Those of you who’ve been reading my blog for a while know that I’m a big fan of the e-newsletter (click here to find out why). E-newsletters allow you to communicate your message directly to your fans, and statistics show that recipients of e-newsletters are far more likely to read the messages and will pay more attention to them than to other messages they may receive through social media. In my opinion, sending out e-newsletters is a worthwhile activity to add to your roster of fine art marketing tactics, even if you only do it quarterly or every other month.
Of course, a successful e-newsletter depends in part on a strong list of email addresses. Whether your email mailing list is robust or just in its infancy, there is one important step you can take to increase the number of fans on your list. In the digital marketing universe, it’s known as the “bribe to subscribe.” In other words, you offer something of value to incentivize people to sign up for your e-newsletter.
As an artist, what kind of “bribe” could you offer to entice art collectors to subscribe to your e-newsletter? How about a small original work of art? A giclee of one of your paintings? Even a small commissioned piece? Maybe you have published a nice catalogue or coffee-table book of your work, and you could offer a free copy?
If you’re also an art teacher who offers classes and/or workshops and you want to appeal to fellow artists, there are plenty of bribes that would appeal to this group, too. A free class or workshop, an online demo, or a professional critique of the winner’s portfolio are all powerful offers.
Once you’ve decided on the “bribe” you plan to give away, it’s time to promote your awesome offer. Plaster that giveaway everywhere you can—on your Facebook personal page, your Facebook professional page, on all of the Facebook discussion boards your participate in (click here to read more about that), on Twitter, on other social media platforms, through your blog, through other blogs and discussion forums you participate in, and pretty much anywhere else you can think of. You might even consider setting up a system where one of your existing e-newsletter recipients gets a reward for getting their like-minded friends to sign up for your e-newsletter.
If you give this idea a shot, I’d love to hear about your results. Let’s connect!