Email marketing transforms an artist’s audience into engaged patrons, cultivating connections that inspire and effectively encourage sales.

— Barney Davey

In today’s connected world, visual artists are no longer confined to galleries and exhibitions to showcase their work. The digital landscape offers myriad opportunities, and email marketing for artists is among the most powerful yet often underutilized. 

While it might seem old-fashioned in the age of social media, email remains a personal, direct, and effective way to connect with art enthusiasts and potential buyers. For artists unfamiliar with the terrain of the digital newsletter, fear not. We’ve crafted a comprehensive guide to help you navigate the world of email marketing, ensuring that your masterpieces reach a broader, more appreciative audience. 

Why Email Marketing Works for Visual Artists

• Direct Communication: Email marketing enables a direct conversation between you and your customers. By sharing your art, inspirations, and processes through email, you create a personalized experience that encourages customer loyalty.
• Cost-effective: Email marketing software usually operates on a subscription basis and is typically less expensive than traditional marketing methods. As such, artists working with a tight budget can still reach a broad audience.
• Quantifiable: You can determine the success of your email marketing campaigns through various metrics, such as open rates, click-through rates, and conversions. These numbers provide insight into what content your audience responds to best.
• Customizable: Emails can be personalized based on audience segmentation. Email marketing lets you target your messages for better results, whether a personalized birthday discount or progress pictures of a commissioned piece.

Guide to Setting Up an Effective Email Marketing Program for Visual Artists

Let’s discover how to blend your creativity with the precision of digital strategies to create a masterpiece of communication. Email marketing can be a powerful tool for visual artists looking to grow their audience, engage their existing followers, and drive sales. Here’s a guide for visual artists on how to use email marketing effectively:

• Start with a Clear Purpose

Before you begin email marketing, determine your goals. Do you want to sell more artwork, announce exhibitions, or share behind-the-scenes glimpses into your creative process?

• Build Your Email List

 Use your website: Incorporate sign-up forms, especially on landing pages, blog posts, and the homepage. 

• Offer Incentives 

Use giveaways, free wallpapers, or digital prints to motivate people to sign up. Promote on social media: Share the link to your sign-up form on your social media channels.

• Choose an Email Marketing Platform

Services like Mailchimp, ConvertKit (more on it below), and SendinBlue cater to different needs. Look for platforms with visual templates to showcase your work best.

• Design Visually Appealing Emails

Use high-quality images: Showcase your art with high-resolution photos.

Limit text: Keep your emails concise. Use pictures and bullet points to break up long content blocks.

• Optimize for Mobile

Ensure your emails look great on smartphones and tablets.

• Segment Your Audience

Not all subscribers will have the same interests. Group your subscribers based on preferences, buying behavior, location, etc., to send more tailored messages.

• Craft Compelling Content

Behind-the-scenes: Share your creation process, studio photos, or upcoming project teasers.

Exclusive deals: Offer subscribers special discounts or early access to new works.

Exhibition announcements: Let your audience know where to see your art in person.

• Maintain Consistency

Having a regular schedule helps your audience know when to expect your emails. But don’t spam—only send emails when you have valuable content to share.

• Track and Analyze Performance

Most email marketing platforms provide analytics. Pay attention to:

• Open rates: This shows how many people are opening your emails.
• Click-through rates: They highlight which links or calls to action are effective.
• Unsubscribe rates: If this is high after a particular email, re-evaluate the content or frequency.

• Engage and Interact

Encourage replies to your emails. When subscribers feel they can communicate with you directly, it strengthens their connection to your art and brand.

• Always Get Permission

Ensure you comply with laws such as the General Data Protection Regulation (GDPR) and the CAN-SPAM Act. Only send emails to those who’ve actively subscribed.

• Test and Optimize

Experiment with different email formats, subject lines, sending times, and content to see what resonates best with your audience. Use A/B testing when possible.

