Mailing lists aren’t simply a list of emails; they are vital tool for artists and creatives. It's a direct line to your audience, keeping them engaged and informed about your latest projects. In this post, we'll explore why having a mailing list is essential for artists.
WHY HAVE A MAILING LIST?
1. Stay Top-of-Mind: In a digital world filled with noise, a newsletter keeps your name and brand consistently in front of your audience. It builds familiarity and trust, making them more likely to support your work.
2. Showcase Your Work: Your newsletter is a dynamic platform to present your latest creations in an engaging and informative way. It offers a behind-the-scenes look at your creative process.
3. Offer Exclusive Value: Exclusivity is a powerful draw. Use your newsletter to provide subscribers with sneak peeks, limited editions, and personal insights, making them feel special and valued.
THE TLDR OF ARTIST MAILING LISTS:
• Use Designated Emails: designated email addresses (like john@johndoearts.com) for your email newsletters might keep things from going into spam / promotions
• Gmail has its own algorithm. If you can get people to respond to your email and have a “back and forth”, it lets gmail know that your newsletter belongs in the “inbox”.
• Clickable Links in Photographs: Make your emails more interactive by adding clickable links to photographs or images. This can boost user engagement.
• If you are “cloning” a previous campaign, make sure to triple check all links.
• Check everything on a computer AND on mobile. Make sure the mobile text isnt too small.
• Limit Links and images: Avoid overwhelming your subscribers with too many links in a single email. Keep it focused and relevant. People will only click on one link before moving on to something else.
• Platform Integration: If you use multiple platforms like MailChimp, MailerLite, but have subscriptions coming from Squarespace, ensure they integrate and play nice together.
• Analyze Open Rates: every few years monitor open rates, this can gauge the effectiveness of your email campaigns. If you have time to dig into who opened your emails, you might find that a certain gallerist has been very engaged, maybe its time to reach out to them personally.
• Automations: Interesting but not necessary - Explore automation features to streamline your email “onboarding”. Some services can automatically send an email when people join your list. Again, this might be more work than us busy artists can put into it. Same thing with “segmenting”, it sounds nice, but too much work.
• Personalization and Timing: put personality into your emails, segment your list, and consider the best time to send emails for higher engagement. I’ve found Tuesday AM to be the best time to reach art world people. Also consider this when sending out non urgent emails - if your using gmail they have a “schedule send” function.
• Keep it short: people dont have time and appreciate a short email. If you have to scroll, it might be too long. (if your doing a quarterly email, it might be longer but try to keep it short, a year in review can have even more prose)
• Be personal: Put in your own personality and sharing information (personal or facts about the content your artwork is about) in your newsletter. Most people want to connect with you as a person and learn something.
• Talk back points: encouraging your readers to interact with you is important. Only do this if it feels natural.
• Building your mailing list: schedule time to add in new contacts you’ve met every month. Leverage social media. When your about to send out a newsletter, post on instagram “instagram sux, Im about to send out a newsletter, sign up, link in bio” then place the link in your bio for that week.
• Monthly vs Quarterly: You really cant win or lose. Some big name art people we’ve talked to appreciate the monthly email. I personally find the monthly email exhausting and only send out quarterly or specific big shows. Bottom line, do what you can, what feels right, and dont overdo it! If an artist can send out a quarterly or twice a year email update, yer good.
• At the end we decided that the BEST thing to do is separate a VIP list and send those people personal emails. Its those personal invites that will get people to your show, get you future shows, and court collectors. This can become A LOT of work, so do what you can and fudge the rest.
Below is an artist who does a compelling job engaging readers.
My breakdown: It starts with a "click bait" style header note: this can rub some people the wrong way, but here it kinda feels natural. Then the first sentence she says *what* she's doing. Second sentence says *why* this is exciting. Third sentence gives *social cred* saying others like this work too! Forth paragraph says "im offering you something special". And then after the images she gives an *ask*. Very important to let them know *what* you want them to do.
This email is a little long for me, but it hits all the best spots and feels personal.
MORE ARTISTS MAILING LIST AND NEWSLETTER INFO:
As an artist or small business owner, your newsletter can be a powerful tool to keep your audience informed, engaged, and up-to-date on your latest work and projects. Here are a few reasons why a monthly newsletter is so important:
Stay top-of-mind with your audience: A newsletter (monthly or quarterly) helps keep your name and brand in front of supporters on a regular basis. By consistently sharing your latest work, news, and updates, you can build a strong relationship with your audience and increase the chances of future sales and opportunities.
Showcase your work: Your newsletter gives you a platform to showcase your latest work and projects in a way that's engaging and informative. By including high-quality images, descriptions of your project, or information about your concept, you can give your audience a behind-the-scenes look at your creative process and build excitement around what you’re doing.
