by Carolyn Edlund
Here’s why email marketing should become a main staple of your art business strategy and how you can use it to increase awareness and sales.
Today, social media often takes center stage. But it’s not the only way to market your art, nor is it the most powerful. Email marketing is far more effective, allowing you to maintain control over your communications and facilitating the building of lasting relationships with your audience. Check out our video above, titled Email Marketing Secrets Artists Need to Know, which presents lots of examples of artists using email in powerful and practical ways.
Why Email Marketing?
Email marketing offers a unique opportunity to connect with your audience on a more personal level. Unlike social media, where algorithms dictate who sees your posts, emails land directly in the inboxes of your subscribers. This means your message has a higher chance of being seen and engaged with. You control the timing, frequency, and content of your communications, ensuring that your audience receives consistent and valuable updates.
Build Relationships Through Storytelling
A key aspect of successful email marketing is storytelling. By sharing the story behind your artwork, you create a deeper connection with your audience. People love to know the inspiration, process, and journey of an artist. Use your emails to tell your story and share insights into your creative process. This not only keeps your audience engaged, but also makes you memorable. When potential buyers feel a personal connection to you and your work, they are more likely to support your art.
Showcase Your Work
Great visuals are essential in email marketing for artists. Make sure to include high-quality images of your artwork in your emails. This not only showcases your talent but also allows your audience to see your latest creations. Whether you are announcing a new collection, a gallery exhibition, or simply sharing your latest piece, captivating images will grab your readers’ attention and keep them interested in what you have to offer.
Consistency is Key
Regular communication is vital to keep your audience engaged. Create a schedule for your emails and stick to it. This could be a monthly newsletter, bi-weekly updates, or even weekly insights. Consistency helps build trust and anticipation among your subscribers. They will come to look forward to your updates, knowing that they will receive valuable and interesting content.
Grow Your Subscriber List
Building and growing your subscriber list should be a continuous effort. A subscriber opt-in form on your art website is a must. Attract subscribers by offering incentives, which give people a reason to leave their name and email address. This offer could be exclusive access to new artworks, special discounts, behind-the-scenes content, or other VIP benefits.
Use your social media platforms as other important places to promote your email list, with a specific link to your subscriber form in the menu associated with your profile.
You can also partner with other artists or businesses to cross-promote each other’s email lists. If you have a similar audience but don’t compete, this is a perfect opportunity to act as strategic allies. This can introduce your work to a whole new audience who knows and trusts your partner.
Increase Art Sales
A well-developed email list is a significant asset. Many artists generate substantial income through their email subscribers. By offering exclusive sales, pre-order opportunities, and special promotions to your email list, you create a sense of exclusivity and urgency. Your subscribers are likely to be your most loyal fans, and they will appreciate the chance to support you directly.
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