Newsletters That Get Attention: 7 Top Tips

Jennifer King

Now that I’ve convinced myself—and hopefully you—that all of us artists should be publishing a newsletter, I thought it might be useful to review seven great tips on using this helpful art marketing tool.

  1. Find a good frequency… and stick to it. I’m not gonna lie. Writing an artist's e-newsletter takes some time and effort, and you really need to be consistent if you commit to doing one. That’s why I don’t think it’s necessary for fine artists to publish a monthly e-newsletter. You could publish every other month or even quarterly, and still achieve the desired effect of staying in touch with past, present, and future art collectors. You can always publish a “special edition” if something really big happens and you want to contact people sooner than your next scheduled mailing.
  2. Choose a design template that works with your brand. Your e-newsletter should have the same look and feel as your website and all of your other artist marketing materials so that they present a cohesive, consistent brand. There are many e-newsletter services online offering a wide variety of templates, so shop around until you find a template that works—or can be customized to work—with the rest of your branded promotional materials.
  3. Write as if you’re talking to the person face-to-face. Many artists have told me that they’re uncomfortable writing their own promotional materials because they’re not professional writers. But really, the best thing is to write as if you’re talking to a friend in your art studio. This will give your artist's e-newsletter your voice, which is what your subscribers want to hear. But if you’re not great at proofreading, ask a friend for help.
  4. Focus on educational content. If you’d like your readers to keep and refer to your
    e-newsletters, try mixing in some informative items along with the self-promotion items (which can include any news about your art career, such as awards, painting commissions, fine art exhibitions, etc.). You know they like art, and they like your art in particular, so what would interest them? It could be an explanation of your art-making process or your materials, or it could be tips on arranging artwork or caring for fine art. It could even be a short essay on one of your favorite artists and how that person has influenced your work.
  5. Balance your content with images. Your e-newsletter readers are already fans of your work, so give them plenty to look at. Include photos of recently completed works of art, works-in-progress, your studio, you in the process of creating, and so on. At the same time, however, don’t overload each
    e-newsletter with so many images that it’s insanely long and slow to open. I think 4 or 5 low-res images are probably enough.
  6. Include a call-to-action. Look for ways to continue the connection you’ve made with your reader by asking them to do something in response to reading your e-newsletter, whether it’s coming to your next art exhibition, scheduling a studio visit, or simply going to your website to see your latest artworks.
  7. Make it easy to unsubscribe. I’m sure you already know this but it’s illegal to add someone to your
    e-mail list without permission. So we’re going to assume that your e-newsletter is going out only to people who agreed to be on your mailing list. But just in case someone should change his or her mind, be sure to include a means for the person to unsubscribe at the bottom of each e-newsletter.

What other great tips on art marketing with e-newsletters would you like to share with your fellow fine artists? What other questions do you have? Next week, I’ll share what I’ve learned about writing effective subject lines for e-newsletters and other e-mails. Until then, let’s connect!

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