If you work with art, you have a major advantage compared to other businesses.
You offer a real product which often comes with a lot of interesting background information. When done right, email marketing for artists and art galleries and other institutions can be very fruitful.
The easiest way to get emails is to focus on the interactions that take place every day via email, telephone or in your gallery/studio.
You may write down the email addresses, have a pad of paper or a collection area for business cards so people can quickly opt-in to your email newsletter. Explain what attendees will receive for subscribing so that they know what to expect when they receive your emails.
Ask for permission when you are talking to dealers/prospects on the phone or via email.
Your email marketing list for artists can include:
Have a VISIBLE and short sign-up form on every page of your website.
Let people know what you will get if they sign up (invitations to receptions, behind scenes, special offers).
Sign-up form in 20×200 Project:
Sign-up form to Lisson Gallery:
Remember: people are on your list because they took action and signed up for your newsletter to receive your content.
Art is a luxury good. That means people aren’t going to buy pieces regularly, they’ll buy them occasionally. Instead of going for a fast sale every time you send an email, try offering your subscribers content that is unique, engaging and useful.
We like Perry Marshal’s method: 80% content / 20% pitch. Rather than pitching in every message, we recommend making deposits first…for 3 or 4 messages of helpful content. And then offer something.
Artspace.com offers weekly art news and features + free shipping for those you are ready to buy now
Here is a great example of Artsy suggesting art walks with children in NYC. That’s very unique and useful content for any art lover that is a parent.
ArtShare.com has special conversation series to educate customers about collecting Chinese contemporary art.
One thing that shouldn’t be forgotten, especially in the arts, is the power of images.
The human brain processes visuals 60,000 times faster than text and 90 percent of the information transmitted to the brain is visual. You are surrounded by perfect material for images. Use that.
Add a P.S. – using a p.s. has been a staple of top print copywriting techniques for decades. Adding a p.s. is a proven way to get more clicks on your email marketing for artists campaigns. Make it relevant, mindful and always include a call to action link.