Today’s blogging challenge is to start developing a strategy to collect emails from your audience. An email marketing plan is an important piece of the puzzle and should be a part of your daily art marketing plan. Review this email marketing guide and start implementing the strategies into your art marketing plan today.
Email Marketing Guide
How many times did someone say to you, “I love your work, but I can’t buy it today.”
What steps do you take following comments similar to that?
Do you say thank you and just walk away?
Do you tell them about your online art gallery and hope they will remember to visit your site someday?
Do you hand them a business card?
If you want to have any chance of them purchasing your art, you will need to contact them. Not contacting them will increase the chance of losing the sale in the future.
A newsletter will be your best weapon for generating sales and build a long-term relationship with future collectors.
Many artists shy away from art marketing, mainly because they just do not understand the real meaning. Art marketing is just creating a bridge between your target audience and your artwork through conversing and or online content.
You do not have to wear a suit and tie.
You do not need a bullhorn.
If someone is interested in your artwork, they will purchase it. You do not have to push it on them or come up with cheesy sales pitches.
Just communicate your story with your audience. That is art marketing 101. Selling your art is not hard as long as you know what steps to take.
Email Marketing Guide for Selling Art Online
Many artists fail to see the importance of email marketing and often put it on the back-burner. I know some artists that have collected emails but have never sent one newsletter. I can almost guarantee they are losing sales.
It takes a lot of effort to build an audience. You need to write content, create videos, create images for social media and engage on social media. After you have caught someones attention you need to build their trust and solve their problems. Someone is not going to give you their personal email address if they do not know you. They have to trust you.
Your email list is a group of people who trust you and are interested in your art and or services you offer. They are the people who will be more willing to purchase from you.
You work every day trying to make a presence online and generate traffic to your art blog and online art gallery. When they arrive your job is to build their trust and get them to join your email list. They will be your art collectors.
Here is an article I wrote describing 7 benefits of an email list:
- Email is Personal
- Email is Productive
- You own Your List
- Email is Specific
- Email is Private
- Reach More People
- Email Marketing is inexpensive
You can read the full article at 7 Email Contact List Benefits for Artists.
One of your top priorities for operating an art business should be collecting emails.
It does not matter if you are showing your art at craft fairs, art shows, art galleries, or online. Make it easy for people to opt-in to your email list.
Do you have an elevator pitch?
Have one or two sentences of a speech memorized that describes what you do for any occasion that pops up.
There might be a time when you are standing in line at a grocery store and someone will strike up a conversation. If they ask what you do and they seem interested, ask if they would like to join your email list to learn more. You never know who will be your next collector.
Always have an email sign-up sheet handy when you are showcasing your art at fairs or art shows. While you are conversing with people, ask them to join your email list.
An opt-in email form is a must if you are selling your art online. Sending newsletters is one way to make sure your online audience does not forget about you. They might not purchase an item today, but by keeping in contact with them, you increase the chance of landing a sale in the future.
Opt-in Email Forms
Your artist blog and online art gallery should have a few different ways for your audience to join your newsletter. People are not going to spend time searching for an opt-in form where they can give you their personal email address. You have to make it easy and convenient for them.
Read these articles I wrote to help you set up an opt-in email form for your sites.
- 7 Email Service for the Online Artist
- Best Places to Add an Email Opt-in on Your WordPress Blog
- 4 Email Opt-in Plugins for WordPress
If you are not using WordPress for your artist blog and you are ready to take your business to the next level, I use and recommend HostGator (Affiliate Link) for a hosting service.
A lead magnet is a landing page or a free offer designed to give your visitors something of value for their contact information in return. Lead magnets are a common tactic used by many successful businesses of all sizes. How many times have you seen “Click here to receive this free…”?
Many artists send postcards, prints, desktop wallpaper or screensavers of their work to people interested in joining their newsletter. Offer a little taste of what you create to your new audience.
Be creative and think of different ways you can provide value for your audience in return for their contact information. You will have the opportunity to produce sales once they have opted-in to your email list.
Use an EMS (email management service) for your newsletters. Some artists think it is okay to send bulk emails via their personal Yahoo or Google account. This is not a good practice and might damage your business.
Sending bulk emails through your personal service could end up in a SPAM folder and looks unprofessional.
There are free EMS services available for small business to use for their newsletters as well as paid services.
For more information on EMS services used by businesses read 7 Email Service for the Online Artist.
One benefit of using an EMS service is you will be able to track who opened your newsletters and the number of clicks each generates.
When you get familiar using your EMS service and writing newsletters, you can be creative and design an auto response email for your audience. This is an advanced tactic used by many successful businesses. An auto-response email is a group of emails that are automatically delivered to your list.
Just like anything in life, consistency wins. It does not matter if you send out a newsletter once a week, once every two weeks or once a month. Consistency is the key to success.
Decide what will work best for you and your schedule. Write it down on your calendar and stick to it.
You might want to consider increasing how many newsletters you send after you have been consistent with your schedule.
If you notice your ROI (Return on Investment) increases the more newsletters you send, it would be in your best interest to write more newsletters than spending time on something that does not give you anything in return.
Test the waters and see what works best for you. Whether you are selling your art locally or if you sell art online, your email list will be your big money-maker.
What Should be Included in a Newsletter?
Deciding what should be included in your newsletter will take some trial and error. Track the results. The data received will allow you to make better decisions for your future newsletters.
You might want to consider adding a section for your latest blog posts. Include the title of the blog post, a few sentences and a “Read More” link to the blog post.
Including your posts will increase the traffic to your blog and will give your readers a chance to catch up if they have not had time to visit your site in some time.
Include a section for your upcoming shows.
Some artists include a yearly schedule of events. This is a good idea and gives the readers plenty of time and options to plan.
A section could be added underneath the schedule showcasing past events. Show your readers what to expect by including pictures and highlights of the day. If you wrote a more detailed article, include the link.
Every newsletter should include a featured piece of art or print you are promoting.
Add a nice image or two of the artwork you are featuring, a short description and a link to where they can learn more and buy the art.
Art in Progress
People love to watch art come to life. Progress images have always done well for me.
You might want to consider adding a section for work in progress. I have heard about some artists selling their artwork before it is completed. That is a win-win situation.
If you are on top of what is going on in the art world, you might want to add a section about trending topics. Many readers enjoy learning about what’s new in art. You can talk about upcoming art events, shows, gallery news, featured artists, the possibilities are endless.
Every newsletter should have one clear call to action. Do not overwhelm your readers with multiple options.
It has been shown one call-to-action will produce better results than offering several.
Develop an art marketing plan for the year, mapping out what you would like to carry out.
Are you excited about selling your art or increasing the sales you already have? This Email Marketing Guide will help you build your email list. Start spending your energy on what will give you the best return.
Be patient. It will take time for you to learn what works best for your audience.
I hope you enjoyed this Email Marketing Guide. Let me know how it is working for you.
You might also be interested in:
- 10 Social Media Marketing Tips Every Artist Must Know
- 10 Effective Facebook Marketing Tips
- Sell Art Online Basics Setting Goals
On my bookshelf:
Content Marketing For Artist Course
Are you interested in learning more about content marketing?
Are you ready to reach a larger crowd and attract your target audience?
Do you want to rank higher in Google’s search?
I created the Content Marketing For Artist Course to help you to implement a content marketing strategy that will help you to save time and see results. There are over 40 videos, a downloadable eBook and PDF’s packed with easy to understand and follow tactics that will help you grow your art business and start separating yourself from the competition.
Complete the course at your own pace. The material will always be available for you to go back to.
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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