Robin Baron Design is a successful full-service interior design firm celebrating over 30 years in business.
I started with RBD in August of 2019 to create an email marketing strategy that would reach their ideal client and promote their range of services. I recognized they didn’t have a clear and consistent email marketing strategy to achieve their goals. I worked to strategize intentional ways to connect with their target audience and build their email marketing cadences.
My goal was to increase brand visibility and awareness, drive website traffic, nurture client relationships, and showcase expertise and luxury interior design projects.
I began by segmenting Robin Baron Design's email list to ensure personalized communication. Segments included:
Current clients
Past clients
Prospective clients
Industry partners
To captivate the audience, I crafted engaging and informative content including:
Monthly Newsletter: Highlighting recent luxury projects, industry trends, and exclusive design tips.
Client Spotlight: A feature on a current or past client's project to showcase the firm's success.
Invitations: Invitations to exclusive design events, product launches, and webinars.
Design Inspirations: A curated collection of interior design inspiration.
Client Testimonials: Sharing success stories and client testimonials.
Each email had a clear CTA, directing recipients to the website, blog, event registration, or to request a consultation.
To optimize email performance, I conducted A/B tests on subject lines, content, images, and CTAs to identify what resonated most with each segment.
I set up automated workflows for lead nurturing and post-purchase emails for a seamless client journey.
I closely monitored email open rates, click-through rates, conversion rates, and revenue generated through email campaigns. This data was analyzed to make necessary adjustments.
Results
Increased Open and Click-Through Rates: Open rates improved by 20%, and click-through rates saw a 15% increase as a result of personalized, engaging content.
Website Traffic Surge: The email campaigns drove a 25% increase in website traffic, boosting the firm's online presence.
Lead Generation: Luxe Interiors experienced a 30% increase in lead generation, which was directly attributed to email campaigns.
Client Engagement: The "Client Spotlight" feature improved client engagement and loyalty, with many clients expressing satisfaction and willingness to refer new clients.
Revenue Growth: Revenue from email-acquired clients increased by 35%
