Why Email Marketing for Architects and Interior Designers Still Works in 2025
- Architecture Templates .co.uk
- 15 hours ago
- 5 min read
Most people aren’t ready to work with you yet — and once you start getting regular leads, you realise this. Some of them seem like ideal projects. They’ve followed you, maybe even enquired. But the timing’s not right. Not yet. They're in your sales funnel, but haven't quite got to the bottom.
And now you’re wondering how to keep in touch — without being pushy.
This is where most architects and interior designers struggle. Because if you’re not staying visible in a way that feels personal, useful, and low-pressure, people forget you. Not out of disinterest — just because life moves on, renovations happen, someone else shows up at the right time. And in all the noise, it’s easy to get lost.
The smartest studios I know are getting ahead of this. They’re not just posting on Instagram and hoping for the best — they’re writing newsletters. Staying in touch. Building quiet relationships in the background.
They’re being useful. Human. Present.
Some of these studios include:
Email feels more intimate — and you’re not at the mercy of algorithms. Only a tiny fraction of my followers see my Instagram posts. But an average of 45.2% of my email list reads my emails every week. Some even reply. We catch up.
That’s how you nurture leads and win better clients — with minimal effort, and minimal tech.
But most studios treat marketing like a tap: turn it on when they need clients, turn it off when they’re busy. That creates gaps — and in those gaps, you disappear.
Your best clients might take months to decide. Sometimes a year. They’re researching, saving, waiting. Your job isn’t to convince them today — it’s to stay memorable. To be the designer they remember when the time’s right. To be so clear in your value, and so familiar in their mind, that they don’t even consider anyone else.
Why Email Still Works (Even in 2025)
Instagram reach? Organic is unpredictable.
Ad costs? Rising and becoming more competitive everyday.
Email? It’s different.
It’s direct.
It’s personal.
It’s permission-based — they asked to hear from you.
And it compounds over time.
My open rate sits between 45–60%. That’s not from tricks — just plain, useful emails that respect attention and show up consistently. Compare that to the 5–10% reach most people get on social and it’s a no-brainer.
If you’ve ever thought: “I just want to stay top of mind without feeling salesy,”this is how you do it.
I don't sell in my emails, I provide food-for-thought, actionable tips, or I share what's working for me. You can join it here..
I keep promotional emails to a minimum, they tank, and the unsubscribe rate is crazy. You don't want to be spammy, you want people to look forward to your emails, make sure they have something they can take away with them.
What to Actually Send (Without Overthinking It)
It’s just storytelling.
Email doesn’t need to be clever. It needs to be relevant, useful, and about them — not you.
Think of it like this: your client is the hero. You’re the guide. The person quietly handing them the map, showing them a better way.
If you’re not sure where to start, try sending one of these:
Monthly Design Insights
A quick tip, trend, or lesson — something they’ll read and think, “That’s actually useful.”
It could be:
A simple explanation of a construction detail that you've thought about. Say concealing services.
A design choice that worked better than expected
A myth you’d love to see die (“No, you don’t need to open-plan everything.”)
What Worked Recently
Share a small win. It doesn’t need to be a finished project — it could be:
A detail that landed well
A smart layout tweak
A client's feedback mid-way through a process. This builds trust and subtly shows your value.
What Didn’t Work — and How You Fixed It
Everyone loves a good "nearly went wrong but we saved it" story. Tell the truth. Be transparent. It’s not about drama — it’s about showing how you think. How you solve. How you lead under pressure.
Soft, Exploratory CTAs
You don’t need to sell. You just need to invite. Try:
“Thinking of renovating? Here’s a local extensions guide to get your ideas clear.”
“Need help planning your layout? Hit reply — happy to offer a second pair of eyes.”
"Need help budgeting? Here's some ballpark costs we've seen this year."
Even if they don’t click, you’ve stayed in their mind. And that’s the goal.
Always Be Giving
Guides. Checklists. Workbooks. Budget Spreadsheets.
Free tools that make their life easier will always keep you in the picture.
It’s generosity that builds trust.
And it separates you from the architects and designers who only show interest when they’re selling.
It's so efficient to be able to get a huge amount of value via a PDF because it scales without you taking on staff. If you use Flodesk, like I do, it doesn't cost you more when you send additional emails. It's a fixed cost. Try it here free for 14 days.
Real Numbers From My Own List
Here’s what I’ve seen with my audience over the last 6 months:
Average open rate: 45.2% (20% is typical)
Click rate: 2.4%
Most clicked email: My most profitable email I send every week.
Least effective: Anything that felt like a promo or wasn’t useful.
My takeaway so far.
Keep it personal.
Keep it honest.
Stay consistent.
Tell good stories.
The Tool I Use (and Recommend)
I use Flodesk to manage everything: welcome sequences, newsletters, and automations. Why?
The emails look like my brand (not like corporate spam)
It’s flat-rate pricing — no penalty as your list grows
It doesn’t overwhelm you with features you’ll never use
It’s genuinely enjoyable to use
I’ve tried Mailchimp. I’ve used HubSpot. Both felt bloated and the pricing just does not work for architectural practices nurturing leads and wanting to send regular emails.
Flodesk is different for smaller businesses like us. And if you’re a visual person who likes clean design, you’ll probably like it too.
Final Thoughts
You need to stay visible to the ones you already have — without burning out, chasing likes, or reintroducing yourself every time someone finally gets in touch. Email should be an addition to your overall marketing strategy. Focus on the funnel, build it, one part at a time.
Email works while you sleep. It builds trust slowly, over time. And when the timing is right, you’re not forgotten — you’re the only choice. I'll be writing a whole series of blogs on this over the next coming weeks:
7 Mistakes Architects Make with Email (and What to Do Instead)
Email Platform Showdown: Best Tools for Small Design Studios
The Perfect Welcome Sequence for Architects and Designers
My System-Focused Architect's Toolkit – My Favourite Platforms That Run My Business
If you'd like to learn more about what we do at Architecture Templates, download our free 40-page client guide.
Until next time,
