Christmas is nearly here!
This time of year tends to make me think about all the people that have come in and out of my life in the past 12 months.
And it’s usually about this time I’ll somewhat guiltily start trying to make an effort to stay in touch with them – not through Christmas cards mind you – but I’ll be dropping people Facebook messages and email with some festive greetings.
It’s always a good idea to stay in touch with people – you never know when they’re going to come back into your life, or when you will need them too. This is especially true in a business like makeup artistry where word of mouth can be one of the most frequent sources of new work.
First you need a reason…
And if you’re a bridal makeup artist you have the perfect excuse – wedding anniversaries. Dropping an email on the date of the big day one year later and in the years that follow will always keep you in the mind of your former clients.
If they’re asked by a friend if they know a makeup artist they still will! And if they need makeup for a special occasion then they’re going to still have your details to hand.
As mentioned above, I also like to use Christmas as a good excuse – and it’s a good time to make the effort to get back in touch with everyone at the same time!
…then you need a good way to do it
In the age of the internet there’s no excuse not to make things easy for yourself. And in the world of makeup artistry where networks can be big and staying in touch can be a big job (and one that hopefully gets bigger every year) the best way to do it is will an email marketing service – a tool for sending lots of emails to lots of people with the click of a button.
At CareerInMakeup we use Mailchimp – and we love it. It’s super easy to use, and is free for simple functions (provided you have a list of email addresses that is smaller than 500 people and that you don’t need advanced functions like automated emails). We think it’s a great tool to get started!
So what are your steps to get this up and running? We need…
Email marketing for makeup artists
Lets use sending a Merry Christmas email to all your clients and people you’ve worked with as an example!
1. Put together your email list
If you’ve not already done it this is going to be the most time intensive step, as you’re going to have to dive into your inbox and build a spreadsheet of contacts. You can do this using Excel or Google Docs, and it’s a good idea to take the contact’s first name and email address, as a minimum, but anything else you want to pull together at this stage could come in handy later. If you do bridal for example then wedding date is a really good one (more on this in a minute).
Why do you need more than just the email? Well yes, we’re trying to automate things, but we should still aspire to be personal (especially at Christmas!)
2. Create a MailChimp account
Super simple and free – navigate to www.mailchimp.com and get registered!
3. Import your email list
Once you’ve created your account you’ll need to create a list, which you can do by clicking on Lists at the top and then Create List – and following the instructions. Once created, navigate into the list, and click add subscribers and then import. Follow the instructions to add the list you just created in step 1.
4. Build an email to send them
Okay that’s the hard work done – next job is to create your Christmas email to send your list. In email marketing speak this is referred to as a “Campaign” – but don’t worry too much about that.
Hit Campaigns, then Create Campaign > Regular Campaign
You’ll then be asked a series of questions – if you’re not sure just leave the default option. They include:
- Who you want to send it to (probably the whole list you just created right?)
- What is the subject line of your email
- Who should the email be from (remember, MailChimp are sending this email even though it will appear to be from you)
- Which template do you want to use to design your email (in other words how do you want you email to look? The 1 column template will be great for most emails)
- When do you want to send the email (you can send it right away, or schedule it for a specific time and date)
You’ll also need to add in the content of the email, and if you wish you can add any branding you like at this point, or pictures. It’s all drag and drop, and very straightforward. In this case as well, we’re going to be getting festive!
You can also preview your email at this point by hitting the “Preview and Test” button at the top.
This is by no means mandatory, but if you have everyone’s first names in your list then it’s a shame not to. In the designer look for the “Merge Tags” drop down menu, and select the field you want included in the email. You can place this multiple times or just at the beginning. Your call.
6. Send it!
Once you’re happy will the email you’ve created then it’s time to send. It’s worth sending a test to yourself first to see how it looks (again – hit “preview and test”) – but once you’re happy then go for it and hit send. Congratulations – you just send your business’ first marketing email! You can now enjoy some festive cheer and hopefully some associated festive eggnog.
And it doesn’t have to stop there!
We’ve used Christmas as an example, but there are many ways to use email marketing and this is just one of them. Obviously it’s not just for staying in touch. If you launch a new service or product, or a running a promotion then it’s extremely valuable to collect a list so that you can promote it to them.
One thing we’ve got set up for Ashley is automated follow ups for her bridal clients based on their anniversary date.
If you’d like to know how to set this up in MailChimp, sign up to our mailing list below, and you’ll get access to our quick guide. Automation in MailChimp does cost a little money (about 3 cents an email) but can be a wonderful way to stay in touch with clients – and really set yourself apart from the crowd!