Best Email Marketing Strategies for Artists - How to grow your mailing list!

One of the best email marketing strategies is to communicate often and consistently. The concept of the mailing list may appear quaint in a world of Instagram, TikTok, and NFTs 9 (ugh, right?) but its resurgence is a testament to its enduring relevance. A well-curated mailing list comprises the email addresses of individuals who have willingly chosen to engage with your art. This self-selected audience forms the core of your supporters, often more invested and interested in your work than passive social media followers. Emails offer a direct line of communication between you and your audience. Unlike social media, where your posts may get lost in a sea of content, emails land directly in your subscribers' inboxes, increasing the chances of them being seen and acted upon.

A few years ago when I spent almost all of my time learning, absorbing from others, taking courses and listening to all the online marketing podcasts I could find they all had one thing in common – the importance of a mailing list.

Email Subscription

Collector’s List

Email List

List Building

Subscriber List

It’s all the same. It’s the successful gain of consent from your audience to receive ongoing information to their inbox. And if you think about, isn't it much better to communicate with someone who wants you to communicate with them? Think of email marketing as a great tool for you to share value with those who are curious and want to support you. It's not about sales necessarily. It's about keeping others informed, sharing information and opening yourself and your business up to them. 

The Opt-In Process / Lead Magnet

So, now that we know what email marketing is, how do we do it correctly? Is there a formula? Template? Schedule? 

The foundation of a successful mailing list lies in obtaining consent from your audience. And really, that’s what you want. Someone who willingly gives you their email because they want to hear from you regularly. Never add people to your mailing list without their permission; this is not only unethical but can also result in legal consequences. Eek! Instead, the challenge is in creating compelling sign-up forms on your website, social media profiles, and in person at markets or exhibitions. How do you get their attention and time? The best way is to offer incentives such as exclusive content or discounts in exchange for their email addresses. If you do this right, your opt-in form will result in a 20% or greater sign up rate.

How does this get added to your website? 

Most website platforms (shopify, squarespace, wix) have integrated form fuctions where you can add a pop-up or email subscription button. Some are better than others in terms of the functionality, but my recommendation is to go outside of your platform and sign up with an email marketing platform, ie. flodesk, mailchimp, convert kit and there are many more. These platforms specialize in helping you install the right forms in the right place on your website and offer tons of analytics where you can see how people are using your forms and if you need to redesign anything. A pop-up specifically is the little form that shocker, pops-up, at the time you enter a new website. This is also called a lead magnet, which means you're leading or giving away something in exchange for an email. Good examples of lead magnets for artists are free printables, studio guides, materials/supply guide, a photograph they can use as their wallpaper or a link to a promotion or discount to their shop. 

Segmentation

And here is where the custom fun comes in. Once you have a sizeable list, segment it based on various factors such as location, art preferences, and buying history. If you have various streams in your business – teaching art vs. selling to collectors, you can segment based on those as well. Segmentation allows you to send tailored content to different groups within your audience, increasing the likelihood of engagement. In other words, you’re personalizing their experience and really only giving them the content they want that applies to them.

The right answer? Consistently.

For best email marketing results, frequency is key!  And, it really depends on your workflow and products. If you have various streams and multiple segments, this might be a few times a week. Maintaining a mailing list isn't just about sending promotional emails. Regularly engage with your subscribers by sharing your artistic journey, behind-the-scenes glimpses, and personal stories. This humanizes your brand and fosters a deeper connection with your audience. You may consider posting weekly, or twice a week (1x weekly newsletter on Monday mornings and New Artwork / Tips / Blog Posts on Thursdays)

PRO TIP: Come up with a schedule where you follow a sequence of emails, such as:

VALUE / KNOWLEDGE / INSIGHT

VALUE / KNOWLEDGE / INSIGHT

PRODUCT / SELL

BEHIND THE SCENES or BLOG POST

PRODUCT / SELL

PERSONAL STORY or BLOG POST

VALUE / KNOWLEDGE / INSIGHT

VALUE / KNOWLEDGE / INSIGHT.. and repeat…

Product Launches

Mailing lists are invaluable when it comes to launching new art collections or products. Your subscribers are likely to be your most enthusiastic supporters, and they can provide immediate feedback and sales when you release new work.

Sales and Promotions

Exclusive discounts and early access to art sales can be powerful incentives for your mailing list subscribers. These perks make them feel special and appreciated, encouraging them to support your art.

Fostering a Community

As your mailing list grows, it can evolve into a vibrant community of art enthusiasts who share a common love for your work. Nurturing this community can lead to enduring relationships and even collaborative opportunities.

(NOT AN AD, by the way so I’m not getting paid to write this!)

Like some of you, you’ve probably tried a few different email marketing platforms. I took a bit of time for me to find a provider that gave me enough functionality but also didn’t penalize me for growing. I don’t believe you should pay more just because you have more subscribers. How does that make sense? If I’m using your platform successfully and growing my list, why am I being charged more?

All this to say, I ended up on flodesk. Female founded and incredibly intuitive and easy to use, I’m able to concentrate on the analytics I need, segment easily and send emails quickly with my brand and messaging in mind. It’s also a flat rate, no matter how fast you grow (yay!) and beautifully designed. While it is sometimes necessarly to choose function over form, using an email marketing platform that was making me die a little bit each time I sent one.I became frustrated by the limitations that were set by other platforms, such as mailchimp or convertkit. The emails were inconsistently designed, if at all, and I dreaded Fridays, which are my newsletter days because it meant pulling hair out trying to get the thing to look remotely close to the aesthetic that I strive for in my artwork.

The other super important thing (or super frustrating if it’s missing) is how simple it is for you to add opt-in forms, pop-ups, and embedded forms onto your website. I don’t code, nor do I want to, and I found I had to hire someone each time I had to update or replace a form on my website. With Flodesk, with a few copy and pastes, I was able to add all my forms by myself and move on with my life, amen!

If you’re at a point where you’re considering adding a mailing list (in which case stop thinking and do it) or you’re not satisfied with the one you’re currently using, give flodesk a try. You can continue running the platform you currently use and start flodesk on a trial and just play around with your email templates, forms, sequences and see how easy it is! You’ll be sold, I’m sure!

Use the link below to get started.

If you have any questions, let me know! I’m happy to show you how to set some things up and how I have my workflows and sequences running. I promise you, it’s actually quite fun and you’ll be impressed how quickly your list will grow!

If you're curious to learn more, chat about my process or even ask me how I built my templates, fonts, etc.. feel free to reach out! I love to help other artists build an authentic platform that they can use to grow their businesses, and for me that's starts with having a solid communication system. If you want to know more about flodesk and how to get started on the platform, click below! Again, not sponsored, I'm just sharing what works for me! 

If you're new here, I'm Donata Delano. I am the creative owner and artist behind Donata Delano Art. Aside from art related tutorials, tips and information occasionally, I also post recipes, crafts and out adventures living abroad in Mexico.

As for my business, as some of you know, I run my art studio out of our home. I have a dedicated room where I paint, package and ship all my artwork to you. If you're curious about my daily life and how I run my business, I post often about my process, my studio and my work on my instagram here: https://www.instagram.com/donatadelanoart/

You can also follow along on Pinterest, where I pin all things design, decor, crafts style and holiday goodies: https://www.pinterest.ca/donatadelanoart/

Also, if you'd like to follow along and subscribe to the mailing list to receive more post notifications like this, including special promotions for artwork, collections and freebies, head here and join the list here!

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