by Carolyn Edlund
Do you have an email list, no matter how small? Build that list with these strategies to make email campaigns a viable part of your art marketing.
Your email marketing subscriber list is permission-based, meaning that people agree to allow you to contact them about your art or handmade work. It is one of the most valuable assets your creative business has. Here are some suggestions to help you build that list:
1. Start with existing customers
Each time you make a sale, whether in-person, online or elsewhere, make sure you have the email address of your buyer. If you haven’t reached out to them in a while (or ever) put them in a segmented list and get back in touch, re-introducing yourself to them if necessary. Then, stay in touch. Repeat buyers are the easiest to sell, so it is a priority to keep this group on your list.
2. Invite friends and family
If you are just getting started, begin your list with people who know you, admire your work and would be happy to refer you to others. Here’s a step-by-step way to write an email to people you know with an invitation to subscribe. You will likely be surprised by the positive reaction you receive!
3. Include retail customers
Capture names and emails at retail shows, trunk shows, studio sales and artist appearances by having a guest book handy. Ask people to sign up to receive notifications of new work, events and special offers.
4. Capture website visitors
A noticeable form placed on your art website is a business essential for driving list subscriptions. You want to direct traffic to your site, right? Create a prominent subscriber opt-in form with a compelling incentive to sign up.
5. Invite social media connections
Add a link to your email subscriber form in your profile on different social platforms. You can expand social menus with free services such as Linktree or Link In Bio which make this task easy.
6. Use correspondence as an invitation
Add an invitation and link to sign up for your list in the signature line of every email you send. You can easily make a custom signature for your email by using Hubspot’s Email Signature Generator. It’s completely free, gives your emails a professional look, and can also include your photo, an image of your artwork or logo, etc.
7. Gather referrals from your list
When you send out your monthly email campaigns, encourage recipients to share your email with a “Forward” button or link to send your messages on to other people they know. Placing a subscriber link at the bottom of each email campaign you send will make it easy for those recipients of your forwarded emails to subscribe to your list.
8. Convert blog readers
Got a blog? Include an invitation to subscribe with an email sign-up button at the bottom of each article you publish. You will see one below on this very blog post! Keep in mind that a button works better than an inline link because it’s instinctive for readers to want to click.
Using these techniques on a regular ongoing basis will help you gain subscribers over time. They may trickle in, but eventually you will have a list of truly interested subscribers who want to hear from you. Start now by using email marketing as a part of your art marketing master plan, and reach more people as your list grows in size.
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