La capsula Informativa: Interior Design Strategy E-Newsletter Segmentation Leads to Increased Open Rates

Like many small businesses, Concetti’s lean but mighty team often found themselves juggling marketing responsibilities in addition to their day-to-day design work. After approximately one year of consistent growth, the Detroit-based interior design strategy studio partnered with our team in August 2022 to support their evolving communications needs, including email marketing.  

At this point, Concetti was already doing a great job communicating with their email audience frequently. In fact, they were sending several emails out each month covering various topics – like project launches, client testimonials, giveaways and more. 

Before taking on content creation, our first step was consolidating these efforts into a monthly e-newsletter. This way, we could help them streamline efficiencies and add consistency to give Concetti’s email audience a clearer idea of when to expect communications from them.  

Plus, we also had the benefit of an already engaged email audience – their January to July 2022 average open rate was 38% – well above the industry-wide average of 21.33% (according to MailChimp’s industry benchmarks). However, we wanted to take it a step further than adding efficiency and creating the content each month. 

So, where else can an e-newsletter go when engagement is already strong? Our approach was something that’s helped us increase engagement time and time again: segmentation.