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Boulder Arts and Crafts

Constant Contact Customer Since: 2003
List size: 1,676
Open rate: 36.5%
Website: www.boulderartsandcrafts.com

What began in 1971 as a small artists' cooperative sharing space with a waterbed store, is now a 1,400-square-foot gallery in the heart of Boulder, Colorado. Tourists and locals alike visit Boulder Arts and Crafts for its unique, handmade pieces of pottery, glass, textiles, and more. And with a vast range of prices, the store has something for everyone's budget.

Internet, Website, and Email...Oh, Yes!

Convinced it was time to enter the computer age, the store launched a website in 1999. Several years later, artist and co-op member Vivian Jean began to look into email marketing as a way to stay connected with the store's customers. The items sold at Boulder Arts and Crafts must be seen to be appreciated, so text-only email communications weren't going to work. Several members suggested sending emails with attachments, but Vivian knew there must be a better way. A quick search on the Internet led her to Constant Contact.

She was drawn to Constant Contact's usability and ease of navigation. "Constant Contact provided a good way for a group of people who aren't highly technical to affordably move into the 21st century in a professional way."

Vivian loves that Constant Contact's easy-to-use templates don't limit her creativity. She relies on the basic template design, but enjoys adding her own special touch. "I create headers in Photoshop, so I can stick in our logo and squeeze in more photos. We're a gallery. It's a visual experience and that's what I want to remind people of...I want to show them what cool stuff we have."

Divide, Conquer... and Track

Vivian stays connected with customers and brings them back to the store with emails that target their specific interests. She gives her subscribers choices, so they can determine what information they receive. She bases her options on frequently visited sections of the website (ceramics, glass, etc.). "When I send to a smaller group I know they are going to open it, because it's what they want."

Email marketing also helps Vivian promote the store's holiday sales, one-of-a-kind pieces, and in-store events, like "First Fridays" and craft workshops for kids. One of the store's most popular emails is an annual gift guide that links back to the website where visitors can find a great number of gift ideas.

And the store's email list is always growing. Sign-up cards are offered at the front desk and because many sales include gift-wrapping, customers have ample time to fill one out. Additionally, every receipt includes an invitation to join the list at the bottom, directing customers to the website, where all visitors are sure to see the sign-up box that is prominent on most pages.

The "Art" of Email Marketing Gets Results

Vivian prefers email marketing to print advertising because she can track results back to the emails she sent. "As a business with a small advertising budget, I needed trackable results to convince the other 39 owners of the growing value of email marketing."

A recent email marketing experience gave Vivian the proof she needed. It was the night before the store's annual Sidewalk Sale and they needed to free up some room in the store for additional merchandise. Vivian, who was creating an e-newsletter, decided to feature several large (and relatively expensive) pieces of furniture at a 25 percent discount.

"I quickly added a photo of the furniture, the original price, and the sale price. A customer called the next morning before our store even opened, leaving a message that he wanted the furniture he saw in the email. Two pieces sold, and we made $4,000!"

Email marketing is an important part of Boulder Arts and Crafts' marketing efforts and according to Vivian, one that she can count on time and time again.