Designing High-Impact E-Newsletters: 5 Hot Tips

I think you all know how much I love e-newsletters, right? I can think of no better way to promote your brand and build genuine relationships with your fans and followers than sending out a monthly e-newsletter. Statistics show that people are far more likely to receive and read your promotional message when it’s delivered straight to their inboxes, so it’s just a really smart marketing tactic. Here are five easy ways to make sure your e-newsletter is designed to have the best possible effect on the recipients:

1. Match your brand design. These days there are so many different e-newsletter services, from MailChimp, which is free to use up to 1,000 subscribers, to Constant Contact and so many others. In fact, if you’re using FASO to host your website, you even have a newsletter function built right in. Whichever service you decide to use, go through the templates and find one that either coordinates with the look and feel of your website and other promotional materials or can be customized to coordinate. Try to use the same colors and fonts so the look is cohesive across all of your marketing materials.

2. Customize the header. Right from the get-go, you want your e-newsletter to let people know who’s sending out this promotional message, so take time to create a custom header. It doesn’t have to be anything fancy if you don’t have sophisticated computer software. Even a jpeg of one of your artworks—or even a section of one of your artworks—will do nicely. Add your name in a nice big font that matches your website design, and you’re good to go.

3. Balance images with text. It’s tempting to load up your e-newsletters with images because, after all, that’s kind of the point for artists. But did you know that too many images can actually set off the receivers’ spam filters and prevent them from getting your message? Experts say that a balance of 60 to 70% text and 30 to 40% images is a safe bet.

4. Repeat your web address and email address at the top and bottom. Your goal in reaching out to people is to draw them back to your website and, ultimately, to invite them to get in touch with you. So make that easy for them by incorporating both your web address and email address into the header design, and then repeating these at the bottom where you sign off.

5. Finish with a call to action. Whenever you come to the close of any promotional message, you always want to finish by asking the reader to take some kind of action that will connect that person back to you. Inviting them to visit your website to see more artwork is always a great idea, but there may also be times when you want to invite them to attend an event or to view something else on the web related to your art. And if you’re really striving to grow your e-mail mailing list, you can ask them to forward your e-newsletter on to friends who may be interested in your work. 

Following these five simple tips will present you, your artwork, and your brand in the best possible light when you’re communicating through e-newsletters. What other tips do you have? Let’s connect!

P.S. E-newsletters are just one of the many savvy tactics I'm sharing in my new Art Marketing Weekly program. Click here to find out more about this customizable, affordable program that will get you on the fast track to success.

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