Interior Designers: Build Your List, Not Just Your Feed

Let’s be real—social media can feel like a full-time job, and lately, it’s just not hitting the way it used to. You spend time creating beautiful content, writing thoughtful captions, and hitting “post” with high hopes… only to have it disappear into the algorithm void. Sound familiar?

The truth is, social media platforms are changing constantly. One day your post gets great reach, the next day—crickets. And the most frustrating part? You have zero control over it.

That’s why I want to talk about something that’s often overlooked but seriously powerful: your email list. No, email marketing isn’t dead (far from it). In fact, with the way social media is shifting, it’s more important than ever to build a list of people who actually want to hear from you—without fighting an algorithm to do it.

This isn’t about ditching Instagram (you know I love it too). It’s about making your marketing plan stronger, more reliable, and way more sustainable. Let’s talk about why interior designers need to build their list—not just their feed.

The Reality of Social Media in 2025

By now, we’ve all learned one thing about social media: just when you think you’ve figured it out, the algorithm changes—again. And 2025 is no exception. Platforms like Instagram and TikTok are constantly tweaking how content gets shown (or doesn’t), and it’s making it harder than ever to get in front of the people who actually want to see your work.

Even your most loyal followers—the ones who have liked, commented, and saved your posts in the past—might not see your new content. Not because they’re not interested, but because the algorithm decided it didn’t make the cut that day.

And honestly? That’s frustrating. You’re putting time and creative energy into planning, designing, and posting content that ends up buried in someone’s feed—or never shown at all. It can start to feel like shouting into the void.

Here’s the part that’s easy to forget: you don’t own your followers. Instagram does. TikTok does. At any moment, a platform can change the rules, limit your reach, or even (worst-case scenario) deactivate your account. That’s why building a platform you do own—like your email list—is so important. You control the message, the timing, and the relationship.

Why Email Marketing Still Works

Here’s the good news: while social media plays hard to get, email marketing is still showing up and doing the work.

Email is direct, personal, and best of all—algorithm-free. When you send an email, it lands straight in someone’s inbox. No guessing games. No hoping the platform decides to show it. Just a real message delivered to a real person who chose to hear from you.

And unlike social media, you actually own your email list. These are your people—past clients, potential clients, design lovers—who’ve raised their hand and said, “Yes, I want to hear from you.” There’s no middleman, and no platform deciding whether you’re visible today or not.

Plus, emails tend to get more engagement than social media posts. Open rates, clicks, replies—these are signs that people are not just seeing your content but actually paying attention to it.

It’s also one of the best ways to:

• Showcase new projects or portfolio updates

• Share blog posts or press features

• Launch new offers or services

• Stay top of mind with your audience in a low-pressure, high-value way

Email might not be flashy, but it’s steady, reliable, and super effective—everything you want in a long-term marketing strategy.

Email + Social = A Smarter Strategy

Let’s be clear—this isn’t about abandoning Instagram. It’s still a powerful platform for interior designers to share work, build visibility, and attract new followers. But relying only on social media? That’s where things can get a little risky.

A smarter approach is using Instagram and email together. Think of social media as the invitation—it’s where people discover you, fall in love with your aesthetic, and start following your work. But email? That’s where the relationship deepens. That’s where you nurture your audience, build trust, and turn casual followers into real clients.

The most effective marketing strategies don’t choose between platforms—they create a flow. You use social to attract and grow your audience, and email to engage and convert them. It’s a one-two punch that works because you’re showing up consistently, offering value, and building real relationships.

And honestly? Your most engaged followers want to hear from you beyond the feed. They want the deeper insights, behind-the-scenes stories, and updates that don’t get lost in the scroll. Email gives you the space to do just that—on your own terms.

Quick Tips to Start Your Email List

Starting an email list might sound overwhelming, but it doesn’t have to be. Here are a few easy steps to get going without feeling like you’re adding a whole new job to your plate.

1. Choose an Email Platform

There are tons of platforms out there, but here are a few we love:

• Flodesk: Gorgeous, easy-to-use templates—perfect if aesthetics matter (and for interior designers, they definitely do).

• Mailchimp: A popular starter platform with a free plan, though a bit more clunky to customize.

• ConvertKit: Great for automation and segmenting your audience, especially if you plan to get more advanced down the road.

Pick one that fits your needs and your comfort level—don’t overthink it.

2. Create a Simple Opt-In

Give people a reason to join your list! A helpful freebie or resource goes a long way. Think:

• A mini design guide

• A checklist for planning a renovation

• A fun “what’s your interior style?” quiz Make sure it ties into your services and the kind of client you want to attract.

3. Add Opt-Ins Everywhere

Make it easy for people to find your email list. Drop the link:

• In your Instagram bio

• On your website homepage

• At the end of blog posts

• In your Instagram Stories (often!)

The more visible it is, the more chances people have to sign up.

4. Start with a Simple Welcome Sequence

Once someone joins your list, don’t leave them hanging. Set up a short welcome sequence to say hi, introduce your brand, and let them know what kind of content they can expect. It’s a great way to start the relationship off on the right foot.

5. Email Regularly

You don’t need to send emails every week (unless you want to), but consistency matters. Show up regularly with content that feels like you. Some easy email ideas:

• A behind-the-scenes look at a current project

• A tip you recently shared with a client

• A round-up of things inspiring you this season

• A personal note about your design process or philosophy

Keep it real, keep it helpful, and you’ll start to build a list that actually looks forward to hearing from you.

Conclusion

If there’s one thing that’s become crystal clear in 2025, it’s this: social media reach is unpredictable, but email? It’s steady, strategic, and totally in your control.

You don’t need to ditch Instagram or become an email marketing expert overnight—but you do need to start building something that’s yours. Something that isn’t at the mercy of an algorithm or platform update.

Starting your list now, even with just a few subscribers, is one of the smartest moves you can make for long-term connection and growth. It gives you a direct line to your most engaged audience—the people who actually want to hear from you and are more likely to become clients, collaborators, and supporters of your brand.

Need help getting started? I’ve got you. My course, Email Marketing for Interior Designers, walks you through exactly how to set up your list, create content people love, and build a system that works for you.

👉 Check out the course here and take the first step toward building a marketing strategy that doesn’t depend on the algorithm.

You’ve got this—and your future self will thank you.