Customer Spotlight: Gracious Style


Today we shine our customer spotlight on “Gracious Style,” purveyors of stylish home decor items. As you’ve been following this series you’ve probably noticed that those succeeding with email marketing have some things in common. One of the most fundamental commonalites is a respect for their subscribers and a commitment to offer them content which adds real value to their day. In email marketing, you get out of it what you put into it.

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Can you tell us a little about your business and your experience using email marketing?

Gracious Style is an online boutique of accessories for the home. We specialize in high-quality fine linens, dinnerware, bedding, bath, and home decor products made by artisans and small family-owned ateliers. We’ve been in business since 1999 and have worked with both high-end consumers and some of the world’s best-known interior designers and architects to furnish everything from private homes, yachts, jets, corporate boardrooms, hotels, restaurants, and embassies.

We use email marketing as a way to introduce new collections, discuss design ideas and trends, suggest gift ideas, and promote special offers.


Tell us about the success you’ve experienced as a result of using GetResponse.

We’ve found email to be a great way to stay in touch with our customers and prospects. People really look forward to interesting new design ideas and special offers from us, and it helps keep our brand and our website in front of them.


Why is email so important to your business as a marketing channel?

It’s a great way to stay in touch and to explain concepts in depth. For example, we love to use email to talk about different artisans behind our collections, their inspirations, and their passions. This really helps our products come alive.


What is the biggest mistake people make in email marketing and how can it be avoided?

Sending the same offer over and over again.


Readers are real people, and they need to feel like you are crafting carefully-constructed messages for them to read. Their time is valuable and they want their emails to feel authentic.



If you could give one email marketing tip to others, what would it be?

Mix it up. Try different kinds of e-mails: some educational, some fun, some offers.