Creating a solid lead magnet lets you take advantage of the best marketing ROI out there…and take control of your marketing efforts.
You’ve likely heard people talk about email lists. And, if you’re like me, your ears perked up for a second…
…but then it just sounded like one more thing to do.
So you put it at the bottom of your to-do list. You’re already posting on Instagram sometimes. That’s good, right? Right?! 😰
Here’s the thing: an email list puts you in control of your interior design business WAY more than any social media platform.
AND? Email has a drastically higher ROI than any other type of marketing. (According to the digital marketing experts at Hubspot, $36 bucks for every dollar you spend.)
Which essentially means: if you’re running an interior design business today without a solid email list? You’re leaving money on the table, friend.
And, if you’re new here, I’m all about helping interior designers and creative entrepreneurs build more sustainable, profitable, and aligned businesses.
SO…
Today, I’m going to walk you through:
Why building an email list is better than relying on social media alone
The benefits of starting an email list
Simple ways to build an email list from scratch
What is a lead magnet?
How to decide what your lead magnet should be
6 lead magnet ideas for interior designers
So let’s dig right in.
The question everyone loves to ask is:
“I already have a solid social media following — should I bother starting an email list?”
Short answer — yes.*
*Caveat: I don’t love “one-size-fits-all” business advice. And if you *really* don’t want to start an email list — don’t. It’s your business, and you always get to choose what it looks like, no matter what some blog post says.
Longer answer — starting your own email list is one of the lowest risk/highest potential reward things you can do in your design business.
Why is an email list better than simply building a social media following?
Here are 2 key reasons it’s worth it to start an email list:
1. An email list reaches more people than social media.
Ever spend hours perfecting a banger of an IG reel, publish it with pride, and then…crickets?
The literal worst.
I’m just gonna say it, folks: Mark Zuckerberg is every small biz owners’ Bad Boyfriend.
Juuuust charming enough to make you forget that he majorly lets you down when you really need him. *sigh*
There’s a better ride-or-die bf out there, fellow entrepreneurs! And I’ve got the math to prove it.
The average email open rate? 21.33%, according to the experts at MailChimp.
For Instagram? Up to 12% for a post, just 2% for stories! Two. Per. Cent.
And that’s only the data for brands with over 500k followers. So for most of us with a smaller following, the stats don’t really exist.
Also, while trying to find the answer to “how many people see my IG post?” Google suggested other common questions like:
Why is no one seeing my Instagram post?
How do I get more people to see my Instagram posts?
What to do when no one likes your post?
Even Google gets it, friend. And she wants better for you.
So back to email lists…
Your email list is your invitation into people’s digital living rooms.
You’re not yelling at someone from a moving car, hoping they’ll slow down for a second and read your words.
You’ve been invited in for a cuppa tea. They’re perched on the sofa, excited to hear from you.
Which brings me to the second reason I think creative entrepreneurs and designers should prioritize building an email list…
2. Your email list gives YOU full creative freedom and control
Let’s circle back to the Bad Boyfriend reality of IG for a sec. What does this sadist actually want from us?!
More reels!
Less reels!
Still images!
But add music!
Hashtags!
But not too many hashtags!
Post every day! (But only at 2am and 8:47pm!)
This type of content…but not like that….no, not like that either.
Ugh, why can’t you just be more like *insert name of someone who makes you feel like shit*
Babe. Forget this dude, ok?
Your email list is YOURS. There is no performative dancing, pointing, or general shape-shifting required.
Hate video content and would rather share your thoughts without being constrained to 2,200 characters? Boom. Done.
Only want to create content when you feel like it (and not be penalized by some jerk algorithm?) Done.
Have a blog post or shop link you wanna share but know no one is going to “head to the link in bio?” DONE.
With a solid lead magnet and strategic email marketing, you get to be in charge.
You get creative control.
And honestly, isn’t this the reason we built our own businesses instead of working for someone else in the first place?
Ok, so if I’ve piqued your interest about building your email list, the next logical question is:
“How do I build an email list from scratch?”
There are a few ways to build an email list.
First, start with your network.
Have a roster of past clients who you think would like to hear from you? Draft a quick email template that you can quickly personalize and ask them to join!
Something as simple as:
“Hey [NAME]!
I’ve started a monthly email newsletter where I’ll be sharing X and Y — I’m so excited to share this content with you, away from the algorithms of social media.
Would you like to join?
Click here so you don’t miss out on [GIVE A LITTLE TEASE ABOUT WHAT YOU WANT TO SHARE TO YOUR LIST].
Can’t wait to show you what I’ve been up to, friend!”
By asking them to join, you’re not only giving full consent, but they’ll be more excited to open future emails. This helps both your open rate statistics and your overall deliverability. Win, win, win.
The best way to build a solid email list? Create a valuable lead magnet.
