Did you know that a newsletter is a powerful marketing tool that allows you to personally connect and engage with your readers? Having a mailing list is fundamental for any business as it gives you the chance to convert your followers into potential clients, creating leads that eventually will generate sales. We have outlined for you some important elements that you should always take into account when developing your artist newsletter.
25th February 2021 | Image Curators Advisory
The first and most important step is to build up your mailing list. A mailing list is simply a database of email addresses of people that are interested in your art and that want to stay updated with your most recent developments. You can start building up your mailing list using contacts that you already have (always make sure to ask for their permission), but it is also important to always have a Newsletter Form on your website that will allow people to directly sign up to your newsletter. You can then advertise this on your social media platforms. Your aim should be that of converting your followers into subscribers. As the digital social media landscape is in continuous evolution, bear in mind that your social accounts are never really yours. Social media platforms open and close all the time, so avoid the risk of losing your hard-earned audience by creating amailing list that will stay with you regardless of any external changes.
FREQUENCY AND CONSISTENCY
Knowing the number of newsletters you will be sending in a specific time period, and being consistent with it, is crucial. Many will tell you that you need to send a certain number of newsletters within a certain time frame, be it once per week, once or twice per month, etc. This is false. Simply choose a frequency that is most comfortable for you, and one which will allow you to maintain a level of consistency. Consistency is the key here! Consider the time and energy that you have at your disposal and the type of content that you would like to share. For some artists, generating written content comes naturally, while for others it is more difficult and requires a bit more time.
Find a balance that will allow you to be consistent, as regular updates will keep your audience engaged and will show that you're always working on something new. They will also know when they can expect to hear from you again. Remember that there isn’t a magic number that works for everyone, but only one that works for you!
As with frequency, content should also be tailored to your life as an artist. You can report news, announce your next exhibition or competitions. You can talk about your next project or simply share your new artworks or release of new prints.
Whatever the content, remember to be strategic. Don’t include too much information and keep the writing short. Use short and clear paragraphs and bullet points to allow your busy readers to skim through the newsletter.
Always include links to your website and social media where they can find more about the topic and to generate traffic across your platforms. Wherever possible, dedicate a section of the newsletter to a product or products that are available for sale.
An artist newsletter should be as visually appealing as the art you are promoting. Decide on a style and structure that reflect your artistic personality, while ensuring the maximum clarity and readability of the text, and the right balance of images vs written content.
Like in a website, your newsletter should always include a header and a footer. The header can be your logo if you have one, or simply your name. In the footer, you should always make sure to have your business or studio information (if you are set up as a company) and links to your website and social media.
Subject lines are perhaps the most important part of a newsletter, as it is the first part that your readers will see in their mailbox. Don’t rush when deciding your subject line, as this is the only opportunity you have to catch their attention and have them open your newsletter.
Subject lines must be clear and concise and act as a teaser of the content within the newsletter. Consider using captivating questions and call to actions, and always monitor the results.
Part of every marketing strategy is to test and evaluate the engagement and conversion rate, seeking new and better alternatives.
Last but not least: always proofread! You have worked hard on creating your content and establishing the design of your newsletter, and thoroughly brainstormed the best subject line to use.
Don’t throw away all your efforts by avoiding proofreading. Typos and mistakes are made by the best writers, so go through every sentence you have written to make sure that there aren’t any misspellings. A second pair of eyes always helps, where possible seek the help of a friend or family who can proofread for you.
Still need some help for your artist newsletter? Get in touch!