How to Approach Your Client Newsletter During Covid-19
Here’s how some professionals are connecting with clients and email subscribers in creative and thoughtful ways
Becky Harris
10 May 2020
Houzz Contributor. Hi there! I live in a 1940s cottage in Atlanta that I'll describe as "collected."
I got into design via Landscape Architecture, which I studied at the University of Virginia.
Houzz Contributor. Hi there! I live in a 1940s cottage in Atlanta that I'll describe... More
You’ve probably received numerous emails by now from businesses you deal with letting you know how they’re handling the COVID-19 crisis. You may be wondering how to set the right tone in your own newsletters and emails to clients – you want to show concern for people’s health and financial situations while delicately trying to drum up business.
It can be a challenge to address a serious and grim topic while also remaining upbeat and sharing hopefulness. Here are five successful approaches that USA-based home professionals have taken amid the country’s hard-hit coronavirus crisis, which can also be used here. You’ll also find some dos and don’ts to help you strike the right note in your writing.
It can be a challenge to address a serious and grim topic while also remaining upbeat and sharing hopefulness. Here are five successful approaches that USA-based home professionals have taken amid the country’s hard-hit coronavirus crisis, which can also be used here. You’ll also find some dos and don’ts to help you strike the right note in your writing.
1. Offer free services
Emily Griffin and Stephanie Houghton, partners in Emily Griffin Design, recently sent out an email with a cheerful tone to their subscribers offering free half-hour design consultations. It begins:
We hope you’re all staying healthy, happy and relatively sane in your houses right now. All this time focused indoors has us looking around and seeing our homes differently, and wondering what we can do to mix things up a bit and bring a little beauty to our spaces. We want to help in some small way.
The email goes on to explain the simple logistics of how to sign up. “We are so passionate about what we do and it pained us to have to pull back on work,” Houghton says. “When I suggested offering free consultations Em was immediately onboard, and we’re enjoying it so much that another designer from our firm just asked if she could pitch in.”
Emily Griffin and Stephanie Houghton, partners in Emily Griffin Design, recently sent out an email with a cheerful tone to their subscribers offering free half-hour design consultations. It begins:
We hope you’re all staying healthy, happy and relatively sane in your houses right now. All this time focused indoors has us looking around and seeing our homes differently, and wondering what we can do to mix things up a bit and bring a little beauty to our spaces. We want to help in some small way.
The email goes on to explain the simple logistics of how to sign up. “We are so passionate about what we do and it pained us to have to pull back on work,” Houghton says. “When I suggested offering free consultations Em was immediately onboard, and we’re enjoying it so much that another designer from our firm just asked if she could pitch in.”
Each of them tackles a few of the consultations per day. Potential clients send them plans and photos ahead of time then they communicate via FaceTime. The designers share ideas and sketches and direct furniture rearrangement from afar.
“The offer has been so well-received. And it’s a two-way street – we are getting so much joy out of providing people with a bright spot in their day,” Houghton says.
And so far, about half of the free consultations have led to bigger projects. “That was not the intent of doing this, but the quick half-hour consults have been the perfect reason for people who have been too busy or intimidated to hire a designer to reach out,” Houghton says.
Need to expand your business network? Find and connect with other design professionals on Houzz
“The offer has been so well-received. And it’s a two-way street – we are getting so much joy out of providing people with a bright spot in their day,” Houghton says.
And so far, about half of the free consultations have led to bigger projects. “That was not the intent of doing this, but the quick half-hour consults have been the perfect reason for people who have been too busy or intimidated to hire a designer to reach out,” Houghton says.
Need to expand your business network? Find and connect with other design professionals on Houzz
2. Show concern for wellness
Craig and Jessica O’Connell of Craig O’Connell Architecture titled their recent newsletter ‘How We Are Making It Through These Challenging Times’. It opens with a photo of the couple and their two children.
“Craig and I discussed the tone and content of the newsletter quite a bit before writing it,” Jessica says. “We are a small family business and our goal for quite some time now has been to share more of our real, personal story in our outreach. This situation was no different.”
They wanted to explain to current and potential clients how their business will be functioning during the COVID-19 crisis. But they also wanted to reach out to their communities with helpful advice about staying mentally and physically healthy during this tough time.
