A Guide to Email Marketing for Artists
Are you an artist struggling to sell your art?
Do you feel overwhelmed by the idea of marketing your work online?
You’re not alone. Many artists find it challenging to navigate the world of digital marketing, but the good news is that email marketing can be a game-changer for your art business.
In this blog, I will break down how to use email marketing effectively to connect with collectors, grow your audience, and sell more art.
4 Years of Marketing Experience…
condensed into these 11 marketing lessons
Why Email Marketing is Essential for Artists
Email marketing remains one of the most powerful tools for artists to build relationships with collectors and fans.
Unlike social media, where algorithms control who sees your content, email allows you to communicate directly with your audience.
Here’s why email marketing is a must for artists:
Own Your Audience: Social media platforms can lock you out at any time, but with email, you own your list. This gives you the freedom to communicate with your audience without relying on third-party platforms.
Higher Engagement: While social media posts can get lost in the noise, emails have an average open rate of 20%. Plus, they allow for deeper, more personal connections with your audience.
Sell More Art: Email marketing lets you nurture your audience over time, building trust and rapport before making a sale.
How to Get Started with Email Marketing
If you’re new to email marketing, don’t worry—it’s easier than you think. Here’s a step-by-step guide to help you get started:
1. Choose an Email Service Provider (ESP)
There are dozens of email marketing platforms to choose from, but here are a few popular options for artists:
Mailchimp: Great for beginners, with a free plan for small lists.
ConvertKit: Known for its clean interface and powerful automation features.
ActiveCampaign: Ideal for advanced users who want detailed automation and tracking.
Squarespace Email: Perfect if you already have a Squarespace website.
I recommend ConvertKit for its simplicity and affordability, but the best platform for you will depend on your needs and budget.
2. Build Your Email List
Your email list is your most valuable asset as an artist. Here’s how to grow it:
Add a Sign-Up Form to Your Website: Make it easy for visitors to join your list.
Offer a Freebie: Provide a free download, like a digital print or behind-the-scenes video, in exchange for email addresses.
Promote Your sign-up form on Social Media: Share the link to your sign-up form in your bio and posts.
3. Craft Compelling Emails
The key to successful email marketing is providing value to your subscribers.
Here’s a simple framework for your emails:
Educate: Share stories about your creative process or the inspiration behind your work.
Entertain: Include fun anecdotes or behind-the-scenes content.
Sell: Occasionally promote your art, but always focus on building relationships first.
I suggest following the “Give, Give, Give, Ask” model: send three value-packed emails before making a sales pitch.
4. Use AI to Streamline Your Content
Feeling stuck on what to write? Tools like ChatGPT can help you generate email content ideas.
For example, you can ask AI to create a 60-day email plan with eight emails, where only two are sales-focused. Here’s an example of what that might look like:
Welcome Email: Introduce yourself and your artistic journey.
Behind-the-Scenes: Share a sneak peek of your creative process.
Art Showcase: Highlight your favorite pieces and the stories behind them.
Special Promotion: Offer a limited-time discount or bundle.
Artistic Inspiration: Share what fuels your creativity.
Fan Spotlight: Feature a collector or fan who loves your work.
Tips for Aspiring Artists: Provide advice or tutorials.
Final Sales Pitch: Promote a new collection or limited-edition piece.
Tips for Maximizing Your Email Marketing Success
Segment Your List: Tag subscribers based on how they joined (e.g., from an art fair or social media) to send targeted campaigns.
Avoid Spam Filters: Steer clear of spammy words like “free” or “discount” in your subject lines.
Track Your Results: Monitor open rates and click-through rates to see what resonates with your audience.
Why Email Marketing is Worth the Effort
While social media and text messaging have higher open rates, email marketing is a long-term strategy that gives you control over your audience.
“Owning your email list is your key to freedom from social media platforms.”
By consistently providing value and building relationships, you’ll turn subscribers into loyal collectors who are excited to support your art.
Why TASA?
You’ve Mastered The Craft - Now, Master the SALE.
Learn the process and systems behind selling your craft.
Stop waiting for gallery validation or social media virality—take control of your success.
