Email Marketing
When it comes to email marketing, we have narrowed down key factors for you to implement in your campaigns. Email is one of the best tools for reaching your target audience. Your email list has already shown an interest in your brand and are more likely to engage with your email.
DO’s
DO:
Be truthful.
Maintain a second person perspective. Write as if you are speaking to your customer. “You” language. Ex) “we think you will love this”, “we invite you to our event”.
Tailor emails to your audience.
Use their name if you can, make it personal.
Use a call to action (button or link that they can click in the email, directing them to your page).
Use empathetic and inviting language.
DON’TS
DO NOT
Do not use language like the following as it may get flagged as spam. (Act now, apply now, urgent, exclusive deal, important information, this won’t last, etc.)
Do not use hyperbolic phrases like; (best offer, fantastic deal, free money, no catch, no fees, etc.)
Do not use too many images (may get flagged as spam)
Do not sound too desperate (“please read, we need your help” etc.)
Email Freqency
Maintaining an appropriate frequency for sending newsletters to your subscribers is essential to avoid overwhelming them and triggering their decision to unsubscribe. However, every business has unique needs. As a rule of thumb, here is a rough guideline to help determine how often you should send newsletter emails based on your mailing list size:
The ideal email frequency for an emailing list depends on its size. Here is a rough guideline:
For emailing lists with less than 500 contacts, it is recommended to send newsletters once a month.
For emailing lists with 500 to 10,000 contacts, it is recommended to send newsletters once a week.
For emailing lists with more than 10,000 contacts, it is recommended to send newsletters twice a week.
It is important to note that this is just a general guideline, and the ideal frequency may vary based on the specific needs and preferences of your audience.
Additionally, promotional emails, such as sale or event reminders, can be sent more frequently without necessarily causing annoyance to your audience. To give subscribers more control over their email frequency, you may also consider including an option for them to receive fewer emails before they unsubscribe altogether.
Email Structure
Subject Line:
The subject line is the first thing that recipients will see in their inbox. It should be short, attention-grabbing, and relevant to the content of the email. Avoid using all caps, excessive punctuation, or spammy language that might trigger filters.
Brief.
Pique readers interest.
If you are offering something, be clear.
Catchy.
Personalize with their name.
Preview Text:
The preview text is the snippet of text that appears beneath the subject line in most email clients. It gives recipients a preview of what the email is about, so make sure it's compelling and relevant to the email's content.
35-50 characters
provides more info about the email before they open it.
Include the main point of the email.
Idea aligns with the subject line.
Keep it some sort of a mystery to entice readers to open your email.
Body:
The body of the email should be concise, clear, and easy to read. Break up text into short paragraphs, use headings to organize content, and include images or other visual elements to add interest. Use a conversational tone, but keep it professional.
Highlight benefits rather than features.
Maintain a second person perspective. Write as if you are speaking to your customer. “You” language.
Include visual breaks in text with white space = easier to read.
Include a compelling call to action. (A button or link directing them to your website/page)
Some tips to keep in mind
Make sure the email is optimized for mobile devices.
Use a clear call-to-action that tells recipients what you want them to do (e.g., click a link, make a purchase).
Personalize the email if possible (e.g., use the recipient's name).
Test the email on multiple email clients and devices to ensure it looks good and functions properly.
Make sure the email is CAN-SPAM compliant (i.e., includes an unsubscribe link and other required information).
Email Types
Acquisition
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Acquisition Emails can be beneficial for visual artists as they can use them to showcase their work to potential new customers, share information about their brand and events, and encourage recipients to visit their website. By including a call to action, such as a link to their website, artists can increase their chances of acquiring new customers.
Your product portfolio or examples of your work
Something that makes them feel good.
New or educational information.
A glimpse into what your product will give them. (Ex. Collector appreciation events)
A call to action. Something they can click on in the email to be directed to your website.
Promotional
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Promotional Emails are beneficial for visual artists as they can be used to inform subscribers of new or existing products or events, such as sales or giveaways. By targeting customers in the consideration and loyalty stage, artists can increase the likelihood of repeat purchases and build customer loyalty.
Informs subscribers of new or existing products/events. Ex. - Sales, Birthday Discount, giveaways.
Used for customers in the consideration and loyalty stage.
Focus more on the promotion rather than the product details.
Newsletter
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Newsletter Emails can be useful for visual artists as they can keep their subscribers informed about their brand's news and events, which can help to keep them engaged and interested in their work. By tailoring these emails to the subscriber's stage in the marketing funnel and using catchy and clever writing and design, artists can increase the chances of their emails being opened and read.
relevant
Mentions of trending topics/events
Catchy and clever writing
In your brand’s design/colours
Retention
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Retention Emails, such as cart abandonment emails and buying experience surveys, can help visual artists to retain existing customers and improve their overall experience with the brand. By offering special offers or discounts to unresponsive clients, artists can incentivize them to make a purchase and keep them engaged with the brand.
Cart Abandonment emails.
Buying experience survey.
Special offers for unresponsive clients
5 email marketing tools we recommend.
Mail Chimp
Mailchimp is an email marketing tool that is ideal for small to medium-sized businesses. It is a cost-effective way to create and send email newsletters, as it offers a free plan for up to 2,000 contacts. The benefits of using Mailchimp for artists include easy drag-and-drop email design, customizable templates, automated email campaigns, and detailed analytics.
Convertkit
ConvertKit is a powerful email marketing platform that allows creators, including artists, to easily connect with their audience and build a loyal following. ConvertKit offers features such as customizable email templates, automation workflows, landing pages, and integrations with other marketing tools. It also allows artists to segment their email list based on subscriber behavior, interests, and other criteria to provide more personalized communication. Additionally, ConvertKit offers helpful resources and education on email marketing best practices and strategies, which can be especially valuable for artists who are new to email marketing.
Hubspot
Hubspot is a marketing and sales software that includes email marketing as one of its features. It is best suited for businesses of all sizes, including larger enterprises. Hubspot's email marketing tools offer advanced personalization options, segmentation, A/B testing, and automation, which can help artists to streamline their email marketing efforts and improve their ROI.
Salesforce
Salesforce is a customer relationship management (CRM) platform that also includes email marketing features. It is a powerful tool that can help artists manage their contacts, track their email campaigns, and analyze their results. Salesforce's email marketing features include personalized emails, automation, A/B testing, and integrations with other marketing tools.
Constant Contact
Constant Contact is an email marketing tool that is designed specifically for small businesses. It offers customizable templates, automation, segmentation, and reporting features that can help artists create and send effective email campaigns. Constant Contact also offers social media integrations, which can help artists expand their reach beyond their email list.