If you are an artist who wants to reach more potential buyers and collectors, email marketing can be a powerful tool for you. Email marketing is the process of sending targeted and personalised messages to people who have expressed interest in your work or subscribed to your mailing list. Email marketing can help you build relationships with your audience, showcase your latest creations, and drive traffic to your website or online store.
But how do you use email to sell your art effectively? Here are some tips and best practices to help you get started.
- Build your email list. The first step to email marketing is to have a list of people who want to hear from you. You can build your email list by adding a sign-up form to your website, blog, social media profiles, or online portfolio. You can also collect email addresses at events, exhibitions, or workshops where you showcase your art. Make sure to offer some value or incentive for people to join your list, such as a free download, a discount code, or exclusive access to your behind-the-scenes process.
- Segment your email list. Not everyone on your email list is the same. Some people may be more interested in certain types of art than others, some may be ready to buy while others are just browsing, and some may have different preferences for how often they want to hear from you. To make your email marketing more effective, you should segment your email list into distinct groups based on their characteristics, behavior, or interests. For example, you can segment your list by the type of art they like, the amount they have spent on your art, the frequency of their engagement with your emails, or the stage of their buyer journey. By segmenting your list, you can send more relevant and personalized messages that resonate with each group.
- Craft engaging email content. The content of your emails is what will make or break your email marketing campaign. You want to create emails that capture the attention of your subscribers, showcase your art in the best light, and persuade them to take action. Here are some elements to consider when crafting your email content:
- Subject line: Your subject line is the first thing that your subscribers will see when they receive your email. It should be catchy, concise, and clear about what your email is about. You can use curiosity, urgency, personalization, or emotion to entice people to open your email.
- Preview text: Your preview text is the snippet of text that appears below or next to your subject line in some email clients. It should complement your subject line and give a glimpse of what’s inside your email. You can use it to expand on your subject line, highlight a benefit, or ask a question.
- Header image: Your header image is the image that appears at the top of your email. It should be relevant to your email topic and visually appealing. You can use it to showcase one of your artworks, create a mood, or convey a message.
- Body text: Your body text is the main content of your email. It should be clear, concise, and compelling. You can use it to tell a story about your art, share some tips or insights related to your niche, educate your subscribers about your process or techniques, or announce a new product or offer.
- Call-to-action: Your call-to-action is the button or link that you want your subscribers to click on after reading your email. It should be prominent, specific, and action oriented. You can use it to direct people to your website or online store, invite them to view more of your artworks, ask them to reply or share their feedback, or encourage them to buy a piece of art or request a commission.
- Test and optimise your emails. Before you send out your emails to your entire list, you should test them for different aspects such as deliverability, readability, design, and performance. Additionally, you should track and measure the results of your emails using metrics such as open rate, click-through rate, conversion rate, bounce rate, unsubscribe rate, and revenue generated. By testing and optimising your emails based on these metrics and feedback from your subscribers, you can improve your email marketing strategy over time.
Email marketing can be a great way to sell more of your art online if you do it right.