- by Barney Davey
In Email Marketing for Artists, Content Is King
Email marketing for artists is a must for any comprehensive strategy designed to develop a successful art career.
To be effective, your email marketing newsletters and messages need new, stimulating, and relevant content. As with all successful endeavors, planning and focus are keys to success.
Organization & Planning = More Success & Less Stress.
Email marketing for artists is the same as for any other business. When the deadline to start writing comes, having your content ready is how to avoid stress and reduce how long it takes to compose your article. Rushing to find last minute news and ideas for your content creates anxiety and wastes time and money.
Create an Email Marketing for Artists Content Keeping Systems.
Evernote is the best way for clipping online content. It helps you quickly and easily capture and organize anything you find online. Microsoft One Note also is a convenient info organization tool. You can print any document from your computer to it, and you can copy and paste information from the Internet into it. It is old school, but if it works for you, keeping a physical folder with ideas for content is better than nothing.
Content Is King.
The goal for your email marketing for artists strategy is simple. Engage your subscribers with content that keeps them involved and excited. You want subscribers to anticipate receiving your email newsletters, and to enjoy your content.
It’s About You, Just Not All About You.
Use a mix of information about you and your art, including noteworthy news, which could be either personal or professional. Write about your current projects, events, sales, and promotions along with other enticing tidbits of useful, entertaining items of interest. Of course, your email marketing for artists content needs to about you. Nevertheless, the more you incorporate content not specific to you that both interests and intrigues your subscribers, the more your readers will be eager receive and read your messages.
Here are 10 suggestions for producing innovative and relevant content:
- Video content is powerful. If you are already creating short videos to help you standout with your audience, put them in your newsletter. A great way is to insert a tightly cropped screenshot image from the video. Then link the image to the streaming service, such as YouTube, where it is uploaded. This avoids the problem of subscribers’ email programs filtering embedded videos.
- Special Deals. Provide exclusive invitations or offers only available to newsletter subscribers. Make it pay for them.
- Ongoing Useful Content. Add a regular “Tips for Art Collectors” as a fun, ongoing component of your newsletter. A few suggestions are how to hang art, how to care for art, the placement of art, framing or re-framing art, storage, shipping, consignment, and how to use the secondary art market.
- Guest posters. They will add a different perspective or expertise to keep your art marketing content stimulating. These guests could include other artists, a picture framer, a museum curator, another art collector, or the organizer of the show where you exhibit.
- Relevant news rules. Use news about you, your local art community, or the whole art community to involve your readers. Ask for feedback. Set up alerts on Google Alerts for topics you believe would attract your readers. Including one for your name, and business name if different, helps you learn what others are saying about you.
- Resources for ideas are abundant. Keep up on news, trends, events and opinions. The New York Times Art & Design and Huff Post Arts & Culture pages are rich resources for your email marketing story ideas.
- Keep up with your competition. When it comes to email marketing for artists, it is necessary to know what other artists are doing. If you find something valuable, you can link to it, or write your own art marketing content to add your opinion and perspective. If it’s content is important to you, for instance funding arts in education, your new post citing the original post will extend the messages and keep the drum beat going. Notify the the original author to let them know you linked to their copy, it might be cause for a prized link back your content.
- Hang out in the same online spots as your buyers. Use these sources for research first and communication second. Follow your buyers to find the groups and communities where they hang out. See what topics are trending within those groups. Perhaps there is a charity or activity you were not aware of that is relevant to them. Never be a phony. However, if you are like-minded feature their interests in your art-marketing newsletter, or contribute to their cause and recommend it in your newsletter.
- Get personal. For some of us, it is easy to share stories from our personal lives. Do not despair if that is not you. Draw parallels from third party examples. It could be anything that inspires you. If you are into the classics where you learned a lesson, perhaps something that deeply moved you from seeing or reading Les Miserables or Anna Karenina. Relate how you life, art or business was affected. Talk about how it informed or inspired your newest works. Sharing at this level is compelling, especially when your art and creative process are included.
- Use keyword and trend tools. They help you get inside the thoughts of your best customers and prospects. Use the Google Adwords Keywords and the Wordtracker Free Keyword tools to build a list of the way your customers search to find art and artists. Layer your research using the Google Trends tool. The point is when you know what your collectors and prospects are looking and searching for, you can build your content around their interests. That is much more effective than guessing or you publishing around what your interests are; hopefully you will find much common ground to work. As with many points listed here, using keyword and trend tool research could be the subject of a lengthy post on its own. Recently, I used Google Trends to help illustrate a recent blog post. You can read it here: Canvas Prints versus Art Prints | What Terms Are You Using?
There Is a Wealth of Information from Search Engines.
Doing your own research for art marketing newsletter ideas and suggestions will result in many more helpful suggestions you can use to make your newsletter copy sparkle. Just as with making art, the more you do it, the more your expertise will improve.
You will find a myriad of items you can include in your newsletter. Never forget that the primary purpose of email marketing for artists is to spur interest in you and your art, and lead to sales. Make sure you have links to pages where your readers can find your art and buy it online.
Make a Schedule and Stick to It.
Commit to sending your newsletter at least monthly. Any less than that and your list will become stale, and your reader interest will wane. It is too precious to let that happen.
- Email Marketing for Artists | A New Art Marketing Series | Prelude
- Email Marketing for Artists | Building Your List | Part One
- Email Marketing Services for Artists | Part Two
- Email Marketing for Artists | Newsletter Design Tips | Part Three