Before mapping out your email marketing plan, you’ll need to consider a few things. For example, do you have enough content for a newsletter, or just enough for an e-shot? Or is your contact list big enough list to justify paying for email marketing software? Or you may be wondering how to build up your contact list in the first place. We explore these topics and more below in our email marketing guide for artists.
Note about data collection and privacy: You’ll also need to meet your government’s data protection laws. In the US, you’ll need to check federal and state level data protection laws. In the UK, check out the Data Protection Act 2023.
E-shot marketing (free)
Email marketing software can be valuable to larger companies with thousands of subscribers. Although some email marketing software, like Mailchimp, offer basic elements for free to get you started. For more information on going this route, see our article on starting an artist newsletter.
If you’re just starting out with no or very small contact list, simple email campaigns sent to your self-managed contact list is probably enough.
In your email account, set up a dedicated contact list so you can send out content at the click of a mouse.
Keep it short. Your email marketing is more an email shot (e-shot) than newsletter. That means sticking to a one or two topics to highlight, instead of a round-up of information.
Create a consistent design. You can use the email signature function to create a template with some cool-looking graphics that might suffice. This will keep all your content in the body of the email. Subscribers are more likely to scroll than click to open a document.
The easiest way to send your update is simply in the the body if the email. Someone is more likely to scroll than click to open an attachment.
Your subject line is your headline. It should entice people to read on. Stick to five words to sum up the content. Use words like exclusive, offer, latest, invitation and even sale to pique interest.
Content ideas for your e-shot
New works
A single image with caption that includes the title, size, medium and price as a minimum. But you might want to remind recipients who you are with a one-sentence biography and a few sentences on the work, its subject and inspiration. For example:
Oil on Board
by Carol Burns, BA, MA
Blue is a color we see all around us but can’t touch
The Blue series is inspired by Cornwall’s ever-changing coastline and the sea surrounding this stunning peninsula.
Entitled Unfinished, the work changes as the ocean ceaselessly moves in light, texture, sound and color. The work seeks to capture the feel of the water and its visual delights.
About the artist
Carol Burns is a Cornwall-based painter working mostly in oil. She is inspired by the relationship between light and dark, as well as the power of color on how we see and how we feel. She holds a BA (hons) and MA in Fine Art.
Open studios and exhibition events
Everyone likes to feel special, and an invitation to a preview event or private opening is the best way to do this. It’s likely many of the people receiving your e-shot will be too far away to attend, so ensure you offer an online preview event as well. This allows potential buyers to view your work ahead of a show.
Wins and awards
Show off your successes and make people feel they are missing out on getting highly prized artworks. Your competitions successes should be trumpeted as much as possible. Get hold of a the competition logo so you can use it everywhere. And see if there is a quote available from the judging panel about why they chose your work. Aside from a few household names, most people won’t know how prestigious the competition is. Always supply links and share any social media coverage too.
Sales and second sales
Avoid cheapening your artwork with standard “sale” options. Instead, offer a first look at work, consider framing studies and smaller works, and offer exclusive online prices. Don’t use the word “clearance” —even if your promotion stems from the need to clear your studio.
Collecting emails
Every contact you have is an opportunity to gather a fan. If you get emails from people interested in your work, exhibitions, and so on, simply ask them if it’s okay to hold on to their email for updates.
Wording should be simple and honest. For example: “Thank you for your interest in my art practice. I would like to add you to my list and send you the occasional update and invitations to exhibitions and exclusive offers.”
Always give a realistic expectation of what people are agreeing to. This method works better if you intend to send out occasional news, less than one a month. And always make it easy for people to extricate themselves by replying if they no longer want to receive your news.
Find our more about marketing with our series on Making a Living as an Artist.
