Email has become indispensable for marketing, but sometimes we can’t see what’s right under our noses.
If you are in an email funk and not seeing results from what you’re sending, consider these five remedies.
1. Understand the difference between newsletters and solo emails.
A newsletter is usually a regular update (weekly, bi-weekly, or monthly) that has consistent features. They are terrific for keeping your name in front of people, but they are not always good for inspiring action.
A solo email is an announcement sent when you want recipients to take a single action such as attending an event, checking out a sale, or signing up for a class.
Sending a separate email on these occasions will get you better results than relying on people to remember the information from the newsletter that might have been sent two weeks prior.
2. Use a good subject line.
What does “good” mean? I don’t have to tell you because you can look in your inbox right now and see what subject lines appeal to you. What would you open?
I’ll also share that these are among my least favorite subject lines from artists and are almost always quickly deleted from my inbox:
- Sally Rodgers’ Fall Newsletter
- October News from the Studio
- Exciting news!
The issue I have with these is that they look like so many other subject lines and don’t pique my interest – and exclamation point never makes it more exciting to me. If you send out a regular newsletter, change the subject line each month so it looks fresh.
3. Emphasize images.
Repeat after me: My art is the focus of all my marketing. My art is the focus of all my marketing. My art is the focus of all my marketing.
The reason you send business email is to remind people about your art, so don’t hide it and don’t put it in competition with the rest of the design. (See #5)
Make your images as big as they can be within the confines of your email layout.
4. Embrace space.
Don’t be afraid of white space and larger font sizes.
Think of your email as you would think about your art in a gallery. If you want people to look at your work and read your words, you have to give them room to do so.
5. Rein in the color.
I know you love color. We all love color.
But you should also respect color – especially the color within your art.
If you use bright colors in your backgrounds and text, you are setting up a competition between your images and everything else around them.
Respect the color in your work and understand how it interacts with other colors.
Do you have any tips that might help other artists cure the email blahs? Please leave them in a comment.