Meet the Maker: Make the most of your mailing list

Why is sending email newsletters is good for your business?

Customers buy from people they know, like and trust – newsletters are the best way for building and retaining this relationship. An email allows you to write more in more detail than within social posts. The people on your mailing list are VIPs so contact them regularly to let them know you care.

Who are you writing to?

Existing customers – if they are not on your list already, invite them to join and state how often you communicate.

Potential clients – new people you meet at shows and events, capture their email addresses in a notebook (make sure to shred all data once you've transferred them onto a secure database) or even better get them to sign up on a mobile / tablet device.

Website visitors – you might give visitors the option to select what they would like to hear from you about specifically, for instance those interested in workshops, commissions or general news.

Organisations – particularly those you are a member of, for example Craft Scotland, Design Nation, Crafts Council. It may help to identify which individuals are keen to hear from you, for example if they are in charge of promoting their members on social media, your email can help provide them with content they can share.

Journalists – if they get in touch with you, ask if they would like to join your mailing list.

Galleries – your stockists have a keen interest in you as it helps them understand and sell your work on your behalf

GDPR

You are accountable for how you use people's data. Explain how you are using peoples' information in simple language. Be transparent about the information you are keeping and how you will be using it.

A few basic principles:

• be specific about what information you are storing, their name, email address etc.
• maintain accurate and up to date information for people on your lists, remove addresses if you receive bounced or automatic replies stating the person has left the organisation etc.
• always allow people to unsubscribe
• store data safely and securely, this is your responsibility and if you use a software package such as MailChimp, look at their policy

For more information, we recommend you visit the Independent Commissioners Office.

What and when to write

• Try to provide interesting and relevant information and not just work for sale
• What makes you different from others? Make it personal with your own voice
• Consider your projects for year ahead; give your readers advance notice of forthcoming events
• If your mailing list really is your VIP list, then your newsletter comes first before social media
• Be consistent in how often you write, we suggest quarterly to start with

About Angus and Lorna Ross:

Angus is best known for exquisite, sculptural furniture with a sense of dynamism and flow. He has been innovating with wood for almost thirty years and he remains curious about the possibilities of solid wood. As a designer he is fascinated about how things are used and how things are put together.

In 2002 he moved, with his wife Lorna and young family, to a studio-workshop in Perthshire and they also became co-owners of a local bluebell wood. The supply of unusual, ancient, oak led to a deep exploration of steam-bending which is now a signature component of his practice. In 2010 Angus Ross became a limited company with Angus as Creative Director and Lorna as Marketing Director.

Links to associated resources:

• Running a crowdfunding campaign with Heather Corcoran from Kickstarter (aired on 27th May)
• Search Engine Optimization with Toyin Laketu (aired 24th June)
• Legal factors for your business with Briffa legal (aired 8th July)
• Visibility vs Invisibility on Social Media with Karen Patel and Arati Devasher (aired 22nd July)
• How to work with retailers with Reiko Kaneko (aired 5th August)