Last year when we made the decision to refocus our inventory on vintage furniture, we wanted to become a go-to source for those in our area who paint and restyle those pieces. We’ve had some good feedback from this group on the mix of pieces in our booth, and we also sell some pieces online through the various buy and sell apps. We’ve had buyers say things like, “I’ll be looking for you on Letgo,” understanding that it might be kind of hit or miss for someone hoping to find our pieces.

Newsletter banner | Hazel & VerdieSo with that in mind, we decided to venture into e-mail marketing, and launch a newsletter for our painter friends to keep them informed about new items in our inventory. I want them to know about what’s in our booth, but also about what we have waiting to go in to the booth. (Because if we can sell a dresser without having to actually move it into the booth? Win-win!)

I started with a trip up to The Picker Knows, where I collected business cards from the booths of anyone selling painted furniture. I also looked up a few folks whose pages I’ve liked on Facebook, and a few buyers I had connected with on the buy-sell apps.
I compiled all the email addresses from these sources, contacted them individually to introduce (or re-introduce) myself and my newsletter concept, and asked if they would like to be included on my list of recipients. Out of 16 invitations, only two have not yet responded, and all others requested to be added to the list.

For the first issue, I made a list of the pieces I thought would be of most interest to painters, took some pictures of those pieces, and compiled their “quick stats” – price, condition, and how to purchase.

newsletter content | Hazel & VerdieI won’t go into a whole how-to on using the email software (I chose Constant Contact, which I love), but suffice to say it’s simple enough because it’s template-based, and I had no trouble compiling and sending my first issue. The software also tracks how many (and which) people opened the email and/or clicked on any of its links, and offers them an automated way to unsubscribe if they wish. (You can do a 60-day free trial with Constant Contact, then purchase a subscription after that. If you choose to do so, please email me first and I’ll send you an invite. If you end up subscribing to it, we’ll both get a $30 credit!)

Our first issue went out a few days ago, and we’ve sold one of the listed pieces. I haven’t figured out yet if it sold to a newsletter recipient, I plan to continue with the newsletter for awhile and hope to also grow the subscriber list. If you are local to the Des Moines, Iowa area and would like to be notified about our paintable inventory, please send me an email and I’ll add you to the list!

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