Email marketing is a valuable tool for artists who want to sell their art and build a successful art business. It is similar to sending direct mail through the post office, but done digitally. Marketers utilize it to strengthen connections with potential buyers and promote and sell their products and services.
Due to its successful performance, email marketing is widely utilized by digital marketers as an effective tool. It collaborates with and enhances various marketing strategies such as social media, video, influencer and content marketing, SEO, and pay-per-click advertising to generate awareness, interest, and sales.
An email marketing system is an essential component for artists who wish to sell their art online. It enables them to generate sales through their websites that have ecommerce capabilities and also increases footfall at shows, openings, and other events.
Why Do Artists Need to Use Email Marketing?
mail marketing is a valuable resource for artists to establish connections with their followers, interact with their clients, and advertise and sell their art. By utilizing an email list, artists have the ability to send customized emails to their subscribers regarding upcoming events, new artworks, and exclusive deals. Additionally, it serves as an effective means to showcase one’s art and cultivate a community of individuals who share an interest in the artist’s work.
Email marketing is an effective method for artists to attract and engage new clients, establish relationships, and sell their art. By utilizing email marketing, artists can maintain communication with previous clients, remind potential customers of their interest, and reach out to new ones. This form of advertising is not only cost-effective but also a great way to connect with the audience and ensure their ongoing involvement.
Three Advantages Prove Why Email Marketing Is the Best Tool for Artists:
Fine art sales are typically not spontaneous, and it is logical to understand that an art business cannot thrive solely on random sales. Establishing reliable sales results necessitates the implementation of a systematic approach to identifying and attracting potential buyers, fostering enduring relationships that ultimately result in sales.
Without a doubt, when it comes to purchasing original art, people not only buy the art itself but also the artist behind it. Establishing relationships and connections plays a crucial role in paving the way for sales and success. When buyers are familiar with you or have knowledge of your work, their desire to possess your art increases.
When it comes to marketing art, an email list is undoubtedly the best and sometimes the only tool available. Email communication acts as the binding force for your connections. First, establish contacts in the most effective ways possible, and then maintain digital communication through email until the opportunity for sales arises.
When considering the different marketing tools available, it is evident that your email list holds the utmost value. Numerous studies have consistently demonstrated its significance in comparison to other forms of marketing, whether digital or offline. This emphasizes the reassurance that an artist possesses full ownership of their email list, which cannot be seized by anyone else. In fact, an active and involved email list plays a vital role in determining the value of a business when evaluating its worth. Hence, it is evident that your email subscriber list holds tangible worth.
Selling art on Instagram or other social media platforms is a great way to market your art. However, there is a drawback: artists are users and not owners, so they have to follow the rules set by the platform. To make matters worse, account bans can occur unexpectedly and frequently, with reasons that are often incomprehensible and no way to address the issue. On the other hand, email marketing doesn’t require permission from a third party to send your desired content whenever and as frequently as you prefer. Your email list is a valuable asset that can be utilized according to your own preferences.
How to Get Started with Email Marketing
In order to begin sending emails, it is necessary to create a mailing list. It is advisable to utilize MailChimp due to its user-friendly interface, and at the time of writing this article, they offer a free plan which permits the sending of 10,000 emails per month.
Start by building your email list
We often find that the majority of painting contractors we work with do not possess a mailing list. This is understandable considering that email marketing is not widely used in the painting sector. Thankfully, collecting email addresses is a simple process, although it may be time-consuming.
Now, we will go over the two main ways to gather new contacts
Any contacts that you personally obtain are classified as first-party contacts. These leads are the most valuable because they have shown an interest in purchasing by providing their contact details, they are knowledgeable about your company, and they are only accessible to you.
To acquire these leads effectively, utilize the tools available to you, specifically your website.
MailChimp simplifies this process by allowing you to create a contact form on their platform and then embed it on your website. The contact form operates like any other would, but it conveniently adds contacts to your mailing list automatically.
Although we advise against it, you have the option to utilize data aggregators in order to efficiently create a mailing list that is applicable. This approach speeds up the process, but it means that you are obtaining leads that other individuals in your field have also accessed. Additionally, these contacts are unfamiliar with your business, so it is anticipated that the conversion rates will be lower.
When it comes to residential leads, we have achieved positive results using Leads Please. Our approach involves specifically focusing on newly-acquired homeowners and determining the relevant demographics. By investing less than $100, we are able to obtain a fresh list of over 250 qualified contacts, which provides ample resources for initiating a new email campaign!
When it comes to commercial leads, we suggest using Coldlytics due to their highly targeted lists, quick turnaround times, and their practice of verifying email addresses prior to delivery.
Create your email template
To achieve optimal outcomes, select an email template that aligns with your logo and color scheme, while keeping it minimal and straightforward.
Every template consists of a header, body, and footer. The header and footer can be kept identical for all the emails you send. Hence, once you personalize your template, you only need to include a few lines of content in the body and click send!
Personalize your emails using separate campaigns
For optimal outcomes, we suggest commencing with two email campaigns: one targeted towards leads and prospects, and another dedicated to past customers.
Segmentation is the key to personalizing an email without knowing the recipient’s first name.
By segmenting your contacts into two categories, you can communicate with your audience in a manner that will motivate them to open and click.
Bucket #1: Leads and prospects
It is evident that you should establish a campaign that is activated every month with a promotion or incentive. Customize your promotions based on the current season or trends in the industry. Additional instances comprise:
Bucket #2: Past customers
Customers whom you have already served are likely to make repeat purchases from you. Additionally, they are invaluable as a source of referrals. We have found success by providing a referral incentive, such as a cash reward or a discounted rate on future services, for each new job that they refer. Further examples include: