“I’m a stationer and I struggle with creating content for the email list. I’d love to hear your thoughts on this!”

This question slid into my inbox recently, and I thought I’d gather up some of my best tips. If this is you, I’m sure you have these questions swirling around in your head:

• Is an email list relevant for a service-based business?
• My clients only hire me for their wedding invites, I don’t have return customers, so is having an email list still doable?
• What the heck do I even write about?

Related: An Overview of Email Marketing 

If you don’t know this by now, email marketing is the ticket to increasing revenue and establishing relationships with your clients. And guess what, it’s a HUGE opportunity for any type of business, especially stationery designers! But in order to unlock the power and potential of email marketing for your stationery business, it’s important to understand the way your clients think first.

Related: 5 Things to Know Before Starting an Email List

Email List Content Ideas for Stationery Designers:

Think Like Your Clients to Get Relevant Content Inspiration

Let’s say you’re a wedding stationery designer. You create Save the Dates, address envelopes, design invitations…you’re a one-stop shop for all their stationery needs.

You know how to design the things and guide the client through the process (ahem, ‘cuz you’ve taken my course Pen to Press!!), and you understand the importance of attracting new leads and clients, but working in an email list…that doesn’t connect.

Well, let’s think about it. Your ideal client just got engaged. They’re scouring the internet for inspiration and ideas regarding their color palette, the caterer and flatware they’ll be using, etc. What types of questions do they have during the wedding planning process?

Maybe they’re asking Pinterest or Google…

1. How much do wedding invitations cost?
2. A Guide to wedding invitation postage
3. The do’s and don’ts of wedding invitation wording
4. When to send out save the dates
5. …etc.

Look at that! I just gave you 4 free content ideas! Woo!

Do you see what I did there? I inserted myself into the mind of my potential client and am focused on creating content that directly answers those questions!

You've first have to get people on your list (that's a whole other topic). But once you have people on your list, it’s all about nurturing that relationship with them. Educating them on your process as a stationery designer, when to book certain vendors, asking them questions about their wedding planning process, etc.

Show That You Can Do More Than Just Wedding Invitations

But, it doesn’t stop there! As a stationery designer, you can create more than just wedding invitations…

Holiday cards, birth announcements, birthday cards, greeting cards, personalized stationery, etc. Why not turn your wedding clients into return customers? An email list is the PERFECT place to do this.

You can nurture and warm up your clients to the idea of hiring you for future stationery needs. 

You can also automate and set up a customer loyalty program with perks for booking you multiple times, or referring a friend!

The Value of an Email List and How To Start

Honestly, the opportunities are endless and if you focus on email marketing strategies for your stationery business, you will see an increase in revenue, and increase in clients telling their friends about you, and more!

I can’t tell you how grateful I am for my email list. When I was designing wedding stationery as my primary source of income a few years back, emailing my potential clients allowed me to stay front-of-mind and get to know my clients so I could provide them with an amazing experience when they did end up booking.

But it takes work. Growing your list doesn’t happen overnight and you need a clear roadmap of what to say when, how to do alllll that tech stuff like tagging, segmenting, etc. and how to actually grow the list organically.