With email marketing, artists like yourself have the opportunity to directly communicate with your target audience, establishing a personal connection. After individuals subscribe to your email list, you have the freedom to determine how you wish to foster the relationship, as you hold the reins in the conversation.
By following a process and taking one step at a time, you have the ability to convert one-time buyers into repeat customers and engage with individuals who demonstrated an interest in your products or services but were not prepared to make a purchase at that moment.
Continue reading to understand why email marketing is the superior method for cultivating connections and promoting artwork. We will provide guidance on creating your email database, the types of email marketing campaigns to distribute, offer useful email marketing advice, and provide you with remarkable illustrations to ignite your creativity!
It’s extremely challenging to generate attention in the art world and promote one’s work! Numerous artists attempt to gain exposure by building a website and establishing their presence on various social media platforms.
Although these efforts expand your reach, they do not enable you to establish a consolidated audience. Your success relies on their willingness to return to you. Once people choose to follow you on social media, you must depend on the specific platform to function in your favor.
In modern times, the algorithms’ unreliability is such that the addition of a new Instagram or Facebook follower does not ensure that your content will truly appear in their news feed.
In terms of your artwork being noticed up until now.
The answer? Employ an email marketing tactic to compile your email list. By gathering email addresses, you can communicate with individuals directly and enhance your online art sales.
Your primary task is to create an email subject line that catches the attention of the recipient, prompting them to open your email. By achieving this, you will obtain their complete, exclusive attention and potentially increase your open rates.
Artists can utilize a spreadsheet document to gather email addresses and employ the BCC option to send periodic emails. Nevertheless, savvy sellers of art opt for an email marketing tool.
The advantages of utilizing an email service are:
Subscribers are added to and removed from your email list automatically, minimally requiring manual work for handling unsubscribes.
By categorizing email subscribers, personal emails can be sent to various groups, ranging from art enthusiasts to editors of magazines.
Email templates make it simple to include your art’s text, images, and videos, enabling you to effortlessly send visually appealing and polished newsletters.
After sending, you can instantly access real-time reports showing popular statistics like the number of people who opened your email, clicked on links, viewed content, or made a purchase.
How to build an email list as an artist
Define the ideal audience for your email marketing list
To effectively build your email list, it is important to aim for a specific audience. This will enable you to engage in meaningful discussions with individuals who are genuinely interested, establish valuable connections, and identify potential prospects.
For an artist or art business, the potential audiences for your email list could include:
Family and friends are important in our lives; they play significant roles in our happiness and provide support and love.
Contacts within the business
Fans and people who visit often
Clients and prospective clients or prospects
Art professionals such as art dealers, designers, and artists.
Bloggers and critics, who are influential figures in the art scene.
Editors of local news and magazines
Collect subscribers online via web and social media
To grow your email list as an artist, the simplest approach is to prioritize the interactions that occur in your daily routine. This includes but is not limited to inquiries on your website, social media messages, emails, and phone calls.
To gather subscribers, you can incorporate email signup forms on various pages of your website or include a link in your email signature. This allows your fan base to choose to join your mailing list, ultimately improving the likelihood of your emails being delivered directly to their inbox.
This in-depth guide explains how to grow a high-quality email list for your art business if you want to learn more.
Utilizing social media is an excellent method for expanding your email list. One option is to guide individuals to your website and encourage them to subscribe via pop-ups and embedded forms. Another option is to establish an opt-in landing page and conveniently include the link on your profiles.
When planning your next email campaign, it is important to think about the topic. If your work is centered on a specific theme or cause, this could serve as a great starting point for your emails, allowing you to develop a series around it. Additionally, there are other possible email subjects to consider.
- A sneak peek inside your studio, showing your creative space
- Photos of the tools and materials you use, with an explanation of your technique and why it’s interesting
- Photographs of what is inspiring your latest work
- Work-in-progress shots – what’s on the easel?
- Favorite quotes about art, or a heartfelt message that shares the passion you have for doing your work
- Shared memories from your last opening or show
- A photograph (with permission) of someone who recently bought your work – including a testimonial!
- Any news about your latest completed piece of art
- Your pet as studio mascot (with cute photos of course)
- What you’re reading now, and why you recommend it
Sales Pitch Emails
Once you have expanded your list and consistently maintained communication, it is time to proceed with selling. Whether you prefer to introduce a fresh collection or bring forth new product varieties, or if there is an upcoming holiday and your work would serve as an ideal gift, it is essential to craft a succinct pitch. Utilize a straightforward Call to Action within the email, with a button being an ideal choice for this purpose. Also, take into account the option of including:
- An offer of some type of savings, such as free shipping, or a discount on framing or reproductions. (Resist reducing prices on originals or higher-end one-of-a-kind artwork. Your list may include collectors who feel they have “invested” in your art.)
- A sense of urgency. Perhaps the new collection you are introducing is small, or you are offering a limited edition. Give them a “preview” and the first chance to make a purchase before you go public with your offering. This validates their choice to become one of your subscribers.
- Time-sensitivity. When your special offering is for a limited time, they must take action. Using a coupon code with an expiration date is an effective way to do this. Place a link right next to the coupon that leads directly to the page where they can view work for sale (rather than your website Home page.)
- A focus on the benefits. The recipients of your emails signed up as “VIP” members of your audience who get first dibs, special consideration and insider offers. If you have a very special piece for sale, you might even create a special “private” landing page on your site for previews. If you are willing to take commissions, let them know how you can create something especially for them.