• Stay Updated

Digital marketing is constantly evolving. Stay updated with the latest trends and email marketing techniques to continue engaging your audience effectively.

Why ConvertKit Stands Out as the Top Email Marketing Platform for Visual Artists: An Insightful Analysis

After a decade of using Keap (formerly known as Infusionsoft), one of the most powerful digital marketing platforms, I switched to Convertkit. I liked it so much that I became an affiliate. My only regret is I wish I hadn’t waited so long for the reasons listed below. 

Email marketing can be bewildering with so many platforms available because each has distinct features and benefits. However, for visual artists, ConvertKit stands out prominently. Here’s why ConvertKit is a top email marketing platform for visual artists.

Tailored for Creatives:

1. ConvertKit is designed with the creative professional in mind. Unlike many other platforms that cater to a broad audience, ConvertKit zeroes in on the needs and preferences of creatives, including visual artists.

Example: A painter looking to share their art journey can use ConvertKit’s visual templates to craft a storytelling email series. These templates prioritize images and aesthetics, ensuring the artist’s work is front and center. Another artist, Danny Gregory, used Convertkit to grow a paid newsletter into a $45 business.

2. Streamlined Integrations: ConvertKit seamlessly integrates with various online platforms used by artists, from online galleries to eCommerce stores. Artists can link their digital portfolios and sales platforms directly to their email campaigns.

For example, an artist selling prints on Etsy can integrate their shop with ConvertKit. When a new print is listed, a beautifully crafted email can be automatically sent to subscribers, driving traffic and potential sales.

3. Powerful Automations with a Personal Touch: ConvertKit’s top-tier automation capabilities allow artists to create personalized journeys for their subscribers without sacrificing authenticity.

Example: If a subscriber shows interest in a particular art piece but has yet to purchase, ConvertKit can be programmed to send a series of follow-up emails: a deeper dive into the artwork’s details, testimonials from other buyers, or even a limited-time promotional offer.

4. Resource-Rich Environment: Beyond its technical offerings, ConvertKit provides various resources tailored for creatives. These include tutorials, webinars, and articles that help artists harness the power of email marketing effectively.

Example: A digital artist unfamiliar with email marketing can access ConvertKit’s tutorial on “How creating automated courses helped this artist kick burnout to the curb,” equipping them with the knowledge to captivate their audience.

5. Ease of Use: ConvertKit’s intuitive interface makes it easy for artists with limited technical expertise to navigate the platform and manage their email marketing campaigns. The drag-and-drop email builder simplifies the process of creating visually appealing emails that showcase their artwork.

6. Powerful Segmentation: ConvertKit’s robust segmentation features allow artists to segment their audience based on various criteria, such as interests, purchase history, or engagement levels. This feature enables them to send targeted emails that resonate with specific segments of their audience, increasing the effectiveness of their campaigns.

7. Creator-Centric Approach: ConvertKit is designed for creators, including visual artists. The platform offers various features tailored to the needs of artists, such as the ability to sell digital products, promote events, and manage fan subscriptions.

8. Visual Automations: ConvertKit’s visual automation builder makes it easy for artists to create automated email sequences that nurture relationships with their audience and promote artwork. These automations can be triggered based on specific actions or events, ensuring the right message is delivered at the right time.

9. High Deliverability: ConvertKit maintains a high email deliverability rate, ensuring artists’ emails reach their subscribers’ inboxes instead of getting lost in spam filters. This feature is crucial for maximizing the impact of their email marketing efforts.

10. Community and Support: ConvertKit has a thriving community of creators, including visual artists, who share knowledge, tips, and support. The platform also offers excellent customer support, providing artists with the assistance they need to succeed with email marketing.

In conclusion, ConvertKit’s user-friendly interface, affordable, powerful segmentation capabilities, creator-centric approach, visual automations, high deliverability, and supportive community make it an ideal email marketing platform for visual artists. It empowers artists to connect with their audience, promote their artwork, and grow their fanbase effectively. You can try it for free.