Selling products online that have a high average order value like furniture can be complicated, so it's key to master every acquisition channel, including email. Here, we curated click-worthy email examples from some of the best furniture DTC brands. You'll find campaign inspirations related to promoting their products using creative and modern approaches to visualization, offering expert services, sharing design tips, and more.
- Combine promotions with a sense of urgency
- Send seasonal emails
- Use high-quality visuals and provide an AR experience
- Offer free consultations and swatches
- Share inspiration and trending ideas
1. Combine promotions with a sense of urgency
Most furniture brands regularly send promotional emails to announce special offers such as big sale events, and limited-time deals. Promos and urgency usually go hand in hand. This is a classic but winning combo proven to drive sales.
These two emails from Rove Concepts are excellent examples of creating a sales pitch that emulates a similar sense of urgency in potential customers. We love how they combine various clever tactics. Let’s break down the elements they have rolled into a single email by adding certain words to the copy:
- 4 days only” and they set a countdown for their offer - triggering urgency
- “until + the date & time the promo will end” - setting a deadline
- “while supplies last” - invoking scarcity
- “20% back in voucher” - providing incentives
- “flash sale” and “24-hour sale”- encouraging swift action
Biggest sale of the year: Up to 80% off
24 HOURS ONLY
2. Send seasonal emails
You can take many different opportunities to reach out to your email subscribers by sending them seasonal emails. These types of emails are based on a theme that most people can relate to, that’s why it’s proven to help in promoting your products that fit the festive spirit and specific needs of these times.
As we are in the Summer season (at least at the time of this writing), most of the furniture brands keep on sending multiple emails related to Summer where they showcase their outdoor products combined with other angles like a staycation, the need for a chill & relaxing vibe, get together activities, etc.
This email from Interior Define shows an inspiring layout for promoting their items that are a perfect fit for the season. Note how they cleverly complement the “summer vibe” in each of their statement piece. So, if your products can help customers feel better this season or can relate their activities in any way, use them to your advantage in your newsletter.
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3. Use high-quality visuals and provide an AR experience
Furniture is a visual industry so it’s vital to make your products look their best. The use of top-notch imagery will increase audience engagement. And by selecting quality and impactful images for your business, you create a perfect way to help potential customers envision your product fitting into their lives, particularly in their homes if talking about furniture.
Interior Define usually sends emails with new ways of visualization such as the 360-views with high-quality product visuals.
NEW ARRIVAL: the Fiona collection
With the rise of technology, some furniture brands are now utilizing Augmented Reality. AR allows them to provide realistic product visualizations to customers before they make a purchase. How is it possible? Shoppers can now point their devices to any space in their home or office and choose the item they want to place there. Like what Rove Concepts offers where site visitors can just scan a QR code of a chosen product and then position it in their own space and see it in “almost” real life. In most of their emails, they highlight this advanced feature.
Styling is also incredibly important when it comes to furniture images, as you want to display the product in a natural, engaging setting. In this email example, Rove Concept combined the AR feature and creative styling.
FLASH SALE: Up to 70% off
4. Offer free consultations and swatches
Not everyone has the “interior designer” level of expertise when it comes to arranging and decorating their home spaces. So, for a furniture brand, it can be challenging to point your customers to the products that will best suit their places.
This email from Outer is a brilliant move to share an important service they offer, i.e. design consultation and free swatches. This is something that can sort a number of problems from the space measurement to fabric materials and accessories to be used. It’s a great way to encourage customers to try the service as if they’re getting an expert hand to help them in every step, which will eventually foster a good relationship and build trust in your brand. It also ensures that buyers are getting the best value for their money.
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5. Share inspiration and trending ideas
People look for inspiration online to either create their own space, re-organize it to accommodate events and visitors, or just when they feel like sprucing up. For these reasons, you can create emails that will target home buddies.
The Cotswold Company regularly ****sends emails containing valuable content related to furniture trends, interior design tips, or home improvement ideas.
So, if you have a blog section or separate website around the furniture industry, send emails with links to your latest posts. When customers land on your post, you make them exposed to your desired action and this will also increase your brand loyalty.
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Allow your online presence to make a statement. These inspirations may help.
