Artisan Home Tour season is here—and if you’re a design or build professional, your email marketing should be working as hard as you are.

Whether you’re showcasing a new-build masterpiece or a fully reimagined renovation, tours like the Artisan Home Tour, the Parade of Homes, the Homes by Architects Tour, or the Luxury Home Tour offer something truly special: the chance to invite people into the heart of your work. But here’s the thing—simply being on the map isn’t enough to make the most of these incredible opportunities.

To really maximize these major industry moments, you need something that feels both strategic and genuine: a thoughtful email marketing plan that connects with people before they even step through your front door.

At Auden Street, we’ve had the privilege of being apart the marketing teams behind 14 homes featured in the Parade of Homes and Artisan Home Tour on behalf of award-winning clients like City Homes, Stonegate Builders, and The Sitting Room. Through this work, we’ve learned what it takes to turn genuine curiosity into meaningful connections—and those connections into lasting client relationships.

Below, we’re breaking down the must-have marketing emails that can help you make the most of your next home tour, whether you’re participating for the first time or looking to elevate your approach.

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Why Email Marketing Matters During Home Tour Season

Email marketing is one of the most powerful tools in your marketing toolbox. It gives you direct access to your warmest audience—clients, colleagues, vendors, and past visitors—at a time when they’re most engaged. During home tour season, inboxes become a key touchpoint for:

• Announcing your participation
• Offering exclusive insights into your featured home
• Driving foot traffic (and web traffic)
• Creating buzz and building brand loyalty
• Converting interest into consultations and future clients

Here’s what makes email marketing so powerful during tour season: it works beautifully whether someone can visit in person or not. With thoughtful storytelling, stunning photography, and maybe a virtual tour, you can create an experience that feels just as meaningful for someone across the country as it does for your neighbor down the street.

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The 7 Must-Have Emails for Every Home Tour Campaign

1. Announcement Email

This is your moment to reconnect with your community and share the exciting news. Let your list know you’ll be featured in the tour, and offer a little preview of what makes this home special. Think of this as catching up with old friends—share what you’ve been working on since your last tour appearance, what drew you to this particular project, and why you’re excited for people to experience it.

Subject line idea: We’re on the Artisan Home Tour—Come See What We’ve Been Building

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2. About the House Email

Now comes the fun part—diving into what makes this home truly special. This isn’t just about square footage and finishes (though those matter too). Share the design story, the inspiration, the challenges you solved, and the moments that made you proud. Include beautiful photography ore renderings that showcases not just how the space looks, but how it feels.

Remember, many of your readers may never be able to visit in person, so make this digital experience something they’ll treasure. Consider including a Matterport tour, video walkthrough, or link to more photos in your portfolio.

Subject line idea: Inside Look: The Story Behind Our Tour Home

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3. Pre-Tour Reminder Email

Send this 3–5 days before opening weekend. Keep it warm but practical—dates, hours, location, and an easy link to tickets. Let your earlier emails share the project details; this one is simply about making it easy for people to plan their visit and get excited about the experience ahead.

Subject line idea: Plan Your Visit: Artisan Home Tour Opens This Weekend

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4. Tour Open Email

This email goes out on opening day and should feel like you’re personally welcoming each reader to experience your work. Include all the practical details they need, but also consider adding something special—maybe “A Note from the Builder” where you or your team share what this project has meant to you personally. Check out an example we have from City Homes’ 2023 Artisan Home.

There’s something powerful about connecting the human story to the craftsmanship, and it helps people understand that behind every beautiful space is a team of real people who care deeply about their work.

Subject line idea: Now Open! Come Experience Our Tour Home

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5. Tour Update Email

Only send this if you have something genuinely exciting to share—but don’t overlook these opportunities to build real-time engagement. Hosting a special event? Experiencing an unexpectedly wonderful response? Hit a milestone worth celebrating? Share it like you would with friends who care about your success.

Subject line idea: Tour Update: Something Special Happening This Weekend

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6. Last-Chance Reminder Email

As the tour winds down, create a sense of gentle urgency for those who haven’t yet visited. This isn’t about high-pressure sales tactics—it’s about helping people who might be on the fence realize that this opportunity won’t last forever. Keep it short, genuine, and focused on the experience they’d be missing.

Subject line idea: Final Weekend to Experience Our Tour Home

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7. Tour Closing Thank You Email

End on a note of genuine gratitude. Whether people visited in person, took a virtual tour, or simply followed along with your journey, they invested their time and attention in your work—and that’s worth acknowledging. Share some favorite moments, meaningful feedback you received, or what the experience meant to your team.

This email also naturally sets the stage for future conversations and potential client relationships.

Subject line idea: Thank You for Being Part of Our Tour Journey

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Ready to Make Your Next Tour Your Best Yet?

Creating and managing a comprehensive email campaign during home tour season takes time, strategy, and careful attention to detail—and honestly, we know you’re already juggling about a dozen other priorities.

At Auden Street, we specialize in crafting email marketing campaigns that feel as thoughtful and well-designed as the homes you build. Whether you’re an interior designer, architect, or custom home builder, we understand how to translate your vision into words that connect with people and inspire them to take action.