“The money is in our email list” — Knuttel Prints

This case study highlights a brilliant marriage of social media and email to drive sales.

Newsweaver customer Knuttle Prints sells giftware and prints by acclaimed Irish sculptor and painter Graham Knuttel. Niall Newman’s company Social Media Zen was tasked to drive sales.

Here’s how he combined social with email to drive sales:

  • Launches an online presence and a monthly email newsletter
  • Sets up a sign up form for the newsletter on Knuttel’s Facebook page
  • Attracts new subscribers by offering exclusive-to-the-newsletter competitions and discounts
  • To grow the mailing list, regularly promotes the newsletter on Knuttel’s social media outlets.
  • Increases opens and clicks by posting online that the newsletter has been sent – and that competition winners are only listed in the newsletter.

Results? To date €10,000 in sales has been generated directly from each mailing.

Niall says: “Email and social media have proven to complement each other very well. Social networks are fantastic for building a fan base; but the money is definitely in our email mailing list”.

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