Email marketing is relevant. There’s this article from Forbes.
Self-employed artists are constantly slammed with the next strategy for social media marketing – new platforms, new ways to beat algorithms, new functionality. Social media is important, but the good old fashioned email newsletter is still mighty. Forbes’ article’s is on point no matter who you are or where you are in your marketing journey.
Your newsletter is a direct line to your supporters which you can use to share your most recent work and accolades, updates on exhibitions, and product information, for instance reproductions. If people like your art and they like you, they will open your newsletter. (I’m fortunate to have more than a few readers who have opened every single weekly or bi-weekly newsletter I have sent for the past 10 years, which is proof.)
You need to make a few basic decisions before you embark on creating a newsletter or want to improve your newsletter strategy.
- What is your goal?
- What is your message?
- How often will you send it?
Examples of goals could be: (usually artists would like to sell their art or services so I’m taking that as a given)
- sharing your work
- advertising classes
- sharing career milestones
Your message is how you communicate to your audience to talk about yourself and what you do. How often you send your newsletter depends on how often you have pertinent news to share.
If you’re a daily artist, it’s okay to send a newsletter every day. Many daily artists do. No matter what you decide about your content and frequency, you need to let your audience know what they should expect. Have you ever gotten a newsletter out of the blue from something you expressed interest in two years ago? When your audience knows what to expect, give it to them!
Does your website or copy need a re-vamp? Ready to write something new but need help? Contact me and let’s talk.
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