When you’re thinking of a pottery business, it doesn’t just involve getting a pottery wheel, a kiln, and some clay. There are lots of other things to consider. These include viability, costing, product lineup, and much more. You also need to set up a website or online store, and figure out what your brand will look like. In addition, you need to stand out from other pottery businesses around you.
All of these considerations come under the marketing umbrella. While social media marketing is the top conversation these days, you can never underestimate the impact of email marketing. You need to get it right to make your business succeed. After all, it is a direct way to reach people’s inboxes in a personalized way. So, here are a few email marketing ideas to help your pottery business take off.
1. Send out launch email campaigns
The first thing you should do is run a launch email campaign. The first of these should be a teaser email with hints of what sort of pottery products or classes you are offering. Hype up your audience with glimpses of your work. In the email text, let people know you have something exciting in store, especially for people interested in handcrafted things.
Use the small business email templates on PosterMyWall to make these email campaigns. Make sure your emails follow a cohesive aesthetic and save these designs so that you can use similar ones in other email messaging.
2. Create a brand identity
Establish your brand identity in your email campaigns. This means that you’ll choose the aesthetic and language of your emails to set the tone. If you’re going for a high-end, sophisticated vibe, then you’ll go for a minimal look and talk about the luxe experience of your pottery business.
On the other hand, if you’re going for a wholesome fun vibe, then you can be more colorful and also address your audience in a more casual and familiar manner. Write your brand vision and mission statement in these initial emails as well to fully let people know what you’re all about.
3. Do product highlights
Once you’ve set the tone, you can start highlighting your products. Do regular product highlight emails where you showcase a selection of your offerings. Give a short description of each one, with great pictures as accompaniment. In addition, make sure you have a shopping link under each product.
This way, people can buy your product directly through your emails, instead of having to open up a new browser and manually enter your online store’s name. This will make it more convenient for people to buy your work.
4. Send out informative emails
Pottery is an ancient craft that still holds people’s interest firmly. So, you need to pique people’s curiosity and also give them a fun learning experience. Share historical facts about pottery, and also talk about where your designs are derived from.
Also talk about the pottery techniques commonly used and which ones you particularly go for. Share technical facts about glazing and other parts of the pottery process, so that people know you are an expert in this craft.
5. Tell your pottery story
While talking about pottery as a craft is important, you also need to establish what your business’ place is in its story. So, share the personal story behind your business and how you came to choose pottery as your craft.
This personal story will help people connect to your brand, and see your small business as one to be supported. The more evocative your story is, the better. Don’t be afraid to get raw with your emotions and talk about the therapeutic and emotional importance of pottery for you.
6. Promote sales and discounts
Use your email campaigns to promote any sales or discounts you have going on. Make sure you showcase what products are up on sale, and what the conditions are for the discounts. It is best to offer deals and discounts in holiday seasons, so that people can get their gifts from you.
It is also smart to offer exclusive email-only discounts so that people stay subscribed to your emails. Send out individual email discount codes to your email lists, so that you can encourage people to open up and go through your emails thoroughly.
7. Showcase the process
As a small business, you need to capitalize your status as a small fry in a field of commercially produced big business home decor. So, talk about the process beyond your orders. Let people know each piece will be made by your team for your client as a labor of love.
Showcase the whole process, from placing an order, to making the pieces, packaging them, and sending them out. Always send out thank you emails to people who place orders. This will make your customers feel happy about supporting a small business.
In conclusion, email marketing is a great way to promote your pottery business. You just need to utilize your story, and take things to a personal level for the best results.