Email marketing for artists is generally not the most exciting thing. Especially for creatives…you want to be creating, not emailing! But, you kind of have to. It is an essential part of marketing your business and staying in touch with your supporters.
Email campaigns allow you to connect with your audience, showcase new work, and drive more sales. Unlike social media, (which is a whole other can of worms!) email enables a direct line of contact to your people and prospective buyers. If you’re ready to dive into email marketing or want tips to make your messages more effective, here’s a friendly guide to help you build your list and create subject lines that grab attention. We’ll also share a few ways to integrate custom-framed prints into your email strategy to boost sales.
Tools for Email Marketing Success
Let’s start right at the beginning. What e-mail platform is best for artists? Start by choosing an email system that fits your needs and budget. Mailchimp offers a free plan with essential features like customizable templates, email scheduling, and analytics. Constant Contact is a user-friendly tool that’s great for sending newsletters and managing your contact list. When choosing a tool, think about what your goals are. If your goal is to convert followers into buyers, look for a platform that integrates with your website or e-commerce platform.
Speaking of website integration…did you know Frame It Easy has a Shopify app that seamlessly integrates with your e-commerce storefront? We will help you sell your art framed!
Building Your Email List
You can’t email anyone unless you have actual people to email! Here are some strategies to get you started:
- Encourage Sign-Ups on Your Website: Place sign-up forms on your homepage, blog posts, and at checkout. Give them a reason! Offer an incentive, like a free digital print, or a coupon code to motivate visitors to subscribe.
- Engage on Social Media: Use social media to promote your website. In turn, this will drive audiences to your webpage, where they can then join your email list. Full circle moment!
- Collect Info at Art Shows and Events: In-person events are a great opportunity to grow your email list. Offer visitors a chance to sign up for exclusive updates or upcoming releases, and consider having a QR code at your booth for easy access. You can even offer a raffle. Have your customers enter their e-mail to win a small print of your art.
What Will My Emails Say?
“I’m an artist, not a writer!” Don’t worry, we got you! Your subscribers signed up to see more of your art, not to judge your email skills! So show them what they want to see. Here are some ideas:
- Product Highlights with Framed Prints: If you offer custom framing, email is a great way to showcase the value of framed artwork. Include a section in your newsletter highlighting framed versions of your art, and a link to your store so readers can browse and purchase directly.
- Behind-the-Scenes: Show your creative process, share upcoming events, and announce new products. Let your audience in on the “making of” stages. This is a chance to showcase your creativity in its full element and build a personal connection.
- Art Tips and Inspiration: Provide value beyond your artwork. Share art tips, such as how to care for framed art, or offer insights on interior decor to inspire your audience and keep them engaged.
No matter what you are sharing, be sure it circles back to YOU and YOUR ART. After all, that’s what they signed up for.
Hook ’em Fast With The Subject Line
The subject line is the first thing your readers will see when they open their mailbox. So be sure to grab their attention and actually open your email. Here are some tips to boost your open rates:
- Use Curiosity: Tease what’s inside with phrases like, “Guess what’s new in the studio…” or “A special offer just for you.”
- Be Personal and Friendly: Use a conversational tone that matches your brand. Subject lines like “Check out this photograph—I think you’ll love it!” feel personal and inviting.
- Add a Sense of Urgency: Phrases like “Limited edition release!” or “Last chance to see this collection!” can encourage subscribers to open your email.
Now Drive Those Sales
The point of ALL of this is to increase sales. So, structure your emails to guide readers toward purchasing. Here’s how:
- Feature Calls-to-Action: A “CTA” is a prompt that encourages your audience to take a specific action, like “Sign up now,” “Learn more,” “Shop the collection” or “Explore Framed Prints.” Place these buttons near images of your artwork to visually encourage readers to click.
- Create Themed Campaigns: The holiday season is a great time to promote framed artwork as a meaningful gift. Highlight options like custom-framed prints for a personal touch, and include deadlines for holiday delivery.
- Offer Exclusive Discounts: Reward your email subscribers with discounts or free shipping on their first purchase. It creates an incentive for readers to buy something.
Measuring Success
Email marketing for artists is a lot of work…and it ain’t for nothin’! Tracking the performance of your emails is essential to improving over time. Be sure to look at what’s working and what’s not. This will help you understand what you should devote your time to. Here are some metrics to pay attention to:
- Open Rate: Tells you how many people opened your email. Low open rates may indicate that you need to adjust your subject lines or sending frequency.
- Click-Through Rate (CTR): Shows how many readers clicked on links within your email. If your CTR is low, try making your CTA clearer and more enticing.
- Conversion Rate: Tracks how many people took action, like purchases of beautiful framed art prints! If conversions are low, consider adjusting your email design, content, or offers to clarify the purchase path.
How Custom Framing Fits Into Your Email Strategy
If you offer framed prints or custom framing for your artwork, let your audience know! Here are some ways to incorporate framing into your emails:
- Highlight Framed Print Options: If you offer framed versions of your art, feature these in your emails with lifestyle photos or customer testimonials. Show how your framed art looks in different settings to inspire potential buyers.
- Seasonal Framing Themes: During holidays or special occasions, highlight framed prints as a unique gift option. For example, suggest framed art as a memorable Mother’s Day gift or an ideal addition to a new home.
- Educational Content on Framing: Send occasional educational content about framing, such as “Why Framing Matters for Art” or “Tips on Choosing the Right Frame for Your Decor.” This can be helpful for subscribers who may be interested in framing but need guidance.
Final Thoughts on Email Marketing for Artists
Email marketing is a great way to connect with your audience, build loyalty, and increase art sales. With effective email content, strategic list-building, and a few well-chosen tools, you can creatively interact with subscribers to become loyal customers. Custom framing can be a valuable component of your emails, providing additional appeal for those looking for ready-to-display art that feels personal and thoughtful.
Start creating emails that showcase your art and invite your audience to be part of your creative journey—framed and all!
