How to Write Your Artist Email Newsletter

Perhaps you’ve read articles by art marketing experts who claim impressive results gained from email newsletters. Or, you may have read the article I wrote on this website about holiday email marketing in which I state the fact that  70% of the population prefer that businesses reach out to them by email. If you’re like many artists I know you’ve thought about adding this step to your art marketing efforts but  you don’t know how to write your artist email newsletter or what to write about.

The email newsletter is a powerful tool so I want to encourage you to begin now! Why? Because, most artists I know who send email newsletters to their subscribers on a regular basis see an increase in sales and other benefits.  If you’re like most of my coaching clients you’re asking, “What do I write about?” In this article you’ll find 7 basic first steps followed by 6 topic ideas.

7 Important First Steps You Must Take

1. Add a sign up / subscription form on your website where your fans and followers can sign up to receive your free email newsletter.  Invite them to receive news about you, your artwork and events. If your website provider doesn’t offer this type of form and application, you can get email marketing services from MailChimp, iContact, ConstantContact, or VerticalResponse, to name a few. They offer forms you can place on your website and an array of templates you can use to produce professional level email newsletters.

2. In all of your email newsletters place a banner image — your name and/or logo for immediate recognition and part of your overall branding and promotion. It will be the same banner you use on your home page.

3. In all of your email newsletters provide links to your home page and gallery pages of your website. You can also include addition contact information, such as your address, telephone, email address and your social media links.

4. Always use large, good quality photographs of your artwork. Avoid displaying images that are blurred or have distracting objects in the background.

5. Choose a short and catchy subject line. Don’t leave this area blank.  Avoid spammy titles. If you aren’t feeling creative keep it simple, “Art News from (Your Name)”.

6. Write a friendly and simple introduction. It can be something simple as: Greetings! I hope you’re having a wonderful month. I’m writing to let you know what I’ve been creating in my art studio.

7. Proof read before you sent it. Read it several times aloud to catch spelling and grammatical errors. Better yet, ask a friend who has a skill for details to read it.

6 Different Topic Ideas For Your Artist Email Newsletters

1. New Artwork
You’re always creating, this should be the easiest topic to write about, especially if you’re excited and proud about it. Write what inspired your latest piece and if it’s available for sale and how the reader can buy it. Or, you can write about a newly completed commissioned piece, as this will be an opportunity to announce that you accept commissions.

2. Work in Progress
Satisfy people’s curiosity who love to see how you develop your artwork. Share an interesting photograph of your art work in progress as a teaser. You can also include yourself in the photograph (see above) while immersed in the creative process. Let the reader know when the piece will be finished and don’t forget to share the completed work in your next email newsletter.

If writing is too challenging for you, with either of these #1 or #2 topics you can choose to keep it simple. Place a good quality photo with a brief description including title, medium and dimensions and a link to your gallery page.

3. Award or Publicity You’ve Received
This is always an excellent reason to send an email newsletter. Spread the news about an award you’ve won or a recently published article — in print or online — that you’re featured in.  This way you’ll be using other people’s words of praise to promote you. Provide a quote from the juror who selected your artwork for the award or the writer who said something complimentary about your art. Include a link back to your website.

4. Upcoming Event
When do you share news about an event or exhibition you’ll be participating in? The first announcement should be sent when you first receive the news. Then, you can periodically send updates up until a few days before the opening. Devote several email newsletters to the important event to remind people. They will appreciate it.

5. Special Offer
Here’s a favorite topic anytime of the year and especially around the holidays. This type of email newsletter can announce a special offer and let them know the expiration date and how to claim it. Be careful not to give too much away and undervalue your artwork. You can avoid offering “discounts” and instead offer additional perks such as a free shipping option or a free small print with the purchase of your original.

6. Outside Influences and Inspiration
Reach out and share your experiences about recent travels, visits to museum exhibitions, workshops you attended or books you’re reading that have an impact on your artwork.  When you explain the connection between the source of inspiration with your art you’ll be educating your audience and they’ll gain more of an appreciation for it.

Final Notes…
If you aren’t ready to jump in yet, think of some artists you admire and respect for the way they handle their art marketing projects. Subscribe to their email newsletters. You might get some ideas and gain the confidence to do it too.

Let your personality shine when writing your email newsletter. It should be written with the same tone as if you were speaking to the person who receives it. Be yourself. Consider the email newsletter as a way to take prospective buyers on an exciting creative journey with you.