events to NeoCon to Denver’s own BestAwards, there is always something going on. If your business is headlining, sponsoring or just attending, it’s a good idea to let your audiences know about the event. Email makes is super easy to update your list with key information and even post-event photos. If your business is hosting an event, email is also a great way to request RSVPs.
Email looks good
Today’s email technology can help us create wonderful looking emails with logos, galleries, buttons and animations. Email is a great extension of a brand and provides continuity of color, style, imagery and message. A good looking email campaign gets noticed and shared.
Email also has the capability to look great on desktops and mobile platforms alike by scaling to match the screen size. As I mentioned earlier, aesthetics are an important qualifier for the office furniture industry and when audiences notice your email is just as good looking as your website, the wow factor really kicks in.
You have a lot of options when it comes to email so naturally, you probably have a lot of questions. Call or send me a message and I can share some examples with you and answer any questions you might have. Thanks for reading!
Commercial Furniture Marketing & Website Design
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