Craig and Jessica O’Connell of Craig O’Connell Architecture titled their recent newsletter ‘How We Are Making It Through These Challenging Times’. It opens with a photo of the couple and their two children.
“Craig and I discussed the tone and content of the newsletter quite a bit before writing it,” Jessica says. “We are a small family business and our goal for quite some time now has been to share more of our real, personal story in our outreach. This situation was no different.”
They wanted to explain to current and potential clients how their business will be functioning during the COVID-19 crisis. But they also wanted to reach out to their communities with helpful advice about staying mentally and physically healthy during this tough time.
“Craig is upbeat and positive by nature, so we wanted that to come through,” Jessica says. Their newsletter includes tips on how to keep everyone in the family calm at home and advice on maintaining an upbeat attitude. The couple also share how they’re alleviating stress themselves, including links to their favourite meditation apps and programs they’ve found helpful. They end the letter with a link to a recent Houzz article that features one of their projects for inspiration.
“We care about the people we work with and realise that the most important task we all have right now is to take good care of ourselves and our families,” Jessica says. “We were hoping that by sharing some things that are helping us stay sane that we could also help others. I’m a yoga teacher so wellness and mindfulness are always top of mind and important values in our family.”
“We care about the people we work with and realise that the most important task we all have right now is to take good care of ourselves and our families,” Jessica says. “We were hoping that by sharing some things that are helping us stay sane that we could also help others. I’m a yoga teacher so wellness and mindfulness are always top of mind and important values in our family.”
3. Share inspiration that takes readers away
Interior designer Ellen Nystrom outlines themes for her quarterly newsletter, then writes posts on her blog accordingly. Then she links people to these blog posts within the body of the newsletter, which is a good way to draw them to her business’ website.
“I consider the blog to be like a design journal where I capture things that will inspire our projects, whether directly or indirectly,” she says.
Of course, Nystrom had no idea we’d be in this situation months ago when she was planning her newsletter and the posts it would feature. But the theme she’d planned, relating to emergence after the northern hemisphere’s winter months, worked well as an inspiring message for everyone looking forward to emerging from self-isolation. Her newsletter includes themes of nesting, fostering creativity with spaces at home, connecting with nature and a virtual tour through the gardens of Norway. This photo she took there last summer is included in the newsletter, and here’s how she captioned it:
Whatever happens over the next weeks and months, the natural world can be a source of comfort and healing. If you need a little reminder of the wonders of nature, take a trip to the gardens of Norway through this blog post about the gardens I visited last summer on our family vacation.
Interior designer Ellen Nystrom outlines themes for her quarterly newsletter, then writes posts on her blog accordingly. Then she links people to these blog posts within the body of the newsletter, which is a good way to draw them to her business’ website.
“I consider the blog to be like a design journal where I capture things that will inspire our projects, whether directly or indirectly,” she says.
Of course, Nystrom had no idea we’d be in this situation months ago when she was planning her newsletter and the posts it would feature. But the theme she’d planned, relating to emergence after the northern hemisphere’s winter months, worked well as an inspiring message for everyone looking forward to emerging from self-isolation. Her newsletter includes themes of nesting, fostering creativity with spaces at home, connecting with nature and a virtual tour through the gardens of Norway. This photo she took there last summer is included in the newsletter, and here’s how she captioned it:
Whatever happens over the next weeks and months, the natural world can be a source of comfort and healing. If you need a little reminder of the wonders of nature, take a trip to the gardens of Norway through this blog post about the gardens I visited last summer on our family vacation.
Her photo spreads some joy and inspiration, while encouraging people to click over to her website to take the virtual tour.
“Residential interior design is such a personal process, so I want my newsletter and blog to help attract clients that would feel a connection to me as a person, and help them feel like I ‘get them’,” Nystrom says. “By writing in a personal and authentic voice about topics that matter to me, I hope that it will draw in clients that find value in my point of view.”
How Builders are Responding to These Corona Times
“Residential interior design is such a personal process, so I want my newsletter and blog to help attract clients that would feel a connection to me as a person, and help them feel like I ‘get them’,” Nystrom says. “By writing in a personal and authentic voice about topics that matter to me, I hope that it will draw in clients that find value in my point of view.”
