History has shown us the importance of building an email list for businesses. Before you start trying all of the email list building hacks that you hear about, focus on the email list building basics. Once you have a solid foundation then the other strategies will work.
Email List Building Basics
There are many tactics that businesses are using to build their email list. Big and small business owners know the importance of owning a large email list.
I am going to go over the basics on how to grow your list before I share some list building strategies.
As an artist, you will have two ways that you can gather emails from collectors and potential collectors. You will be able to receive an email online and offline. You will want to optimize both areas to grow your list.
Before I go into how to optimize your online and offline efforts, I want to ask you a couple of questions.
What type of people would you like on your list?
The only people that you want on your list are the people interested in learning more about you and your art.
Why would you want someone’s email address if they have no interest in purchasing your work?
So many people get caught up in the number of email subscribers that they lose focus on what the purpose of an email list is. The purpose is to increase sales.
Don’t get caught up in building a fluffy list so you can brag to all of your friends. Instead, put your energy into seeking out the person who is interested in what you have to offer.
When it is all said and done, what will pay your bills, an email list of 5,000 and no sales, or an email list of 100 and 25 sales?
Focusing on the basics will help you sell art online.
Email List Building Basics – What is your “Why?”
There are going to be a few questions that you will want to answer before you start building your list.
The first question that you will want to answer is “Why do you want to build an email list?”
- Are you interested in providing information about new artwork for sale?
- Are you interested in providing educational information?
- Are you interested in providing event information?
Once you have a clear vision of what the purpose is of your email, you will then be able to start finding the people that would be interested in what you have to offer.
After you have a clear vision of your “why?” you will then want to answer, “What will you be providing to your email list?”
You want to be able to explain to your audience what they will be receiving when they join your list.
Providing detailed information will allow them the opportunity to decide if they wish to receive emails from you or not. Keep in mind that you want people that will be reading what you have to say, not just trashing an unopen email.
Once you have someone interested in joining your list, you will want to let them know when they will be able to expect your emails.
Providing this information will help you in a couple of ways.
First, you will look more professional and responsible. You will be building trust before they receive their first email from you.
Second, you will have them looking forward to your email, which will increase open rates.
The most important question that you will have to answer is, “How will your reader benefit from your content?”
What is in it for them?
You are writing for your reader. Respect your readers time and provide them with valuable information so they will continue to open your emails.
Now that you can answer why, what, when, and how you are ready to reach out to people and build your email list. There will be two places that you will be able to gather emails, and you will want to take advantage of both opportunities.
Offline Email List Building Basics
Probably the easiest way to collect a person’s email is in person and many times overlooked. How many times have you lost the chance to ask for someone’s email? That one person might have become a loyal collector of your artwork. Never let an opportunity slip through your fingers.
If a person shows interest in your art, ask them for their email. You will already be prepared to explain in detail what your email has to offer. If you do not have a clear vision of what your email has to offer, go back and answer the why, what, when, and how questions. You want to be able to communicate your message at any given time.
Have a strategic plan to collect emails at the events that you host or craft shows. Both places are an excellent opportunity to grow your list with quality people interested in your art. Make it easy for them. Provide them with a writing utensil and a professional looking signup form.
Online Email List Building Basics
You have several ways that you can obtain emails online. You will want to optimize every option available to you.
The easiest way for you to collect an email is when you land an online sale. The person is already interested in what you have to offer.
Many businesses will add a person’s email to their mailing list after they have made a purchase. I prefer to ask them after the sale to join my email list. I will explain what my newsletters offer and when they should expect them. By doing it this way I am certain I am abiding with the CAN-SPAM ACT. The CAN-SPAM Act establishes requirements for commercial messages.
You can obtain permission for joining your email list by sending a request to join your newsletter after the purchase has been made.
Another way you can gather emails are by opt-in emails. Opt-in email defined by Wikipedia is,
“a term used when someone is given the option to receive email. Typically, this is some mailing list, newsletter, or advertising. Without obtaining permission before sending, the email is unsolicited bulk email, better known as spam.”
The most common place to add an opt-in email form is on a website or blog. You can also add an opt-in email form to most social media networks such as Facebook and Twitter.
The email list building basics is only knowing the why, what, when and how. Once you have the basics down, you will be more productive with more advanced strategies.
Once you have the basics down, you will be more productive with more advanced strategies.
You will be able to implement these email list building basics easily on a WordPress site. If you are considering using WordPress, I use and recommend HostGator (Affiliate Link) for a hosting service.
You might also like:
- 7 Email Services for the Online Artist
- 7 Email Contact List Benefits for Artists
- Ultimate Email Marketing Guide for Selling Art Online
Here are a few books I recommend for email marketing:
Email Persuasion: Captivate and Engage Your Audience, Build Authority and Generate More Sales With Email Marketing by Ian Brodie (Amazon Affiliate)
Audience: Marketing in the Age of Subscribers, Fans and Followers by Jeffrey K. Rohrs (Amazon Affiliate Link)
Email Marketing Rules: A Step-by-Step Guide to the Best Practices that Power Email Marketing Success
by Chad White (Amazon Affiliate Link)
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To find out more visit, Content Marketing For Artist Course.
If you are interested in learning more about growing your art business, visit Nevue Fine Art Marketing Courses. New material is being added regularly.
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