Here’s where a lot of service providers freeze.
Either
a) the thought of creating something from scratch feels overwhelming, or
b) many assume that lead magnets aren’t the right fit for their audience, especially if their services come with a higher price point.
But anyone — at any level of service — can benefit from building a solid lead magnet and growing an email list.
So how do you decide what lead magnet to create for your interior design business?
Get to know your ideal audience.
“Aren’t freebies and lead magnets only for DIYers? That’s not who I serve.”
Many creative service providers assume that free guides and tutorials are only catering to the DIY crowd (aka, not people who will actually ever pay you for your services). And this can be true, to an extent.
If you build the wrong lead magnet, you will absolutely attract the wrong type of audience.
So, creating a freebie to grow a valuable email list comes down to knowing who your audience is.
For example, if you run a luxury interior design studio, a lead magnet on “My Top 10 Paint Colors” isn’t targeted to your audience.
They don’t care to learn the names of the paint swatches — they just want you to pick the right one for their home (and hire people to get the job done).
Instead, consider what questions your paying customers are already bringing to you. What small part of your service can you give away for free to build trust and add value to their lives?
An easy lead magnet idea for designers? Give away a small source to build trust and reciprocity
For example, do you have a couple go-to brands you swear by for stocking and styling your clients’ primary suites? Share ‘em!
The Most Luxurious Linens? Here Are 3 Brands We Love Sourcing for Our Clients’ Primary Suites
WHY THIS WORKS: It’s such a small resource to give away — and no one is going to forgo a primary suite renovation because you’ve given away your source for Turkish towels.
Aka, you’re not deterring someone from actually paying you for your expertise. If anything, you’re building trust and reciprocity by being generous. That can pay huge dividends down the road.
Another great lead magnet idea for interior designers — give them answers to questions they’re already asking.
Are there questions that repeatedly come up on initial client calls that you could preemptively answer in an FAQ guide? Give it a juicy headline, and you’ve got your lead magnet.
For example:
3 Questions Potential Clients Always Ask Us — the Answer to Number 3 Might Surprise You
WHY THIS WORKS: Not only do the answers to these questions build trust right away, but this guide might save you some time on those consultations. This headline appeals to both our human curiosity, and gives potential clients the opportunity to get a question or two answered without having to commit to a call. As an introvert, this SO appeals to me.
A key thing to remember when creating a lead magnet for your high ticket interior design business:
Your lead magnet doesn’t have to be a “how-to” guide to get the job done, but rather “how-to” choose the right professional to help them get there.
Examples?
7 Key Things to Look for When Hiring an Interior Architect
WHY THIS WORKS: You’re answering the question they have already. “How can I tell if a pro is legit?” This shows them you appreciate the reality of investing in this service, lets you position yourself as the pro they need, AND gives you a chance to put their mind at ease while showcasing your expertise.
The 3 Questions a Kitchen Design Pro Should Always Ask
WHY THIS WORKS: This gives readers a peek into your process and positions you as the expert. Plus, this open-loop style headline creates some serious curiosity…
Finally, keep things super simple and let your work speak for itself.
An easy lead magnet for your interior design business? Gated content that lets you feature more of your work!
A lead magnet doesn’t have to be a guide or tutorial. Maybe it’s simple additional content that’s only available to subscribers.
People already follow you on Instagram and Pinterest because they want to see your work. Go one step further with a lead magnet that shares more photos and behind-the-scenes glimpses of a great project.
How We Went From Mood Board to Finished Primary Suite
WHY THIS WORKS: Everyone wants a deeper understanding of the before and after. Give the people what they want! (And highlight your gorg work in the process.)
See How This Client Feels About Their Historic Home Renovation a Full Year Later
WHY THIS WORKS: This is a total win-win. It lets you share really powerful results and testimonial language and answers the questions your ideal clients likely already have.
Plus, it shows them you build long-term relationships with clients, which builds trust in your brand.
These could be a downloadable e-book style PDF. They could also be a gated blog-style case study on a hidden page of your website — just share the link to subscribers via email.
Either way, these lead magnets are compelling and a powerful testimonial to the transformation your clients experience when working with you.
Still not sure what type of lead magnet to create? Ask your audience on socials!
Create a poll and ask them what topics keep them feeling stuck. Or what content they’d love to get from you.
Ask them to leave their answer in the comments on post. Or create a poll in stories.
Once you’ve got some input, search similar topic ideas on Google or Pinterest to get the creative juices flowing!
Love the idea of building your email list, but don’t know where to start? I can help with that!
In my Email List Building 101 service, we’ll get all the key pieces in place to start your email list from scratch! From a custom lead magnet to lure in dream clients to a strategic welcome sequence to nurture leads, you’ll have all the key pieces ready to get your email list up and running!
Ready to take advantage of the most lucrative, powerful marketing tool out there? Let’s chat.