I discussed creating engaging newsletters in my recent Seminar to Marketing Artists.
Then why would an artist need a newsletter? Isn’t the art worth seeing? While I’m not quite sure when the “paint it and they will come” fantasy first became popular, the modern art marketer knows that keeping in touch is key to building and maintaining a relationshipdubious analogies.
With that in view, there are many options available to make sending out email newsletters easy, affordable, and hassle-free.
Streamsend lets me send out more than 1200 newsletters per month for my Art Clients. It’s a good idea research the newsletters you get and like. If you do an online look, you will also see the names and addresses of other applications such Constant Contact or Mail Chimp. Look for ones that fit with your current or future plans. Postage was the only expense artists had to pay for their newsletter distribution. The monthly cost of newsletter programs, when considered in context, is relatively low. So, for the $20.00 per monthly cost to send out 1200 newsletters, it would now be around $500.00. Or more if you include postage. All the programs are below $49.00 per month.
Another advantage is the ability to monitor your results through these programs. These programs allow you to not only see who opened the newsletter, but also what areas were viewed frequently, which links were most visited, and all of them offer an easy opt in/out subscription option for your readers. The tool is valuable because it automatically eliminates duplicate and faulty email addresses.
What do you do to keep the reader’s attention each month, even after the first newsletter goes out?
These 5 things can help you capture and retain the interest of your audience.
#1 Make your newsletter relevant and valuable.
A newsletter that is just about you doesn’t make it seem boring. Your newsletter should not be about promotion. This is a common mistake. A newsletter that’s all about ME and ME is not selling like it does doesn’t sound right. If that is your goal, then you should stop sending out ads. It’s not how your readers view it. Your email newsletter should be useful and well-worth their time. This is the best way to get more people to subscribe to it. Your subscribers must find the content useful.
Your email newsletter should not be used as a platform to promote your art. Social Networking sites have the same concept as email newsletters. It is about building relationships with your prospects. Interesting tips and topics should be shared that will help people connect with you and your art. Imagine it as sharing a cup o’ coffee with a friend. What would it be like to discuss or share with someone else?
Let your readers know that there is a workshop coming up, or that there is an open house or Gallery opening at your studio. However, don’t forget to include something extra. A mini-art lesson, or a compelling story about the place you walked in the woods that inspired this painting.
Give your newsletter a useful content that they can use. Your subscribers will love it. Have more ideas? Take any or all these ideas and connect it with your artist’s daily life.
charity/rescue/donation of the month/quarter, etc.
Some interesting facts you didn’t realize
Another voice can speak-your dog. Your paintbrush.
How to record you creating a newsletter
Now think of it!
#2. Share your artist’s life with your newsletter.
Artists who succeed in selling their art are doing it because they are able to share some of the artist’s “artist magic” with collectors. Writers quickly learn early in their careers that “Words sell,” and that “stories tell.” Artists are no differently.
People will buy or view your artwork because both the story and the image speak to them. That’s you! In this respect, a Newsletter is the same as a Blog. People will open your newsletter and read it if they find the content useful, educational or entertaining. You can make it more interesting by using the voice of your artist. Be you. Be yourself. Allow the reader to imagine the life of an artist. Keep the tone of your art newsletter light, warm, and fuzzy. Do not send out any negative or introspectively depressing information. There is plenty of that news!
There are millions and millions of images on the Internet of art. What can you do with the static image? How can you make it interesting? Let’s move on to number 3.
#3 Use Images and Photos for your Newsletter
Images are essential for any artist to be able to send out a newsletter. Include artwork from you, as well as an image of yourself at work. Use only the finest images of work. It is well-known that the journey from studio and internet diminishes the WOW element of original art. However you can still do your best to compensate.
Add videos, photos about work in progress, photos from inspiring trips… visuals are possible!
#4 Call to Action is necessary
The best thing about readers, regardless of age, is that you often find out that they are asking you for directions. Seriously. Make it easy for people to do that. Call to Action: Asking your readers to act is a call to action. A call-to-action can have results that a letter would not. Your readers learn more about you and your company through your newsletters and chatty style.
Call to Action could be as simple a request for the reader to click on a link. You shouldn’t assume that because it is located in convenient blue they will click on it. It is important to explain to them why they should follow that link. Tell them what they will gain from clicking on it.
Want a poll from your readers on recent art? Then ask them, “write back to me and tell me what you liked or did not like about my sculpture/river/glass, etc., series of art.” People love to hear their opinions! Let them understand that you value and respect their opinions :-).
Do you want your art to be bought? Tell them! Tell them: “Click me to purchase my art.” Yes, it might happen occasionally. But your readers who have been following your newsletters are more likely than ever to buy your art directly online.
You might also be interested in changing the PayPal buttons to say “Collect mine Art!” You can also change those PayPal buttons to say “Collect my Art!”, or “Add it to my art Collection,” or any other chatty phrase that’s YOU.
#5 Be consistent
If you keep sending your newsletter out everywhere, or if you forget to send it, you will lose readers. And you aren’t the only one. Most newsletters don’t have a consistent schedule for their releases. Find a schedule. It could be once every quarter, on the first, fifteenth, or third Wednesday of the month. It doesn’t matter what you choose, as long as you are consistent with your content, your readership will respond positively.