Email Marketing For Artists: Checklist
Creating engaging newsletters, personalized email campaigns, and effective calls-to-action for contemporary artists to connect with their desired audience requires a thoughtful and strategic approach. Here are some items to check off your list and help artists effectively engage your audience through email marketing:
Step 1: Building Your Audience
Understand Your Audience, Personalization + Segment Your Email List:
- Before crafting any email campaign, it's crucial to understand your target audience. Consider their demographics, interests, and preferences. The more you know about your audience, the better you can tailor your content. When you create your newsletter signup page, create various options for people to select so that you can better understand where they discovered you and what their interests are (i.e., exhibitions, new works, workshops (if you offer that).
- In the signup form, make sure you are capturing their name. By using the recipient's name and personalizing content based on their preferences or past interactions with your art makes subscribers feel valued and increases engagement.
- Segment your email list based on various factors like location, art preferences, purchase history, or engagement level. This allows you to send more personalized content to each group, increasing relevance and engagement. This also creates an opportunity to offer these subscribers listings different access.
Step 2: The Newsletter Content
Consistent Branding, High-Quality Visuals, Storytelling, Exclusive Content + Offers
- Maintain a consistent visual and brand identity across all your email campaigns. This helps in creating a recognizable and trustworthy image. You might need to play around with your desired layout a couple of times, but once you find a layout you like, save it as a template. That way, you can plug in new images and information. People like consistency, no only in appearance but in frequency.
- Artists should showcase their work with high-quality images or videos. Visual content is more likely to capture the attention of your subscribers. Use images that highlight the details and emotions in your art. These assets will help amplify your text and aid in the goal of the newsletter (i.e., sales, promoting an exhibition you are in, etc.)
- Tell a story through your emails. Not every email should be a sales push. Remember, people connect with people. Share the inspiration behind your art, the creative process, or personal anecdotes related to your work. Storytelling helps to create a deeper connection with your audience.
- Offer exclusive content, such as sneak peeks of new artwork, behind-the-scenes videos, or special discounts to your email subscribers. This gives them a reason to stay engaged and look forward to your emails.
Step 3: Formatting the Newsletter + Understanding Analytics
Compelling Subject Lines, Clear and Compelling CTAs, Mobile Optimization, A/B Testing, Analytics and Optimization, + Compliance with Regulations
- Your subject line is the first thing recipients see. Craft a compelling and intriguing subject line that encourages recipients to open the email. Personalization and curiosity often work well here.
- Your calls-to-action (CTAs) should be clear and compelling. Use action-oriented language and make it easy for subscribers to know what to do next. For example, "Shop Now," "View New Collection," or "Book a Studio Visit."
- Ensure that your emails are mobile-responsive. Many people check their emails on mobile devices, so your content should look good and function well on small screens.
- Experiment with different elements of your emails, such as subject lines, visuals, and CTAs, by conducting A/B tests. This helps you determine what resonates most with your audience.
- Regularly analyze email performance metrics like open rates, click-through rates, and conversion rates. Use these insights to refine your email marketing strategy over time.
- Ensure that your email campaigns comply with email marketing regulations, such as CAN-SPAM in the United States or GDPR in Europe. Obtain proper consent from subscribers and provide easy opt-out options.
Step 4: Adapt and Learn
Engagement, Feedback, Timing + Frequency
- Encourage feedback from your subscribers. Ask for their opinions or suggestions regarding your art or emails. Engaging with your audience builds a sense of community. This doesn’t have to relate specifically to your art. Maybe you are looking for book suggestions or asking materials questions for your fellow art community!
- Experiment with the timing and frequency of your emails. Some audiences prefer weekly updates, while others may prefer monthly newsletters. Monitor engagement to find the optimal schedule. We suggest starting with monthly updates so as not to overwhelm yourself and that each email is extremely intentional. By trial and error, you will develop a newsletter schedule that works for you.
By following these insights and continuously refining your email marketing strategy based on audience feedback and data, contemporary artists can effectively connect with their desired audience and build a loyal following. Interested in getting support on your email marketing? We work with artists, from designing email templates to managing email marketing schedules! Drop us an email if you’re interested in setting up a 30-minute complimentary consultation to learn more about these services!
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