How Builders are Responding to These Corona Times
4. Provide design guidance for stay-at-home challenges
Part of going through this all together means we all have to stay apart, working and schooling from home. For her most recent email to her database, Suzanne Manlove of Arlington Home Interiors thought about what would be most helpful to readers as they navigate shelter-in-place realities. She kicked off her newsletter with this note:
Remember the days when working from home meant ‘working’ (wink, wink) from home. It was an occasional thing; a sick child, a snow day, a home repair with a ridiculous eight-hour arrival window. It was easy enough to keep up with your emails for a day while letting the kids binge on their screens. Boy, those were the good old days, weren’t they? Now, the reality is you have to be productive at home. Working on your laptop on the sofa surrounded by a zillion distractions is not going to cut it. It’s time to seriously consider setting up a home office.
Her newsletter includes a home office mood board and a link to a ‘Six Home Office Essentials’ blog post. She sums it up with a note letting people know she is up and running with remote design services, plus a link to her email address.
Part of going through this all together means we all have to stay apart, working and schooling from home. For her most recent email to her database, Suzanne Manlove of Arlington Home Interiors thought about what would be most helpful to readers as they navigate shelter-in-place realities. She kicked off her newsletter with this note:
Remember the days when working from home meant ‘working’ (wink, wink) from home. It was an occasional thing; a sick child, a snow day, a home repair with a ridiculous eight-hour arrival window. It was easy enough to keep up with your emails for a day while letting the kids binge on their screens. Boy, those were the good old days, weren’t they? Now, the reality is you have to be productive at home. Working on your laptop on the sofa surrounded by a zillion distractions is not going to cut it. It’s time to seriously consider setting up a home office.
Her newsletter includes a home office mood board and a link to a ‘Six Home Office Essentials’ blog post. She sums it up with a note letting people know she is up and running with remote design services, plus a link to her email address.
Terracotta Design Build has also tailored emails and corresponding blog posts towards helping clients navigate sheltering in place through design. The company’s most recent email acknowledges that this is a tough situation, but it has an encouraging and helpful tone, declaring: “So let’s get creative. Let’s make the most of the situation”.
It then links to a helpful post on its blog about how to set up for and manage stay-at-home school days. Another post is full of good tips for setting up a functional work-from-home space.
It then links to a helpful post on its blog about how to set up for and manage stay-at-home school days. Another post is full of good tips for setting up a functional work-from-home space.
5. Drum up support for your community
No, you may not be seeing any scenes like this one in the near future. But that doesn’t mean you can’t continue to foster a strong sense of community. The weekly newsletter of design expert, author and store owner Joan Osofsky has always supported other local businesses in her community. “It’s our way of keeping in touch with our base, and I didn’t want it to push sales and shopping on them,” she says.
Last week, her newsletter explained that the company’s physical stores (in New York and Massachusetts) would be closed and that their mail orders would be halted temporarily for the safety of their employees and customers. But the bulk of it is about supporting community and it offers resources for readers who are suffering. She highlights how to support local charities and businesses in her rural New York community, and provides information about free mental health services for those who are struggling. She also includes recipes for delicious comfort food.
No, you may not be seeing any scenes like this one in the near future. But that doesn’t mean you can’t continue to foster a strong sense of community. The weekly newsletter of design expert, author and store owner Joan Osofsky has always supported other local businesses in her community. “It’s our way of keeping in touch with our base, and I didn’t want it to push sales and shopping on them,” she says.
Last week, her newsletter explained that the company’s physical stores (in New York and Massachusetts) would be closed and that their mail orders would be halted temporarily for the safety of their employees and customers. But the bulk of it is about supporting community and it offers resources for readers who are suffering. She highlights how to support local charities and businesses in her rural New York community, and provides information about free mental health services for those who are struggling. She also includes recipes for delicious comfort food.
“We have always supported other local businesses in our community through our newsletter,” Osofsky says. “Supporting each other now is how we’ll all get through this.”
Janet Price of Bearded Builders says that while they’ve shut down their operations temporarily for safety, they’re staying connected to clients and potential clients online. This includes encouraging support for local businesses and advice on how to do so.
