Everyone loves a good charcuterie board, right? You could splurge on specialty items, like a creamy brie, prosciutto, and a spicy fig confit. Or, you could trust the classics: a sharp cheddar, crisp grapes, and seed-studded crackers.

There’s no one way to do it right.

Having an array of choices is what makes the experience enjoyable. It’s interactive, not too filling, and lets guests nibble whatever they’re in the mood for.

This — the “Charcuterie Board Approach” — just so happens to be our tried-and-tested method for email newsletters, too. And we’ve seen designers’ audiences loving it.

How Does the Charcuterie Board Approach Work?

Instead of herbed nuts and cheeses, we pepper our clients’ newsletters with a customized mix (but not all) of these tasteful topics:

• Their project reveals
• Studio news or project openings
• Highlighted blog post
• Design inspiration or tips
• Fave books, places, products, recipes, etc.
• Featured experts or vendors (for cross-promotion)

In other words—whatever fits your brand, your clients, and your own passions.

Here’s a made-for-you sample of how it could look:

Why Does this Approach Work for Interior Designers?

The design industry is unique in that sales aren’t made as quickly as they would be for a product-based business. Most people on your mailing list probably aren’t be ready to sign a contract and start a project with you right this second.

You want to make sure that you’re RIGHT THERE for them when they’re ready to hire.

These types of newsletters help build their relationship with you, give them valuable information they can use, and make them feel extra excited to open your newsletter and discover what’s inside.

Psst!—You can see our own charcuterie-style newsletter, First Friday, inspired by the lively monthly festival that took place in the Swiss town where I used to live.

Results from Newsletters for our Interior Designer Clients

We’ve been using this approach with several of our clients for over 4+ years. What results have they seen?

• Above-average engagement (approx. 40-50% opens, 3-10% clicks)
• Compliments—as direct replies and in person!
• Reported increases in referrals and repeat clients
• Insights that show which content your audience likes best
• A high-end yet personal feeling brand

“My monthly newsletter always elicits comments from my loyal followers, so I know that the content is resonating. This helps me keep in constant contact with my ‘fans’ and reminds them that I am here to serve them.

My referral business and repeat business has picked up significantly since I began my monthly newsletter and blog posts [with Ochre & Beige]. After over two years, our referral and repeat business accounts for over 75% of our projects this year. That can’t be a coincidence!”

— Lori Steeves, Simply Home Decorating

How Can We Support You?

We provide ongoing content strategy and creation for a select roster of established interior design firms, helping them turn their expertise and experiences into thoughtful blog posts, newsletters, Google Business posts, and more. Book a complimentary discovery call with us to learn more.

Cheers,
Jaquilyn