Name: Brenda McMahon
Company: Brenda McMahon Ceramics
Background: I met Brenda back in college when I lived with her sister. We have been in and out of touch over the years and she reached out to me early last summer to help optimize her email marketing and E-newsletter campaigns. She has multiple audiences to keep in touch with, customers that collect her work as well as students who attend her various workshops and classes in addition to people she meets at crafts shows that may eventually fall into one or both of those categories.
She already had a Constant Contact account and had set up a template and mailing lists but wasn’t getting the results she wanted.
The Plan:
We spent some time segmenting her email marketing lists and discussing how to use those lists to ensure she was delivering the right content to each of the various groups she keeps in touch with. And I created a new template for her. Brenda has a great eye and fabulous images to work with so this was a fun project!
We also came up with an editorial calendar and talked about content. Since she offers a lot of classes and programs, much of her content revolves around announcing these. She also includes behind the scenes photos of the works in progress and showcases the final pieces.
Her Story:
I have been a full-time ceramic artist for over 17 years and I’ve been collecting names all that time. Each month I send my appreciators updates on my creative expressions, new firings and designs I’m working on. I fill them in on one personal note just to keep it real – and I always invite them to browse through my website & welcome them to my once a year Open Studio & Sale Event.
I have had people who have ‘watched’ me for years, finally select the piece they want and others who have supported me for years, add to their growing collection. I always hear people love the updates, the beautiful photographs and the simple short notes about my clay world.
My newsletter keeps me connected to my support base and keeps them connected to me. Business, I have learned, is all about relationships and the Constant Contact Newsletter is a great way to maintain those relationships with joy, honesty & integrity.
Click here for an archive of her past e-newsletters
Thank you Brenda, for sharing your story!