“We have also recently hosted a drawing where we gave away a restaurant gift card to one of our followers,” Price says. “Everyone is in this together. For the most part, we are all trying to stay positive amidst all of the uncertainty.”
Janet Price of Bearded Builders says that while they’ve shut down their operations temporarily for safety, they’re staying connected to clients and potential clients online. This includes encouraging support for local businesses and advice on how to do so.
“We have also recently hosted a drawing where we gave away a restaurant gift card to one of our followers,” Price says. “Everyone is in this together. For the most part, we are all trying to stay positive amidst all of the uncertainty.”
Dos and don’ts for newsletters in the time of COVID-19
These are strange times, and the usual marketing emails may not be appropriate to send out right now. Here are some guidelines to keep in mind.
Do… set the right tone
As you connect with your clients and other subscribers to let them know about your new business practices during the COVID-19 crisis, it’s important to set the right tone. Start by acknowledging your understanding of the local public health situation and relay your concern and best wishes. When things seem grim, recipients will appreciate a tone that’s positive and upbeat. Keep a ‘we’re all in this together’ attitude.
Government Packages and Financial Support for Your Business
These are strange times, and the usual marketing emails may not be appropriate to send out right now. Here are some guidelines to keep in mind.
Do… set the right tone
As you connect with your clients and other subscribers to let them know about your new business practices during the COVID-19 crisis, it’s important to set the right tone. Start by acknowledging your understanding of the local public health situation and relay your concern and best wishes. When things seem grim, recipients will appreciate a tone that’s positive and upbeat. Keep a ‘we’re all in this together’ attitude.
Government Packages and Financial Support for Your Business
Don’t… be afraid to get personal
This is a good time to get more personal than you otherwise might. Authenticity and transparency will help your newsletter recipients feel a connection to you.
Add a personal anecdote, perhaps about your demanding new role as the provider of three square meals a day, expressing your appreciation for educators and healthcare workers, or share ways you and your family members are adjusting to being together at home 24 hours a day.
“It was important to me to do this authentically,” Osofsky says. “Times are challenging. But we have to hold our ground and show that we have a spirit and a soul.”
“Jess and I have been trying to be as authentic and real as possible during these times,” Craig O’Connell says. “It’s tough trying to keep a general message going out without being relevant to the latest daily and weekly events.”
This is a good time to get more personal than you otherwise might. Authenticity and transparency will help your newsletter recipients feel a connection to you.
Add a personal anecdote, perhaps about your demanding new role as the provider of three square meals a day, expressing your appreciation for educators and healthcare workers, or share ways you and your family members are adjusting to being together at home 24 hours a day.
“It was important to me to do this authentically,” Osofsky says. “Times are challenging. But we have to hold our ground and show that we have a spirit and a soul.”
“Jess and I have been trying to be as authentic and real as possible during these times,” Craig O’Connell says. “It’s tough trying to keep a general message going out without being relevant to the latest daily and weekly events.”
Do… let people know you’re here for them
If the point of your newsletter is to relay how your business is operating, follow up the initial acknowledgment of the crisis with this information. Be sure to stress safety measures you’re taking in compliance with social distancing. This is also an opportunity to explain the virtual consultation and meeting options you’ll be using during the crisis.
7 Video Background Images to Elevate Your Work-From-Home Time
If the point of your newsletter is to relay how your business is operating, follow up the initial acknowledgment of the crisis with this information. Be sure to stress safety measures you’re taking in compliance with social distancing. This is also an opportunity to explain the virtual consultation and meeting options you’ll be using during the crisis.
7 Video Background Images to Elevate Your Work-From-Home Time
Don’t… feel hemmed in by strictly design-related content
This is also a good time to stand out from the crowd by expanding beyond design-related content. Provide the kind of help needed by people who are isolated in place, such as the O’Connells’ wellness tips, Arlington Home Interior’s home office checklist, Osofsky’s recipes and Nystrom’s virtual tour of Norwegian gardens.
Other ideas include sharing your favourite at-home workout playlist; projects you’ve worked on with your kids; local walking routes you’ve been enjoying; photos of beautiful gardens around your neighbourhood; and books, podcasts and shows that took your mind off the current situation. You may also want to include ways people can help support local businesses and the community at large.