Offer exclusive content: A newsletter can also be a great way to offer exclusive content to your supporters. This could be a sneak peek of a new project, a special print edition, or even just some personal insights and stories that you don't share anywhere else. By offering exclusive content, you can make your subscribers feel special and valued and open the next email you send!
Summary: A frequent newsletter is an important tool for artists and creatives to stay connected with their audience, showcase their work, and grow their business over time. By using your newsletter to stay top-of-mind, build your audience, showcase your work, and offer exclusive content, you can build a loyal following and take your art biz to the next level.
Types of Newsletters : Personal vs To the point
As a general rule, a newsletter should strike a balance between being "to the point" and "personal." You want your newsletter to be informative and engaging, but not so long-winded that your subscribers lose interest. At the same time, you want your newsletter to be personal enough to build a connection with your audience and showcase your unique voice and brand.
Here are a few tips on how to strike the right balance between being "to the point" and "personal" in your newsletter:
Start with a strong headline: Your headline is the first thing your subscribers will see when they open your newsletter, so make sure it's attention-grabbing and informative. Either use a clear and concise headline that summarizes the main point of your newsletter or write something catchy and mysterious that will make them open that email.
RANDOM TIP: Research shows that using numbers or symbols, such as parentheses or exclamation marks, in your subject line may help it stand out. Be careful not to overuse them, as this can come across as spammy.
Use visuals to support your message: Including high-quality images to help break up the text and make your newsletter more engaging. Use visuals that support your message and showcase your work in an appealing way.
NOTE: New data shows that too many images or links can place your newsletter in the spam / promotions box.
Use a conversational tone: Write your newsletter in a conversational tone that feels approachable and friendly. Use "you" and "we" language to make your subscribers feel like they're part of the conversation.
Share personal stories or insights: Sharing personal stories or insights can help make your newsletter feel more personal and engaging. Consider sharing behind-the-scenes glimpses of your creative process, personal anecdotes, or even just your thoughts on a recent news event.
Use social capital: Did someone specific like the work? Say that. Did you get a writeup somewhere? Say that! Psychology of marketing tells that people dont want to be the first to like something and need to be told that your art has by a third party value.
Keep it concise: While you want your newsletter to be personal and engaging, you also want to keep it concise and to the point. My goal is to make a no-scroll email. If the reader has to scroll down, they probably aren’t reading your email anymore. Stick to one or two main bullet points per newsletter, and keep your paragraphs short and easy to read.
In short, when creating a newsletter, it's important to strike a balance between being "to the point" and "personal." Use a strong headline, visuals, a conversational tone, personal stories or insights, and keep it concise to create a newsletter that engages your audience and showcases your unique voice and brand.
Avoiding Spam!
You stay up late agonizing over your latest newsletter inviting people to your big show, sending it out at the optimal time and then crickets. Did people not open the email? Did they just not care? Are they too busy? Or has your email gone to the dreaded SPAM FOLDER of doom?
It's always disappointing when I learn that my emails end up in a spam folder.
It's important to remember that email providers and spam filters are constantly evolving to better protect users from unwanted or malicious content. While it's sad when your promotional emails get filtered out, it's also a reminder to be more strategic and intentional in your approach. Consider personalizing your emails and definitely avoid spammy language.
Remember, email providers today have algorithms (much like the instagram algorithm). They are constantly trying to sort what users are and aren’t interested in. Providing real value to your audience with a compelling email will get it opened.
Use a clear and concise subject line: Make sure your subject line accurately reflects the content of your email and is concise and to the point. Avoid using all caps, excessive exclamation marks, or overly promotional language (sale, promotion, offer), as these can trigger spam filters.
Use a recognizable "From" address: Use an email address that is recognizable and associated with your brand or organization. Avoid using generic or spammy-looking email addresses, as these can also trigger spam filters.
Avoid using too many images or links: Emails that are overly designed or contain too many images or links can be flagged as spam. Keep your email simple and focused, and limit the number of images and links you include.
Personalize your emails: Use personalization tokens, such as the recipient's name, to make your emails feel more personal and relevant. This can also help increase engagement and reduce the likelihood of your emails being marked as spam.
Use a reputable email service provider: Using a reputable email service provider with good deliverability rates can help ensure that your emails are not marked as spam. If you have a website (like jaclahav.com, you can get an email address jac@jaclahav.com. ) We’re told that these types of addresses are less likely to go into spam than a gmail or yahoo account.
Ask for a reply. Many email providers will mark your email as friendly if the recipient has responded to an email at some point. Try and get some engagement, ask people what they think about something.
Specifically ask to be put on a safe list: this means requesting that your email address be added to a list of trusted contacts or "whitelist" maintained by the recipient or their email provider. Frankly though, people are so busy that the likelihood people will do this is slim.