This is also a good time to stand out from the crowd by expanding beyond design-related content. Provide the kind of help needed by people who are isolated in place, such as the O’Connells’ wellness tips, Arlington Home Interior’s home office checklist, Osofsky’s recipes and Nystrom’s virtual tour of Norwegian gardens.
Other ideas include sharing your favourite at-home workout playlist; projects you’ve worked on with your kids; local walking routes you’ve been enjoying; photos of beautiful gardens around your neighbourhood; and books, podcasts and shows that took your mind off the current situation. You may also want to include ways people can help support local businesses and the community at large.
Do… encourage readers to play with design at home
Now is a good time to gain trust as an expert who potential clients may hire in the future. Houghton and Griffin are having a ball helping people from all over the world during their 30-minute free consults, and they’ve found it generates a great byproduct: new business.
Interior designer Amy Youngblood recently sent out an email offering free online design courses. The first one is about paint colours and the selection process. And the next one will be about how to accessorise, including demonstrations on her own bookcase and cocktail table at home.
And interior designer Shannon Ggem has been keeping busy by live-streaming free design consultations on Facebook Live. “It’s been a fun distraction for clients and friends that ups visibility of incredible vendor product as well and shows the value of designer expertise. And I love doing it,” she says. It’s keeping her so busy that she hasn’t yet had time to pull the results together into a newsletter, but she knows that when she does, it will provide great content that will illustrate how e-design consultation works.
Now is a good time to gain trust as an expert who potential clients may hire in the future. Houghton and Griffin are having a ball helping people from all over the world during their 30-minute free consults, and they’ve found it generates a great byproduct: new business.
Interior designer Amy Youngblood recently sent out an email offering free online design courses. The first one is about paint colours and the selection process. And the next one will be about how to accessorise, including demonstrations on her own bookcase and cocktail table at home.
And interior designer Shannon Ggem has been keeping busy by live-streaming free design consultations on Facebook Live. “It’s been a fun distraction for clients and friends that ups visibility of incredible vendor product as well and shows the value of designer expertise. And I love doing it,” she says. It’s keeping her so busy that she hasn’t yet had time to pull the results together into a newsletter, but she knows that when she does, it will provide great content that will illustrate how e-design consultation works.
Do… give people something to do
At this point, people may be feeling like they’ve streamed everything they ever wanted to watch, caught up on their reading and lost their voices talking with friends and family on the phone and during Zoom happy hours.
Emails and newsletters with suggestions for home projects that will help them through this time will be welcomed. Ideas include guidance for organising projects, setting up for working and educating from home, composing a gallery wall, planting an edible garden and prepping outdoor living spaces for the cooler weather ahead.
At this point, people may be feeling like they’ve streamed everything they ever wanted to watch, caught up on their reading and lost their voices talking with friends and family on the phone and during Zoom happy hours.
Emails and newsletters with suggestions for home projects that will help them through this time will be welcomed. Ideas include guidance for organising projects, setting up for working and educating from home, composing a gallery wall, planting an edible garden and prepping outdoor living spaces for the cooler weather ahead.
If you don’t have time to create this kind of content yourself, Houzz has created a Home Time series brimming with stories specifically related to living, working and schooling amid the coronavirus. Please feel free to link to any articles you feel would help your readers.
Your turn
What content are you sharing in your newsletters and emails during the COVID-19 crisis and have you had any feel-good responses that lifted your spirits? We could all use that, so share them in the Comments, like this story and join the conversation.
More
Read more stories for professionals in our Resilience series to bolster your business through the coronavirus crisis
Your turn
What content are you sharing in your newsletters and emails during the COVID-19 crisis and have you had any feel-good responses that lifted your spirits? We could all use that, so share them in the Comments, like this story and join the conversation.
More
Read more stories for professionals in our Resilience series to bolster your business through the coronavirus crisis
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Great article! Thanks for including us. We enjoyed reading about how other professionals are thinking creatively and supporting clients.
Love this article, thanks so much Becky!! We are also doing remote initial sales consultations via Zoom, and adding a COVID area to our website so potential clients can understand what we are doing to keep our staff and clients safe!
A really useful article, thank you, with great ideas and encouraging generosity of spirit too.